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Reports & Research

Improving Willingness-to-pay Research in the Water Sector

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CCWater commissioned ICF in association with Economics for the Environment Consultancy (eftec), to examine how stated-preference (SP) and revealed-preference (RP) techniques can be used alongside other research methods to improve Willingness-To-Pay (WTP) evidence in the water sector. Water companies are increasingly recognising the potential to improve WTP research and the way they use it in business planning. This study aims to support water companies in their efforts to do so.

The study highlights how water companies can respond to general and sector-specific issues they face when using customer valuations, such as inter-generational preferences, the application of customer valuations to outcome delivery incentives, treatment of inflation and accommodating customer diversity.

Download the full report to read about the findings and recommendations.