Nearly 15 percent of the contiguous United States is suffering from moderate to severe drought, which makes water conservation critical in certain parts of the country. How do we convince people to save more water, though?That’s the question that professors at the University of Florida Institute of Food and Agricultural Sciences put to the test. They polled over 1,000 people in Florida to determine which types of people would respond best to conservation efforts, and the answer is a little counterintuitive: target people who are already saving some water.