box-0009-gd-a online survey script 14.12_v6
DESCRIPTION
SurveyTRANSCRIPT
BOX-0009-GD-A Online Survey Script
ONLINE SURVEY SCRIPT - BOX-0009-GD-A
Subject: Global survey
Author: NS1
Date: 07 December 2015
Project: Arabica
Thank you for your interest in this survey!
Your views are important to us and will help in the development of exciting new products.
Please try and answer the questions as honestly and accurately as you are able to – taking the time to read each one carefully.
Whilst the survey may be longer than others you have seen, we think you’ll enjoy it!
SCREENING QUESTIONS [TITLES FOR CDP USE ONLY]
Q. No QUESTION ANSWER CODE
S3If you participated in market research recently, what was this discussion / interview about?
Coffee or tea (product, pack, brand)
Kitchen appliances
Other
I haven’t participated in market research recently
1
2
3
4
CLOSE
CLOSE
CONTINUE
CONTINUE
S4What is your total annual household income?
[CDP to provide local values] Less than £60,000
£60,000 or over
1
2
CLOSE
CONTINUE
S2 What is your gender?Male
Female
1
2
CONTINUE
CONTINUE
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BOX-0009-GD-A Online Survey Script
S5
Which of the following age groups do you fall into?[single answer]
18-24
25-34
35-44
45-54
55-65
Over 65
1
2
3
4
5
6
CONTINUE
CONTINUE
CONTINUE
CONTINUE
CONTINUE
CLOSE
S6Are there any children under the age of 18 living in the household?
Yes
No
1
2
CONTINUE
CONTINUE
S8How regularly do you drink coffee?
I don’t drink coffee
At least once per day
1
2
CLOSE
CONTINUE
S9 Who in your household is responsible for deciding which coffee is purchased?
[single answer]
Someone else only
Occasionally me
I am jointly responsible
Mostly me
Myself only
1
2
3
4
5
CLOSE
CLOSE
CONTINUE
CONTINUE
CONTINUE
S11 Text – to be placed above question S11
Throughout this survey, we will make reference to pod coffee machines. By this we mean single-serve coffee machines which use either coffee pods, pads, capsules or K-Cups to make coffee. We will always refer to coffee pods, pads, capsules or K-Cups as coffee pods.
S11
Which of the following statements describe you best?
[single answer]
I do not own a pod coffee machine and I would never buy purchase or
use one
I do not own a pod coffee machine but I am open to the idea of buying
purchasing and using one
I own a pod coffee machine but I also use other methods of coffee
making
I own a pod coffee machine and I only use that to make coffee
1
2
3
4
CONTINUE
CONTINUE
CONTINUE
CONTINUE
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BOX-0009-GD-A Online Survey Script
Code S11(1,2,3)
S12 Which of the following coffee machines, makers or methods do you {also [S11(3)]} use to make coffee at home? [Multiple answer]
1. Instant coffee granules2. Premium instant coffee (sometimes called whole bean instant coffee), e.g.,
Kenco Millicano, Nescafé Azera, Carte Noire Instinct, etc.3. Bean to cup coffee machine4. Filter coffee machine 5. Manual (pour over) filter coffee6. Aeropress7. Cafetiere or French press8. Traditional espresso machine (uses ground coffee rather than pods or
capsules)9. Stovetop coffee
____________________________________________________________________
S12 multiple codes
S13 Which coffee machine, maker or method do you use most frequently? [Single answer]
[Display answers as per S12 response, if Code S11(3) also display Pod coffee machine as an option]
If One at S12 and code 3 NOT selected at S11 - autopunch
S14
Where do you drink coffee?
[single multiple answer]
[At home + one other must be selected]
[If code 1 not selected – screen out]
At home only
At work only
At coffee shops only
On the go only
A mix of the above
1
2
3
4
5
CLOSE CONTINUE
CLOSE CONTINUE
CLOSE CONTINUE
CLOSE CONTINUE
CONTINUE
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BOX-0009-GD-A Online Survey Script
COFFEE CONSUMPTION
____________________________________________________________________
All
Qoa Thinking about a typical weekday, how many cups of hot coffee of the different sizes shown do you drink at each of the following times of day at home/ when away from home, e.g., at work, a coffee shop, a restaurant, on-the-go, etc? Please enter a number for each box, or leave blank if it is 0.
Range 0-10
[Matrix as below]
COFFEE AT HOME
1.Cup 1 image
(1 oz / 30 mL)
Espresso cup
2.Cup 2 image
(2 oz / 59 mL)
Espresso cup
3.Cup 3 image
(4 oz / 118 mL)
Coffee cup
4.Cup 4 image
(8 oz / 237 mL)
Coffee cup
5.Cup 5 image
(12 oz / 355 mL)
Coffee mug
6.Cup 6 image
(16 oz / 473 mL)
Coffee mug
7.Cup 7 image
(20 oz / 592 mL)
Large coffee cup
1. First thing after waking up / at breakfast
2. Mid-morning
3. Lunch-time / early afternoon
4. Mid-afternoon
5. Early evening / at an evening meal
6. After an evening meal / before going to bed
Show on separate
page
COFFEE AWAY FROM HOME, E.G., AT WORK, A COFFEE SHOP, A RESTAURANT, ON-THE-GO, ETC.
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Q0ax2...and how many cups do you drink when away from home, e.g. at
work, a coffee shop, a restaurant, on-the-go, etc, on a weekday?
Please enter a number for each box, or leave blank if it is 0.
1.Cup 1 image
(1 oz / 30 mL)
Espresso cup
2.Cup 2 image
(2 oz / 59 mL)
Espresso cup
3.Cup 3 image
(4 oz / 118 mL)
Coffee cup
4.Cup 4 image
(8 oz / 237 mL)
Coffee cup
5.Cup 5 image
(12 oz / 355 mL)
Coffee mug
6.Cup 6 image
(16 oz / 473 mL)
Coffee mug
7.Cup 7 image
(20 oz / 592 mL)
Large coffee cup
1. First thing after waking up / at breakfast
2. Mid-morning
3. Lunch-time / early afternoon
4. Mid-afternoon
5. Early evening / at an evening meal
6. After an evening meal / before going to bed
[Capture and report matrix total. Close if = 0]
Revised instructions:
If Q0a+Q0b = 0 close
If Qoax2+Qobx2 = 0 close
Q0aa[Same separate page] Please describe when you might drink hot coffee outside of these times, e.g., because you work shifts, when on a business trip, when working late, etc.
Text box
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Qob Thinking about a typical day during the weekend, how many cups of hot coffee of the different sizes shown do you drink at each of the following times of day at home?/ when away from home, e.g., at work, a coffee shop, a restaurant, on-the-go, etc? Please enter a number for each box, or leave blank if it is 0.
[Matrix as below] Range 0-10
COFFEE AT HOME
1.Cup 1 image
(1 oz / 30 mL)
Espresso cup
2.Cup 2 image
(2 oz / 59 mL)
Espresso cup
3.Cup 3 image
(4 oz / 118 mL)
Coffee cup
4.Cup 4 image
(8 oz / 237 mL)
Coffee cup
5.Cup 5 image
(12 oz / 355 mL)
Coffee mug
6.Cup 6 image
(16 oz / 473 mL)
Coffee mug
7.Cup 7 image
(20 oz / 592 mL)
Large coffee cup
1. First thing after waking up / at breakfast
2. Mid-morning
3. Lunch-time / early afternoon
4. Mid-afternoon
5. Early evening / at an evening meal
6. After an evening meal / before going to bed
Show on separate
page
Q0bx2
COFFEE AWAY FROM HOME, E.G., AT WORK, A COFFEE SHOP, A RESTAURANT, ON-THE-GO, ETC.
...and how many cups do you drink when away from home on a day at the weekend?
Please enter a number for each box, or leave blank if it is 0.
1.Cup 1 image
(1 oz / 30 mL)
2.Cup 2 image
(2 oz / 59 mL)
3.Cup 3 image
(4 oz / 118 mL)
4.Cup 4 image
(8 oz / 237 mL)
5.Cup 5 image
(12 oz / 355 mL)
6.Cup 6 image
(16 oz / 473 mL)
7.Cup 7 image
(20 oz / 592 mL)
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BOX-0009-GD-A Online Survey Script
Espresso cup
Espresso cup
Coffee cup
Coffee cup
Coffee mug
Coffee mug
Large coffee cup
1. First thing after waking up / at breakfast
2. Mid-morning
3. Lunch-time / early afternoon
4. Mid-afternoon
5. Early evening / evening meal
6. After an evening meal / before going to bed
[Capture and report matrix total. Close if = 0]
Revised instructions:
If Q0a+Q0b = 0 close
If Qoax2+Qobx2 = 0 close
Revised instructions:
The following condition must be satisfied to continue:
Q0a+Qob > o AND O0ax2+Q0bx2 > 0, else close
Q1a Which of the following statements best describes when you drink decaffeinated coffee? [Single answer]
1. I never or very rarely drink decaffeinated coffee2. I regularly drink decaffeinated coffee but it is only ever in the afternoon or
evening3. I regularly drink decaffeinated coffee but it can be at any time of the day4. I only ever drink decaffeinated coffee
Q1b Which of the following statements best describes when you drink iced coffee? [Single answer]
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1. I never or very rarely drink iced coffee2. I regularly drink iced coffee during the summer months only3. I regularly drink iced coffee throughout the year4. I only ever drink iced coffee
Q1c Which of the following statements best describes when you drink flavoured coffee, e.g., hazelnut, chocolate, pumpkin seed, caramel, etc? [Single answer]
1. I never or very rarely drink flavoured coffee2. I regularly drink flavoured coffee and consider it to be an everyday drink3. I sometimes drink flavoured coffee but I consider it to be an indulgence for
special occasions, e.g., when meeting a friend, at Christmas time, etc.4. I only ever drink flavoured coffee
____________________________________________________________________
Code Q1c=(2,3,4)
Q1d Where do you drink flavoured coffee? [Single answer]
1. Only at home2. Only away from home, e.g., at a coffee shop, at work, etc.3. Both at home and away from home
____________________________________________________________________
All
Q2 When making a cup of coffee for yourself at home, how often do you add / is each of the following added to the coffee?
[Matrix three point scale: 1.Never / 2.Sometimes / 3.Always] [Single answer per row]
1. Fresh milk2. UHT milk3. Foamed / aerated milk4. Hot milk5. Flavoured milk6. Creamer powder / liquid7. Sugar8. Artificial sweetener powder / tablets9. Artificial sweetener liquid10.Flavoured powders / syrups, e.g., hazelnut, chocolate, pumpkin seed, caramel,
etc.
Q2a If you were to order or make yourself a cup of coffee now, what would it be and why?
Text box
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PODS
____________________________________________________________________
All
Q4 Which of the following brands of pod coffee machine are you aware of? [Multiple answer]
1. Nespresso2. Dolce Gusto3. Keurig4. Tassimo5. (Philips) Senseo6. (Starbucks) Verisimo7. (Tchibo) Cafissimo 8. Other ___________________[Please specify]
____________________________________________________________________
Code S11(3,4)
If ‘Other’ selected – pipe in response from Q4
Pipe in answers selected at Q4
If one answer selected at Q4 - autopunch
Q5 Which of the following brands of pod coffee machine do you currently own? If you own more than one, please select the brand you use most often. [Multiple single answer]
1. Nespresso2. Dolce Gusto3. Keurig4. Tassimo5. (Philips) Senseo6. (Starbucks) Verisimo7. (Tchibo) Cafissimo 8. Other ___________________[Please specify]
____________________________________________________________________
All
Q6 To what extent do you agree with each of the following statements? Flex
[Matrix five point scale: 1.Strongly disagree / 2.Somewhat disagree / 3.Neither agree nor disagree / 4.Somewhat agree / 5.Strongly agree] [Single answer per row]
1. Pod coffee machines are expensive
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2. Coffee pods are expensive3. Pod coffee machines do not provide enough variety of different styles of coffee
drink, e.g., cappuccino, macchiato, Americano, espresso, etc.4. Pod coffee machines do not provide enough variety of different types of hot
beverage, e.g., hot chocolate, tea, flavoured teas, etc.5. Pod coffee machines do not make coffee of the quality I want, e.g., taste,
strength, intensity, etc.6. Pod coffee machines take up too much space7. Pod coffee machines diminish the overall experience of making coffee8. Pod coffee machines do not emit enough coffee aroma when they prepare
coffee9. Pod coffee machines do not sound pleasant10.Pod coffee machines do not offer enough flexibility when making coffee, e.g., to
add more water, make coffee stronger, etc.11.Pod coffee machines take the creativity out of making coffee12.Pod coffee machines offer a convenient way to make coffee13.Pod coffee machines do not use the pressure required to make high quality
coffee14.Pod coffee machines force me to buy purchase a specific brand of coffee Pod
coffee machines force people to buy a specific brand of coffee15.Pod coffee machines are too elitist [Code S11(1,2) only]16.Pod coffee machines are not for people like me [Code S11(1,2) only]17.I use my pod coffee machine for special occasions only [Code S11(3,4) only]18.I use my pod coffee for everyday coffee or drinks [Code S11(3,4) only]
___________________________________________________________________
Code S11(3,4)
Q9 Thinking about the pod coffee machine you use most often at home, which of the following statements best describes how you acquired it? [Single answer]
1. It was a planned purchase and I paid the full price for it2. It was a planned purchase but I waited until it was at a discounted price before
purchasing it3. It was an impulse purchase4. It was a gift from another person but I was able to choose the specific machine5. It was a surprise gift from another person and I didn’t choose the specific
machine6. It was purchased with reward points, e.g., from a credit card company, etc.
____________________________________________________________________
Code Q9(3)
Q9a Please briefly describe below what influenced you at the time to purchase the pod coffee machine.
Text box
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[Same page] Code Q9=(1,2,3)
UK, US, Germany – 0-500,
Brazil, 0-2500
Q9b Insofar as you can remember, how much did you pay for the pod coffee machine? Please enter a price below.
[US only] $____
[UK only] £____
[Germany only] €____
[Brazil only] R$____
____________________________________________________________________
Code Q9(1,2,3,6)
Q10 Which of the following best describes where you acquired the machine from? [Single answer]
1. Online multiple brand store, e.g., Amazon, Tesco, Walmart, etc.2. Online coffee brand store3. Department store4. Supermarket5. Discount / club store6. Specialist pod coffee machine store7. Coffee shop8. Specialist kitchenware store9. Electrical goods store10.Catalogue11.Other ___________________[Please specify]
____________________________________________________________________
NEW QUESTION
Code S11(3,4)
[Q12_0] Since purchasing your pod coffee machine, have you purchased coffee pods other than those provided with the machine?
1. Yes [go to Q12]2. No [go to Q13]
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Code S11(3,4)
Q12 How often do you purchase coffee pods from each of the following sources?
[Matrix three point scale: 1.Never / 2.Sometimes /3. Always] [Single answer per row]
1. Online multiple brand store, e.g., Amazon, Tesco, Walmart, etc.2. Online coffee brand store3. Department store4. Supermarket5. Discount / club store6. Specialist pod coffee machine store7. Coffee shop8. Other ___________________[Please specify] remove the requirement to specify
and include it as an option in the matrix9. I haven’t yet purchased pods for my pod coffee machine [Exclusive]
8.Other retailer(s)
Code S11(3,4)
Q13 When purchasing coffee pods, how important is it that you are able to achieve each of the following goals and how satisfied are you currently with your ability to do so? When making your selection,
please try to distinguish between the ratings, e.g., between important and very important or between somewhat satisfied and satisfied.
Show the question text on one screen
And on the next screens…
When purchasing coffee pods, how important is it that you are able to...
How satisfied are you currently with your ability to...
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BOX-0009-GD-A Online Survey Script
[Side-by-side matrix five point scale: 1.Not at all important / 2.Somewhat important / 3.Important / 4.Very important / 5.Extremely important -------1. Not at all satisfied / 2.Somewhat satisfied / 3.Satisfied / 4.Very satisfied / 5.Extremely satisfied] [Single Imp and Sat answer per row]
1. Have access to a variety of different brands 2. Reduce the time it takes to identify new brands and flavours3. Avoid buying purchasing varieties of coffee that I may not like, e.g., bean
varieties, roast varieties, etc.4. Avoid buying purchasing styles of coffee that I may not like, e.g., cappuccino,
macchiato, espresso, Americano, etc.5. Avoid buying purchasing flavours of coffee that I may not like, e.g., hazelnut,
chocolate, pumpkin seed, caramel, etc.6. Avoid buying purchasing pod coffee that doesn’t taste as I would like, e.g., it’s
too bitter, too strong, too acidic, etc.7. Know the aroma of coffee before buying purchasing coffee pods8. Identify which types of coffee match which moods, e.g., to feel relaxed, to feel
alert, etc.9. Identify which types of coffee match which occasions, e.g., waking up,
socialising, at work, on-the-go, before, during or after exercising, etc.10.Identify what materials the coffee pods are made of 11.Identify whether the coffee pods are recyclable or not12.Identify how to recycle the coffee pods13.Reduce the time it takes to select a coffee pod that will meet my needs
______________________________________________________________
Code S11(2)
Q14a If you owned a pod coffee machine in the future, how likely do you think you would be to buy purchase coffee pods from each of the following brands?
[Matrix five point scale:1. Not at all likely / 2.Somewhat likely / 3.Likely / 4.Very likely / 5.Extremely likely] [Single answer per row]
[Randomise order]
[All markets]
1. Illy2. Lavazza3. Kenco4. Maxwell House5. McCafé6. Nescafé7. Nespresso8. Starbucks9. Supermarket own label
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[UK only]
10.Costa11.Caffé Nero12.Carte Noire13.Douwe Egberts14.Tassimo 15.Taylors of Harrogate
Other(s)_________________please specify [anchor]
[US only]
16.Caribou17.Community Coffee18.Dunkin Donuts19.Folgers20.Green Mountain21.Douwe Egberts22.Peet’s23.Senseo 24.Tulley’s25.Tassimo
Other(s)_________________please specify [anchor]
[Germany only]
26.Dallmayr27.Jacobs 28.Melitta29.Senseo30.Tassimo31.Tchibo
Other(s)_________________please specify [anchor]
Brazil only
32.Caboclo33.Café Serra de Grama34.Melitta35.Pele36.Pilão 37.Santo Grao
Other(s)_________________please specify [anchor] – show for all countries
Add a question Q14a1
Are there other brands of coffee you would consider purchasing? Please list them
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below.
Text box
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Code S11(3,4)
Q14b How likely do you think you would be to buy purchase coffee pods from each of the following brands in the future?
[Matrix five point scale: 1.Not at all likely / 2.Somewhat likely /3. Likely / 4.Very likely / 5.Extremely likely] [Single answer per row]
[Randomise order]
[All markets]
1. Illy2. Lavazza3. Kenco4. Maxwell House5. McCafé6. Nescafé7. Nespresso8. Starbucks9. Supermarket own label
[UK only]
10.Costa11.Caffé Nero12.Carte Noire13.Douwe Egberts14.Tassimo 15.Taylors of Harrogate
Other(s)_________________please specify [anchor]
[US only]
16.Caribou17.Community Coffee18.Dunkin Donuts19.Folgers20.Green Mountain21.Douwe Egberts22.Peet’s23.Senseo 24.Tulley’s25.Tassimo
Other(s)_________________please specify [anchor]
[Germany only]
26.Dallmayr
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27.Jacobs 28.Melitta29.Senseo30.Tassimo31.Tchibo
Other(s)_________________please specify [anchor]
Brazil only
32.Caboclo33.Café Serra de Grama34.Melitta35.Pele36.Pilão 37.Santo Grao
Other(s)_________________please specify [anchor]
Add a question Q14b1
Are there other brands of coffee you would consider purchasing? Please list them below.
Text box
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____________________________________________________________________
Code S11(2,3,4)
Q15 How likely do you think you would be to buy purchase coffee pods which allowed you and your family / friends to prepare each of the following drinks with a pod coffee machine?
[Matrix five point scale: 1.Not at all likely / 2.Somewhat likely / 3.Likely / 4.Very likely / 5.Extremely likely] [Single answer per row]
[Randomise order]
1. Black tea2. Green tea3. Flavoured tea4. Hot chocolate5. Iced coffee6. Iced tea7. Soup8. Baby formula9. Cough / cold / flu remedy10.Slimming drinks11.Fortified drinks, e.g., containing vitamins, proteins, fibre, etc.12.Soda / carbonated beverages
COFFEE CONSUMPTION JOURNEY
____________________________________________________________________
All
Q16 Which of the following brands of coffee have you purchased in the last six months for drinking at home, please include all types of coffee, e.g., whole beans, ground coffee, pod coffee, instant coffee, etc. [Multiple answer]
[Randomise order]
[All markets]
1. Illy2. Lavazza3. Kenco4. Maxwell House5. McCafé6. Nescafé7. Nespresso8. Starbucks9. Supermarket own label
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[UK only]
10.Costa11.Caffé Nero12.Carte Noire13.Douwe Egberts14.Tassimo 15.Taylors of Harrogate
Other(s)_________________please specify [anchor]
[US only]
16.Caribou17.Community Coffee18.Dunkin Donuts19.Folgers20.Green Mountain21.Douwe Egberts22.Peet’s23.Senseo 24.Tulley’s25.Tassimo
Other(s)_________________please specify [anchor]
[Germany only]
26.Dallmayr27.Jacobs 28.Melitta29.Senseo30.Tassimo31.Tchibo
Other(s)_________________please specify [anchor]
Brazil only
32.Caboclo33.Café Serra de Grama34.Melitta35.Pele36.Pilão 37.Santo Grao
Other(s)_________________please specify [anchor] – show for all countries
Add a question Q16a
Are there other brands of coffee you would consider purchasing? Please list them
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below.
Text box
1 MAKING COFFEE
Programming note:
If code 4 at S11 – then pipe in Pod coffee machine
If code 1 or 2 at S11 and S12 only has one response then that response should be piped in, otherwise it should be the S13 response
If code 3 at S11, then pipe in the response from S13
Q18 When undertaking the task of making a cup or cups of coffee and thinking about the method you stated you use most often: ([{pipe in answer from S11, S13}]) how important is that you are able to achieve each of the following goals and how satisfied are you currently with your ability to do so?
When making your selection, please try to distinguish between the ratings, e.g., between important and very important or between somewhat satisfied and satisfied.
First screen...
When making a cup of coffee, how important is it that you are able to achieve the following goal? How satisfied are you with your ability to achieve this goal when using your [{pipe in answer from S11, S13}] to make a cup of coffee? When making your selection, please try to distinguish between the ratings, e.g., between important and very important or between somewhat satisfied and satisfied.
Subsequent screens...
When making a cup of coffee, how important is it that you are able to...
Subsequent screens...
When using your [{pipe in answer from S11, S13}] to make a cup of coffee, how satisfied are you with your ability to...
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[Side-by-side matrix five point scale: 1.Not at all important / 2.Somewhat important / 3.Important / 4.Very important / 5.Extremely important ------- 1.Not at all satisfied / 2.Somewhat satisfied / 3.Satisfied / 4.Very satisfied / 5.Extremely satisfied] [Single Imp and Sat answer per row]
1. Enjoy the aroma of coffee whilst making it2. Enjoy the aroma of coffee long after making it3. Enjoy the sound of making coffee4. Feel like the process is therapeutic5. Feel like the process is relaxing6. Feel like the process is a ritual7. Feel like the process allows me to take a break8. Feel like I play an active role in the process9. Feel like I have total control over the process10.Feel ‘cool’11.Reduce the time it takes to make a single cup of coffee12.Reduce the time it takes to make multiple cups of coffee (for more than one
person)13.Reduce the time it takes to make multiple cups of different hot drinks (for more
than one person), e.g., tea, coffee, hot chocolate, etc. 14.Make different volumes of coffee according to the occasion or other people’s
preference15.Make different strengths of coffee according to the occasion or other people’s
preference16.Make different styles or flavours of coffee according to the occasion or other
people’s preference, e.g., cappuccino, espresso, hazelnut-flavoured, chocolate-flavoured, etc.
17.Make different types of hot drink according to the occasion or other people’s preference, e.g., tea, coffee, hot chocolate, etc.
18.Reduce the time it takes to clean up appliances / equipment after using them to make coffee
19.Be creative with the coffee I make20.Add my personal touch to coffee whilst making it, e.g. decorations, spices,
flavourings, etc.21.Add my personal touch to coffee once it is brewed, e.g. decorations, spices,
flavourings, etc.22.Make a fresh cup of coffee every time23.Achieve the exact same taste, aroma and temperature every time 24.Achieve the desired taste, aroma and temperature every time (whatever the
occasion)25.Avoid the coffee being too hot for my taste26.Avoid the coffee being too cold for my taste
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27.Experiment with different varieties of coffee, e.g., different beans, different roasts, etc.
28.Experiment with different styles of coffee, e.g., cappuccino, macchiato, espresso, Americano, etc.
29.Experiment with different flavours of coffee, e.g., hazelnut, chocolate, pumpkin seed, caramel, etc.
30.Experiment with milk in coffee, e.g., making froth, using different types of milk, etc.
31.Experiment with water in coffee, e.g., using filtered water, bottled water, etc.32.Experiment with different coffee brands33.Froth milk34.Warm milk up35.Boil water36.Filter water
2 DRINKING – MOTIVATORS / JTBD
Q19 When choosing to drink coffee, how frequently do you do so to achieve each of the following goals? Please consider your goals when drinking coffee at home and or (bold) away from home separately.
[Side-by-side Matrix five point scale: Never / Rarely / Sometimes / Frequently / Very frequently] [Single answer per row]
At home Away from home, e.g., at work, at a coffee shop, at a restaurant, on-the-go,
when driving, etc.
1.Never 2.Rarely 3.Sometimes
4.Frequently
5.Very frequently
1.Never 2.Rarely 3.Sometimes
4.Frequently
5.Very frequently
[At home and away from home]
1. Feel energised2. Feel relaxed3. Feel refreshed4. Feel recharged5. Feel motivated6. Wake me up7. Regain focus or stay focused8. Feel alert or stay alert9. Set a target to work to10.Feel rewarded for achieving a task / job11.Break the routine of an activity12.Kill boredom
13.Lose or manage weight14.Satisfy a caffeine demand
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BOX-0009-GD-A Online Survey Script
15.Cure a hangover16.Quench a thirst17.Suppress hunger18.Replace soda / carbonated drinks19.Replace energy drinks20.Replace juices 21.Replace water22.Replace pudding / dessert / sweet treats 23.Replace snacks24.Replace cigarettes or nicotine25.Feel or get warm26.Cool down (iced coffee)27.Plan my day28.Contemplate the future 29.Feel special30.Feel pampered31.Have some ‘me time’32.Feel indulgent
33.Bring happy memories back, e.g., of time with friends, with family, etc.34.Socialise with friends35.Enjoy time with a partner or family member36.Help digest food37.Accompany food or a meal38.Get energised before exercising / sports39.Get refreshed during exercising / sports40.Relax and be rewarded after exercising / sports
[Away from home only]
Q19a When choosing to drink coffee away from home, how frequently do you do so to achieve each of the following goals?
[Matrix five point scale: Never / Rarely / Sometimes / Frequently / Very frequently] [Single answer per row]
1. Take a physical rest2. Get energised before shopping3. Stay energised during shopping4. Observe other people5. Meet new people6. Have a date7. Be perceived as “cool”8. Showcase my social status9. Extend the social experience of a meal10.Show loyalty to my favourite coffee shop11.Support local independent businesses
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BOX-0009-GD-A Online Survey Script
12.Have a customised drink made for me13.Feel treated14.Get away from home and work reality for a few minutes15.Take a break from my everyday routine16.Meet with business associates17.Access WiFi 18.Charge a mobile device / laptop19.Plan and do my work 20.Contemplate the future21.Enjoy a comfortable and cosy environment22.Bring holiday and travel memories back / feel like I am on holiday23.Stay alert whilst driving24.Stay alert whilst using public transport
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BOX-0009-GD-A Online Survey Script
3 ADJACENCIES
Q20 To what extent do you agree with each of the following statements?
[Matrix five point scale: 1.Strongly disagree / 2.Somewhat disagree / 3.Neither agree nor disagree / 4.Somewhat agree / 5.Strongly agree] [Single answer per row]
1. When purchasing coffee it is important that I know the country of origin of the coffee
2. When purchasing coffee it is important that I know the farm of origin of the coffee
3. When purchasing coffee it is important that I know if the coffee is certified as Fair Trade
4. When purchasing coffee it is important that I know the type of coffee roast, e.g., medium roast, dark roast, etc.
5. On balance coffee has a detrimental effect on my health and wellbeing and so I restrict the amount I drink
6. On balance coffee has a positive effect on my health and wellbeing and so I do not restrict the amount I drink
7. Recycling food packaging is important to me8. I have adequate facilities to dispose of food packaging for recycling9. I always dispose of food packaging for recycling
Q20a Thinking about coffee and its effect on health and wellbeing, which of the following best describes your feelings? [Single answer]
1. On balance, I feel that coffee has a detrimental effect on my health and wellbeing and so I try to restrict the amount I drink
2. On balance I feel that coffee has a positive effect on my health and wellbeing and so I do not restrict the amount I drink
Q21 Thinking about the roles that coffee and coffee machines / makers play in your life...
...how important is it that you are...
[Side-by-side matrix five point scale: 1.Not at all important / 2.Somewhat important / 3.Important / 4.Very important / 5.Extremely important] [Single answer per row]
1. Perceived as sophisticated2. Perceived as wealthy3. Perceived as sociable4. Perceived as a coffee connoisseur 5. Perceived as an elitist 6. Perceived as fashionable7. Perceived as being ahead of my time8. Perceived as being in line with current trends
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BOX-0009-GD-A Online Survey Script
9. Perceived as having higher social status 10.Perceived as being a great host11.Perceived as being a quality seeker12.Perceived as being a convenience seeker
AWAY FROM HOME
Q22 When purchasing coffee to drink away from the home, e.g., when in a coffee shop, at a restaurant, for drinking when on-the-go, etc., how important is that you are able to achieve each of the following goals and how satisfied are you currently with your ability to do so? When making your selection, please try to distinguish between the ratings, e.g., between important and very important or between somewhat satisfied and satisfied.
First screen...
When purchasing coffee to drink away from home, e.g., when in a coffee shop, at a restaurant, on-the-go, etc., how important is it that you are able to achieve the following goal and how satisfied are you currently with your ability to do so? When making your selection, please try to distinguish between the ratings, e.g., between important and very important or between somewhat satisfied and satisfied.
Subsequent screens...
When purchasing coffee to drink away from home, how important is it that you are able to...
How satisfied are you currently with your ability to...
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BOX-0009-GD-A Online Survey Script
[Side-by-side matrix five point scale: 1.Not at all important / 2.Somewhat important / 3.Important / 4.Very important / 5.Extremely important -------1. Not at all satisfied / 2.Somewhat satisfied / 3.Satisfied / 4.Very satisfied / 5.Extremely satisfied] [Single Imp and Sat answer per row]
1. Have access to a variety of different brands 2. Have access to more cost-effective alternatives 3. Have access to a variety of different coffees, e.g., bean varieties, roast
varieties, etc.4. Have access to a variety of different coffee styles, e.g., cappuccino, macchiato,
espresso, Americano, etc.5. Have access to a variety of different flavoured coffee, e.g., hazelnut, chocolate,
pumpkin seed, caramel, etc.6. Avoid buying purchasing a type of coffee that I may not like, e.g., it’s too
strong, too bitter, too milky, I don’t like the added flavour, etc.7. Identify which types of coffee match which moods, e.g., to feel relaxed, to feel
alert, etc.8. Identify which types of coffee match which occasions, e.g., shopping, driving,
on public transport, relaxing with friends, business meeting, etc.9. Reduce the time it takes to select a coffee that will meet my needs
NON-HOT RTD
Q23.Which of the following types of coffee drinks have you tried in the past and would you drink again in the future? [Single answer per row]
[Matrix as below]
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BOX-0009-GD-A Online Survey Script
1.I’m not aware of this
drink
2.I haven’t tried this
drink and I am unlikely
to try it in the future
3.I haven’t tried this
drink but I am open to trying it in the future
4.I have tried this drink but I am unlikely
to drink it again in the
future
5.I have tried this drink and I am likely to drink it again in the future
1. Coffee milk-shake
2. Coffee with iced-cream added, e.g., Frappuccino, etc.
3. Iced coffee (coffee that has ice added to it)
4. Cold brew coffee (coffee that is brewed cold)
5. Cold ready-to-drink coffee from a can, carton or bottle
6. Ambient (room temperature) ready-to-drink coffee from a can, carton or bottle
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