Household refill concentrate concept and pack preference

All examples

Word specification · Brief · QubeScript source · Odin source

Study brief

A fictional product team wants to decide whether to refine a refill concentrate idea and which pack description merits visual prototyping. Adult household cleaning buyers evaluate one neutral concept followed by two text-only pack alternatives. This is concept screening, not a sensory, efficacy or environmental-impact trial.

Recruit 400 adults from an online opt-in sample who share responsibility for buying household cleaners and bought one in the past three months. Use host-managed marginal targets for age band and settlement type. Do not screen out skeptics of refill products. Retain existing refill use as a segmentation measure. Include general hard-surface sprays as well as antibacterial sprays, allow overlapping cleaner types, and retain Other cleaner text for later coding. Track recruitment source and questionnaire version externally. The intended median length is 10–15 minutes including the concept and open responses; verify with a timed pilot.

The concept uses invented branding and hypothetical packaging claims. Respondents must be told that cleaning performance and waste reduction have not been tested. Maintain the same exposure text throughout the study. Measure comprehension, appeal, relevance, perceived benefits, concerns and stated purchase intention separately. A positive reaction does not substantiate a sustainability claim. A price question has meaning only with the stated quantity, reference currency and use context.

The pack comparison is a choice between descriptions rather than artwork. It cannot establish shelf standout, readability or recognition; follow with a visual test using independently approved assets. Text-only preference can be influenced by ordering and description length. Pack-description order can influence stated preference, so treat the result as directional. Each price expectation has its own can-estimate gate with Don’t know and Prefer not; unknown amounts remain absent and zero means free. Every eligible respondent can still answer intention at the supplied £9 price. Review price and open-response distributions before choosing a concept for follow-up.

The fictional market uses pounds (£). All product names, places and example respondents are invented. No personal identifiers or contact details are requested. The hosting organization supplies actual privacy, retention and withdrawal information. Quota authority, invitations, permissions and incentives remain host responsibilities; these scripts make no service calls.

Files include a Word specification (.docx), a brief, and independent study.qube and study.odin scripts. Give the Word specification to an LLM agent of your choice and ask it to draft either language using the local MCP. Compare its output with the specification and both supplied scripts; a valid implementation may differ while meeting the same requirements.

This is a text-only concept screen, not a sensory, efficacy or environmental- impact trial. Pilot the wording, interview length and device experience before fieldwork. The host manages recruitment, quotas, permissions and incentives.

QubeScript

Show syntax-highlighted QubeScript 
@survey household_concept @language en @mode cawi
 
@question s_welcome display
# Household Cleaning Products Concept Study
Welcome to this research study evaluating a new concept in household surface cleaners.
This survey is estimated to take 10 to 15 minutes to complete. Please click **Continue** to proceed.
 
@question s_consent single
Do you agree to take part in this research study?
@options
  1: Yes, I agree to participate
  2: No, I do not wish to participate
 
@route consent_eval
if answers.s_consent == 2 -> screenout
else -> screening_age
 
@section screening_age
Eligibility Screening
 
@question s_age integer
What is your age in years?
@validate age_valid answers.s_age >= 0 and answers.s_age <= 120 @severity error @focus s_age
Please enter an age between 0 and 120.
 
@route adult_check
if answers.s_age < 18 -> screenout
else -> role_screen
 
@section role_screen
@question s_cleaning_role single
Which of the following describes your role in purchasing cleaning products for your household?
@options
  1: I am solely responsible for buying household cleaning products
  2: I share responsibility jointly with someone else
  3: Someone else is responsible / I am not involved
 
@question s_bought_cleaners_p3m single
In the past 3 months, have you purchased any household surface spray cleaners or refill products?
@options
  1: Yes, I have purchased surface cleaners in the past 3 months
  2: No, I have not purchased any in the past 3 months
 
@route screener_check
if answers.s_age < 18 -> screenout
if answers.s_cleaning_role == 3 -> screenout
if answers.s_bought_cleaners_p3m == 2 -> screenout
else -> category_habits
 
@section category_habits
Current Cleaning Routines & Formats
 
@question q_cleaning_freq single
How often do you typically clean hard surfaces (worktops, tables, sinks) in your home?
@options
  1: Daily or multiple times a day
  2: 4 to 6 times a week
  3: 2 to 3 times a week
  4: Once a week
  5: Less often than once a week
 
@question q_cleaner_types multi
Which types of cleaning products have you purchased in the past 6 months? Select all that apply; types may overlap.
@options
  1: General multipurpose / hard-surface spray (including antibacterial sprays)
  2: Kitchen degreaser spray
  3: Bathroom / limescale removal spray
  4: Floor cleaning liquid or concentrate
  5: Glass and window cleaner spray
  6: Disposable surface cleaning wipes
  98: Other cleaner type @specify
 
@question q_current_packaging multi
Which packaging formats do you currently use in your home?
@options
  1: Standard ready-to-use plastic trigger spray bottles
  2: Large plastic refill bottles or jugs
  3: Concentrated liquid dilutables
  4: Dissolvable cleaning pods or tablets
  5: Pre-moistened disposable wipes
  98: Other format @specify
  99: No current cleaner packaging @exclusive
 
@section concept_evaluation
New Product Concept: Pellavine Refill System
 
@question q_concept_intro display
Pellavine is a hypothetical cleaning concept. Performance, durability and environmental effects have not been tested. It consists of a refillable 500ml spray bottle and 50ml concentrate tubes. Add 450ml tap water and one 50ml tube to make 500ml liquid, then shake to mix. The intended use is everyday wipe-down cleaning of kitchen counters, tables and bathroom sinks. Refill tubes are purchased separately.
 
@question q_comprehension single
How easy or difficult was it to understand how the Pellavine system is described to work?
@options
  1: Very difficult to understand
  2: Somewhat difficult to understand
  3: Neither easy nor difficult
  4: Somewhat easy to understand
  5: Very easy to understand
 
@question q_clarity_verbatim text @optional
Is there anything about the concept description that felt unclear or that you would like more information about?
 
@question q_overall_appeal single
Based on this description, how appealing is the Pellavine concept to you overall?
@options
  1: Very unappealing
  2: Somewhat unappealing
  3: Neutral / neither appealing nor unappealing
  4: Somewhat appealing
  5: Very appealing
 
@question q_appeal_reasons multi
What, if anything, makes this concept appealing to you?
@options
  1: Potential reduction in household single-use plastic waste
  2: Small refill tubes take up less cupboard storage space
  3: Lighter shopping bags to carry home from the store
  4: Potential cost savings over time compared to ready-to-use sprays
  5: Having a dedicated reusable spray bottle
  98: Other reason @specify
  99: Nothing appealing about this concept @exclusive
 
@question q_barriers multi
What concerns or hesitations, if any, would you have about adopting this system?
@options
  1: The hassle of filling and mixing with tap water
  2: Concern that a diluted concentrate may not clean as effectively
  3: Risk of liquid spills or skin contact when pouring concentrate
  4: Upfront purchase price of the reusable starter bottle
  5: Concern about losing or breaking the reusable trigger mechanism
  99: No concerns / nothing @exclusive
 
@section benefit_ratings
Benefit Credibility & Relevance
 
@options rating_scale
  1: Not at all convincing
  2: Slightly convincing
  3: Moderately convincing
  4: Very convincing
  5: Extremely convincing
 
@question q_rate_plastic_reduction single
How convincing is the claimed benefit: **Potential reduction in single-use plastic waste**?
@options rating_scale
 
@question q_rate_space_saving single
How convincing is the claimed benefit: **Compact refill tubes save storage space in cleaning cupboards**?
@options rating_scale
 
@question q_rate_cleaning_efficacy single
How convincing is the claimed benefit: **Effective everyday cleaning performance on grease and daily grime**?
@options rating_scale
 
@question q_rate_mixing_simplicity single
How convincing is the claimed benefit: **Perceived ease of preparation with tap water**?
@options rating_scale
 
@question q_rate_trigger_durability single
How convincing is the claimed benefit: **Ergonomic trigger designed for repeated refill use**?
@options rating_scale
 
@section use_occasions_and_pack
Usage Occasions & Packaging Format
 
@question q_use_occasions multi
In which areas or for which tasks would you consider using Pellavine?
@options
  1: Kitchen food preparation worktops
  2: Dining room table and chairs
  3: Bathroom washbasin and chrome taps
  4: Living room hard surfaces and shelving
  5: Daily quick touch-up cleaning
  99: Would not use in any of these areas @exclusive
 
@question q_pack_comparison_intro display
Both starter packs contain one 500ml bottle and two 50ml concentrate tubes in a cardboard carton. Option A: brushed aluminium bottle with a silicone base sleeve. Option B: amber glass bottle with a rubber bumper ring. These are text descriptions only; no pack artwork is shown.
 
@question q_pack_preference single
Which starter pack option do you prefer?
@options
  1: Strongly prefer Option A (Aluminium System)
  2: Somewhat prefer Option A (Aluminium System)
  3: Neutral / no preference between the two
  4: Somewhat prefer Option B (Amber Glass System)
  5: Strongly prefer Option B (Amber Glass System)
 
@question q_pack_preference_reason text @optional
What is the primary reason for your pack format preference?
 
@section pricing_and_intent
Pricing & Purchase Intent
 
@question q_can_estimate_starter single
Can you estimate what you would expect to pay for the Starter Kit (one bottle and two concentrate tubes)?
@options
  1: Yes, I can give an estimate
  2: No, I do not know
  3: Prefer not to give an estimate
 
@question q_expected_starter_price integer @if answers.q_can_estimate_starter == 1
Zero means you would expect it to be free. What would you expect to pay in whole pounds (£) for the Starter Kit (1 reusable bottle + 2 concentrate refill tubes)?
@validate starter_bounds answers.q_expected_starter_price >= 0 and answers.q_expected_starter_price <= 100 @severity error @focus q_expected_starter_price
Please enter a price between £0 and £100.
 
@question q_can_estimate_refill single
Can you estimate what you would expect to pay for two replacement concentrate tubes?
@options
  1: Yes, I can give an estimate
  2: No, I do not know
  3: Prefer not to give an estimate
 
@question q_expected_refill_price integer @if answers.q_can_estimate_refill == 1
Zero means you would expect it to be free. What would you expect to pay in whole pounds (£) for a 2-pack of replacement concentrate refill tubes?
@validate refill_bounds answers.q_expected_refill_price >= 0 and answers.q_expected_refill_price <= 50 @severity error @focus q_expected_refill_price
Please enter a price between £0 and £50.
 
@question q_price_reaction single
Suppose the Starter Kit was priced at **£9.00** and a 2-pack of refills was priced at **£3.00**. How would you rate this pricing?
@options
  1: Much too cheap / creates doubt about quality
  2: Good value / reasonably priced
  3: Somewhat expensive but acceptable
  4: Far too expensive / would not consider
  99: Do not know how to rate these prices
 
@question q_purchase_intent single
Assuming the Pellavine Starter Kit were available at **£9.00** where you shop, how likely would you be to purchase it in the **next 4 weeks**?
@options
  1: Definitely will not purchase
  2: Probably will not purchase
  3: Might or might not purchase
  4: Probably will purchase
  5: Definitely will purchase
 
@section demographics
Demographics
 
@question d_household_composition single
Which of the following describes your household composition?
@options
  1: Single adult living alone
  2: Couple without children in household
  3: Family / Household with children under 18
  4: Shared adult household / flatmates
 
@question d_dwelling_bedrooms single
How many bedrooms does your home have?
@options
  1: 1 bedroom or studio
  2: 2 bedrooms
  3: 3 bedrooms
  4: 4 or more bedrooms
 
@question d_settlement single
Which of the following settlement types best describes the area where you live?
@options
  1: Large metropolitan city
  2: Suburban town / urban fringe
  3: Small regional town
  4: Rural community / village
  5: Remote settlement
 
@question d_pets boolean
Do you have any domestic pets (e.g. dogs, cats) living in your household?
 
@question q_closing display
# Survey Finished
Thank you for taking the time to complete this questionnaire. The survey is now finished.
 
@outcome complete
Thank you for your participation in this study.
 
@outcome screenout
Thank you for your interest. You do not meet the criteria required for this study.

Odin

Show syntax-highlighted Odin 
** Household Cleaning Products Concept Study
** Target: Adult recent household cleaner buyers
 
*QUESTION 5 *CODES L1
Do you agree to take part in this research study?
 
1: Yes, I agree to participate
2: No, I do not wish to participate
 
*IF [ Q5,2 ] *GOTO 999
 
*QUESTION 10 *NUMBER L3 *MIN 0 *MAX 120
What is your age in years?
 
*IF [ Q10 < 18 ] *GOTO 999
 
*QUESTION 20 *CODES L1
Which of the following describes your role in purchasing cleaning products for your household?
 
1: I am solely responsible for buying household cleaning products
2: I share responsibility jointly with someone else
3: Someone else is responsible / I am not involved
 
*QUESTION 30 *CODES L1
In the past 3 months, have you purchased any household surface spray cleaners or refill products?
 
1: Yes, I have purchased surface cleaners in the past 3 months
2: No, I have not purchased any in the past 3 months
 
*IF [ Q10 < 18 ] *GOTO 999
*IF [ Q20,3 ] *GOTO 999
*IF [ Q30,2 ] *GOTO 999
 
*QUESTION 40 *CODES L1
How often do you typically clean hard surfaces (worktops, tables, sinks) in your home?
 
1: Daily or multiple times a day
2: 4 to 6 times a week
3: 2 to 3 times a week
4: Once a week
5: Less often than once a week
 
*QUESTION 50 *CODES L98 *MULTI
Which types of cleaning products have you purchased in the past 6 months? Select all that apply; types may overlap.
 
1: General multipurpose / hard-surface spray (including antibacterial sprays)
2: Kitchen degreaser spray
3: Bathroom / limescale removal spray
4: Floor cleaning liquid or concentrate
5: Glass and window cleaner spray
6: Disposable surface cleaning wipes
98: Other cleaner type *OPEN *NOCON
 
*QUESTION 60 *CODES L99 *MULTI
Which packaging formats do you currently use in your home?
 
1: Standard ready-to-use plastic trigger spray bottles
2: Large plastic refill bottles or jugs
3: Concentrated liquid dilutables
4: Dissolvable cleaning pods or tablets
5: Pre-moistened disposable wipes
98: Other format *OPEN *NOCON
99: No current cleaner packaging *NMUL *NOCON
 
*QUESTION 70 *CODES L1
Pellavine is a hypothetical cleaning concept. Performance, durability and environmental effects have not been tested. It consists of a refillable 500ml spray bottle and 50ml concentrate tubes. Add 450ml tap water and one 50ml tube to make 500ml liquid, then shake to mix. The intended use is everyday wipe-down cleaning of kitchen counters, tables and bathroom sinks. Refill tubes are purchased separately.
 
How easy or difficult was it to understand how this system is described to work?
 
1: Very difficult to understand
2: Somewhat difficult to understand
3: Neither easy nor difficult
4: Somewhat easy to understand
5: Very easy to understand
 
*QUESTION 80 *ALPHA L100 *NON
Is there anything about the concept description that felt unclear or that you would like more information about?
 
*QUESTION 90 *CODES L1
Based on this description, how appealing is the Pellavine concept to you overall?
 
1: Very unappealing
2: Somewhat unappealing
3: Neutral / neither appealing nor unappealing
4: Somewhat appealing
5: Very appealing
 
*QUESTION 100 *CODES L99 *MULTI
What, if anything, makes this concept appealing to you?
 
1: Potential reduction in household single-use plastic waste
2: Small refill tubes take up less cupboard storage space
3: Lighter shopping bags to carry home from the store
4: Potential cost savings over time compared to ready-to-use sprays
5: Having a dedicated reusable spray bottle
98: Other reason *OPEN *NOCON
99: Nothing appealing about this concept *NMUL *NOCON
 
*QUESTION 110 *CODES L99 *MULTI
What concerns or hesitations, if any, would you have about adopting this system?
 
1: The hassle of filling and mixing with tap water
2: Concern that a diluted concentrate may not clean as effectively
3: Risk of liquid spills or skin contact when pouring concentrate
4: Upfront purchase price of the reusable starter bottle
5: Concern about losing or breaking the reusable trigger mechanism
99: No concerns / nothing *NMUL *NOCON
 
*QUESTION 120 *CODES L1
How convincing is the claimed benefit: Potential reduction in single-use plastic waste?
 
1: Not at all convincing
2: Slightly convincing
3: Moderately convincing
4: Very convincing
5: Extremely convincing
 
*QUESTION 121 *CODES L1
How convincing is the claimed benefit: Compact refill tubes save storage space in cleaning cupboards?
 
1: Not at all convincing
2: Slightly convincing
3: Moderately convincing
4: Very convincing
5: Extremely convincing
 
*QUESTION 122 *CODES L1
How convincing is the claimed benefit: Effective everyday cleaning performance on grease and daily grime?
 
1: Not at all convincing
2: Slightly convincing
3: Moderately convincing
4: Very convincing
5: Extremely convincing
 
*QUESTION 123 *CODES L1
How convincing is the claimed benefit: Perceived ease of preparation with tap water?
 
1: Not at all convincing
2: Slightly convincing
3: Moderately convincing
4: Very convincing
5: Extremely convincing
 
*QUESTION 124 *CODES L1
How convincing is the claimed benefit: Ergonomic trigger designed for repeated refill use?
 
1: Not at all convincing
2: Slightly convincing
3: Moderately convincing
4: Very convincing
5: Extremely convincing
 
*QUESTION 130 *CODES L99 *MULTI
In which areas or for which tasks would you consider using Pellavine?
 
1: Kitchen food preparation worktops
2: Dining room table and chairs
3: Bathroom washbasin and chrome taps
4: Living room hard surfaces and shelving
5: Daily quick touch-up cleaning
99: Would not use in any of these areas *NMUL *NOCON
 
*QUESTION 140 *CODES L1
Both starter packs contain one 500ml bottle and two 50ml concentrate tubes in a cardboard carton. Option A: brushed aluminium bottle with a silicone base sleeve. Option B: amber glass bottle with a rubber bumper ring. These are text descriptions only; no pack artwork is shown.
 
Which starter pack option do you prefer?
 
1: Strongly prefer Option A (Aluminium System)
2: Somewhat prefer Option A (Aluminium System)
3: Neutral / no preference between the two
4: Somewhat prefer Option B (Amber Glass System)
5: Strongly prefer Option B (Amber Glass System)
 
*QUESTION 150 *ALPHA L100 *NON
What is the primary reason for your pack format preference?
 
*QUESTION 155 *CODES L1
Can you estimate what you would expect to pay for the Starter Kit (one bottle and two concentrate tubes)?
 
1: Yes, I can give an estimate
2: No, I do not know
3: Prefer not to give an estimate
 
*IF [ #Q155,1 ] *GOTO 165
 
*QUESTION 160 *NUMBER L3 *MIN 0 *MAX 100
Zero means you would expect it to be free. What would you expect to pay in whole pounds (£) for the Starter Kit (1 reusable bottle + 2 concentrate refill tubes)?
 
*QUESTION 165 *CODES L1
Can you estimate what you would expect to pay for two replacement concentrate tubes?
 
1: Yes, I can give an estimate
2: No, I do not know
3: Prefer not to give an estimate
 
*IF [ #Q165,1 ] *GOTO 180
 
*QUESTION 170 *NUMBER L2 *MIN 0 *MAX 50
Zero means you would expect it to be free. What would you expect to pay in whole pounds (£) for a 2-pack of replacement concentrate refill tubes?
 
*QUESTION 180 *CODES L2
Suppose the Starter Kit was priced at £9.00 and a 2-pack of refills was priced at £3.00. How would you rate this pricing?
 
1: Much too cheap / creates doubt about quality
2: Good value / reasonably priced
3: Somewhat expensive but acceptable
4: Far too expensive / would not consider
99: Do not know how to rate these prices
 
*QUESTION 190 *CODES L1
Assuming the Pellavine Starter Kit were available at £9.00 where you shop, how likely would you be to purchase it in the next 4 weeks?
 
1: Definitely will not purchase
2: Probably will not purchase
3: Might or might not purchase
4: Probably will purchase
5: Definitely will purchase
 
*QUESTION 200 *CODES L1
Which of the following describes your household composition?
 
1: Single adult living alone
2: Couple without children in household
3: Family / Household with children under 18
4: Shared adult household / flatmates
 
*QUESTION 210 *CODES L1
How many bedrooms does your home have?
 
1: 1 bedroom or studio
2: 2 bedrooms
3: 3 bedrooms
4: 4 or more bedrooms
 
*QUESTION 220 *CODES L1
Which of the following settlement types best describes the area where you live?
 
1: Large metropolitan city
2: Suburban town / urban fringe
3: Small regional town
4: Rural community / village
5: Remote settlement
 
*QUESTION 230 *CODES L1
Does your household have any domestic pets (e.g. dogs, cats) living in your household?
 
1: Yes
2: No
 
*QUESTION 990 *CODES L1
Thank you for taking the time to complete this questionnaire. The survey is now finished.
 
1: Exit
*GOTO 9999
 
*QUESTION 999 *CODES L1
Thank you for your interest. You do not meet the criteria required for this study.
 
1: Exit
 
*ENDNGB
 
*QUESTION 9999 *DUMMY
*END