7A Testing the Hypothesis, Part 1
Efficient way to detect toxic ingredients in store
Opportunity
Everyday millions of Americans shop for themselves and their families unaware of the harmful chemicals and additives in food and various household products.
The who: There is not only a market for this in America but in all places there are conscious consumers. People who are interested in avoiding the types of parabens, sulphates, and toxic chemicals put into every day household products.
The what: Harmful cancer causing chemicals are added to millions of products people buy for their families.
The why: People are becoming more aware of the companies they purchase from, and the effects of the harmful chemicals.
Testing the who: Many people in today's world are focusing their consumer behavior on supporting companies that are cruelty free, additive free, and free of harmful cancer causing chemicals.
Testing the what: Many of the toxic chemicals are found in everyday American products. After the Netflix documentary Stink!, Many Americans were shocked to learn about the cancerous and toxic chemicals many household names use in everyday products.
Testing the why: I am not sure why companies use harmful ingredients. My best guess is that the cost is much cheaper than using fewer ingredients. In stores, reading ingredient lists and and googling ingredients on ones phone is time consuming.
Questions asked:
Are you aware of the toxic chemicals used in household products?
Do you check ingredients before you purchase a product?
Are you ever surprised at the amount of ingredients in a product?
Are you cautious about ingredients in products?
If so, are there specific ingredients you avoid?
Interview 1:
This interviewee is a male student in his last semester of university. He is a environmentally conscious consumer and discusses that he is aware that many major brands use harmful chemicals. He stated that he normally looks at ingredient lists when it's a hygienic or shower product. When asked what he tends to avoid he stated, parabens, artificial supplements, and BPA in plastics.
Interview 2:
This interviewee is a 26 year old graduate student. She states that when she was vegan she would pay close attention to ingredient lists but that otherwise she normally just buys what is most cost effective. She goes on to say that she pays closer attention to things like body wash, toothpaste and deodorant. Due to her busy schedule, she mostly eats out so isn’t as concerned about food.
Interview 3:
This interviewee is a 19 year old second year university student who also works in a grocery store. She says she’s been very aware of harmful chemicals in household products ever since she read an article about toxic baby wipes. She discussed how shocking it was to find out that there are toxic baby products. She tends to buy common “all natural” products such as Dr. Bronners soap, and detergent made from essential oils instead of harsh ingredients found in common household detergents. She believes that if there was an easier way to consciously shop, people would be into it.
Interview 4:
This interviewee is a 57 year old woman who loves to shop at stores such as fresh market, whole foods, and various other health food stores. She states that when she shops in these select grocery stores she feels that she is shopping consciously, and therefore, does not check on ingredient lists. Although she is aware of the toxins and harmful chemicals used in many household items. She recalls a time when she discovered her high end body wash had sulphates, which are known to be cancer causing.
Interview 5:
This interviewee is a 32 year old stay at home mother. She explains that knowing product ingredients is very important to her because of the many damaging ingredients used in various baby products. She goes on to say that their health is her biggest concern as a mom. I asked if she would be interested in the app idea and she states that the barcode would be a great idea because of how convenient it is. She states she has researched herself and now buys only from the companies she trusts.
Given your interviews, what do you know about the opportunity that you didn't know before?
This interviewee is a 19 year old second year university student who also works in a grocery store. She says she’s been very aware of harmful chemicals in household products ever since she read an article about toxic baby wipes. She discussed how shocking it was to find out that there are toxic baby products. She tends to buy common “all natural” products such as Dr. Bronners soap, and detergent made from essential oils instead of harsh ingredients found in common household detergents. She believes that if there was an easier way to consciously shop, people would be into it.
Interview 4:
This interviewee is a 57 year old woman who loves to shop at stores such as fresh market, whole foods, and various other health food stores. She states that when she shops in these select grocery stores she feels that she is shopping consciously, and therefore, does not check on ingredient lists. Although she is aware of the toxins and harmful chemicals used in many household items. She recalls a time when she discovered her high end body wash had sulphates, which are known to be cancer causing.
Interview 5:
This interviewee is a 32 year old stay at home mother. She explains that knowing product ingredients is very important to her because of the many damaging ingredients used in various baby products. She goes on to say that their health is her biggest concern as a mom. I asked if she would be interested in the app idea and she states that the barcode would be a great idea because of how convenient it is. She states she has researched herself and now buys only from the companies she trusts.
Given your interviews, what do you know about the opportunity that you didn't know before?
Initially, I assumed that most people would be interested in both food and household products but after concluding my interviews, I realized most people are more interested in the ingredients in their hygienic/beauty products. Originally, I thought more people would be enthusiastic to learn about types of chemicals to avoid but, I think it all comes down to convenience. Which is why the barcode feature is important to this idea. Consumers don't want to stand in store look up individual ingredients. Through the interviews I’ve conducted, I’ve learned that every person is different, and each person has different concerns about the products they use. This is why the preferences portion of the app is integral to making the app usable for everyone. Some people are curious and the ingredients in food, while others care more about the products they use on their bodies. After the consumer scans the barcode, a score will appear which is based on their personal preferences for ingredients they’d like to avoid.
Hi Ayla. I believe you are correct that there is a market for individuals who are concerned with using products that are non-toxic and environmentally friendly. So many people are looking for organic products and I like shopping at companies like Whole Foods and Sprouts for this reason. I must admit, I do not really look at the ingredients on my hygiene products. Are you proposing an app that would scan all products from edible to health and beauty and would it have a toxicity level for only specific toxins? I do like the idea you are proposing. It would be great if companies had to put a bar code on their labels so consumers would be able to identify substances they want to avoid when they are making purchases.
ReplyDeleteHi Ayla,
ReplyDeleteI really enjoyed reading through your opportunity idea. I agree that there are a lot of products that have dangerous chemicals that could harm us. In fact, my mom has just developed an allergy for almost all skin products, soaps, and cleaning products. Consumers should be cautious of the chemicals in certain products. I agree that the reasoning behind these dangerous chemicals is because it is cheaper and easier to make the products. Overall, I think you have created a very good opportunity.