Welcome to the United Utilities’ customer insight and research library

The following library provides an overview of the research and insight projects we have delivered within AMP 7 (currently in progress from 2020 – 25). We’ve provided links to the detailed reports so you can see the objectives, the methodology used, key findings, any key messages from the research and action taken. 

United Utilities approach

Each insight and research project has used an appropriate method to capture a variety of customer and stakeholder opinions, ensuring a representative view of the diverse customer base across the North West. For example:

  • Our research includes customers living across the North West region, from the rural areas of Cumbria or Cheshire, and coastal towns and villages across Lancashire, through to the urban areas of Greater Manchester or Liverpool.
  • Not everyone is the same so we group customers so we can make comparisons to understand the priorities of different groups – for example future bill payers, 'priority customers', or those living in vulnerable circumstances.
  • The North West has 41% of the most deprived areas in the country and 47% of households have less than £100 savings to cope with unexpected bills. We ensure we listen to customers in different circumstances to capture a broad range of views.
  • We take into account other criteria when understanding customer views such as age, gender, income, social-economic grouping, and whether their water supply is metered or unmetered.

All of the feedback has helped us to shape our commitments to customers which we'll be delivering throughout the business planning period.

Our research has been independently assured by Turner & Townsend for its high quality and adherance to Ofwat/ CCW guidance for Affordability and Acceptability testing. Please click on the hyperlinks to see our assurance reports.

Water Resources Management Plan Acceptability

After taking into account the opinions of experts, stakeholders and customers in previous research, we have produced a draft version of its Water Resources Management Plan (WRMP). The WRMP defines our strategy to achieve a long-term, best value and sustainable plan for future water supplies in the North West for 2025-2050. Find out more about our customers' views on the service levels proposed to understand acceptability of our draft plan.

Affordability and Acceptability Testing Research

As a central part of developing our PR24 Business Plan proposals we have engaged customers on their views around the affordability and acceptability of our plans. We conducted both qualitative and quantitative research across a representative sample of both household (HH) and non-household (NHH) customer groups, with sample proportions in line with Ofwat and CCW guidance. Find out more about the affordability and acceptability testing with our customers using the link below.

Long Term Delivery Strategy

Long-term planning is an important focus for PR24 and we need to ensure effective engagement not only on today’s plan, but the plan for the future. We used an innovative approach by using AI and immersive methods to enable customers to provide considered feedback, and allow them to fully engage and shape UUW long-term plans and ambitions.
Long Term Delivery Strategy (LTDS) Synthesis
Research Report.pdf (PDF 1.8 MB opens in a new window)
Water Efficiency Outcome Delivery Incentive Tracker
Research Report.pdf (PDF 0.5 MB opens in a new window)