Customer Insights

Customer Insights Study Final Report

In June 2023, Deakin University’s Better Consumption Lab completed the multi-year series of customer insight studies as part of Project EDGE. Following the completion of the study, Deakin has created a Final Summary report focusing on the key perceptions and findings of the four reports published from June 2022 to June 2023. This presentation includes highlights from:

• An in-depth Literature Review that identified gaps in the research body of knowledge that targeted Deakin’s work as part of Project EDGE and provides a roadmap for future research by outlining areas where insufficient or insufficiently detailed research has been conducted to date.
• A survey of 893 homeowners within the broader Australian community to understand their perceptions and intentions to adopt Distributed Energy Resources (DERs) and join a Virtual Power Plant (VPP). This activity sought to look at motivations beyond customers who are early adopters.
• In depth interviews with 35 customers of EDGE DER aggregators to evaluate their experiences in participating in a VPP. The interviews address a set of research gaps identified by the Lab, including how to enhance customer trust in VPPs, how to develop a relational style of interaction with customers, and what customers consider to be a smooth installation and service experience.
• Survey responses with 63 customers of the three DER aggregators participating in Project EDGE. The survey asked customers to evaluate key features of the VPP that each aggregator was offering as part of the Project EDGE trial that ran between May 2022 and March 2023.

Project EDGE releases final instalment of the Customer Insights Study

Project EDGE welcomed Associate Professor Josh Newton to speak at our Industry Demonstration Insights Forum on the final instalment of the Customer Insights Study. This report analyses survey responses collected in April 2023 from customers of the three aggregators participating in Project EDGE. Customers were asked to evaluate key features of the VPP that each aggregator was offering as part of the Project EDGE trial.

The purpose of this report was to generate customer insights to compliment quantitative field trial findings. The report aims at addressing gaps identified in existing research on DER and VPPs, including how to enhance customer trust in VPPs, how to develop a relational style of interaction with VPP customers, what customers are expecting as appropriate financial returns from their VPP participation, and how to effectively communicate with VPP customers.
The following video presentation and report provides a summary of some of the emerging insights the study has identified, particularly focusing on three key themes:

• VPP Benefits
• VPP Experiences
• Motivating VPP Activity

As the final instalment of the Project EDGE Customer Insights Study, this report concludes a three-year longitudinal study and that builds on the Literature Review and previous Customer Insights Reports released on the AEMO website in 2022.

Project EDGE presents the latest instalment of our Customer Insights Study

Project EDGE welcomed Associate Professor Josh Newton to speak at our Industry Demonstration Insights Forum on the latest instalment of the Customer Insights Study. This instalment of the Customer Insight study included thirty-five structured interviews with customers of the three aggregators participating in the Project EDGE field trial. The goal of these interviews was to understand customers’ experiences with the Distributed Energy Resources (DER) and Virtual Power Plant (VPP) activity that formed the basis of each aggregator’s customer offering.

The following video presentation provides a summary of some of the emerging insights the study has identified, particularly focusing on four key themes:

• Adoption Motivations
• Customer Touchpoints
• VPP Activity
• Recognising the value generated through VPPs

This additional instalment of the Project EDGE Customer Insight Study builds on the Literature Review and Customer Insights Reports released on the AEMO website in 2022.

Project EDGE delivers key insights on community perception of DER and Aggregation Services with Customer Insights Survey

The Customer Insights Survey conducted by Deakin University's Better Consumption Lab was sent to potential DER customers across the NEM to understand their motivations and perceptions in adopting DER and joining aggregation services. The insights derived from this report helps us to further understand a customers motivation to join a VPP at a critical mass, beyond Early Adopters. 

Some key insights found through this report include: 

• Rational outcomes were more valued than emotional ones, especially when considering joining an aggregator as they play a stronger role in the adoption interest for the customer. 
• Incentive thresholds to invest in DER and then join an aggregator from a group of relatively naïve customers between certain price points.  This indicates a need for educating customers about what financial benefits they can expect but also provides a ballpark for aggregators to aim for when constructing products.
• Providing consumer control, transparency, and safeguards were seen as ways to enhance trust in an aggregator. Consumer control with ability to determine when and how much power could be exported, transparency like pre- and post-export notifications, and consumer safeguards such as guaranteed financial earnings were identified by participants as key mechanisms for enhancing trust in an aggregator.  

This additional installment of the Project EDGE Customer Insight Study builds on the Literature Review and Customer Insights Report released in June 2022.

Project EDGE releases Literature Review exploring existing gaps in DER Customer Insights Research

Project EDGE in partnership with Deakin University's Better Consumption Lab has conducted and produced a  literature review of Industry, Government Report and Academic literature to capture the current state of Australian knowledge of customer insights relating to Distributed Energy Resources. This review provides an important understanding for Australian DER stakeholders for how best to develop their products and services that meet the needs and expectations of customers.

Project EDGE delivers key insights with two major knowledge sharing reports

Project EDGE (Energy Demand and Generation Exchange) has moved a step closer to developing a two-sided marketplace for Distributed Energy Resources (DER), publishing two key project reports from the initial design and build phase.

The Public Interim Report is a significant project milestone which expands on the key insights, challenges and learnings complied over the initial 18-month period of the 3-year project, marking the transition from Design into field trial operation and evidence development. 

The Public Customer Insight and Engagement Study Interim Report examines perceptions of, and decision-making around, Virtual Power Plants (VPPs) among potential residential and business customers, and current residential battery owners.  

To assist interested parties in understanding more about the content of these reports, the Project EDGE team will be holding two public webinars. We will present and discuss findings and key insights from the milestone reports at these sessions. 

The Public Customer Insight and Engagement Study Interim Report examines perceptions of, and decision-making around, Virtual Power Plants (VPPs) among potential residential and business customers, and current residential battery owners.