Preliminary results of a consumer study by Wisconsin utility Madison Gas and Electric have shown a strong potential market for wind power. The utility has been researching potential in the Madison area along with the University of Wisconsin and the Energy Center of Wisconsin. In a real world approach, residential customers are offered electricity at varying prices and a control group is asked if they would be willing to sign up for wind power, but is not offered the chance to do so. Thirty percent of customers who had the chance to sign up for wind power did so, a much higher response rate than found so far in other green pricing programmes. Most respondents signed up for 300 kWh or less. As expected, the response rate was higher (50%) for people who did not have to hand over cash.