2025
Consumer Insights Report
What Consumers Really Think About their Water Quality
Know the demand. Meet the demand.
If you build, sell, service, or influence water treatment, put these insights to work.
Understanding your customer is essential for sustainable growth. The WQA Consumer Insights Report gives you clarity on who buys, why they buy, and how to reach them. This comprehensive report goes beyond surface-level demographics, diving deep into consumer behaviors, preferences, and decision-making processes regarding water quality and treatment services. By downloading this report, you’ll gain insights to help refine your strategy, tailor your offerings, and communicate your value proposition in a way that truly resonates.
Behind the Insights:
Our Methodology & Participant Profile
Fielded by Applied Research-West in early 2025
Representation Across Regions
Click on a region to see more details
REGION
WEST
25%
MIDWEST
20%
SOUTH
36%
NORTHEAST
20%
Follows U.S. Census data
Stop Guessing, Start Growing:
Get Data-Driven Insights into Water Consumer Behavior.
This report shows when households are most open to water treatment, what they worry about, and what they prefer, so you can time outreach, speak to real concerns, and turn interest into confident decisions.
Inside, you’ll find concise insights and clean, shareable charts that show what consumers notice, who they trust, which products they choose, and the moments that trigger decisions. Use it to align campaigns, brief leadership, and build credibility with certification-forward messaging.
Key things you’ll get:
- How concern compares to actual action
- When households are most ready to decide
- Trends in ownership, installation, and maintenance
DOWNLOAD THE REPORT
Public Version
- Executive summary of 2025 consumer findings with key takeaways you can share with your team.
- High-level charts on awareness, decision triggers, DIY vs. pro install, and long-term ownership intent.
- Methodology snapshot for sample size and margin of error.
- Streamlined sections only: Actions & Usage, Ownership, Purchase Drivers, Future Intent, and Strategic Implications.
Member Report (included with WQA Membership)
- Everything in the Public Preview, plus full “in-depth” breakouts across each section for faster strategy and sales enablement.
- Expanded coverage of product categories: Bottled Water, Replacement Filters, Types of Filters, and Water Treatment Systems.
- Cross comparisons by demographics and historical trends
- Deeper decision-journey and “what moves the needle” views, including motivators, install preferences, and product-selection factors.