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Mapping Electricity Use Information:Benefits of, Barriers to, and Solutions for
Leveraging Information
A launching point for discussionKat Donnelly, PEMIT Researcher
President, EMPower Devices
Precourt Institute for Energy EfficiencyStanford Energy & Feedback Workshop:
End-Use Energy Reductions through Monitoring,Feedback, and Behavior Modification
September 4th and 5th, 2008
Information First• Information touches everything.• We can create intelligent IS that produces energy efficiency.
Build on past examples:– Google– Amazon– Wikipedia
• Mountains of data to leverage at relatively low cost.• Far easier than actually installing hardware.• Is available today.• Opportunity: Energy Information is not optimally mined.• Optimizes Systems.• Others? Your ideas.
Slide 2September 4, 2008, ©Kat Donnelly, EMPower Devices
Stakeholder Information Flows
ResidentialConsumers
Utilities
Financiers Policy Makers
ResearchersProduct and
ServicesCompanies
Builders/RealEstate Agents
Slide 3September 4, 2008, ©Kat Donnelly, EMPower Devices
Others?
• Feedback to consumer– ~5 to 15% usage reduction– Teach household energy management
• New habit formation• Informed decisions
• Utility/Policy/Non-Profit– Learn Habits (Market Segmentation)– Inform Demand Response/Pricing Policies– Evaluate, Measure, and Validate Programs– System and resource optimization– Trigger national momentum for real leadership and action.
Energy Information Uses/Benefits
Slide 4September 4, 2008, ©Kat Donnelly, EMPower Devices
• Academic– Enables behavior experiments, technology pilots, &
academic data analysis• Technology & Services Providers
– Provides easy direct marketing data– Enables industry research– Optimize cost– Sell Efficient and Automated products based on customer
needs• Others (Your ideas!)
Energy Information Uses/Benefits
Slide 5September 4, 2008, ©Kat Donnelly, EMPower Devices
Two Major Residential Energy Efficiency Barriers
Slide 6September 4, 2008, ©Kat Donnelly, EMPower Devices
2. Increasing Motivation
-Develop Social Norms
-Create Identities
-Provide Incentives
-Actual or Perceived
-Financial or Non-financial
-New technologies (Needeconomies of scale)
Awareness Cost-Effectiveness
1. Increasing Knowledge(5 Ws)
-Target behaviors
-Set Goals
-Provide Feedback
-Educate about choices
Overcoming Residential Energy Efficiency Barriers
Slide 7
September 4, 2008, ©Kat Donnelly, EMPower Devices
Overcoming Residential Energy Efficiency Barriers
Slide 8
September 4, 2008, ©Kat Donnelly, EMPower Devices
Information
INPUTRAWDATA
PROCESSDATA
DELIVERDATA
(OUTPUT)
FRAMEDATA
Defining “Information”
Slide 9September 4, 2008, ©Kat Donnelly, EMPower Devices
A Systems Approach:5 Key Residential Energy Efficiency Barriers
Cohesion/
Slide 10September 4, 2008, ©Kat Donnelly, EMPower Devices
Information
• Reinforcing Loop• Opportunity not Barrier• Solicit Participation to
leverage– Word of mouth– Community-building
Leverage Information to Build Cohesion and Communication
Cohesion/
Slide 11September 4, 2008, ©Kat Donnelly, EMPower Devices
Information
Leverage Information to Build Skilled Labor and EM&V
• Reinforcing Loops• Opportunities not Barriers• Pull/Push the Industry
– Create markettransformation
– Emphasize the larger goalsthat we can push Slide 12
September 4, 2008, ©Kat Donnelly, EMPower Devices
Information
Energy Efficiency Diffusion
INFORMATION
Cohesion/
Are you beingintelligent about theinformation thatcrosses your sphere?
CHANGEHABITS/CREATEMARKETS
Slide 13September 4, 2008, ©Kat Donnelly, EMPower Devices
Cohesion/
Energy Efficiency Diffusion
Best ways to fosterinnovation diffusion– word of mouth,– market pull, and– market saturation.
• Groesser et al, Diffusion Dynamics ofEnergy-Efficiency Innovations in theResidential Building Environment.
Slide 14September 4, 2008, ©Kat Donnelly, EMPower Devices
INFORMATION
CHANGEHABITS/CREATEMARKETS
Cohesion/
word of mouth
Marketpull
Marketsaturation
Energy Efficiency Diffusion
Slide 15September 4, 2008, ©Kat Donnelly, EMPower Devices
INFORMATION
CHANGEHABITS/CREATEMARKETS
Best ways to fosterinnovation diffusion– word of mouth,– market pull, and– market saturation.
• Groesser et al, Diffusion Dynamics ofEnergy-Efficiency Innovations in theResidential Building Environment.
An Additional Diffusion Model
Everett Rogers. (2003). Diffusionof Innovation.Malcolm Gladwell.Bass Diffusion Model.Huggy Rao. Marc Granovetter.Bernardo Huberman.
Perc
ent o
f Tot
alPo
pula
tion
Adopter Groups Through Time
Hub and Spoke
Characteristics of People Characteristics of Networks
Characteristics of Innovations• Simplicity - Is it easy to understand and use?• Observability - Are the results of using it visible?• Trialability - Can it be experimented with?• Compatibility - Is it consistent with existing values/needs?• Relative Advantage - Is it better than the prior thing?• Aesthetics & Identity Signaling…
Slide 16September 4, 2008, ©Carrie Armel
INPUT RAW DATASimple measurement
devices & existing data
Appliance Survey Data
Voltage, Current, kW PROCESS DATAData Loggers,
CPU, & Transmitter
DELIVERDATA
User InterfaceProvide
Information,ChangeHabits
Home Audit Data
Limited User Input
Inspection Permits
Environmental Docs(New Build)
Others?(to be identified here?)
DisambiguationAlgorithmGeographic Data
Historic Data RegressionAnalysis
EconometricAnalysis
FRAME DATAAsk Intelligent
Questions,Experiment, Market
Segmentation
Use, Cost, CO2
Appliance,Process, Tech.Inefficiencies
Financing
Appl., Process,Tech. Options &
Ratings
Incentives
Rate Structures
DemandResponse
MorphingSoftware
Amazon/“Eco-wiki”/
Google/YellowPages
InterfaceModel
Tech & Svc Providers
Developing the Information Systems
Goals/Commitments
Slide 17September 4, 2008, ©Kat Donnelly, EMPower Devices
MachineLearning
ArtificialIntelligence
Creating the Whole House Indicator(Modeled after Energy Star Commercial Building Benchmarking)
• Document energy audits in detail• Track energy and water usage, costs, and carbon,
adjust for:– Climate– Household operational changes
• Disambiguate Usage to provide detailed feedback– Combine residential appliance data/regression analysis– Power factor signature analysis
• Comparisons (develop norms and identities)– Individual home history– Peer group comparison (by neighborhood, region, state, etc.)
• Tie into retrofitting information, incentives, marketing,and link customers to the providers
• Leverage information for EM&V Slide 18September 4, 2008, ©Kat Donnelly, EMPower Devices
Wrap-Up
• Provided one potential framework• What are your ideas?
– Why is information useful?– How can you capitalize on the mountains of
available information?• Working lunch follows. We’d love to hear
your ideas!
Slide 19September 4, 2008, ©Kat Donnelly, EMPower Devices
Acknowledgments andReferences
• Discussions with Carrie Armel (Stanford), Banny Banerjee(Stanford), Rohit Sakhuja (MIT), and Stacy Angel (EPA)
• Stakeholder interviews for the MIT Accelerating EnergyInnovation Study.
• Groesser, Stephan, Ulli-Beer, Silvia, and Mojitahedzadeh,Mohammad, “Diffusion Dynamics of Energy-EfficientInnovations in the Residential Building Environment”, 24thInternational System Dynamics Conference, Nijmegen.
• Gladwell, Malcolm, The Tipping Point: How Little Things CanMake a Big Difference.
• Please contact me to discuss further:Kdonnelly@empowerdevices.com
Slide 20September 4, 2008, ©Kat Donnelly, EMPower Devices
Create a stakeholder map.
Data UsageHighLow
Acknowledge
Involve
Monitor
Manage
Data Importance
High
Low
- Howinfluential- How affected
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