Is Green the New Pink?

Consumers Rate the Importance of “Green” Aspects of
Health and Beauty Products

Everything from gasoline to household
cleaners seems to be going “green” lately.
But, what really matters to consumers?
We asked 1,500 women about some of
their more personal purchases — health
and beauty products — and how important
it is for these items to be natural or “green.”

We asked women to rate how important
natural ingredients are in various types of
health and beauty products. We also asked
them to rate how important various aspects
of “being green” are to them in regards to
their health and beauty purchases.

Here’s what we found:

“Natural” ingredients were rated as
“very”or “somewhat” important by
more than 50% of women in every
category we asked them about.

As shown in the next chart, there were
a few differences by age group.

• 18-24 year olds are less likely than
others to want natural ingredients in
body lotions or creams; lip color; and,
shampoos or conditioners. They are
more likely to look for natural ingredients
in foundation, blush, or bronzer.

• 35 to 44 year olds and 55-64 year olds
are more likely than others to look for
natural ingredients in sunscreens.

• 55-64 year olds are also more likely
than others to want natural ingredients
in dental products and lip colors

• Over 50% of survey respondents rated
all categories as “very” or “somewhat”
important.

• At the “very important” level, “not tested on animals” and “hypoallergenic ingredients” influence purchase decisions of more than half of the respondents, with 58% and 53% respectively.

If you’d like to know how the trends in environmentally friendly products are influencing consumers in your industry, contact us to develop a custom study for you.

Our studies range from simple habits and attitudes questionnaires to complex in-home product testing studies, and we can often have actionable data back to you in less than two weeks.

We’ve helped clients in many consumer products industries ensure successful product development. Our panel is standing by to answer your key product development questions now!

   Study Demographics:

    Panel Ages: 18-24: 4%, 25-34: 19%, 35-44: 28%,
    45-54: 31%, 55- 64: 17%
    Race/Ethnicity*: 87% White, 8% Black, 4% Hispanic, 2% Asian, 2%
    Other Income*: < $30K = 19%, $30K to $54.9K = 32%,
    $55K to $74.9K = 19%, $75K to $99.9K = 16%, $100K+ = 11%,
     Don’t know = 2%
     * Rounding accounts for higher than 100 percentage points.

If You’ve Already Got a Market Research Department…
why hire a market research company?

The right market research company functions as an outsourced market research division for your company. Outsourced market research can lower costs and time to market while increasing the productivity of your internal staff.

What is the value of having
data collected
quickly and formatted to your needs?

You and your staff understand the
results of quantitative research. But, you may not have the technological infrastructure to handle the collection of that data. At Market Reader Pro, we have collected more than 17 million responses from consumers resulting in product innovation for hundreds of products. And, we supply our clients with a variety of reporting services. We offer cross tabs, data weighting, data clean-up, segmentation, TURF analysis, significance level testing — ask us how our variety of reporting services can best meet your specific needs.

How can the questions you need answered best be asked in
online surveys?

You know what questions you need answered to get the consumer insight you need to ensure product successes. Our staff will work with you to maximize the effectiveness of your questions in a Web-based survey environment. We’ll ensure that questions are asked efficiently to increase consumer survey completion and keep prices low. You worry about the concepts. Let us take care of designing and building the survey for the Web.

When product testing is the best option, do the logistics slow you down?

You know that product testing is, at times, clearly the best way to get consumer insight on your products. Our Marketing Support Services Division handles the packaging and shipping of products to consumers. We also track products and the randomization of test products, when needed. This frees up your own staff to focus on the results of the data. Let us take the hassle out of product testing for you.

Do you have the staff and resources to provide direct consumer support?

We do! Market Reader Pro provides 24 / 7 phone support to consumers during product testing. Our staff will provide you with updates as needed and handle any follow up with consumers. For our Web based surveys, we provide direct email support to all consumers. Let us worry about consumers’ questions. Finding the right consumers and getting them to participate in studies can be the most expensive part of market research. Market Reader Pro has consumer panelists in all 50 states and over 50 countries. We avoid over-use of our consumer panel, and our methods discourage “professional survey takers.” Our response rate to surveys is well above the industry average, providing you with the consumer insight that you need quickly.
Ask us about building a panel for you!

2009 Budget Planning

Got some money to spend before the end of the year?

We offer market research options at every level of cost and can provide actionable data in less than two weeks for most surveys. Here are some great ways to spend down what’s left of your 2008 budget while increasing product success
in this challenging economy:

• A simple survey with 2 to 3 questions, involving a minimum of 500 respondents typically costs $3,500.00 and can be turned around in less than one week. This simply study is a great way to test out your newest concepts.

• Save recruiting costs by using your existing consumers with one of our Private Response™ surveys. These surveys range from the simple to the complex, and, like all our surveys, are customized to meet your needs.

Contact us now to design a custom study for you at our 2008 rates!

If you have…
$5 – 7,000 to spend, a customized Habits & Attitudes Study, Purchase Intent Survey, or Consumers on Demand™ Survey is a great way to find out more information on your target market! Just tell us what you need and Market Reader Pro will design a custom study suite for you.

$10 – 20,000 to spend, you can ensure your product’s success with multiple studies! Start with a concept survey to gauge initial consumer feedback. Then, test your product’s packaging, advertising, or acceptability amongst consumers with a follow-up survey. Thank our panelists for their help and increase brand awareness and loyalty by providing survey takers with samples of your product. You won’t find a more convenient or effective way to market your product.

$25,000 or more to spend, get the most bang for your buck with an in-home product test. Ask us how we can provide you with in-home video feedback using our SIRR™ systems. Get a custom quote now on a larger in-home product test today to lock in at our 2008 rates.