Water Usage & Conservation / Anglian Water


Anglian Water serves more than 6 million domestic and business customers in the east of England and Hartlepool, and covers a larger geographical area than any other water provider in the country. However this area contains some of the driest, and lowest-lying land in the UK. To keep up with demand, water companies must prioritise where to invest.

As such, our client wanted to know: how does water usage vary between households? And how can conservation be promoted?



We produced seven ethnographic case studies, with participants representing different segments of the population. You can see four of those video portraits here.

Our research focussed on people’s behaviour and experiences around: water use & saving strategies, quality & supply, price & affordability, water companies & regulation, and future challenges.

In addition to the video case studies, we provided a written review with behavioural insights and strategy recommendations, which fed into a wider report by the Office for Public Management. Anglian Water then consolidated this information into their 2015-2020 business plan, which you can read here.

Nb. These portraits were shot back in 2012 – we now use higher resolution 4K cameras.



“You were fantastic to work with – quickly getting to the heart of the brief and coming up with lots of great, creative ideas. The video case studies you produced were really engaging and attractive, and your insights made a real contribution to our overall research findings. I wouldn’t hesitate to commission you again and to recommend you to others.”

– Sophie Ahmad, Head of Research at OPM