A major West Coast utility services provider partnered with Ready to Launch Research to better understand the habits, priorities, and pain points of low-income, multicultural households. The goal was to use inclusive consumer research to inform the development of environmentally friendly utility products that align with the real-world lifestyles and financial constraints of underserved communities.
We conducted a hybrid qualitative study including focus groups and a five-day diary exercise with participants from Latinx, African-American, East Asian, Southeast Asian, and Caucasian backgrounds. The research explored personal histories, cultural context, energy usage, attitudes toward sustainability, household structures, and budgeting practices. Participants shared in-depth reflections about how they prioritize bills, evaluate energy efficiency, and balance affordability with environmental responsibility.
This multicultural market research provided deep behavioral insights into how utility services are used, perceived, and budgeted by low-income households. The findings directly informed the client’s new product development strategy, ensuring that innovations were both cost-conscious and environmentally responsive. By centering lived experiences, the research helped shape product design and outreach strategies that reflect the values and realities of diverse communities—supporting more inclusive, sustainable growth in the utility sector.
