User talk:Ressuman/sandbox

Novartis: Innovation US Russia Conscreen (NOTE – Questionnaire US Only. Russia being fielded separately F2F)

Quotas

Genders Males/Females (30%/70%) [S3=1,2]

Ages 18-64	[S4=2-11] Security	Marketing/Marketing Research/Advertising/Public Relations [S10≠1] OTC Industry Mfg/Wholesaler/Retailer	[S10≠4] Symptoms	Suffered from cough/cold/flu in P12M	[S11=2-4] OTC Usage	For cough/cold/flu	[S12 (col. 1) is selected for B, C or D] Primary shopper	Primary Medication Shopper	[S14=1-2] Confidentiality	Accept	[S17=1]

Region FRONT DOOR SCREENER to Country Census on age & region, taking into account response rates Yes Expected incidence		30-40%

Screener Rep Quotas: No. Of Rep Completes Per Concept 200	Total Consumers	[S1_5=1] 140	Females	[S2=2] 60	Males	[S2=1]

NEVER BEGIN THE RESPONDENT ID# WITH A 0

All questions shown single on screen unless otherwise noted.

Other Items to Track: All Screener and Survey Quotas


 * Please Create a Terminate Report

Front door screener targets live in a separate document

List of concepts:

US Concepts 1	Single Dose 2	Invisibles 3	24 Hour Packs 4	Cold & Flu Pack 5	Choice 6	R-Series 7	PE Max 8	Tamiflu Self 9	TheraCough 10	TheraMucus

Screener

Sample - Hidden Question (Base=Total) S2	PROGRAMMER: Mark Sample

1	Cold/flu/cough 2	Cough

TAB NOTE: Detail Table

Gender (Base=Total) S3	What is your gender? (SELECT ONE ANSWER)

1	Male 2	Female

TAB NOTE: Detail Table Age (Base=Total) S4	Which of the following ranges includes your age? (SELECT ONE ANSWER)

01	Under 18 02	18-20 03	21-24 04	25-29 05	30-34 06	35-39 07	40-44 08	45-49 09	50-54 10	55-59 11	60-64 12	65-69 13	70-74 14	75-79 15	80 or over

TAB NOTE: Detail Table (exclude punch 01 and punch 15) Nets: [(18-34) (35-49) (50-64)] Weighted Mean: [Weight values: 19, 22.5, 27, 32, 37, 42, 47, 52, 57, 62, 67, 72, 77] Include: Std. Dev., Std. Error

Age – Hidden (Base=Total) S5	MARK AGE RANGE BASED ON S4.

1	18-34 2	35-49 3	50-64 4	None of These

TAB NOTE: No Table

State Code (Base=Total) S6	Please select your 2 letter State code.

PROGRAMMER: PLEASE USE A DROP DOWN BOX LISTING THE 2 LETTER STATE CODES

TAB NOTE: No Table

Census Region – US – HIDDEN (Base=Total) S7	PROGRAMMER: MARK CENSUS REGION

1	Pacific (WA, OR, CA, AK, HI) 2	Mountain (MT, ID, WY, NV, UT, CO, AZ, NM) 3	West North Central (ND, SD, NE, KS, MN, IA, MO) 4	West South Central (TX, OK, AR, LA) 5	East North Central (WI, IL, MI, IN, OH) 6	East South Central (KY, TN, MS, AL) 7	South Atlantic (FL, GA, SC, NC, VA, WV, DC, MD, DE) 8	Middle Atlantic (NY, NJ, PA) 9	New England (ME, NH, VT, MA, RI, CT)

TAB NOTE: Detail Table Nets: [1-2 (West), 3,5 (Midwest), 4,6,7 (South), 8-9 (Northeast)]

Census Region – US – HIDDEN (Base=Total) S8	PROGRAMMER: MARK CENSUS REGION BASED ON S6.

1	West (1-2) 2	Midwest (3,5) 3	South (4,6,7) 4	Northeast (8-9)

TAB NOTE: Detail Table

Security (Base=Total) S10	Sometimes we are looking for people who work in certain industries. Which, if any, of the following industries/businesses are you or any members of your household employed in? (SELECT AS MANY AS APPLY)

PROGRAMMER: RANDOMIZE 1-7. EXCLUSIVE PUNCH=NONE 1	Advertising, Marketing, Market Research, Public Relations or Sales Promotion 2	Newspaper, TV, or radio station 3	Broadcasting/publishing company 4	Drug or Pharmaceutical Retailer, Manufacturer or Distributor 5	Retail/fashion 6	Telecommunications 7	Government agency 9	None of the above

TAB NOTE: No Table

PROGRAMMER: IF S10=1 OR 4, TERMINATE. OTHERWISE, CONTINUE.

Symptoms Personally Experienced In Past 12 Months (Base=Total) S11	Which of the following types of symptoms or conditions have you, yourself, experienced in the past 12 months? (SELECT AS MANY AS APPLY)

PROGRAMMER: RANDOMIZE 1-15; EXCLUSIVE PUNCHES: NONE (10)

01	Asthma 02	Gastrointestinal problems 03	Heart disease 04	High cholesterol 05	Insomnia 06	Stress 07	Heartburn 08	Cold 09	Flu 10	Cough 11	Allergies 12	Nasal congestion 13	Sinus infection 14	Ear ache 15	Headache 99	None of the above

TAB NOTE: Detail Table Net: (Cold/Flu/Cough (8,9,10))

PROGRAMMER: IF S11 = 08-10, CONTINUE. OTHERWISE, TERMINATE.

Medications/Treatments Used In Past 12 Months (Base=Total) S12	Which, if any, of the following types of products have you used in the past 12 months to treat or help with each of these conditions? (SELECT AS MANY AS APPLY IN EACH ROW)

PROGRAMMER: ONLY SHOW SYMPTOMS MARKED AT S11 IN SAME ORDER; EXCLUSIVE PUNCHES: DID NOT TREAT (6)

Over-the-counter/non-prescription products	Prescription products	Homeopathic products/ medicine	Herbal/ nutritional supplements (such as zinc, Vitamin C, etc.)	Other natural treatment/home treatment (saltwater, steam, juices, certain foods, etc.)	Did not treat (1)	(2)	(3)	(4)	(5)	(6) A	Asthma						 [xxx] B	Gastrointestinal problems						 [xxx] C	Heart disease						 [xxx] D	High cholesterol						 [xxx] E	Insomnia						 [xxx] F	Stress						 [xxx] G	Heartburn						 [xxx] H	Cold						 [xxx] I	Flu						 [xxx] J	Cough						 [xxx] K	Allergies						 [xxx] L	Nasal congestion						 [xxx] M	Sinus infection						 [xxx] N	Ear ache						 [xxx] O	Headache						 [xxx]

TAB NOTE: Detail Table for Cough, Cold & Flu (H-J). Exclude all others.

IF COLD/FLU/COUGH SAMPLE (S2=1) AND S11 ROWS H, I OR J = (1), CONTINUE. OTHERWISE, TERMINATE. IF COUGH SAMPLE (S2=2) AND S11 ROW J = (1), CONTINUE. OTHERWISE, TERMINATE.

Cold/Flu symptoms suffered from in past 12 months (Base=Total) S13	Which of the following cold or flu symptoms have you suffered from in the past 12 months? (SELECT AS MANY AS APPLY)

PROGRAMMER: RANDOMIZE 1-11; EXCLUSIVE PUNCHES: NONE (12)

1	Cough with mucus 2	Dry cough 3	Fever 4	Body aches and pains 5	Sore throat 6	Nasal congestion/Blocked nose 7	Runny nose 8	Sinus pressure 9	Headache 10	Sneezing 11	Chest congestion 12	None of these

TAB NOTE: Detail Table

Primary Shopper/Decision Maker (Base=Total) S14	Which of the following statements best describes your involvement when it comes to making decisions about non-prescription/over-the-counter products and other healthcare items for anyone in your household? (SELECT ONE ANSWER)

1	I am primarily or solely responsible for all of the decisions 2	I have a significant role 3	I have some involvement 4	I have no involvement

TAB NOTE: No table

PROGRAMMER: IF S14=1 OR 2 (PRIMARY SHOPPER), CONTINUE. OTHERWISE, TERMINATE.

Brands Purchased P12M (Base=Total) S15	Which, if any, of these brands have you purchased and used for yourself in the past 12 months to treat your cough, cold or flu symptoms? (SELECT AS MANY AS APPLY)

PROGRAMMER: EXCLUSIVE PUNCHES = NONE (99) PROGRAMMER: RANDOMIZE LIST WITHIN EACH COUNTRY, ANCHORING 97, 98 AND 99 AT THE BOTTOM.

01	Advil Cold and Sinus 02	Alka-Seltzer Plus 03	Buckley’s 04	Comtrex 05	DayQuil 06	Delsym 07	Cold-EEZE 08	Mucinex 09	Nature Fusion 10	NyQuil 11	Robitussin 12	Sudafed Cough and Cold 13	Theraflu 14	Tylenol Cold and Flu 15	Zicam

97	Store brand 98	Other brand cough, cold or flu remedy 99	None of these

TAB NOTE: Detail Table

PROGRAMMER: IF ONLY ONE ANSWER IN S16, AUTOPUNCH INTO S16 AND SKIP TO S17. OTHERWISE, CONTINUE. IF ANSWERED ‘NONE’ IN S15 (99), SKIP TO S17.

Brand Purchase Most Often (Base=Total) S16	Which of these brands have you purchased and used for yourself MOST OFTEN in the past 12 months to treat your cough, cold or flu symptoms? (SELECT ONE ANSWER)

PROGRAMMER: RANDOMIZE LIST IN SAME ORDER AS S15. ONLY SHOW BRANDS CHOSEN AT S15.

01	Advil Cold and Sinus 02	Alka-Seltzer Plus 03	Buckley’s 04	Comtrex 05	DayQuil 06	Delsym 07	Cold-EEZE 08	Mucinex 09	Nature Fusion 10	NyQuil 11	Robitussin 12	Sudafed Cough and Cold 13	Theraflu 14	Tylenol Cold and Flu 15	Zicam 97	Store brand 98	Other brand cough, cold or flu remedy 99	None of these

TAB NOTE: Detail Table

Respondent Confidentiality (Base=Total) S17	If you participate in this survey, you will be shown certain confidential information for products and product ideas that are not yet available to the general public.

We ask that you agree that you will neither use nor disclose to any other person or entity any of the information provided to you in this survey, or use such information for any purposes not related to participation in this study.

By selecting "I Agree" below you signify that you have read, understand and agree with the terms. (SELECT ONE ANSWER)

1	I Agree 2	No, I do not agree

TAB NOTE: No Table

BALANCING SCORE –HIDDEN (Base = Total) S18 [ASSIGNING BALANCING SCORE:]

a.	REFER to S3 Gender: Record the number code according to respondent answer:

Male (S3=1):	0 Female (S3=2):	9 a. Gender Score: ___

b.	REFER TO S4_5 Age Ranges – HIDDEN: Record the number code according to respondent answer:

Age 18-34 (S4_5=1):	0 Age 35-49 (S4_5=2):	3 Age 50-64 (S4_5=3):	6 b. Age Score: ___

C.	REFER TO S11 Symptoms Experienced P12M: Record the number code according to respondent answer: Cold (S11=8):	1 Flu (S11=9):	2 Cough (S11=10):	3

c. Symptoms Experienced Score: ___

ADD THE 3 NUMBERS (a + b + c ) TO GET THE BALANCING SCORE. a. ____ + b. ____ + c. ____ = 	_________

BALANCING SCORE RANGES 1 – 18

TAB NOTE: No Table

Concept Assignment (Hidden) (Base=Total) S19

PROGRAMMER: REFER TO BALANCING SCORE FROM S18. ASSIGN THE RESPONDENT TO QUALIFYING THAT HAS THE LEAST NUMBER OF COMPLETES WITH THE SAME BALANCING SCORE.

NOTE: EVERY NEW BALANCING SCORE SHOULD NOT BE PLACED INTO CELL 1 – IF IT’S A NEW BALANCING SCORE OR EACH CELL HAS AN EVEN NUMBER OF THAT BALANCING SCORE NUMBER, THEN ASSIGN ON LEAST FILLED

US Concepts 1	Single Dose 2	Invisibles 3	24 Hour Packs 4	Cold & Flu Pack 5	Choice 6	R-Series 7	PE Max 8	Tamiflu Self 9	TheraCough 10	TheraMucus

TAB NOTE: Detail Table

Line or Single Concept (Base=Total) S20	PROGRAMMER, MARK CONCEPT TYPE AND PIPE IN APPROPRIATE WORDING.

1	Single concept (S19=1-2, 4-5, 7-10) 2	Line concept (S10=3, 6)

TAB NOTE: No Table

Main Questionnaire

Congratulations! You’ve qualified for our survey! The next group of questions should take you approximately 10 minutes to complete. Please click the “Next” button to continue.

Introduction (Base=Total)

Here is a picture and a description of a product. Please read the description and look at the picture, taking as long as you wish. Click the "next" button to continue.

PROGRAMMER: SHOW CONCEPT

Purchase Interest (Base=Total) Q1	SHOW FOR SINGLE CONCEPTS, S20=1: Which statement below best describes how interested you would be in buying this product if it was in a store where you normally shop? (SELECT ONE ANSWER)

SHOW FOR LINE CONCEPTS, S20=2: Which statement below best describes how interested you would be in buying any product in this line if it was in a store where you normally shop? (SELECT ONE ANSWER)

PROGRAMMER: PLEASE SHOW CONCEPT 5	Definitely would buy it 4	Probably would buy it 3	Might or might not buy it 2	Probably would not buy it 1	Definitely would not buy it

TAB NOTE: Detail Table Nets: [Top 2 box, Bottom 2 box] Include: Mean, Std. Dev., Std. Error

Reasons For Purchase Interest (Base=Total) Q2	Why do you say you [INSERT ANSWER FROM Q1]?

PLEASE BE AS SPECIFIC AS POSSIBLE WHEN ENTERING YOUR ANSWER IN THE SPACE PROVIDED.

TAB NOTE: Detail Table Rank order No stat testing for this question

PROGRAMMER: IF Q1= POSITIVE/NEUTRAL PURCHASE INTEREST (Q1= 5, 4, 3), CONTINUE. OTHERWISE, SKIP TO Q5

Number Purchase First Time [Base=Positive/Neutral PI (Q1=3-5)]

PROGRAMMER: PLEASE SHOW LINK TO CONCEPT: “CLICK HERE TO VIEW PRODUCT DESCRIPTION”

Q3	SHOW FOR SINGLE CONCEPTS, S20=1: Please think about the first time you would buy this product. How many packages would you buy the FIRST TIME?

SHOW FOR LINE CONCEPTS, S20=2: Please think about the first time you would buy any of these products. How many packages would you buy the FIRST TIME?

PLEASE TYPE YOUR ANSWERS IN THE SPACE BELOW.

PROGRAMMER: ALLOW RANGES 1-20

TAB NOTE: Detail table Nets: 1, 2, 3+ Include: Mean, Median, Std. Dev, Std. Error

PROGRAMMER: IF LINE CONCEPT (S20=2), CONTINUE. OTHERWISE, SKIP TO Q4.

Line Variety Preference (Base=Positive/neutral purchase interest and line concept)

PROGRAMMER: PLEASE SHOW LINK TO CONCEPT: “CLICK HERE TO VIEW PRODUCT DESCRIPTION”

Q3_5	You mentioned you would buy [INSERT NUMBER FROM Q3] package(s) on your first purchase occasion. How many packages of each of the following would you purchase the first time?

PLEASE TYPE YOUR ANSWERS IN THE SPACE BELOW. YOUR ANSWERS MUST TOTAL [INSERT NUMBER FROM Q3] PACKAGES.

PROGRAMMER: SHOW LINK TO CONCEPT PROGRAMMING NOTE: ALLOW RANGES 0-[ANSWER FROM Q3]

SHOW FOR CONCEPT 3 ___	Individual 24-hour pack with one day of treatment ($3.99) ___	Larger box with 3 days of treatment ($9.99) SHOW FOR CONCEPT 6 ___	24 “React” Lozenges ($3.99) ___	24 “Relieve” Caplets ($7.99) ___	6-8oz. “Replenish” Drink ($4.99)

TAB NOTE: Share and penetration tables

Expected Purchase Frequency [Base=Positive/Neutral PI (Q1=3-5)]

PROGRAMMER: PLEASE SHOW LINK TO CONCEPT: “CLICK HERE TO VIEW PRODUCT DESCRIPTION”

Q4	SHOW FOR SINGLE CONCEPTS, S20=1: How often do you think you would PURCHASE this product? (SELECT ONE ANSWER)

SHOW FOR LINE CONCEPTS, S20=2: How often do you think you would PURCHASE any of the products in this line? (SELECT ONE ANSWER)

1	Once a week or more often 2	Once every 2 to 3 weeks 3	Once a month 4	Once every 2 to 3 months 5	Once every 4 to 6 months 6	Once a year 7	Less often than once a year 8	Never

TAB NOTE: 2 Detail Tables – base 1 to pos/neutral, 1 to total (add the negative responses to the “Never” stub Rolling Nets: [within a month (1-3), At least once a year (1-6), ever (1-7)] Weighted Mean: [Weight values: 52, 26, 12, 6, 3, 1, .5, 0] Include: Std. Dev., Std. Error

PROGRAMMER: IF LINE CONCEPT (S20=2), CONTINUE. OTHERWISE, SKIP TO Q5.

Line Item Purchase Interest (Base=Line concept)

PROGRAMMER: PLEASE SHOW LINK TO CONCEPT: “CLICK HERE TO VIEW PRODUCT DESCRIPTION”

Q4_5	How interested are you in purchasing each of the items in this line of products? (SELECT ONE ANSWER IN EACH ROW)

Definitely would buy it	Probably would buy it	Might or might not buy it	Probably would not buy it	Definitely would not buy it		(5)	(4)	(3)	(2)	(1) SHOW FOR CONCEPT 3 1	Individual 24-hour pack with one day of treatment ($3.99)					 [xxx] 2	Larger box with 3 days of treatment ($9.99)					 [xxx] SHOW FOR CONCEPT 6 3	24 “React” Lozenges ($3.99)					 [xxx] 4	24 “Relieve” Caplets ($7.99)					 [xxx] 5	6-8oz. “Replenish” Drink ($4.99)					 [xxx]

TAB NOTE: Summary Tables Top box, Top 2 box

PROGRAMMER: SHOW Q5 AND Q6 ON THE SAME PAGE

Product Efficacy (Base=Total)

PROGRAMMER: PLEASE SHOW LINK TO CONCEPT: “CLICK HERE TO VIEW PRODUCT DESCRIPTION”

Q5	SHOW FOR SINGLE CONCEPTS, S20=1: Which one of the following statements best describes how well you think this product would WORK? (SELECT ONE ANSWER)

SHOW FOR LINE CONCEPTS, S20=2: In general, which one of the following statements best describes how well you think the products in this line would WORK? (SELECT ONE ANSWER)

6	Would work extremely well 5	Would work very well 4	Would work quite well 3	Would work somewhat well 2	Would work slightly well 1	Would not work at all

TAB NOTE: Detail Table Nets: [Top 2 box, Bottom 2 box] Include: Mean, Std. Dev., Std. Error

Value For The Money (Base=Total) Q6	SHOW FOR SINGLE CONCEPTS, S20=1: How do you feel about the VALUE FOR THE MONEY of this product? (SELECT ONE ANSWER)

SHOW FOR LINE CONCEPTS, S20=2: In general, how do you feel about the VALUE FOR THE MONEY of the products in this line? (SELECT ONE ANSWER)

5	Very good value 4	Fairly good value 3	Average value 2	Somewhat poor value 1	Very poor value

TAB NOTE: Detail Table Nets: [Top 2 box, Bottom 2 box] Include: Mean, Std. Dev., Std. Error

PROGRAMMER: SHOW Q7, Q8 AND Q9 ON THE SAME PAGE

Uniqueness (Base=Total)

PROGRAMMER: PLEASE SHOW LINK TO CONCEPT: “CLICK HERE TO VIEW PRODUCT DESCRIPTION”

Q7	SHOW FOR SINGLE CONCEPTS, S20=1: How NEW AND DIFFERENT do you think this product is from other products now on the market? (SELECT ONE ANSWER)

SHOW FOR LINE CONCEPTS, S20=2: How NEW AND DIFFERENT in general do you think the products in this line are from others now on the market? (SELECT ONE ANSWER)

5	Extremely new and different 4	Very new and different 3	Somewhat new and different 2	Slightly new and different 1	Not at all new and different

TAB NOTE: Detail Table Nets: [Top 2 box, Bottom 2 box] Include: Mean, Std. Dev., Std. Error

Believability (Base = Total) Q8	SHOW FOR SINGLE CONCEPTS, S20=1: How believable do you think this product is? (SELECT ONE ANSWER)

SHOW FOR LINE CONCEPTS, S20=2: How believable do you think the products in this line are? (SELECT ONE ANSWER)

5	Extremely believable 4	Very believable 3	Somewhat believable 2	Slightly believable 1	Not at all believable

TAB NOTE: Detail Table Nets: [Top 2 box, Bottom 2 box] Include: Mean, Std. Dev., Std. Error

Claimed Prior Awareness (Base= Total) Q8_5	SHOW FOR SINGLE CONCEPTS, S20=1:  As best you can recall, have you ever heard of or seen this specific product before you read about it today? (SELECT ONE ANSWER)

SHOW FOR LINE CONCEPTS, S20=2:  As best you can recall, have you ever heard of or seen any of the products in this line before you read about them today? (SELECT ONE ANSWER)

1	Yes 2	No 3	Don't know

TAB NOTE: Detail Table

Comparison to current products (Base=Total) Q9	SHOW FOR SINGLE CONCEPTS, S20=1: Based on the description you read, how would you expect this product to compare to other products currently available on the market? (SELECT ONE ANSWER)

SHOW FOR LINE CONCEPTS, S20=2: Based on the description you read, how would you expect the products in this line to compare to other products currently available on the market? (SELECT ONE ANSWER)

1	Better than products currently available 2	The same as products currently available 3	Not as good as products currently available

TAB NOTE: Detail Table

IF S19=3 (24 HOUR PACKS), CONTINUE. OTHERWISE, SKIP TO Q10.

Line Item Purchase Interest – 24-Hour Pack (Base=24 Hour Pack)

PROGRAMMER: PLEASE SHOW LINK TO CONCEPT: “CLICK HERE TO VIEW PRODUCT DESCRIPTION”

Q9_5	Assuming the individual products available in the pack were sold separately, please indicate how interested you would be in purchasing each of the following items if they were at a price you would consider to be reasonable. (SELECT ONE ANSWER IN EACH ROW)

Definitely would buy it	Probably would buy it	Might or might not buy it	Probably would not buy it	Definitely would not buy it		(5)	(4)	(3)	(2)	(1) 1	Morning Hot Liquid Packet					 [xxx] 2	Daytime Caplets					 [xxx] 3	Evening Hot Liquid Packet					 [xxx]

TAB NOTE: Summary Tables Top box, Top 2 box

PROGRAMMER: IF Q1=4-5 (POSITIVE PURCHASE INTEREST), CONTINUE. OTHERWISE, SKIP TO INSTRUCTIONS BEFORE Q11.

Source Of Volume [Base=Positive PI (Q1=4-5)]

PROGRAMMER: PLEASE SHOW LINK TO CONCEPT: “CLICK HERE TO VIEW PRODUCT DESCRIPTION”

Q10	SHOW FOR SINGLE CONCEPTS, S20=1: If you went to the store to buy this new product and it was not available, what would you buy instead? (SELECT ONE ANSWER)

SHOW FOR LINE CONCEPTS, S20=2: If you went to the store to buy this new product and none of the varieties were available, what would you buy instead? (SELECT ONE ANSWER)

PROGRAMMER: RANDOMIZE PUNCHES, KEEPING 97-99 AT THE END

01	Advil Cold and Sinus 02	Alka-Seltzer Plus 03	Buckley’s 04	Comtrex 05	DayQuil 06	Delsym 07	Cold-EEZE 08	Mucinex 09	Nature Fusion 10	NyQuil 11	Robitussin 12	Sudafed Cough and Cold 13	Theraflu 14	Tylenol Cold and Flu 15	Zicam 44	Store brand 45	Other non-prescription brand cough, cold or flu remedy 46	Prescription brand cough, cold or flu remedy 47	Electrolyte beverages (e.g. Gatorade) 99	None of these

TAB NOTE: Detail Table run 2 ways: 1-to Positive PI 2-With None and Other (97 and 99) excluded from the table and re-base

Attribute Ratings (Base=Total)

PROGRAMMER: PLEASE SHOW LINK TO CONCEPT: “CLICK HERE TO VIEW PRODUCT DESCRIPTION”

Q11	Now, please rate this product on some product characteristics in terms of their importance, based on the information given in the product description you have just read. How important would you say each product characteristic would be to you when considering purchasing this product? (SELECT ONE ANSWER IN EACH ROW)

PROGRAMMER: RANDOMIZE LIST

Extremely important	Very important	Somewhat important	Not very important	Not at all important SHOW FOR ALL CONCEPTS	(5)	(4)	(3)	(2)	(1) Lets me get on with my day					 Is an innovative product					 Is an effective product					 Is a safe product					 Provides relief for my symptoms					 SHOW FOR CONCEPT 1 Comes in a pre-measured single serve pouch					 Comes in a durable, no-mess pouch					 Simple to take					 Is specially formulated for adults					 Gives a warming sensation so you feel it working					 Easy to carry or stash					 Provides powerful relief with no preparation					 SHOW FOR CONCEPT 2 Can be added to the beverage of your choice without changing its taste					 Get powerful medicine in a beverage I’m already drinking					 Comes in a discreet packet					 Contains fast-acting, powerful medicine					 Virtually flavorless, odorless and colorless					 SHOW FOR CONCEPT 3 A combination of products for full-day symptom relief					 Designed with your busy day in mind					 Provides tailored treatment for every time of day					 Exactly what you need, when you need it					 A combination of hot liquids and caplets in one box SHOW FOR CONCEPT 4 12-hour relief					 Makes it easier to manage through the worst of your cold					 Day and night relief in one box					 Gets you back on your feet quickly					 Makes it easy to keep track of which pills I’ve taken					 An all-in-one convenient pack					 Takes out the guesswork					 SHOW FOR CONCEPT 5 A powerful multi-symptom cold and flu tablet					 Provides a format choice for different people in the household					 Gives me a choice for how to take medicine					 Can be taken two different ways					 Same powerful relief as traditional Theraflu					 SHOW FOR CONCEPT 6 Line of science-based cold and flu treatments					 Provides specific benefits for each stage of a cold					 Uses natural ingredients to support immunity and recovery					 Clinically proven medicated formula					 Comes in different forms for treating different stages of a cold					 Relieves your worst cold symptoms					 SHOW FOR CONCEPT 7 The strongest decongestant available in the cold and flu treatment aisle					 Uses micro-particle technology 					 The strongest decongestant available without having to ask a pharmacist					 Stronger nasal and sinus congestion relief without having to take more medicine					 Also treats your other major cold symptoms					 SHOW FOR CONCEPT 8 Prescription-strength anti-viral medicine, Tamiflu 					 Clinically-proven to shorten the duration of your flu symptoms					 Available without a prescription or a trip to the doctor					 Attacks influenza virus and stops it from spreading					 Tamiflu, treating flu for over 15 years					 SHOW FOR CONCEPT 9 Is a prescription strength cough medicine available without a prescription					 Is the best relief for a persistent cough without a trip to the doctor					 The first over-the-counter product to contain the #1 doctor-prescribed single ingredient to treat cough					 SHOW FOR CONCEPT 10 Clinically proven to be better than Mucinex 					 Helps your congested cough go away faster					 Only over-the-counter medicine scientifically proven to break up mucus					 First over-the-counter product to containe acetylceistine					 Is the best medicine for chest congestion					

TAB NOTE: Summary Tables: [Top two box, Bottom two, Mean] Note: If bases vary per attribute, show base for each attribute

REFER TO S19. IF CONCEPTS 1, 2, 3, 5, OR 7, CONTINUE. OTHERWISE, SKIP TO Q19.

Thank you for continuing with the survey! There are a couple more sections of questions about the product you are evaluating. Please click the “Next” button to continue.

Key Driver Analysis

Concept Attribute Ratings (Base=Concepts 1, 2, 3, 5 OR 7 (US))

PROGRAMMER: PLEASE SHOW LINK TO CONCEPT: “CLICK HERE TO VIEW PRODUCT DESCRIPTION”

Q12	SHOW FOR SINGLE CONCEPTS, S20=1: Now please think about the cold or flu products you currently use or have used in the past. Please indicate how you think the product you just read about compares to those products on the following attributes.

Please use a scale of 1 to 7, where 7 means the product is much better compared to other products and 1 means it is much worse compared to other products, and 4 means it is the same as other products. You may use any number in between to indicate your opinion.

SHOW FOR LINE CONCEPTS, S20=2: Now please think about the cold or flu products you currently use or have used in the past. Please indicate how you think the products you just read about compares to those products on the following attributes.

Please use a scale of 1 to 7, where 7 means the products are much better compared to other products and 1 means they are much worse compared to other products, and 4 means they are the same as other products. You may use any number in between to indicate your opinion.

(SELECT ONE ANSWER IN EACH ROW)

PROGRAMMER: RANDOMIZE LIST. SHOW ATTRIBUTES AS NOTED FOR EACH CONCEPT. SHOW HEADERS AGAIN IN MIDDLE AND BOTTOM OF THE LIST.

Much better than other products			The same as other products			Much worse than other products (7)	(6)	(5)	(4)	(3)	(2)	(1)	SHOW FOR ALL CONCEPTS 1	Is from a brand I trust							 2	Is an innovative product							 3	Is a good value for the money							 4	Is the only product I would need to take							 5	Is high quality							 6	Is an effective product							 7	Is a form I like 							 8	Has a convenient form							 9	Has a pleasant taste							 10	Is a safe product							 11	Is powerful							 12	Works fast							 13	One could only expect such a product from an expert brand							

CONCEPT 1 – US SINGLE DOSE		CONCEPT 2 – US INVISIBLES		CONCEPT 3 – US 24 HOUR PACK 1	Comes in a pre-measured single serve pouch	1	Can be added to the beverage of your choice without changing its taste	1	A combination of products for full-day symptom relief 2	Comes in a durable, no-mess pouch	2	Get powerful medicine in a beverage I’m already drinking	2	Designed with your busy day in mind 3	Simple to take	3	Comes in a discreet packet	3	Provides tailored treatment for every time of day 4	Is specially formulated for adults	4	Contains fast-acting, powerful medicine	4	Exactly what you need, when you need it 5	Gives a warming sensation so you feel it working	5	Virtually flavorless, odorless and colorless	5	A combination of hot liquids and caplets in one box 6	Easy to carry or stash 7	Provides powerful relief with no preparation

CONCEPT 5 – US CHOICE		CONCEPT 7 – US PE MAX 1	A powerful multi-symptom cold and flu tablet	1	The strongest decongestant available in the cold and flu treatment aisle 2	Provides a format choice for different people in the household	2	Uses micro-particle technology 3	Gives me a choice for how to take medicine	3	The strongest decongestant available without having to ask a pharmacist 4	Can be taken two different ways	4	Stronger nasal and sinus congestion relief without having to take more medicine 5	Same powerful relief as traditional Theraflu	5	Also treats your other major cold symptoms

TAB NOTE: Summary Tables: [Top box, Top two box, Top 3 box, Bottom 3 box, Bottom 2 box, Bottom box]

Concept Communication

PROGRAMMER: FOR QUESTIONS 13 -18, SHOW ONE QUESTION ON THE SCREEN AND USE THE SAME LIST FOR EACH CONCEPT (SHOWN BELOW) IN EACH QUESTION. DO NOT RANDOMIZE THE ORDER. SHOW RESPONSES ACROSS THE TOP AND ELEMENTS DOWN THE SIDE.

Element Likes (Base=Total)

PROGRAMMER: PLEASE SHOW LINK TO CONCEPT: “CLICK HERE TO VIEW PRODUCT DESCRIPTION”

Q13	Next, please read through the statements below that are used in the product description. . Thinking about the features that are important to you in purchasing a cough, cold or flu product, please indicate if you feel each statement is a COMPELLING REASON to buy this product. Please answer yes or no for each statement.

1	Yes, is a compelling reason 2	No, is not a compelling reason

TAB NOTE: Summary Tables: Yes

PROGRAMMER: IF SELECTED ALL ELEMENTS AS NO (2) IN Q13, SKIP TO Q15. IF ONLY SELECTED ONE ELEMENT AS YES (1) IN Q13, AUTO-PUNCH INTO Q14 AND SKIP TO Q15. OTHERWISE, CONTINUE.

Element Likes Ranking Base = Selected “yes” for any feature at Q13

PROGRAMMER: PLEASE SHOW LINK TO CONCEPT: “CLICK HERE TO VIEW PRODUCT DESCRIPTION”

Q14	You indicated that the following product features are compelling to you. Now, please rank the features from MOST compelling to LEAST compelling, placing a 1 next to the feature that is most compelling, a 2 next to the one that is second most compelling, and so on until you finish ranking the most compelling features (up to five).

[PROGRAMMING NOTE: SHOW ATTRIBUTES FROM Q14 WHERE “YES” WAS SELECTED AND SHOW IN THE SAME ORDER AS Q13.]

PROGRAMMER: ALLOW RANGE 1-5 (OR LESS THAN 5 IF LESS THAN 5 ATTRIBUTES ARE SHOWN. E.G. IF 3 ATTRIBUTES ARE SHOWN, RANGE SHOULD BE 1-3). FOR EACH STATEMENT. CHECK THAT EACH RANKING NUMBER IS ONLY USED ONCE.

Attribute 1	___ Attribute 2	___ Attribute 3	___ Etc.

TAB NOTE: Summary Tables: Ranked first, ranked first or second, ranked first, second or third Please base tables on Total Respondents.

Element Uniqueness (Base=Total)

PROGRAMMER: PLEASE SHOW LINK TO CONCEPT: “CLICK HERE TO VIEW PRODUCT DESCRIPTION”

Q15	Now for the same statements, please indicate which, if any, you think are UNIQUE FROM OTHER COUGH, COLD OR FLU TREATMENTS you are familiar with. Please answer yes or no for each statement.

1	Yes, is a unique feature 2	No, is a unique feature

TAB NOTE: Summary Tables: Yes

Element Dislikes (Base=Total)

PROGRAMMER: PLEASE SHOW LINK TO CONCEPT: “CLICK HERE TO VIEW PRODUCT DESCRIPTION”

Q16	Now, please indicate if any of them would HOLD YOU BACK from purchasing this product. Please answer yes or no for each statement.

1	Yes, would hold me back 2	No, would not hold me back

TAB NOTE: Summary Tables: Yes

Element Believability (Base=Total)

PROGRAMMER: PLEASE SHOW LINK TO CONCEPT: “CLICK HERE TO VIEW PRODUCT DESCRIPTION”

Q17	Which, if any, of the following aspects of this product description do you find DIFFICULT TO BELIEVE, OR WOULD NEED MORE EVIDENCE TO BELIEVE? Please answer yes or no for each statement.

1	Yes, is difficult to believe 2	No, is not difficult to believe

TAB NOTE: Summary Tables: Yes

Element Believability (Base=Total)

PROGRAMMER: PLEASE SHOW LINK TO CONCEPT: “CLICK HERE TO VIEW PRODUCT DESCRIPTION”

Q18	Which, if any, of the following aspects of this product do you find CONFUSING, OR DIFFICULT TO UNDERSTAND? Please answer yes or no for each statement.

1	Yes, is confusing 2	No, is not confusing

TAB NOTE: Summary Tables: Yes

Statements to show. Do not randomize list. Show “Package Information:” as a header. Show “(The image…etc)” as text, not an image.

CONCEPT 1 – US SINGLE DOSE 01	When I have a severe cold or the flu, I want a medicine like Theraflu 02	I want one that I know will make me feel better 03	Convenient 04	Easy to take 05	Introducing Theraflu Single Dose 06	The first Theraflu multi-symptom syrup available in a handy single serve pouch 07	Each one contains a single dose 08	Of Theraflu’s powerful multi-symptom syrup 09	Specially formulated for adults 10	Special menthol flavor 11	Gives a warming sensation in the throat and back of the mouth as you swallow it 12	You can feel it working 13	Comes ready-to-take 14	Durable 15	Pre-measured 16	No-mess packs 17	Simple to take 18	Easy to carry or stash 19	No spoon needed 20	Powerful relief with no preparation 21	6 single service pouches for $7.49 Package Information: 22	Severe Cold & Cough 23	Warming Relief Syrup 24	Pre-measured, no-mess packs 25	Easy to take with you 26	The image of Single Dose package CONCEPT 2 – US INVISIBLES 27	When I’m sick with a severe cold or flu, I’d like to get symptom relief 28	As part of a drink I already want to take, not as something additional 29	Introducing new Theraflu Invisibles 30	The powerful relief of Theraflu 31	In a powder that can be added to the beverage of your choice 32	Without changing the way it tastes 33	Powerful symptom relief 34	As part of your favorite drink 35	Discreet packet 36	Contains fast-acting medicine 37	Contains powerful medicine you need 38	Treats your worst symptoms 39	Proven to be virtually flavorless 40	Proven to be virtually odorless 41	Proven to be virtually colorless 42	Can easily mix with your favorite flavored drink (e.g. juice or tea) 43	Get the relief you need 44	Powerful relief now with your favorite drink 45	6 packets for $6.49 Package Information: 46	Severe Cold & Cough 47	Flavorless & Colorless 48	Mix with your favorite drink 49	The image of the Invisibles package CONCEPT 3 – US 24 HOUR PACK 50	When I get a cold, I use different types of treatments throughout the day 51	Special medicine for day and night 52	Different forms for different situations 53	I have to buy multiple products to put together the right treatment approach 54	Introducing Theraflu 24-Hour Packs 55	The perfect combination of products for a full-day of symptom relief 56	Designed with your busy day in mind 57	For powerful symptom relief 58	It provides tailored treatment for every time of day 59	So you can choose what you need 60	Theraflu Morning Hot Liquid, a special blend of medicine that helps knock out your worst morning symptoms 61	Theraflu Daytime caplets, to control symptoms with convenient, non-drowsy relief 62	Theraflu Evening Hot Liquid, with powerful medicine to soothe your symptoms so you can sleep 63	24-hour symptom relief 64	Exactly what you need when you need it 65	Available in two sizes 66	An individual 24-hour pack with one day of treatment for $3.99 67	A larger box with 3 days of 24-hour treatment for $9.99 Package Information: 68	Severe Cold & Cough 69	All Day Symptom Relief 70	Contains: (1) Morning Hot Liquid Packet 71	Contains: (4) Daytime Caplets 72	Contains: (1) Evening Hot Liquid Packet 73	The image of the 24-Hour Pack package CONCEPT 5 – US CHOICE 74	When I have a severe cold or flu, I want to be able to get the relief I need 75	The way I want it for me and my family 76	Introducing new Theraflu Choice 77	The only powerful multi-symptom cold and flu caplet 78	That can be taken two different ways 79	So you get the choice 80	Delivers the same powerful symptom relief 81	In a specially designed caplet 82	It can be swallowed with a drink 83	It can be dissolved quickly in hot water 84	To make a great-tasting lemon-flavored hot liquid 85	You can take your medicine and get relief, your way 86	You decide 87	Each box contains 6 swallow or dissolve pills for $6.49 Package Information: 88	Severe Cold & Cough 89	Dissolve or Swallow 90	The image of the Theraflu Choice package CONCEPT 7 – US PE MAX 91	When I am sick with a cold or flu, nasal and sinus congestion is the worst 92	I want the strongest relief available 93	Without having to speak with a pharmacist 94	Introducing new Theraflu PE Max 95	The only multi-symptom cold and flu caplet 96	With the strongest decongestant available in the cold and flu treatment aisle 97	Developed with breakthrough micro-particle technology 98	Makes the decongestant in this product work better than any other 99	You get stronger nasal and sinus congestion relief 100	Without having to take more medicine 101	It also treats your other major cold symptoms - fever, body pains & aches and sore throat 102	The power of Theraflu 103	Now with the strongest decongestant available in the cold and flu treatment aisle 104	Each box contains 6 packets for $7.49 Package Information: 105	Severe Cold 106	Stronger Decongestant 107	Image of the caplets 108	The image of the Theraflu PE Max package

Category Purchase Frequency (Base=Total ) Q19	Now please think about specific products or types of products which would fall into the non-prescription cold and flu product category. Which statement below best describes how often you purchase products in this category? (SELECT ONE ANSWER)

1	Once a week or more often 2	Once every 2 to 3 weeks 3	Once a month 4	Once every 2 to 3 months 5	Once every 4 to 6 months 6	Once a year 7	Less often than once a year 8	Never

TAB NOTE: Detail Table Rolling Nets: [within a month (1-3), At least once a year (1-6), ever (1-7)] Weighted Mean: [Weight values: 52, 26, 12, 6, 3, 1, .5, 0] Include: Std. Dev., Std. Error

Demographics

Finally, there are a few questions for background purposes. This information is necessary for the analysis of the study and will never be associated with anyone’s individual responses.

PROGRAMMER: SHOW D1 AND D2 ON THE SAME PAGE

Employment Base=Total consumers D1	What is your current employment status? (SELECT ONE ANSWER)

1	Employed full-time 2	Employed part-time 3	Self-employed 4	Not employed 5	Student 6	Retired 9	Prefer not to answer

TAB NOTE: Detail Table: Exclude on table 9 (Prefer not to answer) Nets: [1-3 (Employed)]

Living Situation Base=Total consumers D2	Which of the following best describes your current living situation? (SELECT ONE ANSWER)

1	Living as a single, with no children at home 2	Living as a single parent, with children at home 3	Married or living as a couple, with no children at home 4	Married or living as a couple, with children at home 5	Prefer not to answer

TAB NOTE: Detail Table: Exclude on table 5 (Prefer not to answer) Nets: [1-2 (Single), 3-4 (Married), 2,4 (Children at home), 1,3 (No children at home)]

Ethnic Background Base=Total

D3	Which of the following best describes your ethnic background? (SELECT AS MANY AS APPLY)

1	African American 2	Asian or Pacific Islander 3	Caucasian 4	Hispanic/Latino 5	Native American, Eskimo, or Aleut 6	Some other ethnic background 7	Prefer not to answer

TAB NOTE: Detail Table: Exclude on table 7 (Prefer not to answer) Rank

PROGRAMMER: SHOW D4 AND D5 ON THE SAME PAGE.

Education Base=Total

D4	What is the last level of school you have completed? (SELECT ONE ANSWER)

1	Grade school or less 2	Some high school 3	High school graduate 4	Some college/Technical school 5	College graduate degree 6	Post graduate work or degree 7	Prefer not to answer

TAB NOTE: Detail Table: Exclude on table 7 (Prefer not to answer) Nets: [3-6 (At least a high school graduate), 4-6 (At least some college), 5-6 (At least a college graduate)]

Income Base=Total

D5	What is your household’s total yearly income BEFORE TAXES? (SELECT ONE ANSWER)

01	$19,999 or less 02	$20,000-$29,999 03	$30,000-$39,999 04	$40,000-$49,999 05	$50,000-$59,999 06	$60,000-$69,999 07	$70,000-$79,999 08	$80,000-$89,999 09	$90,000-$99,999 10	$100,000-$124,999 11	$125,000-$149,999 12	$150,000 or more 13	Prefer not to answer

TAB NOTE: Detail Table: Exclude on table 13 (Prefer not to answer) Nets: [1-3, 4-6, 7-9, 10-12 (or to match any quotas)] Weighted Mean: [Weight values: 19.9, 25, 35, 45, 55, 65, 75, 85, 95, 112.5, 137.5, 150]

STANDARD CLOSING.