In the fall of 2018 and the winter of 2019, Metro worked with research and communications partners to learn about recycling perceptions and behavior. Metro conducted both quantitative and qualitative research, with a range of goals, including:
- Understanding perceptions about and trust in the recycling system.
- Identifying key points of confusion related to recycling at home.
- Using research findings to create messages about recycling to help home recyclers keep trash out of their recycling bins and reduce what’s known in the industry as the “contamination rate."
- Ensuring that messages are resonant with diverse communities around greater Portland.
A quantitative survey was conducted online with 600 residents of the greater Portland area, which comprises Clackamas, Multnomah and Washington counties.
In additions focus groups were conducted with segments of bilingual residents around greater Portland who identify as Hispanic or Latinx.