In cooperation with Retail Council of Canada, Summerhill Strategy is undertaking a research study of Ontario retailers to better understand the current needs, opportunities, and barriers to their participation in electricity conservation activities. This project will allow Summerhill and RCC to assess participation rates in existing Conservation Demand Management programs and to collect valuable information regarding levels of knowledge and awareness at the retail level. Summerhill Strategy and RCC will gather feedback on the perceived effectiveness of the current approach to energy conservation and develop a series of recommendations on how to increase retail participation in CDM initiatives across the province. The RCC Market Characterization Study will significantly assist future efforts to develop the retail-to-consumer market channel and increase program uptake accordingly.