One of the key strengths of qualitative market research is the ability to conduct exploratory research, investigating the factors which influence opinions and actions, prior to developing products or communication programs.
Provincial Waste Audits indicated that beverage container return rates were not as high for individuals living in multi-family dwellings as they were for those living in single-family dwellings. Working for the Alberta Beverage Container Recycling Corporation (ABCRC) in 2010, together with Janet Brown Consulting, Johnston Research met with residents of multi-family dwellings as well as building managers and condo board members, in focus group settings, from across Alberta to understand the factors influencing these lower return rates.
Research results presented a number of key opportunities back to ABCRC to increase participation rates for residents living in multi-family residences. These recommended tactics addressed the barriers to returning beverage containers created by both the logistical factors of living in a multi-family residence as well as the psychographic characteristics of people living in a multi-family residences.