Pilot Paralysis: Why Dynamic Pricing Remains Over-Hyped and Underachieved

Despite the recent resurgence of pilots and field trials, dynamic pricing at the retail level remains limited. The current stasis is the product of too little synthesis of detailed research results and too much reliance on simple performance metrics. Rigorously designed research implemented in a cooperative and collaborative way could bring resolution to key issues much sooner (and less expensively) than if utilities continue to go it alone in testing programs.