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.
When you’re choosing health and beauty products, which of these factors is most important to you?
Please select one.
When you’re choosing health and beauty products, which of these factors is most important to you?Survey Results
112 Waste Focus:
2,031 Health Focus:
904 Quality Focus:
832
Aggregate Insights
The clear plurality of votes for "Ingredients" suggests that ingredients are generally top of mind for mainstream consumers making purchase decisions about health and beauty products.
The relatively strong performance of the other voting options suggests that consumer decisions around health and beauty purchases generally hinge on multiple factors.
The moderate underperformance of "Packaging" suggests an opportunity to educate consumers about the environmental impact of health and beauty packaging.
Further polling could test combinations of "Ingredients" and the other options — i.e., "Ingredients and cost," "Ingredients and packaging," etc. — to determine whether consumer motivations coalesce around specific pairings.
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.
112 Waste Focus:
2,031 Health Focus:
904 Quality Focus:
832
Split Insights
The overperformance of "Ingredients" with the health-focused audience suggests that consumers tend to think of ingredients in the context of health rather than environmental impact or overall product effectiveness.
The relative underperformance of "Ingredients" with the waste-focused audience suggests an opportunity to educate consumers about the environmental impact of health and beauty ingredients.
The underperformance of "Packaging" relative to other options even with the waste-focused audience suggests an opportunity to educate consumers about the waste impact of health and beauty packaging.
Further polling could specifically target the health-focused audience to explore the 2-to-1 advantage of "Ingredients" over "Cost" by asking how much more respondents would be willing to pay for products with healthier ingredients.
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 4,013 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.
