Social media has revolutionized society, impacting communication and relationships while also presenting challenges such as misinformation and reduced in-person interactions. However, social media also offers opportunities for scientific research, facilitating collaboration and knowledge dissemination. This study addresses the gap in utilizing social media's full potential in modernizing qualitative research methods. Traditional qualitative methods, primarily long-form interviews with small sample sizes, are valuable but have limitations including time burden, data condensation, and slow dissemination. To address these limitations, the StreetTalk method was developed. Inspired by social media influencers, StreetTalk involves short-form interviews conducted on the street and immediately disseminated via social media. This approach aims to reduce the lag time between data collection and public dissemination, making research findings more accessible. The study focuses on energy insecurity, a prevalent but understudied issue in the United States, particularly in diverse urban environments like New York City. The unique housing characteristics and social inequalities of NYC offer a crucial context for understanding energy insecurity's impact on residents' lives and well-being. This study utilizes StreetTalk to address a methodological gap in conducting qualitative research, fill substantive gaps in the energy insecurity literature, and demonstrate new potentials in research dissemination.

Existing literature extensively documents energy insecurity globally, encompassing challenges related to access, affordability, and quality. However, research on energy insecurity within the United States remains limited, particularly regarding localized experiences and diverse populations. While some studies have examined energy insecurity among low-income households in specific locations, there is a dearth of public-domain research across a spectrum of demographic characteristics presented in a widely accessible video format. Previous studies have highlighted the association between energy insecurity and health vulnerabilities, especially among disadvantaged communities. This study addresses the limited qualitative research and public discourse on US energy insecurity by employing a novel methodological approach that uses video and social media to disseminate the findings in ways that are accessible to the public.

This research employed a multidisciplinary team of students and trainees with diverse backgrounds to develop and execute the StreetTalk methodology. The study was approved by the Columbia University Institutional Review Board, and participants provided informed consent and media release forms. A $10 gift certificate compensated participants for their time. StreetTalk data collection took place in diverse locations across the five boroughs of NYC during April 2023. The team approached potential participants in public areas and screened them for residency in NYC and experience with at least one indicator of energy insecurity. Interviews were conducted in English and Spanish, lasting 10-15 minutes on average, and were video-recorded with participant permission. The interview protocol (Table 1) focused on questions about household energy use, affordability, and thermal comfort. Thematic analysis, following Braun and Clarke's six phases, was used to analyze the transcribed interviews using an interpretivist paradigm. Six trained team members conducted the initial thematic analysis, with calibration and consensus-building procedures to ensure inter-rater reliability. The StreetTalk social media dissemination involved a dedicated team managing the @hotandcold_nyc accounts on TikTok, Instagram, Facebook, and YouTube. They produced short videos highlighting the themes from the analysis, crafting captions to accompany each video, and tracking engagement metrics to optimize dissemination.

Thirty-one StreetTalk interviews were conducted with 34 participants across diverse NYC locations. Thematic analysis revealed six major themes (Table 2): 1. **Conservation and Trade-offs:** Participants balanced thermal comfort with financial constraints, employing energy-saving strategies while acknowledging personal responsibility for conservation. 2. **Housing Deficiencies and Inefficiencies:** Out-dated appliances, poor insulation, and lack of temperature control were significant challenges, particularly in older buildings. 3. **Thermal Agency:** Control over home temperature varied significantly. Satisfaction was directly correlated with control; unresponsive landlords were a major source of frustration. 4. **Response to the Bill:** Participants experienced negative emotional responses (stress, anger, disappointment) to high or unexpectedly high energy bills, expressing skepticism about pricing inconsistencies and a lack of transparency. 5. **Disappointment and Distrust in Energy-Related Authorities:** Participants expressed disappointment with unresponsiveness from utility companies and government agencies, particularly concerning inadequate heating in their buildings, and a desire for increased transparency and support, especially for low-income households. 6. **Desire for and Barriers to Clean Energy Adoption:** There was a strong desire for clean energy adoption driven by climate change concerns; however, significant financial constraints and practical challenges such as renting limited access to renewable energy sources. Social media dissemination through @hotandcold_nyc resulted in nearly 200,000 views and impressions within the first year across platforms (Figures 1-4).

The StreetTalk findings align with previous research on energy insecurity, confirming the prevalence of trade-offs, energy-limiting behaviors, and the impact of housing quality. However, the study provides novel insights into thermal agency, emotional responses to bills, perceptions of procedural injustices, and interest in clean energy adoption. The concept of thermal agency, while under-explored, highlights the impact of limited control over indoor temperatures and the coping mechanisms employed. The emotional responses to bills underscore the significant financial and psychological burden of energy insecurity. The observed distrust in energy-related authorities points to the need for improved communication, transparency, and support systems. The strong desire for clean energy adoption contrasts with the significant practical barriers faced by many residents, particularly those with financial constraints. The study's success in reaching a broad audience through social media demonstrates the potential of this approach for rapid dissemination of research findings and fostering public engagement on critical social and environmental issues.

This study successfully employed the novel StreetTalk methodology to explore energy insecurity in NYC, revealing six key themes reflecting residents' experiences. StreetTalk's rapid data collection and social media dissemination proved highly effective in reaching a large and diverse audience, surpassing the limitations of traditional academic dissemination. Future research should explore the themes identified in greater depth, expand geographically, and examine the effectiveness of StreetTalk in other contexts and with other topical areas. The StreetTalk model demonstrates a transformative approach to enhancing the accessibility and timeliness of research, bridging the gap between academic findings and public understanding.

The study's limitations include the brief nature of StreetTalk interviews, potentially limiting the depth of individual experiences; selection bias due to the street-based sampling method; and the focus on NYC, limiting generalizability. While these limitations exist, the study’s strength lies in its novel approach to data collection and public dissemination. Future research may utilize StreetTalk as a ground truthing activity to inform further qualitative studies.