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RESEARCH QUESTIONNAIRE
FEDERAL TRADE COMMISSION
BRAND CONTENT EFFECTIVENESS STUDY
DOTDASH MEREDITH
OCTOBER 2022
Copyright© 2022 The N ielsen Com pany.Confidentialand proprietary.
RESEARCH OBJECTIVES
The purpose of this study is to evaluate the effectiveness of Dotdash Meredith’s branded content at driving a lift
in key brand metrics for Federal Trade Commission.
RESEARCH METHODOLOGY
The study will be conducted through an online panel and use a control vs. exposed methodology. Below are the
key measures that will be evaluated:
BRAND PERCEPTIONS AND BEHAVIORS
Recall (Aided and Unaided)
Awareness
Familiarity
Affinity
Purchase Intent
Recommendation Intent
Brand Attributes (e.g. “Creative”, “Cool”, “For People Like Me”)
Brand Fit
Brand Integration (“Forced” vs. “Natural”)
Talent Fit
CONTENT ENGAGEMENT
Overall Rating
Intent to View Similar Content
Intent to Share Content
Uniqueness of Content
Content Attributes (e.g. Authenticity, Credibility)
Talent Rating/Attributes (e.g. Likability, Relatability, Trustworthiness)
SAMPLE DESIGN
n=800 respondents
Ages 25‐54
100% Female
CELL DESIGN
Cell 1: Exposed‐ 400 respondents view branded content
Cell 2: Control‐ 400 respondents view unbranded content
Copyright© 2022 The N ielsen Com pany.Confidentialand proprietary.
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QUESTIONNAIRE
SCREENER
[GENDER]
Are you…?
Male
Female [100%]
Non‐binary
Not listed
[AGE]
What is your age? [OPEN END]
[TERM UNDER 25; TERM OVER 54]
[CONTENT INTRO]
We will now present you with some content. Please enjoy, and the survey will continue after a couple
minutes.
[EXPOSURE TO CONTENT]
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POST‐SURVEY
CONTENT ENGAGEMENT METRICS
[OVERALL RATING]
How would you rate the content you viewed overall?
Excellent
Very good
Good
Fair
Poor
[INTENT TO VIEW]
Which one of the following statements best describes how likely you are to view similar content in the future?
Will you...
Make every effort to view
More than likely view
Might or might not view
Probably not view
Definitely not view
[INTENT TO SHARE]
How likely are you to share the content you just viewed with friends?
Very Likely
Somewhat Likely
Neither Likely nor Unlikely
Somewhat Unlikely
Very Unlikely
[UNIQUENESS]
How would you rate the content in terms of being new and different from other online content?
Extremely new and different
Very new and different
Somewhat new and different
Slightly new and different
Not at all new and different
[CONTENT ELEMENTS]
What words or phrases would you use to describe the content? (Select all that apply) (Randomize)
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Appealing
Believable
Authentic
Funny
Boring
Interesting
Credible
Narrow‐minded
Dishonest
Overcritical
Entertaining
Reliable
Trustworthy
Vague
For People like Me
None of the Above
[TALENT RATING] Optional [EXPOSED CELLS ONLY]
How would you rate the talent, Talent Name, as a part of the content?
Excellent
Very good
Good
Fair
Poor
[TALENT ATTRIBUTES] Optional [EXPOSED CELLS ONLY]
What words or phrases would you use to describe Talent Name in the content? (Select all that apply)
(Randomize)
Aggressive
An Expert
Credible
Fun
Likeable
Relatable
Boring
Dishonest
Rude
Untrustworthy
None of the Above
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BRAND PERCEPTION METRICS
[RECALL‐UNAIDED]
Which organizations do you recall from your experience with the content? Please list as many as you can
think of, or enter “none” if you do not recall any brands. [OPEN END – CODE BRANDS]
[AWARENESS‐AIDED]
Which of the following organizations have you heard of?
RANDOMIZE
Heard Of It
Never Heard Of It
Federal Trade Commission
COMP 1
COMP 2
COMP 3
COMP 4
[RECALL‐AIDED]
You may have mentioned this already, but did you notice any of the following organizations in your recent
experience viewing the content?
RANDOMIZE
Yes
No
Not Sure
Federal Trade Commission
COMP 1
COMP 2
COMP 3
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COMP 4
[FAMILIARITY]
How familiar are you with the following organizations?
[EXCLUDE BRANDS SELECTED AS ‘NEVER HEARD OF IT’ IN AWARENESS‐AIDED]
RANDOMIZE
INCLUDE ALL
Extremely
Familiar
5
Very
Familiar
4
Moderately
Familiar
3
Somewhat
Familiar
2
Never Heard
of It
1
Federal Trade Commission
COMP 1
COMP 2
COMP 3
COMP 4
[AFFINITY]
How do you feel about the following organizations?
[EXCLUDE BRANDS SELECTED AS ‘NEVER HEARD OF IT’ IN AWARENESS‐AIDED]
RANDOMIZE
INCLUDE ALL
Love It
5
Like It
4
Neutral
3
Dislike It
2
Hate It
1
Federal Trade Commission
COMP 1
COMP 2
COMP 3
COMP 4
[PURCHASE INTENT]
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How likely are you to seek information from each of the following organizations?
[EXCLUDE BRANDS SELECTED AS ‘NEVER HEARD OF IT’ IN AWARENESS‐AIDED]
Definitely Will
5
Probably Will
4
Might or Might
Not
3
Probably Will
Not
2
Definitely Will
Not
1
Federal Trade Commission
COMP 1
COMP 2
COMP 3
COMP 4
Probably Will
Not
2
Definitely Will
Not
1
RANDOMIZE
INCLUDE ALL
[RECOMMENDATION INTENT]
How likely are you to recommend each of the following organizations to a friend?
[EXCLUDE BRANDS SELECTED AS ‘NEVER HEARD OF IT’ IN AWARENESS‐AIDED]
Definitely Will
5
Probably Will
4
Might or Might
Not
3
Federal Trade Commission
COMP 1
COMP 2
COMP 3
COMP 4
RANDOMIZE
INCLUDE ALL
[BRAND ATTRIBUTES]
To what extent do you agree or disagree with the following statements about the Federal Trade Commission?
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Strongly
Agree
5
Somewhat
Agree
4
Neither
Agree Nor
Disagree
3
Somewhat
Disagree
2
Strongly
Disagree
1
A trusted source for
information about consumer
fraud
Protects consumers from
deceptive or unfair business
practices
Creates and shares practical,
plain‐language educational
programs for consumers and
businesses
Pursues strong and effective
law enforcement against
deceptive, unfair, and anti‐
competitive business practices
Has up‐to‐date information on
consumer
RANDOMIZE
INCLUDE ALL
[BRAND FIT] [EXPOSED CELLS ONLY]
To what extent did you think the Federal Trade Commission was a good fit with the content?
Strongly Agree
Somewhat Agree
Neither Agree nor Disagree
Somewhat Disagree
Strongly Disagree
[INTEGRATION] [EXPOSED CELLS ONLY]
How did you feel about the integration of the Federal Trade Commission in the content?
Natural ‐ 1
2
3
4
Forced – 5
[TALENT FIT] Optional [EXPOSED CELLS ONLY]
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To what extent did you think the talent, Talent Name, was a good fit with the Federal Trade Commission?
Strongly Agree
Somewhat Agree
Neither Agree nor Disagree
Somewhat Disagree
Strongly Disagree
[TRUSTED SOURCE]
How likely are you to visit FTC.gov/WeightLoss for information regarding weight loss products in the future?
RANDOMIZE
INCLUDE ALL
Definitely Will
5
Probably Will
4
Might or Might
Not
3
Probably Will
Not
2
Definitely Will
Not
1
How likely are you to report suspected scams regarding weight loss products to the Federal Trade Commission
(FTC.gov/WeightLoss) in the future?
RANDOMIZE
INCLUDE ALL
Definitely Will
5
Probably Will
4
Might or Might
Not
3
Probably Will
Not
2
Definitely Will
Not
1
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AUDIENCE METRICS
Lastly, we want to find out a little more about you.
[ETHNICITY]
Which of the following represents your race/ethnicity/cultural identity? Please select all that apply. (Multi‐
Select)
Black/African American
Caucasian/White
East Asian (Chinese, Japanese, Korean, Mongolian, etc.)
Hispanic/Latinx
Middle Eastern/North African
Native American or Alaska Native
Native Hawaiian or Other Pacific Islander
South Asian (Pakistan, India, Nepal, etc.)
Southeast Asian (Thailand, Vietnam, Cambodia, etc.)
Other
Prefer not to answer
[MARITAL]
Which of the following best describes your marital status?
Single
Married
Domestic partnership
Other
Prefer not to answer
[KIDS]
Are you the parent of a child(ren) under the age of 18 who lives with you in the household?
Yes
No
[EMPLOYMENT]
Which of the following best describes your employment?
Full‐time
Part‐time
Self‐employed
Not employed, but looking
Not employed, not looking (e.g. retired, stay at home parent, etc.)
Prefer not to answer
[EDUCATION]
Which of the following best describes your education?
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Less than high school
High school graduate
Some college or associates degree
College graduate
Post‐graduate degree
Prefer not to answer
[STUDENT]
Are you currently enrolled as a student at a 2‐year, 4‐year or post‐graduate education institute (i.e. college or
university)?
Yes
No
Prefer not to answer
[INCOME]
Which of the following best represents your annual household income before taxes?
Less than $15,000
$15,000 to $29,999
$30,000 to $49,999
$50,000 to $74,999
$75,000 to $99,999
$100,000 to $149,999
$150,000 or more
Prefer not to answer
[STATE]
Please select the state that you live in.
[SHOW LIST OF US STATES IN ALPHABETICAL ORDER]
THANK YOU FOR TAKING PART IN OUR SURVEY.
Copyright© 2022 The N ielsen Com pany.Confidentialand proprietary.
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ABOUT NIELSEN
Nielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding
of what consumers watch and buy. Nielsen’s Watch segment provides media and advertising clients with Nielsen Total Audience
measurement services for all devices on which content — video, audio and text — is consumed. The Buy segment offers
consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By
integrating information from its Watch and Buy segments and other data sources, Nielsen also provides its clients with analytics
that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries, covering more than 90% of
the world’s population. For more information, visit www.nielsen.com.
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| File Type | application/pdf |
| File Title | Microsoft Word - Dotdash Meredith Federal Trade Commission Content Effectiveness Study.docx |
| Author | rgold |
| File Modified | 2022-12-22 |
| File Created | 2022-12-22 |