Co-Op Collective - Diversity and Inclusion Tracking - 2024 V3.4

Activity Guide
Co-op
Diversity & Inclusion W2
Markets:
UK
Human8 Team:
[Annie Sykes +
annie@wearehuman8.com]
[Paige Blake +
paigeb@wearehuman8.com]
Client Stakeholders:
[Lois Bleasdale]
[Bashar Hammoudeh]
Date:
[17/04/2024]
BUSINES 1
S USE
PROJECT DETAILS
Fill in information below.
Research Approach
Data Collection Source(s): Co-op Collective & Panel Partner
Questionnaire Length: 10 - 15 minutes
Project Type: Brand Tracking
Questionnaire Design: Tracking
Sample Spec
Total Sample Aiming for N=1,300 completes
For all FUNERALCARE projects we need to exclude this user (who has Exclude square ID 3688 (agent007)
asked to not be invited to them) Exclude square ID 17214 (NickPenn)
SAMPLE GROUPS n = see below
Sample Screening (estimated incidence rate if known…%)
Visual / Auditory Limitation allowed: Yes
Sector Screening (i.e. marketing, research, food, manufacturing…): N/A
Sample Quota(s)
There are three sample groups to build…
Sample Group 1 – 3rd party panel (HV1 = CODE 1) N=300
Asian/Asian British/Black/Black British/Caribbean/African/Other Black
N=100
Background/Mixed or Multiple ethnic groups (HV3 = 2-5)
LGBTQ+ (Q6 = 2-6,8 or 9) N=100
Muslim/Sikh/Hindu/Jewish/Buddhist (Q5 = 3-7) N=100
Sample Group 2 – Co-op Collective (HV1=CODE 2) N=1,000

AGE <35 (HV2 = CODE 2, 3) N=278
AGE 35-54 (HV2 = CODE 4,5) N=383
AGE 55+ (HV2 = CODE 6, 7) N=398
SEG ABC1 (HV4 = CODE 1) N=557

SEG C2DE (HV4 = CODE 2) N=493
GENDER MALE (Q2 = CODE 1) N=515

GENDER FEMALE (Q2 = CODE 1) N=536
REGION NORTH (Q3 = CODE 8, 9, 10) N=255

REGION MID (Q3 = CODE 4, 5, 6) N=280
REGION SOUTH (Q3 = CODE 1, 2, 3) N=392
REGION WALES/SCOT/NI/OIM (Q3 = CODE 7, 11, 12, 13) N=174
BUSINES
2 S USE
Sample Group 3 – Panel Under 35s Boost (HV1= CODE 3) N= 150
AGE <35 (HV2 = CODE 1) N=150
Stimuli Overview (internal use only: stimuli requirements can be found here)
G:\Clients\C\Co-operative Group\P034575 -
Co-op Collective 2022-2023\Projects\FOOD\24
LIST STIM USED IN AG
04 D&I Tracking Refresh\Research Plan\
Stimulus
…
Mobile
The survey is drafted to be as: Mobile compatible
BUSINES
3 S USE
PROJECT OBJECTIVES AND
BACKGROUND INFORMATION
Fill in information below.
Key Project Timings

Project Stage Timings Responsible
Activity Guide Signed Off 19/04/2024 Co-op
Scripting 22/04/2024 – 23/04/2024 Human8
Fieldwork 24/04/2024 – 09/05/2024 Human8
Report Due 24/05/2024 Human8
Project Cost
Complex survey + additional 21-30 questions £3,500

completes
3rd party panel boost 300 people £4,550
rd
3 party panel boost – under 35s 150 people £1,150
BUSINES
4 S USE
PROJECT INVITE
Newsletter/Email Invite Copy
Subject: We want to hear from you
Hi <USERNAME>,
It’s important Co-op think about and listen to a range of customers. And that’s what today’s survey is all about.
Come and find out more by clicking the link below…
There are about 25 questions to answer, and if you complete the survey you will be entered into our monthly prize
draw to win a share of £1,000 worth of vouchers.
Thanks,
The Co-op Collective Team
Newscard/Activity Card
Title: All about you
Picture/Image:
Message:
Co-op are working hard to ensure they are an inclusive and accessible organisation. It’s therefor important that Co-
op think about and listen to a wide range of people. That’s where you come in – we’ve got some questions today about
how well you think Co-op does this.
If you take part in this topic you will be entered into our monthly prize draw to win a share of £1,000 worth of vouchers
via Tremendous Rewards
BUSINES
5 S USE
QUESTIONNAIRE
NB. Supporting text on all questions in the grey boxes is for internal use.
Hidden Question: Sample Source

Page break: Yes
Title: HV1
Question type: Hidden Variable
Randomisation: None
Implementation QID: HV1Source
Filter / routing information: Assign based on sample source
Other potential instructions: No
Answer options Precodes Clarification Screen

Panel Partner 1 If from Panel ☐
Co-op Collective 2 If from Collective ☐
If from Panel for Under 35s
Panel Partner – Under 35s Boost 3 ☐
boost
Info Text: Thank you for coming to answer this survey today. Co-op want to improve how they meet the needs of
customers from all backgrounds, so they need to gather feedback from a range of people on how well they do
this currently.
To enable us to do this – we’ve got some questions first about you, to understand your background and who you are.
We’ll use this information in the round rather than at an individual level, to see what you and other like you
think.
We appreciate some of these things may be sensitive – so if you’d prefer not to answer them just select that option
and move onto the next question.
Page break: Yes
Title: CollectiveIntro
Question type: Info
Implementation QID: ID here
Filter / routing information: HV1 = 2
Info Text: Thank you for coming to answer this survey today. The focus for this survey is thinking about the needs
of all types of shopper – it’s about understanding the opinions of different people.
To enable us to do this we’ve got some questions first about you – to understand your background and who you are.
We’ll use this information in the round rather than at an individual level, to see what you and other like you
think.
Page break: Yes
Title: PanelIntro
Question type: Info
Filter / routing information: HV1 = 1 or 3
BUSINES
6 S USE
SECTION A: PROFILING
NOTE TO SCRIPTER: PLEASE ADD IN:
 Golden Segment questions (for anyone we don’t hold this for)
1. Question text: How old are you?
Instruction text:
Page break: Yes

Title: Q1
Question type: Single Select
Randomisation: None
Implementation QID: Q1Age
Filter / routing information: Panel only (HV1 = 1 or 3)
Answer options Precodes Fix Open Screen

17 years old or under 1 ☐ ☐ ☒
18-24 2 ☐ ☐ ☐
25-34 3 ☐ ☐ ☐
35-44 4 ☐ ☐ ☐
45-54 5 ☐ ☐ ☐
55-64 6 ☐ ☐ ☐
65+ 7 ☐ ☐ ☐
Hidden Question: Age Nets

Page break: Yes
Title: HV2
Randomisation: None
Implementation QID: HV2AgeNets
Filter / routing information: Assign based on Q1 (for panel) and HV2AgeNets (background variable on square)

IF Q1 = 2, 3 OR
<35 1 ☐
HV2AgeNets (square) = 1
IF Q1 = 4, 5 OR
35 – 54 2 ☐
IF Q1 = 6, 7 OR
55+ 3 ☐
BUSINES
7 S USE
2. Question text: Which gender do you identify with most?
Instruction text:
Page break: Yes

Title: Q2
Randomisation: None
Implementation QID: Q2Gender
Other potential instructions: For Collective participants please code from background variable Q2Gender

Male 1 ☐ ☐ ☐
Female 2 ☐ ☐ ☐
Other gender identity (if you are comfortable doing so, please tell us
how you do identify)
3 ☐ ☒ ☐
Prefer not to say 4 ☒ ☐ ☐
BUSINES
8 S USE
3. Question text: Which region of the country do you live in?
Instruction text:
Page break: Yes

Title: Q
Randomisation: None
Implementation QID: Q3Region
Other potential instructions: For Collective participants please code from background variable Q4Region

London 1 ☐ ☐ ☐
South East 2 ☐ ☐ ☐
South West 3 ☐ ☐ ☐
East Midlands 4 ☐ ☐ ☐
West Midlands 5 ☐ ☐ ☐
East England 6 ☐ ☐ ☐
Wales 7 ☐ ☐ ☐
Yorkshire and the Humber 8 ☐ ☐ ☐
North West 9 ☐ ☐ ☐
North East 10 ☐ ☐ ☐
Scotland 11 ☐ ☐ ☐
Northern Ireland 12 ☐ ☐ ☐
Isle of Man 13 ☐ ☐ ☐
Outside the UK 14 ☐ ☐ ☒
BUSINES
9 S USE
4. Question text: Which ethnic group or background do you most identify with?
Instruction text: Please select one.
Page break: Yes

Title: Q4
Randomisation: None
Implementation QID: Q4Ethnicity
Other potential instructions: For collective participants please code from background variable Q22Ethnicity

White - British 1 ☐ ☐ ☐
White - Irish 2 ☐ ☐ ☐
White – Other 3 ☐ ☐ ☐
Mixed/Multiple ethnic group – White and Black Caribbean 4 ☐ ☐ ☐
Mixed/Multiple ethnic group – White and Black African 5 ☐ ☐ ☐
Mixed/Multiple ethnic group – White and Asian 6 ☐ ☐ ☐
Mixed/Multiple ethnic group – Other 7 ☐ ☐ ☐
Asian/Asian British – Indian 8 ☐ ☐ ☐
Asian/Asian British – Pakistani 9 ☐ ☐ ☐
Asian/Asian British – Bangladeshi 10 ☐ ☐ ☐
Asian/Asian British – Chinese 11 ☐ ☐ ☐
Asian/Asian British – Other 12 ☐ ☐ ☐
Black/African/Caribbean/Black British – African 13 ☐ ☐ ☐
Black/African/Caribbean/Black British – Caribbean 14 ☐ ☐ ☐
Arab 15 ☐ ☐ ☐
Any other ethnic group (please tell us) 16 ☐ ☒ ☐
Prefer not to say 17 ☐ ☐ ☐
BUSINES
10 S USE
Hidden Question: Ethnicity Nets
Page break: Yes
Title: HV3
Randomisation: None
Implementation QID: HV3EthnicityNets
Filter / routing information: Code based on Q4

White 1 Q4 = 1, 2, 3 ☐
Mixed or Multiple ethnic groups 2 Q4 = 4, 5, 6, 7 ☐
Asian or Asian British 3 Q4 = 8, 9, 10, 11, 12 ☐
Black, Black British, Caribbean, African or any other black
4 Q4 = 13 ,14 ☐
background
Other ethnic group 5 Q4 = 15, 16, 17 ☐
5. Question text: Please let us know whether you observe a particular religion below…
Page break: Yes

Title: Q5
Randomisation: None
Implementation QID: Q5Religion
Filter / routing information: No

I don’t observe or follow a religion 1 ☐ ☐ ☐
Christianity 2 ☐ ☐ ☐
Islam 3 ☐ ☐ ☐
Hinduism 4 ☐ ☐ ☐
Sikhism 5 ☐ ☐ ☐
Judaism 6 ☐ ☐ ☐
Buddhism 7 ☐ ☐ ☐
Another religion (please tell us) 8 ☐ ☒ ☐
BUSINES
11 S USE
6. Question text: Please tick the sexual orientation category that best represents you.
Page break: Yes

Title: Q6
Randomisation: None
Implementation QID: Q6Sexuality

Heterosexual 1 ☐ ☐ ☐
Bisexual 2 ☐ ☐ ☐
Pansexual 3 ☐ ☐ ☐
Gay man 4 ☐ ☐ ☐
Gay woman/lesbian 5 ☐ ☐ ☐
Asexual 8 ☐ ☐ ☐
Queer 9 ☐ ☐ ☐
Prefer to self-describe 6 ☐ ☒ ☐
7. Question text: Are your day-to-day activities limited because of a health problem or disability which has
lasted, or is expected to last, at least 12 months?
Page break: Yes

Title: Q7
Randomisation: None
Implementation QID: Q7Disability
Other potential instructions: For collective participants please code from background variable Q23Disability

Yes, limited a lot 1 ☐ ☐ ☐
Yes, limited a little 2 ☐ ☐ ☐
No 3 ☐ ☐ ☐
BUSINES
12 S USE
8. Question text: Which of the following best describes your personal financial situation at the end of each
month?
Page break: Yes

Title: Q8
Randomisation: None
Implementation QID: Q8FinancialHardship

I have money left at the end of the month for a few luxuries or to add
to my savings
1 ☐ ☐ ☐
I get by, but there’s not a lot left by the time the basics are taken care
of
2 ☐ ☐ ☐
I’m making ends meet, but only just 3 ☐ ☐ ☐
I’m in danger of falling behind with bills or loan repayments 4 ☐ ☐ ☐
I’ve missed loan repayments or household bills 5 ☐ ☐ ☐
9. Question text: What does the main income earner in your household do?
Instruction text: If you are retired, please answer based on your profession before retirement
Page break: Yes

Title: Q9
Randomisation: None
Implementation QID: Q9Profession
Filter / routing information: Panel only (HV = 1 or 3)

A professional (e.g. doctor, lawyer) 1 ☐ ☐ ☐
In senior management 2 ☐ ☐ ☐
In middle management 3 ☐ ☐ ☐
An office/clerical/administration worker 4 ☐ ☐ ☐
A crafts/tradesperson/skilled worker 5 ☐ ☐ ☐
A factory/manual/unskilled worker 6 ☐ ☐ ☐
A full time student 7 ☐ ☐ ☐
A casual worker 8 ☐ ☐ ☐
Not currently in employment 9 ☐ ☐ ☐
BUSINES
13 S USE
Hidden Question: SEG
Page break: Yes
Title: HV4
Randomisation: None
Implementation QID: HV4SEG
Filter / routing information: For panel assign based on Q9. For collective, assign from background variable HV3SEG

Q9 = 1-4 OR HV3SEG
ABC1 1 ☐
(square) = 1
Q9 = 5-9 OR HV3SEG
C2DE 2 ☐
(square) = 2
10. Question text: Which of the following grocery stores have you shopped at in the last 3 months?
Instruction text: Please select all that apply.
Page break: Yes

Title: Q10
Question type: Multi Select
Randomisation: None
Implementation QID: Q10Stores
Answer options Precodes Fix Excl. Open Screen

Aldi 1 ☐ ☐ ☐ ☐
ASDA 2 ☐ ☐ ☐ ☐
Co-op 3 ☐ ☐ ☐ ☐
Lidl 4 ☐ ☐ ☐ ☐
Marks & Spencer 5 ☐ ☐ ☐ ☐
Morrisons 6 ☐ ☐ ☐ ☐
Sainsbury’s 7 ☐ ☐ ☐ ☐
Sainsbury’s Local 8 ☐ ☐ ☐ ☐
Tesco 9 ☐ ☐ ☐ ☐
Tesco Express 10 ☐ ☐ ☐ ☐
Waitrose 11 ☐ ☐ ☐ ☐
Nisa 12 ☐ ☐ ☐ ☐
Costcutter 13 ☐ ☐ ☐ ☐
None of them 14 ☐ ☒ ☐ ☐
BUSINES
14 S USE
11. Question text: Which of the following loyalty/membership schemes are you signed up to?
Page break: Yes

Title: Q11
Randomisation: Randomised Rows
Implementation QID: Q11LoyaltySchemes

Co-op Membership 1 ☐ ☐ ☐ ☐
Tesco Clubcard 2 ☐ ☐ ☐ ☐
Sainsbury's Nectar 3 ☐ ☐ ☐ ☐
Morrisons More Card 4 ☐ ☐ ☐ ☐
Lidl Plus 5 ☐ ☐ ☐ ☐
Asda Rewards 6 ☐ ☐ ☐ ☐
MyWaitrose 7 ☐ ☐ ☐ ☐
M&S Sparks 8 ☐ ☐ ☐ ☐
Iceland Bonus 10 ☐ ☐ ☐ ☐
None of them 9 ☐ ☐ ☐ ☐
Hidden Question: Membership

Page break: Yes
Title: HV5
Randomisation: None
Implementation QID: HV5Membership
Filter / routing information: Assign based on Q11

Co-op Member 1 Q11 = 1 ☐
Non-member 2 Q11 = 2 ☐
BUSINES
15 S USE
NEW Q1. Question text: Are you aware there is a Co-op membership app you can download to your phone/mobile
device?
Page break: Yes

Title: NEWQ1
Randomisation: None
Implementation QID: NEWQ1AppUsage
Filter / routing information: If Q11 = CODE 1

Yes – I’m aware and I use it 1 ☐ ☐ ☐
Yes – I’m aware, I just don’t use it 2 ☐ ☐ ☐
No – I didn’t know there was an app 3 ☐ ☐ ☐
12. Question text: Have you taken out or used any of the below services before?
Page break: Yes

Title: Q12
Randomisation: None
Implementation QID: Q12OtherServices

An insurance policy from Co-op 1 ☐ ☐ ☐ ☐
An insurance policy from Aviva 2 ☐ ☐ ☐ ☐
An insurance policy from Direct Line 3 ☐ ☐ ☐ ☐
An insurance policy from Saga 9 ☐ ☐ ☐ ☐
Arranged a funeral through Co-op 4 ☐ ☐ ☐ ☐
Arranged a funeral through an independent funeral director 5 ☐ ☐ ☐ ☐
A funeral plan from Co-op 6 ☐ ☐ ☐ ☐
A funeral plan from Dignity 7 ☐ ☐ ☐ ☐
None of them 8 ☐ ☒ ☐ ☐
NEW Q2. Question text: Which of the following Funeralcare providers (if any) are you aware of?
Instruction text: Please select all that you are aware of.
BUSINES
16 S USE
Page break: Yes
Title: NEWQ2
Implementation QID: NEWQ2FNCAwarenes

Co-op Funeralcare 1 ☐ ☐ ☐ ☐
Dignity 2 ☐ ☐ ☐ ☐
Simply Creations 3 ☐ ☐ ☐ ☐
Direct Cremations UK 4 ☐ ☐ ☐ ☐
Distinct Cremation 5 ☐ ☐ ☐ ☐
Low Cost Funerals 6 ☐ ☐ ☐ ☐
Pure Cremation 7 ☐ ☐ ☐ ☐
Memoria Funerals 8 ☐ ☐ ☐ ☐
Golden Leaves 9 ☐ ☐ ☐ ☐
Sunlife 10 ☐ ☐ ☐ ☐
Age UK 11 ☐ ☐ ☐ ☐
Golden Charter 12 ☐ ☐ ☐ ☐
Local independent 13 ☐ ☐ ☐ ☐
A funeral director connected with my place of worship 14 ☐ ☐ ☐ ☐
None of the above 15 ☒ ☒ ☐ ☐
NEW Q3. Question text: And from these providers, which would you consider using?
Page break: Yes

Title: NEW Q3
Implementation QID: NEWQ3ConsiderationFNC
Filter / routing information: If NEWQ2 = CODE 1-14 AND HV2= 2 or 3)
BUSINES
17 S USE
Co-op Funeralcare 1 ☐ ☐ ☐ ☐
Dignity 2 ☐ ☐ ☐ ☐
Simply Creations 3 ☐ ☐ ☐ ☐
Direct Cremations UK 4 ☐ ☐ ☐ ☐
Distinct Cremation 5 ☐ ☐ ☐ ☐
Low Cost Funerals 6 ☐ ☐ ☐ ☐
Pure Cremation 7 ☐ ☐ ☐ ☐
Memoria Funerals 8 ☐ ☐ ☐ ☐
Golden Leaves 9 ☐ ☐ ☐ ☐
Sunlife 10 ☐ ☐ ☐ ☐
Age UK 11 ☐ ☐ ☐ ☐
Golden Charter 12 ☐ ☐ ☐ ☐
Local independent 13 ☐ ☐ ☐ ☐
A funeral director connected with my place of worship 14 ☐ ☐ ☐ ☐
None of the above 15 ☒ ☒ ☐ ☐
BUSINES
18 S USE
NEW Q4. Question text: When choosing a funeral care provider, which of the following are important?
Page break: Yes

Title: NEWQ4
Implementation QID: NEWQ4
Filter / routing information: If HV2 = CODE 2 or 3

Family/friend recommendations 1 ☐ ☐ ☐ ☐
The provider is well known in the community 2 ☐ ☐ ☐ ☐
I know the Funeral Director personally 3 ☐ ☐ ☐ ☐
The provider is associated with my place of worship 4 ☐ ☐ ☐ ☐
The provider is someone I or my family have used before 5 ☐ ☐ ☐ ☐
The provider is a national company 6 ☐ ☐ ☐ ☐
Good value for money 7 ☐ ☐ ☐ ☐
Being local to me 8 ☐ ☐ ☐ ☐
Being ethical 9 ☒ ☐ ☐ ☐
Tailors to my wishes 10 ☐ ☐ ☐ ☐
Something else [please tell us] 11 ☒ ☐ ☒ ☐
BUSINES
19 S USE
SECTION B: OVERALL METRICS
Info Text: Many thanks for answering those questions – they’ll really help make sure we’re representing the views
from a wide range of people.
Our next question is about being ‘inclusive’.
By inclusive – we mean an organisation that considers and supports diversity of all kinds, such as age, gender,
religion/spirituality, ethnicity etc.
On the next page we’re going to show you a range of different companies/brands. For each one we’d like you to
either press the space bar or tap the screen (on mobile/tablet) if you think they are inclusive.
If you don’t, then don’t touch anything and it will automatically move on.
You won’t have long to consider each one though, so think fast!
Page break: Yes
Title: Q13Intro
Question type: Info
BUSINES
20 S USE
13. Question text: Which of these brands do you think is inclusive?
Instruction text: Press the space bar/Touch the screen every time you see a brand you think is inclusive.
Page break: Yes

Title: Q13
Question type: Indirect Time Pressured Task
Randomisation: Randomised
Implementation QID: Q13Implicit
Answer options Precodes
2
3
6
7
8
9
10
11
12
13
14
15
BUSINES
21 S USE
14. Question text: You selected Co-op as an ‘inclusive’ brand. What do you think Co-op does that makes them
inclusive?
Instruction text: Please give as much info as possible
Page break: Yes

Title: Q14
Question type: Essay
Implementation QID: Q14Co-opActions
Filter / routing information: Q13 = CODE 1 (chose Co-op)
BUSINES
22 S USE
15. Question text: Here are a range of different things people may or may not say about Co-op as a company. Let
us know whether you agree or disagree with them – swipe right if you agree, left if not.
Instruction text:
Are you sure you agree with this? / Are you sure you disagree with this?
Dragging a statement to the left means you disagree with it / Dragging a statement to the right means you agree with it
Page break: Yes

Title: Q15
Question type: Swiping
Implementation QID: Q15GeneralSwipe

Co-op is for someone like me 1
Co-op is an inclusive organisation 2
I would work for Co-op (if they were in my sector/area of work) 3
Diversity and inclusion is important to Co-op 4
Co-op supports people from a wide range of backgrounds 5
Co-op represents local communities across the whole of the UK 6
Co-op gives every employee a fair and equal chance to fulfil their potential 8
Co-op membership is inclusive 9
Scale options Precodes

Agree 1
Disagree 2
BUSINES
23 S USE
16. Question text: Here are a range of things a company might do to be more inclusive. Which of them do you
think Co-op do? Let us know by swiping right if it’s something you think they do, and left if you don’t.
Instruction text:
Are you sure you think Co-op do this? / Are you sure you don’t think Co-op do this?
Dragging a statement to the left means you think Co-op don’t do it/ Dragging a statement to the right means you think Co-op do
it
Page break: Yes

Title: Q16
Implementation QID: Q16Actions

Lobby the government to roll out a curriculum on anti-racism 1
Publish their ethnicity pay gap annually 2
Value and celebrate the cultural, ethnic and religious differences that exist in Co-op colleagues 3
Increase the representation of minority ethnic leaders and managers 4
Work to understand issues of race inequality in communities 5
Increase the number of local causes supported whose projects include ethnic minority beneficiaries 6
Ensure people from diverse backgrounds are interviewed for every managerial position 7
Sell products from diverse and inclusive companies/suppliers 8
Work with charities to help support diverse and inclusive causes 9

Co-op do this 1
Co-op don’t do this 2
BUSINES
24 S USE
17. Question text: We’re going to show you a range of different companies and brands, and would like to know
how much you think each of them is an inclusive and diverse business.
Instruction text: Please select one for each option.
Page break: Yes

Title: Q17
Question type: Single Select Grid
Implementation QID: Q17CompetitorGrid
Answer options Precodes Fix Open

Co-op 1 ☐ ☐
Asda 2 ☐ ☐
Aldi 3 ☐ ☐
Lidl 4 ☐ ☐
Morrisons 5 ☐ ☐
M&S 6 ☐ ☐
Nisa 7 ☐ ☐
Sainsbury’s 8 ☐ ☐
Tesco 9 ☐ ☐
Waitrose 10 ☐ ☐
Aviva 11 ☐ ☐
John Lewis 12 ☐ ☐
Apple 13 ☐ ☐
Ben & Jerrys 14 ☐ ☐
Benetton 15 ☐ ☐
Scale options Precodes Fix

1 – Strongly disagree 1 ☐
2 2 ☐
3 3 ☐
4 4 ☐
5 – Strongly agree 5 ☐
BUSINES
25 S USE
18. Question text: How important is it for Co-op to do the following?
Instruction text: Please drag the slider to a point on the scale.
Page break: Yes

Title: Q18
Question type: Slider Rating
Implementation QID: Q18

Be inclusive of different religions and faiths 1 ☐ ☐
Be inclusive of different ethnicities 2 ☐ ☐
Be inclusive of different sexualities (e.g. LGBTQIA+) 3 ☐ ☐
Be inclusive of people with disabilities or health limitations 4 ☐ ☐
Be inclusive of people who are struggling financially 5 ☐ ☐
Be inclusive of different genders 6 ☐ ☐

1 – Not important at all 1 ☐
2 2 ☐
3 3 ☐
4 4 ☐
5 – Very important 5 ☐
BUSINES
26 S USE
SECTION C: SPECIFIC DIVERSE GROUPS
Note to scripter: please assign people to a maximum of 3 sections as per below. If they meet the criteria for a section, then that
should be prioritized. Otherwise, they are assigned to a section at random on a least fill basis.
SECTION QUESTIONS CRITERIA DESCRIPTION

Religion Q19, Q20, Q21 Q5 = CODE 2-8 People who observe a religion
Ethnicity Q22, Q23, Q24 HV3 = CODE 2-5 People from minority ethnic groups
Sexuality Q25, Q26, Q27 Q6 = CODE 2-6, 8, 9 People who are non-heterosexual
Disability Q28, Q29, Q30 Q7 = 1, 2 People who experience a disability
Affluence Q31, Q32, Q33 Q8 = 4, 5 People who are struggling financially
Hidden Question: Sections Seen

Page break: Yes
Title: HV6
Randomisation: None
Implementation QID: HV6Sections
Filter / routing information: Assign based on the above

Religion 1 ☐
Ethnicity 2 ☐
Sexuality 3 ☐
Disability 4 ☐
Affluence 5 ☐
BUSINES
27 S USE
SECTION C: 1. RELIGION
Info Text: Many thanks for all your answers so far. We now have a few questions specifically about Religion, and
how well different companies are inclusive of different faiths and religions.
Page break: Yes
Title: ReligionIntro
Question type: Info
19. Question text: Here are a range of thing people may say about Co-op and being inclusive of different religions
and faiths. We’d like to know if you agree or disagree with them – just swipe right if you agree, left it you
don’t.
Instruction text:
Are you sure you agree? / Are you sure you disagree?
Dragging a statement to the left means you disagree / Dragging a statement to the right means you agree
Page break: Yes

Title: Q19
Implementation QID: Q19ReligionSwipe

Co-op are inclusive of all different religions/faiths 1
People of all different religions and faiths are welcome when shopping at Co-op 2
Colleagues of all different religions and faiths are included at Co-op 3
Co-op are supportive of all different religions/faiths 4
Co-op work to make sure different religions/faiths are represented in their advertising 5

Agree 1
Disagree 2
BUSINES
28 S USE
20. Question text: What would you like to see Co-op do to be more inclusive of different religions/faiths?
Instruction text:
Page break: Yes

Title: Q20
Implementation QID: Q20ReligionOpen
Other potential instructions: Unforced
BUSINES
29 S USE
21. Question text: Which of the following companies/brands do you think are inclusive of all different religions
and faiths?
Page break: Yes

Title: Q21
Implementation QID: Q21ReligionCompetitor

Co-op 1 ☐ ☐ ☐ ☐
Asda 2 ☐ ☐ ☐ ☐
Aldi 3 ☐ ☐ ☐ ☐
Lidl 4 ☐ ☐ ☐ ☐
M&S 6 ☐ ☐ ☐ ☐
Nisa 7 ☐ ☐ ☐ ☐
Tesco 9 ☐ ☐ ☐ ☐
Aviva 11 ☐ ☐ ☐ ☐
John Lewis 12 ☐ ☐ ☐ ☐
Apple 13 ☐ ☐ ☐ ☐
Ben & Jerrys 14 ☐ ☐ ☐ ☐
Benetton 15 ☐ ☐ ☐ ☐
None of them 16 ☒ ☒ ☐ ☐
BUSINES
30 S USE
SECTION C: 2. ETHNICITY
Info Text: Many thanks for all your answers so far. We now have a few questions specifically about Ethnicity, and
how well different companies are inclusive of different ethnic groups and backgrounds.
Page break: Yes
Title: EthnicityIntro
Question type: Info
22. Question text: Here are a range of thing people may say about Co-op and being inclusive of different
ethnicities. We’d like to know if you agree or disagree with them – just swipe right if you agree, left it you
don’t.
Instruction text:
Page break: Yes

Title: Q22
Implementation QID: Q22EthnicitySwipe

Co-op are inclusive of all different ethnic groups and backgrounds 1
People of all different ethnic groups and backgrounds are welcome when shopping at Co-op 2
Colleagues of all different ethnic groups and backgrounds are included at Co-op 3
Co-op are supportive of all different ethnic groups and backgrounds 4
Co-op work to make sure different ethnic groups and backgrounds are represented in their
5
advertising
Co-op are inclusive for people from an Asian/Asian British background 6
Co-op are inclusive for people from a Black, Black British, Caribbean, African or other black
7
background
Co-op are inclusive for people from a mixed or multiple ethnic group background 8
Co-op are inclusive for people from a White background 9

Agree 1
Disagree 2
BUSINES
31 S USE
23. Question text: What would you like to see Co-op do to be more inclusive of different ethnic
groups/backgrounds?
Instruction text:
Page break: Yes

Title: Q23
Implementation QID: Q23EthnicityOpen
24. Question text: Which of the following companies/brands do you think are inclusive of all different ethnic
groups and backgrounds?
Page break: Yes

Title: Q24
Implementation QID: Q24EthnicityCompetitor
BUSINES
32 S USE
Co-op 1 ☐ ☐ ☐ ☐
Asda 2 ☐ ☐ ☐ ☐
Aldi 3 ☐ ☐ ☐ ☐
Lidl 4 ☐ ☐ ☐ ☐
M&S 6 ☐ ☐ ☐ ☐
Nisa 7 ☐ ☐ ☐ ☐
Tesco 9 ☐ ☐ ☐ ☐
Aviva 11 ☐ ☐ ☐ ☐
Apple 13 ☐ ☐ ☐ ☐
Ben & Jerrys 14 ☐ ☐ ☐ ☐
BUSINES
33 S USE
SECTION C: 3. SEXUALITY
Info Text: Many thanks for all your answers so far. We now have a few questions specifically about how well
different companies are inclusive of different sexualities (e.g. LGBTQIA+).
Page break: Yes
Title: SexualityIntro
Question type: Info
25. Question text: Here are a range of thing people may say about Co-op and being inclusive of different
sexualities. We’d like to know if you agree or disagree with them – just swipe right if you agree, left it you
don’t.
Instruction text:
Page break: Yes

Title: Q25
Implementation QID: Q25SexualitySwipe

Co-op are inclusive of all different sexualities 1
People of different sexualities are welcome when shopping at Co-op 2
Colleagues of different sexualities are included at Co-op 3
Co-op are supportive of all different sexualities 4
Co-op work to make sure different sexualities are represented in their advertising 5
Co-op are inclusive for LGBTQIA+ 6

Agree 1
Disagree 2
26. Question text: What would you like to see Co-op do to be more inclusive of different sexualities (e.g.
LGBTQIA+)?
Instruction text:
Page break: Yes
BUSINES
34 S USE
Title: Q26
Implementation QID: Q26SexualityOpen
27. Question text: Which of the following companies/brands do you think are inclusive of all different sexualities
(e.g. LGBTQIA+)?
Page break: Yes

Title: Q27
Implementation QID: Q27SexualityCompetitor

Co-op 1 ☐ ☐ ☐ ☐
Asda 2 ☐ ☐ ☐ ☐
Aldi 3 ☐ ☐ ☐ ☐
Lidl 4 ☐ ☐ ☐ ☐
M&S 6 ☐ ☐ ☐ ☐
Nisa 7 ☐ ☐ ☐ ☐
Tesco 9 ☐ ☐ ☐ ☐
Aviva 11 ☐ ☐ ☐ ☐
Apple 13 ☐ ☐ ☐ ☐
Ben & Jerrys 14 ☐ ☐ ☐ ☐
BUSINES
35 S USE
SECTION C: 4. DISABILITY
different companies are inclusive of people with disabilities, or limited health conditions.
Page break: Yes
Title: DisabilityIntro
Question type: Info
28. Question text: Here are a range of thing people may say about Co-op and being inclusive of people with
disabilities or limiting health conditions. We’d like to know if you agree or disagree with them – just swipe
right if you agree, left it you don’t.
Instruction text:
Page break: Yes

Title: Q28
Implementation QID: Q28DisabilitySwipe

People with mental health conditions are welcome when shopping at Co-op 1
People with physical disabilities and/or health conditions are welcome when shopping at Co-op 2
People who are neurodivergent (e.g. autism) are welcome when shopping at Co-op 3
Colleagues with disabilities and/or health conditions are included at Co-op 4
Co-op are supportive of those with disability and/or health conditions 5
Co-op work to make sure people with disabilities and/or limiting health conditions are represented in
6
their advertising

Agree 1
Disagree 2
29. Question text: What would you like to see Co-op do to be more inclusive of people with disabilities and/ or
limiting health conditions?
Instruction text:
Page break: Yes
BUSINES
36 S USE
Title: Q29
Implementation QID: Q29DisabilityOpen
30. Question text: Which of the following companies/brands do you think are inclusive of people with disabilities
and/or limiting health conditions?
Page break: Yes

Title: Q30
Implementation QID: Q30DisabilityCompetitor

Co-op 1 ☐ ☐ ☐ ☐
Asda 2 ☐ ☐ ☐ ☐
Aldi 3 ☐ ☐ ☐ ☐
Lidl 4 ☐ ☐ ☐ ☐
M&S 6 ☐ ☐ ☐ ☐
Nisa 7 ☐ ☐ ☐ ☐
Tesco 9 ☐ ☐ ☐ ☐
Aviva 11 ☐ ☐ ☐ ☐
Apple 13 ☐ ☐ ☐ ☐
Ben & Jerrys 14 ☐ ☐ ☐ ☐
BUSINES
37 S USE
SECTION C: 5. AFFLUENCE
different companies are inclusive of people who are struggling financially and have less disposable income.
Page break: Yes
Title: AffluenceIntro
Question type: Info
31. Question text: Here are a range of thing people may say about Co-op and being inclusive of people who are
struggling financially. We’d like to know if you agree or disagree with them – just swipe right if you agree, left
it you don’t.
Instruction text:
Page break: Yes

Title: Q31
Implementation QID: Q31AffluenceSwipe

Co-op are inclusive of people who are struggling financially 1
People who have less disposable income are welcome when shopping at Co-op 2
Co-op are supportive of those who are struggling financially 3
Co-op work to make sure people who have less disposable income are represented in their
4
advertising
Co-op is somewhere people who are struggling financially can find help and support 5

Agree 1
Disagree 2
32. Question text: What would you like to see Co-op do to be more inclusive of people who are struggling
financially or have less disposable income?
Instruction text:
Page break: Yes

Title: Q32
BUSINES
38 S USE
Implementation QID: Q32AffluenceOpen
33. Question text: Which of the following companies/brands do you think are inclusive of people who are
struggling financially?
Page break: Yes

Title: Q33
Implementation QID: Q33AffluenceCompetitor

Co-op 1 ☐ ☐ ☐ ☐
Asda 2 ☐ ☐ ☐ ☐
Aldi 3 ☐ ☐ ☐ ☐
Lidl 4 ☐ ☐ ☐ ☐
M&S 6 ☐ ☐ ☐ ☐
Nisa 7 ☐ ☐ ☐ ☐
Tesco 9 ☐ ☐ ☐ ☐
Aviva 11 ☐ ☐ ☐ ☐
Apple 13 ☐ ☐ ☐ ☐
Ben & Jerrys 14 ☐ ☐ ☐ ☐
BUSINES
39 S USE
SECTION D: WRAP UP
Info Text: We really appreciate you taking the time to share your thoughts on these different subjects today. We just
have a few final questions for you, taking into account everything you’ve answered so far.
Page break: Yes
Title: SectionDIntro
Question type: Info
34. Question text: Thinking about the different aspects of diversity and inclusion we’ve talked about today – are
there any companies you think are really good at being diverse and inclusive? Please tell us why
Instruction text: Please let us know any you can think of – they don’t have to be grocery stores, but any kind of company or brand
at all. And let us know why you think they’re good at this.
Page break: Yes

Title: Q34
Implementation QID: Q34GoodExamples
35. Question text: What, if anything, would you like to see Co-op do to become more inclusive and diverse?
Instruction text: Please let us know any ideas or thoughts you have
Page break: Yes

Title: Q35
Implementation QID: Q35Suggestions
BUSINES
40 S USE
36. Question text: What, if anything, would you like to see Co-op Funeralcare do to become more inclusive and
diverse?
Instruction text: Please let us know any ideas or thoughts you have
Page break: Yes

Title: Q36
Implementation QID: Q36Suggestions
Filter / routing information: If NEWQ2=CODE 1 (aware of Co-op Funeralcare)
37. Question text: Thanks for answering those questions – we’re looking for a number of people to record a short
video talking to us about their answers.
This will involve recording a video, introducing yourself and discussing what diversity & inclusivity means to you
and examples of brands that you think are inclusive and why.
Everyone who is selected and shares a video by the deadline will receive a £15 reward as a thank you.
Please note: willingness to take part does not guarantee participation. If selected, you’ll be contacted in the coming
days with more information.
Is this something you would like to be considered for?
Instruction text: Please select one
Page break: Yes

Title: Q37
Randomisation: None
Filter / routing information: IF HV1 = 2 (COLLECTIVE)

Yes please 1 ☐ ☐ ☐
No thanks 2 ☐ ☐ ☐
BUSINES
41 S USE
38. Question text: If you are selected and complete the task, we just want to get your permission to use the videos
you share. Let us know if you agree or not with the below statements.
Instruction text: Select one for each option.
Page break: Yes

Title: Q38GDPR
Question type: Single Select Grid
Randomisation: None
Filter / routing information: IF Q37 = CODE 1

I am happy to share a video 1 ☐ ☐
I confirm I have a device capable of recording a video with sound that I can use
to complete the task
2 ☐ ☐
I consent to the video I share being used by Co-op for internal viewing 3 ☐ ☐
I consent to Co-op using the video clips to share internally, with their partners
and suppliers and at industry conferences
4 ☐ ☐
I consent to Co-op and Human8 holding the videos I share for as long as needed 5 ☐ ☐

Yes 1 ☐
No 2 ☐
Hidden Question: GDPR Consent

Page break: Yes
Title: GDPR Consent
Randomisation: None
Filter / routing information: Assign based on Q38

Consent to all 1 IF Q38 = CODE 1 FOR ALL ☐
Don’t consent to all 2 IF Q38 ≠ CODE 1 FOR ALL ☐
BUSINES
42 S USE
39. Question text: Which of these statements best describes your attitude towards planning your own funeral in
some way?
Page break: Yes

Title: Q39
Randomisation: None
Other potential instructions: SHOW IF HV2 = 2 or 3

I’ve already made some plans for my own funeral 1 ☐ ☐ ☐
I have had some thoughts about planning my own funeral and
have looked around at what I may do
2 ☐ ☐ ☐
I have had some thoughts about planning my own funeral but
have not done anything about it
3 ☐ ☐ ☐
I should think about planning my own funeral 4 ☐ ☐ ☐
I’ll think about my own funeral at some point in the future 5 ☐ ☐ ☐
I don’t want to think about my own funeral or make any plans 6 ☐ ☐
40. Question text: How likely are you to seriously consider planning in some way for your own funeral in the near
future?
Page break: Yes

Title: Q40
Randomisation: None
Filter / routing information: ONLY ASK IF THINKING ABOUT PLANNING BUT NOT STARTED (Q39= 4-5)
Very likely 1 ☐ ☐ ☐
Quite likely 2 ☐ ☐ ☐
Not very likely 3 ☐ ☐ ☒
Not at all likely 4 ☐ ☐ ☒
BUSINES
43 S USE
Hidden Question: Not engaged in funeral planning
Page break: Yes
Title: HV10
Randomisation: None
Filter / routing information: Assign based on responses in Q39 and Q40

IF (Q39 = 1, 2 ,3) OR (Q40 =
Qualify for Pre-Planner segments 1 ☐
1,2)
Don’t qualify for Pre-Planner segments 2 IF (Q39 = 6) OR (Q40 = 3,4) ☐
41. Question text: Thinking now about what you’d like, should you take out a funeral plan in future. How much do
you agree or disagree with each of these statements in relation to planning your own funeral?
Please give a rating out of 10 for each answer, even if it’s something you haven’t thought about much before now, where 1 =
strongly disagree and 10 = strongly agree.
Instruction text: Drag each slider to a point on the scale.
Page break: Yes

Title: Q41
Filter / routing information: ONLY ASK IF QUALIFY FOR PRE-PLANNER SEGMENTS (HV10=1)

I want to pay for my funeral now, so my family won’t have to pay
1 ☐ ☐
for it
I would want the cheapest funeral available 2 ☐ ☐
I’d prefer to see someone face-to-face to talk about options for
3 ☐ ☐
planning for my funeral
I’d like a simple direct cremation with no-one attending a funeral 4 ☐ ☐
I worry I won’t have any money left to pay for my funeral 5 ☐ ☐
I would consider a pre-paid funeral plan, which pays for some of
6 ☐ ☐
the funeral costs e.g. the funeral director and coffin
I wouldn’t know how to go about planning for my own funeral. 7 ☐ ☐
BUSINES
44 S USE
1 – Disagree strongly 1 ☐
2 2 ☐
3 3 ☐
4 4 ☐
5 5 ☐
6 6 ☐
7 7 ☐
8 8 ☐
9 9 ☐
10 – Agree strongly 10 ☐
42. Question text: How important or unimportant are each of the following when planning for your funeral?
Please provide a rating out of 10, where 1 = extremely unimportant and 10 = extremely important.
Instruction text: Drag each slider to a point on the scale.
Page break: Yes

Title: Q42
Filter / routing information: ONLY ASK IF QUALIFY FOR PRE-PLANNER SEGMENTS (HV10=1)

My funeral has a low impact on the environment 1 ☐ ☐
The funeral provider had been around a long time 2 ☐ ☐
You ease the burden of your family having to plan a funeral for
3 ☐ ☐
you
BUSINES
45 S USE
1 – Extremely unimportant 1 ☐
2 2 ☐
3 3 ☐
4 4 ☐
5 5 ☐
6 6 ☐
7 7 ☐
8 8 ☐
9 9 ☐
10 – Extremely important 10 ☐
Info Text: Thank you so much for taking part today – it’s really important Co-op have heard your voice and
perspectives on diversity & inclusion.
It’s something that is important to Co-op – you can read more about their commitments here:
Our commitment to diversity and inclusion - Co-op (coop.co.uk)
Please click continue to close the survey and submit your answers.
Page break: Yes
Title: ClosingThanks
Question type: Info
BUSINES
46 S USE

Co-Op Collective - Diversity and Inclusion Tracking - 2024 V3.4

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Activity Guide

Sample Group 2 – Co-op Collective (HV1=CODE 2) N=1,000

SEG ABC1 (HV4 = CODE 1) N=557

GENDER MALE (Q2 = CODE 1) N=515

REGION NORTH (Q3 = CODE 8, 9, 10) N=255

Key Project Timings

Complex survey + additional 21-30 questions £3,500

The Co-op Collective Team

Hidden Question: Sample Source

Answer options Precodes Clarification Screen

NOTE TO SCRIPTER: PLEASE ADD IN:

 Golden Segment questions (for anyone we don’t hold this for)

1. Question text: How old are you?

Page break: Yes

Answer options Precodes Fix Open Screen

Hidden Question: Age Nets

Answer options Precodes Clarification Screen

Page break: Yes

Answer options Precodes Fix Open Screen

Page break: Yes

Answer options Precodes Fix Open Screen

Instruction text: Please select one.

Page break: Yes

Answer options Precodes Fix Open Screen

Answer options Precodes Clarification Screen

Instruction text: Please select one.

Page break: Yes

Answer options Precodes Fix Open Screen

Instruction text: Please select one.

Page break: Yes

Answer options Precodes Fix Open Screen

Instruction text: Please select one.

Page break: Yes

Answer options Precodes Fix Open Screen

Instruction text: Please select one.

Page break: Yes

Answer options Precodes Fix Open Screen

Page break: Yes

Answer options Precodes Fix Open Screen

Answer options Precodes Clarification Screen

Instruction text: Please select all that apply.

Page break: Yes

Answer options Precodes Fix Excl. Open Screen

Instruction text: Please select all that apply.

Page break: Yes

Answer options Precodes Fix Excl. Open Screen

Hidden Question: Membership

Answer options Precodes Clarification Screen

Instruction text: Please select one.

Page break: Yes

Answer options Precodes Fix Open Screen

Instruction text: Please select all that apply.

Page break: Yes

Answer options Precodes Fix Excl. Open Screen

Answer options Precodes Fix Excl. Open Screen

Instruction text: Please select all that apply.

Page break: Yes

Instruction text: Please select all that apply.

Page break: Yes

Answer options Precodes Fix Excl. Open Screen

Page break: Yes

Answer options Precodes

Instruction text: Please give as much info as possible