Water Industry Customer Conference

SPRG researcher Alison Browne was invited to speak to UK water industry representatives, policy makers and consumer advocates on January 24 at the Water Industry Customer Conference in Birmingham. Alison drew on her research for the SPRG Patterns of Water project and ARCC-Water project  on everyday practices and water use in her presentation: 'Beyond the ‘average' consumer: alternative approaches to customer segmentation'.

Alison's work suggests using a practice-orientated segmentation model to inform understandings of water consumer demand and frame behaviour change communications. Current marketing approaches to customer segmentation, based on attitudes or demographics, often fail to capture the real diversity of consumer practice.

The Patterns of Water project is proving that there is a receptive audience amongst industry and policy makers for the SPRG's innovative social practice-orientated approach to sustainability issues that often appear intractable from within the perspective of current dominant approaches.

Conference flyer [Pdf, 1 MB]

Event Information

Date: 24 January 2013Location: BirminghamTime: 9am

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