Full Title: Listening to the heartland: Listening to the Heartland: Insights into a customer-centric strategy for the smart grid
Author(s): PriceWatershouseCooper
Publisher(s): PriceWatershouseCooper
Publication Date: May 1, 2012
Full Text: Download Resource
Description (excerpt):
Through PwC’s smart grid customer research program, we gained directional insights on customer attitudes and behaviors in the rapidly changing utility industry. This report summarizes key findings from an approach that included a quantitative survey and follow-up focus groups with Midwest energy customers, exploring how they use energy, how smart grid technology will affect their everyday lives, and how much they expect to embrace products and services related to the smart grid during the next few years.
We conducted a two-phase program to capture this detailed customer data. In Phase 1, held in fall 2011, we fielded a broad, Midwest-representative survey of 900 energy customers aged 18 to 64. In Phase 2, we
conducted targeted focus groups to gain a deeper understanding of some of the underlying reasons for behavior- related information reported in the survey.