---
title: "User Testing and Awareness Baselining for the Mandatory Water Efficiency Label"
ocid: "ocds-b5fd17-7372f384-771e-49a6-85f3-88df301565e6"
canonical_url: "https://d3tenders.com/contract/?ocid=ocds-b5fd17-7372f384-771e-49a6-85f3-88df301565e6"
markdown_url: "https://d3tenders.com/contract/ocds-b5fd17-7372f384-771e-49a6-85f3-88df301565e6.md"
json_url: "https://d3tenders.com/contract/ocds-b5fd17-7372f384-771e-49a6-85f3-88df301565e6.json"
source: "Contracts Finder"
current_stage: "Award"
buyer: "DEPARTMENT FOR ENVIRONMENT, FOOD & RURAL AFFAIRS"
published: "2025-03-28"
---

# User Testing and Awareness Baselining for the Mandatory Water Efficiency Label

Buyer: DEPARTMENT FOR ENVIRONMENT, FOOD & RURAL AFFAIRS  
Current stage: Award  
OCID: ocds-b5fd17-7372f384-771e-49a6-85f3-88df301565e6

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## Summary

The Department for Environment, Food & Rural Affairs (Defra) has completed the procurement process for a project titled "User Testing and Awareness Baselining for the Mandatory Water Efficiency Label". This tender, classified under the industry category of social research services (CPV code: 79315000), covers a range of locations including the United Kingdom, Europe, and other regions globally. The procurement method used was selective, specifically a call-off from a framework agreement. The tender process concluded on 20th February 2024, with the project start date on 8th January 2025, and an end date of 30th June 2025. The contract, valued at GBP 109,894, has been awarded to Ipsos.

This tender offers significant opportunities for businesses involved in consumer research and social research services, especially those focusing on environmental sustainability. Small and medium-sized enterprises (SMEs) and voluntary, community, and social enterprises (VCSEs) would find this contract particularly advantageous. Businesses capable of conducting comprehensive quantitative and qualitative research, including surveys, focus groups, and interviews, are well-suited to compete for such tenders. This project underscores the need for expertise in assessing consumer behaviour and awareness, creating a pathway for businesses specialising in these areas to showcase their services and drive business growth.

## Notice

he project is being commissioned to provide a baseline measurement of consumer awareness of water efficiency and to explore how well consumers understand, interpret and would use the proposed water efficiency label. Throughout the project, we will use the Transtheoretical Model (TTM) as a structure to assess consumer's level of awareness and engagement with the water efficiency label and purchasing behaviours. By understanding where consumers are across the stages in the TTM, from precontemplation to maintenance, we can tailor strategies to facilitate consumers' progression through the stages to change their behaviours. The project will begin with an inception meeting to finalise objectives, approach, and outputs. Stage 1 will involve a quantitative survey using Ipsos's UK KnowledgePanel to target 2,000 respondents in England, assessing consumer awareness and consideration of water efficiency in purchasing decisions. Due to the crucial importance of understanding the degree to which different factors influence consumer choice, we propose using a MaxDiff exercise to tease out their relative importance. Stage 2 will include qualitative research with three online focus groups and 10 depth interviews. Focus groups will explore attitudes towards water efficiency and the label design, while interviews will involve a mock website showcasing products with the water efficiency label. Both stages will feed into a final report and presentation, including findings, the baseline measurement of consumer awareness and clear recommendations for Defra to take forward around the roll out of the MWEL

## Key Details

| Field | Value |
| --- | --- |
| Publication source | Contracts Finder |
| Latest notice | https://www.contractsfinder.service.gov.uk/Notice/0fb339cd-388d-4a1e-95f8-056f88b38f1c |
| Notice type | Award Notice |
| Procurement type | Framework |
| Procurement category | Services |
| Procurement method | Selective |
| Procurement method details | Call-off from a framework agreement |
| Tender suitability | SME, VCSE |
| Awardee scale | Not specified |
| All stages | Award |

## Dates

| Field | Value |
| --- | --- |
| Publication date | 28 Mar 2025 |
| Submission deadline | 20 Feb 2024 |
| Future notice date | Not specified |
| Award date | 11 Feb 2025 |
| Contract period | 8 Jan 2025 - 30 Jun 2025 |
| Recurrence | Not specified |

## Values

| Field | Value |
| --- | --- |
| Tender value | £109,894 |
| Lots value | Not specified |
| Awards value | £109,894 |
| Contracts value | Not specified |

## Status

| Field | Value |
| --- | --- |
| Tender status | Complete |
| Lots status | Not specified |
| Awards status | Active |
| Contracts status | Not specified |

## Buyer

| Field | Value |
| --- | --- |
| Main buyer | DEPARTMENT FOR ENVIRONMENT, FOOD & RURAL AFFAIRS |
| Locality | LONDON |
| Post town | South West London |
| Postcode | SW1P 3JR |
| Country | England |
| ITL 1 | TLI London |
| ITL 2 | TLI3 Inner London - West |
| ITL 3 | TLI35 Westminster and City of London |
| Local authority | Westminster |
| Electoral ward | St James's |
| Westminster constituency | Cities of London and Westminster |
| Delivery location | Not specified |

## Supplier

| Field | Value |
| --- | --- |
| Number of suppliers | 1 |
| Supplier names | IPSOS |

## CPV Codes

### Divisions

- 79 - Business services: law, marketing, consulting, recruitment, printing and security

### Codes

- 79315000 - Social research services

## Release History

- 28 Mar 2025 at 19:12 - Award - Award Notice - https://www.contractsfinder.service.gov.uk/Notice/0fb339cd-388d-4a1e-95f8-056f88b38f1c

## Documents

- https://www.contractsfinder.service.gov.uk/Notice/0fb339cd-388d-4a1e-95f8-056f88b38f1c
  28th March 2025 - Awarded contract notice on Contracts Finder
- https://www.contractsfinder.service.gov.uk/Notice/Attachment/650a08a0-b936-4b94-b2ee-853c668ac1e3
  User Testing and Awareness Baselining for the Mandatory Water Efficiency Label 210125 (1)_Redacted

## Provenance

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