This dataset has been collected during a research conducted by the above authors to understand and improve upon the interactivity, functionality, and ultimately the sustainability effect of smart plugs. As observed in the spreadsheet, we collected socio-demographic information and gathered anonymous responses to three speculative scenarios related to how new eco-feedback systems are defined. Specifically, the dataset reports on the following aspects: Description and rationale of an eco-feedback information idea they would like to receive (what). This was provided via free-form text. Description of how a smart plug would display this information (how), provided via free-form text. This included one sub-question asking participants which Wattom features their scenario better relates to – provided via multiple choice using four short GIF animations of each feature in action. Description of which location would this information be most useful in (where). This was provided via three sub-questions: (i) four multiple choice options (home, work, shared home, other); (ii) a free-form text with more specific location information; and (iii) 23 multiple choice options with color-coded icons of various appliances and devices). Description of when this information should be displayed throughout the time (when). This was provided via five multiple choice options with the images illustrated in Figure 1.