Viridor Laing, working in partnership with Recycle for Greater Manchester, commissioned Enventure Research to undertake a large-scale doorstepping campaign in order to inspire residents to make recycling second nature and increase the recycling levels within the eight participating waste collection authorities (WCAs).
An experienced team of 32 Recycling Promoters, employed from the surrounding area, worked throughout the project. During the campaign, the team size ranged from three to 16. Staff were given full training at the beginning of each phase of the campaign, as each participating WCA had a different survey and objective.
Conversational scripts were developed between each of the councils taking part and campaign officers at Viridor Laing, with guidance from Enventure Research to ensure that the right questions were asked to meet the objectives of the campaign. In general, each doorstep interaction lasted between three and six minutes, which was dependent on the length of the survey.
Teams worked across the participating WCAs administering doorstep interviews with residents using CAPI (computer aided personal interviewing) technology, which enabled data to be transmitted to Enventure via Wi-Fi on a daily basis. This meant that data was updated on a daily basis to ensure that teams were hitting their daily and weekly targets, and allowed Enventure Research to regularly update the Project Manager at Viridor Laing on the progress of the campaign.
Each participating WCA was visited by the Recycling Promoters at least once throughout the duration of the doorstepping campaign, with teams visiting Stockport and Oldham again to evaluate residents’ participation of their local recycling services in a second phase of doorstep interviews. To ensure the minimum contact rate was achieved, teams revisited certain properties that had not yet been spoken to during the initial phases of the campaign.
Results and Benefits to the Client
Over a ten-month period, the team engaged with over 36,000 residents. Throughout the campaign, staff distributed leaflets and ‘sorry we missed you’ cards on behalf of all participating WCAs. In addition to this, staff also distributed caddy liners and used flashcards during doorstep interviews where requested by certain WCAs.