The Challenge
Podback has grown rapidly, becoming a nationwide solution for recycling coffee pods through partnerships with local authorities and major retail brands. As the system evolves the organisation needed to understand how people currently use and experience pod recycling. In particular, Podback wanted clearer insight into how different types of pod users behave, what motivates them, and where barriers still prevent recycling from becoming a simple, routine action.
Our Approach
We undertook an in‑depth research programme with pod users across the UK to explore attitudes, behaviours and perceptions around pod recycling. The work looked at people’s everyday habits, their awareness of Podback’s services, and the practical steps involved in recycling.
Using a behavioural lens, we examined how clarity, convenience and confidence shape whether people follow through with recycling. We also mapped the Podback journey end‑to‑end, identifying the moments that feel easy and rewarding, as well as those where the process becomes confusing or inconvenient. By analysing different audiences we identified where the biggest opportunities lie for future growth.
The Outcome
The research provided Podback with a clear roadmap for encouraging more people to recycle their pods, more often. It highlighted the importance of simple messaging, visible and accessible drop‑off options, and consistent experiences across retailers. It also pinpointed key growth audiences who are open to recycling but need greater ease and reassurance.
These insights are now helping Podback refine communications, strengthen partnerships and make pod recycling feel effortless – supporting its ambition to increase national participation and reduce waste.