Understanding Appetite and Barriers to Natural Gas

Business Challenge

An energy company in the Northeast wanted to take advantage of very low natural gas rates and persuade customers to convert from oil to natural gas heat, which would save consumers money in the long run and be less taxing on the energy grid.

The upfront costs of installing lines from the street to the home, and within the home, as well as replacing appliances could deter consumers from making the switch.

TRC’s Solutions

We conducted a multi-phase research program over the course of three years. Each phase had the same end goal: increasing conversion, but with varying target audiences and focus.

The program included quantitative and qualitative initiatives, with segmented audiences such as “customers who converted”, and “those who inquired, but did not convert”, and “those whose homes were along the gas main, but showed no interest in converting.”

Additional projects explored the influence of rebates on conversion, and uncovering the hurdles preventing small business property owners to convert. Each subsequent project built upon findings from the projects that came before.

Successful Results Implementation

The research program identified segments within the customer base that were better candidates for conversion. Our findings helped our client succeed by targeting customers more motivated to change. As well, TRC recommended our client design rebate programs that offered the range of rebate amounts we had learned would lead to conversion.