Understanding Household Water Behaviours and Testing Water Efficiency Messages (2013)

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This summary sets out key findings from research undertaken by Icaro Consulting and Ipsos MORI on behalf of Defra. Via interviews and surveys this research gives insights in to household behaviours in relation to water use and the key motivations and test messages aimed at encouraging water efficient behaviours. the research highlights the potential role for a new suite of messages that target, variously, perceived norms, behaviours and specific household activities and routines.