the block and tackle group · computers that aren’t turned off? that old game console? up to 5%...

the block and tackle group +

Energy Upgrade California

Concept Test Top Line Report

September 2013

CCSE Concept Top Line Report, September 2013 + the block and tackle group

Contents

1. Background & Methodology

2. Motivations & Barriers

3. Topics Interest & Importance

4. Concept Evaluation • Top 3/Bottom 3 messages by segment

1. Highlighting Tool

1. Appendix • Full Concept List Evaluation

2


Background: Top Performing Messages from previous

study

3

Uber Score = % Very believable + % Very Interested in idea + % Very interested to find out more + % Very likely to take action

Ranked by Index Score UBER SCORE

Very likely to take action

Very Interested to find out

more

Very Interested in

idea

Very Believable

Wasted energy

(Vampires)

Look out for energy vampires! What things are sucking energy in your house that you don’t see

or need – like that second fridge in the garage? The water heater temperature set too high? The

computers that aren’t turned off? That old game console? Up to 5% of your bill can be vampires. 178% 36% 42% 50% 50%

Rebates

When you go shopping, shop for rebates too. Before you purchase your next appliance or

vehicle, check the reviews and the rebates to get the best value for your money. 174% 36% 40% 52% 46%

Leaks

Most homes are leakier than you think—losing 30% of heating and cooling energy through

poorly insulated walls, windows, doors and ductwork. If you can find the “holes” and seal them

up, you’ll save a lot of energy. 172% 29% 38% 50% 55%

TOU &DR

When you use electricity is just as important as how much you use. By shifting your energy use

to off-peak hours (before noon or after six PM), you can help keep our electricity reliable and

reduce pollution too. 162% 33% 36% 47% 46%


Methodology: How we asked the questions to respondents

4. Brand Perceptions 2. Energy questions 1. Screening

• Age 18-75

• 5 Residential Segments:

1. Striving Believers

2. Leading Achievers

3. Thrifty Conservers

4. Practical Spenders

5. Disconnected

• Small Business

Owners

• Must be customer of

the 4 California IOUs

• Must be responsible

for paying

electricity/energy bill

• Must NOT work in

energy conservation

org., utility company or

marketing/marketing

research

• Energy Usage Attitudes,

behaviors, and

perceptions.

• Familiarity with EUC

• Follow Up:

• What was it that

you specifically

liked (open

ended question)

• How believable is

Energy Upgrade

California as a

sponsor of these

message ?

3. Concept Testing

• We showed each

respondent 6 of the 12

concepts one-by-one

(these were randomly

selected so that each

message would be seen

by a min of 75

respondents in each

segment)

• Respondents were asked

to highlight images and

text the liked, disliked

and/or found confusing.

• Of the same 6 shown,

respondents were asked:

• Believability

• Interest in idea

• Interest to find out

more

• Likelihood to take

action

5. Final profiling

• Media Habits and

Uses

• Standard consumer

demographics

WILL BE PROVIDED IN

FINAL FULL REPORT

INCLUDING THE

CONCEPT TEST


Overview

Concept performance is fairly consistent across audience segments

• The concepts around wasted energy (Vampires) and Rebates rise to the top

(consistent with the messaging study). While wasted energy in Vampire

concept is appealing the metaphor is not (i.e. slaying vampire, defang your

bills and stop the bleeding).

• Of the 3 themes (Habits, Technology & Community) Habits resonates the

most followed closely by Technology. Community doesn’t seem to be working

as hard with the exception when paired with Rebates.

• The top motivator for conserving energy remains money savings which is

also apparent in the top performing concepts. The top two concepts include

dollar values of possible savings or money going to waste “save over $100 a

year in standby power” and “costs the average US household over $100 a year”.

• Many state that taking action is too expensive as a barrier – “don’t like the

initial financial investment”, “cost too much” and “tools and technology is too

expensive”. Some also say that financing and/or tools are too complicated.

5


Overview (cont.)

• The research make it very clear that informing people where they might be

wasting energy and giving easy habit changing actions work well. Technology

that doesn’t require much effort or financial investment also resonates (e.g.

“plug your electronics into a smart strip”, “the latest devices automatically power off”

and “unplug chargers, consoles and other devices that waste standby power”).

• Low performing concepts are mainly community themed across Topics (except

for Rebates). The community message around coming together with neighbors,

sharing your TV and AC and having a block party is not highly believable and

likelihood to take action is low.

• Leaks and TOU with technology theme also score low for most segments. The

latest advanced technology implies a significant financial investment and is too

complicated/geeky for some. Plus these concepts give no indication of how much

money the technology could potentially save the household. Note that TOU-

Technology works for SMB and Thrifty Conservers.

Real imagery is working

• Images that are the most effective tend to be real images; people life-style and

staged. Illustrations are less effective unless it’s “green imagery”.

• Images that do not directly relate to the message are found confusing by some.

6


Overview (cont.)

The Residential Segments show varying opportunities

• Confirming what we know already from previous segmentation work; Leading

Achievers is your strongest advocates. They are open to a variety of messages

and are the most likely to take action.

• Interestingly, the Disconnected segment showed potential to engage with in the

messaging study and we see even stronger responses in this study (scoring in line

with even Leading Achievers on the concept evaluation)

• The Thrifty Conservers (again) score the lowest across the board. Practical

Spenders responded ok overall but mainly resonate with the rebates concepts.

7


Motivations & Barriers

8


Total (A)

ALL Residents

(B)

Striving Believers

(C)

Leading Achiever

s (D)

Thrifty Conservers

(E)

Practical Spenders

(F)

Disconnected

(G)

SMB (H)

Saving Money 53% CD

54% CD

40% 42% 69% ABCDFH

59% CDH

62% ABCDH

48%

Protecting the Environment 19% EFG

19% EFG

32% ABEFGH

33% ABEFGH

4% 10% E

13% E

18% EF

Health 7% 8% CDH

4% 4% 15% ABCDGH

13% ABCDGH

6% 4%

For the benefit of future generations

7% E

7% E

15% ABDEFG

8% E

0% 4% E

5% E

10% EFG

Reducing out dependence on foreign oil

7% 6% 7% 8% 7% 5% 5% 8%

Helping California lead the way on saving energy

5% 4% 2% 3% 3% 6% C

7% C

9% ABCDE

R8. Below you can find a list of 6 reasons why people might change their daily actions to save energy. Please indicate which of these would motivate you the MOST? You can select up to 3 and rank them in order of importance, where 1 is the most important and 3 is the third most important. Total: N=1214, Total Residents N=1012, Striving Believers N=219, Leading Achievers N=219, Thrifty Conservers N=168, Practical Spenders N=208, Disconnected N=198, SMB N=202 Sig Test (A, B, C, D, E, F, G, H): Letters represent significant difference at 95% confidence level

Ranked by Total, % Selecting this as their top motivator

1

Motivators for saving Energy

2

When asked to pick the one thing that would motivate them the most to save energy

“Saving money” is the top motivator across audiences. Striving Believers and

Leading Achievers are also somewhat driven by protecting the environment.


Total (A)

ALL Residents

(B)

Striving Believers

(C)

Leading Achievers

(D)

Thrifty Conservers

(E)

Practical Spenders

(F)

Disconnected (G)

SMB (H)

Already practice efficient behavior /know what to do

50% G

50% G

57% G

57% FG

51% G

47% G

37% 51%

G

Satisfied with current energy bill/lifestyle conducive to low usage

39% 37% 41%

G 39% 40% 37% 30% 35%

Don’t like the initial financial investment 35%

G 34%

G 39%

G 39%

G 30%

38%

G 23%

37% G

Taking action is too expensive/it costs too much

35% 36% 33% 39% 31% 37% 39% 30%

Tools and technology gadgets to monitor energy use are too expensive

33% 34% 32% 33% 32% 30% 40% AFH

30%

Financing is too complicated/too much of a hassle

20% 19% 20% 19% 218% 16% 23% 22%

Over time, the savings won't add up to that much/won't make that big of a

difference 19% 17% 15% 13% 23% 21% 16% 28%

Tools and technology gadgets to monitor energy use are too

complicated 16% 17% 15% 15% 14% 17%

24% ABCDEH

11%

It’s too hard to change my habits 10% 10%D 11% 6% 10% 10% 16%ABDH 8%

Q6. What are the main reasons for why you would NOT look for ways to better manage your energy use? You can select up to 3 TOP REASONS and rank them in order of importance, where 1 is the most important reasons NOT to look and 3 is the third most important NOT to look. Total: N=1214, Total Residents N=1012, Striving Believers N=219, Leading Achievers N=219, Thrifty Conservers N=168, Practical Spenders N=208, Disconnected N=198, SMB N=202 Sig Test (A, B, C, D, E, F, G, H): Letters represent significant difference at 95% confidence level

Ranked by Total, % selecting this in their top 3 barriers

Barriers for Better managing Energy Usage

1

3

2

½ of all segments say they’re already practicing efficient behavior as one of the

top reasons they do not look for ways to better manage their energy use. 1/3 say

that taking action is too expensive.


Topics Interest & Importance

11


TOTAL (A)

ALL Residents

(B)

Striving Believers

(C)

Leading Achievers

(D)

Thrifty Conservers

(E)

Practical Spenders

(F)

Disconnected (G)

SMB (H)

Getting rebates on energy efficient products

38% E

37% E

37% E

51% ABCEFG

22% 37% E

36% E

43% E

Doing my part to make my community healthy and safe (COMMUNITY)

37% E

37% E

40% E

50% ABCEFG

21% 31% E

38% E

41% EF

Financing programs for alternative energy solutions (like solar, wind)

37% EF

36% EF

44% ABEF

48% ABEFG

20% 29% E

35% E

40% EF

Working together with my neighbors for a more energy efficient community

(COMMUNITY)

37% E

36% E

42% EF

47% ABEFG

19% 32% E

36% E

43% EF

Easy and affordable technology tools to make your home/business more energy

efficient (TECHNOLOGY)

36% E

36% E

40% E

44% EABF

23% 33% E

36% E

38% E

Easy quick changes that can save energy in your home/business (HABIT)

35% E

35% E

39% E

43% ABEF

21% 31% E

35% E

38% E

Upgrading the technology in your home/business to monitor energy use (like

Internet enabled thermostats) (TECHNOLOGY)

34% E

33% E

37% E

37% E

20% 31% E

36% E

40% EBF

Saving money by adjusting habits to use energy during "off peak" times (HABIT)

32% E

31% E

31% E

39% ABEF

21% 28% 32% E

36% E

Q10. How interested are you to learn more about any of the following topics? Total: N=1214, Total Residents N=1012, Striving Believers N=219, Leading Achievers N=219, Thrifty Conservers N=168, Practical Spenders N=208, Disconnected N=198, SMB N=202 Sig Test (A, B, C, D, E, F, G, H): Letters represent significant difference at 95% confidence level

Ranked by Total, % Very Interested

* Selected top responses shown, full list of responses in appendix

Energy Topics interested to learn more about

Overall, no one topic stands out when it comes to interest in learning more within segments

(interest in energy topics is fairly flat – with around 1/3 of respondents indicating they’d like

to learn more). Leading Achievers show by far the most interest while Thrifty Conservers

show the least enthusiasm.


Ranked by Total, % Very important


Importance of Energy Topics

Similarly, topic importance doesn’t vary drastically within each audience.

Upgrading technology is of more importance to SMB.

TOTAL (A)

ALL Residents

(B)

Striving Believers

(C)

Leading Achievers

(D)

Thrifty Conservers

(E)

Practical Spenders

(F)

Disconnected

(G)

SMB (H)

Getting rebates on energy efficient products

34% E

33% E

34% E

42% ABEF

25% 30% E

38% E

38% E

Doing my part to make my community healthy and safe (COMMUNITY)

34% E

34% E

42% ABEF

44% ABEFG

20% 27% 33% E

36% E

Saving money by adjusting habits to use energy during "off peak" times (HABIT)

32% E

31% E

29% E

42% ABCEF

20% 27% 35% E

35% E

Financing programs for alternative energy solutions (like solar, wind)

32% EF

31% E

37% EF

41% ABEF

17% 25% 34% EF

35% EF

Easy quick changes that can save energy in your home/business (HABIT)

32% E

31% E

37% E

38% EF

17% 26% E

36% EF

33% E

Easy and affordable technology tools to make your home/business more energy

efficient (TECHNOLOGY)

32% E

31% E

34% E

39% ABEF

18% 29% E

31% E

35% E

Working together with my neighbors for a more energy efficient community

(COMMUNITY)

32% E

31% E

37% EF

41% ABEF

17% 26% E

32% E

37% EF

Upgrading the technology in your home/business to monitor energy use

(like Internet enabled thermostats) (TECHNOLOGY)

32% E

31% E

35% E

36% E

18% 28% E

33% E

40% ABEF

Q11. How important are each of the following topics to you <<IF SMB>> your business>>? Total: N=1214, Total Residents N=1012, Striving Believers N=219, Leading Achievers N=219, Thrifty Conservers N=168, Practical Spenders N=208, Disconnected N=198, SMB N=202 Sig Test (A, B, C, D, E, F, G, H): Letters represent significant difference at 95% confidence level


Concept Evaluation

14


Average Uberscore of the messages within the same theme.

TOTAL Striving

Believers Leading

Achievers Thrifty

Conservers Practical Spenders

Disconnected SMB

Habits 113 109 139 68 108 130 110

Technology 108 99 132 77 99 122 118

Community 95 89 98 58 88 124 96


Overall Theme & Message Topic Performance

Looking at the messages within the same theme, Habits is the stronger theme for most

segments except for SMB and Thrifty Conservers who slightly prefer Technology.

Within the same topic category there is a close tie between wasted energy (vampires)

and rebates messages.

Average Uberscore of the messages within the same topic category.

TOTAL Striving

Believers Leading

Achievers Thrifty

Conservers Practical Spenders

Disconnected SMB

Wasted energy (Vampires) 115 112 133 85 100 140 110

Rebates 114 108 137 64 119 130 115

Leaks 92 92 100 60 77 112 109

TOU 99 84 123 63 97 119 100

QM Next, we’re going to show you a series of 14 ideas/statements regarding energy conservation, and ask 4 questions after each. QM1 How interesting is the idea presented in this statement? QM2 How believable is this statement? QM3 Reading this statement, how much does it interest you to find out more information on this topic? QM4 Reading this statement, how likely are you to invest your time or money to take action? Total: N=1253,


Summary – Top 3 Concepts By Segment*

16

Rebates - Habits

Rebates - Tech

Rebates – Commu nity

Wasted energy- Habits

Wasted energy- Tech

Wasted energy - Community

TOU - Habits

TOU - Tech

TOU - Community

Leaks- Habits

Leaks - Tech

Leaks - Community

Total X X X

Striving Believers

X X X

Leading Achievers

X X X

Thrifty Conservers

X X X

Practical spenders

X X X

Disconnected X X X

SMB X X X

COUNT 2 4 6 6 2 1

*Chart illustrates the top 3 concepts for each segment by Uber score (interest, believability, likelihood to find out more information, likelihood to take action).

CCSE Concept Top Line Report, September 2013 + the block and tackle group 17

Rebates - Habits

Rebates - Tech

Rebates - Community

Wasted energy - Habits

Wasted energy - Tech

Wasted energy- Community

TOU - Habits

TOU - Tech

TOU - Community

Leaks- Habits

Leaks - Tech

Leaks - Community

Total X X X

Striving Believers

X X X

Leading Achievers

X X X

Thrifty Conservers

X X X

Practical spenders

X X X

Disconnected X X X

SMB X X X

COUNTS 1 5 1 3 4 1 3 3

Summary – Bottom 3 Concepts By

Segment*

*Chart illustrates the bottom 3 concepts for each segment by Uber score (interest, believability, likelihood to find out more information, likelihood to take action).


Concept Uber Score: How we present the results

KEY GOALS/SUCCES CRITERIA :

1. Believable/Credibility

2. Engaging (Interest)

3. Likely to find out more information

4. Likely to take action

UBER SCORE INPUTS

TRANSLATED INTO METRICS

1. % Very Believable

Capturing the credibility of the concept

2. % Very interested in the idea

Capturing the engagement we want the concept to encourage

3. % Very Interested to find out more

Capturing the behavior we want the concept to encourage

4. % Very likely to take action

Capturing the action we want the concept to encourage


Ranked by Uber Score

UBER SCORE


Very Interested to

find out more

Very Interested in

idea

Very Believable

Concept Imagery Concept Copy

Think of all the gadgets in your life—all of which could be wasting energy when no one is looking. Plug your electronics into a smart strip and save over $100 a year in standby power.

Banish wasted energy from your home or business. The latest devices automatically power off when nobody’s using them.

Slay energy vampires with your smartphone. New apps show you how much standby power is being sucked from your home and ways you can stop the bleeding

UBER SCORE CALCULATION AND EXPLANATION TABLES


Top 3 concepts: <<Total>>


Ranked by Uber Score UBER SCORE

Very likely to

take action


more

Very Interested

in idea

Very believable




131 29% 32% 38% 32%

You can’t afford wasted energy in your home. Unplug chargers, consoles and other devices that waste standby power when they’re supposed to be sleeping.

Defang your energy bill by hunting and killing vampires. Pull the plug on devices that suck power in the dark of night.

Beware of standby power consumed while electronics are switched off but still plugged in. This hidden wasted energy costs the average US household over $100 a year.

Upgrade your vampire hunting and save 5% of your energy, get started at http://energyupgradeca.org.

126 29% 29% 36% 32%

A rebate on a new appliance not only saves your family money today—it saves energy and reduces pollution for years to come.

Lower energy. Less money. Big impact. Rebates on efficient appliances help put more energy back into our community.

Energy-saving upgrades do a great deal of good for the reliability of the energy we share. A rebate can make it a great deal for you as well.

119 22% 28% 35% 34%

.

Wasted energy –Technology

Wasted energy – Habits

Rebates - Community

http://energyupgradeca.org/














Bottom 3 concepts: <<Total>>


Ranked by Uber Score UBE

SCORE

Very likely to

take action


more

Very Interested

in idea

Very believable

The most impactful energy savings are close to home. Start by fixing energy leaks in your home, then share your know-how with friends and neighbors. Is your home heating (or cooling) the entire neighborhood? Fix the leaks and keep everyone’s energy healthy and reliable. Most homes leak energy, including our friends’ our neighbors’, and our own. By helping each other fix leaks, we can make a world of difference. Fixing energy leaks isn’t only good for your home, it reduces pollution too. The more energy leaks we can fix, the happier and healthier for us all.

92 18% 22% 27% 25%

Wasted energy is not healthy for your neighborhood. Sucking power at all hours, increasing pollution and draining the life out of our resources.

Keep an eye out for wasted energy in your neck of the woods and save energy in your community. Unplug game boxes and video players left on. Get rid of that second fridge in the garage. Make sure your water-heater temperature isn’t set too high.

Tell your family you slayed a vampire today. The wasted energy from standby power alone costs the US over $4 billion a year.

88 18% 20% 24% 26%

When you use energy can make a big difference for reducing pollution and keeping power reliable. Help friends and family use less energy at peak times by sharing your AC or TV so they can turn off theirs.

Step up and power down from noon to six during peak energy use. The more of us who help, the better to keep our power reliable and reduce pollution too.

Here’s to good times. Have a peak energy party to save energy and get to know your neighbors at the same time. Turn off the TV, the laundry and the AC and have a backyard party instead.

80 16% 20% 22% 22%

.

Leaks – Community

Wasted energy– Community

TOU – Community



Top 3 concepts: <<Striving Believers>>



Very likely to

take action


more

Very Interested

in idea

Very believable





134 29% 26% 41% 38%




130 25% 29% 43% 33%




113 14% 24% 36% 39%

.



Rebates - Community















Bottom 3 concepts: <<Striving Believers>>



SCORE

Very likely to

take action


more

Very Interested

in idea

Very believable

Up-to-the-minute technology like smart thermostats and programmable appliances can give you perfect timing for using energy.

The coolest technology knows when it’s time to chill out during peak hours. It helps keep our power reliable and reduces pollution too.

Get your hands on the latest technology to avoid peak energy times automatically.

80 15% 19% 24% 22%

Make your home or business geeky. Not leaky. A high-tech thermostat is even smarter with low-e windows that really crank up the energy you save. Geek out to get the leaks out of your home. Aim a thermal detector at windows and doors, chimney flues and power outlets to find and fix those leaks.

76 13% 17% 20% 26%




71 13% 16% 20% 22%

.

TOU - Technology

Leaks - Technology

Wasted energy – Community

Bottom concept different from Total



Top 3 concepts: <<Leading Achievers>> Uber Score = % Very believable + % Very Interested in idea + % Very interested to find out more + % Very likely to take action


Very likely to

take action


more

Very Interested

in idea

Very believable




168 34% 42% 50% 42%

You can’t afford to ignore the money leaking from your home or business. Are you missing out on savings in your home? Check your ducts, windows and doors for leaks. How much of your home’s budget is going through the roof? Or ducts? Or windows? Upgrade the seals around your home and stop losing up to 30% of your energy to leaks.. Get started at http://energyupgradeca.org.

153 28% 39% 43% 43%





147 33% 32% 42% 40%

.



Leaks - Habits

Top concept different from Total

http://energyupgradeca.org















Bottom 3 concepts: <<Leading Achievers>>



SCORE

Very likely to

take action


more

Very Interested

in idea

Very believable


99 19% 21% 32% 27%




84 14% 20% 25% 25%




73 15% 15% 19% 24%

.

Leaks – Community


TOU – Community



Top 3 concepts: <<Thrifty Conservers>> Uber Score = % Very believable + % Very Interested in idea + % Very interested to find out more + % Very likely to take action


Very likely to

take action


more

Very Interested

in idea

Very believable




102 23% 23% 33% 23%





91 18% 25% 26% 22%




75 13% 16% 23% 23%

.



TOU – Technology
















Bottom 3 concepts: <<Thrifty Conservers>>



SCORE

Very likely to

take action


more

Very Interested

in idea

Very believable

You can’t afford to ignore the money leaking from your home or business. Are you missing out on savings in your home? Check your ducts, windows and doors for leaks. How much of your home’s budget is going through the roof? Or ducts? Or windows? Upgrade the seals around your home and stop losing up to 30% of your energy to leaks.. Get started at http://energyupgradeca.org.

59 9% 11% 17% 22%

The power is in your hands. You can save a lot of energy and money when you shop for rebates before you buy that new appliance or vehicle.

You can’t afford to ignore your energy-hogging appliances, heating and cooling systems any longer. Get the best deals by checking out the latest rebates.

Go power shopping. Check out rebates and energy savings that make new appliances such a deal.

Upgrade your shopping, get started with rebates at http://energyupgradeca.org

56 9% 10% 19% 18%




37 7% 8% 11% 11%

.

Leaks – Habits

Rebates - Habits

TOU – Community





Top 3 concepts: <<Practical Spenders>>



Very likely to

take action


more

Very Interested

in idea

Very believable




127 26% 34% 34% 33%





126 29% 29% 36% 32%




Upgrade your vampire hunting and save 5% of your energy, get started at http://energyupgradeca.org

119 22% 28% 35% 34%

.

Wasted energy –Habits

Rebates – Habits

Rebates - Community




























Bottom 3 concepts: <<Practical Spenders>>



SCORE

Very likely to

take action


more

Very Interested

in idea

Very believable

The most impactful energy savings are close to home. Start by fixing energy leaks in your home, then share your know-how with friends and neighbors. Is your home heating (or cooling) the entire neighborhood? Fix the leaks and keep everyone’s energy healthy and reliable. Most homes leak energy, including our friends’ our neighbors’, and our own. By helping each other fix leaks, we can make a world of difference. Fixing energy leaks isn’t only good for your home, it reduces pollution too. The more energy leaks we can fix, the happier and healthier for us all

75 17% 18% 21% 19%




74 18% 13% 23% 20%




71 16% 17% 22% 16%

.

Leaks – Community


TOU – Technology




Top 3 concepts: <<Disconnected>>



Very likely to

take action


more

Very Interested

in idea

Very believable





148 34% 34% 42% 38%




147 34% 38% 39% 36%





133 25% 33% 41% 34%

.



Rebates - Habits




























Bottom 3 concepts: <<Disconnected>>



SCORE

Very likely to

take action


more

Very Interested

in idea

Very believable

It really pays to think about when you use energy. Take a second to set a timer or program an appliance.

Save early. Save late. Time your energy use right and it helps keep our power reliable and reduces pollution too.

Take the afternoon off and a few dollars off your energy bill as well. Schedule yourself and your thermostat to be off from noon to six.

Upgrade your timing, see how you can shift your energy use at http://energyupgradeca.org

109 24% 26% 32% 27%


107 21% 30% 30% 26%




106 21% 30% 28% 27%

.

TOU – Habits

Leaks - Technology

TOU – Technology




Top 3 concepts: <<SMB>>



Very likely to

take action


more

Very Interested

in idea

Very believable




138 29% 38% 35% 36%




126 32% 35% 31% 28%




123 27% 30% 34% 32%

.


Rebates - Community

TOU – Technology




Bottom 3 concepts: <<SMB>>



SCORE

Very likely to

take action


more

Very Interested

in idea

Very believable




94 21% 20% 23% 30%


92 14% 24% 22% 32%




80 19% 22% 16% 23%

.


Leaks - Technology

TOU – Community




1% 1% 0% 1% 3% 2% 2%

1% 6% 7% 5%

7% 3% 8% 13%

2%

52% 51% 59% 48% 59% 52% 44% 56%

40% 40% 36% 44%

36% 38% 42% 40% Very believable

Quite believable

Quite hard tobelieve

Very hard to believe

33

Top 2: Appeal 92%

Majority think Energy Upgrade California is a believable

sponsor for the messages

91% 95% 92% 95% 90% 85% 96%G

Total (A)

All Residents

(B)

Striving Believers

(C)

Leading Achievers

(D)

Thrifty Conservers

(E)

Practical Spenders

(F)

Disconnected (G)

SMB (H)

H

Q17. How believable is Energy Upgrade California as a sponsor of these messages? Total: N=1253, Total Residents N=1025, Striving Believers N=309, Leading Achievers N=273, Thrifty Conservers N=146, Practical Spenders N=163, Disconnected N=134, SMB N=194

The disconnected are less likely to believe the energy efficiency message when it’s

coming from Energy Upgrade California – but the overwhelming number of people

in all segments find the message very believable from your sponsorship.


Highlighting Tool

34


Highlighting Tool <<Total>>

Wasted energy: Technology (Uber Score: 131) 1

Q14. We’d like you to highlight the individual elements of the concepts, i.e. the specific images AND words/phrases that you particularly like (that positively reinforce your interest in the idea) as well as anything you dislike (that detracts from your interest in the idea). If at any point you highlight something you didn't mean to, you can click three times and all highlights will be cleared. Total: N=609

X% = Confusing X% = Dislike X% = Like

Banish wasted energy from your home or business.

The latest devices automatically power off

40%

when nobody’s using them.

31%

Think of all the gadgets in your life

in standby power.

32%

all of which could be wasting energy when no one is looking.

Plug your electronics into a smart strip

42%

and save over $100 a year

49%

and ways you can stop the bleeding

Slay energy vampires with your smartphone.

New apps show you how much standby power is being sucked from your home

8%

11% / 8%

26%

25%

15% 9%



Wasted energy: Habits (Uber Score: 126) 2


Beware of standby power consumed

33%

while electronics are switched off but still plugged in.

32%

This hidden wasted energy

25%

costs the average US household over $100 a year.

35%


38%

Unplug chargers, consoles and other devices that waste standby power

when they’re supposed to be sleeping.

27%

You can’t afford wasted energy in your home.

25%

Defang your energy bill by hunting and killing vampires.

19%

that suck power in the dark of night.

Pull the plug on devices

get started at http://energyupgradeca.org.

and save 5% of your energy, Upgrade your vampire hunting

25%

13%

25%

9%/7%

8%

7%/5%

11%



Rebates: Habits (Uber Score: 119) 3


Energy-saving upgrades

do a great deal of good for the reliability of the energy we share.

5%

A rebate can make it a great deal for you as well.

29%


38%

A rebate on a new appliance not only saves your family money today

32%

it saves energy

35%

and reduces pollution

34%

for years to come.

Lower energy.

30%

Rebates on efficient appliances

29%

help put more energy back into our community

Less money.

35%

Big impact.

26%

38%

11%

25%



TOU: Community (Uber Score: 80) 12


Step up and power down from noon to six during peak energy use.

39%

The more of us who help, the better to keep our power reliable and reduce pollution too.


When you use energy can make a big difference for reducing pollution

5%

by sharing your AC or TV so they can turn off theirs.

12% / 5%

and keeping power reliable. Help friends and family use less energy at peak times

Have a peak energy party to save energy

12%

and get to know your neighbors at the same time.

9%

Here’s to good times.

7%

Turn off the TV, the laundry and the AC and have a backyard party instead.

13%

26%/ 8%

7% / 5%

8%

9%

10%



Wasted energy: Community (Uber Score: 88) 11


32%


Wasted energy is not healthy for your neighborhood.

9%

21% / 6%

Sucking power at all hours.

6%

increasing pollution and draining the life out of our resources.

Keep an eye out for wasted energy in your neck of the woods

and save energy in your community. Unplug game boxes and video players left on.

Get rid of that second fridge in the garage.

27%

Make sure your water-heater temperature isn’t set too high.

35%

Tell your family you slayed a vampire today. The wasted energy from standby power alone

costs the US over $4 billion a year.

17%

26%

11%

7%



Leaks: Community (Uber Score: 92) 10


37%


The most impactful energy savings are close to home.

Start by fixing energy leaks in your home,

5%

then share your know-how with friends and neighbors.

Fixing energy leaks isn’t only good for your home, 32%

Is your home heating (or cooling) the entire neighborhood?

Fix the leaks

Most homes leak energy,

24%

including our friends. our neighbors., and our own.

33%

7%/9%

and keep everyone’s energy healthy and reliable.

6%/5%

By helping each other fix leaks, 5% we can make a world of difference.

it reduces pollution too.

The more energy leaks we can fix, 27% the happier and healthier for us all. 28%

26% 9%/14%

29%

7%/9%

20% 25%

25%


Recommendations going forward

41

DO DON’T

Be informative - give concrete tips on easy habit changes to save energy & money

Be careful with vampire analogy – not using it overtly (i.e. slaying vampires, defang your bill, stop the bleeding etc.)

Include a savings/rebates message and if possible give specifics ($) on potential money savings

Community messaging has to be believable to work and motivate

Wasted energy messaging works to get peoples attention and motivate to action

Be mindful of technology messaging that implies too advanced (complicated) and expensive

When talking about technology make it sound simple

Avoid illustrations and images that are not directly related to the message

Include an environment message, such as “reducing pollution”

Use real images – over illustrations/cartoons seems to be working best (unless it’s directly tied to energy and “green” message)


Appendix

42


Highlighting Tool; Language <<Total>>

TOU: Technology (Uber Score: Total=98; : SMB=138; Thrifty Conservers=75)

Q14. We’d like you to highlight the individual elements of the concepts, i.e. the specific images AND words/phrases that you particularly like (that positively reinforce your interest in the idea) as well as anything you dislike (that detracts from your interest in the idea). If at any point you highlight something you didn't mean to, you can click three times and all highlights will be cleared. Total: N=x


to avoid peak energy times automatically.

28%

Get your hands on the latest technology

26%

7%

26%

Up-to-the-minute technology like smart thermostats

and programmable appliances

29%

can give you perfect timing for using energy.

26%

26% 31%

The coolest technology knows when it’s time to chill out during peak hours.

It helps keep our power reliable

30% / 7%

and reduces pollution too.

20%

7%

8%


<<Total>>Top Concepts Uber Score = % Very believable + % Very Interested in idea + % Very interested to find out more + % Very likely to take action




more

Very Interested in

idea

Very Believable

Wasted energy:

Technology

Think of all the gadgets in your life—all of which could be wasting energy when no one is looking. Plug your electronics into a smart strip and save over $100 a year in standby power. Banish wasted energy from your home or business. The latest devices automatically power off when nobody’s using them. Slay energy vampires with your smartphone. New apps show you how much standby power is being sucked from your home and ways you can stop the bleeding.

131 29% 32% 38% 32%

Wasted energy:

Habits

You can’t afford wasted energy in your home. Unplug chargers, consoles and other devices that waste standby power when they’re supposed to be sleeping. Defang your energy bill by hunting and killing vampires. Pull the plug on devices that suck power in the dark of night. Beware of standby power consumed while electronics are switched off but still plugged in. This hidden wasted energy costs the average US household over $100 a year. Upgrade your vampire hunting and save 5% of your energy, get started at http://energyupgradeca.org

126 29% 29% 36% 32%

Rebates:

Community

A rebate on a new appliance not only saves your family money today—it saves energy and reduces pollution for years to come. Lower energy. Less money. Big impact. Rebates on efficient appliances help put more energy back into our community. Energy-saving upgrades do a great deal of good for the reliability of the energy we share. A rebate can make it a great deal for you as well.

119 22% 28% 35% 34%

Rebates:

Habits

The power is in your hands. You can save a lot of energy and money when you shop for rebates before you buy that new appliance or vehicle. You can’t afford to ignore your energy-hogging appliances, heating and cooling systems any longer. Get the best deals by checking out the latest rebates. Go power shopping. Check out rebates and energy savings that make new appliances such a deal. Upgrade your shopping, get started with rebates at http://energyupgradeca.org.

113 22% 26% 33% 32%


























<<Total>>Top/Bottom Concepts Uber Score = % Very believable + % Very Interested in idea + % Very interested to find out more + % Very likely to take action




more

Very Interested in

idea

Very Believable

Leaks: Habits

You can’t afford to ignore the money leaking from your home or business. Are you missing out on savings in your home? Check your ducts, windows and doors for leaks. How much of your home’s budget is going through the roof? Or ducts? Or windows? Upgrade the seals around your home and stop losing up to 30% of your energy to leaks. Get started at http://energyupgradeca.org.

112 22% 27% 30% 33%

Rebates:

Technology

Junk the clunkers around your home. Go shopping for rebates on energy-saving technology that helps pay for itself. Always shopping for the latest and greatest technology? Look out for the latest rebates too. Cutting-edge technology can cut your energy use. Shop for rebates and you can cut the price as well.

110 22% 26% 31% 31%

TOU: Habits

It really pays to think about when you use energy. Take a second to set a timer or program an appliance. Save early. Save late. Time your energy use right and it helps keep our power reliable and reduces pollution too. Take the afternoon off and a few dollars off your energy bill as well. Schedule yourself and your thermostat to be off from noon to six. Upgrade your timing, see how you can shift your energy use at http://energyupgradeca.org

99 20% 24% 27% 28%

TOU:

Technology

Up-to-the-minute technology like smart thermostats and programmable appliances can give you perfect timing for using energy. The coolest technology knows when it’s time to chill out during peak hours. It helps keep our power reliable and reduces pollution too. Get your hands on the latest technology to avoid peak energy times automatically.

98 19% 25% 27% 27%














<<Total>>Bottom Concepts Uber Score = % Very believable + % Very Interested in idea + % Very interested to find out more + % Very likely to take action




more

Very Interested in

idea

Very Believable

Leaks:

Technology


93 17% 23% 26% 27%

Leaks:

Community


92 18% 22% 27% 25%

Wasted energy:

Community

Wasted energy is not healthy for your neighborhood. Sucking power at all hours, increasing pollution and draining the life out of our resources. Keep an eye out for wasted energy in your neck of the woods and save energy in your community. Unplug game boxes and video players left on. Get rid of that second fridge in the garage. Make sure your water-heater temperature isn’t set too high. Tell your family you slayed a vampire today. The wasted energy from standby power alone costs the US over $4 billion a year.

88 18% 20% 24% 26%

TOU:

Community

When you use energy can make a big difference for reducing pollution and keeping power reliable. Help friends and family use less energy at peak times by sharing your AC or TV so they can turn off theirs. Step up and power down from noon to six during peak energy use. The more of us who help, the better to keep our power reliable and reduce pollution too. Here’s to good times. Have a peak energy party to save energy and get to know your neighbors at the same time. Turn off the TV, the laundry and the AC and have a backyard party instead.

80 16% 20% 22% 22%


<<Striving Believers>>Top Concepts Uber Score = % Very believable + % Very Interested in idea + % Very interested to find out more + % Very likely to take action




more

Very Interested in

idea

Very Believable

Wasted energy:

Habits


134 29% 26% 41% 38%

Wasted energy:

Technology


130 25% 29% 43% 33%

Rebates:

Community


113 14% 24% 36% 39%

Rebates:

Technology


108 14% 26% 35% 33%














<<Striving Believers>>Top/Bottom Concepts Uber Score = % Very believable + % Very Interested in idea + % Very interested to find out more + % Very likely to take action




more

Very Interested in

idea

Very Believable

TOU: Habits


108 22% 24% 32% 30%

Rebates:

Habits


103 15% 26% 230% 32%

Leaks: Habits


92 12% 18% 27% 35%

TOU:

Community


89 15% 21% 27% 26%


























<<Striving Believers>>Bottom Concepts Uber Score = % Very believable + % Very Interested in idea + % Very interested to find out more + % Very likely to take action




more

Very Interested in

idea

Very Believable

Leaks:

Community


84 13% 20% 26% 25%

TOU:

Technology


80 15% 19% 24% 22%

Leaks:

Technology


76 13% 17% 20% 26%

Wasted energy:

Community


71 13% 16% 20% 22%


<<Leading Achievers>>Top Concepts Uber Score = % Very believable + % Very Interested in idea + % Very interested to find out more + % Very likely to take action




more

Very Interested in

idea

Very Believable

Wasted energy:

Technology


168 34% 42% 50% 42%

Leaks: Habits


153 28% 39% 43% 43%

Wasted energy:

Habits


147 33% 32% 42% 40%

Rebates:

Habits


145 29% 32% 43% 41%






































<<Leading Achievers>>Top/Bottom Concepts Uber Score = % Very believable + % Very Interested in idea + % Very interested to find out more + % Very likely to take action




more

Very Interested in

idea

Very Believable

Rebates:

Community


137 23% 34% 44% 36%

Rebates:

Technology


128 23% 28% 38% 39%

TOU:

Technology


116 20% 29% 32% 35%

Leaks:

Technology


116 22% 26% 37% 31%

110 19% 25% 27% 27%


<<Leading Achievers>>Bottom Concepts Uber Score = % Very believable + % Very Interested in idea + % Very interested to find out more + % Very likely to take action




more

Very Interested in

idea

Very Believable

TOU: Habits


110 21% 28% 30% 31%

Leaks:

Community


99 19% 21% 32% 27%

Wasted energy:

Community


84 14% 20% 25% 25%

TOU:

Community


73 15% 15% 19% 24%


<<Thrifty Conservers>>Top Concepts Uber Score = % Very believable + % Very Interested in idea + % Very interested to find out more + % Very likely to take action




more

Very Interested in

idea

Very Believable

Wasted energy:

Technology


102 23% 23% 33% 23%

Wasted energy:

Habits


91 18% 25% 26% 22%

TOU:

Technology


75 13% 16% 23% 23%

Rebates:

Community


71 9% 18% 18% 26%














<<Thrifty Conservers>>Top/Bottom Concepts Uber Score = % Very believable + % Very Interested in idea + % Very interested to find out more + % Very likely to take action




more

Very Interested in

idea

Very Believable

Leaks:

Technology


67 13% 15% 18% 21%

TOU: Habits


67 16% 17% 18% 16%

Rebates:

Technology


64 9% 16% 19% 20%

Leaks:

Community


62 13% 17% 17% 15%


<<Thrifty Conservers>>Bottom Concepts Uber Score = % Very believable + % Very Interested in idea + % Very interested to find out more + % Very likely to take action




more

Very Interested in

idea

Very Believable

Wasted energy:

Community


62 13% 13% 19% 17%

Leaks: Habits


59 9% 11% 17% 22%

Rebates:

Habits


56 9% 10% 19% 18%

TOU:

Community


37 7% 8% 11% 11%


























<<Practical Spenders>>Top Concepts Uber Score = % Very believable + % Very Interested in idea + % Very interested to find out more + % Very likely to take action




more

Very Interested in

idea

Very Believable

Rebates:

Community


127 26% 34% 34% 33%

Rebates:

Habits


120 26% 27% 35% 32%

Wasted energy:

Habits


119 29% 29% 34% 27%

Leaks: Habits


110 22% 26% 29% 33%






































<<Practical Spenders>>Top/Bottom Concepts Uber Score = % Very believable + % Very Interested in idea + % Very interested to find out more + % Very likely to take action




more

Very Interested in

idea

Very Believable

Rebates:

Technology


110 26% 27% 28% 29%

Leaks:

Technology


107 18% 28% 33% 28%

Wasted energy:

Technology


106 23% 26% 30% 27%

Rebates:

Technology


110 22% 26% 31% 31%

TOU: Habits


84 16% 20% 23% 25%


<<Practical Spenders>>Bottom Concepts Uber Score = % Very believable + % Very Interested in idea + % Very interested to find out more + % Very likely to take action




more

Very Interested in

idea

Very Believable

TOU:

Community


76 16% 21% 22% 17%

Leaks:

Community


75 17% 18% 21% 19%

Wasted energy:

Community


74 18% 13% 23% 20%

TOU:

Technology


71 16% 17% 22% 16%


<<Disconnected>>Top Concepts Uber Score = % Very believable + % Very Interested in idea + % Very interested to find out more + % Very likely to take action




more

Very Interested in

idea

Very Believable

Wasted energy:

Habits


148 34% 34% 42% 38%

Wasted energy:

Technology


147 34% 38% 39% 36%

Rebates:

Habits


133 25% 33% 41% 34%

Rebates:

Community


130 30% 26% 38% 36%


























<<Disconnected>>Top/Bottom Concepts Uber Score = % Very believable + % Very Interested in idea + % Very interested to find out more + % Very likely to take action




more

Very Interested in

idea

Very Believable

Leaks: Habits


128 29% 34% 34% 31%

Rebates:

Technology


127 22% 26% 31% 31%

Wasted energy:

Community


126 31% 18% 36% 41%

Leaks:

Community


121 25% 31% 34% 31%














<<Disconnected>>Bottom Concepts Uber Score = % Very believable + % Very Interested in idea + % Very interested to find out more + % Very likely to take action




more

Very Interested in

idea

Very Believable

TOU:

Community


120 25% 29% 37% 29%

TOU: Habits


109 24% 26% 32% 27%

Leaks:

Technology


107 21% 30% 30% 26%

TOU:

Technology


106 21% 30% 28% 27%


<<SMB>>Top Concepts Uber Score = % Very believable + % Very Interested in idea + % Very interested to find out more + % Very likely to take action




more

Very Interested in

idea

Very Believable

TOU:

Technology


138 29% 38% 35% 36%

Wasted energy:

Technology


126 32% 35% 31% 28%

Rebates:

Community


123 27% 30% 34% 32%

Rebates:

Technology


115 27% 26% 32% 30%

Leaks: Habits


113 27% 28% 28% 30%














<<SMB>>Top/Bottom Concepts Uber Score = % Very believable + % Very Interested in idea + % Very interested to find out more + % Very likely to take action




more

Very Interested in

idea

Very Believable

Wasted energy:

Habits


110 28% 29% 29% 24%

TOU: Habits


108 19% 28% 26% 35%

Rebates:

Habits


108 25% 27% 27% 29%


























<<SMB>>Bottom Concepts Uber Score = % Very believable + % Very Interested in idea + % Very interested to find out more + % Very likely to take action




more

Very Interested in

idea

Very Believable

Wasted energy:

Community


94 21% 20% 23% 30%

Leaks:

Community


94 18% 21% 28% 27%

Leaks:

Technology


92 14% 24% 22% 32%

TOU:

Community


80 19% 22% 16% 23%

the block and tackle group · computers that aren’t turned off? that old game console? up to 5%...

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