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 youll enjoy it!

SCREENING QUESTIONS [TITLES FOR CDP USE ONLY]

Q. No

QUESTION

ANSWER

CODE

Coffee or tea (product, pack, brand) 1

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

S3

S4

S2

What is your total annual household

income?

What is your gender?

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PAGE 1 OF 26
BOX-0009-GD-A Online Survey Script

CLOSE

Kitchen appliances

CLOSE

Other

CONTINUE

I havent participated in market research

recently

CONTINUE

[CDP to provide local values] Less

than 60,000

CLOSE

CONTINUE

Male

CONTINUE

Female

CONTINUE

60,000 or over

S5

S6

S8

S9

Which of the following age groups do

you fall into?
[single answer]

Are there any children under the age

of 18 living in the household?

How regularly do you drink coffee?

Who in your household is responsible

for deciding which coffee is
purchased?
[single answer]

18-24

CONTINUE

25-34

CONTINUE

35-44

CONTINUE

45-54

CONTINUE

55-65

CONTINUE

Over 65

CLOSE

Yes

CONTINUE

No

CONTINUE

I dont drink coffee

CLOSE

At least once per day

CONTINUE

Someone else only

CLOSE

Occasionally me

CLOSE

I am jointly responsible

CONTINUE

Mostly me

CONTINUE

Myself only

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

S11

Which of the following statements

describe you best?
[single answer]

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

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BOX-0009-GD-A Online Survey Script

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 granules
2. Premium instant coffee (sometimes called whole bean instant coffee), e.g., Kenco Millicano,
Nescaf Azera, Carte Noire Instinct, etc.
3. Bean to cup coffee machine
4. Filter coffee machine
5. Manual (pour over) filter coffee
6. Aeropress
7. Cafetiere or French press
8. 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

CLOSE
CONTINUE
Where do you drink coffee?

S14

CLOSE
CONTINUE

[single multiple answer]

At home only

[At home + one other must be

selected]

At work only

At coffee shops only

On the go only

CLOSE
CONTINUE

A mix of the above

CONTINUE

[If code 1 not selected screen

out]

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BOX-0009-GD-A Online Survey Script

CLOSE
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

2.Cup 2
image

3.Cup 3
image

4.Cup 4
image

5.Cup 5
image

6.Cup 6
image

7.Cup 7
image

(1 oz / 30
mL)

(2 oz / 59
mL)

(4 oz / 118
mL)

(8 oz / 237
mL)

(12 oz / 355
mL)

(16 oz / 473
mL)

(20 oz / 592
mL)

Espresso
cup

Espresso
cup

Coffee cup

Coffee cup

Coffee mug

Coffee mug

Large coffee
cup

1. First thing
after waking
up / at
breakfast
2. Midmorning
3. Lunchtime / early
afternoon
4. Midafternoon
5. Early
evening / at
an evening
meal
6. After an
evening meal
/ before
going to bed
Show on
separate
page

Q0ax2

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

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

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BOX-0009-GD-A Online Survey Script

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

2.Cup 2
image

3.Cup 3
image

4.Cup 4
image

5.Cup 5
image

6.Cup 6
image

7.Cup 7
image

(1 oz / 30
mL)

(2 oz / 59
mL)

(4 oz / 118
mL)

(8 oz / 237
mL)

(12 oz / 355
mL)

(16 oz / 473
mL)

(20 oz / 592
mL)

Espresso
cup

Espresso
cup

Coffee cup

Coffee cup

Coffee mug

Coffee mug

Large coffee
cup

1. First thing
after waking
up / at
breakfast
2. Midmorning
3. Lunchtime / early
afternoon
4. Midafternoon
5. Early
evening / at
an evening
meal
6. After an
evening meal
/ before
going to bed

[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

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BOX-0009-GD-A Online Survey Script

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

2.Cup 2
image

3.Cup 3
image

4.Cup 4
image

5.Cup 5
image

6.Cup 6
image

7.Cup 7
image

(1 oz / 30
mL)

(2 oz / 59
mL)

(4 oz / 118
mL)

(8 oz / 237
mL)

(12 oz / 355
mL)

(16 oz / 473
mL)

(20 oz / 592
mL)

Espresso
cup

Espresso
cup

Coffee cup

Coffee cup

Coffee mug

Coffee mug

Large coffee
cup

1. First thing
after waking
up / at
breakfast
2. Midmorning
3. Lunchtime / early
afternoon
4. Midafternoon
5. Early
evening / at
an evening
meal
6. After an
evening meal
/ before
going to bed
Show on
separate
page

Q0bx2

COFFEE AWAY FROM HOME, E.G., AT WORK, A COFFEE SHOP, A RESTAURANT, ONTHE-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

2.Cup 2
image

3.Cup 3
image

4.Cup 4
image

5.Cup 5
image

6.Cup 6
image

(1 oz / 30
mL)

(2 oz / 59
mL)

(4 oz / 118
mL)

(8 oz / 237
mL)

(12 oz / 355
mL)

(16 oz / 473
mL)

(20 oz / 592
mL)

Espresso

Espresso

Coffee cup

Coffee cup

Coffee mug

Coffee mug

Large coffee

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BOX-0009-GD-A Online Survey Script

7.Cup 7
image

cup

cup

cup

1. First thing
after waking
up / at
breakfast
2. Midmorning
3. Lunchtime / early
afternoon
4. Midafternoon
5. Early
evening /
evening meal
6. After an
evening meal
/ before
going to bed

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

Revised instructions:
If Q0a+Q0b = 0 close
If Qoax2+Qobx2 = 0 close
Revised instructions:
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.
2.
3.
4.

I never or very rarely drink decaffeinated coffee

I regularly drink decaffeinated coffee but it is only ever in the afternoon or evening
I regularly drink decaffeinated coffee but it can be at any time of the day
I only ever drink decaffeinated coffee

Q1b Which of the following statements best describes when you drink iced coffee? [Single
answer]
1.
2.
3.
4.

I never or very rarely drink iced coffee

I regularly drink iced coffee during the summer months only
I regularly drink iced coffee throughout the year
I only ever drink iced coffee

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BOX-0009-GD-A Online Survey Script

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 coffee
2. I regularly drink flavoured coffee and consider it to be an everyday drink
3. 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 home
2. 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.
2.
3.
4.
5.
6.
7.
8.
9.
10.

Fresh milk
UHT milk
Foamed / aerated milk
Hot milk
Flavoured milk
Creamer powder / liquid
Sugar
Artificial sweetener powder / tablets
Artificial sweetener liquid
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

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BOX-0009-GD-A Online Survey Script

PODS
____________________________________________________________________
All
Q4 Which of the following brands of pod coffee machine are you aware of? [Multiple answer]
1.
2.
3.
4.
5.
6.
7.
8.

Nespresso
Dolce Gusto
Keurig
Tassimo
(Philips) Senseo
(Starbucks) Verisimo
(Tchibo) Cafissimo
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.
2.
3.
4.
5.
6.
7.
8.

Nespresso
Dolce Gusto
Keurig
Tassimo
(Philips) Senseo
(Starbucks) Verisimo
(Tchibo) Cafissimo
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 expensive
3. 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.
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BOX-0009-GD-A Online Survey Script

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 space
7. Pod coffee machines diminish the overall experience of making coffee
8. Pod coffee machines do not emit enough coffee aroma when they prepare coffee
9. Pod coffee machines do not sound pleasant
10. 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 coffee
12. Pod coffee machines offer a convenient way to make coffee
13. Pod coffee machines do not use the pressure required to make high quality coffee
14. Pod coffee machines force me to buy purchase a specific brand of coffee Pod coffee
machines force people to buy a specific brand of coffee
15. 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 it
2. It was a planned purchase but I waited until it was at a discounted price before purchasing
it
3. It was an impulse purchase
4. It was a gift from another person but I was able to choose the specific machine
5. It was a surprise gift from another person and I didnt choose the specific machine
6. 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

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BOX-0009-GD-A Online Survey Script

[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.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.

Online multiple brand store, e.g., Amazon, Tesco, Walmart, etc.

Online coffee brand store
Department store
Supermarket
Discount / club store
Specialist pod coffee machine store
Coffee shop
Specialist kitchenware store
Electrical goods store
Catalogue
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
2. No

[go to Q12]
[go to Q13]

Code S11(3,4)
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BOX-0009-GD-A Online Survey Script

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.
2.
3.
4.
5.
6.
7.
8.

Online multiple brand store, e.g., Amazon, Tesco, Walmart, etc.

Online coffee brand store
Department store
Supermarket
Discount / club store
Specialist pod coffee machine store
Coffee shop
Other ___________________[Please specify] remove the requirement to specify and
include it as an option in the matrix
9. I havent 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...

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BOX-0009-GD-A Online Survey Script

[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 flavours
3. 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 doesnt taste as I would like, e.g., its too bitter, too
strong, too acidic, etc.
7. Know the aroma of coffee before buying purchasing coffee pods
8. 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 not
12. Identify how to recycle the coffee pods
13. 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.
2.
3.
4.
5.
6.
7.
8.
9.

Illy
Lavazza
Kenco
Maxwell House
McCaf
Nescaf
Nespresso
Starbucks
Supermarket own label

[UK only]
10. Costa
11. Caff Nero
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BOX-0009-GD-A Online Survey Script

12.
13.
14.
15.

Carte Noire
Douwe Egberts
Tassimo
Taylors of Harrogate

Other(s)_________________please specify [anchor]

[US only]
16. Caribou
17. Community Coffee
18. Dunkin Donuts
19. Folgers
20. Green Mountain
21. Douwe Egberts
22. Peets
23. Senseo
24. Tulleys
25. Tassimo
Other(s)_________________please specify [anchor]
[Germany only]
26. Dallmayr
27. Jacobs
28. Melitta
29. Senseo
30. Tassimo
31. Tchibo
Other(s)_________________please specify [anchor]
Brazil only
32. Caboclo
33. Caf Serra de Grama
34. Melitta
35. Pele
36. Pilo
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

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BOX-0009-GD-A Online Survey Script

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]
1.
2.
3.
4.
5.
6.
7.
8.
9.

Illy
Lavazza
Kenco
Maxwell House
McCaf
Nescaf
Nespresso
Starbucks
Supermarket own label

[UK only]
10. Costa

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BOX-0009-GD-A Online Survey Script

11.
12.
13.
14.
15.

Caff Nero
Carte Noire
Douwe Egberts
Tassimo
Taylors of Harrogate

Other(s)_________________please specify [anchor]

[US only]
16. Caribou
17. Community Coffee
18. Dunkin Donuts
19. Folgers
20. Green Mountain
21. Douwe Egberts
22. Peets
23. Senseo
24. Tulleys
25. Tassimo
Other(s)_________________please specify [anchor]
[Germany only]
26. Dallmayr
27. Jacobs
28. Melitta
29. Senseo
30. Tassimo
31. Tchibo
Other(s)_________________please specify [anchor]
Brazil only
32. Caboclo
33. Caf Serra de Grama
34. Melitta
35. Pele
36. Pilo
37. Santo Grao
Other(s)_________________please specify [anchor]
Add a question Q14b1
Are there other brands of coffee you would consider purchasing? Please list them below.
Text box

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BOX-0009-GD-A Online Survey Script

____________________________________________________________________
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.
2.
3.
4.
5.
6.

Black tea
Green tea
Flavoured tea
Hot chocolate
Iced coffee
Iced tea

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BOX-0009-GD-A Online Survey Script

7.
8.
9.
10.
11.
12.

Soup
Baby formula
Cough / cold / flu remedy
Slimming drinks
Fortified drinks, e.g., containing vitamins, proteins, fibre, etc.
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]
1.
2.
3.
4.
5.
6.
7.
8.
9.

Illy
Lavazza
Kenco
Maxwell House
McCaf
Nescaf
Nespresso
Starbucks
Supermarket own label

[UK only]
10. Costa
11. Caff Nero

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BOX-0009-GD-A Online Survey Script

12.
13.
14.
15.

Carte Noire
Douwe Egberts
Tassimo
Taylors of Harrogate

Other(s)_________________please specify [anchor]

[US only]
16. Caribou
17. Community Coffee
18. Dunkin Donuts
19. Folgers
20. Green Mountain
21. Douwe Egberts
22. Peets
23. Senseo
24. Tulleys
25. Tassimo
Other(s)_________________please specify [anchor]
[Germany only]
26. Dallmayr
27. Jacobs
28. Melitta
29. Senseo
30. Tassimo
31. Tchibo
Other(s)_________________please specify [anchor]
Brazil only
32. Caboclo
33. Caf Serra de Grama
34. Melitta
35. Pele
36. Pilo
37. Santo Grao
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

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BOX-0009-GD-A Online Survey Script

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

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BOX-0009-GD-A Online Survey Script

[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.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.

Enjoy the aroma of coffee whilst making it

Enjoy the aroma of coffee long after making it
Enjoy the sound of making coffee
Feel like the process is therapeutic
Feel like the process is relaxing
Feel like the process is a ritual
Feel like the process allows me to take a break
Feel like I play an active role in the process
Feel like I have total control over the process
Feel cool
Reduce the time it takes to make a single cup of coffee
Reduce the time it takes to make multiple cups of coffee (for more than one person)
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 peoples preference
15. Make different strengths of coffee according to the occasion or other peoples preference
16. Make different styles or flavours of coffee according to the occasion or other peoples
preference, e.g., cappuccino, espresso, hazelnut-flavoured, chocolate-flavoured, etc.
17. Make different types of hot drink according to the occasion or other peoples 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 make
20. 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 time
23. 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 taste
26. 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 brands
33. Froth milk
34. Warm milk up
35. Boil water
36. Filter water

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BOX-0009-GD-A Online Survey Script

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
1.Never

2.Rarely

3.Sometimes

Away from home, e.g., at work, at a coffee shop,

at a restaurant, on-the-go, when driving, etc.
4.Frequently

5.Very
frequently

1.Never

2.Rarely

3.Sometimes

4.Frequently

[At home and away from home]

1. Feel energised
2. Feel relaxed
3. Feel refreshed
4. Feel recharged
5. Feel motivated
6. Wake me up
7. Regain focus or stay focused
8. Feel alert or stay alert
9. Set a target to work to
10. Feel rewarded for achieving a task / job
11. Break the routine of an activity
12. Kill boredom
13. Lose or manage weight
14. Satisfy a caffeine demand
15. Cure a hangover
16. Quench a thirst
17. Suppress hunger
18. Replace soda / carbonated drinks
19. Replace energy drinks
20. Replace juices
21. Replace water
22. Replace pudding / dessert / sweet treats
23. Replace snacks
24. Replace cigarettes or nicotine
25. Feel or get warm
26. Cool down (iced coffee)
27. Plan my day
28. Contemplate the future
29. Feel special
30. Feel pampered
31. Have some me time
32. Feel indulgent
33. Bring happy memories back, e.g., of time with friends, with family, etc.
34. Socialise with friends
35. Enjoy time with a partner or family member
36. Help digest food
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BOX-0009-GD-A Online Survey Script

5.Very
frequently

37. Accompany food or a meal

38. Get energised before exercising / sports
39. Get refreshed during exercising / sports
40. 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 rest

2. Get energised before shopping
3. Stay energised during shopping
4. Observe other people
5. Meet new people
6. Have a date
7. Be perceived as cool
8. Showcase my social status
9. Extend the social experience of a meal
10. Show loyalty to my favourite coffee shop
11. Support local independent businesses
12. Have a customised drink made for me
13. Feel treated
14. Get away from home and work reality for a few minutes
15. Take a break from my everyday routine
16. Meet with business associates
17. Access WiFi
18. Charge a mobile device / laptop
19. Plan and do my work
20. Contemplate the future
21. Enjoy a comfortable and cosy environment
22. Bring holiday and travel memories back / feel like I am on holiday
23. Stay alert whilst driving
24. Stay alert whilst using public transport

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BOX-0009-GD-A Online Survey Script

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.
2.
3.
4.
5.
6.
7.
8.
9.

When purchasing coffee it is important that I know the country of origin of the coffee
When purchasing coffee it is important that I know the farm of origin of the coffee
When purchasing coffee it is important that I know if the coffee is certified as Fair Trade
When purchasing coffee it is important that I know the type of coffee roast, e.g., medium
roast, dark roast, etc.
On balance coffee has a detrimental effect on my health and wellbeing and so I restrict the
amount I drink
On balance coffee has a positive effect on my health and wellbeing and so I do not restrict
the amount I drink
Recycling food packaging is important to me
I have adequate facilities to dispose of food packaging for recycling
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.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.

Perceived as sophisticated
Perceived as wealthy
Perceived as sociable
Perceived as a coffee connoisseur
Perceived as an elitist
Perceived as fashionable
Perceived as being ahead of my time
Perceived as being in line with current trends
Perceived as having higher social status
Perceived as being a great host
Perceived as being a quality seeker
Perceived as being a convenience seeker

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BOX-0009-GD-A Online Survey Script

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.
Subsequent screens...
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.
2.
3.
4.
5.
6.
7.
8.
9.

Have access to a variety of different brands

Have access to more cost-effective alternatives
Have access to a variety of different coffees, e.g., bean varieties, roast varieties, etc.
Have access to a variety of different coffee styles, e.g., cappuccino, macchiato, espresso,
Americano, etc.
Have access to a variety of different flavoured coffee, e.g., hazelnut, chocolate, pumpkin
seed, caramel, etc.
Avoid buying purchasing a type of coffee that I may not like, e.g., its too strong, too bitter,
too milky, I dont like the added flavour, etc.
Identify which types of coffee match which moods, e.g., to feel relaxed, to feel alert, etc.
Identify which types of coffee match which occasions, e.g., shopping, driving, on public
transport, relaxing with friends, business meeting, etc.
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]

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BOX-0009-GD-A Online Survey Script

1.Im not aware

of this drink

1.

Coffee
shake

milk-

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-todrink coffee

from a can,
carton or
bottle

6.

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

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BOX-0009-GD-A Online Survey Script

2.I havent tried

this drink and I
am unlikely to
try it in the
future

3.I havent 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