what is iea dsm task 24 on behaviour change?

Subtasks of Task XXIVsocial media and

Task XXIV

Dr Sea Rotmann Operating Agent

IEC lecture, October 10, 2014

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

IEA DSM TASK 24

2

Some special features of Task XXIV

Text

Premise for Task XXIVWhat’s special about

Task 24?

Subtasks of Task XXIVsocial media in Task 24

@IEADSM@DrSeaRotmann

IEA DSM facebook Group

IEA DSM LinkedIn Group

Expert platform:www.ieadsmtask24.ning.com

Task 24 Wiki:www.ieadsmtask24wiki.info

IEA DSM website:www.ieadsm.org

Behaviour Change & Energy News

www.youtube.com/IEADSM

Pearltree: drsearotmann

Instagram: drsea77

Storify: DrSeaRotmann

http://www.facebook.com/groups/334127193974/?ref=ts&fref=ts

http://www.facebook.com/groups/334127193974/?ref=ts&fref=ts

http://www.linkedin.com/groups/IEADSM-DemandSide-Management-Technologies-Programmes-4270191?gid=4270191&mostPopular=&trk=tyah

http://www.linkedin.com/groups/IEADSM-DemandSide-Management-Technologies-Programmes-4270191?gid=4270191&mostPopular=&trk=tyah

http://www.ieadsmtask24.ning.com

http://www.ieadsmtask24.ning.com

http://www.ieadsmtask24wiki.info


http://www.ieadsm.org

http://www.ieadsm.org

http://paper.li/DrSeaRotmann/1326936272?utm_source=subscription&utm_medium=email&utm_campaign=paper_sub%23

http://paper.li/DrSeaRotmann/1326936272?utm_source=subscription&utm_medium=email&utm_campaign=paper_sub%23

http://www.youtube.com/IEADSM

http://www.youtube.com/IEADSM

Participating countries

16 countries25 Tasks

Task 24

5

Target Audience of Task XXIV

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

1Intermediaries

Policymakers Researchers

Industry

The Third Sector

Our Audience

5

Target Audience of Task XXIV

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

1Intermediaries

Policymakers Researchers

Industry

The Third Sector

Our Audience

understandingTHE BEHAVIOUR

OF THE BEHAVIOUR CHANGERS

Subtasks of Task XXIVSubtasks

5- Social Media Expert platform

1- Helicopter view of models,

frameworks, contexts, case

studies and evaluation

metrics

2- In depth

analysis in areas of

greatest need(buildings, transport,

SMEs, smart metering)

3- Evaluation tool

for stakeholders

4- Country-specific

recommen-dations, to do’s and not to do’s

7


Text

Premise for Task XXIVThe story of Task 24

Subtasks of Task XXIVMany hurdles to overcome

wrong, but some of

George E.P. Box (1979)

Towards a multiple models approach

9

Subtask I - Helicopter OverviewPremise for Task XXIV

subtask I -Overview of models, disciplines and

frameworks

https://www.youtube.com/watch?v=DOTkdA97Woo&feature=c4-overview&list=UU_p3PlWDpLyDBh8TwUBmVHQ



Subtasks of Task XXIVInterdisciplinary silos

11

Subtask I - Helicopter OverviewPremise for Task XXIVsubtask I -

Overview of definitions

http://www.slideshare.net/drsea/definitions-for-task-24



Subtasks of Task XXIVEureka!

Subtasks of Task XXIVenergy stories: personal

YOUTUBE: https://www.youtube.com/watch?v=wbe83S8FfO0&list=UU_p3PlWDpLyDBh8TwUBmVHQ

https://www.youtube.com/watch?v=wbe83S8FfO0&list=UU_p3PlWDpLyDBh8TwUBmVHQ








metrics

2- In depth




3- Evaluation tool

for stakeholders

4- Country-specific


Subtasks

1- Helicopter view of models, frameworks, contexts, case studies and evaluation metrics

15

The Monster

16

Subtask I - Helicopter OverviewPremise for Task XXIVworked examples in Task 24

Domain/CountryCases and used theories/models

Netherlands New Zealand Switzerland Italy Austria Norway Sweden Belgium UK Other countries

Smart Metering/Feedback

Jouw Energie Moment

Theories/Models used:Expectancy Value TheoryDesign with IntentInterpretation for sustainable behaviour

Responses to Time Varying Prices for Electricity (Otago Uni)

Theories/Model used: Classical Economics and marketing

Smart Metering Zurich Pilot EWZ and EKZ

Theories/Model used: behavioural economics and social norms/comparisons

Time of Use Tariff

Theories/Models:Classical Economics

Die Energiejagd

Theories/Models:Shared learning,Social Norming,freezing/unfreezing

Demosteinkjer

Theories/Models:Theory of Planned Behaviour

Clockwise

Theories/Models:Constructivist Learning TheoryShared learning

Rettie, Ruth CHARM

Theories/Models used:social norms approachpractice theory

Spain (Juan Pablo Garçia): VERDIEM



Smart Metering EKT Dietikon

Theories/Model used: behavioural model of residential energy use by Raaij & Verhallenbehavioural economics and social norms/comparisons

!CO2 Management


Portugal (Joane Abreu): Smart meter feedback in North

Theories: Nudge, classical economics, moments of change


Munx Repower website

Theories/Model used: behavioural economics, social norming

US (Michela Beltracchi):Opower feedback programme

Models: Cialdini’s Social Norming

Retrofitting Blok voor Blok aanpak, retrofitting programme

Theories/models used:Behavioural economics

Warm Up New Zealand: Heat Smart

Theories/Models used: social marketing; social norms; classical economic; TPB

Swiss Building Retrofit Program

Models: Classical Economics

Retrofitting of Myhrenenga Housing

Theories: TPB

Building retrofits

Theories: Shared Learning

Retrofitting

2000 Watts Society (housing)

Models: Ethics, long-term visioning

SMEs De Groene Daad

Theory/model used: Nudge

EECA SME Crown Loans Scheme

Theory/model used: originally based on TPB; changed to social learning and social norm theories

Energy-Model and SME-Model from (EnAW)

Theories/Models used:Classical EconomicsSocial norm

Finnfjord

Theories: Leadership

Build4Change

Model: Nudge

Energy Cultures SMEs pilot

Model used: Energy CulturesMobility Het Nieuwe Rijden (the

New Driving)

Theories and models used: Psychology: Henry A Murray (1938) and the acceptability/availability model of behaviour by Rose (1990).

Active a2b

Theory/models used: Norm Activation TheoryElaboration Likelihood ModelStern’s Principles for InterveningTriandis TIBLewin’s Unfreezing/RefreezingMcKenzie-Mohr

2000 Watt on mobility

Models: Ethics, long-term visioning

Electric vehicles Nobil

Theories/Models used: TPB

Stockholm congestion tax

Models: activity based models

Chatterton & Wilson Framework

Combining individualistic (eg Triandis) and societal (Practice theory) approaches to help UK policymakers

Kevin Luten UrbanTrans (Australia)

Transport behaviour change based on BJ Fogg

Mobility

NZ Post Transport Driver behaviour training

Theory/models used: Value Action Gap Theory

Fuel consumption of newly purchased cars

Theory of Planned Behaviour (TPB) and Norm-Activation Model (NAM)

Case studies collected for IEA DSM Task 24 in transport, building retrofits, SMEs and smart metering Note: Blue boxes denote government-led policies and programmes, green boxes denote business, research or community-led programmes and pilots

17

The Monster Wiki

18

Subtask I - Helicopter OverviewPremise for Task XXIVStorytelling

Narratives = social science tool aimed at providing way to explore how big events (policies) impact on small scale (individuals)

Allow for quick, practical and useful understanding of complexity of interconnected factors in behaviour research

We all turn everything into a narrative in order to remember it

Is there less bias when telling facts in a narrative format rather than in ‘hard’ figures, facts and stats?

Target Audience of Task XXIVA shared language for collaboration?

Stories are powerful because they transport us into other people’s worlds but, in doing that, they change the way our brains work and potentially change our brain chemistry — and that’s what it means to be a social creature. Paul Zak, Neuroeconomist

“

“

"The Interpreter" - is a left hemisphere function that organises our memories into plausible stories. Michael Gazzaniga, Cognitive Neuroscientist

Evolution has wired our brains for storytelling. A story, if broken down into the simplest form is a connection of cause and effect. We make up (short) stories in our heads for every action and conversation. Whenever we hear a story, we want to relate it to one of our existing experiences. Uri Hasson, psychologist

The ‘narrative turn’: Storytelling sociology views lived experience as constructed, at least in part, by the stories people tell about it. Berger & Quinney, sociologists

20

Different stories*

*See Janda & Topouzi (2013). Closing the Loop: Using Hero Stories and Learning Stories to Remake Energy Policy ECEEE Summer Study Proceedings.

http://proceedings.eceee.org/visabstrakt.php?event=3&doc=1-406-13

http://proceedings.eceee.org/visabstrakt.php?event=3&doc=1-406-13

21

Subtask I - Helicopter OverviewPremise for Task XXIVStorytellingSuccesses

Number 8 Wire

a classic tale of grid challenges and opportunities

IEA Demand Side Management Programme

Once upon a time

1

A love story about warm, dry homesWarm Up New Zealand: Heat Smart

17 March 2014 | Jenny Lackey, Project Manager, Energy Efficiency and Conservation Authority

Love conquers all

Subtasks of Task XXIVTHE HITCHHIKER’S GUIDE to DSM

Rule #1A 3-part story of daring research collaborations on energy

behaviour and demand response

22

Subtask I - Helicopter OverviewPremise for Task XXIVStorytellingSuccesses

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metrics

2- In depth




3- Evaluation tool

for stakeholders

4- Country-specific



2- In depth analysis in areas

of greatest need(buildings, transport, SMEs, smart metering)

24

Subtask I - Helicopter OverviewPremise for Task XXIVsubtask II -

case studies

25

Subtask I - Helicopter OverviewPremise for Task XXIV Norway - SMEs

Finnfjord

26

Subtask I - Helicopter OverviewPremise for Task XXIVSwitzerland - Buildings

2000 Watt Society

27

Subtask I - Helicopter OverviewPremise for Task XXIVNZ-Buildings/Smart Grid

PowerCo Smart House Trial

THE POWERCO SMART HOUSE PILOT PROGRAMME

IEA DSM TASK 24 Subtask 2 report - NEW ZEALAND

(Domain: Smart Metering/Feedback and Building Retrofits)

Author: Dr Sea Rotmann Date: July 11, 2014

1

1. We are not there yet but: Can or can’t we make a significant technical shift in peak demand self consumption?

2. Every consumer, every intervention, every household has a different response, it is very complex. It’s about the conversation the consumer wants to have, not what the market or government want to have. It is about finding the best solution for consumer and good compromises. This is a good learning.

3. We need to go beyond classical economics and BAU models, the world and the system is changing.

STRATEGY FOR SMART HOMES: IMPLEMENT AND MEASURE

In order to embark into new territory, we need a methodology that embraces change but re!ects the kind of solid, robust engineering that PowerCo already delivers. One of the clear outcomes of recent “Smart Grid” trials is the need for simplicity. While there may be users that actively enjoy using energy management software and gadgets, the majority of people do not have the time. It is our opinion that the solutions PowerCo provides to customers be “opt-in” in the sense that they will be working for you whether you look at them or not. They do not require the consumer to take an interest, but provide very detailed information for the interested consumer. We do not want this new paradigm to be a burden on users - rather let’s craft technology that serves consumers’ needs rather than the other way around.

!"#$%&'O(!)&*I+O%&*$O,$#"")&-O14

Studies Show...Consumers respond to information - enabled with technology. They respond to price somewhat but respond to price plus technology most of all.

Opportunities for EDBsInformation: pricing and technology services and solutions to lower peaksInformation standards plus demo technology to lower new investmentsEnable new consumer choices without surprises / e"ciently using networksEvolve new services and / or engagement models

EDB Pressures

Higher Peaks, Lower Load Factors, Lower Economic E"ciency

Threat to VolumeNeed for New InvestmentsIncreasing CostsUncertain Reserves

EDB Network Strength

Need not be volume consumed - kWh basedRegulated - right incentive can deliver NZ Inc e"ciencyAcross Network View - (can optimise)Enable infrastructure best shared (storage?)Long DSM history (hot water)

Evolving Consumer Preferences and Choices

ValueSocial and EnvironmentComfortResilienceLifestyle

Enabling Technologies

Smart MetersHeat PumpsE"cient AppliancesApps and ServicesPVInternet of Things (Smart Appliances)EVs Storage

Retailers and Aggregators

TOU PricingNew Commercial Models

v 2013.09.17a

Figure 4. From the PowerCo Smart House brochure

Methodology

This case study analysis is based on an analysis of project documentation provided by PowerCo and 4 semi-structured interviews (3 with (all of) the householders and one with the project manager). The interviews were adapted from the ‘Beyond kWh’ paper by Karlin and Ford (in prep) and the laddering

14

The 3 houses chosen here fall into 3 of the 4 categories from the Energy Cultures5 research project:

Figure 3. Energy Cultures Clusters

House A in Tauranga belongs to the Energy Cultures’ Energy Efficient cluster and PowerCo’s Value Consumers. A young couple and a baby live in the house, as well as 3 cats. The homeowners are using only a little over 6000kWh pa and operate only 23 appliances. The House was built in 1998, has 100m2 and had good insulation and weather tightness (though no double glazing, which is typical for New Zealand. None of the houses in this trial have double glazing). The house operated on tariff-reduced ripple control for the hot water (from 11pm-7am and 1pm-3pm). There was no heated towel rack or clothes dryer. Heating was originally undertaken via portable heaters and a water radiator with plug-in timers. They also use electric blankets in winter and a HRV heat replacement system which is on 24h a day.

The house received 1kW of Canadian Solar PV installation, and a network-controllable (for occasional critical peaks) heat pump, as well as an energy efficient ceramic topped stove, a smart hot water controller using timers/delay functions and smart plugs and web/phone reporting and control for a number of the home’s appliances. Monitoring is undertaken via room sensors to assess temperature distribution and circulation; water flow meters to measure hot water supply to heating, tank and use; circuit monitors; heat pump setting to measure temperature and use; PV monitoring software to measure generation; as well as via energy diaries (both written and as iPad apps) and interviews to assess attitudes, norms, engagement and behaviour changes.

House A is scheduled to be tested in 5 categories, 3 of which will require householder engagement, one is monitoring and the 5th is not in play until Year 2. The behavioural considerations around home heating

5

5 www.energycultures.org.nz

Engaged participants

Ruth Mourik

PowerMatching City

29

Subtask I - Helicopter OverviewPremise for Task XXIVItaly - Buildings/smart meters

Energy at Home project

30

Subtask I - Helicopter OverviewPremise for Task XXIVSweden - TransportStockholm congestion charges

31

Subtask I - Helicopter OverviewPremise for Task XXIVAustria learnings -

Die Energiejagd vs €CO2 Management

social approach individualistic approach

social norm (MoU)social learning (ToC)Freezing/unfreezing (ToC)

classical economics (MoU)

Gamification, competition, feedback, tailored advice, champions

Feedback, Advice & Incentive (iPod!)

Goal: CO2 savingsGoal: CO2 savings

Huge success Unexpected ‘failure’





metrics

2- In depth




3- Evaluation tool

for stakeholders

4- Country-specific



3- Evaluation tool for

stakeholders

33

Subtask I - Helicopter OverviewPremise for Task XXIVsubtask III -

evaluation

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

34

Subtask I - Helicopter OverviewPremise for Task XXIVSubtask III: Outputs

- Individual evaluation and monitoring metrics for each domain in the Subtask I Monster/Wiki and separate report

- An overview and some recommendations on monitoring and evaluation can be found in Subtask III report ‘Did you behave as we designed you to?’

- There will also be a methodological review based on ‘Beyond kWh’ which will feed into Subtask IX





metrics

2- In depth




3- Evaluation tool

for stakeholders

4- Country-specific



4- Country-specific

recommendations, to do’s and not to do’s

Subtasks of Task XXIVCountry stories

- a true frontier story of DSM roll-out in South Africa !

BarryBredenkamp , ( SANEDI) and Dr Mathilda du Preez, (University of Pretoria)

The Good, the Bad and the Ugly

17 March 2014

Subtask IV: Country-specific recommendations

37

subtask IV -country-specific recommendations

Subtask IV: Country-specific recommendations

37

subtask IV -country-specific recommendations

PLEASE FILL IN YOUR

STAKEHOLDER SURVEY!






metrics

2- In depth




3- Evaluation tool

for stakeholders

4- Country-specific



Subtasks of Task XXIVSubtask V - expert

platform

-125 videos & presentations-75 photos-6 blogs-18 events-21 discussion fora-3 member groups

40


Text

Premise for Task XXIVSubtask 5 - Expert Platform

>

41


Text

Premise for Task XXIVSubtask 5 - Main lessons

A social media platform is/not:

A good place to ‘collect’ experts and info A good broadcasting tool A good way of measuring Task impact (GA)

A silver bullet for making people talk A way of making busy experts use social media A way of easily managing files

==> also created a Wiki to make case studies more easily accessible (www.ieadsmtask24wiki.info)



Again...what’s the story?

- There is no silver bullet anywhere but the potential remains huge- Homo economicus doesn’t exist (in energy)- Habits are the most difficult thing to break- This means we have to get even smarter & embrace complexity- We are at a crossroads- We need to look a whole-system, societal change- This can’t be done in isolation by one sector - collaboration is key- Social media and networks are really good (theoretically) for it- But: professionals are very weary to use it- It’s also hard to find the right people and break down silos- Everyone has a piece of the puzzle but we haven’t fit it together- We need a shared learning and collaboration platform that works- We also need a shared language based on narratives

- It’s all about the people!

Subtasks of Task XXIVwant to hear more of

our story?

to join the expert platform: [email protected]

mailto:[email protected]

mailto:[email protected]

what is iea dsm task 24 on behaviour change?

Science

task xxivthe story of

task xxiveureka

practiceiea dsm task

task xxivwhats special

task xxivworked examples

helicopter overviewpremise

evaluation metrics

overview of models