Consumer reactions to varying tariff comparability, research report by Ipsos MORI
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Supply and Retail Market
This quantitative research project follows qualitative research with the Ofgem Consumer First Panel and a separate dedicated qualitative project, which explored consumer attitudes to proposed new tariff structures and associated issues. Following the qualitative research, the key alternative methods of presenting tariff information to improve comparison among tariffs and suppliers were narrowed down to a small number of options so they could be presented to consumers in a simplified manner for quantitative research. The overall aim was to test the relative performance of the tariff presentation options in helping consumers to identify the cheapest tariff for them. The study also looked at consumer preferences for different tariff types. The study only covered electricity tariffs and used simulated tariffs for four unnamed suppliers.