Interest in certain cosmetic procedures differs between genders
March 5, 2010
In August 2009, SenseUs and AdSAM began working on their sixth online polling survey. By using their innovative methods of gauging emotional responses of survey-takers, the companies were able to asses US attitudes about cosmetic procedures and weight-loss options. Throughout this summary you will learn the goal of the polls, new trends based on its results, and who SenseUs and AdSAM are.
The GoalTo measure the public’s emotional response to current and past key issues such as healthcare and the economy. Additional contemporary trends such as the growth of cosmetic procedures were also included.
The Survey-TakersThe samples in this survey were selected in order to reflect the demographic characteristics of the target populations – 2008 Election Voters. This survey measured emotional response from segments including: Physicians versus Voters, Age, Gender and Region.
The ResultsSurprisingly, the survey shows us that the majority of Voters (here after referred to as Consumers) are not interested in cosmetic procedures. Interesting to note is the fact that although Consumers feel sullenness, fear or stress about cosmetic procedures like breast augmentation, facial injections consumers also felt the similar anxiety about over-the-counter diet pills or Human Growth Hormone. Ultimately, Consumers were more willing to reach for over-the-counter solutions than going under the knife.
Physicians were also surveyed for results and the majority expressed views opposite of Consumers. When asked about over-the-counter remedies, the safety of these products create more negativity, concern and stress with the physicians than do breast implants and facial injections like Botox and Restylane.
Ultimately, the SenseUs and AdSAM survey results show that Consumers have a more negative outlook than the Physicians on the growth of plastic surgery in the U.S.; their feelings can be characterized as cynical, aggravated, horrified or gloomy. On the other hand, Physicians express less conviction about this trend, and a majority of them tend to feel ambivalent about such growth.
In conjunction with Medefield, a provider of online healthcare and pharmaceutical market research, AdSAM surveyed 405 voters from the 2008 election and 207 physicians in its sixth online SenseUs survey. “Tapping into and understanding emotions permits us to more fully comprehend why people think and act the way they do. Human responses are generally a combination of rational and emotional processing,” Morris said. “Because emotions are the precursor to action, this type of polling device delves deep into a person’s emotions to interpret and predict attitudes, preferences and behavior.”
About AdSAM: AdSAM is a non-verbal, cross-cultural, visual measure that accurately taps into the core of human emotional responses. It is designed to identify the relationship among attitude, cognition, brand interest and purchase intention. For over two decades, AdSAM has been applied in over 600 proprietary marketing and communications studies and incorporated into the research of many Fortune 500 companies.