The development and use of market evaluations has not been widely discussed but they are extremely important for determining how best to implement robust programs that achieve their goals. Programs commonly address a specific issue in the absence of understanding the larger (market) context. This presentation describes and defines market evaluation. It describes methods for uncovering market structure, decision makers, networks, decision criteria, and “modeling” decision outcomes. It provides examples of several market evaluations for the large commercial building sector in the US. It then describes how these market evaluations have been used to re-define, more carefully target, and make more robust energy efficiency programs targeting the large commercial building sector. More specifically it shows how using market intelligence resulted in redirecting programs that targeted decision-makers, architects, vendors, and building engineers at the building level to targeting high-level decision makers who control not one but many properties resulting in more rapid adoption of efficient technologies.#ProgramTheoryandTheoryDrivenEvaluation #Market #TheoriesofEvaluation #2010Conference #theory #ResearchonEvaluation #Buildings #Making #Commercial #Decision