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