We Asked Users
This survey was presented to a prequalified TCD audience in contextually relevant web articles and newsletters.
Survey participants self-selected two times, first when deciding to consume the host content and then again when deciding to participate in the survey.
What motivates you to wash your clothes in cold water?
Please select one.
What motivates you to wash your clothes in cold water?Survey Results
1,081 Sustainability Focus:
280 Money Focus:
2,525
Aggregate Insights
The small spread between the most popular and least popular positive responses — "Saves money," "Saves energy," and "Gentler on clothes" — suggests that mainstream audiences are generally motivated by a blend of factors.
The relatively strong response to "I wash my clothes in hot water" suggests a meaningful opportunity to educate consumers about the benefits of cold-water washes.
Further polling could explore motivations among consumers who refuse to wash their clothes in cold water — e.g., concerns about efficacy vs. ignorance of financial and environmental benefits — in order to develop targeted educational messages.
Contextual splits are determined by the topical focus and interests of the audience members participating in the survey, as described in more detail in the Insights and Methodolgy sections below.
1,081 Sustainability Focus:
280 Money Focus:
2,525
Split Insights
The relatively balanced responses across all three splits underscore the extent to which mainstream audiences are motivated by a blend of factors.
The consistent correlation of the top response with the focus of the content — i.e., "Saves money" overperforming in money-focused content, "Saves energy" overperforming in sustainability-focused content, "Gentler on clothes" overperforming in quality-focused content — suggests a meaningful opportunity to activate various consumer motivations with contextual messaging.
The overperformance of "I wash my clothes in hot water" with the quality-focused audience suggests a meaningful opportunity to educate consumers about the relative efficacy of cold-water washes.
Further polling could explore whether reframing "Saves energy" as "Helps the planet" — i.e., framing the motivation in more explicitly environmental terms — produces a stronger response from respondents in the sustainability focus split and/or a weaker response in the money focus split.
Methodology
This poll was conducted among a prequalified TCD audience of likely adopters via distribution in 14 syndicated web articles. It received a total of 4,209 responses and generated segmented data across 3 primary contextual splits.
TCD surveys are embedded inline in contextually relevant web articles and newsletters. Survey participants self-select two times, first when deciding to consume the host content and then again when deciding to participate in the survey.
Contextual splits are determined by the topical focus and interests of the audience members participating in the survey. Split analysis explores the degree to which different messages — and the self-selected participants who seek them out — can shape consumer sentiment.
