INSECT REPELLENT PRODUCT LABELINGFOCUS GROUP REPORTEnvironmental Protection AgencyPrepared by:ySHUGOLL RESEARCH7475 Wisconsin Avenue, Suite 200Bethesda, Maryland 20814(301) 656-0310September 21, 2010www.shugollresearch.comTable of ContentsSectionPageMANAGEMENT SUMMARY1Background2Key Findings2Next Steps5STUDY OVERVIEW6Objectives7M th d l g8MethodologyLimitations10KEY FINDINGS BY OBJECTIVE11Understand Insect Repellent Purchase Behaviors 12Determine Insect Repellent Information Needs 21Obtain Reactions to Current Insect Repellent Product Labels 26D t i A l f C t I t R ll t P d t Cl i31DetermineAppealof Current Insect Repellent Product ClaimsObtain Reactions to Instituting an Efficacy Mark 36Obtain Reactions to EPA Sample Efficacy Marks 38Explore Expectations forProtection Time and Variability Issues47APPENDIX A: Respondent ProfileA-1Management Summary1Management SummaryBACKGROUNDThe Environmental Protection Agency (EPA),Office of Pesticide Programs is in the process of developing and testing pesticideefficacy marks to assist consumers in the purchasing of insect repellent products. Market research was conducted to betterunderstand the consumer needsand preferences regarding insect repellent product labeling.Specifically, a two-phased research effortis underway. This report presents the key findings from the Phase 1, a series of 10f d t d i f hi k t B th d MD T FL N lk CT d Mi li MNconsumerfocusgroupsconducted infourgeographicmarkets:Bethesda,MD,Tampa,FL,Norwalk,CTand Minneapolis,MN.Four consumer segments were included in the research: light/infrequent product users, heavy users, parents and generalusers.KEY FINDINGSValue of a Standard Efficacy Labeling ProgramConsumers indicate that there is currently no consistent standard of measurement for evaluating the efficacy and safety ofinsect repellents. Information and claims on current insect repellent labels are widely variable, confusing and are not alwayseasy to read or understand. Product claims are often perceivedas too vague to be of use toconsumers who need to rely onthem to make informed buying or product usage decisions.A consistent standard of measurement for evaluating theefficacy and safety of insect repellents would be of valueto consumers because it would help them make more informedbuying and product usage decisions. Therefore, EPA shouldcontinue its efforts to introduce such a system into themarketplace.“Easier understanding. When you go into a store andlook at the shelf and you can figure out exactly whatyou want with more ease than looking through a myriad of confusing labels.” (Tampa, Heavy User)“For me, it’s [efficacy mark] like a guideline on how touse the product. You might have a different one forgoing out in the deep woods as opposed to hanging out in the afternoon at my mom’s house... you mightb diff f b i i b k d fi h if ’ i id ll k d ”buyadifferentoneforbeinginyourbackyardatyourcampfirethanifyou’recampingoutsideallweekend.”(Minneapolis, Parent)2Management SummaryDesired Product Labeling InformationFirst and foremost, consumers want insectrepellent labels to communicate the specific number of hours of efficacy for theproduct, the specific insects the product repels, and the precisepercentage of active ingredientin the product. These datamust be presented in a sizeable, clear fontand placed on the front of the package.They also would like manufacturers touse visuals that are eye appealing and relevant to the situationaluse of insect repellents. Therefore, it is critical for anyrevised labeling system to include these specific data pointsand criteria in an easy to read format on the front of thepackage where all is visible. Secondarily, but still important,consumers would like to knowif the products are scented orfragrance free, if they are waterproof, and if theyare family friendly. Also, presenting importantinformation imbedded in apoor contrasting graphic design or using a small font, or placingit on the back of the package are examples of less effectivecommunication formats.Reactions to Current InsectRepellent Product ClaimsClaims that begin with verbs such as repelsor protects are preferred. It is also important for claims to list the specific insectsthat will be repelled or from what insects consumers will be protected. In addition, claims should include the number ofhours of effectiveness, if they are to beuseful to consumers. EPA should consider claims such as “Repels _____for up to______hours” or alternatively, “Protects against _____for up to ____hours.” Consumerreceptivity to these claims should bevalidated in the national consumer survey to be conducted inPhase 2. Vague, general or unsubstantiated claims such as“long lasting protection” or “effective dependable protection” and wordy claims do not provide consumers with specificenough information, in a user-friendly format to guide consumerpurchase or usage behavior for insect repellents. Therefore,these types of claims are less preferred.3Management SummaryPreferred Efficacy MarksCurrently, consumers can not quickly assess the effectiveness,appropriate use, or safety of insectrepellent products. Therefore, anefficacy mark would be welcomed by consumers, since it wouldfacilitate their ability to obtain the information they want andneed about insect repellents. Of the efficacy marks tested inthis research, the “Bug” and “Alternative Circle” designs mosteffectively communicate insect repellent efficacy information and do so in a visually appealing way. These two efficacymarks effectively communicate because they use a combinationof words, numbers, graphic symbols, color and design toattract the reader’s attention and convey needed information ina simple, direct, organized, and time efficient manner.Therefore, Shugoll Research recommends that consumer receptivity to the “Bug” and “Alternative Circle” efficacy marks befurther tested in Phase 2 (national consumer survey) in order to validate these qualitative findings.Reaction to RF (Repellent Factor) Efficacy Rating SystemConsumers admit they have to be educated about RFs and howto interpret them to compare the efficacy and safety ofdifferent insect repellents. Based on the sunscreen product industry and its use of SPFs, consumers intuit that the higher RFnumbers are, the stronger and longer lasting the products willbe. Consumers, however, express preference for a labelingsystem that provides hours of effectiveness against specificinsects. Therefore, Shugoll Research recommends measuringconsumer receptivity to a RF system in Phase 2 (national consumer survey). If EPA chooses to proceed with a RF-typesystem, it needs to understand that introduction of this typeof efficacy platform will require an investment of publiceducation dollars to familiarize the publicwith how to interpret the information.Barriers to Regular Insect Repellent UsageSome consumers need to be reminded or even educated to use insect repellents regularly. Increasing awareness of theimportance and efficacy of using insect repellents would be helpful. Those who purposefully donot use insect repellent moreregularly don’t like that the products are greasy and smelly, while others hesitatebecause the products contain chemicalsh b li h l h f h d h i A l b li ff h ill h lthattheybelievearenothealthyforhumansandtheenvironment.Anylabelingeffortthatwill helpconsumerscompare4Management Summaryactive ingredient percentages across products will be reassuringto consumers. The goal isto mitigate concerns about thepresence of the chemical(s) and educate consumers about the potential harmful effects from bug bites so that they will beencouraged to use insectrepellent when needed.Consumer Expectations Regarding Protection Time and Variability IssuesConsumers appear to have reasonable expectations regarding protection time and variability. They do not expect insectll t t t t th f ll bit th th t d d b f bit C l l ti lrepellentstoprotect themfromall bites;rathertheyexpectareducednumberof bites.Consumersarealsorelativelyconservative about believing cited efficacy hours because they knowefficacy is based on a number of variables. They tend tore-apply some time before the hour is upor precisely when the cited time is up, immediately after participating in an activitythat might have diluted the repellent or whenthey feel the bugs start biting again.Therefore, as long as product labelsinclude hours of effectiveness, whether or not theproduct is waterproof, etc., consumers are acceptingofproduct variancesp pg pand can manage their re-application timing to achieve optimal effectiveness.NEXT STEPSShugoll Research, in conjunction with EPAstaff, will develop a questionnaire for a national consumer survey to address thefollowing topic areas:– Identify motivators and barriers to insect repellent product use– Obtain consumer reactions and preferences to alternative efficacy marks–Determine consumer receptivity to RF rating system5Study Overview6ObjectivesThe Environmental Protection Agency (EPA), Office of Pesticide Programs is inthe process of developing and testingpesticide product labels to assist consumers in comparing theefficacy and safety of available products. Market researchamong consumer pesticide users was recommended and initiated to better understand consumer needs and preferences.The EPA contracted with SRA International, Inc. and Shugoll Research to conduct a two-phased research project:– Phase 1: A series of 10 consumerfocus groups to test various versions of pesticide efficacy marksPhase 2: A national online consumer survey to determine consumer preferences–This report presents the findings from the initial phase of 10 consumer focus groups. Specifically, Phase 1 was designed toaddress the following objectives:– Understand insect repellent purchase behaviors– Determine insect repellent information needs– Obtain reactions to current insect repellent product labels– Determine appeal of currentinsect repellent product claims– Obtain reactions to instituting an efficacy mark– Obtain reactions to EPA sample efficacy marks– Explore expectation for protection time and variability issues7MethodologyQualitative research in the form of focus groups was the recommended methodology.Focus groups allow for an in-depthexploration of consumer behaviors and perceptions as well as reactions to stimuli.A total of 10 focus groups were conducted in four geographic markets: Bethesda, MD, Tampa, FL, Norwalk, CT, andMinneapolis, MN. Each focus groupdiscussion lasted 90 to 120 minutes.FOCUSGROUP COMPOSITIONAUDIENCE SEGMENT:May 13 & 19Bethesda, MDAugust 10Tampa, FLAugust 11Norwalk, CTAugust 12Minneapolis, MNTOTALLight/Infrequent Users1 group 1 group 1 group - 3 groupsHeavy Users1 group 1 group - 1 group 3 groupsParents1 group - 1 group 1 group 3 groupsGeneral Users1 group - - - 1 groupTOTAL4 groups 2 groups 2 groups 2 groups 10 groups8Methodology (Cont’d)Shugoll Research, in conjunction with EPA staff, developeda screening questionnaire to ensure consumers met the targetaudience specifications. A total of 12 consumers were recruitedper group to ensure 8 to 10 participated. A group of 8 to 10participants is considered optimal for focus group researchparticipants is considered optimal for focus group research.In order to qualify for study participation, respondents:– Could not be involved professionally with advertising, public relations, market research or the manufacturing ormarketing of insect repellent– Had to be the primary decision maker for the purchasingand use of insect repellent or share that responsibilityequally with someone else– Had to spend time outdoors at least occasionally– Could not say they refuse to use insect repellentbecause they think the chemicals or DEET are harmful– Had to have children 10 years or younger to participate in the parent groups– Qualified for the heavy user groups if they used insectrepellent at least most of the time, and qualified for thegeneral/infrequent user groups if they didn’t use insect repellent or their usewas light i.e., sometimes or rarely.general/infrequent user groups if theydidn t use insect repellent or their uswas light i.e., sometimes or rarely.– Had to be comfortable expressing themselves in a group environment– Had to have at least a high school diploma– Represented a mix of demographic characteristics includinggender, education, employment and household incomeg p gg p yA total of 92 consumers participated in the research. A summary of the respondent profile may be found in Appendix A.Shugoll Research developed a topic guide to ensure each discussion remained focused on the agreed upon objectives of thestudy. Client approval of the topic guide was received prior tothe conduct of the focus groups. Minor revisions were made tothe topic guide upon completion of the first four focus groups.9LimitationsA qualitative research methodology seeks to develop directionsrather than quantitatively precise or absolute measures.The limited number of respondents involvedin this type of research means the study should be regarded as exploratory innature and the results used to generate hypotheses formarketing decision making and further testing The nonstatisticalnature,and the results used to generate hypotheses for marketing decision making and further testing.The non-statisticalnature of qualitative research means the results cannot be generalized to the population under study with a known level ofstatistical precision.10Key Findings11Understand Insect Repellent PurchaseBehaviors12Insect Repellent Purchase Behaviors – Heavy UsersHeavy/frequent users of insect repellent use the product regularly because they spenda lot of time outdoors or are prone tobug bites.– Use of insect repellent is all year round in some locales such as Florida, often depends onthe outdoor surroundings oractivities, and typically increases at night because bug activity is more prevalent.– Heavy users tend to purchase productsthat are “strong,” or that provide “long acting protection against everything.”Heavy users use insect repellent both because thebugs are annoying and because they carry disease–.“I am a magnet for mosquitoes and my whole family can be outside and not get bitten, but I have them allover me. So I use it almost every time I go outside to gardenor take the dogs for a walk...”(Bethesda, Heavy User)“I use it year round for the nuisance issue...I’m even more conscious of it when you hear things on the newsabout encephalitis...” (Tampa, Heavy User)“When I’m running or hanging out in the backyard because I go out a lot in the evenings when it cools off,and that’s when everything comes out”(Tampa Heavy User)and that s when everything comes out.(Tampa,Heavy User)“I use it all the time because we’re always going tomovies in the park.” (Minneapolis, Heavy User)13Insect Repellent Purchase Behaviors –Light/Infrequent UsersLight/infrequent users of insect repellentsuse the product primarily when specificsituations dictate the need such as whenthey engage in outdoor activities near wooded areas or water.– Insect repellent is typically not top-of-mind for these consumersand they often forget to put iton or bring it with them.“When you go somewhere you forget to take itwith you.” (Tampa, Infrequent/Light User)“I just completely forget until I get bit. It just doesn’t cross my mind to have it...doesn’t cross my mind to bepremeditated about it.” (Norwalk, Infrequent/Light User)– When they do remember to bring their insect repellent, theyare more apt to remember to apply it at night, or whenthey are near wooded areas or areas surrounded bywater, since these environments attract more bugs.“It’s one of those things that sitsin the bathroom cabinet for years”(Bethesda Infrequent/Light User)s one of those things that sits.(Bethesda,Infrequent/Light User)“ If I know I’m going outdoors like for a picnic, or camping,or if we’re going to the park and we’re going to bethere later.” (Tampa, Infrequent/Light User)“I do think of it in more wooded areas and water areas If we’re just outside in a normal area I don’t thinkI do think of it in morewooded areas and water areas.If we re just outside in a normal area,I don t thinkabout it.” (Norwalk, Infrequent/Light User)14Insect Repellent Purchase Behaviors – ParentsParents are conflicted about their use of insect repellent productson their children.–They are conscientious about using insect repellent on their children and yet many express reservations about usingThey are conscientious about using insectrepellent on their children and yet,many express reservations about usinginsect repellents on their children because of concerns about the chemicals these products contain.– As a result, parents find the so called“natural” products appealing for their kids. This is because they worry aboutpurchasing products with high concentrations of DEET.“I’ d ith f th i g di t d I’ g i g f th llt l t ff ight S h t“I’mconcernedwithsomeof theingredients,andsoI’mgoing fortheall-naturalstuffrightnow.So,whynotjust go with the natural stuff that again? It’s not100%, but it cuts down and I’m not spreading chemicals onthe kids.” (Bethesda, Parent)“Especially if they’re playing a lotof sports, if they’re out, I try tospray them before they go.”(Norwalk, Parent)“I’m even more careful now because about fouryears ago my oldest son got Lyme Disease.”(Norwalk, Parent)“I ll th h h t ff b t f kid I ill Ski t ti thi th t i t i ”“Iusuallyusetheharsherstuff,but formykidsIwilluseSkintastic,somethingthat isnotasaggressive.”(Minneapolis, Heavy User)Parents also use insect repellents on themselves for specific situations such as going camping ,playing outdoor sports orrecreating near wooded and wet areas warrant the use of these products.– However, parents are typically less deliberate about usinginsect repellents for themselves than for their children.“We don’t use it in town, but when we are camping, we have to.” (Minneapolis, Parent)“I use it on the kids more often. I mean I don’t like getting bites and I don’t like the itching, but I don’t likehaving that stuff on me as much.So I put it on the kids because I’m more concerned about them.”(Minneapolis, Parent)15Insect Repellent Purchase Behaviors – Reasonsto Use ProductInspect repellents are used to prevent illnessand discomfort caused by bites or stings.Consumers are aware that certain insects carry potentially deadly diseases–.“[I use it] to not get a disease like malaria or stuff from mosquito bites.” (Bethesda, Heavy User)“I worry about the West Nile...Where we are, we are rightnext to the woods where we camp and stuff. It justmakes me nervous.”(Minneapolis,Parent)p, )“The Lyme disease with the ticks, and the younger thekids are, the more I’m concerned with the discomfortfrom the itching because they can’t handle it as well.” (Bethesda, Parent)“There was Equestrian disease that was transferred bya mosquito, and the baby died. So I’m now majorlyaware.” (Tampa, Infrequent/Light User)– In addition, they want to avoid the itching and pain experienced from bug bites and stings.“It maybe stings, nobody enjoys that. Painis not a good thing.” (Bethesda, Heavy User)“To avoid the bites and the reactions that set in. I want to have a good night’s sleep without scratchingmyself, getting an irritation. It’ s just not [worth] being miserable.” (Tampa, Infrequent/Light User)16Insect Repellent Purchase Behaviors – PurchaseDriversConsumers base their purchasing decisions on a variety of factors including brand reputation, strength of the activeingredient, lasting effectiveness, types ofinsects repelled, price, method of application (i.e., spray, wipes, aerosol/pump,etc ) and recommendations from friends and familyetc.),and recommendations from friends and family.– Most consumers do not make their purchase decisions basedsolely on the information found on the labels of insectrepellent products.“Because I’m looking for quality and brand name, alot of people use it.” (Bethesda, Heavy User)“They are all relatively safe within reason, soI go by the brand.” (Tampa, Heavy User)“I look at the package first that I’vebeen drawn to, and then I read [thelabel].” (Minneapolis, Heavy User)“I usually go with the highest percentage of DEET”(Bethesda Heavy User).(Bethesda,Heavy User)“[if it says 8 hours it means] from the time I put it on, it should last me eight hours before I have to reapplyit.” (Bethesda, Heavy User)“How long it last like 2 hours or 8 hours or something”(Bethesda Infrequent/Light User)How long it last,like 2 hours or 8 hours or something.(Bethesda,Infrequent/Light User)“Normally it tells you...it covers ticks, it covers, this, itcovers chiggers. So that’s the other thing I’m lookingfor, what insects does it dealwith.” (Bethesda, Heavy User)“What insects is it going to repel”(Bethesda Infrequent/Light User).(Bethesda,Infrequent/Light User)“I like the spray stuff. It’s a lot easier and you don’t have to rub it all in.” (Bethesda, General User)“We’ve gone to having wipes so we can have them in the car.” (Norwalk, Parent)“Sometimes by word of mouth, friends and family tellyou what product they use.” (Bethesda, Heavy User)17Insect Repellent Purchase Behaviors –Label Reading – 1Most consumers do not thoroughlyread the ingredient labels on insect repellent products because they do not understandwhat the chemical ingredients are, they have fears about the toxicity of the ingredients, andthey are not even sure aboutwhich ingredients repellentsshould contain in order to be effective and safe.– Consumers acknowledge insect repellents probably containchemicals that they perceive are not healthy for them.However, the threats of discomfort and illness that come from bug bites often outweigh the risks associated with thechemicals.“I have no idea what any of thosethings do.” (Bethesda, Heavy User)“I am not well informed as to what the ingredients are ininsect repellent and I don’t know what should be inthere.” (Bethesda, Heavy User)“I don’t know what the ingredients mean, you know, so I don’t look for it for that purpose.”(Bethesda, Heavy User)“The bite far outweighs the chemical.” (Tampa, Heavy User)“I’d rather have a chemical on me than get bitten and I’m scratching and itching for three days.”(Tampa, Heavy User)“I look at it [label], get it, hoping it works because...it’s hard to tell right by a label exactly how it’s actuallygoing to work.”(Minneapolis, Parent)going to work. (Minneapolis, Parent)18Insect Repellent Purchase Behaviors –Label Reading – 2Some consumers are curious about the inert ingredients in insect repellent.–While consumers generally recognize DEET is the most common active ingredient several express some curiosityWhile consumers generally recognize DEETis the most common active ingredient,several express some curiosityregarding the inactive ingredients.“They all have the main ingredient and then 75% ofother ingredients. What the heck are the otheringredients?” (Tampa, Heavy User)“You don’t really know what all the ingredients are.” (Bethesda, General User)“This one says,’Now with Gerinol.’ What is Gerinol?There should be an asterisk with an explanation.”(Bethesda, General User)Several consumers erroneously infer that a lack of productregistration means the product is inherently safe to use.– One sample product included a statement regarding exemption from EPA registration which led several consumers toassume that the product is safe.“It doesn’t have to be tested or regulated so it eithermeans there is some loophole or it means it’s a lotIt doesn t have to be tested or regulated...so it either means there is some loophole,or it means it s a lotsafer and it doesn’t need anytesting.” (Bethesda, Parent)“It means it’s plants and it’s safe. You know you’re safe.’ (Tampa, Heavy User)“To me, it means there’s nothing in there to test. It doesn’t have a dangerous chemical...but we only haveTo me, it means there s nothing in there to test. It doesn t have a dangerous chemical...but we only havethe company’s word for that – that itis safe.” (Bethesda, General User)19Insect Repellent Purchase Behaviors – BarriersBarriers to regular use ofinsect repellents include:ForgetfulnessEffect ofh i l thBarriersto UseDislike for thesmell, tasteand feelchemicalsonthehuman body andthe environment– Many of the barriers have to do with intrinsic product qualities/attributes, and are not profound emotional deterrents.Consumers mostly complain about the products being oily/greasy and smelling bad.“I just completely forget until I get bit. It just doesn’t cross my mind...” (Norwalk, Infrequent/Light User)“The smell, the taste.” (Norwalk, Infrequent/Light User)“It’s oily and greasy and it stinks.” (Tampa, Infrequent/Light User)“The lotion feels horrible. You sweat and it getsin your eyes.” (Bethesda, Infrequent/Light User)“Well some people are scared of the chemicals...” (Tampa, Heavy User)“The idea of poison and longterm effects”(Norwalk Parent)-...(Norwalk,Parent)“Just the feel of having sticky fingers and sticky hands.” (Bethesda, General User)20Determine Insect Repellent InformationNeeds21Insect Repellent Information NeedsConsumers want the label on an insect repellent to clearly cite the strength or amountof DEET/other active ingredient in theproduct, which insects will be repelled, and how long the protection will last in hours so they will know when to re-apply.They’re also interested in knowing if it’s waterproof and if itis scented or unscentedre also interested in knowing if it s waterproof and if it is scented or unscented.– Using established industry criteriato provide information on the strengthof the product would be helpful to theconsumer because it communicates effectiveness.3⁄4Consumers want an effective, long acting product as long as it is safe.“Usually the percentage of the DEET.” (Tampa, Heavy User)“The strength of concentration of theingredient.” (Bethesda, Heavy User)“I imagine it would have to bestronger to last long so maybe it will repel a little bit better”...I imagine it would have tobe stronger to last long,so maybe it will repel a little bit better.(Tampa, Heavy User)– Consumers prefer longer acting products so they do nothave to re-apply as often.3⁄4Providing the number of hours of protection allows consumers to determine which product will last longest andalso allows them to estimate whenand how often the product will have to be re-applied during an outing.“From the time I put it on, it should last me eight hours before I have to reapply it.” (Bethesda, Heavy User)“How long it lasts, like two hours or eight hoursor something.” (Bethesda, Infrequent/Light User)“Lasts ‘X’ amount of time.”(Bethesda, Heavy User)“It seems that the number would gauge the hours. Likeif it said one, it would be one hour, two for twohours, four for four hours, eight for eight hours...” (Tampa, Heavy User)“In the summertime you go out swimming, soI need to know if it’s going tostay on in the water. Do you haveto re-spray?” (Minneapolis, Heavy User)22Insect Repellent Information Needs3⁄4Many do not believe that the communicated number of hours is a sure thing. Therefore, they tend to beconservative and reapply prior tothe indicated expiration hour.“I usually don’t believe it will lastthe full 8 hours.” (Tampa, Heavy User)– Consumers like when a product can protect them against multiple types of insects. Naming the different insects theuser will be protected against helps shoppers determine if the product they buy will meet all their needs.“I look for all purpose, can kill more insects, mosquitoes, all in one or three in one instead of [having] to buythree different products.” (Bethesda, Heavy User)“I like to know what it’s doing.Is it mosquitoes, ticks, everything?” (Minneapolis, Heavy User)“What they say it’s going to deter bitingthe crap out of you.” (Tampa, heavy User)– Cosmetic information including: if the product is scented, ifit is greasy, and if it is waterproof are important toconsumers. In fact, consumer complaints about insect repellentproducts often focus on these issues.“I look for something that is going to stay on when I’m running because I really don’t like for it to come offwhen I sweat.” (Tampa, Heavy User)“It’s oily sometimes.” (Bethesda, General User)“Whether it’s odorless or odor free”(Norwalk Infrequent/Light User)Whether it s odorless or odor free.(Norwalk,Infrequent/Light User)“In the summer time you go out swimming,so I need to know if it’s going tostay on in the water, do you haveto re-spray?” (Minneapolis, Heavy User)23Insect Repellent Information NeedsIn addition, standard safety information, instructions on when to reapply, and an expiration date should also appear on thepackage.– Even though consumers feel it is important to include this information on the package,these data are not what theylook for first when purchasing insect repellent.Consumers want key information presentedin a clear and concise manner in bigprint on the front of the package soimportant data pointsare readily visible.– Consumers do not want to have to read the“fine print” to get the information they need.“It should pop out at you. You shouldn’t have toreally look for it.” (Minneapolis, Parent)“Use a bigfont.”(Bethesda, HeavyUser)( y)“Make it easy to read.” (Tampa, Infrequent/Light User)“The ones that are clearly labeled are easier to read. If I have to look toolong to figure it out, I put it back.”(Norwalk, Parent)Consumers prefer that both the language and visuals beused to communicate information about insect repellents.– They have mixed opinions about the type of visuals that should be used on the labels.Some want pictures of thespecific insects the product protects them against, othersprefer pictures of the surroundings/situations where insectrepellent is needed e g woods campgrounds etc and parents express an interest in visuals that communicate therepellent is needed e.g.,woods,campgrounds,etc.,and parents express an interest in visuals that communicate theproducts are family friendly.“Probably [should have] a picture ofthe insects.” (Minneapolis, Parent)“If it can have pictures or symbols...to make me want to pick the product up to read the label to see whatadditional information it may have.”(Bethesda, Infrequent/Light User)24Insect Repellent Information NeedsSummary: Most Important Labeling Information• Type of bugs protectedagainstP iagainst• Hours of protection• Active ingredientPrimary• Scented/unscented• Waterproof• Reapply after “x” hours• Expiration dateSecondary, butstill important• Safety warnings25Obtain Reactions to Current InsectProduct Labels26Reactions to Current Insect Repellent Product LabelsThe following twelve insect repellent products, which are currently on the market, were presented to respondents in order toobtain their reactions to the product labels.A BCDE F GKLM N RAfter reviewing the above labels, consumers admit there is noconsistency in insect repellentlabeling, and this lack ofconsistency makes it difficult for themto compare products when shopping.– Many labels are confusing because the claims vary, and there istoo much text/detail that is written in small/fine print,which is too difficult to read.– Respondents prefer simple, unclutteredlabels that present key information e.g.,hours of protection, insects repelled,percentage of active ingredient, scented or unscented, in a sizeable font on the front of the label.g g– Respondents are interested in consistency or a degree of uniformity for all insect repellent labels that will help simplifythe shopping experience and facilitate consumers’ ability tocompare products easily and quickly. The goal is to“eliminate the guesswork.”Respondents like product labels A K and M because they clearly communicate that the insect repellent application is27–Respondents like product labels A,K and M because they clearly communicatethat the insect repellent application isgood for a precise number of hours.The higher the number, the better.1Reactions to Current Insect Repellent Product Labels– Others comment favorably about showing a visual of camping/or the woods, since theserepresent typical occasionsA BCDE F GKLM N Rwhen they are more likely to need and use insect repellent.They can envision themselves there. These labels are A,D, K, M, N.– Parents are attracted to labels that communicate the insect repellent is appropriate for families, especially children.The communication is most effective using both words andvisuals. Parents are attracted to words like “trusted,”“ tl ” “ t l ” “ i / h i l i DEET f ” Th l b l B F G L d R H“gentle,” “natural,” “organic/chemical i.e.,DEET free.” TheselabelsareB,F,G,Land R.However,consumersgenerally perceive “organic” products tobe more expensive and less effective.– Consumers especially like all labelsthat provide specific information on thefront of the bottle about the types ofinsects the product repels. Only F doesnot detail this information on the front.– Consumers prefer the labels that identify the active ingredient (e.g., DEET) or alternatively, the absence of it. Labelsthat make a point of calling out this information, e.g., M and N (percent of DEET) and F and R (absence of DEET) arepreferred over the ones that justprovide an ingredients list.– Consumers also prefer the bottles that indicate whether ornot a product is scented (Label R) or unscented /fragrancefree (Label A).28Reactions to Current Insect Repellent Product Labels“This one has 8 hours, some just say long-lasting. I’d rather have a time frame.”(Norwalk, Infrequent/Light User)“This one is not really selling me...‘repels for hours.’ How many hours?”(Norwalk, Infrequent/Light User)“The fact that this says insects and ticks for eighthours on the front, that is helpful information.”(Bethesda Infrequent/Light User)(Bethesda,Infrequent/Light User)“This says strong repellent, and to me, that means absolutely nothing. I want to see a rating on arepellency scale that I understand.”(Bethesda, Infrequent/Light User)“I go for anything that has woods on the picture That’s visually what I am doing”I go for anything that has woods on the picture.That s visually what I am doing.(Norwalk, Infrequent/Light User)“I like L. It’s easy to read. Itsays it’s ‘All Family’ right off the bat.Soft on skin, tough on bugs, notgreasy or oily. Repels mosquitoes‘that may carry West Nile Virus.’ You see the DEET real easy. It justgives it to me in plain sighnot in little tiny writing”(Tampa Infrequent/Light User)gives it to me in plain sight,not in little tiny writing.(Tampa,Infrequent/Light User)“It has all the listed active ingredients in it. You can really see them.” (Minneapolis, Heavy User)“I like K because it looks like it’s going to work because it says ‘Works against West Nile Virus’ and itlists all the bugs It givesyou confidence knowing that it’s saying what it will fight against ”lists all the bugs.It gives you confidence knowing thats saying what it will fight against.(Minneapolis, Parent)“They put the small print on the backand it’s so hard to read. The [lack of] contrast and the [small] sizemake the label difficult to read.” (Bethesda, Heavy User)“The ones with the dark background and dark print are very hard to read.Impossible to read K.”(Norwalk, Parent)29Reactions to Current Insect Repellent Product LabelsLikesDislikesSummary: Reactions to Current Product Labels•Simple, uncluttered labelsthat present the keyinformation on the front in•There is no consistency inlabelinglarge/readable text•Clear communication of then mber of ho rs of protection•Cannot easily compare acrossproductsnumber of hours of protection•Information about the specificinsects repelled•Confusing because claimsvary or consumers do notknow enough about the activeingredientsp•Identify the type and strengthof active ingredients•Too much fine print•Visuals•Communication of30“appropriate for families”Determine Appeal of Current InsectRepellent Product Claims31Appeal of Current Insect Repellent Product ClaimsConsumers were exposed to 19 sample product claims and asked to identify whichclaims are most informative/helpful andwhich claims are least informative/helpful.Most Helpful/Informative ClaimsRepels ____NeutralClaimsRepels ___ for up to ___ hoursProtects against ___(insert name)Protects against for up to hoursAll day protectionOver ___ hours of maximum protectioneut a C a sProtects against___for up to___hours___ hour protectionReapply after ___ hoursRepels biting insects for ___ hoursUp to ___ hours of protectionLeast Helpful/Informative ClaimsProvides up to ___ hours of protectionAvoid over-applicationRepels bloodsucking insect pestsEffective dependable protectionLeast Helpful/Informative ClaimsRe-apply after ___ hoursPleasant protections, effective for ___ hoursHours of protectionRepeat application as necessary32Frequent re-application is unnecessaryAppeal of Current Insect Repellent Product ClaimsConsumers react most positivelytoward claims that use action words such as “protects or repels against” and then state thetype of insects. These preferred claims also include the words“for up to” and then specifically state the specific “number ofhours”any single application of the product will lastany single application of the product will last.– In general, consumers feel that “repel” isa much stronger word than “protect” and describes that use of insect repellentwill prevent them from getting bit, which isprecisely what the product is intended to do.– “Protect” is often preferred by parents because it suggeststhat their children will be protected from the diseases beingcarried by the insects. Some express concern that the word “protect” gives users a “false sense of security.”“I think of them different. I think of like repelling mosquitoes so they don’t bite me. Protecting, I thinkof something more like disease.” (Minneapolis, Heavy User)“I would want to protect my daughter, but I wouldwant the mosquitoes repelled away from me. Iwant to protect her. Protection seems morelike for my family.” (Minneapolis, Parent)– Consumers respond positively to these claims because they tend to be short and to the point“Provides up to the number of hours of protection, just simple, sweet.” (Bethesda, Heavy User)Consumers are either neutral or border on reacting negatively toward claims that are non-specific, too wordy, or focused more ona re-application message for the product.“I didn’t really like ‘all day protection,’ because what is all day?” (Bethesda, General User)“Hours of protection. What doesthat mean? (Minneapolis, Parent)“I crossed out hours of protection becauseit seems too generic.” (Tampa, Heavy User)“[I crossed out] All day protection, repeat application as necessary and frequent reapplication isunnecessary. I don’t know what itmeans.” (Minneapolis, Heavy User)33Appeal of Current Insect Repellent Product ClaimsLess preferred claims tend to be general, vague and lacking in specifics.– The less preferred claims simply say “hours of protection,”or focus on re-application e.g., “repeat applications asnecessary,” and “frequent re-applicationis unnecessary.” They also includesubjective words or unsubstantiatedopinions e.g., “pleasantprotections,” “effective, dependable protection,” or are perceived as unpleasant such as“repels bloodsuckinginsect pests.”“Exactly which insects, exactly how long, exactly how strong, not general statements.”(Bethesda, Infrequent/Lighter User)“Bloodsucking insects. That’s just alittle weird.” (Bethesda, General User)“I crossed out ‘pleasant protection’ because thatsounded sissy to me.” (Tampa, Heavy User)As mentioned, claims that focus on “re-applying” are of lessinterest because insect repellent users generally know toreapply.– Typically, they reapply just prior to or when the stated number of hours on the product have expired, or if they areengaging in an activity e g swimming where the repellent islikely to be diluted or whenthey feel the bugs are noengaging in an activity e.g.,swimming where the repellent is likely to be diluted,or when they feel the bugs are nolonger being repelled/or are biting again.– Consumers are less likely to react positively toward re-application claims because these sorts of claims remind themthat insect repellents may not be too reliable.“Re-apply is like it stops working, whereasthe other one says, it works for this long.”(Bethesda, Parent)34Appeal of Current Insect Repellent Product ClaimsSummary: Preferences Regarding Product ClaimsLikesDislikes•Claims that use actions wordssuch as“protect”and“repel”•Claims that are vague,general nonspecificsuch as protect and repeland then state the specifictype of insectsgeneral,non-specific•Claims that are wordy•Includes “for up to ‘x’ hours”•Claims that focus on a reapplication message•Claims that use subjectivewords or unsubstantiatedopinions35Obtain Reactions to Instituting anEfficacy Mark36Reactions to Instituting an Efficacy Mark – 1Consumers are uninformed and a bit confused about the regulatory agencyfor insect repellents.– Consumers assume insect repellents are regulated, althoughmost are unaware of which federal agency is responsiblef h dortheseproducts.“I’m a machinist so I see that symbol right there [sample efficacy mark] as like the OSHA standard offire reactivity, hazard and incompatibility. And, itjust captured my attention right away. I know whatthat symbol means.” (Minneapolis, Heavy User)“If it’s FDA approved, it means it’sbeen vigorously tested and it’snot going to give you some crazyside effect, whereas something that has not been FDA approved, it could have an ingredient that willhurt you in the long run.” (Bethesda, General User)“You may want to see something about whether it’s FDA approved if it’s been approved ”You may want to see somethingabout whether it s FDA approved...s been approved.(Tampa, Infrequent/Light User)“It’s like a seal of approval...you would hope there’ssome kind of regulation saying that it’s testedand it’s going to work like this.” (Minneapolis, Parent)Consumers are receptive to, and value, a standardefficacy label on insect repellent products.– After examining sample products, consumers are very receptive to some form of standardization or efficacy mark.“If the industry somehow established somesort of criteria, that would be great!”(Bethesda, Heavy User)“Right now the labels are all overthe map [making it difficult to compare]...in other words, it would behard to do a comparison chart.” (Bethesda, Heavy User)“I’ i f f ki d f i t ll th diff t b d Y d th“I’minfavorofsomekindofconsistencyacrossall thesedifferent brands.Youcanread theingredients, but I’m not a scientist. I don’t know what they mean andwhat that translates to.”(Minneapolis, Parent)37Reactions to Instituting an Efficacy Mark – 2“You could use ABF – Anti-Bug Factor. A rating compared to other products. So, for example, you cantake it right off the shelf, but there is a code.” (Bethesda, Parent)“This says ‘strong repellent’, and to me, that means absolutely nothing! I want to see a rating on arepellency scale that I understand.”(Bethesda, Infrequent/Light User)“I would like to see a standard established that I can make a judgment about functionality.”(Bethesda,Infrequent/Light User), q /g )– Specifically, they anticipate standardization to assistthem in selecting the appropriate product for their needs.“I think it’s really helpful...I don’t want tospend 10 or 15 minutes trying to read labels.”(Minneapolis, Heavy User)“If it became standardized, [then] I’m not worried about are they trying to manipulate me>(Bethesda, Parent)“So the consumer can make an informed decision. Perfect decision assumes perfect knowledge ofth d t d if ’t th d t ’t k f t d i i ”theproduct,and ifyoucan’tcomparetheproducts,youcan’tmakeaperfect decision.”(Bethesda, Infrequent/Light User)“It’s easy for you to compare right there and see what you want and pick out what you need.”(Norwalk, Parent)“It would be helpful if it was all standardized where it had to be on the box, the same spot on eachbottle.” (Tampa, Heavy User)37Obtain Reactions to EPA SampleEfficacy Marks38Reactions to EPA SampleEfficacy MarksA total of 5 efficacy marks were tested in Round 1 of the research (Bethesda, MD). These marks include: “Original Circle”,“Square”, “Bugs” , “Bars/Lines”, and “Circle-Pairs.”OriginalCircleSquare Bugs Lines/Bars Circle PairsBased on the initial findings, four efficacy marks were tested in Round 2 (Norwalk, Ct, Minneapolis, MN and Tampa FL)including: “Circle” (which is a modifiedversion of the “Original Circle” tested in Round 1), “Alternative Circle”, “Square” and“Bugs”. “Lines/Bars” and “Circle Pairs”were not as well received in Round 1 sothey were eliminated from testing in thesecond round of focus groups.CircleAlternativeCi lSquare Bugs39CircleqgReactions to EPA SampleEfficacy Marks – BugsConsumers indicate that the “Bug” efficacy mark isthe most communicative because it is easy toread and straightforward to interpret.– They like that it conveys in a simple wayusing both words, visuals and numbers theimportant information needed on an insect repellent label, which is the number of hours thatthe repellent lasts and the types of insects it repels. Consumers also like that the “Bug” efficacy mark is colorful.“I liked Bugs too. I just thought with the contrast and the colors, how itreally directs, pulls your eyes towhere it needs to go and you look instantly and see it.” (Minneapolis, Parent)“It’s visual and we’re visual people.So, you look at it and then you cansee without having to read the fineprint.” (Bethesda, Parent)“Bugs. It tells you two hours for ticks, six hours for mosquitoes. Plain and simple.” (Norwalk, Parent)“I like the Bugs because they use just two colors; it’svery simple, everything seems to be in order, not asbusy as the others.” (Tampa, Heavy User)“I lik B g b it h i t d ti d h t if th d ’t d E gli h th t ld b“I likeBugsbecauseit hasapictureandsomeonementionedwhat if theydon’tread English,thatwould beuseful.” (Bethesda, Heavy User)“The Bugs because they had pictures of the insects for those who don’t know whatall the insects look likeand it was very clear to see quickly.” (Bethesda, Infrequent/Light User)“I like the Bugs, and that takes even less work. You don’t have to read a word. You can just look at thepicture.” (Bethesda, Infrequent/Light User)“I thought the Bug was the most effective in communicating, taking into consideration people that may notkth l f diff t i t lli l l diff t f l ki t thi I thi k it’speathelanguageorareof different intelligencelevels,differentwaysof lookingat things.I think it’sextremely clear for most people with what’s written under it. I think the words and the picture help it to bevery clear.” (Tampa, Infrequent/Light User)40Reactions to EPA SampleEfficacy Marks – Original Circle (Round 1)Reactions to “Original Circle” tested in Round 1 were positive froma visual appeal perspective.However because a key was requirinterpret the initials“M”and“T”which were provided toHowever,because a key was required tointerpret the initials M and T,which were provided tocommunicate insect types, the efficacy mark did not test as strongly on communication effectiveness.– Reactions were not overly positive with regardto the effectiveness of the communication for thismark because it requires too much effort to interpret the message. In other words, consumerscould not understand the message with just a quick glance.“For the Circle, I felt like once you became an educated population and knew what we were looking for thecircle could work. But for me it was like, wait, what does M stand for?” (Bethesda, Parent)“You’ve got letters and then you’ve got to go down tothe key and then go back up to...you know, once you gowhere the M is then you’ve got to go back up tothe eight, back and forth.” (Bethesda, Heavy User)“I don’t like having to look atthe key.” (Bethesda, Heavy User)“Circles, when I’m seeing it, I’m thinking whatis M8 and T4 for?” (Bethesda, General User)41Reactions to EPA SampleEfficacy Marks – Circle and Alternative CircleThe “Circle”, the efficacy mark that does not include the words “Mosquito” and “Tick” is visually appealing,b t l ff ti f i ti t d i tbut lesseffectivefromacommunicationsstandpoint.– This is because people might not be able to figure out which insects the graphic symbolsrepresent, and then will notknow which insects the repellent repels.“I went with the Circle,but it would be important to have the name...I think mostpeople don’tp ppknow what a tick would look like...how will they know, if it’s just a picture?” (Tampa, Heavy User)“The Circle one shows the consumer what it repels andhours. I thought the mosquito-tick wording , it’s toobusy. But if you’re a visitor, it’s kind of important[to have the word labels].” (Minneapolis, Heavy User)The “Alternative Circle”, the one that includes the visuals, names and numbers of the insects, as wellas the words “repels” and “hours” is considered the most visually appealing efficacy mark by far, out ofall those tested, and many consumers also think it effectively communicates.– Specifically, respondents like the shape of this efficacy mark, the colors andthe fact that it is neatand organized.“I thought that it was very, very clear information the firsttime you look at it. It repels insects for that long.”(Minneapolis, Parent)“It looks like it would be very easy to standardize thaton all of the bug labels It just looks concise andIt looks like it would be very easy tostandardize that on all of the bug labels.It just looks concise andtogether. It looks like you could walk by and see theone you’d want and go and not have to try and figureeverything out.” (Tampa, Heavy User)“I picked Bugs as the most effective, but Circle as the most appealing.” (Tampa, Heavy User)42Reactions to EPA SampleEfficacy Marks – SquareThe Square efficacy mark communicates effectively, and is very simple and easy to understand.However its design is considered old fashartistically boring bland and dullHowever,its design is considered old fashioned,artistically boring,bland and dull.–Concern was expressed about the message being conveyed in words only, rather than wordsand visuals, since visuals are seen as being extremely helpful in conveying the intended message.–The visuals are considered especially valuable to non-English speaking individuals.“I like Square because it lists it clearly and boldly, very easy to see and just glance at and know what itmeans.” (Bethesda, Heavy User)“There is nothing creative.” (Tampa, Heavy User)“It’s short, sweet and simple.” (Bethesda, Infrequent/Light User)“Square is just straight to the point with mosquito, eighthours, tick, four hours. Straight to it, not too muchgoing on, no designs or anything like that.” (Bethesda, General User)“I chose the Square as the most effective. It’s very clear. It’s crisp, it looks serious and professional, and youdon’t have to guess which bug it is.” (Norwalk, Parent)“It’s too dull, it was very boring...and it hasno visual.” (Norwalk,Infrequent/Light User)“[Th S ] h i l I lik th i l b l d th f l h d t k E gli h [it’ ]“[TheSquare] hasnovisuals...I likethevisualsymbols,and thenforpeoplewhodonotspeak English [it’s]like shorthand, you instantly know.” (Minneapolis, Parent)43Reactions to EPA SampleEfficacy Marks – Lines/BarsResults from Round 1 testing indicated that“Bars/Lines”, although visually appealingprimarily because of the colors was too difficult for consumers to understand andprimarily because of the colors,was too difficult for consumers to understand andinterpret quickly.– “Bars/Lines” is confusing because itis missing specific language to communicate that what is being measured islength of time in hoursthat insect repellent users would be protected against mosquitoes and ticks.“B /Li ” i l i i i t b l hi h k ll i t ith l t ff ti l i t hi h–“Bars/Lines” isalsomissinginsectsymbolswhichworkwell inconcertwith languagetoeffectivelycommunicatewhichinsects will be repelled with use of a particular product.– Therefore, consumers feel a key would be necessary to aidin the understanding of theinformation this particularefficacy mark is trying to convey.“I liked the idea of the bars that itgives you a gradation perspective, butI was searching for where I am on itand it takes too long for a quickcomparison.” (Bethesda, Parent)“This [Bars] is too complicated for this type of product...it is making you work...it looks like an equation.”(Bethesda, Parent)“It’s not saying anything about hours, and I’mgoing, what is four and what is eight?”(Bethesda, General User)“I felt it was slightlycryptic.”(Bethesda,General User)y yp ( , )44Reactions to EPA SampleEfficacy Marks – Circle PairsThe “Circle Pairs” efficacy mark is one of the least preferred marks because it is much toocryptic and difficult to read and interpretcryptic and difficult to read and interpret.– The analog clock style of the graphicwithout the word “hours” being noted, and the use of the initials “M” and “T”rather than use of the words “mosquito” and “tick” require the reader towork too hard to get the message.“That’s just what I thought, you’d have to go frominsecticide to looking at your watch and saying, okay,th t’ i ht it’ i ht h t ti ” (B th d H U )that’seight,soit’saneight hourprotection.” (Bethesda,HeavyUser)“I keep looking at the clock and I get confused.” (Bethesda, Heavy User)45Reactions to EPA Sample Efficacy Marks – SummaryBugsAlternative CircleSquareMost communicative becauseit is easy to read andstraightforward to interpretMost visually appealingLike the shape and colorsI i l ki dEasy to understandDesign is old fashioned,boring and dullConveys importantinformation in both words andvisualsItisneatlookingandorganizedThere are no visualsLines/BarsToo difficult to interpretCircle PairsLeastpreferred because it isp0-8 scale is not labeledtoo difficult to read andinterpret46Explore Expectations for ProtectionTime and Variability Issues47Expectations for Protection Timeand Variability Issues – Repellent FactorInsectRepellentR FR F40InsectRepellentInsectRepellentR F154080Consumers want a consistent, standardmeasure of efficacy for insect repellent products. However, because RFmeasurement is unfamiliar to consumers, they find it confusing.Consumers were asked about another systemfor communicating efficacy for insect repellents called Repellent Factor (RF).– They are not sure what RF means or how to interpret it, and wonder whether it is communicating that a product has ahigher percentage of the active ingredient.– They recognize that they would have to be educated to understand a new system of measurement on efficacy forinsect repellents.“I think it’s just confusing, honestly.I don’t know what Repellent Factor means.”(Tampa, Infrequent/Light User)“Right now I have no clue because I haven’t beentrained in what RFs are.” (Minneapolis, Parent)“Does that mean there’s more DEET in it? (Norwalk, Parent)48Expectations for Protection Timeand Variability Issues – Repellent Factor“There is going to have to be like a training periodfor the public to understand what this means.”(Tampa, Heavy User)– Intuitively, and mostly based on their experience withsunscreen products, consumers assume products withhigher RF numbers are stronger than products with lower RF numbers. Therefore,they believe that consumerswho tend to attract bugs, who are engaging in outdoor activities, or who aregoing out at night should use productswith higher RF numbers.“The RF stands for Repellent Factor. So how much it repels, I would think the higher the number themore repellent it is. I would think.” (Tampa, Infrequent/Light User)“Obviously, the higher the number to me means it’s stronger.” (Tampa, Heavy User)Because they do not yet understand RF, consumers indicate they’d prefer to see the numberof hours of efficacy and thetype of insects repelled rather than RF.“This is going to be confusing. People are going toworry about how much does it control. How muchare the chemicals in RF15 versus RF40 versus RF30? Ifyoujustput on there mosquito and tickj p qprotection for ‘x’ number of hours, that shouldbe sufficient.” (Tampa, Infrequent/Light User)“Is it the higher the number, the stronger? But youdon’t know how long and you don’t know what it’sgood for.” (Minneapolis, Parent)“If I saw hours, I’d probably grab that over this. I’d be like, ‘Oh’ because I’dknow what I was getting.”(Minneapolis, Parent)49Expectations for Protection Timeand Variability IssuesConsumers are pretty realistic about the efficacy of insect repellents. Although they hope that insect repellents will be 100percent effective, based on personal experience, they know the products will only reduce the number of bites they get andnot eliminate them completely.– Some say they have yet to find a product that will protect themagainst all types of bugs. Others say it’s hard to ensurethat all exposed skin areas are treated.“[I expect fewer] They’re going to find a place to land, you can’t cover upeverything.” (Bethesda, Heavy User)“Well, they mostly say repellent. Repellent means it’s going to repel, but it’s not going to protect you all theway.” (Bethesda, Parent)“I think of bug sprays as like an umbrella. If you walk in the rain with anumbrella for four hours you’re goingto get a little bit wet. It’s there to protect you, it’s there to help...it’s not a hundred percent.”(Bethesda, Heavy User)“I would automatically bump it down from eight [hours] to six because everyone applies it different.”(Minneapolis, Parent)Consumers acknowledge that there are many variables that affectoptimal effectiveness of insect repellents and understandand accept that variability inprotection time exists.– Therefore, they try to assess their own personal needsin choosing a product and in determining when to reapply.“My test is I put it on and thenwhen they start biting me again; it’s starting to wear off.”(Minneapolis, Parent)50Expectations for Protection Timeand Variability IssuesConsumers assume that efficacy ratings have a margin oferror based on a variety of factors some human and somesituational.– Consumers acknowledge variability can be based on: thesensitivity of the person to bites, the circumstances,occasions or surroundings prompting the use of insect repellent, weather conditions, time of day, the fact that productingredients vary, and the fact that the hours of efficacy are likely estimations.– Therefore, consumers typically reapply justprior to or when the allotted hours ofefficacy time are up, or if they areparticipating in activities that might cause the insect repellentto dilute, or ultimately when the bugs start to bite again.“I think the comparison is the thing that is most important, and the hours I take as average. Like if I’m extrasweaty, I apply it more often. The same thing withswimming where you put your sunscreen back on. Youknow, it’s an average day doing average things for an average person if you do it right, you probably won’tget mosquito bites in 8 hours.” (Bethesda, Infrequent/Light User)“Like you said, it depends on what conditions, people, the type of person and everything. There are so manydifferent variables.” (Bethesda, Heavy User)“I thi k f b lik b ll If lk i th i ith b ll f f h ’ i t“I thinkof bugsprayslikeanumbrella.Ifyouwalk intherainwithanumbrellaforfourhours,you’regoingtoget a little bit wet. It’s there to protect you, it’s there to help you...it’snot a 100%.” (Bethesda, Heavy User)“I was thinking about will it last longer on my skin than it lasts on her skin? Where are you? Are you in aforest, on a river, or will it wash off while you’re sweating? (Tampa, Infrequent/Light User)51Appendix A: Respondent ProfileA-1Respondent ProfileTotalGeographical Locations N=92Bethesda, MD 35Norwalk, CT20Minneapolis, MN 19Tampa, FL18AgeN=92Under 25725-342035-441945-542355-6423Refused0Highest level of educationyou have completed? N=92High school graduate11Somecollege34College graduate36Post graduate11A-2Respondent ProfileTotalWorking StatusN 92=Employed full time61Employed part time22Not currentlyworking9Household Income N=92$35,000 to $49,99918$50,000 to $74,99925$75,000 to $99,99923$100,000 or more26Race/Ethnicity N=92Caucasian/White76African American/Black10Hispanic/Latino2Asian American0Native Hawaiian or Pacific Islander0Some other racial or ethnic group4G dN 92ener=Male50Female42A-3Respondent ProfileTotalf C48AAge ofChildren at Home* N=481-283-510A6-101911-1711Frequency of Using Insect Repellent onChildren 10 and Under When GoingOutdoors*N=29AEvery time8Most of the time 10Some of the time9Rarely1Never1No answer0Only asked to Parents GroupARespondents could answer yes to more than one group*A-4Respondent ProfileTotalReasons for Not Using Insect Repellent on Children All the TimeN 29A=Don’t like the smell 5Outside for too short a time period 2N t hi h i t ll t t h1Notsurewhich insectrepellent topurchaseDon’t like the greasy feel 1Don’t think they work 1Lbl f ig0LabelsareconfusingForget to use6Don’t usually get bitten by insects 8Others5Frequency of Using Insect Repellent N=65Every time7Mostof the time21BSome of the time20Rarely11Never6A-5Only asked to Parents GroupABNot asked to Parents GroupRespondent ProfileTotalReasons for Not Using Insect RepellentN 46C=Don’t like the smell 10Outside for too short a time period 8N t hi h i t ll t t h1Notsurewhich insectrepellent topurchaseToo expensive 2Don’t like the greasy feel 4D ’t thi k th k1Don’t think theyworkLabels are confusing 1Forget to use 12D ’t ll t bitt b i t7Don’tusuallyget bittenbyinsectsFrequency of Being Outdoors N=65Always6R ll44BRegularly44Occasionally15Onlyasked to Infrequent/Light andgeneral usergroupCBNot asked to Parents GroupA-6y q g g gp