In
July 1998 the research Core Group and The Newman Group, Ltd., met in a
face-to-face meeting in Alexandria, VA to finalize the quantitative findings
and implications, to discuss what was learned from the qualitative mini
focus group research, and to discuss the overall conclusions for Phase
II of the CLI.
As mentioned in Chapters 2 and 3, the findings result directly from
the quantitative survey results and are supported by the quantitative
data. Implications show connections among the various findings related to a topic or learning
objective, and are derived from the quantitative findings. The formulation of implications involved a certain element
of interpretation of the quantitative data, but they can be traced directly
to the data. The overall
conclusions of the Phase II research draw from findings and implications
of the quantitative research, the information obtained during the qualitative
mini focus group research, and all of the other Phase II activities (e.g.,
subgroup meetings, Stakeholder comments, First Aid qualitative research). Conclusions are broad statements, which the research Core
Group developed as they interpreted these various sources of information
and data, about product labels and consumers' comprehension, satisfaction,
and preference for labels.
The
conclusions from the Phase II quantitative and qualitative research are
as follows:
-
There is no strong motivator that suggests fundamental label changes,
but language and format can be improved. Consumers are generally satisfied with current labels and are able
to find the information they want on the label. However, the data indicate that improvements would encourage more
reading and use of product labels.
-
Labels for each of the product categories should not be treated
in the same way since consumers perceive the products differently and
have different label reading habits for each category, as follows:
-
Household cleaner
labels should be simpler, with exceptional information (i.e.,
very important or different than anticipated) highlighted. There is a lower motivation to carefully read these labels
because of the perceived familiarity with cleaning products.
-
Indoor insecticide
labels are quite effective now. Incremental changes to simplify labels and make them easier
to understand should be tested.
-
Outdoor pesticide
labels are confusing because they are more complex and less frequently
used, and therefore less familiar to consumers. They should be simplified and arranged for easier reading.
-
Consumers want clear, concise, easy-to-read information that connects
consequences with actions. Instructions
on labels should say 'why' and jargon should be avoided.
-
Consumers look to all traditional media to gain information. Therefore, outreach to consumers should incorporate traditional
media, and should also include education efforts directed toward store
personnel and other "influencers."
-
Ingredient information can be communicated by name, type or category
of ingredient, and purpose of ingredient, not just by a list of chemical
names. Ingredients should be presented in tabular form, with flexibility
as to where in the label they are located (e.g., front vs. back panel
of the label).
-
Additional information is needed to better understand how to answer
the need some consumers expressed for useful ingredient information. A full disclosure list of names does not further consumer understanding.
These conclusions are supported by detailed research findings. |