The objectives of this project were (1) to measure consumer satisfaction with tap water quality, (2) to investigate demographic trends in consumer satisfaction and consumption of tap water alternatives, (3) to identify the factors that cause consumers to purchase and use bottled water and POU/POEs, and (4) to develop a list of recommendations for water utilities that can improve consumer satisfaction and help bridge gaps between perception and reality. The following are highlights from the research project: Consumption rate of tap water alternatives is highly dependent on geographic location (20 per cent usage rate in the Midwest vs. 80 per cent on the West Coast). Tap water drinkers are more satisfied (20 per cent on average) than tap water alternative drinkers concerning various aspects of tap water (e.g., overall quality, taste, appearance, smell, safety, healthiness). Tap water quality had limited influence on consumer satisfaction. The highest level of correlation (between satisfaction and water quality) was found to have an R2 - value of 34 per cent-64 per cent for hardness and total dissolved solids. Safety was the primary motivator for filtered water drinkers. Bottled water drinkers were divided between taste, safety, and healthiness. Water utilities" perception of the issue revealed that utility managers tend to overestimate consumer satisfaction and underestimate the level of importance consumers place on tap water safety. For three basic areas of consumer satisfaction (tap water quality, overall customer service, and complaint resolution), managers overestimated satisfaction by 14 per cent to 20 per cent. In regards to motivators behind the use of tap water alternatives, managers cited taste as the primary motivator for bottled and filtered water drinkers. One area where managers did understand consumer patterns was in regards to consumer confidence reports (CCR). Only about 1/3 of the consumers remembered receiving a CCR; likewise, only 3 of the 12 market area managers (25 per cent) believed their consumers would remember receiving one. Originally published by AwwaRF for its subscribers in 2003