The Virginia Foundation for Healthy Youth (VFHY), in partnership with the Virginia Water Equity Task Force (WET) and Virginia Health Catalyst, commissioned MDR to conduct a statewide survey exploring Virginians’ beliefs, behaviors, and perceptions related to drinking water. The initiative aimed to inform public health messaging and policy by understanding how residents interact with and trust their water sources—whether public utilities or private wells.
To achieve this, MDR collaborated with WET, VFHY, and Catalyst to design a 10-minute survey instrument modeled in part on the American Water Works Association’s national Value of Water Survey. The survey included questions on water quality, safety, trust, satisfaction, affordability, and awareness of water testing practices. Data collection employed a mixed-method sampling strategy. A total of 1,576 surveys were completed.
The sampling plan targeted Virginia adults aged 18 and older who were responsible for their household water supply. MDR stratified the address-based sample across Virginia’s five health planning regions (Central, Eastern, Northern, Northwest, and Southwest) and set quotas to ensure geographic and demographic representation. The online panel sample was sourced through Voxco Audience, which provided access to a broad network of pre-screened respondents.
MDR applied rigorous data verification and statistical analysis procedures, including propensity weighting to adjust for sampling bias and ensure representativeness. Confidence intervals were calculated to assess reliability, and subgroup comparisons were conducted to identify statistically significant differences across demographics and water source types.
MDR delivered a comprehensive report of findings and offered recommendations to improve public trust and reduce bottled water consumption. These included increasing communication from trusted entities like local governments and the EPA, promoting the safety and affordability of tap water, and launching public awareness campaigns to reduce single-use plastic. The report also suggested further research to explore regional disparities and demographic patterns in water trust and usage.
This project represents the first systematic statewide assessment of public beliefs and behaviors related to drinking water in Virginia, offering valuable insights for future outreach, infrastructure planning, and policy development.
