Title Slide, Water Main
The Water Main
Wilder Research | APM Research Lab 2018 Qualitative Study for the Water Main

How Americans Relate to Water: A Qualitative Study for the Water Main was conducted by Wilder Research and the APM Research Lab. Results from this exploratory, qualitative study with 201 respondents from 11 locales around the United States will inform programming and the research agenda of American Public Media’s Water Main . This study was conducted from February 23, 2018, to April 15, 2018.



About the report

In the white paper, go more in-depth on data about the perception gap, water in conversation and in the news, connections to water beyond environment, personal connections to bodies of water, trade-offs regarding water policy, water-related interest groupings and core values, and methods.

Read: White paper , Summary report , Press release

Check out some findings from the study below.


The perception gap

Respondents understand the connection to water for their personal survival and well-being; however, they do not think others share this understanding. Paradoxically, what respondents feel “others need to know” is already at the forefront of the many respondents’ minds: the importance and value of water to life and survival.

Pull quote for perception gap, Water Main, How Americans Relate to Water
Wilder Research| APM Research Lab 2018 Qualitative Study for the Water Main: How Americans Relate to Water.



Connections to water beyond environment

While almost 9 in 10 respondents see a connection between water and environmental topics, a majority of respondents also see a strong relationship between water and the economy, electricity, and human rights.

Water drops, Water Main, How Americans Relate to Water
Source: Wilder Research | APM Research Lab on behalf of the Water Main: How Americans Relate to Water Executive Summary.



Water policy: trade-offs

The majority of respondents would be willing to pay slightly higher taxes to make sure people in the United States have clean drinking water, believe it is more important to protect water than provide jobs, and feel government regulation is what will help protect water.

Tradeoffs, Water Main, How Americans Relate to Water
Source: Wilder Research | APM Research Lab 2018 Qualitative Study for the Water Main: How Americans Relate to Water.



Read the white paper
Read the summary report
Read the press release
Check out the Water Main page on the study