Assessing Attitudinal and Behavioral Differences between American and Canadian Energy Consumers
10:15 AM - 10:45 AM
Thu Aug 29, 2019
Grand West
Professional Development


In an attempt to increase program engagement among residential customers, countless studies have researched customer behavior and attitudes. Echoing the classic utility argument "but my customers are different than yours!", many studies focus on specific geographic regions. Conversely, others provide a national snapshot of customer attitudes and behaviors, yet lack the granularity to hone in on trends observed in specific municipalities. But few, if any, studies have compared energy-related attitudinal/behavioral differences between Americans and Canadians. Learn the survey results from [large] nationally representative samples of American and Canadian customers, which will reveal similarities and differences between the countries. Discover that American and Canadian residential customers are much more similar than they are different. The presentation will cover these findings in depth and provide insights on how programs should be designed/delivered on both sides of the border.

Jordan Folks Managing Consultant, Opinion Dynamics

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