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Are 1,000 Consumers Enough?

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SGCC consumer pulse research identifies 5 consumer segments and gives key insights into the behavior and preferences of each.
How do we ensure the validity of consumer pulse research structure and procedures?

Published in: Data & Analytics
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Are 1,000 Consumers Enough?

  1. 1. Consumer Pulse And Segmentation Study: Are 1,000 Consumers Enough? SGCC's Consumer Pulse Program Research Structure and Accuracy Key Findings and Applications
  2. 2. SGCC's Consumer Pulse Research Program SGCC has conducted 5 "Pulse Waves" since 2011. As of 2015, over 5,000 consumers have been surveyed. Wave 5 (2014) is the most recent. National telephone survery of 1,000 heads of household (adults 18+). Conducted by independent research firm Market Strategies International. The most reliable and scientifically valid research available on smart energy technology and consumers.
  3. 3. Research Procedures: Addressing Concerns Yes. There are two ways to explain what makes the Consumer Pulse research well-designed, rigorous and accurate: Can 1,000 consumers accurately reflect the perceptions and preferences of the entire U.S. population? 1. Everyday Experience 2. Statistical Theory
  4. 4. Everyday Experience: Random Selection and Margin of Error Pollees truly selected at random; Any population member has an equal chance of being selected and asked to respond. Consider the differences in election poll results when pollees are "randomly selected" in a poll by conductors with significant political leanings vs. poll results by independent observer. Complete data weighted slightly by age, ethnicity, gender and region to align even more closely with national population parameters Thus, the margin of error for the total sample size of 1,000 is +/–3.1 percentage points at a confidence level of 95%.
  5. 5. Statistical Theory: Equations and Formulas For example: Assuming the people included in a survey are selected randomly, the required sample size n and margin of error E are given by the following formulas: Complex math processes of statistics and probability inform and confirm the validity of the Consumer Pulse Process
  6. 6. Consumer Pulse Wave Five: Selected Key Findings At least 86% of consumers feel the top 3 benefits (improved reliability, reduced greenhouse gas emissions and savings) of smart energy technology are important. Wave 5 topics include consumer awareness and opinion of smart energy technology, attitudes toward Utility pricing programs and updated segementation profiles. Measures of Smart Grid/Smart Meter knowledge and favorability have remained mostly stable throughout the 2011-2014 period. Data ID's five consumer segments with distinctive patterns of awareness, favorability, expectations, and preferences relating to smart energy benefits and programs.
  7. 7. Five Consumer Segments 17% 30% 20% 15% 18% Tech Cautious Green Champions Savings Seekers Movers & Shakers Status Quo
  8. 8. For More Information on SGCC or to download the Consumer Pulse Wave 5 report click to visit: www.smartgridcc.org

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