Presentation to the IEA DSM ExCo of changes to our draft workplan after input from 50+ experts. All proposed changes were accepted in Norway, May 2012.

1. IEA DSM TASK XXIV
Closing the Loop -
Behaviour Change in DSM: From Theory to
Practice
ExCo meeting Norway April 19, 2012
Dr Sea Rotmann & Dr Ruth Mourik (Co-Operating Agents)

2. Who are we?
Ruth Mourik (Duneworks, NL) Sea Rotmann (SEA, NZ)
- PhD in Science & Technology Studies - PhD in environmental impact assessments
- 3 years working experience in sustainability
- 8 years working experience Energy Research
implementation in major government
Center NL (ECN)
departments, including carbon footprinting and
- Working on cross-EU behaviour change and social
carbon neutral strategies
acceptance projects, including lead on CREATE
- 4 years working experience in sustainable energy
ACCEPTANCE and CHANGING BEHAVIOUR
research policy, with focus on turning behaviour
- Now working with DSOs, retailers, municipalities
change theory into practice
on smart grid/smart metering rollouts and pilots
- Strategic advice to NZ Ministry of Science and
- Open innovation management
Innovation on demand side energy matters and
research prioritisation and evaluation

3. The last 6 months since Jeju
·
- Draft task definition plan completed and widely disseminated
·
- Publicising task via flyer, Spotlight, mailing lists, twitter, facebook, linked in,
Behaviour Change & Energy News, SCORAI newsletter, websites
·
- Secured UKERC meeting place funding for October Oxford workshop on
Subtask 2
·
- Held kick-off workshops in Austria, NL and webinar with remaining experts
including US, UK, Sweden
·
- Lots of work went into securing the necessary country participation, with
CH and NL finalised
·
- Presented task to several DSOs, retailers and technology developers to
secure commercial participation
·
- Expert interest of participation is 150+ and counting! Experts from non-
participating or sponsoring countries will get access only to Subtask 1 & 3
(Helicopter view) and country-specific needs and recommendations will be
developed only for participating/sponsoring countries
·
- Another 10 countries are interested in the task and considering joining or
perhaps sponsoring it (pending on ExCo decision on sponsorship)
·
- ISGAN participated in our workshop and IEA has expressed interest

4. Premise for Task XXIV
The underlying proposition is that the energy efficiency gap results from:
·
Complexities of human behaviour
·
Insufficient sharing of results
·
Limited transfer to the policy domain to inform real-life interventions;
·
Failure to use monitoring and evaluation tools that show ongoing behaviour
change outcomes;
·
Absence of clear recommendations and guidelines
·
==> Although there is a lot of general knowledge and small case studies for
these issues, there is limited information tailored specifically to countries’
needs. Evaluation of long-term behavioural change is also extremely limited.

5. Objective of Task XXIV
1. Creating and enabling international expert network interacting with countries’
expert networks
2. Provide a helicopter overview of behaviour change models, frameworks,
disciplines, contexts, monitoring and evaluation metrics
3. Provide detailed assessments of successful applications focussing on participating/
sponsoring countries’ needs (smart meters, SMEs, transport?)
4. Create internationally validated monitoring and evaluation template
5. Break down silos, enable mutual learning on how to turn theory into practice

6. In one sentence, we want to:
Tell a new DSM behaviour change story that breaks through
inter/national silos and comes up with solutions that create
real change...
...and to make sure it is not whether a change will happen but
how fast

7. Feedback received from workshops
Comments Actions
Helicopter overview vs detailed case studies on sectors
Isn’t it too ambitious, the scope too wide for too long?
regarded as main priorities (eg smart meters, SMEs, transport)
Social platform for collaboration; IEA linkage; concentrates on
What’s new and exciting? Isn’t it more of the same?
human element; shared problem-solving; creative dissemination
Trans-national knowledge-sharing and collaboration; ‘match-making’ of expert
teams; puts behaviour change on the international agenda via IEA; tailor-made
What’s in it for me, my organisation or my country? country action plans; no duplication of efforts; turning theory to practice and
evaluate ongoing success
Need more technology developers and industry experts to Absolutely. Shared platform will hopefully attract industry and
participate technology sponsors and contributors
Action plans for countries, evaluation tools, complete social
No more reports and guidelines, turning theory into practice
media utilisation, webinars, workshops, wide-ranging publication
needs a more creative dissemination strategy
and publicity of learnings
Use detailed examples from frontrunner countries (US, UK,
Be realistic, delegate and find the right balance France, Germany) and compare with non-OECD or developing
countries (BRICST)
Focus clearly on legal and judiciary frameworks Experts will include legal professors and professionals
Task extension using recommendations to pilot and undertake
Start thinking ahead - where will this go? long-term evaluations; Behaviour Change Implementing
Agreement?
These kind of programmes will definitely be show-cased as
Motiv Allianzen’, cross-overs with eg health
there are many learnings from especially health areas

8. Feedback received from workshops
Comments Actions
Will talk to Head of IEA and already talking with ISGAN and other
Need to involve IEA at highest levels implementing agreements. Include behaviour change in next Energy
Technology Outlooks.
Enable maximum level of collaboration and sharing. Expert Will concentrate on getting expert platform up and running
platform is urgently needed! asap; it will involve all forms of communication
Need to be very clear on definitions, especially around what
Will form part of helicopter overview (Subtask 1)
is behaviour, which types of behaviour etc
Will add bios, photos, videos of case studies and expert interviews,
Ensure experts get to know each other to maximise
fields of expertise and interest, webinars, workshops, TED talks,
interaction with platform Pecha Kuchas etc
Evaluation template for different stakeholders, as they all have
What is considered a ‘successful behaviour change outcome’?
different outcome metrics and interests
Build trust and emphasise shared learnings and not duplicating failed
Unsuccessful case studies just as important as successful
efforts. Interview end users to get bottom-up impressions of
ones. How to get people to share them? programme outcomes
Outcomes are not to solve all issues but to provide helicopter view
What is the ‘key to success’ of behaviour change programmes? But
of the landscape and detailed analysis of do’s and don’ts in specific
don’t promise a cook book with the recipe to solve everything
situations/contexts
Behaviour change is cheaper than new technology, but some Focus on low-hanging fruit and easy-to-solve barriers. Calculate cost-
behaviours are almost impossible to change benefits of successful behaviour change research and interventions
We won’t - we see behaviour affecting and interacting with
Don’t forget technology technology: innovation, diffusion, market uptake, purchasing and use
of technology are all behaviour-driven

9. Previous scope
5- Guidelines and Expert platform
1- Inventory of 2- 3- 4- Developing
models, In depth analysis Data analysis monitoring and
frameworks and of context and synthesis evaluation
disciplines sensitivities subtasks 1+2 indicators
Was widely thought too ambitious to keep the scope this wide
throughout the task in light of the resources and time available.
Also was not thought to focus quickly and clearly enough on the
most important areas.

10. New and Improved Scope
5- Expert platform
1- Helicopter 2- 3- 4-
view of models, In depth analysis Evaluation tool Country-specific
frameworks, in areas of for stakeholders project ideas,
contexts, case greatest need action plans and
studies and pilot projects
evaluation
metrics
It is still critical to draw as wide a research scope as is
manageable and to involve as many experts and country case
studies as possible - But only for Subtasks 1 & 3. Then we focus
on very specific needs and issues relevant to the participating/
sponsoring countries.

11. Deliverables
• D0: Advisory committee of stakeholders from ExCo, IEA, research, commercial,
community, policy and end user sectors providing strategic guidance.
• D1: Social platform and meeting place for DSM and behaviour change experts
and implementers. Hope to include wide range of social media tools to foster
greatest ability to interact, share and discuss. ‘Matchmaking’ service to enable
trans-national, inter-disciplinary teams of experts and end users to collaborate
and bid for funding.
• D2: Database and Wiki of all collected case studies, best practice, models,
frameworks, definitions, contexts, references etc.
• D3: Surveys and post-evaluation of detailed case studies in priority areas.
• D4: Tool to evaluate ‘successful outcomes’ for variety of stakeholders (political,
policy, community, industry, end user).
• D5: Action plans, priority research areas and ideas for pilots and projects for
participating countries and stakeholders.

12. General Comments
• Know your audience and stakeholders and meet their needs
• Regular publications and publicity
• Seminars for policymakers
• Keep it clear, use visual aids, try to keep it as short and
modular as possible and work with key-words and sub-sections
• A set of definitions, information, experiences,
recommendations and contacts that can be accessed easily and
quickly on a website
• Make it attractive and fun but be careful to align
communication and tone to the stakeholder
• Re-work work definition plan to be less dry and theoretical,
make benefits to stakeholders and distinguishing features clear
at the outset

13. Budget
4 countries 6 countries 8 countries 10 countries
€40,000 per country €40,000 per country €30,000 per country OR €25,000 per country OR
(2 project coordinators, (2 project coordinators, €40,000 €40,000
travel, platform travel, platform (2 project coordinators, travel, (2 project coordinators, travel,
development, overheads) development, overheads) platform development, platform development,
overheads) overheads)
Total budget €160,000 Total budget €240,000
Total budget €240,000 OR Total budget €250,000 OR
€320,000 €400,000
Level of detail in Level of detail in Level of detail in deliverables: Maximum level of context-
deliverables: deliverables: · Social expert platform specific detail:
· Social expert platform · Social expert platform · Helicopter overview · Social expert platform
· Helicopter overview · Helicopter overview · More detailed evaluation and · Helicopter overview
· High-level evaluation and · High-level evaluation and monitoring overview and tools · More detailed evaluation
monitoring overview monitoring overview · In-depth analysis of country and monitoring overview and
· In-depth analysis of · In-depth analysis of specific context of 8 countries tools
country specific context of country specific context of · In-depth case studies and to · In-depth analysis of country
4 countries 6 countries do’s/not to do’s for 5 sectors specific context of 10
· Action plans and specific · In-depth case studies and · Action plans and specific countries
recommendations for 4 to do’s/not to do’s for 3 recommendations for 8 · In-depth case studies and to
countries sectors countries do’s/not to do’s for 7 sectors
· Action plans and specific · Action plans and specific
recommendations for 6 recommendations for 10
countries countries
20 months duration 24 months duration 24 months duration OR 24 months duration OR
30 months duration 36 months duration

14. Timelines
• April 10 & 12 workshops and webinar
• April 18-21 EXCO meeting in Trondheim/Trømsø
• Revised workplan End of April to ExCo
• May - launch of expert platform (Subtask 5)
• May to September prep work for Subtask 1 and 2
• August workshop on Helicopter Overview (Subtask 1) in Benelux
• September presentations at BEHAVE in Helsinki and ECEEE Industry Summer Study
• October 9/10 Oxford, UK workshop for detailed case study analysis (Subtask 2)
• December final deliverables on Subtasks 1 and 2
• 2013 January to April prep work on evaluation tool (Subtask 3)
• 2013 Workshops in Switzerland (Subtask 3) and New Zealand (Subtask 4)
• End of 2013 final deliverables Subtasks 3, 4
• 2014 onwards: extension of task to pilot projects and long-term evaluation

15. Needs Netherlands
• Research agenda with priority research and pilots to
undertake in the space
• Learn from others, don’t duplicate efforts and mistakes
• Link researchers with research end user stakeholders
• Platform to enable sharing and interaction
• Evaluation tool

16. Needs Switzerland
• International overview of field-experiments and what can be
learnt from them,
• Better see the links and differences between the different
scientific approaches (from the different fields – we also try to
push researchers to work in interdisciplinary teams)
• Also need solutions for their energy security and innovation
agendas
• What are the do’s and don’ts in terms of DSM in a given context?
Switzerland has an ambitious plan for energy efficiency increases –
any new ideas to that work are welcome.

17. Needs Belgium
• Learning about effectiveness of DSM and building
renovation programmes
• Learn about impact of economical instruments and legal
frameworks targeting the use of smart meters by the
final consumer in other countries
• Learn about effectiveness of DSM accompanying smart
metering implementation (savings achieved, evaluation)
• Find out what basic functionalities are necessary for smart
meters to allow for DSM
• Need solutions that help their energy security and
innovation agendas

18. Needs New Zealand
• International overview of policies, programmes and field-
experiments and what can be learnt from them
• To see the link between good research theory and practical
outcomes for policymakers and DSM implementers
• Tailor-made recommendations for the NZ context and end user
needs
• Monitoring and evaluation metrics, how to show ongoing
behaviour change outcomes from Government-driven energy
efficiency or DSM policies