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Sector Engagement | India | Field Insight
September 2013

Consumer Activation Part I

By: Safe Water Network | Somnath Bandyopadhyay


In order to increase consumer demand for safe water, Safe Water Network developed a consumer activation campaign. Using techniques from commercial market research, SWN was able to gain a comprehensive understanding of local knowledge and culture in an attempt to successfully market our product to potential consumers.  

What matters to consumers when purchasing from SWN? 

Women typically decide how water is used in the home, while men are charged with collecting and purchasing from Safe Water Stations. Consumers were particularly concerned about the aesthetics of the water station, believing that a visually attractive station could be a sense of pride for the community. Health workers also influenced consumer opinions and attitudes and can be engaged through a targeted approach. Lastly, messages that directly express the benefits of safe water for children prove to resonate the most with consumers. 

In order to increase consumer demand for safe water, Safe Water Network developed a consumer activation campaign. Using techniques from commercial market research, SWN was able to gain a comprehensive understanding of local knowledge and culture in an attempt to successfully market our product to potential consumers.  

What matters to consumers when purchasing from SWN? 

Women typically decide how water is used in the home, while men are charged with collecting and purchasing from Safe Water Stations. Consumers were particularly concerned about the aesthetics of the water station, believing that a visually attractive station could be a sense of pride for the community. Health workers also influenced consumer opinions and attitudes and can be engaged through a targeted approach. Lastly, messages that directly express the benefits of safe water for children prove to resonate the most with consumers.