APPENDIX 2
Measures of awareness, attitude and behaviour
employed to assess the impact of the SY20% campaign
from a marketing perspective
Measure of Awareness (using both qualitative and
quantitative research covering Pre, Mid and Post campaign)
— Awareness of Press, Magazine and
TV advertising.
— Awareness of link between home energy
use and climate change.
— Awareness of EST and SY 20% by customer
segments and by region.
— Awareness of Energy Saving Recommended
label.
— Total consumer contacts with EST.
— Unique visitors to EST and the various
parts of the site; Energy Efficiency, Renewables and Transport,
monthly and rolling.
— Commits to save 20% on and offline
for EST and the advice network.
— Home Energy Checks on and offline
for EST and the advice network.
— Grant Information Database checks.
— Low Carbon Building Program referrals.
— Calls to the hotline and advice network.
Measure of Attitudinal Macro Drivers through a
quarterly attitude and awareness tracker
— Climate Change (awareness and belief
of problem and its causes).
— Government Action (attitudes towards
government intervention).
— Personal Responsibility (are people
taking responsibility?).
— Cost Saving (degree to which is important
v. being motivated for environmental or green reasons).
Measure of public attitudes to climate change
using a macro climate behavioural barometer across six levels
on public attitudes of whether consumers believe that climate
change is an issue that affects them and if so are they willing
to change and if so what are they doing about it
— Level 1 Don't believe—so not
willing to change.
— Level 2 May believe—but not
willing to change.
— Level 3 Believe—and thinking
of changing.
— Level 4 Believe—and doing a
few small things.
— Level 5 Believe—and doing a
number of things.
— Level 6 Believe—and doing a
lot of things.
Measure of Behavioural change at a specific action
level for energy saving measures; ie at which one of six stages
people are at on the journey to taking specific actions?
— Stage 1—Unaware of actions
they could take to save energy eg cavity wall insulation.
— Stage 2—Pre-contemplation,
aware of actions they could take to save energy but do not have
any desire to do so.
— Stage 3—Contemplation, attitudinally
ready to alter their energy saving behaviour, but not set a timeframe.
— Stage 4—Preparation, actively
ready to make a change and have set a timeframe for change.
— Stage 5—Action, have made the
change.
Energy Saving Trust
December 2006
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