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Populus
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10 Northburgh Street
London EC1V 0AT

Tel: +44 [0]20 7253 9900
Fax: +44 [0]20 7253 9911

Thames Water

The challenge

Thames Water, the UK’s largest water company, wanted to understand their customers in greater depth in order to inform their pricing and corporate strategy. In their largest scale communications research project to date, Thames Water engaged Populus to carry out a detailed analysis of their customers.

The solution

Populus carried out extensive research through 17 qualitative focus groups and 8 in-depth interviews followed by 2,052 online interviews. The subsequent results allowed Populus to identify segments of four different types of customers according to prevalent attitudes. Rather than grouping respondents according to age or gender, Populus established this robust customer segmentation model to provide Thames Water with actionable recommendations to improve their engagement with the people that mattered most to them.

Populus’s segmentation exercise helped the company to improve their understanding of their customers. Based on the customer segmentation research, Thames Water tailors communications, targets research and improves messaging to customers in order to adapt to specific groups of customers and further develop their business.

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Omnibus   |   Apr 15
Tescos non food

How Tesco’s non-food offer can help fight falling sales

As Tesco aims to move forward from reported losses of £6.4bn, new Populus research demonstrates how consumer appetite for non-food supermarket categories may help the retailer improve its competitiveness.

Omnibus   |   Oct 15
Screen Shot 2015-11-20 at 16.53.44

Are the British public happy with their smart meter?

Despite claims made by BBC's Watchdog that 1 in 10 smart meters that have been installed are not working properly, our research for Smart Energy GB reveals 79% of smart meter users are confident that their bills are accurate.


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