AWWA SOURCES55648

The subject of this paper is a market penetration study completed in November of 2001. The study, by and large, achieved four major objectives: collect data from residential customers regarding water conservation related attitudes and behavior; quantify the types and saturation of water-using hardware and appliances in residential and selected non-residential market sectors; relate study findings to those of two previous studies in order to develop estimates of the rate of replacement of standard efficiency fixtures with high efficiency fixtures; and, assess the remaining conservation potential associated with the fixture and appliance replacement. These objectives were accomplished through telephone and site surveys, statistical analysis of collected data, and analysis of pertinent data from other sources. EBMUD retained the services of Water Resources Engineering, Inc. (WRE) to design and implement the study and provided a database of customer information and EBMUD personnel to conduct data collection. Project tasks included preparing a study design, training of project personnel for data collection, developing data collection systems and customer outreach materials, conducting data collection through telephone and site surveys, and preparing a study report presenting findings and inferences. A comprehensive study report on the 2001 Water Conservation Market Penetration Study contains a description of the study design, tabulations of findings, and an analysis of fixture replacement rates and conservation potential. Rather than summarize the study report, this paper describes the process of designing and implementing the study, while highlighting logistical problems and lessons learned, and describes key findings and analysis with implications for conservation program design and evaluation. Includes tables, figures.