Abstract
Innovating energy markets: a hybrid persona/segment approach
Proceedings of the 2017 Australian and New Zealand Marketing Academy Conference, p.764
Australian and New Zealand Marketing Academy Conference (ANZMAC): Marketing for Impact, 2017 (Melbourne, Australia, 04-Dec-2017–06-Dec-2017)
2017
Abstract
Electricity is a basic and essential service for the Australian way of life, but for everyday Australians rising prices impact this way of life. For Australian households, the electricity industry appears to be at a crossroad. Access to instant information that ranges from skewed to exaggerated media has eroded trust. The purpose of this research was to understand how residential electricity consumers make decisions about electricity pricing and develop a new segmentation model for consumers who could be engaged digitally with tariff reform. This research used a mixed-method approach involving 45 household interviews with 118 participants and a national online survey of 1345 key informants from 4000 households. Using a service design technique of personas combined with quantitative analysis, this hybrid approach discovered six unique segments that represent different household decision-making styles to tariff reform and the use of technology solutions to manage electricity.
Details
- Title
- Innovating energy markets: a hybrid persona/segment approach
- Authors
- Rebekah Russell-Bennett (Author) - Queensland University of TechnologyRory Mulcahy (Author) - University of the Sunshine Coast - Faculty of Arts, Business and LawKate Letheren (Author) - Queensland University of TechnologyRyan McAndrew (Author) - Queensland University of TechnologyTim Swinton (Author) - CitySmartNeil Horroks (Author) - CitySmartReid Ossington (Author) - CitySmart
- Contributors
- Linda Rinbinson (Editor)Linda Brennan (Editor)Mike Reid (Editor)
- Publication details
- Proceedings of the 2017 Australian and New Zealand Marketing Academy Conference, p.764
- Conference details
- Australian and New Zealand Marketing Academy Conference (ANZMAC): Marketing for Impact, 2017 (Melbourne, Australia, 04-Dec-2017–06-Dec-2017)
- Publisher
- Australian and New Zealand Marketing Academy (ANZMAC)
- Date published
- 2017
- ISSN
- 1447-3275
- Copyright note
- Copyright © 2017 ANZMAC and the authors. Reproduced with permission of the copyright holder.
- Organisation Unit
- School of Business and Creative Industries; University of the Sunshine Coast, Queensland; USC Business School - Legacy
- Language
- English
- Record Identifier
- 99450873502621
- Output Type
- Abstract
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