GlobalWebIndex



Publicis - Content Strategy Questionnaire TemplateOverviewContent strategy studies inform and guide media strategy, touchpoint prioritization and content strategy development for a given product category. This approach provides an overview of product purchase and usage, touchpoint exposure, touchpoint influence and influence of various online content types and sources. The highlighted sections below can be edited to include the most appropriate product category, metrics and scales.IntroductionHello, and welcome to this research study. In this study, we will be aiming to understand your opinions on product usage and purchase. It should take you no more than 10 minutes to complete this. Thank you very much for your participation.What is your gender? Scripting Instruction: SC.MaleFemaleHow old are you? Scripting Instruction: Open Numeric. Range 1-99. ______________________Scripting instruction: Screen out respondents who code less than X or more than X at Q3. Have you purchased a [INSERT PRODUCT] in the past [INSERT TIME PERIOD]? Scripting Instructions: SC. YesNoI don’t know / don’t remember Q4 PM instruction: Product of interest to be inserted in question text. Select most appropriate frequency metric for question text based on product category.Have you used a [INSERT PRODUCT] in the past [INSERT TIME PERIOD]? Scripting Instruction: SC.Please select the option that applies.YesNoI don’t know / don’t rememberScripting instruction: Screen out respondents who do not select code i at Q4 OR Q5. Q5 PM instruction: Product of interest to be inserted in question text. Select most appropriate frequency metric for question text based on product category.When was the last time you did each of the following things? Scripting Instruction: SC Rows/MC Columns. Randomise list.In the last 7 daysIn the last 30 daysIn the last 12 monthsLonger agoNeverDon’t KnowiWatched TV iiNoticed a brand sponsoring a TV program or TV event iiiNoticed a product appearing in a TV programivListened to the radio vWent to a cinemaviNoticed an ad on a billboard or posted on the road viiTraveled by public transport (e.g. Bus, Train)viiiRead a newspaperixRead a magazine xVisited the website of a newspaper or magazinexiRead a product brochure or cataloguexiiRead a free customer magazine from a companyxiiiRead a mailing at home from a companyxivOpened an email from a company you have chosen to receive messages from (e.g. , your bank, etc.) xvVisited a brand or company’s website xviVisited an online price or product comparison site (e.g. Google shopping) xviiVisited an online retailer’s website (e.g. ) xviiiLooked at personalized recommendations on a retail website based on your purchases xixUsed or searched for online discounts, vouchers, or coupons (e.g. on Groupon) xxUsed a brand’s mobile app (e.g. Airline app, Mobile service provider app.) xxiUsed an app on a mobile device xxiiUsed a messaging app (e.g. Snapchat, WeChat, Facebook Messenger) xxiiiUsed the internet search on your computer (e.g. Google, Bing, Yahoo!)xxiiivWatched a clip on a video site (e.g. on YouTube) xxvWatched an online TV program (e.g. on a catch-up TV site)xxviRead an online blog about a brand or product xxviiVisited a specialist / independent review sitexxviiiVisited a site with consumer reviewsxxixWatched a vlog xxxRead or commented on an online discussion forum xxxiUsed a social network (e.g. Facebook, Twitter, Pinterest) xxxiiLooked for information from a brand group or fan page on a social network (e.g. on Facebook)xxxiiiNoticed an event being sponsored by a company (e.g. Sports event, Concert, Charity event)xxxivCalled a helpline or a call-center (e.g. Telephone company call center)xxxvHad a live chat session with someone from a brand / company on their website or appxxxviVisited a supermarket or retail storexxxviiUsed a free sample or tried a product without purchasing itxxxviiiNoticed a celebrity recommending a brand / product xxxixReceived a product / brand recommendation from a friend, family member or co-workerQ6 PM instruction: Delete/Replace touchpoints based on product category. Insert a maximum of 25 touchpoints in total. Select most appropriate frequency metric based on product category / touchpoints. Scripting Instruction: Show Q7 to respondents who selected at least one code in columns 1-3 at Q6. For each of the activities below, how many times have you done them in the last 7 days? Scripting Instruction: SC Rows/MC Columns. Randomise list.Once2-3 times4-5 times More than 5 timesCan’t rememberiList answer options selected in column 1 at Q6Q7 PM instruction: Select most appropriate frequency metric based on product category / touchpoints.Thinking about the [INSERT PRODUCT CATEGORY] you bought, which of the following sources helped you make your decision or influenced your decision in any way? Scripting Instruction: MC. Randomise list.Please select all that applyPrint magazine / newspaperTVIn-store / Sales personWord of mouth from a friend / family member / colleagueOnline (review site, blog, social media, brand website etc.)Other; please specify… Open. Fixed. None of these Fixed. Exclusive. Q8 PM instruction: Insert product category of interest. List of sources can be amended based on product category.Scripting Instruction: Show Q9 to respondents who selected code v at Q8. Still thinking about the [INSERT PRODUCT CATEGORY] you bought and specifically looking at the online sources, which of the following helped you make your decision or influenced you in any way? Scripting Instruction: MC. Randomise list.Please select all that applyOnline TV Online videoOnline blogOnline review siteSearch engineSocial mediaBrand websiteRetailer websiteMagazine / Newspaper websitePrice comparison websiteOther; please specify… Open. Fixed. None of these Fixed. Exclusive. Q9 PM instruction: Insert product category of interest. List of sources can be amended based on product category.Scripting Instruction: Show Q9 to respondents who selected at least one code in the range i-v at Q8. Now thinking in more detail about the [INSERT PRODUCT CATEGORY] you bought, could you tell which of these information sources you used for each of the listed areas? Scripting Instruction: MC Rows/MC Columns. Randomise List.Please select all that applyMade me aware of the productUsed when I was considering which brand to buyUsed to gather information about the brandUsed to help me decide what to purchaseUsed to make my purchaseMade me feel more loyal to the brand I purchasedNone of these / OtherExclusiveiList answer options selected in at Q8 and Q9Q10 PM instruction: Insert product category of interest.Still thinking about the [INSERT PRODUCT CATEGORY] that you bought, which of the following have you used to share your thoughts or talk about it with other people? Scripting Instruction: MC. Randomise.Please select all the options that applyBranded mobile apps (e.g. Airline app, Mobile service provider app)Branded group or fan page on a social networkWebsites for brands and companiesOnline blog about brands or productsVlog about brands or productsPosts, images or videos on your social network account(s)Messages, posts or ads on messaging apps (e.g. Snapchat, WeChat, Facebook Messenger)Online pinboards (e.g. Pinterest)Online discussion forumsOnline consumer review sitesRecommendations / Word-of-mouth (e.g. to Friends, Family, Co-workers) Other; please specify… Fixed. Open.None of the above Fixed. Exclusive. Q11 PM instruction: Insert product category of interest. Please delete/replace answer options based on the relevant product category. When thinking about the kind of online information that helps you to be informed or make a decision about buying [INSERT PRODUCT CATEGORY], which of the following would you find informative, interesting or useful in any way? Scripting Instruction: MC. Randomise List.Please select all that applyProduct reviews or ratingsVideo testimonials from real users of the product / serviceOriginal web series sponsored by the brand Content that demonstrates the brands view on the world, outside of the product Image / Video with celebrities showcasing the product / serviceImage / Video with blogger / vlogger showcasing the product / serviceVideo / Image displaying effectiveness of product / serviceContests to become an ambassador or win giveawaysImage / Video demonstrating how the product is madeLoyalty and ambassador programs with specific offersTutorial videos showing how to use the productThe opportunity to be involved in personalising a product, or give ideas for how a product can be used / personalizedGroups and forum discussions about a product, brand or serviceTools that help you choose the best product, based on your specific needs (e.g. questionnaire)Comparison of product features compared with other similar productsProduct, trends, and information, designed around your specific preferencesLive chats or real-time Q&As on how to best use the productBlogger / Vlogger endorsement of a brand or productImages or videos on social networks where you can click to purchase the product directly (e.g. Instagram click-to-buy) Online promotional offers, including: providing discounts, giveaways, contest, exclusive offers, on specific productsInformation on how to choose the best product, based on your specific needscelebrity endorsement of a brand or productOther; please specify…Open. Fixed. None of the above Exclusive.Q12 PM instruction: Insert product category of interest. Please delete/replace online information sources based on the relevant product category. Scripting Instruction: Show Q13 to respondents who selected at least two codes in the range i-xxii at Q12. Thinking about online information for [INSERT PRODUCT CATEGORY] in more detail, which of these sources would be the most influential sources of information? Scripting Instruction: SC. Randomise.List answer options selected at Q12Q13 PM instruction: Insert product category of interest. ................
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