Unbranded screener

Sample Screener

Objectives:1. To better understand mothers’ values and attitudes around caring for their babies –

specifically as they relate to the formula she chooses2. To understand what cues premium3. To define premium for formula and children’s nutrition4. To uncover physical and emotional challenges / opportunities associated with formula

preparation and feeding5. To clarify typical formula delivery, purchase, preparation, use, storage and disposal

scenarios

Where: Confidential

When:Confidential

What: 1. Homework TBD 4 days prior to interview date2. One-on-one, in-home discussion, exercises and observations (Maximum of 2 people from Research Company/Client present plus moderator and translator)3. Two “shop-alongs”3. Video and photographs will be taken for internal documentation purposes

Who:6 Moms who currently feed their children using powder based formula

Required:Does the shoppingPrepares the formula (at least 50% of the time)Uses or considers using Premium Brands

Mix of:Children’s agesAbbott and other brandsShopping locations

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SECTION 1 – BASIC INFORMATION

1.0 If on phone with man or child – Can I speak with your mother/wife?

1.1 Do you or does anyone in your household work in any of the following areas?

READ LIST AND RECORD.

1 Advertising, promotions or sales Terminate2 Market research company Terminate3 Marketing, consulting Terminate4 Television, broadcasting, newspaper, magazine, media Terminate5 A manufacturer or distributor of baby food or dairy products Terminate6 Public relations Terminate7 Supermarket or grocery store Terminate8 Pharmacy, drug store Terminate9 Clinic, hospital, medical school Terminate

1.2 When was the last time that you participated in a marketing research discussion or focus group?

1 12 Months or less THANK AND TERMINATE2 More than 12 months ago3 Never SKIP TO QUESTION 1.4

1.3 What was the topic? (Unprompted)

Record ______________

Terminate if related to baby feeding, milk, children’s nutrition

1.4 What is your age? (Record ______________)

Terminate if not between 18 and 44Otherwise, please recruit a mix of ages

1.5 Do you have any children living at home with you?

1 Yes2 No THANK AND TERMINATE

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SECTION 2 – CHILDREN AND FOOD

2.1 What are the specific ages of your children? (Record on chart below)

Terminate if none within range between 0 – 18 months

Recruit Mix:0 to 6 months – (Recruit 3)6 to 12 months – (Recruit 2)12 to 18 months – (Recruit 1)

2.2 Currently, what does your child eat? (Record on chart for each child btw 0 -3 years)

1 Mostly / only solid foods THANK AND TERMINATE2 A mix of solid foods and formula (Recruit 1 to 2)3 Only formula (Recruit 3 to 4)4 A mix of formula and breast milk (Recruit 1 to 2)5 Mostly / only breast milk THANK AND TERMINATE

2.3 Which best describes the type of formula

1 Liquid or Pre-mixed THANK AND TERMINATE2 Powder based

2.3 Who in your household normally prepares the formula?

1 I do (Recruit at least 4)2 Someone else does THANK AND TERMINATE 3 I share the responsibility with someone else about 50/50 (Recruit up to 2)

Note to recruiter: if the responsibility is shared the other caregiver must be willing to participate in interview as well.

2.4 How often does your child consume formula in a typical day? (Record on chart)

If less than 4 times a day THANK AND TERMINATE

Age Types of food Formula Frequency

2.5 Does your child have any digestive conditions or allergies?

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1 Yes Read next question, then THANK AND TERMINATE2 No

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SECTION 3 – PURCHASING HABITS

3.1 Who in your household normally does the shopping?

1 I do2 Someone else does THANK AND TERMINATE

3.2 What brand of formula do you normally purchase?

(Record unprompted)________________________________

If “I don’t know” THANK AND TERMINATE

Recruit 2 who normally purchase one of the following:Similac (or Similac Advanced)Gain (or Gain Advanced)Gain Plus (or Gain Plus Advanced)

Recruit 1 who normally purchase one of the following:Friso Dumex

Recruit 3 who normally purchase Enfalac / Enfamil, Dulac, Nan, SMA, Meiji, Good Start

3.3 Have you ever purchased any of the following formula brands?

Enfalac / EnfamilDulacNanFrisoDumexSMAMeijiGood Start(Similac )(Gain / Gain Plus)

If none or “I don’t know” THANK AND TERMINATE

3.4 Where do you normally do your grocery shopping?

(Record all)________________________________________________________________________________________________________________________________

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3.5 Where do you normally purchase formula?

(Record)________________________________

Recruit 1 shop-along for (Baby store)Recruit 1 shop along for (Local market / supermarket or hypermarket)

3.6 How do you get there?

(Record)________________________________

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SECTION 4 – Attitude towards premium and new

4.1 I am going to read you a list of statements now. Please let me know which ones describe your behavior when it comes to grocery shopping in general. You can think of it as “that’s me” or “that’s not me”.

“That’s me” “That’s not me”A. “I enjoy trying new products in the market,

because I’m always looking for a better product” (√) ( )

B. “I stick with what I know and try not to spend too much money on them.” ( ) (√)

C. “I prefer higher end (need appropriate translation) products because I knowthey are the best.” (√) ( )

TERMINATE if answers “that’s me” for option B (desired answers are marked with (√).

4.2 Which of the following statements BEST describes your purchase habits in general?

ROTATE STATEMENTS

A. The economy brands that I use are just as good as more expensive products THANK AND TERMINATE

B. I try to strike a balance between quality and price

C. I am willing to pay extra for good quality products

D. When it comes to quality, I always go for the best regardless of the price

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SECTION 5 – FAMILY INFORMATION AND DEMOGRAPHICS

5.1

LOCATION X

How many people are there in your household? [By household, I mean people who are financially contributing or dependent on thesame household budget. Those people must be in the household at least 5 days a week.]

Record # ____________ = “Y”

Which of the following durables do you have in your household, in working order?

Quantity 　 Multiply by Pts Sum

Bicycle 　　 x 3 　　

Refrigerator 　　 x 20 　　

Washing Machine 　　 x 27 　　

Gas Range 　　 x 7 　　

Home phone 　　 x 13 　　

Air Con 　　 x 40 　　

Computer 　　 x 67 　　

Motorbike - 10 millions VND and below 　　 x 47 　　

Motorbike - 11-15 millions VND 　　 x 82 　　

Motorbike - 16-39 millions VND 　　 x 180 　　

Motorbike - above 39 millions VND 　　 x 250 　　

Car 　　 x 400 　　

TOTAL POINTS 　　　 “Z” = 　　

Calculate “Points per person” = Z/Y

Points per person = _________

A = 134+ Pts/personB = 81-134 Pts/person C = 49-80 Pts/person D = 18-48 Pts/person THANK AND TERMINATE

We would like middle and upper middle class, please advise if we should increase or decrease this range.

5.2 What is your occupation?

What is your spouse’s occupation? (if applicable)

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5.3 What is the last grade of school you, yourself completed? (Read list if necessary)

1 Grade school or less 2 Some high school/currently in high school3 High school 4 Some college or trade school5 College graduate6 Graduate/Master’s degree7 Ph.D./Doctorate degree8 Refused

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5.4What would your friends or family say your “super power” is? Why is that? (Please record complete answer)

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INTERVIEWER: We are interested in finding out if the respondent is articulate and talkative OR withdrawn and reserved.

We are also looking for answers that demonstrate imagination and logic.

Good answer = My superpower is “the ability to fly” because I am always early and my friends are always wondering how I get places so quickly.

Good answer = My superpower is “translation“ because I am always mediating arguments between co-workers and family members.

Bad answer = I don’t know.

Bad answer = I’m really strong.

If the respondent seems to be articulate and chatty, and has a good answer, continue.

If respondent is not talkative or please terminate interview.

SECTION 6 – SCHEDULING

We would like to invite you to participate in a study that would take about 2 hours. It would involve an interview to take place in your home, and cover some of your normal feeding routines. If you are interested, I want to ask just a few more questions…

6.1 Would you be comfortable if a group of 4 researchers come to your home and conduct a 2 hour interview?


6.2 The interview will be video taped and photographed only for internal documentation purpose. Would you still be interested in participating?


6.3 The research may include a “homework” exercise that will be mailed to you 2-3 days in advance. This activity should not take longer than 15 minutes. Is that ok?


6.4 We would are also trying to find a couple of participants who would be willing to have us follow along on a typical shopping trip, as you purchase formula. The team would ask questions during the shopping process.

If “yes” RECRUIT 2 to meet shop along quotas:

One shop along to a grocery store, One shop along to a specialty baby store

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Ok. Lets find a time that works for you…

All interviews should be scheduled between September Xth-Xth.

Please schedule interviews at a time when the participant would normally be preparing formula.

Preferred schedule:

Monday Tuesday Wednesday Thursday Friday SaturdayAM (Hold　open　for　

team　orientation)

Interview　2With　shop　along

Interview　3With　shop　along

Interview　4 Interview　6

PM Interview　1 Interview　5

I just need to get some information on how to reach you, and we will be all set. Thank you VERY much for your willingness to help us out. We promise we will try to make it a fun experience.

Primary phone:

Secondary phone:

Email:

Street Address (for mailing AND where to show up on day of interview):

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Business

Unbranded screener