An energy efficiency data collection system architecture may be configured to enable efficient and accurate collection of energy efficiency data associated with users and/or sites associated with users and generation of profiles associated with the users based on the energy efficiency data. An energy efficiency data collection service may receive location information, image data, and user-input data from an application operating on a mobile device associated with a user. The energy efficiency data collection service may generate profiles based on the information received from the application and may provide incentives to the users in response to participating in an energy efficiency data collection survey.