The REDUCE project was academic study that conducted qualitative interviews with 21 households that had had an in-home display for at least 6-months to explore heterogeneity of responses. Led by researchers at the University of Surrey, the research was conducted in 2013 across London and the South of England and funded by the Digital Economy Programme of Research Councils UK. The research categorised household responses into three types: Monitor Enthusiasts (20% of studies households), Aspiring Energy Savers (60%) and Energy Non-Engaged (20%), found that women were more influential than men with respect to household energy use, and that household responses to in-home displays were crucially shaped by existing household social relationships and practices.