Using Segmentation Strategies to Create Targeted Climate Change Messaging for Office Workers
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1 Using Segmentation Strategies to Create Targeted Climate Change Messaging for Office Workers Project Team: John Goins, David Lehrer, Justin Sung, Husam El-Qoulaq, Soazig Kaam BECC 2012 November 12, 2012 Center for the Built Environment (CBE) UC Berkeley 1 Center for the Built Environment
2 Objectives and approach Over-arching objective Test the ability for building information feedback (energy charts, goals and prompts) to reduce occupants' energy use and resulting greenhouse gas emissions Research approach Conduct field study at three sites with ~250 subjects Install smart plug load monitors, and provide tablet computers with a tailored energy interface Funded by the California Air Resources Board (CARB) Center for the Built Environment (CBE) UC Berkeley 2
3 Tablet feedback design: What to include? Approaches identified in literature as useful for behavior change 1. Energy feedback (direct and/or ambient ) 2. Influencers (goals, commitments, rewards, peer effects) 3. Specific, actionable and/or tailored information (prompts) Dorm energy compe,,on from Lucid Center for the Built Environment (CBE) UC Berkeley 3
4 Tablet feedback interface Design concept 1. Ambient energy feedback, shows current power use 2 2. Energy saving goals that are shared (goals, personal commitment) 3. Energy charts, various views 4. Prompts Center for the Built Environment (CBE) UC Berkeley How do we tailor feedback to the users (subjects)? 4
5 Related research: Granularity of energy feedback Stated preference for more personalized energy info, at the level of individual workstation or office (65% ranked as most useful) Please rank these energy charts in terms of their usefulness, from 1 most useful, to 3 least useful. Most useful 65% 29% 6% Second most 28% 50% 23% Least useful 8% 21% 71% n=128 My Energy Charts Group Energy Charts Building Energy Charts Lehrer, D., et. al Evalua,on of a social media applica,on for commercial building energy and opera,ons. In press. Center for the Built Environment (CBE) UC Berkeley 5
6 Related research: Energy comparison Strong stated preference for comparison to average user (79% ranked as first choice) Please rank these energy charts in terms of their usefulness, from 1 most useful, to 3 least useful. Most useful 79% 13% 7% Second most 17% 39% 44% Least useful 3% 48% 49% n=128 Compare to Average Compare to Individuals No Comparison Lehrer, D., et. al Evalua,on of a social media applica,on for commercial building energy and opera,ons. In press. Center for the Built Environment (CBE) UC Berkeley 6
7 Tailoring goals and prompts: phone survey Segmentation survey Automated phone survey of randomly selected numbers 1,018 complete responses Office workers only Six Americas segmentation questions What they interact with in the office Information messaging preferences Center for the Built Environment (CBE) UC Berkeley 7
8 Phone survey segmentation Global Warming s Six Americas: An Audience Segmentation hrp:// warmings- six- americas/ Center for the Built Environment (CBE) UC Berkeley 8
9 Phone survey segmentation Global Warming s Six Americas: An Audience Segmentation Very Somewhat Not hrp:// warmings- six- americas/ Center for the Built Environment (CBE) UC Berkeley 9
10 Sample phone questions: use or interaction In your office, how often do you adjust the lighting? Several times a day, press 1. Daily, press 2 Weekly, press 3 Less than weekly, press 4 Adjust the heating? Adjust window blinds or shades? Use portable heaters to warm yourself? Turn off or unplug a cell phone? Turn off or unplug a computer? Center for the Built Environment (CBE) UC Berkeley 10
11 What people don t interact with at work Among three groups, similar and infrequent interaction with: 1. Adjust heating 2. Adjust cooling 3. Adjust air vents 4. Adjust blinds/shades 5. Use windows for cooling 6. Use a fan for cooling 7. Use portable heater Frequency of use 8. Turn off/unplug copier 9. Turn off/unplug printers 10. Use efficiency settings on computer Very Somewhat Not Center for the Built Environment (CBE) UC Berkeley 11
12 What people do interact with at work Among three groups, different frequencies for interaction with: 1. Turn off/unplug computers 2. Turn off/unplug monitors 3. Turn off/unplug cell phone 4. Move/walk for warmth 5. Adjust lighting Frequency of use Very Somewhat Not Center for the Built Environment (CBE) UC Berkeley 12
13 Level of interest in message type and content Among three groups, different levels of interest in: 1. Verbal reminders 2. Visual reminders 3. Setting a personal goal 4. My friends support it 5. People I admire support it 6. Managers support it Level on interest Very Somewhat Not Center for the Built Environment (CBE) UC Berkeley 13
14 Focus group to refine messaging (goals and prompts) Conducted focus group study with three groups (grouped using short screening survey) Very (5 subjects) Somewhat (9) Not (7) On-line survey, discussion, and written comments on goals and prompts Asked about content, format and tone Center for the Built Environment (CBE) UC Berkeley 14
15 Focus group findings: key points Similar among all groups Groups showed similar level of interest in goals and prompts in general Preference for goals and prompts to do easy things (e.g., turning off lights, monitors and computers) Prefer positive messaging Differences between groups Very group was more interested in competition, and creating community around the energy goals, such as group energy targets Also more interested in social aspects, seeing other people do things helps us achieve goals Center for the Built Environment (CBE) UC Berkeley 15
16 Messaging summary (in progress) Message type Very Concerned Not Verbal reminders Y Y N Visual reminders Y Y N Se]ng personal goals Y N N Influencers Friend support it Y N N People I admire support it Y N N Managers support it Y N N AcMons Cool beverages Y Y Y Hot beverages Y Y Y Computers Y Y N Monitors Y Y N Cell phones Y Y N Move/walk Y Y N Ligh,ng Y Y N Center for the Built Environment (CBE) UC Berkeley 16
17 Conclusions Applying the Six Americas segmentation to office workers shows that: Many low interaction behaviors that impact energy are similar among all segments Several high interaction behaviors are more frequent among people that are somewhat or very with global warming Segments showed similar level of information in goals and prompts tested More individuals are more likely to prefer community or competition aspects of messaging Center for the Built Environment (CBE) UC Berkeley 17
18 Acknowledgements Project funding: California Air Resources Board Additional support from CBE s Industry Partners Affiliated Engineers Inc. Armstrong World Industries Arup* Big Ass Fans California Energy Commission Cannon Design Charles M. Salter Associates DIALOG EHDD Architecture HGA Architects and Engineers HOK Integral Group Team: CPP DPR Construction Integral Group P2S Engineering Perkins+Will Interface Engineering KlingStubbins LG Electronics LPA Inc. M.E. GROUP National Security Agency/ Central Security Service (NSA/CSS) Pacific Gas & Electric Co. Price Industries REHAU RTKL Associates San Diego Gas & Electric Skidmore Owings & Merrill Southern California Edison Syska Hennessy Group Tate Access Floors* Taylor Engineering Team: Cadmus Group Guttmann & Blaevoet Southland Industries Swinerton Builders Taylor Engineering Webcor Builders* WSP Flack + Kurtz ZGF Architects *founding partners Center for the Built Environment (CBE) UC Berkeley 18
19 Contact information David Lehrer John Goins Center for the Built Environment (CBE) UC Berkeley 19
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