Update: If you were unable to participate in Market Research and Market Segmentation for Community Solar Program Success, March 1, visit the webinar archive at the Community Value Solar Project. You can download the presentation to learn about the five-step process to drill down from general to specific research and to organize findings into an action plan.
According to a GTM Research report cited in Public Power Daily, the community solar market is poised for significant growth in the coming year. However, interest in community solar among utility customers varies widely based on demographic, regional and lifestyle factors. Utilities might be wondering how to design and implement a community solar program that appeals to customers across market segments.
Five Steps to Tailored Market Research, sponsored by the Community Solar Value Project (CSVP), will move quickly from general guidance to five specific steps that utilities can take to achieve results. The webinar features Jennifer Mitchell-Jackson, a partner in Grounded Research and Consulting and lead author of a new CSVP market research and market segmentation guide.
Market Research and Market Segmentation for Community Solar Program Success shows how to get a better understanding of different customers’ motivations before you offer a community solar program. This guide describes a five-step process, beginning with assessing research needs and tapping outside sources of community-solar market intelligence, through leveraging available utility data, and carefully designing or obtaining new customer research to address specific needs. It can be downloaded for free from the CSVP website.
The Community Solar Value Project represents leading energy thinkers and do-ers, ready to “make community solar better,” from both the sponsoring-utility and customer perspective. Members are working to develop a decision framework for community-solar program design, focusing first on optimal siting and project design, procurement, target marketing and matching with companion measures that attack solar-integration challenges.