This document presents a marketing research proposal for Lenovo smartphones entering the UK market. It outlines desk research including analyzing Lenovo's positioning and competitors, as well as primary qualitative and quantitative research. The qualitative research involves focus groups divided by age to understand attitudes towards smartphones and brands. Quantitative research uses online questionnaires of 4250 UK residents quota sampled by age to measure attitudes. The research aims to define Lenovo's target segment by understanding smartphone usage, purchase behavior, and competitors' strengths and weaknesses in the UK market.

1. MSc Marketing / MSc Marketing and Business Analysis
“Marketing Research Proposal for Lenovo smartphones”
Marketing Research
23/10/2014
Group 3:
B064541
B060897
B064516
B064536

2. 2
Contents:
1. Executive Summary........................................................................................................3
2. Industry Overview ..........................................................................................................4
3. Research Problem and Objectives ..................................................................................5
4. Outline of Desk and Primary Research...........................................................................6
4.1. Desk Research.............................................................................................................6
4.2. Qualitative Research ...................................................................................................7
4.3. Quantitative Research .................................................................................................9
5. Ethical Issues ................................................................................................................11
6. Timing...........................................................................................................................11
7. Budget...........................................................................................................................13
8. Credentials ....................................................................................................................13
9. Quality control ..............................................................................................................13
References................................................................................................................................14
Appendices...............................................................................................................................15
Appendix 1. Global smartphone market share.....................................................................15
Appendix 2. Smartphone penetration in the UK from 2011 to 2017*.................................15
Appendix 3. Leading handset brands in the UK ..................................................................16
Appendix 4. Lenovo’s positioning.......................................................................................16
Appendix 5: Moderator guide ..............................................................................................17
Appendix 6. Smartphone survey..........................................................................................18

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1. Executive Summary
This paper introduces the research proposal from Excellence Marketing Research Agency
for Lenovo brand upon its entry to the UK smartphone market. The proposal describes, how the
further research led by Marketing Research Agency is going to be carried out and which
methodology is going to be used.
The smartphone industry remains to be one of the fastest growing and most competitive
industries both globally and in the UK. Companies are involved in the ceaseless pursuit and thus
need to develop innovative smartphone models in order to gain customers loyalty and increase the
sales. As for 2014 the top-3 smartphone brands according to their market share were Samsung,
Apple and Lenovo. Lenovo is a high-tech company founded in China and it’s globally known
because of its relatively inexpensive tablets and laptops. The company went into smartphone
business in 2009 and acquired Motorola Mobility in 2014.
The main purpose of this paper is to examine the UK smartphone market potential for the
Lenovo/Motorola brand and thus, several research objectives were designed. The objectives
include gathering and analysing different sorts of data: smartphone usage in the UK, information
about smartphone buyers’ behaviour and competitors’ positioning. The last objective is to define
the target market for Lenovo smartphones in the UK.
In order to accomplish the objectives, first, the desk research will be conducted. It will
include both internal and external research. Then, the more detailed qualitative research will be
carried out using focus groups. Finally, the quantitative research will be conducted by on-line e-
mailed questionnaires. Obtained data will be analyzed using SPSS software and various statistic
methods including regression and factor analysis.
The research will be created during 16 weeks and presented in the form of report.

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2. Industry Overview
The global smartphone market continues to grow year by year. The growth rate of
worldwide smartphone market reached 28,6% in the first quarter of 2014, with 84,6% market share
of devices using OS Android. Samsung accounts for 25,2% global market share, following by
Apple with 11,9% smartphone vendor share (Judge, 2014) (see Appendix 1). Although Samsung
is nowadays top-of-mind smartphone brand with the largest market share, the most popular
smartphone model in the world is Apple iPhone 5s. (ABI, 2014) After the acquisition of Motorola
Mobility, Lenovo became the third largest producer of smartphones in the world.
As for the UK market, in 2014 the smartphone penetration reached 61% of all mobile phone
users and is projected to increase to 81% in the next three years (Ofcom, 2014). Additionally, in
2017 66% of the UK population will own a smartphone (Malone, 2013) (Appendix 2). Smartphone
ownership strongly differs by age: while 88% of young people from 16 to 24 have got a smartphone,
only 14% of people in the age group 60-plus own it. Despite the fact that the senior citizens are far
away from being the most active smartphone consumers, they have a huge potential and the
greatest opportunity in terms of smartphone adoption growth, since they accumulate 57% of the
UK’s wealth and account for 25% of adults in the UK. It is expected that over-55s smartphone
penetration will increase by 25% in 2014 (Deloitte, 2014).
The leading mobile phone brands in the UK in 2014 were Apple, Samsung, Sony, HTC,
Nokia, LG, Motorola, Blackberry and Huawei (Appendix 3). In 2013, Samsung was the mobile
phone market leader with 33,7% market share, while Apple and Nokia had 19,6% and 14,8%
respectively.
There are opportunities to buy a phone from broadband operators either with or without a
contract, from retailers or to order them online. Approximately 37% of mobile users in the UK
purchased their devices online in 2013 (Nielsen, 2013).
Lenovo is one of the fastest growing tech companies in the world (Lenovo, 2014). It was
established in China in 1984 but after purchasing the IBM computer business in 2005, the company
realized that even the Chinese market is too small for its ambitions. In 2009, company also started
developing the smartphone business. Now Lenovo is going to launch its smartphones in the UK
using the potential of its newly purchased Motorola Mobility brand. Motorola already has a long
history in the UK, while Lenovo is only known as a relatively cheap but technologically advanced
tablet and laptop brand (for more details see Appendix 4).
In September 2014, Lenovo announced two brand new smartphone flagman models Vibe
Z2 and Vibe X2 with intention to start sales in October and sell them for 425$ (263£) and

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390£ (242$) respectively. Lenovo smartphones belong to the accessible smartphone category – the
prices vary from 40 to 263£ with only one model exceeding this price range (Lenovo Vibe Z2 Pro
for 560$ or 345£). The acquisition of Motorola provides a great opportunity for Lenovo to
penetrate into the UK market but prior to entry, an advanced research of the UK smartphone market
should be conducted.
3. Research Problem and Objectives
The main research problem for Lenovo is the examination of brand’s potential in UK
smartphone industry. Thus, some objectives from our agency were proposed.
1. To gather information about smartphone usage in the UK.
Detailed information about smartphone usage in the UK will be gathered. It will include
smartphone ownership information, market size and growth rate, distribution of smartphones sold
in UK by different brands across the years, dynamics of smartphone purchases and many other
statistics.
2. To find and analyze the information about British smartphone consumers’ purchase behavior.
Information about smartphone buyer behavior in the UK will be studied. It will include the facts
about most popular smartphone features and applications for different age groups, preferences in
OS, design and brands. Thus, knowledge about mobile data usage and cellular data networks
preferred by the UK citizens will be provided.
3. To analyze the competitors’ strengths and weaknesses.
Information about key competitors’ positioning, strengths and weaknesses will be collected and
carefully analyzed.
4. To define the target segment for Lenovo in the UK smartphone industry.
Ultimately, by analyzing the data received from accomplishment of two first objectives and by
conducting practical research related to attitude of potential customers towards Lenovo
smartphones, the target segment for the company in the UK should be identified.

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4. Outline of Desk and Primary Research
4.1. Desk Research
Purpose
As part of our proposal for Lenovo smartphones, we are going to conduct a secondary
research before moving to our primary research. The reason for doing so, is to gather a large
amount of data concerning the smartphone market and to gain a general idea of what is the
reaction of customers to the smartphones brands. Moreover, it presents an opportunity for
longitudinal analysis. Therefore, we will collect relevant information on Lenovo brand and its
competitors, as well as we will define any kind of changes in consumer behavior and predict
purchasing decisions on smartphones. More specifically, we aim to manage internal and
external research that are going to answer main research questions mentioned above.
Procedure
First, we will do internal research. Regarding the internal part, records from previous
marketing research that Lenovo has conducted will help us to understand the customers’
attitude towards the Lenovo brand in total and the positioning that it has on the market (see
Appendix 2). For instance, it can be found if the image that consumers in the UK already have
for the brand is that of a good quality products or good after-sale service. Additionally, internal
reports such us the financial or accounting reports about Lenovo smartphones in other markets
can show us what is the volume and the value of smartphone sales in previous years.
Information about the results from Lenovo’s marketing strategies and product reviews on
Lenovo smartphones are going to be selected and analyzed from our team so as to determine
what are the strengths and the weaknesses of the Lenovo smartphone.
As for the external research, the official statistics from National Statistics Bureau will
lead us to discover parameters of the UK population, such as the number of people, their age,
income, occupation, gender, etc. (Bradley, 2010). Hence, we will have an image of the users
of the smartphones and some demographic characteristics of them.
Moreover, we are planning to gather data from competitors’ annual reports in the UK
market. We will analyze the research findings from other agencies and organizations in the UK
such as Mintel, Euromonitor etc. This allows us to figure out if there is a market opportunity
in the UK for Lenovo smartphones (Bryman & Bell, 2011).
Consequently, the data collected from desk research will guide us to the proper
implementation of a qualitative research.

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4.2. Qualitative Research
Purpose
Based on the desk research, qualitative research will focus on deeper understanding
people's attitudes towards smartphones in general, investigate customers’ opinions about different
brands in various segments. Later, the results from qualitative research will be analyzed in order
to develop a quantitative survey. We chose the focus groups as a principle qualitative method.
Justification of using the focus groups
There are two main reasons for using the focus groups. First of all, the dynamic discussion
used in focus groups, allows us to collect a diverse set of views about participants' experiences
with smartphones. Secondly, unlike the other techniques such as in-depth interviews, the
moderator simply guides the discussion process in an informal atmosphere and therefore, the
participants are more willing to express their realistic opinions and exchange views. As a result,
new ideas might emerge.
Population and sampling
As people age, their wants and needs are constantly changing. So we will divide the market
into 5 segments according to the age since they have similar psychographic and behavioral
characteristics (see table 1). Moreover, reliable research agencies, such as Euromonitor also group
the population similarly.
Table 1. Focus groups divided by age
(Age) 13-17 18-24 25-34 35-54 55+
Group1 Group3 Group5 Group7 Group9
Group2 Group4 Group6 Group8 Group10
Additionally, using the quota sampling, we will chose 7 participants for each focus group for
all the 10 groups. The group members will be chosen regarding the following criteria:
 Both men and women should be involved
 Non-acquaintance of the members within a group
 Different occupation and social status
 Difference in educational level

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After the completion of focus groups, the in-depth interviews may take place to acquire more
precise and specific information from those, who had the most interesting and useful opinions. We
can conduct a maximum number of 5 in-depth interviews because of the budged constrains.
Procedure
The focus group discussion is going to be conducted in a special venue equipped with recording
devices, while the moderator will control the time. The detailed outline of the focus group
procedure is presented in the Table 2, while the specified moderator guide can be referred in
Appendix 5.
There are five principle sessions that will be discussed deeply in the discussion stage. If
the participants do not mention the vital topics, the moderator will lead to these significant sessions:
 Motives behind purchase behavior
 Most popular smartphone activities
 Purchase channels
 Attitudes towards different brands
 General ideas about the Lenovo brand
Table 2. Detailed agenda of focus group process
Step 1 Scene settings: one round table, U-shaped seating arrangements and
independent quiet room, video camera
Material preparation: notepad and pen or pencil, flip chart and
markers, cards (or badges, stickers) for writing participants’ names on,
watch or clock, question guide
Step 2
Begin at 10am
(10 minutes)
 Introduction about the research team and roles
 Ground rules
 The principle topics
Step 3
(10 minutes)
The opening topic
Step 4
(80 minutes)
Five important sessions
Step 5 Summing up (end the discussion and gratitude for participation) and
reimburses expenses.

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The steps of the analysis of the qualitative research data include:
1. Transcription of video recordings
According to the notes that the moderator has taken during the interviews, the most relevant parts
with our objectives are going to be reviewed from the videos. At this stage, we will interpret not
only the verbal cues, but also the body language of the participants.
2. Coding of the transcripts
After assembling the data, the goal is to use coding so as to categorize the information and reduce
the amount of data. The goal of the data assembly is to reduce the number of the data and to collect
the most important ones.
3. Organizing the coded transcript into particular themes
4. Displaying the themes in the form of charts
5. Drawing conclusion to describe patterns and provide explanation.
4.3. Quantitative Research
Purpose
Online questionnaires will be developed based on information obtained from focus groups.
The purpose of online questionnaire is to measure how widespread the attitudes are on the target
population.
Justification of using online questionnaires
There are three reasons for using online questionnaires instead of postal and telephone
questionnaires. Firstly, online questionnaires are speed and cost effective. Online questionnaires
eliminate the costs of paper, postage, and data entry, as well as other administrative costs. Besides
that, the incremental cost of reaching additional respondents is minimal and this allows us to reach
larger samples at lower cost. Additionally, online questionnaires can be delivered and collected
from respondents in a short period of time and therefore, it is more time efficient.
Secondly, online questionnaires allows more accurate data capture compared to postal and
telephone questionnaires. Data entry is automated with online questionnaires thus researcher does
not need to enter data manually and therefore avoiding errors in data. Furthermore, researcher can
review up-to-the-minute sample size counts which postal and telephone questionnaires could not
offer.
Lastly, online questionnaires allows personalized and flexible questioning. The presence
of automatic skipping when using filter questions ensures respondents only answer sections of the

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questionnaire relevant to their previous answers. In addition, online questionnaires can prompt
respondents when questions were unanswered and therefore reduce nonresponse rate. These
features are not available in postal questionnaires.
Population and Sampling
The target population of this quantitative research is all UK residents above the age of 13
years old. Sampling frame will be obtained from UK census 2011 (National Statistic, 2014). Quota
sampling will be used in data gathering. The reason for using quota sampling is to ensure various
age groups in the UK population are proportionally represented in the sample (Zikmund and Babin,
2010). Besides that, quota sampling is one of the most cost efficient and realistic technique that
researchers can use (Bryman and Bell, 2011). We have decided to categories the sampling frame
based on age groups. We also decided to distribute 4250 online questionnaires in total as it is
deemed as the most appropriate number taking budget into consideration. Moreover, it is known,
that the average response rate for online e-mail surveys is 20% and therefore we will have
approximately 850 completed questionnaires. Number of people to be interviewed within each
category will be based on the demographics of UK population as specified by Index Mundi (2014)
(see Table 3).
Table 3. Sample Size
Age Percentage of total population Number of samples
13-17 2.11% 89
18-24 13.26% 564
25-34 26.32% 1118
35-54 27.79% 1181
55+ 30.53% 1298
Total 100% 4250
Age 0-12 years old are not within the scope of this research. Therefore, the percentage of
population was adjusted and assumptions were made.
Procedure
The questionnaire will probe the following:
 What are the key motives for purchasing a smartphone?
 What are the most popular characteristics of smartphones?
 What are their attitudes towards different smartphone brands?

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The questionnaire will be organized into thematic sections. A mix of open and closed
questions will be used and it aims to gather nominal, ordinal, interval and ratio measurements. In
particular, interval and ratio measurements will be the main focus as it allows deeper statistical
analysis. The questions will be pre-coded and be hosted on Qualtrics.com (see Appendix 6 for
sample questionnaire). The maximum duration of the questionnaire will be up to 7 minutes.
Five pilot questionnaires will be conducted to ensure context and face validity. Modifications will
be made in response to feedback before the questionnaire go live. The questionnaires will be sent
to participants through emails with URL-embedded. Participants will be asked to click on the URL
and they will be directed to the online questionnaire. As a form of encouragement for people to
participate, respondents will be given incentives for participation. Excellence Marketing Research
Agency will consult and discuss with Lenovo on what kind of incentives will be given.
Data gathered will be analyzed using SPSS software. Statistic techniques such as
descriptive statistics, regression, factor analysis and cluster analysis will be used. Regression
analysis will be used to study the relationship of dependent variable (Lenovo smartphone sales)
and independent variables (smartphone features). Exploratory factor analysis will be used to
confirm the dimensionality of existing scales. In this research, applying factor analysis to the
smartphone scale will reveal the dimensions underlying the importance of smartphone features.
Therefore, deeper understanding of smartphone shoppers will help to improve the effectiveness of
the marketing-mix.
5. Ethical Issues
Due to the sensitivity of personal and commercial information, researchers will take all
necessary steps to ensure that the data will be collected in accordance with the Data Protection Act
1998. At the beginning of the questionnaire, participants will be notified that their participation
will be completely voluntary and no sensitive or offensive questions would be asked. Participants
will also be notified that they reserve the right to pull out at any stage. All information obtained
would remain anonymous and confidential.
6. Timing
Regarding the process of our research project and the demands of the Lenovo Company,
we have designed a timetable where we have estimated how long does each activity take (see
table 4). By using week numbers but not exact dates we are ensuring the flexibility of the

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project. Moreover, we decided to approach the timeframe as ‘concurrent phased research’ so
as to save more time by running different activities in parallel rather than ‘end to end’(Bradley,
2010, p51). The Gantt chart shows perfectly how these activities are going to be implemented
in parallel and cross each other.
Table 4. Timing layout
Activity Week
Desk research 1- 4
Qualitative fieldwork 4-7
Qualitative/desk research available 8
Quantitative questionnaire development 9
Pilot 10
Quantitative stage (n=4250) 11-13
Data preparation 13-14
Produce tables 15
Presentation 16
Final report 17
Table 5. Gantt timing
Activity 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17
Desk research
Qualitative fieldwork
Write and approve recruiting guide. Identify
source for recruiting participants
Write and approve interview guide or
moderator’s guide.
Conduct focus groups
In-depth interviews
Qualitative/desk research available
Quantitative researh
Identify lists for participation
Quantitative questionnaire development for
online interviews
Pilot (n=5)
Quantitative stage (n=4250)
Data preparation
Produce tables
Presentation
Final report

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7. Budget
The fees charged for the Lenovo Company are based on the techniques that will be used
during the qualitative and the quantitative research. In more details the budget of £40,000 is
going to be divided into the focus groups, in depth interviews and online questionnaire by email.
Nevertheless, we reserve the right to adjust the fee and date of completion should any
assumptions prove to be incorrect or changed (Bradley, 2010).
Table 6. Budget allocation
Methods of research Description Fee
Qualitative research 10 Focus Group discussions of 7 interviewees
£2000 per group
£20,000
Qualitative research Maximum 4 In depth interviews
£600 per individual
£3,000
Quantitative research Online questionnaire delivered to 4,250 users of the
Internet
£4 per questionnaire emailed
£17,000
Total £40,000
8. Credentials
Excellence Marketing Research Agency is known for its high quality researches and superb
customer satisfaction. Its employees are graduates from top 50-world business schools with great
relevant working experience. Thus, research conducted by the Marketing Research Agency may
be considered as highly appreciated.
9. Quality control
All the moderators for focus group interviews and in-depth interviews are part of Excellence
Marketing Research Agency team and therefore are great specialists in their field of work.

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References
ABI. 2014. Samsung and Apple devices dominate smartphone device model top 20 [Online].
Available: https://www.abiresearch.com/press/samsung-and-apple-devices-dominate-
smartphone-devi [Accessed 21/10/2014].
Bradley, N. 2010. Marketing Research: Tools and Techniques, England, Oxford University
Press.
Bryman, A. & Bell, E. 2011. Business Research Methods 3rd
edition, New York, Oxford
University Press.
Deloitte. 2014. The Deloitte consumer review [Online]. Available:
http://www.deloitte.com/assets/Dcom-
UnitedKingdom/Local%20Assets/Documents/Industries/Consumer%20Business/uk-cb-
consumer-review-edition-7.pdf [Accessed 22/10/2014].
Judge, S. 2014. Smartphone market research [Online]. Available:
http://www.smartphonemarketresearch.com/xiaomi-becomes-worlds-5th-largest-smartphone-
vendor-in-q2-2014/ [Accessed 20/10/2014].
Lenovo. 2014. About Lenovo [Online]. Available:
http://shop.lenovo.com/gb/en/shop/?cid=gb:sem|se|google|845751236|uk_brand_en|UK+IIP_
Lenovo_Brand_Direct+%28exact%29|109958447&ef_id=VEg6RwAABNrrCT2F:20141022
231415:s [Accessed 22/10/2014].
Malone, I. 2013. UK mobile insight report [Online]. United Kingdom. Available:
http://weareapps.com/MobileInsightsReport.pdf [Accessed 21/10/2014].
Mundi, I. 2014. UK Demographics [Online]. Available:
http://www.indexmundi.com/united_kingdom/#Demographics [Accessed 22/10/2014].
Nielsen. 2013. The mobile consumer [Online]. Available:
http://www.nielsen.com/content/dam/corporate/uk/en/documents/Mobile-Consumer-Report-
2013.pdf [Accessed 22/10/2014].
Ofcom. 2014. Media facts and figures [Online]. Available: http://media.ofcom.org.uk/facts/
[Accessed 20/10/2014].
Zikmund, W. G. & Babin, B. J. 2010. Exploring Market Research, China, Cengage Learning.

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Appendices
Appendix 1. Global smartphone market share
Appendix 2. Smartphone penetration in the UK from 2011 to 2017*
*-predicted value

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Appendix 3. Leading handset brands in the UK
Appendix 4. Lenovo’s positioning

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Appendix 5: Moderator guide
Introduction
My name is ________and I’m the moderator today. My job is to keep the discussion flow smoothly
and make sure it covers several aspects of the topics. The purpose of this discussion is smartphones.
As you will see, there are no right and wrong answers here, we just want to hear your personal
viewpoints. You can say whatever you want related to the topic, we would appreciate any opinions.
Ground rules
1. Duration: This session will last for about 1 hour and 40 minutes
2. Transparency: There are observers in other room who are watching the live streaming of this
discussion.
3. Courtesy: One person is speaking at one time; we want to respect everyone.
4. Confidential research: nobody's name will be mentioned on any material, and we will use the
alias name.
Participation introduction
1. Please take a few minutes to talk to the person seated next to you.
2. I want to ask you to introduce the person who you just know and talk about their hobbies, name,
interests and so on.
Opening topics
1. Which mobile phone you are using now?
2. How long have you been using this phone?
3. Which phones did you use before?
Main sessions

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1. What motivates you to change your phone?
2. What kind of activities do you prefer to perform on your smartphone?
3. Where have you bought your phones?
4. Which smartphone brands are you familiar with?
5. What do you know and how do you feel about Lenovo?
Summing up
Thank you very much for taking part in the focus group discussion. You have provided valuable
information for our research.
Appendix 6. Smartphone survey
Dear madam/sir,
Your opinion is very important to us. Please take the time to complete our survey regarding
smartphones, it will take no more than 7 minutes.
Please, follow the link below:
URL: http://www.emrc.com/surveys/smartphone-market-in-the-uk
After completing this survey, you will have a chance to win a prize sponsored by Lenovo.
Your participation is entirely voluntary. This questionnaire would not ask any offensive or
sensitive questions. All data gathered would remain confidential and participant details would
remain anonymous in accordance with the Data protection Act 1998.
Thank you very much for your time and your great help.
Should you have any enquiries about the study, please do not hesitate to contact me:
j.lewis@emrc.co.uk
Best wishes,
J. Lewis
Senior marketing analyst,
Excellence Marketing Research Company

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Screening Question
S1. Do you have a smartphone?
Tick one box
(1) Go to Question 1
(2) Go to Question 2
Smartphone Shopping Behaviour
In this section I would like you to answer some questions about your smartphone shopping
behaviour
Q1. What is your current brand of smartphone?
Brands Tick (Tick=yes, Blank=No,
tick 5 – extra field
appears)
Apple (1)
Samsung (2)
Sony (3)
Nokia (4)
Other (5)
(extra field) Please, specify your current
smartphone model
Q2. Are you going to buy a smartphone in the next 6 months? Tick one box
Yes  (1)
No  (2)
Yes
No

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Q3. Where did you buy your smartphone? Tick one box
Retail stores  (1)
Carrier retailer  (2)
Online shops  (3)
Others  (4)
Please specify here__________
Q4. What price are you willing to pay for a smartphone? Tick one box
Below £100  (1)
£100-£160  (2)
£161-£220  (3)
£221-£300  (4)
£301-£500  (5)
£501 and more (6)

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Your Attitudes to smartphones that you buy
Q5. How important is it that the smartphone you buy have the following features: (Tick for
each feature)
Q6. Which source of information affects your intention to purchase smartphone?
(Tick for each category)
Categories No
effect
(1)
Little
effect (2)
Moderate
(3)
Some
effect
(4)
Big
effect
(5)
Family and friends
recommendations
Customer online review
Professional online review
Advertisement
Retail staff recommendation
Features Not at all
important
(1)
Somewhat
important
(2)
Moderately
important
(3)
Important
(4)
Very
important
(5)
Big screen size
Affordable price
Long battery life
Good camera quality
Stylish design
Fast operating system
Good after sales
service

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Personal details:
In this section I would like you to answer some questions about yourself
Q7. Your gender (Tick one box)
Female
Male
Q8. What is your age segment? (Tick one box)
13-17 years old
18-24 years old
25-34 years old
35-54 years old
55+ years old
Q9. Which of the following categories best describes your annual household income before
taxes?
(Tick one box)
Less than £10000
£10000 - 20000
£20001 - 45000
More than £45000