To monitor and report public opinion about electricity conservation and key stakeholders in electricity conservation the OPA conducted an Ontario-wide telephone survey to report awareness, attitudes, behaviours, motivations and barriers to electricity conservation among the Ontario public. This report is a followup to similar work done in 2008 and in 2007 and, where possible, identifies changes in opinion.

To provide in-market estimates, identify opportunities to finetune messaging strategies and inform future years’ initiative planning the OPA conducted a weekly online poll of eligible Ontarians across the province during 2009 to measure awareness, participation levels and participant motives for the Power Savings Event, Fridge Pick-up, peaksaver ® and Cool Savings programs and their messaging. This report shows results for each individual initiative and its messaging and reports the effects of having several initiatives in market at the same time. Results are also, where possible, compared to the same period in 2008.

In 2008 the OPA conducted focus groups with residential peaksaver® customers and prospects of several LDCs across Ontario to understand emotional and functional barriers to participating as input to messaging and communications strategies and to maximize response to solicitations. This report summarizes the results and recommendations.

The OPA commissioned market research in 2008 to identify ways of overcoming barriers to implementing electricity efficiency and demand response initiatives.

In 2008 the OPA conducted focus groups with HVAC contractors, Cool Savings participants and non-participants in Ottawa, Toronto and Kitchener followed by an online survey of 998 eligible homeowners.

In 2008 the OPA commissioned a survey of participants of the Keep Cool window air conditioner and dehumidifier pilot done in Kitchener, Waterloo, Cambridge & Guelph to determine their motivations for participating and satisfaction with the process. This report summarizes the results.

In 2008 the OPA conducted in-depth telephone interviews with small commercial (independent and chain) prospects for peaksaver® in the Toronto area.

In December, 2007 Environmental-Economy Education Society of Ontario (E3) and NATIONAL were retained to assess the availability and quality of resources for electricity education in elementary and secondary schools in Ontario, and to gather information on the needs of teachers for effective curriculum support in this subject matter.

Results of a weekly poll of participation levels and motives for OPA conservation programs.

In Q1 (off-peak usage period) and Q3 (on-peak) 2008 the OPA conducted an Ontario-wide telephone survey to report awareness, attitudes, behaviours, motivations and barriers to electricity conservation among the Ontario public.

OPA results to August 31, 2007.

The OPA has identified four distinct types of people based on the attitudes and demographics which drive electricity conservation behaviour.

As energy consumers, influencers within their families and social networks and household decision-makers of tomorrow, youth in Ontario are important to electricity conservation and demand management.

January 2007 research conducted by Environics Research.