Concept Testing Questionnaire

CONCEPT SCREENING SAMPLE QUESTIONNAIRE

Methodology Outline: Method: Quantitative Online

Markets: Republic of Ireland GB, US, Germany, France NI

– 250 respondents per concept – 150 respondents per concept - 100 respondents per concept

Sequential Monadic testing Consumer to view up to a maximum of three concepts Concept exclusions may need to be applied: Respondents should not test concepts that are very similar to each other. Ideally, if ‘batch’ testing a number of concepts, concepts that cover similar themes should not be tested together. However, if a limited number of concepts are being tested around one idea, the concepts themselves should be distinct enough for the respondent to test).

DISCLAIMER: • This sample questionnaire provides a best practice guide for concept screening testing. It is not intended to address every single aspect and you are advised to obtain professional advice as required.

• No responsibility for any errors or omissions or for any loss occasioned by any person or entity acting or refraining from acting as a result of the contents of this questionnaire can be accepted by Fáilte Ireland. As the information may be updated from time to time, please ensure you are using the latest version which is available on www.failteireland.ie/research • Unless otherwise indicated this Guidance is Fáilte Ireland proprietary property and all content and associated intellectual property contained herein are owned or controlled by the company or licensed to Fáilte Ireland.

Concept Testing - Sample Questionnaire

Screening

Multi coded

Do you, or does anyone in your household, work in any of these occupations?

Select all that apply 1

Marketing or market research

2

Public relations

3

Advertising

4

Journalism or broadcasting

5

Travel or Tourism

6

None of the above *Exclusive

Only “None of the above” response is eligible to continue

Demographics GENDER:

Single coded

Are you...?

Select one answer 1

Male

2

Female

3

I don’t identify as either

4

Prefer not to answer

AGE:

Numeric

How old are you?

Type age in years

REGION:

Single coded

Where do you live? (For each country ask county /region /state etc.)

Select one answer

Income / Social Class

Single coded

What is the occupation of the chief income earner in your household? This is the person with the largest income, whether from employment, pension, state benefits, investments or any other source?

Select one answer

Concept Testing - Sample Questionnaire

Children in Household

Single coded

Are there children under the age of 18 years living in your household?

Select one answer

1

m

Yes

2

m

No

If ‘yes’ children in household ask: Children age bracket

Multi coded

Which age bracket(s) apply to your child(ren) Multi-code

1.

2.

3.

4.

<5 years 5-9 years 10-13 years 14-17 years

Household Income (US only)

Single coded

What combined income did all your household earn last year?

Select one answer

1

Under $9,999

2

$10,000 to $24,999

3

$25,000 to $49,999

4

$50,000 to $74,999

5

$75,000 to $99,999

6

$100,000 and above US sample must be $75,000+

Concept Testing - Sample Questionnaire

County of Birth (US, GB, FR, DE only)

Single coded

In which country were you born?

Select one answer

1

USA

2

Canada

3

France

4

Germany

5

Great Britain (England, Scotland or Wales)

6

Northern Ireland

7

Republic of Ireland

8

None of these

Have you taken a holiday/vacation of two or more nights outside of (Insert country as required … for US = US, Mexico, Canada and Caribbean) in the past three years?

Select one 1

Yes - continue

2

No Single coded

Do you intend to take a holiday/vacation of two or more nights outside of (Insert country as required … for US = US, Mexico, Canada and Caribbean) in the next 12 months?

Select one 1

Yes - continue

2

No

Concept Testing - Sample Questionnaire

Potential Users

Multi coded

Which countries do you intend to visit on holiday in the next three years?

Select all that apply Rotated

France

Germany

GB

Ireland

USA

Belgium

Austria

France

France

Canada

Germany

France

Germany

Germany

Costa Rica

Great Britain Greece

Great Britain

Greece

Greece

France

Ireland

Ireland

GB

Germany

Ireland

Italy

Italy

Italy

Great Britain

Italy

Netherlands

Portugal

Portugal

Ireland

Portugal

Poland

Spain

Spain

Italy

Spain

Spain

USA

USA

Mexico

USA

USA

Ireland

Spain

Other

Other

Other

Other

Concept Testing - Sample Questionnaire

Other

MAIN BODY CONCEPT QUESTIONNAIRE CONCEPT INTRODUCTION You will now be shown some information about (insert category (ie) an attraction / activity/ destination). Have a good look before we ask you some questions about it.

Purchase Intention

Use (% top 1) for Reporting

(see appendix for sample table)

Assuming this (insert category(ie) an attraction / activity/ destination) was available at a price that you consider satisfactory, how likely would you be to consider this holiday experience in the next 3 years?

Select one answer 1

Definitely would consider

2

Probably would consider

3

Might or might not consider

4

Probably would not consider

5

Definitely would not consider

Uniqueness

Use (% top 2) for Reporting

(see appendix for sample table)

Which of these phrases best describe how new and different you think this (insert category(ie) an attraction / activity/ destination) is from other (insert category (ie) an attraction / activity/ destination) available anywhere?

Select one answer 1

Extremely new and different

2

Very new and different

3

Somewhat new and different

4

Slightly new and different

5

Not at all new and different

Surprising

Use (% top 2) for Reporting

(see appendix for sample table)

How surprising do you think this (insert category (ie) an attraction / activity/ destination) is for this destination?

Select one answer Normal 1

Not at all surprising

2

Not that surprising

3

Quite surprising

4

Very surprising

5

Extremely surprising

Concept Testing - Sample Questionnaire

Likability / Appeal

Use (% top 2) for Reporting

(see appendix for sample table)

Which statement best describes how much you think you would like or dislike this (insert category (ie) an attraction / activity/ destination)?

Select one answer Normal 1

Like extremely

2

Like very well

3

Like quite well

4

Like somewhat

5

Like slightly

6

Do not like at all

Relevance

Use (% top 2) for Reporting

(see appendix for sample table)

How relevant do you feel that this (insert category (ie) an attraction / activity/ destination) is to your needs?

Select one answer Normal 1

Not at all relevant

2

Slightly relevant

3

Somewhat relevant

4

Very relevant

5

Extremely relevant

Excitement

Use (% top 2) for Reporting

(see appendix for sample table)

How exciting do you find this (insert category(ie) an attraction / activity/ destination)?

Select one answer Normal 1

Very exciting

2

Quite exciting

3

Not very exciting

4

Not at all exciting

Understanding / Clarity

Use (% top 3) for Reporting

(see appendix for sample table)

To what extent do you believe you know what to expect from this (insert category (ie) an attraction / activity/ destination)?

The closer the number you choose to the statement, the more you agree with the opinion of the statement.

Normal I don't know what to expect from this 1 2 3 4 5 6 7 8 9 I know exactly what to expect from this experience at all experience

Concept Testing - Sample Questionnaire

Believability / Credibility

Use (% top 1) for Reporting

(see appendix for sample table)

To what extent do you find what you’ve been shown about this (insert category (ie) an attraction / activity/ destination) believable?

Select one answer Normal 1

Very believable

2

Somewhat believable

3

Not very believable

4

Not at all believable

LIKES: Spontaneous Likes

Open

What, if anything do you like about this (insert category (ie) an attraction / activity/ destination)?

DISLIKES: Spontaneous Dislikes

Open

What, if anything, do you dislike about this (insert category(ie) an attraction / activity/ destination)?

REPEAT MAIN BODY OF QUESTIONNAIRE FOR REMAINING CONCEPTS

(All countries) Multi coded In the last 18 months what type of group/s have you travelled with when you went on holiday/vacation?

(MULTICODE) 1.

2.

3.

4.

5.

Travelled Alone Couple Family with children under 18 Adult family Other adult party

Thanks & Close

Concept Testing - Sample Questionnaire

APPENDIX SAMPLE REPORTING TABLE

Note: Table indicates percentages from response scale to use in reporting

Concept Testing - Sample Questionnaire