# Presentation: 720532

## NPPD Customer Meeting on Energy Alternatives Deliberative Polling Process & Results

- Presented to:
- NREL Energy Analysis Forum
- Golden, CO.
- November, 2004

## Interests in Renewable Resources

- Raw Opinion survey in 1995 showed customer support for development of renewable resources
- Initiated development of first two wind turbines in 1996; Initial operation in October of 1998
- Started ‘Prairie Power’ (green marketing) in 1999.
- Minimal response over 3 years.
- Is it a marketing problem?
- Is it a product problem?
- Is there a better way to learn more about how customers value renewable resources?
- How do customers’ values align w/ NPPD Strategic Objectives?

**Notes:**
Customers raw opinions indicate they want renewable resources developed but they do not respond to ‘green pricing’ program.  Is it a product problem, a marketing problem or are we missing the target?

What other tools are available that would provide us better indications of what customers value?

##       A Different Approach 

- Decided to use a tool for analysis of ‘informed’ versus ‘raw’ customer opinions to assess what customers want
- Deliberative Polling completed in 2003; supported by grants from WAPA & Nebraska Energy Office
- Wanted to get responses to specific questions on NPPD renewable energy policies by an informed customer
- Wanted to compare ‘raw’ opinions to ‘informed’
- Wanted a tool that is credible and a process that is unbiased

**Notes:**
109 participants from 80 communities served at retail or wholesale.
Scientific sample of residential customers; balanced perspectives included in the Advisory Team

##       	  Deliberative Polling process

- Select Advisory Panel that provides diverse perspectives on energy (fossil and renewable), environment, costs, economic development & political views.
**Develop background materials on ‘Electrical Generation Basics’ for customers**
**Develop  questionnaires for phone survey and Customer Meeting**
- Conduct ‘raw’ opinion phone survey; invite customers to the Customer Meeting
- Mail materials & initial stipend; Follow-up calls to those participating
- Select facility and conduct detailed planning

##    Customer Meeting Format

- Assemble in large group for meeting objectives and the day’s activities
**This is not a ‘consensus’ process**
**At the end of the day, we want each customer’s individual opinion**
**Break into smaller groups (moderated) to discuss issues for that session & develop questions – 1 hr**
**Reassemble into large group (moderated) and ask questions of panel of ‘experts’ – 1 hour**
**Questionnaire at the end of the day**
- Three sessions: Fossil resources; Renewable resources; ‘putting it together’

## Customer Meeting Demographics 

- The participants in the customer meeting constitute a valid sample of NPPD wholesale and retail residential customers.
**The 109 who attended, reasonably match the comparative base line for NPPD established by the large telephone sample of 1,352 customers in both demographics and attitudes.**
**Confidence levels are +/- 10% at 95% (95% of the time all customers were asked the same questions their responses would not vary by more than +/- 10%).**
**The results can be extrapolated to residential customers as a whole.**

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##      Questions/Comments		flthomp@nppd.com