INSECT REPELLENTPRODUCT LABELINGFOCUS GROUP FINDINGSPRESENTATIONOVERVIEWPhase 1A series of 10 consumer focus groups to test various versions ofpesticide efficacy marksPhase 2A national online consumer survey to determine consumerpreferences1RESEARCH OBJECTIVESUnderstand insect repellent purchase behaviorsDetermine insect repellent information needsObtain reactions to current insect repellent productlabels and claimsObtain reactions to EPA sample efficacymarksyExplore expectation for protection time andvariability issues2REASONS FOR USING INSECT REPELLENTSpecificoutdoori /Avoid discomfortcaused by insectoccasions/activitiescaused by insectbites or stingsWh iWhyuseinsectrepellents?Preventdisease/illness3BARRIERS TO INSECT REPELLENTForgetfulnessDislike for thesmell, taste andBarriers toinsect repellentfeeluseEffect ofchemicalsonthee ca s o t ehuman body andthe environment4INSECT REPELLENT PURCHASE BEHAVIORSBrand reputationStrength ofactiveingredientRecommendationsfrom friends andfamilyInsect RepellentPurchaseDecision DriversLastingeffectivenessMethod ofapplicationTypes ofinsectsrepelledPrice5MOST IMPORTANT LABELING INFORMATION• Type of bugs protected against• Hours of protection•Active ingredientPrimaryS t d/ t d•Scented/unscented• Waterproof• Reapply after “x” hoursSecondary, but still• Expiration date• Safety warningsimportant6SAMPLE PRODUCTS7REACTIONS TO CURRENT PRODUCT LABELSLikesSi l l d l b l hDislikesTh i i i l b li•Simple,uncluttered labelsthatpresent the key information on thefront in large/readable text•Thereisnoconsistencyinlabeling• Cannot easily compare acrossd• Clear communication of thenumber of hours of protectionproucts• Confusing because claims vary ord k h• Information about the specificinsects repelledconsumersdonotknowenoughabout the active ingredientsT h fi i• Identify the type and strength ofactive ingredients•Toomuch fineprint• VisualsC i i f “ i f•Communicationof “appropriateforfamilies”8REACTIONS TO CURRENT PRODUCT CLAIMSLikesCl i h i dDislikesCl i h l•Claimsthatuseactionswordssuch as “protect” and “repel”and then state the specific typef i•Claimsthatarevague,generaland non-specificof insect• Includesforupto“x” hours• Claims that are wordy•Claims that focus on ac udes o up to ou sreapplication messageCl i th t bj ti d•Claimsthatusesubjectivewordsor unsubstantiated claims9APPEAL OF CURRENT INSECT REPELLENT PRODUCT CLAIMSMost Helpful/Informative ClaimsRepels ____Repels for up to hoursNeutral ClaimsRepels___for up to___hoursProtects against ___(insert name)Protects against for up to hoursAll day protectionOver ___ hours of maximum protectionProtects against___for up to___hours___ hour protectionReapply after ___ hoursRepels biting insects for ___ hoursUp to ___ hours of protectionProvides up to ___ hours of protectionRepels bloodsucking insect pestsEffective dependable protectionLeast Helpful/Informative ClaimsAvoid over-applicationRe-apply after ___ hoursEffective dependable protectionPleasant protections, effective for ___hoursHours of protectionRepeat application as necessaryFrequent re-application is unnecessary10MOST PREFERRED EFFICACY MARKSBugsAlternate CircleMost communicativebecause it is easy to readMost visually appealingand straightforward tointerpretLike the shape and colorsIt is neat looking andConveys importantinformation in both wordsand visualsorganized11LEAST PREFERRED EFFICACY MARKSSquareEasy to understandLines/BarsToo difficult toDesign is oldfashioned, boring anddullinterpret0-8 scale is notdullThere are no visuals08 scale is notlabeledCircle PairsLeastpreferredbecause it is toodifficult to read andinterpret12REACTIONS TO RF FACTORPreference for type ofinsect and hours ofprotectionR F15R F40R F80Assumehigher RFnumber means greatert tiproeconInitially confusing13PROTECTION TIME AND VARIABILITY ISSUES• Based on personal experiences,d t d t ti ti illunderstandprotectiontimewillvary• Stated hours of protection serve as aProtection TimeExpectationsguideline, not an absolute• Human Factors:- Sensitivity to bites- Personal chemistry•Situational FactorsVariabilityFactorstuat o a acto s- Location- Weather conditions-Time of dayy14NEXT STEPSNATIONAL CONSUMER ONLINE SURVEYIdentify motivatorsand barriers toObtain reactionsandpreferencesDetermineconsumerinsect repellentusepto alternativeefficacy marksreceptivity to RFrating system15