The purpose of this paper is to provide a theoretical framework for using conjoint analysis to assist in designing energy efficiency programs. Historically conjoint has played a significant role in market research and product development. In recent years Quantum Consulting has used this tool to identify ways to look at the effects of varying rebate levels on customer decision-making criteria. In this paper, we take this application one step further by asserting that conjoint analysis can be an effective tool for developing market transformation programs. In particular, it can be useful in the design of educational or knowledge-based programs that function by promoting the benefits of energy efficient technologies to residential or small commercial customers. This paper will introduce the reader to conjoint analysis and provide illustrative examples of its application to energy efficiency program design.
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