Questionnaire Outline: Equity Fall 2021 211536 December 06, 2021

LRW Study Name: Equity Fall 2021
LRW Job Number: 211536

Date: December 06, 2021
The contents of this document are the confidential property of Lieberman Research Worldwide. No part of this document may be
reproduced or distributed in any form without the express written permission of Lieberman Research Worldwide.
QUESTIONNAIRE OUTLINE
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Screener.......................................................................................................................................................................................................................4
DV_LinkType.........................................................................................................................................................................................................4
DV_BITier..............................................................................................................................................................................................................4
DV_PanelRiver.....................................................................................................................................................................................................4
DV_Country...........................................................................................................................................................................................................4
DV_Month.............................................................................................................................................................................................................4
DV_Wave..............................................................................................................................................................................................................5
DV_Quarter...........................................................................................................................................................................................................5
S1_Canada_language..........................................................................................................................................................................................5
DT_Intro................................................................................................................................................................................................................5
DT_DatabaseIntro.................................................................................................................................................................................................5
S2_SensitiveIndustry............................................................................................................................................................................................6
S3_Parent.............................................................................................................................................................................................................6
S4_NumKids.........................................................................................................................................................................................................6
S5_ParentConsent................................................................................................................................................................................................6
DV_SurveyTaker...................................................................................................................................................................................................7
DT_DTChild..........................................................................................................................................................................................................7
S6_Gender............................................................................................................................................................................................................7
S7_YearBorn.........................................................................................................................................................................................................7
DV_Age.................................................................................................................................................................................................................7
DV_AgeRange......................................................................................................................................................................................................8
DV_Generation.....................................................................................................................................................................................................8
DV_AgeGender.....................................................................................................................................................................................................9
S8_Zip...................................................................................................................................................................................................................9
DV_Region............................................................................................................................................................................................................9
DV_State.............................................................................................................................................................................................................10
DV_California......................................................................................................................................................................................................10
DV_Top20DMA_Market......................................................................................................................................................................................11
DV_Top20DMA_YesNo......................................................................................................................................................................................11
DV_Top20DMA_Region.....................................................................................................................................................................................11
DV_Prizm_SegmentName..................................................................................................................................................................................12
DV_Prizm_Urbanicity..........................................................................................................................................................................................13
DV_Prizm_LifestageGroup.................................................................................................................................................................................13
DV_Prizm_SocialGroup......................................................................................................................................................................................13
DV_Prizm_HH_Income.......................................................................................................................................................................................13
DV_Prizm_HH_Age_Class.................................................................................................................................................................................14
DV_Prizm_HH_Composition..............................................................................................................................................................................14
DV_Prizm_HH_Tenure.......................................................................................................................................................................................14
DV_Prizm_HH_Education..................................................................................................................................................................................14
DV_Prizm_HH_Employment..............................................................................................................................................................................14
DV_Prizm_HH_IPA_Class..................................................................................................................................................................................15
DV_Prizm_Technology_Use...............................................................................................................................................................................15
S9_Canada_postal.............................................................................................................................................................................................15
DV_Canada_Provinces.......................................................................................................................................................................................15
DV_Canada_Region...........................................................................................................................................................................................15
S10_Hispanic......................................................................................................................................................................................................16
S11_Ethnicity......................................................................................................................................................................................................16
DV_EthnicityNet..................................................................................................................................................................................................16
DV_EthnicityBreaks............................................................................................................................................................................................16
S12_Income........................................................................................................................................................................................................17
DV_IncomeNets..................................................................................................................................................................................................17
S13_Canada_Income.........................................................................................................................................................................................17
DV_Canada_Income...........................................................................................................................................................................................17
S16_CategoriesBought.......................................................................................................................................................................................18
DV_BeautyNetSpend..........................................................................................................................................................................................18
DV_BeautyCatEligible.........................................................................................................................................................................................18
S17_UnaidedAware............................................................................................................................................................................................19
S22_RetailerAwareness.....................................................................................................................................................................................20
S18_StoreFamiliarity...........................................................................................................................................................................................21
S19_LoyaltyMember...........................................................................................................................................................................................22
LRW # 211536 © 2021 LRW. All rights reserved. CONFIDENTIAL. 1

S20_SephoraRewards........................................................................................................................................................................................22
DV_BIMatch........................................................................................................................................................................................................22
S21_UltaRewards...............................................................................................................................................................................................22
DV_Augment.......................................................................................................................................................................................................23
Brand Funnel and Perception....................................................................................................................................................................................24
DV_NumCategoriesPurchas...............................................................................................................................................................................24
DV_BrandsAware...............................................................................................................................................................................................24
DV_BrandsFamiliar.............................................................................................................................................................................................25
DT_FunnelIntro...................................................................................................................................................................................................25
C1_StoresShoppedInStore.................................................................................................................................................................................26
C3_StoresBoughtInStore....................................................................................................................................................................................27
C2_StoresShoppedOnline..................................................................................................................................................................................28
C4_StoresBoughtOnline.....................................................................................................................................................................................29
Subsection Start - DP DVs.....................................................................................................................................................................................29
DV_P3M_Shopped.............................................................................................................................................................................................30
DV_ShoppedP12MALL.......................................................................................................................................................................................31
DV_ShoppedInStoreP12M.................................................................................................................................................................................32
DV_OnlineShoppingP12M..................................................................................................................................................................................33
DV_BoughtP12MALL..........................................................................................................................................................................................34
DV_StoresBoughtP3MALL.................................................................................................................................................................................35
DV_InstorePurchaseP12M.................................................................................................................................................................................36
DV_StoresBoughtOnline12.................................................................................................................................................................................37
DV_EverBought..................................................................................................................................................................................................38
Subsection Start - Old DVs not used......................................................................................................................................................................38
DV_ShoppedP3M...............................................................................................................................................................................................39
DV_ShoppedP12M.............................................................................................................................................................................................40
DV_ShoppedEver...............................................................................................................................................................................................41
DV_BoughtP3M..................................................................................................................................................................................................42
DV_BoughtP12M................................................................................................................................................................................................43
DV_BoughtEver..................................................................................................................................................................................................44
DV_AwarePOP...................................................................................................................................................................................................45
DV_FamiliarPOP.................................................................................................................................................................................................48
C6_ProductsPurchased......................................................................................................................................................................................51
C5_P12MSpent...................................................................................................................................................................................................53
C7_StoresConsidered.........................................................................................................................................................................................54
C22_ConsideredChannel...................................................................................................................................................................................55
Subsection Start - Consideration DVs....................................................................................................................................................................55
DV_StoreConsiderationUp.................................................................................................................................................................................56
DV_OnlineConsideration....................................................................................................................................................................................57
DV_InStoreConsideration...................................................................................................................................................................................58
C18_FavoriteConsidered....................................................................................................................................................................................59
C8_FavoriteBeauty.............................................................................................................................................................................................60
C20_StoreLocationTotal.....................................................................................................................................................................................61
C21_LocationGoTo.............................................................................................................................................................................................62
C24_PrimaryLocation.........................................................................................................................................................................................62
C25_AdAwareness.............................................................................................................................................................................................63
C26_NetBuzzPositive.........................................................................................................................................................................................64
C27_NetBuzzNegative........................................................................................................................................................................................65
DV_PriorityEligible..............................................................................................................................................................................................66
Subsection Start - Assigner1..................................................................................................................................................................................66
DV_AssignmentBalance.....................................................................................................................................................................................66
DV_BrandsAssigned1.........................................................................................................................................................................................67
Subsection Start - Category Attitudes and Behaviors............................................................................................................................................67
C9_BeautyFrequency.........................................................................................................................................................................................67
C10_BeautyAtttitudes.........................................................................................................................................................................................68
DV_BeautyAttitudes............................................................................................................................................................................................69
Subsection Start - Implicit Identity Mapping...........................................................................................................................................................69
DT_IIMIntro.........................................................................................................................................................................................................69
C11_IIMExercise.................................................................................................................................................................................................70
Subsection Start - MasterBrandPerceptions..........................................................................................................................................................70
C12_NPS............................................................................................................................................................................................................70
DV_NPS..............................................................................................................................................................................................................71
C13_MasterBrandAffinity....................................................................................................................................................................................71
C14_PropensityDiscuss......................................................................................................................................................................................72
C15_BrandPerceptions.......................................................................................................................................................................................73
C16_DescribeSephora........................................................................................................................................................................................75
C19_SephoraAffinity...........................................................................................................................................................................................75
C17_BrandBarriers.............................................................................................................................................................................................76
C23_ChannelBarriers.........................................................................................................................................................................................76
Product Category Perceptions...................................................................................................................................................................................77
DT_CategoryIntro...............................................................................................................................................................................................77
DV_CatAssigned.................................................................................................................................................................................................77
D1_CatBrandConsider........................................................................................................................................................................................78
DV_PirorityEligibleCat.........................................................................................................................................................................................80
DV_CatBrand2....................................................................................................................................................................................................80
Loop Start - CategoryPerceptions..........................................................................................................................................................................80
DV_InsertBeautyServices...................................................................................................................................................................................81
D21_CatRating...................................................................................................................................................................................................81
D4_CatBrandPerceptions...................................................................................................................................................................................82
D30_WhyTrust....................................................................................................................................................................................................83
D31_HelpfulAssociate.........................................................................................................................................................................................83
D36_SocialPractices...........................................................................................................................................................................................84
Subsection Start - VoxPopMe................................................................................................................................................................................84
DV_VPMQuota...................................................................................................................................................................................................84
D5_Tech..............................................................................................................................................................................................................84
D6_Legal.............................................................................................................................................................................................................84
DT_VPM3_Intro..................................................................................................................................................................................................85
DV_VPM4_QstnText...........................................................................................................................................................................................85
D7_WidgetPlaceHolder.......................................................................................................................................................................................85
DV_VPM6_Complete..........................................................................................................................................................................................85
Subsection Start - Beauty Insiders.........................................................................................................................................................................85
DT_BIIntro...........................................................................................................................................................................................................85
D12_BIAwareness..............................................................................................................................................................................................86
D13_BITiers........................................................................................................................................................................................................86
D14_BILevels......................................................................................................................................................................................................86
D39_UnaidedBenefitAware................................................................................................................................................................................86
D15_BIBenefits...................................................................................................................................................................................................87
D16_ImpBIBenefit...............................................................................................................................................................................................88
D28_RewardsBazaar..........................................................................................................................................................................................88
D18_VIBSatisfaction...........................................................................................................................................................................................89
D19_RougeSatisfaction......................................................................................................................................................................................90
D20_BISatisfaction.............................................................................................................................................................................................90
D22_LoyaltyValue...............................................................................................................................................................................................91
D23_DefineValue................................................................................................................................................................................................91
D29_UltamateSatisfaction..................................................................................................................................................................................91
D24_UltaLoyaltyValue........................................................................................................................................................................................92
D25_UltaDefineValue.........................................................................................................................................................................................92
D26_SephoraCreditCard....................................................................................................................................................................................92
D37_CreditCardInterest......................................................................................................................................................................................93
D27_SephoraServiceAware...............................................................................................................................................................................93
D32_SephoraOnline...........................................................................................................................................................................................94
D33_SephoraInStore..........................................................................................................................................................................................94
DV_ShopperType...............................................................................................................................................................................................95
DV_SephoraShopperType..................................................................................................................................................................................96
Subsection Start - Demographics...........................................................................................................................................................................96
DT_DIntro............................................................................................................................................................................................................96
D34_GeneralShopping.......................................................................................................................................................................................97
D35_GeneralConsideration................................................................................................................................................................................97
D10_Employment...............................................................................................................................................................................................97
D11_Canada_employment.................................................................................................................................................................................97
D38_SexualOrientation.......................................................................................................................................................................................98
DV_UrbanicityABCD...........................................................................................................................................................................................98
DV_Filter.............................................................................................................................................................................................................99
QC Flags..................................................................................................................................................................................................................100

SCREENER
- Programmer: Please only allow these devices into the survey: PC, Tablet, Smartphone.
[DV_LinkType]
- Hidden Question. Applies to all.
DV_LinkType. Captures Link Type
Select one response.
DEFAULT ORDER.
1. Parent
2. Gen Pop
3. BI Augment
4. POC - Gen Pop
5. POC - BI Database
[DV_BITier]
- Hidden Question. Applies if respondent selected code [5] at DV_LinkType.
DV_BITier. Captures BI Tier for database respondents
DEFAULT ORDER.
1. Insider
2. VIB
3. Rouge
[DV_PanelRiver]
DV_PanelRiver. Hidden variable to capture whether link is from panel or river
DEFAULT ORDER.
1. Panel
2. River
[DV_Country]
- Programmer Comment: Only punch US this wave.
DV_Country. Captures if respondent is in the US or Canada
DEFAULT ORDER.
1. US
2. Canada
[DV_Month]
DV_Month. Captures month of data collection
DEFAULT ORDER.
1. January
2. February
3. March
4. April
5. May
6. June
7. July
8. August
9. September
10. October
11. November
12. December

[DV_Wave]
- Programmer Comment: Punch wave 6
DV_Wave. Captures current wave
DEFAULT ORDER.
1. Wave 1 - Summer 2019
2. Wave 2 - Winter 2020
4. Wave 4 - Winter 2021
5. Wave 5 - Spring 2021
7. Wave 7 - Fall 2021 PC: Punch this wave
[DV_Quarter]
- Programmer Comment: Punch Fall2021
DV_Quarter. Captures Quarter
DEFAULT ORDER.
1. Winter 2021
2. Spring 2021
3. Summer 2021
4. Fall 2021
[Canada_language]
- Show if respondent selected code [2] at DV_Country.
S1_Canada_language. In what language would you like to take this survey?
DEFAULT ORDER.
1. English
2. French
[Intro]
- Show if respondent did NOT select code [5] at DV_LinkType.
DT_Intro. Thank you for taking the time to complete our survey during this difficult time. Please be assured that this survey is completely
confidential, and we will only use this information for research purposes. This survey should take you approximately 20 minutes
to complete.
Simply answer each question by clicking inside the appropriate box. During the survey please do not use your browser's forward
and back buttons. Instead please use the NEXT button below to move through the survey.
[DatabaseIntro]
- Show if respondent selected code [5] at DV_LinkType.
- Programmer Comment: can we add mailto: hyperlink to the email in the text??
DT_DatabaseIntro. Thank you for taking the time to complete our survey. Please be assured that this survey is completely confidential,
and we will only use this information for research purposes. This survey should take you approximately 20 minutes to
complete.
Simply answer each question by clicking inside the appropriate box. During the survey please do not use your
browser's forward and back buttons. Instead please use the NEXT button below to move through the survey.
If you have any technical issues during the survey please email us at BeautySurvey@lrwonline.com

[SensitiveIndustry]
- Show to all.
- Terminate Immediately if respondent selected any codes [2, 4] at DV_LinkType AND respondent selected any codes [1, 3] at
S2_SensitiveIndustry.
- Programmer Comment: Terminate END OF SECTION IF PocBi at DV_linktype and respondent selected MR or Beauty
S2_SensitiveIndustry. Are you, or is any member of your household, currently employed in any of the following types of businesses?
Select all that apply.
RANDOMIZE LIST.
1. Advertising, marketing, or market research
2. Journalism or Media
3. Beauty supply manufacturer, distributor, or retail store
4. Clothing manufacturer, distributor, or retail store
5. Nutritional supplements/vitamins manufacturer,
distributor, retail store
99. None of the above ANCHOR. EXCLUSIVE.
[Parent]
- Show if respondent selected code [1] at DV_LinkType.
S3_Parent. Are you the parent of any female children under 18 years old, who live in your household?
DEFAULT ORDER.
1. Yes
2. No
[NumKids]
- Show if respondent selected code [1] at S3_Parent.
S4_NumKids. Please tell us how many children you have in your household in each age group. If none, type 0.
COLS: DEFAULT ORDER.

ROWS: DEFAULT ORDER. Number
2. Under 6 years old [1]
3. 6 to 14 years old [1]
4. 15 to 17 years old [1]
MIN: 0. MAX:
20. INTEGER
NUMERIC
RESPONSE
S.
[ParentConsent]
- Show if any row [4] at S4_NumKids, the value in any column [1] is greater than 0 AND respondent did NOT select code [5] at
DV_LinkType.
- Terminate Immediately if (respondent selected code [2] at S5_ParentConsent AND respondent selected any codes [1, 3] at
S2_SensitiveIndustry AND respondent selected any codes [1, 3] at DV_LinkType).
S5_ParentConsent Thank you for completing this portion of the survey. If possible, we would like to have your child complete the
. remainder of the survey.
If you are willing to have your child participate, and they are available now to take the survey, please click "Yes" below
and have your child fill out the remainder of the survey.
If you would rather complete the rest of the survey yourself, please click "No."
Please note that we are only allowing children ages 15 and above.
DEFAULT ORDER.
1. Yes
2. No

[DV_SurveyTaker]
- Hidden Question. Applies if respondent did NOT select code [5] at DV_LinkType.
DV_SurveyTaker. Captures who is taking the survey
DEFAULT ORDER.
1. Non-Teen Autocode if respondent did NOT select code [2] at
DV_SurveyTaker.
2. Teen Autocode if respondent selected code [1] at
S5_ParentConsent.
[DTChild]
- Show if respondent selected code [1] at S5_ParentConsent.
DT_DTChild. Thank you for allowing your child to take this survey! Your child should begin taking the survey now.
[Gender]
- Show to all.
- Terminate at end of screener if respondent selected any codes [1, 4-8] at S6_Gender.
S6_Gender. What is your gender identity?
DEFAULT ORDER.
1. Male Terminate at the end of [Screener].
2. Female
3. Transgender female Show if respondent selected code [2] at DV_Wave.
4. Transgender male Show if respondent selected code [2] at DV_Wave
Terminate at the end of [Screener].
6. Transgender Terminate at the end of [Screener].
5. Non-binary Terminate at the end of [Screener].
7. Prefer to self-describe Terminate at the end of [Screener].
8. Prefer not to answer Terminate at the end of [Screener].
[YearBorn]
- Show to all.
- Programmer Comment: Set current year as max.
S7_YearBorn. In what year were you born?
Enter a numeric response.
MIN: 1915. MAX: 2021. INTEGER NUMERIC RESPONSES.
[DV_Age]
- Programmer Comment: Calculate age based on current year.
DV_Age. Hidden variable to capture age based on YearBorn

[DV_AgeRange]
- Terminate Immediately if respondent selected any codes [1, 7-8] at DV_AgeRange AND respondent did NOT select code [5] at
DV_LinkType.
- Programmer Comment: If PocBi at DV_LinkType, terminate end of section if younger than 15 or older than 55
DV_AgeRange. Hidden variable to capture age ranges.
DEFAULT ORDER.
1. Younger than 15 Autocode if value provided at DV_Age is less than
15.
2. 15-17 Autocode if value provided at DV_Age is between
(inclusive) 15 and 17.
8. 65+ Autocode if value provided at DV_Age is greater
than 65.
[DV_Generation]
DV_Generation. Hidden variable to capture generation
DEFAULT ORDER.
1. Generation Z Autocode if value provided at S7_YearBorn is
greater than or equal to 1997.
2. Millennials Autocode if value provided at S7_YearBorn is
between (inclusive) 1981 and 1996.
3. Generation X Autocode if value provided at S7_YearBorn is
4. Baby Boomers Autocode if value provided at S7_YearBorn is
5. Mature/Silent Autocode if value provided at S7_YearBorn is
6. Greatest Generation Autocode if respondent did NOT select codes [1-5]
at DV_Generation.

[DV_AgeGender]
DV_AgeGender. Hidden Variable to capture nested age and gender.
DEFAULT ORDER.
1. Female Younger than 15 Autocode if respondent selected code [1] at
DV_AgeRange AND respondent selected code [2]
at S6_Gender.
2. Female 15-17 Autocode if respondent selected code [2] at
S6_Gender AND respondent selected code [2] at
DV_AgeRange.
at S6_Gender.
at S6_Gender.
at S6_Gender.
at S6_Gender.
S6_Gender AND respondent selected code [7] at
DV_AgeRange.
8. Female 65+ Autocode if respondent selected code [8] at
at S6_Gender.
9. Trans-gender female Autocode if respondent selected code [3] at
S6_Gender.
10. Other Autocode if respondent did NOT select codes [1-8]
at DV_AgeGender.
[Zip]
- Programmer Comment: Allow up to 3 tries. Else, hard term.
S8_Zip. What is your 5-digit zip code?
MIN: 5. MAX: 5.
[DV_Region]
- Hidden Question. Applies if respondent selected code [1] at DV_Country.
DV_Region. Hidden variable to capture Region based on zip
DEFAULT ORDER.
1. Midwest
2. Northeast
3. South
4. West

[DV_State]
DV_State. Automark state based on ZIP
DEFAULT ORDER.
1. Alabama
2. Alaska
3. Arizona
4. Arkansas
5. California
6. Colorado
7. Connecticut
8. Delaware
9. Florida
10. Georgia
11. Hawaii
12. Idaho
13. Illinois
14. Indiana
15. Iowa
16. Kansas
17. Kentucky
18. Louisiana
19. Maine
20. Maryland
21. Massachusetts
22. Michigan
23. Minnesota
24. Mississippi
25. Missouri
26. Montana
27. Nebraska
28. Nevada
29. New Hampshire
30. New Jersey
31. New Mexico
32. New York
33. North Carolina
34. North Dakota
35. Ohio
36. Oklahoma
37. Oregon
38. Pennsylvania
39. Rhode Island
40. South Carolina
41. South Dakota
42. Tennessee
43. Texas
44. Utah
45. Vermont
46. Virginia
47. Washington
48. Washington D.C.
49. West Virginia
50. Wisconsin
51. Wyoming
[DV_California]
DV_California. Captures CA
DEFAULT ORDER.
1. CA Autocode if respondent selected code [5] at
DV_State.
2. Not CA Autocode if respondent did NOT select code [5] at
DV_State.

[DV_Top20DMA_Market]
- Programmer Comment: Label text for DMA should match that of LRW DMA database and text from
USLocationData.NielsenDMAText in survey shell. As such, please do not adjust label text for markets.
DV_Top20DMA_Market. Classification by zip code of respondent DMA for Top 20 Markets.
DEFAULT ORDER.
1. NEW YORK
2. LOS ANGELES
3. CHICAGO
4. PHILADELPHIA
5. DALLAS-FT. WORTH
6. SAN FRANCISCO-OAK-SAN JOSE
7. WASHINGTON, DC (HAGRSTWN)
8. HOUSTON
9. BOSTON (MANCHESTER)
10. ATLANTA
11. PHOENIX (PRESCOTT)
12. TAMPA-ST. PETE (SARASOTA)
13. SEATTLE-TACOMA
14. DETROIT
15. MINNEAPOLIS-ST. PAUL
16. MIAMI-FT. LAUDERDALE
17. DENVER
18. ORLANDO-DAYTONA BCH-MELBRN
19. CLEVELAND-AKRON (CANTON)
20. SACRAMNTO-STKTON-MODESTO
21. Not in a Top 20 DMA Market Autocode if respondent did NOT select codes [1-
20] at DV_Top20DMA_Market.
[DV_Top20DMA_YesNo]
DV_Top20DMA_YesNo. Consolidated variable for whether respondent is in a Top 20 DMA or not.
DEFAULT ORDER.
1. In Top 20 DMA Market Autocode if respondent selected any codes [1-20]
at DV_Top20DMA_Market.
2. Not in Top 20 DMA Market Autocode if respondent selected code [21] at
DV_Top20DMA_Market.
[DV_Top20DMA_Region]
DV_Top20DMA_Region. Top 20 DMA Status nested with Census Region
DEFAULT ORDER.
1. Top 20 DMA - Midwest Autocode if respondent selected code [1] at
DV_Region AND respondent selected code [1] at
DV_Top20DMA_YesNo.
2. Not Top 20 DMA - Midwest Autocode if respondent selected code [1] at
DV_Top20DMA_YesNo.
3. Top 20 DMA - Northeast Autocode if respondent selected code [2] at
DV_Top20DMA_YesNo.
4. Not Top 20 DMA - Northeast Autocode if respondent selected code [2] at
DV_Top20DMA_YesNo.
5. Top 20 DMA - South Autocode if respondent selected code [3] at
DV_Top20DMA_YesNo.
6. Not Top 20 DMA - South Autocode if respondent selected code [3] at
DV_Top20DMA_YesNo.
7. Top 20 DMA - West Autocode if respondent selected code [4] at
DV_Top20DMA_YesNo.
8. Not Top 20 DMA - West Autocode if respondent selected code [4] at
DV_Top20DMA_YesNo.

[DV_Prizm_SegmentName]
DV_Prizm_SegmentName. DV to capture Prizm_SegmentName from database
DEFAULT ORDER.
2. Winner's Circle
3. Home Sweet Home
4. White Picket Fences
5. Striving Selfies
6. Fast-Track Families
7. Mayberry-ville
8. Country Casuals
9. New Melting Pot
10. Toolbelt Traditionalists
11. Empty Nests
12. Gray Power
13. Big Fish, Small Pond
14. Traditional Times
15. Big Sky Families
16. Young & Influential
17. Beltway Boomers
18. New Beginnings
19. Family Thrifts
20. Upper Crust
21. Middleburg Managers
22. American Classics
23. Golden Ponds
24. Hometown Retired
25. Heartlanders
26. Back Country Folks
27. Generation Web
28. Country Squires
29. New Homesteaders
30. Small-Town Collegiates
31. Township Travelers
32. Pickup Patriarchs
33. Kids & Cul-de-Sacs
34. Cruisin to Retirement
35. Movers Shakers
36. Kid Country, USA
37. Upward Bound
38. Up-and-Comers
39. Pools & Patios
40. Bright Lights, Li'l City
41. Park Bench Seniors
42. Urban Elders
43. Connected Bohemians
44. Money & Brains
45. Aspiring A-Listers
46. Low-Rise Living
47. Multi-Culti Mosaic
48. Urban Modern Mix
49. The Cosmopolitans
50. American Dreams
51. Urban Achievers
52. City Roots
53. Young Digerati
54. Networked Neighbors
55. Country Strong
56. Crossroad Villagers
57. Simple Pleasures
58. Young & Rustic
59. Campers & Camo
60. Red White & Blue
61. Bedrock America
62. Domestic Duos
63. Second City Startups
64. Multi-Culti Families
65. Executive Suites
66. Struggling Singles
67. Metro Grads
68. Lo-Tech Singles
69. Second City Generations
[DV_Prizm_Urbanicity]
DV_Prizm_Urbanicity. DV to capture Prizm_Urbanicity from database
DEFAULT ORDER.
2. Metro Mix
3. Town
4. Rural
5. Second City
6. Suburban
7. Urban
[DV_Prizm_LifestageGroup]
DV_Prizm_LifestageGroup DV to capture Prizm_LifestageGroup from database
.
DEFAULT ORDER.
2. Accumulated_Wealth
3. Young Accumulators
4. Young Achievers
5. Conservative Classics
6. Striving Singles
7. Cautious Couples
8. Affluent Empty Nests
9. Midlife Success
10. Sustaining Seniors
11. Mainstream Families
12. Sustaining Families
[DV_Prizm_SocialGroup]
DV_Prizm_SocialGroup. DV to capture Prizm_SocialGroup form database
DEFAULT ORDER.
2. The Affluentials
3. Middleburbs
4. Country Comfort
5. City Centers
6. Landed Gentry
7. Micro-City Mix
8. Inner Suburbs
9. Middle America
10. Elite Suburbs
11. Second City Society
12. Rustic Living
13. Midtown Mix
14. Urban Uptown
15. Urban Cores
[DV_Prizm_HH_Income]
DV_Prizm_HH_Income DV to capture Prizm_HH_Income from database
.
DEFAULT ORDER.
2. Wealthy
3. Upper Mid(Scale)
4. Midscale
5. Low Income
6. Upscale
7. Downscale
8. Lower Mid(Scale)

[DV_Prizm_HH_Age_Class]
DV_Prizm_HH_Age_Class. DV to capture Prizm_HH_Age_Class from database
DEFAULT ORDER.
2. Middle Age
3. Younger
4. Older
5. Mature
[DV_Prizm_HH_Composition]
DV_Prizm_HH_Composition. DV to capture Prizm_HH_Composition from database
DEFAULT ORDER.
2. Mostly w/ Kids
3. Without Kids
4. Family Mix
5. Mostly w/o Kids
[DV_Prizm_HH_Tenure]
DV_Prizm_HH_Tenure. DV to capture Prizm_HH_Tenure from database
DEFAULT ORDER.
2. Mostly Owners
3. Mostly Renters
4. Renters
5. Homeowners
6. Mix
[DV_Prizm_HH_Education]
DV_Prizm_HH_Education. DV to capture Prizm_HH_Education from database
DEFAULT ORDER.
2. Graduate Plus
3. College Graduate
4. Some College
5. High School
[DV_Prizm_HH_Employment]
DV_Prizm_HH_Employment. DV to capture Prizm_HH_Employment from database
DEFAULT ORDER.
2. Management and Professional
3. Mix
4. Service Mix
5. Mostly Retired
6. Blue Collar Mix

[DV_Prizm_HH_IPA_Class]
DV_Prizm_HH_IPA_Class DV to capture Prizm_HH_IPA_Class from database
.
DEFAULT ORDER.
2. Elite
3. Low
4. High
5. Millionaires
6. Above Avg
7. Moderate
8. Below Avg
[DV_Prizm_Technology_Use]
DV_Prizm_Technology_Use. DV to capture Prizm_Technology_Use from database
DEFAULT ORDER.
2. Above Average
3. Highest
4. Average
5. Below Average
6. Lowest
[Canada_postal]
S9_Canada_postal. What is your postal code?
Enter your response in the box.
MIN: 1. MAX: 8.
[DV_Canada_Provinces]
DV_Canada_Provinces. Classify into regions based on postal code
DEFAULT ORDER.
1. Alberta
2. British Columbia
3. Manitoba
4. New Brunswick
5. Newfoundland and Labrador
6. Northwest Territories / Nunavut
7. Nova Scotia
8. Ontario
9. Prince Edward Island
10. Quebec
11. Saskatchewan
12. Yukon
[DV_Canada_Region]
DV_Canada_Region. DV to classify Canadian region based on postal code
DEFAULT ORDER.
1. Atlantic Autocode if respondent selected any codes [4-5, 7,
9] at DV_Canada_Provinces.
2. Quebec Autocode if respondent selected code [10] at
DV_Canada_Provinces.
3. Ontario Autocode if respondent selected code [8] at
DV_Canada_Provinces.
4. West Autocode if respondent selected any codes [1-3,
11] at DV_Canada_Provinces.
5. North Autocode if respondent selected any codes [6, 12]
at DV_Canada_Provinces.

[Hispanic]
S10_Hispanic. Are you of Hispanic or Latino origin?
DEFAULT ORDER.
1. Yes
2. No
[Ethnicity]
- Show if respondent selected code [2] at S10_Hispanic AND respondent selected code [1] at DV_Country.
S11_Ethnicity. Which categories describe your race?
DEFAULT ORDER.
1. Caucasian or White
2. African-American or Black
3. East Asian
12. Southeast Asian
6. South Asian/Indian
7. Middle Eastern
8. Pacific Islander
9. Native American
10. Other
11. Prefer not to say EXCLUSIVE.
[DV_EthnicityNet]
- Terminate at end of screener if respondent selected code [4] at DV_LinkType AND respondent did NOT select codes [2-4] at
DV_EthnicityNet.
DV_EthnicityNet. Hidden variable to capture Ethnicity Net for weighting/quota.
DEFAULT ORDER.
1. Caucasian or White Autocode if respondent selected exactly code [1]
at S11_Ethnicity.
2. Hispanic Autocode if respondent selected code [1] at
S10_Hispanic.
3. African-American or Black Autocode if respondent selected exactly code [2]
at S11_Ethnicity.
4. Asian or Pacific Islander Autocode if (respondent selected only code [3] at
S11_Ethnicity OR respondent selected only code
[6] at S11_Ethnicity OR respondent selected only
code [7] at S11_Ethnicity OR respondent selected
only code [8] at S11_Ethnicity) OR respondent
selected only code [12] at S11_Ethnicity.
5. Other Autocode if respondent did NOT select codes [1-4]
at DV_EthnicityNet.
[DV_EthnicityBreaks]
DV_EthnicityBreaks. Hidden variable to capture Ethnicity Net for weighting/quota.
DEFAULT ORDER.
1. Caucasian or White Autocode if respondent selected exactly code [1]
at S11_Ethnicity.
2. Hispanic Autocode if respondent selected code [1] at
S10_Hispanic.
3. African-American or Black Autocode if respondent selected exactly code [2]
at S11_Ethnicity.
4. Asian or Pacific Islander Autocode if (respondent selected only code [3] at
S11_Ethnicity OR respondent selected only code
[6] at S11_Ethnicity OR respondent selected only
code [7] at S11_Ethnicity OR respondent selected
only code [8] at S11_Ethnicity) OR respondent
selected only code [12] at S11_Ethnicity.
7. Native American Autocode if respondent selected only code [9] at
S11_Ethnicity.
6. Mixed Autocode if respondent selected code [5] at
DV_EthnicityNet AND respondent did NOT select
codes [10-11] at S11_Ethnicity.

5. Other/Prefer Not to Say Autocode if respondent did NOT select codes [1-4,
6-7] at DV_EthnicityBreaks.
[Income]
- Show if respondent selected code [1] at DV_Country AND respondent did NOT select codes [1-2] at DV_AgeRange.
S12_Income. Which range includes your total annual household income, before taxes?
Select one.
DEFAULT ORDER.
1. Under $25,000
2. $25,000 to $34,999
3. $35,000 to $49,999
4. $50,000 to $74,999
5. $75,000 to $99,999
6. $100,000 to $149,999
7. $150,000 to $249,999
8. $250,000 or more
9. Not willing to say
[DV_IncomeNets]
- Hidden Question. Applies if respondent selected code [1] at DV_Country AND respondent did NOT select codes [1-2] at
DV_AgeRange.
DV_IncomeNets. Hidden variable to capture netted income for quotas and weighting.
DEFAULT ORDER.
1. Under $35,000 Autocode if respondent selected any codes [1-2]
at S12_Income.
2. $35,000 to $49,999 Autocode if respondent selected code [3] at
S12_Income.
S12_Income.
S12_Income.
5. $100,000 or more Autocode if respondent selected any codes [6-8]
at S12_Income.
6. Refused Autocode if respondent selected code [9] at
S12_Income.
[Canada_Income]
- Show if respondent selected code [2] at DV_Country AND respondent did NOT select code [2] at DV_SurveyTaker.
S13_Canada_Income. Which category best describes your total annual household income, before taxes?
DEFAULT ORDER.
1. Less than $25,000
2. $25,000 to $49,999
3. $50,000 to $74,999
4. $75,000 to $99,999
5. $100,000 or more
7. Not willing to say
6. I don't know Show if respondent selected code [1] at
S5_ParentConsent.
[DV_Canada_Income]
DV_Canada_Income. DV_Canada_Income
DEFAULT ORDER.
1. Low Autocode if respondent selected code [1] at
S13_Canada_Income.
2. Middle Autocode if respondent selected any codes [2-3]
at S13_Canada_Income.
3. High Autocode if respondent selected any codes [4-5]
at S13_Canada_Income.

[CategoriesBought]
- Show to all.
- Terminate at end of screener if every row [1-4] at S16_CategoriesBought, the value in any column [1] equals 0.
- Programmer Comment: Please add a $ (dollar sign) to the left of each response text box for each row.
S16_CategoriesBought. About how much have you spent on these categories in the past 12 months including both in store and online
purchases? Please round to the nearest dollar.
Enter numeric responses.
COLS: DEFAULT ORDER. Amount

ROWS: RANDOMIZE LIST. Spent
1. Makeup (e.g.
foundation, blush, [1]
eyeshadow)
2. Haircare (e.g. shampoo,
[1]
hair treatments)
3. Skincare (e.g. face
[1]
wash, face moisturizer)
4. Fragrance (e.g.
perfumes, roller balls, body [1]
sprays)
6. Beauty
tools/accessories (e.g.,
[1]
makeup brushes, blow
dryer, face roller)
99. Other [1] ANCHOR.
MIN: 1. MAX:
25000.
INTEGER
NUMERIC
RESPONSE
S.
[DV_BeautyNetSpend]
- Terminate at end of screener if value provided at DV_BeautyNetSpend is less than 100.
- Programmer Comment: Sum of codes [Makeup, Haircare, Skincare, Fragrance] at S16_CategoriesBought
DV_BeautyNetSpend. Captures sum of respondent spend on beauty products from S6_CategoriesBought.
[DV_BeautyCatEligible]
DV_BeautyCatEligible. DV to capture which beauty categories eligible for in product section
DEFAULT ORDER.
1. Makeup (e.g. foundation, blush, eyeshadow) Autocode if any row [1] at S16_CategoriesBought,
the value in any column [1] is greater than or equal
to 1.
2. Haircare (e.g. shampoo, hair treatments) Autocode if any row [2] at S16_CategoriesBought,
to 1.
3. Skincare (e.g. face wash, face moisturizer) Autocode if any row [3] at S16_CategoriesBought,
to 1.
4. Fragrance (e.g. perfumes, roller balls, body sprays) Autocode if any row [4] at S16_CategoriesBought,
to 1.

[UnaidedAware]
- Show to all.
- Programmer Comment: Please do not show stub numbers. Please make sure question text reads:
"When thinking about shopping for beauty products (i.e., makeup, skincare, hair care and fragrance), what retailers come to mind?
Please list the first retailers that come to mind, including online retailers."
S17_UnaidedAware. When thinking about shopping for beauty products (i.e., makeup, skincare, hair care and fragrance), what retailers
come to mind? Please list the first retailers that come to mind, including online retailers.
Enter your response(s) in the box(es).

ROWS: DEFAULT ORDER. Retailers
1. 1 [1] PC: Force response in first box.
2. 2 [1]
3. 3 [1]
4. 4 [1]
5. 5 [1]
6. 6 [1]
7. 7 [1]
8. 8 [1]
9. 9 [1]
10. 10 [1]
MIN: 3. MAX:
200.

[RetailerAwareness]
- Show to all.
- Terminate Immediately if respondent selected code [28] at S22_RetailerAwareness AND respondent did NOT select code [5] at
DV_LinkType.
- Programmer Comment: Terminate end of section if respondent selected OtherSpec and came in on PocBi from DV_Linktype
S22_RetailerAwareness. Which of the following beauty retailers have you heard of?
Some of these retailers have other products as well, please only think about their beauty products.
DEFAULT ORDER.
1. Sephora
2. Ulta
3. Macy’s PC: Show if Country = USA
4. MAC
5. Nordstrom
6. Amazon
7. Target PC: Show if Country = USA
8. Walmart
9. Bloomingdale's PC: Show if Country = USA
10. Lush
11. Neiman Marcus PC: Show if Country = USA
12. Glossier
13. NYX
14. Kiehl's
15. Kylie Cosmetics/Kylie Skin
16. Jeffree Star PC: Show if Country = USA
17. ColourPop PC: Show if Country = USA
18. Whole Foods
19. Dermstore PC: Show if Country = USA
20. Beautylish Show if respondent selected code [1] at DV_Wave.
PC: Show if Country = USA SUPPRESS IF
DV_WAVE = WAVE 2
21. Sokoglam Show if respondent selected code [1] at DV_Wave.
PC: Show if Country = USA. SUPPRESS IF
DV_WAVE = WAVE 2
22. Anthropologie PC: Show if Country = USA
23. Urban Outfitters PC: Show if Country = USA
24. Beautycounter
25. Rodan and Fields
26. Bluemercury PC: Show if Country = USA
27. Walgreens PC: Show if Country = USA
28. CVS
29. Shoppers Drug Mart PC: Show if Country = CANADA
30. Jean Coutu PC: Show if Country = CANADA
31. Shoppers Drug Mart - Beauty Boutique PC: Show if Country = CANADA
32. Pharma Prix PC: Show if Country = CANADA
33. Saks Fifth Avenue PC: Show if Country = CANADA
34. The Bay PC: Show if Country = CANADA
35. London Drugs PC: Show if Country = CANADA
36. Bath & Body Works PC: Update to show for USA
37. Costco PC: Show if Country = CANADA
38. Holt Renfrew PC: Show if Country = CANADA
39. L'Occitane PC: Show if Country = CANADA
40. Murrale PC: Show if Country = CANADA
41. Victoria's Secret
42. Sally's Beauty Supply PC: Show IF Country = USA
43. Kohl's
28. None of these

[StoreFamiliarity]
- Show to all. Only show row stubs selected at S22_RetailerAwareness.
S18_StoreFamiliarity Please indicate your level of familiarity with the beauty retailers below.
.
Select one response for each.
At least
COLS: DEFAULT ORDER. Just know somewhat Very
ROWS: RANDOMIZE LIST. the name familiar familiar
1. Sephora 1 2 3
2. Ulta 1 2 3
Show if respondent selected code [1] at DV_Country. PC: Show if
3. Macy’s 1 2 3
Country = USA
4. MAC 1 2 3
5. Nordstrom 1 2 3
6. Amazon 1 2 3
7. Target 1 2 3
Country = USA
8. Walmart 1 2 3
9. Bloomingdale's 1 2 3
Country = USA
10. Lush 1 2 3
11. Neiman Marcus 1 2 3
Country = USA
12. Glossier 1 2 3
13. NYX 1 2 3
14. Kiehl's 1 2 3
15. Kylie Cosmetics/Kylie
1 2 3
Skin
16. Jeffree Star 1 2 3
Country = USA
17. ColourPop 1 2 3
Country = USA
18. Whole Foods 1 2 3
19. Dermstore 1 2 3
Country = USA
20. Beautylish 1 2 3
Country = USA SUPPRESS IF DV_WAVE = WAVE 2
21. Sokoglam 1 2 3
Country = USA. SUPPRESS IF DV_WAVE = WAVE 2
22. Anthropologie 1 2 3
Country = USA
23. Urban Outfitters 1 2 3
Country = USA
24. Beautycounter 1 2 3
25. Rodan and Fields 1 2 3
26. Bluemercury 1 2 3
Country = USA
27. Walgreens 1 2 3
Country = USA
28. CVS 1 2 3
29. Shoppers Drug Mart 1 2 3
Country = CANADA
30. Jean Coutu 1 2 3
Country = CANADA
31. Shoppers Drug Mart - Show if respondent selected code [2] at DV_Country. PC: Show if
1 2 3
Beauty Boutique Country = CANADA
32. Pharma Prix 1 2 3
Country = CANADA
33. Saks Fifth Avenue 1 2 3
Country = CANADA
34. The Bay 1 2 3
Country = CANADA
35. London Drugs 1 2 3
Country = CANADA
Show if respondent selected any codes [1-2] at DV_Country. PC: Update
36. Bath & Body Works 1 2 3
to show for USA
37. Costco 1 2 3
Country = CANADA
38. Holt Renfrew 1 2 3
Country = CANADA

39. L'Occitane 1 2 3
Country = CANADA
40. Murrale 1 2 3
Country = CANADA
41. Victoria's Secret 1 2 3
42. Sally's Beauty Supply 1 2 3 PC: Show IF Country = USA
43. Kohl's 1 2 3
[LoyaltyMember]
- Show if respondent did NOT select code [2] at DV_Country.
- Terminate at end of screener if respondent selected any codes [3, 5] at DV_LinkType AND respondent did NOT select code [1] at
S19_LoyaltyMember.
S19_LoyaltyMember. For which of the following retailers are you currently enrolled in a rewards program?
RANDOMIZE LIST.
1. Sephora Beauty Insiders Show if respondent selected code [1] at
S22_RetailerAwareness.
2. Ulta Ultamate Show if respondent selected code [2] at
3. Target RedCard Show if respondent selected code [7] at
4. Amazon Prime Show if respondent selected code [6] at
5. Macy's Star Show if respondent selected code [3] at
6. Nordstrom Nordy Club Show if respondent selected code [5] at
8. Kohl's Rewards Show if respondent selected code [43] at
7. None of these EXCLUSIVE.
[SephoraRewards]
- Show if respondent selected code [1] at S19_LoyaltyMember.
S20_SephoraRewards. There are different levels in the Beauty Insider program. Which level are you?
DEFAULT ORDER.
1. Level 1: Insider
2. Level 2: VIB
3. Level 3: Rouge
4. I'm not sure, but I know I'm part of Sephora's Loyalty
Program
[DV_BIMatch]
- Hidden Question. Applies if respondent selected code [5] at DV_LinkType.
DV_BIMatch. Holds whether or not respondents' BI tier matches their stated BI Tier
DEFAULT ORDER.
1. Matches Autocode if (respondent selected code [1] at
DV_BITier AND respondent selected code [1] at
S20_SephoraRewards) OR (respondent selected
code [2] at DV_BITier AND respondent selected
code [2] at S20_SephoraRewards) OR (respondent
selected code [3] at DV_BITier AND respondent
selected code [3] at S20_SephoraRewards).
2. Not Sure Autocode if respondent selected code [4] at
S20_SephoraRewards.
3. Does Not Match Autocode if respondent did NOT select codes [1-2]
at DV_BIMatch.
[UltaRewards]
S21_UltaRewards. Which level of the Ulta's "Ultamate" loyalty/rewards program are you?
DEFAULT ORDER.
1. I'm a member (level 1)
2. I'm a Platinum (level 2) member
3. I'm a Diamond (level 3) member

4. I'm not sure but I know I am a member of Ulta's loyalty
program

[DV_Augment]
DV_Augment. Cpatures Beauty Insiders augment
DEFAULT ORDER.
2. Beauty Insider Autocode if respondent selected code [1] at
S19_LoyaltyMember.
1. Not Beauty Insider Autocode if respondent did NOT select code [1] at
S19_LoyaltyMember.

BRAND FUNNEL AND PERCEPTION
[DV_NumCategoriesPurchas]
DV_NumCategoriesPurchas. Captures # of categories purchased
DEFAULT ORDER.
1. 1-2 Categories PC: Punch if DV_CatEligible Has 1-2 Codes
Punched
2. 3-4 Categories PC: Punch if DV_CatEligible has 3-4 Codes
Punched
[DV_BrandsAware]
- Hidden Question. Applies to all. Autocode row stubs selected at S22_RetailerAwareness.
DV_BrandsAware. Captures brands aware
DEFAULT ORDER.
1. Sephora
2. Ulta
4. MAC
5. Nordstrom
6. Amazon
8. Walmart
10. Lush
12. Glossier
13. NYX
14. Kiehl's
18. Whole Foods
20. Beautylish PC: Show if Country = USA SUPPRESS IF
DV_WAVE = WAVE 2
21. Sokoglam PC: Show if Country = USA. SUPPRESS IF
DV_WAVE = WAVE 2
24. Beautycounter
28. CVS
43. Kohl's

[DV_BrandsFamiliar]
- Hidden Question. Applies to all. Autocode row stubs selected at any of these column(s) [2-3] at S18_StoreFamiliarity.
DV_BrandsFamiliar. Captures brands familiar
DEFAULT ORDER.
1. Sephora
2. Ulta
4. MAC
5. Nordstrom
6. Amazon
8. Walmart
10. Lush
12. Glossier
13. NYX
14. Kiehl's
18. Whole Foods
DV_WAVE = WAVE 2
DV_WAVE = WAVE 2
24. Beautycounter
28. CVS
43. Kohl's
[FunnelIntro]
- Show to all.
DT_FunnelIntro. Now, we'd like to ask you about your thoughts on some beauty retailers. When we talk about beauty products, we mean
makeup, skincare, hair care and fragrance.

[StoresShoppedInStore]
- Show to all. Only show row stubs selected at DV_BrandsAware.
C1_StoresShoppedInStore. Which of the following retailers have you ever shopped in-store for beauty products, regardless of whether
you made a purchase?
Select all that apply for each.
Shopped
Over 12 Shopped Shopped
COLS: DEFAULT ORDER. Never Months in the Past in the Past
ROWS: RANDOMIZE LIST. Shopped Ago 12 Months 3 Months
1. Sephora 4 1 2 3
2. Ulta 4 1 2 3
3. Macy’s 4 1 2 3 PC: Show if Country = USA
4. MAC 4 1 2 3
5. Nordstrom 4 1 2 3
6. Amazon 4 1 2 3
7. Target 4 1 2 3 PC: Show if Country = USA
8. Walmart 4 1 2 3
9. Bloomingdale's 4 1 2 3 PC: Show if Country = USA
10. Lush 4 1 2 3
11. Neiman Marcus 4 1 2 3 PC: Show if Country = USA
12. Glossier 4 1 2 3
13. NYX 4 1 2 3
14. Kiehl's 4 1 2 3
4 1 2 3
Skin
16. Jeffree Star 4 1 2 3 PC: Show if Country = USA
17. ColourPop 4 1 2 3 PC: Show if Country = USA
18. Whole Foods 4 1 2 3
19. Dermstore 4 1 2 3 PC: Show if Country = USA
PC: Show if Country = USA SUPPRESS IF DV_WAVE =
20. Beautylish 4 1 2 3
WAVE 2
PC: Show if Country = USA. SUPPRESS IF DV_WAVE =
21. Sokoglam 4 1 2 3
WAVE 2
22. Anthropologie 4 1 2 3 PC: Show if Country = USA
23. Urban Outfitters 4 1 2 3 PC: Show if Country = USA
24. Beautycounter 4 1 2 3
25. Rodan and Fields 4 1 2 3
26. Bluemercury 4 1 2 3 PC: Show if Country = USA
27. Walgreens 4 1 2 3 PC: Show if Country = USA
28. CVS 4 1 2 3
29. Shoppers Drug Mart 4 1 2 3 PC: Show if Country = CANADA
30. Jean Coutu 4 1 2 3 PC: Show if Country = CANADA
31. Shoppers Drug Mart -
4 1 2 3 PC: Show if Country = CANADA
Beauty Boutique
32. Pharma Prix 4 1 2 3 PC: Show if Country = CANADA
33. Saks Fifth Avenue 4 1 2 3 PC: Show if Country = CANADA
34. The Bay 4 1 2 3 PC: Show if Country = CANADA
35. London Drugs 4 1 2 3 PC: Show if Country = CANADA
36. Bath & Body Works 4 1 2 3 PC: Update to show for USA
37. Costco 4 1 2 3 PC: Show if Country = CANADA
38. Holt Renfrew 4 1 2 3 PC: Show if Country = CANADA
39. L'Occitane 4 1 2 3 PC: Show if Country = CANADA
40. Murrale 4 1 2 3 PC: Show if Country = CANADA
41. Victoria's Secret 4 1 2 3
42. Sally's Beauty Supply 4 1 2 3 PC: Show IF Country = USA
43. Kohl's 4 1 2 3

[StoresBoughtInStore]
- Show to all. Only show row stubs selected at any of these column(s) [1-3] at C1_StoresShoppedInStore.
C3_StoresBoughtInStore. At which of the following retailers have you ever made a beauty product purchase in-store?
Purchased
Over 12 Purchased Purchased
ROWS: RANDOMIZE LIST. Purchased Ago 12 Month 3 Months
1. Sephora 1 2 3 4
2. Ulta 1 2 3 4
4. MAC 1 2 3 4
6. Amazon 1 2 3 4
8. Walmart 1 2 3 4
10. Lush 1 2 3 4
13. NYX 1 2 3 4
14. Kiehl's 1 2 3 4
1 2 3 4
Skin
WAVE 2
WAVE 2
28. CVS 1 2 3 4
Beauty Boutique
43. Kohl's 1 2 3 4

[StoresShoppedOnline]
C2_StoresShoppedOnline. Which of the following retailers have you ever shopped online (on the website on desktop/mobile or on mobile
app) for beauty products, regardless of whether you made a purchase?
Shopped
Over 12 Shopped Shopped
ROWS: RANDOMIZE LIST. Shopped Ago 12 Months 3 Months
1. Sephora 4 1 2 3
2. Ulta 4 1 2 3
4. MAC 4 1 2 3
6. Amazon 4 1 2 3
8. Walmart 4 1 2 3
10. Lush 4 1 2 3
13. NYX 4 1 2 3
14. Kiehl's 4 1 2 3
4 1 2 3
Skin
WAVE 2
WAVE 2
28. CVS 4 1 2 3
Beauty Boutique
43. Kohl's 4 1 2 3

[StoresBoughtOnline]
- Show to all. Only show row stubs selected at any of these column(s) [1-3] at C2_StoresShoppedOnline.
- Programmer Comment: End interview here IF respondent selected [White, OtherSpec] at DV_EthnicityNet AND respondent
selected PocBi at DV_LinkType
C4_StoresBoughtOnline. At which of the following retailers have you ever made a beauty product purchase online (on the website on
desktop/mobile or on mobile app)?
Purchased
Over 12 Purchased Purchased
ROWS: RANDOMIZE LIST. Purchased Ago 12 Month 3 Months
1. Sephora 1 2 3 4
2. Ulta 1 2 3 4
4. MAC 1 2 3 4
6. Amazon 1 2 3 4
8. Walmart 1 2 3 4
10. Lush 1 2 3 4
13. NYX 1 2 3 4
14. Kiehl's 1 2 3 4
1 2 3 4
Skin
WAVE 2
WAVE 2
28. CVS 1 2 3 4
Beauty Boutique
43. Kohl's 1 2 3 4
Subsection Start - DP DVs

- Programmer: All items in this sub-section should be displayed on the same page.

[DV_P3M_Shopped]
- Hidden Question. Applies to all. Autocode row stubs selected at any of these column(s) [3] at C1_StoresShoppedInStore OR
selected at any of these column(s) [3] at C2_StoresShoppedOnline.
DV_P3M_Shopped. Captures P3M shopped - Omni-channel
DEFAULT ORDER.
1. Sephora
2. Ulta
4. MAC
5. Nordstrom
6. Amazon PC: Only punch if selected at [P3M] at C2 (Online)
8. Walmart
10. Lush
12. Glossier
13. NYX
14. Kiehl's
18. Whole Foods
DV_WAVE = WAVE 2
DV_WAVE = WAVE 2
24. Beautycounter
28. CVS
43. Kohl's
99. None of these ANCHOR. EXCLUSIVE. Autocode if respondent did
NOT select codes [1-43] at DV_P3M_Shopped.

[DV_ShoppedP12MALL]
- Hidden Question. Applies to all. Autocode row stubs selected at any of these column(s) [2-3] at C1_StoresShoppedInStore OR
selected at any of these column(s) [2-3] at C2_StoresShoppedOnline.
DV_ShoppedP12MALL. Captures P12M brands shopped - omni-channel
DEFAULT ORDER.
1. Sephora
2. Ulta
4. MAC
5. Nordstrom
6. Amazon PC: Only punch if selected at [P12M, P3M] at C2
(Online)
8. Walmart
10. Lush
12. Glossier
13. NYX
14. Kiehl's
18. Whole Foods
DV_WAVE = WAVE 2
DV_WAVE = WAVE 2
24. Beautycounter
28. CVS
43. Kohl's
NOT select codes [1-43] at DV_ShoppedP12MALL.

[DV_ShoppedInStoreP12M]
- Hidden Question. Applies to all. Autocode row stubs selected at any of these column(s) [2-3] at C1_StoresShoppedInStore.
DV_ShoppedInStoreP12M. Shopped in-store P12M
DEFAULT ORDER.
1. Sephora
2. Ulta
4. MAC
5. Nordstrom
6. Amazon PC: Do not Punch..
8. Walmart
10. Lush
12. Glossier
13. NYX
14. Kiehl's
18. Whole Foods
DV_WAVE = WAVE 2
DV_WAVE = WAVE 2
24. Beautycounter
28. CVS
43. Kohl's
44. None of these Autocode if respondent did NOT select codes [1-
43] at DV_ShoppedInStoreP12M.

[DV_OnlineShoppingP12M]
- Hidden Question. Applies to all. Autocode row stubs selected at any of these column(s) [2-3] at C2_StoresShoppedOnline.
DV_OnlineShoppingP12M. Captures stores shopped online P12M
DEFAULT ORDER.
1. Sephora
2. Ulta
4. MAC
5. Nordstrom
6. Amazon
8. Walmart
10. Lush
12. Glossier
13. NYX
14. Kiehl's
18. Whole Foods
DV_WAVE = WAVE 2
DV_WAVE = WAVE 2
24. Beautycounter
28. CVS
43. Kohl's
NOT select codes [1-43] at
DV_OnlineShoppingP12M.

[DV_BoughtP12MALL]
- Hidden Question. Applies to all. Autocode row stubs selected at any of these column(s) [3-4] at C3_StoresBoughtInStore OR
selected at any of these column(s) [3-4] at C4_StoresBoughtOnline.
DV_BoughtP12MALL Captures brands bought P12M - Omni-channel
.
DEFAULT ORDER.
1. Sephora
2. Ulta
4. MAC
5. Nordstrom
6. Amazon PC: Only punch if selected [P12M, P3M] at C4
(online)
8. Walmart
10. Lush
12. Glossier
13. NYX
14. Kiehl's
18. Whole Foods
DV_WAVE = WAVE 2
DV_WAVE = WAVE 2
24. Beautycounter
28. CVS
43. Kohl's
NOT select codes [1-43] at DV_BoughtP12MALL.

[DV_StoresBoughtP3MALL]
- Hidden Question. Applies to all. Autocode row stubs selected at any of these column(s) [4] at C3_StoresBoughtInStore OR
selected at any of these column(s) [4] at C4_StoresBoughtOnline.
DV_StoresBoughtP3MALL. Captures stores bought P3M - Omni-channel
DEFAULT ORDER.
1. Sephora
2. Ulta
4. MAC
5. Nordstrom
6. Amazon PC: Only punch if selected P3M at C4.
8. Walmart
10. Lush
12. Glossier
13. NYX
14. Kiehl's
18. Whole Foods
DV_WAVE = WAVE 2
DV_WAVE = WAVE 2
24. Beautycounter
28. CVS
43. Kohl's
99. None of these Autocode if respondent did NOT select codes [1-
43] at DV_StoresBoughtP3MALL.

[DV_InstorePurchaseP12M]
- Hidden Question. Applies to all. Autocode row stubs selected at any of these column(s) [3-4] at C3_StoresBoughtInStore.
DV_InstorePurchaseP12M. Captures stores bought in-store P12M
DEFAULT ORDER.
1. Sephora
2. Ulta
4. MAC
5. Nordstrom
6. Amazon PC: do not punch
8. Walmart
10. Lush
12. Glossier
13. NYX
14. Kiehl's
18. Whole Foods
DV_WAVE = WAVE 2
DV_WAVE = WAVE 2
24. Beautycounter
28. CVS
43. Kohl's
DV_InstorePurchaseP12M.

[DV_StoresBoughtOnline12]
- Hidden Question. Applies to all. Autocode row stubs selected at any of these column(s) [3-4] at C4_StoresBoughtOnline.
DV_StoresBoughtOnline12. Captures stores bought online P12M
DEFAULT ORDER.
1. Sephora
2. Ulta
4. MAC
5. Nordstrom
6. Amazon
8. Walmart
10. Lush
12. Glossier
13. NYX
14. Kiehl's
18. Whole Foods
DV_WAVE = WAVE 2
DV_WAVE = WAVE 2
24. Beautycounter
28. CVS
43. Kohl's
DV_StoresBoughtOnline12.

[DV_EverBought]
- Hidden Question. Applies to all. Autocode row stubs selected at any of these column(s) [2-4] at C3_StoresBoughtInStore OR
selected at any of these column(s) [2-4] at C4_StoresBoughtOnline.
DV_EverBought. Every bought - Omni-channel
DEFAULT ORDER.
1. Sephora
2. Ulta
4. MAC
5. Nordstrom
6. Amazon PC: Only punch if selected [Ever, P12M, P3M] at
C4.
8. Walmart
10. Lush
12. Glossier
13. NYX
14. Kiehl's
18. Whole Foods
DV_WAVE = WAVE 2
DV_WAVE = WAVE 2
24. Beautycounter
28. CVS
43. Kohl's
NOT select codes [1-43] at DV_EverBought.
Subsection End - DP DVs
Subsection Start - Old DVs not used

[DV_ShoppedP3M]
- Hidden Question. Applies if respondent selected code [1] at DV_Wave.
- Answer by column.
DV_ShoppedP3M. DV to capture channel respondents shopped stores in P3M

ROWS: DEFAULT ORDER. In Store Online Both
1. Sephora 1 2 3
2. Ulta 1 2 3
3. Macy’s 1 2 3
4. MAC 1 2 3
5. Nordstrom 1 2 3
6. Amazon 1 2 3
7. Target 1 2 3
8. Walmart 1 2 3
10. Lush 1 2 3
12. Glossier 1 2 3
13. NYX 1 2 3
14. Kiehl's 1 2 3
1 2 3
Skin
17. ColourPop 1 2 3
19. Dermstore 1 2 3
21. Sokoglam 1 2 3
27. Walgreens 1 2 3
28. CVS 1 2 3
1 2 3
Beauty Boutique
34. The Bay 1 2 3
37. Costco 1 2 3
40. Murrale 1 2 3
42. Sally's Beauty Supply 1 2 3
43. Kohl's 1 2 3
PC: PC: PC:
Autocode Autocode Autocode
stubs stubs stubs
selected selected selected
[P3M] at [P3M] at [P3M] at
C1_StoresS C2_StoresS C1_StoresS
hoppedInSto hoppedOnlin hoppedInSto
re AND not e AND not re AND
selected selected at [P3M] at
[P3M] at [P3M] at C2_StoresS
C2_StoresS C1_StoresS hoppedOnlin
hoppedOnlin hoppedInSto e
e re

[DV_ShoppedP12M]
- Programmer Comment: This was working correctly in the program (punching P3M), just updated WA to match the program
- Answer by column.
DV_ShoppedP12M. DV to capture channel respondents shopped stores in P2M

1. Sephora 1 2 3
2. Ulta 1 2 3
3. Macy’s 1 2 3
4. MAC 1 2 3
5. Nordstrom 1 2 3
6. Amazon 1 2 3
7. Target 1 2 3
8. Walmart 1 2 3
10. Lush 1 2 3
12. Glossier 1 2 3
13. NYX 1 2 3
14. Kiehl's 1 2 3
1 2 3
Skin
17. ColourPop 1 2 3
19. Dermstore 1 2 3
21. Sokoglam 1 2 3
27. Walgreens 1 2 3
28. CVS 1 2 3
1 2 3
Beauty Boutique
34. The Bay 1 2 3
37. Costco 1 2 3
40. Murrale 1 2 3
43. Kohl's 1 2 3
PC: PC: PC:
stubs stubs stubs
[P12M, P3M] [P12M, P3M] [P12M,P3M]
at at at
selected selected at [P12M,
[P12M, P3M] [P12M, P3M] P3M] at
at at C2_StoresS
C2_StoresS C1_StoresS hoppedOnlin
hoppedOnlin hoppedInSto e
e re

[DV_ShoppedEver]
- Answer by column.
DV_ShoppedEver. DV to capture channel respondents shopped stores in ever

1. Sephora 1 2 3
2. Ulta 1 2 3
3. Macy’s 1 2 3
4. MAC 1 2 3
5. Nordstrom 1 2 3
6. Amazon 1 2 3
7. Target 1 2 3
8. Walmart 1 2 3
10. Lush 1 2 3
12. Glossier 1 2 3
13. NYX 1 2 3
14. Kiehl's 1 2 3
1 2 3
Skin
17. ColourPop 1 2 3
19. Dermstore 1 2 3
21. Sokoglam 1 2 3
27. Walgreens 1 2 3
28. CVS 1 2 3
1 2 3
Beauty Boutique
34. The Bay 1 2 3
37. Costco 1 2 3
40. Murrale 1 2 3
43. Kohl's 1 2 3
PC: PC: PC:
stubs stubs stubs
[P3M, P12M, [P3M, P12M, [P3M, P12M,
Ever] at Ever] at Ever] at
[P3M, P12M, [P3M, P12M, P12M, Ever]
Ever] at Ever] at at
hoppedOnlin hoppedInSto hoppedOnlin
e re e

[DV_BoughtP3M]
- Answer by column.
DV_BoughtP3M. DV to capture channel respondents bought stores in P3M

1. Sephora 1 2 3
2. Ulta 1 2 3
3. Macy’s 1 2 3
4. MAC 1 2 3
5. Nordstrom 1 2 3
6. Amazon 1 2 3
7. Target 1 2 3
8. Walmart 1 2 3
10. Lush 1 2 3
12. Glossier 1 2 3
13. NYX 1 2 3
14. Kiehl's 1 2 3
1 2 3
Skin
17. ColourPop 1 2 3
19. Dermstore 1 2 3
21. Sokoglam 1 2 3
27. Walgreens 1 2 3
28. CVS 1 2 3
1 2 3
Beauty Boutique
34. The Bay 1 2 3
37. Costco 1 2 3
40. Murrale 1 2 3
43. Kohl's 1 2 3
PC: PC: PC:
stubs stubs stubs
[P3M] at [P3M] at [P3M] at
C3_StoresB C4_StoresB C3_StoresB
oughtInStor oughtOnline oughtInStor
e AND not AND not e AND
selected selected at [P3M] at
[P3M] at [P3M] at C4_StoresB
C4_StoresB C3_StoreBo oughtOnline
oughtOnline ughtInStore

[DV_BoughtP12M]
- Programmer Comment: This one did not punch BOTH P3M and P12M, please update.
- Note to client: Avi, this one we updated logic to also punch at P3M purchased which wasn't accurate in the first program.
- Answer by column.
DV_BoughtP12M. DV to capture channel respondents bought stores in P12M

1. Sephora 1 2 3
2. Ulta 1 2 3
3. Macy’s 1 2 3
4. MAC 1 2 3
5. Nordstrom 1 2 3
6. Amazon 1 2 3
7. Target 1 2 3
8. Walmart 1 2 3
10. Lush 1 2 3
12. Glossier 1 2 3
13. NYX 1 2 3
14. Kiehl's 1 2 3
1 2 3
Skin
17. ColourPop 1 2 3
19. Dermstore 1 2 3
21. Sokoglam 1 2 3
27. Walgreens 1 2 3
28. CVS 1 2 3
1 2 3
Beauty Boutique
34. The Bay 1 2 3
37. Costco 1 2 3
40. Murrale 1 2 3
43. Kohl's 1 2 3
PC: PC: PC:
stubs stubs stubs
[P12M,P3M] [P12M,P3M] [P12M,P3M]
at at at
selected selected at [P12M,P3
[P12M,P3M] [P12M,P3M] M] at
at at C4_StoresB
C4_StoresB C3_StoreBo oughtOnline
oughtOnline ughtInStore
Subsection End - Old DVs not used

[DV_BoughtEver]
- Answer by column.
DV_BoughtEver. DV to capture channel respondents bought stores ever

1. Sephora 1 2 3
2. Ulta 1 2 3
3. Macy’s 1 2 3
4. MAC 1 2 3
5. Nordstrom 1 2 3
6. Amazon 1 2 3
7. Target 1 2 3
8. Walmart 1 2 3
10. Lush 1 2 3
12. Glossier 1 2 3
13. NYX 1 2 3
14. Kiehl's 1 2 3
1 2 3
Skin
17. ColourPop 1 2 3
19. Dermstore 1 2 3
21. Sokoglam 1 2 3
27. Walgreens 1 2 3
28. CVS 1 2 3
1 2 3
Beauty Boutique
34. The Bay 1 2 3
37. Costco 1 2 3
40. Murrale 1 2 3
43. Kohl's 1 2 3
PC: PC: PC:
stubs stubs stubs
[P3M, P12M, [P3M, P12M, [P3M, P12M,
Ever] at Ever] at Ever] at
[P3M, P12M, [P3M, P12M, P12M, Ever]
Ever] at Ever] at at
C4_StoresB C3_StoreBo C4_StoresB
oughtOnline ughtInStore oughtOnline

[DV_AwarePOP]
DV_AwarePOP. Captures brands aware + ever purchased
DEFAULT ORDER.
1. Sephora Autocode if, respondent selected code [1] at
S22_RetailerAwareness AND for any column [1-3]
at DV_BoughtEver, the respondent selected code
[1].
2. Ulta Autocode if, respondent selected code [2] at
[2].
3. Macy’s Autocode if, respondent selected code [3] at
[3]. PC: Show if Country = USA
4. MAC Autocode if, respondent selected code [4] at
[4].
5. Nordstrom Autocode if, respondent selected code [5] at
[5].
6. Amazon Autocode if, respondent selected code [6] at
[6].
7. Target Autocode if, respondent selected code [7] at
8. Walmart Autocode if, respondent selected code [8] at
[8].
9. Bloomingdale's Autocode if, respondent selected code [9] at
10. Lush Autocode if, respondent selected code [10] at
[10].
11. Neiman Marcus Autocode if, respondent selected code [11] at
12. Glossier Autocode if, respondent selected code [12] at
[12].
13. NYX Autocode if, respondent selected code [13] at
[13].
14. Kiehl's Autocode if, respondent selected code [14] at
[14].
15. Kylie Cosmetics/Kylie Skin Autocode if, respondent selected code [15] at
[15].
16. Jeffree Star Autocode if, respondent selected code [16] at
17. ColourPop Autocode if, respondent selected code [17] at
18. Whole Foods Autocode if, respondent selected code [18] at
[18].
19. Dermstore Autocode if, respondent selected code [19] at

20. Beautylish Autocode if, respondent selected code [20] at
[20]. PC: Show if Country = USA SUPPRESS IF
DV_WAVE = WAVE 2
21. Sokoglam Autocode if, respondent selected code [21] at
[21]. PC: Show if Country = USA. SUPPRESS IF
DV_WAVE = WAVE 2
22. Anthropologie Autocode if, respondent selected code [22] at
23. Urban Outfitters Autocode if, respondent selected code [23] at
24. Beautycounter Autocode if, respondent selected code [24] at
[24].
25. Rodan and Fields Autocode if, respondent selected code [25] at
[25].
26. Bluemercury Autocode if, respondent selected code [26] at
27. Walgreens Autocode if, respondent selected code [27] at
28. CVS Autocode if, respondent selected code [28] at
[28].
29. Shoppers Drug Mart Autocode if, respondent selected code [29] at
[29]. PC: Show if Country = CANADA
30. Jean Coutu Autocode if, respondent selected code [30] at
31. Shoppers Drug Mart - Beauty Boutique Autocode if, respondent selected code [31] at
32. Pharma Prix Autocode if, respondent selected code [32] at
33. Saks Fifth Avenue Autocode if, respondent selected code [33] at
34. The Bay Autocode if, respondent selected code [34] at
35. London Drugs Autocode if, respondent selected code [35] at
36. Bath & Body Works Autocode if, respondent selected code [36] at
[36]. PC: Update to show for USA
37. Costco Autocode if, respondent selected code [37] at
38. Holt Renfrew Autocode if, respondent selected code [38] at
39. L'Occitane Autocode if, respondent selected code [39] at

40. Murrale Autocode if (respondent selected code [40] at
[40]). PC: Show if Country = CANADA
41. Victoria's Secret Autocode if (respondent selected code [41] at
[41]).
42. Sally's Beauty Supply Autocode if (respondent selected code [42] at
[42]). PC: Show IF Country = USA
43. Kohl's Autocode if (respondent selected code [43] at
[43]).

[DV_FamiliarPOP]
DV_FamiliarPOP. Captures brands familiar + those ever purchased
DEFAULT ORDER.
1. Sephora Autocode if, for any row [1] at
S18_StoreFamiliarity, the respondent selected any
codes [2-3] AND for any column [1-3] at
DV_BoughtEver, the respondent selected code [1].
2. Ulta Autocode if, for any row [2] at
3. Macy’s Autocode if, for any row [3] at
PC: Show if Country = USA
4. MAC Autocode if, for any row [4] at
5. Nordstrom Autocode if, for any row [5] at
6. Amazon Autocode if, for any row [6] at
7. Target Autocode if, for any row [7] at
8. Walmart Autocode if, for any row [8] at
9. Bloomingdale's Autocode if, for any row [9] at
10. Lush Autocode if, for any row [10] at
DV_BoughtEver, the respondent selected code
[10].
11. Neiman Marcus Autocode if, for any row [11] at
12. Glossier Autocode if, for any row [12] at
[12].
13. NYX Autocode if, for any row [13] at
[13].
14. Kiehl's Autocode if, for any row [14] at
[14].
15. Kylie Cosmetics/Kylie Skin Autocode if, for any row [15] at
[15].
16. Jeffree Star Autocode if, for any row [16] at

17. ColourPop Autocode if, for any row [17] at
18. Whole Foods Autocode if, for any row [18] at
[18].
19. Dermstore Autocode if, for any row [19] at
20. Beautylish Autocode if, for any row [20] at
DV_WAVE = WAVE 2
21. Sokoglam Autocode if, for any row [21] at
DV_WAVE = WAVE 2
22. Anthropologie Autocode if, for any row [22] at
23. Urban Outfitters Autocode if, for any row [23] at
24. Beautycounter Autocode if, for any row [24] at
[24].
25. Rodan and Fields Autocode if, for any row [25] at
[25].
26. Bluemercury Autocode if, for any row [26] at
27. Walgreens Autocode if, for any row [27] at
28. CVS Autocode if, for any row [28] at
[28].
29. Shoppers Drug Mart Autocode if, for any row [29] at
30. Jean Coutu Autocode if, for any row [30] at
31. Shoppers Drug Mart - Beauty Boutique Autocode if, for any row [31] at
32. Pharma Prix Autocode if, for any row [32] at

33. Saks Fifth Avenue Autocode if, for any row [33] at
34. The Bay Autocode if, for any row [34] at
35. London Drugs Autocode if, for any row [35] at
36. Bath & Body Works Autocode if, for any row [36] at
[36]. PC: Update to show for USA
37. Costco Autocode if, for any row [37] at
38. Holt Renfrew Autocode if, for any row [38] at
39. L'Occitane Autocode if, for any row [39] at
40. Murrale Autocode if (for any row [40] at
[40]). PC: Show if Country = CANADA
41. Victoria's Secret Autocode if (for any row [41] at
[41]).
42. Sally's Beauty Supply Autocode if (for any row [42] at
43. Kohl's Autocode if (for any row [43] at
[43]).

[ProductsPurchased]
- Show to all. Only show column stubs selected at DV_InstorePurchaseP12M OR selected at DV_StoresBoughtOnline12.
- Programmer Comment: PC: Do not force responses
IF respondent sees more than 8 retailers, can we break into two pages?
C6_ProductsPurchased. At which retailers have you purchased the following beauty products in the past 12 months, either in-store or
online?
Columns
RANDOMIZE LIST.
1. Sephora
2. Ulta
4. MAC
5. Nordstrom
6. Amazon
8. Walmart
10. Lush
12. Glossier
13. NYX
14. Kiehl's
18. Whole Foods
DV_WAVE = WAVE 2
DV_WAVE = WAVE 2
24. Beautycounter
28. CVS
43. Kohl's
98. Other retailer ANCHOR. ALWAYS SHOWN.
COLS: RANDOMIZE LIST. [COLUMN

ROWS: RANDOMIZE LIST. LABEL]
1. Makeup (e.g.
foundation, blush, [#] Show if any row [1] at S16_CategoriesBought, the value in any column [1] is greater than or equal to 1.
eyeshadow)
2. Haircare (e.g. shampoo,
[#] Show if any row [2] at S16_CategoriesBought, the value in any column [1] is greater than or equal to 1.
hair treatments)
3. Skincare (e.g. face
wash, face moisturizer)
4. Fragrance (e.g.
perfumes, roller balls, body [#] Show if any row [4] at S16_CategoriesBought, the value in any column [1] is greater than or equal to 1.
sprays)

6. Beauty
tools/accessories (e.g.,
makeup brushes, blow
dryer, face roller)

[P12MSpent]
- Show to all. Only show row stubs selected at any of these column(s) [3-4] at C3_StoresBoughtInStore OR selected at any of these
column(s) [3-4] at C4_StoresBoughtOnline.
- Each column must be equal to '100'
- Programmer Comment: PC: Do not force 0's. Total for each column must equal 100 per column. Please remove the % next to
boxes to properly align the grid with the total row.
- Show running total for each column.
C5_P12MSpent. Of the total amount you spent on these beauty products in the past 12 months, what percentage of the spend went to
each retailer?
Please include your estimated percentage of your total spend for in-store and online at each retailer. Each beauty product
column must equal 100%
Please enter a number from 0-100 for each retailer.
% of
Spend on
% of % of % of % of Beauty
COLS: DEFAULT ORDER. Spend on Spend on Spend on Spend on tools/acce
ROWS: RANDOMIZE LIST. Makeup Haircare Skincare Fragrance ssories
1. Sephora [1] [2] [3] [4] [6]
2. Ulta [1] [2] [3] [4] [6]
3. Macy’s [1] [2] [3] [4] [6] PC: Show if Country = USA
4. MAC [1] [2] [3] [4] [6]
5. Nordstrom [1] [2] [3] [4] [6]
6. Amazon [1] [2] [3] [4] [6]
7. Target [1] [2] [3] [4] [6] PC: Show if Country = USA
8. Walmart [1] [2] [3] [4] [6]
9. Bloomingdale's [1] [2] [3] [4] [6] PC: Show if Country = USA
10. Lush [1] [2] [3] [4] [6]
11. Neiman Marcus [1] [2] [3] [4] [6] PC: Show if Country = USA
12. Glossier [1] [2] [3] [4] [6]
13. NYX [1] [2] [3] [4] [6]
14. Kiehl's [1] [2] [3] [4] [6]
[1] [2] [3] [4] [6]
Skin
16. Jeffree Star [1] [2] [3] [4] [6] PC: Show if Country = USA
17. ColourPop [1] [2] [3] [4] [6] PC: Show if Country = USA
18. Whole Foods [1] [2] [3] [4] [6]
19. Dermstore [1] [2] [3] [4] [6] PC: Show if Country = USA
PC: Show if Country = USA SUPPRESS
20. Beautylish [1] [2] [3] [4] [6]
IF DV_WAVE = WAVE 2
PC: Show if Country = USA. SUPPRESS
21. Sokoglam [1] [2] [3] [4] [6]
IF DV_WAVE = WAVE 2
22. Anthropologie [1] [2] [3] [4] [6] PC: Show if Country = USA
23. Urban Outfitters [1] [2] [3] [4] [6] PC: Show if Country = USA
24. Beautycounter [1] [2] [3] [4] [6]
25. Rodan and Fields [1] [2] [3] [4] [6]
26. Bluemercury [1] [2] [3] [4] [6] PC: Show if Country = USA
27. Walgreens [1] [2] [3] [4] [6] PC: Show if Country = USA
28. CVS [1] [2] [3] [4] [6]
29. Shoppers Drug Mart [1] [2] [3] [4] [6] PC: Show if Country = CANADA
30. Jean Coutu [1] [2] [3] [4] [6] PC: Show if Country = CANADA
[1] [2] [3] [4] [6] PC: Show if Country = CANADA
Beauty Boutique
32. Pharma Prix [1] [2] [3] [4] [6] PC: Show if Country = CANADA
33. Saks Fifth Avenue [1] [2] [3] [4] [6] PC: Show if Country = CANADA
34. The Bay [1] [2] [3] [4] [6] PC: Show if Country = CANADA
35. London Drugs [1] [2] [3] [4] [6] PC: Show if Country = CANADA
36. Bath & Body Works [1] [2] [3] [4] [6] PC: Update to show for USA
37. Costco [1] [2] [3] [4] [6] PC: Show if Country = CANADA
38. Holt Renfrew [1] [2] [3] [4] [6] PC: Show if Country = CANADA
39. L'Occitane [1] [2] [3] [4] [6] PC: Show if Country = CANADA
40. Murrale [1] [2] [3] [4] [6] PC: Show if Country = CANADA

41. Victoria's Secret [1] [2] [3] [4] [6]
42. Sally's Beauty Supply [1] [2] [3] [4] [6] PC: Show IF Country = USA
43. Kohl's [1] [2] [3] [4] [6]
98. Other retailer [1] [2] [3] [4] [6] ANCHOR.
MIN: 0. MAX: MIN: 0. MAX: MIN: 0. MAX: MIN: 0. MAX: MIN: 0. MAX:
100. 100. 100. 100. 100.
INTEGER INTEGER INTEGER INTEGER INTEGER
NUMERIC NUMERIC NUMERIC NUMERIC NUMERIC
RESPONSE RESPONSE RESPONSE RESPONSE RESPONSE
S. Show if S. Show if S. Show if S. Show if S. Show if
respondent respondent respondent respondent any row [6]
selected selected selected selected at
code [1] at code [2] at code [3] at code [4] at S16_Categor
DV_BeautyC DV_BeautyC DV_BeautyC DV_BeautyC iesBought,
atEligible. atEligible. atEligible. atEligible. the value in
any column
[1] is greater
than or
equal to 1.
[StoresConsidered]
C7_StoresConsidered. Which of these retailers would you consider shopping at for beauty products?
RANDOMIZE LIST.
1. Sephora
2. Ulta
4. MAC
5. Nordstrom
6. Amazon
8. Walmart
10. Lush
12. Glossier
13. NYX
14. Kiehl's
18. Whole Foods
DV_WAVE = WAVE 2
DV_WAVE = WAVE 2
24. Beautycounter
28. CVS
43. Kohl's
99. None of these ANCHOR. EXCLUSIVE.

[ConsideredChannel]
- Show if respondent did NOT select code [99] at C7_StoresConsidered. Only show row stubs selected at C7_StoresConsidered.
C22_ConsideredChannel. You said you would consider shopping at these retailers, which would you consider shopping in-store and/or
online?

ROWS: RANDOMIZE LIST. In-store Online
1. Sephora 1 2
2. Ulta 1 2
3. Macy’s 1 2 PC: Show if Country = USA
4. MAC 1 2
5. Nordstrom 1 2
6. Amazon 1 2
7. Target 1 2 PC: Show if Country = USA
8. Walmart 1 2
9. Bloomingdale's 1 2 PC: Show if Country = USA
10. Lush 1 2
11. Neiman Marcus 1 2 PC: Show if Country = USA
12. Glossier 1 2
13. NYX 1 2
14. Kiehl's 1 2
1 2
Skin
16. Jeffree Star 1 2 PC: Show if Country = USA
17. ColourPop 1 2 PC: Show if Country = USA
18. Whole Foods 1 2
19. Dermstore 1 2 PC: Show if Country = USA
20. Beautylish 1 2 PC: Show if Country = USA SUPPRESS IF DV_WAVE = WAVE 2
21. Sokoglam 1 2 PC: Show if Country = USA. SUPPRESS IF DV_WAVE = WAVE 2
22. Anthropologie 1 2 PC: Show if Country = USA
23. Urban Outfitters 1 2 PC: Show if Country = USA
24. Beautycounter 1 2
25. Rodan and Fields 1 2
26. Bluemercury 1 2 PC: Show if Country = USA
27. Walgreens 1 2 PC: Show if Country = USA
28. CVS 1 2
29. Shoppers Drug Mart 1 2 PC: Show if Country = CANADA
30. Jean Coutu 1 2 PC: Show if Country = CANADA
1 2 PC: Show if Country = CANADA
Beauty Boutique
32. Pharma Prix 1 2 PC: Show if Country = CANADA
33. Saks Fifth Avenue 1 2 PC: Show if Country = CANADA
34. The Bay 1 2 PC: Show if Country = CANADA
35. London Drugs 1 2 PC: Show if Country = CANADA
36. Bath & Body Works 1 2 PC: Update to show for USA
37. Costco 1 2 PC: Show if Country = CANADA
38. Holt Renfrew 1 2 PC: Show if Country = CANADA
39. L'Occitane 1 2 PC: Show if Country = CANADA
40. Murrale 1 2 PC: Show if Country = CANADA
41. Victoria's Secret 1 2
42. Sally's Beauty Supply 1 2 PC: Show IF Country = USA
43. Kohl's 1 2
Subsection Start - Consideration DVs
- Programmer: All items in this sub-section should be displayed on the same page.
[DV_StoreConsiderationUp]
- Hidden Question. Applies to all. Autocode row stubs selected at C7_StoresConsidered OR selected at any of these column(s) [2-
3] at C2_StoresShoppedOnline OR selected at any of these column(s) [2-3] at C1_StoresShoppedInStore.
DV_StoreConsiderationUp. Captures omni-channel consideration
DEFAULT ORDER.
1. Sephora
2. Ulta
4. MAC
5. Nordstrom
6. Amazon
8. Walmart
10. Lush
12. Glossier
13. NYX
14. Kiehl's
18. Whole Foods
DV_WAVE = WAVE 2
DV_WAVE = WAVE 2
24. Beautycounter
28. CVS
43. Kohl's
DV_StoreConsiderationUp.

[DV_OnlineConsideration]
- Hidden Question. Applies to all. Autocode row stubs selected at any of these column(s) [2] at C22_ConsideredChannel OR
selected at any of these column(s) [2-3] at C2_StoresShoppedOnline.
DV_OnlineConsideration. Captures online consideration (upcoded)
DEFAULT ORDER.
1. Sephora
2. Ulta
4. MAC
5. Nordstrom
6. Amazon
8. Walmart
10. Lush
12. Glossier
13. NYX
14. Kiehl's
18. Whole Foods
DV_WAVE = WAVE 2
DV_WAVE = WAVE 2
24. Beautycounter
28. CVS
43. Kohl's
DV_OnlineConsideration.

[DV_InStoreConsideration]
- Hidden Question. Applies to all. Autocode row stubs selected at any of these column(s) [1] at C22_ConsideredChannel OR
selected at any of these column(s) [2-3] at C1_StoresShoppedInStore.
DV_InStoreConsideration. Captures in-store consideration (upcoded)
DEFAULT ORDER.
1. Sephora
2. Ulta
4. MAC
5. Nordstrom
6. Amazon
8. Walmart
10. Lush
12. Glossier
13. NYX
14. Kiehl's
18. Whole Foods
DV_WAVE = WAVE 2
DV_WAVE = WAVE 2
24. Beautycounter
28. CVS
43. Kohl's
DV_InStoreConsideration.
Subsection End - Consideration DVs

[FavoriteConsidered]
- Show if respondent did NOT select code [99] at C7_StoresConsidered. Only show row stubs selected at C7_StoresConsidered.
- Programmer Comment: PC: Respondents can only select three stubs
C18_FavoriteConsidered. Of the retailers you said you’d consider, please indicate the top three retailers you are most likely to shop.
Select 3 Beauty Retailers
DEFAULT ORDER.
1. Sephora
2. Ulta
4. MAC
5. Nordstrom
6. Amazon
8. Walmart
10. Lush
12. Glossier
13. NYX
14. Kiehl's
18. Whole Foods
DV_WAVE = WAVE 2
DV_WAVE = WAVE 2
24. Beautycounter
28. CVS
43. Kohl's

[FavoriteBeauty]
- Show to all. Only show row stubs (selected at any of these column(s) [1-3] at C1_StoresShoppedInStore OR selected at any of
these column(s) [1-3] at C2_StoresShoppedOnline).
- Note to client: Avi, we had no changes to the program this wave for this question, but there was a bug in the program where if I
said I shopped at Sephora in-store (C1), but then didn't select Sephora at shopping online at (C2), it didn't show up at this question.
Chris said he had to update this manually, can you keep this in mind while reviewing the rest if we need to look out for this in other
questions.
C8_FavoriteBeauty. What is your go-to retailer for beauty products? (i.e. the retailer that you tend to shop most often for beauty products)
DEFAULT ORDER.
1. Sephora Show if, for any row [1] at S18_StoreFamiliarity,
the respondent selected any codes [1-3].
2. Ulta Show if, for any row [2] at S18_StoreFamiliarity,
3. Macy’s Show if, for any row [3] at S18_StoreFamiliarity,
the respondent selected any codes [1-3]. PC:
Show if Country = USA
4. MAC Show if, for any row [4] at S18_StoreFamiliarity,
5. Nordstrom Show if, for any row [5] at S18_StoreFamiliarity,
6. Amazon Show if, for any row [6] at S18_StoreFamiliarity,
7. Target Show if, for any row [7] at S18_StoreFamiliarity,
8. Walmart Show if, for any row [8] at S18_StoreFamiliarity,
9. Bloomingdale's Show if, for any row [9] at S18_StoreFamiliarity,
10. Lush Show if, for any row [10] at S18_StoreFamiliarity,
11. Neiman Marcus Show if, for any row [11] at S18_StoreFamiliarity,
12. Glossier Show if, for any row [12] at S18_StoreFamiliarity,
13. NYX Show if, for any row [13] at S18_StoreFamiliarity,
14. Kiehl's Show if, for any row [14] at S18_StoreFamiliarity,
15. Kylie Cosmetics/Kylie Skin Show if, for any row [15] at S18_StoreFamiliarity,
16. Jeffree Star Show if, for any row [16] at S18_StoreFamiliarity,
17. ColourPop Show if, for any row [17] at S18_StoreFamiliarity,
18. Whole Foods Show if, for any row [18] at S18_StoreFamiliarity,
19. Dermstore Show if, for any row [19] at S18_StoreFamiliarity,
20. Beautylish Show if, for any row [20] at S18_StoreFamiliarity,
Show if Country = USA SUPPRESS IF DV_WAVE =
WAVE 2
21. Sokoglam Show if, for any row [21] at S18_StoreFamiliarity,
Show if Country = USA. SUPPRESS IF DV_WAVE
= WAVE 2
22. Anthropologie Show if, for any row [22] at S18_StoreFamiliarity,
23. Urban Outfitters Show if, for any row [23] at S18_StoreFamiliarity,
24. Beautycounter Show if, for any row [24] at S18_StoreFamiliarity,
25. Rodan and Fields Show if, for any row [25] at S18_StoreFamiliarity,
26. Bluemercury Show if, for any row [26] at S18_StoreFamiliarity,
27. Walgreens Show if, for any row [27] at S18_StoreFamiliarity,
28. CVS Show if, for any row [28] at S18_StoreFamiliarity,

29. Shoppers Drug Mart Show if, for any row [29] at S18_StoreFamiliarity,
Show if Country = CANADA
30. Jean Coutu Show if, for any row [30] at S18_StoreFamiliarity,
31. Shoppers Drug Mart - Beauty Boutique Show if, for any row [31] at S18_StoreFamiliarity,
32. Pharma Prix Show if, for any row [32] at S18_StoreFamiliarity,
33. Saks Fifth Avenue Show if, for any row [33] at S18_StoreFamiliarity,
34. The Bay Show if, for any row [34] at S18_StoreFamiliarity,
35. London Drugs Show if, for any row [35] at S18_StoreFamiliarity,
36. Bath & Body Works Show if, for any row [36] at S18_StoreFamiliarity,
Update to show for USA
37. Costco Show if, for any row [37] at S18_StoreFamiliarity,
38. Holt Renfrew Show if, for any row [38] at S18_StoreFamiliarity,
39. L'Occitane Show if, for any row [39] at S18_StoreFamiliarity,
40. Murrale Show if, for any row [40] at S18_StoreFamiliarity,
41. Victoria's Secret Show if, for any row [41] at S18_StoreFamiliarity,
42. Sally's Beauty Supply Show if, for any row [42] at S18_StoreFamiliarity,
Show IF Country = USA
43. Kohl's Show if, for any row [43] at S18_StoreFamiliarity,
[StoreLocationTotal]
- Show if respondent selected any codes [2-3] at DV_Wave.
- Answer by column.
C20_StoreLocationTotal. Which locations have you ever shopped at for the following retailers?
Rows 1-2: RANDOMIZE WITHIN.

ROWS: RANDOMIZE LIST. Sephora Ulta
1. In an indoor mall 1 2
2. In an outdoor mall 1 2
3. In a strip mall 1 2
Show if, for any row [1] at C1_StoresShoppedInStore, the respondent selected any
4. Inside a JC Penney 1 2 codes [2-3]. PC: Gray out Ulta for this stub if respondent shopped both Ulta and
Sephora.
5. Other 1 2 ANCHOR.
6. I don't remember 1 2 ANCHOR. EXCLUSIVE.
Show if, for Show if, for
any row [1] any row [2]
at at
C1_StoresS C1_StoresS
hoppedInSto hoppedInSto
re, the re, the
respondent respondent
selected any selected any
codes [2-3]. codes [2-3].

[LocationGoTo]
- Show if for every column [1-2] at C20_StoreLocationTotal, the respondent did NOT select code [6] AND respondent selected any
codes [2-3] at DV_Wave.
- Answer by column.
C21_LocationGoTo. And which location do you prefer the most for these retailers?

Show if, for any column [1-2] at C20_StoreLocationTotal, the respondent selected code
[1].
[2].
[3].
4. Inside a JC Penney 1 2 codes [2-3] AND for any column [1] at C20_StoreLocationTotal, the respondent selected
code [4]. PC: Gray out Ulta for this stub if respondent shopped both Ulta and Sephora.
ANCHOR. Show if, for any column [1-2] at C20_StoreLocationTotal, the respondent
5. Other 1 2
selected code [5].
6. I don't have a go-to
1 2 ANCHOR.
location for this retailer
at at
re, the re, the
[PrimaryLocation]
- Show if, for any row [1-2] at C1_StoresShoppedInStore, the respondent selected any codes [2-3].
- Answer by column.
C24_PrimaryLocation. Which location do you typically shop at for the following retailers?

4. Inside a JC Penney 1 2 codes [2-3]. PC: Gray out Ulta for this stub if respondent shopped both Ulta and
Sephora.
5. Other 1 2 ANCHOR.
6. I don't have a go-to
1 2 ANCHOR.
location for this retailer
at at
re, the re, the

[AdAwareness]
C25_AdAwareness. Which of the following brands have you seen an advertisement for in the past two weeks?
RANDOMIZE LIST.
1. Sephora
2. Ulta
4. MAC
5. Nordstrom
6. Amazon
8. Walmart
10. Lush
12. Glossier
13. NYX
14. Kiehl's
18. Whole Foods
DV_WAVE = WAVE 2
DV_WAVE = WAVE 2
24. Beautycounter
28. CVS
43. Kohl's
99. None of these ANCHOR. EXCLUSIVE. ALWAYS SHOWN.

[NetBuzzPositive]
C26_NetBuzzPositive. Over the past two weeks, which of the following brands have you heard something positive about (whether in the
news, through advertising, or talking to friends and family)?
RANDOMIZE LIST.
1. Sephora
2. Ulta
4. MAC
5. Nordstrom
6. Amazon
8. Walmart
10. Lush
12. Glossier
13. NYX
14. Kiehl's
18. Whole Foods
DV_WAVE = WAVE 2
DV_WAVE = WAVE 2
24. Beautycounter
28. CVS
43. Kohl's

[NetBuzzNegative]
C27_NetBuzzNegative. Now which of the following have you heard something negative about over the past two weeks?
RANDOMIZE LIST.
1. Sephora
2. Ulta
4. MAC
5. Nordstrom
6. Amazon
8. Walmart
10. Lush
12. Glossier
13. NYX
14. Kiehl's
18. Whole Foods
DV_WAVE = WAVE 2
DV_WAVE = WAVE 2
24. Beautycounter
28. CVS
43. Kohl's

[DV_PriorityEligible]
DV_PriorityEligible. DV to capture the brands eligible for IIM and perceptions
DEFAULT ORDER.
1. Sephora Autocode if respondent selected code [1] at
DV_BrandsAware.
2. Ulta Autocode if respondent selected code [2] at
DV_BrandsAware.
3. Macy's Autocode if respondent selected code [3] at
DV_BrandsAware AND respondent selected code
[1] at DV_Country.
4. MAC Autocode if respondent selected code [4] at
DV_BrandsAware.
5. Nordstrom Autocode if respondent selected code [5] at
DV_BrandsAware.
6. Amazon Autocode if respondent selected code [6] at
DV_BrandsAware.
7. Target Autocode if respondent selected code [7] at
[1] at DV_Country.
8. Shoppers Drug Mart Autocode if respondent selected code [29] at
[2] at DV_Country.
9. Jean Coutu Autocode if respondent selected code [30] at
[2] at DV_Country.
Subsection Start - Assigner1
[DV_AssignmentBalance]
DV_AssignmentBalance. Assignment Balancing
DEFAULT ORDER.
1. 15-24, 1-2 Cat Purchased, Sephora Customer Autocode if, respondent selected any codes [2-3]
at DV_AgeRange AND respondent selected code
[1] at DV_NumCategoriesPurchas AND for any
column [1-3] at DV_BoughtEver, the respondent
selected code [1].
2. 15-24, 3-4 Cat Purchased, Sephora Customer Autocode if, respondent selected any codes [2-3]
[2] at DV_NumCategoriesPurchas AND for any
selected code [1].
3. 25+, 1-2 Cat Purchased, Sephora Customer Autocode if, respondent did NOT select codes [2-
3] at DV_AgeRange AND respondent selected
code [1] at DV_NumCategoriesPurchas AND for
any column [1-3] at DV_BoughtEver, the
respondent selected code [1].
4. 25+, 3-4 Cat Purchased, Sephora Customer Autocode if, respondent did NOT select codes [2-
any column [1-3] at DV_BoughtEver, the
respondent selected code [1].
5. 15-24, 1-2 Cat Purchased, Non-Sephora Customer Autocode if, respondent selected any codes [2-3]
[1] at DV_NumCategoriesPurchas AND for every
did NOT select code [1].
6. 15-24, 3-4 Cat Purchased, Non-Sephora Customer Autocode if, respondent selected any codes [2-3]
[2] at DV_NumCategoriesPurchas AND for every
did NOT select code [1].
7. 25+, 1-2 Cat Purchased, Non-Sephora Customer Autocode if, respondent did NOT select codes [2-
every column [1-3] at DV_BoughtEver, the
respondent did NOT select code [1].
8. 25+, 3-4 Cat Purchased, Non-Sephora Customer Autocode if, respondent did NOT select codes [2-
every column [1-3] at DV_BoughtEver, the
respondent did NOT select code [1].

[DV_BrandsAssigned1]
DV_BrandsAssigned1. Assigner
Eligibility variable: DV_PriorityEligible

Maximum number of categories to assign: 3
If less than 1 category is assigned: Continue, but skip questions with logic referencing DV_BrandsAssigned1
Step 1:
Assignment type: Most Needed
Maximum number of categories that can be assigned to this step: 1
Only assign specific categories?: Yes, one or more stubs from the eligibility variable
Sephora
Step 2:
Assignment type: Random
Only assign specific categories?: No, anything eligible can be assigned
Subsection End - Assigner1
Subsection Start - Category Attitudes and Behaviors
[BeautyFrequency]
- Show to all.
C9_BeautyFrequency. How often do you shop for beauty products (e.g., makeup, skincare, fragrances, and/or hair products)?
DEFAULT ORDER.
1. Once a week or more
2. Once every 2-3 weeks
3. Once a month
4. Once every 2-3 months
5. Once every 4-6 months
6. Less than once every 6 months

[BeautyAtttitudes]
C10_BeautyAtttitudes. Below are some statements that may reflect your attitudes towards beauty products. Please read each pair of
statements and decide which one better describes you.
Please read each pair of statements and decide which one you agree with more than the other. If you agree
with it MUCH more, select the button closest to the appropriate statement. If you agree (or disagree) with both,
select one of the middle buttons that is closer to the statement that better describes you.”
RANDOMIZE LIST.
Somewhat Somewhat
Much More More More Much More
I don’t need to buy higher
1. I prefer buying higher
priced products because I
end beauty products
know there are a lot of
because I know they work 1 2 3 4
lower priced/value
better than lower priced
products that work just as
products
well
2. I tend to stick with the I like learning about and
same brands and beauty 1 2 3 4 trying new brands and
products products
3. I am shopping at a
number of different beauty I have one or two go-to
retailers that include high 1 2 3 4 retailers that I shop for
priced and low priced beauty products
beauty products
I pay a lot of attention to
4. I buy the products I like,
1 2 3 4 how much my beauty
regardless of cost
products cost
I am serious about
5. Natural/organic or clean
using natural/organic or
beauty products are not a 1 2 3 4
clean products for all of my
top priority for me
beauty needs
6. I am shopping less for
I shop for makeup and
makeup these days and 1 2 3 4
skincare equally
more for skincare
I like engaging with beauty
7. I prefer to engage with
brands or other beauty
my close friends and family
1 2 3 4 enthusiasts on social
when learning and talking
media and other online
about beauty products
forums/blogs
8. I prefer shopping I prefer shopping beauty
1 2 3 4
beauty products in-store products online

[DV_BeautyAttitudes]
- Hidden Question. Applies if respondent selected any codes [1-3] at DV_Wave.
DV_BeautyAttitudes. DV to capture general beauty attitudes
DEFAULT ORDER.
1. I prefer buying higher end beauty products because I Autocode if, for [1] at C10_BeautyAtttitudes, the
know they work better than lower priced products respondent selected any codes [1-2].
2. I don’t need to buy higher priced products because I know Autocode if, for [1] at C10_BeautyAtttitudes, the
there are a lot of lower priced/value products that work respondent selected any codes [3-4].
just as well
3. I tend to stick with the same brands and beauty products Autocode if, for [2] at C10_BeautyAtttitudes, the
respondent selected any codes [1-2].
4. I like learning about and trying new brands and products Autocode if, for [2] at C10_BeautyAtttitudes, the
5. I am shopping at a number of different beauty retailers Autocode if, for [3] at C10_BeautyAtttitudes, the
that include high priced and low priced beauty products respondent selected any codes [1-2].
6. I have one or two go-to retailers that I shop for beauty Autocode if, for [3] at C10_BeautyAtttitudes, the
products respondent selected any codes [3-4].
7. I buy the products I like, regardless of cost Autocode if, for [4] at C10_BeautyAtttitudes, the
8. I pay a lot of attention to how much my beauty products Autocode if, for [4] at C10_BeautyAtttitudes, the
cost respondent selected any codes [3-4].
9. Natural/organic or clean beauty products are not a top Autocode if, for [5] at C10_BeautyAtttitudes, the
priority for me respondent selected any codes [1-2].
10. I am serious about using natural/organic or clean Autocode if, for [5] at C10_BeautyAtttitudes, the
products for all of my beauty needs respondent selected any codes [3-4].
11. I am shopping less for makeup these days and more for Autocode if, for [6] at C10_BeautyAtttitudes, the
skincare respondent selected any codes [1-2].
12. I shop for makeup and skincare equally Autocode if, for [6] at C10_BeautyAtttitudes, the
13. I prefer to engage with my close friends and family when Autocode if, for [7] at C10_BeautyAtttitudes, the
learning and talking about beauty products respondent selected any codes [1-2].
14. I like engaging with beauty brands or other beauty Autocode if, for [7] at C10_BeautyAtttitudes, the
enthusiasts on social media and other online respondent selected any codes [3-4].
forums/blogs
15. People tend to come to me for advice on the latest beauty PC: Used for wave 1 only
products, styles, and tips
16. I tend to look for others for advice on the latest beauty PC: Used for wave 1 only
products, styles, and tips
17. Expensive products work better than average priced PC: Used for wave 1 only
products
18. Average priced products work just as well as high end PC: Used for wave 1 only
products
19. I feel empowered by knowing a lot about beauty products PC: Used for wave 1 only
20. I feel overwhelmed with the amount of product knowledge PC: Used for wave 1 only
circling the beauty industry
21. I prefer shopping beauty products in-store Autocode if, for [8] at C10_BeautyAtttitudes, the
22. I prefer shopping beauty products online Autocode if, for [8] at C10_BeautyAtttitudes, the
Subsection End - Category Attitudes and Behaviors
Subsection Start - Implicit Identity Mapping
[IIMIntro]
- Show to all.
DT_IIMIntro. How do you see your relationship with beauty retailers?
On the following screen you will see two circles. One circle will represent you and another will represent a retailer. Please
move the circle to show your relationship with the retailer.

[IIMExercise]
- Show to all. Only show row stubs selected at DV_BrandsAssigned1.
- Programmer Comment: PLEASE INCLUDE BRAND LOGOS FOUND IN THIS FOLDER: P:\002_Lopez\002-191134 Sephora Sephora
Brand Tracker - Wave 2\2_Project Design\Questionnaire\Exhibits & Stimuli
C11_IIMExercise. Move your circle to best describe your relationship with each beauty retailer. Please move your circle horizontally, either
to the left or right. Once your circle is placed in this way, please click the 'Continue' button at the bottom of your screen.
RANDOMIZE LIST.
1. Sephora
2. Ulta
3. Macy's
4. MAC
5. Nordstrom
6. Amazon
7. Target
8. Shoppers Drug Mart
9. Jean Coutu
Subsection End - Implicit Identity Mapping
Subsection Start - MasterBrandPerceptions
[NPS]
- Show to all. Only show column stubs selected at DV_BrandsAssigned1.
- Answer by column.
C12_NPS. How likely are you to recommend the retailers below to a friend or colleague?
Please use the scales below, where a 1 means "definitely would NOT recommend" and a 10 means "definitely WOULD
recommend'.
Columns
RANDOMIZE LIST.
1. Sephora Show if respondent selected code [1] at
DV_BrandsAware.
2. Ulta Show if respondent selected code [2] at
DV_BrandsAware.
3. Macy's Show if respondent selected code [3] at
DV_BrandsAware.
4. MAC Show if respondent selected code [4] at
DV_BrandsAware.
5. Nordstrom Show if respondent selected code [5] at
DV_BrandsAware.
6. Amazon Show if respondent selected code [6] at
DV_BrandsAware.
7. Target Show if respondent selected code [7] at
DV_BrandsAware.
8. Shoppers Drug Mart Show if respondent selected code [29] at
DV_BrandsAware.
9. Jean Coutu Show if respondent selected code [30] at
DV_BrandsAware.

ROWS: DEFAULT ORDER. LABEL]
1. 1 - Definitely would
[#]
NOT recommend
2. 2 [#]
3. 3 [#]
4. 4 [#]
5. 5 [#]
6. 6 [#]
7. 7 [#]
8. 8 [#]
9. 9 [#]
10. 10 - Definitely WOULD
[#]
recommend

[DV_NPS]
DV_NPS. Calculate Net Promoter Score
Columns
DEFAULT ORDER.
1. Sephora
2. Ulta
3. Macy's
4. MAC
5. Nordstrom
6. Amazon
7. Target
9. Jean Coutu
COLS: DEFAULT ORDER. [COLUMN

1. Detractor (0-6) [#]
2. Neutral (7-8) [#]
3. Promoter (9-10) [#]
[MasterBrandAffinity]
- Answer by column.
C13_MasterBrandAffinity. How much do you like or dislike each of the retailers below?
Columns
RANDOMIZE LIST.
DV_BrandsAware.
DV_BrandsAware.
DV_BrandsAware.
DV_BrandsAware.
DV_BrandsAware.
DV_BrandsAware.
DV_BrandsAware.
DV_BrandsAware.
DV_BrandsAware.

1. Love it [#]
2. Like it [#]
3. Can take it or leave it [#]
4. Dislike it [#]
5. Hate it [#]

[PropensityDiscuss]
- Answer by column.
C14_PropensityDiscuss. Now, imagine you were talking about beauty retailers with your friends. For each of these retailers, to what extent
would you share your opinion?
Columns
RANDOMIZE LIST.
DV_BrandsAware.
DV_BrandsAware.
DV_BrandsAware.
DV_BrandsAware.
DV_BrandsAware.
DV_BrandsAware.
DV_BrandsAware.
DV_BrandsAware.
DV_BrandsAware.

1. I'd volunteer my opinion [#]
2. I'd share my opinion
[#]
only if asked
3. I'd keep my opinion to
[#]
myself

[BrandPerceptions]
- Repeat column headers after every 10 rows
- Programmer Comment: Please split attributes so respondent sees across two screens.
- Answer by column.
C15_BrandPerceptions. Which of the following characteristics do you most strongly associate with each of the retailers below? Please
select all of the characteristics that you feel best describe each retailer. You can select more than 1 retailer for
each characteristic.
Columns
RANDOMIZE LIST.
DV_BrandsAware.
DV_BrandsAware.
DV_BrandsAware.
DV_BrandsAware.
DV_BrandsAware.
DV_BrandsAware.
DV_BrandsAware.
DV_BrandsAware.
DV_BrandsAware.
8. None of these brands ANCHOR. EXCLUSIVE.

1. Offers beauty products
that are a good value for [#]
the money
2. Has great sales or
[#]
promotions
3. Has a great loyalty or
[#]
rewards program
4. Offers beauty brands
[#]
with high price points
5. Has the latest/up to
[#]
date beauty brands
6. Introduces me to new
beauty brands, products [#]
and trends
7. Carries the beauty
[#]
brands and products I love
and products that are high [#]
quality
9. Offers a good selection
of natural/organic or clean [#]
beauty products
and products that I can’t [#]
find anywhere else
11. Offers great beauty
[#]
product samples
12. A place to have fun
and play with beauty [#]
products
13. Easy website to shop
[#]
for beauty products
14. Convenient / easy-to-
[#]
access stores/locations
15. Has a great
[#]
returns/exchanges policy
16. Has fast, reliable
[#]
shipping

17. Has stores that are
[#]
easy to shop and navigate
18. Store associates are
approachable (non- [#]
intimidating)
knowledgeable about the [#]
beauty products
20. A place I want to get
beauty services done (e.g.
[#]
makeup application,
facials, hairstyling)
21. Store associates help
Client: Updated Summer 2021 from "Store associates give me unbiased advice and help me find the
me find the right beauty [#]
right beauty products that work for me"
products that work for me
22. Checkout wait time is
[#]
acceptable
23. A retailer that I trust [#]
24. Has environmentally
sustainable or socially [#]
conscious practices
25. A brand that has clear
values and stands for [#]
something positive
26. Has a great store label
brand (e.g., private label,
[#]
brand owned or named by
store)
27. Has an adequate
selection across all my
beauty needs: make-up, [#]
skincare, hair, and
fragrance
28. A place where I feel
[#]
welcomed
29. Offers brands with low
[#]
price points
30. Lets me connect with
other beauty shoppers and
[#]
people who know about
beauty
31. Offers a diverse range
of products for different
[#]
people (e.g., skin type, hair
type)
32. Has a diverse
representation in workforce
(e.g., race, age or gender [#]
diversity in sales
associates)
33. Ensures a clean and
[#]
safe shopping environment
34. Provides an
experience that reflects my [#] Client: Added Summer 2021
personal preferences
35. A brand for someone
[#]
like me
Subsection End - MasterBrandPerceptions

[DescribeSephora]
- Show if respondent selected any codes [1-2] at DV_BrandsAware.
- Programmer Comment: - Programmer Comment: Force 3 punches per column/brand.
C16_DescribeSephora. Which three words best describe the beauty department at the following stores?

1. Accepting 1 2
2. Diverse 1 2
3. Inclusive 1 2
4. Authentic 1 2
5. Welcoming 1 2
6. Inspiring 1 2
7. Affordable 1 2
8. Convenient 1 2
9. Current 1 2
10. Helpful 1 2
11. Expensive 1 2
12. Knowledgable 1 2
13. Trendy 1 2
14. Glamorous 1 2
15. Fun 1 2
16. Approachable 1 2
Show if Show if
selected selected
code [1] at code [2] at
DV_BrandsA DV_BrandsA
ware. ware.
[SephoraAffinity]
- Show if respondent selected all codes [1-2] at DV_BrandsAware.
C19_SephoraAffinity. How do you feel about shopping for beauty products at Sephora?
DEFAULT ORDER.
1. It’s my #1 favorite beauty retailer that I shop
2. It's one of my few 'go-to' beauty retailers that I shop
3. It's one of my many beauty retailers that I shop
4. I don't consider Sephora a place that I shop for beauty
5. Not sure how I feel

[BrandBarriers]
- Show if respondent did NOT select code [1] at C7_StoresConsidered.
C17_BrandBarriers. Why wouldn't you consider shopping for beauty products at Sephora?
RANDOMIZE LIST.
1. The products are expensive
2. The check-out lines take too long
3. The displays are messy and disorganized
4. The store environment is overwhelming/difficult to
navigate
5. They don't carry the brands that I like
6. The products I want are out of stock
7. I can find something similar elsewhere for a better price
8. They don't carry a wide assortment of products across
different beauty categories (i.e. makeup, haircare,
skincare or fragrance)
9. They don't carry the latest brands or beauty products
10. I prefer buying directly from the brand (e.g. direct to
consumer brands) vs. a third party retailer
11. I don't get enough free beauty samples in the stores
12. The sales associates aren't helpful
13. There aren't enough sales associates on the sales floor to
help me
14. The store associates are not friendly
15. There isn't a store close to my home or work
16. It takes too long to get in and out when I have a quick
need
17. The website is difficult to shop/navigate
18. The store is not relaxing
19. Their loyalty program does not offer enough value
21. They don’t do enough to support diversity and inclusion Show if respondent did NOT select codes [1-2] at
DV_Wave.
22. I’m avoiding shopping at most retailers in general due to Show if respondent did NOT select codes [1-2] at
COVID-19 DV_Wave.
20. Other__________ ANCHOR.
[ChannelBarriers]
- Show if for any row [1] at C22_ConsideredChannel, the respondent selected code [2] AND for any row [1] at
C22_ConsideredChannel, the respondent did NOT select code [1] AND respondent selected code [3] at DV_Wave.
C23_ChannelBarriers. You mentioned you are open to shopping Sephora online but not in-store. Which of these reasons best describe
why?
RANDOMIZE LIST.
1. I’m avoiding shopping in most stores due to COVID-19
2. My local Sephora is in a crowded area and I’m avoiding
crowds.
3. I don’t feel safe going into stores right now since it’s
difficult to distance from other shoppers
4. I am worried about other shoppers having touched the
products I want to buy
5. I don’t feel safe going into stores due to sanitary reasons
6. There isn’t a store close to my home or work
7. I worry I will buy too much on impulse
8. The associates are not good at giving advice for my skin
tone/type
9. The store associates are not friendly
10. It takes too long to get in and out when I have a quick
need
11. The store environment is overwhelming/difficult to
navigate
12. The products I want are often out of stock in-store
13. The store is not relaxing
14. I generally prefer to do my shopping online

PRODUCT CATEGORY PERCEPTIONS
[CategoryIntro]
- Show to all.
DT_CategoryIntro Next, we'll be asking you questions regarding specific beauty categories.
.
[DV_CatAssigned]
DV_CatAssigned. Assigner
Eligibility variable: DV_BeautyCatEligible

If less than 1 category is assigned: Continue, but skip questions with logic referencing DV_CatAssigned
Step 1:
Assignment type: Random

[CatBrandConsider]
- Show if respondent selected any codes [1-2] at DV_Wave. Only show column stubs selected at DV_CatAssigned.
- Programmer Comment: Please only show columns based on stubs punched at DV_CatAssigned. Skip if none of these is the only
option
D1_CatBrandConsider. Which of these retailers have you ever considered shopping at for the following beauty products?
Makeup Haircare Fragrance

(e.g. (e.g. Skincare (e.g.
foundation shampoo, (e.g. face perfumes,
, blush, hair wash, face roller balls,
COLS: RANDOMIZE LIST. eyeshadow treatments moisturizer body
ROWS: RANDOMIZE LIST. ) ) ) sprays)
Show if, respondent selected code [1] at
C7_StoresConsidered AND for every column [1-3] at
1. Sephora 1 2 3 4
DV_BoughtEver, the respondent did NOT select code
[1].
2. Ulta 1 2 3 4
[2].
3. Macy’s 1 2 3 4
4. MAC 1 2 3 4
[4].
[5].
6. Amazon 1 2 3 4
[6].
7. Target 1 2 3 4
8. Walmart 1 2 3 4
[8].
9. Bloomingdale's 1 2 3 4
10. Lush 1 2 3 4
[10].
11. Neiman Marcus 1 2 3 4
[12].
13. NYX 1 2 3 4
[13].
14. Kiehl's 1 2 3 4
[14].
15. Kylie Cosmetics/Kylie C7_StoresConsidered AND for every column [1-3] at
1 2 3 4
Skin DV_BoughtEver, the respondent did NOT select code
[15].
16. Jeffree Star 1 2 3 4

17. ColourPop 1 2 3 4
[18].
19. Dermstore 1 2 3 4
20. Beautylish 1 2 3 4 DV_BoughtEver, the respondent did NOT select code
DV_WAVE = WAVE 2
21. Sokoglam 1 2 3 4 DV_BoughtEver, the respondent did NOT select code
DV_WAVE = WAVE 2
Show if (respondent selected code [22] at
22. Anthropologie 1 2 3 4
[22]). PC: Show if Country = USA
23. Urban Outfitters 1 2 3 4
[24].
[25].
26. Bluemercury 1 2 3 4
27. Walgreens 1 2 3 4
28. CVS 1 2 3 4
[28].
29. Shoppers Drug Mart 1 2 3 4
30. Jean Coutu 1 2 3 4
Beauty Boutique
36. Bath & Body Works 1 2 3 4
[36]). PC: Update to show for USA
[41]).
42. Sally's Beauty Supply 1 2 3 4
43. Kohl's 1 2 3 4
31. None of these 1 2 3 4 ANCHOR. EXCLUSIVE.

[DV_PirorityEligibleCat]
DV_PirorityEligibleCat. Captures brands eligible for category ratings
DEFAULT ORDER.
1. Sephora Autocode if respondent selected code [1] at
DV_BrandsAware.
2. Ulta Autocode if respondent selected code [2] at
DV_BrandsAware.
3. Macy's Autocode if respondent selected code [3] at
DV_BrandsAware.
4. MAC Autocode if respondent selected code [4] at
[1] at DV_CatAssigned.
5. Nordstrom Autocode if respondent selected code [5] at
DV_BrandsAware.
6. Amazon Autocode if respondent selected code [6] at
DV_BrandsAware.
7. Target Autocode if respondent selected code [7] at
DV_BrandsAware.
8. Shoppers Drug Mart Autocode if (respondent selected code [31] at
[2] at DV_Country).
9. Jean Coutu Autocode if (respondent selected code [30] at
[2] at DV_Country).
10. Victoria's Secret Autocode if respondent selected code [41] at
[4] at DV_CatAssigned.
[DV_CatBrand2]
DV_CatBrand2. Assigner
Eligibility variable: DV_PirorityEligibleCat

If less than 1 category is assigned: Continue, but skip questions with logic referencing DV_CatBrand2
Step 1:
Assignment type: Most Needed
Programmer Comment: We have one added restriction in this assigner. IF DV_CatAssigned only includes any of these (Fragrance, Haircare,
Skincare) let's not assign MAC. Mac should only be assigned if Color is included in the categories assigned.
Loop Start - CategoryPerceptions
[CategoryPerceptions]
- Only show row stubs selected at DV_CatAssigned.
- Programmer Comment: Do not show MAC as an option if in any of these iterations: Fragrance, Haircare, Skincare. Only show
when in Color iteration
Do not show VictoriasSecret as an option if in any of these iterations: Haircare, Skincare, Color. Only show for Fragrance.
CategoryPerceptions CategoryPerceptions
.
Iterations:
DEFAULT ORDER.
1. Makeup (e.g. foundation, blush, eyeshadow)
2. Haircare (e.g. shampoo, hair treatments)
3. Skincare (e.g. face wash, face moisturizer)
4. Fragrance (e.g. perfumes, roller balls, body sprays)
Questions:

[DV_InsertBeautyServices]
DV_InsertBeautyServices. Captures insert for stub 27
DEFAULT ORDER.
1. (e.g., makeup application) Autocode if respondent is in any of these
iterations [1].
2. (e.g., facials) Autocode if respondent is in any of these
iterations [3].
3. (e.g., hairstyling) Autocode if respondent is in any of these
iterations [2].
4. [BLANK] Autocode if respondent is in any of these
iterations [4]. PC: Leave this blank
[CatRating]
- Show to all. Only show row stubs selected at DV_CatBrand2.
D21_CatRating. Thinking about the [Insert current iteration] category, how well do you think each of the stores perform?
I usually I usually This

avoid prefer to retailer is
shopping shop at among my
at this other top
retailer retailers choices
COLS: DEFAULT ORDER. for these p for these for these
ROWS: DEFAULT ORDER. roducts products products
1. Sephora 1 2 3 Show if respondent selected code [1] at DV_BrandsAware.
2. Ulta 1 2 3 Show if respondent selected code [2] at DV_BrandsAware.
3. Macy's 1 2 3 Show if respondent selected code [3] at DV_BrandsAware.
4. MAC 1 2 3 Show if respondent selected code [4] at DV_BrandsAware.
5. Nordstrom 1 2 3 Show if respondent selected code [5] at DV_BrandsAware.
6. Amazon 1 2 3 Show if respondent selected code [6] at DV_BrandsAware.
7. Target 1 2 3 Show if respondent selected code [7] at DV_BrandsAware.
8. Shoppers Drug Mart 1 2 3 Show if respondent selected code [29] at DV_BrandsAware.
9. Jean Coutu 1 2 3 Show if respondent selected code [30] at DV_BrandsAware.
10. Victoria's Secret 1 2 3 Show if respondent is in any of these iterations [4].

[CatBrandPerceptions]
- Show to all. Only show column stubs selected at DV_CatBrand2.
- Repeat column headers after every 6 rows
- Programmer Comment: Force a response for each brand. Updated in W4. Also answering by column, no mobile first.
- Answer by column.
D4_CatBrandPerceptions. Thinking about [Insert current iteration] products, which of these attributes do you associate with each of the
following retailers below? You can select more than 1 retailer for each characteristic.
Columns
RANDOMIZE LIST.
1. Sephora
2. Ulta
3. Macy's
4. MAC
5. Nordstrom
6. Amazon
7. Target
9. Jean Coutu
10. Victoria's Secret Show if respondent is in any of these iterations
[4].

1. Offers beauty products
that are a good value for [#]
the money
2. Has great sales or
[#]
promotions
3. Has a great loyalty or
[#]
rewards program
[#]
with high price points
5. Has the latest/up to
[#]
date beauty brands
6. Introduces me to new
beauty brands, products [#]
and trends
7. Carries the beauty
[#]
brands and products I love
and products that are high [#]
quality
9. Offers a good selection
of natural/organic or clean [#]
beauty products
and products that I can’t [#]
find anywhere else
11. Offers great beauty
[#]
product samples
12. A place to have fun
and play with beauty [#]
products
13. Easy website to shop
[#]
for beauty products
14. Convenient / easy-to-
[#]
access stores/locations
15. Has a great
[#]
returns/exchanges policy
16. Has fast, reliable
[#]
shipping
17. Has stores that are
[#]
easy to shop and navigate
approachable (non- [#]
intimidating)

knowledgeable about the [#]
beauty products
20. A place I want to get
beauty services
[#]
done {#DV_InsertBeautyS
ervices}
21. Store associates help
Client: Updated Summer 2021 from "Store associates give me unbiased advice and help me find the
me find the right beauty [#]
right beauty products that work for me"
products that work for me
22. Checkout wait time is
[#]
acceptable
23. A retailer that I trust [#]
24. Has environmentally
sustainable or socially [#]
conscious practices
25. A brand that has clear
values and stands for [#]
something positive
26. Has a great store label
brand (e.g., private label,
[#]
brand owned or named by
store)
27. Has an adequate
selection across all my
[#]
beauty needs in this
category.
28. A place where I feel
[#]
welcomed
29. Offers brands with low
[#]
price points
30. Lets me connect with
other beauty shoppers and
[#]
people who know about
beauty
31. Offers a diverse range
of products for different [#]
people
32. Has a diverse
representation in workforce
(e.g., race, age or gender [#]
diversity in sales
associates)
33. Ensures a clean and
[#]
safe shopping environment
34. Provides an
experience that reflects my [#] Client: Added Summer 2021
personal preferences
35. A brand for someone
[#]
like me
99. None of these [#] ANCHOR. EXCLUSIVE.
Loop End - CategoryPerceptions
[WhyTrust]
- Show if respondent selected code [2] at DV_Wave.
D30_WhyTrust. Earlier, you identified a retailer as a "retailer that I trust." What does trusting a retailer mean to you?
Please be as specific as possible and provide an example of how you trust the retailer.
MIN: 5. MAX: 200.
[HelpfulAssociate]
D31_HelpfulAssociate. When shopping for beauty products, what makes a store associate helpful to you?
MIN: 5. MAX: 200.

[SocialPractices]
- Show if for any column [1-7, 10] at D4_CatBrandPerceptions, the respondent selected code [24] for any Iteration(s) [1-4] OR for
any column [1-7] at C15_BrandPerceptions, the respondent selected code [24] AND respondent selected any codes [4-5] at
DV_Wave.
D36_SocialPractices. When thinking about socially conscious practices, what comes to mind? What are some examples of what a brand
does that is socially conscious?
MIN: 5. MAX: 200.
Subsection Start - VoxPopMe

Show if respondent selected code [1] at DV_Wave
[DV_VPMQuota]
- Hidden Question.
DV_VPMQuota. DV to determine whether to show VoxPopMe or not.
(note, this should be connected to the overall counter quota for VPM completes)
IF NO: continue onto standard text open end, if enabling.
DEFAULT ORDER.
1. Yes Autocode if respondent selected code [2] at
DV_Augment AND respondent selected code [1] at
C8_FavoriteBeauty.
2. No Autocode if respondent did NOT select code [1] at
DV_VPMQuota.
[Tech]
D5_Tech. Now, we'd like to give you the option of sharing your opinions in a new way. Instead of typing your response, we would like to
give you the option of responding using the microphone and camera built into your computer or phone, so that we can hear your
spoken thoughts. Are you currently taking this survey on a device you are able to record a video response from (i.e., with a
webcam and microphone or on a device with a front facing camera)? If you select "No", you will skip this question and continue
with the rest of the survey.
DEFAULT ORDER.
1. Yes
2. No
[Legal]
- Show if respondent selected code [1] at D5_Tech.
- Note to client: *NOTE* For the VPM legal language, the following must be used verbatim All other text portions may be altered.
[We/LRW/Lieberman/etc.] will be using a trusted partner, VoxPopMe, to capture your image and voice through its online video
capture technology. By answering YES below and submitting a video clip, you release all rights in the video clip and agree that it
may be shared with us and our client (the study’s sponsor) and that each of us may use it in connection with this study in the
course of our normal business operations
D6_Legal. On this next question, we would appreciate you sharing your comments in a video response. Leveraging this brand new,
exciting way to capture feedback from consumers allows us to understand what people think better than ever before.
As a thank you for submitting a video response, you would receive an additional incentive of $5 worth of the currency of the
panel or community who invited you to participate in the study. To be valid, the video you submit must only include yourself and
no one else, be clearly recorded with your voice and face easily heard and seen.
We will be using a trusted partner, VoxPopMe, to capture your image and voice through its online video capture technology. By
answering YES below and submitting a video clip, you release all rights in the video clip and agree that it may be shared with us
and our client (the study’s sponsor) and that each of us may use it in connection with this study in the course of our normal
business operations. If you are not comfortable recording and sharing a video, please select NO and you will skip this portion of
the survey and be allowed to continue.
DEFAULT ORDER.
1. Yes, I agree to share a video
2. No, I do not agree to share a video

[VPM3_Intro]
DT_VPM3_Intro. Thank you for agreeing to record a video!
Before we get started, please be sure to review the following tips for recording the very best videos on your webcam or
mobile device:
-Please do your best to answer all parts of the question

-Make sure you have plenty of light so we can clearly see you
-Avoid places with lots of background noise so we can clearly hear you
-Relax and have fun!
[DV_VPM4_QstnText]
- Hidden Question.
DV_VPM4_QstnText. Question Text to use for the VPM exercise.
DEFAULT ORDER.
1. Imagine that you had the ability to make Sephora the
perfect beauty retailer for you – what would you change
to make it perfect for you? And what do you already love
about it?
[WidgetPlaceHolder]
D7_WidgetPlaceHolder. Programmer Comment: Insert Voxpopme excercise, with the min recording time as 15 seconds and the
max recording time as 3 minutes.
MIN: 15. MAX: 200.
999. I’m having technical difficulty or would no longer like to

record a video response
[DV_VPM6_Complete]
- Hidden Question.
DV_VPM6_Complete. Captures whether respondent completed VPM or not.
DEFAULT ORDER.
1. Complete
2. Didn't Complete
Subsection End - VoxPopMe
Subsection Start - Beauty Insiders

Show if respondent selected code [1] at S19_LoyaltyMember
[BIIntro]
DT_BIIntro. Earlier you said that you were part of a Sephora's Beauty Insiders rewards program. We have a few questions to ask you
regarding your relationship with these retailers.

[BIAwareness]
D12_BIAwareness. In about the last 6 months, how have you seen/heard about the Sephora Beauty Insider program?
RANDOMIZE LIST.
1. Email
2. Sephora.com website
3. A store associate
4. Sephora’s mobile app
5. When I checked out in the store / at the register
6. When I checked out online / my online shopping cart
7. Social media
8. From friends/family
9. A sign somewhere in the store
10. Brochure or card in the regular mail
11. Online forums or blogs
12. A brochure/flyer in my shopping bag
13. Text notification
16. Web push notification (e.g., notification on the browser)
15. I haven't heard about the program in the past 6 months ANCHOR. EXCLUSIVE.
[BITiers]
D13_BITiers. How many different status levels or tiers are there in the program?
DEFAULT ORDER.
1. 1
2. 2
3. 3
4. 4
5. 5
6. I’m not sure ANCHOR. EXCLUSIVE.
[BILevels]
D14_BILevels. How do you get to a higher level in the Beauty Insider program?
RANDOMIZE LIST.
1. Earn a certain number of points in a given year
2. Spend a certain amount of dollars in a given year
3. Make a certain number of purchases in a given year
4. There are different ways to earn a higher status
depending on what level you are
5. I’m not sure ANCHOR. EXCLUSIVE.
[UnaidedBenefitAware]
D39_UnaidedBenefitAware. Thinking about the Beauty Insider program, what benefits come to mind?
Enter your response(s) in the box(es).

ROWS: DEFAULT ORDER. Benefits
1. 1. [1]
2. 2. [1]
3. 3. [1]
4. 4. [1]
5. 5. [1]
6. Include opt out button:
[1]
No benefits come to mind
MIN: 0. MAX:
100.

[BIBenefits]
- Programmer Comment: Updated list will be added EOW
D15_BIBenefits. Which of the following Beauty Insider benefits that Sephora offers are you aware of?
Please indicate whether you are aware of each benefit even if it's a benefit that doesn’t apply to your current Beauty
Insider tier.
You may have mentioned the benefit before, but please select it here again.
RANDOMIZE LIST.
1. Free birthday gift
DEFAULT ORDER.
2. I earn 1 Beauty Insider point for every $1 I spend at
Sephora
3. I earn 1.25 Beauty Insider points for every $1 I spend at Show if respondent selected code [2] at DV_Wave.
Sephora (VIB only)
4. I earn 1.5 Beauty Insider points for every $1 I spend at Show if respondent selected code [2] at DV_Wave.
Sephora (Rouge only)
RANDOMIZE WITHIN.
5. Free standard shipping no minimum purchase, auto
applied ( Rouge only)
15. Free standard shipping with $50 minimum, auto applied
(Insider only)
(VIB only)
23. Free standard shipping for all purchases made by
12/31/21 using code FREESHIP
DEFAULT ORDER.
6. 10% off during the Spring and Holiday Savings events
(Insider only)
(VIB only)
(Rouge only)
9. Holiday offer: $ off given in December each year Show if respondent selected code [2] at DV_Wave.
10. Rouge Reward: Redeem 2,500 Beauty Insider points for
$100 off every Tuesday and Thursday at 9am PT (Rouge
only)
11. Exclusive product purchase opportunities
12. Special invitation to store events (Rouge only)
13. Bonus point offers (double points or triple points) Show if respondent selected code [2] at DV_Wave.
14. Rewards Bazaar points marketplace access (in stores
and online) where you can redeem your points anytime
on a variety of samples, products, and experiences.
17. Dollar Savings Offer at the end of the year ($15 off for
Insider, $20 off for VIB, $25 off for Rouge)
18. Point Multiplier Events two times a year (earn 2x points
for Insiders, 3x points for VIB, 4x points for Rouge)
19. Beauty Insider Cash (redeem 500 points for $10 off your
qualifying purchase)
20. Points for Discount Events: exchange your points for
savings (10% for 750 points and 15% for 1000 points)
21. Charity Rewards (redeem points for donations to a
charity)
22. Points for Services (redeem points for services, like a
Perk Treatment by Hydrafacial, Brow Wax)

[ImpBIBenefit]
D16_ImpBIBenefit. Which 3 of the following Beauty Insider benefits are most important to you?
Select the three that apply.
RANDOMIZE LIST.
1. Free birthday gift
2. I earn 1 Beauty Insider point for every $1 I spend at
Sephora
3. I earn 1.25 Beauty Insider points for every $1 I spend at Show if respondent selected code [2] at
Sephora S20_SephoraRewards AND respondent selected
code [2] at DV_Wave.
4. I earn 1.5 Beauty Insider points for every $1 I spend at Show if respondent selected code [3] at
Sephora S20_SephoraRewards AND respondent selected
code [2] at DV_Wave.
RANDOMIZE WITHIN.
5. Free standard shipping no minimum purchase, auto
applied (Rouge Only)
(Insider only)
(VIB only)
23. Free standard shipping for all purchases made by
12/31/21 using code FREESHIP
DEFAULT ORDER.
(Insider only)
(VIB only)
(Rouge only)
9. Holiday offer: $ off given in December each year Show if respondent selected code [2] at DV_Wave.
10. Rouge Reward: Redeem 2,500 Beauty Insider points for
$100 off every Tuesday and Thursday at 9am PT (Rouge
only)
11. Exclusive product purchase opportunities
12. Special invitation to store events (Rouge only)
13. Bonus point offers (double points or triple points) Show if respondent selected code [2] at DV_Wave.
14. Rewards Bazaar points marketplace access (in stores
and online) where you can redeem your points anytime
on a variety of samples, products, and experiences.
17. Dollar Savings Offer at the end of the year ($15 off for
Insider, $20 off for VIB, $25 off for Rouge)
18. Point Multiplier Events two times a year (earn 2x points
for Insiders, 3x points for VIB, 4x points for Rouge)
19. Beauty Insider Cash (redeem 500 points for $10 off your
qualifying purchase)
20. Points for Discount Events: exchange your points for
savings (10% for 750 points and 15% for 1000 points)
21. Charity Rewards (redeem points for donations to a
charity)
22. Points for Services (redeem points for services, like a
Perk Treatment by Hydrafacial, Brow Wax)
[RewardsBazaar]
- Show if respondent selected code [14] at D15_BIBenefits AND respondent selected any codes [1-3] at DV_Wave.
D28_RewardsBazaar. You mentioned you were aware of the Rewards Bazaar points marketplace. Which of the following rewards are you
aware of?
RANDOMIZE LIST.
1. 100 point rewards (e.g. deluxe samples at the
register/checkout)
2. 250 point rewards (e.g. mini glass bottles of fragrance,
Sephora makeup tray, Sephora umbrella, etc.)
3. 500 point rewards (e.g. a box of 4 samples from a certain Client: Changed from 5 samples to 4 in wave 3
brand)

4. High point rewards (e.g. redeem 750 to 50,000 points on
a variety of high-value rewards and experiences)
[VIBSatisfaction]
- Show if respondent selected code [2] at S20_SephoraRewards AND respondent selected any codes [1-3] at DV_Wave.
D18_VIBSatisfaction. How well does each of the following statements describe your experience as a VIB? Use a scale from 1 to 10 where
1 means does not describe at all a VIB means describes completely.
Columns
DEFAULT ORDER.
1. 1 (Does not describe at all)
2. 2
3. 3
4. 4
5. 5
6. 6
7. 7
8. 8
9. 9
10. 10 (Describes completely)

1. I am the first to know
about any new offers and [#]
events
2. I get better deals and
promotions than other
[#]
Sephora shoppers who are
not VIBs
3. Sephora recognizes me
as one of their most valued [#]
customers
4. I have special access to
[#]
exclusive products
5. I am treated better than
other Sephora shoppers [#] Show if respondent selected any codes [1-2] at DV_Wave.
who are not VIBs
6. I prefer Sephora’s
loyalty programs to other [#] Show if respondent did NOT select codes [1-2] at DV_Wave.
beauty retailers’ programs

[RougeSatisfaction]
- Show if respondent selected code [3] at S20_SephoraRewards AND respondent selected any codes [1-3] at DV_Wave.
D19_RougeSatisfaction. How well does each of the following statements describe your experience as a Rouge? Use a scale from 1 to 10
where 1 means does not describe at all and 10 means describes completely.
Columns
DEFAULT ORDER.
1. 1 (Does not describe at all)
2. 2
3. 3
4. 4
5. 5
6. 6
7. 7
8. 8
9. 9
10. 10 (Describes completely)

1. I am the first to know
about any new offers and [#]
events
2. I get better deals and
promotions than other
[#]
Sephora shoppers who are
not Rouge
3. Sephora recognizes me
as one of their most valued [#]
customers
4. I have special access to
[#]
exclusive products
5. I am treated better than
other Sephora shoppers [#] Show if respondent selected any codes [1-2] at DV_Wave.
who are not Rouge
6. I prefer Sephora’s
loyalty programs to other [#] Show if respondent did NOT select codes [1-2] at DV_Wave.
beauty retailers’ programs
[BISatisfaction]
D20_BISatisfaction. How would you rate your overall satisfaction with Sephora's Beauty Insider program?
DEFAULT ORDER.
1. 1 (Not at all satisfied)
2. 2
3. 3
4. 4
5. 5
6. 6
7. 7
8. 8
9. 9
10. 10 (Completely satisfied)

[LoyaltyValue]
D22_LoyaltyValue. How would you rate the overall value you receive from being a member of Sephora's Beauty Insider loyalty program?
DEFAULT ORDER.
1. 1 (Not much value)
2. 2
3. 3
4. 4
5. 5
6. 6
7. 7
8. 8
9. 9
10. 10 (Tremendous value )
[DefineValue]
D23_DefineValue. Please select which of the following best describes how you define “value” when thinking about Sephora’s loyalty
program.
RANDOMIZE LIST.
1. Monetary (i.e. cash back for points, etc.), excluding sales
or promotions
2. Service Received/how well you are treated
3. Exclusive rewards, services, or events based on your
loyalty tier
4. Special gifts for being a loyalty member (e.g. birthday gift)
5. Loyalty member sales or promotions
6. Points you accumulate based on how much you spend
7. Product (trial size or full size) for points
8. Free Shipping
10. Early access to products and events Show if respondent did NOT select codes [1-2] at
DV_Wave.
11. Convenient shipping or delivery options (e.g., expedited Client: Updated Summer 2021
shipping, buy online pick-up in store, same day delivery,
curbside pickup)
12. Personalized benefits for me (e.g., product
recommendations, more relevant samples)
13. Samples
Subsection End - Beauty Insiders
[UltamateSatisfaction]
D29_UltamateSatisfaction. How would you rate your overall satisfaction with Ulta's Ultamate program?
DEFAULT ORDER.
1. 1 (Not at all satisfied)
2. 2
3. 3
4. 4
5. 5
6. 6
7. 7
8. 8
9. 9
10. 10 (Completely satisfied)

[UltaLoyaltyValue]
D24_UltaLoyaltyValue. How would you rate the overall value you receive from being a member of Ulta’s Ultamate loyalty program?
DEFAULT ORDER.
1. 1 (Not much value)
2. 2
3. 3
4. 4
5. 5
6. 6
7. 7
8. 8
9. 9
10. 10 (Tremendous value )
[UltaDefineValue]
D25_UltaDefineValue. Please select which of the following best describes how you define “value” when thinking about Ulta’s loyalty
program.
RANDOMIZE LIST.
1. Monetary (i.e. cash back for points, etc.), excluding sales
or promotions
2. Service Received/how well you are treated
3. Exclusive rewards, services, or events based on your
loyalty tier
4. Special gifts for being a loyalty member (e.g. birthday gift)
5. Loyalty member sales or promotions
6. Points you accumulate based on how much you spend
7. Product (trial size or full size) for points
8. Free Shipping
10. Early access to products and events Show if respondent did NOT select codes [1-2] at
DV_Wave.
11. Convenient shipping or delivery options (e.g., expedited Client: Updated Summer 2021
shipping, buy online pick-up in store, same day delivery,
curbside pickup)
12. Personalized benefits for me (e.g., product
recommendations, more relevant samples)
13. Samples
[SephoraCreditCard]
- Show if respondent selected any codes [1-2] at DV_BrandsAware.
- Answer by column.
D26_SephoraCreditCard. For the beauty retailers below, were you aware that they have a credit card?
COLS: RANDOMIZE LIST.

ROWS: DEFAULT ORDER. Sephora Ulta
1. Yes I’m aware, and I
1 2
have a credit card
2. Yes I was aware, but I
1 2
do not have a credit card
3. No I was not aware 1 2
Show if Show if
selected selected
ware. ware.

[CreditCardInterest]
- Show if, respondent selected any codes [1-2] at DV_BrandsAware AND for any column [1-2] at D26_SephoraCreditCard, the
- Answer by column.
D37_CreditCardInterest. How interested would you be in signing up for a credit card from these beauty retailers?
COLS: RANDOMIZE LIST.

ROWS: DEFAULT ORDER. Sephora Ulta
1. Not at all interested 1 2
2. Not very interested 1 2
3. Somewhat interested 1 2
4. Very interested 1 2
5. Extremely interested 1 2
Show if, Show if,
selected selected
ware AND ware AND
for any for any
column [1] column [2]
at at
D26_Sephor D26_Sephor
aCreditCard, aCreditCard,
the the
did NOT did NOT
select code select code
[1]. [1].
[SephoraServiceAware]
D27_SephoraServiceAware. Which of the following services are you aware Sephora offers?
DEFAULT ORDER.
1. Full Face Makeup (60 minutes): A Beauty Advisor will
work with you to create a full-face look (including eyes,
lips, and complexion) that flatters your features. False-
lash application available with purchase of lashes. ($60
flat fee)
2. Premium Full-Face Makeup (90 Minutes): Get a special-
occasion look with precision makeup application for eyes,
lips, and face. Thirty minutes longer than the Full-Face
Makeup option, this service gives you extra one-on-one
time with a Beauty Advisor to perfect your event-ready
look. False-lash application available with purchase of
lashes. ($90 flat fee)
3. Your Perfect Eye (30 Minutes): Whether you're feeling a
dramatic wing, smoky effects, or notice-me hues, a
Sephora Beauty Advisor will apply shadow, liner, and
mascara to create the perfect look. False-lash application
available with purchase of lashes. ($30 flat fee).
4. Skincare Deluxe: Perk Treatment by HydraFacial (30
minutes): This exclusive facial exfoliates and hydrates
skin with pore-purifying technology and a regimen of
nourishing products. Complimentary with $75 same day
in-store purchase, walk-ins welcome.

[SephoraOnline]
- Show if for any row [1] at C4_StoresBoughtOnline, the respondent selected any codes [3-4] AND respondent selected any codes
[3-5] at DV_Wave.
D32_SephoraOnline. Earlier you mentioned that you have shopped at Sephora online in the past 12 months, before that when was the last
time you purchased online at Sephora (either through the Sephora website or Sephora mobile app)?
While you may have shopped at Sephora in the past, please only think about when you last made an actual
purchase online.
DEFAULT ORDER.
1. 1-2 years ago
2. More than 2 years ago
3. Never
[SephoraInStore]
- Show if for any row [1] at C3_StoresBoughtInStore, the respondent selected any codes [3-4] AND respondent selected any codes
[3-5] at DV_Wave.
D33_SephoraInStore. Earlier you mentioned that you have shopped at Sephora in-store in the past 12 months, before that when was the
last time you purchased in-store at Sephora?
While you may have shopped at Sephora in the past, please only think about when you last made an actual
purchase in-store.
DEFAULT ORDER.
1. 1-2 years ago
2. More than 2 years ago
3. Never

[DV_ShopperType]
DV_ShopperType. Captures Sephora P12M shopper type
DEFAULT ORDER.
1. Brand new client first introduced online P12M Autocode if, for any row [1] at
C4_StoresBoughtOnline, the respondent selected
any codes [3-4] AND respondent selected code [3]
at D32_SephoraOnline AND for any row [1] at
C1_StoresShoppedInStore, the respondent
selected code [4].
2. New to Sephora online (previously shopped in-store) Autocode if (for any row [1] at
at D32_SephoraOnline) AND (for any row [1] at
C3_StoresBoughtInStore, the respondent selected
code [2] OR respondent selected any codes [1-2]
at D33_SephoraInStore).
3. Existing Clients online Autocode if (for any row [1] at
at D32_SephoraOnline) AND respondent did NOT
select codes [1-2] at DV_ShopperType.
4. Only in-store /purchaser/shopper P12M Autocode if (for any row [1] at
any codes [3-4] AND for any row [1] at
C2_StoresShoppedOnline, the respondent
selected code [4]).
5. Only in-store (over 12 months ago) Autocode if (for any row [1] at
code [2] AND for any row [1] at
selected code [4]).
7. Shoppers of either channel but never purchased Autocode if (for any row [1] at
selected any codes [1-3] OR for any row [1] at
selected any codes [1-3]) AND ((for any row [1] at
code [1] OR for any row [1] at
selected code [4]) AND (for any row [1] at
code [1] OR for any row [1] at
selected code [4])).
6. Never shopped either channel: Autocode if, for any row [1] at
selected code [4] AND for any row [1] at
selected code [4].

[DV_SephoraShopperType]
- Hidden Question. Applies if respondent selected any codes [4-5] at DV_Wave.
DV_SephoraShopperType. Captures shopper type
DEFAULT ORDER.
1. New to Sephora P12M (in-store or online) Autocode if respondent selected code [1] at
DV_ShoppedP12MALL AND respondent selected
code [3] at D32_SephoraOnline AND respondent
selected code [3] at D33_SephoraInStore. PC: For
this one, the Never at D32 and D33 should only
apply if they were asked but having problems
writing that logic out. It's basically They have to
have shopped either in-store or online. AND if they
bought online they have to have selected NEVER
at D32 AND if they bought in-store they have to
have selected Never at D33...
2. New to Sephora online (previously bought in-store) Autocode if (for any row [1] at
at D33_SephoraInStore) AND (for any row [1] at
at D32_SephoraOnline).
3. Long-term (exisiting online Shoppers) Autocode if for any row [1] at
any codes [3-4] AND respondent selected any
codes [1-2] at D32_SephoraOnline.
4. Sephora in-store only (not new) Autocode if for any row [1] at
any codes [2-4] AND (for any row [1] at
selected code [4] OR for any row [1] at
code [1]) AND respondent did NOT select code [1]
at DV_SephoraShopperType.
5. Lapsed Buyers Autocode if (for any row [1] at
C4_StoresBoughtOnline, the respondent did NOT
select codes [3-4]) OR (for any row [1] at
C3_StoresBoughtInStore, the respondent did NOT
select codes [3-4]) OR (for any row [1] at
code [2]).
6. None of the above Autocode if respondent did NOT select codes [1-5]
at DV_SephoraShopperType.
Subsection Start - Demographics
[DIntro]
- Show to all.
DT_DIntro Thank you for your time so far! We just have a few questions left for classification purposes!
.

[GeneralShopping]
D34_GeneralShopping. Which of the following retailers have you shopped at for any type of products (e.g., clothes, groceries, home
products)?
Shopped
over 12 Shopped Shopped
COLS: DEFAULT ORDER. Never months in the past in the past
ROWS: RANDOMIZE LIST. shopped ago 12 months 3 months
1. Target 1 2 3 4
2. Walmart 1 2 3 4
3. Amazon 1 2 3 4
4. Kohl's 1 2 3 4
5. JC Penney 1 2 3 4
6. Bloomingdale's 1 2 3 4
8. Neiman Marcus 1 2 3 4
[GeneralConsideration]
D35_GeneralConsideration. Which of these retailers would you consider shopping at for any type of products (e.g., clothes, groceries,
home products)?
RANDOMIZE LIST.
1. Target
2. Walmart
3. Amazon
4. Kohl's
5. JC Penney
6. Bloomingdale's
7. Nordstrom
8. Neiman Marcus
[Employment]
D10_Employment. What is your current employment status?
DEFAULT ORDER.
1. Employed full-time
2. Employed part-time
3. Not employed
4. A Homemaker
5. Retired
[Canada_employment]
D11_Canada_employment. What is your employment status?
DEFAULT ORDER.
1. Employed full-time
2. Employed part-time
3. Self-employed or a business owner
4. Not employed PC: Not employed
5. Attending school full-time PC: Attending school full-time
6. Retired

[SexualOrientation]
D38_SexualOrientation. Which of the following best describes your sexual orientation?
DEFAULT ORDER.
1. Straight / heterosexual
2. Gay or lesbian
3. Bisexual
4. Prefer to self-describe__________
5. Prefer not to say
[DV_UrbanicityABCD]
- Programmer Comment: Please code based on this database P:\006_Corriveau\Zip Code Databases (US Canada)\DMA\County
Size.xlsx and do not show question to respondent
DV_UrbanicityABCD. What type of area do you live in?
DEFAULT ORDER.
1. A, part of 1 of the 25 largest metropolitan areas in the US
2. B, 150,000 + population or a part of a metropolitan area
3. C, population size between 40,000 - 150, 000 people
4. D, population size <40,000 people

[DV_Filter]
DV_Filter. Captures common groups for filtering
DEFAULT ORDER.
1. Gen Pop Autocode if (respondent selected code [2] at
DV_LinkType OR (respondent selected code [1] at
DV_LinkType AND respondent selected code [2] at
DV_AgeRange)).
2. Total BI Autocode if respondent selected code [1] at
S19_LoyaltyMember AND respondent did NOT
select codes [4-5] at DV_LinkType.
3. Insiders Autocode if respondent selected any codes [1, 4]
at S20_SephoraRewards AND respondent did NOT
4. VIB Autocode if respondent selected code [2] at
S20_SephoraRewards AND respondent did NOT
5. Rouge Autocode if respondent selected code [3] at
S20_SephoraRewards AND respondent did NOT
6. White/Caucasian Autocode if (((respondent selected any codes [2,
4] at DV_LinkType OR (respondent selected code
[1] at DV_LinkType AND respondent selected code
[2] at DV_AgeRange))) AND respondent selected
code [1] at DV_EthnicityNet).
7. Asian Autocode if (((respondent selected any codes [2,
8. African American Autocode if (((respondent selected any codes [2,
9. Hispanic Autocode if (((respondent selected any codes [2,
10. Gen Z Autocode if (((respondent selected code [2] at
DV_AgeRange))) AND respondent selected code
[1] at DV_Generation).
11. Millennials Autocode if (((respondent selected code [2] at
12. Gen X Autocode if (((respondent selected code [2] at
Subsection End - Demographics

QC FLAGS
Terminate if respondent has accumulated at least 3 points.
Flag Type Apply To Rule Points

Timer Screener 1 Minutes 1
Timer Main + Screener 3 Minutes 1
Straightline Question - S18_StoreFamiliarity 1
Timer Question - C10_BeautyAtttitudes 16 Seconds 1
Programmer Comment Question - Flag if respondent selects stub 1
C6_ProductsPurchased "Haircare" for column "MAC"

Questionnaire Outline: Equity Fall 2021 211536 December 06, 2021

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Questionnaire Outline: Equity Fall 2021 211536 December 06, 2021

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LRW Study Name: Equity Fall 2021

LRW Job Number: 211536

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COLS: DEFAULT ORDER.

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MIN: 1915. MAX: 2021. INTEGER NUMERIC RESPONSES.

MIN: 0. MAX: 150. INTEGER NUMERIC RESPONSES.

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MIN: 0. MAX: 100000. INTEGER NUMERIC RESPONSES.

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