Maximizing the Success of Market Research: A Benchmark for Utility Executives, 2003

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Most utilities have a dedicated market research department tasked with measuring customer satisfaction and company image, evaluating programs, and assessing market opportunities, all of which can provide invaluable information for their company. The extent to which this information is relied upon to provide input into strategic decision-making varies by company, but is often influenced by senior executives' familiarity with and perceptions of its usefulness. Therefore, this research study, which will draw upon both qualitative in-depth interviews with utility executives as well as quantitative surveys among market research professionals, will identify gaps that exist between the two groups. This E Source Market Research Multi-Client Study will provide a unique look at the practices of utility market researchers compared to the expectations of utility executives and will provide valuable insight into research content, internal communication, and ways the market research department can add strategic value to the organization. (For more information on the study, download a pdf of the results flyer.)