Questions

Sanitarium Weet-Bix Communication and Creative Testing
Prophecy Questionnaire
20 mins, Online
4 May 20144 April 201313 June 201212 June 20124 June 2012
- 1 -

Sanitarium
PROPHECY QUESTIONNAIRE
20 mins, Online

RESEARCH OBJECTIVES:
o Identify the emotional and rational drivers amongst consumers within the Australian
cereals category.
o Strategically inform creative development by determining the emotional performance of
communications tested.
o Determine the optimal creative strategy and execution of communications

ADDRESSABLE MARKET:
o Aged 14 to 18 years of age
o Respondent is a consumer of one of the three tracked suppliers (Weet-Bix, Nutri-Grain or
Uncle Tobys Oats)
n = 375
Stream = 1 (Brand) n = 150
Stream = 2 (1 min45 sec TVC) n = 50 + n = 25 Top Up (Boys)
Stream = 3 (30 sec TVC) n= 100 + n = 50 Top Up (Boys)

GENERAL FIELDHOUSE NOTES:
o For each multiple response question, display the text (Please select all that apply)
o [MR] = multiple response, multi-max format required
o [SR] = single response
o 997 = Dont know (always single response)
o 998 = Prefer not to answer (always single response)
o 990 = Other
o 999 = N/A (always single response)
o 991 = None of the above (always single response)
o For questions with scales, please represent the 0-10 scale as slider drag-and-drop
scales - show only labels and mid-point. Do not show numbers. Allow respondent to
drag icons and drop them on to any point on the scale to indicate their answer,
with up to three suppliers able to be rated simultaneously on the same line.

[TERMINATION SCRIPT:
Thank you for your interest in participating in this research survey.

Unfortunately, in this instance you do not meet the requirements of the survey. Thank you again for
your time and we assure you that any answers you may have provided will be kept strictly
confidential.]

20 mins, Online
- 2 -

ADDITIONAL FIELDHOUSE QUOTA MANAGEMENT NOTES:
Source of Sample Panel between 14 and 18 years of age
Representativeness Split between Boys and Girls (exc. Top ups)
Sponsorship No
Pilot File 10% of the Total sample

S
T
R
E
A
M

#

STREAM
NAME
PROPHECY
MIN - MAX number
of suppliers to be
rated
Number of
completes
PROPHECY
FEELINGS
T
H
O
U
G
H
T
S

B
u
s
i
n
e
s
s

O
u
t
c
o
m
e
s

F
E
E
L
I
N
G
S

(
T
V
C
)

F
E
E
L
I
N
G
S

(
B
R
A
N
D
)

1 BRAND

Max 3 of 3 suppliers n = 150
2
45 1 min
sec TVC
3
30 sec TVC


20 mins, Online
- 3 -

Tracked suppliers for Stream = 1 and Stream = 2 and Stream =3
# [SUPPLIER]
Drag n Drop file
name
logo file name
(.png)
Sumup file name
(.png)
20 Sanitarium Weet-Bix weetbix logo_weetbix
sumup_weetbix
8 Kelloggs Nutri-Grain nutrigrain
logo_nutrigrain sumup_nutrigrain
22 Uncle Tobys Oats uncletobysoats
logo_uncletobysoats sumup_uncletobysoats

Tracked suppliers, TVCs and images for STREAM = 2:
T
V
C

#

[SUPPLIER] TVC name
TVC file name
(.flv)
Drag n
Drop file
name
ad file
name
(.png)
logo file
name
(.png)
1 Sanitarium Weet-Bix
Inspiration (heroes and
everyday) plus
Consumption
Inspiration.flv weetbix ad_inspiration
logo_inspiration

Tracked suppliers, TVCs and images for STREAM = 3:
T
V
C

#

[SUPPLIER] TVC name
TVC file name
(.flv)
Drag n Drop
file name
ad file
name
(.png)
logo file
name
(.png)
Consumption Weet-Bix
versatility
Versatility.flv weetbix ad_versatility
logo_versatilit
y
Consumption Weet-Bix
long-lasting energy
Longlastingenergy.flv weetbix
ad_longlasting
energy
logo_longlasti
ngenergy

20 mins, Online
- 4 -

INTRODUCTION

[SCREEN ON OWN]
Thank you for taking the time to participate in this study, which is being conducted on behalf of a
breakfast cereal brand. This survey will take about 20 minutes to complete, depending on your
answers.

Forethought Research is an independent Australian marketing research organisation, and all
information you provide will be kept strictly confidential. This survey is being conducted in
accordance with the Australian Marketing and Social Research Societys Code of Professional
Behaviour, as well as the Federal Privacy Act (1988).

20 mins, Online
- 5 -

[NEW SCREEN]
AD VIEWING CAPABILITIES

[NEW SCREEN]
This survey contains video files that you need to be able to view and hear. The videos in this survey
require Adobe Flash Player
TM
. If you do not have Adobe Flash Player
TM
installed, please click
[INSERT HYPERLINK AT here; HYPERLINK ADDRESS IS http://get.adobe.com/flashplayer/] to
download Adobe Flash Player
TM
. Please ensure that your computer speakers are switched on.

The video below is not related to the survey, but is a test to see if you are able to see and hear the
video files. When you are ready, please click on the play button and answer the two questions after
the video.

[SHOW TEST VIDEO FILE AS A DEMO QUESTION; ALLOW RE-PLAY FUNCTION]
[SAME SCREEN AS VIDEO WINDOW]
TESTAD1
What did the video show? [SR] [RANDOMISE]
TESTAD1
CODE FRAME
1 A car
2 An elephant
3 A strawberry
4 A bouncing ball
991 The video did not play properly [DO NOT RANDOMISE]
[TERMINATE IF TESTAD13 AND DISPLAY THE FOLLOWING TEXT; Sorry, it appears as
though you are unable to see the video at the moment. Please ensure that you have Adobe Flash
Player
TM
installed. If you would like to download Adobe Flash Player
TM
please click [INSERT
HYPERLINK AT here; HYPERLINK ADDRESS IS http://get.adobe.com/flashplayer/] and replay
the video once you have completed the installation.

If you have ensured that you have Adobe Flash Player
TM
installed, yet you still cannot see the
video we will not be able to proceed at this time as you are required to be able to see the video in
order to complete the questions.

Thank you again for your time and we assure you that any answers you may have provided will be
kept strictly confidential.]

TESTAD2
What did the video show now? [SR]
[RANDOMISE]
TESTAD2 CODEFRAME
1 A car
2 An elephant
3 A strawberry
4 A bouncing ball
991 The video did not play properly [DO NOT RANDOMISE]
20 mins, Online
- 6 -

[TERMINATE IF TESTAD23 AND DISPLAY THE FOLLOWING TEXT; Sorry, it appears as
though you are still unable to see the video at the moment. Unfortunately, we will not be able to
proceed at this time as you are required to be able to see the video in order to complete the
questions.


TESTAD3
What did you hear in the video? [SR]
[RANDOMISE]
TESTAD3 CODEFRAME
1 A ringing bell
2 A car revving its engine
3 A whistling kettle
4 An orchestra playing
991 I could not hear the video [DO NOT RANDOMISE]
[IF TESTAD31 DISPLAY FOLLOWING TEXT UNDER NEXT ARROW; Sorry, it appears as
though you are unable to properly hear the video at the moment. Please ensure that your speakers
are switched on and your volume is not muted. If you would like to replay the video to see if you are
able to hear the video file, please click on the replay button and answer the following question after
the video.

If you have ensured that your speakers are switched on and your volume is not muted, yet you still
cannot hear the video we will not be able to proceed at this time as you are required to be able to
hear the video in order to complete the questions.

[SHOW TEST VIDEO FILE AS A DEMO QUESTION; ALLOW RE-PLAY FUNCTION]

TESTAD4
What do you hear in the video now? [SR]
[RANDOMISE]
TESTAD4 CODEFRAME
1 A ringing bell
2 A car revving its engine
3 A whistling kettle
4 An orchestra playing
991 I could not hear the video [DO NOT RANDOMISE]
[TERMINATE IF TESTAD41 AND SAY; Sorry, it appears as though you are still unable to
properly hear the video at the moment. Unfortunately, we will not be able to proceed at this time as
you are required to be able to hear the video in order to complete the questions.

20 mins, Online
- 7 -

SCREENERS

[SCREEN ON OWN]
We just have a few questions to ensure you qualify for the study.

AGE How old are you?
OPEN NUMERIC RESPONSE BOX; MIN 1 AND MAX
100; TERMINATE IF AGE 13 OR AGE 19]

DEM2
How many siblings (i.e. brothers or sisters) are currently living at home with you?
[SR] [DO NOT RANDOMISE]
DEM2
CODE FRAMES
991
None, I am an only child
992
None, I am the only child still at home
1
One
2 Two
3
Three
4
Four
5
Five
6
Six or more
[SHOW AGE AND DEM2 ON THE SAME PAGE]

GENDER
Are you a? [SR]
GENDER CODE FRAMES
1 Boy
2 Girl

[SHOW AGE, AND DEM2 AND2 GENDER ON THE SAME PAGE]

20 mins, Online
- 8 -

[ASK IF DEM2991 OR DEM2992 OR DEM26]
What [IF DEM2=1 SAY is the age; ELSE SAY are the ages] of your [IF DEM2=1 SAY sibling;
ELSE SAY siblings] living at home with you and are they your brother or sister? [SR][DO NOT
RANDOMISE]
DEM3 GRID SINGLE CHOICE CODE FRAMES
_1
Sibling one
[OPEN NUMERIC RESPONSE BOX; MIN
0 AND MAX 50; SHOW ONLY THE
NUMBER OF CODEFRAMES THAT
CORRESPONDS TO THE RESPONSE
GIVEN AT DEM2]
_2 Sibling two
_3 Sibling three
_4 Sibling four
_5 Sibling five

DEM4 GRID SINGLE CHOICE CODE FRAMES
_1
Sibling one
1 = Brother / Step - brother
2 = Sister / Step - sister
_2 Sibling two
_3 Sibling three
_4 Sibling four
_5 Sibling five
[FIELDHOUSE NOTE: DISPLAY DEM3 AND DEM4 IN THE ONE QUESTION, WITH DEM3
CODEFRAMES PRESENTED DIRECTLY TO THE RIGHT OF THE _X SIBLING AND THEN DEM4
PRESENTED AS A DROP DOWN BOX]

S3A
Who in your house eats breakfast cereal?
(Please select all that apply)
[MR] [DO NOT RANDOMISE]
S3A CODE FRAMES
1 YouMe
2 [ASK IF DEM2991 OR DEM2992] Your My brothers / sisters
3 Your My parents
990 Other members of your my household
991 Nobody in my household eats breakfast cereal [SR]
[TERMINATE IF S3A1]

20 mins, Online
- 9 -

[ASK ALL]
S3
Which of the following best describes which breakfast cereal you get to eat?
[SR] [DO NOT RANDOMISE]
S3 CODE FRAMES
1 I only eat the cereal that is given to me for breakfast
2 I sometimes have a say in what cereal I can eat for breakfast
3 I always get the cereal that I want for breakfast

AWARE
Which of the following breakfast cereals have you heard of before?
(Please select all that apply)
[MR] [DO NOT RANDOMISE] [DISPLAY IN TWO COLUMNS]
AWARE CODE FRAMES
28 Kellogg's Sultana Bran
8 Kelloggs Nutri-Grain
11 Nestle Milo
21 Sanitarium Weet-Bix Bites
33 Uncle Tobys Cheerios
22 Uncle Tobys Oats
991 I have not heard of any of these breakfast cereals
[TERMINATE IF AWARE=991 OR AWARE20]

EXP
In the last eight weeks, which of the following cereals have you eaten for breakfast? (Please select
all that apply)
[MR] [DO NOT RANDOMISE]
EXP CODE FRAMES
28 [SHOW IF AWARE= 28] Kellogg's Sultana Bran
8 [SHOW IF AWARE= 8] Kelloggs Nutri-Grain
11 [SHOW IF AWARE= 11] Nestle Milo
20 [SHOW IF AWARE= 20] Sanitarium Weet-Bix
21 [SHOW IF AWARE= 21] Sanitarium Weet-Bix Bites
33 [SHOW IF AWARE= 33] Uncle Tobys Cheerios
22 [SHOW IF AWARE= 22] Uncle Tobys Oats
991
None, I have not eaten any of these cereals in the last three monthseight
weeks [SR] [DO NOT RANDOMISE]
[TERMINATE IF (EXP=991)]

20 mins, Online
- 10 -

FREQ
Thinking about all the breakfast cereals you have eaten in the last two weeks, how many times
have you eaten the following cereals?
(If you are unsure, your best guess will be fine)
FREQ CODE FRAMES
_28 [SHOW IF EXP = 28] Kellogg's Sultana Bran
_8 [SHOW IF EXP = 8] Kelloggs Nutri-Grain
_11 [SHOW IF EXP = 11] Nestle Milo
_20 [SHOW IF EXP = 20] Sanitarium Weet-Bix
_21 [SHOW IF EXP = 21] Sanitarium Weet-Bix Bites
_33 [SHOW IF EXP = 33] Uncle Tobys Cheerios
_22 [SHOW IF EXP = 22] Uncle Tobys Oats
_990 Another breakfast cereal [DO NOT RANDOMISE]
[PROVIDE AN OPEN NUMERIC INTEGER RESPONSE FOR EACH CODE FRAME, MIN 0 AND
MAX 14; DOES NOT NEED TO SUM TO 14; ALLOCATE BRAND WITH THE HIGHEST VALUE AS
[MAIN]; ACCORDING TO THE CODEFRAME PRESENTED IN THE TABLE BELOW; IF TWO OR
MORE BRANDS ARE OF EQUAL HIGHEST VALUE THAN RANDOMLY ALLOCATE ONE ONLY
AS [MAIN] ON LOWEST COUNTS]

MAIN CODE FRAMES
28
Kellogg's Sultana Bran
8
Kelloggs Nutri-Grain
11
Nestle Milo
20
Sanitarium Weet-Bix
21
Sanitarium Weet-Bix Bites
33
Uncle Tobys Cheerios
22
Uncle Tobys Oats
990 Other

20 mins, Online
- 11 -

[ASK ALL]
PROPHECY FEELINGS CALIBRATION

[SCREEN ON OWN]
You will now be asked some questions relating to how you currently feel.

[INSERT PROPHECY FEELINGS CALIBRATION QUESTIONS]
20 mins, Online
- 12 -

[ASK ALL]
PROPHECY FEELINGS CALIBRATION

[SCREEN ON OWN]
Thank you for your time so far.

During this next section, you will be asked some questions about how you currently feel. You will be
shown some interactive questions.

To reflect how you feel, simply slide the illustration to the left or right of your screen.

Please click on the arrow below.

[INSERT PROPHECY FEELINGS CALIBRATION QUESTIONS]

20 mins, Online
- 13 -

PROPHECY SECTION
There are three streams that the respondent is able to complete.
Within each stream, the respondent will be able to complete a number of prophecy
sections.
The table below outlines the sections that each stream contains. Sample size refers to
number of respondents required to complete each stream;
S
T
R
E
A
M

#

STREAM
NAME
PROPHECY
MIN - MAX number
of suppliers to be
rated
Number of
completes
PROPHECY
FEELINGS
T
H
O
U
G
H
T
S

B
u
s
i
n
e
s
s

O
u
t
c
o
m
e
s

F
E
E
L
I
N
G
S

(
T
V
C
)

F
E
E
L
I
N
G
S

(
B
R
A
N
D
)

1 BRAND

2
45 sec1
min TVC
3
30 sec
TVC

IF STREAM = 1 Please randomise Prophecy Thoughts and Prophecy Feelings.
IF STREAM =2 OR STREAM = 3 Please ask the following sections in the order that they
are presented in from left to right (i.e. for Stream=2 ask Prophecy Feelings (TVC), then ad
metrics, then Prophecy Feelings (Brand), then Prophecy Thoughts, with Business
Outcomes being asked last)
To qualify for STREAM=1, respondents must be aware of the tracked suppliers. If
respondent is not aware of any of the tracked suppliers, do not terminate respondent.
These respondents are to go through to either Stream=2 or Stream=3 based on lowest
counts.

ALLOCATION OF TRACKED SUPPLIERS:

MAIN EXPERIENCE SCORE:
o Supplier that has been allocated as [MAIN]

EXPERIENCE SCORE:
o A tracked supplier that the respondent has eaten in the last 8 weeks as defined in EXP
but not [MAIN].

PERCEPTION SCORE:
20 mins, Online
- 14 -

o A tracked supplier that the respondent has selected at AWARE, but not selected at EXP or
allocated as [MAIN].

Allocation instructions for STREAM = 1 in descending order of priority
o Please allocate a maximum of three tracked suppliers
o
o Ensure that one of the EXP scores is allocated from MAIN wherever possible
One MAIN, one EXP and one PER (1
st
priority) (all based on lowest
counts)
One MAIN, two EXP (2
nd
priority) (all based on lowest counts)
One MAIN, two PER (3
rd
priority) (all based on lowest counts)
No MAIN rating, just either EXP or PER (last priority)
o The same suppliers need to be rated throughout the PROPHECY FEELINGS (Brand) and
PROPHECY THOUGHTS sections.
o
o Please include flags in the data file called PEREXP_A, PEREXP_B and PEREXP_C that
indicate whether SUPPLIER_A, SUPPLIER _B and SUPPLIER _C respectively are
EXPERIENCE (PEREXP = 1) or PERCEPTION (PEREXP = 2) or MAIN (PEREXP=3).
o Please randomise the order in which the supplier icons appear for each question.

TRACKED SUPPLIERS FOR STREAM = 1:

SUPPLIER
Qualifying Criteria Prophecy
MAIN EXP PER Thoughts Feelings
MAIN = 20
EXP = 20 AWARE = 20

8 Kelloggs Nutri-Grain
MAIN = 8
EXP = 8 AWARE = 8

22 Uncle Tobys Oats
MAIN = 22
EXP = 22 AWARE = 22

ALLOCATION OF TRACKED SUPPLIERS FOR STREAM = 2:

o Respondents can qualify for this stream if MAIN=20, EXP=20 or AWARE=20.
o If respondent does not have an experience score and is not aware of any of the tracked
suppliers, do not terminate respondent. These respondents are to go through with
Sanitarium Weet-Bix.
o
o Respondents are to be shown only the ONE TVC.
o They are required to rate the TVC that they have just seen using the PROPHECY
FEELINGS (TVC) questions which is then followed by the respective TVC METRICS and
PROPHECY FEELINGS (BRAND) questions rating Sanitarium Weet-Bix ONLY.
o The PROPHECY FEELINGS (TVC), TVC METRICS and PROPHECY FEELINGS (Brand)
sections are to be completed in this sequence.
o Throughout the PROPHECY FEELINGS (TVC) sections, a filmstrip containing five TVC
screenshots is to be shown between each of the nine PROPHECY FEELINGS emotion
scales. This filmstrip is then to appear on the right-hand side of the screen when
respondents use the PROPHECY FEELINGS (TVC) avatar scales.
o The nine PROPHECY FEELINGS emotion scales are to be randomised.
20 mins, Online
- 15 -

o Throughout the PROPHECY FEELINGS (BRAND), respondents are to rate Weet-Bix
ONLY.
o Please include flags in the data file called PEREXP_A that indicate whether SUPPLIER_A
is experience (PEREXP = 2) or perception (PEREXP = 1) or main (PEREXP = 3) based
upon the same criteria detailed in STREAM = 1.

Tracked supplier and TVCs for STREAM = 2:
T
V
C

#

[SUPPLIER]
IMAGE FILES
TVC file name
(.flv)
ad file name
(.png)
logo file name
(.png)
1
Sanitarium Weet-Bix
Inspiration.flv
ad_inspiration
logo_inspiration

ALLOCATION OF TRACKED SUPPLIERS FOR STREAM = 3:

o Respondents can qualify for this stream if MAIN=20, EXP=20 or AWARE=20
o If respondent does not have an experience score and is not aware of any of the tracked
suppliers, do not terminate respondent. These respondents are to go through with
Sanitarium Weet-Bix.
o Respondents are to be randomly allocated to be shown only the ONE of TWO TVCs.
o They are required to rate the TVC that they have just seen using the PROPHECY
FEELINGS (TVC) questions which is then followed by the respective TVC METRICS and
PROPHECY FEELINGS (BRAND) questions rating Sanitarium Weet-Bix ONLY.
o The PROPHECY FEELINGS (TVC), TVC METRICS and PROPHECY FEELINGS (Brand)
sections are to be completed in this sequence for each TVC / BRAND combination.
o Throughout the PROPHECY FEELINGS (TVC) sections, a filmstrip containing five TVC
screenshots is to be shown between each of the nine PROPHECY FEELINGS emotion
scales. This filmstrip is then to appear on the right-hand side of the screen when
respondents use the PROPHECY FEELINGS (TVC) avatar scales.
o The nine PROPHECY FEELINGS emotion scales are to be randomised.
o Throughout the PROPHECY FEELINGS (BRAND), respondents are to rate Weet-Bix
ONLY.
o Please include flags in the data file called PEREXP_A that indicate whether SUPPLIER_A
is experience (PEREXP = 2) or perception (PEREXP = 1) or main (PEREXP = 3) based
upon the same criteria detailed in STREAM = 1.

Tracked supplier and TVCs for STREAM = 3:
T
V
C

#

[SUPPLIER]
IMAGE FILES
TVC file name
(.flv)
ad file name
(.png)
logo file name
(.png)
2 Sanitarium Weet-Bix Versatility.flv
ad_versatility
logo_versatility
3 Sanitarium Weet-Bix Longlastingenergy.flv
ad_longlastingenergy
logo_longlastingenergy

***Randomisation instructions for Prophecy Thoughts:
Randomise transactionals within their banks.
20 mins, Online
- 16 -

Randomise Performance and Reputation sections.
o Ask the overall semi-global for Quality (OCVAQ) after both these sections have been
asked.

Fieldhouse note for [SUPPLIER_NAMES] dynamic text (please ensure that all bolding is
followed):
CONDITION
DYNAMIC TEXT TO BE USED FOR
[SUPPLIER_NAMES]
1 supplier in the Prophecy section [SUPPLIER_A]
2 suppliers in the Prophecy section [SUPPLIER_A] and [SUPPLIER_B]
3 suppliers in the Prophecy section [SUPPLIER_A], [SUPPLIER_B] and [SUPPLIER_C]

20 mins, Online
- 17 -

[ASK IF STREAM 1]
PROPHECY FEELINGS (TVC)

[SCREEN ON OWN]
You will now be shown an advertisement that you may or may not be familiar with.

[FIELDHOUSE NOTE: PLAY TVC; DO NOT LET RESPONDENTS PROGRESS UNTIL THE TVC
HAS CONCLUDED; DO NOT ALLOW THE TVC TO BE REPLAYED MORE THAN ONCE (I.E.
ONLY ALLOW THE TVC TO BE SHOWN A MAXIMUM OF TWO TIMES)]

[NEW SCREEN]
You will now be asked a set of questions relating to the advertisement you just saw.

[INSERT PROPHECY FEELINGS (TVC) QUESTIONS]

[NEW SCREEN]
AD1
Prior to today, had you seen this ad? [SR]
AD1
CODE FRAMES
1 Yes
2 No

[NEW SCREEN]
TVCM2
How [INSERT AD DESCRIPTION] did you find the ad?
(Please answer this question by dragging the black circle on to the scale)
[RANDOMISE]
TVCM2
CODE FRAMES
_1
Appealing
_2
Realistic
_3
Unique
_4
Relevant
_5
Likeable [DO NOT RANDOMISE]
[0-10 SLIDER DRAG AND DROP SCALE, 0 = Not at all [INSERT AD DESCRIPTION], 10 =
Extremely [INSERT AD DESCRIPTION]; USE THE ABOVE AD DESCRIPTIONS FOR THE
DYNAMIC TEXT IN BOTH THE QUESTION TEXT AND THE SCALE ANCHORS; PLEASE INSERT
THE DYNAMIC TEXT AS LOWER-CASE]

[NEW SCREEN]
TVCM3
How much do you think Sanitarium Weet-Bix behaves the same as what this ad
was trying to tell you?
(Please answer this question by dragging the black circle on to the scale)
[0-10 ICON DRAG-AND-DROP SCALE, 0=Does not act the same to what the ad was trying to tell
me, 10=Acts the same with to what the ad was trying to tell me; SHOW LABELS AND MID POINT
ONLY, NO NUMBERS]

20 mins, Online
- 18 -

[ASK ALL]
PROPHECY FEELINGS (BRAND)

[NEW SCREEN]
You will now be directed to a set of questions relating to [SUPPLIERS NAMES] as breakfast
cereals.

[INSERT PROPHECY FEELINGS (BRAND) QUESTIONS]

20 mins, Online
- 19 -

[ASK ALL]
PROPHECY THOUGHTS

[SCREEN ON OWN]
Now we would like you to rate [SUPPLIER_NAMES] as [IF STREAM = 1 SAY breakfast cereals
ELSE SAY a breakfast cereal] on a number of aspects.

[IF STREAM = 1 SAY We understand that you may not have had firsthand experience with these
breakfast cereals, and that you may know of them only by reputation. It is just impressions we are
after, so please try to answer every question.]

During this section of the survey you will be answering questions using a slider drag-and-drop
rating scale. This scale allows you to drag icons and drop them on to any point on a line to indicate
your answer. Please drag the icons to the point on the line that best represents your response for
that question.

[NEW SCREEN]
Before you begin, the first set of questions is for you to practice using the scale and to help us
understand how you use it.

We would like you to consider the concept quality, which is made up of its performance and
reputation.

[NEW SCREEN]
VALCAL1
If a breakfast cereal was just meeting your expectations in terms of what it is like to
eat and what it represents, how would you rate its overall quality on the scale below?
(Please answer this question by dragging the black ball on to the scale below)
[0-10 SLIDER DRAG-AND-DROP SCALE; 0=Poor quality, 10=Excellent quality; SHOW LABELS
AND MID POINT ONLY, NO NUMBERS]

[NEW SCREEN]
_A _B _C
VALCAL2
Thinking of both what it is like to eat and what it represents, what
level of overall quality would you expect from [IF STREAM = 1 SAY
the following breakfast cereals ELSE SAY Sanitarium Weet-Bix]?
(Please answer this question by dragging the [IF STREAM=1 SAY
logos; ELSE SAY Weet-Bix logo] on to the scale below)


------- QUALITY SECTION BEGINS HERE -------
[The Performance section is to be randomised with the Reputation section]

------- PERFORMANCE SECTION BEGINS HERE -------

20 mins, Online
- 20 -

20 mins, Online
- 21 -

[NEW SCREEN]
CVAP
Thinking about when you eat cereal, how would you rate [IF STREAM = 1 SAY each breakfast
cereal ELSE SAY Sanitarium Weet-Bix] on the following?
(Please answer this question by dragging the [IF STREAM=1 SAY logo(s); ELSE SAY Weet-Bix
logo] on to the scale below)
[RANDOMISE ORDER; DISPLAY THREE TO FOUR TRANSACTIONALS PER SCREEN; OBTAIN
RATING FOR ALL SUPPLIERS ON ONE SCREEN]
_A _B _C
CVAP1
Helps me to be fit and healthy

CVAP2
I can eat it in different ways (e.g. different toppings, warm/cold,
soggy/hard etc.)

CVAP3
It fills me up

CVAP4
Gives me the energy I need for my day

CVAP5
It tastes great

CVAP6
It's good for me

CVAP7
Its fun to eat

CVAP8
I can have it as a snack

CVAP9
Its an easy and quick breakfast

CVAP10 Its comforting to eat
CVAP11 It is nutritious
CVAP12
Its ingredients are natural

[0-10 SLIDER DRAG-AND-DROP SCALE; 0=Poor performance, 10=Excellent performance; SHOW
LABELS AND MID POINT ONLY, NO NUMBERS]

[SCREEN ON OWN]
_A _B _C
OCVAP
Thinking about when you eat cereal and what you have just rated,
overall how would you rate [IF STREAM = 1 SAY the following
breakfast cereals ELSE SAY Sanitarium Weet-Bix]?
logo(s); ELSE SAY Weet-Bix logo] on to the scale below)

[0-10 SLIDER DRAG-AND-DROP SCALE; 0=Poor performance, 10=Excellent performance; SHOW

------- PERFORMANCE SECTION ENDS HERE -------

20 mins, Online
- 22 -

------- REPUTATION SECTION BEGINS HERE -------

[SCREEN ON OWN]
CVAR
Wed now like you to think about what [IF STREAM=1 SAY each of the following breakfast
cereals; ELSE SAY Sanitarium Weet-Bix] represents and to rate them on the following:
(Please answer this question by dragging the [IF STREAM=1 SAY logo(s); ELSE SAY Weet-Bix
logo] on to the scale below)

[RANDOMISE ORDER; DISPLAY FOUR TRANSACTIONALS PER SCREEN; OBTAIN RATING
FOR ALL SUPPLIERS ON ONE SCREEN]
_A _B _C
CVAR1
It's for sporty kids

CVAR2
Its a healthy cereal

CVAR3
Its an Australian brand

CVAR4
Sports stars eat it

CVAR5
Its a brand I trust

CVAR6
Everyone in my family likes it

CVAR7
Is a cereal that helps me achieve what I want to do during the day

CVAR8
It helps me be more like my sports heroes

[0-10 SLIDER DRAG-AND-DROP SCALE; 0=Poor reputation, 10=Excellent reputation; SHOW

[SCREEN ON OWN]
_A _B _C
OCVAR
Thinking about what a breakfast cereal represents and what you have
just rated, overall how would you rate [IF STREAM = 1 SAY the
following breakfast cereals ELSE SAY Sanitarium Weet-Bix]?

[0-10 SLIDER DRAG-AND-DROP SCALE; 0=Poor reputation, 10=Excellent reputation; SHOW

------- REPUTATION SECTION ENDS HERE -------

20 mins, Online
- 23 -

[ASK AFTER THE OCVAP AND OCVAR SECTIONS HAVE BEEN ASKED]
_A _B _C
OCVAQ
Now thinking about when you eat a breakfast cereal as well as what the
cereal brand represents, how would you rate the overall quality of [IF
STREAM = 1 SAY the following breakfast cereals ELSE SAY
Sanitarium Weet-Bix]?


------- QUALITY SECTION ENDS HERE -------

20 mins, Online
- 24 -

BUSINESS OUTCOMES

[SCREEN ON OWN]
The next set of questions relates to your intentions in the next 3 months.

[NEW SCREEN]
_A _B _C
BOCL
Suppose for a moment there was nothing stopping you from
choosing any breakfast cereal (i.e. you could choose whichever one
you want), how likely would you be to choose to eat [IF STREAM=1
SAY the following cereals; ELSE SAY Sanitarium Weet-Bix]?

[0-10 SLIDER DRAG-AND-DROP SCALE; 0 = Extremely unlikely, 10 = Extremely likely; SHOW

[NEW SCREEN]

_A _B _C
BOFC
How likely would [IF STREAM=1 SAY the following cereals; ELSE
SAY Sanitarium Weet-Bix] be your first choice when deciding
which cereal to eat?


[ASK OF SUPPLIERS WHERE PEREXP 2 (i.e. must be either MAIN or EXP)]
_A _B _C
BORET
In the next 3 months, how likely would you be to keep eating the
following breakfast [IF RATING ONE BRAND SAY cereal; ELSE
SAY cereals]?
(Please answer this question by dragging the [IF RATING ONE
BRAND SAY logo; ELSE SAY logos] on to the scale below)


20 mins, Online
- 25 -

PROFILING

[ASK ALL]
BB1
Again, imagine you could choose any breakfast cereal to eat, please rank the following aspects of
taste and texture in order of importance when deciding which cereal to eat?
(A rank of 1 means this aspect is the most important feature of taste when deciding which cereal to
eat, while a rank of 10 means that this is the least important)
[RANDOMISE]
BB1 CODE FRAMES
_1 Sweetness
_2 Crunchy
_3 Has Cclusters
_4 Has a chocolaty flavour
_5 Has Nnuts
_6 Has fFruity bits
_7 Goes well with other flavours (i.e. I can add other ingredients to it)
_8 Has seeds
_9 It doesnt go soggy (i.e. mushy)
_10 It doesnt have a boring taste (i.e. bland)
[FIELDHOUSE NOTE: ALLOW RANKS OF 1 TO 10; DO NOT ALLOW DUPLICATE NUMBERS]

[ASK ALL]
BB2
Again, imagine you could choose any breakfast cereal to eat, please rank the following natural
ingredients in order of importance when deciding which cereal to eat?
(A rank of 1 means this aspect is the most important feature of taste when deciding which cereal to
eat, while a rank of 79 means that this is the least important)
[RANDOMISE]
BB2 CODE FRAMES
_1 Nuts
_2 Seeds
_3 Multi-grains
_4 Honey
_5 Oats
_6 Fruit
_7 Whole-grains
_8 Wheat
_9 Sultanas

20 mins, Online
- 26 -

[ASK ALL]
BB3
When thinking of whether a cereal is nutritious, please rank the following in order of importance.
(A rank of 1 means this aspect is the most important feature of nutrition when deciding which
cereal is nutritious, while a rank of 8 means that this is the least important)
[RANDOMISE]
BB3 CODE FRAMES
_1 The amount of salt
_2 How much sugar it has
_3 The amount of protein it contains
_4 How much fat is in one serve
_5 The amount of fibre
_6 Energy provided
_7 Which vitamins and minerals it contains
_8 Whether it contains whole-grains

[ASK ALL]
BB4A
In the warmer months, do you prefer a hot / warm or cold breakfast?
[SR] [RANDOMISE]
BB4A CODE FRAMES
1 I prefer a hot / warm breakfast
2 I prefer a cold breakfast

BB4B
In the cooler months, do you prefer a hot / warm or cold breakfast?
[SR] [RANDOMISE]
BB4B CODE FRAMES
1 I prefer a hot / warm breakfast
2 I prefer a cold breakfast

[PLEASE DISPLAY BB4A ANA BB4B ON THE SAME SCREEN]

20 mins, Online
- 27 -

BB5
Thinking what you are going to have for breakfast tomorrow morning, what are you most likely to
eat?
[SR] [RANDOMISE]
BB5 CODE FRAMES
1 The same cereal I had this morning
2 Weet-Bix
3 Uncle Tobys Oats
4 [SHOW IF EXP = 20] Weet-Bix the same way I always do
990 Something else other than cereal [SR] [DO NOT RANDOMISE]
997 Not sure yet [SR] [DO NOT RANDOMISE]

BB6
Thinking about when you eat cereal, which of the following best describes you?
[SR] [RANDOMISE]
BB6 CODE FRAMES
1 I generally eat cereal only in winter (i.e. the cooler months)
2 I generally eat cereal only in summer (i.e. the warmer months)
3 I eat cereal all year longround
991
I eat cereal when I feel like it, regardless iof whether it is summer or winter [DO NOT
RANDOMISE]

20 mins, Online
- 28 -

ATTITUDINALS

[NEW SCREEN]
How much you agree or disagree with each of the statements below?
(Please answer this question by dragging the black ball on to the scale below)
[RANDOMISE] [SHOW THREE TO FOUR TRANSACTIONALS PER SCREEN]
ATT1 I like to mix different breakfast cereals together
ATT2 I choose whatever cereal is in the cupboard at home
ATT3 I choose cereal that is healthy for me
ATT4 I choose my breakfast cereal based on its nutritional value
ATT5 I choose breakfast cereal that tastes good
ATT6 I prefer cereal that I can add my own flavour to (i.e. yoghurt, honey, fruit, etc.)
ATT7 I choose a breakfast cereal because I cannot be bothered adding anything else to it
[0-10 SLIDER DRAG-AND-DROP SCALE: 0 = Strongly disagree, 10=Strongly agree, SHOW

20 mins, Online
- 29 -

[ASK ALL]
DEMOGRAPHICS

[SCREEN ON OWN]
The final set of questions is to find out a bit more about you.

STATE
In which state or territory do you currently live? [SR]
STATE CODE FRAMES
1 Australian Capital Territory
2 New South Wales
3 Northern Territory
4 Queensland
5 South Australia
6 Tasmania
7 Victoria
8 Western Australia

AREA
Do you live in a metropolitan (i.e. city or suburbs) or rural area (i.e. country)? [SR]
AREA CODE FRAMES
1 Metropolitan (i.e. city or suburbs)
2 Rural (i.e. country)

DEM3A
Including yourself, how many people live in your householdhome? [SR]
DEM3A CODE FRAMES
1 One
2 Two
3 Three
4 Four
5 Five
6 Six
7 Seven or more
[FIELDHOUSE NOTE: IF DEM2991 OR DEM2992 THEN DEM3A MUST BE DEM2]

20 mins, Online
- 30 -

END

That was the final question! Thank you for your help.

If you have any further comments you would like to make, please record these in the box below.
[OPEN RESPONSE BOX; OPTIONAL]

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Sanitarium Weet-Bix Communication and Creative Testing

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