Ahead of the 2024 Price Review, a major UK water supplier required a ‘state of the nation’ exploration to understand how customer attitudes and priorities towards water are evolving. Their objective: to ensure nothing was missing in their understanding of consumer needs before building out their strategy.
To create deeper understanding we dug into existing consumer conversations, analysing thousands of social conversations directed at the brand over a two-year period – approximately 100,000 tweets & Facebook posts.
These were combined with an exploration of customer relationships and behaviours capture through primary Qual, including conversations from 400 participants in pop-up communities.
Using AI to surface broad and distinct themes, we provided a deep view on the reality and meaning of water in consumer lives alongside, an unvarnished exploration of customer relationships with Thames Water.
This understanding of rational and emotional consumer reactions to water in general an Thames specifically, provided guidance on a future engagement strategy, prior to the price review starting.