The Synovate ‘values’ research and its application at EECA
source: http://midasinstitute.org.nz/2010/09/the-synovate-%e2%80%98values%e2%80%99-research-and-its-...
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Penny Turner (standing in for Debra Hall) from Synovate and Pat Murray from EECA, present the findings of their ‘values’ research. This research was about understanding how we can encourage people to make space in their minds to think about using energy wisely. This is especially when their mind is already filled up with other important decisions (for example food and shelter, work, and friends, family and relationships). They found four key groups of motivations to encourage energy-related behaviour change: sustainable future, warm comfortable home, family wellness, and $$$$$’s. It is then illustrated how the findings from this research have been used to develop a behaviour change television campaign for EECA, ‘the Energy Spot’.
