ICR Attachment F - Short Presentation of Focus Group Report

INSECT REPELLENT
PRODUCT LABELING
FOCUS GROUP FINDINGS
PRESENTATION

OVERVIEW
Phase 1
‹

A series of 10 consumer focus groups to test various versions of
pesticide efficacy marks

Phase 2
‹

A national online consumer survey to determine consumer
preferences

1

RESEARCH OBJECTIVES

Understand insect repellent purchase behaviors
Determine insect repellent information needs
Obtain reactions to current insect repellent product
labels and claims
Obtain reactions to EPA sample
p efficacyy marks
Explore expectation for protection time and
variability issues
2

REASONS FOR USING INSECT REPELLENT

Specific
outdoor
occasions/ac
i
/
tivities

Avoid discomfort
caused by insect
bites or stings

Why use iinsect
Wh
repellents?
Prevent
disease/illness

3

BARRIERS TO INSECT REPELLENT

Forgetfulness

Effect of
cchemicals
e ca s on
o the
t e
human body and
the environment

Barriers to
insect repellent
use

Dislike for the
smell, taste and
feel

4

INSECT REPELLENT PURCHASE BEHAVIORS

Brand reputation

Recommendations
from friends and
family

Strength of
active
ingredient

Insect Repellent
Purchase
Decision Drivers

Method of
application

Price

Lasting
effectiveness

Types of
insects
repelled
5

MOST IMPORTANT LABELING INFORMATION

Primaryy

Secondary, but still
important

• Type of bugs protected against
• Hours of protection
• Active ingredient

• Scented/unscented
S
t d/
t d
• Waterproof
• Reapply after “x” hours
• Expiration date
• Safety warnings

6

SAMPLE PRODUCTS

7

REACTIONS TO CURRENT PRODUCT LABELS
Likes
• Simple,
Si l uncluttered
l
d llabels
b l that
h
present the key information on the
front in large/readable text
• Clear communication of the
number of hours of protection
• Information about the specific
insects repelled
• Identify the type and strength of
active ingredients

Dislikes
• There
Th
iis no consistency
i
iin llabeling
b li
• Cannot easily compare across
products
d
• Confusing because claims vary or
consumers d
do not know
k
enough
h
about the active ingredients
• Too
T much
h fi
fine print
i

• Visuals
• Communication
C
i i off ““appropriate
i
ffor
families”
8

REACTIONS TO CURRENT PRODUCT CLAIMS
Likes

Dislikes

• Claims
Cl i
that
h use actions
i
words
d
such as “protect” and “repel”
and then state the specific type
off insect
i

• Claims
Cl i
that
h are vague, generall
and non-specific

c udes for
o up to “x” hours
ou s
• Includes

• Claims that focus on a
reapplication message

• Claims that are wordy

• Claims
Cl i
th
thatt use subjective
bj ti words
d
or unsubstantiated claims

9

APPEAL OF CURRENT INSECT REPELLENT PRODUCT CLAIMS
Most Helpful/Informative Claims
‹

Repels ____

‹

Repels ___ for up to ___ hours

‹

Protects against ___(insert name)

‹

Protects against ___ for up to ___ hours

‹

___ hour protection

Neutral Claims
‹

All day protection

‹

Over ___ hours of maximum protection

‹

Reapply after ___ hours

‹

Repels biting insects for ___ hours

Least Helpful/Informative Claims

‹

Up to ___ hours of protection

‹

Repels bloodsucking insect pests

‹

Provides up to ___ hours of protection

‹

Effective dependable protection

‹

Avoid over-application

‹

Pleasant protections, effective for ___
hours

‹

Re-apply after ___ hours

‹

Hours of protection

‹

Repeat application as necessary

‹

Frequent re-application is unnecessary
10

MOST PREFERRED EFFICACY MARKS

Bugs
‹

‹

Most communicative
because it is easy to read
and straightforward to
interpret
Conveys important
information in both words
and visuals

Alternate Circle
‹

Most visually appealing

‹

Like the shape and colors

‹

It is neat looking and
organized

11

LEAST PREFERRED EFFICACY MARKS

Square

Lines/Bars
‹

‹

Too difficult to
interpret
0 8 scale is not
0-8
labeled

Circle Pairs
‹

Least preferred
p
because it is too
difficult to read and
interpret

‹

Easy to understand

‹

Design is old
fashioned, boring and
dull

‹

There are no visuals

12

REACTIONS TO RF FACTOR

RF
15

RF
40

Preference for type of
insect and hours of
protection

RF
80

Assume higher RF
number means greater
protection
t ti

Initially confusing

13

PROTECTION TIME AND VARIABILITY ISSUES

Protection Time
Expectations

Variabilityy Factors

• Based on personal experiences,
understand
d t d protection
t ti time
ti
will
ill vary
• Stated hours of protection serve as a
guideline, not an absolute

• Human Factors:
- Sensitivity to bites
- Personal chemistry
Situational
tuat o a Factors
acto s
•S
- Location
- Weather conditions
- Time of day
14

NEXT STEPS

NATIONAL CONSUMER ONLINE SURVEY

Identify motivators
and barriers to
insect repellent
use

Obtain reactions
and p
preferences
to alternative
efficacy marks

Determine
consumer
receptivity to RF
rating system

15