GreatBlue is Natural Gas Market Research
For over four decades, GreatBlue has been conducting comprehensive qualitative and quantitative customer and employee research on behalf of the natural gas industry. Our time tested and constantly refined research processes, coupled with our deep understanding of this diverse and complicated space, provides our clients the opportunity to understand their customers, the affected public, their employees, and other key constituents with extreme detail.
GreatBlue provides reliable, actionable research and analytics to help natural gas organizations make data validated decisions. Having collected, analyzed and reported on insights from hundreds of thousands of natural gas customers, our team is well equipped to assist clients with understanding and utilizing data to strategically move forward.
We work closely with natural gas organizations of all shapes, sizes and geographic locations. From the small, local gas utility serving one town to associations that collectively serve millions of customers, GreatBlue approaches every project with the same level of detail and attention.
Natural Gas Research Capabilities
Pipeline Safety Effectiveness Evaluations
GreatBlue has worked with dozens of natural gas companies to analyze the effectiveness of their public safety information campaigns as per the American Petroleum Institute’s Recommended Practice 1162. Quantitative research is conducted via telephone and digital methods of data collection from the four primary stakeholder audiences — Affected Public, Excavators, Emergency Management Officials, and Public Officials. Our team has collected data from hundreds of thousands of respondents surrounding pipeline safety effectiveness topics. This data equips natural gas companies with the information necessary to improve campaign marketing and messaging, increase pipeline safety awareness, and meet regulatory requirements.
Pre- and Post- Marketing and Advertisement Effectiveness
These studies evaluate awareness and strategic effectiveness of a company’s marketing, advertising, and communication before a campaign begins and after it ends. Utilizing visual elements, respondents have the ability to assess photos, language, video content, and/or audio. By conducting this research, natural gas companies have the ability to compare, contrast, and measure how their efforts have impacted resonance, penetration, and recall among the target audience. Ultimately, the findings help guide future marketing efforts to increase awareness and engagement with customers and/or the affected population.
Oil-to Gas Conversion Studies assess the effectiveness of a utility’s ability to inform and educate target audiences on the process and benefits of converting from oil to natural gas. Collecting data from those that have and/or have not converted helps facilitate process improvement and strategies for conversion growth. The data and results provide an understanding of perceptions and satisfactions with the process, experiences, and the drivers/barriers to potentially converting in the future. Natural gas companies can utilize this information to develop and implement plans to promote this type of offering to customers and/or the affected public and the benefits of conversion.
Customer Assessment (Satisfaction, Perception, and Awareness)
Customer assessments analyze various perspectives towards a company’s products, services and operations. The research findings help companies make data validated, strategic decisions to address customer demands and improve on company operations. Our team has collected, analyzed, and reported on data from residential, commercial and key account customers, as well as the general public, and understands how to effectively capture actionable insights from each. Every customer assessment is developed custom to meet each organization’s specific goals and objectives. Historical topics have included:
- Demand or support for a new product or service
- Overall satisfaction with the service provided, online platforms, customer service, rates, etc.
- Preferred communication methods
- Awareness of a new product, service, community program, online platform, etc.
Customer Contact Studies
Contact studies focus on collecting customer feedback following a recent interaction with an organization. The goal is to measure the effectiveness and quality of the interaction (timeliness, resolution, value, etc.) and ensure the customer is receiving the desired/expected experience. These studies address overall opinions and satisfaction with customer service, field service, sales, and self-service platforms. Typically these studies are conducted on a daily, monthly, or quarterly basis to understand areas in need of improvement, make changes, and track continuous progress in a timely manner.
This is a comprehensive, detailed assessment analyzing sequential “touch points” customers have when interacting with an organization. A journey mapping study takes an in-depth approach utilizing both quantitative and qualitative research methodologies. Potential journeys to uncover may include – bill pay, customer service, product purchase, service initiation, etc. The research gauges customer attitudes and satisfaction levels at every step throughout the process of interacting with an organization from start to finish. Additionally, relative employee assessments are conducted to further understand processes and where gaps exist within specific departments and teams. The end results provide detailed insights of customer/employee processes, experiences, and interactions so utility companies can make decisions and develop future strategy.
Website and Mobile Application Assessment
Website and mobile application assessments (“UX Testing”) are conducted to help guide companies in building, revising, or overhauling digital platforms. These studies are employed to uncover perspectives on ease of navigation, aesthetics, functionality, usefulness and quality of graphics, and overall presentation of information. Ultimately, the research findings help companies ensure their changes, developments, and expenditures are in line with user wants and needs prior to full scale launch of the website or application.
Customer segmentation studies are an in-depth assessment of customer demographics and psychographics (behaviors, attitudes, and interests). Findings are utilized to develop targeted messaging, products, and services based on the needs of a specific customer segment or segment groups. Utility companies are equipped with the customer information needed to provide better service to all customer groups through understanding their audience more holistically.
As an unbiased third party, GreatBlue gathers employee opinions, feedback, and satisfaction surrounding a variety of pertinent topics. All responses are kept anonymous so employees feel comfortable providing open and honest feedback. The topics uncovered with employee studies typically address job satisfaction, attitudes, communication methods, leadership and department ratings, and areas in need of improvement. The findings guide organizational changes for creating a healthy and productive workplace environment and allows management to strategize and move the company forward.
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