Market research for Company X : identifying the interest in an electricity usage optimization service in the Pirkanmaa region
Rae, Emma; Viitanen, Samuli (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024122037848
https://urn.fi/URN:NBN:fi:amk-2024122037848
Tiivistelmä
Rising living costs and the significant role of electricity in everyday life create a need for the optimization of electricity usage. This optimization can help reduce electricity consumption and save on costs while also tailoring usage according to individual needs.
The purpose of this thesis was to conduct a market research study that can be utilized in the decision-making process for establishing a potential business. The incentive for the work came from the core team of the potential business, to which one of the thesis authors belongs. The objective was to investigate whether there is interest in such an electricity usage optimization service in the Pirkanmaa region and to identify potential customer segments. The aim was also to clarify the current wishes and needs of potential customers regarding the service and to provide a brief assessment of the current market situation, particularly in relation to competitors.
To achieve this information, a literature review and market research were conducted. The literature review was conducted by using relevant internet and academic literature sources. The market research was conducted on consumers in the Pirkanmaa region and employed both qualitative and quantitative research methods to create as comprehensive a data set as possible. The tools used for gathering the data were an online survey and telephone interviews. The survey received 50 usable responses, and seven individuals were interviewed.
The results indicated moderate interest in the electricity usage optimization service and helped to form an understanding of the most significant wishes and needs of consumers regarding the service. However, the generalizability of the survey results was low due to the small number of responses, the sampling method used, and the oversaturation of a specific customer group. As one recommendation, a deeper market study with a broader sample size was suggested. Other development proposals included the creation of a marketing plan and a deeper competitor analysis.
The purpose of this thesis was to conduct a market research study that can be utilized in the decision-making process for establishing a potential business. The incentive for the work came from the core team of the potential business, to which one of the thesis authors belongs. The objective was to investigate whether there is interest in such an electricity usage optimization service in the Pirkanmaa region and to identify potential customer segments. The aim was also to clarify the current wishes and needs of potential customers regarding the service and to provide a brief assessment of the current market situation, particularly in relation to competitors.
To achieve this information, a literature review and market research were conducted. The literature review was conducted by using relevant internet and academic literature sources. The market research was conducted on consumers in the Pirkanmaa region and employed both qualitative and quantitative research methods to create as comprehensive a data set as possible. The tools used for gathering the data were an online survey and telephone interviews. The survey received 50 usable responses, and seven individuals were interviewed.
The results indicated moderate interest in the electricity usage optimization service and helped to form an understanding of the most significant wishes and needs of consumers regarding the service. However, the generalizability of the survey results was low due to the small number of responses, the sampling method used, and the oversaturation of a specific customer group. As one recommendation, a deeper market study with a broader sample size was suggested. Other development proposals included the creation of a marketing plan and a deeper competitor analysis.