Questionnaire Outline: PAD Tracker 2H21 - US, UK, BE, DE, NL 211551 December 08, 2021

LRW Study Name: PAD Tracker 2H21 - US,UK,BE,DE,NL
LRW Job Number: 211551

Date: December 08, 2021
The contents of this document are the confidential property of Lieberman Research Worldwide. No part of this document may be
reproduced or distributed in any form without the express written permission of Lieberman Research Worldwide.
QUESTIONNAIRE OUTLINE
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SCREENER.................................................................................................................................................................................................................3
DV_Wave..............................................................................................................................................................................................................3
DV_PanelRiver.....................................................................................................................................................................................................3
DV_Provider..........................................................................................................................................................................................................3
DV_SubPanel.......................................................................................................................................................................................................3
DV_LinkType.........................................................................................................................................................................................................3
DV_Country...........................................................................................................................................................................................................4
S1_IntroBE............................................................................................................................................................................................................4
S2_IntroCAN.........................................................................................................................................................................................................4
DV_Language.......................................................................................................................................................................................................4
DT_Intro................................................................................................................................................................................................................4
S4_DoneP12M......................................................................................................................................................................................................5
S5_PurchaseP12M...............................................................................................................................................................................................5
S6_DecisionMaker................................................................................................................................................................................................5
S7_Age.................................................................................................................................................................................................................5
DV_Generation.....................................................................................................................................................................................................6
S9_Gender............................................................................................................................................................................................................6
DV_GenderAge.....................................................................................................................................................................................................6
S11_Ethnicity........................................................................................................................................................................................................6
Subsection Start - Demographics.............................................................................................................................................................................6
Subsection Start - US Demos..................................................................................................................................................................................6
S12_ZipCode........................................................................................................................................................................................................7
DV_State...............................................................................................................................................................................................................7
DV_Region............................................................................................................................................................................................................8
S15_HHIncomeNEW............................................................................................................................................................................................8
Subsection Start - UK Demos..................................................................................................................................................................................8
S16_RegionUK.....................................................................................................................................................................................................8
DV_UKRegionNETS.............................................................................................................................................................................................8
S17_HHIncomeUK................................................................................................................................................................................................9
DV_UKIncomeNETS.............................................................................................................................................................................................9
Subsection Start - Belgium Demos..........................................................................................................................................................................9
S18_RegionBE.....................................................................................................................................................................................................9
S19_HHIncomeBE..............................................................................................................................................................................................10
Subsection Start - Germany Demos.......................................................................................................................................................................10
S20_State_DE_New...........................................................................................................................................................................................10
DV_Germany_Region.........................................................................................................................................................................................10
S21_IncomeDE2.................................................................................................................................................................................................11
DV_DEIncomeNETS...........................................................................................................................................................................................11
Subsection Start - Netherlands Demos..................................................................................................................................................................11
S22_ProvinceNL.................................................................................................................................................................................................11
DV_RegionNL.....................................................................................................................................................................................................11
S23_HHIncomeNL..............................................................................................................................................................................................12
DV_HHIncomeNLNETS......................................................................................................................................................................................12
Subsection Start - Canada Demos.........................................................................................................................................................................12
S24_Canada_postal...........................................................................................................................................................................................12
DV_Canada_Provinces.......................................................................................................................................................................................12
DV_Canada_Region...........................................................................................................................................................................................13
DV_QuebecQuota...............................................................................................................................................................................................13
S25_Canada_Income_PreCOV..........................................................................................................................................................................13
DV_CanadaIncomeNETS...................................................................................................................................................................................13
S26_CurrentYear................................................................................................................................................................................................14
S27_Cold............................................................................................................................................................................................................14
Subsection Start - SECTION 1 - AWARENESS AND USAGE..............................................................................................................................14
DV_UnaidedAwareInsert....................................................................................................................................................................................14
S28_UnaidedAware............................................................................................................................................................................................14
S29_UnaidedAware_More..................................................................................................................................................................................15
DV_QCFlag_3.....................................................................................................................................................................................................15
S30_AidedAware................................................................................................................................................................................................16
DV_AwarenessQualify........................................................................................................................................................................................17
S31_UsedP12M..................................................................................................................................................................................................18
LRW # 211551 © 2021 LRW. All rights reserved. CONFIDENTIAL. 1

S32_CurrentUse.................................................................................................................................................................................................19
DV_UsedNoBrands.............................................................................................................................................................................................20
Section 1A -AWARENESS AND USAGE CONT.......................................................................................................................................................21
Q12_Familiar......................................................................................................................................................................................................21
DV_AllBrandsFamiliar.........................................................................................................................................................................................22
Q13_EverUsedNotCurrent..................................................................................................................................................................................23
DV_EverBought..................................................................................................................................................................................................24
DV_LaspedUsers................................................................................................................................................................................................25
Q14_EverConsider.............................................................................................................................................................................................26
DV_BrandsQualified...........................................................................................................................................................................................27
DV_BrandAssigned.............................................................................................................................................................................................27
DV_BrandsAssignedSimp..................................................................................................................................................................................28
Section 2 - BRAND ASSESSMENT...........................................................................................................................................................................29
Loop Start - IIM.......................................................................................................................................................................................................29
C1_IIM.................................................................................................................................................................................................................29
Loop Start - Brand_Assoc......................................................................................................................................................................................29
C2_NEW_ProductFeatures................................................................................................................................................................................30
C3_EmotionalOutcomes.....................................................................................................................................................................................31
C10_HumanBrandAtts........................................................................................................................................................................................32
DV_SecondAssignEligible..................................................................................................................................................................................32
DV_CatFunnelBrandAssign................................................................................................................................................................................33
Subsection Start - methodFunnel...........................................................................................................................................................................33
C4_CatFamiliarity...............................................................................................................................................................................................33
C5_CatUsage.....................................................................................................................................................................................................34
C6_CatConsideration..........................................................................................................................................................................................34
Subsection Start - OtherCatFunnel........................................................................................................................................................................34
C7_OtherCatFamiliarity......................................................................................................................................................................................35
C8_OtherCatUsage............................................................................................................................................................................................35
C9_OtherCatConsideratio..................................................................................................................................................................................36
Section 3 - INFO SOURCES AND CLASSIFICATION..............................................................................................................................................37
DV_RetailerInsert................................................................................................................................................................................................37
D1_Retailer_Types.............................................................................................................................................................................................38
D2_Retailers.......................................................................................................................................................................................................39
D3_PADsegmentInputs......................................................................................................................................................................................43
DV_PADsegment................................................................................................................................................................................................43
DV_HumanBrandInsert.......................................................................................................................................................................................44
D7_HumanBrandConsumer...............................................................................................................................................................................44
D5_PersonalValueBipolar...................................................................................................................................................................................44
D6_ProductDesignBipolar..................................................................................................................................................................................45
DV_MethodTarget...............................................................................................................................................................................................45
Personal Care DD - US Only.....................................................................................................................................................................................46
DT_PersonalCareFunnel....................................................................................................................................................................................46
MPC4_AidedAware_Care...................................................................................................................................................................................46
MPC3_UsedP12M_Care....................................................................................................................................................................................46
MPC2_Familiar_Care.........................................................................................................................................................................................47
DV_PersonalCareFamiliar..................................................................................................................................................................................47
MPC1_EverConsider_Care................................................................................................................................................................................48
Loop Start - IIM_PersonalCare_Loop.....................................................................................................................................................................48
MPC5_IIM_Care.................................................................................................................................................................................................49
MPC6_PurchP12M_Care...................................................................................................................................................................................49
Misc............................................................................................................................................................................................................................50
M1_GreenIsGood...............................................................................................................................................................................................50
END OF SURVEY......................................................................................................................................................................................................51
DT_Closing.........................................................................................................................................................................................................51
QC Flags....................................................................................................................................................................................................................52
Appendix - Shared list properties...............................................................................................................................................................................53

SCREENER
[DV_Wave]
- Hidden Question. Applies to all.
DV_Wave Derived variable to capture the Brand Tracker Wave when the survey was taken.
.
Select one response.
DEFAULT ORDER.
1. Wave 1
2. Wave 2
3. Wave 3
11. Wave 3b
4. Wave 4
5. Wave 5
6. Wave 6
7. Wave 7
8. Wave 8
9. Wave 9
10. Wave 10
12. Wave 11
13. Wave 12
14. Wave 13
15. Wave 14
[DV_PanelRiver]
DV_PanelRiver Punch based on panel or river
.
DEFAULT ORDER.
1. Panel
2. River
[DV_Provider]
DV_Provider. Punch based on sample provider
DEFAULT ORDER.
1. SoapBox Sample
2. Research Now
3. Toluna
[DV_SubPanel]
DV_SubPanel. hidden var to capture dynata subpanel
DEFAULT ORDER.
1. Dynata (open)
2. Dynata (Loyalty)
3. Dynata (Integrated)
[DV_LinkType]
DV_LinkType. DV to punch whether respondent is from Gen Pop or augment link
DEFAULT ORDER.
1. Gen pop
2. Social Spender Augment
3. Deliberate Decider Augment
4. Conventional Brand Qualify
5. Berlin augment
6. Munich augment

7. Method Target Augment

[DV_Country]
DV_Country. Derived variable to capture the country in which the survey was taken.
DEFAULT ORDER.
1. US
2. United Kingdom
3. Belgium
4. Germany
5. Netherlands
6. Canada
[IntroBE]
- Show if respondent selected any codes [3, 5] at DV_Country.
S1_IntroBE. In welke taal zou u dit onderzoek willen invullen?
Dans quelle langue souhaitez-vous répondre à ce sondage?
In which languages would you be comfortable taking this survey?

DEFAULT ORDER.
1. Nederlands
2. Français
3. English
[IntroCAN]
- Show if respondent selected code [6] at DV_Country.
S2_IntroCAN. Dans quelle langue souhaitez-vous répondre à ce sondage?
In which languages would you be comfortable taking this survey?
DEFAULT ORDER.
2. Français (CAN)
3. English
[DV_Language]
DV_Language. Punch based on selection at IntroBE and DV_Country
DEFAULT ORDER.
1. English (US) Autocode if respondent selected code [1] at
DV_Country OR respondent selected code [3] at
S1_IntroBE OR respondent selected code [3] at
S2_IntroCAN.
2. English (UK) Autocode if respondent selected code [2] at
DV_Country.
3. German Autocode if respondent selected code [4] at
DV_Country.
4. French Autocode if respondent selected code [2] at
S1_IntroBE.
5. Dutch (BE) Autocode if respondent selected code [1] at
S1_IntroBE AND respondent selected code [3] at
DV_Country.
6. Dutch (NL) Autocode if respondent selected code [1] at
S1_IntroBE AND respondent selected code [5] at
DV_Country.
7. French (CAN) Autocode if respondent selected code [2] at
S2_IntroCAN.
[Intro]
- Show to all.
DT_Intro. We appreciate your interest in our survey. Please be assured that this survey is completely confidential, and we will only use this
information for research purposes.
Please answer each question before proceeding to the next screen. Once you complete a page, you will not be able to go back,
so please consider your answers carefully before making your selection.
Let's get started! Just click on the "Next" button to begin.

[DoneP12M]
- Show to all.
- Terminate Immediately if respondent did NOT select code [1] at S4_DoneP12M OR respondent selected all codes [8-9] at
S4_DoneP12M.
S4_DoneP12M. Which of the following things, if any, have you done in the past 12 months? (Don’t worry, it’s OK if you haven’t done any of
these things.)
Select all that apply.
RANDOMIZE LIST.
1. Bought cleaning products
2. Bought clothes
3. Bought concert tickets
4. Bought a new Smartphone
5. Bought a new vehicle
6. Bought new appliances for your home (refrigerator,
washing machine, etc.)
7. Made a major investment in a new business
8. Gave birth to or adopted a child
9. Retired from work
98. None of the above ANCHOR. EXCLUSIVE.
[PurchaseP12M]
- Show to all.
- Programmer Comment: If DV_Country = US, Must select at least 2 of stubs 1-5 [CleaningProducts, LaundryProducts,
DishCleaning, PersonalCareProducts, AirCareSprays] to continue, otherwise hard term.
If DV_Country is NOT US, Must select at least 2 of stubs 1-4 [CleaningProducts, LaundryProducts, DishCleaning,
PersonalCareProducts] to continue, otherwise hard term.
- Note to client: In wave 12, revised qualification so that air care is among the 5 qualifying categories in the US only.
S5_PurchaseP12M. Which of the following items, if any, have you bought for your home within the past 12 months?
RANDOMIZE LIST.
1. Household cleaning products
2. Laundry products
3. Dish cleaning products
4. Personal care products (body wash, hand wash, etc.)
5. Air care (sprays, candles, etc.)
6. Furniture
7. Kitchen appliances
8. Electronics (new TV, sound system, etc.)
9. Bedding (sheets, blankets, etc.)
98. None of these ANCHOR. EXCLUSIVE.
[DecisionMaker]
- Show to all.
- Terminate Immediately if respondent did NOT select codes [1-2] at S6_DecisionMaker.
S6_DecisionMaker. How would you describe your role when it comes to purchasing household goods (such as cleaning, laundry, personal
care supplies, etc.) for your home?
DEFAULT ORDER.
1. I am the primary decision maker
2. I share decision making responsibility with someone else
3. I am not involved in the decision
[Age]
- Show to all.
- Terminate Immediately if respondent selected any codes [1, 7] at S7_Age.
S7_Age. How old are you?
DEFAULT ORDER.
1. Less than 18 years old Terminate immediately. PC: Term
2. 18-24 years old
3. 25-34 years old
4. 35-44 years old
5. 45-54 years old

6. 55-64 years old
7. 65+ years old Terminate immediately. PC: Term

[DV_Generation]
DV_Generation. Derived variable to capture generation based on age at S4_Age.
DEFAULT ORDER.
1. Millenial Autocode if respondent selected any codes [2-3]
at S7_Age.
2. Gen X Autocode if respondent selected any codes [4-5]
at S7_Age.
3. Boomers Autocode if respondent selected code [6] at
S7_Age.
[Gender]
- Show to all.
S9_Gender. What is your gender?
RANDOMIZE LIST.
1. Male
2. Female
[DV_GenderAge]
DV_GenderAge. Derived variable to capture age nested in gender variable.
DEFAULT ORDER.
1. Male 18-24 years old Autocode if (respondent selected code [2] at
S7_Age AND respondent selected code [1] at
S9_Gender).
S9_Gender).
S9_Gender).
S9_Gender).
S9_Gender).
6. Female 18-24 years old Autocode if (respondent selected code [2] at
S9_Gender).
S9_Gender).
S9_Gender).
S9_Gender).
S9_Gender).
[Ethnicity]
S11_Ethnicity. Which of the following best describes your ethnicity?
DEFAULT ORDER.
1. Caucasian or White
2. African American or Black
3. Asian or Pacific Islander
4. Hispanic or Latino
5. Other or Mixed
99. Prefer not to share
Subsection Start - Demographics

Subsection Start - US Demos
Show if respondent selected code [1] at DV_Country
[ZipCode]
- Programmer Comment: Allow 3 chances to provide legitimate zip code, otherwise hard term.
S12_ZipCode. Please enter your zip code.
Enter a numeric response.
MIN: 5. MAX: 5. INTEGER NUMERIC RESPONSES.
[DV_State]
- Hidden Question.
DV_State. Derived variable to capture state based on zip at S7_ZipCode.
DEFAULT ORDER.
1. Alabama
2. Alaska
3. Arizona
4. Arkansas
5. California
6. Colorado
7. Connecticut
8. Delaware
9. Florida
10. Georgia
11. Hawai'i
12. Idaho
13. Illinois
14. Indiana
15. Iowa
16. Kansas
17. Kentucky
18. Louisiana
19. Maine
20. Maryland
21. Massachusetts
22. Michigan
23. Minnesota
24. Mississippi
25. Missouri
26. Montana
27. Nebraska
28. Nevada
29. New Hampshire
30. New Jersey
31. New Mexico
32. New York
33. North Carolina
34. North Dakota
35. Ohio
36. Oklahoma
37. Oregon
38. Pennsylvania
39. Rhode Island
40. South Carolina
41. South Dakota
42. Tennessee
43. Texas
44. Utah
45. Vermont
46. Virginia
47. Washington
48. Washington, D.C.
49. West Virginia
50. Wisconsin
51. Wyoming

[DV_Region]
- Hidden Question.
DV_Region. Derived variable to capture region based on zip/state.
DEFAULT ORDER.
1. Northeast
2. Midwest
3. South
4. West
[HHIncomeNEW]
S15_HHIncomeNEW. We know coronavirus and its impact on the economy affected a lot of people’s incomes. Think back before the
pandemic. In 2019, which category best described your total household income, before taxes?
DEFAULT ORDER.
1. Under $25,000
2. $25,000 to $34,999
3. $35,000 to $49,999
4. $50,000 to $64,999
5. $65,000 to $79,999
6. $80,000 to $99,999
7. $100,000 to $149,999
8. $150,000 or more
99. Prefer not to share
Subsection End - US Demos
Subsection Start - UK Demos

[RegionUK]
S16_RegionUK. In what region do you live?
DEFAULT ORDER.
1. North East
2. North West
3. Yorkshire & the Humber
4. West Midlands
5. East Midlands
6. East of England
7. South West
8. South East
9. London
10. Wales
11. Scotland
12. Northern Ireland
13. Other ANCHOR.
[DV_UKRegionNETS]
- Hidden Question. Applies if respondent selected code [2] at DV_Country.
DV_UKRegionNETS. Hidden variable to capture region bucket for UK respondents
DEFAULT ORDER.
1. England Autocode if respondent selected any codes [1-9]
at S16_RegionUK.
2. Wales Autocode if respondent selected code [10] at
S16_RegionUK.
3. Scotland Autocode if respondent selected code [11] at
S16_RegionUK.

4. Northern Ireland Autocode if respondent selected code [12] at
S16_RegionUK.
[HHIncomeUK]
S17_HHIncomeUK. We know coronavirus and its impact on the economy affected a lot of people’s incomes. Think back before the
pandemic. In 2019, which category best described your total annual household income, before taxes?
DEFAULT ORDER.
1. Less than £9,999
2. £10,000 - £16,999
3. £17,000 - £22,999
4. £23,000 - £29,999
5. £30,000 - £39,999
6. £40,000 - £49,999
7. £50,000 - £74,999
9. £75,000 - £99,999
10. £100,000 - £124,999
11. £125,000 or more
98. Prefer not to answer
[DV_UKIncomeNETS]
DV_UKIncomeNETS. Hidden variable to capture income bucket for UK respondents
DEFAULT ORDER.
1. Less than 16,999 pounds Autocode if respondent selected any codes [1-2]
at S17_HHIncomeUK.
2. 17,000 pounds - 39,999 pounds Autocode if respondent selected any codes [3-5]
at S17_HHIncomeUK.
3. 40,000 pounds or more Autocode if respondent selected any codes [6-7,
9-11] at S17_HHIncomeUK.
4. Prefer not to answer Autocode if respondent selected code [98] at
S17_HHIncomeUK.
Subsection End - UK Demos
Subsection Start - Belgium Demos

[RegionBE]
S18_RegionBE. In what region do you live?
DEFAULT ORDER.
1. Antwerp
2. Brussels Capital Region
3. East Flanders
4. Flemish Brabant
5. Limburg
6. Hainaut
7. Liege
8. Luxembourg
9. Namur
10. Walloon Brabant
11. West Flanders

[HHIncomeBE]
S19_HHIncomeBE. We know coronavirus and its impact on the economy affected a lot of people’s incomes. Think back before the
pandemic. In 2019, which category best described your total annual household income, before taxes?
DEFAULT ORDER.
1. Up to €10.000
2. €10.001 to €20.000
3. €20.001 to €30.000
4. €30.001 to €40.000
5. €40.001 to €50.000
6. More than €50.000
98. Prefer not to answer
Subsection End - Belgium Demos
Subsection Start - Germany Demos

[State_DE_New]
- Terminate Immediately if (respondent selected code [5] at DV_LinkType AND respondent did NOT select code [5] at
S20_State_DE_New) OR (respondent selected code [6] at DV_LinkType AND respondent did NOT select code [4] at
S20_State_DE_New).
S20_State_DE_New. Which state do you live in?
DEFAULT ORDER.
1. Baden-Württemberg: ohne-Stuttgart
2. Baden-Württemberg: Stuttgart
3. Bayern: ohne-München
4. Bayern: München
5. Berlin
6. Brandenburg
7. Bremen
8. Hamburg
9. Hessen: ohne-Frankfurt
10. Hessen: Frankfurt
11. Mecklenburg-Vorpommern
12. Niedersachsen
13. Nordrhein-Westfalen: ohne-Düsseldorf und ohne-Köln
14. Nordrhein-Westfalen: Düsseldorf
15. Nordrhein-Westfalen: Köln
16. Rheinland-Pfalz
17. Saarland
18. Sachsen
19. Sachsen-Anhalt
20. Schleswig-Holstein
21. Thüringen
[DV_Germany_Region]
DV_Germany_Region. Holds Region
DEFAULT ORDER.
1. North Autocode if respondent selected any codes [5-8,
11-12, 19-20] at S20_State_DE_New.
2. Centre Autocode if respondent selected any codes [9-10,
13-18, 21] at S20_State_DE_New.
3. South Autocode if respondent selected any codes [1-4]
at S20_State_DE_New.

[IncomeDE2]
S21_IncomeDE2. We know coronavirus and its impact on the economy affected a lot of people’s incomes. Think back before the
pandemic. In 2019, which category best described your total monthly household income, before taxes?
DEFAULT ORDER.
1. Less than 1000 Euros
2. 1,000 to 1,499 Euros
3. 1,500 to 1,999 Euros
4. 2,000 to 2,499 Euros
5. 2,500 to 2,999 Euros
6. 3,000 to 3,999 Euros
7. 4,000 to 4,999 Euros
8. 5,000 Euros or more
[DV_DEIncomeNETS]
DV_DEIncomeNETS. Hidden variable to capture income bucket for DE respondents
DEFAULT ORDER.
1. Less than 1,000 euros Autocode if respondent selected code [1] at
S21_IncomeDE2.
2. 1,000 - 2,499 euros Autocode if respondent selected any codes [2-4]
at S21_IncomeDE2.
3. 2,500 euros or more Autocode if respondent selected any codes [5-8]
at S21_IncomeDE2.
Subsection End - Germany Demos
Subsection Start - Netherlands Demos

[ProvinceNL]
S22_ProvinceNL. What is the area name that best describes where you live?
DEFAULT ORDER.
1. Drenthe
2. Flevoland
3. Friesland
4. Gelderland
5. Groningen
6. Limburg
7. North Brabant
8. North Holland
9. Overijssel
10. Utrecht
11. Zeeland
12. South Holland
[DV_RegionNL]
DV_RegionNL. Captures NL Region
DEFAULT ORDER.
1. Region NL1 (North Netherlands): Groningen, Friesland, Autocode if respondent selected any codes [1, 3,
Drenthe 5] at S22_ProvinceNL.
2. Region NL2 (East Netherlands): Overijssel, Gelderland, Autocode if respondent selected any codes [2, 4,
Flevoland 9] at S22_ProvinceNL.
3. Region NL3 (West Netherlands): Utrecht, North Holland, Autocode if respondent selected any codes [8, 10-
South Holland, Zeeland 12] at S22_ProvinceNL.

4. Region NL4 (South Netherlands): North Brabant, Limburg Autocode if respondent selected any codes [6-7]
at S22_ProvinceNL.
[HHIncomeNL]
S23_HHIncomeNL. We know coronavirus and its impact on the economy affected a lot of people’s incomes. Think back before the
pandemic. In 2019, which category best described your total annual household income before taxes?
DEFAULT ORDER.
1. Under €10.000
2. €10.000 - €19.999
3. €20.000 - €29.999
4. €30.000 - €39.999
5. €40.000 - €49.999
6. €50.000 - €99.999
9. €100.000 - €149.999
10. €150.000 - €199.999
8. €200.000 or more
[DV_HHIncomeNLNETS]
- Hidden Question.
DV_HHIncomeNLNETS. Captures NL income nets
DEFAULT ORDER.
1. NL - Under €20,000 Autocode if respondent selected any codes [1-2]
at S23_HHIncomeNL.
2. NL - €20,000 - €29,999 Autocode if respondent selected code [3] at
S23_HHIncomeNL.
3. NL - €30,000 - €49,999 Autocode if respondent selected any codes [4-5]
at S23_HHIncomeNL.
4. NL - €50,000 - €99,999 Autocode if respondent selected code [6] at
S23_HHIncomeNL.
5. NL - €100,000 or more Autocode if respondent selected any codes [8-10]
at S23_HHIncomeNL.
Subsection End - Netherlands Demos
Subsection Start - Canada Demos

[Canada_postal]
S24_Canada_postal. What is your postal code?
Enter your response in the box.
MIN: 1. MAX: 8.
[DV_Canada_Provinces]
- Hidden Question.
DV_Canada_Provinces. Classify into regions based on postal code
DEFAULT ORDER.
1. Alberta
2. British Columbia
3. Manitoba
4. New Brunswick
5. Newfoundland and Labrador
6. Northwest Territories / Nunavut
7. Nova Scotia
8. Ontario
9. Prince Edward Island
10. Quebec
11. Saskatchewan
12. Yukon

[DV_Canada_Region]
- Hidden Question.
DV_Canada_Region. DV to classify Canadian region based on postal code
DEFAULT ORDER.
1. Atlantic Autocode if respondent selected any codes [4-5, 7,
9] at DV_Canada_Provinces.
2. Central - Quebec Autocode if respondent selected code [10] at
DV_Canada_Provinces.
6. Central - Ontario Autocode if respondent selected code [8] at
3. Prairie Autocode if respondent selected any codes [1, 3,
11] at DV_Canada_Provinces.
4. West - British Columbia Autocode if respondent selected code [2] at
5. North Autocode if respondent selected any codes [6, 12]
at DV_Canada_Provinces.
[DV_QuebecQuota]
- Hidden Question.
DV_QuebecQuota. DV to code whether respondent lives in Quebec
DEFAULT ORDER.
1. Quebec Autocode if respondent selected code [10] at
2. Not Quebec Autocode if respondent selected any codes [1-9,
11-12] at DV_Canada_Provinces.
[Canada_Income_PreCOV]
- Note to client: Updated verbiage December 2020 to ask about current income. This question should be used in conjunction with
Pre-COVID question and DV_Income_COVChange from Screener library template to provide complete income picture. Factor for
low end of income based on 80% of value, factor for high end of income based on 120% of value.
S25_Canada_Income_PreCOV. We know coronavirus and its impact on the economy affected a lot of people’s incomes. Think back before
the pandemic. In 2019, what was your total annual household income, before taxes?
DEFAULT ORDER.
1. Less than $35,000
2. $35,000 to $49,999
3. $50,000 to $74,999
4. $75,000 to $99,999
5. $100,000 or more
[DV_CanadaIncomeNETS]
- Hidden Question.
DV_CanadaIncomeNETS. Hidden variable to capture income bucket for Canada
DEFAULT ORDER.
1. Less than $35,000 Autocode if respondent selected code [1] at
S25_Canada_Income_PreCOV.
2. $35,000 - $74,999 Autocode if respondent selected any codes [2-3]
at S25_Canada_Income_PreCOV.
3. $75,000 or more Autocode if respondent selected any codes [4-5]
at S25_Canada_Income_PreCOV.
Subsection End - Canada Demos
Subsection End - Demographics

[CurrentYear]
- Show to all.
- Terminate Immediately if S26_CurrentYear is different from 2021.
S26_CurrentYear. I know this is a silly question, but what year is it?
MIN: 0. MAX: 4000.
[Cold]
- Show to all.
- Terminate Immediately if respondent did NOT select code [1] at S27_Cold.
S27_Cold. And one more silly question. What is the opposite of hot?
RANDOMIZE LIST.
1. Cold
2. Tree
3. House
4. Fish
Subsection Start - SECTION 1 - AWARENESS AND USAGE
[DV_UnaidedAwareInsert]
- Note to client: Added in W12
DV_UnaidedAwareInsert. Dictates which text is shown in the US vs. EU markets at the beginning of the next question
DEFAULT ORDER.
1. Thank you for your answers so far. For the next few Autocode if respondent selected any codes [1, 6]
questions, please think specifically about household at DV_Country.
products like cleaning, laundry, air care, and personal
care items.
2. Thank you for your answers so far. For the next few Autocode if respondent did NOT select codes [1,
questions, please think specifically about household 6] at DV_Country.
products like cleaning and laundry.
[UnaidedAware]
- Show to all.
S28_UnaidedAware. Thank you for your answers so far. For the next few questions, please think specifically about household products
like cleaning, laundry, air care, and personal care items.
What brand comes to mind first when you think about these types of products?
MIN: 2. MAX: 50.
999. Can't think of any

[UnaidedAware_More]
- Show to all.
- Programmer Comment: Show if Q9 ≠ 99 [DontKnow]. Please show entry spaces for 7 brands, but create an exclusive stub, stub 99
[DontKnow], that respondents can select if they can't think of any brands. Do not allow this stub to be selected (exclusive) if any
responses given in any stubs 1-7.
S29_UnaidedAware_More. What other brands come to mind?
Enter your response(s) in the box(es).
COLS: DEFAULT ORDER. Placeholde

ROWS: DEFAULT ORDER. r
1. Brand 1 [1]
2. Brand 2 [1]
3. Brand 3 [1]
4. Brand 4 [1]
5. Brand 5 [1]
6. Brand 6 [1]
7. Brand 7 [1]
99. Can't think of any [1] ANCHOR. EXCLUSIVE.
MIN: 2. MAX:
50. PC: WA
giving an
error for not
having
column
stub. Please
do not show
this stub.
[DV_QCFlag_3]
DV_QCFlag_3 Derived variable to capture whether not aware of any brands in S28 and S29.
.
DEFAULT ORDER.
1. Not aware of any brands PC: Punch if S28 = 99 (DontKnow) and S29 = 99
(DontKnow).
2. Aware of at least 1 brand Autocode if respondent did NOT select code [1] at
DV_QCFlag_3.

[AidedAware]
- Show to all.
- Programmer Comment: Insert images as stubs. Images located here: P:\204_Shrut\204-210801 People Against Dirty PAD Tracker
1H21 - US, CA, UK, DE\2_Project Design\Questionnaire\Exhibits & Stimuli
For US & UK: use ecover image, for other markets, used ecover_EU image for ecover
For Persil: See separate images for DE & UK
S30_AidedAware. Which of the following brands, if any, have you heard of before today?
RANDOMIZE LIST.
1. method
2. ecover
3. Dettol
4. Finish
5. Seventh Generation
6. Palmolive
7. Persil
8. Frosch
9. Ariel
10. Mrs. Meyer's
11. Lysol
12. Clorox
13. Softsoap
14. Tide
15. Dawn
16. Dial
17. Gain
18. Cascade
19. Love Home And Planet
20. Everspring
21. Home Made Simple
22. Raw Sugar
23. Fairy
24. Bio D
25. Alkimi
26. Kinn
27. Zoflora
28. Pril
29. Sodasan
30. Lenor
31. Perwoll
32. Souldrops
33. Dash
34. Mister Proper
35. Dreft
36. Seepje
37. Marcel's Green Soap
38. Ajax
39. Ocean Saver
40. Smol
41. Cif
42. Flash
43. Love Nature
44. Claro
45. Live Clean
46. Nature Clean
47. EcoMax
48. Attitude
49. BioVert
50. Sapadilla
51. Scrubbing Bubbles
52. Blueland
53. Ecos
54. Dropps
55. Honest
56. EC30
57. Neat
58. Spruce
59. Homethings
60. Everdrop

[DV_AwarenessQualify]
- Terminate Immediately if respondent selected code [7] at DV_AwarenessQualify.
DV_AwarenessQualify. DV to code whether respondent qualifies based on brands aware
DEFAULT ORDER.
1. US qualify Autocode if (respondent selected code [1] at
DV_Country AND respondent selected any codes
[1-2, 5, 10-11, 13-15, 19-21] at S30_AidedAware).
2. UK qualify Autocode if (respondent selected code [2] at
[1-3, 5, 7, 23-24] at S30_AidedAware).
3. BE quality Autocode if (respondent selected code [3] at
[1-5, 8, 33-35] at S30_AidedAware).
4. DE qualify Autocode if (respondent selected code [4] at
[1-2, 5, 7-8, 28-29, 44] at S30_AidedAware).
5. NL qualify Autocode if (respondent selected code [5] at
[1-6, 9, 35-38] at S30_AidedAware).
6. CA qualify Autocode if (respondent selected code [6] at
[1, 5, 10-11, 13, 45] at S30_AidedAware).
7. Do not qualify based on awareness Autocode if respondent did NOT select codes [1-6]
at DV_AwarenessQualify
Terminate immediately.

[UsedP12M]
- Show to all. Only show row stubs selected at S30_AidedAware.
- Programmer Comment: Show brands in same order as Q11_AidedAware.
S31_UsedP12M. Which of these brands have you used in the past 12 months?
DEFAULT ORDER.
1. method
2. ecover
3. Dettol
4. Finish
6. Palmolive
7. Persil
8. Frosch
9. Ariel
10. Mrs. Meyer's
11. Lysol
12. Clorox
13. Softsoap
14. Tide
15. Dawn
16. Dial
17. Gain
18. Cascade
20. Everspring
22. Raw Sugar
23. Fairy
24. Bio D
25. Alkimi
26. Kinn
27. Zoflora
28. Pril
29. Sodasan
30. Lenor
31. Perwoll
32. Souldrops
33. Dash
34. Mister Proper
35. Dreft
36. Seepje
38. Ajax
39. Ocean Saver
40. Smol
41. Cif
42. Flash
43. Love Nature
44. Claro
45. Live Clean
46. Nature Clean
47. EcoMax
48. Attitude
49. BioVert
50. Sapadilla
52. Blueland
53. Ecos
54. Dropps
55. Honest
56. EC30
57. Neat
58. Spruce
59. Homethings
60. Everdrop

[CurrentUse]
- Show to all. Only show row stubs selected at S31_UsedP12M.
S32_CurrentUse. And which of these brands are you or someone in your household currently using? By this, we mean you have them in
your household currently and use them on a regular basis.
DEFAULT ORDER.
1. method
2. ecover
3. Dettol
4. Finish
6. Palmolive
7. Persil
8. Frosch
9. Ariel
10. Mrs. Meyer's
11. Lysol
12. Clorox
13. Softsoap
14. Tide
15. Dawn
16. Dial
17. Gain
18. Cascade
20. Everspring
22. Raw Sugar
23. Fairy
24. Bio D
25. Alkimi
26. Kinn
27. Zoflora
28. Pril
29. Sodasan
30. Lenor
31. Perwoll
32. Souldrops
33. Dash
34. Mister Proper
35. Dreft
36. Seepje
38. Ajax
39. Ocean Saver
40. Smol
41. Cif
42. Flash
43. Love Nature
44. Claro
45. Live Clean
46. Nature Clean
47. EcoMax
48. Attitude
49. BioVert
50. Sapadilla
52. Blueland
53. Ecos
54. Dropps
55. Honest
56. EC30
57. Neat
58. Spruce
59. Homethings
60. Everdrop

[DV_UsedNoBrands]
DV_UsedNoBrands. Derived variable to capture if respondents haven't used any brands.
DEFAULT ORDER.
1. Have not used any brands Autocode if respondent selected code [98] at
S31_UsedP12M.
2. Have used at least one brand Autocode if respondent did NOT select code [1] at
DV_UsedNoBrands.
Subsection End - SECTION 1 - AWARENESS AND USAGE

SECTION 1A -AWARENESS AND USAGE CONT.
[Familiar]
- Show to all. Only show row stubs selected at S30_AidedAware AND not selected at S31_UsedP12M.
- Programmer Comment: Show stubs in same order as S19_AidedAwareness
Q12_Familiar. And of these brands you haven't used in the past 12 months, which are you familiar with (meaning, you know enough
about the brand to describe it to family and friends)?
DEFAULT ORDER.
1. method
2. ecover
3. Dettol
4. Finish
6. Palmolive
7. Persil
8. Frosch
9. Ariel
10. Mrs. Meyer's
11. Lysol
12. Clorox
13. Softsoap
14. Tide
15. Dawn
16. Dial
17. Gain
18. Cascade
20. Everspring
22. Raw Sugar
23. Fairy
24. Bio D
25. Alkimi
26. Kinn
27. Zoflora
28. Pril
29. Sodasan
30. Lenor
31. Perwoll
32. Souldrops
33. Dash
34. Mister Proper
35. Dreft
36. Seepje
38. Ajax
39. Ocean Saver
40. Smol
41. Cif
42. Flash
43. Love Nature
44. Claro
45. Live Clean
46. Nature Clean
47. EcoMax
48. Attitude
49. BioVert
50. Sapadilla
52. Blueland
53. Ecos
54. Dropps
55. Honest
56. EC30
57. Neat
58. Spruce
59. Homethings
60. Everdrop

[DV_AllBrandsFamiliar]
- Hidden Question. Applies to all. Autocode row stubs selected at S31_UsedP12M OR selected at Q12_Familiar.
DV_AllBrandsFamiliar. Captures brands familiar.
DEFAULT ORDER.
1. method
2. ecover
3. Dettol
4. Finish
6. Palmolive
7. Persil
8. Frosch
9. Ariel
10. Mrs. Meyer's
11. Lysol
12. Clorox
13. Softsoap
14. Tide
15. Dawn
16. Dial
17. Gain
18. Cascade
20. Everspring
22. Raw Sugar
23. Fairy
24. Bio D
25. Alkimi
26. Kinn
27. Zoflora
28. Pril
29. Sodasan
30. Lenor
31. Perwoll
32. Souldrops
33. Dash
34. Mister Proper
35. Dreft
36. Seepje
38. Ajax
39. Ocean Saver
40. Smol
41. Cif
42. Flash
43. Love Nature
44. Claro
45. Live Clean
46. Nature Clean
47. EcoMax
48. Attitude
49. BioVert
50. Sapadilla
52. Blueland
53. Ecos
54. Dropps
55. Honest
56. EC30
57. Neat
58. Spruce
59. Homethings
60. Everdrop

[EverUsedNotCurrent]
- Show to all. Only show row stubs selected at DV_AllBrandsFamiliar AND not selected at S31_UsedP12M.
Q13_EverUsedNotCurrent. And which of these brands have you ever bought before?
DEFAULT ORDER.
1. method
2. ecover
3. Dettol
4. Finish
6. Palmolive
7. Persil
8. Frosch
9. Ariel
10. Mrs. Meyer's
11. Lysol
12. Clorox
13. Softsoap
14. Tide
15. Dawn
16. Dial
17. Gain
18. Cascade
20. Everspring
22. Raw Sugar
23. Fairy
24. Bio D
25. Alkimi
26. Kinn
27. Zoflora
28. Pril
29. Sodasan
30. Lenor
31. Perwoll
32. Souldrops
33. Dash
34. Mister Proper
35. Dreft
36. Seepje
38. Ajax
39. Ocean Saver
40. Smol
41. Cif
42. Flash
43. Love Nature
44. Claro
45. Live Clean
46. Nature Clean
47. EcoMax
48. Attitude
49. BioVert
50. Sapadilla
52. Blueland
53. Ecos
54. Dropps
55. Honest
56. EC30
57. Neat
58. Spruce
59. Homethings
60. Everdrop

[DV_EverBought]
- Hidden Question. Applies to all. Autocode row stubs selected at S31_UsedP12M OR selected at Q13_EverUsedNotCurrent.
DV_EverBought. Combines P12M purchases with those ever bought before
DEFAULT ORDER.
1. method
2. ecover
3. Dettol
4. Finish
6. Palmolive
7. Persil
8. Frosch
9. Ariel
10. Mrs. Meyer's
11. Lysol
12. Clorox
13. Softsoap
14. Tide
15. Dawn
16. Dial
17. Gain
18. Cascade
20. Everspring
22. Raw Sugar
23. Fairy
24. Bio D
25. Alkimi
26. Kinn
27. Zoflora
28. Pril
29. Sodasan
30. Lenor
31. Perwoll
32. Souldrops
33. Dash
34. Mister Proper
35. Dreft
36. Seepje
38. Ajax
39. Ocean Saver
40. Smol
41. Cif
42. Flash
43. Love Nature
44. Claro
45. Live Clean
46. Nature Clean
47. EcoMax
48. Attitude
49. BioVert
50. Sapadilla
52. Blueland
53. Ecos
54. Dropps
55. Honest
56. EC30
57. Neat
58. Spruce
59. Homethings
60. Everdrop

[DV_LaspedUsers]
- Hidden Question. Applies to all. Autocode row stubs not selected at S32_CurrentUse AND selected at DV_EverBought.
DV_LaspedUsers. DV to capture those who have bought before but not currently using
DEFAULT ORDER.
1. method
2. ecover
3. Dettol
4. Finish
6. Palmolive
7. Persil
8. Frosch
9. Ariel
10. Mrs. Meyer's
11. Lysol
12. Clorox
13. Softsoap
14. Tide
15. Dawn
16. Dial
17. Gain
18. Cascade
20. Everspring
22. Raw Sugar
23. Fairy
24. Bio D
25. Alkimi
26. Kinn
27. Zoflora
28. Pril
29. Sodasan
30. Lenor
31. Perwoll
32. Souldrops
33. Dash
34. Mister Proper
35. Dreft
36. Seepje
38. Ajax
39. Ocean Saver
40. Smol
41. Cif
42. Flash
43. Love Nature
44. Claro
45. Live Clean
46. Nature Clean
47. EcoMax
48. Attitude
49. BioVert
50. Sapadilla
52. Blueland
53. Ecos
54. Dropps
55. Honest
56. EC30
57. Neat
58. Spruce
59. Homethings
60. Everdrop

[EverConsider]
- Show to all. Only show row stubs selected at S30_AidedAware.
Q14_EverConsider. Thinking about your next purchase for household items (like cleaning supplies, laundry products, air care, personal
care supplies, etc.), which of these brands would you consider purchasing?
DEFAULT ORDER.
1. method
2. ecover
3. Dettol
4. Finish
6. Palmolive
7. Persil
8. Frosch
9. Ariel
10. Mrs. Meyer's
11. Lysol
12. Clorox
13. Softsoap
14. Tide
15. Dawn
16. Dial
17. Gain
18. Cascade
20. Everspring
22. Raw Sugar
23. Fairy
24. Bio D
25. Alkimi
26. Kinn
27. Zoflora
28. Pril
29. Sodasan
30. Lenor
31. Perwoll
32. Souldrops
33. Dash
34. Mister Proper
35. Dreft
36. Seepje
38. Ajax
39. Ocean Saver
40. Smol
41. Cif
42. Flash
43. Love Nature
44. Claro
45. Live Clean
46. Nature Clean
47. EcoMax
48. Attitude
49. BioVert
50. Sapadilla
52. Blueland
53. Ecos
54. Dropps
55. Honest
56. EC30
57. Neat
58. Spruce
59. Homethings
60. Everdrop

[DV_BrandsQualified]
- Programmer Comment: Eligible if selected brand at S19_AidedAware
DV_BrandsQualified. Derived variable to capture which brands a respondent qualifies for, based on responses to Q11_AidedAware and
Q14_UsedP12M.
DEFAULT ORDER.
1. method
2. ecover
3. Dettol
4. Finish
6. Frosch
7. Ariel
8. Mrs. Meyers
9. Lysol
10. Softsoap
11. Tide
12. Dawn
14. Zoflora
15. Seepje
16. Smol
17. Cif
18. Live Clean
[DV_BrandAssigned]
- Hidden Question. Applies if respondent selected code [1] at DV_Country. Autocode row stubs selected at DV_BrandsQualified.
- Programmer Comment: Assign respondents to rate up to 2 brands from DV_BrandsQualified. If DV_BrandsQualified = 1 (Method)
and 2 (Ecover), assign both. If one of Method or Ecover qualifies (DV_BrandsQualified = 1 or 2), assign and randomly assign 1 more
brand from DV_BrandsQualified.
If one or zero brands qualify, randomly assign remaining brand(s) from DV_BrandsQualified. If only 1 brand qualified total at
DV_BrandsQualified, respondent will only rate one brand. If quota closed, assign to open brand within priority tier. If no open
brands within priority tier, move to next tier.
DV_BrandAssigned. Assign Brands for Rating

DEFAULT ORDER.
1. method
2. ecover
3. Dettol
4. Finish
6. Frosch
7. Ariel
8. Mrs. Meyers
9. Lysol
10. Softsoap
11. Tide
12. Dawn
14. Zoflora
15. Seepje
16. Smol
17. Cif
18. Live Clean

[DV_BrandsAssignedSimp]
- Programmer Comment: Full name in program/MDD is DV_BrandsAssignedSimplified
NOTE: Meyer's is not in step 1 prioritization in the US (in step 2 group instead). It is in the step 1 prioritization group in Canada.
DV_BrandsAssignedSimp. Assigner
Eligibility variable: DV_BrandsQualified

Maximum number of categories to assign: 2
If less than 1 category is assigned: Continue, but skip questions with logic referencing DV_BrandsAssignedSimp
Step 1:
Assignment type: Random
Maximum number of categories that can be assigned to this step: 1
Only assign specific categories?: Yes, one or more stubs from the eligibility variable
method
ecover
Mrs. Meyers
Step 2:
Only assign specific categories?: Yes, one or more stubs from the eligibility variable
Seventh Generation
Frosch
Ariel
Love Home And Planet
Zoflora
Seepje
Smol
Cif
Live Clean
Step 3:
Only assign specific categories?: No, anything eligible can be assigned

SECTION 2 - BRAND ASSESSMENT
Loop Start - IIM
[IIM]
- Only show row stubs selected at DV_BrandAssigned.
IIM. IIM
Iterations:
DEFAULT ORDER.
1. method
2. ecover
3. Dettol
4. Finish
6. Frosch
7. Ariel
8. Mrs. Meyers
9. Lysol
10. Softsoap
11. Tide
12. Dawn
14. Zoflora
15. Seepje
16. Smol
17. Cif
18. Live Clean
Questions:
[IIM]
- Show to all.
- Programmer Comment: Use logos for brands. Show for each brand assigned (loop iterations).
Please update so that "your name" text always reads as "Me".

C1_IIM. How do you see your relationship with the following brands?
One circle will represent you and another will represent a brand. Move your circle to best describe your relationship with the
brand. The more the two circles overlap, the closer your relationship with that brand is.
DEFAULT ORDER.
1. Placeholder
Loop End - IIM
- Programmer: For wave 14 only, if DV_Country = Belgium or Netherlands, end survey here
Loop Start - Brand_Assoc

[Brand_Assoc]
- Only show row stubs selected at DV_BrandAssigned.
Brand_Assoc. Brand_Assoc
Iterations:
DEFAULT ORDER.
1. method
2. ecover
3. Dettol
4. Finish
6. Frosch
7. Ariel
8. Mrs. Meyers
9. Lysol
10. Softsoap
11. Tide
12. Dawn
14. Zoflora
15. Seepje
16. Smol
17. Cif
18. Live Clean
Questions:
[NEW_ProductFeatures]
- Show to all.
C2_NEW_ProductFeatures. Which of these attributes describe the [Insert current iteration] brand and its products?
RANDOMIZE LIST.
RANDOMIZE WITHIN.
1. Gives back to the community/good causes PC: Suppressed in Wave 13
2. Is constantly searching for more environmentally friendly PC: Suppressed in Wave 13
ways to produce its products
3. Takes care of its employees PC: Suppressed in Wave 14
RANDOMIZE WITHIN.
4. Uses safe ingredients in their products
5. Uses natural ingredients in their products
6. Does not include unnecessary chemicals in their products
7. Made with ingredients that are good for me PC: Suppressed in Wave 14
8. Works really well
RANDOMIZE WITHIN.
9. Comes in a nice looking bottle or package
10. Comes in a bottle or package that is easy to use
19. Their bottles or packages are made with sustainable
materials
RANDOMIZE WITHIN.
11. Has fragrances I love
12. Has a strong fragrance PC: Suppressed in Wave 14
13. Has a gentle fragrance
RANDOMIZE WITHIN.
14. Offers products at an affordable price
15. Is honest and open about its business practices
16. Is a brand for people like me
17. Comes in a bottle or package I would proudly display in
my home
18. Is worth paying more for
19. Removes harmful germs and viruses
20. Is a forward-thinking brand

21. Is a timeless brand
22. Uses biodegradable ingredients in their products
23. Uses plant-based ingredients in their products

[EmotionalOutcomes]
- Show to all.
C3_EmotionalOutcomes. How do you feel about [Insert current iteration] and its products?
RANDOMIZE LIST.
RANDOMIZE WITHIN.
1. I feel happy when I use them
2. I feel like I'm on top of things PC: Suppressed in Wave 14
3. I feel like I'm treating myself
RANDOMIZE WITHIN.
4. It shows others that I appreciate nicer things
5. It shows that I do things differently than others PC: Suppressed in Wave 14
6. It shows others that I care about doing my part to make
the world better
7. It shows that I have a good sense of style
RANDOMIZE WITHIN.
8. I feel inspired
9. I feel creative
10. I feel proud
RANDOMIZE WITHIN.
11. I feel less stressed PC: Suppressed in Wave 14
12. It helps simplify my life
RANDOMIZE WITHIN.
13. I feel like I'm taking good care of my home
14. It makes me feel healthier PC: Suppressed in Wave 14
15. It makes me hopeful that the world can be a better place
RANDOMIZE WITHIN.
16. It connects me to a time when life was more simple
17. Reminds me of my childhood PC: Suppressed in Wave 14
18. It makes me feel connected to others who share my PC: Suppressed Wave 13
values
19. It makes me feel like I'm ahead of the curve
20. It engages all my senses PC: Suppressed in Wave 14
21. I feel like I’m protecting myself and my family
22. I feel like I’m part of a community who shares my values
23. I feel like I’m making a positive difference

[HumanBrandAtts]
- Show to all.
C10_HumanBrandAtts. Which of the below do you believe describe [Insert current iteration]?
RANDOMIZE LIST.
1. The brand is more ethical than most other brands
2. The brand is environmentally friendly
3. The brand is active in my local community
4. The brand campaigns for a cause I believe in
5. The brand is independent rather than multinational
6. I think their products look great/I love the design
7. I enjoy using their products
8. The brand donates some or all of its profits to a cause I
believe in
9. That brand has advertising that I like that feels genuine
and down-to-earth
10. The brand is the best brand for the job, regardless of its PC: Suppressed in Wave 14
advertising or its contribution to society
11. The brand has similar values to mine
12. The brand is organic or more natural PC: Suppressed Wave 13
13. The brand is cruelty-free
14. I like the story behind how the brand started/about the PC: Suppressed Wave 14
people who founded the brand
15. The brand is transparent and honest about what it’s doing PC: Suppressed Wave 13
16. I see myself in the brand
17. The brand is open to and pays attention to feedback
18. The brand is authentic
19. The brand is making a positive impact in the world
20. Is a brand that takes action against plastic waste
21. Is a brand that helps me live a more sustainable lifestyle
22. The brand is more sustainable than most other brands
23. The brand speaks to me as a person, not just as a
customer
24. The brand is caring
25. The brand embraces inclusivity
99. None of these describe this brand ANCHOR. EXCLUSIVE.
Loop End - Brand_Assoc
[DV_SecondAssignEligible]
DV_SecondAssignEligible. Assigner will assign a brand for the category usage questions
DEFAULT ORDER.
1. method Autocode if (respondent selected any codes [1-2,
5-6] at DV_Country AND respondent selected code
[1] at DV_BrandsQualified).
2. Mrs. Meyer's Autocode if (respondent selected any codes [1, 6]
at DV_Country AND respondent selected code [8]
at DV_BrandsQualified).
3. ecover Autocode if (respondent selected any codes [2-5]
at DV_Country AND respondent selected code [2]
at DV_BrandsQualified).

[DV_CatFunnelBrandAssign]
DV_CatFunnelBrandAssign. Assigner
Eligibility variable: DV_SecondAssignEligible

Maximum number of categories to assign: 1
If less than 1 category is assigned: Continue, but skip questions with logic referencing DV_CatFunnelBrandAssign
Step 1:
Only assign specific categories?: No, anything eligible can be assigned
Subsection Start - methodFunnel

Show if respondent selected code [1] at DV_CatFunnelBrandAssign
[CatFamiliarity]
- Show if respondent selected code [1] at DV_CatFunnelBrandAssign.
- Note to client: Beginning Wave 12, hide the following stubs in EU markets: Air fresheners, Deodorant, Body lotion,
Shampoo/conditioner, Bar soap, Shaving cream
Hide the following stubs for Canada: AirCare, Deodorant, Body lotion, Shampoo/conditioner, Bar soap, Shaving cream
C4_CatFamiliarity. You mentioned you know the Method brand. Which types of Method products have you personally seen or heard of
before today? (Note: Some of these may not be available in your area)
RANDOMIZE LIST.
1. Hand Soap
2. Laundry Products (e.g. laundry detergent, fabric
softeners)
3. All Purpose/Surface Cleaners
4. Floor Cleaners
6. Bathroom/Toilet Cleaners
7. Dish Cleaning (e.g. dish detergent, dishwasher tablets)
8. Glass Cleaners
9. Specialty Surface Cleaners (e.g. wood, stainless steel,
granite)
10. Air Care (e.g. room sprays, candles)
RANDOMIZE WITHIN.
5. Liquid Body Wash
11. Deodorant
12. Body Lotion
13. Shampoo/Conditioner
14. Bar Soap
15. Shaving Cream
96. Other (please specify)__________ ANCHOR.

[CatUsage]
- Show if respondent did NOT select code [96] at C4_CatFamiliarity. Only show row stubs selected at C4_CatFamiliarity.
C5_CatUsage. And of those, which types of Method products (if any) have you ever used?
DEFAULT ORDER.
1. Hand Soap
softeners)
4. Floor Cleaners
8. Glass Cleaners
granite)
RANDOMIZE WITHIN.
5. Liquid Body Wash
11. Deodorant
12. Body Lotion
14. Bar Soap
15. Shaving Cream
97. I have never used a Method product ANCHOR. EXCLUSIVE.
[CatConsideration]
- Show if respondent did NOT select code [96] at C4_CatFamiliarity. Only show row stubs selected at C4_CatFamiliarity.
- Programmer Comment: Show stubs in same order as R4_CatFamiliarity
C6_CatConsideration. Of these Method products, which ones (if any) would you consider using in the future?
DEFAULT ORDER.
1. Hand Soap
softeners)
4. Floor Cleaners
8. Glass Cleaners
granite)
RANDOMIZE WITHIN.
5. Liquid Body Wash
11. Deodorant
12. Body Lotion
14. Bar Soap
15. Shaving Cream
Subsection End - methodFunnel
Subsection Start - OtherCatFunnel

Show if respondent selected any codes [2-3] at DV_CatFunnelBrandAssign

[OtherCatFamiliarity]
- Show if respondent selected any codes [2-3] at DV_CatFunnelBrandAssign.
C7_OtherCatFamiliarity. You mentioned you know the [Insert response from DV_CatFunnelBrandAssign] Which types of [Insert
response from DV_CatFunnelBrandAssign] products have you personally seen or heard of before today?
(Note: Some of these may not be available in your area)
DEFAULT ORDER.
1. Hand Soap
softeners)
4. Floor Cleaners
8. Glass Cleaners
granite)
RANDOMIZE WITHIN.
5. Liquid Body Wash
11. Deodorant
12. Body Lotion
14. Bar Soap
15. Shaving Cream
[OtherCatUsage]
- Only show row stubs selected at C7_OtherCatFamiliarity.
C8_OtherCatUsage. And of those, which types of [Insert response from DV_CatFunnelBrandAssign] products (if any) have you ever
used?
DEFAULT ORDER.
1. Hand Soap
softeners)
4. Floor Cleaners
8. Glass Cleaners
granite)
RANDOMIZE WITHIN.
5. Liquid Body Wash
11. Deodorant
12. Body Lotion
14. Bar Soap
15. Shaving Cream
97. I have never used a [Insert response from ANCHOR. EXCLUSIVE.
DV_CatFunnelBrandAssign] product

[OtherCatConsideratio]
- Only show row stubs selected at C7_OtherCatFamiliarity.
C9_OtherCatConsideratio. Of these [Insert response from DV_CatFunnelBrandAssign] products, which ones (if any) would you
consider using in the future?
DEFAULT ORDER.
1. Hand Soap
softeners)
4. Floor Cleaners
8. Glass Cleaners
granite)
RANDOMIZE WITHIN.
5. Liquid Body Wash
11. Deodorant
12. Body Lotion
14. Bar Soap
15. Shaving Cream
97. I would not consider using a [Insert response from ANCHOR. EXCLUSIVE.
DV_CatFunnelBrandAssign] product
Subsection End - OtherCatFunnel

SECTION 3 - INFO SOURCES AND CLASSIFICATION
[DV_RetailerInsert]
DV_RetailerInsert. Captures which text to show for D1_Retailer_Types based on market
DEFAULT ORDER.
1. Where do you typically shop for household products (like Autocode if respondent selected any codes [1, 6]
cleaning, laundry, air care, and personal care items)? at DV_Country.
1. Where do you typically shop for household cleaning and Autocode if respondent selected any codes [2-5]
laundry products? at DV_Country.

[Retailer_Types]
- Show to all.
D1_Retailer_Types. [Insert response from DV_RetailerInsert]
RANDOMIZE LIST.
1. Mass Merchandisers/Super Center Stores or their
websites (Walmart/walmart.com, Target/target.com, etc.)
2. Grocery Stores (Kroger, Publix, Safeway, etc.)
3. Natural or Alternative Grocery Stores (Whole Foods,
Sprouts, etc.)
4. Club Stores (Costco/Costco.com, Sam’s/samsclub.com,
BJ’s/bjs.com, etc.)
5. Drug Stores (CVS/cvs.com, Walgreens/walgreens.com,
Rite Aid/riteaid.com, etc.)
6. Home Hardware Stores (Home Depot/homedepot.com,
Lowe’s/lowes.com, etc.)
7. Online Stores (Amazon, Grove.com, Jet.com, etc.)
8. Mass Merchandisers / Super Center Stores (i.e., Tesco,
Asda, etc.)
9. Supermarkets (i.e., Tesco, Sainsburys, Morrisons,
Waitrose, Asda, etc.)
10. Natural or Health Supplement Stores (i.e., Planet
Organic, Wholefoods, Holland & Barrett, etc.)
11. Cash and Carry (i.e., Costco, Makro, Booker, etc.)
12. Pharmacies (i.e., Superdrug, etc.)
13. Home Hardware Stores (i.e., B&Q, Homebase, etc.)
14. Online Stores (i.e., Ocado.com, Amazon.com, Ebay.com,
etc.)
15. Discount Stores (i.e., Aldi, Lidl, Poundland,
Poundstretcher, etc.)
16. Local Convenience Stores (i.e., SPAR, Co-op, etc.)
17. Mass Merchandisers / Super Center Stores (i.e., Colruyt,
Delhaize, Carrefour hypermarkets, etc.)
18. Supermarkets (i.e., Carrefour market, AD Delhaize,
Intermarche, etc.)
19. Natural or Health Supplement Stores (i.e., Bio-planet,
etc.)
20. Cash and Carry (i.e., Makro, Metro, etc.)
21. Pharmacies / Drugstores (i.e., Lloyds Pharmacy,
Kruidvat, etc.)
22. Home Hardware Stores (i.e., Brico, Gamma, etc.)
23. Online Stores (i.e., bol.com, Amazon.com, Ebay.com,
etc.)
24. Discount Stores (i.e., Action, Lidl, etc.)
25. Local Convenience Stores (i.e., Carrefour Express,
Delhaize city, etc.)
26. Health Foods Markets (i.e., Aleco, Basic, Bio Company,
etc.)
27. Drug Stores (i.e., Budnikowsky, Müller, etc.)
28. Supermarkets (i.e., Edeka, Globus, Wasgua, etc.)
29. Online Stores (i.e., Amazon.de, Bio-Natural.de, etc.)
30. Mass Merchandisers/Super Center Stories (Makro, enz.)
31. Supermarkets (Jumbo, Vomar, Albert Heijn, enz.)
32. Natural or Health Supplement Stores (Ekoplaza, Holland
& Barrett, Vitaminstore, enz.)
33. Cash and Carry (Makro, enz.)
34. Pharmacies (Etos, Kruidvat, enz.)
35. Home Hardware Stores (Karwei, Hornbach, enz.)
36. Online Stores (Bol.com, Amazon.nl, Ebay.nl, enz.)
37. Discount Stores (Action, Big Bazar, enz.)
38. Local Convenience Stores (SPAR, Coop, enz.)
39. Mass Merchandisers/Super Center Stores (Walmart, Real
Canadian Superstore, Real Atlantic Superstore, etc.)
40. Natural or Alternative Grocery Stores (Whole Foods, etc.)
41. Club Stores (Costco, etc.)
42. Drug Stores (Shopper's Drug Mart, Rexall, etc.)
43. Home Hardware Stores (Canadian Tire, Home Hardware,
etc.)
44. Online Stores (Amazon.ca, Well.ca, etc.)
45. Grocery Stores (Sobeys / IGA, Loblaws, Metro, etc.)
97. Other__________ ANCHOR.

[Retailers]
- Show to all.
- Programmer Comment: Programmer Comment: Display question on 1 page if 3 stubs selected at R1_Retailer_Types. Display
question on 2 pages if 4-7 stubs selected at R1_Retailer_Types. Display question on 3 pages if more than 7 stubs selected at
R1_Retailer_Types.
D2_Retailers. At which of the following stores (or their websites) do you shop for household products?
DEFAULT ORDER.
RANDOMIZE WITHIN. Header: US.
RANDOMIZE WITHIN. Header: Mass Merchandise/Super
Center Stores.
1. Walmart
2. Target
3. Meijer
4. Other ANCHOR.
RANDOMIZE WITHIN. Header: Grocery Stores.
10. Aldi
11. Kroger
12. Publix
13. Giant
14. Giant Eagle
15. Safeway
16. Fred Meyer
17. Harris Teeter
18. H-E-B
19. Stop & Shop
20. Wegmans
21. Jewel
22. Other ANCHOR.
RANDOMIZE WITHIN. Header: Natural or Alternative Grocery
Stores.
34. Whole Foods
35. Trader Joe's
36. Sprouts
37. The Fresh Market
38. Other ANCHOR.
RANDOMIZE WITHIN. Header: Club Stores.
45. Costco
46. BJ's
47. Sams
48. Other ANCHOR.
RANDOMIZE WITHIN. Header: Drug Stores.
56. CVS
57. Walgreens
58. Rite Aid
59. Duane Read
60. Other ANCHOR.
RANDOMIZE WITHIN. Header: Home Hardware Stores.
67. Home Depot
68. Lowe's
69. Menard's
70. Other ANCHOR.
RANDOMIZE WITHIN. Header: Online Stores.
77. Amazon.com
78. Jet.com
79. Drugstore.com
80. iherb.com
81. Vitacost.com
82. Grove.com

83. Other ANCHOR.
RANDOMIZE WITHIN. Header: UK.
RANDOMIZE WITHIN. Header: Supermarkets.
23. Sainsburys
24. Morrisons
25. Waitrose
26. Tesco
27. Asda
28. Other ANCHOR.
RANDOMIZE WITHIN. Header: Natural or Health Supplement
Stores.
39. Planet Organic
40. Wholefoods
41. Holland & Barrett
42. Other ANCHOR.
RANDOMIZE WITHIN. Header: Cash and Carry.
49. Costco
50. Makro
51. Booker
52. Other ANCHOR.
RANDOMIZE WITHIN. Header: Pharmacies.
61. Superdrug
62. Boots
63. Other
71. Bq
72. Homebase
73. Other ANCHOR.
84. Ocadocom
85. Amazon.com
86. Ebay.com
87. Other ANCHOR.
RANDOMIZE WITHIN. Header: Discount Stores.
91. Aldi
92. Lidl
93. Poundland
94. Poundstretcher
95. Other ANCHOR.
RANDOMIZE WITHIN. Header: Local Convenience Stores.
100. SPAR
101. Co-op
102. Other ANCHOR.
RANDOMIZE WITHIN. Header: Belgium.
RANDOMIZE WITHIN. Header: Mass Merchandisers and/or
Super Center Stores.
5. Colruyt
6. Delhaize
7. Carrefour Hypermarkets
8. Cora
9. Other ANCHOR.
29. Carrefour Market
30. AD Delhaize
31. Intermarche
32. Match
33. Other ANCHOR.
Stores.
43. Bioplanet
44. Other ANCHOR.

RANDOMIZE WITHIN. Header: Cash and Carry.
53. Makro
54. Metro
55. Other ANCHOR.
RANDOMIZE WITHIN. Header: Pharmacies/Drugstores.
64. Lloyds Pharmacy
65. Kruidvat
66. Other ANCHOR.
DEFAULT ORDER. Header: Home Hardware Stores.
74. Brico
75. Gamma
76. Other ANCHOR.
88. bol.com
89. Amazon.com
90. Ebay.com
189. Other ANCHOR.
96. Action
97. Lidl
98. Aldi
99. Other ANCHOR.
103. Carrefour Express
104. Delhaize City
105. SPAR
106. Other
RANDOMIZE WITHIN. Header: Germany.
Stores.
107. Aleco
108. Alnatura
109. Basic
110. Bio Company
111. denn's Biomrkte
112. Erdkorn
113. LPG
114. Temma
115. Tjaden's Biofrischmarkt
116. Other health food store ANCHOR.
117. Edeka
118. Feneberg
119. Globus
120. HIT
121. Kaes/v-markt
122. Real
123. Wasgau
124. Rewe
125. Other ANCHOR.
DEFAULT ORDER. Header: Online Stores.
126. allyouneedfresh.de
127. amazon.de
128. biggreensmile.de
129. bionaturel.de
130. violey.de
131. windeln.de
132. Other online store
RANDOMIZE WITHIN. Header: Pharmacies/Drugstores.
133. Budnikowsky

134. Rossmann
135. dm Drogeriemarkt
136. Müller Drogeriemarkt
137. Other drug store ANCHOR.
RANDOMIZE WITHIN. Header: Netherlands.
138. SPAR
139. Coop
140. Other ANCHOR.
141. Action
142. Big Bazar
143. Other ANCHOR.
RANDOMIZE WITHIN. Header: Pharmacies.
144. Etos
145. Kruidvat
146. Other ANCHOR.
147. Jumbo
148. Comar
149. Albert Heijn
150. Other ANCHOR.
151. Karwei
152. Hornbach
153. Praxis
154. Other ANCHOR.
RANDOMIZE WITHIN. Header: Natural and Health Food
Stores.
155. Ekoplaza
156. Holland & Barret
157. Vitaminstore
158. Biggreensmile.nl
159. Other ANCHOR.
160. Bol.com
161. Amazon.nl
162. Ebay.nl
163. Other ANCHOR.
RANDOMIZE WITHIN. Header: Cash and Carry/Mass
Merchandisers.
164. Makro
165. Other ANCHOR.
RANDOMIZE WITHIN. Header: Canada.
RANDOMIZE WITHIN. Header: Mass Merchandisers/Super
Center Stores.
166. Walmart
167. Real Canadian Superstore
168. Real Atlantic Superstore
190. Other ANCHOR.
RANDOMIZE WITHIN. Header: Grocery Stores.
169. Sobeys / IGA
170. Metro
171. Loblaws
172. Zehrs
173. No Frills
174. Fortinos
175. Save-On Foods
176. Provigo
191. Other ANCHOR.

RANDOMIZE WITHIN. Header: Natural or Alternative Grocery
Stores.
177. Whole Foods
193. Other ANCHOR.
RANDOMIZE WITHIN. Header: Club Stores.
178. Costco
194. Other ANCHOR.
RANDOMIZE WITHIN. Header: Drug Stores.
179. Shopper's Drug Mart
180. Rexall
181. London Drugs
182. Pharmaprix
192. Other ANCHOR.
183. Canadian Tire
184. Home Depot
185. Home Hardware
186. Lowes
195. Other ANCHOR.
187. Amazon.ca
188. Well.ca
196. Other ANCHOR.

[PADsegmentInputs]
- Show to all.
- Programmer Comment: For Social Spender Augment link, Deliberate Decider Augment link, and Method Target Augment link,
please move this section (Segment Inputs, Bipolars, and HumanBrandConsumer and DV_MethodTarget) to screener. For all other
link types, please show, but keep later in the survey following Retailers.
Additionally, if DV_Country = NL or BE, please move PADSegmentInputs, PersonalValueBipolar, ProductDesignBipolar, and

HumanBrandConsumer to screener.
D3_PADsegmentInputs. Below are some general statements that might describe your attitudes toward household products, including
cleaning, laundry, and body care products.
Please read each pair of statements and decide which one you agree with more than the other. If you agree with
it MUCH more, select the button closest to the appropriate statement. If you agree (or disagree) with both, select
one of the middle buttons that is closer to the statement that better describes your views.
Select one response for each.
DEFAULT ORDER.
Somewhat Somewhat
Much More More More Much More
1. I tend to shop at larger, I tend to shop at smaller,
1 2 3 4
chain stores local stores
The best brands give back
2. The best brands make
1 2 3 4 and make the world a
amazing products
better place
3. I want things that are I want things that are
1 2 3 4
really easy to use beautifully designed
4. I will switch between I'll pay more for the brand
cleaning brands to save 1 2 3 4 of cleaning product that I
money really like
Certain areas of my home,
5. I use natural cleaners
1 2 3 4 like the bathroom, require
for all areas in my home
strong cleaners
6. When it comes to hand I like it when people notice
soap, I buy the most 1 2 3 4 the nicer hand soaps I
practical ones have in my home
7. I like it when my Any smells in cleaning
cleaning products leave a 1 2 3 4 products should go away
fragrance behind quickly
8. Laundry detergent must Laundry detergent must
1 2 3 4
be free of chemicals work really well
9. Laundry products
Laundry products should
should make my clothes 1 2 3 4
not have a fragrance
smell great
10. Natural body washes
Natural body washes &
& soaps are not worth the 1 2 3 4
soaps are higher quality
extra money
I can see big differences
11. All natural brands are
1 2 3 4 among brands of natural
basically the same
products
12. I am very concerned I trust that as a society we
about my personal impact 1 2 3 4 will find solutions to keep
on the planet our planet healthy
[DV_PADsegment]
- Terminate Immediately if (respondent selected code [2] at DV_LinkType AND respondent did NOT select code [3] at
DV_PADsegment) OR (respondent selected code [3] at DV_LinkType AND respondent did NOT select code [2] at DV_PADsegment).
- Programmer Comment: For Social Spender Augment link AND Deliberate Decider Augment link, please move with
D3_PADSegmentInputs to keep after QD3,which in this link now follows DV_UsedNobrands
DV_PADsegment. Punch based on PASsegmentInputs.
DEFAULT ORDER.
1. Segment 1
2. Segment 2
3. Segment 3
4. Segment 4
5. Segment 5
6. Segment 6

[DV_HumanBrandInsert]
DV_HumanBrandInsert. Captures which text to show for D7_HumanBrandsConsumer based on market
DEFAULT ORDER.
1. When choosing a brand for household products (like Autocode if respondent selected any codes [1, 6]
cleaning, laundry, air care, and personal care items), how at DV_Country.
important are each of the following?
1. When choosing a brand for household products (like Autocode if respondent selected any codes [2-5]
cleaning and laundry items), how important are each of at DV_Country.
the following?
[HumanBrandConsumer]
- Show to all.
D7_HumanBrandConsumer. [Insert response from DV_HumanBrandInsert]
COLS: DEFAULT ORDER. Not at all Not very Somewhat Very Extremely
ROWS: RANDOMIZE LIST. important important important important important
1. The brand supports
1 2 3 4 5
causes I believe in
2. I see my values
1 2 3 4 5
reflected in the brand
3. The brand is consistent
with the ways in which I 1 2 3 4 5
like to express myself
4. The brand speaks to
me as a person, not just a 1 2 3 4 5
customer
5. The brand has a
personality that is similar to 1 2 3 4 5
mine
6. The brand is making a
1 2 3 4 5
positive impact in the world
[PersonalValueBipolar]
- Show to all.
D5_PersonalValueBipolar. Below are some general statements that might describe your attitudes toward your personal values and
general shopping behaviors.
Please read each pair of statements and decide which one you agree with more than the other. If you agree
with it MUCH more, select the button closest to the appropriate statement. If you agree (or disagree) with both,
select one of the middle buttons that is closer to the statement that better describes your views.
RANDOMIZE LIST.
Somewhat Somewhat
1. Everyone in society If I support companies that
must be willing to give up are doing good for the
1 2 3 4
some things to help the planet, I am doing my part
planet to help
2. I seek out products that I rarely check the
are formulated with safe 1 2 3 4 ingredients of products
and natural ingredients before I buy them
3. I love the thrill of trying I get more enjoyment from
new experiences that push 1 2 3 4 doing the things that I
me out of my comfort zone already know I like
4. I can make the world a
It's not easy to make a
better place by doing little 1 2 3 4
positive impact by myself
things every day
5. I want people to
I want people to recognize
recognize my unique 1 2 3 4
my unique personality
sense of style

[ProductDesignBipolar]
- Show to all.
D6_ProductDesignBipolar. Below are some general statements that might describe your attitudes toward product design and fragrance.
Please read each pair of statements and decide which one you agree with more than the other. If you agree
with it MUCH more, select the button closest to the appropriate statement. If you agree (or disagree) with both,
select one of the middle buttons that is closer to the statement that better describes your views.
RANDOMIZE LIST.
Somewhat Somewhat
1. Beautiful product design
Beautiful product design
should stand out in my 1 2 3 4
should blend in
home
2. I love fun, unique I love simple,
1 2 3 4
fragrances straightforward fragrances
3. If my hand soap or I don't care about the
cleaning products are out design of hand soap or
1 2 3 4
in the open, I want them to cleaning products, even if
be attractively designed they are out in the open
[DV_MethodTarget]
- Terminate Immediately if respondent selected code [2] at DV_MethodTarget AND respondent selected code [7] at DV_LinkType.
DV_MethodTarget. hidden var to capture if method target
DEFAULT ORDER.
1. Method Target Autocode if, for every row [2, 4] at
D7_HumanBrandConsumer, the respondent
selected any codes [4-5] AND for [4] at
D5_PersonalValueBipolar, the respondent
selected code [1].
2. Not Method Target Autocode if respondent did NOT select code [1] at
DV_MethodTarget.

PERSONAL CARE DD - US ONLY
Show if respondent selected code [1] at DV_Country AND respondent selected code [4] at S5_PurchaseP12M
- Programmer: Show if respondent selected code [1] at DV_Country AND respondent selected code [4] at
S5_PurchaseP12M
[PersonalCareFunnel]
- Show if respondent selected code [1] at DV_Country AND respondent selected code [4] at S5_PurchaseP12M.
DT_PersonalCareFunnel. Thank you for your time so far! We have just a few questions about personal care items specifically. For the next
few questions, please think about personal care items.
[AidedAware_Care]
- Programmer Comment: Insert images as stubs: P:\204_Shrut\204-190571 PAD Tracker 1H19 - US\2_Project
Design\Questionnaire\Logos_NEW
Copied question structure from: S19_AidedAware

MPC4_AidedAware_Care. Which of the following personal care brands, if any, have you heard of before today?
RANDOMIZE LIST.
1. Method
2. Method Men
3. Native
4. Schmidt’s
5. Harry’s
6. Every Man Jack
7. Love Beauty and Planet
8. Dove
9. Nivea
10. Dove Men
11. Old Spice
12. Axe
13. Aveeno
14. St. Ives
15. Raw Sugar
16. Puracy
[UsedP12M_Care]
- Show if respondent did NOT select code [98] at MPC4_AidedAware_Care. Only show row stubs selected at
MPC4_AidedAware_Care.
- Programmer Comment: Copied question structure from: S20_UsedP12M
MPC3_UsedP12M_Care. Which of these personal care brands have you or someone in your household used in the past 12 months?
RANDOMIZE LIST.
1. Method
2. Method Men
3. Native
4. Schmidt’s
5. Harry’s
6. Every Man Jack
8. Dove
9. Nivea
10. Dove Men
11. Old Spice
12. Axe
13. Aveeno
14. St. Ives
15. Raw Sugar
16. Puracy

[Familiar_Care]
- Show if respondent did NOT select code [98] at MPC4_AidedAware_Care. Only show row stubs selected at
MPC4_AidedAware_Care AND not selected at MPC3_UsedP12M_Care.
- Programmer Comment: Copied question structure from: Q12_Familiar
MPC2_Familiar_Care. And of these personal care brands you (or others in your household) haven't used in the past 12 months, which are
you familiar with (meaning, you know enough about the brand to describe it to family and friends)?
RANDOMIZE LIST.
1. Method
2. Method Men
3. Native
4. Schmidt’s
5. Harry’s
6. Every Man Jack
8. Dove
9. Nivea
10. Dove Men
11. Old Spice
12. Axe
13. Aveeno
14. St. Ives
15. Raw Sugar
16. Puracy
[DV_PersonalCareFamiliar]
- Hidden Question. Applies if respondent did NOT select code [98] at MPC4_AidedAware_Care. Autocode row stubs selected at
MPC3_UsedP12M_Care OR selected at MPC2_Familiar_Care.
- Programmer Comment: Copied DV structure from: DV - AllBrandsFamiliar
DV_PersonalCareFamiliar. Captures brands familiar.
DEFAULT ORDER.
1. Method
2. Method Men
3. Native
4. Schmidt’s
5. Harry’s
6. Every Man Jack
8. Dove
9. Nivea
10. Dove Men
11. Old Spice
12. Axe
13. Aveeno
14. St. Ives
15. Raw Sugar
16. Puracy

[EverConsider_Care]
- Show if respondent selected code [98] at MPC4_AidedAware_Care. Only show row stubs selected at MPC4_AidedAware_Care.
- Programmer Comment: Copied question structure from: Q14_EverConsider
MPC1_EverConsider_Care. Thinking about your next purchase for personal care items (e.g. body wash, deodorant, shaving cream), which
of these brands would you consider purchasing, either for yourself or for someone in your household?
RANDOMIZE LIST.
1. Method
2. Method Men
3. Native
4. Schmidt’s
5. Harry’s
6. Every Man Jack
8. Dove
9. Nivea
10. Dove Men
11. Old Spice
12. Axe
13. Aveeno
14. St. Ives
15. Raw Sugar
16. Puracy
Loop Start - IIM_PersonalCare_Loop
[IIM_PersonalCare_Loop]
- Only show row stubs selected at DV_PersonalCareFamiliar.
- Programmer Comment: (US Only - 1H19) New IIM Loop – similar to the IIM Loop in Section 2 – Brand Assessment, but no assigner.
IIM_PersonalCare_Loop. IIM_PersonalCare_Loop
Iterations:
DEFAULT ORDER.
1. Method
2. Method Men
3. Native
4. Schmidt’s
5. Harry’s
6. Every Man Jack
8. Dove
9. Nivea
10. Dove Men
11. Old Spice
12. Axe
13. Aveeno
14. St. Ives
15. Raw Sugar
16. Puracy
Questions:

[IIM_Care]
- Programmer Comment: Use logos for brands: P:\204_Shrut\204-190571 PAD Tracker 1H19 - US\2_Project
Design\Questionnaire\Logos_NEW
Show for each brand familiar (loop iterations).
Please update so that "your name" text always reads as "Me".
Copied question structure from: C1_IIM
MPC5_IIM_Care. Move your circle to best describe your relationship with the brand. Once your circle is placed in this way, please click the
‘Continue’ button at the bottom of your screen.
DEFAULT ORDER.
1. Placeholder
Loop End - IIM_PersonalCare_Loop
[PurchP12M_Care]
MPC6_PurchP12M_Care Have you personally bought any men’s personal care products for you or someone in your household in the
. past 12 months?
DEFAULT ORDER.
1. Yes, for myself
2. Yes, for someone else
3. No EXCLUSIVE.

MISC
[GreenIsGood]
- Show to all.
M1_GreenIsGood Thinking of the following ways you might use cleaners, which of these do you agree with more?
.
For any of these occasions that you do not personally use cleaners, please select "N/A".
If you agree with both, please select the scale point closest to the one you agree with more.
4
- Cleaning
1- with only
Cleaning natural
with ingredients
natural does not
COLS: DEFAULT ORDER. products is provide a
ROWS: RANDOMIZE LIST. effective 2 3 full clean N/A
1. Kitchen surface
1 2 3 4 99
cleaning
2. Floor cleaning 1 2 3 4 99
3. Toilet cleaning 1 2 3 4 99
4. Bathroom surface
1 2 3 4 99
cleaning
5. General soft surface
cleaning (carpets, 1 2 3 4 99
upholstery, etc.)
6. General hard surface
cleaning (counter tops, 1 2 3 4 99
mirrors, etc.)
7. Dish washing 1 2 3 4 99
8. Laundry 1 2 3 4 99
9. Hand washing 1 2 3 4 99
10. Personal care
1 2 3 4 99
(bathing, shaving, etc.)
11. Air care (sprays,
1 2 3 4 99
candles, etc.)

END OF SURVEY
[Closing]
- Show to all.
DT_Closing. Those are all the questions we have for you. Thank you for your time!

QC FLAGS
Terminate if respondent has accumulated at least 3 points.
Flag Type Apply To Rule Points

Timer Screener 90 Seconds 1
Timer Main + Screener 4 Minutes 1
Logical Question - DV_UsedNoBrands respondent selected code 1
[UsedNoBrands] at
DV_UsedNoBrands.
Logical Question - DV_QCFlag_3 respondent selected code 1
[NotAwareBrands] at
DV_QCFlag_3.
Timer Question - 6 Seconds 1
D6_ProductDesignBipolar
D5_PersonalValueBipolar
D3_PADsegmentInputs

APPENDIX - SHARED LIST PROPERTIES
RetailersList
Type:Show
Referenced Questions:
DV_Country
US United Kingdom Belgium Germany Netherlands Canada

Stubs
Walmart x
Target x
Meijer x
Other x
Aldi x
Kroger x
Publix x
Giant x
Giant Eagle x
Safeway x
Fred Meyer x
Harris Teeter x
H-E-B x
Stop & Shop x
Wegmans x
Jewel x
Other x
Whole Foods x
Trader Joe's x
Sprouts x
The Fresh Market x
Other x
Costco x
BJ's x
Sams x
Other x
CVS x
Walgreens x
Rite Aid x
Duane Read x
Other x
Home Depot x
Lowe's x
Menard's x
Other x
Amazon.com x
Jet.com x
Drugstore.com x
iherb.com x
Vitacost.com x
Grove.com x
Other x
Sainsburys x
Morrisons x
Waitrose x
Tesco x
Asda x
Other x
Planet Organic x
Wholefoods x
Holland & Barrett x
Other x
Costco x
Makro x
Booker x
Other x
Superdrug x
Boots x
Other x
Bq x
Homebase x
Other x
Ocadocom x
Amazon.com x
Ebay.com x
Other x
Aldi x

Lidl x
Poundland x
Poundstretcher x
Other x
SPAR x
Co-op x
Other x
Colruyt x
Delhaize x
Carrefour x
Hypermarkets
Cora x
Other x
Carrefour Market x
AD Delhaize x
Intermarche x
Match x
Other x
Bioplanet x
Other x
Makro x
Metro x
Other x
Lloyds Pharmacy x
Kruidvat x
Other x
Brico x
Gamma x
Other x
bol.com x
Amazon.com x
Ebay.com x
Other x
Action x
Lidl x
Aldi x
Other x
Carrefour Express x
Delhaize City x
SPAR x
Other x
Aleco x
Alnatura x
Basic x
Bio Company x
denn's Biomrkte x
Erdkorn x
LPG x
Temma x
Tjaden's x
Biofrischmarkt
Other health food x
store
Edeka x
Feneberg x
Globus x
HIT x
Kaes/v-markt x
Real x
Wasgau x
Rewe x
Other x
allyouneedfresh.de x
amazon.de x
biggreensmile.de x
bionaturel.de x
violey.de x
windeln.de x
Other online store x
Budnikowsky x
Rossmann x
dm Drogeriemarkt x
Müller x
Drogeriemarkt
Other drug store x
SPAR x
Coop x
Other x
Action x
Big Bazar x
Other x

Etos x
Kruidvat x
Other x
Jumbo x
Comar x
Albert Heijn x
Other x
Karwei x
Hornbach x
Praxis x
Other x
Ekoplaza x
Holland & Barret x
Vitaminstore x
Biggreensmile.nl x
Other x
Bol.com x
Amazon.nl x
Ebay.nl x
Other x
Makro x
Other x
Walmart x
Real Canadian x
Superstore
Real Atlantic x
Superstore
Other x
Sobeys / IGA x
Metro x
Loblaws x
Zehrs x
No Frills x
Fortinos x
Save-On Foods x
Provigo x
Other x
Whole Foods x
Other x
Costco x
Other x
Shopper's Drug x
Mart
Rexall x
London Drugs x
Pharmaprix x
Other x
Canadian Tire x
Home Depot x
Home Hardware x
Lowes x
Other x
Amazon.ca x
Well.ca x
Other x
RetailersList
Type:Show
D1_Retailer_Types
Mass Gro Natur Club Drug Stores Home Onlin Mass Super Natur Cas Phar Home Online
Stubs Merchandis cery al or Stores (CVS/cvs.com Hardware e Mercha market al or h macie Hard Stores
ers/Super Stor Alter (Costco/Co , Stores Store ndisers s (i.e., Health and s (i.e., ware (i.e.,
Center es nativ stco.com, Walgreens/wa (Home s / Super Tesco, Suppl Car Super Store Ocado.
Stores or (Kro e Sam’s/sam lgreens.com, Depot/home (Ama Center Sainsb ement ry drug, s com,
their ger, Groc sclub.com, Rite depot.com, zon, Stores urys, Stores (i.e. etc.) (i.e., Amazo
websites Publ ery BJ’s/bjs.co Aid/riteaid.co Lowe’s/low Grov (i.e., Morris (i.e., , B&Q, n.com,
(Walmart/w ix, Store m, etc.) m, etc.) es.com, e.co Tesco, ons, Planet Cos Home Ebay.c
almart.com, Safe s etc.) m, Asda, Waitro Organ tco, base, om,
Target/targ way, (Who Jet.c etc.) se, ic, Mak etc.) etc.)
et.com, etc.) le om, Asda, Whole ro,
etc.) Food etc.) etc.) foods, Boo
s, Hollan ker,
Spro d& etc.
uts, Barret )
etc.) t, etc.)
Walmart x
Target x

Meijer x
Other x
Aldi x
Kroger x
Publix x
Giant x
Giant x
Eagle
Safeway x
Fred x
Meyer
Harris x
Teeter
H-E-B x
Stop & x
Shop
Wegmans x
Jewel x
Other x
Whole x
Foods
Trader x
Joe's
Sprouts x
The Fresh x
Market
Other x
Costco x
BJ's x
Sams x
Other x
CVS x
Walgreen x
s
Rite Aid x
Duane x
Read
Other x
Home x
Depot
Lowe's x
Menard's x
Other x
Amazon.c x
om
Jet.com x
Drugstore x
.com
iherb.com x
Vitacost.c x
om
Grove.co x
m
Other x
Sainsbur x
ys
Morrison x
s
Waitrose x
Tesco x
Asda x
Other x
Planet x
Organic
Wholefoo x
ds
Holland & x
Barrett
Other x
Costco x
Makro x
Booker x
Other x
Superdru x
g
Boots x
Other x
Bq x
Homebas x
e
Other x
Ocadoco x

m
Amazon.c x
om
Ebay.com x
Other x
Aldi
Lidl
Poundlan
d
Poundstr
etcher
Other
SPAR
Co-op
Other
Colruyt
Delhaize
Carrefour
Hypermar
kets
Cora
Other
Carrefour
Market
AD
Delhaize
Intermarc
he
Match
Other
Bioplanet
Other
Makro
Metro
Other
Lloyds
Pharmacy
Kruidvat
Other
Brico
Gamma
Other
bol.com
Amazon.c
om
Ebay.com
Other
Action
Lidl
Aldi
Other
Carrefour
Express
Delhaize
City
SPAR
Other
Aleco
Alnatura
Basic
Bio
Company
denn's
Biomrkte
Erdkorn
LPG
Temma
Tjaden's
Biofrisch
markt
Other
health
food
store
Edeka
Feneberg
Globus
HIT
Kaes/v-
markt
Real

Wasgau
Rewe
Other
allyounee
dfresh.de
amazon.d
e
biggreens
mile.de
bionature
l.de
violey.de
windeln.d
e
Other
online
store
Budnikow
sky
Rossman
n
dm
Drogerie
markt
Müller
Drogerie
markt
Other
drug
store
SPAR
Coop
Other
Action
Big Bazar
Other
Etos
Kruidvat
Other
Jumbo
Comar
Albert
Heijn
Other
Karwei
Hornbach
Praxis
Other
Ekoplaza
Holland &
Barret
Vitaminst
ore
Biggreen
smile.nl
Other
Bol.com
Amazon.n
l
Ebay.nl
Other
Makro
Other
Walmart
Real
Canadian
Superstor
e
Real
Atlantic
Superstor
e
Other
Sobeys /
IGA
Metro
Loblaws
Zehrs
No Frills
Fortinos
Save-On
Foods

Provigo
Other
Whole
Foods
Other
Costco
Other
Shopper'
s Drug
Mart
Rexall
London
Drugs
Pharmapr
ix
Other
Canadian
Tire
Home
Depot
Home
Hardware
Lowes
Other
Amazon.c
a
Well.ca
Other
ChannelsList
Type:Show
DV_Country

Stubs
Mass x
Merchandisers/Super
Center Stores or their
websites
(Walmart/walmart.com,
Target/target.com, etc.)
Grocery Stores (Kroger, x
Publix, Safeway, etc.)
Natural or Alternative x
Grocery Stores (Whole
Foods, Sprouts, etc.)
Club Stores x
(Costco/Costco.com,
Sam’s/samsclub.com,
BJ’s/bjs.com, etc.)
Drug Stores x
(CVS/cvs.com,
Walgreens/walgreens.com
, Rite Aid/riteaid.com, etc.)
Home Hardware Stores x
(Home
Depot/homedepot.com,
Lowe’s/lowes.com, etc.)
Online Stores (Amazon, x
Grove.com, Jet.com, etc.)
Mass Merchandisers /
Super Center Stores (i.e.,
Tesco, Asda, etc.)
Supermarkets (i.e., Tesco, x
Sainsburys, Morrisons,
Waitrose, Asda, etc.)
Natural or Health x
Supplement Stores (i.e.,
Planet Organic,
Wholefoods, Holland &
Barrett, etc.)
Cash and Carry (i.e., x
Costco, Makro, Booker,
etc.)
Pharmacies (i.e., x
Superdrug, etc.)
(i.e., B&Q, Homebase, etc.)
Online Stores (i.e., x

Ocado.com, Amazon.com,
Ebay.com, etc.)
Discount Stores (i.e., Aldi, x
Lidl, Poundland,
Poundstretcher, etc.)
Local Convenience Stores x
(i.e., SPAR, Co-op, etc.)
Mass Merchandisers / x
Super Center Stores (i.e.,
Colruyt, Delhaize,
Carrefour hypermarkets,
etc.)
Supermarkets (i.e., x
Carrefour market, AD
Delhaize, Intermarche,
etc.)
Natural or Health x
Supplement Stores (i.e.,
Bio-planet, etc.)
Cash and Carry (i.e., x
Makro, Metro, etc.)
Pharmacies / Drugstores x
(i.e., Lloyds Pharmacy,
Kruidvat, etc.)
(i.e., Brico, Gamma, etc.)
bol.com, Amazon.com,
Ebay.com, etc.)
Discount Stores (i.e., x
Action, Lidl, etc.)
(i.e., Carrefour Express,
Delhaize city, etc.)
Health Foods Markets (i.e., x
Aleco, Basic, Bio
Company, etc.)
Drug Stores (i.e., x
Budnikowsky, Müller, etc.)
Supermarkets (i.e., Edeka, x
Globus, Wasgua, etc.)
Amazon.de, Bio-
Natural.de, etc.)
Mass x
Merchandisers/Super
Center Stories (Makro,
enz.)
Supermarkets (Jumbo, x
Vomar, Albert Heijn, enz.)
Natural or Health x
Supplement Stores
(Ekoplaza, Holland &
Barrett, Vitaminstore, enz.)
Cash and Carry (Makro, x
enz.)
Pharmacies (Etos, x
Kruidvat, enz.)
(Karwei, Hornbach, enz.)
Online Stores (Bol.com, x
Amazon.nl, Ebay.nl, enz.)
Discount Stores (Action, x
Big Bazar, enz.)
(SPAR, Coop, enz.)
Mass x
Merchandisers/Super
Center Stores (Walmart,
Real Canadian Superstore,
Real Atlantic Superstore,
etc.)
Natural or Alternative x
Grocery Stores (Whole
Foods, etc.)
Club Stores (Costco, etc.) x
Drug Stores (Shopper's x
Drug Mart, Rexall, etc.)
(Canadian Tire, Home
Hardware, etc.)
Online Stores (Amazon.ca, x
Well.ca, etc.)

Grocery Stores (Sobeys / x
IGA, Loblaws, Metro, etc.)
ProductsList
Type:Show
DV_Country

Stubs
Hand Soap x x x x x x
Laundry Products x x x x x x
(e.g. laundry
detergent, fabric
softeners)
All Purpose/Surface x x x x x x
Cleaners
Floor Cleaners x x x x x x
Bathroom/Toilet x x x x x x
Cleaners
Dish Cleaning (e.g. x x x x x x
dish detergent,
dishwasher tablets)
Glass Cleaners x x x x x x
Specialty Surface x x x x x x
Cleaners (e.g. wood,
stainless steel,
granite)
Air Care (e.g. room x
sprays, candles)
Liquid Body Wash x x x x x x
Deodorant x
Body Lotion x
Shampoo/Conditioner x
Bar Soap x
Shaving Cream x
AssignmentList
Type:Show
DV_Country

Stubs
method x x x x
ecover x x x x x
Dettol x x x
Finish x x
Seventh x x x
Generation
Frosch x x
Ariel x
Mrs. Meyers x x
Lysol x x
Softsoap x x
Tide x
Dawn x
Love Home And x
Planet
Zoflora x
Seepje x x
Smol x
Cif x
Live Clean x
FunnelBrandList
Type:Show
DV_Country

Stubs
method x x x x x x

ecover x x x x x
Dettol x x x
Finish x x x
Seventh x x x x x x
Generation
Palmolive x x x
Persil x
Frosch x x
Ariel x x
Mrs. Meyer's x x x
Lysol x x
Clorox x
Softsoap x x
Tide x x
Dawn x x
Dial x x
Gain x
Cascade x
Love Home And x
Planet
Everspring x
Home Made x
Simple
Raw Sugar x
Fairy x
Bio D x
Alkimi
Kinn
Zoflora x
Pril x
Sodasan
Lenor x
Perwoll x
Souldrops x
Dash x
Mister Proper x
Dreft x x
Seepje x x
Marcel's Green x x
Soap
Ajax x
Ocean Saver x
Smol x
Cif x
Flash x
Love Nature x
Claro x
Live Clean x
Nature Clean x
EcoMax x
Attitude x
BioVert x
Sapadilla x
Scrubbing x
Bubbles
Blueland x
Ecos x
Dropps x
Honest
EC30
Neat x
Spruce x
Homethings x
Everdrop x

Questionnaire Outline: PAD Tracker 2H21 - US, UK, BE, DE, NL 211551 December 08, 2021

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Questionnaire Outline: PAD Tracker 2H21 - US, UK, BE, DE, NL 211551 December 08, 2021

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LRW Study Name: PAD Tracker 2H21 - US,UK,BE,DE,NL

LRW Job Number: 211551

Hold CTRL and click on a question to jump there

LRW # 211551 © 2021 LRW. All rights reserved. CONFIDENTIAL. 1

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LRW # 211551 © 2021 LRW. All rights reserved. CONFIDENTIAL. 3

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In which languages would you be comfortable taking this survey?

Let's get started! Just click on the "Next" button to begin.

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Subsection Start - Demographics

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MIN: 5. MAX: 5. INTEGER NUMERIC RESPONSES.

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Subsection End - US Demos

Subsection Start - UK Demos

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Subsection End - UK Demos

Subsection Start - Belgium Demos

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Subsection End - Belgium Demos

Subsection Start - Germany Demos

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Subsection End - Germany Demos

Subsection Start - Netherlands Demos

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Subsection End - Netherlands Demos

Subsection Start - Canada Demos

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Subsection End - Canada Demos

Subsection End - Demographics

LRW # 211551 © 2021 LRW. All rights reserved. CONFIDENTIAL. 15

MIN: 0. MAX: 4000.

Subsection Start - SECTION 1 - AWARENESS AND USAGE

MIN: 2. MAX: 50.

999. Can't think of any

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COLS: DEFAULT ORDER. Placeholde

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Subsection End - SECTION 1 - AWARENESS AND USAGE

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DV_BrandAssigned. Assign Brands for Rating

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Eligibility variable: DV_BrandsQualified

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Please update so that "your name" text always reads as "Me".

Loop End - IIM

Loop Start - Brand_Assoc

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