IEADSM Task24 eceee summer study presentation

Subtasks of Task XXIVPECHA KUCHA and first

results Task 24

Sea Rotmann and Ruth Mourik Operating Agents

ECEEE 2013, June 8th s

Closing the Loop - Behaviour Change in DSM: From Theory to Practice

Subtasks of Task XXIVwho are we ?

THEORY PRACTICE

Ruth: Science and Technology Studies, Cross-EU Behaviour Change research projects, DSM consulting

Sea: Animal behaviour studies, research funding & evaluation, sustainable energy policy, sustainability implementation

Subtasks of Task XXIVIEA DSM Task 24

participating countries

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D

Demand Side Management (DSM) generally refers to changes that originate from the demand (energy user) side.

Reduce the total demand for energy (conservation), whilst providing the same service (energy efficiency) and shift demand from peak periods to off-peak periods (load-management).

What is DSM?

Pics via: tatapower.com, jcwinnie.biz, Guardian.co.uk, Treehugger.com,

Text

Subtasks of Task XXIVwhat is DSM?

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D

Demand Side Management (DSM) generally refers to changes that originate from the demand (energy user) side.

Reduce the total demand for energy (conservation), whilst providing the same service (energy efficiency) and shift demand from peak periods to off-peak periods (load-management).

What is DSM?

Pics via: tatapower.com, jcwinnie.biz, Guardian.co.uk, Treehugger.com,

Text

Subtasks of Task XXIVwhat is DSM?

What is DSM and Behaviour Change in Task 24? (in a tweet)

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An important caveat

In this Task, a successful behaviour change outcome results in improved energy use by households and businesses. This does not necessarily focus solely on an immediate reduction in total energy use, but on the most efficient and environmentally friendly use of energy to

derive the services that underpin societal and economic wellbeing.

an important caveat

Subtasks of Task XXIVWHY, OH WHY BEHAVIOUR?

30% of energy demand is locked in behavioural wedgeIncludes: technology uptake, use and maintenance

purchasing and investment behaviourhabits and routine behaviour

social acceptability

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Premise for Task XXIV

That the current energy efficiency gap results from:

Homo sapiens sapiens ≠ Homo economicus

overly technocratic approaches

the limited transfer of best practice and good research

to the policy domain

the lack of meaningful monitoring and evaluation tools

premise of Task 24

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Objectives of Task XXIV

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Premise for Task XXIVobjective of Task 24

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Target Audience of Task XXIV

Pics via: theinnovativeeducator.blogspot.com, dreamstime.com, agu.org, lifesupplemented.org, rassutassu.com, change.comminit.com

1. Intermediaries

2. Policymakers

3. (Research) funders/investors

4. Technology developers, industry

target audience of Task 24

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Some special features of Task XXIV

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Premise for Task XXIVspecial features of Task 24

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Subtasks of Task XXIV

5- Expert platform

1- Helicopter overview of

models, theories,

contexts, case studies and evaluation

metrics

2- In depth

analysis in areas of

greatest need

3- Evaluation

tool for stakeholders

4- Country-specific

project ideas, action plans

and pilot projects

Premise for Task XXIVsubtasks (deliverables)

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Subtask I - Helicopter OverviewPremise for Task XXIVsubtask I

•Overview of models and theories of change used in case studies

•Overview of definitions

•Inventory of experts

•Navigation tool to translate theory to be useful by practitioners

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Subtask I - Helicopter OverviewPremise for Task XXIVsubtask I -

helicopter overviewModels of behaviour help us to understand specific behaviours, by identifying the underlying factors which influence them.

By contrast, theories of change show how behaviours change over time, and how they can be changed.

Subtasks of Task XXIVfeedback from

workshops

Subtasks of Task XXIVhow to frame the most

frameworks

Developed from Chatterton and Wilson (2011)

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Subtask I - Helicopter OverviewPremise for Task XXIVsubtask II -

specific case studies

smart metering

transport

building retrofits

SMEs

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Subtask I - Helicopter OverviewPremise for Task XXIVsubtask III -

evaluation

WHAT IS A SUCCESSFUL LONG-TERM BEHAVIOUR CHANGE OUTCOME TO YOU?

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Subtask IV: Country-specific recommendations

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subtask IV -country-specific recommendations

Subtasks of Task XXIVsubtask V - expert

platform

JOIN US? [email protected]

mailto:[email protected]

mailto:[email protected]

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• Identify the range of models/theories used in DSM interventions in:• smart metering• SMEs• (personal) mobility • retrofitting

• Understand the benefits and drawbacks• Impact on design, implementation, monitoring and evaluation

• We collected more than 40 cases, often “learning” stories• Currently 3 main models or theories informing the

retrofitting interventions

Subtask I: Helicopter Overview

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The storyline from an end-users perspective

• How am I motivated to respond? Why should I do this?

• What do I need to do and what will others do?• What will it take and what will it ‘cost’ me? • Will I get help? • What behaviour do I need to change and how

much will I need to change? • Will it be difficult?• What will I gain? What is in it for me? • Will I get feedback that I understand and that I

trust and that tells me what the result was of my actions?

Storytelling as a tool?

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Several of our Retrofitting cases informed by neo classical economics: money and information

http://www.contemporaryartdaily.com/wp-content/uploads/2012/02/2.jpghttp://pinterest.com/kyrpersa/homo-economicus/

Observations retrofitting

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Neo classical economics and retrofitting

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• Money makes the world go round


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• Money makes the world go round• You need to change your home’s energy use and we will help you by

paying (part of) its retrofitting


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paying (part of) its retrofitting• By the way, you need to pay up first and then it’ll take a while before

we pay you back….


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we pay you back….• The info we need from you will teach you all you need to know


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we pay you back….• The info we need from you will teach you all you need to know• You only need to make a one time decision to invest


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we pay you back….• The info we need from you will teach you all you need to know• You only need to make a one time decision to invest• We have the technology you need, we will put it in and that’s it!


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we pay you back….• The info we need from you will teach you all you need to know• You only need to make a one time decision to invest• We have the technology you need, we will put it in and that’s it!• If you do not understand the tech, just don’t touch the buttons…


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we pay you back….• The info we need from you will teach you all you need to know• You only need to make a one time decision to invest• We have the technology you need, we will put it in and that’s it!• If you do not understand the tech, just don’t touch the buttons…• You will save money for a nice weekend to the Bahamas


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we pay you back….• The info we need from you will teach you all you need to know• You only need to make a one time decision to invest• We have the technology you need, we will put it in and that’s it!• If you do not understand the tech, just don’t touch the buttons…• You will save money for a nice weekend to the Bahamas• You only need to give us a bill from your installer, we probably won’t

check what actually happened in your home


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check what actually happened in your home• What counts for us is how many ( m2, $ spent, Number of homes)


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check what actually happened in your home• What counts for us is how many ( m2, $ spent, Number of homes)• We will do the number crunching but we do not need to know what

you saved, don’t worry, we will use models to calculate all energy savings


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check what actually happened in your home• What counts for us is how many ( m2, $ spent, Number of homes)• We will do the number crunching but we do not need to know what

you saved, don’t worry, we will use models to calculate all energy savings

• But if you want to know how much energy you saved, buy a metering device.


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Observations retrofitting

enayetkabir.blogspot.comgreenbookblog.com

Several of our Retrofitting cases informed by behavioural economics

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Behavioural economics and retrofitting

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• Money makes the world go round


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• Money makes the world go round• Information helps us both


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• Money makes the world go round• Information helps us both• You have many choices but we will make sure you will make

the right one to retrofit your home


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the right one to retrofit your home• And to do so, we have the money, technology you need and we

will design rules, regulations, institutions, or infrastructure that will nudge you in the right direction


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• You only need, not only for yourself but for the sake of all, to make a one time decision to invest


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• You will save money or the environment or whatever matters to you


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• You only need to give us a bill from your installer, we won’t check what really happened in your home


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• What counts for us is how many ( M2, $, homes)


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• What counts for us is how many ( M2, $, homes)• We will use models to calculate energy savings


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• What counts for us is how many ( M2, $, homes)• We will use models to calculate energy savings • But if you want to know how much energy, CO2, trees or

polar bears you saved, buy a metering device


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They do well within what they intend to do• The programmes are relatively easy to evaluate in quantitative terms and

often show really good results• The retrofitting market can grow• Subsidies are often used up to the max• Many homes do get insulated• Behavioural economics does manage to nudge a certain percentage• Free riders upgrade their plans and retrofit more comprehensively• Sometimes even a new norm seems to be emerging…

But if we want to tell a learning story:• One-off programmes, no continuity after insulation• Paradox: demand for information! And a lot of pre-financing required…• Only financial and technological tailoring• Hardly any flexibility or end user participation• Only fostering self-interested, extrinsic motivations (money)• Technocratic and policy-driven approach• Not focused on changing energy use patterns (routine behaviour)• Danger of rebound• And: will this really change the building sector or market long term?

What can we learn?

28blogs.scientificamerican.com

Systemic approaches and retrofitting

http://blogs.scientificamerican.com/plugged-in/2011/10/04/green-building-retrofits-decreasing-the-demand-from-hvac-systems/

http://blogs.scientificamerican.com/plugged-in/2011/10/04/green-building-retrofits-decreasing-the-demand-from-hvac-systems/

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• Together we will make the world go round


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• Together we will make the world go round• You embody what we need to know and change: do, feel, learn


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• Together we will make the world go round• You embody what we need to know and change: do, feel, learn• We will help you understand and use the technology, and train

those that install and sell it to you


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those that install and sell it to you• We will create a supportive material, institutional and social

environment to ensure your needs are met


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environment to ensure your needs are met• Your needs are important so we need to do this together, as if this

were your kitchen or bathroom you are renovating


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were your kitchen or bathroom you are renovating• Your life will change


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were your kitchen or bathroom you are renovating• Your life will change• Its all about us now and our grandchildren


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were your kitchen or bathroom you are renovating• Your life will change• Its all about us now and our grandchildren• Quality matters and we will keep learning and sharing


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were your kitchen or bathroom you are renovating• Your life will change• Its all about us now and our grandchildren• Quality matters and we will keep learning and sharing• If we need to be flexible we will


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were your kitchen or bathroom you are renovating• Your life will change• Its all about us now and our grandchildren• Quality matters and we will keep learning and sharing• If we need to be flexible we will• This is only the start of a long way and your home is the first step


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were your kitchen or bathroom you are renovating• Your life will change• Its all about us now and our grandchildren• Quality matters and we will keep learning and sharing• If we need to be flexible we will• This is only the start of a long way and your home is the first step• We will monitor, calculate and report on energy, money, health,

welfare, comfort, wellbeing


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welfare, comfort, wellbeing• And learnings based on qualitative and quantitative inputs will be

shared (with you)


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welfare, comfort, wellbeing• And learnings based on qualitative and quantitative inputs will be

shared (with you)• We will help you figure out what your impact is to be able to make

sure you get where we collectively want to!


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The storyline certainly appeals to many and acknowledges the social and inter-related elements of practices

And these approaches are often experienced as successful by those who are participating

But if we want to tell a learning story:

• These types of interventions are very complex with many partners• They cannot be driven by policy alone, need all levels collaborating• Not everyone wants to change everything or their lifestyle• Not everyone wants to engage• The flexibility of changing goals, aims etc makes it difficult to evaluate • The interrelatedness of all sorts of issues makes evaluation in quantitative

terms difficult

What can we learn?

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The End