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Dear Panelist,
In today’s survey, we are interested in the opinions of those who drink coffee on a fairly regular basis. If that is you, please proceed with the survey and tell us how you feel about a couple new machines that are currently in development.
There are two new coffee appliances in question. One appliance allows the owner to make their own k-cups for later usage in a Keurig-type, single serve coffee brewer. The other appliance is a new single serve brewer that offers some additional functionality beyond a traditional K-cup brewer.
All your answers will be strictly confidential.
Thank you in advance for your assistance and input,
David T. Polk, Ph.D.
President
Polk-Lepson Research Group |
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| How do you typically make your coffee at home? |
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| Do you own a Keurig-type coffee brewer? This would be any machine that brews K-cups. |
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| If you own a Keurig-Type coffee maker, what specifically is the brand and, if appropriate, model? |
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| How likely are you to buy a new single serve brewer in the next 6 months?
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| What benefits do you see with a Keurig-type, single serve coffee maker? | | | | What drawbacks do you see with a Keurig-type, single serve coffee maker? | | |
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Comments have been made about the Keurig-type coffee maker. Which of these issues, if any, are the most concerning to you?
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| How much value would you perceive from a new type of K-cup brewer that also had the ability to dispense pure hot water?
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In addition to brewing K-cups, a single serve brewer with a hot water dispenser would allow users to quickly and easily make drinks such as tea, hot chocolate, powdered drinks, and other types of coffee (with specialty brewers like: french press, pour-overs, Aeropress, etc.).
Users could also use the hot water to quickly make food such as soup and pasta.
With this information in mind, how do you feel about the description of this single serve brewer that also has the ability to dispense hot water?
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| If you would like to have a single serve coffee brewer that is also a hot water dispenser, then please rank the impact of the following potential product features on your buying decision:
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| Would you be willing to pay more for this product if it had a LCD touch screen, which enables detailed programming and the ability to control the appliance with your smart phone? |
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| How much more would you pay?
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| Would you like a brewer that gave you the ability to accessorize the look of the appliance with replaceable side panels in a variety different color options (ie. art deco colors or standard red, blue, yellow, etc.) or even themed designs (ie. NFL team logos, camo patterns, etc.)? |
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| How much more would you pay for an custom color or themed appliance?
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Now, a few questions about a new automatic k-cup maker:
A company has built a home k-cup making machine. With this machine, consumers will be able to make their own k-cups for use in their Keurig-type coffee maker. Here is a short video that demonstrates how the machine works.
Please rate your response to the video below.
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| Impression of the idea | |
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| Usefulness of the machine | |
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| Visual design of the machine (Note: video format stretches the appearance) | |
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| What, if anything, do you see as an advantage of this appliance? | | | | What, if anything, do you see as a disadvantage of the appliance? | | |
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| One of the topics that has been discussed about the Keurig K-cups is that they are not recyclable, bio-degradable or compostable. This K-cup making machine will be able to make fully compostable k-cups, which means they will naturally decompose into clean dirt within 3-6 months. What impact does this have on your interest in using this k-cup making machine to produce your own K-cups at home?
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The following graphic represents a user’s potential savings while using the K-cup making machine, when compared to buying retail K-cups. With this information in mind, how likely are you to consider buying the machine?
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| Based on your first impression, what would you consider to be a reasonable retail price for this k-cup making machine? | | |
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| Let’s say that K-cup maker machine costs $150, how likely are you to consider purchasing the machine?
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| Let’s say that K-cup maker machine costs $125, how likely are you to consider purchasing the machine?
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| Please rate the following machine considerations and their impact on your decision to buy this machine. For this question, assume the machine is approximately the size of a Keurig coffee maker and the cost is $150.
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| What drawbacks exist in your mind that would prevent you from buying the machine? | | | | What attractions exist that may entice you buy the machine? | | | | What else would you need to know before you would buy the machine? | | |
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Which of the following K-cup alternatives have you heard of?
(Check all that apply) |
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| Which of these do you already own? |
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Now, imagine that you are at the store considering whether to purchase a k-cup alternative type product. You have five options in front of you with the following features. (Review the pictures and descriptions below) Based on your knowledge of the different products, which product are you most likely to purchase? |
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| What have you heard or experienced (positive or negative), about any of these products? When answering, please name the product that your comments apply to. | | |
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Lastly, we have a few questions about you.
This information will help us better understand the survey findings. As with the rest of your answers, all information is strictly confidential.
Are you... |
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| Since you work outside the home, do you ever take k-cups to the office from home or bring k-cups from home to brew at work? |
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| How many cups of coffee do you drink at work using k-cups from home? | | |
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On the average, how many cups of coffee do you and your household make and drink? (Do not include already brewed coffee you buy at a store or coffee shops, such as Starbucks or Dunkin Donuts.)
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| How many people in your household drink coffee? |
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| Which of these categories includes your age? |
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| How would you describe your race/ethnicity? |
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| Which category includes your highest education level? |
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| What state do you live in? |
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| Which of these categories includes your 2014 household income? |
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