This document outlines a survey to test responses to different personas, ads, videos, and website content about a research program. Participants are classified into personas based on their responses. They are then shown various creative content and asked questions to evaluate resonance and understand the program. Their social media usage and openness to joining are also assessed to help shape content strategy and conversion efforts.

1. Advance to Q3A
Advance to Q2A
Self Identification Logic Applied
Match Applied Based on Persona Coded Responses
Branching Question Follow in Section 3 Based on Matched Coded Persona
Persona Pre-Qualifier
Self Identification Questions
Persona 1
Edgar
Ready to Go
Persona 2
Tallulah
Determined
Persona 3
Chris
Curious But Distracted
Persona 4
Lorraine
Community Centric
Persona 5
Miguel
Suspicious But Positive
Section
1:
Persona
Self
Identification
Classification
Photo
Image
Headline
(large text)
Both
Photo
Image
Headline
(large text)
Both
Separate African-American,
Hispanic, Asian, Caucasian ad
set groups to be presented
based on targeting.
Self Identification Questions
are designed to have a
respondent self- identify their
dominant persona into (5)
‘positive’ persona types.
Persona matching has taken
into consideration
respondents may have
multiple dominant and
secondary motivations.
Question choices will be
randomized multiple choice
with one optional open ended
choice.
Which ad makes you want
to click on it to learn more
about the program?
What about the ad
did you like?
Which poster makes you
want to learn more about
the program?
What about the poster
did you like?
Q1A
Q2A
Q1B
Q2B
Display
Ad 1
Altruism
Display
Ad 2
Finding
Cures
Display
Ad 3
Community
& Family
Display
Ad 4
Innovation
Display
Ad 5
Righting
Wrongs
None
Forced
Open
Ended
Display
Ad 6
What’s In
It For Me
Poster 1
Altruism
Poster 2
Finding
Cures
Poster 3
Community
& Tribe
Poster 4
Innovation
Poster 5
Righting
Wrongs
Poster 6
What’s In
It For Me
None
Forced
Open
Ended
Section
2:
Video
Inspiration
Testing
Were you inspired by the video?
Why were you not inspired?
(open-ended)
Why were you inspired?
(open-ended)
Q3A
VIDEO SEGUE
Now, please watch the following video.
Present Anthem Video
Yes No
Q3B
Q3 specifically tests the Anthem video’s
inspirational value for learning more about
the program.
After watching the video, do you want to learn more
about the program?
Yes No
Q3C Q3D
Branching Yes/No Logic
Flow.
Section
3:
Persona
Match
Creative
Testing
Which poster makes you want to learn more
about the program?
If none option selected, advances to Q4.
(Persona Match Branching Question)
Persona 1
Edgar
Ready to Go
Persona 2
Tallulah
Determined
Persona 3
Chris
Curious, Distracted
Persona 4
Lorraine
Community Centric
Persona 5
Miguel
Suspicious, Positive
Non-Classified
General Population
Q4A
Each of the (5) Persona Groups is served a
unique set of creative content matched to the
respondent’s self-identified dominant persona
type category to test resonance and appeal for
creative composition + messaging.
5 x Option + None
Open-Ended Choice
Creative + Message
(randomized
multiple choice)
5 x Option + None
Open-Ended Choice
Creative + Message
(randomized
multiple choice)
5 x Option + None
Open-Ended Choice
Creative + Message
(randomized
multiple choice)
5 x Option + None
Open-Ended Choice
Creative + Message
(randomized
multiple choice)
5 x Option + None
Open-Ended Choice
Creative + Message
(randomized
multiple choice)
What about the poster did you like?
3x Option Single Pick
Q4B
Photo/Image
Large Text
Headline
Both
5 x Option + None
Open-Ended Choice
Creative + Message
(randomized
multiple choice)
If none selected, Advance to Q5A
AoU Program& Content UBR Population Testing Rev. 10.4 - 09 Sep 2017
Page 1 of 4

2. Page 2 of 4
AoU Program& Content UBR Population Testing Rev. 10.4 - 09 Sep 2017
On social media, do you follow (like) companies and brands?
Yes No
On social media, do you follow (like) any medical or
healthcare organizations?
Yes No
Q5D On social media, do you engage with stories and content
shared from companies and organizations you may follow?
Yes No
What social media platforms do you currently use?
(Multi-Pick List)
Facebook Instagram Twitter SnapChat YouTube Tumblr Google+
Q5A
Q5 series of questions tests social media
use and likely inclination to follow and
engage with an AoU-oriented program
with the objective to help steer content
strategy.
Q5B
Section
4:
Social
Media
Use
Testing
On social media, do you follow (like) any community causes?
Yes No
Q5C
Q5E
How often do you use your social media accounts?
(Single-Pick List)
Once a day
More than
once a day
Several times
per week
Once a week
Monthly or
infrequently
It depends,
all of above
Q5F
Section
5:
Site
&
Video
Program
Comprehension
Testing
WEBSITE SEGUE
Thanks! Now we’d like to show you a website. There are two
parts to the website. Take your time to look at parts 1 and 2.
Each part has sections within it. To reach those sections, click
the (navigation menu) buttons at the top of the pages as you
would with other websites…
About Landing Page
(Navigation Bar Selectable)
Program Overview
(Navigation Bar Selectable)
Privacy Safeguards
(Navigation Bar Selectable)
Who’s Involved
(Navigation Bar Selectable)
FAQ
(Navigation Bar Selectable)
Website pages interactivity is limited to a clickable menu navigation bar. Respondents will be able to scroll and click on areas of interest within the static page formats.
As with the previous instructions, please review carefully
the following website sections and CLICK on the
content areas you would explore if you had discovered the
website on your own and wanted to learn more.
PLEASE TAKE ALL THE TIME YOU NEED.
CLICK AS MANY TIMES AS YOU LIKE.
How to Join Landing Page
(Navigation Bar Selectable)
Who Can Join?
(Navigation Bar Selectable)
What Would You Need to Do
(Navigation Bar Selectable)
Benefits of Taking Part
(Navigation Bar Selectable)
How Your Data Will Be Used
(Navigation Bar Selectable)
Based on the website you just looked at,
which statement best describes what the program is?
6 x Option Single Pick
(randomized - multiple choice + open ended)
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
Forced Open Ended
Response
Q6
Incorrect
Understanding
Correct
Understanding
Incorrect
Understanding
Optional (incorrect) descriptions represent
the most common likely misinterpretations
for the AoU program with one open ended
option to allow a respondent to share an
unrepresented choice.
This section with Q7 tests website content which
would likely be reviewed and read based on personal
appeal, motivations and interests.

3. Based on the video, which statement
best describes what the program is?
6 x Option Single Pick
(randomized - multiple choice + open ended)
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
provides me with
information about
my personal health.
Other
Forced Open Ended
Response
Incorrect
Understanding
Correct
Understanding
Incorrect
Understanding
Optional (incorrect) descriptions represent
the most common likely misinterpretations
for the AoU program with one open ended
option to allow a respondent to share an
unrepresented choice.
Q7A
VIDEO SEGUE
Great! Lastly, please watch one more video.
Present Animation Video
Yes
No, why would you
not want to learn more?
(forced open-ended)
Q7B
After watching the video, do you want to learn more
about the program?
Section
5:
Site
&
Video
Program
Comprehension
Testing
If Respondent Had Incorrect Program Description Responses for Testing Questions (Q6 & Q7B)
Continue to Section 5, Questions 8
If Respondent Had At Least One Correct Program Description Response for Testing Questions (Q67 & Q7B)
Continue to Section 6, Questions 9
Page 3 of 4
Q8 further tests respondent’s inspiration
and comprehension linked to specifically
the Animation video.
Section
6:
Program
Comprehension
Re-Testing
Now, which statement best describes what the program is?
4 x Option Single Pick
(randomized - multiple choice)
A blood donation program
with centers across the U.S.
A program that provides
health insurance for
individuals and families.
A large health research
program to advance the
practice of medicine.
A program that tests
your genes and DNA.
A program that provides
me with information about
my personal health.
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…
Q8A
Q8B Do you think our program description is easy to understand?
What is it about our
program description
which is not clear?
Q8C
Forced Open-Ended
Response.
Branching Yes/No Logic
Flow.
Yes No
Thank Respondent
& Terminate Survey
AoU Program& Content UBR Population Testing Rev. 10.4 - 09 Sep 2017

4. Page 4 of 4
Q9E Q9F
This section and the series of Q8 questions
is designed to gather deeper insights into
motivations and concerns which can be
mapped to persona classifications.
Branch Back to “No” Answer Flow
Q10C with Modified Language
If a Correct Response was recorded in
either the Previous Q6A, Q7B Question…
Do you have any concerns about joining the program?
(yes / no radial button)
If Yes Response
What are Your Concerns?
(randomized - multi-pick 6 x multiple choice + None option)
Privacy
Concerns
DNA Sharing
Concerns
Data Security
Concerns
Health Insurance
Insurability Concerns
If No Response
Would you join the program?
(yes/no radial button)
Branch From Original Yes Response
We appreciate your concerns.
Would you still be interested
in joining the program?
(yes/no radial button)
Section
7:
Pre-Close
Conversion
Testing
Branching Yes/No Logic
Flow.
Q9A
If Yes Answer If No Answer
Why would you not
want to join the
program?
Forced Open Ended
Thank Respondent
& Terminate Survey
Branching Flow.
What are your main
reasons for wanting to
join the program?
Forced Open Ended
If Respondent Had At Least One Correct Program Description Response for Testing Questions (Q6 & Q7B)
Research Ethics
Concerns
Time Commitment
Concerns
Other, Open Ended
Too Much Government
Concerns
Q9B Q9D Q9C
AoU Program& Content UBR Population Testing Rev. 10.4 - 09 Sep 2017