For domestic customers the tariff structure for purchasing electrical energy has emerged rapidly with the broad deployment of smart metering. Yet, most market retailers are uncertain, which products address consumers most, since the market for electricity is known to have little elasticity. This publication presents the final analysis on the RESIDENS field trail and reports on the consequences of introducing a Time-of Use Tariff to an existing market. The findings are derived from real load profiles and demonstrate the possibility and willingness of domestic customers to align their consumption behavior to external requirements. A market segmentation has been carried out to show how different types of customers react to ToU-tariffs. Finally, the price elasticity was analyzed, before and after applying a ToU-tariff. This publication profits due to its interdisciplinary character both from social and power engineering knowledge.