The CBCRA runs a series of ongoing social marketing campaigns to encourage Manitobans to recycle beverage containers. To support this campaign, Probe Research conducts an annual survey of Manitobans to measure attitudes and behaviours regarding recycling beverage containers.

What We Did

  • Probe surveys approximately 1,000 Manitoba adults with a focus specifically on urban areas within the province, including Winnipeg, Brandon, Portage, Steinbach and Thompson.
  • We use a hybrid methodology that includes surveying members of Probe Research’s online panel, as well as a telephone-to-web approach that involves contacting households randomly via telephone (including both landline and wireless numbers) and inviting qualified respondents to complete the survey online once they have provided a valid email address.


The results of this survey are used to measure ongoing patterns in beverage container recycling as well as awareness of CBCRA’s advertising, including message and channel recall.  Probe Research has conducted this survey on behalf of CBCRA for several years and works closely with CBCRA and its advertising agency to calibrate its overall marketing and communications strategy in these target regions.