In the development of new tariffs, customer diversity should be taken into account to achieve more efficient demand-side management goals. This means that customers＇ reactions to rate changes need to be analysed at an individual customer level. We use daily consumption pattern (DCP) models for the analysis of rate effects. The DCP is assumed to consist of the daily rhythm of consumption, the effects of outdoor temperature on consumption and tandem variations. The models are tested with data from a Finnish dynamic pricing experiment. We show how the models are used for grouping of customers according to their DCPs and for estimating the customers＇ price responses to different rates. The results verify that customer-level load analysis is required, since the effects of rate changes on the DCP can vary considerably from one customer to another.