Interactions was successful under a competitive call to receive funding from the SEAI Renewable Energy Research Development and Demonstration Programme 2017, to segment the energy consumer market in Ireland, with a view to accelerating the deployment of innovative energy efficiency and renewable energy technologies.
An understanding of attitudes and beliefs provides a valuable basis for understanding behaviour. We used attitudinal variables as the basis for our segmentation, rather than behavioural variables. Evidence from the literature review suggests there is not a direct causal link between attitudes and behaviours. (DEFRA, A Framework for Pro-Environmental Behaviours, 2008)
- Changing attitudes is often a precursor to changing behaviour, BUT behaviour can be changed without the expected attitude change and on occasion, the behaviour change itself can lead to attitudinal change.
- Also, behavioural variables can be influenced by circumstances (e.g. financial) which would change over time.
Similarly, a segmentation methodology that combined behavioural and attitudinal variables would not help to explain the link between attitudes and behaviours. It would merge two distinct types of variables and it would no longer be clear whether attitudes or behaviours were the key driver for specific segments.
Seven segments were identified and ‘Pen Pictures’ of each produced. The key hooks towards encouraging increased sustainability in energy use have been developed for each segment group.
To aid in distinguishing and communicating them, each of the segments was given a name that in some way describes or encapsulates their positioning.
The full report is available to download here.
We also identified the ‘Golden Questions’ that enable us to quickly and easily determine segment membership. Take the test here to find out which segment you belong to!