Exploring the litter problem in cinemas
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Why do people litter?
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How can we solve it?
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What can we offer?
Why did we choose this topic?
An overabundance of garbage on the planet is a problem that affects each of us. We believe that it can be solved even with the smallest steps. Starting with such everyday things as going to the cinema, people can instill a reasonable and responsible attitude towards garbage collection.Taking part in this study offered a firsthand glimpse into this widespread issue, enabling me to fathom the reasons behind the conduct of cinema attendees. The curiosity and eagerness to comprehend what was unfolding prompted my selection of this task.
Hypothesis:
To deeply engage with the issue, we cultivated empathy and concentrated on the objective. We developed several hypotheses that we opted to investigate.
Cleaning litter in low-light conditions poses a significant challenge.
There's a strong belief that if payment is made, a corresponding cleaning service should be provided.
The absence of designated bins or baskets during the session contributes to the presence of litter.
In many instances, littering occurs unintentionally.
Failing to pick up trash after the session is a common oversight
Our Approach
We opted to undertake the research employing three methodologies: Surveys, In-depth Interviews, and Testing.
Survey Results
The study involved the analysis of the primary habits exhibited by the respondents. A total of 25 participants, ranging in age from 10 to 38 years, participated in the survey.
Surprisingly, every other cinema visitor was found to leave behind litter, with 92% attributing this behavior to inadvertence.
Only 28% of respondents felt that their trash should be cleaned up since they paid for the services, while the remaining 72% endeavored to carry their garbage with them.
Additionally, 68% of the surveyed visitors expressed discomfort due to the absence of convenient trash disposal options during the movie-watching experience.
Interviews
In the interview, we encouraged respondents to provide open-ended responses, allowing them the freedom to express their opinions without constraints.
Brainstorming
During the brainstorming session, a variety of ideas were generated for consideration. While evaluating these ideas, we made a concerted effort to consider the interests of the business, cinema visitors, and employees.
After prioritizing these ideas and determining which one would be more feasible and cost-effective to implement, we opted to test the following concepts:
Implementing a trash compartment into the seat in front of individuals or in an alternative location, such as beneath one's own chair.
Utilizing the screen for social advertising, encouraging attendees to abstain from leaving any litter behind.
Introducing a garbage collection machine after the session, enabling the exchange of litter for discount coupons, similar to the mechanism seen with carts in certain supermarkets.
Testing Ideas
1. Utilizing the screen for social advertising encourages attendees to abstain from leaving any litter behind.
Insights
We believe that incorporating voice announcements during the final credits will encourage visitors to dispose of their garbage more consistently. By implementing such announcements, we can assess the effectiveness of this proposed solution.
Advantages: This choice is cost-effective, as multiple alert options can be recorded once and used over an extended period. The announcement serves as both a lesson and a reminder for those unaware of proper cleanup practices.
Disadvantages: Not all viewers stay until the end of the film. Individuals who neglect to clean up and prefer to shift responsibility to cinema staff are unlikely to respond by getting up when hearing another reminder directed at them.
2. Implementing a trash compartment into the seat in front of individuals or in an alternative location, such as beneath one's own chair.
Insights
Advantages: Viewers at the movies can readily utilize these bags to hold their trash during the film, and during the closing credits, the bags can be easily transported to the garbage bin. This eliminates the need to carry multiple individual boxes and bottles.
Disadvantages: In the event of a non-ergonomic design, the bags could become stuck, hindering the flow of movement. Furthermore, there is a risk that these bags may create noise, causing disturbances and affecting the overall movie-watching experience.
Advantages: Similar solutions have already proven effective. For instance, automatic bottle dispensers exist in some supermarkets where people can get a discount on their purchases in exchange. Material motivation often works better than relying on intrinsic motivation.
Disadvantages: The offer may be perceived as modest and not interest investors. Also, it is not budget-friendly.
Securing a trash bag to each chair can eliminate the need for individuals to transport their garbage to the bin near the exit. Due to the reluctance of many to engage in this task, litter often accumulates in the hallways. Implementing this approach in select halls will allow us to assess the efficacy of this solution.
3. Introducing a garbage collection machine after the session, enabling the exchange of litter for discount coupons, similar to the mechanism seen with carts in certain supermarkets.
We contend that introducing a discount as a reward for disposing of their trash post-session could incentivize people to tidy up after themselves. The effectiveness of this initiative can be assessed by implementing the campaign through a Wizard of Oz experiment.
Insights
Conclusion
After testing the hypotheses and analyzing the results, it became evident that none of the hypotheses would offer a 100% solution to address the cinema garbage problem effectively. Instead, a comprehensive approach involving a set of measures is required. Consequently, we envision the movie-goer's journey to unfold as follows:
Our research highlights the importance of addressing small issues like litter in movie theaters, as they can have significant global consequences. Please make an effort to responsibly dispose of your trash, encourage your friends to do the same, and set a good example for children. Through collective efforts and small steps, we can contribute to healing the planet.
A big thank you to everyone who participated in our survey, offering suggestions and support. This project wouldn't exist without your valuable contributions.