Listening to the heartland: Insights into a customer-centric strategy for the smart grid

April 2012
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Listening to the heartland: Insights into a customer-centric strategy for the smart grid

At a glance

This report summarizes findings from a survey of Midwest energy customers on how they use energy, how smart grid technology will affect their everyday lives, and how much they expect to embrace new products and services related to the smart grid during the next few years.

Through PwC’s Smart Grid Customer Research Program, we gained directional insights on customer attitudes and behaviors in the rapidly changing utility industry. This report summarizes key findings from an approach that included a quantitative survey and follow-up focus groups with Midwest energy customers, exploring how they use energy, how smart grid technology will affect their everyday lives, and how much they expect to embrace new products and services related to the smart grid during the next few years.