Recently, the Smart Grid Consumer Collaborative (SGCC) conducted 24 in-depth interviews with residential electricity customers to explore public opinion on the smart grid, energy efficiency and smart meter-enabled programs. These findings, which were captured in our Consumer Voices 2012 Study, follow the Consumer Pulse and Market Segmentation research program that quantitatively surveyed a representative base of over 2,000 consumers across the U.S. last year.

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The in-depth interviews explored consumers’ perception of the smart grid, specifically, what they like, dislike, and want from the smart grid in terms of benefits and programs. Yet these interviews also dove deeper, examining the “why” behind consumer behavior to complement and color the quantitative learnings found in the SGCC Consumer Pulse and Segmentation research. This enabled us to paint rich and vivid portraits of each of the five SGCC consumer segments: East Street, DIY & Save, Concerned Greens, Young Americans, and Traditionals. Segments’ attitudes and values about protecting the environment differ in very interesting and important ways, influencing their opinions and preferences for smart grid benefits like making access to renewable energy easier.