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Statewide Home Energy Efficiency Survey Program
Presented by:Sharyn Barata
Vice President - MarketingOpinion Dynamics Corp.
Statewide Home Energy Efficiency Survey Program -Presentation to CALMAC-
October 17, 2007
Big empty box in white font
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Statewide Home Energy Efficiency Survey Program
Overview of Program
› Started as several separate, independent programs
› Some well-established program components (SCE mail) and some very new (PG&E’s in-home program started Jan 2005)
› Added the “in-home” delivery mechanism to the statewide program in 2004-2005
Statewide HEES
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Statewide Home Energy Efficiency Survey Program
Original HEES Eval Objectives
» Conduct a process evaluation
» Test program assumptions:› Customers lack complete e-e knowledge› HEES fills the knowledge gap› Knowledge engenders action› HEES plays a substantial, unique informational
role
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Statewide Home Energy Efficiency Survey Program
HEES Process Methodology
» In-depth interviews with administrators and review of materials
» Program theory/metric workshop
» General population survey
» Review databases/verify number of audits completed by each IOU/Cross HEES databases with other CA program databases
» Conduct satisfaction survey
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Statewide Home Energy Efficiency Survey Program
HEES Process Methodology Cont
» Conduct adoption survey with 2004/5 participants
» Conduct follow-up interviews with participants in both HEES and another impact program (based on database crossing)
» In all 5000 surveys were conducted as part of this effort
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Statewide Home Energy Efficiency Survey Program
Program Structure and Delivery
Versions of HEESMail Online In-Home
PG&E Kema-Xenergy Nexus Kema-Xenergy 2
SCE Kema-Xenergy Kema-Xenergy CSG 3
SDG&E Kema-Xenergy Enercom CSG 3
SoCalGas Kema-Xenergy Enercom Sempra 3
1 3 3
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Statewide Home Energy Efficiency Survey Program
Program Structure and DeliveryDirect Costs Per Unit Vary Greatly by Delivery
Mechanism, Channel, Utility and Vendor
Mail Online In-Home
PG&E Kema-Xenergy
($25.00)
Nexus
($20.00)
Kema-Xenergy
($60.00)
SCE Kema-Xenergy
($12.30)
Kema-Xenergy
($11.32)
CSG
($81.81)
SoCalGas Kema-Xenergy
($22.56)
Enercom
(not provided)
CSG
($41.91)
SDG&E Kema-Xenergy
(not provided)
Enercom
(not provided)
Sempra/SDG&E
($35.00 for HTR)
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Statewide Home Energy Efficiency Survey Program
Program Structure and Delivery
» Recommendations made to customers› 235 unique recommendations (some similar)
› 110 characterizations (when grouped)
› 16 types or “measures/end uses” covered
» Approximately split between measures (which require equipment) and practices (behavioral)
» Median number of recommendations per channel range from 3 to 16 (overall mean = 7 recs/house)
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Statewide Home Energy Efficiency Survey Program
Program Structure and Delivery
1. Use compact fluorescent bulbs (71% receive rec.)
2. Seal air leaks and install weatherstripping (67%)
3. Have ducts tested/sealed, clean or replace ac filters, shade windows and avoid using appliances (45%)
4. Replace washer (30%)
5. Lower heater temperature setting (27%)
6. Install energy efficient shower heads/aerators (25%)
Top recommendations to customers:
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Statewide Home Energy Efficiency Survey Program
Marketing
Top Ways That Participants Learned About HEES (multiple response)
Total(n=1045)
Mail(n=242)
In-Home(n=242)
Online(n=561)
Utility bill insert 27% 31% 31% 23%*
Utility website 24% 4% 4% 42%*
Mail survey 16% 48%* 6% 6%
Utility representative 8% 2% 21%* 4%
Friend or relative 7% 7% 16%* 3%
Online banner 7% 2% 1% 11%*
Email 5% -- -- 10%
* Independent Z-Test for Percentages. Asterisks indicate significance (significantly
different than comparison groups) at 90% confidence +/- 10% error.
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Statewide Home Energy Efficiency Survey Program
Participation
» Participant was defined as a customer who received some form of recommendations through the program
» All of the channels that reported program goals met their 2004-2005 targets.
» Over 151,000 customers participated in HEES in 2004 and 2005 combined.› 67% participated by mail
› 23% participated online
› 10% participated through in-home visits.
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Statewide Home Energy Efficiency Survey Program
Participation
57% said they thoroughly read the report
Total(n=1045)
Mail(n=242)
In-Home
(n=242)
Online(n=561)
Read the report thoroughly 57% 62% 59% 53%
Read some portions of the report 20% 16% 16% 24%^
Just glance through it 10% 10% 10% 11%
Do not read the report at all 2% 2% 2% 1%
Do not recall receiving the report 11% 11% 13% 11% Independent Z-Test for percentages. Symbol indicates significance (significantly higher than
online group) at 90% confidence +/- 10% error.^ Symbol indicates significance (significantly higher than mail and in-home groups) at 90% confidence +/- 10% error
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Statewide Home Energy Efficiency Survey Program
Satisfaction
45%37%
45%47%
69%*
23%^
0%
20%
40%
60%
80%
100%
In-home Mail Online
Somewhat
Very
Satisfaction (By Delivery Mechanism)
*Independent Z-Test for percentages. Symbol indicates significance (significantly higher than comparison groups) at 90% confidence +/- 10% error.^ Symbol indicates significance (significantly lower than comparison groups) at 90% confidence +/- 10% error
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Statewide Home Energy Efficiency Survey Program
Awareness-Action Continuum
General Population v. Participants (Prior to HEES Participation)
Not aware of actions
Aware, not reached decision point
Aware, considered, NOT taken action yet
Has taken actions to reduce
Program Participants
89%
5%
3%
2%
General Population
68%
5%
22%
5%
Independent Z-Test for percentages. The percentage of program participants that report taking actions action is significantly higher than comparison groups at 90% confidence +/- 10% error.
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Statewide Home Energy Efficiency Survey Program
Overall Usefulness of Information
» Not “all things” to “all people” but valuable to many
» 39% felt that HEES played a unique informational role—they could not have found this information anywhere else (or 44% if you exclude “did not read report”)
» 44% gave a rating of 8, 9 or 10 on a scale of 1 to 10 where 10 is “extremely useful”. Mean was 6.8
~Similar across all delivery mechanisms
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Statewide Home Energy Efficiency Survey Program
Overall Usefulness of Information
› 26% of the participants say they had already done most of the recommendations in the energy report
› 37% say they had taken about half the actions suggested
› 21% had done one or two actions › Only 9% had not taken any of the actions
recommended by HEES
» Not all of the recommendations made by HEES are actionable because many participants had already taken at least some of the actions recommended by HEES
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Statewide Home Energy Efficiency Survey Program
Adoption of Recommendations
» Customer adoption of program recommendations› By recommendation—13% of all recommendations adopted
~ Install CFLs
~ Seal air leaks/Install weatherstripping
~ Lowering temperatures of ac or water
› By person—38% influenced by HEES to take at least one recommendation
Would have acted without HEES (22%)
Did not act (40%)
Acted because of HEES (38%)
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Statewide Home Energy Efficiency Survey Program
Cross-Program Marketing
» HEES encourages customers to participate in other programs by:› Including promotional inserts in the energy report › Providing links to other programs in the online
survey› Verbally promoting programs during the in-home
survey › Including information such as the 800 number in
the recommendations
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Statewide Home Energy Efficiency Survey Program
Cross-Program Marketing
» Four delivery channels: (1) PG&E mail, (2) SCE mail, (3) SCE in-home, and (4) SCE online › based on data availability
» Crossing of databases› to determine percentage of HEES participants who then participated
in other utility programs › programs included:
~ Appliance Recycling Program~ Rebate Programs (Single- and Multi-Family)~ The Summer Discount Plan (or AC Cycling Program)~ The 20/20 Program (less emphasis on this one)
» Cross-program telephone survey with customers to determine the extent to which they report being influenced
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Statewide Home Energy Efficiency Survey Program
Cross-Program Marketing
Program
ParticipantsParticipated in atLeast One OtherProgram Since
Jan 2004
Non-ParticipantsParticipated in atLeast One Other
Program Since Jan2004
Single-FamilyRebate
6.5% 4.7%
Multi-FamilyRebate
2.4% 1.7%
ApplianceRecycling
5.5% 6.0%
AC Cycling 7.5% 7.9%
20/20 7.5% 8.2%
Total 25.7% 25.6%
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Statewide Home Energy Efficiency Survey Program
Cross-Program Marketing
37%
0%
20%
40%
60%
80%
100%
Bill Inserts TV/Radio HEES Newspaper Local Gov't Events
Very Influenced (combined ratings of 4 & 5) Somewhat Influenced (combined ratings of 2 & 3)
Adjusted database numbers by percentages that self-reported that HEES played some role
(ranged from 28%-50% depending on program/utility)
On a scale of 1 to 5, where 1 is no influence and 5 is a great deal of influence, the influence that different factors had on their decision to participate in additional programs
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Statewide Home Energy Efficiency Survey Program
Cross-Program Marketing
» Influences a small percentage of participants to participate in other energy efficiency program efforts (~5% over two year period)
~ extrapolating using SCE numbers since that is “best guess”
» There does not appear to be conclusive evidence that HEES leads to an increase in other program participation
~ primarily based on database review
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Statewide Home Energy Efficiency Survey Program
Collect complete customer information Develop a statewide master list of recommendations
with savings estimates, fuel type, EULs
Flag participants who receive CFLs Consider budgeting by delivery mechanism Consider analyzing each channel separately in future evaluation efforts
Things to Consider For The Future
On the HEES Databases/Evaluation…
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Statewide Home Energy Efficiency Survey Program
Things to Consider For The Future
On the HEES Report…
Review the wording of all recommendations to ensure that they are actionable
Ensure that the list of possible recommendations is complete within each channel
On the HEES Survey…
Collect additional information to help develop more specific recommendations
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Statewide Home Energy Efficiency Survey Program
Sharyn BarataOpinion Dynamics Corp.
Contact Information