# Household refill concentrate concept and pack preference

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. The sources define stable pack codes; cross-engine random order equivalence is not claimed. 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 fixture 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: `SPEC.md`, independently implemented `study.qube`/`study.odin`, and synthetic `fixtures.json`. Scoped checks: `node tools/test_fictional_consumer_studies.mjs`. Local execution does not establish browser/mobile layout, accessibility, actual interview length or real fieldwork quality. Legacy DLL oracle and human content/marketing approval are separate gates.