Bonneville Power Administration
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What is Market Segmentation?
Market segmentation divides a market for goods or services into distinct subdivisions or "segments." It is research that uncovers similar attitudes, behaviors and needs of consumers who make purchases and use products or services in similar ways and generally respond positively to a given marketing strategy. The BPA Energy Efficiency Residential Segmentation provides utilities insight into how to best market energy efficiency to individual residential utility customers, the opportunity to benefit from the marketing efforts of BPA throughout the region and the opportunity to share in marketing efforts with other regional utilities.
BPA and Residential Segmentation
BPA engaged an independent market research company to conduct a residential
market segmentation study which categorizes customers into segments based on
attitudes and energy efficiency behaviors expressed in a random phone survey
in September 2008. The contractor was selected because they conducted similar
research for Puget Sound Energy (PSE), which allowed BPA to leverage the developed
methodology to cost-efficiently implement the study in the BPA region.
Regional Segmentation Information
Results of the BPA regional residential segmentation research include:
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