The Business Question:
A regional energy company serving residential electric customers needed to improve communication around a new rate structure. The new rate was automatically applied to households and encouraged consumers to shift electricity use to lower-cost, off-peak hours.
Customers were already frustrated with high bills and low trust. The brand wanted to change the conversation by positioning the new rate structure as an opportunity rather than a burden.
They came to MDRG for help understanding how customers really felt about this change and what messaging would actually motivate behavior.
To shift customer sentiment, the energy company needed to understand both the functional concerns (cost, control, usage habits) and the emotional undercurrents (frustration, confusion, distrust) shaping how people interact with their utility provider.
MDRG proposed a multi-phase qualitative research approach.
All of this unfolded inside a 5-day online research community with residential customers currently on the new rate.
We recruited 33 residential electric customers currently enrolled in the new rate structure for a moderated, activity-rich online community. Participants represented a cross-section of income levels, family types, and attitudes toward the energy provider.
To access deeper insights, MDRG used OMET, a behavioral-science-based technique that taps subconscious beliefs through image-based metaphors. Alongside traditional word-based responses, this approach allowed participants to express how they felt about the new rates—even when they couldn’t fully articulate it themselves.
We also used emotional laddering to connect the functional features of the new structure (such as lower costs or usage tracking) to higher-order emotional benefits people truly care about, such as freedom, security, and trust.
MDRG delivered a full qualitative insights report highlighting:
We also provided verbatim customer feedback, visual concept testing reactions, and key themes identified through metaphor analysis. All insights were packaged to give our client clear, strategic next steps.
While many participants liked the idea of saving money, they found the Time of Use rate confusing, inconvenient, and at times, misleading.
Through OMET, we learned that many customers felt a lack of control. Some compared the experience to drowning, being ambushed, or navigating a confusing maze. But for those who did understand the program, the emotional tone changed. They described feeling empowered, proactive, and even optimistic about their ability to make smart choices.
The research revealed that customers are open to behavior change. But they need more support, clearer explanations, and communication that speaks to both their head and their heart.
Our client used these insights to rethink how they introduce new rate structures to customers. This included the language and timing of enrollment notices, as well as the visuals and metaphors used in educational materials. Key messaging shifted from technical and transactional to empowering and emotionally resonant.
The result was a more customer-centered approach to energy communication. It recognized people’s real-life constraints, built trust, and reframed the rates as a tool for a more personalized, controlled utility experience.
To track progress, MDRG designed a follow-up measurement strategy to evaluate how customer perceptions shift over time, especially as new messaging is refined and rolled out more broadly.
The brand continues to use these insights to:
Want to know how customers really feel about your products, programs, or brand? MDRG’s emotional research frameworks can help you move past what people say and into what actually drives their behavior.
Let’s work together to build something that resonates. Contact us today!