Public Response to New Recycling / Litter Bins

A Survey of Torontonians Attitudes 
Toward the New Eucan Bins
Table of Contents
Introduction
•	Project Background	2
•	Understanding the Methodological Issues	3
•	Reporting Perspective	6
Executive Summary	7
Detailed Findings	9
Project Background
•	During the Summer / Fall of 2005, Solid Waste Management Services implemented a new Eucan bin pilot project.  
•	New bins were located at a number of locations across the City.  Residents were given an opportunity to provide feedback on the style, positioning and location of the new bins.  
•	Advertisements on the bins provided residents with information about an online survey and a telephone survey where they could have their voices heard.  In addition to these two survey feedback mechanisms, Solid Waste Management hired students to implement a street level survey with passers-by.  
•	Response to the surveys was substantial.  In total, approximately 4,300 surveys were completed.  This consisted of over 2,300 online surveys, 1,750 telephones surveys, and 200 street levels surveys.
•	City of Toronto officials designed the survey instrument and collected all of the data.  
•	Northstar was asked to assist with data coding, tabulation and analysis.

Understanding the Methodological Issues
•	The data from the pilot project was collected between July 29th and October 31st, 2005.  
•	This report presents the findings for each of the three survey approaches, as well as the total sample of 4,341.  
•	Although the same questionnaire tool was used for the telephone, on-line and street intercept study, the results vary significantly depending upon how people registered their opinion.  
•	There is no solid methodological rationale to explain this variance.  If the three samples were truly representative of the opinion of residents of Toronto – the results would not vary to the degree that they do.  This suggests that other factors were at play to influence the results; for example a push by special interests to influence survey results one way or the other.
•	To assign the proper amount of weight given to these results, it is important to understand all of the issues around the survey methodology used.  
•	The following page explains the three survey approaches and identifies the various methodological strengths and weaknesses.

Understanding the Methodological Issues (cont’d)
Understanding the Methodological Issues (cont’d)
•	Given the strengths and weaknesses identified on the previous page, we feel that the most credible sample for analysis of public opinion is the street level intercepts.  
•	This sample is the strongest mainly because there is a degree of randomness interjected in this sample.  Street level respondents were not motivated one way or the other to register their opinion on the new EUCAN bins.  Their opinion is included by way of circumstance – they happened to be walking by one of the new bins while interviewers were present.  
•	Their opinion is likely more in line with that of the average resident of the City of Toronto.
•	The methodological limitations of both the on-line and telephone survey should not be discounted.  They are significant.  When reading the results of this report, the methodological limitations should be kept in mind and used as a lens for interpreting the results.

Reporting Perspective
Executive Summary
Executive Summary
•	As mentioned in the methodology section, we feel that the most credible sample for analysis of public opinion is the street level intercepts.  
•	Taking all things into consideration, the opinions of street level respondents tend to be more balanced when compared to both on-line and telephone respondents.  This further strengthens the argument that this is the most reliable data to be examining.
•	If the focus is put on the street level responses, we learn that the EUCAN bins are well received.  The majority of street level respondents (81%), those who actually have seen the bins, feel that they are practical and easy to use.
•	There does appear to be a need to address the two-end collection issue – either via communications initiatives or better instructions on the actual bin.  A sizeable minority of street level respondents (40%) say that they did not know that both ends could be used to deposit rubbish.
•	Some attention will also need to be paid to positioning if this pilot project is rolled out.  Obviously, the bins will need to be positioned in such a way to minimize impact on both motorists and pedestrians.
•	The majority of street level respondents feel that the benefits of the bins will outweigh any negative impact.  83% support the initiative citing revenue generation as the primary motivator.
Detailed Findings
Incidence of Using a Newly Designed Garbage / Recycling Bin
Incidence of Believing Bins are Practical and Easy to Use
Rationale to Support Opinion on Ease of Use
Rationale to Support Opinion on Ease of Use
– By survey type
Incidence of Knowing Garbage, Recyclables and Cigarette Butts are Collected at Both Ends of the Bin
Opinions on Bin Positioning on the Sidewalk
Opinions on Bin Positioning on the Sidewalk
– By survey type
Incidence of Favouring New Bins 
(With understanding the bins will be free and City will receive revenue from added advertising)
Rationale for Opposing New Bins
Rationale for Favouring New Bins
Rationale for Favouring / Opposing New Bins
 – By survey type
Additional Comments / Suggestions