INSECT REPELLENT 

PRODUCT LABELING 

FOCUS GROUP FINDINGS

PRESENTATION
OVERVIEW

Phase 1

 A series of 10 consumer focus groups to test various version

pesticide efficacy marks

Phase 2

 A national online consumer survey to determine consumer 

preferences
RESEARCH OBJECTIVES

Understand insect repellent purchase behaviorDetermine insect repellent information needsObtain reactions to current insect repellent pro

labels and claims

Obtain reactions to EPA sam

p y le efficac

y marks

Explore expectation for protection time and 

variability issues
REASONS FOR USING INSECT REPELLEN

Specific 

outdoor 

i /

Avoid discomfort 

caused by insect occasions/a

tivities

caused by insect 

bites or stings

Wh i Wh

y use insect 

repellents?

dis
BARRIERS TO INSECT REPELLENT

Forgetfulness

Dis

sme

Barriers to 

insect repellent 

use

Effect of 

c e ca s o t e h

emicals

on 

t

h

e

human body and 

the environment
INSECT REPELLENT PURCHASE BEHAVIOR

Brand reputation

Stren

ac

ingre

Recommendations 

from friends and 

family

Insect Repellent 

Purchase 

Decision Drivers La

effect

Method of application

Types of 

insects 

repelled

Price
MOST IMPORTANT LABELING INFORMATIO

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

y

•S t d/ t d Scen

t

ed/unscen

t

e

d

• Waterproof

Secondary, but still • Reapply after “x” hours

• Expiration date• Safety warnings

important
SAMPLE PRODUCTS
REACTIONS TO CURRENT PRODUCT LABEL

Likes

Si l l d l b l h 

Dislike

• Simple, uncluttered l

a

b

els

t

hat Th i i 

present the key information on the front in large/readable text

• There i

s no consisten

• Cannot easily compa

d

• Clear communication of the 

number of hours of protection

pro ucts

• Confusing because c

 d k 

• Information about the specific 

insects repelled

consumers d

o not kn

about the active ingrT h fi i

• Identify the type and strength of 

active ingredients

•

Too much fine print

• Visuals• C i i f “ i f Communication

of “appropriate for

families”
REACTIONS TO CURRENT PRODUCT CLAIM

Likes

Cl i h i d 

Dislike

•Cl

aims

t

hat use actions wor

d

s Cl i h 

such as “protect” and “repel” and then state the specific type 

f i

•Cl

aims

t

hat are vag

and non-specific

of insect

• In

cludes f

or up to “x” hou

r

s

• Claims that are wo•Claims that focus o

c udes o up to ou s

reapplication mess

•Cl i th t 

Cl

aims th

at use su

or unsubstantiated 
APPEAL OF CURRENT INSECT REPELLENT PRODUC

Most Helpful/Informative Claims

 Repels ____ Repels for up to hours

Neutral Cla

Repels ___ for up to ___ hours

 Protects against ___(insert name) Protects against for up to hours

 All day protection Over ___ hours of max

 Protects against ___ for up to ___ hours ___ hour protection

 Reapply after ___ hour Repels biting insects fo Up to ___ hours of prot

 Repels bloodsucking insect pests

 Provides up to ___ hou

 Effective dependable protection

Least Helpful/Informative Claims

 Avoid over-application Re-apply after ___ hou

 Effective dependable protection Pleasant protections, effective for ___ 

hours

 Hours of protection Repeat application as necessary Frequent re-application is unnecessary
MOST PREFERRED EFFICACY MARKS

Bugs Alternate C

 Most communicative 

because it is easy to read 

 Most visually ap

and straightforward to interpret

 Like the shape a It is neat looking 

 Conveys important 

information in both words and visuals

organized
LEAST PREFERRED EFFICACY MARKS

S

 Easy to 

Lines/Bars

 Too difficult to 

 Design 

fashiondull



interpret



0

-8 scale is not dull

 There a



0 8 scale is not labeled Circle Pairs

 Least 

preferred 

because it is too difficult to read and interpret
REACTIONS TO RF FACTOR

Preferen

insect a

pro

R F

15

R F

40

R F

80

Assume higher RF 

number means greater 

prot ti ec on

Initially confusing
PROTECTION TIME AND VARIABILITY ISSUE

• Based on personal experiences, 

und t d t ti ti ill ders

tand pro

tection time

will v

• Stated hours of protection serve 

Protection Time 

Expectations

guideline, not an absolute

• Human Factors:

- Sensitivity to bites- Personal chemistry

Variabilit

y Factors

•

S tuat o a acto s ituatio

n

al Facto

r

s

- Location - Weather conditions - Time of day

y
NEXT STEPS

NATIONAL CONSUMER ONLINE SURVEY

Identify motivators 

and barriers to 

Obtain reactions 

and preferences 

Deter

cons

insect repellent 

use

p

to alternative 

efficacy marks

receptiv

rating s