Utilities

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

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.

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.
Empowering the people: Using a 22-person, cross-functional team, energy firm Ameren Corporation tracks customer satisfaction along a number of metrics and has used the process and the results to improve and restructure the company's interactions with customers.

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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.

Utility companies' seven deadly fears of market research: Utility companies are devoting more resources than ever to their marketing communications program, but not to market research. This article discusses seven deadly fears of market research suffered by utility company executives.
Seven signs of fallout from the information explosion: As a nation, we’ve shown ourselves to be world masters at generating information, though right now we are at war with information. This article details seven signs of information fallout and discusses our challenge to make more intelligent and productive use of information through new and improved processing, linking, visualization and management techniques.
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.
Utilities discovering the value of customer satisfaction research

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Related Events

AMA SUMMER MARKETING EDUCATOR"S CONFERENCE: August 8-11, 2008; The American Marketing Association will hold its summer marketing educator’s conference on August 8-11 at the Sheraton San Diego Hotel & Marina in San Diego. For more information visit www.marketingpower.com/research.
ESOMAR ANNUAL CONGRESS: September 22-25, 2008; ESOMAR will hold its annual congress on September 22-25 in Montreal. For more information visit www.esomar.org.

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