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August 30, 2010
Brattle Consultants Featured in Platts’ Electric Utility Week on Changing Customer Energy Usage and Behavior

Dr. Ahmad Faruqui, a principal in Brattle’s San Francisco office, and Dr. Sanem Sergici, an associate in Brattle’s Cambridge office, were featured in Platts’ Electric Utility Week on August 30, 2010 in an article on changing customer energy usage and behavior in the interest of conservation. In the article, “Plumbing the mystery of how to change customer behavior: What works, and why?” Dr. Faruqui and Dr. Sergici discuss the importance of utilities changing their business models as a means to change customer behavior. According to Dr. Faruqui, new and progressive entrants in the utility field will force stalwarts to adapt in order to maintain their customers’ trust. Dr. Sergici, speaking at an audio conference sponsored by demand response firm CPower, the Compete Coalition, and the Peak Load Management Alliance, noted that utilities “have to start thinking outside the box,” and recognize not only how customers use energy, but how they live. For more information, please visit the Platts website.