Demand-response (DR) initiatives are becoming more common at utilities and independent system operators as a way to potentially defer investment in new power plants, upgrading transmission infrastructure, or purchasing costly power. Determining which customers are willing to shed load—and how much—requires a blend of engineering, statistics, and behavioral psychology. Our speakers will explain how they assess DR potential, look at the results some of the more aggressive utilities are obtaining, and offer suggestions for how utilities can better integrate DR with the rest of their operations.