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BrandX campaign effectiveness · Step 3 supporting document

Questionnaire documentation

The complete programmed questionnaire for the brand lift study, in the order respondents see it. Green notes are programming instructions (routing, randomization, display conditions); red notes define hidden variables created during fieldwork. Use the button at the bottom right to switch to the respondent view without notes.

Programming note Hidden variable Transition page

Thank you for taking a few minutes to participate in this research study about snack foods.

We are interested in learning about your snacking habits and your thoughts on various brands. Your honest opinions are valuable to us and will help improve our understanding of the snack food market. All your answers will remain confidential and be used solely for research analysis.

[Display: Introduction text at the start of the survey.]

Screening & intro

A few questions to get started
A1. Have you purchased any snack foods in the past month? (By snack foods, we mean items that are not main courses and are typically consumed between meals, e.g., potato chips, pretzels, popcorn, etc.)

[SKIP LOGIC: IF ANSWER = CODE 2 ("No") OR CODE 99 ("Not sure"), TERMINATE SURVEY WITH THE MESSAGE "Thank you for your time."]

A2. What is your gender?
A3. What is your age range?
A4. What province or territory do you currently live in?
A5. During the past month, how frequently have you watched each of the following TV channels?

[PROGRAMMING NOTE: SINGLE CHOICE PER ROW; RANDOMIZE THE ROWS]

A5 TV channel viewing frequency
ChannelDaily2-3 times a weekA few times a monthRarelyNever
A6. During the past month, how often have you consumed the following snacks?

[PROGRAMMING NOTE: SINGLE CHOICE PER ROW; RANDOMIZE THE ROWS]

A6 snack consumption frequency
SnackDaily2-3 times a weekA few times a monthRarelyNever

[IF "Never" IS SELECTED AT ALL ROWS, TERMINATE SURVEY AND DISPLAY THE MESSAGE "Thank you for your time."]

[PROGRAMMING NOTE: DEFINE AND CREATE A NEW HIDDEN VARIABLE, A55 (stored as Study_Group in the analysis file).

  • EXPOSED GROUP (A55 = 1): IF A5 CHANNEL A < 5 OR A5 CHANNEL B < 5
  • CONTROL GROUP (A55 = 2): IF A5 CHANNEL A = 5 AND A5 CHANNEL B = 5 ]

Brand metrics

Awareness, familiarity & consideration
B1. When you think of potato chips, what brands come to mind first? Please list as many as you can think of.

[PROGRAMMING NOTE: PROVIDE 7 OPEN-ENDED TEXT BOXES]

B2. Which of the following potato chip brands, if any, have you heard of? Please select all that apply.

[PROGRAMMING NOTE: ALLOW MULTIPLE SELECTIONS AND RANDOMIZE THE ORDER OF OPTIONS]

[PROGRAMMING NOTE: ONLY DISPLAY THE BRANDS SELECTED IN B2]

B2.a On a scale of 1 to 10, how would you rate your overall impression of each of the following potato chip brands? (1 = "Poor", 10 = "Excellent")

[PROGRAMMING NOTE: SLIDER SCALE (1-10) PER BRAND. DISPLAY EACH BRAND SEPARATELY WITH ITS LOGO. ALLOW BACK/FORTH NAVIGATION BEFORE FINALIZING. RANDOMIZE THE ROWS. SLIDER STARTS UNSET TO AVOID MIDPOINT BIAS.]

1 / 7

[TRANSITION PAGE: "To keep the survey short, we will now focus only on BrandX."]

B3. How familiar are you with BrandX potato chips?

[PROGRAMMING NOTE: SINGLE-CHOICE]

B4. When you are considering purchasing potato chips, how likely are you to consider BrandX?

[PROGRAMMING NOTE: SINGLE-CHOICE]

B5. On a scale of 1 to 10, how likely are you to recommend BrandX potato chips to a friend or family member?

[PROGRAMMING NOTE: SINGLE-CHOICE]

Perceptions of the advertisement

Exposed group only

[PROGRAMMING NOTE: DISPLAY SECTION C ONLY IF A55 = 1 (respondents who watched Channel A or Channel B at least "Rarely").]

C1. Have you seen or heard any advertisements for BrandX potato chips recently?

[PROGRAMMING NOTE: SINGLE-CHOICE]

C2. Where did you see or hear the advertisement?

[PROGRAMMING NOTE: DISPLAY ONLY IF C1 = 1; SINGLE-CHOICE; RANDOMIZE OPTIONS]

[TRANSITION PAGE: "Next, we will show you an advertisement for BrandX potato chips. Please ensure you watch it in its entirety and unmute your sound."]

Advertisement video
C3. After watching this advertisement, do you recall seeing it before?

[PROGRAMMING NOTE: SINGLE-CHOICE]

C4. On a scale of 1 to 5, how much did you enjoy the advertisement you just watched?

[PROGRAMMING NOTE: SINGLE-CHOICE]

C5. Please indicate how much you agree or disagree with the following statements about the advertisement:

[PROGRAMMING NOTE: RANDOMIZE ROWS; LIKERT SCALE]

C5 attitude toward the advertisement
StatementStrongly disagreeSomewhat disagreeNeither agree nor disagreeSomewhat agreeStrongly agree
C6. In your own words, please describe the main message or key takeaway of the advertisement.

[PROGRAMMING NOTE: OPEN-ENDED TEXT BOX]

C7. Which of the following do you believe was the main message of the advertisement?

[PROGRAMMING NOTE: SINGLE-CHOICE; RANDOMIZE OPTIONS]

[TRANSITION PAGE: "Thank you for continuing. The following questions are for classification purposes."]

Lifestyle & additional demographics

Classification questions
D1. Which of the following best describes your role in grocery shopping for your household?

[PROGRAMMING NOTE: SINGLE-CHOICE; RANDOMIZE OPTIONS]

D2. How often do you typically purchase snack foods?

[PROGRAMMING NOTE: SINGLE-CHOICE]

D3. On average, how much do you spend on snack foods per week?

[PROGRAMMING NOTE: SINGLE-CHOICE]

D4. What is your current employment status?

[PROGRAMMING NOTE: SINGLE-CHOICE]

D5. What is your highest level of education?

[PROGRAMMING NOTE: SINGLE-CHOICE]

D6. What is your marital status?

[PROGRAMMING NOTE: SINGLE-CHOICE]

D7. Do you have children?

[PROGRAMMING NOTE: SINGLE-CHOICE]

D8. If yes, please indicate which of the following best describes your children:

[PROGRAMMING NOTE: DISPLAY ONLY IF D7 = 1; MULTIPLE-CHOICE]

D9. Which of the following best describes your community type?

[PROGRAMMING NOTE: SINGLE-CHOICE]

D10. What is your approximate annual household income? (Optional)

[PROGRAMMING NOTE: SINGLE-CHOICE, OPTIONAL]

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