Presentation on theme: "If You Want to Know…Ask! Market Research of Dangerous Waste Generators 2014 NAHMMA NW Mariann Cook Andrews Hazardous Waste & Toxics Reduction Program."— Presentation transcript:
If You Want to Know…Ask! Market Research of Dangerous Waste Generators 2014 NAHMMA NW Mariann Cook Andrews Hazardous Waste & Toxics Reduction Program
Why Market Research? “I think we need to be a little more specific here in Step 2.”
How we did the survey Worked with experts –Social and Economic Sciences Research Service (SESRC), WSU, Pullman –We created the questions; they ran the survey –Multiple contacts – e-mail, mail, telephone Kept it short –<15 minutes to complete –Each question had to have a reason for being included Used multiple mailing lists –Less than optimum process
Survey metadata Total population: 9,727 (after de-duplication) Sample size: 3,055 Responses: 1,231 –SQG/CESQG: 825 Response rate: ~40% –Achieved by multiple contacts in e-mail, online, and telephone
362 respondents from Local Source Control Program Drilling down in the data
What we used to think What do generators value? –Money/profit increase, esp. short-term –Market share and competiveness –Time efficiency –Their customers –Employee health and safety –Avoiding risk –Environmental benefit “Lead with the money” –Cost savings of P2
So we thought we had answers … but were they the right ones? What the Respondents Said
Willingness to reduce use of hazardous materials if it: Increases worker safety Reduces liability for operations Simplifies compliance with regulation Reduces operational costs Increases competitive advantage Protects the environment Demonstrates commitment to social responsibility
How often do you feel these are the reasons businesses do not follow all the rules for proper handling and disposal of dangerous waste? Cost Inconvenient/ difficult to do Don’t know what to do Lack of training Lack of equipment Lack of alternatives Lack of time
What information on dangerous waste management do you want or need for your business operations? Changes to laws/rules For your specific type of business Required reports/ fees Safer chemicals Specific wastes/ techniques Ecology’s new initiatives Innovative ideas/”latest thing” from other businesses Step-by-step tutorials Case studies
How would you like to get information about dangerous waste management? Internet E-mail Newsletters Handouts Self-guided tutorials Wall posters Videos Trade shows On-site visits Social media Telephone
We are using the results to: Lead with the information most important to the audience. For SQGs – rule changes, safer chemicals, and information specific to their business types. Emphasize what they value – good DW management protects a business’ reputation and workers.
Results cont. Consider the audience: Use Web pages, e-mail, and Shoptalk when delivering DW management information to generators. Use social media when delivering general topic information to audiences other than generators, such as news outlets.
Lessons Learned about Surveys Use experts to run the survey and analyze results. However much time you think it will take to prepare the questions – double it. Use good quality contact list(s). Focus on what you really need. Consult with the people to whom you will report results. How do they want responses split out? Ask the respondents what they want or need that they are not getting.
Where to find it on the Web 2013 Hazardous Waste & Toxics Reduction Program Survey (Data Report 13-46) www.ecy.wa.gov/programs/hwtr/ HWTR13DataReport_6_27_2013.pdf Mariann Cook Andrews, Outreach Specialist Hazardous Waste & Toxics Reduction Program Washington Dept. of Ecology firstname.lastname@example.org www.ecy.wa.gov