BOX-0009-GD-A Online Survey Script 14.12_V6

BOX-0009-GD-A Online Survey Script

ONLINE SURVEY SCRIPT - BOX-0009-GD-A

Subject: Global survey

Author: NS1

Date: 07 December 2015

Project: Arabica

Thank you for your interest in this survey!

Your views are important to us and will help in the development of exciting new products.

Please try and answer the questions as honestly and accurately as you are able to – taking the time to read each one carefully.

Whilst the survey may be longer than others you have seen, we think you’ll enjoy it!

SCREENING QUESTIONS [TITLES FOR CDP USE ONLY]

Q. No QUESTION ANSWER CODE

S3If you participated in market research recently, what was this discussion / interview about?

Coffee or tea (product, pack, brand)

Kitchen appliances

Other

I haven’t participated in market research recently

1

2

3

4

CLOSE

CLOSE

CONTINUE

CONTINUE

S4What is your total annual household income?

[CDP to provide local values] Less than £60,000

£60,000 or over

1

2

CLOSE

CONTINUE

S2 What is your gender?Male

Female

1

2

CONTINUE

CONTINUE

CONFIDENTIALPAGE 1 OF 30


S5

Which of the following age groups do you fall into?[single answer]

18-24

25-34

35-44

45-54

55-65

Over 65

1

2

3

4

5

6

CONTINUE

CONTINUE

CONTINUE

CONTINUE

CONTINUE

CLOSE

S6Are there any children under the age of 18 living in the household?

Yes

No

1

2

CONTINUE

CONTINUE

S8How regularly do you drink coffee?

I don’t drink coffee

At least once per day

1

2

CLOSE

CONTINUE

S9 Who in your household is responsible for deciding which coffee is purchased?

[single answer]

Someone else only

Occasionally me

I am jointly responsible

Mostly me

Myself only

1

2

3

4

5

CLOSE

CLOSE

CONTINUE

CONTINUE

CONTINUE

S11 Text – to be placed above question S11

Throughout this survey, we will make reference to pod coffee machines. By this we mean single-serve coffee machines which use either coffee pods, pads, capsules or K-Cups to make coffee. We will always refer to coffee pods, pads, capsules or K-Cups as coffee pods.

S11

Which of the following statements describe you best?

[single answer]

I do not own a pod coffee machine and I would never buy purchase or

use one

I do not own a pod coffee machine but I am open to the idea of buying

purchasing and using one

I own a pod coffee machine but I also use other methods of coffee

making

I own a pod coffee machine and I only use that to make coffee

1

2

3

4

CONTINUE

CONTINUE

CONTINUE

CONTINUE



Code S11(1,2,3)

S12 Which of the following coffee machines, makers or methods do you {also [S11(3)]} use to make coffee at home? [Multiple answer]

1. Instant coffee granules2. Premium instant coffee (sometimes called whole bean instant coffee), e.g.,

Kenco Millicano, Nescafé Azera, Carte Noire Instinct, etc.3. Bean to cup coffee machine4. Filter coffee machine 5. Manual (pour over) filter coffee6. Aeropress7. Cafetiere or French press8. Traditional espresso machine (uses ground coffee rather than pods or

capsules)9. Stovetop coffee

____________________________________________________________________

S12 multiple codes

S13 Which coffee machine, maker or method do you use most frequently? [Single answer]

[Display answers as per S12 response, if Code S11(3) also display Pod coffee machine as an option]

If One at S12 and code 3 NOT selected at S11 - autopunch

S14

Where do you drink coffee?

[single multiple answer]

[At home + one other must be selected]

[If code 1 not selected – screen out]

At home only

At work only

At coffee shops only

On the go only

A mix of the above

1

2

3

4

5

CLOSE CONTINUE

CLOSE CONTINUE

CLOSE CONTINUE

CLOSE CONTINUE

CONTINUE



COFFEE CONSUMPTION

____________________________________________________________________

All

Qoa Thinking about a typical weekday, how many cups of hot coffee of the different sizes shown do you drink at each of the following times of day at home/ when away from home, e.g., at work, a coffee shop, a restaurant, on-the-go, etc? Please enter a number for each box, or leave blank if it is 0.

Range 0-10

[Matrix as below]

COFFEE AT HOME

1.Cup 1 image

(1 oz / 30 mL)

Espresso cup

2.Cup 2 image

(2 oz / 59 mL)

Espresso cup

3.Cup 3 image

(4 oz / 118 mL)

Coffee cup

4.Cup 4 image

(8 oz / 237 mL)

Coffee cup

5.Cup 5 image

(12 oz / 355 mL)

Coffee mug

6.Cup 6 image

(16 oz / 473 mL)

Coffee mug

7.Cup 7 image

(20 oz / 592 mL)

Large coffee cup

1. First thing after waking up / at breakfast

2. Mid-morning

3. Lunch-time / early afternoon

4. Mid-afternoon

5. Early evening / at an evening meal

6. After an evening meal / before going to bed

Show on separate

page

COFFEE AWAY FROM HOME, E.G., AT WORK, A COFFEE SHOP, A RESTAURANT, ON-THE-GO, ETC.



Q0ax2...and how many cups do you drink when away from home, e.g. at

work, a coffee shop, a restaurant, on-the-go, etc, on a weekday?

Please enter a number for each box, or leave blank if it is 0.

1.Cup 1 image

(1 oz / 30 mL)

Espresso cup

2.Cup 2 image

(2 oz / 59 mL)

Espresso cup

3.Cup 3 image

(4 oz / 118 mL)

Coffee cup

4.Cup 4 image

(8 oz / 237 mL)

Coffee cup

5.Cup 5 image

(12 oz / 355 mL)

Coffee mug

6.Cup 6 image

(16 oz / 473 mL)

Coffee mug

7.Cup 7 image

(20 oz / 592 mL)

Large coffee cup


2. Mid-morning


4. Mid-afternoon



[Capture and report matrix total. Close if = 0]

Revised instructions:

If Q0a+Q0b = 0 close

If Qoax2+Qobx2 = 0 close

Q0aa[Same separate page] Please describe when you might drink hot coffee outside of these times, e.g., because you work shifts, when on a business trip, when working late, etc.

Text box





Qob Thinking about a typical day during the weekend, how many cups of hot coffee of the different sizes shown do you drink at each of the following times of day at home?/ when away from home, e.g., at work, a coffee shop, a restaurant, on-the-go, etc? Please enter a number for each box, or leave blank if it is 0.

[Matrix as below] Range 0-10

COFFEE AT HOME

1.Cup 1 image

(1 oz / 30 mL)

Espresso cup

2.Cup 2 image

(2 oz / 59 mL)

Espresso cup

3.Cup 3 image

(4 oz / 118 mL)

Coffee cup

4.Cup 4 image

(8 oz / 237 mL)

Coffee cup

5.Cup 5 image

(12 oz / 355 mL)

Coffee mug

6.Cup 6 image

(16 oz / 473 mL)

Coffee mug

7.Cup 7 image

(20 oz / 592 mL)

Large coffee cup


2. Mid-morning


4. Mid-afternoon



Show on separate

page

Q0bx2

COFFEE AWAY FROM HOME, E.G., AT WORK, A COFFEE SHOP, A RESTAURANT, ON-THE-GO, ETC.

...and how many cups do you drink when away from home on a day at the weekend?

Please enter a number for each box, or leave blank if it is 0.

1.Cup 1 image

(1 oz / 30 mL)

2.Cup 2 image

(2 oz / 59 mL)

3.Cup 3 image

(4 oz / 118 mL)

4.Cup 4 image

(8 oz / 237 mL)

5.Cup 5 image

(12 oz / 355 mL)

6.Cup 6 image

(16 oz / 473 mL)

7.Cup 7 image

(20 oz / 592 mL)



Espresso cup

Espresso cup

Coffee cup

Coffee cup

Coffee mug

Coffee mug

Large coffee cup


2. Mid-morning


4. Mid-afternoon

5. Early evening / evening meal


[Capture and report matrix total. Close if = 0]


If Q0a+Q0b = 0 close

If Qoax2+Qobx2 = 0 close


The following condition must be satisfied to continue:

Q0a+Qob > o AND O0ax2+Q0bx2 > 0, else close

Q1a Which of the following statements best describes when you drink decaffeinated coffee? [Single answer]

1. I never or very rarely drink decaffeinated coffee2. I regularly drink decaffeinated coffee but it is only ever in the afternoon or

evening3. I regularly drink decaffeinated coffee but it can be at any time of the day4. I only ever drink decaffeinated coffee

Q1b Which of the following statements best describes when you drink iced coffee? [Single answer]



1. I never or very rarely drink iced coffee2. I regularly drink iced coffee during the summer months only3. I regularly drink iced coffee throughout the year4. I only ever drink iced coffee

Q1c Which of the following statements best describes when you drink flavoured coffee, e.g., hazelnut, chocolate, pumpkin seed, caramel, etc? [Single answer]

1. I never or very rarely drink flavoured coffee2. I regularly drink flavoured coffee and consider it to be an everyday drink3. I sometimes drink flavoured coffee but I consider it to be an indulgence for

special occasions, e.g., when meeting a friend, at Christmas time, etc.4. I only ever drink flavoured coffee

____________________________________________________________________

Code Q1c=(2,3,4)

Q1d Where do you drink flavoured coffee? [Single answer]

1. Only at home2. Only away from home, e.g., at a coffee shop, at work, etc.3. Both at home and away from home

____________________________________________________________________

All

Q2 When making a cup of coffee for yourself at home, how often do you add / is each of the following added to the coffee?

[Matrix three point scale: 1.Never / 2.Sometimes / 3.Always] [Single answer per row]

1. Fresh milk2. UHT milk3. Foamed / aerated milk4. Hot milk5. Flavoured milk6. Creamer powder / liquid7. Sugar8. Artificial sweetener powder / tablets9. Artificial sweetener liquid10.Flavoured powders / syrups, e.g., hazelnut, chocolate, pumpkin seed, caramel,

etc.

Q2a If you were to order or make yourself a cup of coffee now, what would it be and why?

Text box





PODS

____________________________________________________________________

All

Q4 Which of the following brands of pod coffee machine are you aware of? [Multiple answer]

1. Nespresso2. Dolce Gusto3. Keurig4. Tassimo5. (Philips) Senseo6. (Starbucks) Verisimo7. (Tchibo) Cafissimo 8. Other ___________________[Please specify]

____________________________________________________________________

Code S11(3,4)

If ‘Other’ selected – pipe in response from Q4

Pipe in answers selected at Q4

If one answer selected at Q4 - autopunch

Q5 Which of the following brands of pod coffee machine do you currently own? If you own more than one, please select the brand you use most often. [Multiple single answer]

1. Nespresso2. Dolce Gusto3. Keurig4. Tassimo5. (Philips) Senseo6. (Starbucks) Verisimo7. (Tchibo) Cafissimo 8. Other ___________________[Please specify]

____________________________________________________________________

All

Q6 To what extent do you agree with each of the following statements? Flex

[Matrix five point scale: 1.Strongly disagree / 2.Somewhat disagree / 3.Neither agree nor disagree / 4.Somewhat agree / 5.Strongly agree] [Single answer per row]

1. Pod coffee machines are expensive



2. Coffee pods are expensive3. Pod coffee machines do not provide enough variety of different styles of coffee

drink, e.g., cappuccino, macchiato, Americano, espresso, etc.4. Pod coffee machines do not provide enough variety of different types of hot

beverage, e.g., hot chocolate, tea, flavoured teas, etc.5. Pod coffee machines do not make coffee of the quality I want, e.g., taste,

strength, intensity, etc.6. Pod coffee machines take up too much space7. Pod coffee machines diminish the overall experience of making coffee8. Pod coffee machines do not emit enough coffee aroma when they prepare

coffee9. Pod coffee machines do not sound pleasant10.Pod coffee machines do not offer enough flexibility when making coffee, e.g., to

add more water, make coffee stronger, etc.11.Pod coffee machines take the creativity out of making coffee12.Pod coffee machines offer a convenient way to make coffee13.Pod coffee machines do not use the pressure required to make high quality

coffee14.Pod coffee machines force me to buy purchase a specific brand of coffee Pod

coffee machines force people to buy a specific brand of coffee15.Pod coffee machines are too elitist [Code S11(1,2) only]16.Pod coffee machines are not for people like me [Code S11(1,2) only]17.I use my pod coffee machine for special occasions only [Code S11(3,4) only]18.I use my pod coffee for everyday coffee or drinks [Code S11(3,4) only]

___________________________________________________________________

Code S11(3,4)

Q9 Thinking about the pod coffee machine you use most often at home, which of the following statements best describes how you acquired it? [Single answer]

1. It was a planned purchase and I paid the full price for it2. It was a planned purchase but I waited until it was at a discounted price before

purchasing it3. It was an impulse purchase4. It was a gift from another person but I was able to choose the specific machine5. It was a surprise gift from another person and I didn’t choose the specific

machine6. It was purchased with reward points, e.g., from a credit card company, etc.

____________________________________________________________________

Code Q9(3)

Q9a Please briefly describe below what influenced you at the time to purchase the pod coffee machine.

Text box



[Same page] Code Q9=(1,2,3)

UK, US, Germany – 0-500,

Brazil, 0-2500

Q9b Insofar as you can remember, how much did you pay for the pod coffee machine? Please enter a price below.

[US only] $____

[UK only] £____

[Germany only] €____

[Brazil only] R$____

____________________________________________________________________

Code Q9(1,2,3,6)

Q10 Which of the following best describes where you acquired the machine from? [Single answer]

1. Online multiple brand store, e.g., Amazon, Tesco, Walmart, etc.2. Online coffee brand store3. Department store4. Supermarket5. Discount / club store6. Specialist pod coffee machine store7. Coffee shop8. Specialist kitchenware store9. Electrical goods store10.Catalogue11.Other ___________________[Please specify]

____________________________________________________________________

NEW QUESTION

Code S11(3,4)

[Q12_0] Since purchasing your pod coffee machine, have you purchased coffee pods other than those provided with the machine?

1. Yes [go to Q12]2. No [go to Q13]



Code S11(3,4)

Q12 How often do you purchase coffee pods from each of the following sources?

[Matrix three point scale: 1.Never / 2.Sometimes /3. Always] [Single answer per row]

1. Online multiple brand store, e.g., Amazon, Tesco, Walmart, etc.2. Online coffee brand store3. Department store4. Supermarket5. Discount / club store6. Specialist pod coffee machine store7. Coffee shop8. Other ___________________[Please specify] remove the requirement to specify

and include it as an option in the matrix9. I haven’t yet purchased pods for my pod coffee machine [Exclusive]

8.Other retailer(s)

Code S11(3,4)

Q13 When purchasing coffee pods, how important is it that you are able to achieve each of the following goals and how satisfied are you currently with your ability to do so? When making your selection,

please try to distinguish between the ratings, e.g., between important and very important or between somewhat satisfied and satisfied.

Show the question text on one screen

And on the next screens…

When purchasing coffee pods, how important is it that you are able to...

How satisfied are you currently with your ability to...



[Side-by-side matrix five point scale: 1.Not at all important / 2.Somewhat important / 3.Important / 4.Very important / 5.Extremely important -------1. Not at all satisfied / 2.Somewhat satisfied / 3.Satisfied / 4.Very satisfied / 5.Extremely satisfied] [Single Imp and Sat answer per row]

1. Have access to a variety of different brands 2. Reduce the time it takes to identify new brands and flavours3. Avoid buying purchasing varieties of coffee that I may not like, e.g., bean

varieties, roast varieties, etc.4. Avoid buying purchasing styles of coffee that I may not like, e.g., cappuccino,

macchiato, espresso, Americano, etc.5. Avoid buying purchasing flavours of coffee that I may not like, e.g., hazelnut,

chocolate, pumpkin seed, caramel, etc.6. Avoid buying purchasing pod coffee that doesn’t taste as I would like, e.g., it’s

too bitter, too strong, too acidic, etc.7. Know the aroma of coffee before buying purchasing coffee pods8. Identify which types of coffee match which moods, e.g., to feel relaxed, to feel

alert, etc.9. Identify which types of coffee match which occasions, e.g., waking up,

socialising, at work, on-the-go, before, during or after exercising, etc.10.Identify what materials the coffee pods are made of 11.Identify whether the coffee pods are recyclable or not12.Identify how to recycle the coffee pods13.Reduce the time it takes to select a coffee pod that will meet my needs

______________________________________________________________

Code S11(2)

Q14a If you owned a pod coffee machine in the future, how likely do you think you would be to buy purchase coffee pods from each of the following brands?

[Matrix five point scale:1. Not at all likely / 2.Somewhat likely / 3.Likely / 4.Very likely / 5.Extremely likely] [Single answer per row]

[Randomise order]

[All markets]

1. Illy2. Lavazza3. Kenco4. Maxwell House5. McCafé6. Nescafé7. Nespresso8. Starbucks9. Supermarket own label



[UK only]

10.Costa11.Caffé Nero12.Carte Noire13.Douwe Egberts14.Tassimo 15.Taylors of Harrogate

Other(s)_________________please specify [anchor]

[US only]

16.Caribou17.Community Coffee18.Dunkin Donuts19.Folgers20.Green Mountain21.Douwe Egberts22.Peet’s23.Senseo 24.Tulley’s25.Tassimo


[Germany only]

26.Dallmayr27.Jacobs 28.Melitta29.Senseo30.Tassimo31.Tchibo


Brazil only

32.Caboclo33.Café Serra de Grama34.Melitta35.Pele36.Pilão 37.Santo Grao

Other(s)_________________please specify [anchor] – show for all countries

Add a question Q14a1

Are there other brands of coffee you would consider purchasing? Please list them



below.

Text box



Code S11(3,4)

Q14b How likely do you think you would be to buy purchase coffee pods from each of the following brands in the future?

[Matrix five point scale: 1.Not at all likely / 2.Somewhat likely /3. Likely / 4.Very likely / 5.Extremely likely] [Single answer per row]

[Randomise order]

[All markets]


[UK only]



[US only]



[Germany only]

26.Dallmayr



27.Jacobs 28.Melitta29.Senseo30.Tassimo31.Tchibo


Brazil only



Add a question Q14b1

Are there other brands of coffee you would consider purchasing? Please list them below.

Text box



____________________________________________________________________

Code S11(2,3,4)

Q15 How likely do you think you would be to buy purchase coffee pods which allowed you and your family / friends to prepare each of the following drinks with a pod coffee machine?

[Matrix five point scale: 1.Not at all likely / 2.Somewhat likely / 3.Likely / 4.Very likely / 5.Extremely likely] [Single answer per row]

[Randomise order]

1. Black tea2. Green tea3. Flavoured tea4. Hot chocolate5. Iced coffee6. Iced tea7. Soup8. Baby formula9. Cough / cold / flu remedy10.Slimming drinks11.Fortified drinks, e.g., containing vitamins, proteins, fibre, etc.12.Soda / carbonated beverages

COFFEE CONSUMPTION JOURNEY

____________________________________________________________________

All

Q16 Which of the following brands of coffee have you purchased in the last six months for drinking at home, please include all types of coffee, e.g., whole beans, ground coffee, pod coffee, instant coffee, etc. [Multiple answer]

[Randomise order]

[All markets]




[UK only]



[US only]



[Germany only]

26.Dallmayr27.Jacobs 28.Melitta29.Senseo30.Tassimo31.Tchibo


Brazil only


Other(s)_________________please specify [anchor] – show for all countries

Add a question Q16a

Are there other brands of coffee you would consider purchasing? Please list them



below.

Text box

1 MAKING COFFEE

Programming note:

If code 4 at S11 – then pipe in Pod coffee machine

If code 1 or 2 at S11 and S12 only has one response then that response should be piped in, otherwise it should be the S13 response

If code 3 at S11, then pipe in the response from S13

Q18 When undertaking the task of making a cup or cups of coffee and thinking about the method you stated you use most often: ([{pipe in answer from S11, S13}]) how important is that you are able to achieve each of the following goals and how satisfied are you currently with your ability to do so?

When making your selection, please try to distinguish between the ratings, e.g., between important and very important or between somewhat satisfied and satisfied.

First screen...

When making a cup of coffee, how important is it that you are able to achieve the following goal? How satisfied are you with your ability to achieve this goal when using your [{pipe in answer from S11, S13}] to make a cup of coffee? When making your selection, please try to distinguish between the ratings, e.g., between important and very important or between somewhat satisfied and satisfied.

Subsequent screens...

When making a cup of coffee, how important is it that you are able to...


When using your [{pipe in answer from S11, S13}] to make a cup of coffee, how satisfied are you with your ability to...



[Side-by-side matrix five point scale: 1.Not at all important / 2.Somewhat important / 3.Important / 4.Very important / 5.Extremely important ------- 1.Not at all satisfied / 2.Somewhat satisfied / 3.Satisfied / 4.Very satisfied / 5.Extremely satisfied] [Single Imp and Sat answer per row]

1. Enjoy the aroma of coffee whilst making it2. Enjoy the aroma of coffee long after making it3. Enjoy the sound of making coffee4. Feel like the process is therapeutic5. Feel like the process is relaxing6. Feel like the process is a ritual7. Feel like the process allows me to take a break8. Feel like I play an active role in the process9. Feel like I have total control over the process10.Feel ‘cool’11.Reduce the time it takes to make a single cup of coffee12.Reduce the time it takes to make multiple cups of coffee (for more than one

person)13.Reduce the time it takes to make multiple cups of different hot drinks (for more

than one person), e.g., tea, coffee, hot chocolate, etc. 14.Make different volumes of coffee according to the occasion or other people’s

preference15.Make different strengths of coffee according to the occasion or other people’s

preference16.Make different styles or flavours of coffee according to the occasion or other

people’s preference, e.g., cappuccino, espresso, hazelnut-flavoured, chocolate-flavoured, etc.

17.Make different types of hot drink according to the occasion or other people’s preference, e.g., tea, coffee, hot chocolate, etc.

18.Reduce the time it takes to clean up appliances / equipment after using them to make coffee

19.Be creative with the coffee I make20.Add my personal touch to coffee whilst making it, e.g. decorations, spices,

flavourings, etc.21.Add my personal touch to coffee once it is brewed, e.g. decorations, spices,

flavourings, etc.22.Make a fresh cup of coffee every time23.Achieve the exact same taste, aroma and temperature every time 24.Achieve the desired taste, aroma and temperature every time (whatever the

occasion)25.Avoid the coffee being too hot for my taste26.Avoid the coffee being too cold for my taste



27.Experiment with different varieties of coffee, e.g., different beans, different roasts, etc.

28.Experiment with different styles of coffee, e.g., cappuccino, macchiato, espresso, Americano, etc.

29.Experiment with different flavours of coffee, e.g., hazelnut, chocolate, pumpkin seed, caramel, etc.

30.Experiment with milk in coffee, e.g., making froth, using different types of milk, etc.

31.Experiment with water in coffee, e.g., using filtered water, bottled water, etc.32.Experiment with different coffee brands33.Froth milk34.Warm milk up35.Boil water36.Filter water

2 DRINKING – MOTIVATORS / JTBD

Q19 When choosing to drink coffee, how frequently do you do so to achieve each of the following goals? Please consider your goals when drinking coffee at home and or (bold) away from home separately.

[Side-by-side Matrix five point scale: Never / Rarely / Sometimes / Frequently / Very frequently] [Single answer per row]

At home Away from home, e.g., at work, at a coffee shop, at a restaurant, on-the-go,

when driving, etc.

1.Never 2.Rarely 3.Sometimes

4.Frequently

5.Very frequently

1.Never 2.Rarely 3.Sometimes

4.Frequently

5.Very frequently

[At home and away from home]

1. Feel energised2. Feel relaxed3. Feel refreshed4. Feel recharged5. Feel motivated6. Wake me up7. Regain focus or stay focused8. Feel alert or stay alert9. Set a target to work to10.Feel rewarded for achieving a task / job11.Break the routine of an activity12.Kill boredom

13.Lose or manage weight14.Satisfy a caffeine demand



15.Cure a hangover16.Quench a thirst17.Suppress hunger18.Replace soda / carbonated drinks19.Replace energy drinks20.Replace juices 21.Replace water22.Replace pudding / dessert / sweet treats 23.Replace snacks24.Replace cigarettes or nicotine25.Feel or get warm26.Cool down (iced coffee)27.Plan my day28.Contemplate the future 29.Feel special30.Feel pampered31.Have some ‘me time’32.Feel indulgent

33.Bring happy memories back, e.g., of time with friends, with family, etc.34.Socialise with friends35.Enjoy time with a partner or family member36.Help digest food37.Accompany food or a meal38.Get energised before exercising / sports39.Get refreshed during exercising / sports40.Relax and be rewarded after exercising / sports

[Away from home only]

Q19a When choosing to drink coffee away from home, how frequently do you do so to achieve each of the following goals?

[Matrix five point scale: Never / Rarely / Sometimes / Frequently / Very frequently] [Single answer per row]

1. Take a physical rest2. Get energised before shopping3. Stay energised during shopping4. Observe other people5. Meet new people6. Have a date7. Be perceived as “cool”8. Showcase my social status9. Extend the social experience of a meal10.Show loyalty to my favourite coffee shop11.Support local independent businesses



12.Have a customised drink made for me13.Feel treated14.Get away from home and work reality for a few minutes15.Take a break from my everyday routine16.Meet with business associates17.Access WiFi 18.Charge a mobile device / laptop19.Plan and do my work 20.Contemplate the future21.Enjoy a comfortable and cosy environment22.Bring holiday and travel memories back / feel like I am on holiday23.Stay alert whilst driving24.Stay alert whilst using public transport



3 ADJACENCIES

Q20 To what extent do you agree with each of the following statements?

[Matrix five point scale: 1.Strongly disagree / 2.Somewhat disagree / 3.Neither agree nor disagree / 4.Somewhat agree / 5.Strongly agree] [Single answer per row]

1. When purchasing coffee it is important that I know the country of origin of the coffee

2. When purchasing coffee it is important that I know the farm of origin of the coffee

3. When purchasing coffee it is important that I know if the coffee is certified as Fair Trade

4. When purchasing coffee it is important that I know the type of coffee roast, e.g., medium roast, dark roast, etc.

5. On balance coffee has a detrimental effect on my health and wellbeing and so I restrict the amount I drink

6. On balance coffee has a positive effect on my health and wellbeing and so I do not restrict the amount I drink

7. Recycling food packaging is important to me8. I have adequate facilities to dispose of food packaging for recycling9. I always dispose of food packaging for recycling

Q20a Thinking about coffee and its effect on health and wellbeing, which of the following best describes your feelings? [Single answer]

1. On balance, I feel that coffee has a detrimental effect on my health and wellbeing and so I try to restrict the amount I drink

2. On balance I feel that coffee has a positive effect on my health and wellbeing and so I do not restrict the amount I drink

Q21 Thinking about the roles that coffee and coffee machines / makers play in your life...

...how important is it that you are...

[Side-by-side matrix five point scale: 1.Not at all important / 2.Somewhat important / 3.Important / 4.Very important / 5.Extremely important] [Single answer per row]

1. Perceived as sophisticated2. Perceived as wealthy3. Perceived as sociable4. Perceived as a coffee connoisseur 5. Perceived as an elitist 6. Perceived as fashionable7. Perceived as being ahead of my time8. Perceived as being in line with current trends



9. Perceived as having higher social status 10.Perceived as being a great host11.Perceived as being a quality seeker12.Perceived as being a convenience seeker

AWAY FROM HOME

Q22 When purchasing coffee to drink away from the home, e.g., when in a coffee shop, at a restaurant, for drinking when on-the-go, etc., how important is that you are able to achieve each of the following goals and how satisfied are you currently with your ability to do so? When making your selection, please try to distinguish between the ratings, e.g., between important and very important or between somewhat satisfied and satisfied.

First screen...

When purchasing coffee to drink away from home, e.g., when in a coffee shop, at a restaurant, on-the-go, etc., how important is it that you are able to achieve the following goal and how satisfied are you currently with your ability to do so? When making your selection, please try to distinguish between the ratings, e.g., between important and very important or between somewhat satisfied and satisfied.


When purchasing coffee to drink away from home, how important is it that you are able to...

How satisfied are you currently with your ability to...



[Side-by-side matrix five point scale: 1.Not at all important / 2.Somewhat important / 3.Important / 4.Very important / 5.Extremely important -------1. Not at all satisfied / 2.Somewhat satisfied / 3.Satisfied / 4.Very satisfied / 5.Extremely satisfied] [Single Imp and Sat answer per row]

1. Have access to a variety of different brands 2. Have access to more cost-effective alternatives 3. Have access to a variety of different coffees, e.g., bean varieties, roast

varieties, etc.4. Have access to a variety of different coffee styles, e.g., cappuccino, macchiato,

espresso, Americano, etc.5. Have access to a variety of different flavoured coffee, e.g., hazelnut, chocolate,

pumpkin seed, caramel, etc.6. Avoid buying purchasing a type of coffee that I may not like, e.g., it’s too

strong, too bitter, too milky, I don’t like the added flavour, etc.7. Identify which types of coffee match which moods, e.g., to feel relaxed, to feel

alert, etc.8. Identify which types of coffee match which occasions, e.g., shopping, driving,

on public transport, relaxing with friends, business meeting, etc.9. Reduce the time it takes to select a coffee that will meet my needs

NON-HOT RTD

Q23.Which of the following types of coffee drinks have you tried in the past and would you drink again in the future? [Single answer per row]

[Matrix as below]



1.I’m not aware of this

drink

2.I haven’t tried this

drink and I am unlikely

to try it in the future

3.I haven’t tried this

drink but I am open to trying it in the future

4.I have tried this drink but I am unlikely

to drink it again in the

future

5.I have tried this drink and I am likely to drink it again in the future

1. Coffee milk-shake

2. Coffee with iced-cream added, e.g., Frappuccino, etc.

3. Iced coffee (coffee that has ice added to it)

4. Cold brew coffee (coffee that is brewed cold)

5. Cold ready-to-drink coffee from a can, carton or bottle

6. Ambient (room temperature) ready-to-drink coffee from a can, carton or bottle


Documents

BOX-0009-GD-A Online Survey Script 14.12_V6