Tracking Energy Efficient Market Shares: What Really Happened in the Wisconsin Residential HVAC Market!

Richard Hasselman, Energy Center of Wisconsin
Amy C. Boyer and Rick G. Winch, Opinion Dynamics Corporation

Keywords

Abstract

Market transformation has emerged as a central policy objective of publicly-funded energy efficiency programs in many areas of the country (Eto et al. 1996). This policy shift has brought about a need to explore new methods of “tracking” or evaluating energy efficiency programs. Toward this goal, this paper presents a look into the world of tracking energy efficiency markets through the use of an on-going sales tracking system.

The discussion begins with a historical perspective and description of the process used by the Energy Center of Wisconsin to establish such a system for the Wisconsin residential and small commercial central heating and air conditioning market. The continuing success of the tracking system is linked to 1) finding “common ground” between parties interested in energy efficiency and the “keepers of the data”—namely distributors of central heating and air conditioning equipment; and 2) re-packaging the information collected and providing it to the “keepers of the data” in order to sustain their interest. Next, we present both historical and quarterly market data which provide insights into the long-term sustainability of markets in the absence of utility sponsored energy efficiency programs. Especially noteworthy is the fact that, in absence of utility sponsored incentive and information programs, energy efficiency markets have declined substantially from their historical highs in some market areas while remaining the same in others. Finally, the authors, based on supplemental interviews and ongoing communications with the “keepers of the data,” provide insight into the changes taking place within various Wisconsin market areas.