4: Target Market Research & Segmentation
Customer-driven program design is a relatively new approach for utilities, but it is required for success with community solar. For best-practice community solar programs, market research is a requisite first step that later it drives customer acquisition and retention. For this challenge area, CSVP provides a market research checklist and step-by-step guide to Market Research and Market Segmentation for Community Solar Program Success. References to other relevant resources are provided. A CSVP webinar is also linked to this topic, showcasing the guide and the fieldwork that CSVP team members have led with the Sacramento Municipal Utility District and other Utility Forum members.
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A best-practice approach to community-solar program design begins with the assumption that the program will be largely driven by customer interests and needs. Some information on the appeals of community solar are available from national sources, including the Smart Electric Power Alliance and Shelton Group as well as the National Rural Electric Cooperative Association, Solar Utility Network Deployment Acceleration (SUNDA) project.
CSVP has focused its market research efforts on three specific aspects of the market-research challenge: 1) moving from the lessons of national market research down to specific, local market segments for your utility's community solar offer, and 2) working cross-departmentally within the utility, to obtain market-research information more quickly and cost-effectively and 3) considering how to match projects within a growing, local community-solar fleet with the target-market segments that can optimize the benefits of each project, and of the fleet as a whole.
CSVP has focused its market research efforts on three specific aspects of the market-research challenge: 1) moving from the lessons of national market research down to specific, local market segments for your utility's community solar offer, and 2) working cross-departmentally within the utility, to obtain market-research information more quickly and cost-effectively and 3) considering how to match projects within a growing, local community-solar fleet with the target-market segments that can optimize the benefits of each project, and of the fleet as a whole.
This brief is focused on the target marketing topic area. It guides utility program managers through the market research process, as they design, develop, and market the community solar program offer. By understanding the sub-groups or market segments within the customer base, the savvy community solar program designer can improve customer satisfaction and lower solar customer acquisition and retention costs.
| 2016_01_08_market_research.pdf |
The references for market research provided here is a preliminary document, based primarily on the sources used for the guide, Market Research and Market Segmentation for Community Solar Program Success. The team is currently updating this market-research reference list with contributions from utilities nationwide. Contact CSVP if you are interested in participating.
| 2017_03_01_market_research_resources.pdf |
This March 2017 webinar features the CSVP guide to Market Research and Market Segmentation for Community Solar Program Success. Speakers include Jill Cliburn, for CSVP, and guide co-author, Jenn Mitchell-Jackson, from Grounded Research and Consulting. As an introduction, the strengths and limitations of national survey research are discussed. We draw on field experience to suggest a few of the best ways to supplement high-level information, in order to reach particular target groups of customers. Mitchell-Jackson then details five-steps to help community-solar program staff focus in, from general to specific research. She also discusses ways to organize findings into an action plan and ways to engage other utility staff to improve overall market-research cost-effectiveness. Downloadable slides are also provided. We welcome viewers to contact us with your feedback on both this presentation and the guide.
| final_2017_03_01_five_steps_marketing_webinar.pdf |