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face-to-face interviews or street surveys, where the individual is visible and there are issues of identification at play. There
are measures to combat false self-reporting, though. Dr Steven
Guilbert, of Kingston University, is involved in a new project that will
attempt to identify green champions and eco-refuseniks in the Royal
Borough of Kingston upon Thames, where questionnaires are being sent to
one in 10 (or 6,300) households in the area. “There are a few people who
are anti-recycling, and they’ll likely fill out the questionnaire to
make their argument known”, he says. “Then there are people who are
really enthusiastic about recycling, so they’ll fill it in too because
it’s something they feel strongly about. The issue is reaching people in
the middle.” To ensure that people in this group not only fill in the
surveys, but do so in an accurate way, a number of steps have been
taken. Firstly, the questionnaire has been incentivised with a prize
draw, and people’s predicted concerns have been carefully considered
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