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EXECUTIVE SUMMARY
Background & Methodology
1. Recent years have seen significant investment in drinking water quality and increased compliance with quality standards in Scotland. However, customer complaints received by the DWQR (Drinking Water Quality Regulator) suggest that there are still a number of customers who perceive a problem with their tap water.
2. mruk research were commissioned in 2007 by Rural and Environment Analytical Services on behalf of the Environmental Quality Directorate within the Scottish Executive to inform the Drinking Water Quality Regulator ( DWQR). The main aim of the project was to explore public awareness and views of drinking water quality in Scotland.
3. The overall aim of the research was addressed by 3 main stages, namely:
- A mapping exercise of existing data and a desk based literature search on the topic of drinking water quality for Scotland and other parts of the UK
- Quantitative telephone surveys of consumers across Scotland to explore experiences and perceptions (1000 with general population, 200 boost interviews with those living in rural areas; 100 boost interviews with complainants)
- A qualitative phase of focus group research to explore key factors emerging from the quantitative survey in greater depth. A total of 8 focus group discussions were undertaken across Scotland.
4. The aim of the secondary stage of research was to establish what information already existed regarding consumer perceptions of drinking water, to inform the development of the subsequent quantitative and qualitative research stages. Specific objectives were to:
- Summarise the key findings of previous research undertaken on consumer perceptions in both Scotland and England & Wales
- Explore the nature of consumer complaints about drinking water quality in Scotland
- Undertake comparison of compliance results from drinking water quality testing in Scotland with results from England & Wales
- Undertake a mapping exercise to understand the geographic distribution of complaints and failures in key drinking water quality standards in Scotland
5. Secondary research was conducted during January and February 2007 by members of the project team at mruk research. A wide range of organisations and businesses were contacted during the research, including water regulatory bodies and water companies.
Key Findings
6. Drinking water quality results for 2005 revealed a high level of compliance, with 99.56% of tests on consumers' taps meeting the required standard.
7. Despite the high level of compliance with drinking water quality standards, complaints about water quality continue to be reported. In 2006, Scottish Water received 4,580 complaints relating to drinking water quality. The largest proportion of complaints related to discoloured water (56%), followed by chlorine taste or odour (16%) and particles in the water (10%).
8. The dominance of consumer complaints relating to water appearance is reflected in England & Wales. Of the 24 water companies in England & Wales for which consumer contact data was available, issues relating to water appearance represented the greatest cause of contact for 22 of these companies in 2005.
9. Previous research relating to consumer perceptions of drinking water in Scotland has touched upon some of the key issues which drive perceptions of quality and subsequent behaviours and attitudes. However, due to the fact that issues relating to consumer perception have only been explored as part of a wider research projects, the existing literature does not provide a detailed understanding of this area.
10. Evaluation of the research conducted to date suggests that consumer perceptions of quality are based mainly upon subjective experience of water clarity, taste and odour. However, consumers will also consider incidents such as contamination or environmental pollution in shaping their opinions about water quality.
11. Previous research suggests that consumers associate the appearance, taste and odour of drinking water as a direct indication of its purity. Therefore tap water which is cloudy or discoloured is deemed to be unclean. Similarly tap water which has a recognisable odour or taste is deemed to contain chemicals and thus be 'impure'. Consequently, some consumers believed that bottled water was of better quality than tap water because it was deemed to be clear, tasteless and odourless.
12. Through the process of mapping water quality testing results and consumer complaints it was possible to identify geographic clustering of complaints and water quality failures. This information was used in the development of a sampling approach for the subsequent stages of primary research, and also allowed analysis of customer perceptions by area with respect to chloramination of water supply, mean chlorine level and water quality failures.
13. The secondary research highlights a gap in existing knowledge and understanding of consumer perceptions of water quality to be addressed by the subsequent stages of primary research. A copy of the full report from this primary research can be found using the following link: http://www.scotland.gov.uk/Topics/Research/Research/17692/SocialResearchPubs/EnvironmentGroup
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