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Sample Screener

Objectives:
   1. To better understand mothers’ values and attitudes around caring for their babies –
      specifically as they relate to the formula she chooses
   2. To understand what cues premium
   3. To define premium for formula and children’s nutrition
   4. To uncover physical and emotional challenges / opportunities associated with formula
      preparation and feeding
   5. To clarify typical formula delivery, purchase, preparation, use, storage and disposal
      scenarios

Where:
Confidential


When:
Confidential


What:
1. Homework TBD 4 days prior to interview date
2. One-on-one, in-home discussion, exercises and observations
  (Maximum of 2 people from Research Company/Client present plus moderator and translator)
3. Two “shop-alongs”
3. Video and photographs will be taken for internal documentation purposes


Who:
6 Moms who currently feed their children using powder based formula

Required:
Does the shopping
Prepares the formula (at least 50% of the time)
Uses or considers using Premium Brands

Mix of:
Children’s ages
Abbott and other brands
Shopping locations




                                         1

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Unbranded screener

  • 1. Sample Screener Objectives: 1. To better understand mothers’ values and attitudes around caring for their babies – specifically as they relate to the formula she chooses 2. To understand what cues premium 3. To define premium for formula and children’s nutrition 4. To uncover physical and emotional challenges / opportunities associated with formula preparation and feeding 5. To clarify typical formula delivery, purchase, preparation, use, storage and disposal scenarios Where: Confidential When: Confidential What: 1. Homework TBD 4 days prior to interview date 2. One-on-one, in-home discussion, exercises and observations (Maximum of 2 people from Research Company/Client present plus moderator and translator) 3. Two “shop-alongs” 3. Video and photographs will be taken for internal documentation purposes Who: 6 Moms who currently feed their children using powder based formula Required: Does the shopping Prepares the formula (at least 50% of the time) Uses or considers using Premium Brands Mix of: Children’s ages Abbott and other brands Shopping locations 1