Moderator’s Outline

Client: Doritos

Purpose
The main objective of the focus group is to look at Generation Z’s reaction to the 2019
“Another Level” campaign. They are focusing on the commercial featuring an “Anti-Ad” appeal,
where they remove all logos from the brands bags themselves. We are hoping to research the
reaction to the commercial that displays no ads.
Our second objective of the focus group would be to obtain ideas to create a new campaign to
target Gen Z. The hope is to obtain some insights into what will appeal to this target that has
been done before by other brands.

Research objectives
The objective of this research is to provide our client with data regarding its
“Another Level” advertising campaign targeting Generation Z. This research will provide
the consumers attitude toward the advertisement. It will outline the participants' first
reactions to the advertisement and their thoughts to help further develop a target
campaign to Generation Z.

Composition of Groups
All participants must be born between the years 1997-2009. They also have to be active
streamers on YouTube to be able to participate in the study. This is to ensure we are reaching the
Generation Z demographic. The focus group participants can be male or female and should be 5-
8 participants in each group.

Brief respondent profile

Participants of the focus group will be individuals born between the years 1997 and
2009 (Ages 16-24). The participants must be active streamers of YouTube and have an
average daily intake of 2 hours on internet streaming platforms. The focus group should
aim for a variety of men and women with varying demographics, ethnicities, and political
backgrounds. Focus groups will be divided by men and women and from there, political
affiliation. Each focus group should consist of 15-20 people.

Where and when interviews take place

Focus groups should be conducted throughout a 1-week time period. An Independent
Moderator will conduct the focus groups from May 1-8, 2021. The sessions will be
conducted both in the afternoon as well as evening.

Amber Azbill, Carson Defoor, Kailey Hula, Karen Gonzalez & Rachel Hennen 1
Orlando, FL: 5/1/2021 (1 p.m., 5 p.m.)
Travel from Orlando to Chicago 5/2/2021
Chicago, IL: 5/3/2021 (1 p.m., 5 p.m.)
Travel from Chicago to Fort Worth 5/4/2021
Fort Worth, TX: 5/5/2021 (1 p.m., 5 p.m.)
Travel from Fort Worth to Portland 5/6/2021
Portland, OR: 5/7/2021 (1 p.m., 5 p.m.)

Top line report: presented three days following final focus group 5/10/2021

Topics to be covered in focus group

• Brand recognition/ Preference
• Awareness
• Feedback
• Insights for a new innovative campaign targeting Gen Z

Ice Breaker Question

We will start off by getting to know each other! If you can start your name, your major and
a hobby.
1. What were some of your favorite snacks growing up?

Questions and Probes

1. Have you incorporated those brands into your life?
1. Which brands and why?
2. How often do you use social media?
1. Is YouTube a social media platform you frequent? If so, how often?
3. What are some of your favorite snacks?
1. Do you prefer chips, candy, or something else?

LINK: https://youtu.be/T-CqFBYfrdI

1. Could you describe the key message of the commercial you just watched?
1. What was the more memorable part? Why?
2. What did you like about the commercial? If anything, and why?
1. Do you feel like you could relate to the individuals in the commercial?
3. What did you NOT like about the commercial?
1. Was it difficult figuring out the brand without the logo?

Amber Azbill, Carson Defoor, Kailey Hula, Karen Gonzalez & Rachel Hennen 2
 4. How do you feel about Doritos not displaying the brand name and just show the
logo?

Close
Thank you for taking time out of your day to participate in this questionnaire. Your input is
very valuable to our client.
Is there anything we missed that you would like to discuss?
What is the most important point we discussed?
That concludes the session, thank you.

Amber Azbill, Carson Defoor, Kailey Hula, Karen Gonzalez & Rachel Hennen 3
 [COPY TEST QUESTIONNAIRE: DORITOS]

Introduction: Thank you for your participation in the following survey. We will be
showing you a commercial for an American chip company. The purpose of this survey is to
create more effective and enjoyable advertising for viewers. This survey will take about 5
minutes. Your answers will remain anonymous, so please answer to the best of your ability.

If you have any questions regarding the survey, please contact Amber Azbill at
ahazbill@uark.edu or Kailey Hula at kmhula@uark.edu.

[THIS STUDY IS INTENDED FOR PEOPLE WHO IDENTIFY AS:

MALES AND FEMALES AGES 16-24 WHO FALL UNDER ONE OF THE FOLLOWING
CATEGORIES:
- CONSUME SNACKS AT LEAST ONCE EVERY TWO WEEKS,
- PURCHASE CHIPS FOR THEIR HOUSEHOLD MONTHLY,
- WATCH CONTENT ON YOUTUBE AT LEAST ONCE A WEEK,

EACH LIFESTYLE CATEGORY WILL HAVE 1300 PARTICIPANTS]

Amber Azbill, Carson Defoor, Kailey Hula, Karen Gonzalez & Rachel Hennen 4
 [SCREENING]

PLEASE ANSWER THE FOLLOWING TRUTHFULLY.

Please answer the following questions before answering questions about this snack brand.

S1: [Gender]- Please select your gender.

1. [ ] Male
2. [ ] Female
3. [ ] Not listed/Prefer not to respond

[DISQUALIFY IF 3 OR 4 IS SELECTED AND GO TO CLOSE. SELECT 50% FEMALES AND 50%

MALES FOR EACH CELL]

S2: [Age] - What is your age range? (Select the one that relates to you)
1. [ ]16 - 24
2. [ ]25 – 30
3. [ ] 31- 35
4. [ ] 37 – 45
5. [ ] 45 <

[DISQUALIFY IF 2-5 ARE CHOSEN AND GO TO CLOSE]

Amber Azbill, Carson Defoor, Kailey Hula, Karen Gonzalez & Rachel Hennen 5
 S3. [Buying Habits]- How frequently do you browse/shop for these types of
snacks?

Browse/Buy Browse/Buy Browse/Buy

Never Weekly Monthly

1 2 3

Sour candy

Chocolate

Chips

Hard Candy

[IF RESPONDENT CHOOSES 1 FOR THE CHIPS CATEGORY, DISQUALIFY AND GO TO

CLOSE]

S4: Please select the answers that best describe you. Please select all that apply.
1. [ ] I am employed in education
2. [ ] I am employed by an advertising or marketing firm
3. [ ] I have one or more family members or friends employed in advertising or
marketing
4. [ ] I am employed in the medical field
5. [ ] I have one or more family members or friends employed in education
6. [ ] I am employed in art/design
7. [ ]I have been employed in the snack-food industry
8. [ ] I have one or more family members who works in the snack-food industry
9. [ ] I have one or more family members or friends employed in the medical field
10. [ ] I have one or more family members or friends employed in education
11. [ ] None of the above
[DISQUALIFY IF RESPONDENTS ANSWER 2, 3, 7 OR 8 AND GO TO CLOSE]

Amber Azbill, Carson Defoor, Kailey Hula, Karen Gonzalez & Rachel Hennen 6
S5. If you are at the store, rate the brand of chips you would most likely go for first, 1-
6. With 1 begin your first choice.

Fritos Lays Pringles Sun Chips Doritos Cheetos

[PLEASE SHOW THE FOLLOWING COMMERCIAL]

LINK: https://youtu.be/T-CqFBYfrdI

After viewing the commercial, please only select one answer per question unless instructed
otherwise. You may go back and re-watch the commercial as you continue.

Q1. Have you seen this commercial before?

1. [ ] Yes
2. [ ] No

Q2. What chip brand is shown in this commercial? The following options are in no
particular order.
1. [ ] Fritos
2. [ ] Lays
3. [ ] Pringles
4. [ ] Sun Chips
5. [ ] Doritos
6. [ ] Cheetos

[RANDOMIZE LIST TO PREVENT ORDER EFFECT]

Q3. After watching the ‘Another Level’ commercial, did your perception of Doritos
change in a positive way? Please select one.
1. [ ] Yes
2. [ ] Neutral
3. [ ] No

Amber Azbill, Carson Defoor, Kailey Hula, Karen Gonzalez & Rachel Hennen 7
Q4. What emotion did this commercial evoke for you? Select all that apply.
1. [ ] Empowered
2. [ ] Sad
3. [ ] Angry
4. [ ] Confused
5. [ ] Amused
6. [ ] Other: __________________

Q5. Why did the commercial evoke the emotion(s) you chose? Write your thoughts
below.
_________________________________________________________________________________________________

[ALLOW 250 CHARACTERS FOR OPEN-ENDED QUESTIONS.]

Q6. How likely would you be to skip this commercial if it were presented on
YouTube? Please select one.
1. [ ] Very likely
2. [ ] likely
3. [ ] Neutral
4. [ ] Unlikely
5. [ ] Very Unlikely

Q7. How accurately do you feel Generation Z was represented in this commercial?
Please select one.
1. [ ] Very accurate
2. [ ] Accurate
3. [ ] Neutral
4. [ ] Inaccurate
5. [ ] Very inaccurate
6. [ ] Other: __________________

Q8. How likely are you to share this commercial on your social media page? Please
select one.
1. [ ] Very likely
2. [ ] Likely
3. [ ]Neutral
4. [ ] Unlikely
5. [ ] Very Unlikely

Amber Azbill, Carson Defoor, Kailey Hula, Karen Gonzalez & Rachel Hennen 8
Q9. Rate the following qualities that you enjoyed most about the commercial:
1-4 with 1 being your first choice.

Reference to past Bold Colors Sounds Actors

commercials

Q10. After seeing this commercial, how likely are you to purchase Doritos in the
future?

1 2 3 4 5

Very Unlikely Unlikely Neutral Likely Very Likely

Q11. What kind of representation would you like to see from other Doritos ads in the
future?
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
____________________________________
[ALLOW 250 CHARACTERS FOR OPEN ENDED QUESTIONS]

Q13. To what extent do you agree with the following statement?

The ’Another Level’ commercial changed the image of Doritos I had before viewing
the ad.

1 2 3 4 5

Strongly Disagree Neutral Agree Strongly Agree

Disagree

Amber Azbill, Carson Defoor, Kailey Hula, Karen Gonzalez & Rachel Hennen 9
 [DEMOGRAPHICS]

D1. Please select your race/ethnicity. Select all that apply.

1. [ ] Asian/ Asian American
2. [ ] Black/ African American
3. [ ] Hispanic/ Latino
4. [ ] Native Hawaiian or other Pacific Islander
5. [ ] White
6. [ ] Prefer not to respond

D2. Select your household income level that best fits.

1. [ ] Under $24,999
2. [ ]$25,000 to $34,999
3. [ ] $35,000 to $49,999
4. [ ] $50,000 to $79,999
5. [ ] $80,000 to $119,999
6. [ ]$120,000 or more
7. [ ] Prefer not to respond

D3. Best describe your marital status.

1. [ ] Single
2. [ ] Married
3. [ ] Divorced
4. [ ] Living with partner
5. [ ] Prefer not to respond

THANK YOU FOR YOUR PARTICIPATION.

Amber Azbill, Carson Defoor, Kailey Hula, Karen Gonzalez & Rachel Hennen 10