Let’s assume for a minute, we could choose which vaccination we receive – which one would be the choice of those willing to be vaccinated and what would be their reasons?
To find out, Gelszus rmm Marketing Research and IfaD conducted a national representative conjoint study based on the respondi panel. Between 11-14 June 2021, we surveyed 750 people living in Germany, who would be willing to vaccinate. The study participants were presented with the different characteristics of the vaccines, as well as different combinations of these characteristics. The names of the emotionally charged vaccines were not mentioned.
The results show a clear preference for mRNA vaccines such as Moderna and BioNTech/Pfizer, compared to the vector vaccines (AstraZeneca, Johnson & Johnson). The most important decision criterion is the rare occurrence of side effects. In particular, those who are currently still hesitant about a vaccination, attach great importance to potential side effects. The second most important criterion is the effectiveness of the vaccine, which should be at least 80%, ideally 95%. The STIKO’s (the German commission for vaccination) age recommendation is also plays a pivotal role- especially in younger (18-34 years) and middle age groups (35-54).
Based on the different vaccine characteristics and their evaluation by the survey participants, it can be concluded that the BioNTech/Pfizer and Moderna vaccines are most preferred. The question remains, how can trust in the vector vaccines be increased? Here, a faster availability, as well as a preferred place of vaccination, for example at the local GP, seems to outweigh the perceived disadvantages.
You can find the complete results report here (in German).