Faced with the challenge of accurately understanding customer perceptions and market trends, PG&E required an innovative research strategy. ADF Research responded with a proposal that leveraged the latest in survey technology, including laser-fill technology for personalized questionnaires, and a mix of qualitative and quantitative methodologies. The proposal emphasized the use of diverse research techniques, specialized skills in data analysis, and the innovative Quality Function Deployment (QFD) approach to directly align services with customer expectations. This case study highlights ADF Research's commitment to providing actionable insights through advanced research methodologies, enabling PG&E to make informed strategic decisions and gain a competitive edge in the energy market.