The Results

CarbonCulture at DECC produced quantitative data about user actions. Throughout the process, users also constantly provided qualitative feedback on the approach and the tools that they used. This qualitative research was continued with in-depth user interviews as the pilot came to a close. The qualitative input provides some background to the hard numbers, and is discussed further below. Here’s what happened…

Actions that could be completed by DECC staff included:

  • Joining the Platform
  • Reading the Blog
  • Scrunching
  • Going Home
  • Recording Lunches
  • Registering Foodprints Cards
  • Completing Foodprints Cards
  • Recording a Journey

The Platform was a ‘dashboard’ for all of the other actions. Membership of the Platform was expected to be generated at first through communications from the CarbonCulture team, and then through announcements of new tools.

The launch of the Platform immediately gained 123 members, surpassing the project engagement target of 10% of DECC staff. This number continued to grow as new tools were introduced and promoted throughout 3-8 Whitehall Place.


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This community of members can now be considered the audience against which regular engagement can be measured.

In the early stage of the Platform, the key functionality was the Blog. The number of Blog views rose with the launch of new tools, but then received a lower proportion of overall attention as some new members focused on using the tools more than reading the Blog posts. However, the blog remained relatively well read with an average of close to 18 views per week, regardless of new postings.

To analyse the tools in order of deployment, it is necessary to cover Scrunch first. As discussed earlier in this report, Scrunch, while having the potential for high energy and carbon savings, is an action that is a ‘hard sell.’
The audience for this intervention varied in number each evening as it depended on who was working late; however, it was observed during the deployment process that this was approximately 30 staff each evening.

The Going Home functionality of the Scrunch tool was more heavily used, as the audience was larger (everyone in the building), and the barrier to use was extremely low.


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The graph shows spikes for each week and interestingly, different weekly profiles from Monday to Friday each week. The period between deployment and December 22nd (a period with consistent staff numbers in 3-8 Whitehall Place before the Christmas break) saw an average daily use of this tool by 25 users.

Foodprints, similarly to Scrunch, has two levels of functionality that can be analysed: users who registered, and completed, Foodprints cards in the canteen; and users who registered their lunches on the Platform.

In total, 112 Foodprints cards have been registered to DECC staff for use in the canteen and 87 of these cards have been completed. These cards had a variety of use profiles, with some completed in a week, and others taking a number of weeks to complete.

The functionality of ‘Logging Lunches’ was available to the wider audience not using the canteen, as well as to those using Foodprints cards.

This tool proved to be one of the most used, with daily use by an average of over 40 DECC staff during the period between deployment and December 22nd.

Foodprint stats for the period of the pilot

The final tool that is analysed here is OK Commuter. This tool was available to all DECC staff and was heavily used, averaging over 240 individual uses per week in the period between deployment and December 22nd. An average of 48 users logged journeys each day.

OK Commuter stats for the period of the pilot

Analysing all of the tools together, they show similar profiles of use. This is confirmed by looking at individual user profiles to see which tools they used.


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User Profiles

Action Users
Used All 3 Tools 123
Used Just Scrunch and Foodprints 26
Used Just Scrunch and OK Commuter 9
Used Just Foodprints and OK Commuter 16
Used Just Scrunch 6
Used Just Foodprints 23
Used Just OK Commuter 10


These users were then analysed further, taking just users who had used at least one tool on more than one occasion over more than one day. This provided a group of 166 users.

The time between individual user actions in this group was analysed to establish individual user retention profiles. These users had an average length of time active of 42 days, with an average longest time between actions of 11 days, and an average shortest time between actions of 0.6 of a day.


There are about 7,000,000,000 people alive now. I doubt if most have heard of goabll warming, and it takes generations to change attitudes and educate. Abstinence messages do not seem to reduce teenage pregnancies but contraceptive advice does. Global warming is a big problem for us and will need big solutions (plural). We have to consider every option for large power generation that has low CO2 output.All energy generation has a downside, for example wind turbines need rare earths (actually not so rare now called lanthanides but old names stick). Check the devastation both environmental and human that mining these cause. Note that most are currently mined in China so there are political problems too. Solar photovoltaic panel manufacture is doped silicon (or similar) slice fabrication and needs toxic substances for the manufacturing process. I know that in the case of microprocessors there have been leaks of the toxic solvents that have polluted ground water, so expect the same as well as increased cancer risk to workers in the fabrication plants. Apart from energy a positive aspect to nuclear fission power is the consumption of current stocks of uranium, plutonium and thorium etc. Newer designs of reactors may even mean we already have enough stocks of these materials to power the world for hundreds of years after which we may at last have got to a working fusion machine. It is a misconception to say that nuclear power can only provide a small part of our energy needs. Once we have electricity we can make liquid fuels and remove CO2 from the atmosphere (I know these are some way off but it is important to understand that this is a huge long-term project).Finally, going back to my contraceptive analogy, we need to give thought to our numbers allow the human population to decrease so there is less impact on the environment and we leave space for other creatures. …

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