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.
Which sustainable cooking change are you most interested in trying?
Please select one.
Which sustainable cooking change are you most interested in trying?Survey Results
190 Health Focus:
187 Sustainability Focus:
1,911
Aggregate Insights
The 80% combined vote for the three proposed changes suggests that a large majority of consumers are open to making their kitchen habits more sustainable.
The relatively weak response to "Using high-tech kitchen tools" suggests a meaningful opportunity to educate consumers about the health and environmental benefits of upgrading their cooking tools.
Further polling could explore inhibiting factors among consumers who aren't interested in new cooking practices — e.g., concerns about taste or effort vs. ignorance of potential health or financial benefits — in order to develop more persuasive messaging.
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.
190 Health Focus:
187 Sustainability Focus:
1,911
Split Insights
The overperformance of "Eating more plant-based foods" with the sustainability-focused audience suggests that the environmental benefits of plant-based options — rather than the health or financial benefits — are most salient for mainstream consumers.
The generally high proportion of votes for "Reducing my food waste" among all audience splits suggests that food waste is top of mind for a broad spectrum of consumers.
The relative underperformance of "Using high-tech kitchen tools" among the sustainability-focused audience suggests an opportunity to educate consumers about the environmental benefits of upgrading their cooking tools.
Further polling could explore consumer interest in various high-tech kitchen tools among the various splits — e.g., induction stoves vs. PFAS-free cookware — to better determine niche motivations in each segment.
Methodology
This poll was conducted among a prequalified TCD audience of likely adopters via distribution in 12 syndicated web articles. It received a total of 2,293 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.
