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 of these benefits would most effectively motivate you to use fewer plastic-packaged cleaning products?
Please select one.
What of these benefits would most effectively motivate you to use fewer plastic-packaged cleaning products?Survey Results
292 Quality Focus:
2,071 Waste Focus:
1,304
Aggregate Insights
The 89% combined vote share among motivated consumers suggests a strong mainstream appetite for products with plastic-free packaging.
The underperformance of "Saving money" suggests a meaningful opportunity to educate consumers about the potential financial benefits of using fewer plastic-packaged cleaning products.
The plurality vote for "Avoiding toxins and microplastics" suggests a growing connection between plastic packaging and health hazards in the minds of mainstream consumers.
Further polling could retarget "Freeing up shelf space" respondents to determine which product categories they perceive to be the worst space-eaters.
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.
292 Quality Focus:
2,071 Waste Focus:
1,304
Split Insights
The underperformance of "Avoiding toxins and microplastics" among the health-focused audience suggests a meaningful opportunity to educate more traditionally "health-conscious" consumers — e.g., consumers who pay close attention to ingredients in their cleaning products — about the dangers posed by the materials in which their products are packaged.
The overperformance of "Avoiding toxins and microplastics" among the waste-focused audience suggests a growing population of specifically anti-plastic consumers who understand that wasteful packaging creates inherent health risks.
Future polling could retarget the health-focused audience to determine sentiment around the health dangers of specific plastic-packaged products — e.g., laundry detergent jugs vs. disinfectant spray bottles vs. soap dispensers.
Methodology
This poll was conducted among a prequalified TCD audience of likely adopters via distribution in 17 syndicated web articles. It received a total of 3,678 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.
