09.20.10
TwitterMoms.com has rolled out its own "seal of approval" concept, getting household products out of labs and into the homes of opinionated moms who evaluate them in real-life situations following a standardized evaluation process. Among the first products to be awarded the TwitterMoms Seal of Approval is Procter & Gamble's Ultra Concentrated Dawn dishwashing liquid.
The TwitterMoms Seal of Approval is the first to leverage a community of opinionated, influential moms to conduct a standardized product review process, according to the site's founder,Megan Calhoun.
The seal also integrates a QR code, which allows anyone with a smartphone to quickly view a mobile web site with detailed ratings and feedback from the TwitterMoms review process. The results—and test procedures—are posted to the web, allowing moms “to drill down as deeply as she needs to make an informed buying decision, even at the point of sale.”
For Dawn Ultra Concentrated Dawn dishwashing liquid, the TwitterMoms team developed a blind study in which a panel of evaluators put a small amount of the liquid through a series of stress-tests designed to measure the product's grease-cutting properties and value characteristics. According to the website, moms praised the product's grease-cutting properties—100% found the results met or exceeded their expectations in tackling tough grease. After completing the series of tests, 93% of the participants said they'd recommend the product to others.
Products carrying the TwitterMoms Seal of Approval have been subjected to a structured evaluation process, designed by members of the TwitterMoms team. A minimum of 25 independent moms were selected for their geographic and demographic diversity then complete the structured evaluation process in their own households and submit their qualitative and quantitative feedback for review and analysis. To be awarded the Seal of Approval, a product must meet or exceed expectations in all areas of the evaluation 85% of the time and the same percentage of evaluators must be willing to recommend the product to others.
"We were excited to give this new take on the traditional seal program a try," said Susan Baba, external relations manager for the Dawn brand at P&G. "We were even more excited to see how Ultra Concentrated Dawn met or exceed value and performance expectations in a blind study."
"Moms trust moms above all else," said Calhoun. "Traditional seal programs rely on lab technicians, sterile environments, and black boxes for their analysis. Our moms put products through their paces in their homes, and color their commentary and evaluations with their own real-life experiences — something that just can't be replicated in a lab."
Quickie Microfiber Twist Mop, which hits the stores next month, is also among the first products to earn the approval. The mop's packaging and in-store displays will feature the TwitterMoms Seal of Approval and QR code.
The TwitterMoms evaluation panel is comprised of experienced moms who are active in social media from across the U.S.. 60% live in the suburbs, 18% are rural dwellers, and 22% live in cities. Nearly 75% of the panelists have two or more children. 26% have babies in their household, 23% have preschool-age children, 33% have kids that are in grades K-8; 11% have kids in high school. Household income ranges skew slightly higher than the US average: 25% of the evaluators report HHI of more than $100K, 36% report HHI of $60-$100k, and 28% report incomes in the $30-$60k range. 62% keep large pets in their home.