US Environmental Protection Agency

Office of Pesticide Programs




Product Labeling Consumer

 Survey Report 

  20 
October 2011 

INSECT REPELLENT PRODUCT LABELING 

CONSUMER SURVEY REPORT 

 

Environmental Protection Agency 

 

Prepared by: 

SHUGOLL RESEARCH 

7475 Wisconsin Avenue, Suite 200 

Bethesda, Maryland 20814 

(301) 656-0310 

www.shugollresearch.com 
Section Page 

MANAGEMENT SUMMARY 1 

 Background 2 

 Key Findings 3 

 Recommendations 7 

STUDY OVERVIEW 8 

 Objectives 9 

 Methodology 10 

DETAILED FINDINGS 11 

 Insect Repellent Product Usage 12 

 Reactions to Efficacy Marks: Circle, Square and Bugs 31 

 Reactions to Efficacy Marks Shown on a Sample Product 42 

 Reactions to RF Efficacy Mark 48 

APPENDIX A: Respondent Profile A-1 

Table of Contents 
MANAGEMENT SUMMARY 
BACKGROUND 

 The Environmental Protection Agency (EPA), Office of Pesticide Programs (OPP) is in the process of developing and testing 

pesticide efficacy marks to assist consumers in the purchasing of insect repellent products. Market research was 

conducted to better understand consumer needs and preferences regarding insect repellent product labeling. 

 Specifically, a two-phased research effort was conducted. 

– Phase 1 was conducted May-August 2010 and included a series of 10 consumer focus groups among 

light/infrequent product users, heavy users, parents and general users in four geographic markets: Bethesda, MD, 

Tampa, FL, Norwalk, CT and Minneapolis, MN. The findings from this research directed the refinement of the 

efficacy mark designs and informed the questionnaire for the online survey conducted in Phase 2. 

– This report presents the key findings from Phase 2, a national online survey evaluating four possible efficacy marks 

(Circle, Square, Bugs and RF Factor). 

 

 

 

Management Summary 

2 

CIRCLE SQUARE BUGS 
KEY FINDINGS 

Insect Repellent Product Usage 

 The majority of consumers are solely responsible for purchasing insect repellent (64%), while one-third share this 

responsibility with others (36%). Consumers primarily purchase insect repellent to avoid itching and feeling 

uncomfortable caused from insect bites (48%), or for disease protection (46%). 

 Most consumers use insect repellent most (39%) or some of the time (33%) when they are going to be outdoors, 

although 1 in 6 (16%) report using repellents every time they’re outdoors. One in 10 (12%) rarely use insect repellents.

– Consumers are most likely to use insect repellent if they’re in wooded areas (63%) and/or if they’re starting to get 

bitten (56%). Households with children are more likely to use insect repellent for nearly every occasion than 

households without children. 

 Major barriers to insect repellent usage include forgetfulness (40%), outside for too short a period of time (36%), and a 

dislike for the smell (33%) and the greasy feel (31%). 

 On average, consumers report purchasing insect repellent 2.87 timers per year. 

– Households with children purchase insect repellent more often than those without children (3.59 versus 2.59 

times per year). 

 Most consumers (71%) have looked at product labels when shopping for insect repellents. 

– Heavy and moderate users of insect repellents have looked at product labels more often than light users. 

Similarly, men have looked at product labels more often than women. 

Management Summary 

3 
 On an unaided basis, consumers report the most important information they’re looking for is related to safety and the 

amount of DEET and other chemicals in the product. However, when presented with a list of potential pieces of 

information (aided), consumers indicate they are most concerned with knowing the types of insects repelled (73%), active 

ingredients (68%), safety warnings (66%) and the number of hours of protection (64%). 

– Older consumers (45+) are particularly curious about the active ingredients, while younger consumers are most 

interested in the number of hours of protection and whether the product is waterproof. 

Reactions to Efficacy Marks 

 Consumers were initially exposed to three efficacy marks on a rotating basis. Overall, the Circle efficacy mark is the most 

well received followed by Bugs and then Square. 

– The Circle design is most effective at conveying the intended message that the product repels mosquitoes and 

ticks for 4 hours (60%), followed by Bugs (41%) and Square (37%). 

 Both Circle and Bugs are highly rated on key attributes including attention getting, helpful and easy to understand. 

Square consistently received lower ratings. 

– Specific strengths of the Circle mark include its visual images (67%) , overall design (60%), color scheme (53%) 

and font/size of type (51%). 

– Similarly, consumers primarily applaud Bugs for its visuals images (66%) and, to a lesser extent, the overall design 

(45%), color scheme (45%) and font/size of type (47%). 

– With regard to Square, consumers are most likely to like the font/size of type (49%) and the color scheme (46%). 

Management Summary 

4 
 Overall, the majority of consumers indicate there is nothing they dislike about the Circle (72%) or Bugs (66%) efficacy 

marks. The main weakness or dislike of the Square efficacy mark is the overall design (28%), the visual image (20%), 

the shape (17%) and the color scheme (16%). 

 When shopping for an insect repellent product, consumers are most likely to look for and consider the information 

presented in the Circle mark (84%), followed by Bugs (79%) and Square (62%). 

– And when asked to rank the designs, most consumers rate Circle as most helpful (69%), followed by Bugs (20%) 

and Square (11%). 

Reactions to Efficacy Marks Shown on a Sample Product 

 Circle continues to be the preferred efficacy mark when shown on a sample product. 

– Initially, consumers were shown their preferred efficacy mark on a sample product. All three efficacy marks are 

rated highly in terms of being attention getting and easy to read. 

– Then, consumers were shown all three efficacy marks on a sample product. When viewing all three designs on 

sample products, most consumers rate the Circle design (68%) as most helpful followed by Bugs (18%) and 

Square (14%). 

 Consumers clearly understand that the number in each of the efficacy marks (2, 4 or 8) refers to the number of hours of 

protection. Most indicate they would choose M8/T8 when watching a child’s soccer game (54%) followed by M4/T4 

(35%) and M2/T2 (9%). 

Management Summary 

5 

Insect 

Repellent

Insect 

Repellent

Insect 

Repellent
Reactions to RF Efficacy Mark 

 

 The RF efficacy mark is not well received. 

– Consumers are generally unsure what RF means. One in 7 consumers (14%) indicate it means repel/repellent 

factor or force. 

 The consumer subgroups who are most likely to be unsure what RF means include those aged 25 years or 

older, high school graduates, Hispanics and African Americans. 

– Further, most consumers do not find the RF mark attention getting (47%), helpful (29%) or easy to understand 

(24%). 

 Half (50%) indicate there is nothing that they like about the design. Fewer than one-third like the font/size of 

type (28%), the color scheme (24%) or the overall design (22%). 

 Consumers dislike the overall design (31%) and many express confusion regarding the meaning of RF (27%). 

Most Preferred Efficacy Mark 

 Consistent with previous findings, consumers continue to strongly prefer the Circle design when presented with all four 

options on a sample product (68%), followed by Bugs (17%), Square (13%) and RF (2%). 

Management Summary 

6 

R F 

15

R F 

40

R F 

80
IMPLICATIONS AND RECOMMENDATIONS 

 Consumers report purchasing insect repellent products on a regular basis (2.87 times per year) primarily to avoid 

itching and feeling uncomfortable caused from insect bits or disease protection. These products are most frequently 

used when consumers are in wooded areas and/or are getting bitten. Most have looked at the product labels when 

shopping for insect repellents and are seeking information related to types of insects repelled, active ingredients, safety 

warnings, and number of hours of protection. This behavior supports the benefit of adding an efficacy mark to all insect 

repellent products that will allow consumers to readily determine the type of insects repelled as well as the number of 

hours of protection. 

 Based solely on the findings of this research, it is recommended that the EPA /OPP consider adopting the Circle efficacy 

mark. The research findings clearly indicate that the Circle efficacy mark is the most effective at conveying the intended 

message (repels mosquitoes and ticks for 4 hours) and is the overwhelmingly preferred option among consumers. 

Specifically, consumers rate the Circle design highly on key attributes: attention getting, helpful and easy to understand. 

Further, the majority like the visual images, overall design and the color scheme. 

Management Summary 

7 
STUDY OVERVIEW 

8 5 
 The Environmental Protection Agency (EPA), Office of Pesticide Programs (OPP) is in the process of developing pesticide 

product labels to assist consumes in comparing and the efficacy and safety of available products. Market research among 

consumer pesticide users was conducted to better understand consumer needs and preferences. 

 The EPA contracted with SRA International, Inc. and Shugoll Research to conduct a two-phased research effort: 

– Phase 1: A series of 10 consumer focus groups to test various versions of pesticide efficacy markets 

– Phase 2: A national online consumer survey to determine consumer preferences 

 This report presents the findings from a national online survey to determine the effectiveness of possible efficacy marks. 

The survey was conducted August 18-30, 2011. 

 Specifically, this research was designed to: 

– Determine product usage 

– Obtain reactions to efficacy marks: Circle, Square, Bugs 

– Obtain reactions to efficacy marks shown on a sample product 

– Obtain reactions to RF Factor mark 

Objectives 

9 
 A national online survey was the methodology employed for this study. A convenience sample was drawn from members of 

a national consumer Internet panel. Although the Internet panel is not a nationally representative probability sample, it was 

as representative as possible of individuals at least 18 years of age in the United States. 

 Respondents were screened to meet the following criteria: 

– Solely responsible or share in the responsibility in the decision making process of purchasing insect repellent 

– Have purchased insect repellent at least one time in the past year 

– 18 years old or older 

 The total sample size was 3000 resulting in findings that are statistically reliable within plus or minus 1.8 percentage points 

at the 95 percent confidence level. 

Methodology 

10
DETAILED FINDINGS 

 

11
Insect Repellent Product Usage 

 

12
Base: All respondents 

Q.1: Which of the following best describes your role in purchasing insect repellent products for your household? 

Figure XX: Single Segment Bar Chart 

Solely Responsible

64%

Share Responsibility

36%

Role in Purchasing Insect Repellent

 (n=3000) 

Figure 1: Responsibility for Purchasing Insect Repellent 

Most consumers are solely responsible for purchasing insect repellents. 

13
Base: All respondents 

Q.2: In the past year, how many times have you purchased insect repellent products? 

Figure XX: Single Segment Bar Chart 

0

20

40

60

80

100

28 31

27

9

5

Total (n=3000)

1 time 2 times 3 or 4 times 5 or 6 times

Figure 2: Frequency of Purchasing Insect Repellent 

On average, consumers purchase insect repellent 2.87 times per year. 

14

More than 6 times

Mean: 2.87 
CHILDREN IN 

HOUSEHOLD 

NO CHILDREN IN 

HOUSEHOLD 

FREQUENCY OF PURCHASING INSECT REPELLENT PAST YEAR N=941 N=2049 

Mean 3.49 2.59 

1 time 17% 34%

2 times 27% 32%

3 or 4 times 34% 23%

5 or 6 times 13% 7%

More than 6 times 9% 4%

Base: All respondents 

Q.2: In the past year, how many times have you purchased insect repellent products? 

Note: Highlighted regions indicate a significant difference at the 95 percent confidence level. 

Figure 2a: Frequency of Purchasing Insect Repellent 

 by Children in the Household 

Households with children purchase insect repellent products more often than households without children. 

152 
Base: All respondents 

Q.3: What is the primary reason you use insect repellent products? 

Figure XX: Single Segment Bar Chart 

Avoid itching and feeling 

uncomfortable caused 

from insect bites

48%

Protect against getting a 

disease carried by 

mosquitoes, ticks or other 

insects 

46%

Get rid of bugs

3%

Other

3%

Reasons for Purchasing Insect Repellent

(n=3000) 

Figure 3: Primary Reasons for Using Insect Repellent 

Consumers purchase insect repellent to avoid itching caused from insect bites and for disease protection. 

16
Base: All respondents 

Q.4: How often do you use insect repellent when you are going to be outdoors? 

Figure XX: Single Segment Bar Chart 

Every time

16%

Most of the time

39%

Some of the time

33%

Rarely

12%

Frequency of Using Insect Repellent When Outdoors

(n=3000) 

Figure 4: Frequency of Using Insect Repellent When Outdoors 

Most consumers use insect repellent most or some of the time when they are going to be outdoors. Approximately 

1 out of 6 consumers (16%) use repellent every time they’re outdoors.

17
0

20

40

60

80

100

63

56

47 44

26

1

5

Total (n=3000)

Base: All respondents 

Q.5: Under what circumstances do you usually apply insect repellent? 

Note: Total adds up to more than 100% because respondents were able to choose more than one answer. 

Figure XX: Multi-Segment Bar Chart Figure 5: Occasions for Using Insect Repellent 

18

If I‟m going to be 

in a wooded area

If I‟m starting 

to get bitten

If I‟m going to be 

outdoors all or 

most of the day

If I‟m going to be 

on or near 

the water

Anytime I‟m 

going to be 

outdoors

Participating in 

athletics

Other

Consumers are most likely to use insect repellent if they’re in the woods and/or if they’re getting bitten. Secondary 

occasions include spending significant amounts of time outdoors and/or spending time on or near water. 
CHILDREN IN 

HOUSEHOLD 

NO CHILDREN 

IN HOUSEHOLD 

OCCASIONS FOR USING REPELLENT PRODUCTS N=941 N=2049 

If I’m going to be in a wooded area 69 60

If I’m starting to get bitten 59 55

If I’m going to be outdoors all or most of the day 55 44

If I’m going to be on or near the water 53 40

Anytime I’m going to be outdoors 33 22

Base: All respondents 

Q.5: Under what circumstances do you usually apply insect repellent? 

Note: Highlighted regions indicate a significant difference at the 95 percent confidence level. 

Figure 5a: Occasions for Using Insect Repellent 

 by Children in the Household 

 

Consistent with their higher rate of product purchasing, households with children are more likely to use insect 

repellent for nearly all occasions than households without children. 

19
0

20

40

60

80

100

40

36 33 31

23 22

12

6

5 2

6

3

Total (n=1342)

Base: Asked to respondents that use insect repellent some of the time or rarely when going to be outdoors. 

Q.6: Why do you not use insect repellent more often? 

Note: Total adds up to more than 100% because respondents were able to choose more than one answer 

Figure XX: Multi-Segment Bar Chart Figure 6: Reasons for Not Using Insect Repellent More Often 

20

I usually 

just forget

I‟m outside 

for too 

short a 

period of 

time

I don‟t 

like the 

smell

I don‟t 

like the 

greasy 

feel

I don‟t 

usually get 

bitten by 

insects

I think the 

chemicals 

are 

harmful

I think 

DEET 

is 

harmful

Forgetfulness is the primary barrier to insect repellent usage, followed by short periods of outside exposure, and a 

distaste for the smell and greasy feel of the product. Confusion surrounding product labels is not a significant 

barrier. 

I „m not 

sure which 

one to 

purchase

I don‟t 

think 

they 

work

Other Don‟t 

know

I find the 

labels 

confusing
MODERATE 

USERS 

(Use Most or 

Some of the time) 

LIGHT 

USERS 

(Rarely Use) 

BARRIERS TO PRODUCT USAGE N=980 N=362 

I usually just forget 43 33

I’m outside for too short a period of time 38 32

I don’t usually get bitten by insects 19 34

Base: Asked to respondents that use insect repellent some of the time or rarely when going to be outdoors. 

Q.6: Why do you not use insect repellent more often? 

Note: Highlighted regions indicate a significant difference at the 95 percent confidence level. 

Figure 6a: Reasons for Not Using Insect Repellent More Often 

 by Frequency of Usage 

 

Moderate users of insect repellents are more likely than light users to forget to apply insect repellent or are outside 

for short period of time. 

Conversely, light users don’t use insect repellent more often because they rarely get bitten by insects.

21
Base: All respondents. 

Q.7: Have you ever looked at the product labels when shopping for insect repellents? 

Figure XX: Single Segment Bar Chart 

Yes

71%

No

23%

Don't know

6%

Total (n=3000) 

Most consumers have looked at the product labels when shopping for insect repellents. 

22

Figure 7: Looked at Product Labels When Shopping for 

Insect Repellents 
HAVE READ 

PRODUCT LABEL 

HAVE NOT READ 

PRODUCT LABEL 

USAGE BEHAVIOR 

Heavy User 78% 19% 

Moderate User 68% 26%

Light User 53% 37%

GENDER 

Men 73% 22%

Women 70% 25%

Base: All respondents. 

Q.7: Have you ever looked at the product labels when shopping for insect repellents? 

Note: Highlighted regions indicate a significant difference at the 95 percent confidence level. 

Figure 7a: Looked at Product Labels When Shopping for Insect 

Repellents text 

Heavy and moderate insect repellent users are more likely to examine product labels than light users. 

Similarly, men are more likely than women to read insect repellent labels. 

23
0

20

40

60

80

100

20 20

16

10 8 8

4

Total (n=2142)

Base: Asked to respondents that look at the product labels when shopping for insect repellents. Unaided/open-ended response. 

Q.8: What is the most important piece of information you look for on the label of insect repellent products? Please be specific. 

Figure XX: Multi-Segment Bar Chart 

24

Safety Amount of 

DEET

Chemicals 

used/ 

ingredients

Effectiveness/ 

protection/ 

guarantee to 

kill/repel 

insects

When asked on an unaided basis, consumers indicate the most important information they look for on the label is 

related to safety and the amount of DEET and chemicals in the product. Type of insect and duration are not 

frequently mentioned as important information on an unaided basis. 

Types of 

insects/bugs it 

is used for

Allergic 

reactions/side 

effects/ 

health warnings

Duration/how 

long it will last

Figure 8: Most Important Piece of Information Looked For 

on the Label of Insect Repellent Products 

(Unaided) 
0

20

40

60

80

100

3 3 3 3 2 2 2

Total (n=2142)

Base: Asked to respondents that look at the product labels when shopping for insect repellents. Unaided/open-ended response. 

Q.8: What is the most important piece of information you look for on the label of insect repellent products? Please be specific? 

Figure XX: Multi-Segment Bar Chart 

Figure 8: Most Important Piece of Information Looked For 

on the Label of Insect Repellent Products 

(Unaided) (Cont’d) 

25

Application 

instructions/ 

directions

Smell Active 

ingredient

Environmentally 

friendly/ 

all natural

DEET-free Feel of the 

product/not 

greasy/sticky

Waterproof
0

20

40

60

80

100

2 1 1

6

2

Total (n=2142)

Base: Asked to respondents that look at the product labels when shopping for insect repellents. Unaided/open-ended response. 

Q.8: What is the most important piece of information you look for on the label of insect repellent products? Please be specific. 

Figure XX: Multi-Segment Bar Chart 

Figure 8: Most Important Piece of Information Looked For 

on the Label of Insect Repellent Products 

(Unaided) (Cont’d) 

26

Brand name Price / cost Amount of DDT Other Don‟t know
PURCHASE 

ONCE 

PURCHASE 

TWICE 

PURCHASE 

3-4 TIMES 

PURCHASE 

5+ TIMES 

INFORMATION CONCERNS N=537 N=642 N=616 N=347 

Safety 16% 21% 24% 17% 

Amount of DEET 22% 20% 21% 16% 

Chemicals used/ingredients 21% 15% 16% 13% 

Base: Asked to respondents that look at the product labels when shopping for insect repellents. Unaided/open-ended response. 

Q.8: What is the most important piece of information you look for on the label of insect repellent products? Please be specific. 

Note: Highlighted regions indicate a significant difference at the 95 percent confidence level. 

Figure 8a: Most Important Piece of Information Looked For on 

the Label of Insect Repellent Products (Unaided) 

Infrequent insect repellent purchasers (once in past year) are more likely to be concerned about the amount DEET 

or chemicals than those who purchase insect repellent products more often. 

27
0

20

40

60

80

100

73

68 66 64

48 47 45

41

25

1

Total (n=2142)

Base: Asked to respondents that look at the product labels when shopping for insect repellents. 

Q.9: What information do you look for on the insect repellent product label? 

Note: Total adds up to more than 100% because respondents were able to choose more than one answer. 

Figure XX: Multi-Segment Bar Chart 

Figure 9: Types of Information Looked For on Insect 

Repellent Product Label (Aided) 

28

Types of 

insects 

repelled

Active 

ingredients

Safety 

warnings

Number of 

hours of 

protection

When presented with a list of potential pieces of information on a product label, consumers indicate they are most 

likely to be looking for information related to the types of insects repelled, active ingredients, safety warnings and 

the number of hours of protection when reading product labels. 

Scented/ 

unscented

Waterproof Instructions 

on when 

to reapply

Expiration 

date

Other 

ingredients

Other
18-24 25-34 35-44 45-54 55-64 65+ 

AGE n=298 N=424 N=391 N=370 N=309 N=350 

Active ingredients 58% 62% 66% 73% 74% 73%

Number of hours of protection 72% 68% 62% 68% 60% 57% 

Waterproof 62% 57% 48% 45% 40% 29%

Base: Asked to respondents that look at the product labels when shopping for insect repellents. 

Q.9: What information do you look for on the insect repellent product label? 

Note: Highlighted regions indicate a significant difference at the 95 percent confidence level. 

Figure 9a: Types of Information Looked For on Insect Repellent 

Product Label (Aided) by Age 

Older consumers (45 years +) are more likely than younger consumers to be concerned about the active 

ingredients. 

Conversely, younger consumers (18-34 year olds) are more likely than older consumers to be concerned about the 

number of hours of protection and whether the product is waterproof. 

29
0

20

40

60

80

100

44 44

38

32

11 10 9 7

4

1

Total (n=2142)

Base: Asked to respondents that look at the product labels when shopping for insect repellents. 

Q.10: Which two of these pieces of information are most important to you? 

Note: Total adds up to more than 100% because respondents were able to choose more than one answer 

Figure XX: Multi-Segment Bar Chart 

Figure 10: Two Most Important Pieces of Information on 

Insect Repellent Labels 

30

Active 

ingredients

Type of 

insects 

repelled

Safety 

warnings

Number of 

hours of 

protection

When asked to identify the two most important pieces of information, consumers specify the types of insects 

repelled and active ingredients followed by safety warnings and the number of hours of protection. 

Scented / 

unscented

Waterproof Expiration 

date

Instructions 

on when to 

reapply

Other 

ingredients

Other
Reactions to Efficacy Marks 

 

31

Circle Square Bugs 
0

20

40

60

80

100

60

7

7

5

3 3 2

1 1

9

2

37

6

21

7

1

3

13

1 2

5

3

41

12 14

8

5

1

6 6

1

5

2

Circle (n=1016) Square (n=963) Bugs (n=1021)

Base: All respondents. Respondents shown one of three Efficacy Marks on a rotating basis. Unaided/open-ended response. 

Q.11: What do you think this symbol means? 

Figure XX: Multi-Segment Bar Chart Figure 11: Interpretation of Efficacy Marks 

32

Repels 

mosquitoes 

and ticks 

for 4 hours

Generic 

duration 

against 

insects 

(insects not 

specified)

Repels for 

4 hours 

(no 

mention 

of insects) 

Repels 

insects for 

4 hours 

(insects not 

specified)

Circle is the most effective mark at conveying the intended message: Repels mosquitoes and ticks for 4 hours. 

Repels 

mosquitoes 

and ticks 

(no mention 

of duration)

Positive 

response 

Generic 

duration 

(no mention 

of insects)

Repels 

insects 

(insects not 

specified and 

no mention 

of duration)

Repels 

mosquitoes 

and ticks 

(generic 

mention of 

duration)

Other Don‟t 

know
CIRCLE SQUARE BUGS 

AGE N=1016 B=963 N=1021 

18-24 70% 50% 49%

25-34 59% 38% 47% 

35-44 61% 39% 35%

45-54 54% 32% 42%

55-64 63% 39% 35%

65 or Older 59% 27% 35%

Base: All respondents. Respondents shown one of three Efficacy Marks on a rotating basis. Unaided/open-ended response. 

Q.11: What do you think this symbol means? 

Note: Highlighted regions indicate a significant difference at the 95 percent confidence level. 

Figure 11a: Correct Interpretation of Efficacy Mark by Age: 

Repels Mosquitoes and Ticks for 4 Hours 

Young consumers, 18-24 year olds, are the most likely to correctly interpret Circle and Square and the least likely 

to correctly interpret Bugs. 

33
0

20

40

60

80

100

72

45

62 71

53

67

71

58

71

19

25

24

20

27

23 18

25

20

91

70

86

91

80

90 89

83

91

Describes Very Well Describes Somewhat Well 

Base: All respondents. 

Q.12: How would you rate this efficacy mark on the following attributes? 

Note: Percentages represent a 4 or 5 on a 5 point scale where 5 is “Describes Very Well” and 1 represents “Does Not Describe At All.”

Figure XX: Multi-Segment Bar Chart 

34

ATTENTION GETTING HELPFUL 

Circle and Bugs receive higher ratings than Square on all three key attributes: Attention Getting, Helpful and Clarity. 

EASY TO UNDERSTAND 

Figure 12: Ratings of Efficacy Marks on Key Attributes 
0

20

40

60

80

100

67

60

53 51

43

4 5

28

25

46 49

17

4

19

66

45 45 47

26

4 7

Circle (n=3000) Square (n=3000) Bugs (n=3000)

Base: All respondents. 

Q.13: What, if anything, do you particularly like about this efficacy mark? 

Note: Total adds up to more than 100% because respondents were able to choose more than one answer. 

Figure 13: Positive Reactions to Efficacy Marks Figure XX: Multi-Segment Bar Chart 

35

The visual 

images

Consumers specifically like the visual images, overall design, color scheme and font/size of type of the Circle and 

Bugs efficacy marks. In addition, consumers like the overall shape of the Circle design. 

Far fewer consumers rate the visual image and overall design of the Square efficacy mark highly. 

The overall 

design

The color 

scheme

The font/size of 

type

The shape Other Nothing
HEAVY 

USERS 

(Use 

Every 

Time) 

MODERATE 

USERS 

(Use Most or 

Some of the 

Time) 

LIGHT 

USERS 

(Rarely 

Use) 

HEAVY 

USERS 

(Use 

Every Time 

MODERATE 

USERS 

(Use Most 

or Some of 

the Time) 

LIGHT 

USERS 

(Rarely 

User) 

HEAVY 

USERS 

(Use 

Every Time 

MODERATE 

USERS 

(Use Most 

or Some of 

the Time) 

LIGHT 

USERS 

(Rarely 

Use) 

CIRCLE SQUARE BUGS 

SPECIFIC LIKES N=1658 N=980 N=362 N=1658 N=980 N=362 N=1658 N=980 N=362 

Visual Images 69% 66% 62% 31% 26% 20% 68% 64% 60%

Overall design 62% 59% 55% 27% 22% 23% 48% 41% 40%

Color scheme 56% 52% 44% 49% 43% 40% 49% 42% 37% 

Font/size of type 53% 50% 46% 50% 48% 45% 48% 47% 42%

Shape 46% 42% 32% 21% 13% 11% 30% 22% 19% 

Base: All respondents. 

Q.13: What, if anything, do you particularly like about this efficacy mark? 

Note: Highlighted regions indicate a significant difference at the 95 percent confidence level. 

Figure 13a: Positive Reactions to Efficacy Marks 

by Usage Behavior 

Across all three efficacy marks, heavy users of insect repellents are more likely to respond positively to each 

design than light users. 

36
0

20

40

60

80

100

9 8

7

5

4

2 0

3

72

28

16 17 20

9

2

4 3

44

12

9 9

7 6

1 1

3

66

Circle (n=3000) Square (n=3000) Bugs (n=3000)

Base: All respondents. 

Q.14: What, if anything, do you particularly dislike about this efficacy mark? 

Note: Total adds up to more than 100% because respondents were able to choose more than one answer. 

Figure XX: Multi-Segment Bar Chart Figure 14: Negative Reactions to Efficacy Marks 

37

The visual 

images

The majority of consumers note that there is nothing they dislike about the Circle or Bugs efficacy marks. 

Consumers dislike the overall design, visual images, color scheme and shape of the Square mark. 

The overall 

design

The color 

scheme

The font/size 

of type

The shape Not clear/ Other Nothing

confusing

No visuals/ 

lack of 

graphics
0

20

40

60

80

100

55

32

46

28

30

33

83

62

79

Extremely Likely Somewhat Likely

Base: All respondents. 

Q.15: Now that you have seen this efficacy mark, how likely would you be to look for and consider the efficacy mark information in making a purchase of an insect repellent product? 

Note: Percentages represent a 4 or 5 on a 5 point scale where 5 is “Extremely Likely” and 1 represents “Not At All Likely.”

Figure XX: Multi-Segment Bar Chart 

Figure 15: Likelihood of Purchasing Insect Repellent Based 

on Efficacy Mark Information 

38

Consumers are most likely to look for and consider the information on the Circle efficacy mark when 

purchasing insect repellent products, followed by the Bugs and Square designs. 
CIRCLE SQUARE BUGS 

USAGE BEHAVIOR N=3000 N=3000 N=3000 

Heavy Users

(Use every time) 86% 65% 82%

Moderate Users

(Use Most or some of the time) 81% 59% 76%

Light Users 

(Rarely Use) 76% 54% 69%

Base: All respondents. 

Q.15: Now that you have seen this efficacy mark, how likely would you be to look for and consider the efficacy mark information in making a purchase of an insect repellent product? 

Note: Highlighted regions indicate a significant difference at the 95 percent confidence level. 

Figure 15a: Likelihood of Purchasing Insect Repellent Based 

on Efficacy Mark Information by Usage Behavior 

Heavy users of insect repellents are the most likely to look for and use the information of any of the three efficacy 

designs when purchasing insect repellent products. 

39
0

20

40

60

80

100

69

11

20

18

19

63

13

70

17

Most Helpful Second Most Helpful Least Helpful

Base: All respondents (n=3000). 

Q.24: Please rank the 3 efficacy mark in terms of how helpful they would be if you were shopping for insect repellent? 

Figure XX: Multi-Segment Bar Chart Figure 16: Most Helpful Efficacy Mark 

40

The Circle design is overwhelmingly rated as the most helpful efficacy mark. 
MOST 

HELPFUL 

SECOND 

MOST 

HELPFUL 

LEAST 

HELPFUL 

EDUCATION LEVEL 

High School Graduate 74% 17% 9%

Some College 68% 17% 15%

College Degree 68% 18% 14%

Graduate Degree 66% 18% 15%

Base: Respondents that chose Circle Efficacy Mark as their most preferred. 

Q.24: Please rank the 3 efficacy mark in terms of how helpful they would be if you were shopping for insect repellent? 

Note: Highlighted regions indicate a significant difference at the 95 percent confidence level. 

Figure 16a: Circle as the Most Helpful Efficacy Mark 

 by Education Level 

While Circle is rated as the most helpful efficacy mark among all educational subgroups, consumers with a high 

school education are particularly likely rate this design as the most helpful efficacy mark. 

41
Reaction to Efficacy Marks Shown 

on a Sample Product 

 

42

Insect 

Repellent

Insect 

Repellent

Insect 

Repellent
0

20

40

60

80

100

74 66

60 70

62 57

20

20 28

21

22 31

94

94 81 92

93 57

Describes Very Well Describes Somewhat Well

Base: All respondents – Preferred efficacy mark identified in Q.24 shown on sample product. 

Q.25: How would you rate this efficacy mark on the following attributes? 

Note: Percentages represent a 4 or 5 on a 5 point scale where 5 is “Describes Very Well” and 1 represents “Does Not Describe At All.”

 Respondents were shown the efficacy mark they rated most helpful. 

Figure XX: Multi-Segment Bar Chart 

43

Consumers were shown their preferred efficacy mark on a sample product. All three designs are rated attention 

getting, and clear and easy to read. 

Figure 17: Ratings of Preferred Efficacy Mark Shown on 

a Sample Product 

Insect 

Repellent

Insect 

Repellent

Insect 

Repellent

ATTENTION GETTING CLEAR AND EASY TO READ 
Base: All respondents. 

Q.26: When viewing all three product-sized versions on a product label, which one would be most helpful to you when shopping for an insect repellent? 

Figure XX: Single Segment Bar Chart 

Circle

68%

Square

14%

Bugs

18%

Most Helpful Efficacy Mark 

(n=3000) 

Consumers rate Circle as the most helpful efficacy mark when exposed to all three designs on a sample product. 

44

Figure 18: Most Helpful Efficacy Mark Product Label When 

Shopping for Insect Repellents 

Insect 

Repellent

Insect 

Repellent

Insect 

Repellent
CIRCLE SQUARE BUGS 

AGE 

18-24 73% 11% 16% 

25-34 72% 11% 18% 

35-44 70% 11% 19% 

45-54 66% 15% 18% 

55-64 69% 14% 18% 

65 or older 61% 21% 18% 

Base: All respondents. 

Q.26: When viewing all three product-sized versions on a product label, which one would be most helpful to you when shopping for an insect repellent? 

Note: Highlighted regions indicate a significant difference at the 95 percent confidence level. 

Figure 18a: Most Helpful Efficacy Mark on a Product Label 

by Age 

Circle is rated as the most helpful efficacy mark among all age subgroups, particularly among younger consumers. 

 With regard to the other design marks, older consumers (65 +) are more likely than their younger counterparts to 

rate Square as the most helpful. 

Insect 

Repellent

Insect 

Repellent

Insect 

Repellent

45
Base: All respondents – Three versions shown on most helpful product sample identified in Q.26. 

Q.27: You are comparing several insect repellent products, and are looking for a product to use while watching your child‟s soccer game. Based solely on the specified hours of 

protection, which product would you choose? 

Note: Respondents were shown the efficacy mark they rated most helpful. 

Figure XX: Single Segment Bar Chart 

M8/T8

54%

M4/T4

35%

M2/T2

9%

None of these

2%

Most Helpful Version of Efficacy Mark 

(n=3000) 

Most consumers would choose the product that offers 8 hours of protection for watching a child’s soccer game 

followed by 4 hours of protection. 

46

Figure 19: Hours of Protection Most Likely to Choose for 

Watching a Child’s Soccer Game 

Insect 

Repellent

Insect 

Insect Repellent

Repellent
Base: All respondents – M6/T2 and M0/T6 shown on most helpful product sample identified in Q.26. 

Q.28/29: How would you interpret the following? 

Note: Respondents were shown the efficacy mark they rated most helpful. 

Figure XX: Single Segment Bar Chart 

93%

4%

2% 1%

The product repels 

mosquitoes for 6 

hours and repels ticks 

for 2 hours (93%)

The product works for 

approximately 6 hours 

(4%)

The product works for 

approximately 2 hours 

(2%)

Don't know (1%)

Interpretation of Hours of Protection on Most Helpful Efficacy Mark 

(n=3000) 

Regardless of the most helpful design, consumers clearly understand how to interpret the number of hours of 

protection on all three efficacy marks. 

47

Figure 20: Interpretation of the Hours of Protection on the 

Most Helpful Efficacy Mark 

93%

3%

2% 1%1%

The product repels ticks for 6 

hours and does not work on 

mosquitoes (93%)

The product works for 

approximately 6 hours (3%)

The product repels ticks for 6 

hours and also works on 

mosquitoes for 6 hours (2%)

The product works for an 

average of 3 hours (1%)

Don't know (1%)

Insect 

Repellent

Insect 

Repellent

Insect 

Repellent Insect 

Repellent

Insect 

Repellent

Insect 

Repellent
Reactions to RF Factor 

 

48

R F 

15

R F 

40

R F 

80
0

20

40

60

80

100

14

8

5 4

2 1 1

14

50

Total (n=3000)

Base: All respondents. Unaided/open-ended response. 

Q.30: What do you think RF Means? 

Note: Total adds up to more than 100% because respondents were able to give more than one answer. 

Figure XX: Multi-Segment Bar Chart Figure 21: Interpretation of RF Factor (Unaided) 

49

Repel/ 

Repellent 

factor/force 

Strength of 

product/ 

repellent/ 

chemicals/ 

potency 

Related to 

the sun‟s 

rays/sun 

protection/ 

sunscreen/ 

sun block 

Repel/ 

Repellent 

for 

Half of the consumers are unsure what RF means. About 1 in 7 consumers (14%) indicate RF means 

repel/repellent factor or force. 

Degree of 

protection

Repels 

fleas/flies/ 

insects 

Duration 

time/repel 

hours/time 

frame

Other Don‟t know/ 

not sure 

what RF 

means

Insect 

Repellent

R F 

15

Insect 

Repellent

R F 

40

Insect 

Repellent

R F 

80
UNSURE OF THE 

MEANING OF RF 

AGE 

18-24 42%

25-34 50%

35-44 50%

45-54 51%

55-64 50%

65 or older 53%

EDUCATION LEVEL 

High School Graduate 56%

Some College 49%

College Degree 48%

Graduate Degree 43%

ETHNIC/RACIAL BACKGROUND 

Hispanic 56%

Asian 46%

Black or African American 61%

White, Non Hispanic 47% 

Base: All respondents. Unaided/open-ended response. Other 49%

Q.30: What do you think RF Means? 

Note: Highlighted regions indicate a significant difference at the 95 percent confidence level. 

Figure 21a: Those Unsure what RF Means 

by Age, Education Level and Racial Background 

The consumer subgroups who are most likely to be unsure of what RF means include consumers 25 years or older, 

high school graduates, Hispanics and African Americans. 

50
0

20

40

60

80

100

47

29

24

Total (n=3000)

Base: All respondents. 

Q.31: How would you rate this labeling approach on the following attributes? 

Note: Percentages represent a 4 or 5 on a 5 point scale where 5 is “Describes Very Well” and 1 represents “Does Not Describe At All.”

Figure XX: Multi-Segment Bar Chart 

Figure 22: Ratings of RF Factor Efficacy Mark on Key 

Attributes 

51

Attention getting

Consumers do not rate the RF efficacy mark highly on key attributes: Attention getting, Helpful and Easy to 

Understand. 

Helpful Easy to understand

Insect 

Repellent

R F 

15

Insect 

Repellent

R F 

40

Insect 

Repellent

R F 

80
ATTENTION 

GETTING HELPFUL 

EASY TO 

UNDERSTAND 

USAGE BEHAVIOR N=3000 N=3000 N=3000 

Heavy Users

(Use every time) 51% 34% 30%

Moderate Users

(Use Most or some of the time) 44% 21% 16% 

Light Users 

(Rarely Use) 42% 22% 18% 

Base: All respondents. 

Q.31: How would you rate this labeling approach on the following attributes? 

Note: Highlighted regions indicate a significant difference at the 95 percent confidence level. 

Figure 22a: Ratings of RF Factor Efficacy Mark on Key 

Attributes by Usage Behavior 

Similar to the other efficacy designs, Heavy users of insect repellents are more likely than moderate and light 

users to find the RF efficacy mark attention getting, helpful and easy to understand. 

Insect 

Repellent

Insect 

Repellent

Insect 

Repellent

R F 

15

R F 

40

R F 

80

52
0

20

40

60

80

100

28

24 22

3

50

Total (n=3000)

Base: All respondents. 

Q.32: What, if anything, do you particularly like about this approach? 

Note: Total adds up to more than 100% because respondents were able to choose more than one answer. 

Figure 23: Positive Reactions to RF Mark Figure XX: Multi-Segment Bar Chart 

53

The font/size of type

Half of the consumers indicate there is nothing that they like about the RF mark. 

The color scheme The overall design Other Nothing

Insect 

Repellent

R F 

15

Insect 

Repellent

R F 

40

Insect 

Repellent

R F 

80
FONT/SIZE OF TYPE COLOR SCHEME OVERALL DESIGN 

USAGE BEHAVIOR N=3000 N=3000 N=3000 

Heavy Users

(Use Every Time) 30 27 25

Moderate Users

(Use Most or Some of the Time) 26 21 18

Light Users 

(Rarely Use) 25 19 16

Base: All respondents. 

Q.32: What, if anything, do you particularly like about this approach? 

Note: Highlighted regions indicate a significant difference at the 95 percent confidence level. 

Figure 23a: Positive Reactions to RF Mark 

 by Usage Behavior 

Insect 

Repellent

Insect 

Repellent

Insect 

Repellent

R F 

15

R F 

40

R F 

80

Again, heavy users of insect repellents are more likely than moderate and light users to like specific aspects of the 

RF design including the font/size of type, the color scheme and the overall design. 

54
0

20

40

60

80

100

31

27

16 15

7

31

Total (n=3000)

Base: All respondents. 

Q.33: What, if anything, do you particularly dislike about this approach? 

Note: Total adds up to more than 100% because respondents were able to choose more than one answer. 

Figure XX: Multi-Segment Bar Chart Figure 24: Negative Reactions to RF Mark 

55

The overall design

Consumers are most likely to dislike the overall design, and 1 in 4 complain they are unsure how to interpret 

the mark. 

Unclear meaning/ 

don‟t know what 

RF means

The color scheme The font/size 

of type

Other Nothing

Insect 

Repellent

R F 

15

Insect 

Repellent

R F 

40

Insect 

Repellent

R F 

80
0

20

40

60

80

100

68

17

13

2

Total (n=3000)

Base: All respondents. 

Q.34: Overall, which one of these product-sized efficacy marks do you find the most helpful? 

Figure XX: Multi-Segment Bar Chart Figure 25: Most Preferred Efficacy Mark on Sample Product 

56

Consumers continue to prefer the Circle design when evaluating all four efficacy marks. 

Insect 

Repellent

Insect 

Repellent

Insect 

Repellent

Insect 

Repellent

R F 

15
CIRCLE SQUARE BUGS RF FACTOR 

AGE N=2046 N=504 N=396 N=54* 

18-24 73% 10% 17% 0%

25-34 71% 10% 18% 1%

35-44 68% 11% 18% 3%

45-54 67% 15% 16% 3%

55-64 70% 12% 16% 2%

65 or older 62% 21% 16% 2%

Base: All respondents. 

Q.34: Overall, which one of these product-sized efficacy marks do you find the most helpful? 

Note: Highlighted regions indicate a significant difference at the 95 percent confidence level. 

Figure 25a: Most Preferred Efficacy Mark on Sample Product 

by Age and Ethnic/Racial Background 

 

While Circle is the most preferred efficacy design among all consumers subgroups, there is a notable difference 

among age cohorts. 

 Older consumers (65+) are the least likely age cohort to prefer Circle and the most likely to prefer 

Square. 

Insect 

Repellent

Insect 

Repellent

Insect 

Repellent

Insect 

Repellent

R F 

15

57
Demographics 

 

A-1 
Total 

Gender N=3000 

Male 50%

Female 50%

Age N=3000 

Mean age: 45.3 years 

18-24 13% 

25-34 19% 

35-44 18% 

45-54 18% 

55-64 15% 

65 or older 17% 

Time Spent Outdoors Weekly N=3000 

Average time spent outdoors per week 8.86 hours 

Less than 1 hour 3%

1 to 2 hours 11% 

3 to 5 hours 25%

6 to 10 hours 28%

11 to 15 hours 15% 

More than 15 hours 18% 

A-2 

Q.S1: Are you: 

Q.S2: Which of the following categories includes your age? 

Q.35: Approximately, how much time do you spend outdoors on a weekly basis? 

Respondent Profile 
Total 

Frequency of Outdoor Activities N=3000 

Never Rarely Occasionally Regularly 

Walking or hiking 7% 13% 39% 41% 

Sports 44% 23% 22% 11% 

Biking 42% 23% 25% 10% 

Hunting or fishing 48% 22% 22% 8%

Canoeing/kayaking / 

boating 57% 25% 14% 4%

Golfing 68% 14% 12% 6%

Tennis 68% 18% 10% 4%

Working outside 8% 13% 34% 45%

Camping 42% 26% 25% 7%

Currently Married or Living with a Significant Other N=3000 

Yes 59%

No 41% 

Children Under 18 Living at Home N=3000 

Yes 31% 

No 69%

A-3 

Q.36: How often, if ever, do you engage in the following activities? 

Q.37: Are you currently married or living with a significant other? 

Q.38: Do you have children under 18 living at home? 

Respondent Profile 
Total 

Adults in Household N=3000 

Mean adults in household: 2.13 

1 21% 

2 56%

3 15% 

4 or more 8%

Children in Household N=3000 

Mean children in household: 1.83 

1 47% 

2 35%

3 12%

4 or more 6%

Education Level N=3000 

Some high school or less 2%

High school graduate 23%

Some college 34%

College graduate 24% 

Some graduate school 5%

Graduate or professional degree 12%

A-4 

Q.39: Including yourself, how many adults and children under the age of 18 are living in your household? 

Q.40: What was the last grade of school your completed? 

Respondent Profile 
Total 

Employment Status N=3000 

Employed full time 35%

Employed part time 12%

A homemaker 10% 

A student 7%

Retired 22%

Not currently employed 14% 

Household Income N=3000 

Mean household income: $56,800 

Under $25,000 23%

$25,000 to $49,999 33%

$50,000 to $74,999 21% 

$75,000 to $99,999 11% 

$100,000 to $149,999 9%

$150,000 to $199,999 2%

$200,000 or more 1%

A-5 

Q.41: Are you...?

Q.40: What is your total annual household income before taxes? 

Respondent Profile 
Total 

Hispanic or Latino Origin N=3000 

Yes 14% 

No 86%

Racial Background N=3000* 

American Indian or Alaska Native 2%

Asian 5%

Black or African American 10% 

Native Hawaiian or Other Pacific Islander 1%

White 85%

A-6 

Q.43: Are you? 

Q.44: To ensure that we have a balanced sample, what I your racial background? 

* Total adds up to more than 100% because respondents were able to choose more than one answer. 

Respondent Profile