Projects

Encouraging water efficient bathroom products

This project used a range of qualitative and quantitative methods to help WRAP in their work with a consortium of bathroom retailers. The aim was to test motivations and barriers towards the purchase of water efficient bathroom fittings, as well as how best to label and promote water efficient products in store and at the point of purchase.

The research was split into four phases:

• Eight focus groups with consumers who have just or are just about to purchase new bathroom fittings. Icaro worked with WRAP to develop a range of stimulus materials to guide the discussions and test different labelling and messaging options. This also included the manufacture of a display range of bathroom products in the focus groups.
• Accompanied visits in-store to look at current levels of information and consumers’ key considerations at point of sale.
• Interviews with plumbers to determine the influence of this potentially key group of intermediaries on consumers’ purchase choices.
• A quantitative survey with a number of split sample questions and product trade off key questions (and avoiding asking about water efficiency directly in order to minimise social desirability bias).