3×3 created a targeted messaging evaluation framework based on different market segments surfaced through market research and conducted 60 semi-structured interviews to understand perceptions of the program, ascertain reactions to messaging, identify ideal outreach channels and tactics.
The Mayor’s Office of Sustainability sought to understand how to increase awareness about their newest program: Community Retrofit NYC – and drive action among its target audience. The program targets small to medium size building owners in the Brooklyn-Queens area to encourage them to invest in energy and water efficiency upgrades.
Developed a research framework to understand the diverse needs and priorities of small to mid-size building owners, managers and affordable housing providers in the BDQM area. Conducted over the period of 4 months, the study used design research methods to collect quantitative as well as qualitative data. This research allowed the team to understand the target audience and its relationship to its buildings and its community. Emphasis was placed on facilitating knowledge transfer to the Mayor’s Office of Sustainability and community stakeholders for enhanced comprehension of key findings and ongoing support.
The qualitative research surfaced insights around the values, perceptions, and barriers building owners face related to building energy and water efficiency improvements mapped to demographic segments. The analysis yielded four different user personas related to behavioral and demographic patterns, and a customer journey map that outlined key outreach strategies and channels, specific messaging, and visual design recommendations for the program; it is believed to be the first study in the country that is focussed on the crucial but overlooked sector of small and mid-sized multifamily buildings. Three languages were ascertained through the process.