Consumer Research Survey: Bathing Preferences
Project: Primary Research – Business Planning for Bath & Shower Product
Situation & Task:
This survey was conducted to determine personal preferences for bathing at home, as well as behaviors related to controlling temperature of bath water. Our hypothesis was that among people who enjoy taking baths, a common behavior for keeping bath water warm longer is to drain some cool water from the tub and add hot water. Results from this survey will be used to inform business planning for a small household appliance used by American consumers.
Action:
A total of 17 questions were asked, primarily either single-choice or multiple-choice, with one optional free response question. Most questions allowed for an “other” response to capture perspectives that may not have been represented. Questions were developed by running a test survey to discover any problems ahead of launching the full survey. Our target audience included United States adults age 18+. No incentive was offered for participation. Surveys were distributed via primarily social channels including Facebook, Reddit, LinkedIn, and NextDoor.
Result:
Responses received were 61% female, 29.5% male, and 9.5% other from 28 different U.S. states; California, Indiana, and Illinois had greater representation proportionally; some results were received from outside of the U.S. Survey was open for adults 18+; results received were all between 18 and 90 years of age; 30-39 was the largest age group represented proportionally at 34.4%.
The results from this test showed the most common response to bath water becoming cool was to drain some cool water from the tub basin and add additional hot water (59% of respondents), followed by ending their bath at that time (46.7% of respondents). With such a high number following this drain/refill behavior, there is a need among those who enjoy bathing for the water to remain warmer longer.
