Ergon Energy operates the regional Queensland electricity network and supplies electricity to homes and businesses in the region.
Managing peak demand helps Ergon Energy manage and maintain the electricity network. Making sure that new houses are designed and constructed with energy efficiency in mind is a key tactic to support this.
Ergon Energy recognised that consumers need to make a large number of decisions when building or purchasing a new home and wanted to better understand the behaviour around these decisions to help them plan future communication and energy efficiency interventions.
What did we do?
We worked with the team in Ergon Energy’s Department of Marketing to understand consumer decision-making when building a new home, as this is the stage when people are most engaged and receptive to buying energy-efficient products.
Together we conducted interviews and surveys with homebuyers to:
– map their decision-making processes
– develop a model of this decision-making processes
– make recommendations on communication messages, channels and interventions to influence these decisions.
What did we find?
Although the process of building a house is complex, for consumers the decision-making process breaks down into a few broadly-defined decision stages.
Our research into these stages showed that people often don’t think about energy-efficiency until the choices that have the biggest difference (such as where they are going to live, the size of the home and orientation on a plot) have already been made.