Date: November 2025

A dynamic session on the power of market research to inform and elevate program design. We’ll begin with a refresher on foundational techniques and share strategies for navigating limited budgets. Then, we’ll dive into a real-world case study of a utility’s EV pilot that encountered challenges—and how those experiences led to future market research. Through a collaborative workshop, we’ll brainstorm market research possibilities to help identify key information needs that support program refinement. Finally, we’ll hear from the utility’s lead researcher on how lessons learned from the pilot are being integrated into a forward-looking strategy.

Speakers:
Colleen Hepner, ComEd
Ana Villarreal, ComEd
Leigh Winterbottom, ICF
Lea Lupkin, Sense