Published date: 28 March 2025

Awarded contract - This means that the contract has been awarded to a supplier.


Closing: 20 February 2024, 12pm

Contract summary

Industry

  • Social research services - 79315000

Location of contract

Any region

Value of contract

£109,894

Procurement reference

CF-0478100D8d000003VQwdEAG

Published date

28 March 2025

Closing date

20 February 2024

Closing time

12pm

Contract start date

8 January 2025

Contract end date

30 June 2025

Contract type

Service contract

Procedure type

Call-off from a framework agreement

A mini-competition or direct purchase from a pre-established framework agreement.

Contract is suitable for SMEs?

Yes

Contract is suitable for VCSEs?

Yes

Description

he project is being commissioned to provide a baseline measurement of consumer awareness of water efficiency and to explore how well consumers understand, interpret and would use the proposed water efficiency label.
Throughout the project, we will use the Transtheoretical Model (TTM) as a structure to assess consumer's level of awareness and engagement with the water efficiency label and purchasing behaviours. By understanding where consumers are across the stages in the TTM, from precontemplation to maintenance, we can tailor strategies to facilitate consumers' progression through the stages to change their behaviours.

The project will begin with an inception meeting to finalise objectives, approach, and outputs. Stage 1 will involve a quantitative survey using Ipsos's UK KnowledgePanel to target 2,000 respondents in England, assessing consumer awareness and consideration of water efficiency in purchasing decisions. Due to the crucial importance of understanding the degree to which different factors influence consumer choice, we propose using a MaxDiff exercise to tease out their relative importance. Stage 2 will include qualitative research with three online focus groups and 10 depth interviews. Focus groups will explore attitudes towards water efficiency and the label design, while interviews will involve a mock website showcasing products with the water efficiency label. Both stages will feed into a final report and presentation, including findings, the baseline measurement of consumer awareness and clear recommendations for Defra to take forward around the roll out of the MWEL

More information

Attachments

Award information

Awarded date

11 February 2025

Contract start date

8 January 2025

Contract end date

30 June 2025

Total value of contract

£109,894

This contract was awarded to 1 supplier.

Ipsos

Address

3 Thomas More St, London E1W 1YW

Reference

None

About the buyer

Contact name

Adrian Ajibade

Address

17 Smith Square
London
SW1P 3JR
UK

Email

adrian.ajibade@defra.gov.uk