Through a collaboration between researchers at UCL and Smart Energy GB (the organisation responsible for the national smart meter roll-out) in 2015 more than 4000 people across Britain took part in an online randomised control trial. The focus of the trial was on time-of-use tariffs which use different prices to encourage consumers to use electricity at times when more is available cheaply. They tested whether the design and marketing of time-of-use tariffs affected their acceptability. Participants were generally in favour of tariffs which they saw as being easy to use, and demographic characteristics did not seem to have a signficant bearing on people’s responses which it was hoped meant that there was no clear social group which was being disadvantaged by moves in this direction.