Almond Board India, Message Testing - REVISED

Qnr No. OR Serial ID:

Hello. My name is ..................... . I am from………………. We are a market research agency and are currently inviting people to take part in a guided interview. If you have time and are interested in taking part, I would like to ask you a few questions.

Sex (please do not ask).

Male

Female

Do you, or any of your close friends or relations work in any of the following industries?

Have you ever taken part in a group discussion or interview for the purposes of market research?

Yes

If yes, when was the last time you visited one of these groups? Please enter here:

What subjects have you been interviewed on before? Please enter here:

May I please ask you how old you are? Please enter here exact age:

Age Group

24 years or younger

25 to 34 years

35 years or above

What is your highest educational qualification?

10th standard pass

12th standard pass

Under-graduate/diploma

Post-graduate/diploma

Are you…Marital Status

Married, no children

Married, with children

Single

What is your family living situation? (Read out)

Nuclear family (no parents or other family members)

Joint family ( together with other family members)

Please tell me what is your occupation?

If employed, please enter here exact occupation, designation and company name:

RECRUITER: PLEASE FILL GRID TO QUALIFY

Qualifies As Working Women

Qualifies As Housewives

Qualifies As Working Men

How involved are you in regular grocery shopping for your household? (Read list)

I make all or most of the decisions

I have significant influence on the decisions

I make some of the decisions

I make none of the decisions

Which of the following foods have consumed in your household in the last month? (Read List)

Packaged snacks like Potato Chips, Chakri etc

Savoury snacks like namkeens/ puffed rice

Biscuits/ Cookies

Chocolate

Ice cream

Dry Fruits

Cooked Indian snacks like Somasa/ Dosa/ Kachori/ Vada Pao etc

Western & other snacks like Noodles, Pizza, Burger etc

Traditional Indian Sweets

How often do you eat dry fruits in a week?

Less than once a week

Once a week

More than once a week

Daily

Please tell us which of the following dry fruits have been consumed in your household in the last week?

Which of the following statements describes you the best? Please select only one!

I think it is important to lead a healthy lifestyle, but nowadays it is not always possible.

I already lead a healthy lifestyle. I don’t need anything else to help me with that.

I think it’s important to try and take steps to maintain and improve my health as well the health of my family.

I don’t think much about my health. I like my life the way it is.

How healthy would rate yourself on a scale from 1 to 10?

1 to 6

7 to 10

Which of the following thing are your top health and wellness goals?

To become physically fit

Feeling good about myself

To live active lifestyle

To lower my stress

Avoid or manage diseases

To live longer

Set a good example for my children/ family

Not being overweight

Which of the following things do you do to keep yourself physically fit?

Which of these income bands does your total monthly household income fit into? By total I mean income from all members in household?

Less than Rs 10,000

Rs 10,001-Rs20,000

Rs 20,001-Rs 35,000

Rs 35,001-Rs 50,000

Rs 50,001-Rs 65,000

Rs 65,001-Rs 80,000

Rs 80,001-Rs 100,000

More than Rs 100,000

How much has he / she studied? Education of chief wage earner of household

Illiterate

Literate but no formal schooling

School up to 4 years

School 5 to 9 years

SSC / HSC

Some College but not graduate

Graduate / Post Graduate - General

Graduate /Post Graduate Professional

And what is his / her occupation? Occupation of chief wage earner of household

SEC

The final question is concerning creativity, please try and answer as freely and creatively as possible. There is no right or wrong! Please let me know everything that comes into your mind when you hear the term ‘Family’?

* CODE MARKETS:

Bangalore

Delhi

Mumbai

INDICATE RESPONDENT QUOTA:

How often do you eat almonds?

Just about every day

A few times each week

A few times each month

A few times each year

No set pattern of eating almonds

When you eat almonds, how many do you typically eat during the entire day?

What time of day do you typically eat almonds?

RESPONDENTS WILL SEE THREE OF FIVE MESSAGES. THEY WILL READ THE FIRST MESSAGE AND RESPOND TO A FEW QUESTIONS. READ THE SECOND MESSAGE AND RESPOND TO THE QUESTIONS. READ THE THIRD MESSAGE AND RESPOND TO THE QUESTIONS. PLEASE ENTER THE ROTATION IN THE HEADER AND FOLLOW THE SAME FOR THE INTERVIEWS.

EXPLAIN – WHAT YOU WILL SEE IS AN IDEA FOR A MESSAGE THAT MAY EVENTUALLY BE MADE INTO A MESSAGE. BUT RIGHT NOW IT IS AN IDEA OF WHAT WILL BE SAID AND SHOWN.

MESSAGE: HIGHLIGHT THE CONCEPT NUMBER BEING SHOWN. PLEASE FOLLOW THE ROTATION.

What was the main idea of this message? What was it trying to communicate to you? (RECORD BELOW) PROBE: What else was this message trying to tell you?

What, if anything, did you learn about the product in this message? (RECORD BELOW) PROBE: What else did you learn about the product?

What, if anything did you particularly like about this message? (RECORD BELOW) PROBE: What else did you like about the message?

What, if anything did you particularly dislike about this message? (RECORD BELOW) PROBE: What else did you find dislikable about this message?

Which of the following best describes your reaction to this message?

Like It extremely well

Like It very much

Like It moderately

Like It slightly

Neither like nor dislike it

Dislike It slightly

Dislike It moderately

Dislike It very much

Dislike It extremely

Please tell me how the message made you think and feel. The message …

After reading this message, how do you think your almond consumption would change?

I would eat more almonds than I do now

I would eat about the same amount of almonds as I do now

I would eat fewer almonds than I do now

Again, after reading this message, how many almonds do you think you would typically eat during a day when you are eating almonds?

After reading almonds, what time of day do you think you’d be most inclined to eat almonds?