Independent questionnaire contract: Pellavine concept and pack descriptions
Version 1.0. Adults 18+ who share responsibility for buying household cleaners and bought a surface spray or refill in the last three months. All branding and study scenarios are invented. The intended 10–15-minute length is an estimate to verify in a timed pilot.
Frozen exposure: 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.
Frozen pack comparison: 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. The descriptions appear in fixed A/B order; this study cannot estimate or remove position bias without another version/design.
| No. | Measurement / QSS ID | ODIN | Response contract |
|---|---|---|---|
| 1 | Participation s_consent | 5 | Yes=1/No=2; refusal ends before age |
| 2 | Age s_age | 10 | Whole years 0–120; below 18 immediate screenout |
| 3 | Cleaning purchase responsibility s_cleaning_role | 20 | Sole/shared/not involved; last screens out |
| 4 | Three-month cleaner purchase s_bought_cleaners_p3m | 30 | Yes/No; No screens out |
| 5 | Hard-surface cleaning frequency q_cleaning_freq | 40 | Daily/4–6 per week/2–3/weekly/less |
| 6 | Six-month purchased cleaner types q_cleaner_types | 50 | Multi general multipurpose/hard-surface spray (including antibacterial)/kitchen/bathroom/floor/glass/wipes; overlapping types; Other=98 with text |
| 7 | Current packaging formats q_current_packaging | 60 | Multi ready-to-use/refill/dilutable/tablet/wipes; Other=98 text, exclusive no current packaging=99 |
| 8 | Concept comprehensibility q_comprehension | 70 | After frozen exposure; 1 Very difficult…5 Very easy |
| 9 | Clarity diagnostic q_clarity_verbatim | 80 | Optional open response; independent of the rating |
| 10 | Overall appeal q_overall_appeal | 90 | 1 Very unappealing…5 Very appealing |
| 11 | Appeal reasons q_appeal_reasons | 100 | Multi hypothetical waste/storage/weight/cost/reuse; Other=98 text; exclusive nothing=99 |
| 12 | Adoption concerns q_barriers | 110 | Multi preparation/efficacy/contact/upfront price/trigger; exclusive no concerns=99 |
| 13 | Plastic-reduction credibility q_rate_plastic_reduction | 120 | 1 Not at all convincing…5 Extremely convincing |
| 14 | Storage-space credibility q_rate_space_saving | 121 | Same credibility scale |
| 15 | Everyday-cleaning credibility q_rate_cleaning_efficacy | 122 | Same credibility scale; perception does not prove performance |
| 16 | Preparation-ease credibility q_rate_mixing_simplicity | 123 | Same credibility scale; no asserted 30-second mixing time |
| 17 | Trigger-reuse credibility q_rate_trigger_durability | 124 | Same credibility scale; no verified lifespan claim |
| 18 | Possible use occasions q_use_occasions | 130 | Multi kitchen/dining/bathroom/living room/touch-up; exclusive no use=99 |
| 19 | Pack preference q_pack_preference | 140 | After frozen text descriptions: strongly A/somewhat A/no preference/somewhat B/strongly B |
| 20 | Preference reason q_pack_preference_reason | 150 | Optional open response |
| 21 | Starter estimate availability q_can_estimate_starter | 155 | Can estimate=1/Don’t know=2/Prefer not=3; govern only starter amount |
| 22 | Expected starter price q_expected_starter_price | 160 | Ask only availability=1; whole £0–100 for bottle plus two tubes; zero means free; 101 invalid |
| 23 | Refill estimate availability q_can_estimate_refill | 165 | Can estimate=1/Don’t know=2/Prefer not=3; govern only refill amount |
| 24 | Expected refill price q_expected_refill_price | 170 | Ask only availability=1; whole £0–50 for two tubes; zero means free |
| 25 | Price reaction q_price_reaction | 180 | Everyone sees £9 starter / £3 refill pair: too cheap/good value/somewhat expensive/too expensive; Don’t know=99 |
| 26 | Four-week purchase intention q_purchase_intent | 190 | Everyone sees £9 starter in usual store; 1 Definitely will not…5 Definitely will |
| 27 | Household composition d_household_composition | 200 | Alone/couple/children/shared adults |
| 28 | Bedroom count band d_dwelling_bedrooms | 210 | Studio or one/two/three/four+ |
| 29 | Settlement d_settlement | 220 | Five broad types, no actual location IDs |
| 30 | Pets d_pets | 230 | Yes/No; no pet names or identifiable data |
Behavioral contracts:
- No consent stops before age. Below-18 age is accepted then screened out; 121 is rejected. Adults without role or recent purchase end after the screening group. No concept exposure occurs on those paths.
- Every eligible respondent receives both the same concept and the same pack descriptions. QSS uses display continuations; ODIN places each exposure in the relevant question prompt. Collection order for the 30 measures is the same. A display continuation is not evidence of attention or time spent reading.
- Appeal and concerns are independent. A skeptical respondent may select nothing appealing, express concerns, select no uses and give low intention without a forced positive response. All eligible respondents rate the five perceived claims; these ratings are not factual certifications.
- General hard-surface spray includes non-antibacterial products; cleaner subtypes may overlap. Other cleaner type allows unlisted eligible spray/refill products. No None code is offered at this six-month purchase item because the screen requires a purchase of a surface spray/refill within three months. None/ordinary multi mixtures reject atomically. Other appeal text survives completion and replay. Prices 101/51 reject before state commit; zero is an allowable estimate, interpreted as free in analysis. Each separate can-estimate gate offers Don’t know and Prefer not; either leaves that amount absent rather than recording zero. Even when both amounts are absent, the supplied £9/£3 price reaction and £9 purchase intention remain applicable. These bounds are survey-entry limits rather than a validated pricing model.
- Purchase intention has a declared four-week horizon, starter quantity and price. It does not estimate a sales forecast, willingness-to-pay curve or product efficacy. Separate starter/refill expectations must not be collapsed into an automatic economic rule.
- Ending text makes no upload, storage or fulfilment promise. No actual product, offer or incentive is delivered.
Ten fixtures cover positive and skeptical concept reactions, Other appeal, refusal, underage, nonbuyer screening, both prices unknown, starter alone unknown, and declined refill estimate with a free starter estimate, and Other cleaner type. Both engines drive real pages and rejected proposals, check explicit sequences and final replay. Concept/pack wording is identical across engines; other display formatting and open-field capacities are not claimed identical. ODIN alpha fields cap the two diagnostic verbatims; supplied fixtures use short text. Legacy DLL acceptance, browser/mobile layout, fixed-width exports and human content/marketing acceptance remain separate.
Before fieldwork, cognitive-test dilution comprehension, hypothetical claims and price units on target buyers, plus ineligible screener participants. Then pilot the whole flow and inspect the distribution of unanswered/uncertain prices, text response burden and fixed A/B position influence. Visual pack testing requires approved artwork and a new exposure contract; none is silently substituted here. Host-managed sample, quotas, privacy notice, permissions and retention remain external.