Business challenge
In 2022 a deposit return scheme was set to be introduced in Scotland to further encourage recycling of soft drinks packaging. Our client, a global soft drinks manufacturer, wanted to follow-up on a previous quantitative survey to further understand perceptions of such a scheme and how this would impact their key brands in the soft drinks category.
Our approach
Telephone Depth Interviews: We conducted 12 telephone depth interviews with prior homework tasks, to gain deeper feedback on the DRS scheme, current and future purchase behaviours, and preferred location of Reverse Vending Machines. The homework tasks involved respondents taking videos and images of where they currently dispose of soft drink bottles. This allowed us to gauge what behaviours respondents currently adopted related to the disposal of bottles and whether it aligned with their claimed behaviours. Our expert moderator encountered a range of opinions, some in favour of the scheme, and some very resistant to change.
Online Survey: We then carried out an Online Survey with 2,052 consumers in Scotland to identify the effect of a potential DRS scheme and promotions on purchase behaviours. We also tested new concepts to understand levels of appeal, relevance in fulfilling needs and likelihood to buy. We were able to back up the qualitative findings with robust numbers, as well as test concepts uncovered in the qualitative stage.
Outcome
Our client used the insights from this to review their pricing and new product development strategy for the eventuality that a DRS scheme be introduced. They were able to plan effectively, with the project insights helping to inform strategy. By staying ahead legislation and making effective preparations, the client ensured that when/if the scheme does come into effect they will a able to position themselves as a leader in this field.