Focus on market research – achieve market advantage
The objective of the Energy and Mobility business unit is to provide customers on the municipal utility and energy supplier side, manufacturers of technical consumer goods, smart home solution providers and management consultants with precise support and to help them achieve the necessary market advantage.
INNOFACT Energy and Mobility Market Research is a competent and reliable partner with high professional and methodological expertise and comprehensive project experience.
- Placement of exclusive questions in the daily/weekly INNOFACT online omnibus representative of the population
- Placement of exclusive questions with target groups such as energy decision-makers, promoters/first movers, home owners, tenants, lay landlords, users of electric storage heaters and other heating technologies, electric, natural gas and LPG vehicle drivers and tradespeople identifiable by socio-demographic characteristics
Unit Director Hans-Jochen Brückner is an expert in the energy industry and mobility market research. Before joining INNOFACT AG he held leading positions at Glaxo Deutschland (market research consultant), Vaillant Group (head of corporate market research) and E.ON Ruhrgas (head of product management, marketing and market research services).
- Customer satisfaction
- Customer loyalty
- Customer enthusiasm
- Customer recovery
- Target group segmentation as input for customer value analyses and churn management
- KPI determination and tracking along the customer value chain
- Customer Journey for the optimization of customer relevant processes.
- Pricing and optimization
- Conjoint analyses
- Gabor Granger
- Support in setting up and expanding business areas (e.g. energy efficiency projects/services or smart home), for example in terms of customer acceptance, willingness to buy and price willingness for innovative product and service packages.
- Brand core analyses
- Brand image analyses
- Brand driver analyses as input for brand (re-)positioning
- Distribution channel analyses
- Segmentation analyses
- Consumer typologies
- Target group focus
- Marketing mix optimization
- Marketing mix design
- Advertising pre- and post-tests
- “First Buyer” Analysis
- Web Checks
Support of the Design Thinking process
Design Thinking has established itself in various industries as a tried and tested method within the innovation and product development process. Since this does not yet apply to all companies in the energy industry, we have taken this as an opportunity to explore the Design Thinking process for you and make it manageable for your tasks within the framework of successful product and service development.
- Focus groups/in-depth interviews with experts
- Desk Research (market analysis)
- Data mining
- Survey of the target group
- Focus groups with potential customers
- Customer segmentation
3. Finding Ideas
- Ideas Screener
- Workshop/focus group with internal and customers
4. Concept development and prototyping
First of all, suitable product and service concepts are pre-developed within the company. The customer insights and ideas gained in the preliminary phases are incorporated and flow into alternative rough concepts, which in turn have to withstand detailed examination by the customers in order to ensure your customer orientation and marketability.
INNOFACT uses quantitative concept tests with the relevant target groups to answer the following questions:
- Which concepts have the best chances to successfully assert themselves against others in the market
- Which concept can be expected to generate the highest demand potential (Overall Liking, willingness/preference to buy)?
- What specifically appeals to the customer and where is still room for improvement (likes and dislikes)?
- Are the developed solution concepts accepted?
- How new and unique is the product or service concept perceived by the customer?
- How are the concepts assessed based on central characteristics (characteristics profile)?
- Which name and which design develops the best consumer appeal and intended product perception?
INNOFACT offers an extensive concept test or a short concept test depending on the desired level of detail.
5. Marketing and sales
On the basis of existing company goals and the previously determined customer benefits, suitable concepts are developed in-house to market maturity. In this context, INNOFACTprovides support with regard to a success-oriented design of marketing and sales instruments by involving the customers.
INNOFACT uses quantitative market research instruments with the relevant target groups. Using the example of a price acceptance study to determine the optimal margin price positioning, the Grabor Granger method is used, which has the following objectives:
- Checking the price acceptance of the product/service concept with potential customers and evaluating it.
- Purchase and price willingness of potential customers.
- Achievable market price per customer segment and target group.
6. Services of the INNOFACT Business Unit Energy & Mobility
- Accompaniment of your design thinking process to ensure, through appropriate market research approaches, that the product and service concepts to be developed follow a maximum of customer orientation.
- Concept and questionnaire development in close cooperation with you as well as programming of the questionnaire. Screening and incentivisation of the test persons as well as field work.
- Data analysis, preparation and charting including identification of segment- and region-specific features. Result report including management summary and recommendations for action.
- Optional: Personal presentation of results on site.
The business unit INNOFACT Energy & Mobility offers interested parties project partnerships within the framework of joint projects. Topics include smart home, ambient assisted living, renewable energies and the heating market.
More renewable energy in the city
This study shows: the realizable potential is far from exhausted.
- What knowledge and expectations do relevant target groups have of renewable energy solutions in the city and what personal contribution do they want to make to the energy turnaround?
- What is the state of the art of these solutions and what regulations must be observed?
- What potential do the various renewable energy solutions have in relation to existing urban space types and as neighbourhood or district solutions?
INNOFACT has investigated these questions in detail in this joint study with the Cologne University of Technology and Jung Stadtkonzepte in Cologne as well as project partners from the energy and real estate industry such as swb Vertrieb Bremen, Stadtwerke Bamberg, Stadtwerke Wolfenbüttel, Stadtwerke Energie Jena Pößneck and Vonovia.
Customer benefit Smart Home in the tenant market
The joint project “Customer Benefit Smart Home in the Tenant Market” was set up with Jung Stadtkonzepte / Mr. Tenberg and the Cologne University of Applied Sciences CIRE – Cologne Institute for Renewable Energy / Prof. Dr.-Ing. Schneiders, carried out together with eight other project partners from the energy industry, the heating and electrical installation technology sector and management consultants, and was successfully completed at the end of December 2014.
Due to the chosen cooperative approach an interesting and for the project partners business relevant result was achieved, which will be published in extracts shortly.
Customer Benefits Smart Home for Homeowners and Lay Landlords
- The first joint project “Customer Benefits Smart Home”, completed in July 2014, focused on the requirements of home owners and lay hirers for smart home solutions.
- This project result also clearly shows why the current Smart Home market volume is far below its commercial potential: Customer needs and actual offerings of smart home solutions are far apart.
Ambient Assisted Living – the intelligent solution for life in old age
- Ambient Assisted Living (AAL) is an intelligent environment that enables elderly, disabled and care-dependent people to live independently in their own homes.
- The aging population is dependent on support in everyday life and care, especially in rural areas. As the birth rate continues to fall, there is a shortage both of trained nursing staff and of relatives taking care of them.
- In addition, many older people wish to stay in their familiar surroundings for as long as possible.
- AAL systems can provide targeted support and thus contribute to the quality of life in old age. They are interesting not only for those affected, but also for relatives, health insurance companies, care providers and providers.
- Only four percent of the larger ones have electrical connections at parking spaces
- Managers fear high costs and technical problems
- ADAC: The responsible Federal Ministry should present a draft bill before the end of this year, which will facilitate the installation of charging devices
Even though the number of public charging points for electric cars is increasing: the most convenient and usually also cheapest way to charge the electric car is to use your own socket. Homeowners find it comparatively easy to set up the necessary infrastructure. The situation is completely different for tenants or owners of apartments in larger buildings. This is shown by an INNOFACT survey commissioned by ADAC among 310 property management companies and other companies from the housing industry in eleven major cities.