Monitor the effectiveness of marketing and outreach strategies and adapt as needed.
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Communicate marketing and outreach results internally and to partners.
Many programs found that market research can help identify, segment, and characterize audiences to understand how to prioritize them. A comprehensive evaluation of over 140 programs across the United States found that programs had greater success when they identified specific target populations...
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Through its target audience research, Rutland, Vermont's NeighborWorks H.E.A.T. Squad learned that neighbors are the most trusted messengers of energy efficiency upgrade information, rather than governments or utilities.
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Organizations or Programs
Energy Impact Illinois
Energy Impact Illinois (EI2) conducted 1,600 phone surveys of mid- to high-income households. Its aim was to test program messaging and gauge attitudes toward home improvements and energy efficiency upgrades. The surveys provided a number of insights on the target audience's decision process.