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Our Team
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Dr. Sea Rotmann
Operating Agent
Kira Ashby
Program ManagerDr. Beth Karlin
National Expert
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Agenda
➢ What is Behavior?
➢ About IEA-DSM Task 24
➢ Lessons Learned
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We’re making a lot of progress in energy efficiency
…will they come?
But . . . if you build it,
What is behavior?
Program
Process
Everything
➢ The response of an individual,
group, or species to its environment
➢ The way in which something
functions or operates
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What is behavior?
1. Comparative Usage2. Randomized Control Trials3. Ex Post measurement
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Behavior
HERs
Ignelzi et al. (2013). Paving the Way for a Richer Mix of
Residential Behavior Programs.Prepared for the
California Investor-Owned Utilities.
Social Norms
Feedback
Framing
Follow
Through
Rewards or
Gifts
Commitment In Person
Interaction
About IEA-DSM Task 24: Behavior
DSM
Task 22: EE Portfolio
Standards
Task 23: Customers
and the Smart Grid
Task 24: Behavior
Change in DSM
Task 25: Business
Models for EE Market
Uptake
Energy Storage
Smart Grid
Solar
Wind
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About IEA-DSM Task 24: Behavior
Why?Subtask 6
‘The Issues’
Who?Subtask 7
‘The People’
How?Subtask 8
‘The Tools’
What?Subtask 9
‘The Measure’
So what?Subtask 10
‘The Story’
Subtask 1
Subtask 2
Subtask 4 Subtask 5
Subtask 1
Subtask 4 Subtask 3
Subtask 11 – Real-life pilots13
About IEA-DSM Task 24: Behavior
Formal Participants• Austria
• Belgium
• Ireland
• Italy
• New Zealand
• The Netherlands
• Norway
• Sweden
• SwitzerlandIn-Kind Contributors• Australia
• Japan
• Portugal
• South Africa
• United Kingdom
• United States
The Opportunity
CEE was invited to partner with the U.S. Department of Energy to
represent US and Canadian program administrators in IEA DSM Task 24.
• Leverages collaborative approach for unique and high impact work product
• Untapped behavioral techniques from other countries’ programs
• Rigorous evaluation findings from abroad as evidence of behavior
credibility for US regulators
The Work
• Two domestic behavioral workshops
• Program resources
• US-specific project
• Workshop 1: overview of other countries’ programs, discuss focus area
• Workshop 2: synthesize findings, develop resources
• Toolbox of interventions
• Evaluation framework
Workshops
• Workshop 1: overview of other countries’ programs, discuss focus area
April 11th in San Francisco
Resources
Project
For more information, visit www.ieadsm.org
Challenges Driving Focus
• Cost-effectiveness
• Scrutiny of evaluation methodologies
• Savings data (measurement, privacy, associated costs)
• Regulatory acceptance
• Need to move beyond HERs Identified Focal Areas
● Evaluation methodologies
● NEBs
● Methods, credibility,
persistence
● Survey questions/design
● Connected Home
● SMBs
Project
● Semi-structured interviews with CEE member sponsors
● Outreach to other global behavioral evaluation experts
● Synthesis of recent behavioral evaluation findings:
⇒ Database of primary literature
⇒ Database of CEE program inventory
⇒ Database of Task 24 case studies
● Dissemination of learnings
⇒ CEE Workshop 2: October 10-11, Washington DC
⇒ Final report and policy brief on IEA DSM website (end 2018)
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There are building blocks to behavior change.
Following a process helps.
You may need new capacities.
1
2
3
Three Lessons Learned
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Behavior
HERs
Ignelzi et al. (2013). Paving the Way for a Richer Mix of
Residential Behavior Programs.Prepared for the
California Investor-Owned Utilities.
Social Norms
Feedback
Framing
Follow
Through
Rewards or
Gifts
Commitment In Person
Interaction
Ignelzi et al. (2013). Paving the Way for a Richer Mix of
Residential Behavior Programs.Prepared for the
California Investor-Owned Utilities.
Framing
Rewards
or Gifts
Feedback
Social
Norms
In Person
Interaction
Commitment
Goal
Setting
Rebates
Schools
And More?
And More?
And More?
And More?
And More?
Energy
Kits
HEMS
Follow
ThroughBehavior
Audits
Smart AC
Karlin et al. (2017). From Categorizing to Characterizing: A Landscape Analysis of Behavior-Based
Energy Programs. San Francisco, CA: Pacific Gas and Electric.
What’s the alternative?
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Building Blocks of Behavior Change
Your
Program
Desired
Result
Does it Work?
Does it Work?HOW
Ingredients Activities/Processes Metrics
Your
Program
Desired
Result
A Process for Behavior Change
A L I G N D E F I N E D E S I G N D E P L O Ytarget audience and
behavior goals
ethographic
research
customer
models
stakeholder
analysis
landscape
analysis
stakeholders on “why”
and the ecosystem
user
testing
A/B
testing
and test content and
delivery strategies
process
evaluation
outcome
evaluation
a pilot and evaluate
process and outcomes
You May Need New Capacities…
Information
Capacity
Staff
Capacity
Collaborative
Capacity
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Do we have the right people (with
the right skills) on the team?1
2
3
4
Do we have (or can we get) the
data we need?
Is everybody talking to each other?
Are we leveraging opportunities
at every touch point?
Questions to Ask...
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If you walk away with anything,
let it be this…
There are benefits to simplicity…
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… but it’s not always that simple
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