​​With a growing industry focus on beneficial electrification, it is important to understand which groups of consumer-members may be interested, and how to tailor communications to the nuances of various consumer segments. This advisory reviews insights from a recent report sponsored in part by Touchstone Energy Cooperatives titled “Beneficial Electrification: The Voice of the Consumer" by the Smart Energy Consumers Collaborative (SECC). This report recaps the findings of a Maru/Matchbox survey of 1,200 consumers on topics related to beneficial electrification.