Summary

CIRCA was contracted by Ipsos to conduct concept testing of a government agency’s creative campaign materials to reassure the community that their recycling isn’t wasted and that they should continue to recycle.

CIRCA’s Research Approach

CIRCA recruited 19 participants of South Asian, Arabic-, Mandarin-, and Vietnamese-speaking backgrounds to take part in four 90-minute online mini online focus groups with 4-5 participants each. All focus groups were conducted in-language by CIRCA’s bilingual Research Consultants.

Research Findings and Outcomes

CIRCA provided Ipsos with a top-line summary report, capturing reactions and impressions of the materials tested. The results reflected in detail the preferences, reactions, and expressions used by participants to each presented option.