Case Studies
Research: Greenstar
In 2007, Greenstar, Ireland’s largest waste management company was seeking to enter the Cork domestic waste management market. Although a large and successful operator in other Irish counties the company lacked a physical presence in the Cork region and had little to no market intelligence regarding Cork consumers’ specific needs of a waste provider.
Drury Research worked with Greenstar to develop a market research approach to uncover a range of critical consumer issues namely:
How satisfied are they with the current waste operator?
- How do they determine how a waste operator is performing?
- What do they want or expect from a new waste management company?
- What is the most attractive consumer offering in terms of pricing, product and promotional options?
We undertook a number of focus groups with both men and women in the Cork region to tease out responses to the above issues. We used a range of qualitative techniques including word association tests and group sorting exercises to identify how consumers define value and benefits from a waste provider. We also designed and tested a range of potential Greenstar pricing and service options to identify the most attractive consumer offer.
The research proved invaluable in enabling Greenstar to design and tailor a specific service offering that met Cork consumers’ individual needs. The outcome has proved extremely successful with the company achieving unparalleled growth in the Cork domestic waste market with approximately 10,000 households availing of the service. Greenstar is now by some margin the largest private waste provider for domestic waste in this region
On the basis of this research we have worked with Greenstar on several other service offerings.