GROW FOR IT –
IMPLICATIONS FOR A PROFESSIONAL SOCIAL MEDIA
CAMPAIGN ATTRACTING YOUNG ADULTS
Sustainable Entrepreneurship
Professorship of Christian Social Ethics and Social Policy
Nathalie Balla, Lukas Baumann,
Paul Jaffré-Zanner, Linda Kawan, Paul Loewen
WFI Ingolstadt
31.01.2018
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Nathalie Balla
M.Sc. BWL
International Business Administration
Lukas BaumannPaul Jaffré-Zanner
M.Sc. BWL
International Business Administration
M.Sc. BWL
Entrepreneurship & Social Innovation
Linda Kawan
M.Sc. BWL
Entrepreneurship & Social Innovation
Paul Loewen
M.Sc. BWL
MARKT
Team
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Management Summary
Our challenge was to develop a Social Media strategy for the Danish non-profit organization
GROW|FOR|IT, targeting young adults
The theoretical background of the four C’s (Cognize, Concur, Curate & Chase) has been analyzed and
was applied together with a content framework for NGOs on Social Media channels
A questionnaire to study the Social Media usage, the sustainability as well as GROW|FOR|IT related
content was designed to derive managerial implications for GROW|FOR|IT
The measured data showed the overall usage of different Social Media channels as well as
participants’ preferred content (styles) for GROW|FOR|IT
There are some limitations of our research, e.g. small sample size, homogenous education, social
desirability as well as the participants’ local concentration
The impact of our research is reflected in the managerial implications which can be divided in two
categories – structure and content, upon which our sample posts were created
D
E
F
B
A
C
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– Developing a Social Media strategy & communicating
the content among the target group of young adults –
Our Challenge
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1. The Company GROW|FOR|IT
GROW|FOR|IT & Literature
2. Structure & Content of NGO’s on Social Media Channels
3. Methodological Approach
Methodology & Research
4. Empirical Analysis of Findings
5. Limitations
Conclusion of Findings
6. Managerial Implications
Agenda
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1. The Company GROW|FOR|IT
GROW|FOR|IT & Literature
2. Structure & Content of NGO’s on Social Media Channels
3. Methodological Approach
Methodology & Research
4. Empirical Analysis of Findings
5. Limitations
Conclusion of Findings
6. Managerial Implications
Agenda
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Danish non profit
community
planning and
organizing
afforestation
Goal: Balancing
CO² emissions
through planting
trees with high
transparency and
credibility
objectives
Independent of
politics and
financial interests:
all money
collected flows
into tree planting
GROW|FOR|IT is an organization with a complete focus on environment and sustainability
GROW|FOR|IT – Organization Profile
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▪ Providing pictures and GPS location
of the trees on a map (smartphone
verification)
▪ Providing exact information on how
CO² offset of a tree is calculated
▪ Payment only if tree survives one year
▪ Providing a certificate with all
relevant information
▪ Explaining different sorts of trees,
the planting process, planting
models and their advantages
>>Outstanding Transparency<<
Transparency
▪ Trees (fruits) can be used by local
population
payment for the work
and sustainable protection
▪ Planted to provide shade and
reduce erosion
▪ Planted near schools for children
▪ Most paid jobs are done by local
women
▪ Plants from local nurseries creating
local employment
>>Most other organizations do not
focus on the local population<<
Aid for Locals
8
The USP’s of GROW|FOR|IT
Source: GrowForIt 2018
X
X = GROW|FOR|IT
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1. The Company GROW|FOR|IT
GROW|FOR|IT & Literature
2. Structure & Content of NGO’s on Social Media Channels
3. Methodological Approach
Methodology & Research
4. Empirical Analysis of Findings
5. Limitations
Conclusion of Findings
6. Managerial Implications
Agenda
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CurateAnalyzing how and when to interact on Social
Media and developing a guideline. This needs
to be done in unison throughout the company,
which might require policies for the employees
responsible for Social Media.
CognizeRecognizing the current Social Media
landscape. During this phase, a company should
also look at their competitors to gain a deeper
understanding of how to stand out and make
an impact on the consumers.
ConcurContinue by developing strategies in
accordance to the landscape previously
cognized. Depending on what the
business strives for, strategy needs to be
planned accordingly.
ChaseFinally, non-profit businesses need to
constantly chase information about Social
Media. Companies should be open to adapt
new content presentation styles in the fast
changing Social Media environment.
The Structure of a Social Media Campaign – The 4 C’s
I
Source: Kietzmann et al. 2011; McCarthy et al. 2010
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▪ Provides interesting
information and build
the base for further
interaction
▪ E.g.: organizations
activities, milestones or
current events
Information
▪ Facilitate the creation of
an online community
1) Thanks and recognition
2) Recognition of current
events
3) Respond to messages
4) Response solicitation:
seeking a response
Community Action
Three key functions of a successful Social Media representation to gain its full potential:
▪ The right Social Media strategy contains all 3 functions
▪ The optimal strategy for GROW|FOR|IT depends on its mission and environment
▪ Mobilizing users to
fulfill the mission
1) Promoting an event
2) Offering a product/
service
3) Learn how to help
4) Cross promotion of
other channels
5) Job ads and call for
volunteers
I
Content Framework for NGO’s on Social Media Channels
Source: Lovejoy/Saxtion 2012
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Facebook Twitter Instagram YouTube Snapchat Pinterest
2,070 mio. users 330 mio. users 800 mio. users 1,300 mio. users 178 mio. users 200 mio. users
37% 40% 49% 40% 76% 40%
Interaction &
consumption of
contents of
immediate
surrounding
(persons &
interests)
Posting & reading
of short messages
(”tweets”) –
live content
Picture & video
sharing platform,
(private moments,
creativity)
Video portal
Fast-moving
snapshots,
live/real-time
transfers
Discovery &
collection of
creative ideas
(inspiration…)
Pictures & texts Pictures & texts Pictures Videos Pictures & videos PicturesSty
leFocu
s
<35 Y
.
U
ser
Social Media Channels and Their Characteristics
Source: ARD/ZDF-Onlinestudie 2015 & 2016; Social Media Institute 2017
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1. The Company GROW|FOR|IT
GROW|FOR|IT & Literature
2. Structure & Content of NGO’s on Social Media Channels
3. Methodological Approach
Methodology & Research
4. Empirical Analysis of Findings
5. Limitations
Conclusion of Findings
6. Managerial Implications
Agenda
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▪ Create a thorough
understanding of Social
Media Usage and The
Structure and Content of
NGO’s on Social Media
Channels
▪ Use the theoretical
background to develop a
survey which evaluates
possible Social Media content
▪ Issue recommendations of
action for GROW|FOR|IT
Research Goal
▪ Definition of appropriate
Categories – Social Media (1),
Sustainability (2),
GROW|FOR|IT (3) –
to survey the target group
▪ Formulation of suitable items
to design the questionnaires’
structure and content
(20 questions)
▪ Surveyed 65 persons of our
target group young adults
Research Method Integration
Methodology – A Three Step Approach
▪ Merge theoretical concepts
with the gained empirical
results from the survey
▪ Provide Managerial
Implications for the Social
Media campaign and general
recommendations of actions of
GROW|FOR|IT and
subsequent limitations based
upon our project experience
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Social Media1
Sustainability2
– Providing in-depth
knowledge about GROW|
FOR|IT itself, enquiring about
possible Social Media
contents as well as barriers
and reservations concerning
the planting process –
GROW|FOR|IT3
– The overall Social Media
consumption, posting and
sharing behavior and
preferred content
presentation styles of the
selected target group – – Focusing on the awareness
and attitude towards an
eco-friendly lifestyle in
general by referring to CO²
emissions and the possible
compensation willingness –
Conception of our Questionnaire – Three Categories
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Information about our Questionnaire and Participants
▪ 65 duly completed
questionnaires
Participants
▪ Social Media usage
▪ Sustainability in general
▪ GROW|FOR|IT
Question Categories
For 87% sustainability and
environmental awareness are
important or very important
Sustainability
▪ Age 23,8 years
▪ 60% female,
40% male
Demography
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1. The Company GROW|FOR|IT
GROW|FOR|IT & Literature
2. Structure & Content of NGO’s on Social Media Channels
3. Methodological Approach
Methodology & Research
4. Empirical Analysis of Findings
5. Limitations
Conclusion of Findings
6. Managerial Implications
Agenda
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▪ Mainly used Channels are Facebook, Instagram and YouTube, therefore GROW|FOR|IT should focus on this
▪ Respondents showed interest for general sustainability facts and the project, less about the actors behind it
Social Media usage:
Facebook (98,41%)
Instagram (80,95%)
YouTube (80,95%)
Snapchat (71,43%)
Desired content from GROW|FOR|IT:
Key facts and news of sustainability (68,25%)
Achieved milestones (63,49%)
Facts and news of environmental change (55,56%)
Presentation of different projects on site (55,56%)
98,41
80,95 80,95
71,43
34,92 31,75
0
10
20
30
40
50
60
70
80
90
100
Facebook Instagram YouTube Snapchat Twitter Pinterest
Which Social Media channels do you use? (%)
55,56 55,5650,79
46,03
0
10
20
30
40
50
60
Key facts and newsof environmental
change
Presentation ofdifferent projects
on-site
Introduction of thefarmers who plantthe trees on-site
Presentation of howthe trees are
planted
Which content would you like to see on a Social Media sites from GROW|FOR|IT? (%)
Analyzing the Results – Social Media
Social Media1
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A large majority consider sustainability and environmental awareness as important at least (87,3%)
Even more are interested in compensating their carbon emissions (88,89%)
88,89%
4,76%
If there was a possibility to compensate your carbonemission, would you be interested to do so? (%)
Yes
No
36,51%
50,79%
3,17%
3,17%
How important are sustainability and environmental awareness to you? (%)
very important
important
neutral
less important
Analyzing the Results – Sustainability
Sustainability2
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Analyzing the Results – GROW|FOR|IT
79,37% would like to have a tree planted for them or to plant a tree themselves
60,32% would like to be able to retrace the tree which would have been planted for them
66,67% consider supporting the local population and the farmers who plant the trees in
Africa as important
79,37%
14,29%
Would you plant a tree or would you like a tree to be planted for you? (%)
60,32%
33,33%
If a tree was planted for you, would it beimportant for you to be able to retrace
it? (%)
66,67%
25,4%
Importance of supporting local population (%)
GROW|FOR|IT3
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Intentions
▪ Would plant a tree to
reduce CO² emissions
Interests
▪ Sustainability
▪ Reducing her CO²
foot print
Awareness
▪ Would like to know
how much CO² he/she
produces
Activities
▪ Less time consuming
sustainable activities
(bicycle instead of car)
▪ High time investment
▪ Costs
Obstacles
▪ 23 years old
▪ Use of Facebook,
Instagram & YouTube
Social Media
Our Persona – Lars
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1. The Company GROW|FOR|IT
GROW|FOR|IT & Literature
2. Structure & Content of NGO’s on Social Media Channels
3. Methodological Approach
Methodology & Research
4. Empirical Analysis of Findings
5. Limitations
Conclusion of Findings
6. Managerial Implications
Agenda
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Limitations of our Research
The answers may not represent the actual observed behavior
Local concentration
Predominantly German participants in our survey
Sample Size
Relatively small size of the survey sample
Unknown behaviourSocial Desirability
Participants may answer, what they perceive the society expects them to answer. (despite anonymous participation)
Homogeneous Education
Similar academic background of survey participants as the majority have a higher education or are students
Individual Budget
No information on the income of the participants and if/where they have an budget constraint on sustainable behaviour
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1. The Company GROW|FOR|IT
GROW|FOR|IT & Literature
2. Structure & Content of NGO’s on Social Media Channels
3. Methodological Approach
Methodology & Research
4. Empirical Analysis of Findings
5. Limitations
Conclusion of Findings
6. Managerial Implications
Agenda
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– Starting the #TreeMission on Social Media –
Our Pursued Goal
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Structure Content
▪ Formulation of Posts
▪ Frequency of Posts
▪ Adequate Visualization of Posts
▪ Content Clusters
▪ Hands-on Examples
Managerial Implication for Social Media Channels
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Structure
▪ Formulation of Posts
Posts in English (maybe Danish additional)
Establishment of hashtag #TreeMission
▪ Frequency of Posts
Steady posting
Three times a week
Build series of topics (e.g. every Friday same content cluster)
▪ Adequate Visualization of Posts
Combination of texts and pictures/videos
Appealing, top quality and authentic pictures
Structural Implications for Social Media Channels
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Content
▪ Content Clusters
Key facts and news of sustainability
Key facts and news of environmental change
Achieved milestones
Presentation of different projects on site
Introduction of farmers who plant trees
Presentation of how trees are planted
▪ Hands-on Examples
Series “CO² emission in daily life”
Stories of farmers – Blog were stories are published and were posts can be linked
Use “News” category on website for content on Social Media
Start of a Social Media challenge, e.g. hugging trees,
posting pictures and nominate others
Enhance engagement by motivating fans/followers to share and tag friends
Content Implications for Social Media Channels
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Social Media – Mockup Monitor
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Post Examples (1/2)
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Post Examples (2/2)
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#TreeMission
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ARD/ZDF-Onlinestudie (2015): Bewegtbildnutzung nimmt weiter zu – Habitualisierung bei 14- bis 29-Jährigen.URL: http://www.ard-zdf-onlinestudie.de/files/2015/0915_Kupferschmitt.pdf (last visited on 26th January 2018).
ARD/ZDF-Onlinestudie (2016): Dynamische Entwicklung bei mobiler Internetnutzung sowie Audios und Video.http://www.ard-zdf-onlinestudie.de/files/2016/0916_Koch_Frees.pdf (last visited on 26th January 2018).
GrowForIt (2018): About Us. URL: https://growforit.dk/about/?lang=en (last visited on 22nd January 2018).
Kietzman, J. H./Hermkens, K./McCarthy, I. P./Silvestre, B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons 54(3), pp. 241-251.
Lovejoy, K./Saxton, G. D. (2012): Information, Community, and Action: How Nonprofit Organizations Use Social Media. In: Journal of Computer-Mediated Communication 17 (2012), pp. 337–353.
McCarthy, I./Lawrence, T./Wixted, B./Gordon, B. (2010): A multidimensional conceptualization of environmental velocity. In: The Academy of Management Review 35(4), pp. 604-626.
Social Media Institute (2017): Übersicht aktueller Social Network Statistiken (Laufend ergänzt).URL: http://socialmedia-institute.com/uebersicht-aktueller-social-media-nutzerzahlen/ (last visited on 16th January 2018).
References
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Back-Up – Additional Slides
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Social Media – iPhone Mockup
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1. General Implications for GROW|FOR|IT
2. Benchmarking Selected Co-Players
3. Conception of our Questionnaire
4. Selected Survey Results
5. Detailed Survey Results
Back-Up Agenda
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Growth Tracking
Making it possible to track the growth of the trees (eventually on Social Media).
Currency
Prices in local currency (€/$) when accessing the website outside of DK.
CO²-Calculator
Offering a CO²-Calculator to calculate a persons individual CO² emissions with the offer to compensate it.
Payment Method
Offering other, more convenient payment methods.
CO²
€
General Implications for GROW|FOR|IT
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Carbonfund.org
Offer: CO² neutrality for individuals, families, cars,
traveling etc.
Special feature: Modular system to calculate individual
CO² footprint.
Transparency: Low. Financing various projects and no
information where the donation is used.
NATIONAL FOREST FOUNDATION
Offer: Planting trees for a donation. (No information about
CO² offset)
Special feature: Partner of the U.S. Forest service.
Transparency: Low transperence since the U.S Forest
service decides where trees are planted
ECOSIA
Offer: Search engine that finances reforestration projects
with its profits.
Special feature: No costs for users and additional utility
through search engine.
Transparency: Intransperent. No proof that trees have
been planted and no information on administration costs.
GROW-TREES
Offer: Planting trees for a donation. (CO² emission must
be calculated by user to offset for a lifetime/year).
Special feature: varoius planting projects in india to
choose from.
Transparency: Medium. Project can be chosen and GPS
data is provied, but no pictures to proof planting.
39
Benchmarking Selected Main Co-Players
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Conception of our Questionnaire – Social Media
Question 1: Which Social Media channels do you use?
Question 2: How often du you use these channels?
Question 3: Do you post or share content on Social Media channels?
Question 4: Have you ever participated in a Social Media challenge?
Question 5: If no, could or would you do that?
Question 6: Which form of presentation do you prefer on the different Social Media channels?
Question 7: Do you follow any content related to Sustainability on Social Media channels?
Question 8: If yes, which?
Social Media1
▪ Measurement of young adults’ Social Media consumption in different internet-based networks
▪ Evaluation of preferred content presentation styles to provide further advises
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Conception of our Questionnaire – Sustainability
Question 9: How important are Sustainability and environmental awareness for your?
Question 10: Do you know how much CO² emissions you produce every year?
Question 11: If no would you like to know how much CO² emissions you produce?
Question 12: Do you promote an eco-friendly way of living?
Question 13: If there was a possibility to compensate carbon emission, would you be interested to do so?
Sustainability2
▪ Measurement of young adults’ attitude towards a sustainable and eco-friendly lifestyle
▪ Evaluation of CO² emission facts and the compensation willingness
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Question 14: Which content would you like to see on Social Media sites from GrowForIt?
Question 15: Would you plant a tree or would you like a tree to be planted for you?
Question 16: What prevents you from acting in a more sustainable way?
Question 17: If a tree was planted for you, would it be important for you to be able to retrace it?
Question 18: Would it be important for you to support the local population and farmers in Africa who plant the
trees?
GROW|FOR|IT3
▪ Measurement of target groups’ attitude towards GrowForIt and its Social Media contents
▪ Evaluation of the necessity of fully transparent processes and possible barriers & reservations
Conception of our Questionnaire – GROW|FOR|IT
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48
8
33
18 16
9
5
11
13
4
15
5
3
3
11
7
19
0
10
20
30
40
50
60
70
Facebook Twitter Instagram Snapchat Pinterest Youtube
How often do you use this channel?
Several times a day Daily weekly
Usage Frequency of Social Media Channels
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35%
63%
16%
67%
14%
59%
Snapchat
21%21%
35%
3%
81%
5%
Youtube
Yes No
Do you post or share content on Social Media channels?
Content Providing and Sharing on Social Media Channels
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23%
21%
56%
Participation in Social Media challenges
Allready participated in past Would participate Would not participate
The Attitude towards Social Media Challenges
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33%
67%
Do you follow any content related to sustanability on social media sites?
Yes No
• WFI Dialogue of
Sustainability
• DenkNachhaltig e.V
• Seabin Project
• Mr Mondialisation
• BÜNDNIS 90/ DIE
GRÜNEN
• NGIN Food
• Ecosia
• Pérus
• Nusapack
• WWF
• Engine food
• Greeenpeace
If yes, which?
Importance of Sustainability and Environmental Awareness
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37%
51%
3% 3%0
0%
10%
20%
30%
40%
50%
60%
very important important neutral less important not important
How important are sustainability and environmental awareness for you?
How important are sustainability and environmental awareness for you?
General Interest in other Sustainable Social Media Sites
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63%
30%
Do you promote an eco-friendly way of living?
Yes No
Importance of Sustainability and Environmental Awareness
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0
5
10
15
20
25
30
35
40
45
What prevents you from acting in a more sustainable way?
What prevents you from acting in a more sustainable way?
Possible Barriers of Acting Sustainable
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Detailed Survey Results (1/35)
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Detailed Survey Results (2/35)
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Detailed Survey Results (3/35)
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Detailed Survey Results (4/35)
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Detailed Survey Results (5/35)
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Detailed Survey Results (6/35)
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Detailed Survey Results (7/35)
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Detailed Survey Results (8/35)
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Detailed Survey Results (9/35)
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Detailed Survey Results (10/35)
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Detailed Survey Results (11/35)
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Detailed Survey Results (12/35)
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Detailed Survey Results (13/35)
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Detailed Survey Results (14/35)
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Detailed Survey Results (15/35)
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Detailed Survey Results (16/35)
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Detailed Survey Results (17/35)
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Detailed Survey Results (18/35)
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Detailed Survey Results (19/35)
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Detailed Survey Results (20/35)
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Detailed Survey Results (21/35)
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Detailed Survey Results (22/35)
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Detailed Survey Results (23/35)
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Detailed Survey Results (24/35)
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Detailed Survey Results (25/35)
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Detailed Survey Results (26/35)
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Detailed Survey Results (27/35)
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Detailed Survey Results (28/35)
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Detailed Survey Results (29/35)
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Detailed Survey Results (30/35)
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Detailed Survey Results (31/35)
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Detailed Survey Results (32/35)
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Detailed Survey Results (33/35)
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Detailed Survey Results (34/35)
1 unrealistical answer
After correction,
average = 23,8
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Detailed Survey Results (35/35)