The first step was to scope the in-depth study in a way that would give us not only knowledge of SE’s current customers, but also insights that could lead to business opportunities in the future. We used digital ethnography and handed out assignments to our respondents, asking them to document different examples of the characteristics of their home, what they meant to them, and reflections on what their home offers them in their daily lives.
We interviewed experts on Danish Culture, who helped identify the parameters that distinguish a house from a home, and track the evolution of ‘home’ as a concept over the decades. The combination of an on-the-ground approach combined with a more theoretical one helped us define a strong focus for the in-depth study that followed. We then conducted a deep, comprehensive study across a variety of demographics; we studied the young, the old, renters and home owners.
We identified some users that were particularly interesting and who had unique relationships with electricity: an extreme user deeply committed to reducing her energy consumption with several strategies to achieve her goal, a Tesla car owner with a strong drive for sustainability, and an inventor constantly tinkering in his garage to create new installations for his home. We also interviewed people on the other end of the spectrum, who used unusually large amounts of electricity via the Internet and other digital services