Segmentation in a Mass Media Energy Campaign

Panel: Human and Social Dimensions of Energy Use: Trends and their Implications

Authors:
Patricia Thompson, Summit Blue Consulting, LLC
Jane Hummer, Summit Blue Consulting, LLC
David Hungerford, California Energy Commission
Bridgette Braig, Braig Consulting

Abstract

This paper presents results from an evaluation of a voluntary demand response mass media campaign in California. This unique evaluation project brought in consumer behavior and media purchasing experts from outside the energy industry, who reached the conclusion that the campaign is increasing awareness of peak period energy use issues-approximately two-thirds of those that recall being exposed to an alert message do report taking some action-but that current segmentation choices could be refined. However, recommendations on segmentation must be considered in light of the unfolding policy and funding frameworks at the state, if they are to be actionable. The current emphasis on integrated program marketing and cost effectiveness may affect what might otherwise appear to be viable implementation choices. This paper focuses on some of the more surprising research results from an evaluation of the Flex Your Power NOW! voluntary demand response campaign and their implications, including:

Focus groups screened to include the target segment of "educated, high income environmentalists" reveal strong beliefs that responsible energy choices should become long-term habits, thus undercutting appreciation for a call to action on a given day.
Homeowners (part of the target segment) do not appear more likely to comply with messaging than renters (not a targeted segment).
Media analysis shows that targeting messaging on a geographic basis (based on areas with highest AC/appliance saturations) could likely result in greater load reduction response; however, this could potentially come at the expense of overall state awareness or may result in burdening some populations disproportionately.