Focus Group Creative Testing

Content & Comprehension Survey
ANALYSIS
January 2018
produced by

AoU Program & Content UBR Population Testing Analysis ‐ January 2017 Page 2
 Overview ‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐ pg. 3
• Key Insights & Findings
• Conclusions & Recommendations
 Survey Design ‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐ pg. 29
• Logic Flow
• Methodology
 Analysis Parameters ‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐ pg. 35
• Fieldwork Report
• Final Quota Counts
• Analysis Considerations
 Respondent Demographics ‐‐‐‐‐‐‐‐‐‐‐‐ pg. 39
• Age Group
• Race / Ethnicity
• Gender Identify
• Sexual Orientation
• Education
• Household Income
• Residence Location
 Survey Analysis / Section 1 ‐‐‐‐‐‐‐‐‐‐‐‐ pg. 49
• Creative Testing
o Q1 – Ad Creative
o Q2 – Poster Creative
 Persona Matching / Section 1 ‐‐‐‐‐‐‐‐‐ pg. 79
• Edgar
• Tallulah
• Chris
• Lorraine
• Miguel
• Non‐Classified
 Survey Analysis / Section 2 ‐‐‐‐‐‐‐‐‐‐‐‐ pg. 87
• Video Inspiration Testing
o Q3 – Anthem Video
CONTENT
 Survey Analysis / Section 3 ‐‐‐‐‐‐‐‐‐‐‐‐‐ pg. 94
• Persona Creative Testing
o Q4 – Ad Creative
 Survey Analysis / Section 4 ‐‐‐‐‐‐‐‐‐‐‐‐‐ pg. 137
• Social Media Use Testing
o Q5 – Survey Polling
 Survey Analysis / Section 5 ‐‐‐‐‐‐‐‐‐‐‐‐ pg.144
• Website Content Exposure
o Website Heatmapping
o Q6 – Comprehension Testing
• Animation Video Exposure
o Q7A – Inspiration Testing
o Q7B – Comprehension Testing
 Survey Analysis / Section 6 ‐‐‐‐‐‐‐‐‐‐‐ pg. 207
• Comprehension Re‐Testing
o Program Description
o Q8 – Comprehension
 Survey Analysis / Section 7 ‐‐‐‐‐‐‐‐‐‐‐ pg. 214
• Pre‐Close Conversion Testing
o Q9 – Program Concerns
o Q9 – Enrollment Inclination
o Q9 ‐‐ Feedback
 Appendices
(available as separate files)
• Sub‐Population Views
o African‐American
o Hispanic‐Latino
o Asian‐American
o Caucasian
• Creative Assets
• Master Data Tables

OVERVIEW
(sample size: 11,811)

Survey Section 1 / Questions 1 ‐ 2: Creative Testing ‐ Persona Self‐Identification Classification
KEY INSIGHTS & FINDINGS: Aggregate Total Population Group (sample size: 11,811)
Aggregate Total Population Preference by Creative Asset (Gender + Age)
Creative Asset Variation Preference Gender Age Group
Digital Ads Rank Percent Male Female 18‐24 25‐34 35‐54 55+
What’s In It for Me?
One‐of‐a‐kind is kind of our thing.
1 26% 23% 29% 38% 29% 23% 13%
Finding Cures
Our health is our wealth.
2 17% 16% 18% 12% 16% 17% 23%
Community, Tribe, Family, Legacy
An inheritance they can actually use.
3 15% 17% 13% 11% 16% 18% 15%
Empower, Control Righting Wrongs
Power to the patient.
4 15% 15% 14% 14% 16% 15% 15%
Altruism
A healthier future. Pass it on.
5 14% 18% 11% 13% 13% 13% 18%
Innovation, New Research
One size does not fit all.
6 13% 11% 15% 12% 11% 15% 15%
‐ 100% 100% 100% 100% 100% 100% 100%
Aggregate Total Population Preference by Creative Asset (Gender + Age)
Digital Posters Rank Percent Male Female 18‐24 25‐34 35‐54 55+
Not all research is created equal
(that’s why we’re here).
1 28% 26% 29% 35% 29% 25% 20%
What’s good for you is good for us.
2 20% 19% 20% 16% 22% 23% 18%
Finding Cures
Fighting disease just got one million times easier.
3 17% 15% 18% 16% 15% 16% 19%
Legacies aren’t just ones you can spend.
4 13% 15% 11% 10% 10% 13% 21%
The next big thing in health is here.
5 13% 13% 13% 11% 14% 14% 14%
Altruism
We can win the game as soon as we all get in it.
6 10% 11% 9% 12% 10% 9% 9%
‐ 100% 100% 100% 100% 100% 100% 100%
Overview Recap
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* Highlight denotes optimal sub‐population segments. Red denotes highest preference in the sub‐population demographic.
Observations & Findings for A/B Testing:
Matrices reveal certain message persona themes resonate at varying levels depending on gender and age.
Although the creative and headlines were developed based on individual persona motivations, we can see
creative+messaging when delivered to test populations, have distinct preference nuances that can be identified by
gender and age groupings – and which can be initially used for testing and optimizing future media and
communications.
A series of questions were 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.

Aggregate Total Population Preference by Creative Asset (Sub‐Population)
Creative Asset Variation Overall Preference Race / Ethnicity Preferences
Digital Ads Rank Percent
African‐
American
Hispanic‐
Latino
Asian‐
American
Caucasian
1 26% 29% 23% 26% 25%
Finding Cures
2 17% 25% 14% 18% 11%
3 15% 11% 17% 10% 22%
4 15% 8% 20% 17% 16%
Altruism
A healthier future. Pass it on.
5 14% 14% 14% 9% 17%
One size does not fit all.
6 13% 13% 11% 20% 10%
‐ 100% 100% 100% 100% 100%
Overview Recap
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* Red denotes highest preference across the sub‐population demographics.
Aggregate Total Population Preference by Creative Asset (Sub‐Population)
Creative Asset Variation Overall Preference Race / Ethnicity Preferences
Digital Posters Rank Percent
African‐
American
Hispanic‐
Latino
Asian‐
American
Caucasian
Not all research is created equal
(that’s why we’re here).
1 28% 33% 27% 25% 25%
What’s good for you is good for us.
2 20% 24% 25% 14% 15%
Finding Cures
Fighting disease just got one million times easier.
3 17% 16% 14% 27% 13%
Legacies aren’t just ones you can spend.
4 13% 10% 19% 14% 11%
The next big thing in health is here.
5 13% 12% 9% 13% 18%
Altruism
We can win the game as soon as we all get in it.
6 10% 5% 6% 7% 18%
‐ 100% 100% 100% 100% 100%
As with gender and age, matrices reveal certain message persona themes resonate at varying levels depending on
respondent’s race / ethnicity.
Distinct preference nuances exist that can be identified by race / ethnicity – and which can be initially used for
testing and optimizing future media and communications

Aggregate Total Population Preference by Creative Asset
Ads + Posters Rank Percent Male Female 18‐24 25‐34 35‐54 55+
What’s In It for Me? 1 23% 21% 24% 27% 25% 23% 16%
Empower, Control Righting Wrongs 2 21% 21% 22% 25% 22% 20% 18%
Finding Cures 3 17% 15% 18% 14% 15% 16% 21%
Community, Tribe, Family, Legacy 4 14% 16% 12% 10% 13% 15% 18%
Innovation, New Research 5 13% 12% 14% 11% 12% 14% 14%
Altruism 6 12% 14% 10% 12% 11% 11% 13%
‐ 100% 100% 100% 100% 100% 100% 100%
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Aggregate Total Population Preference by Creative Asset
Creative
Variation
Altruism Finding Cures
Community,
Tribe, Legacy,
Family
Innovation, New
Research
Empowerment,
Control, Righting
Wrongs
What’s In It for
Me?
Ad Rank
Preference
5 2 3 6 4 1
Poster Rank
Preference
6 3 4 5 1 2
Creative
Rankings
Illustration bias may exist over alternative photo
choices. (Survey presented only one illustration against
photo variations. Note: ranking #1 for ad and poster –
each are illustrations.)
Correlation for gender and age self‐identification is
evident in varying degrees for single person
photography.
Illustrations may appeal more to younger audiences
(18‐24) + (25‐34) compared to older audiences.
Group photos may work better if they represent larger
multi‐cultural groups of people.
Younger generations may gravitate to images, older
generations headlines.
Males may be more inclined to gravitate to images with
females leaning towards headlines.
55+ age groups are more inclined to gravitate to
headlines over images.
Ambiguous creative headlines (tags) may be less
appealing or less understood across both gender and
age.
Appeal for each headline (tag) skews either younger or
older and may map to personal life stage (age values)
relevance.
For a modest portion of the sub‐population which
didn’t find any ads appealing, there were two primary
and common reoccurring themes:
– lacks appeal / doesn’t create interest
– didn’t provide enough information to understand
what the ad was about (further validating creative
headlines may need to be easily understood)
Ads and other creative assets should always have brief
explainer body copy to pass along a quick program
comprehension message takeaway.
Overview Recap

Survey Section 1 / Persona Matching ‐ Self‐Identification Classification
Overview Recap
Chart and matrix reveals persona matching groupings can be of different population sizes aligned to potential race /
ethnicity differences in motivational behaviors and personal values. Based on these findings ‐‐ creative design,
strategic execution and budgets can all be tested, verified and optimized in alignment with and targeted to each sub‐
population.
From the aggregate population, we can see different persona groups rise above and fall below the aggregate average.
Within each sub‐population, different personas will have degrees of varying influence.
Population Group Edgar Tallulah Chris Lorraine Miguel Non‐Classified
Aggregate 13% 19% 15% 21% 28% 5%
African‐American 9% 23% 17% 18% 29% 4%
Hispanic‐Latino 9% 16% 14% 25% 32% 4%
Asian‐American 10% 27% 12% 20% 27% 4%
Caucasian 19% 13% 15% 20% 25% 8%
Self Identification Questions were 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.

Overview Recap
Edgar | Ready to go
Characteristics
• Altruistic
• Skews older
• Has free and/or flexible time
• Likely volunteers
• Tends to trust doctors and
government
• Could have disease or not have
disease
• May want deeper engagement
after joining (e.g. recruit others)
Observations & Findings:
Optimized Demo:
[ Male (all ages) + F (55+) ]
[ HS Graduate thru College Degree ]
[ <100K HHI ]
Tallulah | Determined
Characteristics
• Newly diagnosed with chronic
disease
• Skews younger
• Committed to beating own
disease
• Tends to trust doctors ad
government
• Likely to track health
• Wants to help self, but also others
withy disease
• May engage more deeply after
joining (e.g. citizen science)
Optimized Demo:
[ Female (all ages) + M (55+) ]
[ <100K HHI ]
Chris|Curiousbutdistracted
Characteristics
• Health‐oriented, not likely to have
chronic disease
• Skews younger
• Likely to track health; unlikely to
share socially
• Many things compete for
attention
• Influenced by social network
• Requires convenience; All of Us
must fit in with flow of life
• Wants to use All of Us results in
daily life
Optimized Demo:
[ (M + F) + (18‐24) + (25‐34) + (35‐54) ]
[ <100K HHI ]

Overview Recap
Lorraine|Community‐centric
Characteristics
• Distrusts doctors/medical
profession
• Sees doctors infrequently
• Skeptical that All of Us would be
equitable
• Needs proof that community
matters
• Requires multiple touchpoints
before joining
• Requires face‐to‐face interactions,
to build trust
Optimized Demo:
[ (M + F) + all ages)]
[ <100K HHI ]
Miguel|Suspiciousbutpositive
Characteristics
• Sees doctors infrequently; uses
free clinics/ER for care
• Likely does not have chronic
disease
• Distrusts government (“it’s
malevolent”)
• Unlikely to donate DNA
• Concerned All of Us could harm
people
• Wants to protect
self/family/others
• Wants to help humanity in
substantive ways
Optimized Demo:
[(M + F) + (18‐24) + (25‐34) + (35‐54) ]
[ <100K HHI ]
Gen Pop|Non‐Classified
Characteristics
• A mashup of all persona
characteristics without any single
behavioral attribute being
dominant.
• A high percentage of these
individuals (those people who
may be more complex in their
thinking and values) are over 55
years of age.
Optimized Demo:
[ M (55+) + F (55+) ]
[ <75K HHI ]

Survey Section 2 / Questions 3: Anthem Video Inspiration Testing
Overview Recap
Yes
82%
No
18%
Gender + Age Segment Group
differences within + 2 percentage
points.
After watching the video, do you want to learn more about the program?
A high percentage of those watching the Anthem inspirational video were inspired to learn more. Very little
differentiation was discovered by gender or age.
People were inspired by the video from two core recurring themes: 1) diversity of people shown in the video, and
2) the underlying storyline and message.
Of those who were not inspired, which a reasonably large percentage, recurring themes surrounding the video
content were 1) video didn’t provide sufficient information to understand program, and 2) message takeaway was
not easy to understand or it was unclear.
Of note, the video tested was the inspirational video, and therefore, it was designed to inspire people to want to
learn more without explaining the program or its intended benefits at length. A consideration may be to distill or
refine the messaging within the video for a bit more clarity to help people better understand the core premise of
the program.
“It didn't give me enough information about the organization to be even interested. Just a lot of nice pictures.”
“It seemed like a very generic commercial that spreads itself too thin by trying to appeal to every demographic
possible. I learned nothing about what it was actually trying to advertise.”
Quick test to see if the Anthem video inspires viewers with added insights into why or why not.

EDGAR
PERSONA
Altruism,
Innovation,
Legacy
and
Family
Body Copy: The more researchers know about what makes each of us unique, the
more tailored our health care can become. Join a research effort with one million
people nationwide to create a healthier future for all of us.
Survey Section 3 / Question 4: EDGAR Persona Creative Testing
Aggregate Total Population Preference by Creative Variation
Diversity, meet data. 1 29% 28% 30% 36% 33% 30% 18%
The future of health begins with you. 2 26% 25% 28% 15% 22% 24% 40%
Transform your life... and theirs. 3 15% 16% 14% 14% 18% 17% 13%
When we’re all present, we all win. 4 12% 12% 11% 11% 10% 12% 14%
Your data saves life even after yours is over. 5 12% 11% 12% 15% 10% 11% 10%
Join like there is a tomorrow. 6 6% 7% 5% 9% 7% 5% 4%
‐ 100% 100% 100% 100% 100% 100% 100%
Overview Recap
Observations & Findings for
A/B :
 Persona Match: Edgar ‐
13% of total aggregate
population.
 Top ranked choice had
appeal across age groups
and gender suggests
persona appeal for both
message and image.
 Skews younger (albeit high
across all age groups).
 There are distinct appeal
nuances associated with
each ad variation across
gender and age.
 In aggregate, top 2 ranked
choices have a high degree
of resonance across gender
and age.
Male, 59% Female, 41%
* Illustration bias may exist over presented photography alternatives.
Persona Gender Demographic
Creative test to measure appeal and resonance matched against persona archetype.

A/B Testing:
 Persona Match: Tallulah ‐
population.
appeal across age groups
and gender suggests
persona appeal for both
message and image.
 Skews younger and with
females.
 As with all personas,
distinct nuances exist for
each ad variation across
gender and age.
choices have a high degree
of resonance across
gender and age.
TALLULAH
PERSONA
Finding
cures,
Empowerment,
What’s
in
it
for
me
Survey Section 3 / Question 4: TALLULAH Persona Creative Testing
Treatments as unique as you. 1 22% 16% 27% 30% 20% 19% 19%
The right treatment, for the right person,
at the right time.
2 22% 21% 22% 19% 20% 23% 24%
The future of health begins with you 3 20% 22% 19% 14% 18% 22% 26%
The future is happening you want in? 4 17% 19% 16% 17% 19% 19% 15%
It's less about illness more about people. 5 9% 11% 8% 10% 12% 9% 7%
Medical research could use an update. 6 9% 11% 8% 9% 11% 8% 9%
‐ 100% 100% 100% 100% 100% 100% 100%
Overview Recap
Male, 47% Female, 53% Persona Gender Demographic

Survey Section 3 / Question 4: CHRIS Persona Creative Testing
It takes a village to beat disease. 1 32% 27% 36% 39% 33% 29% 26%
There's only one condition: The human
condition.
2 27% 28% 26% 23% 24% 30% 34%
We 're putting the ease in disease research. 3 12% 14% 11% 11% 14% 11% 12%
Progress. In real time. 4 11% 10% 12% 10% 12% 13% 10%
One million people. Now that's strength in
numbers.
6 8% 10% 6% 9% 8% 7% 6%
‐ 100% 100% 100% 100% 100% 100% 100%
Overview Recap
CHRIS
PERSONA
Innovation,
Community
and
Tribe,
What’s
in
it
for
me
A/B Testing:
 Persona Match: Chris ‐
population.
preference across most
age groups and gender
reinforces persona appeal
for message and image.
 Skews younger and more
to females over males.
choices have a high or
modest degrees of
resonance across gender
and age.

LORRAINE
PERSONA
Community
and
Tribe,
Righting
Wrongs,
Altruism
Survey Section 3 / Question 4: LORRAINE Persona Creative Testing
It will take all of us to make history.
Are you in?
1 33% 32% 35% 36% 32% 34% 32%
Your data can save lives, and not just yours. 3 14% 15% 12% 15% 14% 13% 13%
Health for everybody. 4 10% 9% 10% 7% 8% 10% 14%
Research shows research could be better. 5 10% 12% 7% 10% 10% 8% 11%
We can't see you if you don't raise your hand. 6 10% 10% 9% 14% 10% 8% 7%
‐ 100% 100% 100% 100% 100% 100% 100%
Overview Recap
A/B Testing:
 Persona Match: Lorraine ‐
population.
 Top preference across all
reinforcing persona appeal
 Skews slightly more to
females over males.
 Group photo also has high
appeal across gender and
age groups.
choices have a high or
modest degrees of
resonance across gender
and age.

Survey Section 3 / Question 4: MIGUEL Persona Creative Testing
It's our differences that make all the
difference.
1 43% 43% 43% 34% 45% 50% 45%
The future of health begins with you 2 30% 30% 29% 37% 29% 25% 26%
Diversity, meet data. 3 12% 12% 12% 15% 13% 11% 8%
Health isn't a sideline sport. 4 5% 7% 4% 4% 5% 5% 9%
Give. Learn. Cure. 5 5% 4% 6% 6% 5% 4% 4%
It's time everyone had a seat at the table. 6 5% 4% 5% 5% 3% 5% 8%
‐ 100% 100% 100% 100% 100% 100% 100%
Overview Recap
more tailored our health care can become. Join a research effort with one million people
nationwide to create a healthier future for all of us.
MIGUEL
PERSONA
Righting
Wrongs,
Legacy
and
Family,
Altruism
A/B Testing:
 Persona Match: Miguel ‐
population.
 Top preference across all
reinforcing persona appeal
 Large group photo works
better than smaller group
photos.
 Skews evenly across
gender with a slight uptick
with age.
choices have a high
degrees of resonance
across gender and age.

A/B :
 Persona Match: Non‐
Classified ‐ 5% of total
aggregate population.
 Top two ranks ‐ preference
across all age groups and
gender reinforcing persona
appeal for message and
image.
 Soldier image resonates
with males over females in
greater percentages as may
be expected.
 Remaining choices sample
size too small to predict
appeal.
Survey Section 3 / Question 4: NON‐CLASSIFIED / GEN POP Persona Creative Testing
KEY INSIGHTS & FINDINGS: Aggregate Total Population Group (sample size: 620)
1 ‐ The future of health begins with you v3 1 33% 41% 23% 39% 25% 25% 38%
‐ 100% 100% 100% 100% 100% 100% 100%
Overview Recap
NON-CLASSIFIED
Non‐Classified
Motivational
Behaviors

Survey Section 4 / Question 4: NON‐CLASSIFIED / Social Media Use Testing
Overview Recap
What social media platforms do you currently use and have a personal profile?
83%
50%
44%
32%
62%
12%
32%
7%
Facebook Instagram Twitter SnapChat YouTube Tumblr Google+ None
 Expected core social media platforms (Facebook, Twitter, Instagram, YouTube) are channels of
preferred choice.
 Other channels (SnapChat, Tumblr, Google+) are significant in use, which warrant future consideration
and expansion of long‐term social media campaigning.
 Test populations are more inclined to follow companies and brands they like than they are to follow
health oriented or charitable causes. This simply means message testing for resonance should be an
ongoing process.
 Social media use is high within the test population with more than 75% active and engaged on a daily
basis. This bodes well for the AOU program. The challenge will be continually producing fresh content
that is both engaging and sharable.
 Image posts and infographics with large visuals are the most desirable form of content. This maps to
universal social media user habits. However, other forms of content will (and should) have a purpose
and use within the overall campaign strategy.
Survey polling designed to help steer the social content strategy and to identify where test populations are congregating
across social media.

Survey Section 5 / WEBSITE HEAT MAPPING – Content Appeal & Resonance
Overview Recap
About, 4.38
Program
Overview, 3.69
Privacy
Safeguards, 2.77
Who's Involved,
2.65
FAQ, 7.05
How to Join, 0.45
Who Can Join,
0.36
What You
Need to Do, 0.45
Benefits of
Taking Part, 0.34
How Your Data
Will Be Used, 0.47
0.00
1.00
2.00
3.00
4.00
5.00
6.00
7.00
8.00
AVERAGE LANDING PAGE
CLICKS PER SURVEY RESPONDENT
When comparing how many average clicks a respondent made on each lading page (which demonstrates content of
interest or high appeal), we can see The About Landing pages and sub‐domains received far greater attention and
interest than The How To Join landing page and sub‐domains.
At this early advance national enrollment stage, and without respondents having been exposed to the program prior
to the survey, this can be expected that the majority of respondents would spend more time gathering information on
the background of the program versus information for what’s involved with enrolling.
Of special note and significance, is the average number of clicks for the FAQ sub‐domain. We can make a logical
conclusion that the information and content contained within this site section will be the leading area of interest for
much of the general population as they embark on their personal user discovery journey.
Designed to gather respondent insights into website content resonance and overall program understanding.

Survey Section 5 / Question 6: Program Comprehension Testing (Part 1)
Overview Recap
1%
2%
4%
8%
16%
70%
Other
A blood bank program with centers across the U.S.
A program that does genetic testing for people in
the U.S.
A program that provides me with personalized
healthcare.
A health insurance program for people in the U.S.
A national research program to improve health.
Based on the website you just looked at, which statement best describes what
the program is?
After respondent visited the website and spent time with our content, and after they had been exposed to a series of
creative assets, the survey tested program comprehension.
The results reveal that 70 percent of the total population respondents were able to pick the correct response.
What this may tell us is that messaging within all assets (creative and web) may need to be more simplified and
distilled into an easier to understand explanatory program benefit statement which is memorable.
Although there are some nuances in the results, there were very little significant differentiation across sub‐populations
(race/ethnicity, gender, age) as well as with education and income levels.
67%
66%
74%
72%
African‐American
Hispanic‐Latino
Asian‐American
Caucasian 66%
73%
Male Female
63% 63% 70% 83%
18‐24 25‐34 35‐54 55+
Designed to help determine ease of program understanding and benefit after initial exposure to website content.

Survey Section 5 / Question 7: Animation Video Testing & Program Comprehension Testing (Part 2)
Overview Recap
 A high percentage of the respondents were further inspired for learning more about the program after watching
the animation video. That’s good news.
 However, of peculiar note, the second testing for program comprehension actually went down by two percentage
points, where it would have been expected to increase on the second comprehension test.
 Possibly, the word choice and inclusion of ‘precision medicine’ in the correct description may in itself (the phrase)
be not clear for many in the general population. It is somewhat a technical, insider phrase without mass
awareness.
 As with other observations after the first comprehension test, it may be beneficial to work on a more simplified
program description to ensure at every touchpoint, clarity is provided for those early in the discovery journey.
 And, as with the first test, there are subtle nuances associated within the sub‐population segments. (see Section 5:
Program Comprehension detail)
After watching the video, do you want to learn more about
the program?
Yes
85%
No
15%
Based on the video you just watched, which
statement best describes what the program is?
1%
1%
7%
11%
13%
68%
Other
A natiowide blood donation
program.
A program thyat collects DNA frm
everyone in the U.S.
A new type of health insurance
program for people in the U.S.
A program that will provide
personal medical care specifically…
A national research program to
improve precision medicine.
Designed to test video content for ease of program comprehension and general understanding.

Survey Section 6 / Question 8: Program Comprehension Re‐Testing
Overview Recap
 In aggregate, across both comprehension testing questions, a reasonably high percentage of the respondents
were unable to choose the correct response for either question (2,369 respondents or 20% of total surveyed
population).
 As with the other observations after the first two comprehension tests, it may be beneficial to work on a more
simplified program description to ensure at every touchpoint, greater clarity is provided for those early in the
discovery journey.
Tracking logic was applied to move respondents to the pre‐close stage for measuring impact and influence of site
information and creative video content.
20%
80%
INCORRECT Response
CORRECT Response
Designed to move respondents either into a pre‐close conversion test or to give them one last opportunity for
understanding the program and its benefit.

Overview Recap
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?
One last opportunity was provided to these survey respondents to choose the correct response for the program
description by having them read a full program description and then to correctly pick the most appropriate answer.

Overview Recap
 Based on this population audience who struggled with understanding the program, two out of every three
individuals in this population subset still have trouble grasping the understanding and key benefit of the
program. – even though 91 percent of this population subset stated our program description was easy to
understand.
 This audience, who still had an incorrect response after three attempts to the comprehension question, and
which represents approximately 14 percent of the total survey population, likely will never be a candidate for
the program for a myriad of reasons.
 We must assume a sizeable portion of the national general population will never appeal to the program, or to
our communications, and marketing should optimize to find population pools who are much more receptive to
learning more about the program.
 However, of note as a recurring theme, refining the core message into a simplified and quickly understandable
benefit statement, and without the use of medical or industry jargon, may reach and influence a portion of this
classified audience‐type as represented in this survey with future communications.
 Recurring themes for those individuals who were not able to choose the correct response is sampled below.
Based on the program description you just read, which statement best describes
what the program is?
6%
15%
18%
29%
32%
A programs that tests your genes and DNA.
A blood donation program with centers across the U.S.
A program that provides me with information about
my personal health.
A program that provides health insurance for
individuals and families.
A large research program to advance the practice of
medicine.
What is it about our program description which is not clear?
“At first I was under the impression that it was a health care program. I feel like the website makes it
seem as if a participant will receive a direct benefit from entering the program, but the program itself is
just to collect research.”
“Seems like a lot of info to take in. The description is clear, but it's not really explained properly.”

Designed to test phrases which would resonate with targeted audiences.
Survey Section 7 / Question 9A: Pre‐Close Conversion Testing
Overview Recap
 Based on the polling conducted, there are clear winners and losers in the choices provided.
 Since some tags were already tested earlier in the survey, if we compare previous testing with this polling
question, we can see there are differences in appeal and preference. What this tells us is that preference for
creative compositions are a combination of both image and tag, although one strong element could be the
deciding factor for how well content resonates with an individual.
 The top 3 choices in the poll do align with previous tested rankings, so it’s a logical conclusion that these tags in
particular would perform well in creative assets.
2%
4%
5%
8%
9%
10%
11%
15%
16%
20%
Doctor will see you now
One‐of‐a‐Kind is kind of our thing
Takes a village to beast disease
30,000 diseases…let's get to work
Diversity, meet data
Your future, my legacy
Everybody has a story
Our differences make the difference
There's only one condition, the human condition
Fighting disease just got 1M times easier
Please rank the following phrases which would make you want to learn more
about the program?
Tags Previously Tested Polling Rank Tested Rank Test Section / Question
Fighting disease 1 #3 Q2 (Motivation) / Finding Cures
Only one condition… 2 #2 Q4 (Persona) / Chris
Our differences… 3 #1 Q4 (Persona) / Miguel
Diversity, meet data. 6 #1 Q4 (Persona) / Edgar
Diversity, meet data. 6 #3 Q4 (Persona) / Miguel
Takes a village… 8 #1 Q4 (Persona) / Chris
One‐of‐a‐kind… 9 #1 Q1 (Motivation) / What’s in it for me

Designed to test whether individuals would have enrollment concerns after exposure to program via this survey.
Survey Section 7 / Question 9B, 9C: Pre‐Close Conversion Testing
Overview Recap
 Based on the survey question, a sizeable percentage of all survey respondents do have concerns about enrolling
in the program.
 Asian‐Americans are significantly more concerned over other sub‐population groups. Of note, the African‐
American and Hispanic‐Latino sub‐populations are below Caucasians as a group with greater concerns.
 Overall, data security and privacy are the top two concerns with other choices presented staggered behind
(although each concern is of significant size.)
Do you have any concerns about joining the program?
Yes
30%
No
70%
What are your concerns?
25%
34%
36%
39%
47%
67%
68%
Loss of status
Time
Data types
Government
Research ethics
Privacy
Data security
27%
27%
38%
30%
African‐American
Hispanic‐Latino
Asian‐American
Caucasian
YES Response

Section 7 / Survey Question 9D: 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)
NO - WOULD NOT JOIN Review by Sub-Population
60% 66% 63% 58%
40% 34% 37% 42%
African‐American Hispanic‐Latino Asian‐American Caucasian
Join Inclination x Sub‐Population
Yes No
Yes, 61% No, 39%
Overview Recap

Section 7 / Survey Question 9G: Pre‐Close Conversion Testing
Why would you not want to join the program?
Advance to survey termination
Thank you for your time and for sharing your opinions.
Your thoughts are very important to us. Have a great day!
 For the small sample base population who would not want to join the program, recurring themes included
expected responses as identified in the previous question.
 Several new concerns identified which are just as critical to address for long‐term program success are: TRUST,
CREDIBILITY and RISK.
Overview Recap

Section 7 / Survey Question 9F: Pre‐Close Conversion Testing
What are your main reasons for wanting to join the program?
Advance to survey termination
Thank you for your time and for sharing your opinions.
Your thoughts are very important to us. Have a great day!
 For those expressing an interest in joining the program, sentiments were all very positive. A sampling of those
are above.
 All of the ecology model persona motivations showed up in the comment findings: altruistic, advancing
healthcare, making a difference, a better future, finding cures and more.
“The program seems very promising. I believe this program could change the whole world and help many
that in need and after I watch this video I never realize there was an organization that cared about people
other then money unlike the rest so in the future I will probably join the program.”
“It can help other people in the future. 2. Like the video said,
not everyone is the same so meds and treatments should be
tailored to the person's issues.”
“Anything that helps enlighten
us about new age medicine to
fight various illnesses and
preserve healthy lives is a no
brainer to me.”
“As a healthcare provider, I would love to be a part of a life changing organization where research is the
priority to figuring out the behind the scenes of unexplainable illnesses.”
“As someone who is fascinated by the health and wellness industry, I think this is a revolutionary
approach to better serving the people who truly matter in this interaction: the patients. I'm also interested
to see how far the research will take the healthcare industry in my lifetime and how the data that is
accrued will be implemented/used in actual practice Also, it is so very important to recognize diversity,
especially in healthcare.”
“I'm fully
aware that
there are no
"one size fits
all" diagnoses
and treatment
options, I
believe the
more data we
have the
more tools
we have to
fight
disease”.
“An opportunity to contribute to the
human race and make a difference for
healthcare outcomes. An opportunity to
contribute to precision medicine, which
sounds like a potentially groundbreaking
approach to medicine.”
Besides being
part of a project
that has the
prospect of
helping so many
people and my
loved ones, I
think it would be
so important to
be part of
something that
could benefit
millions of people
in the future.
Overview Recap

SURVEY DESIGN
(Logic Flow and Methodology)

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 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?
(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
Creative +
Message
(randomized
multiple choice)
5 x Option
Creative +
Message
(randomized
multiple choice)
5 x Option
Creative +
Message
(randomized
multiple choice)
5 x Option
Creative +
Message
(randomized
multiple choice)
5 x
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
Creative +
Message
(randomized
multiple choice)
If none selected, Advance to Q5A
SURVEY LOGIC FLOW

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.
Section
4:
Social
Media
Use
Testing
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
Q5B 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
Incorrect
Understanding
Incorrect
Understanding
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
(Nav Bar Selectable)
Program Overview
Privacy Safeguards
Who’s Involved
FAQ
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.
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
Who Can Join?
What You Need to Do
Benefits of Taking Part
How Data Will Be Used
Based on the website you just looked
at, which statement best describes
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
Correct
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.
SURVEY LOGIC FLOW

Based on the video, 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
provides information
about my personal
health.
Other
Forced Open Ended
Response
Incorrect
Understanding Correct
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?
Q7B
After watching the video, do you want to
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
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
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
SURVEY LOGIC FLOW

If Respondent Had At Least One Correct Program Description Response for Testing Questions (Q6 & Q7B)
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
Q9C 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)
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
Research Ethics
Concerns
Time Commitment
Concerns
Other, Open Ended
Too Much Government
Concerns
Q9B Q9D Q9C
Branch From
Original Yes
Response
SURVEY LOGIC FLOW
‐ end ‐

Target Audiences & Survey Size
Respondents for the survey will be recruited from within four‐
core identified test population audiences with deeper
segmentation based on gender and age to represent a
comprehensive view across all demographics and as aligned to
UBR and diversity program goals.
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.
Demographics Collection
Baseline demographics will also be collected across all survey
respondents, which will allow us to conduct deeper qualitative
persona and demographic analyses based on specific population
groups. Throughout the final analysis, we will be able to filter and
triangulate 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
Survey Language
We have considered offering the survey in two languages
(English and Spanish), but 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.
Survey Analysis
Final analysis will gather insights collected across all test
population groupings with deeper analyses conducted to capture
trends and nuances associated with filtered and segmented test
population demographic and persona characteristics.
Of special note; this survey was conducted online and therefore
does not represent population groups without access to a
personal computer, or with populations that are not computer
proficient. This is a limitation of the online survey vehicle.
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)
Objective
Test content and creative among core UBR test populations and persona types for personal resonance,
appeal, and influence – as well as program understanding to aid in future content development and
content marketing directions.
SURVEY METHODOLOGY

ANALYSIS PARAMETERS
(Fieldwork Report & Filtering)

1483048‐US
Survey Start Date: Oct 17, 2017
Survey Close Date: Nov 22, 2017
FOOTNOTES: The starting objective was to complete 12,800 surveys based on pre‐identified demographic target goal
thresholds (as represented on the following page). However, over the course of the fieldwork, the survey platform
exhausted survey community resources (including third‐party resources) to meet this overall goal within a desired and
suitable timeline. This was direct consequence for incorporating a special built‐in survey component (heatmapping) within
the design of the survey, which prevented us for serving the survey to mobile‐only consumers.1
Although we did not anticipate the heatmapping component would prevent us for reaching our target threshold goals, we
did understand from the outset the survey would not be delivered to mobile devices using this survey component.
Furthermore, we did acknowledge at the forefront, the survey results would be somewhat biased insofar there would be a
missing general population segment (7% of U.S. adults), which include those individuals who depend on smart mobile
devices for Internet access.
We did consider this ramification and collectively determined the use of the heatmapping component outweighed the
missing population segment within this first survey measurement. Follow‐on surveys (as needed and based on future
defined objectives) will take this execution nuance into consideration on a case by case basis. As additional program
measurement projects are identified, we can design and conduct separate program surveys with this consideration in mind
to gauge and measure added consumer feedback.
Of special note: terminate counts were a result of designed pre‐screening and QA/QC conditions. Overall, we did reach
92% of our overall target goal and we have verified the sample sizes for all demographics are statistically valid.
1 Pew Research, April 2015
RESPONDENTS STATUS SUMMARY COUNTS
started 34,153
incomplete 14,267
complete 11,817
quota full 0
terminate all 8,057
TERMINATES COUNTS
Terminate ‐ ID or Email exists 20
Terminate ‐ time based 907
Terminate 8 ‐ Age ‐ cq1 287
Terminate 10 ‐ Ethnicity ‐ cq2 1,509
Duplicate completes 5
INCIDENCE RATES (*)
"Net Effective Incidence" 100.00%
"Net Incidence" 100.00%
OTHER
"Average Interview Duration" 27min 25sec
"Median Interview Duration" 18min 11sec
FIELDWORK REPORT

Demo Age Target Goal Completed ∆ Delta Difference
African‐
American
Males age 18‐24 400 201 199
Males age 25‐34 400 278 122
Males age 35‐54 400 366 34
Males age 55+ 400 178 222
Females age 18‐24 400 508 (108)
Females age 25‐34 400 553 (153)
Females age 35‐54 400 647 (247)
Females age 55+ 400 493 (93)
Total 3,200 3,224 (24)
Hispanic‐
Latino
Males age 18‐24 400 232 168
Males age 25‐34 400 376 24
Males age 35‐54 400 380 20
Males age 55+ 400 98 302
Females age 18‐24 400 526 (126)
Females age 25‐34 400 596 (196)
Females age 35‐54 400 578 (178)
Females age 55+ 400 189 211
Total 3,200 2,975 225
Asian‐
American
Males age 18‐24 400 171 229
Males age 25‐34 400 254 146
Males age 35‐54 400 322 78
Males age 55+ 400 110 290
Females age 18‐24 400 407 (7)
Females age 25‐34 400 643 (243)
Females age 35‐54 400 554 (154)
Females age 55+ 400 133 267
Total 3,200 2,594 606
Caucasian
Males age 18‐24 400 419 (19)
Males age 25‐34 400 418 (18)
Males age 35‐54 400 432 (32)
Males age 55+ 400 443 (43)
Females age 18‐24 400 400 0
Females age 25‐34 400 411 (11)
Females age 35‐54 400 407 (7)
Females age 55+ 400 421 (21)
Total 3,200 3,351 (151)
3,223 2,846 2,392 3,350
African‐American Hispanic‐Latino Asian‐American Caucasian‐American
FINAL QUOTA COUNTS
28% 24% 20% 28%

Weighting + Balancing
The analysis uses a standard analytics weighting methodology to equally balance respondent
responses to original target population thresholds defined in the original survey design.
This was done to more equitably analyze creative preferences from unequal gender and age
responses found in each race/ethnicity sub‐population across gender and age as a result of final
quota survey counts.
RIM (Random Iterative Method) weighting is a standard methodology in market research used when
the results collected in a survey do not match the target population. The main idea is that rather
than each variable in the data contributing equally to the final result, some data is artificially
adjusted to contribute more than others.
This approach has been used to provide greater and more accurate insights when analyzing
preferences by percentages based on gender and age.
Filtering
Within the analysis and for select survey questions, filtering has been applied to gain greater insights
leveraging demographics collected. Filters (in singular or combination) that were available for data
triangulation include:
 Age
 Gender
 Sexual Orientation
 Race / Ethnicity
 Education
 HHI
 State + National Regions
ANALYSIS CONSIDERATIONS
Heatmapping
The analysis uses heatmapping to gauge website content appeal and resonance. Respondents were
asked to review a number of All Of Us website pages and then read and click on content elements
they would have interest if they were to visit the website on their own. This was done as an aid to
help survey respondents understand the program and its benefit and to test ease of program
comprehension.

DEMOGRAPHICS
(Data Collection: sample size: 11,811)

Self ID Q:1 – Demographic & Pre-Screening Questions (sample size: 11,811)
What best describes your age group? (select one answer)
 Less than 18 (terminate survey)
 18-24
 25-34
 35-54
 55+
Objective: A series of questions were designed to have respondents provide personal
demographic data to align the survey to target thresholds as well as to capture additional
insights to be used in the overall analysis.
23%
29%
31%
17%
18‐24
25‐34
35‐54
55+

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:2 – Demographic & Pre-Screening Questions (sample size 11,811)
27%
24%
20%
28%
African‐American
Hispanic‐Latino
Asian‐American
Caucasian

To which gender identity do you most identify? (select one answer)
 Male
 Female
Male
38%
Female
62%

What best describes your sexual orientation? (select one answer)
 Heterosexual (“straight”)
 LGBTQ
 Prefer not to answer

What best describes your sexual orientation? (select one answer)
 Heterosexual (“straight”)
 LGBTQ
Objective: A hidden tracking mechanism to identify a count for Caucasian LGBTQ males to
verify UBR diversity within the Caucasian sub‐population.
Caucasian, White Males

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
2%
18%
26%
34%
4%
12%
3%
Completed some high school
High school graduate
Completed some college
College degree
Completed some postgraduate
Master's degree
Doctorate, law or professional degree

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
18%
23%
20%
14%
8%
8%
5%
Less than $25,000
$25,000‐‐$49,999
$50,000‐‐$74,999
$75,000‐‐$99,999
$100,000‐‐$124,000
$125,000 or more
Prefer not to answer
0.00% 5.00% 10.00% 15.00% 20.00% 25.00%

Which state do you live in? (select one answer)
 Pull down option menu (all 50 states + District of Columbia)
State Percent Count
Alabama 1.36% 161
Alaska 0.08% 9
Arizona 1.98% 234
Arkansas 0.65% 77
California 15.15% 1,789
Colorado 1.52% 179
Connecticut 1.05% 124
Delaware 0.4% 47
District of Columbia 0.39% 46
Florida 8.2% 968
Georgia 3.65% 431
Hawaii 0.73% 86
Iowa 0.44% 52
Idaho 0.27% 32
Illinois 4.22% 499
Indiana 1.41% 167
Kansas 0.61% 72
Kentucky 1.12% 132
Louisiana 1.22% 144
Maine 0.23% 27
Maryland 2.17% 256
Massachusetts 1.79% 211
Michigan 2.63% 311
Minnesota 1.08% 128
Mississippi 0.69% 82
Missouri 1.36% 161
State Percent Count
Montana 0.13% 15
Nebraska 0.3% 36
Nevada 1.03% 122
New Hampshire 0.2% 24
New Jersey 3.19% 377
New Mexico 0.52% 61
New York 8.31% 981
North Carolina 3.64% 430
North Dakota 0.11% 13
Ohio 3.24% 383
Oklahoma 0.69% 81
Oregon 0.91% 108
Pennsylvania 3.91% 462
Rhode Island 0.29% 34
South Carolina 1.63% 193
South Dakota 0.12% 14
Tennessee 1.67% 197
Texas 8.42% 995
Utah 0.58% 68
Vermont 0.14% 17
Virginia 2.79% 330
Washington 1.97% 233
West Virginia 0.37% 44
Wisconsin 1.35% 159
Wyoming 0.08% 9

Which state do you live in?
sample size representation validation:
Survey quota counts vs. National population densities
Map based on Longitude (generated) and Latitude (generated). Size shows sum of Count.
Details are shown for State. Map coloring shows 2018 Caucasian Population by State.

CREATIVE TESTING
(Section 1: sample size: 11,811)
gender + age

Section 1 / Survey Question Q:1A: Persona Self-Identification Classification
Which ad makes you want to click on
it to learn more about the program?
Objective:
Gather insights into respondent core motivations by
testing creative for appeal and resonance.
gender + age

Objective:
A series of questions were 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 were structured to have a respondent self‐identify their dominant and underlying
motivations and values matched to a specific persona group to better gauge personal appeal and
resonance for content which would be tested (developed specifically for persona appeal) later in the
survey.
Persona Group Classification was based on a respondent choosing a coded matched response for two
SELF‐IDENTIFICATION questions.
Logic Check: if a respondent was not matched to a persona type by selecting “none” for each of the
two self‐identification questions … a respondent was then segmented into a special [general
population] test group.
Section 1 / Survey Questions 1 - 2: Persona Self-Identification Classification
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
Legend: Altruism (ALT) Finding Cures (EC) Community & Family (COMM) Innovation (INN)
What’s in It for Me (ME) Right the Wrongs (RIGHT)
Example:
If someone selects the Altruism message for both Q1 and Q2, they would receive the Edgar persona
creative. If someone selects the Altruism message for Q1 and Finding Cures message for Q2, they
would receive the Tallulah creative.
If a respondent selects none for each of the two self‐identification questions, the respondent was then
grouped into a general population test segment.
Combination Possibilities for Persona Mapping

Which ad makes you want to click on it to learn more about the program?
 A healthier future, Pass it on.
 Our health is our wealth.
 An inheritance they can actually use.
 One size does not fit at all.
 Power to the patient.
 One-of-a-kind is kind of our thing.
 None, what don’t you like about the ads?
Section 1 / Survey Question Q:1A: Persona Self-Identification Classification (sample size 11,811)
−
−
−
−
−
randomized
−
−
−
−
−
14% 17% 15% 13% 15%
26%
altruism finding cures
community, tribe,
legacy, family
innovation, new
research
empower, control,
righting wrongs
what’s in it
for me
r a n k b y p r e f e r e n c e
975
0 200 400 600 800 1000
NONE : Respondents who did not like any choice.
8.3% of survey sub‐population audience
African‐American Creative set represented: served to respondents who self‐identified themselves as African‐American

Which
ad
makes
you
want
to
click
on
it
to
learn
more
about
the
program?
MOTIVATION MATCH Sub-Population Review by Gender + Age
RANK
Preference Gender Age Group
Rank Percent Male Female 18‐24 25‐34 35‐54 55+
1 26% 23% 29% 38% 29% 23% 13%
2 17% 16% 18% 12% 16% 17% 23%
3 15% 17% 13% 11% 16% 18% 15%
4 15% 15% 14% 14% 16% 15% 15%
5 14% 18% 11% 13% 13% 13% 18%
6 13% 11% 15% 12% 11% 15% 15%
‐ 100% 100% 100% 100% 100% 100% 100%
altruism
finding cures community, tribe,
legacy, family
innovation, new
research
empower, control,
righting wrongs
what’s in it
for me
 Rank #1 ‐ What’s in it for me Ad choice was inclusively an illustration. Skews younger and with
females over males. A false/positive may exist from image bias over alternative photo‐only choices.
 Rank #2 – Finding Cures Ad choice used exclusively single person photography. Gender and age
self‐identification may exist from visuals. Appeal greatest with 55+ age group.
 Rank #3 ‐ Community, Tribe, Legacy, Family Ad choice used group photos. When larger groups of
people were used showing richer diversity (identified trend), the Ads performed better. Skews male
and older.
 Rank #4 – Empowerment, Control, Righting Wrongs Ad choice used exclusively single person
photography. Gender and age self‐identification may have been present in some sub‐populations
from the visuals.
 Rank #5 – Altruism Ad choice used exclusively a male headshot. Greatest appeal with 55+ age
segment. Gender self‐identification via image may have been present across all sub‐populations.
 Rank #6 – Innovation, New Research Ad choice used exclusively single person photography. Appeal
with females. Skews older with greatest appeal with 35‐54 and 55+ age segments.

Which
ad
makes
you
want
to
click
on
it
to
learn
more
about
the
program?
18‐24
MALE
18‐24
FEMALE
25‐34
MALE
25‐34
FEMALE
15% 22% 12% 16%
MOTIVATION MATCH AD Preference Review by Gender + Age
35‐54
MALE
35‐54
FEMALE
55+
MALE
55+
FEMALE
10% 12% 6% 6%
 The What’s in it for me headline motivation message ranks 1ST overall in preference (26% of total
survey respondents) across all test populations. Skews younger with females over males across all
age groups. Illustration bias may be present in results.
RANK
26.07%
Total Survey Population
Micro‐Population
Demographics
44% 56%
Male Female

Which
ad
makes
you
want
to
click
on
it
to
learn
more
about
the
program?
18‐24
MALE
18‐24
FEMALE
25‐34
MALE
25‐34
FEMALE
7% 11% 11% 13%
35‐54
MALE
35‐54
FEMALE
55+
MALE
55+
FEMALE
12% 13% 16% 17%
 The Finding Cures headline motivation message ranks 2ND overall in preference (17% of total
survey respondents) as compared against the AGGREGATE test population. Females prefer the ad
over male counterparts by slight margins. Gender image self identification may be present in
results.
16.90%
Micro‐Population
Demographics
RANK
46% 54%
Male Female

Which
ad
makes
you
want
to
click
on
it
to
learn
more
about
the
program?
18‐24
MALE
18‐24
FEMALE
25‐34
MALE
25‐34
FEMALE
9% 8% 15% 12%
35‐54
MALE
35‐54
FEMALE
55+
MALE
55+
FEMALE
19% 12% 14% 10%
 The Community, Tribe, Legacy, Family headline motivation message ranks 3RD overall in preference
(15% of total survey respondents) measured against the AGGREGATE test population. Male gender
preference may exist. Overall, skews in the middle with minor nuances within the outlier peripheral
age segments.
15.03%
Micro‐Population
Demographics
RANK
57% 43%
Male Female

Which
ad
makes
you
want
to
click
on
it
to
learn
more
about
the
program?
18‐24
MALE
18‐24
FEMALE
25‐34
MALE
25‐34
FEMALE
12% 12% 15% 13%
35‐54
MALE
35‐54
FEMALE
55+
MALE
55+
FEMALE
14% 11% 11% 13%
 The Empowerment and Control, Righting Wrongs headline motivation message ranks 4TH overall in
preference (15% of total survey respondents) with the AGGREGATE test population. Modest
performance overall across gender and age without significant identifiable nuances.
14.92%
Micro‐Population
Demographics
RANK
51% 49%
Male Female

Which
ad
makes
you
want
to
click
on
it
to
learn
more
about
the
program?
18‐24
MALE
18‐24
FEMALE
25‐34
MALE
25‐34
FEMALE
14% 9% 15% 8%
35‐54
MALE
35‐54
FEMALE
55+
MALE
55+
FEMALE
16% 8% 18% 13%
 The Altruism headline motivation message ranks 5TH overall in preference (14% of total survey
respondents) with the AGGREGATE test population. Older males especially, and males in general
prefer the ad over female counterparts. Gender image self identification may exist in the results.
14.12%
Micro‐Population
Demographics
RANK
62% 38%
Male Female

Which
ad
makes
you
want
to
click
on
it
to
learn
more
about
the
program?
18‐24
MALE
18‐24
FEMALE
25‐34
MALE
25‐34
FEMALE
10% 14% 8% 12%
35‐54
MALE
35‐54
FEMALE
55+
MALE
55+
FEMALE
11% 17% 11% 16%
 The Innovation, New Research headline motivation message ranks 6TH overall in preference
(13% of total survey respondents) with the AGGREGATE test population. Females clearly prefer the
ad over male counterparts by large percentages. Gender + message self identification may exist.
12.96%
Micro‐Population
Demographics
RANK
41% 59%
Male Female

 Identified Trend > Ad compositions and photos tested may be too generic and similar.
 Identified Trend > May lack better defined personal self‐identification appeal at greater
scale (race, gender, age) matched to headline.
 Ad compositions using creative tags (headlines) alone without body copy may not be
adequate for click‐thru. May need more direct, less ambiguous instantaneous message
takeaways with a quick and clear program explanation.
 Identified Trend > 55+ age group may require more personalized, self‐identification
images and messages.
NONE Review by Recurring Common Theme
Which ad makes you want to click on it to learn more about the
program?
 None, what don’t you like about the ads?
Boring Messaging Generic
Photo
compositi
on
Lacks
appeal,
doesn’t
create
interest
Missing
diversity
Photo
doesn’t
match
headline
81 23 46 21 293 18 15
Doesn't
speak to
me
Not
enough
info to
under‐
stand
program
No
interest
All look
the same
Not
relevant
General
dislike
Other
26 201 101 15 38 43 50
112 80 111
240
103 106 129 164
18‐24 25‐34 35‐54 55+
Male Female Linear (Male) Linear (Female)
Sample Count Sample Percentage
975 8.3%
Common Themes for ‘What don’t you like about the Ads?
Which
ad
makes
you
want
to
click
on
it
to
learn
more
about
the
program?

What about the ad do you like?
Section 1 / Survey Question Q:1B: Persona Self-Identification Classification
Objective:
Gather additional insights into respondent preferences.
gender + age

What
about
the
ad
do
you
like?
Observations & Findings for A/B testing:
 Identified Trend > Younger generations may gravitate to more to images: older
generations headlines.
 Identified Trend > Males may be more inclined to gravitate to images with females leaning
towards headlines.
 Identified Trend > Of special note, 55+ age group significantly appeals to headlines (tags).
Section 1 / Survey Question Q:1B: Persona Self-Identification Classification (sample size 10,758)
COMPONENTS Preference Review by Gender + Age
What about the ad do you like?
 I liked the photo/image.
 I liked the headline (the larger text).
 I liked both the photo/image and headline.
(Re‐Present Respondent’s Image Choice from Previous Question)
27% 35% 38%
photo/image headline both
Total Count
39%
37%
24% 37%
34%
30%
both
headline
photo/image
Gender Preference
Female Male
15%
20%
25%
30%
35%
40%
45%
50%
Age Preference
55+ 35‐54
25‐34 18‐24
11%
46%
43%
11%
48%
41%
20%
39%
40%
29%
34%
37%
30%
34%
36%
39%
25%
35%
31%
32%
37%
39%
27%
34%
photo/image
headline
both
Female + 55+ Male + 55+ Female + 35‐54 Male + 35‐54
Female + 25‐34 Male + 25‐34 Female + 18‐24 Male + 18‐24

What
about
the
ad
do
you
like?
altruism
legacy, family
innovation, new
research
empower, control,
righting wrongs
what’s in it
for me
AD ID#
18‐24
MALE
18‐24
FEMALE
25‐34
MALE
25‐34
FEMALE
35‐54
MALE
35‐54
FEMALE
55+ MALE
55+
FEMALE
1 34% 42% 25% 33% 20% 25% 13% 13%
ABSTRACT ILLUSTRATION > PREFERENCE: MOST APPEALING ACROSS ALL SEGMENTS BEFORE 55+.
POTENTIAL ILLUSTRATION DIFFERENTIATION BIAS OVER PRESENTED PHOTO ALTERNATIVES.
2 11% 14% 14% 17% 15% 18% 22% 24%
YOUNGER FEMALE HEADHSOT > PREFERENCE: MODEST CONSISTENCY ACROSS GENDER + AGE.
GENDER BIAS WITH FEMALES. SLIGHT UPTICK WITH AGE FOR BOTH GENDERS.
3 12% 9% 18% 14% 21% 15% 17% 13%
FULL BODY GROUP PHOTOS > PREFERENCE: GENDER BIAS WITH MALES.
4 16% 13% 17% 14% 15% 14% 14% 16%
ENVIRONMENTAL PORTRAIT > PREFERENCE: MODEST CONSISTENCY ACROSS GENDER AND AGE.
MALE GENDER BIAS BEFORE 55+
5 17% 9% 17% 9% 17% 9% 21% 15%
OLDER MALE HEADSHOT > PREFERENCE: OLDER MALES OVER YOUTH. GENDER BIAS WITH MALES.
6 11% 13% 9% 12% 11% 18% 13% 18%
MIDDLE AGE FEMALE HEADHSOT > PREFERENCE: FEMALES WITH UPTICK WITH AGE.
POTENTIAL MESSAGE IMPACT WITH AGING FEMALE GENERATIONS.
100% 100% 100% 100% 100% 100% 100% 100%
 Identified Trend > Frequent use of illustrations may stimulate enhanced performance over
photography alone.
 Identified Trend > Gender self‐identification appeal within imagery may frequently influence
appeal. Identified Trend > Age self‐identification appeal within imagery may also frequently
influence appeal.
COMPOSITION Preference Review by Gender + Age

29%
18%
13%
14%
11%
15%
23%
16%
17%
15%
18%
11%
A healthier future, Pass it on.
One size does not fit at all.
Female Male
altruism
legacy, family
innovation, new
research
empower, control,
righting wrongs
what’s in it
for me
 Headline (tag) impact may align to current personal life stage (age + gender values)
relevance.
MESSAGE Preference Review by Gender + Age
13%
23%
15%
15%
18%
15%
23%
17%
18%
15%
13%
15%
29%
16%
16%
16%
13%
11%
38%
12%
11%
14%
13%
12%
A healthier future, Pass it on.
One size does not fit at all.
55+ 35‐54 25‐34 18‐24
What
about
the
ad
do
you
like?

Which poster makes you want to
Section 1 / Survey Question Q:2A: Persona Self-Identification Classification
Objective:
Gather insights into respondent core motivations by
testing a second set of creative for appeal and
resonance.
gender + age

Which poster makes you want to learn more about the program?
 We can win the game as soon as we all get in it.
 Fighting disease just got one million times easier.
 Legacies are just one you can spend.
 The next big thing in health is here.
 Not all research is created equal (that’s why we’re here).
 What’s good for you is good for us.
 None, what don’t you like about the posters?
−
−
−
−
−
randomized
−
−
−
−
−
10%
17%
13% 13%
28%
20%
altruism finding cures
community, tribe,
legacy, family
innovation, new
research
empower, control,
righting wrongs
what’s in it
for me
943
0 200 400 600 800 1000
NONE : Respondents who did not like any choice.
8.0% of survey sub‐population audience
Hispanic‐Latino Creative set represented: served to respondents who self‐identified themselves as Hispanic‐Latino
We can win
the game as
soon as we all
get in it.
Fighting
disease just
got one
million times
easier.
Legacies are
just one you
can spend.
The next big
thing in health
is here.
Not all
research is
created equal
(that’s why
we’re here).
What’s good
for you is
good for us.

We can win
the game as
soon as we
all get in it.
Fighting
disease just
got one
million times
easier.
Legacies are
just one you
can spend.
The next big
thing in
health is here.
Not all
research is
created equal
(that’s why
we’re here).
What’s good
for you is
good for us.
Which
ad
makes
you
want
to
click
on
it
to
learn
more
about
the
program?
MOTIVATION MATCH Sub-Population Review by Gender + Age
RANK
Preference Gender Age Group
Rank Percent Male Female 18‐24 25‐34 35‐54 55+
1 28% 26% 29% 35% 29% 25% 20%
2 20% 19% 20% 16% 22% 23% 18%
3 17% 15% 18% 16% 15% 16% 19%
4 13% 15% 11% 10% 10% 13% 21%
5 13% 13% 13% 11% 14% 14% 14%
6 10% 11% 9% 12% 10% 9% 9%
‐ 100% 100% 100% 100% 100% 100% 100%
altruism
legacy, family
innovation, new
research
empower, control,
righting wrongs
what’s in it
for me
 Rank #1 ‐ Empowerment, Control, Righting Wrongs Poster choice was inclusively an illustration.
Skews younger with female preference over males. A false/positive may exist from image bias
over alternative photo‐only choices.
 Rank #2 – What’s in it for me Poster choice used group photos. When larger groups of people
were used showing richer diversity (identified trend), the Posters performed better. Skews in the
middle.
 Rank #3 ‐ Finding Cures Poster choice used exclusively single person photography. Skews female
and older.
 Rank #4 – Community, Tribe, Legacy, Family Poster choice used exclusively single person
photography. Gender and age self‐identification may have been present. Skews male and older.
 Rank #5 – Innovation, New Research Poster choice used male headshots and group shots.
Modest preference across ages and genders.
 Rank #6 – Altruism Poster choice used exclusively single person photography. Skews male and
younger.

Body Copy:
The more researchers know about what makes each of us
unique, the more tailored our health care can become.
Join a research effort with one million people nationwide
to create a healthier future for us all.
Which
poster
makes
you
want
to
learn
more
about
the
program?
18‐24
MALE
18‐24
FEMALE
25‐34
MALE
25‐34
FEMALE
35‐54
MALE
35‐54
FEMALE
55+
MALE
55+
FEMALE
15% 18% 12% 15% 11% 12% 8% 9%
MOTIVATION MATCH Poster Preference Review by Gender + Age
 The Empowerment and Control, Righting Wrongs headline motivation message ranks 1ST overall
in preference (28% of total survey respondents) with the AGGREGATE test population. Females
prefer the poster over male counterparts by large percentages.
27.59%
Micro‐Population Demographics
46% 54%
Male Female
RANK

Body Copy:
Which
poster
makes
you
want
to
learn
more
about
the
program?
18‐24
MALE
18‐24
FEMALE
25‐34
MALE
25‐34
FEMALE
35‐54
MALE
35‐54
FEMALE
55+
MALE
55+
FEMALE
10% 11% 13% 15% 16% 14% 10% 11%
 The What’s in it for me headline motivation message ranks 2ND overall in preference (20% of
total survey respondents) with the AGGREGATE test population. Preference skews in the middle
age groups across both genders.
19.69%
RANK
49% 51%
Male Female

Body Copy:
Which
poster
makes
you
want
to
learn
more
about
the
program?
18‐24
MALE
18‐24
FEMALE
25‐34
MALE
25‐34
FEMALE
35‐54
MALE
35‐54
FEMALE
55+
MALE
55+
FEMALE
11% 14% 11% 12% 12% 13% 12% 15%
 The Finding Cures headline motivation message ranks 3RD overall in preference (17% of total
survey respondents) with the AGGREGATE test population. Females prefer the poster over male
counterparts, which may align to message appeal.
16.52%
RANK
46% 54%
Male Female

Body Copy:
Which
poster
makes
you
want
to
learn
more
about
the
program?
18‐24
MALE
18‐24
FEMALE
25‐34
MALE
25‐34
FEMALE
35‐54
MALE
35‐54
FEMALE
55+
MALE
55+
FEMALE
10% 9% 11% 9% 14% 10% 22% 15%
 The Innovation, New Research headline motivation message ranks 4TH overall in preference
(13% of total survey respondents) with the AGGREGATE test population. Preference skews
older and may align with age for message appeal.
13.26%
RANK
57% 43%
Male Female

Body Copy:
Which
poster
makes
you
want
to
learn
more
about
the
program?
18‐24
MALE
18‐24
FEMALE
25‐34
MALE
25‐34
FEMALE
35‐54
MALE
35‐54
FEMALE
55+
MALE
55+
FEMALE
10% 11% 14% 13% 16% 12% 11% 14%
 The Community, Tribe, Legacy, Family headline motivation message ranks 5TH overall in
preference (13% of total survey respondents) with the AGGREGATE test population. Skews in
the middle with modest preference across all genders and ages.
13.13%
RANK
51% 49%
Male Female

Body Copy:
Which
poster
makes
you
want
to
learn
more
about
the
program?
18‐24
MALE
18‐24
FEMALE
25‐34
MALE
25‐34
FEMALE
35‐54
MALE
35‐54
FEMALE
55+
MALE
55+
FEMALE
15% 17% 16% 9% 13% 10% 12% 8%
 The Altruism headline motivation message ranks 6TH overall in preference (10% of total survey
respondents) with the AGGREGATE test population. Preference skews younger. Also skews
generally with males across all ages which may align with sports analogy message appeal.
9.81%
56% 44%
Male Female
RANK

Focus Group Creative Testing

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