The Context

As one of the largest organizations that deliver power to homes, schools, and businesses in Ohio, AEP Ohio offers a multitude of programs, products, and services that help its customers save money. AEP Ohio and its strategic marketing partners asked Illuminology to assist with many studies that helped it to communicate more effectively with customers about those energy efficiency programs.

The Critical Questions

What are customers’ awareness of and attitudes toward physical products and “smart” technology that can help customers control how much energy their home uses? Separately, what preferences do electric vehicle owners have regarding how they charge their vehicles at home, and what information would they find useful and/or persuasive as they consider how to charge their vehicles at home?

Our Solution

Illuminology designed and deployed multiple studies, primarily using qualitative research methods (e.g., focus group message testing) to address the specific research challenge at hand.

Illumination

After Illuminology facilitated the focus group sessions, analyzed the resulting data, and clearly communicated the results and recommendations, AEP Ohio staff members and their strategic marketing partners had the information they needed to make better-informed strategic marketing decisions.

Resolution

The research findings and insights from these various engagements guided how AEP Ohio communicated with customers about its various energy efficiency programs, products, and services.