GfK Retail and Technology USA
Alternative Energy
Overview
In 2011, GfK RT USA will be preparing to launch a multi-faceted research program to track the U.S. Alternative Energy industry, primarily in the form of the residential and small-commercial solar market.
This program is part of a global initiative by GfK’s Retail and Technology business unit to develop new and innovative research programs on a worldwide basis designed to serve large and growing markets.
Market Description Study
As a first step, we plan to conduct a comprehensive market description study of the U.S. market for alternative energy. This study will be fielded using a combination of online and CATI telephone interviewing methods to maximize participation and increase representivity.
This study and its survey instrument will be modeled upon the one that was completed by our GfK Retail and Technology colleagues in Germany (use the Contact Us link to request further details or a copy of this report). Initially, we will conduct qualitative interviews with all segments of the market in order to finalize a 15-20 minute survey instrument. This questionnaire will then be implemented with representative samples of distributors/wholesalers and installers to provide us with a quantitative snapshot of the U.S. industry.
After an initial pilot study, we expect to implement our program in a broad sample that covers the diversity of the U.S. geography and all components within the estimated universe (e.g. over 10,000 installers nationwide and growing) and related distributors. We anticipate a total sample size ≈1,000 covering all of the following groups but concentrated within the first two:
- Defined Solar Installers
- Contractors in Associated Specialties (Plumbing, Electrical, Roofing and HVAC) to determine the extent to which they are either already in the market or intend to enter it
- Defined Alternative Energy Distributors
- Distributors of Associated Specialties
- Integrators
The results will be used to develop a continuous sales tracking program of installations on a monthly basis. The findings will also be delivered in a report, with analysis and presentation, to companies who choose to purchase these findings. Companies that subscribe in advance will not only be entitled to the earliest reporting of results but will also receive the ability to add specific and proprietary questions for their own exclusive use as part of the survey. If interested, please request additional information by using this Contact Us link.
Areas to be explored in the study will include overall market size and breakdown by type of installed technology, installer marketplace profile (e.g. which trade types install which technologies, size of companies, etc.), end-users served, brand/manufacturer shares of installations by technology and component, brand/manufacturer ratings on product quality/ availability/delivery, outlook for future growth/decline, etc.
Continuous Tracking Program
Based on the findings of the market description study, GfK RT USA will then develop a representative, continuous panel of installers who will report the details of all installations on a monthly basis. Employing a similar projection methodology to that of GfK’s other global measurement programs which measure and report on the Consumer Electronics, IT, Telecom, Optics, Fashion and Travel industries, we plan to provide turnover, share and growth estimates of the marketplace for the Total U.S., key individual states such as California, New Jersey, Colorado, etc. and remaining states grouped by region.
Reporting will be in tabular and graphic formats, accessible 24/7/365 via our proprietary and fully secure GSE (GfK StarTrack™ Explorer) data retrieval and analysis system.
Further information will be available shortly. Check back here or request to receive updates directly from GfK RT USA as they become available by using this Contact Us link to provide your name and email address so that we can communicate directly to you.
Reporting Examples
