Focus Group Survey Design

Content & Comprehension
Survey
October 11th, 2017

Objective
Test content and creative for personal resonance,
appeal, and influence - as well as program
understanding among core UBR test populations
and persona types to aid in future content
development and content marketing directions.
Sample Size & Statistical Validity
We have determined a statistical valid survey
sample size is 400 completed surveys for each
test population segment. Based on the desired
insights to be collected across all demographics,
we have designed the survey to include 32 distinct
test population segments with a goal to complete
12,800 surveys.
Test
Populations
&
Survey
Counts
-
(12,800
Competed
Surveys)
African
American
(3200)
Male
(1600)
18-24 (400)
25-34 (400)
35-54 (400)
55+ (400)
Female
(1600)
18-24 (400)
25-34 (400)
35-54 (400)
55+ (400)
Hispanic
(3200)
Male
(1600)
18-24 (400)
25-34 (400)
35-54 (400)
55+ (400)
Female
(1600)
18-24 (400)
25-43 (400)
35-54 (400)
55+ (400)
Asian
American
(3200)
Male
(1600)
18-24 (400)
25-34 (400)
35-54 (400)
55+ (400)
Female
(1600)
18-24 (400)
25-34 (400)
35-54 (400)
55+ (400)
Caucasian
(3200)
Male
(1600)
18-24 (400)
25-34 (400)
35-54 (400)
55+ (400)
Female
(1600)
18-24 (400)
25-43 (400)
35-54 (400)
55+ (400)

Demographics
Throughout the final analysis, we will be able to filter
our insights including:
• Gender
• Sexual Orientation (Straight, LGBTQ, prefer not to
say)
• Age Grouping
• Race / Ethnicity
• Location (Full address: street, city, state, zip)
• Education Level
• HH Income
• Children in Household
Test
Populations
&
Survey
Counts
-
(12,800
Competed
Surveys)
African
American
(3200)
Male
(1600)
18-24 (400)
25-34 (400)
35-54 (400)
55+ (400)
Female
(1600)
18-24 (400)
25-34 (400)
35-54 (400)
55+ (400)
Hispanic
(3200)
Male
(1600)
18-24 (400)
25-34 (400)
35-54 (400)
55+ (400)
Female
(1600)
18-24 (400)
25-43 (400)
35-54 (400)
55+ (400)
Asian
American
(3200)
Male
(1600)
18-24 (400)
25-34 (400)
35-54 (400)
55+ (400)
Female
(1600)
18-24 (400)
25-34 (400)
35-54 (400)
55+ (400)
Caucasian
(3200)
Male
(1600)
18-24 (400)
25-34 (400)
35-54 (400)
55+ (400)
Female
(1600)
18-24 (400)
25-43 (400)
35-54 (400)
55+ (400)

Language
We have considered offering the survey in two
languages (English and Spanish), but we have
determined, and through the advice of our platform
vendor, the use of English language only will
streamline and shorten the analysis phase of the
project without impacting the results we will collect.
Analysis
Final analysis will gather insights collected across all
test population groupings with deeper analyses
conducted to capture trends and nuances associated
within filtered and segmented test population
demographic and persona characteristics.
Test
Populations
&
Survey
Counts
-
(12,800
Competed
Surveys)
African
American
(3200)
Male
(1600)
18-24 (400)
25-34 (400)
35-54 (400)
55+ (400)
Female
(1600)
18-24 (400)
25-34 (400)
35-54 (400)
55+ (400)
Hispanic
(3200)
Male
(1600)
18-24 (400)
25-34 (400)
35-54 (400)
55+ (400)
Female
(1600)
18-24 (400)
25-43 (400)
35-54 (400)
55+ (400)
Asian
American
(3200)
Male
(1600)
18-24 (400)
25-34 (400)
35-54 (400)
55+ (400)
Female
(1600)
18-24 (400)
25-34 (400)
35-54 (400)
55+ (400)
Caucasian
(3200)
Male
(1600)
18-24 (400)
25-34 (400)
35-54 (400)
55+ (400)
Female
(1600)
18-24 (400)
25-43 (400)
35-54 (400)
55+ (400)

Self ID Q:1
What best describes your age group? (Select one answer)
 Less than 18 (terminate survey)
 18-24
 25-34
 35-54
 55+

Self ID Q:2
What best describes your race/ethnicity? (Select one answer)
 African American
 Hispanic
 Asian American
 Caucasian
 Two or more races/ethnicities (terminate survey)
 Prefer not to answer (terminate survey)

Self ID Q:3
To which gender identity do you most identify? (Select one answer)
 Male
 Female

Self ID Q:4
What best describes your sexual orientation? (Select one answer)
 Heterosexual (“straight”)
 LGBTQ
 Prefer not to answer

Self ID Q:5
What is the highest level of schooling that you have completed?
(Select one answer)
 Completed some high school
 High school graduate
 Completed some college
 College degree
 Completed some postgraduate
 Master’s degree
 Doctorate, law or professional degree

Self ID Q:6
What is your annual household income before taxes? (Select one answer)
 Less than $25,000
 $25,000−$49,999
 $50,000−$74,999
 $75,000−$99,999
 $100,000−$124,999
 $125,000 or more
 Prefer not to answer

Self ID Q:7
Which state do you live in? (Select one answer)
 Pull down option menu (all 50 states plus territories)

Survey Questions 1 - 2: Persona Self-Identification Classification
Objective:
A series of questions are designed to test message (motivation) and
visual cues aligned by race/ethnicity to have respondents self-identify
themselves into 1 of 5 possible persona classifications with added
insights into personal creative design composition appeal.
The questions are structured to have a respondent self-identify their dominant
and underlying values and motivations matched to a specific persona group to
better gauge personal appeal and resonance for content which will be tested
(developed specifically for persona appeal) in the following section.
Persona Group Classification is based on a respondent choosing a coded
matched response for the following SELF-IDENTIFICATION questions.
Logic Check: if a respondent is not matched to a persona type by selecting
“none” for each of the two self-identification questions … a respondent is then
segmented into a special [general population] test group.
Section 1

Q:1A – Persona Self-Identification Testing
Which ad makes you want to click on it to learn more about the program?
(Select one answer)

Q:1A Digital Ads – African American
None of these make me want to learn more.

Q:1A Digital Ads – Hispanic

Q:1A Digital Ads – Asian American

Q:1A Digital Ads – Caucasian American

Q:1B – Persona Self-Identification Testing
What about the ad do you like?
 I like the photo/image
 I like the headline
 I like both

Q:2A – Persona Self-Identification Testing
Which poster makes you want to learn more about the program?
(Select one answer)

Q:2A Posters – African American

Q:2A Posters – Hispanic

Q:2A Posters – Asian American

Q:2A Posters – Caucasian American

Q:2B – Persona Self-Identification Testing
What about the poster do you like?
 I like both

Persona match applied based on a
Persona Coded Response –
(5) linkable personas available + general
population (no classification) category
Once a persona match has been made,
a branching question follows based on
matched coded persona type to test
resonance for creative content
composition variations.
Self-Identification Logic Applied
Altruism (ALT)
Finding Cures (EC)
Community & Family (COMM)
Innovation (INN)
What’s in It for Me (ME)
Right the Wrongs (RIGHT)
Combination Possibilities for Persona Mapping
Example:
If someone selects Altruism for both Q1 and Q2, they
will receive the Edgar creative. If someone selects
Altruism for Q1 and Finding Cures for Q2, they will
receive the Tallulah creative.
If a respondent selects none for each of the two self-
identification questions, the respondent is grouped into
a general population test segment.

Survey Question 3: Video Inspiration Testing
Objective:
Quick test to see if the Anthem video inspires viewers with added insights
into why or why not.
Section 2

Video Segue
Now, please watch the following video.

Q:3A – Video Inspiration Testing
After watching the video, do you want to learn more about the program?
 Yes (advance to Q3B)
 No (advance to Q3C)

Q:3B – Video Inspiration Testing
What inspired you to want to learn more? (Please be as detailed and
specific as possible.)

Q:3C – Video Inspiration Testing
What didn’t inspire you to want to learn more? (Please be as detailed and
specific as possible.)

Survey Questions 4A & 4B: Persona Match Creative Testing
Objective:
The following questions are designed to test personal motivation cues
and design preference compositions (visual, headline, message) for
resonance and appeal based on the matched respondent self-
identified persona type.
Once a Persona Match has been made via the defined previous survey
section matching logic (as defined above), each self-identified Persona
Group is presented with a unique set of creative content matched to the
respondent’s persona classification.
Posters are used in the survey as creative representations with the
understanding content components in poster designs could easily be
multi-purposed into similar design treatments for digital ads, social media
posts, email, brochures, et al.
Section 3

Q:4A – Creative Persona Testing
Which poster makes you want to learn more about the program? Please rank
in order.
(Please click on each image to rank the images in order of your preference: 1
(most preferred) to 6 (least preferred) After ranking, you can resort your selections
by dragging the images into new positions or by using the reset button at the
bottom of the screen.

Persona 1: Edgar
Altruism, Innovation, Legacy and Family
Q:4A Personas – Persona 1

Persona 2: Tallulah
Finding cures, Empowerment, What’s in it for me

Persona 3: Chris
Innovation, Community and Tribe, What’s in it for me

Persona 4: Lorraine
Community and Tribe, Righting Wrongs, Altruism

Persona 5: Miguel
Righting Wrongs, Legacy and Family, Altruism

Q:4A Personas – Non-classified/General Population

Q:4B – Creative Persona Testing
What about the poster do you like?
 I like both

Survey Questions 5A, 5B, 5C, 5D, 5E, 5F, 5G – Social Media Use Testing
Objective:
These questions have been designed to help steer the social content
strategy and to identify where test populations are congregating across
social media to aid in designing the most appropriate social media and
content strategy.
Section 4

Q:5A – Social Media Testing
What social media platforms do you currently use and have a personal
profile (account)?
 Facebook
 Instagram
 Twitter
 SnapChat
 YouTube
 Tumblr
 Google+
 None of these

Q:5B – Social Media Testing
On social media, do you follow (like) companies and brands?
 Yes
 No

Q:5C – Social Media Testing
On social media, do you follow (like) any communities or causes
(e.g. assorted charities or philanthropic organizations)?
 Yes
 No

Q:5D – Social Media Testing
On social media, do you follow (like) any medical or health care organizations
(e.g. medical research, disease-specific, health outreach, or health advocate
charities)?
 Yes
 No

Q:5E – Social Media Testing
On social media, do you share or post content and comments?
 Yes, I’m very active and share and comment often
 Yes, I share and comment, but only when I like something very much or
have a strong opinion or thought
 No, I rarely share and comment on social media

Q:5F – Social Media Testing
How often do you use your social media accounts?
 Once a day
 More than once a day
 Several times per week
 Once a week
 Monthly or infrequently

Q:5G – Social Media Testing
Which social media post would you notice if it appeared in your news
feed? (Select one answer)

Q:5G – Social Media Testing
G. None of these would interest me.
What don’t you like about the social media posts?

Objective:
A series of questions are designed to test website and video
content for program comprehension and general understanding.
The site and video content presented (the core multiple website
content landing page sections PLUS THE animation video) is
delivered without modification from what has been already
approved and which is currently in use.
Note:
This section is not intended to test website UX or user-ability.
It is designed to test content resonance for comprehension only.
Heatmapping is used to test the website content.
Heatmapping
Survey Questions 6, 7A, 7B – Site & Video Program Comprehension Testing
Section 5

Thanks! Now we’d like to show you a website.
Website Segue

Each part has sections within it.
To reach those sections, click the buttons at the top of the pages.
Example:
Website Segue

Click on areas of the page that interest you. It could be text, a button, a video, or an
image. When you click, a appears. Click as much or as little as you like.
Example:
Website Segue

When you are finished looking at part 1, click to go to part 2.
The button is at the bottom of the screen.
Example:
Website Segue

Presentation of About Landing Page with self-navigation to
section sub-page content via a clickable top banner menu
(heatmap click tracking enabled)
ABOUT
PROGRAM
OVERVIEW
PRIVACY
SAFEGUARDS
WHO’S
INVOLVED
FAQ
Website Segue – Part 1

HOW TO JOIN WHO CAN JOIN
WHAT YOU
WOULD NEED
TO DO
BENEFITS OF
TAKING PART
HOW YOUR
DATA WILL BE
USED
[Website Part 2)
Presentation of How to Join Landing Page with self-navigation
to section sub-page content via a clickable top banner menu –
heatmap click tracking enabled.

Please review the following website pages. CLICK on the content areas
you would explore if you had discovered the website on your own. You
are required to stay at least 10 seconds on each page.
Please take all the time you need.
Click as many times as you like.

Q:6 – Content & Program Comprehension Testing
Based on the website you just looked at, which statement best describes
what the program is?
 A health insurance program for people in the U.S.
 A blood bank program with centers across the U.S.
 A national research program to improve health.
 A program that does genetic testing for people in the U.S.
 A program that provides me with personalized healthcare.
 Other:

Video Segue
Great! Lastly, please watch one more video.

Q:7A – Content & Program Comprehension Testing
After watching the video, do you want to learn more about the program?
 Yes
 No, why would you not want to learn about the program?

Q:7B – Content & Program Comprehension Testing
Based on the video you just watched, which statement best describes
what the program is?
 A program that collects DNA from everyone in the U.S.
 A new type of health insurance program for people in the U.S.
 A national research program to improve precision medicine.
 A nationwide blood donation program.
 A program that will provide personal medical care specifically for me.
 Other:

Tracking logic is applied to move respondents to the pre-close stage for measuring impact
and influence of site information and creative video content.
If Respondent Had Incorrect Program
Description Responses for Testing
Questions (Q6 & Q7B)
Continue to Question 8 Series
If Respondent Had At Least One Correct
Program Description Response for ANY of the 2x
Comprehension Testing Questions (Q6 & Q7B)
Continue to Question 9 Series
BRANCHING LOGIC DECISION POINT (Pre-Close Conversion Test Transition Step)
If a respondent is unable to comprehend the
program from the website or video creative
presented, a respondent is presented with a formal
worded program description and asked to
recognize the correct benefit statement.
If a respondent successfully and correctly responded
to any of the two (website or video) comprehension
questions to gauge a respondent’s ability to
understand the program’s benefit, purpose and
intent, the last remaining series of questions are
designed to test interest in joining and/or identify
concerns for not wanting to join in the program as a
final pre-close step.

Branching Logic applied from Q6 & Q7B: no correct answers.
Objective:
The purpose of this section is to gather additional insights as to why a
respondent had difficulty in comprehending the core benefit and purpose of
the program, and to re-test comprehension with a full program description
before terminating the survey.
Survey Questions 8A, 8B, 8C – Comprehension Re-testing
Section 6

Program Description Segue
Please read the following program description.

The All of Us Research Program is a large research program. The goal is to
help researchers understand more about why people get sick or stay healthy.
All of Us is part of the Precision Medicine Initiative.
We hope that more than a million people will join All of Us. People who join
will give us information about their health, habits, and what it’s like where
they live. By looking for patterns, researchers may learn more about what
affects people’s health.
The All of Us Research Program will last for many years. This will allow us to
study health over time.
If you decide to join the All of Us Research Program, you will be contributing
to an effort to improve the health of generations to come. You also may learn
about your own health.
What is the All of Us Research Program?
(All of Us must be italicized)

Based on the program description you just read, which statement
best describes what the program is?
 A blood donation program with centers across the U.S.
 A program that provides health insurance for individuals and families.
 A large research program to advance the practice of medicine.
 A program that tests your genes and DNA.
 A program provides me with information about my personal health.
Q:8A – Program Comprehension Re-Testing

Do you think our program description is easy to understand?
 Yes (survey termination)
 No (advance to Q8C)
Q:8B – Program Comprehension Re-Testing

What is it about our program description which is not clear?
Advance to survey termination
Q:8C – Program Comprehension Re-Testing

Thank you for your time and for sharing your opinions.
Your thoughts are very important to us. Have a great day!
Thank You: Survey Termination – Program Comprehension Re-Testing

Branching Logic applied from Q6 & Q7B: at least one correct answer.
Objective:
The last remaining section is to test a trial pre-close conversion after survey
respondents have been exposed to our content and have demonstrated an
understanding to program benefit.
Branching logic is applied to gather as much insights as possible as to a
respondents’ inclination to join the program after becoming aware and then
comprehending the program’s core positioning and messaging. Analysis will filter
results into personas and demographics for deeper actionable insights.
If a Correct Response was recorded in either the Previous Q6, or Q7B Questions,
respondents continue to the series of Questions within this Section.
Survey Questions 9A, 9B, 9C, 9D, 9E, 9F – Pre-Close Conversion Testing
Section 7

Please rank the following phrases which would make you want to learn more
about the program? (1 most preferred – 10 least preferred)
 There’s only one condition: The human condition.
 Fighting disease just got 1 million times easier.
 Your future. My legacy.
 Diversity, meet data.
 It’s our differences that make all the difference.
 Every body has a story. What’s yours?
 It takes a village to beat disease.
 The doctor will see you now.
 One-of-a-kind is kind of our thing.
 There are an estimated 30,000 known diseases. Let’s get to work.
Q:9A – Pre-Close Conversion Testing

Do you have any concerns about joining the program?
 Yes (advance to Q9C)
 No (advance to Q9E)
Q:9B – Pre-Close Conversion Testing

What are your concerns? (choose all that apply)?
 Privacy: “I don’t want the program to know my name or address. I don’t want to share
personal things health records or like if I have ever used drugs or had an abortion.”
 Data security: “I’m worried my health data could be stolen and used against me.”
 Data types: “I would be OK sharing my health records, but not my DNA.”
 Loss of status: “I don’t want to lose my health insurance, my health care, be deported, etc.”
 Research ethics: “I worry that researchers may do bad things with my information, like
cloning, or trying to hurt specific groups of people.”
 Time: “I don’t want to spend a lot of time on this program.”
 Government: “I’m not sure I want to be part of this program if the government is involved.”
 Other,
Q:9C – Pre-Close Conversion Testing

We appreciate your concerns.
Would you still be interested in joining the program?
 Yes (advance to Q9F)
 No (advance to Q9G)
Q:9D – Pre-Close Conversion Testing

Would you join the program?
 Yes (advance to Q9F)
 No (advance to Q9G)
Q:9E – Pre-Close Conversion Testing

What are your main reasons for wanting to join the program?
Q:9F – Pre-Close Conversion Testing

Why would you not want to join the program?
Q:9G – Pre-Close Conversion Testing

Thank you for your time and for sharing your opinions.
Your thoughts are very important to us. Have a great day!
Thank You: Survey Termination – Pre-Close Conversion Testing

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