SouthWest Water Company - The Methodology- 3 x 60 minute Focus Groups
"It was interesting to see that most participants felt that while they are already doing what they can, clear/simple advice or guideline on saving water would also be helpful.”
Due to an expected water shortage in the following year, this water company was looking to forward plan a Marketing Communications campaign to inform residents in certain areas about the need to reduce water usage and how to do so. Alongside the campaign they also wanted to understand if offering incentives to residents for reducing water usage would feasible.
Qualitative research was carried out to: • Gain feedback on perception of marketing communications • add Depth to the quantitative research around incentives Quantitative research was carried out to understand appeal of incentives.
The insights we gained from the focus groups showed that most respondents were already actively trying to save water. A key highlight from the groups showed that the main reason to save water is to save money although they also want to do what is best for the environment. It was interesting to see that most participants felt that while they are already doing what they can, clear/simple advice or guideline on saving water would also be helpful.