  Changes in the UK electricity market mean that domestic users will be
required to modify their usage behaviour in order that supplies can be
maintained. Clustering allows usage profiles collected at the household level
to be clustered into groups and assigned a stereotypical profile which can be
used to target marketing campaigns. Fuzzy C Means clustering extends this by
allowing each household to be a member of many groups and hence provides the
opportunity to make personalised offers to the household dependent on their
degree of membership of each group. In addition, feedback can be provided on
how user's changing behaviour is moving them towards more "green" or cost
effective stereotypical usage.
