User research: personas

Date published: 12 September 2018

The Lab team spoke to individuals around Northern Ireland to understand their attitudes, beliefs, and habits around recycling.


Personas were done to compile the findings into four types of people who recycle:

  • avid recycler
  • regular recycler
  • occasional recycler
  • non recycler

Some of the reasons citizens gave for recycling include:

“...because I want to leave the world a better place for the kids”

“I guess I’m used to it and it's a good thing to do”

“I only recycle because we are told to do so.”

And reasons for not recycling include:

“I’m not interested in recycling to be honest. It’s just laziness really. I tip everything in the one bin – there’s only two of us in the house anyway”

“I don’t recycle because as I don’t have the time with three kids and even if I did I wouldn’t know what to put in”

“I don’t believe in it. I put it all in the black bin – that’s what you pay your rates for!”



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