Market penetration of new technologies, programs, and services

Technical Report · Fri Feb 01 04:00:00 EST 1991

OSTI ID:6232561

Kendall, D L; Cates, S C ^[1]

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1. Research Triangle Inst., Research Triangle Park, NC (USA)

New energy-efficient technologies and demand-side management programs are playing vital roles in helping electric utilities successfully respond to today's energy challenges. But forecasting how many customers will purchase a new end-use technology or when they participate in a demand-side management program is a difficult task. Harder yet is predicting how utility marketing activities--like energy audits, appliance rebates, or trade ally programs--may change the size of the market for a new technology or the timing of customer participation in a new utility program. EPRI's Market Penetration of New Technologies, Programs, and Services project (RP2864) is developing tools and techniques to help member utilities manage these tasks more effectively and efficiently. This report presents an overview of market penetration methods that are useful for forecasting both the market size and the timing of customer adoptions of new energy-efficient technologies, DSM programs, and utility services. It examines the state of the art in market penetration forecasting and compares it to the current state of practice. The report concludes with an evaluation of alternative market penetration forecasting methods. 37 refs., 26 figs., 9 tabs.

• Research Organization: Electric Power Research Inst., Palo Alto, CA (USA); Research Triangle Inst., Research Triangle Park, NC (USA)
• Sponsoring Organization: EPRI
• OSTI ID: 6232561
• Report Number(s): EPRI-CU-7011
• Country of Publication: United States
• Language: English

Related Subjects

29 ENERGY PLANNING, POLICY, AND ECONOMY
296000* -- Energy Planning & Policy-- Electric Power
DEMAND FACTORS
EFFICIENCY
ELECTRIC UTILITIES
ENERGY EFFICIENCY
ENERGY MANAGEMENT
FORECASTING
MANAGEMENT
MARKETING
MARKETING RESEARCH
MODIFICATIONS
PLANNING
PUBLIC UTILITIES
TECHNOLOGY ASSESSMENT