We provided evidence which helped E.ON validate some intuitive beliefs they held about what drives people’s interest in energy. This has now given them the proof required to start building propositions to engage with these different interests.
Introduction
With Home of the Future E.ON and Channel 4 created a unique TV and online experience. Members of the public were able to watch how the home developed and, inspired by the show, share ideas and get involved with an on-line innovation competition. The show and on-line community were a great success and, as a result, E.ON was able to collect a large number of comments (social data) submitted by community members in discussing their ideas. This created a wealth of potential insight.
E.ON was keen to harness these insights so as to test some internal assumptions and get a better grip about how people thought about energy and the role it plays in their lives.
Approach
We reviewed and analysed this data (6,500+ comments), looking for comments that provided insights into the following questions:
Results
Our analysis provided E.ON with a range of new insights:
- They learnt more about the people who innovate with them and what drives their interest
- We showed how groups of people could be segmented by their interests
- We helped them evaluate methods of testing new ideas in the real world
- And, we provided insights into some of the complexities of creating ideas and then making them ready for the market
