Download - Our Power Market Research
OURpowerSOLAR BELONGS ON YOUR ROOF
MARKET RESEARCH CONDUCTED BY:
Jackline Ankomah
Hussein Kassam
Nader Mahmoudi
Zubaida Mustafa
OUR POWER BACKGROUND
Solar power consultants
Non for profit organization
Key Issue: low conversion rates
RESEARCH OBJECTIVES
• Will target market purchase a solar PV system?
• What are the leading hindrances?
• Are Our Power services useful?
• Test and evaluate selling concepts
•In depth personal interviews
•Convenience and Snowball
sampling
•18 Participants
RESEARCH METHOD
Sampling Frame
• Business Savy
• Homeowners
• High Income ~$100,000
USE OF RESEARCH RESULTS
Should Our Power revitalize its initiative
Verify or redefine the target market
Verify hindrances
Determine most effective selling concept
CONCEPTS
Concept S: Save on Energy Bill
Concept I: Investment Opportunity
Concept E: Green revolution
Concept H: A hybrid of Concept I and E
RESPONDENTS’ PROFILE
Male 67%
Female 33%
Gender
Above or Equal to 50
67%
Below 50 33%
Age
Above or Equal
to $100,00078%
Below $100,000
22%
Income
039%
117%
239%
36%
Dependents
FINDINGS
S I E H0
1
2
3
4
5
6
7
8
9
1
4
8
5
3
4
6
5
Concept Preference
MostLeast
Concept
# of
Res
pons
es
FINDINGS
Gender Age Income
Total Male Female Above or Equal to
50 Below 50
Above or Equal
to $100,000
Below $100,000
Total 18 100% 12 100% 6 100% 12 100% 6 100% 14 100% 4 100%
Concept S 1 6% 1 8% 0 0% 0 0% 1 17% 0 0% 1 25%
Concept I 4 22% 2 17% 2 33% 2 17% 2 33% 3 21% 1 25%
Concept E 8 44% 6 50% 2 33% 5 42% 3 50% 6 43% 2 50%
Concept H 5 28% 3 25% 2 33% 5 42% 0 0% 5 36% 0 0%
Menabove the age of 50income above $100,000
RESULT
FINDINGS AND CONCLUSIONS
Respondents liked green & renewable energy
Open to Our Power services
Risky ROI and experimental technology
No urgency and motivation to purchase
RECOMMENDATION
Why?Large segment want to install solarFeeling of best way to save on energyGovernment incentive very influential
Revitalize Our Power’s energy initiative
RECOMMENDATION
Target Market
• Business Savvy
• Homeowners
• ~$100,000
Altered Target Market
• Environmentally Conscious
• Business Savvy
• Approx. 50 years old
• Homeowners
• ~$100,000
RECOMMENDATION
Revise Concept E
•Addition of concrete facts and figures
•Testimonials
•Addition of ROI component
ERRORS
Sampling Error
Frame Error
Selection Error
Response Bias
NEXT STEPS
Testing through quantitative research
Incorporate recommendations in marketing strategy and marketing mix
THANK YOUQ & A