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Spotlight Reports

It’s Not Easy Being a Green Cleaner

iModerate

Oct 29, 2014

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The average American household spent $42 per month on cleaning supplies in 2013. What products are consumers purchasing with this money, and what factors do they consider when shopping for cleaning products? In particular, we were curious as to whether consumers were buying green cleaning products. Are the benefits of green cleaners clear enough to consumers to justify the extra cost? We reached out to over 100 consumers to get the not-so-dirty details.

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By engaging an experienced firm such as iModerate, whose business is qualitative research, you get online delivery of depth interviews by experienced researchers – both during the interviews and for the analysis. iModerate does not simply understand our business questions, but they work to scope discussion guides to advance both the narrow business question and the larger context of the experience, helping us advance marketing and business objectives with their findings well beyond the immediate need.

Angela Knittle, Market Research Manager, Penske