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Marketing Research Articles Related to the Utilities and Energy Industry

Marketing Research Articles Related to the Utilities and Energy Industry

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Beyond mere customer retention

Published
March 2008
Author
Chris Parcenka
Abstract
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.

Does the election mean an auto industry makeover?

Published
August 2008
Author
Quirk's Staff

Doing what they do best

Published
October 2003
Author
Lucy Klausner
Abstract
Do you need online reporting of research data? This article addresses online reporting of research data, including security of data and training.

* Doubt dominates Americans' faith in fixing BP oil spill

Published
June 2010
Author
Quirk's Staff
Abstract
According to a poll from BIG Research, Americans have little confidence in BP and the federal government's ability to stop the Deepwater Horizon oil leak in the Gulf of Mexico.

Empowering the people

Published
October 2007
Author
Mike Mabey
Abstract
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.

Form reform

Published
October 1995
Author
Joseph Rydholm, Quirk's Editor
Abstract
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.

Fueling competition

Published
February 2001
Author
Joseph Rydholm, Quirk's Editor
Abstract
Washington Gas used a three-year multi-phase telephone survey with Maryland customers to determine if awareness of a deregulation program was reaching customers of all income levels.

Growth or stabilization?

Published
March 2008
Author
Christopher Perdue
Abstract
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.

GTE tracks business customer approval with BCGS

Published
February 1989
Author
Joseph Rydholm, Quirk's Editor
Abstract
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.

In search of synergy

Published
April 2008
Author
Frank L. Findley
Abstract
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.

'Lite' Meter

Published
December 1991
Author
Mary Lynn Spada
Abstract
Boston Edison conducted a comprehensive study to answer questions about its Lite Lights energy conservation program's four major components: program delivery, target market, promotion and estimation of energy savings. The company used a broad range of research strategies: in-depth one-on-one interviews, focus groups, phone interviews and customer surveys.

Losing steam

Published
March 2008
Author
Suzanne Shelton
Abstract
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.

* Make it worth it, get us involved - the American attitude toward renewable resources

Published
April 2011
Authors
Jon Arnold and Jason S. Rodriguez
Abstract
A report on renewable energy reveals several insights into American attidutes and trends regarding the environment, supplier-user communication and future adoption.

Power play

Published
May 1994
Authors
Keith A. Baugh, Brian Byrnes and Clive V. Jones
Abstract
Public Service Co. of Colorado used focus groups and telephone interviews to develop a customer-driven renewable energy program.

Powering your way to reduced customer churn and increased customer loyalty

Published
October 1998
Authors
Eric Reidenbach and Gordon McClung
Abstract
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.

Research guides Bell Atlantic Directory marketing

Published
May 1989
Author
Ted Allen
Abstract
Bell Atlantic uses market research and information support to remain competitive in the challenging Atlantic region. Key to its success is the company’s approach to market information management, which includes data support, validity and reliability assessment and database design and maintenance.

Restoring power

Published
June 1993
Authors
Mark Camack and Katherine Johnson
Abstract
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.

Seeking a good fit

Published
May 2003
Authors
Allen Gerber and Robert Passikoff
Abstract
KeySpan Energy uses brand-to-media consonance to determine the effects each of 11 cable networks had on awareness scores and on target audience ratings of the brand.

Seven rules for observational research: how to watch people do stuff

Published
December 1997
Author
Walt Dickie
Abstract
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.

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