Tobi Ogunwuyi Market Research Screeners and Surveys

1. Identify your brand/product and tell me about what their issue is. (can be good/bad, doesn't matter)

Nike would like to make Hyperwarm temperature-controlled workout clothing standard.

2. What is the objective of the research? What do you need to learn to get the answers you want.

What are the current attitudes towards Nike Hyperwarm technology? What do people currently know about Nike Hyperwarm?

3. A bullet point summary of demographics, psychographics --- what are the specifications for recruitment?(who do you need these people to be)

Demographics Adults men and women 18-35 Exercises regularly or plays a sport

Psychographics Believes in healthy living Fights to exercise through the elements

4. Start your screener with the broadest questions first. (m/f,age, etc.) 5. Create a screener that is at least 5 questions long to get you to the right person. Clearly show the TERMINATES.

Only bold answers advance

a. Age: 18 and under, (Terminate) 18-24, 25-35

35-45, 45 plus (Terminate) b. Do you exercise? Yes No (Terminate) c. How often do you excercise? 4x a month or less, (Terminate) 5x -8x a month, 9x a month plus d. Do you exercise outside? Yes No (Terminate) e. Do you exercise cold (55 degrees or lower) and/or rainy weather ? Yes No (Terminate)

6. Once you feel like you have the right people, think for a couple of minutes about your questions (what you're trying to find out)and find some logic to put them, so that you create a flow. (natural sounding, human) 7. Think about whether it's useful to put in rating scales and how you would use them. 8. Write at least 10 questions 9. Format any way you like - it doesn't have to be fancy, with boxes... just clear. This is your first shot, we're going to work on this more in the next couple of weeks. I'm posting a couple of sample screeners. Don't let them scare

Questions

1. How often do you workout outside? Once or twice a month__ 3x - 5x a month__ 6x-8x a month__ 9x a month plus__

2. Do you exercise outside in the fall? Yes__ No__

3. Do you exercise outside in the winter? Yes__ No__

4. Do you wear any compression gear while you exercise outside? If yes skip to question 6 Yes__ No__

5. What do you wear to exercise? ______________________________________________

6. How important to you is the brand of compression tights? Very Important__ Quite Important__ Unimportant__ I dont use compression tights__

7. If you answered 'Very important' or 'Quite important' in the previous question, why? Brand loyalty__ Health concerns__ Quality of tights__ I dont use compression tights__ Other (please specify) ___________________________

8. Have you ever heard about Nike Hyperwarm, Saucony, Under Armour, or Adidas? Yes__ No__

9. Did you know that Nike Hyperwarm was designed to regulate body temperature? Yes__ No__

10. Do you use Under Armour? Yes__ No__

11. After today how likely are you to consider using Nike Hyperwarm? 1__ 2__ 3__ 4__ 5__