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 of these benefits is your biggest motivation in gardening?
Please select one.
Which of these benefits is your biggest motivation in gardening?Survey Results
1,259 Money Focus:
614 Quality Focus:
1,709
Aggregate Insights
The plurality vote for "Making my yard beautiful" suggests that any attempt to influence mainstream gardening habits should speak, at least in part, to the way the results are going to look.
The slight underperformance of "Growing healthy food" suggests an opportunity to educate consumers about the ease and potential health and financial benefits of growing their own food in home gardens.
Further polling could retarget the "Making my yard beautiful" segment to determine their primary standards of beauty — e.g., lush vegetation vs. manicured lawns vs. elegant hardscaping.
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.
1,259 Money Focus:
614 Quality Focus:
1,709
Split Insights
The overperformance of "Growing healthy food" among the money-focused audience suggests a general awareness among cost-conscious consumers that homegrown food can help reduce grocery bills.
The underperformance of "Making my yard beautiful" among the money-focused audience suggests an opportunity to educate consumers about the economic advantages of yard beautification through rewilding or planting native plants.
The overperformance of "Making my yard beautiful" among the waste-focused audience suggests strong mainstream interest in beautification options that don't involve excessive use of water, fertilizer, gas-powered tools, and other resource-intensive inputs.
Further polling could specifically target the quality-focused audience to explore the reasons they're not interested in gardening — e.g., choosing to hire a professional landscaper, choosing to buy high-end produce, etc.
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 3,857 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.
