Linescore N = 234 All respondents

• 75% of All respondents are Acceptors, strong endorsers, satisfied in all respects.
• An Acceptor score of 75% is an extremely highly rated concept.
• A score in this range often suggests you should undertake product development.
• The Driver Analysis will show whether the 12% Borderline are either missing a strong benefit or there is a negative. If this can be corrected, some Borderline may become Acceptors.
• The Driver Analysis will also bring focus to why 13% of All respondents are Dissatisfied. These factors may be inherent in the concept, but understanding can clarify to whom the concept appeals and who may not really be in the target market.

LINESCORE

Sample	Acceptors 601 - 800	Borderline 501 - 600	Indifferent 401 - 500	Rejectors 200 - 400
234	75%	12%	9%	4%

Table 2. Paired Comparisons vs. Competitive Benchmarks

-	N	Initial impression preferred over current solution	Initial impression preferred over other solution	Concept with more info preferred over Initial impression	Concept with more info preferred over current solution
Sample	234	83%	85%	87%	85%

Methodology

The sample for this concept test is All respondents.

Respondents select and rate their two competitive alternative brands, products or practices in the space, then rate their First Impression of new idea. After exposure to more information about the concept, respondents rate again on the same Linescale, which gives a comparison with competition and initial expectation. The concept is then rated for Uniqueness, Believability, Relevance and likelihood of Recommendation to friends or colleagues. An algorithmic score is calculated and shown to the respondent along with the meaning of the score. The respondent is asked if they agree with the score or would raise or lower it. (Most agree).

Respondents describe in their own words why they rated as they did, and then select up to five main reasons from a list of positive and negative possible reasons for rating. Further rating of components of the concept is done. Additional attitude and behavior questions are asked, concluding with demographics.

Competitive Benchmarks

Competitive Favorite - Acceptors of concept within Share of Sample

Combined bar lengths represents share of answer to question "What solution or relief from the problem of sweating when engaged in do you use most often? Please select just one."

Blue portion is the percentage of Acceptors of concept within each bar.

Competitive Favorite

N=234	current solution %	Acceptors (600+) %	Acceptance Index Acceptor % / Average %
All Competitors	100	75	1
frequent toweling	31	73	0.97
just put up with it as best I can	24	75	1
wipe it off with my hands, gloves or sleeve	21	85	1.14
use a liquid or roll-on antiperspirant on the trouble spots	10	61	0.81
use a cream antiperspirant on the trouble spots	6	86	1.15
Other	5	50	0.67
sweat-bands	4	89	1.19

N=12 Other

bug spray to keep mosquitos away, constantly washing, cool down using water, deoderant, Do not participate in sports!!, limit my time outside to mornings and late afternoons, rest during hot mid day, with heavy duty air , mister and cloth to wipe down face and get salt off, None at all, solid antiperspirant, using more anti persperant., wear loose clothing, With my deoderant that I use I don't sweat

Second Competitive Favorite

N=234	other solution %	Acceptors (600+) %	Acceptance Index Acceptor % / Average %
All Competitors	100	75	1
wipe it off with my hands, gloves or sleeve	21	80	1.07
just put up with it as best I can	19	80	1.07
no, just that one solution no matter which sport	17	56	0.75
frequent toweling	17	77	1.03
use a liquid or roll-on antiperspirant on the trouble spots	12	72	0.97
use a cream antiperspirant on the trouble spots	5	100	1.34
Other	5	64	0.85
sweat-bands	4	80	1.07

N=11 Other

clear, solid antiperspirant, crystal deodorant, Do not participate!, No, nothing else, powder, put my hair up in ponytail, solid antiperspirant/deoderant, use arm & hammer baking soda anti-perspirant, use a solid deodorant, use clinical strength deodorant

?

Standard competitive framework - Total Sample

?

Standard competitive framework - Acceptors

Average rating and frequency - Total sample

Average rating and frequency - Acceptors

Driver Analysis bar charts show the discriminant importance of each reason as a driver of Acceptance.

The length of the bars is determined by two factors – (1) how many people selected a reason, and (2) the difference between Acceptors and Rejectors or between Acceptors and Borderline.

Reasons with stars are statistically significant differences at the 90% confidence level. Note that significance is often greater for reasons that have fewer total selections, but important differences.

Acceptors vs. Rejectors

Borderline vs. Acceptors

Acceptors vs. all others

WHY - DRIVER ANALYSIS

All Reasons for Rating table shows how often each reason was selected as a main reason for rating by Total Sample and each of the four Acceptance Segments. (Clicking on a segment column header twice will rank order the reasons for that segment.)

All Reasons for Rating in Total and by Linescore

Reason	Total N=230	Total 100%	Acceptors 75%	Borderline 12%	Indifferent 8%	Rejectors 4%
(+) I won't get distracted by wiping	98	43	46	32	42	10
(+) I perform better when I feel drier	88	38	43	25	26	10
(+) Completely natural	141	61	70	46	37	0
(+) Won't irritate	126	55	62	39	32	20
(+) Comfortable feeling	113	49	54	36	53	0
(+) Better focus and concentration	42	18	23	11	0	0
(+) Better grip	56	24	24	21	37	10
(+) Washes right off when you shower	154	67	74	68	37	0
(+) More sure-footed when feet are dry	36	16	19	4	5	10
(+) Keeps vision clear	88	38	40	39	32	10
(+) Will improve my game	19	8	10	7	0	0
(-) Too much trouble to apply	15	7	6	7	11	10
(-) Sweating is healthy and good for you	71	31	23	43	68	60
(-) I have no dryness problem	4	2	2	0	0	10
(-) I would be embarrasses to apply it in the locker room	8	3	2	7	5	10
(-) Just a gimmick	13	6	3	18	5	10
(-) I don't believe it can work	22	10	8	11	16	30
(-) It could clog my pores	56	24	21	36	37	20
(-) It won't last all during the game	26	11	9	18	11	40
(-) I already use a good antiperspirant that works just fine	11	5	4	0	5	30
(-) It sounds unhealthy in some way	39	17	12	14	53	40
(-) Sweating is no big deal problem	24	10	6	18	32	30

Some header stuff in contents....

Change to column distribution
Show tables as fractions Row Distribution: each table row sums to 100%

Demographics

	Total N=234	Total 100%	Acceptors 75%	Borderline 12%	Indifferent 9%	Rejectors 4%
Total regions based on U.S. census definitions	208	100	74	12.5	8.7	4.8
Northeast (CT, ME, MA, NH, NJ, NY, PA, RI, VT)	64	30.8	71.9	10.9	7.8	9.4
Midwest (IL, IN, IA, KS, MI, MN, MO, NE, ND, OH, SD, WI)	49	23.6	75.5	10.2	10.2	4.1
South (AL, AR, DE, DC, FL, GA, KY, LA, MD, MS, NC, OK, SC, TN, TX, VA, WV)	55	26.4	76.4	16.4	5.5	1.8
West (AK, AZ, CA, CO, HI, ID, MT, NV, NM, OR, UT, WA, WY)	40	19.2	72.5	12.5	12.5	2.5
Average Age	230	48	48	47	48	41
Male	33	14.5	57.6	24.2	9.1	9.1
Female	195	85.5	77.9	10.3	8.2	3.6
Average Income	197	$79,745	$81,449	$76,299	$80,937	$48,333
Total incomes	230	100	73.9	12	8.1	4.3
under $15,000	9	3.9	44.4	22.2	11.1	22.2
$15,000 - $19,999	5	2.2	100	0	0	0
$20,000 - $24,999	6	2.6	16.7	50	16.7	16.7
$25,000 - $29,999	8	3.5	87.5	12.5	0	0
$30,000 - $34,999	10	4.3	70	10	10	10
$35,000 - $39,999	10	4.3	70	10	20	0
$40,000 - $44,999	17	7.4	76.5	5.9	11.8	5.9
$45,000 - $49,999	4	1.7	75	25	0	0
$50,000 - $54,999	12	5.2	83.3	16.7	0	0
$55,000 - $59,999	6	2.6	83.3	16.7	0	0
$60,000 - $64,999	8	3.5	62.5	0	37.5	0
$65,000 - $69,999	12	5.2	83.3	16.7	0	0
$70,000 - $74,999	9	3.9	77.8	22.2	0	0
$75,000 - $79,999	4	1.7	100	0	0	0
$80,000 - $84,999	4	1.7	100	0	0	0
$85,000 - $89,999	4	1.7	50	25	25	0
$90,000 - $94,999	4	1.7	100	0	0	0
$95,000 - $99,999	8	3.5	87.5	12.5	0	0
$100,000 - $109,999	11	4.8	81.8	9.1	9.1	0
$110,000 - $119,999	4	1.7	100	0	0	0
$120,000 - $129,999	8	3.5	100	0	0	0
$130,000 - $139,999	4	1.7	75	0	25	0
$140,000 - $149,999	5	2.2	60	40	0	0
$150,000 - $174,999	10	4.3	80	0	10	10
$175,000 - $200,000	5	2.2	80	0	20	0
over $200,000	10	4.3	60	30	10	0
I prefer not to answer	30	13	66.7	10	10	13.3

Do you take part in any active sports - either competitive or for fun or exercise? Please check as many as apply

	Total N=234	Total 100%	Acceptors 75%	Borderline 12%	Indifferent 9%	Rejectors 4%
No, no active sports at all	61	26	79	15	7	0
Baseball	2	0	100	0	0	0
Softball	7	3	86	14	0	0
Football	5	2	100	0	0	0
Soccer	5	2	40	40	0	20
Hockey	0	0	n/a	n/a	n/a	n/a
Skiing/Snowboarding	9	4	78	11	11	0
Golf	25	11	76	20	4	0
Tennis	21	9	81	14	5	0
Squash/Racquetball/Handball	3	1	67	33	0	0
Swimming	52	22	87	6	8	0
Rowing/Crew/Paddling	3	1	33	33	33	0
Sailing	3	1	100	0	0	0
Bicycling	40	17	78	12	8	2
Jogging	38	16	84	13	0	3
Running	22	9	64	23	9	5
Wrestling	1	0	0	0	100	0
Weight lifting/Body building	25	11	80	8	8	4
Gymnastics	1	0	0	0	0	100
Field Events	0	0	n/a	n/a	n/a	n/a
Regular exercise - machine or floor	115	49	77	10	9	3
Other	42	18	67	10	14	10

N=40 Other

Aikido, Archery & Darts, Backpack Hikling, cheerleading, factory job, Hiking, Horse back riding, hunting/fishing, karate, volleyball, kayaking, Kickboxing, long distance walking (60 miles in 3 days), low impact aerobic exercise in a hot pool, martial arts, motorcycle riding, Pilates, skydiving, surfing, walking - staionary bike, yoga
Bowling	4
danc e	2
None	2
Snowshoeing	2
Volleyball	3
walking	7

What is the highest level of sports competition you currently participate in - no matter which sport?

	Total N=233	Total 100%	Acceptors 75%	Borderline 12%	Indifferent 9%	Rejectors 4%
Professional	2	0	100	0	0	0
Semi-professional	2	0	100	0	0	0
Master Amateur	5	2	80	0	20	0
College	5	2	100	0	0	0
High School	12	5	67	25	0	8
Amateur	19	8	63	11	21	5
Loosely organized "pick-up"	8	3	25	62	0	12
Strictly for exercise or fun	131	56	79	8	8	4
No sports or exercise to speak of	49	21	71	16	8	4

When you are engaged in sports, is sweating, heavy perspiration or dampness as a result of perspiration ever a problem or issue for you?

	Total N=233	Total 100%	Acceptors 75%	Borderline 12%	Indifferent 8%	Rejectors 4%
No, sweating never bothers me in any way	0	0	n/a	n/a	n/a	n/a
Yes, sweating can be a minor annoyance	140	60	76	10	9	6
Yes, sweating can interfere with either vision, grip or comfort in certain situations	57	24	70	19	7	4
Yes, sweating is a frequent or constant annoyance for me	36	15	81	11	8	0

In which sport in particular can sweating be a problem for you? Please check just one

	Total N=228	Total 100%	Acceptors 76%	Borderline 12%	Indifferent 7%	Rejectors 4%
Baseball	1	0	0	100	0	0
Softball	3	1	67	0	0	33
Football	1	0	100	0	0	0
Soccer	1	0	0	0	0	100
Hockey	0	0	n/a	n/a	n/a	n/a
Skiing/Snowboarding	2	0	0	100	0	0
Golf	7	3	71	29	0	0
Tennis	10	4	80	10	10	0
Squash/Racquetball/Handball	2	0	50	50	0	0
Swimming	1	0	100	0	0	0
Rowing/Crew/Paddling	0	0	n/a	n/a	n/a	n/a
Sailing	0	0	n/a	n/a	n/a	n/a
Bicycling	19	8	74	16	11	0
Jogging	18	8	89	6	6	0
Running	20	9	70	20	0	10
Wrestling	1	0	0	0	100	0
Weight lifting/Body building	7	3	71	0	29	0
Gymnastics	0	0	n/a	n/a	n/a	n/a
Field Events	0	0	n/a	n/a	n/a	n/a
Regular exercise - machine or floor	78	34	81	9	8	3
Other	56	25	77	11	7	5

N=54 Other

any & all, any sport, when it gets in your eyes, any type of activity, Archery & Darts, bike, cleaning my house, Dance, factory work, fitness walking on trails, Hiking, just working- i sweat a lot, karate, volleyball, life in general, during weather above 80 degrees, especially if humid, long distance walking, martial arts, motorcycle riding, None, not a sportsy person, photography, Riding & raining horses, skydiving, spinning, walking, especially on a hot day, Walking, if you consider that a sport, watching sports at fields, Wii, work, yoga
Bowling	2
dancing	2
volleyball	3
walking	19

Do you think you would try this product if it were available at a reasonable price?

	Total N=232	Total 100%	Acceptors 75%	Borderline 12%	Indifferent 9%	Rejectors 4%
Absolutely yes, I would try it at least once to see if it worked	81	35	94	5	1	0
I Very likely would try it	72	31	78	18	4	0
Might or might not try it	56	24	64	12	14	9
Probably not	17	7	29	24	35	12
No way	6	3	17	0	33	50

If you tried it and it worked as you expected, how often do you think you would use it?

	Total N=232	Total 100%	Acceptors 75%	Borderline 12%	Indifferent 9%	Rejectors 4%
If it worked I would use it daily	42	18	90	7	2	0
Almost every day	58	25	72	21	3	3
A couple of times a week	62	27	82	10	6	2
About once a week	14	6	79	7	14	0
On special occasions only, when I really needed it	42	18	69	5	19	7
I would probably not even try it	14	6	21	29	21	29

Which occasions would you use it for? Please check ALL that apply.

	Total N=230	Total 100%	Acceptors 75%	Borderline 12%	Indifferent 9%	Rejectors 4%
I would use it every day for all occasions	56	24	84	14	2	0
Competitive sport	51	22	78	14	4	4
Any sport occasion, whether competitive or not	102	44	83	11	5	0
Exercise, working out	169	73	81	11	7	2
Business meetings	52	23	75	13	10	2
Presentations, Interviews	84	37	77	11	8	4
On a date	56	24	75	14	5	5
Out to dinner	45	20	84	13	2	0
Any social situation with friends	80	35	81	12	5	1
To keep my clothes fresh and dry	105	46	79	11	8	2
I would never use it	13	6	15	31	23	31

One final question - This is a new type of Internet interview. Did you enjoy it?

	Total N=230	Total 100%	Acceptors 75%	Borderline 12%	Indifferent 8%	Rejectors 4%
I thought it was great. It let me express my opinions quickly and easily.	106	46	86	8	6	0
I thought it was very good. This is a simple way to give direction.	84	37	70	14	10	6
This was okay. It was fair and let me express my opinion easily.	33	14	58	24	9	9
This was not so good. I think it was flawed in some respects, and alright in other respects.	6	3	67	0	33	0
I did not like this interview at all. It was inaccurate, complicated and did not capture my opinion.	1	0	0	0	0	100

Standard competitive framework - Total Sample N=234

	Excellent	Very Good	Good	Fair	Poor	Terrible
current solution	6	13	25	30	20	6
other solution	2	16	24	32	18	9
Initial impression	21	41	30	6	0	1
Concept with more info	40	38	17	3	0	0

Standard competitive framework - Acceptors N=175

	Excellent	Very Good	Good	Fair	Poor	Terrible
current solution	5	10	23	32	23	7
other solution	1	15	20	33	21	10
Initial impression	23	45	29	3	0	0
Concept with more info	50	41	10	0	0	0

Top Two Ratings (percent of users who rated above 4.0 on linescale)

N=234	Initial impression	Concept with more info	current solution	other solution
	61	78	19	18

Rating Set Standard competitive framework

Box scores

Standard competitive framework - Total Sample

	Excellent	Very Good	Good	Fair	Poor	Terrible
current solution	6	13	25	30	20	6
other solution	2	16	24	32	18	9
Initial impression	21	41	30	6	0	1
Concept with more info	40	38	17	3	0	0

Paired comparisons

Standard competitive framework - Concept with more info (Average wins = 87%, n=234 )

current solution	wins	85/15
Initial impression	wins	87/13
other solution	wins	91/9

Standard competitive framework - Initial impression (Average wins = 60%, n=234 )

Concept with more info	loses	13/87
current solution	wins	83/17
other solution	wins	85/15

Standard competitive framework - current solution (Average wins = 30%, n=234 )

Concept with more info	loses	15/85
Initial impression	loses	17/83
other solution	wins	60/40

Standard competitive framework - other solution (Average wins = 21%, n=234 )

Concept with more info	loses	9/91
Initial impression	loses	15/85
current solution	loses	40/60