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.
How much effort are you willing to make to reduce the amount of plastic and toxins in your home?
Please select one.
How much effort are you willing to make to reduce the amount of plastic and toxins in your home?Survey Results
1,128 Money Focus:
220 Policy Focus:
576 Health Focus:
86
Aggregate Insights
The strong majority vote for "I'll do whatever it takes" suggests that keeping dangerous products out of homes is top of mind for most mainstream consumers.
The combined 28% vote share for "Only if it's an easy swap" and "Not interested" suggests a meaningful opportunity to educate consumers about the serious health impacts of microplastics and toxins in the home.
Further polling could retarget "I'll do whatever it takes" respondents to determine the product categories in which they're most motivated to make swaps.
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.
1,128 Money Focus:
220 Policy Focus:
576 Health Focus:
86
Split Insights
The overperformance of "I'll do whatever it takes" among the waste-focused audience suggests that a growing population of consumers recognize the connection between wasteful products — e.g., products with excessive chemicals or plastic packaging — and household health hazards.
The relative overperformance of (a) "Not interested" among the money-focused audience and (b) "Only if it's cheaper" among the health-focused audience both suggest an opportunity to show consumers that safer products aren't necessarily more expensive than traditional options.
Further polling could retarget "Not interested" respondents in each audience to determine the various sources of their disinterest — e.g., cost concerns vs. quality concerns vs. indifference to potential health risks.
Methodology
This poll was conducted among a prequalified TCD audience of likely adopters via distribution in 9 syndicated web articles. It received a total of 2,012 responses and generated segmented data across 4 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.
