Essity approached OnePoll & their sister agency 72Point looking to commision research looking at period poverty. The aim was to find out which areas of the UK were worst hit when it comes to affording basic sanitary protection, particularly in light of the cost of living crisis. OnePoll helped the 72Point creative team to build a set of questions which would cover these topics, looking into issues women have had with affording period products, including whether they expect this to get worse with the cost of living crisis. We particularly assisted with making sure the questions were asked in an appropriate manner, given the nature of the questions and made sure respondents were well informed before agreeing to take part.
The Research
To reach the right audience, and ensure that those asked were the most relevant, OnePoll advised to poll just women who currently have periods, and that use pads/tampons/period pants so that these would be comprised of period product users. As Essity were interested in seeing which areas across the country were worst hit, we polled 100 women who identified one of 20 chosen top cities as their nearest (as well as London, included a range of cities from all parts of the UK, including Birmingham, Manchester, Edinburgh, Cardiff and Belfast). Research was conducted using online quantitative method to reach a large respondent size.
The Results
OnePoll delivered excel results tables, along with an executive summary outlining key insights for Essity. The results were broken down by age/region/nearest city.
We found that 71% of women polled agree when they experience their period it is a challenging time for them. A third (33%) anticipated the cost of living crisis would make it harder for them to afford period products in the months ahead, with a quarter (25%) already finding it more difficult to afford. 27% find there are ever times they cannot afford basic period products, with 66% feeling embarrassed as a result.
Based on the results which OnePoll delivered, 72Point wrote news copy and a video was created linked to the project.
For more info about our services, click here.