Energy Market

Focus on market research -
Achieve market advantage

The objective of the Energy Market Research division is to provide customers on the municipal utility and energy supplier side, manufacturers of technical consumer goods, smart home solution providers and management consultancies with precise support and to help them achieve the necessary market advantage. INNOFACT Energy Market Research is a competent and reliable partner with high professional and methodical expertise as well as comprehensive project experience.

Range of Services

Energy market research surveys/services related to your needs on the following topics:

  • Customer area
    Customer satisfaction, loyalty, enthusiasm, customer recovery,
    Target group segmentation as input for customer value analysis and churn management.
    KPI determination and tracking along the customer value chain and customer journey to optimize customer-relevant processes.
  • Brand area
    Brand core, image and driver analyses as input for brand (re)positioning.
  • Business areas
    Support in the development and expansion of business areas (e.g. energy efficiency projects/services or Smart Home), for example with regard to customer acceptance, willingness to buy and price readiness for innovative product and service packages.
  • Marketing Department
    Marketing mix optimization and marketing mix design. Examples advertising pre and post tests, “First Buyer” analysis, web checks.
  • Sales department
    Sales channel and segmentation analyses.
    Exclusive Questions/Omnibus Placement of exclusive questions in the representative daily/weekly INNOFACT online omnibus or with target groups such as energy decision-makers, promoters/first movers, homeowners, tenants, lay hirers, users of electric storage heaters and other heating technologies, electric, natural gas and LPG motor vehicle drivers and tradespeople who can be identified according to socio-demographic characteristics.
  • Joint projects
    Project partnership in joint projects.

Range of Services

The individual service areas of INNOFACT energy market research are as follows:

Your customers

  • customer satisfaction
  • customer loyalty
  • customer acquisition
  • customer recovery

Your brand

  • brand analyses
  • brand image analyses
  • brand driver analyses
  • brand repositioning

Price positioning

  • pricing
  • price optimisation
  • conjoint analyses
  • Gabor Granger

Channel strategy

  • internet strategies
  • website tests
  • mystery shopping
  • customer center

Joint projects

  • smart home
  • ambient assisted living
  • renewable energy
  • heating market

Your target groups

  • consumer typologies
  • segmentations
  • target group focus
  • milieus

New business

  • innovation research
  • concept tests products
  • concept tests services

Market and competition

  • market analyses
  • potential analyses
  • competitive analyses
  • feasibility studies

Advertising research

  • campaign tests
  • trackings
  • claim tests
  • logo tests
  • image movie tests

Current study approaches

Support of the Design Thinking Process

Design Thinking has established itself in various industries as a tried and tested method within the framework of the innovation and product development process. Since this does not yet apply to all companies in the energy industry, we have taken this opportunity to explore the Design Thinking process for you and make it manageable for your tasks within the framework of successful product and service developments.

Phase 1: “Understanding”

  • The first step is an internal evaluation of processes that could be improved, such as customer service, product and service offerings, or the billing process. An interdisciplinary team collects and prioritizes presumed positive experiences of the customers, but also their pain points, wishes and needs.
  • Alternatively or in addition, qualitative market research methods such as in-depth interviews or focus groups for qualitative insights are used with the same research objective.
  • INNOFACT uses experienced psychologists and communication scientists to conduct in-depth interviews and moderate focus groups.

Phase 2: „Observe“

  • In this phase, the results obtained in phase 1 are validated with regard to the relevant target groups and segments. Experiences, pain points, wishes and needs are identified that are so relevant from the customer’s point of view that starting points for process improvements can be derived.
  • INNOFACT uses quantitative market research methods to support the “Observe” phase, which lead to representative survey results and thus provide a reliable basis for the further phases of the design thinking process.
  • Taking into account your wishes with regard to the target group and regional coverage, a recommendation is made regarding the appropriate method (online versus telephone interviews) as well as the development of a project concept and offer.

Phase 3: „Finding ideas“

  • Following a detailed discussion and evaluation of the market research results from phase 2, the identification phase of new product and service ideas begins.
  • Here, too, the focus is on the requirements of your potential and existing customers.
  • INNOFACT, for example, uses the idea screen developed jointly with Nestlé and tried and tested many times in practice:
    • The ideas are evaluated by the target groups using quantitative market research methods.
    • In order to be able to present ideas visually, the idea screener is usually carried out by means of an online survey.
    • The result is a customer-side prioritization of ideas as input for concept development.

Phase 4: „Concept development and prototyping“

  • The first step is an internal advance development of suitable product and service concepts.
  • The customer insights and ideas gained in the preliminary phases are incorporated and lead to alternative rough concepts, which in turn must withstand detailed scrutiny by the customers in order to ensure your customer orientation and marketability.
  • INNOFACT uses quantitative concept tests with the relevant target groups to answer the following questions:
    • Which concepts have the greatest chances of successfully asserting themselves against others in the market?
    • Which concept can expect the highest demand potential (Overall Liking, willingness to buy/preference)?
    • What specifically appeals to the customer and where is there still a need for optimisation (likes and dislikes)?
    • Are the developed solution concepts accepted?
    • How new and unique is the product or service concept perceived by the customer?
    • How are the concepts assessed on the basis of central properties (property profile)?
    • Which name and which design unfolds the best consumer appeal and intended product perception?
    • INNOFACT offers a detailed concept test or a short concept test, depending on the desired level of detail.






Phase 5: „Marketing and sales“

  • On the basis of existing company goals and the previously determined customer benefits, suitable concepts are developed in-house to market maturity.
  • In this context, INNOFACT provides support with regard to a success-oriented design of marketing and sales instruments by involving customers.
  • INNOFACT uses quantitative market research instruments for the relevant target groups. Using the example of a price acceptance study to determine margin-optimized price positioning, the Grabor Granger method is used, which pursues the following objectives:
    • Verification of the price acceptance of the product/service concept by potential customers and their evaluation.
    • The willingness of potential customers to buy and price.
      Market price achievable per customer segment and target group.

The services of the INNOFACT Energy Market Research Unit

  • Accompaniment of your design thinking process in order to ensure through suitable market research approaches that the product and service concepts to be developed follow a maximum of customer orientation.
  • Concept and questionnaire creation in close coordination with you as well as programming of the questionnaire. Screening and incentives for the test persons as well as field work.
  • Data analysis, preparation and charting incl. identification of segment- and region-specific peculiarities. Result report incl. management summary and recommendations for action.
  • Optional: Personal presentation of results on site.
Download INNOFACT Trendletter Design Thinking Process (PDF, German language only)

Joint projects

“More renewable energy in the city.”

This study shows: The realisable potential is far from being exhausted.

  • What knowledge and expectations do relevant target groups have of renewable energy solutions in the city and what personal contribution do they want to make to the energy system transformation?
  • What is the state of the art of these solutions and what regulations must be observed?
  • What potential do the various renewable energy solutions have with regard to existing urban space types and as neighbourhood or district solutions?
  • INNOFACT has investigated these questions in detail in this joint study with the Technical University of Cologne and Jung Stadtkonzepte in Cologne as well as project partners from the energy and real estate industry such as swb Vertrieb Bremen, Stadtwerke Bamberg, Stadtwerke Wolfenbüttel, Stadtwerke Energie Jena Pößneck and Vonovia.

“Customer benefit Smart Home in the tenant market”

  • The joint project “Customer benefit Smart Home in the tenant market” was set up with Jung Stadtkonzepte / Mr Tenberg and the Cologne University of Applied Sciences CIRE – Cologne Institute for Renewable Energy / Prof Dr.-Ing. Schneiders, together with eight other project partners from the energy industry, the heating and electrical installation technology sector and management consultants and was successfully completed at the end of December 2014.
  • The chosen cooperative approach resulted in an interesting and business-relevant result for the project partners, which will be published in extracts shortly.





“Customer Benefits Smart Home for Homeowners and Lay Landlords”

  • The first joint project “Customer Benefits Smart Home”, completed in July 2014, focused on the requirements of home owners and lay hirers for smart home solutions.
  • This project result also clearly shows why the current Smart Home market volume is far below its commercial potential: Customer needs and actual offerings of smart home solutions are far apart.

Ambient Assisted Living – the intelligent solution for life in old age

  • Ambient Assisted Living (AAL) is an intelligent environment that enables elderly, disabled and care-dependent people to live independently in their own homes.
  • The aging population is dependent on support in everyday life and care, especially in rural areas. As the birth rate continues to fall, there is a shortage both of trained nursing staff and of relatives taking care of them.
  • In addition, many older people wish to stay in their familiar surroundings for as long as possible.
  • AAL systems can provide targeted support and thus contribute to the quality of life in old age. They are interesting not only for those affected, but also for relatives, health insurance companies, care providers and providers.


Your Contact Person

Hans-Jochen Brückner Unit Director Energy Market Research
Tel. +49  211 / 86 20 29 – 219
h.brueckner [at]


  • Diplom-Volkswirt, Christian-Albrechts-Universität Kiel
  • 1991 – 1994 Glaxo Deutschland, Referent Market Research
  • 1994 – 2006 Vaillant Group, Head of Corporate Market Research
  • 2006 – Ende 2013 E.ON Ruhrgas – Unit Director Market Reserach (until 2007) – Unit Director Market Research and Sales Informationen (until 2009) – Unit Director Product Management, Marketing- and Market Research Services (until end of 2013)
  • Since 1/2014 Unit Director Energy Market Research at INNOFACT AG


Download Brochure INNOFACT Energy Market Research (PDF, German language only)

>> References