INSECT REPELLENT PRODUCT LABELING 

FOCUS GROUP REPORT

Environmental Protection Agency

Pre

p y ared by:

SHUGOLL RESEARCH

7475 Wisconsin Avenue, Suite 200

Bethesda, Maryland 20814

(301) 656-0310

September 21, 2010

www.shugollresearch.com
Table of Contents

Section MANAGEMENT SUMMARY 

Background Key Findings Next Steps 

STUDY OVERVIEW 

Objectives 

M th d l g Methodology Limitations 

KEY FINDINGS BY OBJECTIVE 

Understand Insect Repellent Purchase Behaviors Determine Insect Repellent Information Needs Obtain Reactions to Current Insect Repellent Product Labels D t i A l f C t I t R ll t P d t Cl i Determine Appeal of Current Insect Repellent Product Claims Obtain Reactions to Instituting an Efficacy Mark Obtain Reactions to EPA Sample Efficacy Marks Explore Expectations for Protection Time and Variability Issues 

APPENDIX A: Respondent Profile 
Management Summary
Management Summary

BACKGROUND The Environmental Protection Agency (EPA), Office of Pesticide Programs is in the process of deve

efficacy marks to assist consumers in the purchasing of insect repellent products. Market researunderstand the consumer needs and preferences regarding insect repellent product labeling.

 Specifically, a two-phased research effort is underway. This report presents the key findings from 

consumer f d t d i f hi k t B th d MD T FL N 

focus groups conducted in four geographic markets: Bethesda, MD, Tampa, FL, Norwa

Four consumer segments were included in the research: light/infrequent product users, heavy ususers.

KEY FINDINGS 

 Value of a Standard Efficacy Labeling Program

Consumers indicate that there is currently no consistent standard of measurement for evaluating insect repellents. Information and claims on current insect repellent labels are widely variable, coeasy to read or understand. Product claims are often perceived as too vague to be of use to consthem to make informed buying or product usage decisions. A consistent standard of measureme

efficacy and safety of insect repellents would be of value to consumers because it would help thebuying and product usage decisions. Therefore, EPA should continue its efforts to introduce such marketplace. 

“Easier understanding. When you go into a store and look at the shelf and you cyou want with more ease than looking through a myriad of confusing labels.” (Ta“For me, it’s [efficacy mark] like a guideline on how to use the product. You mighgoing out in the deep woods as opposed to hanging out in the afternoon at my mb diff f b i i b k d fi h if ’ buy a different one for being in your backyard at your campfire than if you’re cam(Minneapolis, Parent)
Management Summary

 Desired Product Labeling Information 

First and foremost, consumers want insect repellent labels to communicate the specific number o

product, the specific insects the product repels, and the precise percentage of active ingredient in 

must be presented in a sizeable, clear font and placed on the front of the package. They also wouuse visuals that are eye appealing and relevant to the situational use of insect repellents. Theref

revised labeling system to include these specific data points and criteria in an easy to read formapackage where all is visible. Secondarily, but still important, consumers would like to know if the 

fragrance free, if they are waterproof, and if they are family friendly. Also, presenting important in

poor contrasting graphic design or using a small font, or placing it on the back of the package are communication formats. 

 Reactions to Current Insect Repellent Product Claims

Claims that begin with verbs such as repels or protects are preferred. It is also important for claimthat will be repelled or from what insects consumers will be protected. In addition, claims should 

hours of effectiveness, if they are to be useful to consumers. EPA should consider claims such as 

______hours” or alternatively, “Protects against _____for up to ____hours.” Consumer receptivity validated in the national consumer survey to be conducted in Phase 2. Vague, general or unsubs“long lasting protection” or “effective dependable protection” and wordy claims do not provide coenough information, in a user-friendly format to guide consumer purchase or usage behavior for inthese types of claims are less preferred.
Management Summary

 Preferred Efficacy Marks 

Currently, consumers can not quickly assess the effectiveness, appropriate use, or safety of insect repellent products. Therefore, an efficacy mark would be welcomed by consumers, since it would facilitate their ability to obtain the need about insect repellents. Of the efficacy marks tested in this research, the “Bug” and “Alterneffectively communicate insect repellent efficacy information and do so in a visually appealing wamarks effectively communicate because they use a combination of words, numbers, graphic symb

attract the reader’s attention and convey needed information in a simple, direct, organized, and tTherefore, Shugoll Research recommends that consumer receptivity to the “Bug” and “Alternative further tested in Phase 2 (national consumer survey) in order to validate these qualitative findings

 Reaction to RF (Repellent Factor) Efficacy Rating System

Consumers admit they have to be educated about RFs and how to interpret them to compare the different insect repellents. Based on the sunscreen product industry and its use of SPFs, consumnumbers are, the stronger and longer lasting the products will be. Consumers, however, express system that provides hours of effectiveness against specific insects. Therefore, Shugoll Research consumer receptivity to a RF system in Phase 2 (national consumer survey). If EPA chooses to pro

system, it needs to understand that introduction of this type of efficacy platform will require an inveducation dollars to familiarize the public with how to interpret the information. 

 Barriers to Regular Insect Repellent Usage 

Some consumers need to be reminded or even educated to use insect repellents regularly. Increaimportance and efficacy of using insect repellents would be helpful. Those who purposefully do nregularly don’t like that the products are greasy and smelly, while others hesitate because the proth h b li h l h f h d h i A l b li ff h ill h 

at they believe are not healthy for humans and the environment. Any labeling effort that will he
Management Summary

active ingredient percentages across products will be reassuring to consumers. The goal is to mitpresence of the chemical(s) and educate consumers about the potential harmful effects from bug encouraged to use insect repellent when needed. 

 Consumer Expectations Regarding Protection Time and Variability Issues

Consumers appear to have reasonable expectations regarding protection time and variability. Therepell t t t t th f ll bit th th t d d b f bit C 

llents to protect them from all bites; rather they expect a reduced number of bites. Consume

conservative about believing cited efficacy hours because they know efficacy is based on a numbre-apply some time before the hour is up or precisely when the cited time is up, immediately after that might have diluted the repellent or when they feel the bugs start biting again. Therefore, as linclude hours of effectiveness, whether or not the p p 

roduct is waterproof, etc., consumers are acce

and can manage their re-application timing to achieve optimal effectiveness.

NEXT STEPS

 Shugoll Research, in conjunction with EPA staff, will develop a questionnaire for a national consum

following 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 system
Study Overview
Objectives

 The Environmental Protection Agency (EPA), Office of Pesticide Programs is in the process of deve

pesticide product labels to assist consumers in comparing the efficacy and safety of available proamong consumer pesticide users was recommended and initiated to better understand consume

 The EPA contracted with SRA International, Inc. and Shugoll Research to conduct a two-phased re

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

– Phase 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

address the following objectives:

– Understand insect repellent purchase behaviors

– Determine insect repellent information needs– Obtain reactions to current insect repellent product labels– Determine appeal of current insect repellent product claims– Obtain reactions to instituting an efficacy mark– Obtain reactions to EPA sample efficacy marks– Explore expectation for protection time and variability issues 
Methodology

 Qualitative research in the form of focus groups was the recommended methodology. Focus grou

exploration 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

Minneapolis, MN. Each focus group discussion lasted 90 to 120 minutes.

FOCUS GROUP COMPOSITION

AUDIENCE SEGMENT: May 13 & 19 Bethesda, MD August 10 Tampa, FL August 11 Norwalk, CT August 12 Minneapolis, M

Light/Infrequent Users 1 group 1 group 1 group - 

Heavy Users 1 group 1 group - 1 group Parents 1 group - 1 group 1 group General Users 1 group - - - TOTAL 4 groups 2 groups 2 groups 2 groups 
Methodology (Cont’d)

 Shugoll Research, in conjunction with EPA staff, developed a screening questionnaire to ensure c

audience specifications. A total of 12 consumers were recruited per group to ensure 8 to 10 partparticipants is considered optimal for focus group research participants 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 t

marketing of insect repellent

– Had to be the primary decision maker for the purchasing and use of insect repellent or sha

equally with someone else

– Had to spend time outdoors at least occasionally– Could not say they refuse to use insect repellent because they think the chemicals or DEET 

– Had to have children 10 years or younger to participate in the parent groups– Qualified for the heavy user groups if they used insect repellent at least most of the time, a

general/infrequent user groups if they didn general/infrequent user groups if they didn t use insect repellent or their us ’t use insect repellent or their use was light i.e., 

was light i.e., 

– Had to be comfortable expressing themselves in a group environment– Had to have at least a high school diploma– Rep g p gg p y resented a mix of demographic characteristics including gender, education, employme

 A total of 92 consumers participated in the research. A summary of the respondent profile may b Shugoll Research developed a topic guide to ensure each discussion remained focused on the ag

study. Client approval of the topic guide was received prior to the conduct of the focus groups. Mthe topic guide upon completion of the first four focus groups.
Limitations

 A qualitative research methodology seeks to develop directions rather than quantitatively precise 

The limited number of respondents involved in this type of research means the study should be renature and the results used to generate hypotheses for nature, and the results used to generate hypotheses for marketing decision making and further te

marketing decision making and further te

nature of qualitative research means the results cannot be generalized to the population under ststatistical precision.
Key Findings
Understand Insect Repellent P

Behaviors
Insect Repellent Purchase Behaviors 

 Heavy/frequent users of insect repellent use the product regularly because they spend a lot of tim

bug bites. 

– Use of insect repellent is all year round in some locales such as Florida, often depends on t

activities, and typically increases at night because bug activity is more prevalent. 

– Heavy users tend to purchase products that are “strong,” or that provide “long acting prote

– Heavy users use insect repellent both because the bugs are annoying and because they ca

“I am a magnet for mosquitoes and my whole family can be outside and not get b

over me. So I use it almost every time I go outside to garden or take the dogs for (Bethesda, Heavy User)

“I use it year round for the nuisance issue...I’m even more conscious of it when yo

about encephalitis...” (Tampa, Heavy User)

“When I’m running or hanging out in the backyard because I go out a lot in the ev

and that and that s when everything comes out ’s when everything comes out.” (Tampa Heavy User) (Tampa, Heavy User)

“I use it all the time because we’re always going to movies in the park.” (Minnea
Insect Repellent Purchase Behaviors 

Light/Infrequent Users

 Light/infrequent users of insect repellents use the product primarily when specific situations dict

they engage in outdoor activities near wooded areas or water.

– Insect repellent is typically not top-of-mind for these consumers and they often forget to pu

“When you go somewhere you forget to take it with you.” (Tampa, Infrequent/Ligh“I just completely forget until I get bit. It just doesn’t cross my mind to have it...do

premeditated about it.” (Norwalk, Infrequent/Light User)

– When they do remember to bring their insect repellent, they are more apt to remember to a

they are near wooded areas or areas surrounded by water, since these environments attra

“It s one of those things that sits ’s one of those things that sits in the bathroom cabinet for years.” (Bethesda I

 (Bethesda, I

“ If I know I’m going outdoors like for a picnic, or camping, or if we’re going to the 

there later.” (Tampa, Infrequent/Light User)

“I do think of it in more wood I do think of it in more wooded areas and water areas ed areas and water areas If we . If we re just outside in a 

’re just outside in a 

about it.” (Norwalk, Infrequent/Light User)
Insect Repellent Purchase Behaviors 

 Parents are conflicted about their use of insect repellent products on their children.

– They are conscientious about using insect repellent on thei They are conscientious about using insect repellent on their children and yet r children and yet many express 

, many express 

insect repellents on their children because of concerns about the chemicals these products 

– As a result, parents find the so called “natural” products appealing for their kids. This is be

purchasing products with high concentrations of DEET.

“I’ d ith f th i g di t d I’ g i g f th ll “I’

m concerned 

with some

of th

e i

n

gredients, and so I’

m g

oing for th

e

all-nat l 

tural 

just go with the natural stuff that again? It’s not 100%, but it cuts down and I’m 

the kids.” (Bethesda, Parent)

“Especially if they’re playing a lot of sports, if they’re out, I try to spray them befor

(Norwalk, Parent)

“I’m even more careful now because about four years ago my oldest son got Lym

(Norwalk, Parent)

“I ll th h h t ff b t f kid I ill Ski t ti thi th “I usually use th

e hars

her

stuff, b

ut for my kid

s I 

will use Ski

ntastic, something th

(Minneapolis, Heavy User)

 Parents also use insect repellents on themselves for specific situations such as going camping , p

recreating near wooded and wet areas warrant the use of these products.

– However, parents are typically less deliberate about using insect repellents for themselves 

“We don’t use it in town, but when we are camping, we have to.” (Minneapolis, P“I use it on the kids more often. I mean I don’t like getting bites and I don’t like th

having that stuff on me as much. So I put it on the kids because I’m more conce(Minneapolis, Parent)
Insect Repellent Purchase Behaviors 

to Use Product

 Inspect repellents are used to prevent illness and 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.” (Bethes“I worry about the West Nile...Where we are, we are right next to the woods where 

makes me nervous.” ( p, ) Minnea

polis, Parent)

“The Lyme disease with the ticks, and the younger the kids are, the more I’m con

from the itching because they can’t handle it as well.” (Bethesda, Parent)

“There was Equestrian disease that was transferred by a mosquito, and the baby 

aware.” (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. Pain is not a good thing.” (Bethesda, Heavy 

“To avoid the bites and the reactions that set in. I want to have a good night’s sle

myself, getting an irritation. It’ s just not [worth] being miserable.” (Tampa, Infre
Insect Repellent Purchase Behaviors 

Drivers

 Consumers base their purchasing decisions on a variety of factors including brand reputation, stre

ingredient, lasting effectiveness, types of insects repelled, price, method of application (i.e., sprayetc ) and recommendations from friends and family etc.), and recommendations from friends and family.

– Most consumers do not make their purchase decisions based solely on the information fou

repellent products.

“Because I’m looking for quality and brand name, a lot of people use it.” (Bethes

“They are all relatively safe within reason, so I go by the brand.” (Tampa, Heavy U“I look at the package first that I’ve been drawn to, and then I read [the label].” (

“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 hour

it.” (Bethesda, Heavy User)

“How long it last like 2 hours or 8 hours or something How long it last, like 2 hours or 8 hours or something.” (Bethesda Infrequent/L

 (Bethesda, Infrequent/L

“Normally it tells you...it covers ticks, it covers, this, it covers chiggers. So that’s t

for, what insects does it deal with.” (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.” (Bethes“We’ve gone to having wipes so we can have them in the car.” (Norwalk, Parent)“Sometimes by word of mouth, friends and family tell you what product they use.
Insect Repellent Purchase Behaviors 

Label Reading – 1

 Most consumers do not thoroughly read the ingredient labels on insect repellent products becaus

what the chemical ingredients are, they have fears about the toxicity of the ingredients, and they a

which ingredients repellents should contain in order to be effective and safe.

– Consumers acknowledge insect repellents probably contain chemicals that they perceive a

However, the threats of discomfort and illness that come from bug bites often outweigh the chemicals.

“I have no idea what any of those things do.” (Bethesda, Heavy User)“I am not well informed as to what the ingredients are in insect repellent and I do

there.” (Bethesda, Heavy User)

“I don’t know what the ingredients mean, you know, so I don’t look for it for that p

(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 

(Tampa, Heavy User)

“I look at it [label], get it, hoping it works because...it’s hard to tell right by a label 

going to work. going to work. (Minneapolis, Parent) ” (Minneapolis, Parent)
Insect Repellent Purchase Behaviors 

Label Reading – 2

 Some consumers are curious about the inert ingredients in insect repellent.

– While consumers generally recognize DEET is the most co While consumers generally recognize DEET is the most common active ingredient mmon active ingredient several e

, several e

regarding the inactive ingredients.

“They all have the main ingredient and then 75% of other ingredients. What the 

ingredients?” (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 

(Bethesda, General User)

 Several consumers erroneously infer that a lack of product registration means the product is inhe

– One sample product included a statement regarding exemption from EPA registration whic

assume that the product is safe.

“It doesn It doesn t have to be tested or regulated ’t have to be tested or regulated so it either ...so it either means there is some looph

 means there is some looph

safer and it doesn’t need any testing.” (Bethesda, Parent)

“It means it’s plants and it’s safe. You know you’re safe.’ (Tampa, Heavy User)“To me, it means there To me, it means there s nothing in th ’s nothing in there to test. It doesn ere to test. It doesn t have a da ’t have a dangerous ch

ngerous ch

the company’s word for that – that it is safe.” (Bethesda, General User)
Insect Repellent Purchase Behaviors 

 Barriers to regular use of insect repellents include:

Forgetfulness

Effect of 

h i l th 

Barriers 

to Use

Dislike for the 

smell, taste 

and feel

c

hemicals on th

e

human body and 

the environment

– Many of the barriers have to do with intrinsic product qualities/attributes, and are not profo

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

“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 gets in your eyes.” (Bethesda, Infrequ“Well some people are scared of the chemicals...” (Tampa, Heavy User)“The idea of poison and long-term effects

...” (Norwalk Parent) (Norwalk, Parent)

“Just the feel of having sticky fingers and sticky hands.” (Bethesda, General User
Determine Insect Repellent Inf

Needs
Insect Repellent Information Needs

 Consumers want the label on an insect repellent to clearly cite the strength or amount of DEET/ot

product, which insects will be repelled, and how long the protection will last in hours so they will k

They re also interested in knowing if it s wa ’re also interested in knowing if it’s waterproof and if it terproof and if it is scented or unscented is scented or unscented.

– Using established industry criteria to provide information on the strength of the product wo

consumer because it communicates effectiveness. 

3⁄4 Consumers 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 the ingredient.” (Bethesda, Heavy User)“...I imagine it would have to be I imagine it would have to be stronger to last long stronger to last long so maybe it will repel a little 

, so maybe it will repel a little 

(Tampa, Heavy User) 

– Consumers prefer longer acting products so they do not have to re-apply as often. 

3⁄4 Providing the number of hours of protection allows consumers to determine which pro

also allows them to estimate when and how often the product will have to be re-applie

“From the time I put it on, it should last me eight hours before I have to reapply it

“How long it lasts, like two hours or eight hours or something.” (Bethesda, Infrequ

“Lasts ‘X’ amount of time.” (Bethesda, Heavy User)“It seems that the number would gauge the hours. Like if it said one, it would be 

hours, four for four hours, eight for eight hours...” (Tampa, Heavy User)

“In the summertime you go out swimming, so I need to know if it’s going to stay o

to re-spray?” (Minneapolis, Heavy User)
Insect Repellent Information Needs

3⁄4 Many do not believe that the communicated number of hours is a sure thing. Therefo

conservative and reapply prior to the indicated expiration hour.

“I usually don’t believe it will last the full 8 hours.” (Tampa, Heavy User)

– Consumers like when a product can protect them against multiple types of insects. Namin

user will be protected against helps shoppers determine if the product they buy will meet a

“I look for all purpose, can kill more insects, mosquitoes, all in one or three in one 

three different products.” (Bethesda, Heavy User)

“I like to know what it’s doing. Is it mosquitoes, ticks, everything?” (Minneapolis, “What they say it’s going to deter biting the crap out of you.” (Tampa, heavy User

– Cosmetic information including: if the product is scented, if it is greasy, and if it is waterpro

consumers. In fact, consumer complaints about insect repellent products often focus on th

“I look for something that is going to stay on when I’m running because I really do

when I sweat.” (Tampa, Heavy User)

“It’s oily sometimes.” (Bethesda, General User)“Whether it Whether it s odorless or odor free ’s odorless or odor free.” (Norwalk Infrequent/Light User) (Norwalk, Infrequent/Light User)

“In the summer time you go out swimming, so I need to know if it’s going to stay o

to re-spray?” (Minneapolis, Heavy User)
Insect Repellent Information Needs

 In addition, standard safety information, instructions on when to reapply, and an expiration date s

package.

– Even though consumers feel it is important to include this information on the package, the

look for first when purchasing insect repellent.

 Consumers want key information presented in a clear and concise manner in big print on the fron

important data points are 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 to really look for it.” (Minneapolis, P“Use a big ( y) font.” (Bethesda, Heavy User)

“Make it easy to read.” (Tampa, Infrequent/Light User)“The ones that are clearly labeled are easier to read. If I have to look too long to 

(Norwalk, Parent)

 Consumers prefer that both the language and visuals be used to communicate information about 

– They have mixed opinions about the type of visuals that should be used on the labels. Som

specific insects the product protects them against, others prefer pictures of the surroundin

repellent is needed e g woods campgrounds etc and parent repellent is needed e.g., woods, campgrounds, etc., and parents express an interest in visu

s express an interest in visu

products are family friendly.

“Probably [should have] a picture of the insects.” (Minneapolis, Parent)

“If it can have pictures or symbols...to make me want to pick the product up to re

additional information it may have.” (Bethesda, Infrequent/Light User)
Insect Repellent Information Needs

Summary: Most Important Labeling Informatio

• Type of bugs protected 

against P i against • Hours of protection

• Active ingredient

P

rimar

y

• Scented

/unscented

• Waterproof• Reapply after “x” hours• Ex

piration date

Secondary, but 

still important

• Safety warnings
Obtain Reactions to Current In

Product Labels
Reactions to Current Insect Repellent 

The following twelve insect repellent products, which are currently on the market, were presented obtain their reactions to the product labels. 

A B

C DE F GKLM 

 After reviewing the above labels, consumers admit there is no consistency in insect repellent labelin

consistency makes it difficult for them to compare products when shopping. 

– Many labels are confusing because the claims vary, and there is too much text/detail that 

which is too difficult to read.

– Respondents prefer simple, uncluttered labels that present key information e.g., hours of p

pg g ercenta

ge of active in

gredient, scented or unscented, in a sizeable font on the front of the 

– Respondents are interested in consistency or a degree of uniformity for all insect repellent 

the shopping experience and facilitate consumers’ ability to compare products easily and q“eliminate the guesswork.”

Respondents like product labels A K and M because they clearly communicate that the ins

– Respondents like product labels A, K and M because they clearly communicate that the ins

good for a precise number of hours. The higher the number, the better.

1
Reactions to Current Insect Repellent 

– Others comment favorably about showing a visual of camping/or the woods, since these re

A B

C DE F GKLM 

when they are more likely to need and use insect repellent. They can envision themselves D, K, M, N.

– Parents are attracted to labels that communicate the insect repellent is appropriate for fam

The communication is most effective using both words and visuals. Parents are attracted t“ tl ” “ t l ” “ i / h i l i DEET f ” Th l b l B F G L d R H “gentle,” “natural,” “organic/

c

hemical i.e., DEET free.” These l

a

b

els are B, F, G, L and R. H

generally perceive “organic” products to be more expensive and less effective. 

– Consumers especially like all labels that provide specific information on the front of the bot

insects the product repels. Only F does not detail this information on the front.

– Consumers prefer the labels that identify the active ingredient (e.g., DEET) or alternatively, 

that make a point of calling out this information, e.g., M and N (percent of DEET) and F and 

preferred over the ones that just provide an ingredients list. 

– Consumers also prefer the bottles that indicate whether or not a product is scented (Label 

free (Label A).
Reactions to Current Insect Repellent 

“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 eight hours on the front, that is helpf

(Bethesda Infrequent/Light User) (Bethesda, Infrequent/Light User)

“This says strong repellent, and to me, that means absolutely nothing. I want to s

repellency scale that I understand.” (Bethesda, Infrequent/Light User)

“I go for anything that has woods on the picture That I go for anything that has woods on the picture. That s visually what I am doing ’s visually what I am doing.

(Norwalk, Infrequent/Light User)

“I like L. It’s easy to read. It says it’s ‘All Family’ right off the bat. Soft on skin, to

greasy or oily. Repels mosquitoes ‘that may carry West Nile Virus.’ You see the 

gives it to me in plain sigh gives it to me in plain sight not in little tiny writing , not in little tiny writing.” (Tampa Infrequent/Light Us

 (Tampa, Infrequent/Light Us

“It has all the listed active ingredients in it. You can really see them.” (Minneapo“I like K because it looks like it’s going to work because it says ‘Works against We

lists all the bugs It gives lists all the bugs. It gives you confidence knowing that you confidence knowing that it s saying what it will fight 

’s saying what it will fight 

(Minneapolis, Parent)

“They put the small print on the back and it’s so hard to read. The [lack of] contr

make the label difficult to read.” (Bethesda, Heavy User)

“The ones with the dark background and dark print are very hard to read. Impos

(Norwalk, Parent)
Reactions to Current Insect Repellent 

Likes Dislike

Summary: Reactions to Current Product La

•Simple, uncluttered labels 

that present the key information on the front in 

•There is no consis

labeling

large/readable text

•Clear communication of the 

n mber of ho rs of protection

•Cannot easily com

products

n

umber of ho

urs of protection

•Information about the specific 

insects re

pelled

•Confusing becaus

vary or consumers know enough abo

p in

gredients

•Identify the type and strength 

of active ingredients

•Too much fine pri

•Visuals•Communication of 

“appropriate for families”
Determine Appeal of Current I

Repellent Product Claims
Appeal of Current Insect Repellent P

 Consumers were exposed to 19 sample product claims and asked to identify which claims are most i

which claims are least informative/helpful. 

Most Helpful/Informative Claims

 Repels ____

Neut

r

al Cla

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

 All day protection Over ___ hours of maximum 

eut a C a 

 Protects against ___ for up to ___ hours ___ hour protection

 Reapply after ___ hours Repels biting insects for ___  Up to ___ hours of protectio

Least Helpful/Informative Claims

 Provides up to ___ hours of  Avoid over-application

 Repels bloodsucking insect pests Effective dependable protection

Least Helpful/Informative Claims

 Pleasant protections, effective for ___ hours

 Re-apply after ___ hours

 Hours of protection Repeat application as necessary Frequent re-application is unnecessary
Appeal of Current Insect Repellent P

 Consumers react most positively toward claims that use action words such as “protects or repels aga

type of insects. These preferred claims also include the words “for up to” and then specifically state thours any single application of the product will last ” any single application of the product will last .

– In general, consumers feel that “repel” is a much stronger word than “protect” and describes t

will prevent them from getting bit, which is precisely what the product is intended to do.

– “Protect” is often preferred by parents because it suggests that their children will be protected 

carried by the insects. Some express concern that the word “protect” gives users a “false sens

“I think of them different. I think of like repelling mosquitoes so they don’t bitof something more like disease.” (Minneapolis, Heavy User)“I would want to protect my daughter, but I would want the mosquitoes repelle

want to protect her. Protection seems more like for my family.” (Minneapolis, 

– 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.” (Bethe

 Consumers are either neutral or border on reacting negatively toward claims that are non-specific, too 

a re-application message for the product.

“I didn’t really like ‘all day protection,’ because what is all day?” (Bethesda, G

“Hours of protection. What does that mean? (Minneapolis, Parent)“I crossed out hours of protection because it seems too generic.” (Tampa, Hea“[I crossed out] All day protection, repeat application as necessary and frequeunnecessary. I don’t know what it means.” (Minneapolis, Heavy User)
Appeal of Current Insect Repellent P

 Less 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., “r

necessary,” and “frequent re-application is unnecessary.” They also include subjective wordopinions e.g., “pleasant protections,” “effective, dependable protection,” or are perceived as 

“repels bloodsucking insect pests.”

“Exactly which insects, exactly how long, exactly how strong, not general sta

(Bethesda, Infrequent/Lighter User)“Bloodsucking insects. That’s just a little weird.” (Bethesda, General User)

“I crossed out ‘pleasant protection’ because that sounded sissy to me.” (Ta

 As mentioned, claims that focus on “re-applying” are of less interest because insect repellent users 

reapply. 

– Typically, they reapply just prior to or when the stated number of hours on the product have e

engaging in an activity e g swimming where the repellent is engaging in an activity e.g., swimming where the repellent is likely to be diluted likely to be diluted or when , or when they 

they 

longer being repelled/or are biting again.

– Consumers are less likely to react positively toward re-application claims because these sort

that insect repellents may not be too reliable. 

“Re-apply is like it stops working, whereas the other one says, it works for th(Bethesda, Parent)
Appeal of Current Insect Repellent Pro

Summary: Preferences Regarding Product Claim

Likes Dislikes

•Claims that use actions words 

such as 

“protect

” and 

“repel

”

•Claims that are vague

such as protect and repel general non specificand then state the specific type of insects

general, non-specific

•Claims that are wordy

•Includes “for up to ‘x’ hours” •Claims that focus on a 

application message

•Claims that use subje

words or unsubstantiaopinions
Obtain Reactions to Instituting 

Efficacy Mark
Reactions to Instituting an Effica

 Consumers are uninformed and a bit confused about the regulatory agency for insect repellents.

– Consumers assume insect repellents are regulated, although most are unaware of which fed

f h d or these pro

ducts.

“I’m a machinist so I see that symbol right there [sample efficacy mark] as l

fire reactivity, hazard and incompatibility. And, it just captured my attention that symbol means.” (Minneapolis, Heavy User)

“If it’s FDA approved, it means it’s been vigorously tested and it’s not going 

side effect, whereas something that has not been FDA approved, it could hahurt you in the long run.” (Bethesda, General User)“You may want to see something about whether it You may want to see something about whether it s FDA approved ’s FDA approved if it ... s be

’s be

(Tampa, Infrequent/Light User)“It’s like a seal of approval...you would hope there’s some kind of regulation and it’s going to work like this.” (Minneapolis, Parent)

 Consumers are receptive to, and value, a standard efficacy label on insect repellent products.

– After examining sample products, consumers are very receptive to some form of standardiza

“If the industry somehow established some sort of criteria, that would be gr

(Bethesda, Heavy User)“Right now the labels are all over the map [making it difficult to compare]...hard to do a comparison chart.” (Bethesda, Heavy User)“I’ i f f ki d f i t ll th diff t b d “I’

m i

n favor

of some ki

nd 

of consistency across

all these different bran

ds. 

ingredients, but I’m not a scientist. I don’t know what they mean and what 

(Minneapolis, Parent)
Reactions to Instituting an Effica

“You could use ABF – Anti-Bug Factor. A rating compared to other productstake it right off the shelf, but there is a code.” (Bethesda, Parent) “This says ‘strong repellent’, and to me, that means absolutely nothing! I wrepellency scale that I understand.” (Bethesda, Infrequent/Light User)“I would like to see a standard established that I can make a judgment abo( , q /g ) Bethesda, Infre

quent/Light User)

– Specifically, they anticipate standardization to assist them in selecting the appropriate produ

“I think it’s really helpful...I don’t want to spend 10 or 15 minutes trying to r

(Minneapolis, Heavy User)

“If it became standardized, [then] I’m not worried about are they trying to m(Bethesda, Parent)“So the consumer can make an informed decision. Perfect decision assumth d t d if ’t th d t ’t k f th

e pro

duct, and if you can’t compare th

e pro

ducts, you can’t ma

k

e

a perfe

(Bethesda, Infrequent/Light User)“It’s easy for you to compare right there and see what you want and pick ou(Norwalk, Parent)“It would be helpful if it was all standardized where it had to be on the box, 

bottle.” (Tampa, Heavy User)
Obtain Reactions to EPA Samp

Efficacy Marks
Reactions to EPA Sample 

Efficacy Marks 

A total of 5 efficacy marks were tested in Round 1 of the research (Bethesda, MD). These marks in“Square”, “Bugs” , “Bars/Lines”, and “Circle-Pairs.”

Original 

Circle

Square Bugs Lines/Bars 

Based on the initial findings, four efficacy marks were tested in Round 2 (Norwalk, Ct, Minneapolis, 

including: “Circle” (which is a modified version of the “Original Circle” tested in Round 1), “Alternativ

“Bugs”. “Lines/Bars” and “Circle Pairs” were not as well received in Round 1 so they were eliminat

second round of focus groups.

Circle Alternative Ci l Square 

Circle q 
Reactions to EPA Sample 

Efficacy Marks – Bugs

 Consumers indicate that the “Bug” efficacy mark is the most communicative because it is easy to 

read and straightforward to interpret. 

– They like that it conveys in a simple way using both words, visuals and numbers the

important information needed on an insect repellent label, which is the number of hours that the repellent lasts and the types of insects it repels. Consumers also like that the “Bug” effic

“I liked Bugs too. I just thought with the contrast and the colors, how it really direct

where 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 can see without 

print.” (Bethesda, Parent)

“Bugs. It tells you two hours for ticks, six hours for mosquitoes. Plain and simple.” “I like the Bugs because they use just two colors; it’s very simple, everything seems 

busy as the others.” (Tampa, Heavy User)

“I lik B g b it h i t d ti d h t if th d ’t “I like Bugs because it has a picture and someone mentioned what if they don’t rea

useful.” (Bethesda, Heavy User)

“The Bugs because they had pictures of the insects for those who don’t know what 

and 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 

picture.” (Bethesda, Infrequent/Light User)

“I thought the Bug was the most effective in communicating, taking into considerati

speak th l f diff t i t lli l l diff t f l ki 

the language or are of different intelligence levels, different ways of looking a

extremely clear for most people with what’s written under it. I think the words and tvery clear.” (Tampa, Infrequent/Light User)
Reactions to EPA Sample 

Efficacy Marks – Original Circle (R

 Reactions to “Original Circle” tested in Round 1 were positive from a visual appeal perspective. 

However because a key was requir However, because a key was required to interpret the initials interpret the initials M and T “M” and “T”, which were provided to which were provided to communicate insect types, the efficacy mark did not test as strongly on communication effective

– Reactions were not overly positive with regard to the effectiveness of the communication fo

mark because it requires too much effort to interpret the message. In other words, consum

could not understand the message with just a quick glance.

“For the Circle, I felt like once you became an educated population and knew wha

circle could work. But for me it was like, wait, what does M stand for?” (Bethesda

“You’ve got letters and then you’ve got to go down to the key and then go back up 

where the M is then you’ve got to go back up to the eight, back and forth.” (Bethe

“I don’t like having to look at the key.” (Bethesda, Heavy User)“Circles, when I’m seeing it, I’m thinking what is M8 and T4 for?” (Bethesda, Gen
Reactions to EPA Sample 

Efficacy Marks – Circle and Alternat

 The “Circle”, the efficacy mark that does not include the words “Mosquito” and “Tick” is visually app

b t l ff ti f i ti t d i t but less effective from a communications standpoint. 

– This is because people might not be able to figure out which insects the graphic symbols rep

know which insects the repellent repels.

“I went with the Circle, p p

 but it would be important to have the name...I think most pe

know what a tick would look like...how will they know, if it’s just a picture?” (Tampa

“The Circle one shows the consumer what it repels and hours. I thought the mosqu

busy. But if you’re a visitor, it’s kind of important [to have the word labels].” (Minne

 The “Alternative Circle”, the one that includes the visuals, names and numbers of the insects, as we

as the words “repels” and “hours” is considered the most visually appealing efficacy mark by far, oall those tested, and many consumers also think it effectively communicates.

– Specifically, respondents like the shape of this efficacy mark, the colors and the fact that it is 

and organized.

“I thought that it was very, very clear information the first time you look at it. It rep

(Minneapolis, Parent)

“It looks like it would be very easy to standardize that It looks like it would be very easy to standardize that on all of the bug labels on all of the bug labels It jus

. It jus

together. It looks like you could walk by and see the one you’d want and go and noeverything out.” (Tampa, Heavy User)

“I picked Bugs as the most effective, but Circle as the most appealing.” (Tampa, He
Reactions to EPA Sample 

Efficacy Marks – Square

 The Square efficacy mark communicates effectively, and is very simple and easy to understand. 

However its design is considered old fash However, its design is considered old fashioned artistically boring bland and dull , artistically boring, bland and dull. 

– Concern was expressed about the message being conveyed in words only, rather than w

and visuals, since visuals are seen as being extremely helpful in conveying the intende

– 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 ameans.” (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, eight hours, tick, four hours. Stra

going 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 

don’t have to guess which bug it is.” (Norwalk, Parent)

“It’s too dull, it was very boring...and it has no visual.” (Norwalk, Infrequent/Light U

“[Th S ] h i l I lik th i l b l d th f l h d “[The Square] has no visuals...I like the visual symbols, and then for people who do 

like shorthand, you instantly know.” (Minneapolis, Parent)
Reactions to EPA Sample 

Efficacy Marks – Lines/Bar

 Results from Round 1 testing indicated that “Bars/Lines”, although visually appealing 

primarily because of the colors was too di primarily because of the colors, was too difficult for consumers to understand and fficult for consumers to understand and interpret quickly.

– “Bars/Lines” is confusing because it is missing specific language to communicate that what 

length of time in hours that insect repellent users would be protected against mosquitoes an

– “B /Li ” i l i i i t b l hi h k ll i t ith l t ff 

“Bars/Lines” is also missing insect symbols which work well in concert with language to effecinsects will be repelled with use of a particular product.

– Therefore, consumers feel a key would be necessary to aid in the understanding of the inform

efficacy mark is trying to convey.

“I liked the idea of the bars that it gives you a gradation perspective, but I was sear

and it takes too long for a quick comparison.” (Bethesda, Parent)

“This [Bars] is too complicated for this type of product...it is making you work...it loo

(Bethesda, Parent)

“It’s not saying anything about hours, and I’m going, what is four and what is eight?

(Bethesda, General User)

“I felt it was slig y yp ( , ) htly cryptic.” (Bethesda, General User)
Reactions to EPA Sample 

Efficacy Marks – Circle Pair

 The “Circle Pairs” efficacy mark is one of the least preferred marks because it is much too 

cryptic and difficult to read and interpret cryptic and difficult to read and interpret. 

– The analog clock style of the graphic without the word “hours” being noted, and the use of 

rather than use of the words “mosquito” and “tick” require the reader to work too hard to g

“That’s just what I thought, you’d have to go from insecticide to looking at your w

th t’ i ht it’ i ht h t ti ” (B th d H U ) that’s eight, so it’s an eight hour protection.” (Bethesda, Heavy User)

“I keep looking at the clock and I get confused.” (Bethesda, Heavy User)
Reactions to EPA Sample Efficacy Ma

Bugs Alternative Circle 

 Most communicative because 

it is easy to read and straightforward to interpret

 Most visually appealing Like the shape and colors

I i l ki d 

 Easy to  Design i

boring a

 Conveys important 

information in both words and visuals

 It i

s neat looking and 

organized

 There ar

Lines/Bars

 Too difficult to inter

pret

Circle Pairs

p

 Least 

preferred becaus

 0-8 scale is not labeled

too difficult to read and interpret
Explore Expectations for Prote

Time and Variability Issues
Expectations for Protection T

and Variability Issues – Repellen

Insect 

Repellent

R F R F

40

Insect 

Repellent

Insect 

Repellent

R F

15 40 80

 Consumers want a consistent, standard measure of efficacy for insect repellent products. Howev

measurement is unfamiliar to consumers, they find it confusing. 

Consumers were asked about another system for communicating efficacy for insect repellents ca

– They are not sure what RF means or how to interpret it, and wonder whether it is communi

higher percentage of the active ingredient. 

– They recognize that they would have to be educated to understand a new system of measu

insect 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 been trained in what RFs are.” (Min“Does that mean there’s more DEET in it? (Norwalk, Parent)
Expectations for Protection Time

and Variability Issues – Repellent Fac

“There is going to have to be like a training period for the public to understand w

(Tampa, Heavy User)

– Intuitively, and mostly based on their experience with sunscreen products, consumers assu

higher RF numbers are stronger than products with lower RF numbers. Therefore, they bel

who tend to attract bugs, who are engaging in outdoor activities, or who are going out at nig

with higher RF numbers.

“The RF stands for Repellent Factor. So how much it repels, I would think the hig

more repellent it is. I would think.” (Tampa, Infrequent/Light User)

“Obviously, the higher the number to me means it’s stronger.” (Tampa, Heavy U

 Because they do not yet understand RF, consumers indicate they’d prefer to see the number of ho

type of insects repelled rather than RF.

“This is going to be confusing. People are going to worry about how much does it 

are the chemicals in RF15 versus RF40 versus RF30? If 

yj p 

ou 

just 

put on there mo

protection for ‘x’ number of hours, that should be sufficient.” (Tampa, Infrequent/

“Is it the higher the number, the stronger? But you don’t know how long and you 

good for.” (Minneapolis, Parent)

“If I saw hours, I’d probably grab that over this. I’d be like, ‘Oh’ because I’d know 

(Minneapolis, Parent)
Expectations for Protection T

and Variability Issues

 Consumers are pretty realistic about the efficacy of insect repellents. Although they hope that ins

percent effective, based on personal experience, they know the products will only reduce the num

not eliminate them completely.

– Some say they have yet to find a product that will protect them against all types of bugs. O

that all exposed skin areas are treated.

“[I expect fewer] They’re going to find a place to land, you can’t cover up everythi

“Well, they mostly say repellent. Repellent means it’s going to repel, but it’s not g

way.” (Bethesda, Parent)

“I think of bug sprays as like an umbrella. If you walk in the rain with an umbrella 

to get a little bit wet. It’s there to protect you, it’s there to help...it’s not a hundre(Bethesda, Heavy User)

“I would automatically bump it down from eight [hours] to six because everyone a

(Minneapolis, Parent)

 Consumers acknowledge that there are many variables that affect optimal effectiveness of insect 

and accept that variability in protection time exists.

– Therefore, they try to assess their own personal needs in choosing a product and in determ

“My test is I put it on and then when they start biting me again; it’s starting to we

(Minneapolis, Parent)
Expectations for Protection T

and Variability Issues

 Consumers assume that efficacy ratings have a margin of error based on a variety of factors some 

situational.

– Consumers acknowledge variability can be based on: the sensitivity of the person to bites, 

occasions or surroundings prompting the use of insect repellent, weather conditions, time 

ingredients vary, and the fact that the hours of efficacy are likely estimations. 

– Therefore, consumers typically reapply just prior to or when the allotted hours of efficacy tim

participating in activities that might cause the insect repellent to dilute, or ultimately when 

“I think the comparison is the thing that is most important, and the hours I take a

sweaty, I apply it more often. The same thing with swimming where you put your know, it’s an average day doing average things for an average person if you do it 

get mosquito bites in 8 hours.” (Bethesda, Infrequent/Light User)

“Like you said, it depends on what conditions, people, the type of person and eve

different variables.” (Bethesda, Heavy User)

“I thi k f b lik b ll If lk i th i ith b ll f “I thi

nk 

of bug sprays lik

e an um

brella. If you walk i

n th

e rain

with an um

brell

a fo

get a little bit wet. It’s there to protect you, it’s there to help you...it’s not a 100%

“I was thinking about will it last longer on my skin than it lasts on her skin? Wher

forest, on a river, or will it wash off while you’re sweating? (Tampa, Infrequent/L
Appendix A: Respondent Profi
Respondent Profile

To

Geographical Locations N=

Bethesda, MD 3Norwalk, CT 2

Minneapolis, MN 1Tampa, FL 1

Age N=

Under 25 25-34 235-44 145-54 255-64 2Refused 0

Highest level of education you have completed? N=

High school graduate 1

Some college 3College graduate 3Post graduate 1
Respondent Profile

To

Working Status N 

=

Employed full time 6Employed part time 2Not currently working 9

Household Income N=

$35,000 to $49,999 1

$50,000 to $74,999 2

$75,000 to $99,999 2$100,000 or more 2

Race/Ethnicity N=

Caucasian/White 7African American/Black 1Hispanic/Latino Asian American 0Native Hawaiian or Pacific Islander 0Some other racial or ethnic group 4

G d en er N 

=

Male 5Female 4
Respondent Profile

To

f C 

A Age of Children at Home* N=

1-2 83-5 1

A

6-10 111-17 1

Frequency of Using Insect Repellent on Children 10 and Under When Going 

Outdoors* A N=

Every time 8Most of the time 1Some of the time 9Rarely Never No answer 0

Only asked to Parents Group ARespondents could answer yes to more than one group *
Respondent Profile

T

Reasons for Not Using Insect Repellent on Children All the Time N 

A 

Don’t like the smell Outside for too short a time period N t hi h i t ll t t h Not sure which insect repellent to purchase Don’t like the greasy feel Don’t think they work Lbl f ig Labels are confusing Forget to use Don’t usually get bitten by insects Others 

Frequency of Using Insect Repellent N

Every time 

Most of the time 

B

Some of the time Rarely Never 

Only asked to Parents Group AB Not asked to Parents Group
Respondent Profile

T

Reasons for Not Using Insect Repellent N 

C 

Don’t like the smell Outside for too short a time period N t hi h i t ll t t h Not sure which insect repellent to purchase Too expensive Don’t like the greasy feel D ’t thi k th k Don’t think they work Labels are confusing Forget to use D ’t ll t bitt b i t Don’t usually get bitten by insects 

Frequency of Being Outdoors N

Always 

R ll 

B

Regularly Occasionally 

Only asked to Infrequent/Light and general user group C

B Not asked to Parents Group

y q g g gp