Marketing Research With Utilities

We've grouped together all the information our site contains on conducting market research in the utilities industry to help you quickly and easily find related articles, suppliers, events, jobs, associations, glossary definitions and more.

Tags: | Utilities / Energy

Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

Does the election mean an auto industry makeover?
In search of synergy: Looking at an advertising and marketing campaign as the sum of many parts can help give a truer picture of the impact and effectiveness of each part. The author explores how to think about this holistic process and cites examples from an energy utility which saw returns from a series of ads that focused on different aspects of being environmentally friendly.
Beyond mere customer retention: Creating customer advocates can be especially important for a company in a regulated industry such as the energy/utilities industry. Without customer advocates, or in situations where customers feel unfavorably toward an energy concern, utilities can suffer a variety of negative consequences, including increased business costs, lawsuits, fines and construction delays.
Growth or stabilization?: The author examines recent trends in the market for customer information systems (CIS) and explores some of the factors that utilities rated as important in a CIS.
Losing steam: Energy Pulse is a national consumer study that analyzes consumer energy use, energy conservation and purchasing behaviors relative to energy-efficient and “green” products and services. About to enter its fourth consecutive year in 2008, Energy Pulse is a national consumer study that analyzes consumer energy use, energy conservation and purchasing behaviors relative to energy-efficient and “green” products and services.

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There are 15 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Powering your way to reduced customer churn and increased customer loyalty: Successful competitors in the utility industry have learned that the key to success that identifies them as industry leaders is the result of outstanding customer value. This article discusses customer value and its importance in helping companies become industry leaders.
Restoring power: Detroit Edison used focus groups to define and test a host of issues related to the implementation of a new system for reporting power outages. Customers overwhelmingly supported an automated telephone solution.
GTE tracks business customer approval with BCGS: Customers don’t always let businesses know they are dissatisfied. GTE implemented two survey programs, using both quantitative and qualitative research to track customer satisfaction levels on an on-going basis.
Seven rules for observational research: how to watch people do stuff: Observational research is becoming a popular method, yet many clients are not comfortable with it simply because they don't know how to get value from watching people. This article discusses seven rules for observational research that will help client and moderator alike.
Form reform: Northern States Power (NSP) took advantage of new technology to improve surveys. This article discusses how NSP switched to and uses machine-readable image/OCR (optical character recognition) forms to survey customers.

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Related Associations

ESOMAR

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Related Events

MRA FALL CONFERENCE: November 10-12, 2010; The Marketing Research Association will hold its annual fall education conference on November 10-12 at Walt Disney World in Orlando, Fla.