Consumer Research Survey Analysis
Sunscreen, also commonly known as sun block, or suntan lotion, is a product that may come in several forms: lotion, spray, or gel. The purpose of sunscreen is to absorb or reflect some of the sun's ultraviolet (UV) radiation to which the skin exposed to sunlight thus protecting the body from sunburn and skin cancer.
According to the Skin Cancer Foundation, skin cancer is the most common form of cancer in the United States with more than 3.5 million cases diagnosed annually. The most common forms of skin cancer are melanoma, basal cell carcinoma, and squamous cell carcinoma. Melanoma is the most common form of cancer for young adults 25-29 years old and the second most common form of cancer for young people 15-29 years old. Basal cell carcinoma (BCC) is the second most common form of skin cancer with an estimated 2.8 million diagnosed annually in the US. BCCs are rarely fatal, but can be highly disfiguring if allowed to grow. Squamous cell carcinoma (SCC) is the third most common form of skin cancer. An estimated 700,000 cases are diagnosed each year in the US, resulting in approximately 2,500 deaths.
In a recent survey conducted, 20 participants were selected at random to complete an online questionnaire regarding their use of sunscreen. Of the total participants surveyed, 40% were male and 60% were female. The participants were also asked to select their ethnicity; 60% of the respondents identified as African American, 20% identified as White/ Caucasian, 15% identified as Hispanic/ Latino, 10% identified as Asian, the remaining 5% identified as "Other."
When asked whether or not they used sunscreen, 55% responded "yes", while 50% responded "no." Respondents were then asked to select how often they used sunscreen; 35% stated they never use sunscreen, 15% stated they rarely use sunscreen, 20% state they use sunscreen sometimes, 5% stated they almost always use sunscreen, and 10% stated they always use sunscreen.
When selecting a sunscreen, participants were asked to write down which purchase factors affected their purchase decision. Using text familiarity software, the most common answers are listed in descending order of popularity: "price", "scent", "SPF", "do not purchase", "UVA/UVB protection", "familiarity", "waterproof", "long term benefits", and "transparency."
However, I found that these results did not necessarily correlate with the results when participants were asked to rank how familiar they were with "Top 5" sunscreen brands. Charted below, the graph shows that the respondents were less familiar with economical brands and more familiar with costly brands.
In order to then assess whether they understood how to properly select and apply sunscreen the participants were asked whether or not they knew what the ultraviolet (UV) index was, 35% responded that they did while 65% responded they did not. This information was alarming because the UV index, accessible through any local weather service, indicates the levels of UV rays in on a scale of 1-10 so one can decide at what times during the day sunscreen is most needed. Participants were then asked to respond to two statements using either true or false. When asked if a higher SPF level meant more protection, 60% responded true, 40% responded false. This is in fact false. The optimal level for protection from UVA/UVB rays is SPF 50, anything higher you begin to lose that protection. When asked if it was necessary to wear sunscreen year-round, most participants were correct in answering yes (55%), 45% responded that you didn't need sunscreen year-round.
Lastly, participants were asked if they were aware of any alternate methods to protect their skin from sun exposure. Using the text familiarity software again, the most common answers are listed in descending order of popularity: "stay in shaded area," "protective clothing," "sunglasses," "moisturizers," and "visor/hats."
In conducting this survey, one of the shortcomings of the questionnaire I experienced was the data was skewed somewhat because some respondents answered a question that required only one answer with more than one answer. Another shortcoming was that although 50% of the respondents stated that they never used sunscreen, the data did not match when comparing the results to how often the respondents stated they used sunscreen. I also found that when using an online survey, many of the respondents were unsure of certain questions and left them blank without the assistance of someone to explain the question.
A good idea for follow up research for my survey to gain more comprehensive information would be to conduct a survey that includes a person's activity level, where they live, and their awareness of skin cancer, as those are also factors that determine whether or not a person uses sunscreen and how often.
