Originally printed in Furniture Today's August 1, 2011, print issue
Women, bedding's key consumers, are very aware of bedbugs, see the bedbug problem as being a serious one in the country, but are confident that problem can be controlled.
Those are some of the key conclusions of a survey of women consumers conducted by Furniture/Today in partnership with Medelia Inc., a business strategy firm headed by Delia Passi. Passi, a speaker at Furniture/Today's recent Bedding Conference, and Furniture/Today posed bedbug questions to a panel of women who shared their thoughts on key bedbug issues. Approximately 250 women answered a variety of questions. This is the first time that Furniture/Today has surveyed an exclusively female audience on bedbug issues.
The results provide insight in several areas, ranging from a high level of awareness of the problem to specific steps that consumers say they might take to prevent problems with bedbugs.
Awareness of bedbugs is high, which is not surprising given the amount of coverage the topic has received in recent years. More than half of the women surveyed — 51% — said they were "aware" or "very aware" of bedbugs. Only 12% said they were "not aware at all" or "not aware" of bedbugs. But a significant number — 37% — were neutral on the issue.
Furniture/Today, in partnership with the Medelia Monitor, fielded an online survey about bedbugs to the Medelia Monitor's proprietary panel of women in May 2011. The exclusive survey received responses from 245 women. The research was collected and analyzed by Furniture/Today’s research department, led by Director of Research Dana French.
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