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 factors would be your biggest motivator in buying eco-friendly furniture?
Please select one.
Which of these factors would be your biggest motivator in buying eco-friendly furniture?Survey Results
1,051 Waste Focus:
2,204 Quality Focus:
794
Aggregate Insights
The 80% combined vote share among interested buyers suggests a strong mainstream appetite for eco-friendly furniture options.
The strong plurality vote for "Durable materials" suggests that consumers are most interested in eco-friendly furniture that lasts longer than traditional options.
Further polling could retarget the "Not interested" segment to determine the sentiments and motivations underlying the disinterest, with a particular emphasis on whether the segment is broadly opposed to sustainable products in general.
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.
1,051 Waste Focus:
2,204 Quality Focus:
794
Split Insights
The overperformance of "Durable materials" among the waste-focused audience suggests a general mainstream sensitivity to the waste produced by furniture constructed from low-quality materials.
The generally balanced responses from the money-focused audience suggest that even more cost-conscious consumers are mindful of waste when making furniture purchases.
Further polling could explore (a) the preferred types of materials among the waste-focused audience and (b) how likely the waste-focused audience would be to pay a price premium for better materials.
Methodology
This poll was conducted among a prequalified TCD audience of likely adopters via distribution in 18 syndicated web articles. It received a total of 4,361 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.
