Marketing Research With Utilities

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

Tags: | Utilities / Energy

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.

Sponsored White Paper: Capitalizing on Customer Feedback - Creating Measurable Value from Voice-of-the-Customer (VOC) Programs: It seems like everyone is now collecting customer feedback. However, if you have already launched your customer feedback program, you have likely discovered that turning customer feedback initiatives into a highly effective, thriving VOC program is not a simple task. Creating and implementing a thriving and highly effective VOC program requires the right vision, awareness, and accountability that link the investments to the observed returns. “Capitalizing on Customer Feedback” addresses these three themes and provides the reader with examples of the principles in practice. The reader will be introduced to: new ways to think about customer feedback; top nine most popular customer feedback strategies; five steps of VOC evolution; four principles to realizing a strong return on your VOC program; two real-life case studies demonstrating the concepts in action.
Does the election mean an auto industry makeover?
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.

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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.

Powering your way to reduced customer churn and increased customer loyalty: 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.
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.
Seeking a good fit: 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.
Research guides Bell Atlantic Directory marketing: 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.
Form reform: 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.

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Related Associations

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Related Events

MRA FALL CONFERENCE: November 10-12, 2010; The Marketing Research Association will hold its annual fall education conference on November 10-12 at Walt Disney World in Orlando, Fla.