The document outlines a comprehensive framework for conducting an online survey aimed at testing content and creative among targeted population segments to assess personal resonance, appeal, and impact. It specifies a goal of collecting 12,800 completed surveys across 32 distinct demographic segments, ensuring statistical validity and diversity in respondent representation. Additionally, it details the survey’s structure, questions, and analysis methodology while acknowledging limitations related to online accessibility.

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AoU Program & Content UBR Population Testing Rev. 11.1 - 15 Sep 2017
Website & Content Online Survey
Focus Group Testing Framework
An AoU Project Managed By

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AoU Program & Content UBR Population Testing Rev. 11.1 - 15 Sep 2017
Survey 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.
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.
Platform automated filters will be applied with survey click
balancing to recruit and meet target respondent participation goals
for all test population thresholds and segments.
Special Caucasian Male Pre-Qualifiers
To ensure our emphasis is consistently based with identifying
insights for UBR / Diversity goals, Caucasian/White male audiences
within the survey will be pre-qualified based on select household
income and sexual orientation filters:
 Household Income (HHI)
 (50%) - under $25,000(25%)
 $25,000 to $50,000
 (25%) - $50,000+
 NO white heterosexual men
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
 Children in Household
Test
Populations
&
Survey
Counts
-
(12,800
Competed
Surveys)
African
American
(3200)
Male
(1600)
18-24 (400)
25-34 (400)
35-54 (400)
55+ (400)
Female
(1600)
18-24 (400)
25-34 (400)
35-54 (400)
55+ (400)
Hispanic
(3200)
Male
(1600)
18-24 (400)
25-34 (400)
35-54 (400)
55+ (400)
Female
(1600)
18-24 (400)
25-43 (400)
35-54 (400)
55+ (400)
Asian
American
(3200)
Male
(1600)
18-24 (400)
25-34 (400)
35-54 (400)
55+ (400)
Female
(1600)
18-24 (400)
25-34 (400)
35-54 (400)
55+ (400)
Caucasian
(3200)
Male
(1600)
18-24 (400)
25-34 (400)
35-54 (400)
55+ (400)
Female
(1600)
18-24 (400)
25-43 (400)
35-54 (400)
55+ (400)

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AoU Program & Content UBR Population Testing Rev. 11.1 - 15 Sep 2017
Survey Language
We have considered offering the survey in two languages (English and Spanish), but we have determined, and
through the advice of our platform vendor, the use of English language only will streamline and shorten the
analysis phase of the project without impacting the results we will collect.
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 note; this survey is conducted online and therefore will not represent population groups without access to a
personal computer, or with populations that are computer proficient. This is a limitation of the online survey
vehicle which we will notate in our final results.
Survey Logic flow
The survey logic and questionnaire follows.
Pre-survey Demographic Questions
DQ1. What best describes your age group? (choose one)
 18-24
 25-34
 35-54
 55+
DQ2. What best describes your race/ethnicity? (choose one)
 African American
 Hispanic
 Asian American
 Caucasian
 Two or more races/ethnicities
DQ3. What best describes your gender? (choose one)
 Male
 Female
 Other
DQ4. What best describes your sexual orientation? (choose one)
 Heterosexual (“straight”)
 LGBTQ
 Prefer not to answer

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AoU Program & Content UBR Population Testing Rev. 11.1 - 15 Sep 2017
SECTION 1
Survey Questions 1A & B, 2A & B, 3A & B: Persona Self-Identification Classification
Objective: A series of questions are designed to have respondents self-identify themselves into 1 of 5 possible
“positive” persona classifications from testing image resonance, message (motivation) and creative composition
aligned by race/ethnicity.
The questions are structured to have a respondent self-identify their dominant and underlying values and
motivations matched to a specific persona group to better gauge personal appeal and resonance for content which
will be tested (developed specifically for persona appeal) in the following section.
Persona Group Classification is based on a respondent choosing a coded matched response for questions: Q2A and
Q3A.
Q1A. Which ad makes you want to click on it to learn more about the program? (choose one)
(Randomized, Multiple-Choice Single Pick List)
Objective: Test imagery for personal appeal and resonance.
(Separate image creative is delivered based on survey targeting aligned to race/ethnicity: African-American,
Hispanic, Asian, Caucasian creative sets.)
 Test Image 1 + Lock-up Tag
 Test Image 2 + Lock-up Tag
 Test Image 3 + Lock-up Tag
 Test Image 4 + Lock-up Tag
 Test Image 5 + Lock-up Tag
 Test Image 6 + Lock-up Tag
 None, what don’t you like about the ads?
(Forced open ended)
(Re-Present Image Choice from Previous Question)
Q1B. What about the ad do you like?
(Multiple-Choice Single Pick List)
 I liked the photo/image.
 I liked the headline (the larger text).
 I liked both the photo/image and headline.

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Q2A. Please rank the following phrases which would make you want to learn more about the program?
(1 most preferred – 10 least preferred) (Randomized, Ranking List)
Objective: Test messaging for personal appeal and resonance.
 Test Phrase 1
 Test Phrase 2
 Test Phrase 3
 Test Phrase 4
 Test Phrase 5
 Test Phrase 6
 Test Phrase 7
 Test Phrase 8
 Test Phrase 9
 Test Phrase 10
 None, what about the phrases do you not like?
(Forced open ended) (Advance to Q5A.)
(Re-Present Selected Phrase Choice from Previous Question)
Q2B. What about the phrase appealed to you?
Forced Open Ended
(Re-Present Image Choice FROM Q1A with the TOP 5 ranked phrases presented in Q5A into an automated
Poster oriented presentation format.)
Q3A. Please rank the Ads which would make you want to learn more about the program?
(1 most preferred – 6 least preferred) (Randomized, Multiple-Choice Single Pick List)
Objective: Validation of image + message choices in creative composition.
 Q1A Display Ad Image Choice + Test Phrase Rank 1
 Q1A Display Ad Image Choice + Test Phrase Rank 2
 Q1A Display Ad Image Choice + Test Phrase Rank 3
 Q1A Display Ad Image Choice + Test Phrase Rank 4
 Q1A Display Ad Image Choice + Test Phrase Rank 5
 None, what don’t you like about the posters?
(Forced open ended) (Advance to Q5A.)
(Re-Present Poster Image Choice from Previous Question)
Q3B. What about this poster do you like?
(Multiple-Choice Single Pick List)
 I liked the photo/image.
 I liked the headline (the larger text).
 I liked both the photo/image and headline.
Logic Check: If respondent chooses none for either Q2A or Q3A advance to Section 3, Q5A. Respondent is unable
to be matched and is considered to have multi-personas or is not a valid candidate for the program.

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Self-Identification Logic Applied
Persona match applied based on a Persona Coded Response – (5) linkable personas available + general population
(no classification) category.
Once a persona match has been made, a branching question follows based on matched coded persona type to test
resonance for creative content composition variations.
Legend Key: Combination Possibilities for Persona Mapping
Altruism (ALT) - Finding Cures (EC) - Community & Family (COMM) - Innovation (INN) - What’s in It for Me (ME) - Right the Wrongs (RIGHT)
If a respondent selects none for each of the two self-identification questions, the respondent is grouped into a
general population test segment.
Example: If someone selects Altruism for both Q1 and Q2, they will receive the Edgar creative. If someone selects
Altruism for Q1 and Finding Cures for Q2, they will receive the Tallulah creative.
SECTION 2
Survey Questions 4A & 4B: Persona Match Creative Testing
Objective: The following questions are designed to test personal motivation (message) and visual cue within
design preference compositions for resonance and appeal based on the matched respondent self-identified
persona type.
Logic Check: Once a Persona Match has been made via the defined previous survey section matching logic (as
defined above), each self-identified Persona Group is presented with a unique set of creative content matched
to the respondent’s persona classification.
Posters are used in the survey as creative representations with the understanding content components in poster
designs could easily be multi-purposed into similar design treatments for digital ads, social media posts, email,
brochures, et al.

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AoU Program & Content UBR Population Testing Rev. 11.2 - 17 Sep 2017
(Re-Present Poster Image Choice from Question Q1A with Automated Persona Logic Message Insertions)
Q4A. Which poster makes you want to learn more about the program? (choose one)
(Randomized, Multiple-Choice Single Pick List)
One creative set to be presented for each target persona population (Edgar, Tallulah, Chris, Lorraine, Miguel)
with varied persona messages.
 Q1A Poster Image Choice + Persona Message 1
 Q1A Poster Image Choice + Persona Message 2
 Q1A Poster Image Choice + Persona Message 3
 Q1A Poster Image Choice + Persona Message 4
 Q1A Poster Image Choice + Persona Message 5
 None, why do the posters not make you want to learn more?
(Forced Open-Ended) (Advance to Question 5A)
(Re-Present Choice from Previous Question Q4A)
Q4B. What about the poster do you like?
(Multiple-Choice Single Pick List)
 I liked the photo/image.
 I liked the headline (the larger text).
 I liked both the photo/image and headline.
SECTION 3
Survey Questions 5A, 5B, 5C, 5D, 5E: Social Media Use Testing
Objective: These questions have been designed to help steer the social content strategy and to identify where
test populations are congregating across social to design the most appropriate social and content strategy.
Q5A. What social media platforms do you currently have a personal profile (account)? (Multi-Pick List)
 Facebook
 Instagram
 Twitter
 SnapChat
 YouTube
 Tumblr
 Google+

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AoU Program & Content UBR Population Testing Rev. 11.2 - 17 Sep 2017
Q5B. On social media, do you follow (like) companies and brands? (Yes/No Choice)
 Yes
 No
Q5C. On social media, do you follow (like) any community causes (e.g. such as assorted charities or
philanthropic organizations)? (Yes/No Choice)
 Yes
 No
Q5D. On social media, do you follow (like) any medical or healthcare organizations? (Yes/No Choice)
 Yes
 No
Q5E. On social media, do you engage with stories and content shared from companies and organizations you
may follow (likes, comments, shares)? (Yes/No Choice)
 Yes
 No
Q5F. 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 the above
SECTION 4
Survey Question 6A, 6B, 6C, 1D: Video Inspiration Testing
Objective: Quick test to measure if the Anthem video inspires viewers with added insights.
(Segue to testing general resonance for Anthem Video]
Please watch the following video.
(Autoplays, self-start with forced viewing completion before advancing to next question.)
Q6A. After watching the video, do you want to learn more about the program?
Objective: test inspirational value. (Yes/No Choice)
 Yes
 No

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AoU Program & Content UBR Population Testing Rev. 11.2 - 17 Sep 2017
Q6B. Were you inspired by the video?
(Branching Logic Yes/No Choice)
 Yes
 No
Branching logic applied (if YES to Q3B)
Q6C. Why were you inspired by the video?
(Forced Open-Ended)
Branching logic applied (if NO to Q3B)
Q6D. Why were you not inspired by the video?
(Forced Open-Ended)
SECTION 5
Survey Questions 7, 8A, 8B: Site & Video Program Comprehension Testing
Objective: A series of questions are designed to test website and video
content for ease of program
comprehension and general understanding from developed site and
video content.
The site and video content presented (the core multiple website content
landing page sections PLUS THE animation video) is delivered without
modification from what has been already approved and which is currently
in use.
Note: this section is not intended to test website UX or user-ability. It is
designed to test content resonance for comprehension only.
Heatmapping is used to test where respondents would click within the
website content.
(Segue to Website Content Sections]
Heatmapping

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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.
Click on areas of the page that interest you. It could be text, a
button, a video, or an image. When you click, a green dot
appears. Click as much or as little as you like.
See the example below:
When you are finished looking at part 1, click “Next” to go to
part 2. The “Next” button is at the bottom of the screen.
(self-navigating via clickable hyper-linked top banner navigation bar)
[Website Part 1)
Presentation of About Landing Page with self-navigation to section sub-page content via a clickable top banner
menu – heatmap click tracking enabled.
Upon completion of reviewing Part 1 (About Landing Page), respondent is asked to review Part 2 (How to Join
Landing Page).
[Website Part 2)
Presentation of How to Join Landing Page with self-navigation to section sub-page content via a clickable top
banner menu – heatmap click tracking enabled.
As with the previous instructions, please review carefully the following website sections and CLICK on the
content areas you would explore if you had discovered the website on your own and wanted to learn more.
Please take all the time you need. Click as many times as you like.
ABOUT
Landing Page
(Navigation Bar
Selectable)
PROGRAM OVERVIEW
Landing Page
(Navigation Bar
Selectable)
PRIVACY SAFEGAURDS
Landing Page
(Navigation Bar
Selectable)
WHO’S INVOLVED
Landing Page
(Navigation Bar
Selectable)
FAQ
Landing Page
(Navigation Bar
Selectable)
HOW TO JOIN
Landing Page
(Navigation Bar
Selectable)
WHO CAN JOIN
Landing Page
(Navigation Bar
Selectable)
WHAT WOULD YOU
NEED TO DO
Landing Page
(Navigation Bar
Selectable)
BENEFITS OF TAKING
PART
Landing Page
(Navigation Bar
Selectable)
HOW YOUR DATA WILL
BE USED
Landing Page
(Navigation Bar
Selectable)

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Q7. Based on the website you just looked at, which statement best describes the program?
(Randomized, Multiple-Choice Single Pick List)
One correct description and (4) incorrect descriptions presented. Incorrect descriptions are worded to
represent the most likely common misinterpretations for the AoU program with one open ended option
to allow a respondent to share an unrepresented choice.
 A national research program to improve health.
 A program that provides me with personalized healthcare.
 A health insurance program for people in the U.S.
 A blood bank program with centers across the U.S.
 A program that does genetic testing for people in the U.S.
 Other,
(Forced Open-Ended)
(Segue to Animation Video]
Great! Lastly, please watch one more video.
(Autoplays, self-start with forced viewing completion before advancing to next question)
Q8A. After watching the video, do you want to learn more about the program?
(Yes/No Choice)
 Yes
 No, why would you not want to learn more about the program?
(Forced Open-Ended)
Q8B. Based on the video, which statement best describes what the program is?
(Randomized, Multiple-Choice Single Pick List)
One correct description and (4) incorrect descriptions presented. Incorrect descriptions are worded to
represent the most likely common misinterpretations for the AoU program with one open ended option
to allow a respondent to share an unrepresented choice.
 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 program that will provide personal medical care specifically for me.
 A national research program to improve precision medicine.
 A nationwide blood donation program.
 Other, (Forced Open Ended)

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BRANCHING LOGIC DECISION POINT (Pre-Close Conversion Test Transition Step)
Tracking logic is applied to move respondents to the pre-close stage for measuring impact and influence of site
information and creative video content.
If a respondent is unable to comprehend the program from the website or video creative presented, a respondent
is presented with a formal worded program description and asked to recognize the correct benefit statement.
If a respondent successfully and correctly responded to any of the two (website or video) comprehension
questions to gauge a respondent’s ability to understand the program’s benefit, purpose and intent, the last
remaining series of questions are designed to test interest in joining and/or identify concerns for not wanting to
join in the program as a final pre-close step.
SECTION 6
Survey Question 9A, 9B, 9C: Comprehension Re-Testing
Branching Logic applied from Q2 & Q3B: no correct answers.
Objective: The purpose of this section is to gather additional insights as to why a respondent had difficulty in
comprehending the core benefit and purpose of the program, and to re-test comprehension with a full program
description.
(Segue to Program Description – Re-test Comprehension]
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.
If Respondent Had Incorrect Program Description Responses for Testing Questions (Q7 & Q8B)
Continue to Section 6 - Question 9 Series
If Respondent Had At Least One Correct Program Description Response for ANY of the 2x Comprehension Testing Questions (Q7 & Q8B)
Continue to Section 7 - Question 10 Series

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Q9A. Now, which statement best describes what the program is?
(Randomized, Multiple-Choice Single Pick List)
One correct description and (4) incorrect descriptions presented. Incorrect descriptions are worded to
represent the most likely common misinterpretations for the AoU program.
 A blood donation program with centers across the U.S.
 A program that provides health insurance for individuals and families.
 A program that provides me with information about my personal health.
 A large health research program to advance the practice of medicine.
 A program that tests your genes and DNA.
Q9B. Do you think our program description is easy to understand?
(Yes/No Choice – Branching logic applied)
 Yes (survey termination)
 No (advances to Q9C)
Branching logic applied - If NO response to Q9B.
Q9C. What is it about our program description which is not clear?
(forced open-ended response) (survey termination)
(Survey Termination]
Thank you for your time and for sharing your opinions. Your thoughts are very important to us. Have a great
day!
SECTION 7
Survey Questions 10A, 10B, 10C, 10D, 10E, 10F: Pre-Close Conversion Testing
Branching Logic applied from Q7 & Q8B: at least one correct answer.
Objective: The last remaining section is to test a trial pre-close conversion after survey respondents have been
exposed to our content and have demonstrated an understanding to program benefit.
Branching logic is applied to gather as much insights as possible as to a respondents’ inclination to join the
program after becoming aware and then comprehending the program’s core positioning and messaging.
Analysis will filter results into personas and demographics for deeper actionable insights.
If a Correct Response was recorded in either the Previous Q7, or Q8B Questions, respondents continue to the
series of Questions within this Section.

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Q10A. Do you have any concerns about joining the program?
(Branching Logic: Yes/No Choice)
 Yes (Branch to Q10B)
 No (Branch to Q10D)
Q10B. What are Your Concerns? (choose all that apply)
(Randomized, Multi-Choice Pick List)
 Privacy: “I don’t want the program to know my name or address. I don’t want to share personal
things health records or like if I have ever used drugs or had an abortion.”
 Data security: “I’m worried my health data could be stolen and used against me.”
 Data types: “I would be OK sharing my health records, but not my DNA.”
 Loss of status: “I don’t want to lose my health insurance, my health care, be deported, etc.”
 Research ethics: “I worry that researchers may do bad things with my information, like cloning, or
trying to hurt specific groups of people.”
 Time: “I don’t want to spend a lot of time on this program.”
 Government: “I’m not sure I want to be part of this program if the government is involved.”
 Other, (forced open ended)
Q10C. We appreciate your concerns. Would you still be interested in joining the program?
(Branching Logic: Yes/No Choice)
 Yes (Branch to Q10E)
 No (Branch to Q10F)
Q10D. Would you join the program?
(Branching Logic: Yes/No Choice)
 Yes (Branch to Q10E)
 No (Branch to Q10F)
Q10E. What are your main reasons for wanting to join the program?
(Forced Open Ended)
Q10F. Why would you not want to join the program?
(Forced Open Ended)
(Survey Termination]
Thank you for your time and for sharing your opinions. Your thoughts are very important to us. Have a great
day!
-- end survey –