Cybernetic Fieldwork Across CaliforniaDocumenting Technological Adoption and Behavior Change Across Diverse Geographies and Populations to Inform Energy Efficiency Program Design

Susan Mazur-Stommen, Ph.D. Founder and Principal,Indicia Consulting, LLC

Indicia Consulting is a mission-driven social enterprise

Our primary goal is an increase in sustainability via engaging behavior through proven social science insights and methods. We work in all areas concerning human behavior and

its environmental impact, including energy, water, food, transportation, and pollution control.

Our secondary purpose is increasing the general understanding and value of qualitative theory and methods, particularly from anthropology Our focus is on qualitative research, primarily using

ethnographic methods and theories.

INDICIA Consulting

Susan Mazur-Stommen is a cultural anthropologist who has researched culture, behavior, and sustainability for over twenty years.

Her work has included such high points as testifying before Maryland Governor Martin O’Malley with bright pink hair. Any given work day might find her:

Hanging out in a metal fabrication shop in Chicago listening for air pump leaks

Eating goat burgers on a farm in rural Alabama. Taking pictures of people’s underwear drawers and

asking about laundry pain points in suburban SoCal.

INDICIA Consulting

Hypothesis: 10% of the population are more viscerally/emotionally responsive to technological interventions than their peers Termed cybersensitives in 2012 ACEEE report

Cybersensitives seem to return greater than average energy savings in several studies “8.1% versus a control group result of 0.8%” (Grønhøj

and Thoegersen, 2011) Means, mode, distribution, and precise frequency of

these cybersensitive individuals are unknown “The presence or absence of a particular technology in

the home is unknown” (Carroll, Lyons, and Denny, 2013)

Project Background

Understand context for cybersensitive/cyberaware behaviors Ethnographic research = intimate engagement

with individuals, immersion in local culture, and focus on narrative

Qualitative methods suited for engaging non-traditional participants in energy efficiency programs, for a broader picture of energy consumption behavior.

Systems theories (e.g., cybernetics and social practice theory) from anthropology and other social and behavioral sciences.

Project Background

Our goal is to devise predictive indicators for on-going potential studies regarding energy consumption in California using ethnographic decision-tree modeling.

Design a new model that would draw upon variables descriptive of culture and behavior among California sub-populations

Demonstrate the cost-effectiveness of programs designed to holistically address how different people experience and respond to technologies in their lives

Goals & Objectives

The primary objective of this research is the use of ethnographic fieldwork, and psychosocial interviews, to collect data in order to meet the stated goal of recommending a new model for predicting energy efficiency potentials.

Two sets of data collection: Phase 1: formalized and shorter in duration Phase 2: naturalistic , immersive, and longer

term.

Approach & Methodology

With respect to the first stage, we anticipate 5-10 case studies per site, with each taking half a day of ethnography (3-4 hours maximum) per case study, plus preparation, analysis, and write-up.

A core set of ethnographic and psychosocial interviews and questionnaires, focusing on the complex intersection between class/social status, geographic location, voluntary associations, and technological adoption.

Approach & Methodology

Phase 2: Embedded energy observers drawn from the CSUs will perform participant-observation research over longer periods of time.

It is our hope that using embedded anthropology students will allow us to capture more insights in an organic fashion, to flesh out the information gathered through in-depth interviews.

This complements the first data set through spending in-depth time with people, naturalistic settings, and observing what else is going on in their lives with respect to technology and energy usage.

Approach & Methodology

Documenting and analyzing emerging attitudes, emotions, experiences, habits, and practices around technology adoption Collect Data through formal, structured in-

depth interviews at three sites Collect data over a period of nine-months by

anthropologists and psychosocial researchers embedded within their community

DELIVERABLE: Preliminary Ethnographic Report on Cybersensitives and Technology detailing the fieldwork and early findings.

Tasks & Deliverables

Identifying the attributes and characteristics and psychological drivers of cybersensitives Transcribe data collected in Phase I Analyze data qualitatively using psychosocial

methods. DELIVERABLE: Report on Psychosocial Drivers

of Technology Engagement Among Cybersensitives establishing whether cybersensitives enjoy interacting with technology in their everyday lives and what the drivers are.

Tasks & Deliverables

Tasks & Deliverables Assessing cybersensitives‘ valence with technology Comparisons with cohorts organized by class, gender,

neighborhood, age, and/or income stratification. Conduct oral histories and participant observation in Phase II

Transcribe selected sets of data from Phase II Code/enter data using Outline of Cultural Materials (OCM)

Subjects from the Human Relations Area Files (HRAF) databases Conduct a set of telephone surveys to provide baseline data

against which to measure valence of technology engagement. Interpolate datasets and run statistical operations against various

factors DELIVERABLE: The Cybersensitive Response to

Technology

Cybersensitives’ participation and performance in energy efficiency programs measured using partner utility energy data. Ethnographic data interpolated with quantitative data

sets. Organize and analyze a quantitative data set consisting of

energy usage data, including data downloaded by participants by their Green Button data access.

Identify a consistently repeating set of characteristics, including behavioral, demographic, and energy usage, which can be attributed to the cybersensitive profile

DELIVERABLE: Report on Cybersensitive Energy Consumption Patterns describing difference in behaviors and outcomes in terms of energy consumption.

Tasks & Deliverables

Recommend an alternative energy efficiency potential model Use Ethnographic Decision-tree Modeling (EDTM) to

show the predicted behavior of cybersensitives based on data collected during fieldwork

Calculate energy savings based on the output from the EDTM

Recommend redesign of approaches geared towards this population segment

DELIVERABLE : Report on Engaging Cybersensitives and Cyberawares in Energy Efficiency

Tasks & Deliverables

Understanding what, why, and when consumers purchase and interact with consumer electronics can aid in sharpening predictions about future end-use demand.

Energy efficiency programs allocate resources more precisely

Higher rates of energy savings in return

Anticipated Benefits for California IOU Ratepayers

Improved precision of forecasting reduces procurement costs minimizes over-procurement of capacity in

forward markets allows grid planners to optimize infrastructure

investment Leads to lower costs to ratepayers.

Improved energy efficiency program design Takes into account the range of responses to

offerings Match needs better

Anticipated Benefits for California IOU Ratepayers

Project Director: Susan Mazur-Stommen, Ph.D. Project Manager: Amy Bayersdorfer, MBA Research Director: Renee Lertzman, Ph.D.

Utility Policy Lead: Chris Granda Lead anthropologist: Ashley Sauer

Partners: Strategic Energy Innovations, Marin Clean Energy. CSU San Diego, CSU San Marcos

www.indiciaconsulting.com

Team Leads