The aim of the research conducted in 2001 was to determine if litter droppers could be segmented into groups that had similar attitudes and behaviours. If they could, then it would be possible to specifically target these segments rather than the blanket approach to communications previously adopted by the Keep Britain Tidy campaign.

The aim of the research conducted in 2006 was to determine if attitudes and behaviours amongst litter droppers had changed over the past six years and whether the segments identified in 2001 still existed.

The aim of this research was to determine if attitudes and behaviours amongst litter droppers had changed over the past six years from when the first piece of research was undertaken looking at attitudes towards litter and dropping litter.

The study utilized a segmentation approach. Segmentation is widely used by private sector organisations to identify target groups and prioritise communications.

ENCAMS based their segmentation on a three-step process. The first two steps involved qualitative research to identify the segments while the final step involved quantitative research to quantify the segments.

Generally, there is more awareness about litter now than there was six years ago. More people feel guilty about dropping litter and are more likely to notice and talk about the two biggest components of litter – smokers’ materials and chewing gum. There is still more to be done, however. While people are more aware of littered smokers’ materials and gum, they are still dropping these items. Fast food litter and littering from a car are also on the increase.

Encams
Phone: +44 (0) 1942 612621

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Encams

research

Urban Policy

Social inclusion & integration, Urban environment