Northwest Market Characterization Study

The Northwest Energy Efficiency Alliance (NEEA) commissioned a study by LD Consulting to assess the characteristics of rural, suburban, and urban residential markets across the Northwest. With a focus on advancing access and accelerating energy efficiency, the research set out to compare consumer behaviors, supply chain dynamics, and other workforce and market features.  The primary objective of this research was to identify strategies and future research that could bridge the identified gaps, especially in rural areas, and promote widespread, sustained adoption of energy efficiency benefits.

To achieve this objective, the research team used a mixed-methods approach, combining quantitative analysis with participatory qualitative research involving rural market actors and community groups.  A key finding from this study revealed that households in towns and rural areas face higher energy burdens, meaning they spend a higher percentage of their income on energy costs relative to households in other locales. The insights gained will inform targeted Market Transformation strategies that address the unique challenges of rural communities and support broader applications across all residential markets in the region, while future research opportunities could involve a broader range of communities and further investigation into supply chain dynamics in rural areas.

The following “Northwest Market Characterization Study Quantitative Analysis” slide deck supplements and should be used in conjunction with the written report.