Enventure Research is pleased to be working with Greater Manchester Waste Disposal Authority (GWMDA) to undertake qualitative research to gauge residents’ knowledge, understanding and interpretation of different waste and recycling terminology.
GMWDA is England’s largest waste disposal authority, dealing with over 1.1 million tonnes of waste collected from over 1 million households for nine Greater Manchester local authorities. The authority aims to encourage residents to waste less and recycle correctly through various communications campaigns, however has been concerned that these campaigns use a wide variety of waste and recycling terminology which may not be consistent or easily understood by residents.
In order to assess how residents interpret such terminology, Enventure Research will deliver two focus groups with a representative selection of GMWDA residents. The groups will be held in North Manchester and South Manchester and two participants from each authority area will be recruited where possible to each group. Recruitment will take place on-street and will be carried out by Interviewer Quality Control Scheme accredited recruiters.
The insight gained from the two focus groups will enable GMWDA to develop a consistent approach for online and offline communications and feed into the creation of a best practice guide to support the Greater Manchester authorities and partners in their individual communication activity.