Thames Water needed to understand their customers’ views about
water meters to help shape their communications, and create the best possible customer experience for households receiving a water meter.

• Opinion Leader carried out various research techniques in order to complete this project. Firstly, focus groups with staff and customers were conducted to scope out the issue and provide a deep understanding to shape the subsequent stages of the research.
• This then led into a full day, 50 person deliberative event to help develop key messages.
• We then carried out quantitative message testing with a 1000 person representative sample of customers.
• A final series of focus groups looked at refining the customer communications journey in detail.

• The multifaceted approach gave Thames Water a wealth of information on which to base their communications strategy.
• Focus groups allowed us to produce a detailed ‘customer journey’ that showed Thames Water what people will expect from them.
• Independent research reports are always valuable for Thames Water to help shape its plans.