A collaboration between The University of Manchester, Edinburgh University, Essex University, Lancaster University and Leeds University with Fellowships based at Cardiff University, Queens University Belfast and The University of Salford
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.
Date: 24 January 2013Location: BirminghamTime: 9am