Opinion Dynamics

Opinion Dynamics is a consulting firm focused on providing research and analysis related to energy consumption. The company was founded in 1987 with roots in opinion research, which served as an entry point to the energy sector. Over time, it added capabilities in market insights, engineering, and data analytics to offer a comprehensive suite of services. In August 2025, Opinion Dynamics was acquired by E Source, a data science and advisory company also serving the utility sector. The acquisition was part of E Source's strategy to enhance its capabilities in evaluating grid-edge programs.

The firm's business model is centered on providing consulting services to electric utilities, public utility commissions, regional energy organizations, and energy startups. It specializes in energy efficiency, strategic electrification, decarbonization, transportation electrification, demand flexibility, and innovative pricing. The company undertakes projects to help clients scale pilot programs, determine the savings from market interventions, or measure the success of marketing campaigns. Its multidisciplinary team includes social scientists, economists, engineers, data scientists, statisticians, and market researchers who collaborate to provide customized solutions.

As a subsidiary of E Source, Opinion Dynamics operates as part of a larger platform that provides evidence-based and customer-focused solutions for the utility industry. The firm has its headquarters in Waltham, Massachusetts, with additional offices in California and Oregon and satellite offices across the United States. The leadership team includes Brad Kates as CEO and William Norton as President & COO.

Keywords: energy consulting, market research, program evaluation, energy efficiency, decarbonization, electrification, utility consulting, demand response, grid-edge solutions, data analytics, energy policy, customer research, load flexibility, renewable energy research, utility program design