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From scoping the projects through deliverables, the team is always very responsive. They provide excellent consult on the survey development and turn-around times are fast. I’d also note that their data output is in a clean, digestible format, making it really easy to pull out the key insights for our communications campaigns.
We conducted an online study on behalf of SWASH Laundry Detergent, looking at how 2,000 millennials and Gen Zers do their laundry.
In addition to answering questions about laundry habits, respondents were shown different symbols from a washing machine to test their laundry knowledge.
The study, part of a research-led media campaign, found that 69% of respondents are convinced they know how to do laundry correctly. Data also revealed that 65% of millennials and Gen Zers believe laundry is a skill that needs to be taught or learned, crediting their parents or older relatives for showing them the ropes (42%). Another 23% learned by experimenting on their own and nearly a fifth of respondents learned from looking at social media tips and tutorials (19%), finding YouTube (43%) and Instagram (38%) to be the most helpful.
When it comes to laundry knowledge, millennials and Gen Zers claimed that they understand all the settings on a washer and dryer (68%) and the clothing care labels on their clothes, with 26 to 41-year-olds boasting their confidence more (66% vs. 59%).
Yet, just 26% of all respondents were able to correctly identify the symbol for “machine wash permanent press” and “do not dry clean.” Similarly, under a quarter of people knew the symbol for “do not dry” (24%), while a few more accurately identified “dry on low heat” (29%) and “bleach” (28%).
Our news generation partner crafted a news story from the data and incorporated key messaging from the commissioning brand, including quotes relating to the research:
“Understanding the various laundry symbols will help reduce your chances of shrinking or damaging your clothes. To take the best care of your belongings, always follow the instructions on an item’s label and choose laundry detergent products designed to help properly maintain your clothes.” Joseph Beairsto, senior brand and product marketing manager for Swash Laundry Detergent.
The story achieved 80 pieces of coverage on national, regional and consumer titles, with 12 million estimated coverage views.
ClientSWASHServicesOnline research, Infographic, Data-driven news story
