{"id":75567,"date":"2024-07-01T16:52:34","date_gmt":"2024-07-01T14:52:34","guid":{"rendered":"https:\/\/www.kwrwater.nl\/actueel\/sociaalwetenschappelijk-onderzoek-de-mens-achter-de-watermeter\/"},"modified":"2024-07-05T18:09:28","modified_gmt":"2024-07-05T16:09:28","slug":"sociaalwetenschappelijk-onderzoek-de-mens-achter-de-watermeter","status":"publish","type":"post","link":"https:\/\/www.kwrwater.nl\/en\/actueel\/sociaalwetenschappelijk-onderzoek-de-mens-achter-de-watermeter\/","title":{"rendered":"Social science research: the people behind the water meter"},"content":{"rendered":"
\n

The new BTO Joint Research\/Water in the Circular Economy programme began in 2024, with familiar and new themes. In a series of interviews, researchers and the chairs of the theme groups look to the past and the future. What has been achieved and what are the ambitions?
\nThis time, the focus is on the Customer theme group, which is led by chair Ernst van Aagten and coordinator Stijn Brouwer. \u201cThe latest BTO phase was an exciting time. The Customer theme group had to prove its added value. The fact that the theme will still be with us for the next six years demonstrates that it has succeeded.\u201d<\/p>\n<\/div>\n

\u201cAs drinking water utilities, we are monopolists and customers have to work with us. They cannot just walk away to another supplier. That should mean that you will do your best even more to serve that customer,\u201d says Ernst van Aagten, customer manager at Groningen water utility and the former chair of the BTO Customer theme group. \u201cBeing aware of our position is why we keep the customer in mind and have made the change.\u201d Van Aagten believes that the fact that the Customer research theme now has an established position in BTO provides added value for the drinking water utilities. \u201cFor example because we benefit from knowing what customers expect and care about. Not on the basis of a traditional pigeonholing approach but in line with people\u2019s beliefs and values.\u201d<\/p>\n

Importance of social science research<\/h2>\n

Stijn Brouwer saw the establishment of the Customer theme group in 2018 up close. As a social scientist, he joined KWR ten years ago and found that it took time for him to realise how important it is to study customers from a social science perspective. \u201cIt was a new discipline for the technically-minded water sector. Both at KWR and elsewhere. At the same time, developments in society mean you have to pay attention to the customer. Because the image of water as a low-interest product began to change more and more. That led to a change in the water sector. A switch from thinking in terms of \u2018connections\u2019 to thinking about the customer. We wanted to get to know the people behind the water meter better. After a period spent setting up shop and individual projects, the water utilities decided to dive deeper into customer research in the BTO context. What I hope is that our theme will continue to grow and can strengthen water awareness.\u201d<\/p>\n

Four customer perspectives<\/span><\/span>\u00a0<\/span><\/h2>\n

Van Aagten does not have to think long about the most valuable insight that the first BTO phase of the Customer theme group has produced. A classification with four customer perspectives<\/a> that has turned out to be very stable over the course of the years helps water utilities with their communications. Van Aagten: \u201cYou have customers who are more self-centred, who have no issue with water. Others are more oriented towards society as a whole. There are customers who say: I have confidence in the drinking water utility, that\u2019s fine by me. And then you also have customers who are more concerned.\u201d The study also provided valuable insights about influencing behaviour, including how to get customers to save water<\/a> in the long run. Do these results mean that the water companies now know enough? Far from it, believes Van Aagten. \u201cThere are still hundreds of questions. There are, for example, the threats posed by PFAS in water; do you have to be completely transparent about this issue, or not? You would say so but you also don\u2019t want to create unnecessary panic with your transparency.\u201d<\/p>\n

People <\/span>in the Randstad are not more w<\/span>ater-aware than elsewhere<\/span><\/h2>\n

Brouwer also sees that studying the customer perspective has come a long way. \u201cSeveral water utilities had assumptions about how the different types of customers are distributed across our country. People in the Randstad were thought to be more water-aware<\/a> than elsewhere. As we have seen, that isn\u2019t the case. The four customer perspectives are incredibly evenly distributed throughout the Netherlands.\u201d The theme group is enriched by the involvement of the Belgian drinking water company De Watergroep. Looking at Flemish water customers<\/a> turns up surprising differences, and that also makes us look at Dutch customers differently,\u201d Brouwer explains<\/span><\/span>.<\/span><\/span><\/p>\n

Ownership<\/span> and co-creation<\/span><\/span>\u00a0<\/span><\/h2>\n

Nevertheless, it is also a challenge to involve all drinking water companies equally in BTO research. Van Aagten: \u201cWe try to distribute input evenly. The trick is to choose the right approach to projects: daring to adopt a broader perspective makes it interesting for everyone.\u201d In addition, given his role as coordinator, Brouwer thinks it is his job to get different representatives of the drinking water utilities involved in each project. \u201cDuring a project, I organise as much ownership as possible. Each project group has two or three theme group members from the drinking water utilities. They continue to be involved during the research and present the results in the interim. Co-creation helps to ensure that the results are communicated better.”<\/p>\n

Shaping implementation <\/span><\/span>\u00a0<\/span><\/h2>\n

With retirement around the corner, Van Aagten is also concerned about the usefulness of research results. \u201cWe want to shape implementation in the project group. You shouldn\u2019t leave that to KWR; it\u2019s a job for the drinking water utilities themselves. I want to encourage young water professionals to look outside the water sector as well, and bring in valuable ideas to the BTO. We can only get better if they do that.\u201d<\/p>\n

\"\"

Ernst van Aagten (of the Groningen water utility and the former chair of the Customer theme group) does not have to think long about the most valuable insight that the first BTO phase of the Customer theme group has produced. A classification with four customer perspectives that has turned out to be very stable over the course of the years helps water utilities with their communications. Right: theme coordinator Stijn Brouwer (KWR).<\/p><\/div>\n

More information<\/span>\u00a0<\/span><\/h2>\n

Would you like to know more about how the BTO Customer theme is contributing to a future-resilient water sector? Take a look at the projects Customer<\/a>, Citizen Science Handbook for the Water Sector (kwrwater.co.uk)<\/a> or read more about the 2024-2029 BTO\/WiCE Research Vision<\/a>.<\/p>\n

 <\/p>\n

Read more in this series: <\/em><\/p>\n

Biological Safety\u00a0<\/em><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

In the new BTO phase, the Customer theme group will continue to invest in understanding and serving drinking water customers. Former chair Ernst van Aagten and coordinator Stijn Brouwer stress the importance of social science research to understand customer expectations better and improve communications. The theme group is working on the implementation of research findings, with co-creation with drinking water utilities being central.<\/p>\n","protected":false},"author":5,"featured_media":75406,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"","_relevanssi_noindex_reason":"","footnotes":""},"categories":[9],"tags":[],"class_list":["post-75567","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news"],"acf":[],"yoast_head":"\nSocial science research: the people behind the water meter - KWR<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.kwrwater.nl\/en\/actueel\/sociaalwetenschappelijk-onderzoek-de-mens-achter-de-watermeter\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Social science research: the people behind the water meter - KWR\" \/>\n<meta property=\"og:description\" content=\"In the new BTO phase, the Customer theme group will continue to invest in understanding and serving drinking water customers. Former chair Ernst van Aagten and coordinator Stijn Brouwer stress the importance of social science research to understand customer expectations better and improve communications. 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