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CHAPTER EIGHT KEY FINDINGS
8.1 Drinking water quality results reported for Scottish Water show high levels of compliance. From tests on consumer taps, 99.56% met the required standard in 2005. However, consumer complaints about water quality continue. In 2006, Scottish Water recorded 4,580 complaints about water quality. There continues to be a dichotomy between consumer perceptions of quality and the scientific measures derived from testing.
8.2 Evaluation of the existing body of research carried out by Scottish Water suggests that consumers believe on the whole that their water is safe to drink. However, in many instances they chose not to drink it because it had a taste, colour or less commonly an odour. The consumers who chose to drink bottled water in preference felt it was more pure and enjoyable to drink because it had no taste / odour and was perfectly clear.
8.3 Qualitative consumer research in those geographic areas that had experienced a genuine problem has shown that there are ongoing issues with trust which can be tackled through education. We would propose that this issue of education is considered further in the primary research. It will be of interest to consider whether understanding, in simplistic terms, the process of water treatment leads to a higher level of satisfaction with water quality.
8.4 The secondary research highlights many gaps in our knowledge and understanding of what drives consumer perceptions of water quality. The lack of available information about motivating factors further highlights the need for the next stage of primary research.
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