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For the development of Choice we are constantly looking for input from our future users. In 2020 we have asked Dutch women to complete a survey about their experiences with current methods of contraception and subsequently their opinion on Choice. 93 women responded to our survey and by analysing the data we arrived at a number of conclusions. Overall, it can be summarised that women are generally positive about Choice as a new form of contraception. Choice’s unique selling points (hormone free, passion proof and discipline free) are endorsed as very important by the respondents. However, there are also doubts among some of the potential users. We want to take into account both the enthusiasm and the doubts of the respondents in the further development of Choice.

A more detailed description of our findings follows below.



For this study 93 women filled in our questionnaire. In the pie chart below the age distribution of the respondents can be found.

Most women were in the age 18-44 years old (74%), which corresponds to our target group. 60% of the respondents were using a method of contraception. 78% of women under 45 used birth control. The most commonly used contraceptive was the pill (35%) and the hormonal IUD (25%). The use of this differed per age group. Younger women (18-24 years) mostly used the pill (67%), while women 25-34 years often used a hormonal IUD (34%) and male condoms (20%).



Most women were using contraception (94%) because they did not want to get pregnant. Choice responds to this need. However, there was also a large group of women who wanted to influence their menstrual cycle (55%). Choice, being designed as non-hormonal, is in itself not fit for this purpose. Of course, Choice can be combined with hormonal therapy to control the menstrual cycle. Because Choice addresses the fertility, it might be possible to use a lighter dose of hormones or just use hormones temporarily. This will have to be researched further. 


Passion proof and unplanned pregnancy

38% of respondents reported they had unprotected sex at a time without having a wish for children. 14% of these women reported an unplanned pregnancy as a consequence (5% of the total group). 7% of the respondents reported that they became pregnant due to contraceptive failure. 5% of the respondents reported having an abortion.

    This is why an important aspect of Choice is that it is passion proof: you do not have to think about contraception after placement, unless you want to become pregnant. With this we hope to prevent unprotected sex and unwanted pregnancies.


Dissatisfaction with other contraceptive methods

32% of women under 45 (N = 69) were considering using a different method of contraception. Frequently mentioned reasons were suffering from side effects (physical, 41% and psychological, 23%) or to use less or no hormones (32%).

    81% of the respondents reported having used another contraceptive in the past. The most frequently used reasons for switching were again suffering from side effects (physical, 49% and psychological, 29%) or to use less or no hormones (51%).

    Choice does not use any hormones and therefore responds to these needs.

Most women who were considering using a different method of contraception were thinking about using an IUD (hormonal or copper). 48% of women under 45 would be interested in using Choice as an alternative for their current form of contraception:

57% of the respondents thought Choice would be an improvement over current methods of contraception:



This indicates there is a substantial market for Choice. It is also interesting that many women are willing to undergo the procedure associated with inserting an IUD. The procedure of placing Choice will be comparable, but only once in a lifetime as opposed to IUD placement every 5-10 years and when a woman desires to get pregnant.



Finally, we asked our participants to explain why they believe Choice will be an improvement over existing contraceptive methods.


Reasons why women are enthusiastic about Choice:

-     no use of hormones

-     no side effects

-     it is not possible to forget and therefore passion proof

-     you do not have to think about contraception

-     it is reversible

-     it is reliable

-     it is possible to remove Choice

-     the woman is in control

-     one procedure and you will be able to use it for life


These doubts were mentioned about Choice:

-    Choice does not allow you to influence your menstrual cycle

-    satisfied with current method of contraception

-    fear of a painful procedure

-    afraid that Choice might damage fertility or the fallopian tubes

-    women should be able to control Choice, not a doctor

-    no target audience, not fertile anymore

-    want to see more research, no confidence in the product yet

-    don’t like the idea of placement by a doctor

-    afraid after stories or experiences with other products (for example Essure)

-    don’t like the idea of a permanent implant in the body


These doubts will be addressed by Choice, in information and if possible, in design changes.


If you have more detailed questions about the results of our survey, you can find our contact information here.



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