Market Research

Case Study #4

Evaluating New Electric Utility Services

CHALLENGE: Impending deregulation of the electric utility industry was forcing a 100-year old electric utility to evaluate new potential services. In the past, the electric utility had not  been required to compete in the marketplace and hence the firm did not have experience in a competitive market nor a process for developing new services or getting customer feedback.

SOLUTION:  Carol  Monaco designed and managed a customer research project for a new energy consulting service, utilizing focus groups. As a result of the research, the firm learned a great deal about its perception in the marketplace, customer needs, and customers'  interest in purchasing the new service. Based on the research findings, Carol Monaco was able to craft specific recommendations for marketing strategy and service design.

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