{ "questionnaire": { "questions": [ { "id": "slot_winner", "title": "Which of these two oat milk latte concepts do you find more appealing?", "type": "single_choice" }, { "id": "slot_driver", "title": "What is the primary reason for your choice above?", "type": "single_choice" }, { "id": "slot_risk_structured", "title": "What is your biggest concern regarding the concept you selected?", "type": "single_choice" }, { "id": "slot_risk_open", "title": "Please explain in your own words what risks or concerns you have about this product concept.", "type": "open_text" }, { "id": "slot_clarity", "title": "How clear is the value proposition of this product concept?", "type": "scale" }, { "id": "slot_trust", "title": "How much do you trust the claims made by this product concept?", "type": "scale" }, { "id": "slot_adoption_intent", "title": "How likely are you to try this product if it were available at your local coffee shop?", "type": "scale" }, { "id": "slot_recommendation_support", "title": "How likely would you be to recommend this product to a friend who also drinks coffee?", "type": "single_choice" }, { "id": "slot_fit", "title": "How well does this product concept fit into your current coffee drinking routine?", "type": "scale" }, { "id": "slot_switching_barrier", "title": "What would prevent you from switching to this oat milk latte from your current coffee choice?", "type": "multiple_choice" } ] }, "respondents": [ { "respondent_id": "6a281cfd2d3c971f360c609f", "display_name": "Sample Person 2024HU1343313-01", "status": "completed", "demographics": { "age_band": "25-34", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "04", "occupation_code": "1021", "occupation_group": "computer-engineering-science", "occupation_detailed_group": "computer-mathematical", "industry_group": "professional-scientific-management-admin", "region": "west", "marital_status": "never-married", "health_insurance_status": "insured", "age": 32, "personal_income": 300000, "personal_income_band": "200k+" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Ingredients and quality", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that focusing too heavily on health benefits might mask a lackluster flavor profile, leaving me unsure if the product actually tastes good.", "slot_clarity": 4, "slot_trust": 2, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2868a202cdafd5d021706e", "display_name": "Sample Person 2024HU1202687-02", "status": "completed", "demographics": { "age": 28, "age_band": "25-34", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "48", "occupation_code": "7315", "personal_income": 28600, "personal_income_band": "<50k", "occupation_group": "natural-resources-construction-maintenance", "occupation_detailed_group": "installation-maintenance-repair", "industry_group": "other-services", "region": "south", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry that the actual taste might not live up to the premium marketing, and I don't want to waste my limited budget on a drink that ends up being disappointing.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice", "Loyalty to my current brand" ] } }, { "respondent_id": "6a2863f702cdafd5d020de4d", "display_name": "Sample Person 2024HU1363532-01", "status": "completed", "demographics": { "age": 25, "age_band": "25-34", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "master", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "34", "occupation_code": "0735", "personal_income": 93000, "personal_income_band": "50k-99k", "occupation_group": "business-finance", "occupation_detailed_group": "business-financial-operations", "industry_group": "professional-scientific-management-admin", "region": "northeast", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I am concerned that the health claims might be marketing fluff rather than backed by transparent nutritional data, which makes me skeptical about the actual benefits.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a28651502cdafd5d021011e", "display_name": "Sample Person 2024HU0168975-02", "status": "completed", "demographics": { "age": 47, "age_band": "45-54", "gender": "female", "race": "black", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "37", "occupation_code": "5300", "personal_income": 35000, "personal_income_band": "<50k", "occupation_group": "sales-office", "occupation_detailed_group": "office-administrative-support", "industry_group": "arts-entertainment-accommodation-food", "region": "south", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that the product might not actually live up to the silky texture promised on the label, which would make it a disappointing purchase given my budget.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice", "I prefer the taste of my current coffee", "Limited availability at my preferred locations", "Loyalty to my current brand" ] } }, { "respondent_id": "6a282e383cdf67b221ebfdb1", "display_name": "Sample Person 2024HU0077326-01", "status": "completed", "demographics": { "age_band": "55-64", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "not-in-labor-force", "class_of_worker": "private-for-profit-employee", "state_code": "12", "occupation_code": "5120", "occupation_group": "sales-office", "occupation_detailed_group": "office-administrative-support", "industry_group": "professional-scientific-management-admin", "region": "south", "marital_status": "divorced", "health_insurance_status": "insured", "age": 64, "personal_income": 4000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is whether the actual taste will live up to the silky description, as I prefer to stick with products I know will be satisfying.", "slot_clarity": 5, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 4, "slot_switching_barrier": [ "Limited availability at my preferred locations" ] } }, { "respondent_id": "6a282bfa3cdf67b221ebec58", "display_name": "Sample Person 2024HU0116783-01", "status": "completed", "demographics": { "age_band": "35-44", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "08", "occupation_code": "0850", "occupation_group": "business-finance", "occupation_detailed_group": "business-financial-operations", "industry_group": "finance-real-estate-rental", "region": "west", "marital_status": "married", "health_insurance_status": "insured", "age": 44, "personal_income": 245000, "personal_income_band": "200k+" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that the marketing might overpromise on texture, leaving me disappointed if the actual taste doesn't live up to the silky description.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 5, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2842523cdf67b221ec9d7f", "display_name": "Sample Person 2024HU0134339-02", "status": "completed", "demographics": { "age_band": "25-34", "gender": "male", "race": "black", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "34", "occupation_code": "9620", "occupation_group": "production-transportation", "occupation_detailed_group": "transportation-material-moving", "industry_group": "retail-trade", "region": "northeast", "marital_status": "never-married", "health_insurance_status": "insured", "age": 31, "personal_income": 46000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Neither of these options", "slot_driver": "Price and value perception", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "I am worried that this oat milk latte is just another overpriced drink that does not offer enough value for my hard-earned money.", "slot_clarity": 3, "slot_trust": 1, "slot_adoption_intent": 1, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 3, "slot_switching_barrier": [ "Price is higher than my current choice", "Limited availability at my preferred locations" ] } }, { "respondent_id": "6a2829d03cdf67b221ebdc06", "display_name": "Sample Person 2024HU1018438-01", "status": "completed", "demographics": { "age_band": "45-54", "gender": "female", "race": "white", "hispanic_origin": "cuban", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "local-government-employee", "state_code": "06", "occupation_code": "2014", "occupation_group": "community-legal-education-arts", "occupation_detailed_group": "community-social-service", "industry_group": "education-health-social-services", "region": "west", "marital_status": "married", "health_insurance_status": "insured", "age": 47, "personal_income": 85000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am concerned that the silky texture might be misleading and the actual taste will not live up to the marketing promises.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 1, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 3, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2865f202cdafd5d0211c2d", "display_name": "Sample Person 2024HU1213699-04", "status": "completed", "demographics": { "age": 27, "age_band": "25-34", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "unemployed", "class_of_worker": "private-for-profit-employee", "state_code": "39", "occupation_code": "4220", "personal_income": 24000, "personal_income_band": "<50k", "occupation_group": "service", "occupation_detailed_group": "building-grounds-cleaning-maintenance", "industry_group": "professional-scientific-management-admin", "region": "midwest", "marital_status": "never-married", "health_insurance_status": "uninsured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Price and value perception", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that I might pay a premium for the 'Silky' branding only to find the actual taste doesn't live up to the marketing promise.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2869c502cdafd5d0219408", "display_name": "Sample Person 2024HU0155019-02", "status": "completed", "demographics": { "age": 61, "age_band": "55-64", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "local-government-employee", "state_code": "54", "occupation_code": "9415", "personal_income": 33800, "personal_income_band": "<50k", "occupation_group": "production-transportation", "occupation_detailed_group": "transportation-material-moving", "industry_group": "education-health-social-services", "region": "south", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Lack of trust in the brand's quality", "slot_risk_open": "I worry that if I cannot trust the brand's quality, the health benefits might just be marketing claims rather than a reliable product I can count on.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a282afd3cdf67b221ebe503", "display_name": "Sample Person 2024HU1274566-01", "status": "completed", "demographics": { "age_band": "55-64", "gender": "female", "race": "white", "hispanic_origin": "mexican", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "not-in-labor-force", "class_of_worker": "private-for-profit-employee", "state_code": "06", "occupation_code": "3940", "occupation_group": "service", "occupation_detailed_group": "protective-service", "industry_group": "professional-scientific-management-admin", "region": "west", "marital_status": "never-married", "health_insurance_status": "insured", "age": 63, "personal_income": 0, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that the oat milk might not actually taste as good as my usual coffee, and given my limited budget, I am hesitant to spend money on something that might not live up to the promise of being silky.", "slot_clarity": 5, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 3, "slot_switching_barrier": [ "Price is higher than my current choice", "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2824bf3cdf67b221ebb5d0", "display_name": "Sample Person 2024HU1252892-01", "status": "completed", "demographics": { "age_band": "45-54", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "not-in-labor-force", "class_of_worker": "private-for-profit-employee", "state_code": "05", "occupation_code": "5840", "occupation_group": "sales-office", "occupation_detailed_group": "office-administrative-support", "industry_group": "finance-real-estate-rental", "region": "south", "marital_status": "married", "health_insurance_status": "insured", "age": 52, "personal_income": 0, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry that the product might not actually taste as smooth or satisfying as the marketing claims, and I am hesitant to spend my limited budget on something that could be disappointing.", "slot_clarity": 5, "slot_trust": 4, "slot_adoption_intent": 2, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a28666802cdafd5d0212a7b", "display_name": "Sample Person 2024GQ0053621-01", "status": "completed", "demographics": { "age": 19, "age_band": "18-24", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "not-in-labor-force", "class_of_worker": "self-employed-not-incorporated", "state_code": "42", "occupation_code": "4110", "personal_income": 190, "personal_income_band": "<50k", "occupation_group": "service", "occupation_detailed_group": "food-preparation-serving", "industry_group": "arts-entertainment-accommodation-food", "region": "northeast", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Neither of these options", "slot_driver": "Price and value perception", "slot_risk_structured": "Lack of trust in the brand's quality", "slot_risk_open": "I am worried that the brand might not deliver on its quality promises, which makes me hesitant to spend my limited income on a new oat milk product I cannot fully trust.", "slot_clarity": 3, "slot_trust": 5, "slot_adoption_intent": 2, "slot_recommendation_support": "Definitely would not recommend", "slot_fit": 1, "slot_switching_barrier": [ "Price is higher than my current choice", "Loyalty to my current brand" ] } }, { "respondent_id": "6a2826193cdf67b221ebbfd6", "display_name": "Sample Person 2024HU0193944-01", "status": "completed", "demographics": { "age_band": "35-44", "gender": "female", "race": "white", "hispanic_origin": "mexican", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "06", "occupation_code": "2861", "occupation_group": "community-legal-education-arts", "occupation_detailed_group": "arts-design-entertainment-sports-media", "industry_group": "professional-scientific-management-admin", "region": "west", "marital_status": "never-married", "health_insurance_status": "insured", "age": 42, "personal_income": 9500, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Brand promise and positioning", "slot_risk_structured": "Lack of trust in the brand's quality", "slot_risk_open": "I worry that if the brand does not consistently deliver on its quality promises, it will be hard to justify spending my limited income on a premium oat milk latte.", "slot_clarity": 4, "slot_trust": 5, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 3, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a28644902cdafd5d020e805", "display_name": "Sample Person 2024HU0219568-02", "status": "completed", "demographics": { "age": 53, "age_band": "45-54", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-nonprofit-employee", "state_code": "36", "occupation_code": "3255", "personal_income": 55000, "personal_income_band": "50k-99k", "occupation_group": "service", "occupation_detailed_group": "healthcare-practitioners-technical", "industry_group": "education-health-social-services", "region": "northeast", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry that focusing so much on the health benefits might mean the latte doesn't taste as good as a regular one. If it doesn't have a satisfying flavor, I probably won't buy it again regardless of how healthy it is.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 3, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a282e373cdf67b221ebfda9", "display_name": "Sample Person 2024HU0076048-01", "status": "completed", "demographics": { "age_band": "45-54", "gender": "male", "race": "black", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "12", "occupation_code": "5860", "occupation_group": "sales-office", "occupation_detailed_group": "office-administrative-support", "industry_group": "transportation-warehousing", "region": "south", "marital_status": "separated", "health_insurance_status": "insured", "age": 48, "personal_income": 64000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am concerned that focusing so heavily on the health benefits might mean the actual taste of the oat milk latte is compromised or not as satisfying as the coffee I currently drink.", "slot_clarity": 5, "slot_trust": 5, "slot_adoption_intent": 3, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice", "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a28265b3cdf67b221ebc19b", "display_name": "Sample Person 2024HU0249452-01", "status": "completed", "demographics": { "age_band": "35-44", "gender": "female", "race": "white", "hispanic_origin": "mexican", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "06", "occupation_code": "9645", "occupation_group": "production-transportation", "occupation_detailed_group": "transportation-material-moving", "industry_group": "retail-trade", "region": "west", "marital_status": "divorced", "health_insurance_status": "insured", "age": 43, "personal_income": 6400, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Preference for dairy-based alternatives", "slot_risk_open": "I worry that since I prefer traditional dairy, this oat milk might not satisfy me enough to justify the higher price compared to what I usually buy.", "slot_clarity": 5, "slot_trust": 4, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a28433b3cdf67b221eca527", "display_name": "Sample Person 2024HU1044586-03", "status": "completed", "demographics": { "age_band": "18-24", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "34", "occupation_code": "5740", "occupation_group": "sales-office", "occupation_detailed_group": "office-administrative-support", "industry_group": "education-health-social-services", "region": "northeast", "marital_status": "never-married", "health_insurance_status": "insured", "age": 24, "personal_income": 7000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that the product might not actually live up to the silky texture promised, and given my limited budget, I am hesitant to spend money on something that could be disappointing.", "slot_clarity": 5, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would not recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a28645302cdafd5d020e983", "display_name": "Sample Person 2024HU0282395-05", "status": "completed", "demographics": { "age": 52, "age_band": "45-54", "gender": "male", "race": "asian", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "self-employed-incorporated", "state_code": "36", "occupation_code": "9142", "personal_income": 5000, "personal_income_band": "<50k", "occupation_group": "production-transportation", "occupation_detailed_group": "transportation-material-moving", "industry_group": "transportation-warehousing", "region": "northeast", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am worried that the silky texture might just be marketing talk and the actual taste will not live up to the promise.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a283dd03cdf67b221ec79dc", "display_name": "Sample Person 2024HU1105528-02", "status": "completed", "demographics": { "age_band": "25-34", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "26", "occupation_code": "6355", "occupation_group": "natural-resources-construction-maintenance", "occupation_detailed_group": "construction-extraction", "industry_group": "construction", "region": "midwest", "marital_status": "never-married", "health_insurance_status": "insured", "age": 29, "personal_income": 60000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Neither of these options", "slot_driver": "Ingredients and quality", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am worried that the oat milk might have a chalky or thin texture that doesn't actually taste like a real coffee shop latte.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 2, "slot_recommendation_support": "Definitely would not recommend", "slot_fit": 4, "slot_switching_barrier": [ "Limited availability at my preferred locations" ] } }, { "respondent_id": "6a283f9d3cdf67b221ec8805", "display_name": "Sample Person 2024HU1115010-03", "status": "completed", "demographics": { "age_band": "18-24", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "28", "occupation_code": "3255", "occupation_group": "service", "occupation_detailed_group": "healthcare-practitioners-technical", "industry_group": "education-health-social-services", "region": "south", "marital_status": "never-married", "health_insurance_status": "insured", "age": 22, "personal_income": 15000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry that the silky texture might not actually taste as good as it sounds, and since I have a limited budget, I don't want to waste money on a drink that doesn't live up to the marketing.", "slot_clarity": 3, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a28687102cdafd5d0216a63", "display_name": "Sample Person 2024HU0964672-02", "status": "completed", "demographics": { "age": 42, "age_band": "35-44", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "48", "occupation_code": "3330", "personal_income": 73000, "personal_income_band": "50k-99k", "occupation_group": "service", "occupation_detailed_group": "healthcare-practitioners-technical", "industry_group": "education-health-social-services", "region": "south", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am skeptical that the actual taste will live up to the marketing claims, and I need more evidence before I believe it will match the quality of my current coffee.", "slot_clarity": 3, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 3, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2827493cdf67b221ebc8b7", "display_name": "Sample Person 2024HU0458800-01", "status": "completed", "demographics": { "age_band": "45-54", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-nonprofit-employee", "state_code": "06", "occupation_code": "1108", "occupation_group": "computer-engineering-science", "occupation_detailed_group": "computer-mathematical", "industry_group": "education-health-social-services", "region": "west", "marital_status": "divorced", "health_insurance_status": "insured", "age": 46, "personal_income": 130000, "personal_income_band": "100k-149k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am concerned that the silky texture might just be marketing fluff and not actually deliver a premium taste experience compared to what I already drink.", "slot_clarity": 5, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice", "Lack of information about the product" ] } }, { "respondent_id": "6a283fa73cdf67b221ec8816", "display_name": "Sample Person 2024HU1126007-01", "status": "completed", "demographics": { "age_band": "45-54", "gender": "male", "race": "black", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "28", "occupation_code": "9130", "occupation_group": "production-transportation", "occupation_detailed_group": "transportation-material-moving", "industry_group": "transportation-warehousing", "region": "south", "marital_status": "divorced", "health_insurance_status": "insured", "age": 53, "personal_income": 65000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry that the silky texture might just be marketing fluff and the actual taste will be disappointing compared to the coffee I already drink.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 3, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 5, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2826ee3cdf67b221ebc612", "display_name": "Sample Person 2024HU0377677-02", "status": "completed", "demographics": { "age_band": "55-64", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "06", "occupation_code": "0010", "occupation_group": "management", "occupation_detailed_group": "management", "industry_group": "finance-real-estate-rental", "region": "west", "marital_status": "married", "health_insurance_status": "insured", "age": 59, "personal_income": 320000, "personal_income_band": "200k+" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that the actual taste might not live up to the marketing promise, as I am skeptical of new products that prioritize texture over proven flavor profiles.", "slot_clarity": 5, "slot_trust": 4, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a28655b02cdafd5d0210989", "display_name": "Sample Person 2024HU1053056-02", "status": "completed", "demographics": { "age": 61, "age_band": "55-64", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "self-employed-not-incorporated", "state_code": "37", "occupation_code": "6260", "personal_income": 17000, "personal_income_band": "<50k", "occupation_group": "natural-resources-construction-maintenance", "occupation_detailed_group": "construction-extraction", "industry_group": "construction", "region": "south", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "I worry that a premium oat milk latte will be overpriced for what it is, and I cannot justify spending extra money on a drink that does not offer clear value compared to my regular coffee.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 3, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee", "Limited availability at my preferred locations" ] } }, { "respondent_id": "6a2828e53cdf67b221ebd531", "display_name": "Sample Person 2024HU0821248-02", "status": "completed", "demographics": { "age_band": "35-44", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "master", "employment_status": "civilian-employed-at-work", "class_of_worker": "local-government-employee", "state_code": "06", "occupation_code": "2100", "occupation_group": "community-legal-education-arts", "occupation_detailed_group": "legal", "industry_group": "public-administration", "region": "west", "marital_status": "married", "health_insurance_status": "insured", "age": 37, "personal_income": 180000, "personal_income_band": "150k-199k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that the marketing promise of a silky texture might not translate to the actual taste, leaving me disappointed if it falls short of expectations.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a28303f3cdf67b221ec0e0d", "display_name": "Sample Person 2024HU0958687-02", "status": "completed", "demographics": { "age_band": "45-54", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-nonprofit-employee", "state_code": "12", "occupation_code": "3255", "occupation_group": "service", "occupation_detailed_group": "healthcare-practitioners-technical", "industry_group": "education-health-social-services", "region": "south", "marital_status": "married", "health_insurance_status": "insured", "age": 47, "personal_income": 117000, "personal_income_band": "100k-149k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that the product might not actually deliver the smooth, silky texture it promises, leaving me disappointed if it tastes thin or watery.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 5, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 5, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a282f8a3cdf67b221ec088d", "display_name": "Sample Person 2024HU0661705-01", "status": "completed", "demographics": { "age_band": "18-24", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "12", "occupation_code": "4720", "occupation_group": "sales-office", "occupation_detailed_group": "sales-related", "industry_group": "retail-trade", "region": "south", "marital_status": "married", "health_insurance_status": "insured", "age": 23, "personal_income": 25000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "My main concern is that the premium price might not feel justified for a daily coffee, especially when I am already managing a tight budget.", "slot_clarity": 4, "slot_trust": 5, "slot_adoption_intent": 5, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a28640e02cdafd5d020e13e", "display_name": "Sample Person 2024HU1023566-01", "status": "completed", "demographics": { "age": 47, "age_band": "45-54", "gender": "male", "race": "some-other-race", "hispanic_origin": "other-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "family-worker-without-pay", "state_code": "35", "occupation_code": "0440", "personal_income": 8000, "personal_income_band": "<50k", "occupation_group": "management", "occupation_detailed_group": "management", "industry_group": "utilities", "region": "west", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Ingredients and quality", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am worried that focusing so much on the health benefits might mean the actual taste is disappointing or bland compared to what I am used to.", "slot_clarity": 4, "slot_trust": 1, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 3, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2864ce02cdafd5d020f83e", "display_name": "Sample Person 2024HU1133257-01", "status": "completed", "demographics": { "age": 22, "age_band": "18-24", "gender": "female", "race": "some-other-race", "hispanic_origin": "central-american", "citizenship_status": "naturalized-citizen", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-nonprofit-employee", "state_code": "36", "occupation_code": "5940", "personal_income": 60000, "personal_income_band": "50k-99k", "occupation_group": "sales-office", "occupation_detailed_group": "office-administrative-support", "industry_group": "education-health-social-services", "region": "northeast", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Brand promise and positioning", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "I worry that the price might be too high compared to the value I get, especially since I need something affordable and efficient for my busy work schedule.", "slot_clarity": 5, "slot_trust": 3, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice", "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a28691502cdafd5d0217e79", "display_name": "Sample Person 2024HU0122301-01", "status": "completed", "demographics": { "age": 53, "age_band": "45-54", "gender": "male", "race": "two-or-more-races", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-nonprofit-employee", "state_code": "51", "occupation_code": "6355", "personal_income": 115000, "personal_income_band": "100k-149k", "occupation_group": "natural-resources-construction-maintenance", "occupation_detailed_group": "construction-extraction", "industry_group": "construction", "region": "south", "marital_status": "separated", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry that focusing so heavily on the health benefits might mean the actual taste is compromised or bland compared to a standard latte.", "slot_clarity": 4, "slot_trust": 5, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2835833cdf67b221ec37d9", "display_name": "Sample Person 2024HU1045409-01", "status": "completed", "demographics": { "age_band": "35-44", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "self-employed-not-incorporated", "state_code": "17", "occupation_code": "3630", "occupation_group": "service", "occupation_detailed_group": "healthcare-support", "industry_group": "other-services", "region": "midwest", "marital_status": "married", "health_insurance_status": "insured", "age": 39, "personal_income": 34900, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am worried that focusing so much on health benefits might mean the latte lacks the rich, satisfying taste I expect from my daily coffee.", "slot_clarity": 4, "slot_trust": 2, "slot_adoption_intent": 3, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2843163cdf67b221eca3d6", "display_name": "Sample Person 2024HU0881104-01", "status": "completed", "demographics": { "age_band": "35-44", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "34", "occupation_code": "0136", "occupation_group": "management", "occupation_detailed_group": "management", "industry_group": "retail-trade", "region": "northeast", "marital_status": "married", "health_insurance_status": "insured", "age": 42, "personal_income": 200000, "personal_income_band": "200k+" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Preference for dairy-based alternatives", "slot_risk_open": "My main concern is that even with a focus on taste, it may still struggle to replicate the specific richness and mouthfeel I expect from traditional dairy-based lattes.", "slot_clarity": 5, "slot_trust": 4, "slot_adoption_intent": 1, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Loyalty to my current brand" ] } }, { "respondent_id": "6a283c523cdf67b221ec6de0", "display_name": "Sample Person 2024HU1256848-01", "status": "completed", "demographics": { "age_band": "45-54", "gender": "male", "race": "black", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "25", "occupation_code": "0630", "occupation_group": "business-finance", "occupation_detailed_group": "business-financial-operations", "industry_group": "manufacturing", "region": "northeast", "marital_status": "married", "health_insurance_status": "insured", "age": 54, "personal_income": 150000, "personal_income_band": "150k-199k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I am skeptical of health claims on food packaging because they often feel like marketing fluff rather than transparent nutritional information.", "slot_clarity": 4, "slot_trust": 1, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 3, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a28694502cdafd5d0218445", "display_name": "Sample Person 2024HU0887940-01", "status": "completed", "demographics": { "age": 28, "age_band": "25-34", "gender": "male", "race": "two-or-more-races", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "51", "occupation_code": "1440", "personal_income": 82000, "personal_income_band": "50k-99k", "occupation_group": "computer-engineering-science", "occupation_detailed_group": "architecture-engineering", "industry_group": "manufacturing", "region": "south", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry that the silky texture might just be marketing hype and the actual taste will not live up to the premium promise.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2840c03cdf67b221ec90d8", "display_name": "Sample Person 2024HU1318826-02", "status": "completed", "demographics": { "age_band": "25-34", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "29", "occupation_code": "2205", "occupation_group": "community-legal-education-arts", "occupation_detailed_group": "education-library", "industry_group": "education-health-social-services", "region": "midwest", "marital_status": "married", "health_insurance_status": "insured", "age": 32, "personal_income": 61000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is whether the actual product will live up to the silky texture promised on the packaging, as oat milk can sometimes be thin or grainy.", "slot_clarity": 5, "slot_trust": 3, "slot_adoption_intent": 3, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a28649002cdafd5d020f0e2", "display_name": "Sample Person 2024HU0722471-02", "status": "completed", "demographics": { "age": 42, "age_band": "35-44", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "36", "occupation_code": "5740", "personal_income": 53000, "personal_income_band": "50k-99k", "occupation_group": "sales-office", "occupation_detailed_group": "office-administrative-support", "industry_group": "education-health-social-services", "region": "northeast", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am concerned that the product might not live up to the silky texture promised, leaving me disappointed if the actual taste doesn't match my expectations.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice", "Lack of information about the product" ] } }, { "respondent_id": "6a282c6e3cdf67b221ebeff4", "display_name": "Sample Person 2024HU0800595-01", "status": "completed", "demographics": { "age_band": "45-54", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "08", "occupation_code": "3602", "occupation_group": "service", "occupation_detailed_group": "healthcare-support", "industry_group": "education-health-social-services", "region": "west", "marital_status": "divorced", "health_insurance_status": "insured", "age": 51, "personal_income": 26500, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "My main concern is that the price might be too high for the value it offers, which makes me hesitant to switch from my usual coffee routine.", "slot_clarity": 5, "slot_trust": 4, "slot_adoption_intent": 5, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2835ab3cdf67b221ec390e", "display_name": "Sample Person 2024HU1167663-02", "status": "completed", "demographics": { "age_band": "18-24", "gender": "female", "race": "some-other-race", "hispanic_origin": "mexican", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "17", "occupation_code": "4720", "occupation_group": "sales-office", "occupation_detailed_group": "sales-related", "industry_group": "retail-trade", "region": "midwest", "marital_status": "never-married", "health_insurance_status": "insured", "age": 20, "personal_income": 130, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that the oat milk might not actually taste as smooth or creamy as the name suggests, and I'd hate to spend my limited budget on a drink that doesn't live up to the promise.", "slot_clarity": 5, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a282e763cdf67b221ebffee", "display_name": "Sample Person 2024HU0191357-01", "status": "completed", "demographics": { "age_band": "35-44", "gender": "male", "race": "black", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "12", "occupation_code": "7260", "occupation_group": "natural-resources-construction-maintenance", "occupation_detailed_group": "installation-maintenance-repair", "industry_group": "manufacturing", "region": "south", "marital_status": "married", "health_insurance_status": "insured", "age": 44, "personal_income": 115000, "personal_income_band": "100k-149k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I am skeptical of health-focused marketing because it often masks a lack of real flavor or quality, and I prefer to stick with a product that prioritizes a consistent, proven taste experience.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would not recommend", "slot_fit": 1, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2836a73cdf67b221ec406d", "display_name": "Sample Person 2024HU0597959-03", "status": "completed", "demographics": { "age_band": "18-24", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "18", "occupation_code": "8990", "occupation_group": "production-transportation", "occupation_detailed_group": "production", "industry_group": "manufacturing", "region": "midwest", "marital_status": "never-married", "health_insurance_status": "uninsured", "age": 21, "personal_income": 24000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Price and value perception", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry that the actual taste won't live up to the marketing hype, and since money is tight, I don't want to waste it on something that might just end up tasting like watery oats.", "slot_clarity": 4, "slot_trust": 5, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 3, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2835373cdf67b221ec3543", "display_name": "Sample Person 2024HU0834765-02", "status": "completed", "demographics": { "age_band": "55-64", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "17", "occupation_code": "2360", "occupation_group": "community-legal-education-arts", "occupation_detailed_group": "education-library", "industry_group": "education-health-social-services", "region": "midwest", "marital_status": "married", "health_insurance_status": "insured", "age": 64, "personal_income": 32000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Lack of trust in the brand's quality", "slot_risk_open": "I am concerned that a new brand might not maintain consistent quality, which makes me hesitant to switch from the coffee I already trust. Since I have a limited budget, I need to be sure the product is reliable before I spend money on it.", "slot_clarity": 3, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice", "I prefer the taste of my current coffee", "Limited availability at my preferred locations" ] } }, { "respondent_id": "6a2864b102cdafd5d020f4a2", "display_name": "Sample Person 2024HU0933496-02", "status": "completed", "demographics": { "age": 37, "age_band": "35-44", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "36", "occupation_code": "9620", "personal_income": 57000, "personal_income_band": "50k-99k", "occupation_group": "production-transportation", "occupation_detailed_group": "transportation-material-moving", "industry_group": "retail-trade", "region": "northeast", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Neither of these options", "slot_driver": "Price and value perception", "slot_risk_structured": "Preference for dairy-based alternatives", "slot_risk_open": "I prefer real dairy and worry that oat milk won't taste right or provide the same satisfaction in my daily coffee routine.", "slot_clarity": 1, "slot_trust": 5, "slot_adoption_intent": 1, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 2, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2825a23cdf67b221ebbc62", "display_name": "Sample Person 2024HU0092217-02", "status": "completed", "demographics": { "age_band": "55-64", "gender": "female", "race": "asian", "hispanic_origin": "not-hispanic", "citizenship_status": "naturalized-citizen", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "06", "occupation_code": "5120", "occupation_group": "sales-office", "occupation_detailed_group": "office-administrative-support", "industry_group": "professional-scientific-management-admin", "region": "west", "marital_status": "married", "health_insurance_status": "insured", "age": 55, "personal_income": 36000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Brand promise and positioning", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that focusing on health benefits might mean the drink tastes bland or artificial compared to what I usually enjoy. I worry that the actual flavor won't live up to the promise of a satisfying coffee experience.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 2, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a282d253cdf67b221ebf53d", "display_name": "Sample Person 2024HU0394462-01", "status": "completed", "demographics": { "age_band": "55-64", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "09", "occupation_code": "0705", "occupation_group": "business-finance", "occupation_detailed_group": "business-financial-operations", "industry_group": "finance-real-estate-rental", "region": "northeast", "marital_status": "married", "health_insurance_status": "insured", "age": 58, "personal_income": 140000, "personal_income_band": "100k-149k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that the promise of a silky texture might not match the actual taste, leading to disappointment if it doesn't deliver on that specific sensory experience.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2840b63cdf67b221ec90b2", "display_name": "Sample Person 2024HU1297154-01", "status": "completed", "demographics": { "age_band": "55-64", "gender": "female", "race": "black", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "29", "occupation_code": "3930", "occupation_group": "service", "occupation_detailed_group": "protective-service", "industry_group": "professional-scientific-management-admin", "region": "midwest", "marital_status": "never-married", "health_insurance_status": "insured", "age": 61, "personal_income": 30000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "My main concern is that the price might be too high for a daily coffee habit, especially since I have limited extra money to spend on premium drinks.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice", "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a282d923cdf67b221ebf892", "display_name": "Sample Person 2024HU1446205-07", "status": "completed", "demographics": { "age_band": "35-44", "gender": "male", "race": "two-or-more-races", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "09", "occupation_code": "8990", "occupation_group": "production-transportation", "occupation_detailed_group": "production", "industry_group": "manufacturing", "region": "northeast", "marital_status": "married", "health_insurance_status": "insured", "age": 36, "personal_income": 45400, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that the oat milk might not actually taste good or have the right texture, and I do not want to waste my limited money on a product that fails to deliver on its promise.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2829313cdf67b221ebd77d", "display_name": "Sample Person 2024HU0886937-04", "status": "completed", "demographics": { "age_band": "18-24", "gender": "male", "race": "two-or-more-races", "hispanic_origin": "mexican", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "unemployed", "class_of_worker": "private-for-profit-employee", "state_code": "06", "occupation_code": "9640", "occupation_group": "production-transportation", "occupation_detailed_group": "transportation-material-moving", "industry_group": "transportation-warehousing", "region": "west", "marital_status": "never-married", "health_insurance_status": "insured", "age": 21, "personal_income": 25900, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I worry that the health claims might just be marketing fluff and not actually deliver on the nutritional benefits they promise.", "slot_clarity": 5, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice", "Lack of information about the product" ] } }, { "respondent_id": "6a2827083cdf67b221ebc6d0", "display_name": "Sample Person 2024HU0402120-01", "status": "completed", "demographics": { "age_band": "65-plus", "gender": "male", "race": "two-or-more-races", "hispanic_origin": "mexican", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-not-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "06", "occupation_code": "9050", "occupation_group": "production-transportation", "occupation_detailed_group": "transportation-material-moving", "industry_group": "transportation-warehousing", "region": "west", "marital_status": "never-married", "health_insurance_status": "insured", "age": 65, "personal_income": 30000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry that the silky texture might not live up to the marketing hype, and I would hate to spend my limited budget on a drink that doesn't actually taste as good as my usual coffee.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a28656802cdafd5d0210b3e", "display_name": "Sample Person 2024HU1220135-01", "status": "completed", "demographics": { "age": 57, "age_band": "55-64", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "37", "occupation_code": "8225", "personal_income": 103000, "personal_income_band": "100k-149k", "occupation_group": "production-transportation", "occupation_detailed_group": "production", "industry_group": "manufacturing", "region": "south", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "I am concerned that the health-focused branding is just a way to justify a higher price point that does not actually offer better value than my current coffee.", "slot_clarity": 5, "slot_trust": 3, "slot_adoption_intent": 5, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 2, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2825fc3cdf67b221ebbec6", "display_name": "Sample Person 2024HU0166237-01", "status": "completed", "demographics": { "age_band": "55-64", "gender": "female", "race": "some-other-race", "hispanic_origin": "mexican", "citizenship_status": "not-us-citizen", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "06", "occupation_code": "9620", "occupation_group": "production-transportation", "occupation_detailed_group": "transportation-material-moving", "industry_group": "transportation-warehousing", "region": "west", "marital_status": "divorced", "health_insurance_status": "insured", "age": 64, "personal_income": 30000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am worried that the silky texture promised on the label won't actually match the taste once I try it, making it a waste of my money.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2865b602cdafd5d02114ef", "display_name": "Sample Person 2024HU0510015-01", "status": "completed", "demographics": { "age": 48, "age_band": "45-54", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "39", "occupation_code": "4110", "personal_income": 22000, "personal_income_band": "<50k", "occupation_group": "service", "occupation_detailed_group": "food-preparation-serving", "industry_group": "arts-entertainment-accommodation-food", "region": "midwest", "marital_status": "divorced", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "My main concern is that the price might be too high for the value it offers, especially since I need to be careful with my limited discretionary income.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 2, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2869ae02cdafd5d021913d", "display_name": "Sample Person 2024HU1104046-01", "status": "completed", "demographics": { "age": 20, "age_band": "18-24", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "unemployed", "class_of_worker": "private-for-profit-employee", "state_code": "53", "occupation_code": "5610", "personal_income": 2000, "personal_income_band": "<50k", "occupation_group": "sales-office", "occupation_detailed_group": "office-administrative-support", "industry_group": "retail-trade", "region": "west", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I worry that the health claims might be exaggerated or misleading just to justify a higher price point, which is a concern given my limited budget.", "slot_clarity": 1, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 3, "slot_switching_barrier": [ "Limited availability at my preferred locations" ] } }, { "respondent_id": "6a2868d402cdafd5d02176a7", "display_name": "Sample Person 2024HU1448902-01", "status": "completed", "demographics": { "age": 44, "age_band": "35-44", "gender": "male", "race": "two-or-more-races", "hispanic_origin": "south-american", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "48", "occupation_code": "1007", "personal_income": 95000, "personal_income_band": "50k-99k", "occupation_group": "computer-engineering-science", "occupation_detailed_group": "computer-mathematical", "industry_group": "finance-real-estate-rental", "region": "south", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that the silky texture might just be a marketing claim and the actual taste could be disappointing compared to my current coffee.", "slot_clarity": 5, "slot_trust": 5, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 2, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2841ff3cdf67b221ec9af5", "display_name": "Sample Person 2024HU0618390-01", "status": "completed", "demographics": { "age_band": "18-24", "gender": "female", "race": "asian", "hispanic_origin": "not-hispanic", "citizenship_status": "not-us-citizen", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "33", "occupation_code": "9640", "occupation_group": "production-transportation", "occupation_detailed_group": "transportation-material-moving", "industry_group": "manufacturing", "region": "northeast", "marital_status": "married", "health_insurance_status": "insured", "age": 24, "personal_income": 33300, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am worried that the product might not actually taste as smooth or satisfying as the name suggests, which would make it a disappointing purchase given my limited budget.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2835dd3cdf67b221ec3ab6", "display_name": "Sample Person 2024HU1316870-01", "status": "completed", "demographics": { "age_band": "45-54", "gender": "female", "race": "two-or-more-races", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "master", "employment_status": "civilian-employed-at-work", "class_of_worker": "local-government-employee", "state_code": "17", "occupation_code": "3230", "occupation_group": "service", "occupation_detailed_group": "healthcare-practitioners-technical", "industry_group": "education-health-social-services", "region": "midwest", "marital_status": "married", "health_insurance_status": "insured", "age": 46, "personal_income": 52000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "I am concerned that the premium pricing for a silky oat latte might not be justified if the actual quality and experience don't consistently deliver superior value compared to more affordable coffee options.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a282aac3cdf67b221ebe278", "display_name": "Sample Person 2024HU1206983-02", "status": "completed", "demographics": { "age_band": "45-54", "gender": "female", "race": "asian", "hispanic_origin": "not-hispanic", "citizenship_status": "naturalized-citizen", "education_level": "master", "employment_status": "civilian-employed-at-work", "class_of_worker": 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availability at my preferred locations", "Loyalty to my current brand" ] } }, { "respondent_id": "6a28345a3cdf67b221ec2e5d", "display_name": "Sample Person 2024HU0217881-02", "status": "completed", "demographics": { "age_band": "35-44", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "self-employed-incorporated", "state_code": "17", "occupation_code": "4760", "occupation_group": "sales-office", "occupation_detailed_group": "sales-related", "industry_group": "retail-trade", "region": "midwest", "marital_status": "married", "health_insurance_status": "insured", "age": 35, "personal_income": 45000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "I am worried that the premium branding will make this oat milk latte too expensive compared to the coffee I already buy.", "slot_clarity": 3, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice", "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2842773cdf67b221ec9e93", "display_name": "Sample Person 2024HU0253656-01", "status": "completed", "demographics": { "age_band": "35-44", "gender": "female", "race": "some-other-race", "hispanic_origin": "central-american", "citizenship_status": "born-in-us-territory", "education_level": "master", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "34", "occupation_code": "9130", "occupation_group": "production-transportation", "occupation_detailed_group": "transportation-material-moving", "industry_group": "retail-trade", "region": "northeast", "marital_status": "separated", "health_insurance_status": "insured", "age": 35, "personal_income": 52000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that focusing too heavily on the health benefits might mean the drink lacks the rich, satisfying flavor I expect from a premium coffee.", "slot_clarity": 3, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a283e713cdf67b221ec7ea8", "display_name": "Sample Person 2024HU0253455-01", "status": "completed", "demographics": { "age_band": "45-54", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "master", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "27", "occupation_code": "0010", "occupation_group": "management", "occupation_detailed_group": "management", "industry_group": "arts-entertainment-accommodation-food", "region": "midwest", "marital_status": "married", "health_insurance_status": "insured", "age": 51, "personal_income": 225000, "personal_income_band": "200k+" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that focusing so heavily on health benefits might mean the actual taste is compromised or less satisfying than my current favorite coffee.", "slot_clarity": 4, "slot_trust": 5, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "I prefer the taste of my current coffee", "Limited availability at my preferred locations", "Lack of information about the product" ] } }, { "respondent_id": "6a283c153cdf67b221ec6c03", "display_name": "Sample Person 2024HU0963740-04", "status": "completed", "demographics": { "age_band": "18-24", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-nonprofit-employee", "state_code": "25", "occupation_code": "3603", "occupation_group": "service", "occupation_detailed_group": "healthcare-support", "industry_group": "education-health-social-services", "region": "northeast", "marital_status": "never-married", "health_insurance_status": "insured", "age": 21, "personal_income": 850, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry that the silky texture might not live up to the marketing, and since I'm cautious with my spending, I don't want to pay for a premium latte that ends up tasting disappointing.", "slot_clarity": 5, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 1, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a28698802cdafd5d0218cae", "display_name": "Sample Person 2024HU0466636-03", "status": "completed", "demographics": { "age": 27, "age_band": "25-34", "gender": "male", "race": "two-or-more-races", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "53", "occupation_code": "5160", "personal_income": 32000, "personal_income_band": "<50k", "occupation_group": "sales-office", "occupation_detailed_group": "office-administrative-support", "industry_group": "finance-real-estate-rental", "region": "west", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry that focusing so much on the health benefits might mean the drink tastes bland or watery compared to a regular latte.", "slot_clarity": 5, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a28697f02cdafd5d0218bb0", "display_name": "Sample Person 2024HU0294569-02", "status": "completed", "demographics": { "age": 27, "age_band": "25-34", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "local-government-employee", "state_code": "53", "occupation_code": "2440", "personal_income": 15300, "personal_income_band": "<50k", "occupation_group": "community-legal-education-arts", "occupation_detailed_group": "education-library", "industry_group": "information", "region": "west", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "I am worried that this oat milk latte will be too expensive for my budget and not offer enough value compared to the coffee I make at home.", "slot_clarity": 5, "slot_trust": 4, "slot_adoption_intent": 3, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee", "Lack of information about the product" ] } }, { "respondent_id": "6a282e2c3cdf67b221ebfd73", "display_name": "Sample Person 2024HU0052607-09", "status": "completed", "demographics": { "age_band": "18-24", "gender": "male", "race": "two-or-more-races", "hispanic_origin": "puerto-rican", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "12", "occupation_code": "4220", "occupation_group": "service", "occupation_detailed_group": "building-grounds-cleaning-maintenance", "industry_group": "arts-entertainment-accommodation-food", "region": "south", "marital_status": "married", "health_insurance_status": "insured", "age": 22, "personal_income": 20000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Brand promise and positioning", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "My main concern is that the price might be too high for the value it offers, especially since I need to be careful with my budget.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2828f03cdf67b221ebd554", "display_name": "Sample Person 2024HU0825633-08", "status": "completed", "demographics": { "age_band": "18-24", "gender": "male", "race": "some-other-race", "hispanic_origin": "mexican", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "06", "occupation_code": "5240", "occupation_group": "sales-office", "occupation_detailed_group": "office-administrative-support", "industry_group": "information", "region": "west", "marital_status": "never-married", "health_insurance_status": "insured", "age": 21, "personal_income": 2700, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "I am worried that the price might be too high for a daily coffee habit given my current budget constraints.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a28688e02cdafd5d0216dd8", "display_name": "Sample Person 2024HU1096388-03", "status": "completed", "demographics": { "age": 40, "age_band": "35-44", "gender": "male", "race": "asian", "hispanic_origin": "not-hispanic", "citizenship_status": "naturalized-citizen", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "48", "occupation_code": "0910", "personal_income": 13000, "personal_income_band": "<50k", "occupation_group": "business-finance", "occupation_detailed_group": "business-financial-operations", "industry_group": "other-services", "region": "south", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "My main concern is that a premium-positioned oat milk latte might be too expensive for my budget, making it difficult to justify the cost compared to my regular coffee.", "slot_clarity": 5, "slot_trust": 1, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice", "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a28642f02cdafd5d020e51f", "display_name": "Sample Person 2024HU0058719-03", "status": "completed", "demographics": { "age": 39, "age_band": "35-44", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "not-in-labor-force", "class_of_worker": "private-for-profit-employee", "state_code": "36", "occupation_code": "4020", "personal_income": 500, "personal_income_band": "<50k", "occupation_group": "service", "occupation_detailed_group": "food-preparation-serving", "industry_group": "arts-entertainment-accommodation-food", "region": "northeast", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Brand promise and positioning", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I am skeptical about the health claims because I worry it is just a marketing tactic to justify a higher price for a product that might not actually be better for me.", "slot_clarity": 3, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would not recommend", "slot_fit": 3, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2835823cdf67b221ec37b4", "display_name": "Sample Person 2024HU1047102-01", "status": "completed", "demographics": { "age_band": "55-64", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "federal-government-employee", "state_code": "17", "occupation_code": "5550", "occupation_group": "sales-office", "occupation_detailed_group": "office-administrative-support", "industry_group": "transportation-warehousing", "region": "midwest", "marital_status": "never-married", "health_insurance_status": "insured", "age": 63, "personal_income": 60000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am concerned that focusing too much on the health benefits might mean the coffee does not actually taste good, and I would hate to sacrifice flavor for a healthier label.", "slot_clarity": 2, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 3, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2840493cdf67b221ec8d2d", "display_name": "Sample Person 2024HU0658115-01", "status": "completed", "demographics": { "age_band": "45-54", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "29", "occupation_code": "9005", "occupation_group": "production-transportation", "occupation_detailed_group": "transportation-material-moving", "industry_group": "retail-trade", "region": "midwest", "marital_status": "married", "health_insurance_status": "insured", "age": 47, "personal_income": 34900, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am worried that the silky texture won't actually taste as good as advertised, and I don't want to waste my limited budget on a product that might be disappointing.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would not recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a283c2d3cdf67b221ec6c98", "display_name": "Sample Person 2024HU1051661-01", "status": "completed", "demographics": { "age_band": "35-44", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "25", "occupation_code": "4930", "occupation_group": "sales-office", "occupation_detailed_group": "sales-related", "industry_group": "professional-scientific-management-admin", "region": "northeast", "marital_status": "never-married", "health_insurance_status": "insured", "age": 35, "personal_income": 180000, "personal_income_band": "150k-199k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that prioritizing health benefits might mask a lackluster flavor profile, and I need to be certain that the taste actually holds up to my expectations.", "slot_clarity": 3, "slot_trust": 4, "slot_adoption_intent": 5, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a282f643cdf67b221ec0731", "display_name": "Sample Person 2024HU0582587-01", "status": "completed", "demographics": { "age_band": "35-44", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "12", "occupation_code": "4920", "occupation_group": "sales-office", "occupation_detailed_group": "sales-related", "industry_group": "finance-real-estate-rental", "region": "south", "marital_status": "divorced", "health_insurance_status": "uninsured", "age": 43, "personal_income": 100000, "personal_income_band": "100k-149k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Preference for dairy-based alternatives", "slot_risk_open": "My main concern is that even with a silky texture, it might still fail to replicate the rich, creamy mouthfeel of real dairy that I am accustomed to.", "slot_clarity": 3, "slot_trust": 5, "slot_adoption_intent": 4, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 5, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a28688e02cdafd5d0216df2", "display_name": "Sample Person 2024HU1099260-03", "status": "completed", "demographics": { "age": 29, "age_band": "25-34", "gender": "female", "race": "two-or-more-races", "hispanic_origin": "mexican", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "48", "occupation_code": "5740", "personal_income": 50000, "personal_income_band": "50k-99k", "occupation_group": "sales-office", "occupation_detailed_group": "office-administrative-support", "industry_group": "arts-entertainment-accommodation-food", "region": "south", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I am skeptical about the health claims because I worry they might be exaggerated or used to mask a lack of real nutritional value. It is important to me that the product's benefits are transparent rather than just marketing buzz.", "slot_clarity": 3, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a283cd03cdf67b221ec71d0", "display_name": "Sample Person 2024HU0218475-01", "status": "completed", "demographics": { "age_band": "55-64", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "master", "employment_status": "civilian-employed-at-work", "class_of_worker": "self-employed-not-incorporated", "state_code": "26", "occupation_code": "2100", "occupation_group": "community-legal-education-arts", "occupation_detailed_group": "legal", "industry_group": "professional-scientific-management-admin", "region": "midwest", "marital_status": "married", "health_insurance_status": "insured", "age": 60, "personal_income": 70000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry that focusing so heavily on health benefits might mask a lackluster flavor profile, as I am skeptical that a 'light' oat milk can truly deliver the rich, satisfying taste I expect from a premium latte.", "slot_clarity": 3, "slot_trust": 3, "slot_adoption_intent": 3, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2868e102cdafd5d0217803", "display_name": "Sample Person 2024HU0218951-01", "status": "completed", "demographics": { "age": 55, "age_band": "55-64", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "master", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "49", "occupation_code": "0710", "personal_income": 70000, "personal_income_band": "50k-99k", "occupation_group": "business-finance", "occupation_detailed_group": "business-financial-operations", "industry_group": "professional-scientific-management-admin", "region": "west", "marital_status": "divorced", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am skeptical that the actual taste will live up to the marketing claims, and I need more concrete data on the ingredients to trust the product quality.", "slot_clarity": 4, "slot_trust": 2, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would not recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2869dd02cdafd5d0219719", "display_name": "Sample Person 2024HU0061545-01", "status": "completed", "demographics": { "age": 50, "age_band": "45-54", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "55", "occupation_code": "1460", "personal_income": 120000, "personal_income_band": "100k-149k", "occupation_group": "computer-engineering-science", "occupation_detailed_group": "architecture-engineering", "industry_group": "manufacturing", "region": "midwest", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am skeptical that the actual product will live up to the silky texture promised by the marketing, as oat milk often falls short of that claim in reality.", "slot_clarity": 3, "slot_trust": 5, "slot_adoption_intent": 5, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2842c03cdf67b221eca117", "display_name": "Sample Person 2024HU0543703-02", "status": "completed", "demographics": { "age_band": "35-44", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "not-in-labor-force", "class_of_worker": "self-employed-not-incorporated", "state_code": "34", "occupation_code": "6230", "occupation_group": "natural-resources-construction-maintenance", "occupation_detailed_group": "construction-extraction", "industry_group": "construction", "region": "northeast", "marital_status": "never-married", "health_insurance_status": "insured", "age": 41, "personal_income": 0, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Preference for dairy-based alternatives", "slot_risk_open": "My main concern is that I prefer the taste and reliability of dairy milk, so I worry this oat alternative might not live up to the creamy experience I expect for the price.", "slot_clarity": 5, "slot_trust": 4, "slot_adoption_intent": 3, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 5, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2840843cdf67b221ec8ee4", "display_name": "Sample Person 2024HU0960726-01", "status": "completed", "demographics": { "age_band": "45-54", "gender": "male", "race": "black", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "federal-government-employee", "state_code": "29", "occupation_code": "5550", "occupation_group": "sales-office", "occupation_detailed_group": "office-administrative-support", "industry_group": "transportation-warehousing", "region": "midwest", "marital_status": "married", "health_insurance_status": "insured", "age": 54, "personal_income": 70000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am concerned that focusing too much on the health benefits might mean the actual taste of the oat milk latte is compromised or not as satisfying as the coffee I currently drink.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 3, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a281bae2d3c971f360c5a51", "display_name": "Sample Person 2024HU0380012-01", "status": "completed", "demographics": { "age_band": "45-54", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "self-employed-not-incorporated", "state_code": "04", "occupation_code": "0750", "occupation_group": "business-finance", "occupation_detailed_group": "business-financial-operations", "industry_group": "other-services", "region": "west", "marital_status": "never-married", "health_insurance_status": "insured", "age": 49, "personal_income": 81000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Preference for dairy-based alternatives", "slot_risk_open": "I worry that oat milk often lacks the rich, creamy mouthfeel of dairy, which makes me skeptical that a 'silky' label will actually deliver on its promise.", "slot_clarity": 4, "slot_trust": 1, "slot_adoption_intent": 3, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2864d102cdafd5d020f8d1", "display_name": "Sample Person 2024HU1157413-04", "status": "completed", "demographics": { "age": 25, "age_band": "25-34", "gender": "male", "race": "asian", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "36", "occupation_code": "1410", "personal_income": 90000, "personal_income_band": "50k-99k", "occupation_group": "computer-engineering-science", "occupation_detailed_group": "architecture-engineering", "industry_group": "manufacturing", "region": "northeast", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I am skeptical that the health benefits are actually backed by data rather than just being marketing fluff.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a282b683cdf67b221ebe7d1", "display_name": "Sample Person 2024HU1365992-02", "status": "completed", "demographics": { "age_band": "55-64", "gender": "female", "race": "asian", "hispanic_origin": "not-hispanic", "citizenship_status": "naturalized-citizen", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "06", "occupation_code": "5610", "occupation_group": "sales-office", "occupation_detailed_group": "office-administrative-support", "industry_group": "manufacturing", "region": "west", "marital_status": "married", "health_insurance_status": "insured", "age": 61, "personal_income": 70000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Ingredients and quality", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "I am concerned that the premium focus on silky texture might not justify a higher price point compared to standard oat milk options I already enjoy.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a282cfd3cdf67b221ebf3c5", "display_name": "Sample Person 2024GQ0077021-01", "status": "completed", "demographics": { "age_band": "18-24", "gender": "female", "race": "white", "hispanic_origin": "other-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "not-in-labor-force", "class_of_worker": "local-government-employee", "state_code": "09", "occupation_code": "2330", "occupation_group": "community-legal-education-arts", "occupation_detailed_group": "education-library", "industry_group": "education-health-social-services", "region": "northeast", "marital_status": "never-married", "health_insurance_status": "insured", "age": 18, "personal_income": 16200, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "I worry that the premium focus on a silky texture might make the product too expensive for my budget, especially when I'm already careful about how much I spend on daily coffee.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice", "Limited availability at my preferred locations" ] } }, { "respondent_id": "6a28644c02cdafd5d020e8a1", "display_name": "Sample Person 2024HU0257074-01", "status": "completed", "demographics": { "age": 33, "age_band": "25-34", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "36", "occupation_code": "4210", "personal_income": 60000, "personal_income_band": "50k-99k", "occupation_group": "service", "occupation_detailed_group": "building-grounds-cleaning-maintenance", "industry_group": "retail-trade", "region": "northeast", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I am concerned that the health claims might be exaggerated, as I tend to be skeptical of marketing promises until I see clear, proven nutritional results.", "slot_clarity": 4, "slot_trust": 5, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2807089d17a82d6bedebe5", "display_name": "Sample Person 2024HU0262764-02", "status": "completed", "demographics": { "age_band": "45-54", "gender": "female", "race": "black", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "federal-government-employee", "state_code": "01", "occupation_code": "3500", "occupation_group": "service", "occupation_detailed_group": "healthcare-practitioners-technical", "industry_group": "education-health-social-services", "region": "south", "marital_status": "married", "health_insurance_status": "insured", "age": 48, "personal_income": 45000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Price and value perception", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry that focusing so much on the health aspects might mean the oat milk doesn't actually taste good, and I don't want to spend my limited budget on something I might not enjoy.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 3, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a282d003cdf67b221ebf418", "display_name": "Sample Person 2024HU0014370-01", "status": "completed", "demographics": { "age_band": "25-34", "gender": "male", "race": "white", "hispanic_origin": "south-american", "citizenship_status": "born-in-us", "education_level": "master", "employment_status": "civilian-employed-at-work", "class_of_worker": "local-government-employee", "state_code": "09", "occupation_code": "2320", "occupation_group": "community-legal-education-arts", "occupation_detailed_group": "education-library", "industry_group": "education-health-social-services", "region": "northeast", "marital_status": "married", "health_insurance_status": "insured", "age": 34, "personal_income": 58000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Price and value perception", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that the product might not actually deliver the silky texture promised, leaving me disappointed if the reality does not match the marketing.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 5, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 3, "slot_switching_barrier": [ "Lack of information about the product" ] } }, { "respondent_id": "6a2824ce3cdf67b221ebb63e", "display_name": "Sample Person 2024HU1401929-01", "status": "completed", "demographics": { "age_band": "55-64", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-nonprofit-employee", "state_code": "05", "occupation_code": "5740", "occupation_group": "sales-office", "occupation_detailed_group": "office-administrative-support", "industry_group": "other-services", "region": "south", "marital_status": "married", "health_insurance_status": "insured", "age": 55, "personal_income": 40000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Neither of these options", "slot_driver": "Price and value perception", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "I am concerned that this product will be overpriced for what it is, and given my limited budget, I do not see enough value to justify switching from my current coffee routine.", "slot_clarity": 1, "slot_trust": 3, "slot_adoption_intent": 3, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 3, "slot_switching_barrier": [ "Limited availability at my preferred locations" ] } }, { "respondent_id": "6a2836a83cdf67b221ec409b", "display_name": "Sample Person 2024HU0616570-02", "status": "completed", "demographics": { "age_band": "35-44", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "18", "occupation_code": "9620", "occupation_group": "production-transportation", "occupation_detailed_group": "transportation-material-moving", "industry_group": "other-services", "region": "midwest", "marital_status": "married", "health_insurance_status": "insured", "age": 38, "personal_income": 10000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "I am worried that the price will be too high for a daily coffee, and I cannot justify spending extra money on a fancy oat milk drink when my budget is already tight.", "slot_clarity": 3, "slot_trust": 4, "slot_adoption_intent": 5, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 3, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2835393cdf67b221ec3583", "display_name": "Sample Person 2024HU0854215-01", "status": "completed", "demographics": { "age_band": "45-54", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "master", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-nonprofit-employee", "state_code": "17", "occupation_code": "2320", "occupation_group": "community-legal-education-arts", "occupation_detailed_group": "education-library", "industry_group": "education-health-social-services", "region": "midwest", "marital_status": "married", "health_insurance_status": "insured", "age": 53, "personal_income": 52000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I am concerned that the health claims associated with the product might not be fully transparent or backed by rigorous, verifiable data.", "slot_clarity": 5, "slot_trust": 4, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 2, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2838e33cdf67b221ec522a", "display_name": "Sample Person 2024HU0854869-01", "status": "completed", "demographics": { "age_band": "25-34", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "21", "occupation_code": "9600", "occupation_group": "production-transportation", "occupation_detailed_group": "transportation-material-moving", "industry_group": "transportation-warehousing", "region": "south", "marital_status": "never-married", "health_insurance_status": "insured", "age": 26, "personal_income": 65000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Neither of these options", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am worried that the actual taste will not live up to the marketing claims, and I prefer to stick with what I know works rather than gamble on a new oat milk product.", "slot_clarity": 3, "slot_trust": 2, "slot_adoption_intent": 1, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 3, "slot_switching_barrier": [ "Limited availability at my preferred locations" ] } }, { "respondent_id": "6a28640702cdafd5d020e031", "display_name": "Sample Person 2024HU0548410-02", "status": "completed", "demographics": { "age": 39, "age_band": "35-44", "gender": "female", "race": "american-indian", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "not-in-labor-force", "class_of_worker": "private-for-profit-employee", "state_code": "35", "occupation_code": "8990", "personal_income": 7000, "personal_income_band": "<50k", "occupation_group": "production-transportation", "occupation_detailed_group": "production", "industry_group": "manufacturing", "region": "west", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Price and value perception", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am worried that focusing so much on the health benefits might mean the actual taste is bland or disappointing, which makes me hesitant to spend my limited budget on it.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2843783cdf67b221eca702", "display_name": "Sample Person 2024HU1264942-01", "status": "completed", "demographics": { "age_band": "45-54", "gender": "male", "race": "asian", "hispanic_origin": "not-hispanic", "citizenship_status": "naturalized-citizen", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "34", "occupation_code": "1400", "occupation_group": "computer-engineering-science", "occupation_detailed_group": "architecture-engineering", "industry_group": "finance-real-estate-rental", "region": "northeast", "marital_status": "married", "health_insurance_status": "insured", "age": 52, "personal_income": 100000, "personal_income_band": "100k-149k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that the marketing promise of a silky texture might not translate to the actual taste, leaving me disappointed if the product fails to deliver on that specific experience.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 3, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a28650502cdafd5d020ff2b", "display_name": "Sample Person 2024GQ0130711-01", "status": "completed", "demographics": { "age": 20, "age_band": "18-24", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "armed-forces-at-work", "class_of_worker": "federal-government-employee", "state_code": "37", "occupation_code": "7200", "personal_income": 24000, "personal_income_band": "<50k", "occupation_group": "natural-resources-construction-maintenance", "occupation_detailed_group": "installation-maintenance-repair", "region": "south", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am worried that focusing so much on the health benefits will mean the coffee tastes bland or watery compared to what I usually drink.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice", "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a28693502cdafd5d0218249", "display_name": "Sample Person 2024HU0627558-02", "status": "completed", "demographics": { "age": 49, "age_band": "45-54", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "51", "occupation_code": "1108", "personal_income": 150000, "personal_income_band": "150k-199k", "occupation_group": "computer-engineering-science", "occupation_detailed_group": "computer-mathematical", "industry_group": "finance-real-estate-rental", "region": "south", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am worried that the marketing promise of a silky texture might not translate to the actual taste, leaving me disappointed if it ends up being watery or artificial.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 2, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice", "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a282f153cdf67b221ec04de", "display_name": "Sample Person 2024HU0467608-03", "status": "completed", "demographics": { "age_band": "25-34", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "master", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "12", "occupation_code": "4830", "occupation_group": "sales-office", "occupation_detailed_group": "sales-related", "industry_group": "arts-entertainment-accommodation-food", "region": "south", "marital_status": "never-married", "health_insurance_status": "insured", "age": 30, "personal_income": 20000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that the oat milk might not actually taste as smooth or rich as the packaging claims, which would be disappointing given the price point.", "slot_clarity": 5, "slot_trust": 3, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice", "Limited availability at my preferred locations" ] } }, { "respondent_id": "6a2841cd3cdf67b221ec993c", "display_name": "Sample Person 2024HU1163214-01", "status": "completed", "demographics": { "age_band": "18-24", "gender": "female", "race": "white", "hispanic_origin": "mexican", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "32", "occupation_code": "9620", "occupation_group": "production-transportation", "occupation_detailed_group": "transportation-material-moving", "industry_group": "transportation-warehousing", "region": "west", "marital_status": "never-married", "health_insurance_status": "insured", "age": 20, "personal_income": 48500, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Neither of these options", "slot_driver": "Price and value perception", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am worried that the oat milk might have an unpleasant texture or flavor that doesn't live up to the marketing, and I don't want to waste my limited budget on a product I might not actually enjoy.", "slot_clarity": 1, "slot_trust": 2, "slot_adoption_intent": 2, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 3, "slot_switching_barrier": [ "Lack of information about the product" ] } }, { "respondent_id": "6a2832d33cdf67b221ec221f", "display_name": "Sample Person 2024HU1027120-02", "status": "completed", "demographics": { "age_band": "35-44", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "not-in-labor-force", "class_of_worker": "private-nonprofit-employee", "state_code": "13", "occupation_code": "0060", "occupation_group": "management", "occupation_detailed_group": "management", "industry_group": "other-services", "region": "south", "marital_status": "married", "health_insurance_status": "insured", "age": 37, "personal_income": 10000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry that focusing so heavily on the health benefits might mean the drink ends up tasting bland or artificial, which is a big risk when I am spending my limited budget on a coffee.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 3, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2864e702cdafd5d020fb60", "display_name": "Sample Person 2024HU1312192-02", "status": "completed", "demographics": { "age": 36, "age_band": "35-44", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "36", "occupation_code": "0705", "personal_income": 100000, "personal_income_band": "100k-149k", "occupation_group": "business-finance", "occupation_detailed_group": "business-financial-operations", "industry_group": "manufacturing", "region": "northeast", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Ingredients and quality", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I am skeptical that a product labeled as 'light' can actually deliver the quality ingredients and taste I expect from a premium oat milk latte.", "slot_clarity": 3, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee", "Loyalty to my current brand" ] } }, { "respondent_id": "6a2827b13cdf67b221ebcbe0", "display_name": "Sample Person 2024HU0548760-04", "status": "completed", "demographics": { "age_band": "55-64", "gender": "male", "race": "some-other-race", "hispanic_origin": "mexican", "citizenship_status": "not-us-citizen", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "06", "occupation_code": "9130", "occupation_group": "production-transportation", "occupation_detailed_group": "transportation-material-moving", "industry_group": "retail-trade", "region": "west", "marital_status": "married", "health_insurance_status": "insured", "age": 56, "personal_income": 69000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Price and value perception", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry that focusing on health benefits might mean the drink tastes watered down or lacks the rich flavor I expect from a real latte.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 3, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a28659102cdafd5d0211036", "display_name": "Sample Person 2024HU0079815-01", "status": "completed", "demographics": { "age": 63, "age_band": "55-64", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "not-in-labor-force", "class_of_worker": "private-for-profit-employee", "state_code": "39", "occupation_code": "4850", "personal_income": 0, "personal_income_band": "50k-99k", "occupation_group": "sales-office", "occupation_detailed_group": "sales-related", "industry_group": "wholesale-trade", "region": "midwest", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Ingredients and quality", "slot_risk_structured": "Preference for dairy-based alternatives", "slot_risk_open": "I worry that oat milk might not match the rich, familiar taste and texture of the dairy I have always enjoyed in my coffee.", "slot_clarity": 4, "slot_trust": 5, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a28691e02cdafd5d0217f87", "display_name": "Sample Person 2024HU0262355-01", "status": "completed", "demographics": { "age": 62, "age_band": "55-64", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "51", "occupation_code": "3323", "personal_income": 145000, "personal_income_band": "100k-149k", "occupation_group": "service", "occupation_detailed_group": "healthcare-practitioners-technical", "industry_group": "education-health-social-services", "region": "south", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am skeptical because I worry the actual taste will not live up to the silky marketing claims, and I prefer sticking to what I already know works.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 5, "slot_switching_barrier": [ "Loyalty to my current brand", "Lack of information about the product" ] } }, { "respondent_id": "6a283d823cdf67b221ec773d", "display_name": "Sample Person 2024HU0828630-01", "status": "completed", "demographics": { "age_band": "35-44", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "26", "occupation_code": "6520", "occupation_group": "natural-resources-construction-maintenance", "occupation_detailed_group": "construction-extraction", "industry_group": "professional-scientific-management-admin", "region": "midwest", "marital_status": "never-married", "health_insurance_status": "insured", "age": 43, "personal_income": 64000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "I worry that paying a premium for a fancy oat latte is just not worth the money when my regular coffee gets the job done for less.", "slot_clarity": 2, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 3, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2868a502cdafd5d02170a0", "display_name": "Sample Person 2024HU1208707-02", "status": "completed", "demographics": { "age": 37, "age_band": "35-44", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "48", "occupation_code": "4710", "personal_income": 18000, "personal_income_band": "<50k", "occupation_group": "sales-office", "occupation_detailed_group": "sales-related", "industry_group": "wholesale-trade", "region": "south", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I worry that the health claims might be exaggerated or misleading, as I prefer to focus on the actual taste and quality of the product rather than marketing buzzwords.", "slot_clarity": 5, "slot_trust": 4, "slot_adoption_intent": 5, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2866fb02cdafd5d0213c8d", "display_name": "Sample Person 2024HU0678118-01", "status": "completed", "demographics": { "age": 60, "age_band": "55-64", "gender": "male", "race": "some-other-race", "hispanic_origin": "central-american", "citizenship_status": "naturalized-citizen", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "44", "occupation_code": "6410", "personal_income": 50000, "personal_income_band": "50k-99k", "occupation_group": "natural-resources-construction-maintenance", "occupation_detailed_group": "construction-extraction", "industry_group": "construction", "region": "northeast", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I am skeptical of health claims on food labels because they often feel like marketing fluff rather than proven nutritional value.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice", "I prefer the taste of my current coffee", "Loyalty to my current brand", "Lack of information about the product" ] } }, { "respondent_id": "6a2837df3cdf67b221ec4a22", "display_name": "Sample Person 2024HU1407531-01", "status": "completed", "demographics": { "age_band": "55-64", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "19", "occupation_code": "7800", "occupation_group": "production-transportation", "occupation_detailed_group": "production", "industry_group": "manufacturing", "region": "midwest", "marital_status": "married", "health_insurance_status": "insured", "age": 64, "personal_income": 15000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am worried that the silky texture is just marketing fluff and the actual taste will be thin or disappointing compared to regular dairy milk.", "slot_clarity": 5, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 3, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2827d73cdf67b221ebccf9", "display_name": "Sample Person 2024HU0581260-02", "status": "completed", "demographics": { "age_band": "55-64", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "not-us-citizen", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "local-government-employee", "state_code": "06", "occupation_code": "4220", "occupation_group": "service", "occupation_detailed_group": "building-grounds-cleaning-maintenance", "industry_group": "education-health-social-services", "region": "west", "marital_status": "married", "health_insurance_status": "insured", "age": 58, "personal_income": 45000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am worried that focusing so much on the health benefits might mean the drink ends up tasting bland or watery compared to a regular latte.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a281b402d3c971f360c586a", "display_name": "Sample Person 2024HU0078671-02", "status": "completed", "demographics": { "age_band": "35-44", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "self-employed-incorporated", "state_code": "04", "occupation_code": "6515", "occupation_group": "natural-resources-construction-maintenance", "occupation_detailed_group": "construction-extraction", "industry_group": "construction", "region": "west", "marital_status": "married", "health_insurance_status": "insured", "age": 42, "personal_income": 507000, "personal_income_band": "200k+" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Preference for dairy-based alternatives", "slot_risk_open": "I worry that focusing so heavily on health benefits might mask a lackluster taste compared to traditional dairy, which is ultimately what I care about most in my coffee.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice", "I prefer the taste of my current coffee", "Loyalty to my current brand" ] } }, { "respondent_id": "6a28673902cdafd5d02143f3", "display_name": "Sample Person 2024HU1261865-02", "status": "completed", "demographics": { "age": 49, "age_band": "45-54", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "45", "occupation_code": "5400", "personal_income": 30000, "personal_income_band": "<50k", "occupation_group": "sales-office", "occupation_detailed_group": "office-administrative-support", "industry_group": "retail-trade", "region": "south", "marital_status": "married", "health_insurance_status": "uninsured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am concerned that the product might not actually taste as good as the marketing suggests, and since I have a limited budget, I do not want to waste money on a drink that ends up being disappointing.", "slot_clarity": 3, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 2, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a283b323cdf67b221ec649f", "display_name": "Sample Person 2024HU1366620-03", "status": "completed", "demographics": { "age_band": "18-24", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "24", "occupation_code": "7040", "occupation_group": "natural-resources-construction-maintenance", "occupation_detailed_group": "installation-maintenance-repair", "industry_group": "wholesale-trade", "region": "south", "marital_status": "never-married", "health_insurance_status": "insured", "age": 20, "personal_income": 35000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Price and value perception", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am worried that the product might not actually taste as smooth or satisfying as the name suggests, which would make it a waste of money.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2865e902cdafd5d0211b1a", "display_name": "Sample Person 2024HU1114777-01", "status": "completed", "demographics": { "age": 65, "age_band": "65-plus", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "local-government-employee", "state_code": "39", "occupation_code": "4020", "personal_income": 40000, "personal_income_band": "<50k", "occupation_group": "service", "occupation_detailed_group": "food-preparation-serving", "industry_group": "public-administration", "region": "midwest", "marital_status": "divorced", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Brand promise and positioning", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that focusing on the health benefits might mean the actual taste is compromised, and I prefer to know exactly what I am getting before I switch from my usual coffee.", "slot_clarity": 4, "slot_trust": 5, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a28690202cdafd5d0217c4d", "display_name": "Sample Person 2024HU0128508-02", "status": "completed", "demographics": { "age": 51, "age_band": "45-54", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "federal-government-employee", "state_code": "50", "occupation_code": "3870", "personal_income": 150000, "personal_income_band": "150k-199k", "occupation_group": "service", "occupation_detailed_group": "protective-service", "industry_group": "public-administration", "region": "northeast", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "I am concerned that the premium price point for an oat milk latte does not offer enough tangible value compared to standard coffee options.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 2, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a28688102cdafd5d0216c32", "display_name": "Sample Person 2024HU1036462-01", "status": "completed", "demographics": { "age": 53, "age_band": "45-54", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "48", "occupation_code": "9300", "personal_income": 31300, "personal_income_band": "<50k", "occupation_group": "production-transportation", "occupation_detailed_group": "transportation-material-moving", "industry_group": "transportation-warehousing", "region": "south", "marital_status": "divorced", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I am skeptical of health claims on packaging because they often feel like marketing fluff to justify a higher price point for a product that should just taste good.", "slot_clarity": 5, "slot_trust": 4, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Limited availability at my preferred locations" ] } }, { "respondent_id": "6a2865c602cdafd5d02116c1", "display_name": "Sample Person 2024HU0695538-03", "status": "completed", "demographics": { "age": 37, "age_band": "35-44", "gender": "male", "race": "black", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "39", "occupation_code": "0440", "personal_income": 65000, "personal_income_band": "50k-99k", "occupation_group": "management", "occupation_detailed_group": "management", "industry_group": "professional-scientific-management-admin", "region": "midwest", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Ingredients and quality", "slot_risk_structured": "Preference for dairy-based alternatives", "slot_risk_open": "I worry that even with a focus on quality, the taste and texture won't match the richness of the dairy products I am used to.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2829583cdf67b221ebd886", "display_name": "Sample Person 2024HU0915833-01", "status": "completed", "demographics": { "age_band": "35-44", "gender": "female", "race": "two-or-more-races", "hispanic_origin": "central-american", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "06", "occupation_code": "3421", "occupation_group": "service", "occupation_detailed_group": "healthcare-practitioners-technical", "industry_group": "retail-trade", "region": "west", "marital_status": "married", "health_insurance_status": "insured", "age": 43, "personal_income": 60000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that the product might not actually live up to the silky description, and I would hate to spend money on it only to find the taste or texture is disappointing.", "slot_clarity": 5, "slot_trust": 4, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a28286b3cdf67b221ebd17a", "display_name": "Sample Person 2024HU0711195-02", "status": "completed", "demographics": { "age_band": "35-44", "gender": "female", "race": "some-other-race", "hispanic_origin": "mexican", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "unemployed", "class_of_worker": "private-for-profit-employee", "state_code": "06", "occupation_code": "4110", "occupation_group": "service", "occupation_detailed_group": "food-preparation-serving", "industry_group": "education-health-social-services", "region": "west", "marital_status": "married", "health_insurance_status": "insured", "age": 41, "personal_income": 0, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I worry that the health claims might be exaggerated just to justify a higher price point, which makes me skeptical about whether it is actually worth the extra cost.", "slot_clarity": 5, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would not recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2842f13cdf67b221eca2a3", "display_name": "Sample Person 2024HU0751108-01", "status": "completed", "demographics": { "age_band": "55-64", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "master", "employment_status": "civilian-employed-at-work", "class_of_worker": "local-government-employee", "state_code": "34", "occupation_code": "2310", "occupation_group": "community-legal-education-arts", "occupation_detailed_group": "education-library", "industry_group": "education-health-social-services", "region": "northeast", "marital_status": "never-married", "health_insurance_status": "insured", "age": 59, "personal_income": 80000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that the product might not actually live up to the 'silky' promise, leaving me disappointed if the texture or taste doesn't match my expectations.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a28681602cdafd5d0215f4f", "display_name": "Sample Person 2024HU0522153-01", "status": "completed", "demographics": { "age": 27, "age_band": "25-34", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "unemployed", "class_of_worker": "local-government-employee", "state_code": "48", "occupation_code": "2545", "personal_income": 22800, "personal_income_band": "<50k", "occupation_group": "community-legal-education-arts", "occupation_detailed_group": "education-library", "industry_group": "education-health-social-services", "region": "south", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Neither of these options", "slot_driver": "Brand promise and positioning", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I am skeptical about the health claims because I worry they are just marketing buzzwords used to justify a higher price point that I cannot afford.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 2, "slot_recommendation_support": "Definitely would not recommend", "slot_fit": 2, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a283adb3cdf67b221ec620b", "display_name": "Sample Person 2024HU0899231-01", "status": "completed", "demographics": { "age_band": "55-64", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "master", "employment_status": "civilian-employed-at-work", "class_of_worker": "federal-government-employee", "state_code": "24", "occupation_code": "2100", "occupation_group": "community-legal-education-arts", "occupation_detailed_group": "legal", "industry_group": "public-administration", "region": "south", "marital_status": "married", "health_insurance_status": "insured", "age": 64, "personal_income": 170000, "personal_income_band": "150k-199k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My primary concern is that prioritizing health claims might mask a lackluster flavor profile, leaving me unsure if the actual taste will meet my expectations.", "slot_clarity": 3, "slot_trust": 5, "slot_adoption_intent": 3, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 5, "slot_switching_barrier": [ "Limited availability at my preferred locations" ] } }, { "respondent_id": "6a2868c502cdafd5d02174be", "display_name": "Sample Person 2024HU1370200-01", "status": "completed", "demographics": { "age": 48, "age_band": "45-54", "gender": "female", "race": "asian", "hispanic_origin": "not-hispanic", "citizenship_status": "naturalized-citizen", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "48", "occupation_code": "9640", "personal_income": 36000, "personal_income_band": "<50k", "occupation_group": "production-transportation", "occupation_detailed_group": "transportation-material-moving", "industry_group": "manufacturing", "region": "south", "marital_status": "married", "health_insurance_status": "uninsured" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Brand promise and positioning", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "I am worried that this oat milk latte will be too expensive for my budget, as I need to be very careful with my money given my current financial situation.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 3, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice", "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a283d4e3cdf67b221ec75ae", "display_name": "Sample Person 2024HU0635166-02", "status": "completed", "demographics": { "age_band": "65-plus", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "local-government-employee", "state_code": "26", "occupation_code": "9122", "occupation_group": "production-transportation", "occupation_detailed_group": "transportation-material-moving", "industry_group": "transportation-warehousing", "region": "midwest", "marital_status": "married", "health_insurance_status": "insured", "age": 65, "personal_income": 31100, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry that focusing so much on health benefits might mean the drink ends up tasting bland or artificial, and I would hate to spend my money on something that doesn't actually taste good.", "slot_clarity": 3, "slot_trust": 5, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would not recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2827143cdf67b221ebc736", "display_name": "Sample Person 2024HU0408908-02", "status": "completed", "demographics": { "age_band": "25-34", "gender": "male", "race": "two-or-more-races", "hispanic_origin": "mexican", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "06", "occupation_code": "6355", "occupation_group": "natural-resources-construction-maintenance", "occupation_detailed_group": "construction-extraction", "industry_group": "construction", "region": "west", "marital_status": "never-married", "health_insurance_status": "uninsured", "age": 30, "personal_income": 54000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "I am worried that this oat milk latte is just another overpriced drink that does not offer enough real value for my hard-earned money.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 1, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice", "Limited availability at my preferred locations" ] } }, { "respondent_id": "6a283be43cdf67b221ec6a6b", "display_name": "Sample Person 2024HU0689848-02", "status": "completed", "demographics": { "age_band": "55-64", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "25", "occupation_code": "5860", "occupation_group": "sales-office", "occupation_detailed_group": "office-administrative-support", "industry_group": "finance-real-estate-rental", "region": "northeast", "marital_status": "married", "health_insurance_status": "insured", "age": 60, "personal_income": 20000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am worried that the oat milk might not actually taste good or creamy enough, which makes me hesitant to spend my limited budget on something I might not enjoy.", "slot_clarity": 4, "slot_trust": 5, "slot_adoption_intent": 4, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 2, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2828ae3cdf67b221ebd37a", "display_name": "Sample Person 2024HU0774164-02", "status": "completed", "demographics": { "age_band": "25-34", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "06", "occupation_code": "0440", "occupation_group": "management", "occupation_detailed_group": "management", "industry_group": "information", "region": "west", "marital_status": "never-married", "health_insurance_status": "insured", "age": 28, "personal_income": 130000, "personal_income_band": "100k-149k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is whether the actual taste will live up to the 'Silky' promise, as I often find that oat-based drinks can have an unexpected texture or aftertaste that doesn't quite match the marketing.", "slot_clarity": 4, "slot_trust": 2, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 3, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2864cb02cdafd5d020f7fa", "display_name": "Sample Person 2024HU1120428-03", "status": "completed", "demographics": { "age": 18, "age_band": "18-24", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "local-government-employee", "state_code": "36", "occupation_code": "3960", "personal_income": 2500, "personal_income_band": "<50k", "occupation_group": "service", "occupation_detailed_group": "protective-service", "industry_group": "education-health-social-services", "region": "northeast", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am worried that focusing so much on the health benefits might mean the latte ends up tasting bland or watery, which is a big risk when I am already being careful with how I spend my limited income.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a28699202cdafd5d0218ddc", "display_name": "Sample Person 2024HU0637892-02", "status": "completed", "demographics": { "age": 23, "age_band": "18-24", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "master", "employment_status": "civilian-employed-at-work", "class_of_worker": "local-government-employee", "state_code": "53", "occupation_code": "2310", "personal_income": 83000, "personal_income_band": "50k-99k", "occupation_group": "community-legal-education-arts", "occupation_detailed_group": "education-library", "industry_group": "education-health-social-services", "region": "west", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Brand promise and positioning", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry that focusing so heavily on the health benefits might mean the actual taste of the oat milk is compromised or not as satisfying as I expect.", "slot_clarity": 3, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice", "I prefer the taste of my current coffee", "Limited availability at my preferred locations" ] } }, { "respondent_id": "6a28406c3cdf67b221ec8e13", "display_name": "Sample Person 2024HU0811177-01", "status": "completed", "demographics": { "age_band": "55-64", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "29", "occupation_code": "7750", "occupation_group": "production-transportation", "occupation_detailed_group": "production", "industry_group": "manufacturing", "region": "midwest", "marital_status": "never-married", "health_insurance_status": "insured", "age": 59, "personal_income": 47000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Brand promise and positioning", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry that the silky texture might just be marketing talk and the actual taste will not live up to the promise.", "slot_clarity": 5, "slot_trust": 5, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee", "Loyalty to my current brand" ] } }, { "respondent_id": "6a28655502cdafd5d0210904", "display_name": "Sample Person 2024HU1004965-01", "status": "completed", "demographics": { "age": 61, "age_band": "55-64", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "37", "occupation_code": "0051", "personal_income": 140000, "personal_income_band": "100k-149k", "occupation_group": "management", "occupation_detailed_group": "management", "industry_group": "finance-real-estate-rental", "region": "south", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Lack of trust in the brand's quality", "slot_risk_open": "I am concerned that the brand lacks the proven track record needed to guarantee the consistent quality I expect from my daily coffee.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 2, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2864b402cdafd5d020f50e", "display_name": "Sample Person 2024HU0969632-01", "status": "completed", "demographics": { "age": 41, "age_band": "35-44", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "36", "occupation_code": "6260", "personal_income": 9800, "personal_income_band": "<50k", "occupation_group": "natural-resources-construction-maintenance", "occupation_detailed_group": "construction-extraction", "industry_group": "construction", "region": "northeast", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am worried that the silky texture might just be marketing talk and the actual taste will not live up to the hype, which makes me hesitant to spend my limited money on it.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 2, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2825e23cdf67b221ebbe2f", "display_name": "Sample Person 2024HU0146509-01", "status": "completed", "demographics": { "age_band": "55-64", "gender": "female", "race": "two-or-more-races", "hispanic_origin": "mexican", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "06", "occupation_code": "5240", "occupation_group": "sales-office", "occupation_detailed_group": "office-administrative-support", "industry_group": "professional-scientific-management-admin", "region": "west", "marital_status": "married", "health_insurance_status": "insured", "age": 64, "personal_income": 40000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am worried that focusing so much on the health benefits might mean the actual taste is compromised, and I don't want to spend my limited budget on a drink that ends up being disappointing.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2826c83cdf67b221ebc4f7", "display_name": "Sample Person 2024HU0347980-01", "status": "completed", "demographics": { "age_band": "55-64", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "not-in-labor-force", "class_of_worker": "private-for-profit-employee", "state_code": "06", "occupation_code": "2710", "occupation_group": "community-legal-education-arts", "occupation_detailed_group": "arts-design-entertainment-sports-media", "industry_group": "information", "region": "west", "marital_status": "never-married", "health_insurance_status": "insured", "age": 64, "personal_income": 0, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry that focusing so heavily on the health benefits might mean the actual taste is compromised or bland. Since I am cautious with my spending, I would be hesitant to buy it without knowing if it actually tastes good.", "slot_clarity": 5, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a28266a3cdf67b221ebc22b", "display_name": "Sample Person 2024HU0264776-03", "status": "completed", "demographics": { "age_band": "35-44", "gender": "male", "race": "two-or-more-races", "hispanic_origin": "central-american", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "06", "occupation_code": "8300", "occupation_group": "production-transportation", "occupation_detailed_group": "production", "industry_group": "other-services", "region": "west", "marital_status": "never-married", "health_insurance_status": "uninsured", "age": 37, "personal_income": 42000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "I worry that this oat milk latte will be overpriced compared to my usual coffee, and I cannot justify spending extra money on a premium drink when I have to be very careful with my budget.", "slot_clarity": 2, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would not recommend", "slot_fit": 3, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a28076f9d17a82d6bedec1f", "display_name": "Sample Person 2024HU0310671-02", "status": "completed", "demographics": { "age_band": "18-24", "gender": "male", "race": "black", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "01", "occupation_code": "4120", "occupation_group": "service", "occupation_detailed_group": "food-preparation-serving", "industry_group": "arts-entertainment-accommodation-food", "region": "south", "marital_status": "never-married", "health_insurance_status": "insured", "age": 19, "personal_income": 8600, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "My main concern is that the price might be too high for the value it offers, which makes it hard to justify as a regular purchase given my limited budget.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 5, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a28648d02cdafd5d020f092", "display_name": "Sample Person 2024HU0702596-02", "status": "completed", "demographics": { "age": 64, "age_band": "55-64", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "naturalized-citizen", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "36", "occupation_code": "0350", "personal_income": 70000, "personal_income_band": "50k-99k", "occupation_group": "management", "occupation_detailed_group": "management", "industry_group": "education-health-social-services", "region": "northeast", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "My main concern is that the price point might not justify the value compared to the coffee I already enjoy, especially if the taste doesn't consistently live up to the premium branding.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 3, "slot_switching_barrier": [ "Lack of information about the product" ] } }, { "respondent_id": "6a28663d02cdafd5d0212543", "display_name": "Sample Person 2024HU0192243-02", "status": "completed", "demographics": { "age": 36, "age_band": "35-44", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "not-in-labor-force", "class_of_worker": "private-for-profit-employee", "state_code": "41", "occupation_code": "9600", "personal_income": 0, "personal_income_band": "<50k", "occupation_group": "production-transportation", "occupation_detailed_group": "transportation-material-moving", "industry_group": "retail-trade", "region": "west", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I am skeptical about the health claims because I worry they might just be marketing buzzwords used to justify a higher price point.", "slot_clarity": 5, "slot_trust": 2, "slot_adoption_intent": 2, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice", "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a28383a3cdf67b221ec4d1b", "display_name": "Sample Person 2024HU0965467-01", "status": "completed", "demographics": { "age_band": "45-54", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "20", "occupation_code": "0410", "occupation_group": "management", "occupation_detailed_group": "management", "industry_group": "finance-real-estate-rental", "region": "midwest", "marital_status": "divorced", "health_insurance_status": "insured", "age": 47, "personal_income": 52000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that while the branding emphasizes a silky texture, I am uncertain if the actual taste will live up to that promise compared to the coffee I currently enjoy.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice", "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2824ea3cdf67b221ebb728", "display_name": "Sample Person 2024GQ0050672-01", "status": "completed", "demographics": { "age_band": "18-24", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "armed-forces-at-work", "class_of_worker": "federal-government-employee", "state_code": "06", "occupation_code": "9800", "occupation_group": "service", "occupation_detailed_group": "military-specific", "region": "west", "marital_status": "never-married", "health_insurance_status": "insured", "age": 23, "personal_income": 84000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I am skeptical that the health claims are just marketing fluff rather than actual nutritional substance.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2868c402cdafd5d0217474", "display_name": "Sample Person 2024HU1359045-04", "status": "completed", "demographics": { "age": 43, "age_band": "35-44", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "doctorate", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "48", "occupation_code": "5000", "personal_income": 38000, "personal_income_band": "<50k", "occupation_group": "sales-office", "occupation_detailed_group": "office-administrative-support", "industry_group": "education-health-social-services", "region": "south", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "I worry that the price point for a premium oat milk latte might not justify the cost compared to my regular coffee options, especially given my need to manage my budget carefully.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 3, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a282dac3cdf67b221ebf97b", "display_name": "Sample Person 2024HU0914325-06", "status": "completed", "demographics": { "age_band": "55-64", "gender": "female", "race": "black", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "unemployed", "class_of_worker": "private-for-profit-employee", "state_code": "10", "occupation_code": "9130", "occupation_group": "production-transportation", "occupation_detailed_group": "transportation-material-moving", "industry_group": "transportation-warehousing", "region": "south", "marital_status": "never-married", "health_insurance_status": "insured", "age": 64, "personal_income": 0, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "My main concern is that with my limited income, I worry this oat milk latte will be too expensive to justify as a regular purchase compared to my usual coffee.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a283ffc3cdf67b221ec8aa0", "display_name": "Sample Person 2024HU0240915-03", "status": "completed", "demographics": { "age_band": "45-54", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "29", "occupation_code": "1031", "occupation_group": "computer-engineering-science", "occupation_detailed_group": "computer-mathematical", "industry_group": "professional-scientific-management-admin", "region": "midwest", "marital_status": "never-married", "health_insurance_status": "insured", "age": 52, "personal_income": 12000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that I might spend money on a product that doesn't actually deliver the smooth, premium taste promised on the packaging.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 3, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 5, "slot_switching_barrier": [ "I prefer the taste of my current coffee", "Limited availability at my preferred locations" ] } }, { "respondent_id": "6a283f1b3cdf67b221ec83c3", "display_name": "Sample Person 2024HU1235036-01", "status": "completed", "demographics": { "age_band": "25-34", "gender": "male", "race": "asian", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "not-in-labor-force", "class_of_worker": "private-for-profit-employee", "state_code": "27", "occupation_code": "8225", "occupation_group": "production-transportation", "occupation_detailed_group": "production", "industry_group": "manufacturing", "region": "midwest", "marital_status": "never-married", "health_insurance_status": "insured", "age": 33, "personal_income": 0, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Brand promise and positioning", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry that the silky texture might not actually taste as good as it sounds, and I don't want to waste my limited money on a drink that ends up being disappointing.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2864bb02cdafd5d020f604", "display_name": "Sample Person 2024HU1009033-03", "status": "completed", "demographics": { "age": 43, "age_band": "35-44", "gender": "female", "race": "asian", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "unemployed", "class_of_worker": "private-for-profit-employee", "state_code": "36", "occupation_code": "5860", "personal_income": 80, "personal_income_band": "<50k", "occupation_group": "sales-office", "occupation_detailed_group": "office-administrative-support", "industry_group": "professional-scientific-management-admin", "region": "northeast", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "I am concerned that the product might be priced too high for the value it provides, making it difficult to justify as a regular purchase on my limited budget.", "slot_clarity": 3, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice", "Limited availability at my preferred locations", "Lack of information about the product" ] } }, { "respondent_id": "6a282b223cdf67b221ebe5f0", "display_name": "Sample Person 2024HU1309441-01", "status": "completed", "demographics": { "age_band": "35-44", "gender": "male", "race": "two-or-more-races", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "06", "occupation_code": "1007", "occupation_group": "computer-engineering-science", "occupation_detailed_group": "computer-mathematical", "industry_group": "manufacturing", "region": "west", "marital_status": "never-married", "health_insurance_status": "insured", "age": 39, "personal_income": 165000, "personal_income_band": "150k-199k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am worried that focusing so heavily on the health benefits will result in a product that sacrifices the rich, satisfying taste I expect from a premium latte.", "slot_clarity": 5, "slot_trust": 1, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "I prefer the taste of my current coffee", "Limited availability at my preferred locations" ] } }, { "respondent_id": "6a2832663cdf67b221ec1e8a", "display_name": "Sample Person 2024HU0651547-04", "status": "completed", "demographics": { "age_band": "25-34", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-nonprofit-employee", "state_code": "13", "occupation_code": "3255", "occupation_group": "service", "occupation_detailed_group": "healthcare-practitioners-technical", "industry_group": "education-health-social-services", "region": "south", "marital_status": "never-married", "health_insurance_status": "insured", "age": 32, "personal_income": 65000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Lack of trust in the brand's quality", "slot_risk_open": "I worry that if the brand doesn't have a strong reputation for quality, the silky texture might just feel artificial or mask subpar ingredients.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 3, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice", "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2841303cdf67b221ec9455", "display_name": "Sample Person 2024HU0556834-01", "status": "completed", "demographics": { "age_band": "45-54", "gender": "female", "race": "two-or-more-races", "hispanic_origin": "mexican", "citizenship_status": "born-abroad-to-us-parent", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "31", "occupation_code": "4220", "occupation_group": "service", "occupation_detailed_group": "building-grounds-cleaning-maintenance", "industry_group": "arts-entertainment-accommodation-food", "region": "midwest", "marital_status": "married", "health_insurance_status": "insured", "age": 52, "personal_income": 40000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that focusing so heavily on health might mean the actual taste is compromised, and I would hate to spend my limited budget on a drink that doesn't taste good.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice", "Loyalty to my current brand" ] } }, { "respondent_id": "6a281bed2d3c971f360c5b78", "display_name": "Sample Person 2024HU0551375-03", "status": "completed", "demographics": { "age_band": "18-24", "gender": "male", "race": "white", "hispanic_origin": "mexican", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "armed-forces-at-work", "class_of_worker": "federal-government-employee", "state_code": "04", "occupation_code": "9830", "occupation_group": "service", "occupation_detailed_group": "military-specific", "region": "west", "marital_status": "never-married", "health_insurance_status": "insured", "age": 18, "personal_income": 35000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Price and value perception", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am worried that focusing so much on the health aspect might mean the drink ends up tasting bland or watery compared to a regular latte.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice", "Lack of information about the product" ] } }, { "respondent_id": "6a28660902cdafd5d0211edf", "display_name": "Sample Person 2024GQ0065679-01", "status": "completed", "demographics": { "age": 55, "age_band": "55-64", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "not-in-labor-force", "class_of_worker": "private-for-profit-employee", "state_code": "40", "occupation_code": "5940", "personal_income": 26400, "personal_income_band": "<50k", "occupation_group": "sales-office", "occupation_detailed_group": "office-administrative-support", "industry_group": "professional-scientific-management-admin", "region": "south", "marital_status": "married", "health_insurance_status": "uninsured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Brand promise and positioning", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am worried that the product might not actually taste as good as the packaging claims, and I don't want to waste my limited money on something that doesn't live up to the promise.", "slot_clarity": 2, "slot_trust": 5, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a282fef3cdf67b221ec0b7e", "display_name": "Sample Person 2024HU0819172-03", "status": "completed", "demographics": { "age_band": "18-24", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "12", "occupation_code": "6710", "occupation_group": "natural-resources-construction-maintenance", "occupation_detailed_group": "construction-extraction", "industry_group": "construction", "region": "south", "marital_status": "never-married", "health_insurance_status": "insured", "age": 18, "personal_income": 1500, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "I worry that a premium oat milk latte might be too expensive for my budget, so I would need to be sure it is worth the extra cost compared to my regular coffee.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 5, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 3, "slot_switching_barrier": [ "Limited availability at my preferred locations" ] } }, { "respondent_id": "6a28678602cdafd5d0214d7d", "display_name": "Sample Person 2024HU1048356-01", "status": "completed", "demographics": { "age": 51, "age_band": "45-54", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "47", "occupation_code": "9720", "personal_income": 89000, "personal_income_band": "50k-99k", "occupation_group": "production-transportation", "occupation_detailed_group": "transportation-material-moving", "industry_group": "professional-scientific-management-admin", "region": "south", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Preference for dairy-based alternatives", "slot_risk_open": "I worry that oat milk won't match the reliable taste and texture of the dairy products I'm used to, making it a waste of money if I don't enjoy it.", "slot_clarity": 3, "slot_trust": 2, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would not recommend", "slot_fit": 3, "slot_switching_barrier": [ "Price is higher than my current choice", "Limited availability at my preferred locations" ] } }, { "respondent_id": "6a28328a3cdf67b221ec1fba", "display_name": "Sample Person 2024HU0774163-01", "status": "completed", "demographics": { "age_band": "45-54", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "13", "occupation_code": "7315", "occupation_group": "natural-resources-construction-maintenance", "occupation_detailed_group": "installation-maintenance-repair", "industry_group": "construction", "region": "south", "marital_status": "divorced", "health_insurance_status": "insured", "age": 46, "personal_income": 110000, "personal_income_band": "100k-149k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Brand promise and positioning", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry that focusing on the health benefits might mean the actual taste is watered down or disappointing compared to a standard latte.", "slot_clarity": 5, "slot_trust": 4, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Limited availability at my preferred locations", "Loyalty to my current brand" ] } }, { "respondent_id": "6a283cc23cdf67b221ec713d", "display_name": "Sample Person 2024HU0143603-01", "status": "completed", "demographics": { "age_band": "45-54", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "master", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "26", "occupation_code": "0440", "occupation_group": "management", "occupation_detailed_group": "management", "industry_group": "manufacturing", "region": "midwest", "marital_status": "married", "health_insurance_status": "insured", "age": 51, "personal_income": 250000, "personal_income_band": "200k+" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that focusing too heavily on health benefits might mask a lackluster taste profile, which is a dealbreaker for my daily coffee routine.", "slot_clarity": 4, "slot_trust": 5, "slot_adoption_intent": 2, "slot_recommendation_support": "Probably would recommend", "slot_fit": 3, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2831ce3cdf67b221ec19e0", "display_name": "Sample Person 2024HU0165609-01", "status": "completed", "demographics": { "age_band": "35-44", "gender": "male", "race": "asian", "hispanic_origin": "not-hispanic", "citizenship_status": "not-us-citizen", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "13", "occupation_code": "1108", "occupation_group": "computer-engineering-science", "occupation_detailed_group": "computer-mathematical", "industry_group": "finance-real-estate-rental", "region": "south", "marital_status": "married", "health_insurance_status": "insured", "age": 41, "personal_income": 174000, "personal_income_band": "150k-199k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I am skeptical of health claims on oat milk labels because they often mask high sugar content or lack nutritional substance.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice", "Loyalty to my current brand", "Lack of information about the product" ] } }, { "respondent_id": "6a283e7e3cdf67b221ec7f0c", "display_name": "Sample Person 2024HU0314026-01", "status": "completed", "demographics": { "age_band": "35-44", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "master", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "27", "occupation_code": "0530", "occupation_group": "business-finance", "occupation_detailed_group": "business-financial-operations", "industry_group": "retail-trade", "region": "midwest", "marital_status": "married", "health_insurance_status": "insured", "age": 42, "personal_income": 6000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Brand promise and positioning", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is whether the actual taste will live up to the silky marketing promise, as I am cautious about spending my limited income on a product that might not deliver.", "slot_clarity": 5, "slot_trust": 5, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a28299c3cdf67b221ebda86", "display_name": "Sample Person 2024HU0972036-01", "status": "completed", "demographics": { "age_band": "25-34", "gender": "male", "race": "white", "hispanic_origin": "mexican", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "06", "occupation_code": "1021", "occupation_group": "computer-engineering-science", "occupation_detailed_group": "computer-mathematical", "industry_group": "professional-scientific-management-admin", "region": "west", "marital_status": "never-married", "health_insurance_status": "insured", "age": 27, "personal_income": 100000, "personal_income_band": "100k-149k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am concerned that the actual taste and texture might not live up to the marketing claims, leaving me disappointed after trying it.", "slot_clarity": 5, "slot_trust": 5, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Limited availability at my preferred locations" ] } }, { "respondent_id": "6a282db93cdf67b221ebf9ee", "display_name": "Sample Person 2024HU1315945-02", "status": "completed", "demographics": { "age_band": "45-54", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "10", "occupation_code": "5860", "occupation_group": "sales-office", "occupation_detailed_group": "office-administrative-support", "industry_group": "finance-real-estate-rental", "region": "south", "marital_status": "married", "health_insurance_status": "insured", "age": 45, "personal_income": 20000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that the oat milk might not actually taste as smooth or creamy as the name implies. Since I am careful with my spending, I worry about paying for a premium product that ends up disappointing me in flavor.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a28690702cdafd5d0217cc1", "display_name": "Sample Person 2024HU1342181-03", "status": "completed", "demographics": { "age": 25, "age_band": "25-34", "gender": "female", "race": "two-or-more-races", "hispanic_origin": "south-american", "citizenship_status": "born-abroad-to-us-parent", "education_level": "some-college", "employment_status": "not-in-labor-force", "class_of_worker": "self-employed-incorporated", "state_code": "50", "occupation_code": "4120", "personal_income": 70000, "personal_income_band": "50k-99k", "occupation_group": "service", "occupation_detailed_group": "food-preparation-serving", "industry_group": "arts-entertainment-accommodation-food", "region": "northeast", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I worry that focusing too much on health claims might just be marketing fluff that masks a lack of real flavor or quality.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2833373cdf67b221ec252a", "display_name": "Sample Person 2024HU1341167-01", "status": "completed", "demographics": { "age_band": "45-54", "gender": "male", "race": "asian", "hispanic_origin": "not-hispanic", "citizenship_status": "naturalized-citizen", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "13", "occupation_code": "0120", "occupation_group": "management", "occupation_detailed_group": "management", "industry_group": "information", "region": "south", "marital_status": "married", "health_insurance_status": "insured", "age": 51, "personal_income": 100000, "personal_income_band": "100k-149k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that the promise of a silky texture might not translate to the actual taste, and I am skeptical about whether it will truly deliver a premium coffee experience compared to what I already drink.", "slot_clarity": 5, "slot_trust": 3, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2838fd3cdf67b221ec5323", "display_name": "Sample Person 2024HU1072505-01", "status": "completed", "demographics": { "age_band": "55-64", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "self-employed-not-incorporated", "state_code": "21", "occupation_code": "6130", "occupation_group": "natural-resources-construction-maintenance", "occupation_detailed_group": "farming-fishing-forestry", "industry_group": "manufacturing", "region": "south", "marital_status": "married", "health_insurance_status": "insured", "age": 64, "personal_income": 22800, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry that the silky texture won't actually taste as good as promised and I'll end up wasting money on a drink that doesn't live up to the marketing.", "slot_clarity": 2, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2825ad3cdf67b221ebbc93", "display_name": "Sample Person 2024HU0105679-03", "status": "completed", "demographics": { "age_band": "18-24", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "06", "occupation_code": "7905", "occupation_group": "production-transportation", "occupation_detailed_group": "production", "industry_group": "manufacturing", "region": "west", "marital_status": "never-married", "health_insurance_status": "insured", "age": 21, "personal_income": 14600, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Lack of trust in the brand's quality", "slot_risk_open": "I worry that the brand might be cutting corners on ingredients to keep costs down, making me doubt the actual quality of the oat milk.", "slot_clarity": 3, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 3, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a28662302cdafd5d021221d", "display_name": "Sample Person 2024HU0896143-01", "status": "completed", "demographics": { "age": 53, "age_band": "45-54", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "master", "employment_status": "civilian-employed-at-work", "class_of_worker": "federal-government-employee", "state_code": "40", "occupation_code": "5310", "personal_income": 45000, "personal_income_band": "50k-99k", "occupation_group": "sales-office", "occupation_detailed_group": "office-administrative-support", "industry_group": "public-administration", "region": "south", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Ingredients and quality", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that focusing too much on health benefits might mask a lackluster flavor profile, leaving me unsure if the actual taste will be satisfying.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would not recommend", "slot_fit": 4, "slot_switching_barrier": [ "Lack of information about the product" ] } }, { "respondent_id": "6a283a053cdf67b221ec5b51", "display_name": "Sample Person 2024HU0183433-01", "status": "completed", "demographics": { "age_band": "25-34", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "23", "occupation_code": "8990", "occupation_group": "production-transportation", "occupation_detailed_group": "production", "industry_group": "manufacturing", "region": "northeast", "marital_status": "married", "health_insurance_status": "insured", "age": 31, "personal_income": 70000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Price and value perception", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry that focusing so much on the health aspect might mean the actual taste is bland or chalky compared to a standard latte.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2869b902cdafd5d0219297", "display_name": "Sample Person 2024HU1273570-03", "status": "completed", "demographics": { "age": 30, "age_band": "25-34", "gender": "female", "race": "asian", "hispanic_origin": "not-hispanic", "citizenship_status": "naturalized-citizen", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-nonprofit-employee", "state_code": "53", "occupation_code": "0630", "personal_income": 50000, "personal_income_band": "50k-99k", "occupation_group": "business-finance", "occupation_detailed_group": "business-financial-operations", "industry_group": "education-health-social-services", "region": "west", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I worry that the health claims might be overstated or just a marketing tactic, so I would need to see clear nutritional transparency to really trust the product.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2865ac02cdafd5d021137e", "display_name": "Sample Person 2024HU0391740-04", "status": "completed", "demographics": { "age": 36, "age_band": "35-44", "gender": "female", "race": "two-or-more-races", "hispanic_origin": "other-hispanic", "citizenship_status": "not-us-citizen", "education_level": "some-college", "employment_status": "not-in-labor-force", "class_of_worker": "private-for-profit-employee", "state_code": "39", "occupation_code": "5240", "personal_income": 0, "personal_income_band": "<50k", "occupation_group": "sales-office", "occupation_detailed_group": "office-administrative-support", "industry_group": "retail-trade", "region": "midwest", "marital_status": "married", "health_insurance_status": "uninsured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am worried that the product might not actually taste as smooth or satisfying as the name suggests, which would make it a disappointing use of my limited budget.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a28693c02cdafd5d021833b", "display_name": "Sample Person 2024HU0759397-04", "status": "completed", "demographics": { "age": 25, "age_band": "25-34", "gender": "female", "race": "black", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "federal-government-employee", "state_code": "51", "occupation_code": "4030", "personal_income": 7000, "personal_income_band": "<50k", "occupation_group": "service", "occupation_detailed_group": "food-preparation-serving", "industry_group": "arts-entertainment-accommodation-food", "region": "south", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I am worried that the health claims might just be marketing fluff that does not actually deliver on the taste or quality I expect for the price.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice", "Limited availability at my preferred locations", "Loyalty to my current brand" ] } }, { "respondent_id": "6a2838623cdf67b221ec4e26", "display_name": "Sample Person 2024HU1387964-01", "status": "completed", "demographics": { "age_band": "25-34", "gender": "male", "race": "american-indian", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "armed-forces-at-work", "class_of_worker": "federal-government-employee", "state_code": "20", "occupation_code": "6200", "occupation_group": "natural-resources-construction-maintenance", "occupation_detailed_group": "construction-extraction", "region": "midwest", "marital_status": "divorced", "health_insurance_status": "insured", "age": 33, "personal_income": 69000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that 'Silky' is just a marketing buzzword, and I worry the actual taste or texture won't live up to the promise once I try it.", "slot_clarity": 3, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Loyalty to my current brand" ] } }, { "respondent_id": "6a2869b902cdafd5d02192b8", "display_name": "Sample Person 2024HU1324145-01", "status": "completed", "demographics": { "age": 33, "age_band": "25-34", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "53", "occupation_code": "1460", "personal_income": 113960, "personal_income_band": "100k-149k", "occupation_group": "computer-engineering-science", "occupation_detailed_group": "architecture-engineering", "industry_group": "manufacturing", "region": "west", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am concerned that the actual taste might not live up to the marketing claims of being silky, which could lead to disappointment after purchase.", "slot_clarity": 5, "slot_trust": 2, "slot_adoption_intent": 1, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 4, "slot_switching_barrier": [ "Limited availability at my preferred locations", "Loyalty to my current brand" ] } }, { "respondent_id": "6a2835823cdf67b221ec37a9", "display_name": "Sample Person 2024HU1046450-01", "status": "completed", "demographics": { "age_band": "25-34", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "17", "occupation_code": "9645", "occupation_group": "production-transportation", "occupation_detailed_group": "transportation-material-moving", "industry_group": "wholesale-trade", "region": "midwest", "marital_status": "never-married", "health_insurance_status": "insured", "age": 25, "personal_income": 52000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry that the product might not actually taste as good as the marketing claims, and I don't want to waste my money on something that ends up being disappointing.", "slot_clarity": 5, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a28655802cdafd5d021094b", "display_name": "Sample Person 2024HU1036069-01", "status": "completed", "demographics": { "age": 65, "age_band": "65-plus", "gender": "female", "race": "american-indian", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "not-in-labor-force", "class_of_worker": "federal-government-employee", "state_code": "37", "occupation_code": "3255", "personal_income": 0, "personal_income_band": "<50k", "occupation_group": "service", "occupation_detailed_group": "healthcare-practitioners-technical", "industry_group": "education-health-social-services", "region": "south", "marital_status": "divorced", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry that the product might not actually live up to the promise of a silky texture, and since I am on a fixed income, I am cautious about spending money on something that could end up tasting disappointing.", "slot_clarity": 5, "slot_trust": 3, "slot_adoption_intent": 3, "slot_recommendation_support": "Probably would recommend", "slot_fit": 3, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a28678002cdafd5d0214cb1", "display_name": "Sample Person 2024HU0918439-03", "status": "completed", "demographics": { "age": 28, "age_band": "25-34", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "master", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "47", "occupation_code": "4540", "personal_income": 28000, "personal_income_band": "<50k", "occupation_group": "service", "occupation_detailed_group": "personal-care-service", "industry_group": "professional-scientific-management-admin", "region": "south", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am concerned that the product might not actually live up to the silky texture promised, leaving me disappointed if the taste is just like any other standard oat milk.", "slot_clarity": 3, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would not recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a28358f3cdf67b221ec3840", "display_name": "Sample Person 2024HU1101376-02", "status": "completed", "demographics": { "age_band": "55-64", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "master", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-nonprofit-employee", "state_code": "17", "occupation_code": "2100", "occupation_group": "community-legal-education-arts", "occupation_detailed_group": "legal", "industry_group": "education-health-social-services", "region": "midwest", "marital_status": "married", "health_insurance_status": "insured", "age": 63, "personal_income": 638000, "personal_income_band": "200k+" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Preference for dairy-based alternatives", "slot_risk_open": "My main concern is that the oat milk might fail to replicate the rich, creamy mouthfeel of traditional dairy, which is essential for a premium coffee experience.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 5, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2868a502cdafd5d021708b", "display_name": "Sample Person 2024HU1209564-02", "status": "completed", "demographics": { "age": 46, "age_band": "45-54", "gender": "female", "race": "white", "hispanic_origin": "puerto-rican", "citizenship_status": "born-in-us", "education_level": "doctorate", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "48", "occupation_code": "1750", "personal_income": 317000, "personal_income_band": "200k+", "occupation_group": "computer-engineering-science", "occupation_detailed_group": "life-physical-social-science", "industry_group": "mining-oil-gas", "region": "south", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I am skeptical of health-focused marketing because it often lacks the technical rigor and objective data needed to substantiate the claims being made.", "slot_clarity": 3, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2868ae02cdafd5d0217200", "display_name": "Sample Person 2024HU1253705-02", "status": "completed", "demographics": { "age": 18, "age_band": "18-24", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "48", "occupation_code": "4220", "personal_income": 4000, "personal_income_band": "<50k", "occupation_group": "service", "occupation_detailed_group": "building-grounds-cleaning-maintenance", "industry_group": "arts-entertainment-accommodation-food", "region": "south", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that the oat milk might not actually taste as smooth or creamy as the name suggests, and I don't want to waste my money if it ends up being thin or watery.", "slot_clarity": 4, "slot_trust": 5, "slot_adoption_intent": 5, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice", "Limited availability at my preferred locations" ] } }, { "respondent_id": "6a2837a03cdf67b221ec4839", "display_name": "Sample Person 2024HU0724798-01", "status": "completed", "demographics": { "age_band": "25-34", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "19", "occupation_code": "5240", "occupation_group": "sales-office", "occupation_detailed_group": "office-administrative-support", "industry_group": "manufacturing", "region": "midwest", "marital_status": "never-married", "health_insurance_status": "insured", "age": 26, "personal_income": 57000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that the product might not actually live up to the silky texture promised, leaving me disappointed if it tastes like standard oat milk.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a282e443cdf67b221ebfe18", "display_name": "Sample Person 2024HU0088926-01", "status": "completed", "demographics": { "age_band": "35-44", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "naturalized-citizen", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "self-employed-not-incorporated", "state_code": "12", "occupation_code": "0410", "occupation_group": "management", "occupation_detailed_group": "management", "industry_group": "finance-real-estate-rental", "region": "south", "marital_status": "divorced", "health_insurance_status": "insured", "age": 40, "personal_income": 50000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "My main concern is that the price might not align with the actual value I get, especially since I am cautious about my spending.", "slot_clarity": 5, "slot_trust": 4, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a28686b02cdafd5d0216985", "display_name": "Sample Person 2024HU0934674-01", "status": "completed", "demographics": { "age": 54, "age_band": "45-54", "gender": "female", "race": "black", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "master", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "48", "occupation_code": "5000", "personal_income": 67000, "personal_income_band": "50k-99k", "occupation_group": "sales-office", "occupation_detailed_group": "office-administrative-support", "industry_group": "professional-scientific-management-admin", "region": "south", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Lack of trust in the brand's quality", "slot_risk_open": "I am skeptical of health claims on new products because I lack trust in the brand's quality control and transparency.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee", "Limited availability at my preferred locations" ] } }, { "respondent_id": "6a282cc03cdf67b221ebf205", "display_name": "Sample Person 2024HU1158851-03", "status": "completed", "demographics": { "age_band": "25-34", "gender": "male", "race": "asian", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "self-employed-incorporated", "state_code": "08", "occupation_code": "4110", "occupation_group": "service", "occupation_detailed_group": "food-preparation-serving", "industry_group": "arts-entertainment-accommodation-food", "region": "west", "marital_status": "never-married", "health_insurance_status": "insured", "age": 25, "personal_income": 18000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Ingredients and quality", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that the oat milk might not actually taste as smooth or rich as the packaging promises, and given my limited budget, I would hate to spend money on something that doesn't live up to its description.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice", "Loyalty to my current brand" ] } }, { "respondent_id": "6a2824f53cdf67b221ebb74e", "display_name": "Sample Person 2024GQ0061081-01", "status": "completed", "demographics": { "age_band": "55-64", "gender": "male", "race": "some-other-race", "hispanic_origin": "mexican", "citizenship_status": "not-us-citizen", "education_level": "high-school", "employment_status": "not-in-labor-force", "class_of_worker": "private-for-profit-employee", "state_code": "06", "occupation_code": "6410", "occupation_group": "natural-resources-construction-maintenance", "occupation_detailed_group": "construction-extraction", "industry_group": "construction", "region": "west", "marital_status": "separated", "health_insurance_status": "insured", "age": 56, "personal_income": 0, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry that the silky texture might just be marketing talk and the actual taste won't live up to the promise.", "slot_clarity": 5, "slot_trust": 4, "slot_adoption_intent": 3, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice", "Limited availability at my preferred locations" ] } }, { "respondent_id": "6a28643f02cdafd5d020e6db", "display_name": "Sample Person 2024HU0151630-03", "status": "completed", "demographics": { "age": 28, "age_band": "25-34", "gender": "female", "race": "two-or-more-races", "hispanic_origin": "puerto-rican", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "36", "occupation_code": "5940", "personal_income": 25000, "personal_income_band": "<50k", "occupation_group": "sales-office", "occupation_detailed_group": "office-administrative-support", "industry_group": "education-health-social-services", "region": "northeast", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that the product might not actually live up to the silky texture promised, and given my budget, I would be disappointed to spend money on something that doesn't taste as good as expected.", "slot_clarity": 4, "slot_trust": 5, "slot_adoption_intent": 2, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2828763cdf67b221ebd1b9", "display_name": "Sample Person 2024HU0720006-01", "status": "completed", "demographics": { "age_band": "45-54", "gender": "female", "race": "some-other-race", "hispanic_origin": "puerto-rican", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "state-government-employee", "state_code": "06", "occupation_code": "3601", "occupation_group": "service", "occupation_detailed_group": "healthcare-support", "industry_group": "public-administration", "region": "west", "marital_status": "married", "health_insurance_status": "insured", "age": 52, "personal_income": 78000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am worried that the product might not actually taste as smooth or satisfying as the marketing claims, and I prefer to stick with what I already know works.", "slot_clarity": 5, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 3, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2865af02cdafd5d0211404", "display_name": "Sample Person 2024HU0431611-01", "status": "completed", "demographics": { "age": 46, "age_band": "45-54", "gender": "female", "race": "black", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "doctorate", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-nonprofit-employee", "state_code": "39", "occupation_code": "2205", "personal_income": 87750, "personal_income_band": "50k-99k", "occupation_group": "community-legal-education-arts", "occupation_detailed_group": "education-library", "industry_group": "education-health-social-services", "region": "midwest", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am concerned that prioritizing health claims might mean the product sacrifices the rich, satisfying flavor I expect from a high-quality latte.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice", "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2864b702cdafd5d020f570", "display_name": "Sample Person 2024HU0979643-04", "status": "completed", "demographics": { "age": 32, "age_band": "25-34", "gender": "male", "race": "some-other-race", "hispanic_origin": "central-american", "citizenship_status": "naturalized-citizen", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "self-employed-not-incorporated", "state_code": "36", "occupation_code": "4500", "personal_income": 11200, "personal_income_band": "<50k", "occupation_group": "service", "occupation_detailed_group": "personal-care-service", "industry_group": "other-services", "region": "northeast", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I am skeptical about the health claims because I worry they are just marketing buzzwords used to justify a higher price point for a product that might not actually be better for me.", "slot_clarity": 4, "slot_trust": 5, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2837153cdf67b221ec43de", "display_name": "Sample Person 2024HU1166822-01", "status": "completed", "demographics": { "age_band": "55-64", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "18", "occupation_code": "0120", "occupation_group": "management", "occupation_detailed_group": "management", "industry_group": "finance-real-estate-rental", "region": "midwest", "marital_status": "widowed", "health_insurance_status": "insured", "age": 56, "personal_income": 50000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Price and value perception", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry the actual taste won't live up to the premium promise, and I don't want to pay extra for something that might just be another mediocre oat milk product.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice", "Lack of information about the product" ] } }, { "respondent_id": "6a28338e3cdf67b221ec2812", "display_name": "Sample Person 2024HU1229626-01", "status": "completed", "demographics": { "age_band": "65-plus", "gender": "male", "race": "asian", "hispanic_origin": "not-hispanic", "citizenship_status": "naturalized-citizen", "education_level": "high-school", "employment_status": "not-in-labor-force", "class_of_worker": "private-for-profit-employee", "state_code": "15", "occupation_code": "0440", "occupation_group": "management", "occupation_detailed_group": "management", "industry_group": "education-health-social-services", "region": "west", "marital_status": "married", "health_insurance_status": "insured", "age": 72, "personal_income": 0, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry that focusing so much on the health benefits might mean the drink ends up tasting bland or artificial compared to the coffee I am used to.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2865a502cdafd5d02112b3", "display_name": "Sample Person 2024HU0332347-01", "status": "completed", "demographics": { "age": 28, "age_band": "25-34", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "doctorate", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "39", "occupation_code": "3050", "personal_income": 140000, "personal_income_band": "100k-149k", "occupation_group": "service", "occupation_detailed_group": "healthcare-practitioners-technical", "industry_group": "education-health-social-services", "region": "midwest", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "I am concerned that the premium price for this oat milk latte won't be justified by its actual nutritional value compared to cheaper, standard options.", "slot_clarity": 3, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2842b53cdf67b221eca0e4", "display_name": "Sample Person 2024HU0497520-01", "status": "completed", "demographics": { "age_band": "55-64", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "34", "occupation_code": "0120", "occupation_group": "management", "occupation_detailed_group": "management", "industry_group": "professional-scientific-management-admin", "region": "northeast", "marital_status": "married", "health_insurance_status": "insured", "age": 62, "personal_income": 175000, "personal_income_band": "150k-199k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "I am concerned that the premium price point for an oat milk latte may not be justified by the actual quality or experience compared to cheaper, established alternatives.", "slot_clarity": 4, "slot_trust": 1, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 3, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a281d182d3c971f360c6131", "display_name": "Sample Person 2024HU1433197-03", "status": "completed", "demographics": { "age_band": "45-54", "gender": "male", "race": "some-other-race", "hispanic_origin": "mexican", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "04", "occupation_code": "0010", "occupation_group": "management", "occupation_detailed_group": "management", "industry_group": "wholesale-trade", "region": "west", "marital_status": "never-married", "health_insurance_status": "insured", "age": 51, "personal_income": 567500, "personal_income_band": "200k+" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Lack of trust in the brand's quality", "slot_risk_open": "I worry that the focus on health claims might mask a lack of genuine quality or premium ingredients, making me skeptical of the brand's overall standards.", "slot_clarity": 4, "slot_trust": 5, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2837fa3cdf67b221ec4aff", "display_name": "Sample Person 2024HU0191880-02", "status": "completed", "demographics": { "age_band": "35-44", "gender": "female", "race": "two-or-more-races", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "20", "occupation_code": "3323", "occupation_group": "service", "occupation_detailed_group": "healthcare-practitioners-technical", "industry_group": "education-health-social-services", "region": "midwest", "marital_status": "married", "health_insurance_status": "insured", "age": 39, "personal_income": 56000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am concerned that the silky texture might mask an artificial or overly processed flavor that does not live up to the premium expectation.", "slot_clarity": 5, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a282afb3cdf67b221ebe4c3", "display_name": "Sample Person 2024HU1278070-05", "status": "completed", "demographics": { "age_band": "18-24", "gender": "female", "race": "asian", "hispanic_origin": "not-hispanic", "citizenship_status": "naturalized-citizen", "education_level": "master", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-nonprofit-employee", "state_code": "06", "occupation_code": "2310", "occupation_group": "community-legal-education-arts", "occupation_detailed_group": "education-library", "industry_group": "education-health-social-services", "region": "west", "marital_status": "never-married", "health_insurance_status": "insured", "age": 23, "personal_income": 55000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Lack of trust in the brand's quality", "slot_risk_open": "My main concern is whether the brand can consistently deliver on the promised silky texture, as I worry that a lack of established trust in their quality control might lead to a disappointing experience.", "slot_clarity": 5, "slot_trust": 5, "slot_adoption_intent": 3, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a282e6a3cdf67b221ebff72", "display_name": "Sample Person 2024HU0168678-02", "status": "completed", "demographics": { "age_band": "55-64", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "not-in-labor-force", "class_of_worker": "private-for-profit-employee", "state_code": "12", "occupation_code": "7410", "occupation_group": "natural-resources-construction-maintenance", "occupation_detailed_group": "installation-maintenance-repair", "industry_group": "utilities", "region": "south", "marital_status": "married", "health_insurance_status": "insured", "age": 63, "personal_income": 0, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Lack of trust in the brand's quality", "slot_risk_open": "I worry that the brand might be cutting corners on quality to keep costs down, which makes me skeptical about whether the product will actually taste as good as they claim.", "slot_clarity": 4, "slot_trust": 5, "slot_adoption_intent": 3, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice", "Limited availability at my preferred locations" ] } }, { "respondent_id": "6a28672302cdafd5d0214164", "display_name": "Sample Person 2024HU0734003-01", "status": "completed", "demographics": { "age": 35, "age_band": "35-44", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "45", "occupation_code": "6710", "personal_income": 30000, "personal_income_band": "<50k", "occupation_group": "natural-resources-construction-maintenance", "occupation_detailed_group": "construction-extraction", "industry_group": "construction", "region": "south", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am worried that the drink will not actually taste as smooth or satisfying as the label promises, and I do not want to waste my money on something that ends up being disappointing.", "slot_clarity": 5, "slot_trust": 4, "slot_adoption_intent": 3, "slot_recommendation_support": "Probably would not recommend", "slot_fit": 4, "slot_switching_barrier": [ "Limited availability at my preferred locations" ] } }, { "respondent_id": "6a2833a73cdf67b221ec28c0", "display_name": "Sample Person 2024HU0108217-01", "status": "completed", "demographics": { "age_band": "55-64", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "16", "occupation_code": "5720", "occupation_group": "sales-office", "occupation_detailed_group": "office-administrative-support", "industry_group": "professional-scientific-management-admin", "region": "west", "marital_status": "married", "health_insurance_status": "insured", "age": 58, "personal_income": 40000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "I worry that the premium price for a health-focused oat milk latte might not offer enough actual value compared to my current reliable coffee routine.", "slot_clarity": 4, "slot_trust": 5, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a283e7e3cdf67b221ec7f05", "display_name": "Sample Person 2024HU0312537-04", "status": "completed", "demographics": { "age_band": "35-44", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "27", "occupation_code": "8140", "occupation_group": "production-transportation", "occupation_detailed_group": "production", "industry_group": "manufacturing", "region": "midwest", "marital_status": "never-married", "health_insurance_status": "insured", "age": 39, "personal_income": 40000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry that the silky texture might just be marketing talk and the actual drink will taste thin or artificial once I pay for it.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice", "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a28362c3cdf67b221ec3c92", "display_name": "Sample Person 2024GQ0100969-01", "status": "completed", "demographics": { "age_band": "45-54", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "not-in-labor-force", "class_of_worker": "private-for-profit-employee", "state_code": "18", "occupation_code": "4020", "occupation_group": "service", "occupation_detailed_group": "food-preparation-serving", "industry_group": "arts-entertainment-accommodation-food", "region": "midwest", "marital_status": "widowed", "health_insurance_status": "uninsured", "age": 48, "personal_income": 11200, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am worried that focusing so much on the health benefits might mean the taste is compromised, and since I have a limited budget, I cannot afford to spend money on a drink that I might end up not enjoying.", "slot_clarity": 5, "slot_trust": 5, "slot_adoption_intent": 5, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 2, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a28418b3cdf67b221ec9730", "display_name": "Sample Person 2024HU0459044-01", "status": "completed", "demographics": { "age_band": "55-64", "gender": "male", "race": "asian", "hispanic_origin": "not-hispanic", "citizenship_status": "naturalized-citizen", "education_level": "master", "employment_status": "not-in-labor-force", "class_of_worker": "private-for-profit-employee", "state_code": "32", "occupation_code": "1530", "occupation_group": "computer-engineering-science", "occupation_detailed_group": "architecture-engineering", "industry_group": "manufacturing", "region": "west", "marital_status": "married", "health_insurance_status": "insured", "age": 62, "personal_income": 0, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I am skeptical of health claims because they often lack transparent, verifiable data to back up the marketing language.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a28667802cdafd5d0212c7b", "display_name": "Sample Person 2024HU0123539-02", "status": "completed", "demographics": { "age": 44, "age_band": "35-44", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "42", "occupation_code": "5350", "personal_income": 72000, "personal_income_band": "50k-99k", "occupation_group": "sales-office", "occupation_detailed_group": "office-administrative-support", "industry_group": "transportation-warehousing", "region": "northeast", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Price and value perception", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry that the silky texture might just be marketing fluff and the actual taste will not live up to the premium price I am paying.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a28650f02cdafd5d0210069", "display_name": "Sample Person 2024HU0115987-01", "status": "completed", "demographics": { "age": 40, "age_band": "35-44", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "37", "occupation_code": "0530", "personal_income": 72000, "personal_income_band": "50k-99k", "occupation_group": "business-finance", "occupation_detailed_group": "business-financial-operations", "industry_group": "manufacturing", "region": "south", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that the marketing focus on a silky texture might be misleading if the actual product taste doesn't live up to that promise, which would make it an unreliable choice compared to the brands I already trust.", "slot_clarity": 5, "slot_trust": 5, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Loyalty to my current brand" ] } }, { "respondent_id": "6a2827703cdf67b221ebc9d6", "display_name": "Sample Person 2024HU0491510-02", "status": "completed", "demographics": { "age_band": "35-44", "gender": "female", "race": "two-or-more-races", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "local-government-employee", "state_code": "06", "occupation_code": "0650", "occupation_group": "business-finance", "occupation_detailed_group": "business-financial-operations", "industry_group": "education-health-social-services", "region": "west", "marital_status": "never-married", "health_insurance_status": "insured", "age": 36, "personal_income": 26000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Price and value perception", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that the product might not actually taste as smooth as the name suggests, and I would hate to spend my limited budget on something that doesn't live up to the marketing.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 5, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice", "I prefer the taste of my current coffee", "Limited availability at my preferred locations", "Loyalty to my current brand" ] } }, { "respondent_id": "6a28084f9d17a82d6bedec93", "display_name": "Sample Person 2024HU0414842-01", "status": "completed", "demographics": { "age_band": "55-64", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "01", "occupation_code": "7420", "occupation_group": "natural-resources-construction-maintenance", "occupation_detailed_group": "installation-maintenance-repair", "industry_group": "information", "region": "south", "marital_status": "married", "health_insurance_status": "insured", "age": 60, "personal_income": 80000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry that focusing so heavily on the health aspect will leave the actual flavor lacking, as I prefer a product that tastes good first and foremost.", "slot_clarity": 5, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would not recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2867e002cdafd5d02158c8", "display_name": "Sample Person 2024HU0252145-01", "status": "completed", "demographics": { "age": 28, "age_band": "25-34", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "48", "occupation_code": "7210", "personal_income": 98000, "personal_income_band": "50k-99k", "occupation_group": "natural-resources-construction-maintenance", "occupation_detailed_group": "installation-maintenance-repair", "industry_group": "transportation-warehousing", "region": "south", "marital_status": "married", "health_insurance_status": "uninsured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that the product might not actually taste as smooth or satisfying as the marketing claims, leaving me disappointed after I buy it.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 5, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee", "Loyalty to my current brand" ] } }, { "respondent_id": "6a28420a3cdf67b221ec9b27", "display_name": "Sample Person 2024HU0854735-01", "status": "completed", "demographics": { "age_band": "25-34", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "federal-government-employee", "state_code": "33", "occupation_code": "0360", "occupation_group": "management", "occupation_detailed_group": "management", "industry_group": "construction", "region": "northeast", "marital_status": "married", "health_insurance_status": "insured", "age": 28, "personal_income": 48100, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is whether the actual product will deliver the promised silky texture or if it will just be another watery oat milk that doesn't live up to the marketing.", "slot_clarity": 5, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a28686802cdafd5d0216939", "display_name": "Sample Person 2024HU0921362-01", "status": "completed", "demographics": { "age": 59, "age_band": "55-64", "gender": "male", "race": "asian", "hispanic_origin": "not-hispanic", "citizenship_status": "naturalized-citizen", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "48", "occupation_code": "1400", "personal_income": 46000, "personal_income_band": "<50k", "occupation_group": "computer-engineering-science", "occupation_detailed_group": "architecture-engineering", "industry_group": "manufacturing", "region": "south", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am concerned that the silky marketing promise might not translate to the actual taste, and without clear technical specifications on the ingredients, I cannot verify if it will meet my expectations.", "slot_clarity": 5, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a283eda3cdf67b221ec821a", "display_name": "Sample Person 2024HU0862832-01", "status": "completed", "demographics": { "age_band": "45-54", "gender": "male", "race": "black", "hispanic_origin": "not-hispanic", "citizenship_status": "naturalized-citizen", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "27", "occupation_code": "1021", "occupation_group": "computer-engineering-science", "occupation_detailed_group": "computer-mathematical", "industry_group": "professional-scientific-management-admin", "region": "midwest", "marital_status": "divorced", "health_insurance_status": "insured", "age": 50, "personal_income": 143000, "personal_income_band": "100k-149k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am concerned that focusing on health benefits might mask a lackluster flavor profile, leaving me disappointed if the actual taste doesn't live up to the marketing.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 3, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice", "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a282d5d3cdf67b221ebf6dd", "display_name": "Sample Person 2024HU0895336-01", "status": "completed", "demographics": { "age_band": "35-44", "gender": "male", "race": "two-or-more-races", "hispanic_origin": "central-american", "citizenship_status": "naturalized-citizen", "education_level": "master", "employment_status": "civilian-employed-at-work", "class_of_worker": "self-employed-incorporated", "state_code": "09", "occupation_code": "0440", "occupation_group": "management", "occupation_detailed_group": "management", "industry_group": "construction", "region": "northeast", "marital_status": "married", "health_insurance_status": "insured", "age": 44, "personal_income": 75000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Neither of these options", "slot_driver": "Brand promise and positioning", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I am skeptical of health claims on packaged drinks because they often mask poor ingredient quality or lack of nutritional substance.", "slot_clarity": 1, "slot_trust": 5, "slot_adoption_intent": 2, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 3, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a28646202cdafd5d020eb34", "display_name": "Sample Person 2024HU0409756-03", "status": "completed", "demographics": { "age": 34, "age_band": "25-34", "gender": "male", "race": "asian", "hispanic_origin": "not-hispanic", "citizenship_status": "naturalized-citizen", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "36", "occupation_code": "0565", "personal_income": 65000, "personal_income_band": "50k-99k", "occupation_group": "business-finance", "occupation_detailed_group": "business-financial-operations", "industry_group": "professional-scientific-management-admin", "region": "northeast", "marital_status": "divorced", "health_insurance_status": "uninsured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that the product might not actually live up to the silky texture promised, leaving me disappointed after switching from my usual coffee.", "slot_clarity": 3, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a28422f3cdf67b221ec9c89", "display_name": "Sample Person 2024HU0006794-01", "status": "completed", "demographics": { "age_band": "35-44", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-nonprofit-employee", "state_code": "34", "occupation_code": "0705", "occupation_group": "business-finance", "occupation_detailed_group": "business-financial-operations", "industry_group": "education-health-social-services", "region": "northeast", "marital_status": "married", "health_insurance_status": "insured", "age": 44, "personal_income": 174000, "personal_income_band": "150k-199k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Price and value perception", "slot_risk_structured": "Preference for dairy-based alternatives", "slot_risk_open": "My main concern is that people who are deeply accustomed to the specific mouthfeel and protein content of dairy milk might find this oat-based alternative lacking, regardless of how silky the marketing claims it to be.", "slot_clarity": 5, "slot_trust": 4, "slot_adoption_intent": 3, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2867a002cdafd5d02150ba", "display_name": "Sample Person 2024GQ0055083-01", "status": "completed", "demographics": { "age": 24, "age_band": "18-24", "gender": "male", "race": "some-other-race", "hispanic_origin": "mexican", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "not-in-labor-force", "class_of_worker": "private-for-profit-employee", "state_code": "48", "occupation_code": "4020", "personal_income": 0, "personal_income_band": "<50k", "occupation_group": "service", "occupation_detailed_group": "food-preparation-serving", "industry_group": "arts-entertainment-accommodation-food", "region": "south", "marital_status": "never-married", "health_insurance_status": "uninsured" }, "answers": { "slot_winner": "Neither of these options", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I am skeptical of health claims on new products because they often feel like marketing fluff designed to justify a higher price point that I cannot afford.", "slot_clarity": 1, "slot_trust": 1, "slot_adoption_intent": 1, "slot_recommendation_support": "Probably would recommend", "slot_fit": 1, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a282afd3cdf67b221ebe4f4", "display_name": "Sample Person 2024HU1282926-02", "status": "completed", "demographics": { "age_band": "45-54", "gender": "male", "race": "asian", "hispanic_origin": "not-hispanic", "citizenship_status": "naturalized-citizen", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "federal-government-employee", "state_code": "06", "occupation_code": "3870", "occupation_group": "service", "occupation_detailed_group": "protective-service", "industry_group": "public-administration", "region": "west", "marital_status": "married", "health_insurance_status": "insured", "age": 54, "personal_income": 60000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry that the silky texture might be achieved through additives or artificial thickeners that don't actually taste like real, high-quality coffee.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 5, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 5, "slot_switching_barrier": [ "I prefer the taste of my current coffee", "Lack of information about the product" ] } }, { "respondent_id": "6a2837853cdf67b221ec4767", "display_name": "Sample Person 2024HU0439083-02", "status": "completed", "demographics": { "age_band": "35-44", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "self-employed-incorporated", "state_code": "19", "occupation_code": "2634", "occupation_group": "community-legal-education-arts", "occupation_detailed_group": "arts-design-entertainment-sports-media", "industry_group": "professional-scientific-management-admin", "region": "midwest", "marital_status": "married", "health_insurance_status": "insured", "age": 44, "personal_income": 12000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Price and value perception", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "My main concern is whether the price will justify the experience, as I am quite cautious about spending extra on premium coffee products given my limited budget.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 3, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 5, "slot_switching_barrier": [ "Loyalty to my current brand" ] } }, { "respondent_id": "6a2868d502cdafd5d02176bb", "display_name": "Sample Person 2024HU1451391-03", "status": "completed", "demographics": { "age": 25, "age_band": "25-34", "gender": "female", "race": "white", "hispanic_origin": "mexican", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "48", "occupation_code": "4110", "personal_income": 30000, "personal_income_band": "<50k", "occupation_group": "service", "occupation_detailed_group": "food-preparation-serving", "industry_group": "arts-entertainment-accommodation-food", "region": "south", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Lack of trust in the brand's quality", "slot_risk_open": "I worry that if the quality doesn't live up to the premium taste promise, it won't be worth the extra cost for someone on my budget.", "slot_clarity": 5, "slot_trust": 4, "slot_adoption_intent": 1, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a28691b02cdafd5d0217f27", "display_name": "Sample Person 2024HU0212309-02", "status": "completed", "demographics": { "age": 32, "age_band": "25-34", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "not-in-labor-force", "class_of_worker": "private-for-profit-employee", "state_code": "51", "occupation_code": "3421", "personal_income": 0, "personal_income_band": "<50k", "occupation_group": "service", "occupation_detailed_group": "healthcare-practitioners-technical", "industry_group": "retail-trade", "region": "south", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am worried that focusing so much on the health benefits might mean the actual taste is disappointing or too thin, which is a risk when I have limited money to spend on new coffee drinks.", "slot_clarity": 5, "slot_trust": 5, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2865e902cdafd5d0211b3a", "display_name": "Sample Person 2024HU1099507-01", "status": "completed", "demographics": { "age": 52, "age_band": "45-54", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "39", "occupation_code": "8990", "personal_income": 40000, "personal_income_band": "<50k", "occupation_group": "production-transportation", "occupation_detailed_group": "production", "industry_group": "manufacturing", "region": "midwest", "marital_status": "divorced", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Ingredients and quality", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am worried that the product might not actually taste as good as the marketing claims, and I do not want to waste my limited budget on something I might end up disliking.", "slot_clarity": 5, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice", "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a28652802cdafd5d021033a", "display_name": "Sample Person 2024HU0425427-01", "status": "completed", "demographics": { "age": 65, "age_band": "65-plus", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "37", "occupation_code": "9130", "personal_income": 65000, "personal_income_band": "50k-99k", "occupation_group": "production-transportation", "occupation_detailed_group": "transportation-material-moving", "industry_group": "mining-oil-gas", "region": "south", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "I worry that paying a premium for a fancy oat milk latte just isn't worth the extra cost when a standard cup of coffee gets the job done just as well.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice", "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a283af43cdf67b221ec62b1", "display_name": "Sample Person 2024HU1018151-02", "status": "completed", "demographics": { "age_band": "45-54", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "unemployed", "class_of_worker": "self-employed-not-incorporated", "state_code": "24", "occupation_code": "4220", "occupation_group": "service", "occupation_detailed_group": "building-grounds-cleaning-maintenance", "industry_group": "professional-scientific-management-admin", "region": "south", "marital_status": "married", "health_insurance_status": "insured", "age": 45, "personal_income": 100, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry that the product might not actually taste as good as the name suggests, and I cannot afford to waste money on something that ends up being disappointing.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 3, "slot_recommendation_support": "Probably would not recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a28640e02cdafd5d020e110", "display_name": "Sample Person 2024HU1006962-02", "status": "completed", "demographics": { "age": 53, "age_band": "45-54", "gender": "female", "race": "american-indian", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "federal-government-employee", "state_code": "35", "occupation_code": "5550", "personal_income": 65000, "personal_income_band": "50k-99k", "occupation_group": "sales-office", "occupation_detailed_group": "office-administrative-support", "industry_group": "transportation-warehousing", "region": "west", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that the product might not actually live up to the silky texture promised on the label, which would be disappointing after trying it.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 2, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2865d602cdafd5d02118a9", "display_name": "Sample Person 2024HU0882705-01", "status": "completed", "demographics": { "age": 59, "age_band": "55-64", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-nonprofit-employee", "state_code": "39", "occupation_code": "2320", "personal_income": 90000, "personal_income_band": "50k-99k", "occupation_group": "community-legal-education-arts", "occupation_detailed_group": "education-library", "industry_group": "education-health-social-services", "region": "midwest", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I am concerned that the health claims might be exaggerated or lack sufficient scientific backing to justify the price. It feels like a trend-focused product that might not deliver the consistent quality I expect from my daily coffee.", "slot_clarity": 3, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice", "Lack of information about the product" ] } }, { "respondent_id": "6a28675602cdafd5d02147c2", "display_name": "Sample Person 2024HU0176042-01", "status": "completed", "demographics": { "age": 55, "age_band": "55-64", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "master", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "47", "occupation_code": "1021", "personal_income": 105000, "personal_income_band": "100k-149k", "occupation_group": "computer-engineering-science", "occupation_detailed_group": "computer-mathematical", "industry_group": "professional-scientific-management-admin", "region": "south", "marital_status": "divorced", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Neither of these options", "slot_driver": "Ingredients and quality", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I am skeptical of health claims because they often feel like marketing fluff designed to mask the actual quality or ingredient profile of the product.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 3, "slot_recommendation_support": "Probably would not recommend", "slot_fit": 4, "slot_switching_barrier": [ "Loyalty to my current brand" ] } }, { "respondent_id": "6a28656202cdafd5d0210a65", "display_name": "Sample Person 2024HU1158422-02", "status": "completed", "demographics": { "age": 34, "age_band": "25-34", "gender": "male", "race": "two-or-more-races", "hispanic_origin": "mexican", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "not-in-labor-force", "class_of_worker": "private-for-profit-employee", "state_code": "37", "occupation_code": "9645", "personal_income": 0, "personal_income_band": "<50k", "occupation_group": "production-transportation", "occupation_detailed_group": "transportation-material-moving", "industry_group": "construction", "region": "south", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Ingredients and quality", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am worried that the silky texture might just be marketing fluff and the actual taste won't live up to the premium price tag.", "slot_clarity": 4, "slot_trust": 1, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Limited availability at my preferred locations" ] } }, { "respondent_id": "6a2831c03cdf67b221ec194a", "display_name": "Sample Person 2024HU0107255-01", "status": "completed", "demographics": { "age_band": "25-34", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-nonprofit-employee", "state_code": "13", "occupation_code": "3610", "occupation_group": "service", "occupation_detailed_group": "healthcare-support", "industry_group": "education-health-social-services", "region": "south", "marital_status": "married", "health_insurance_status": "insured", "age": 29, "personal_income": 45000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Ingredients and quality", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry that the silky texture might not actually taste as good as it sounds, and I would hate to waste my limited budget on a drink that doesn't live up to the description.", "slot_clarity": 5, "slot_trust": 3, "slot_adoption_intent": 5, "slot_recommendation_support": "Definitely would not recommend", "slot_fit": 2, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a28277e3cdf67b221ebca75", "display_name": "Sample Person 2024HU0506546-01", "status": "completed", "demographics": { "age_band": "35-44", "gender": "male", "race": "two-or-more-races", "hispanic_origin": "not-hispanic", "citizenship_status": "not-us-citizen", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "06", "occupation_code": "7800", "occupation_group": "production-transportation", "occupation_detailed_group": "production", "industry_group": "wholesale-trade", "region": "west", "marital_status": "married", "health_insurance_status": "insured", "age": 44, "personal_income": 18000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am worried that the actual taste might not live up to the silky description, and since I have to be careful with my spending, I don't want to waste money on a drink that ends up tasting disappointing.", "slot_clarity": 5, "slot_trust": 2, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 3, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a28677902cdafd5d0214bf2", "display_name": "Sample Person 2024HU0792547-01", "status": "completed", "demographics": { "age": 34, "age_band": "25-34", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "master", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "47", "occupation_code": "3550", "personal_income": 90000, "personal_income_band": "50k-99k", "occupation_group": "service", "occupation_detailed_group": "healthcare-practitioners-technical", "industry_group": "education-health-social-services", "region": "south", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "My main concern is that a premium-positioned oat latte might not justify the higher price compared to standard coffee options, especially if the taste doesn't consistently deliver a superior experience.", "slot_clarity": 5, "slot_trust": 2, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2831713cdf67b221ec1706", "display_name": "Sample Person 2024HU1428231-01", "status": "completed", "demographics": { "age_band": "45-54", "gender": "female", "race": "some-other-race", "hispanic_origin": "south-american", "citizenship_status": "naturalized-citizen", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "12", "occupation_code": "0220", "occupation_group": "management", "occupation_detailed_group": "management", "industry_group": "construction", "region": "south", "marital_status": "divorced", "health_insurance_status": "insured", "age": 53, "personal_income": 570000, "personal_income_band": "200k+" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that the silky texture might be achieved through additives that compromise the natural quality of the oat milk, leaving me unsure if the actual taste will live up to the marketing.", "slot_clarity": 5, "slot_trust": 4, "slot_adoption_intent": 3, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 3, "slot_switching_barrier": [ "I prefer the taste of my current coffee", "Limited availability at my preferred locations" ] } }, { "respondent_id": "6a283f363cdf67b221ec84c6", "display_name": "Sample Person 2024HU1440256-01", "status": "completed", "demographics": { "age_band": "65-plus", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "not-in-labor-force", "class_of_worker": "private-for-profit-employee", "state_code": "27", "occupation_code": "4965", "occupation_group": "sales-office", "occupation_detailed_group": "sales-related", "industry_group": "construction", "region": "midwest", "marital_status": "divorced", "health_insurance_status": "insured", "age": 68, "personal_income": 0, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I worry that the health claims might just be marketing talk and not actually provide the nutritional benefits they promise.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice", "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2865e202cdafd5d0211a25", "display_name": "Sample Person 2024HU1012187-02", "status": "completed", "demographics": { "age": 60, "age_band": "55-64", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "39", "occupation_code": "0800", "personal_income": 130000, "personal_income_band": "100k-149k", "occupation_group": "business-finance", "occupation_detailed_group": "business-financial-operations", "industry_group": "professional-scientific-management-admin", "region": "midwest", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that the product might not actually deliver the promised silky texture, leaving me disappointed if the taste doesn't live up to the marketing.", "slot_clarity": 4, "slot_trust": 5, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Loyalty to my current brand" ] } }, { "respondent_id": "6a28681d02cdafd5d0216035", "display_name": "Sample Person 2024HU0556860-01", "status": "completed", "demographics": { "age": 35, "age_band": "35-44", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "not-us-citizen", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "48", "occupation_code": "4720", "personal_income": 60000, "personal_income_band": "50k-99k", "occupation_group": "sales-office", "occupation_detailed_group": "sales-related", "industry_group": "retail-trade", "region": "south", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Price and value perception", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry that the product might not actually taste as smooth as the name suggests, and I am hesitant to spend my money on it if it ends up being disappointing.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 1, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2866b202cdafd5d02133af", "display_name": "Sample Person 2024HU0739698-01", "status": "completed", "demographics": { "age": 54, "age_band": "45-54", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "local-government-employee", "state_code": "42", "occupation_code": "3802", "personal_income": 100000, "personal_income_band": "100k-149k", "occupation_group": "service", "occupation_detailed_group": "protective-service", "industry_group": "public-administration", "region": "northeast", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that the product might not actually taste as smooth or satisfying as the silky marketing description promises.", "slot_clarity": 5, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a28686e02cdafd5d02169e3", "display_name": "Sample Person 2024HU0947443-02", "status": "completed", "demographics": { "age": 51, "age_band": "45-54", "gender": "female", "race": "two-or-more-races", "hispanic_origin": "mexican", "citizenship_status": "naturalized-citizen", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "48", "occupation_code": "3255", "personal_income": 104000, "personal_income_band": "100k-149k", "occupation_group": "service", "occupation_detailed_group": "healthcare-practitioners-technical", "industry_group": "education-health-social-services", "region": "south", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Lack of trust in the brand's quality", "slot_risk_open": "My main concern is that if the brand's quality isn't consistently high, I might feel let down by the taste and texture I am expecting.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 5, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a28672002cdafd5d0214121", "display_name": "Sample Person 2024HU0619576-01", "status": "completed", "demographics": { "age": 49, "age_band": "45-54", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "master", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "45", "occupation_code": "2310", "personal_income": 45000, "personal_income_band": "<50k", "occupation_group": "community-legal-education-arts", "occupation_detailed_group": "education-library", "industry_group": "education-health-social-services", "region": "south", "marital_status": "separated", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Brand promise and positioning", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "I am concerned that the premium pricing for this oat milk latte may not offer enough tangible value compared to more affordable options. Given my budget, I need to be sure the taste and quality justify the higher cost.", "slot_clarity": 5, "slot_trust": 2, "slot_adoption_intent": 3, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2832ea3cdf67b221ec22b0", "display_name": "Sample Person 2024HU1076109-02", "status": "completed", "demographics": { "age_band": "18-24", "gender": "female", "race": "black", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-not-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "13", "occupation_code": "9620", "occupation_group": "production-transportation", "occupation_detailed_group": "transportation-material-moving", "industry_group": "transportation-warehousing", "region": "south", "marital_status": "never-married", "health_insurance_status": "insured", "age": 23, "personal_income": 500, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I worry that the health claims might just be marketing hype to justify a higher price point that I cannot easily afford.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 3, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2827653cdf67b221ebc9ac", "display_name": "Sample Person 2024HU0484387-01", "status": "completed", "demographics": { "age_band": "55-64", "gender": "male", "race": "asian", "hispanic_origin": "not-hispanic", "citizenship_status": "naturalized-citizen", "education_level": "master", "employment_status": "not-in-labor-force", "class_of_worker": "private-for-profit-employee", "state_code": "06", "occupation_code": "1530", "occupation_group": "computer-engineering-science", "occupation_detailed_group": "architecture-engineering", "industry_group": "manufacturing", "region": "west", "marital_status": "married", "health_insurance_status": "insured", "age": 64, "personal_income": 0, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Neither of these options", "slot_driver": "Ingredients and quality", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I am skeptical of health claims on oat milk because they often mask poor ingredient quality or lack of nutritional transparency.", "slot_clarity": 4, "slot_trust": 1, "slot_adoption_intent": 1, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 1, "slot_switching_barrier": [ "Price is higher than my current choice", "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2868f102cdafd5d0217a4c", "display_name": "Sample Person 2024HU0901615-01", "status": "completed", "demographics": { "age": 48, "age_band": "45-54", "gender": "male", "race": "asian", "hispanic_origin": "not-hispanic", "citizenship_status": "not-us-citizen", "education_level": "master", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "49", "occupation_code": "0440", "personal_income": 212000, "personal_income_band": "200k+", "occupation_group": "management", "occupation_detailed_group": "management", "industry_group": "professional-scientific-management-admin", "region": "west", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that the product might not actually deliver the promised silky texture, leaving me disappointed if the flavor profile doesn't live up to the marketing.", "slot_clarity": 4, "slot_trust": 5, "slot_adoption_intent": 5, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 5, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2868bb02cdafd5d021737d", "display_name": "Sample Person 2024HU1323891-01", "status": "completed", "demographics": { "age": 50, "age_band": "45-54", "gender": "male", "race": "black", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "state-government-employee", "state_code": "48", "occupation_code": "2205", "personal_income": 152000, "personal_income_band": "150k-199k", "occupation_group": "community-legal-education-arts", "occupation_detailed_group": "education-library", "industry_group": "education-health-social-services", "region": "south", "marital_status": "divorced", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am concerned that the actual taste might not live up to the marketing claims, as I prefer to stick with coffee products I already know and trust.", "slot_clarity": 4, "slot_trust": 1, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would not recommend", "slot_fit": 5, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2868db02cdafd5d0217753", "display_name": "Sample Person 2024HU0039005-02", "status": "completed", "demographics": { "age": 65, "age_band": "65-plus", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "49", "occupation_code": "9645", "personal_income": 26000, "personal_income_band": "<50k", "occupation_group": "production-transportation", "occupation_detailed_group": "transportation-material-moving", "industry_group": "other-services", "region": "west", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Brand promise and positioning", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am worried that the silky texture might just be marketing talk and the actual taste will not live up to the promise.", "slot_clarity": 2, "slot_trust": 4, "slot_adoption_intent": 5, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a28672f02cdafd5d02142d3", "display_name": "Sample Person 2024HU1033449-01", "status": "completed", "demographics": { "age": 60, "age_band": "55-64", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "45", "occupation_code": "2300", "personal_income": 10000, "personal_income_band": "<50k", "occupation_group": "community-legal-education-arts", "occupation_detailed_group": "education-library", "industry_group": "education-health-social-services", "region": "south", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am concerned that the silky texture might not actually deliver on the taste I expect, especially since I am hesitant to spend extra on a new product that might disappoint.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 2, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a28657202cdafd5d0210c7c", "display_name": "Sample Person 2024HU1366492-01", "status": "completed", "demographics": { "age": 47, "age_band": "45-54", "gender": "male", "race": "black", "hispanic_origin": "not-hispanic", "citizenship_status": "not-us-citizen", "education_level": "master", "employment_status": "not-in-labor-force", "class_of_worker": "self-employed-not-incorporated", "state_code": "37", "occupation_code": "0710", "personal_income": 0, "personal_income_band": "<50k", "occupation_group": "business-finance", "occupation_detailed_group": "business-financial-operations", "industry_group": "professional-scientific-management-admin", "region": "south", "marital_status": "separated", "health_insurance_status": "uninsured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am concerned that the actual taste might not live up to the premium promise, which would make it a poor value given my limited budget.", "slot_clarity": 5, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice", "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2842a93cdf67b221eca073", "display_name": "Sample Person 2024HU0472678-03", "status": "completed", "demographics": { "age_band": "45-54", "gender": "female", "race": "some-other-race", "hispanic_origin": "south-american", "citizenship_status": "not-us-citizen", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "34", "occupation_code": "2145", "occupation_group": "community-legal-education-arts", "occupation_detailed_group": "legal", "industry_group": "other-services", "region": "northeast", "marital_status": "separated", "health_insurance_status": "insured", "age": 53, "personal_income": 26000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am concerned that the product might not live up to the silky texture promised, which would be a waste of money given my tight budget.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 1, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a28393a3cdf67b221ec54f9", "display_name": "Sample Person 2024GQ0178233-01", "status": "completed", "demographics": { "age_band": "18-24", "gender": "male", "race": "black", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "not-in-labor-force", "class_of_worker": "local-government-employee", "state_code": "22", "occupation_code": "2145", "occupation_group": "community-legal-education-arts", "occupation_detailed_group": "legal", "industry_group": "public-administration", "region": "south", "marital_status": "never-married", "health_insurance_status": "uninsured", "age": 19, "personal_income": 2800, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry that the silky texture might just be marketing hype and the actual taste won't live up to the premium price tag.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 3, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice", "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a281d302d3c971f360c61ac", "display_name": "Sample Person 2024HU0011525-01", "status": "completed", "demographics": { "age_band": "35-44", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "not-in-labor-force", "class_of_worker": "private-for-profit-employee", "state_code": "05", "occupation_code": "9620", "occupation_group": "production-transportation", "occupation_detailed_group": "transportation-material-moving", "industry_group": "transportation-warehousing", "region": "south", "marital_status": "married", "health_insurance_status": "insured", "age": 37, "personal_income": 0, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Lack of trust in the brand's quality", "slot_risk_open": "I worry that a new oat milk brand might not live up to its promises, and since I have to be careful with my money, I prefer sticking to brands I already know and trust.", "slot_clarity": 5, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would not recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice", "Limited availability at my preferred locations" ] } }, { "respondent_id": "6a282afb3cdf67b221ebe4a6", "display_name": "Sample Person 2024HU1272635-02", "status": "completed", "demographics": { "age_band": "25-34", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "06", "occupation_code": "2721", "occupation_group": "community-legal-education-arts", "occupation_detailed_group": "arts-design-entertainment-sports-media", "industry_group": "arts-entertainment-accommodation-food", "region": "west", "marital_status": "married", "health_insurance_status": "insured", "age": 32, "personal_income": 95000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that focusing so heavily on the health benefits might mean the actual taste of the oat milk latte is compromised or bland.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice", "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2842c03cdf67b221eca127", "display_name": "Sample Person 2024HU0570558-02", "status": "completed", "demographics": { "age_band": "55-64", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "not-in-labor-force", "class_of_worker": "local-government-employee", "state_code": "34", "occupation_code": "3820", "occupation_group": "service", "occupation_detailed_group": "protective-service", "industry_group": "public-administration", "region": "northeast", "marital_status": "married", "health_insurance_status": "insured", "age": 63, "personal_income": 0, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Price and value perception", "slot_risk_structured": "Preference for dairy-based alternatives", "slot_risk_open": "I am concerned that an oat-based product might not live up to the rich, familiar taste of the dairy I am used to, and I prefer sticking with what I know works.", "slot_clarity": 4, "slot_trust": 2, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2833123cdf67b221ec243c", "display_name": "Sample Person 2024HU1241586-01", "status": "completed", "demographics": { "age_band": "35-44", "gender": "female", "race": "american-indian", "hispanic_origin": "puerto-rican", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "13", "occupation_code": "0540", "occupation_group": "business-finance", "occupation_detailed_group": "business-financial-operations", "industry_group": "finance-real-estate-rental", "region": "south", "marital_status": "married", "health_insurance_status": "insured", "age": 44, "personal_income": 73000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Ingredients and quality", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is whether the actual taste will live up to the silky marketing promise, as I am cautious about trying new products that might not deliver on their primary flavor claim.", "slot_clarity": 5, "slot_trust": 4, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Limited availability at my preferred locations" ] } }, { "respondent_id": "6a282d7c3cdf67b221ebf7fe", "display_name": "Sample Person 2024HU1182658-01", "status": "completed", "demographics": { "age_band": "25-34", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-nonprofit-employee", "state_code": "09", "occupation_code": "2025", "occupation_group": "community-legal-education-arts", "occupation_detailed_group": "community-social-service", "industry_group": "other-services", "region": "northeast", "marital_status": "married", "health_insurance_status": "insured", "age": 31, "personal_income": 30000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "I worry that the price might be too high for the value it provides, especially since I need to be careful with my budget.", "slot_clarity": 3, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 3, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2833cb3cdf67b221ec2a0a", "display_name": "Sample Person 2024HU0865077-01", "status": "completed", "demographics": { "age_band": "45-54", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "16", "occupation_code": "8990", "occupation_group": "production-transportation", "occupation_detailed_group": "production", "industry_group": "manufacturing", "region": "west", "marital_status": "married", "health_insurance_status": "insured", "age": 50, "personal_income": 130000, "personal_income_band": "100k-149k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Brand promise and positioning", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that the product might not actually taste as smooth or satisfying as the marketing claims, leaving me disappointed after paying a premium price.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 3, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a28643f02cdafd5d020e6ef", "display_name": "Sample Person 2024HU0162595-01", "status": "completed", "demographics": { "age": 43, "age_band": "35-44", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "36", "occupation_code": "7840", "personal_income": 30000, "personal_income_band": "<50k", "occupation_group": "production-transportation", "occupation_detailed_group": "production", "industry_group": "manufacturing", "region": "northeast", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I am skeptical of health claims on food labels because they often feel like marketing fluff designed to justify a higher price tag.", "slot_clarity": 3, "slot_trust": 2, "slot_adoption_intent": 2, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a282bfa3cdf67b221ebec4b", "display_name": "Sample Person 2024HU0103192-01", "status": "completed", "demographics": { "age_band": "25-34", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "08", "occupation_code": "0705", "occupation_group": "business-finance", "occupation_detailed_group": "business-financial-operations", "industry_group": "professional-scientific-management-admin", "region": "west", "marital_status": "never-married", "health_insurance_status": "insured", "age": 32, "personal_income": 125000, "personal_income_band": "100k-149k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Brand promise and positioning", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that 'Silky' is a subjective marketing term, so I worry the actual taste might not live up to the premium promise.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a282c863cdf67b221ebf0c6", "display_name": "Sample Person 2024HU0918231-01", "status": "completed", "demographics": { "age_band": "25-34", "gender": "female", "race": "some-other-race", "hispanic_origin": "central-american", "citizenship_status": "not-us-citizen", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "08", "occupation_code": "4055", "occupation_group": "service", "occupation_detailed_group": "food-preparation-serving", "industry_group": "arts-entertainment-accommodation-food", "region": "west", "marital_status": "divorced", "health_insurance_status": "uninsured", "age": 28, "personal_income": 12000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I worry that the health claims might just be marketing fluff and won't actually provide the nutritional value I need given my limited budget and lack of health coverage.", "slot_clarity": 5, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice", "Limited availability at my preferred locations", "Loyalty to my current brand" ] } }, { "respondent_id": "6a2865c202cdafd5d0211622", "display_name": "Sample Person 2024HU0636850-02", "status": "completed", "demographics": { "age": 20, "age_band": "18-24", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "not-in-labor-force", "class_of_worker": "private-for-profit-employee", "state_code": "39", "occupation_code": "4055", "personal_income": 0, "personal_income_band": "<50k", "occupation_group": "service", "occupation_detailed_group": "food-preparation-serving", "industry_group": "arts-entertainment-accommodation-food", "region": "midwest", "marital_status": "never-married", "health_insurance_status": "uninsured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am worried that the product might not actually taste as smooth or satisfying as the branding suggests, which would make it a waste of my limited budget.", "slot_clarity": 5, "slot_trust": 4, "slot_adoption_intent": 3, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Limited availability at my preferred locations" ] } }, { "respondent_id": "6a2866bc02cdafd5d02134d1", "display_name": "Sample Person 2024HU0842800-01", "status": "completed", "demographics": { "age": 22, "age_band": "18-24", "gender": "female", "race": "asian", "hispanic_origin": "not-hispanic", "citizenship_status": "not-us-citizen", "education_level": "bachelor", "employment_status": "not-in-labor-force", "class_of_worker": "state-government-employee", "state_code": "42", "occupation_code": "2545", "personal_income": 480, "personal_income_band": "<50k", "occupation_group": "community-legal-education-arts", "occupation_detailed_group": "education-library", "industry_group": "education-health-social-services", "region": "northeast", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Neither of these options", "slot_driver": "Price and value perception", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "I am concerned that the price for this oat milk latte will be too high to justify the cost given my limited disposable income.", "slot_clarity": 1, "slot_trust": 3, "slot_adoption_intent": 3, "slot_recommendation_support": "Definitely would not recommend", "slot_fit": 1, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2868d802cdafd5d021771a", "display_name": "Sample Person 2024HU1457423-02", "status": "completed", "demographics": { "age": 33, "age_band": "25-34", "gender": "male", "race": "some-other-race", "hispanic_origin": "cuban", "citizenship_status": "not-us-citizen", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "self-employed-not-incorporated", "state_code": "48", "occupation_code": "6260", "personal_income": 43000, "personal_income_band": "<50k", "occupation_group": "natural-resources-construction-maintenance", "occupation_detailed_group": "construction-extraction", "industry_group": "construction", "region": "south", "marital_status": "never-married", "health_insurance_status": "uninsured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "I am concerned that the premium price for an oat milk latte won't be worth the cost given my limited disposable income.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 3, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 3, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2841f13cdf67b221ec9a54", "display_name": "Sample Person 2024HU0113489-02", "status": "completed", "demographics": { "age_band": "45-54", "gender": "female", "race": "asian", "hispanic_origin": "not-hispanic", "citizenship_status": "naturalized-citizen", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "self-employed-not-incorporated", "state_code": "33", "occupation_code": "4510", "occupation_group": "service", "occupation_detailed_group": "personal-care-service", "industry_group": "other-services", "region": "northeast", "marital_status": "married", "health_insurance_status": "insured", "age": 45, "personal_income": 57000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Lack of trust in the brand's quality", "slot_risk_open": "I worry that if the brand doesn't have a solid reputation for quality, the silky texture might just be a way to mask an inferior product.", "slot_clarity": 5, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a28307e3cdf67b221ec0fdb", "display_name": "Sample Person 2024HU1057470-01", "status": "completed", "demographics": { "age_band": "55-64", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "12", "occupation_code": "5240", "occupation_group": "sales-office", "occupation_detailed_group": "office-administrative-support", "industry_group": "arts-entertainment-accommodation-food", "region": "south", "marital_status": "never-married", "health_insurance_status": "insured", "age": 62, "personal_income": 45000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that the oat milk might not actually taste as smooth or satisfying as the branding promises, and I would hate to spend money on something that ends up being disappointing.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2830e43cdf67b221ec12fd", "display_name": "Sample Person 2024HU1217376-01", "status": "completed", "demographics": { "age_band": "55-64", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "12", "occupation_code": "4810", "occupation_group": "sales-office", "occupation_detailed_group": "sales-related", "industry_group": "finance-real-estate-rental", "region": "south", "marital_status": "married", "health_insurance_status": "insured", "age": 60, "personal_income": 185000, "personal_income_band": "150k-199k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that focusing too heavily on health benefits might mask a lackluster flavor profile, leaving me disappointed if the actual taste doesn't live up to the marketing.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2840c23cdf67b221ec9120", "display_name": "Sample Person 2024HU1366651-02", "status": "completed", "demographics": { "age_band": "45-54", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "self-employed-incorporated", "state_code": "29", "occupation_code": "0010", "occupation_group": "management", "occupation_detailed_group": "management", "industry_group": "manufacturing", "region": "midwest", "marital_status": "married", "health_insurance_status": "insured", "age": 53, "personal_income": 488000, "personal_income_band": "200k+" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "I am concerned that the premium price point for an oat milk latte does not offer enough tangible value compared to the high-quality coffee I already drink at home.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 2, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2867d602cdafd5d021577e", "display_name": "Sample Person 2024HU0215124-01", "status": "completed", "demographics": { "age": 47, "age_band": "45-54", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "48", "occupation_code": "7700", "personal_income": 75000, "personal_income_band": "50k-99k", "occupation_group": "production-transportation", "occupation_detailed_group": "production", "industry_group": "manufacturing", "region": "south", "marital_status": "divorced", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Preference for dairy-based alternatives", "slot_risk_open": "I am worried that this oat milk option might not satisfy my preference for the taste and texture of traditional dairy.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 5, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 3, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2836903cdf67b221ec3fb8", "display_name": "Sample Person 2024HU0451486-01", "status": "completed", "demographics": { "age_band": "45-54", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "18", "occupation_code": "5710", "occupation_group": "sales-office", "occupation_detailed_group": "office-administrative-support", "industry_group": "finance-real-estate-rental", "region": "midwest", "marital_status": "married", "health_insurance_status": "insured", "age": 47, "personal_income": 55000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "My main concern is that the price point might not justify the value compared to other oat milk options I already enjoy.", "slot_clarity": 5, "slot_trust": 4, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 3, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2865b202cdafd5d0211462", "display_name": "Sample Person 2024HU0472616-01", "status": "completed", "demographics": { "age": 44, "age_band": "35-44", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "naturalized-citizen", "education_level": "some-college", "employment_status": "not-in-labor-force", "class_of_worker": "private-for-profit-employee", "state_code": "39", "occupation_code": "8740", "personal_income": 4000, "personal_income_band": "<50k", "occupation_group": "production-transportation", "occupation_detailed_group": "production", "industry_group": "other-services", "region": "midwest", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am worried that the product might not actually taste as good as the packaging suggests, and I don't want to waste my limited money on something that doesn't live up to the description.", "slot_clarity": 5, "slot_trust": 4, "slot_adoption_intent": 5, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice", "Limited availability at my preferred locations" ] } }, { "respondent_id": "6a2835203cdf67b221ec34a2", "display_name": "Sample Person 2024HU0772734-02", "status": "completed", "demographics": { "age_band": "35-44", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "17", "occupation_code": "8255", "occupation_group": "production-transportation", "occupation_detailed_group": "production", "industry_group": "information", "region": "midwest", "marital_status": "never-married", "health_insurance_status": "insured", "age": 41, "personal_income": 46100, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Price and value perception", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry that the product might not actually taste as smooth as the branding suggests, which would be a waste of my money.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice", "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a28393a3cdf67b221ec5514", "display_name": "Sample Person 2024HU0013571-01", "status": "completed", "demographics": { "age_band": "55-64", "gender": "female", "race": "black", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "not-in-labor-force", "class_of_worker": "private-for-profit-employee", "state_code": "22", "occupation_code": "3603", "occupation_group": "service", "occupation_detailed_group": "healthcare-support", "region": "south", "marital_status": "divorced", "health_insurance_status": "insured", "age": 59, "personal_income": 0, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "My main concern is that premium oat milk products often cost more than I can comfortably spend on my daily coffee.", "slot_clarity": 3, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a28671f02cdafd5d02140d1", "display_name": "Sample Person 2024HU0629923-01", "status": "completed", "demographics": { "age": 52, "age_band": "45-54", "gender": "female", "race": "black", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "local-government-employee", "state_code": "45", "occupation_code": "9121", "personal_income": 25400, "personal_income_band": "<50k", "occupation_group": "production-transportation", "occupation_detailed_group": "transportation-material-moving", "industry_group": "education-health-social-services", "region": "south", "marital_status": "divorced", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Price and value perception", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am worried that the drink might not actually taste as smooth or satisfying as the name suggests, and I don't want to waste my limited budget on something that ends up being disappointing.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would not recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice", "Limited availability at my preferred locations" ] } }, { "respondent_id": "6a28691b02cdafd5d0217f58", "display_name": "Sample Person 2024HU0251078-01", "status": "completed", "demographics": { "age": 30, "age_band": "25-34", "gender": "female", "race": "black", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "local-government-employee", "state_code": "51", "occupation_code": "2014", "personal_income": 64000, "personal_income_band": "50k-99k", "occupation_group": "community-legal-education-arts", "occupation_detailed_group": "community-social-service", "industry_group": "education-health-social-services", "region": "south", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that the promise of a silky texture might not translate to the actual taste, and I worry it could end up being disappointing or artificial compared to my usual coffee.", "slot_clarity": 5, "slot_trust": 1, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would not recommend", "slot_fit": 5, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2869a502cdafd5d021905e", "display_name": "Sample Person 2024HU0942637-01", "status": "completed", "demographics": { "age": 40, "age_band": "35-44", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "53", "occupation_code": "0735", "personal_income": 250000, "personal_income_band": "200k+", "occupation_group": "business-finance", "occupation_detailed_group": "business-financial-operations", "industry_group": "professional-scientific-management-admin", "region": "west", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is whether the actual product will live up to the silky texture promised, as I have been disappointed by oat milks that end up being watery or thin.", "slot_clarity": 5, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a283e4b3cdf67b221ec7d89", "display_name": "Sample Person 2024HU0012145-02", "status": "completed", "demographics": { "age_band": "35-44", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "27", "occupation_code": "9645", "occupation_group": "production-transportation", "occupation_detailed_group": "transportation-material-moving", "industry_group": "retail-trade", "region": "midwest", "marital_status": "never-married", "health_insurance_status": "insured", "age": 39, "personal_income": 36000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Preference for dairy-based alternatives", "slot_risk_open": "I am worried that the oat milk might not taste as creamy or satisfying as the dairy milk I am used to, making it hard to justify switching.", "slot_clarity": 5, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice", "I prefer the taste of my current coffee", "Limited availability at my preferred locations" ] } }, { "respondent_id": "6a2840ce3cdf67b221ec9159", "display_name": "Sample Person 2024HU1418417-01", "status": "completed", "demographics": { "age_band": "55-64", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "29", "occupation_code": "3545", "occupation_group": "service", "occupation_detailed_group": "healthcare-practitioners-technical", "industry_group": "education-health-social-services", "region": "midwest", "marital_status": "married", "health_insurance_status": "insured", "age": 61, "personal_income": 27600, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Neither of these options", "slot_driver": "Price and value perception", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "I am worried that this oat milk latte will be too expensive for the value it provides, especially since I prefer sticking to the coffee I already know and enjoy.", "slot_clarity": 2, "slot_trust": 3, "slot_adoption_intent": 1, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 2, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a28682002cdafd5d021609e", "display_name": "Sample Person 2024HU0564159-01", "status": "completed", "demographics": { "age": 61, "age_band": "55-64", "gender": "male", "race": "white", "hispanic_origin": "mexican", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "state-government-employee", "state_code": "48", "occupation_code": "6765", "personal_income": 58000, "personal_income_band": "50k-99k", "occupation_group": "natural-resources-construction-maintenance", "occupation_detailed_group": "construction-extraction", "industry_group": "construction", "region": "south", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry that focusing so much on the health benefits will leave the actual taste lacking, and I am not interested in paying for a drink that ends up tasting like cardboard.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2831483cdf67b221ec15cb", "display_name": "Sample Person 2024HU1373115-01", "status": "completed", "demographics": { "age_band": "35-44", "gender": "female", "race": "two-or-more-races", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "unemployed", "class_of_worker": "local-government-employee", "state_code": "12", "occupation_code": "3802", "occupation_group": "service", "occupation_detailed_group": "protective-service", "industry_group": "public-administration", "region": "south", "marital_status": "married", "health_insurance_status": "insured", "age": 43, "personal_income": 90000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Brand promise and positioning", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I am skeptical of health claims on food labels because they often feel like marketing fluff rather than transparent nutritional information.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2867e302cdafd5d02158e9", "display_name": "Sample Person 2024HU0264352-02", "status": "completed", "demographics": { "age": 65, "age_band": "65-plus", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "state-government-employee", "state_code": "48", "occupation_code": "3602", "personal_income": 21000, "personal_income_band": "<50k", "occupation_group": "service", "occupation_detailed_group": "healthcare-support", "industry_group": "public-administration", "region": "south", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Lack of trust in the brand's quality", "slot_risk_open": "I worry that a new brand might not live up to the quality standards I expect, especially since I prefer sticking with products that have a proven track record.", "slot_clarity": 4, "slot_trust": 2, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice", "I prefer the taste of my current coffee", "Lack of information about the product" ] } }, { "respondent_id": "6a283c6b3cdf67b221ec6e98", "display_name": "Sample Person 2024HU1349524-02", "status": "completed", "demographics": { "age_band": "55-64", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "25", "occupation_code": "0440", "occupation_group": "management", "occupation_detailed_group": "management", "industry_group": "professional-scientific-management-admin", "region": "northeast", "marital_status": "married", "health_insurance_status": "insured", "age": 61, "personal_income": 60060, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that the product might not actually deliver the smooth, silky texture promised, leaving me disappointed after switching from my usual coffee. I prefer reliable, proven quality, so I am cautious about whether the taste will truly live up to the marketing claims.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 3, "slot_recommendation_support": "Probably would recommend", "slot_fit": 3, "slot_switching_barrier": [ "Price is higher than my current choice", "Limited availability at my preferred locations" ] } }, { "respondent_id": "6a28699202cdafd5d0218e0e", "display_name": "Sample Person 2024HU0632903-02", "status": "completed", "demographics": { "age": 26, "age_band": "25-34", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "53", "occupation_code": "1530", "personal_income": 93000, "personal_income_band": "50k-99k", "occupation_group": "computer-engineering-science", "occupation_detailed_group": "architecture-engineering", "industry_group": "manufacturing", "region": "west", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I am concerned that the health claims might be marketing fluff rather than backed by transparent nutritional data.", "slot_clarity": 5, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice", "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a28647c02cdafd5d020ee5f", "display_name": "Sample Person 2024HU0583112-01", "status": "completed", "demographics": { "age": 63, "age_band": "55-64", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "not-in-labor-force", "class_of_worker": "local-government-employee", "state_code": "36", "occupation_code": "7220", "personal_income": 0, "personal_income_band": "50k-99k", "occupation_group": "natural-resources-construction-maintenance", "occupation_detailed_group": "installation-maintenance-repair", "industry_group": "transportation-warehousing", "region": "northeast", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "I worry that a premium oat milk latte is just an overpriced trend that doesn't offer enough real value compared to the coffee I already enjoy.", "slot_clarity": 2, "slot_trust": 2, "slot_adoption_intent": 3, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2827133cdf67b221ebc719", "display_name": "Sample Person 2024HU0410641-02", "status": "completed", "demographics": { "age_band": "45-54", "gender": "female", "race": "asian", "hispanic_origin": "not-hispanic", "citizenship_status": "naturalized-citizen", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "06", "occupation_code": "4230", "occupation_group": "service", "occupation_detailed_group": "building-grounds-cleaning-maintenance", "industry_group": "arts-entertainment-accommodation-food", "region": "west", "marital_status": "married", "health_insurance_status": "uninsured", "age": 54, "personal_income": 43000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Ingredients and quality", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry that the silky texture might just be marketing fluff and I will be disappointed if the actual taste does not live up to the premium price.", "slot_clarity": 3, "slot_trust": 3, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a28661902cdafd5d02120df", "display_name": "Sample Person 2024HU0508606-01", "status": "completed", "demographics": { "age": 63, "age_band": "55-64", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "state-government-employee", "state_code": "40", "occupation_code": "2545", "personal_income": 15000, "personal_income_band": "<50k", "occupation_group": "community-legal-education-arts", "occupation_detailed_group": "education-library", "industry_group": "education-health-social-services", "region": "south", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I am skeptical about the health claims because I prefer to stick with ingredients I already know and trust. It is hard to believe that a new product will actually deliver on those promises without seeing more proof.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 3, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Limited availability at my preferred locations", "Loyalty to my current brand" ] } }, { "respondent_id": "6a2834ee3cdf67b221ec3328", "display_name": "Sample Person 2024HU0646010-01", "status": "completed", "demographics": { "age_band": "55-64", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "17", "occupation_code": "0640", "occupation_group": "business-finance", "occupation_detailed_group": "business-financial-operations", "industry_group": "manufacturing", "region": "midwest", "marital_status": "married", "health_insurance_status": "insured", "age": 56, "personal_income": 70000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is whether the actual taste and texture will live up to the 'Silky' name, as I prefer proven products over marketing promises.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 3, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice", "Lack of information about the product" ] } }, { "respondent_id": "6a28683702cdafd5d021632c", "display_name": "Sample Person 2024HU0673381-01", "status": "completed", "demographics": { "age": 38, "age_band": "35-44", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "48", "occupation_code": "4920", "personal_income": 200000, "personal_income_band": "200k+", "occupation_group": "sales-office", "occupation_detailed_group": "sales-related", "industry_group": "finance-real-estate-rental", "region": "south", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am worried that the silky marketing promise won't actually match the real-world taste experience once I take a sip.", "slot_clarity": 2, "slot_trust": 3, "slot_adoption_intent": 5, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 5, "slot_switching_barrier": [ "I prefer the taste of my current coffee", "Loyalty to my current brand" ] } }, { "respondent_id": "6a2832963cdf67b221ec2025", "display_name": "Sample Person 2024HU0818953-01", "status": "completed", "demographics": { "age_band": "45-54", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "13", "occupation_code": "3620", "occupation_group": "service", "occupation_detailed_group": "healthcare-support", "industry_group": "education-health-social-services", "region": "south", "marital_status": "widowed", "health_insurance_status": "insured", "age": 48, "personal_income": 13000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am worried that the silky texture might not live up to the description, and since I am careful with my spending, I do not want to pay extra for a product that might end up tasting disappointing.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a28655202cdafd5d0210858", "display_name": "Sample Person 2024HU0938002-02", "status": "completed", "demographics": { "age": 32, "age_band": "25-34", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "37", "occupation_code": "3310", "personal_income": 90000, "personal_income_band": "50k-99k", "occupation_group": "service", "occupation_detailed_group": "healthcare-practitioners-technical", "industry_group": "education-health-social-services", "region": "south", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Brand promise and positioning", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that focusing on health benefits might mean the latte lacks the rich, satisfying flavor I expect from my regular coffee.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 3, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a282a9d3cdf67b221ebe230", "display_name": "Sample Person 2024HU1202057-03", "status": "completed", "demographics": { "age_band": "25-34", "gender": "male", "race": "american-indian-or-alaska-native", "hispanic_origin": "puerto-rican", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "06", "occupation_code": "3545", "occupation_group": "service", "occupation_detailed_group": "healthcare-practitioners-technical", "industry_group": "education-health-social-services", "region": "west", "marital_status": "never-married", "health_insurance_status": "insured", "age": 33, "personal_income": 49000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry that the silky texture might not live up to the marketing, and since I'm cautious about spending on new drinks, I don't want to be disappointed if it doesn't taste as good as it sounds.", "slot_clarity": 5, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 2, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a283e403cdf67b221ec7d65", "display_name": "Sample Person 2024GQ0096575-01", "status": "completed", "demographics": { "age_band": "18-24", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "self-employed-not-incorporated", "state_code": "27", "occupation_code": "4600", "occupation_group": "service", "occupation_detailed_group": "personal-care-service", "industry_group": "other-services", "region": "midwest", "marital_status": "never-married", "health_insurance_status": "insured", "age": 20, "personal_income": 2800, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Brand promise and positioning", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry that focusing so much on the health benefits might mean the coffee doesn't actually taste good, which is a big risk when I'm already cautious about spending my money.", "slot_clarity": 5, "slot_trust": 4, "slot_adoption_intent": 2, "slot_recommendation_support": "Probably would not recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a282cc03cdf67b221ebf203", "display_name": "Sample Person 2024HU1146524-02", "status": "completed", "demographics": { "age_band": "25-34", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-not-at-work", "class_of_worker": "local-government-employee", "state_code": "08", "occupation_code": "3740", "occupation_group": "service", "occupation_detailed_group": "protective-service", "industry_group": "public-administration", "region": "west", "marital_status": "married", "health_insurance_status": "insured", "age": 31, "personal_income": 96000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I worry that the health claims might be exaggerated or just marketing fluff, which makes me skeptical about whether the product actually delivers on its promises.", "slot_clarity": 5, "slot_trust": 5, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 3, "slot_switching_barrier": [ "Price is higher than my current choice", "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a283d2a3cdf67b221ec7470", "display_name": "Sample Person 2024HU0515147-01", "status": "completed", "demographics": { "age_band": "35-44", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "26", "occupation_code": "0910", "occupation_group": "business-finance", "occupation_detailed_group": "business-financial-operations", "industry_group": "finance-real-estate-rental", "region": "midwest", "marital_status": "married", "health_insurance_status": "insured", "age": 42, "personal_income": 90000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am concerned that the silky texture might just be a marketing claim and the actual taste will not live up to the premium promise.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a28687402cdafd5d0216ac7", "display_name": "Sample Person 2024HU0981646-02", "status": "completed", "demographics": { "age": 60, "age_band": "55-64", "gender": "male", "race": "two-or-more-races", "hispanic_origin": "mexican", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "48", "occupation_code": "0705", "personal_income": 120000, "personal_income_band": "100k-149k", "occupation_group": "business-finance", "occupation_detailed_group": "business-financial-operations", "industry_group": "retail-trade", "region": "south", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Brand promise and positioning", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am worried that the silky texture promised in the marketing might not actually translate to the real taste of the product once I try it.", "slot_clarity": 3, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee", "Limited availability at my preferred locations", "Lack of information about the product" ] } }, { "respondent_id": "6a280eda9d17a82d6bedf048", "display_name": "Sample Person 2024HU1216923-01", "status": "completed", "demographics": { "age_band": "55-64", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "01", "occupation_code": "0350", "occupation_group": "management", "occupation_detailed_group": "management", "industry_group": "education-health-social-services", "region": "south", "marital_status": "married", "health_insurance_status": "insured", "age": 60, "personal_income": 52000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is whether the focus on health benefits might mean the taste is compromised or less satisfying than what I am used to.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a283dce3cdf67b221ec7996", "display_name": "Sample Person 2024HU1075823-02", "status": "completed", "demographics": { "age_band": "25-34", "gender": "female", "race": "some-other-race", "hispanic_origin": "south-american", "citizenship_status": "not-us-citizen", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "26", "occupation_code": "4230", "occupation_group": "service", "occupation_detailed_group": "building-grounds-cleaning-maintenance", "industry_group": "professional-scientific-management-admin", "region": "midwest", "marital_status": "married", "health_insurance_status": "uninsured", "age": 25, "personal_income": 20800, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry that if the drink doesn't actually taste as smooth as the name suggests, I will have wasted my limited money on something I don't enjoy.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice", "Limited availability at my preferred locations", "Lack of information about the product" ] } }, { "respondent_id": "6a28697202cdafd5d02189db", "display_name": "Sample Person 2024HU0054865-01", "status": "completed", "demographics": { "age": 58, "age_band": "55-64", "gender": "male", "race": "asian", "hispanic_origin": "not-hispanic", "citizenship_status": "naturalized-citizen", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "53", "occupation_code": "1021", "personal_income": 170000, "personal_income_band": "150k-199k", "occupation_group": "computer-engineering-science", "occupation_detailed_group": "computer-mathematical", "industry_group": "finance-real-estate-rental", "region": "west", "marital_status": "divorced", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that the promise of a silky texture might not translate to the actual taste, leaving me disappointed if the reality doesn't match the marketing.", "slot_clarity": 5, "slot_trust": 4, "slot_adoption_intent": 3, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a281d152d3c971f360c612b", "display_name": "Sample Person 2024HU1422689-01", "status": "completed", "demographics": { "age_band": "35-44", "gender": "male", "race": "two-or-more-races", "hispanic_origin": "mexican", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "04", "occupation_code": "4700", "occupation_group": "sales-office", "occupation_detailed_group": "sales-related", "industry_group": "retail-trade", "region": "west", "marital_status": "never-married", "health_insurance_status": "insured", "age": 39, "personal_income": 43000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I worry that the health claims might just be marketing fluff and not actually reflect a significant nutritional benefit compared to regular oat milk.", "slot_clarity": 5, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 3, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2839093cdf67b221ec5390", "display_name": "Sample Person 2024HU1170426-03", "status": "completed", "demographics": { "age_band": "18-24", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "21", "occupation_code": "7750", "occupation_group": "production-transportation", "occupation_detailed_group": "production", "industry_group": "manufacturing", "region": "south", "marital_status": "never-married", "health_insurance_status": "insured", "age": 24, "personal_income": 50000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Lack of trust in the brand's quality", "slot_risk_open": "I worry that the brand might be cutting corners on ingredients to keep costs down, which makes me doubt the actual quality of the oat milk.", "slot_clarity": 5, "slot_trust": 5, "slot_adoption_intent": 5, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a28655202cdafd5d0210887", "display_name": "Sample Person 2024HU0944445-01", "status": "completed", "demographics": { "age": 31, "age_band": "25-34", "gender": "female", "race": "black", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "master", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "37", "occupation_code": "0860", "personal_income": 133800, "personal_income_band": "200k+", "occupation_group": "business-finance", "occupation_detailed_group": "business-financial-operations", "industry_group": "finance-real-estate-rental", "region": "south", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Preference for dairy-based alternatives", "slot_risk_open": "My main concern is that oat milk often lacks the rich, creamy mouthfeel of dairy, which makes me hesitant to fully switch over from my regular coffee routine.", "slot_clarity": 5, "slot_trust": 4, "slot_adoption_intent": 3, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a282b233cdf67b221ebe629", "display_name": "Sample Person 2024HU1313824-01", "status": "completed", "demographics": { "age_band": "55-64", "gender": "male", "race": "asian", "hispanic_origin": "not-hispanic", "citizenship_status": "not-us-citizen", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "06", "occupation_code": "7200", "occupation_group": "natural-resources-construction-maintenance", "occupation_detailed_group": "installation-maintenance-repair", "industry_group": "other-services", "region": "west", "marital_status": "married", "health_insurance_status": "insured", "age": 64, "personal_income": 58000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Neither of these options", "slot_driver": "Ingredients and quality", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "I am concerned that the product is overpriced for the value it provides, and I prefer sticking to the traditional coffee options I already know and trust.", "slot_clarity": 5, "slot_trust": 4, "slot_adoption_intent": 3, "slot_recommendation_support": "Definitely would not recommend", "slot_fit": 3, "slot_switching_barrier": [ "Price is higher than my current choice", "Limited availability at my preferred locations" ] } }, { "respondent_id": "6a28686502cdafd5d02168d4", "display_name": "Sample Person 2024HU0897044-03", "status": "completed", "demographics": { "age": 20, "age_band": "18-24", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "local-government-employee", "state_code": "48", "occupation_code": "5420", "personal_income": 130, "personal_income_band": "<50k", "occupation_group": "sales-office", "occupation_detailed_group": "office-administrative-support", "industry_group": "public-administration", "region": "south", "marital_status": "never-married", "health_insurance_status": "uninsured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am worried that the product might not taste as good as the marketing promises, which makes it a risky purchase given my limited budget.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 3, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2831c03cdf67b221ec1960", "display_name": "Sample Person 2024HU0113903-03", "status": "completed", "demographics": { "age_band": "55-64", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "13", "occupation_code": "4810", "occupation_group": "sales-office", "occupation_detailed_group": "sales-related", "industry_group": "finance-real-estate-rental", "region": "south", "marital_status": "separated", "health_insurance_status": "insured", "age": 63, "personal_income": 51000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Preference for dairy-based alternatives", "slot_risk_open": "My main concern is whether the oat milk can truly replicate the rich, creamy mouthfeel of dairy, as I worry it might taste too thin or artificial compared to what I am used to.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 5, "slot_switching_barrier": [ "I prefer the taste of my current coffee", "Lack of information about the product" ] } }, { "respondent_id": "6a2842b33cdf67b221eca092", "display_name": "Sample Person 2024HU0490426-01", "status": "completed", "demographics": { "age_band": "45-54", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-abroad-to-us-parent", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "34", "occupation_code": "4840", "occupation_group": "sales-office", "occupation_detailed_group": "sales-related", "industry_group": "transportation-warehousing", "region": "northeast", "marital_status": "married", "health_insurance_status": "insured", "age": 53, "personal_income": 250000, "personal_income_band": "200k+" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Brand promise and positioning", "slot_risk_structured": "Preference for dairy-based alternatives", "slot_risk_open": "My main concern is that the product might fail to replicate the rich, satisfying mouthfeel of dairy, which is the standard I am used to.", "slot_clarity": 5, "slot_trust": 5, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice", "I prefer the taste of my current coffee", "Loyalty to my current brand" ] } }, { "respondent_id": "6a2841243cdf67b221ec9407", "display_name": "Sample Person 2024HU0360581-01", "status": "completed", "demographics": { "age_band": "45-54", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "31", "occupation_code": "0220", "occupation_group": "management", "occupation_detailed_group": "management", "industry_group": "construction", "region": "midwest", "marital_status": "never-married", "health_insurance_status": "insured", "age": 49, "personal_income": 63000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Lack of trust in the brand's quality", "slot_risk_open": "I worry that the brand might be overpromising on the texture, and if the actual product doesn't live up to that silky claim, it's just a waste of my money.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 3, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2825763cdf67b221ebbae3", "display_name": "Sample Person 2024HU0055243-01", "status": "completed", "demographics": { "age_band": "25-34", "gender": "male", "race": "some-other-race", "hispanic_origin": "mexican", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "06", "occupation_code": "0020", "occupation_group": "management", "occupation_detailed_group": "management", "industry_group": "construction", "region": "west", "marital_status": "married", "health_insurance_status": "insured", "age": 25, "personal_income": 38000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I worry that the health claims might be exaggerated just to justify a higher price point for a drink that is mostly about taste.", "slot_clarity": 3, "slot_trust": 3, "slot_adoption_intent": 2, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2828bb3cdf67b221ebd3ca", "display_name": "Sample Person 2024HU0782430-03", "status": "completed", "demographics": { "age_band": "35-44", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "not-in-labor-force", "class_of_worker": "private-for-profit-employee", "state_code": "06", "occupation_code": "1200", "occupation_group": "computer-engineering-science", "occupation_detailed_group": "computer-mathematical", "industry_group": "finance-real-estate-rental", "region": "west", "marital_status": "never-married", "health_insurance_status": "insured", "age": 38, "personal_income": 0, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "My main concern is that the premium price for a silky oat latte might not be justified when I have limited disposable income to spend on coffee.", "slot_clarity": 5, "slot_trust": 5, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 3, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2867b002cdafd5d02152aa", "display_name": "Sample Person 2024HU0027718-01", "status": "completed", "demographics": { "age": 38, "age_band": "35-44", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "self-employed-not-incorporated", "state_code": "48", "occupation_code": "2633", "personal_income": 40000, "personal_income_band": "<50k", "occupation_group": "community-legal-education-arts", "occupation_detailed_group": "arts-design-entertainment-sports-media", "industry_group": "retail-trade", "region": "south", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that the product might not actually deliver the smooth, silky texture promised on the label, which would be disappointing given the price.", "slot_clarity": 5, "slot_trust": 2, "slot_adoption_intent": 3, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a28667402cdafd5d0212bd5", "display_name": "Sample Person 2024HU0057618-03", "status": "completed", "demographics": { "age": 26, "age_band": "25-34", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-abroad-to-us-parent", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "42", "occupation_code": "4700", "personal_income": 24000, "personal_income_band": "<50k", "occupation_group": "sales-office", "occupation_detailed_group": "sales-related", "industry_group": "arts-entertainment-accommodation-food", "region": "northeast", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am worried that focusing so much on the health benefits might mean the actual taste of the oat milk latte is compromised or bland.", "slot_clarity": 3, "slot_trust": 4, "slot_adoption_intent": 3, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a281be52d3c971f360c5b6a", "display_name": "Sample Person 2024HU0547937-01", "status": "completed", "demographics": { "age_band": "65-plus", "gender": "female", "race": "two-or-more-races", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "04", "occupation_code": "8990", "occupation_group": "production-transportation", "occupation_detailed_group": "production", "industry_group": "manufacturing", "region": "west", "marital_status": "never-married", "health_insurance_status": "insured", "age": 65, "personal_income": 44000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that focusing so much on the health benefits might mean the drink doesn't actually taste very good. I worry I'll spend my money on it and end up disappointed with the flavor.", "slot_clarity": 3, "slot_trust": 2, "slot_adoption_intent": 5, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2828193cdf67b221ebcf28", "display_name": "Sample Person 2024HU0640262-04", "status": "completed", "demographics": { "age_band": "55-64", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "not-us-citizen", "education_level": "master", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-nonprofit-employee", "state_code": "06", "occupation_code": "2435", "occupation_group": "community-legal-education-arts", "occupation_detailed_group": "education-library", "industry_group": "education-health-social-services", "region": "west", "marital_status": "married", "health_insurance_status": "insured", "age": 60, "personal_income": 74000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Lack of trust in the brand's quality", "slot_risk_open": "I am concerned that the brand might not maintain consistent quality standards, which makes me hesitant to switch from my current reliable coffee choice.", "slot_clarity": 5, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice", "I prefer the taste of my current coffee", "Limited availability at my preferred locations" ] } }, { "respondent_id": "6a2866de02cdafd5d02138f2", "display_name": "Sample Person 2024HU1215375-01", "status": "completed", "demographics": { "age": 57, "age_band": "55-64", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-not-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "42", "occupation_code": "8030", "personal_income": 23900, "personal_income_band": "<50k", "occupation_group": "production-transportation", "occupation_detailed_group": "production", "industry_group": "manufacturing", "region": "northeast", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Brand promise and positioning", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "I am worried that the premium price for this oat milk latte will not be justified by the taste, especially when I have to be careful with my limited discretionary income.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice", "Loyalty to my current brand" ] } }, { "respondent_id": "6a2829093cdf67b221ebd625", "display_name": "Sample Person 2024HU0848008-01", "status": "completed", "demographics": { "age_band": "45-54", "gender": "male", "race": "two-or-more-races", "hispanic_origin": "mexican", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "06", "occupation_code": "7340", "occupation_group": "natural-resources-construction-maintenance", "occupation_detailed_group": "installation-maintenance-repair", "industry_group": "education-health-social-services", "region": "west", "marital_status": "never-married", "health_insurance_status": "insured", "age": 50, "personal_income": 36000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I worry that the health claims might just be marketing fluff and not actually provide the nutritional value or quality I expect for the price.", "slot_clarity": 4, "slot_trust": 5, "slot_adoption_intent": 5, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 3, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2838223cdf67b221ec4c6c", "display_name": "Sample Person 2024HU0738053-01", "status": "completed", "demographics": { "age_band": "35-44", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "self-employed-incorporated", "state_code": "20", "occupation_code": "0205", "occupation_group": "management", "occupation_detailed_group": "management", "industry_group": "agriculture-forestry-fishing-hunting", "region": "midwest", "marital_status": "married", "health_insurance_status": "insured", "age": 37, "personal_income": 72000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Brand promise and positioning", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that the promise of a silky texture might not translate to the actual taste, leaving me disappointed if it doesn't live up to the marketing.", "slot_clarity": 3, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a282d543cdf67b221ebf67c", "display_name": "Sample Person 2024HU0783791-01", "status": "completed", "demographics": { "age_band": "45-54", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-nonprofit-employee", "state_code": "09", "occupation_code": "5320", "occupation_group": "sales-office", "occupation_detailed_group": "office-administrative-support", "industry_group": "education-health-social-services", "region": "northeast", "marital_status": "never-married", "health_insurance_status": "insured", "age": 52, "personal_income": 70000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Brand promise and positioning", "slot_risk_structured": "Lack of trust in the brand's quality", "slot_risk_open": "My main concern is that if the brand's quality doesn't consistently meet expectations, the silky texture might just feel like a marketing gimmick rather than a genuine improvement.", "slot_clarity": 5, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2810e49d17a82d6bedf176", "display_name": "Sample Person 2024GQ0120507-01", "status": "completed", "demographics": { "age_band": "18-24", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "armed-forces-at-work", "class_of_worker": "federal-government-employee", "state_code": "02", "occupation_code": "7200", "occupation_group": "natural-resources-construction-maintenance", "occupation_detailed_group": "installation-maintenance-repair", "region": "west", "marital_status": "never-married", "health_insurance_status": "insured", "age": 22, "personal_income": 37700, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry that the silky texture might just be marketing talk and the actual taste will not live up to the premium promise.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 1, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2869c302cdafd5d02193e8", "display_name": "Sample Person 2024HU1435395-01", "status": "completed", "demographics": { "age": 48, "age_band": "45-54", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "master", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "53", "occupation_code": "3160", "personal_income": 65000, "personal_income_band": "50k-99k", "occupation_group": "service", "occupation_detailed_group": "healthcare-practitioners-technical", "industry_group": "education-health-social-services", "region": "west", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "My primary concern is that health claims on food packaging can sometimes be overstated or lack rigorous clinical backing. I prefer products that provide transparent, evidence-based nutritional information rather than relying on vague marketing buzzwords.", "slot_clarity": 1, "slot_trust": 5, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a28668702cdafd5d0212e45", "display_name": "Sample Person 2024HU0277701-01", "status": "completed", "demographics": { "age": 45, "age_band": "45-54", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "state-government-employee", "state_code": "42", "occupation_code": "6305", "personal_income": 33000, "personal_income_band": "<50k", "occupation_group": "natural-resources-construction-maintenance", "occupation_detailed_group": "construction-extraction", "industry_group": "construction", "region": "northeast", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Price and value perception", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am worried that the silky texture might just be marketing talk and the actual taste will not live up to the premium price.", "slot_clarity": 4, "slot_trust": 5, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a282cb33cdf67b221ebf190", "display_name": "Sample Person 2024HU1099545-02", "status": "completed", "demographics": { "age_band": "35-44", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "08", "occupation_code": "1050", "occupation_group": "computer-engineering-science", "occupation_detailed_group": "computer-mathematical", "industry_group": "professional-scientific-management-admin", "region": "west", "marital_status": "married", "health_insurance_status": "insured", "age": 41, "personal_income": 70000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that the silky texture might not actually translate to a good flavor profile, leaving me disappointed if the taste doesn't live up to the marketing.", "slot_clarity": 3, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a28290b3cdf67b221ebd669", "display_name": "Sample Person 2024HU0855790-02", "status": "completed", "demographics": { "age_band": "65-plus", "gender": "female", "race": "asian", "hispanic_origin": "not-hispanic", "citizenship_status": "naturalized-citizen", "education_level": "master", "employment_status": "civilian-employed-at-work", "class_of_worker": "local-government-employee", "state_code": "06", "occupation_code": "2205", "occupation_group": "community-legal-education-arts", "occupation_detailed_group": "education-library", "industry_group": "education-health-social-services", "region": "west", "marital_status": "married", "health_insurance_status": "insured", "age": 65, "personal_income": 10000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Neither of these options", "slot_driver": "Ingredients and quality", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am concerned that the marketing focuses on health or texture rather than the actual coffee flavor, which makes me doubt if it will taste good.", "slot_clarity": 3, "slot_trust": 4, "slot_adoption_intent": 2, "slot_recommendation_support": "Definitely would not recommend", "slot_fit": 1, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a28285c3cdf67b221ebd13c", "display_name": "Sample Person 2024HU0699962-01", "status": "completed", "demographics": { "age_band": "35-44", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "06", "occupation_code": "3640", "occupation_group": "service", "occupation_detailed_group": "healthcare-support", "industry_group": "education-health-social-services", "region": "west", "marital_status": "divorced", "health_insurance_status": "insured", "age": 42, "personal_income": 41900, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "My main concern is that the price might be too high for a daily coffee habit given my budget, so I worry it won't offer enough value compared to more affordable options.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 5, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a28676c02cdafd5d0214a56", "display_name": "Sample Person 2024HU0563361-02", "status": "completed", "demographics": { "age": 50, "age_band": "45-54", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "47", "occupation_code": "1305", "personal_income": 175000, "personal_income_band": "150k-199k", "occupation_group": "computer-engineering-science", "occupation_detailed_group": "architecture-engineering", "industry_group": "professional-scientific-management-admin", "region": "south", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I am concerned that the health claims might be marketing fluff rather than backed by transparent nutritional data.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 5, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a28345a3cdf67b221ec2e73", "display_name": "Sample Person 2024HU0226140-01", "status": "completed", "demographics": { "age_band": "25-34", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "17", "occupation_code": "0440", "occupation_group": "management", "occupation_detailed_group": "management", "industry_group": "manufacturing", "region": "midwest", "marital_status": "married", "health_insurance_status": "insured", "age": 32, "personal_income": 138000, "personal_income_band": "100k-149k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I am skeptical about health claims on coffee packaging because they often feel like marketing fluff rather than actual nutritional benefits.", "slot_clarity": 5, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice", "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a28692f02cdafd5d02181bf", "display_name": "Sample Person 2024HU0545306-01", "status": "completed", "demographics": { "age": 59, "age_band": "55-64", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "not-us-citizen", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "federal-government-employee", "state_code": "51", "occupation_code": "0440", "personal_income": 108000, "personal_income_band": "100k-149k", "occupation_group": "management", "occupation_detailed_group": "management", "industry_group": "public-administration", "region": "south", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I am skeptical of health-focused marketing claims because they often lack transparent, verifiable data to back up the nutritional promises being made.", "slot_clarity": 5, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Limited availability at my preferred locations" ] } }, { "respondent_id": "6a2827583cdf67b221ebc942", "display_name": "Sample Person 2024HU0469486-01", "status": "completed", "demographics": { "age_band": "35-44", "gender": "male", "race": "asian", "hispanic_origin": "not-hispanic", "citizenship_status": "naturalized-citizen", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "06", "occupation_code": "0800", "occupation_group": "business-finance", "occupation_detailed_group": "business-financial-operations", "industry_group": "professional-scientific-management-admin", "region": "west", "marital_status": "married", "health_insurance_status": "insured", "age": 35, "personal_income": 315000, "personal_income_band": "200k+" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that the marketing promise of a silky texture might not match the actual flavor profile once I try it, leading to a potential disappointment.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 5, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a282b153cdf67b221ebe5a6", "display_name": "Sample Person 2024HU1304337-01", "status": "completed", "demographics": { "age_band": "35-44", "gender": "male", "race": "asian", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "doctorate", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-nonprofit-employee", "state_code": "06", "occupation_code": "2205", "occupation_group": "community-legal-education-arts", "occupation_detailed_group": "education-library", "industry_group": "education-health-social-services", "region": "west", "marital_status": "married", "health_insurance_status": "insured", "age": 37, "personal_income": 280000, "personal_income_band": "200k+" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that the promise of a silky texture might not translate to the actual taste, leaving me disappointed if it lacks the richness I expect from a premium latte.", "slot_clarity": 5, "slot_trust": 2, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a28318d3cdf67b221ec17e5", "display_name": "Sample Person 2024GQ0112117-01", "status": "completed", "demographics": { "age_band": "35-44", "gender": "male", "race": "black", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "not-in-labor-force", "class_of_worker": "private-nonprofit-employee", "state_code": "13", "occupation_code": "4220", "occupation_group": "service", "occupation_detailed_group": "building-grounds-cleaning-maintenance", "industry_group": "education-health-social-services", "region": "south", "marital_status": "never-married", "health_insurance_status": "insured", "age": 42, "personal_income": 7200, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Brand promise and positioning", "slot_risk_structured": "Preference for dairy-based alternatives", "slot_risk_open": "I worry that a fancy oat milk latte might be too expensive for my budget compared to the dairy coffee I am already used to drinking.", "slot_clarity": 3, "slot_trust": 5, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice", "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a28675302cdafd5d0214750", "display_name": "Sample Person 2024HU0115853-01", "status": "completed", "demographics": { "age": 23, "age_band": "18-24", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-nonprofit-employee", "state_code": "47", "occupation_code": "2850", "personal_income": 5000, "personal_income_band": "<50k", "occupation_group": "community-legal-education-arts", "occupation_detailed_group": "arts-design-entertainment-sports-media", "industry_group": "other-services", "region": "south", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "My main concern is that the price might be too high for my budget, making it hard to justify as a regular purchase despite how much I enjoy the taste.", "slot_clarity": 4, "slot_trust": 2, "slot_adoption_intent": 5, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a282b9e3cdf67b221ebe968", "display_name": "Sample Person 2024HU1412418-01", "status": "completed", "demographics": { "age_band": "25-34", "gender": "female", "race": "some-other-race", "hispanic_origin": "mexican", "citizenship_status": "naturalized-citizen", "education_level": "high-school", "employment_status": "unemployed", "class_of_worker": "federal-government-employee", "state_code": "06", "occupation_code": "4220", "occupation_group": "service", "occupation_detailed_group": "building-grounds-cleaning-maintenance", "industry_group": "professional-scientific-management-admin", "region": "west", "marital_status": "married", "health_insurance_status": "insured", "age": 31, "personal_income": 30900, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that if the actual taste doesn't live up to the 'silky' promise, I will have wasted my limited budget on a product that doesn't deliver a better experience than what I already buy.", "slot_clarity": 3, "slot_trust": 5, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 3, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a282b853cdf67b221ebe8f2", "display_name": "Sample Person 2024HU1391538-01", "status": "completed", "demographics": { "age_band": "35-44", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-nonprofit-employee", "state_code": "06", "occupation_code": "3545", "occupation_group": "service", "occupation_detailed_group": "healthcare-practitioners-technical", "industry_group": "education-health-social-services", "region": "west", "marital_status": "married", "health_insurance_status": "insured", "age": 43, "personal_income": 100000, "personal_income_band": "100k-149k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Preference for dairy-based alternatives", "slot_risk_open": "My main concern is that I am so accustomed to the taste and texture of dairy milk in my coffee that I worry this oat alternative will not provide the same satisfying mouthfeel I expect.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 3, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2832293cdf67b221ec1cac", "display_name": "Sample Person 2024HU0460096-02", "status": "completed", "demographics": { "age_band": "45-54", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "13", "occupation_code": "5940", "occupation_group": "sales-office", "occupation_detailed_group": "office-administrative-support", "industry_group": "education-health-social-services", "region": "south", "marital_status": "married", "health_insurance_status": "insured", "age": 54, "personal_income": 41000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "I am concerned that the price might be too high for the value provided, which makes me hesitant to switch from my current coffee brand.", "slot_clarity": 3, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Loyalty to my current brand" ] } }, { "respondent_id": "6a2838553cdf67b221ec4e0b", "display_name": "Sample Person 2024HU1322884-03", "status": "completed", "demographics": { "age_band": "35-44", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "20", "occupation_code": "4220", "occupation_group": "service", "occupation_detailed_group": "building-grounds-cleaning-maintenance", "industry_group": "education-health-social-services", "region": "midwest", "marital_status": "never-married", "health_insurance_status": "insured", "age": 40, "personal_income": 25000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I worry that the health claims might be exaggerated just to justify a higher price point, which makes me skeptical about whether it is actually worth the extra cost.", "slot_clarity": 4, "slot_trust": 5, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a28659a02cdafd5d0211165", "display_name": "Sample Person 2024HU0189137-02", "status": "completed", "demographics": { "age": 32, "age_band": "25-34", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "39", "occupation_code": "5000", "personal_income": 85000, "personal_income_band": "50k-99k", "occupation_group": "sales-office", "occupation_detailed_group": "office-administrative-support", "industry_group": "construction", "region": "midwest", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Lack of trust in the brand's quality", "slot_risk_open": "I worry that the brand might be cutting corners on ingredient quality to achieve that silky texture, which makes me skeptical about the actual product experience.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 2, "slot_recommendation_support": "Probably would recommend", "slot_fit": 2, "slot_switching_barrier": [ "Loyalty to my current brand" ] } }, { "respondent_id": "6a2832293cdf67b221ec1cb1", "display_name": "Sample Person 2024HU0462662-02", "status": "completed", "demographics": { "age_band": "35-44", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "unemployed", "class_of_worker": "private-for-profit-employee", "state_code": "13", "occupation_code": "5240", "occupation_group": "sales-office", "occupation_detailed_group": "office-administrative-support", "industry_group": "retail-trade", "region": "south", "marital_status": "never-married", "health_insurance_status": "uninsured", "age": 36, "personal_income": 15000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am worried that the product will not actually taste as smooth or satisfying as the name implies, which makes me hesitant to spend my limited budget on it.", "slot_clarity": 4, "slot_trust": 1, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would not recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2869b902cdafd5d02192ab", "display_name": "Sample Person 2024HU1302136-02", "status": "completed", "demographics": { "age": 57, "age_band": "55-64", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-nonprofit-employee", "state_code": "53", "occupation_code": "0530", "personal_income": 66000, "personal_income_band": "50k-99k", "occupation_group": "business-finance", "occupation_detailed_group": "business-financial-operations", "industry_group": "education-health-social-services", "region": "west", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Brand promise and positioning", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that the product might not actually taste as good as the marketing claims, and I am hesitant to switch from the coffee I already enjoy.", "slot_clarity": 3, "slot_trust": 4, "slot_adoption_intent": 3, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a283bd63cdf67b221ec69fb", "display_name": "Sample Person 2024HU0635293-01", "status": "completed", "demographics": { "age_band": "35-44", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "master", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "25", "occupation_code": "0010", "occupation_group": "management", "occupation_detailed_group": "management", "industry_group": "professional-scientific-management-admin", "region": "northeast", "marital_status": "married", "health_insurance_status": "insured", "age": 37, "personal_income": 200000, "personal_income_band": "200k+" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I am skeptical of health claims on oat milk because they often feel like marketing fluff that masks a lack of real nutritional substance.", "slot_clarity": 5, "slot_trust": 4, "slot_adoption_intent": 5, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a28365d3cdf67b221ec3e0d", "display_name": "Sample Person 2024HU0202424-01", "status": "completed", "demographics": { "age_band": "35-44", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "18", "occupation_code": "4140", "occupation_group": "service", "occupation_detailed_group": "food-preparation-serving", "industry_group": "education-health-social-services", "region": "midwest", "marital_status": "never-married", "health_insurance_status": "insured", "age": 36, "personal_income": 10800, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Preference for dairy-based alternatives", "slot_risk_open": "My main concern is the price, as I need to be careful with my limited income and might just stick to standard dairy if this ends up being too expensive.", "slot_clarity": 5, "slot_trust": 5, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 3, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2832353cdf67b221ec1d0b", "display_name": "Sample Person 2024HU0499171-01", "status": "completed", "demographics": { "age_band": "55-64", "gender": "female", "race": "black", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "federal-government-employee", "state_code": "13", "occupation_code": "7010", "occupation_group": "natural-resources-construction-maintenance", "occupation_detailed_group": "installation-maintenance-repair", "industry_group": "transportation-warehousing", "region": "south", "marital_status": "divorced", "health_insurance_status": "insured", "age": 63, "personal_income": 77000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry that the silky texture might just be a marketing gimmick and the actual oat milk will taste thin or artificial compared to what I am used to.", "slot_clarity": 4, "slot_trust": 2, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a28669202cdafd5d0212fb8", "display_name": "Sample Person 2024HU0375128-01", "status": "completed", "demographics": { "age": 26, "age_band": "25-34", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "naturalized-citizen", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "42", "occupation_code": "3255", "personal_income": 60000, "personal_income_band": "50k-99k", "occupation_group": "service", "occupation_detailed_group": "healthcare-practitioners-technical", "industry_group": "education-health-social-services", "region": "northeast", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am concerned that the product might not actually live up to the silky texture promised, leaving me disappointed if it tastes like standard, thin oat milk.", "slot_clarity": 5, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee", "Limited availability at my preferred locations" ] } }, { "respondent_id": "6a283a693cdf67b221ec5e45", "display_name": "Sample Person 2024HU0186898-02", "status": "completed", "demographics": { "age_band": "35-44", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "master", "employment_status": "armed-forces-at-work", "class_of_worker": "federal-government-employee", "state_code": "24", "occupation_code": "9830", "occupation_group": "service", "occupation_detailed_group": "military-specific", "region": "south", "marital_status": "married", "health_insurance_status": "insured", "age": 38, "personal_income": 99000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Brand promise and positioning", "slot_risk_structured": "Lack of trust in the brand's quality", "slot_risk_open": "I am concerned that the brand might fail to deliver on its promise of a premium silky texture, leading to a product that does not meet the quality standards I expect.", "slot_clarity": 4, "slot_trust": 2, "slot_adoption_intent": 5, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2832f83cdf67b221ec2349", "display_name": "Sample Person 2024HU1146031-02", "status": "completed", "demographics": { "age_band": "25-34", "gender": "female", "race": "black", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "13", "occupation_code": "4600", "occupation_group": "service", "occupation_detailed_group": "personal-care-service", "industry_group": "education-health-social-services", "region": "south", "marital_status": "never-married", "health_insurance_status": "uninsured", "age": 27, "personal_income": 4800, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Neither of these options", "slot_driver": "Price and value perception", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am worried that the taste might not live up to the marketing, and given my limited budget, I cannot afford to spend money on a product that I might end up disliking.", "slot_clarity": 4, "slot_trust": 5, "slot_adoption_intent": 3, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 2, "slot_switching_barrier": [ "Price is higher than my current choice", "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a282bd33cdf67b221ebeb17", "display_name": "Sample Person 2024HU1461344-01", "status": "completed", "demographics": { "age_band": "65-plus", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "not-in-labor-force", "class_of_worker": "private-nonprofit-employee", "state_code": "06", "occupation_code": "2634", "occupation_group": "community-legal-education-arts", "occupation_detailed_group": "arts-design-entertainment-sports-media", "industry_group": "education-health-social-services", "region": "west", "marital_status": "married", "health_insurance_status": "insured", "age": 76, "personal_income": 24000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry that the actual taste might not live up to the silky description, as oat milk can sometimes have a thin or chalky texture that is hard to mask.", "slot_clarity": 2, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would not recommend", "slot_fit": 4, "slot_switching_barrier": [ "Limited availability at my preferred locations" ] } }, { "respondent_id": "6a283baa3cdf67b221ec6882", "display_name": "Sample Person 2024HU0396719-02", "status": "completed", "demographics": { "age_band": "18-24", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "25", "occupation_code": "4700", "occupation_group": "sales-office", "occupation_detailed_group": "sales-related", "industry_group": "retail-trade", "region": "northeast", "marital_status": "never-married", "health_insurance_status": "insured", "age": 21, "personal_income": 48000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "My main concern is that if the price is too high, it just won't be worth it for me to switch from my regular coffee given my limited budget.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice", "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2868ee02cdafd5d0217995", "display_name": "Sample Person 2024HU0725369-02", "status": "completed", "demographics": { "age": 62, "age_band": "55-64", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "master", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "49", "occupation_code": "0020", "personal_income": 140000, "personal_income_band": "100k-149k", "occupation_group": "management", "occupation_detailed_group": "management", "industry_group": "manufacturing", "region": "west", "marital_status": "married", "health_insurance_status": "uninsured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Brand promise and positioning", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am concerned that the actual taste might not live up to the premium promise, leaving me disappointed if the product fails to deliver a high-quality experience.", "slot_clarity": 4, "slot_trust": 5, "slot_adoption_intent": 4, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a281b532d3c971f360c58b2", "display_name": "Sample Person 2024HU0127014-01", "status": "completed", "demographics": { "age_band": "25-34", "gender": "female", "race": "two-or-more-races", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "04", "occupation_code": "4700", "occupation_group": "sales-office", "occupation_detailed_group": "sales-related", "industry_group": "retail-trade", "region": "west", "marital_status": "never-married", "health_insurance_status": "insured", "age": 25, "personal_income": 34200, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry that the product might not actually taste as smooth or silky as the name suggests, and since I have to be careful with my spending, I don't want to waste money on something that doesn't live up to the promise.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 3, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2808079d17a82d6bedec6f", "display_name": "Sample Person 2024HU0384570-01", "status": "completed", "demographics": { "age_band": "35-44", "gender": "male", "race": "black", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "01", "occupation_code": "7000", "occupation_group": "natural-resources-construction-maintenance", "occupation_detailed_group": "installation-maintenance-repair", "industry_group": "manufacturing", "region": "south", "marital_status": "married", "health_insurance_status": "insured", "age": 44, "personal_income": 140000, "personal_income_band": "100k-149k" }, "answers": { "slot_winner": "Neither of these options", "slot_driver": "Ingredients and quality", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am concerned that the product might not actually taste good because the marketing focuses on health or texture rather than the quality of the coffee itself.", "slot_clarity": 3, "slot_trust": 3, "slot_adoption_intent": 5, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 2, "slot_switching_barrier": [ "Loyalty to my current brand" ] } }, { "respondent_id": "6a282c3c3cdf67b221ebee6f", "display_name": "Sample Person 2024HU0522381-04", "status": "completed", "demographics": { "age_band": "18-24", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-not-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "08", "occupation_code": "4020", "occupation_group": "service", "occupation_detailed_group": "food-preparation-serving", "industry_group": "arts-entertainment-accommodation-food", "region": "west", "marital_status": "never-married", "health_insurance_status": "insured", "age": 18, "personal_income": 8000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "My main concern is that oat milk lattes are often priced as a premium item, so I worry I won't get enough value for my money compared to cheaper coffee options.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee", "Limited availability at my preferred locations" ] } }, { "respondent_id": "6a2825fd3cdf67b221ebbed4", "display_name": "Sample Person 2024HU0168691-01", "status": "completed", "demographics": { "age_band": "45-54", "gender": "female", "race": "some-other-race", "hispanic_origin": "mexican", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "06", "occupation_code": "2360", "occupation_group": "community-legal-education-arts", "occupation_detailed_group": "education-library", "industry_group": "wholesale-trade", "region": "west", "marital_status": "never-married", "health_insurance_status": "insured", "age": 46, "personal_income": 45000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Ingredients and quality", "slot_risk_structured": "Preference for dairy-based alternatives", "slot_risk_open": "My main concern is that I am so used to the taste of dairy milk in my coffee that I worry this oat milk version won't satisfy me as much, making it a risky purchase when I have to be careful with my budget.", "slot_clarity": 5, "slot_trust": 4, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a28677902cdafd5d0214bd5", "display_name": "Sample Person 2024HU0779026-01", "status": "completed", "demographics": { "age": 39, "age_band": "35-44", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "local-government-employee", "state_code": "47", "occupation_code": "3740", "personal_income": 75000, "personal_income_band": "50k-99k", "occupation_group": "service", "occupation_detailed_group": "protective-service", "industry_group": "public-administration", "region": "south", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Ingredients and quality", "slot_risk_structured": "Lack of trust in the brand's quality", "slot_risk_open": "I am concerned that the brand might not be able to consistently deliver the advertised silky texture, which makes me doubt the overall quality of the product.", "slot_clarity": 4, "slot_trust": 2, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 3, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a282f573cdf67b221ec06ee", "display_name": "Sample Person 2024HU0570857-01", "status": "completed", "demographics": { "age_band": "45-54", "gender": "female", "race": "two-or-more-races", "hispanic_origin": "cuban", "citizenship_status": "not-us-citizen", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "12", "occupation_code": "4720", "occupation_group": "sales-office", "occupation_detailed_group": "sales-related", "industry_group": "other-services", "region": "south", "marital_status": "separated", "health_insurance_status": "insured", "age": 49, "personal_income": 29000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Brand promise and positioning", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry that the silky texture might not live up to the marketing, and since I am careful with my spending, I would hate to pay extra for a product that doesn't actually taste as good as promised.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice", "Lack of information about the product" ] } }, { "respondent_id": "6a283baf3cdf67b221ec68c9", "display_name": "Sample Person 2024HU0447028-01", "status": "completed", "demographics": { "age_band": "25-34", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "25", "occupation_code": "0440", "occupation_group": "management", "occupation_detailed_group": "management", "industry_group": "professional-scientific-management-admin", "region": "northeast", "marital_status": "married", "health_insurance_status": "insured", "age": 32, "personal_income": 100000, "personal_income_band": "100k-149k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I am skeptical that a product marketed as silky can actually deliver on its health promises, as I worry the taste profile might be achieved through excessive additives or sugar.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 3, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2825bb3cdf67b221ebbd0d", "display_name": "Sample Person 2024HU0112842-02", "status": "completed", "demographics": { "age_band": "55-64", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "naturalized-citizen", "education_level": "master", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "06", "occupation_code": "1460", "occupation_group": "computer-engineering-science", "occupation_detailed_group": "architecture-engineering", "industry_group": "manufacturing", "region": "west", "marital_status": "married", "health_insurance_status": "insured", "age": 55, "personal_income": 146000, "personal_income_band": "100k-149k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that focusing too heavily on health benefits might mask a lackluster flavor profile, leaving me unsure if the actual taste will live up to expectations.", "slot_clarity": 3, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2837bb3cdf67b221ec4902", "display_name": "Sample Person 2024HU1000765-01", "status": "completed", "demographics": { "age_band": "55-64", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "19", "occupation_code": "9620", "occupation_group": "production-transportation", "occupation_detailed_group": "transportation-material-moving", "industry_group": "manufacturing", "region": "midwest", "marital_status": "never-married", "health_insurance_status": "insured", "age": 55, "personal_income": 68000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Price and value perception", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I worry that the health claims are just marketing fluff and don't actually reflect a better or more honest product.", "slot_clarity": 5, "slot_trust": 3, "slot_adoption_intent": 5, "slot_recommendation_support": "Definitely would not recommend", "slot_fit": 5, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a28688b02cdafd5d0216d92", "display_name": "Sample Person 2024HU1090172-02", "status": "completed", "demographics": { "age": 21, "age_band": "18-24", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "48", "occupation_code": "4760", "personal_income": 32000, "personal_income_band": "<50k", "occupation_group": "sales-office", "occupation_detailed_group": "sales-related", "industry_group": "retail-trade", "region": "south", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that focusing so heavily on the health benefits might mean the drink ends up tasting bland or watery compared to what I usually enjoy.", "slot_clarity": 5, "slot_trust": 5, "slot_adoption_intent": 5, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2834283cdf67b221ec2ceb", "display_name": "Sample Person 2024HU0077978-01", "status": "completed", "demographics": { "age_band": "25-34", "gender": "female", "race": "asian", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "doctorate", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "17", "occupation_code": "3050", "occupation_group": "service", "occupation_detailed_group": "healthcare-practitioners-technical", "industry_group": "retail-trade", "region": "midwest", "marital_status": "married", "health_insurance_status": "insured", "age": 32, "personal_income": 120000, "personal_income_band": "100k-149k" }, "answers": { "slot_winner": "Neither of these options", "slot_driver": "Ingredients and quality", "slot_risk_structured": "Preference for dairy-based alternatives", "slot_risk_open": "I am skeptical because I prefer the taste and nutritional profile of traditional dairy, and I doubt these oat-based alternatives can match the quality I expect.", "slot_clarity": 2, "slot_trust": 3, "slot_adoption_intent": 1, "slot_recommendation_support": "Definitely would not recommend", "slot_fit": 1, "slot_switching_barrier": [ "Price is higher than my current choice", "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a282f573cdf67b221ec0700", "display_name": "Sample Person 2024HU0575065-02", "status": "completed", "demographics": { "age_band": "25-34", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "doctorate", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "12", "occupation_code": "3040", "occupation_group": "service", "occupation_detailed_group": "healthcare-practitioners-technical", "industry_group": "education-health-social-services", "region": "south", "marital_status": "married", "health_insurance_status": "insured", "age": 27, "personal_income": 150000, "personal_income_band": "150k-199k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Ingredients and quality", "slot_risk_structured": "Preference for dairy-based alternatives", "slot_risk_open": "My main concern is that I prefer traditional dairy, so I worry this oat milk won't replicate the specific mouthfeel and richness I expect from a high-quality latte.", "slot_clarity": 3, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a282c793cdf67b221ebf02d", "display_name": "Sample Person 2024HU0838302-01", "status": "completed", "demographics": { "age_band": "55-64", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "self-employed-incorporated", "state_code": "08", "occupation_code": "1050", "occupation_group": "computer-engineering-science", "occupation_detailed_group": "computer-mathematical", "industry_group": "professional-scientific-management-admin", "region": "west", "marital_status": "married", "health_insurance_status": "insured", "age": 57, "personal_income": 150000, "personal_income_band": "150k-199k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am skeptical because marketing claims about texture often fail to match the actual product experience, and I dislike wasting money on items that do not deliver on their promises.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Loyalty to my current brand" ] } }, { "respondent_id": "6a28332b3cdf67b221ec2501", "display_name": "Sample Person 2024HU1321235-02", "status": "completed", "demographics": { "age_band": "45-54", "gender": "male", "race": "black", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "13", "occupation_code": "5240", "occupation_group": "sales-office", "occupation_detailed_group": "office-administrative-support", "industry_group": "manufacturing", "region": "south", "marital_status": "divorced", "health_insurance_status": "insured", "age": 46, "personal_income": 45000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am worried that the drink might not actually taste as good as the marketing claims, and since I am careful with my spending, I do not want to waste money on a product that ends up being disappointing.", "slot_clarity": 5, "slot_trust": 5, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a28679902cdafd5d0215009", "display_name": "Sample Person 2024HU1441010-01", "status": "completed", "demographics": { "age": 64, "age_band": "55-64", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "master", "employment_status": "not-in-labor-force", "class_of_worker": "state-government-employee", "state_code": "47", "occupation_code": "2360", "personal_income": 0, "personal_income_band": "50k-99k", "occupation_group": "community-legal-education-arts", "occupation_detailed_group": "education-library", "industry_group": "education-health-social-services", "region": "south", "marital_status": "divorced", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am concerned that the silky texture promised might not actually deliver a satisfying taste experience compared to the coffee I currently drink.", "slot_clarity": 3, "slot_trust": 1, "slot_adoption_intent": 2, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a283c523cdf67b221ec6dc3", "display_name": "Sample Person 2024HU1232017-01", "status": "completed", "demographics": { "age_band": "45-54", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "25", "occupation_code": "1760", "occupation_group": "computer-engineering-science", "occupation_detailed_group": "life-physical-social-science", "industry_group": "professional-scientific-management-admin", "region": "northeast", "marital_status": "married", "health_insurance_status": "insured", "age": 47, "personal_income": 99000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that the promise of a silky texture might not translate to the actual product experience, leaving me disappointed if the mouthfeel doesn't live up to the marketing.", "slot_clarity": 2, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2835823cdf67b221ec37b9", "display_name": "Sample Person 2024HU1047602-01", "status": "completed", "demographics": { "age_band": "55-64", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "not-in-labor-force", "class_of_worker": "private-nonprofit-employee", "state_code": "17", "occupation_code": "3255", "occupation_group": "service", "occupation_detailed_group": "healthcare-practitioners-technical", "industry_group": "education-health-social-services", "region": "midwest", "marital_status": "married", "health_insurance_status": "insured", "age": 57, "personal_income": 0, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Brand promise and positioning", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I am concerned that the health claims might be overstated or misleading, as I prefer to see concrete evidence before trusting new product labels.", "slot_clarity": 3, "slot_trust": 2, "slot_adoption_intent": 3, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice", "Limited availability at my preferred locations" ] } }, { "respondent_id": "6a282fd53cdf67b221ec0ac4", "display_name": "Sample Person 2024HU0776273-01", "status": "completed", "demographics": { "age_band": "55-64", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "12", "occupation_code": "0440", "occupation_group": "management", "occupation_detailed_group": "management", "industry_group": "professional-scientific-management-admin", "region": "south", "marital_status": "divorced", "health_insurance_status": "insured", "age": 62, "personal_income": 60000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am concerned that the actual taste might not live up to the silky marketing claims, as I prefer established products over unproven ones.", "slot_clarity": 4, "slot_trust": 5, "slot_adoption_intent": 3, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2829fb3cdf67b221ebdd7c", "display_name": "Sample Person 2024HU1063550-02", "status": "completed", "demographics": { "age_band": "45-54", "gender": "male", "race": "asian", "hispanic_origin": "not-hispanic", "citizenship_status": "not-us-citizen", "education_level": "master", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "06", "occupation_code": "1021", "occupation_group": "computer-engineering-science", "occupation_detailed_group": "computer-mathematical", "industry_group": "professional-scientific-management-admin", "region": "west", "marital_status": "married", "health_insurance_status": "insured", "age": 52, "personal_income": 200000, "personal_income_band": "200k+" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that the marketing focus on texture might mask a lack of actual flavor depth, leaving me unsure if the product will truly satisfy my taste expectations.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 5, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a28677302cdafd5d0214b31", "display_name": "Sample Person 2024HU0691115-01", "status": "completed", "demographics": { "age": 39, "age_band": "35-44", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "47", "occupation_code": "3258", "personal_income": 57000, "personal_income_band": "50k-99k", "occupation_group": "service", "occupation_detailed_group": "healthcare-practitioners-technical", "industry_group": "education-health-social-services", "region": "south", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is whether the actual product will live up to the silky texture promised, as I am worried the taste might not be as smooth or satisfying as the branding suggests.", "slot_clarity": 3, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2837793cdf67b221ec4701", "display_name": "Sample Person 2024HU0316330-03", "status": "completed", "demographics": { "age_band": "18-24", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "19", "occupation_code": "3500", "occupation_group": "service", "occupation_detailed_group": "healthcare-practitioners-technical", "industry_group": "education-health-social-services", "region": "midwest", "marital_status": "never-married", "health_insurance_status": "insured", "age": 22, "personal_income": 27000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that I might spend money on a product that doesn't actually live up to the silky texture promised, which would be a waste of my limited budget.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a28682402cdafd5d0216112", "display_name": "Sample Person 2024HU0581686-01", "status": "completed", "demographics": { "age": 47, "age_band": "45-54", "gender": "female", "race": "two-or-more-races", "hispanic_origin": "mexican", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "48", "occupation_code": "3601", "personal_income": 25000, "personal_income_band": "<50k", "occupation_group": "service", "occupation_detailed_group": "healthcare-support", "industry_group": "education-health-social-services", "region": "south", "marital_status": "divorced", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I worry that the health claims might be exaggerated, and since I am cautious with my spending, I need to be sure the product actually delivers on those benefits before I switch.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice", "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a282ad23cdf67b221ebe3ba", "display_name": "Sample Person 2024HU1247310-01", "status": "completed", "demographics": { "age_band": "18-24", "gender": "female", "race": "two-or-more-races", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "06", "occupation_code": "1970", "occupation_group": "computer-engineering-science", "occupation_detailed_group": "life-physical-social-science", "industry_group": "professional-scientific-management-admin", "region": "west", "marital_status": "never-married", "health_insurance_status": "insured", "age": 21, "personal_income": 8000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "My main concern is that the premium price might not be justified for a daily coffee habit given my limited budget as I start my career.", "slot_clarity": 5, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 3, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a282c063cdf67b221ebec95", "display_name": "Sample Person 2024HU0170643-01", "status": "completed", "demographics": { "age_band": "35-44", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "08", "occupation_code": "0300", "occupation_group": "management", "occupation_detailed_group": "management", "industry_group": "manufacturing", "region": "west", "marital_status": "married", "health_insurance_status": "insured", "age": 39, "personal_income": 40000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "My main concern is that the premium price for a silky oat latte might not be justified when I have a tight budget and need to watch my daily spending.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a283f783cdf67b221ec86e2", "display_name": "Sample Person 2024HU0628181-01", "status": "completed", "demographics": { "age_band": "45-54", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "master", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-nonprofit-employee", "state_code": "28", "occupation_code": "2310", "occupation_group": "community-legal-education-arts", "occupation_detailed_group": "education-library", "industry_group": "education-health-social-services", "region": "south", "marital_status": "married", "health_insurance_status": "insured", "age": 52, "personal_income": 42000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "My main concern is that the premium price for an oat milk latte might not offer enough tangible value compared to the coffee I already enjoy. I worry that paying extra for a health-focused label might just be an unnecessary expense for my daily routine.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 3, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a28683c02cdafd5d02163da", "display_name": "Sample Person 2024HU0698915-02", "status": "completed", "demographics": { "age": 33, "age_band": "25-34", "gender": "male", "race": "two-or-more-races", "hispanic_origin": "mexican", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "48", "occupation_code": "5310", "personal_income": 14500, "personal_income_band": "<50k", "occupation_group": "sales-office", "occupation_detailed_group": "office-administrative-support", "industry_group": "professional-scientific-management-admin", "region": "south", "marital_status": "married", "health_insurance_status": "uninsured" }, "answers": { "slot_winner": "Neither of these options", "slot_driver": "Brand promise and positioning", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "I am concerned that the product will be overpriced for what it is, and given my budget, I cannot justify spending extra on a premium oat milk latte when my current coffee is more affordable.", "slot_clarity": 5, "slot_trust": 5, "slot_adoption_intent": 2, "slot_recommendation_support": "Probably would not recommend", "slot_fit": 3, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a283ee83cdf67b221ec8289", "display_name": "Sample Person 2024HU0988462-01", "status": "completed", "demographics": { "age_band": "55-64", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "self-employed-incorporated", "state_code": "27", "occupation_code": "0230", "occupation_group": "management", "occupation_detailed_group": "management", "industry_group": "education-health-social-services", "region": "midwest", "marital_status": "divorced", "health_insurance_status": "insured", "age": 58, "personal_income": 590000, "personal_income_band": "200k+" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that the product might fail to deliver on its promise of a silky texture, leaving me disappointed after wasting time on a subpar coffee experience.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 3, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2827a63cdf67b221ebcbc3", "display_name": "Sample Person 2024HU0536474-02", "status": "completed", "demographics": { "age_band": "45-54", "gender": "female", "race": "asian", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "not-in-labor-force", "class_of_worker": "private-for-profit-employee", "state_code": "06", "occupation_code": "4760", "occupation_group": "sales-office", "occupation_detailed_group": "sales-related", "industry_group": "retail-trade", "region": "west", "marital_status": "never-married", "health_insurance_status": "insured", "age": 49, "personal_income": 0, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I am skeptical about the health claims because I worry they might be exaggerated to justify a higher price point. Given my limited budget, I need to be sure that the product actually delivers on its taste and value promises before I commit to it.", "slot_clarity": 4, "slot_trust": 1, "slot_adoption_intent": 4, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 3, "slot_switching_barrier": [ "Price is higher than my current choice", "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a283a9b3cdf67b221ec5ffa", "display_name": "Sample Person 2024HU0522087-01", "status": "completed", "demographics": { "age_band": "25-34", "gender": "male", "race": "two-or-more-races", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "local-government-employee", "state_code": "24", "occupation_code": "2310", "occupation_group": "community-legal-education-arts", "occupation_detailed_group": "education-library", "industry_group": "education-health-social-services", "region": "south", "marital_status": "never-married", "health_insurance_status": "insured", "age": 34, "personal_income": 70000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Preference for dairy-based alternatives", "slot_risk_open": "My main concern is that I am so accustomed to the specific taste and texture of dairy-based lattes that an oat milk alternative might not satisfy my expectations for a creamy mouthfeel.", "slot_clarity": 3, "slot_trust": 2, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 3, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a28685502cdafd5d02166ef", "display_name": "Sample Person 2024HU0823859-01", "status": "completed", "demographics": { "age": 46, "age_band": "45-54", "gender": "female", "race": "two-or-more-races", "hispanic_origin": "mexican", "citizenship_status": "born-in-us", "education_level": "master", "employment_status": "civilian-employed-at-work", "class_of_worker": "state-government-employee", "state_code": "48", "occupation_code": "4020", "personal_income": 60000, "personal_income_band": "50k-99k", "occupation_group": "service", "occupation_detailed_group": "food-preparation-serving", "industry_group": "education-health-social-services", "region": "south", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "My main concern is that the premium price might not be justified if the taste experience does not consistently deliver on the promise of a silky texture.", "slot_clarity": 4, "slot_trust": 2, "slot_adoption_intent": 5, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice", "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2840f33cdf67b221ec9271", "display_name": "Sample Person 2024HU0594315-01", "status": "completed", "demographics": { "age_band": "35-44", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "30", "occupation_code": "4710", "occupation_group": "sales-office", "occupation_detailed_group": "sales-related", "industry_group": "wholesale-trade", "region": "west", "marital_status": "married", "health_insurance_status": "insured", "age": 40, "personal_income": 165000, "personal_income_band": "150k-199k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I worry that the health claims might just be marketing fluff rather than actual nutritional substance, which makes me skeptical about whether the product really delivers on its promises.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 3, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 3, "slot_switching_barrier": [ "Limited availability at my preferred locations" ] } }, { "respondent_id": "6a28666e02cdafd5d0212b66", "display_name": "Sample Person 2024HU0020028-01", "status": "completed", "demographics": { "age": 60, "age_band": "55-64", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "master", "employment_status": "civilian-employed-at-work", "class_of_worker": "local-government-employee", "state_code": "42", "occupation_code": "3230", "personal_income": 105000, "personal_income_band": "100k-149k", "occupation_group": "service", "occupation_detailed_group": "healthcare-practitioners-technical", "industry_group": "education-health-social-services", "region": "northeast", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "My main concern is that the premium price for an oat milk latte might not be justified by the actual nutritional value compared to standard options. I worry that the product might be marketed as a health benefit without offering enough tangible substance to warrant the extra cost.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice", "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a282c3a3cdf67b221ebee2b", "display_name": "Sample Person 2024HU0464440-01", "status": "completed", "demographics": { "age_band": "25-34", "gender": "female", "race": "two-or-more-races", "hispanic_origin": "mexican", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "unemployed", "class_of_worker": "private-for-profit-employee", "state_code": "08", "occupation_code": "2632", "occupation_group": "community-legal-education-arts", "occupation_detailed_group": "arts-design-entertainment-sports-media", "industry_group": "other-services", "region": "west", "marital_status": "never-married", "health_insurance_status": "insured", "age": 29, "personal_income": 40000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that focusing so heavily on the health benefits might mean the drink ends up tasting bland or watery, which would be disappointing given the price.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a28085b9d17a82d6bedec9a", "display_name": "Sample Person 2024HU0420064-01", "status": "completed", "demographics": { "age_band": "55-64", "gender": "female", "race": "black", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "01", "occupation_code": "5240", "occupation_group": "sales-office", "occupation_detailed_group": "office-administrative-support", "industry_group": "arts-entertainment-accommodation-food", "region": "south", "marital_status": "divorced", "health_insurance_status": "insured", "age": 60, "personal_income": 45000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am worried that the product might not actually taste as smooth or satisfying as the marketing claims, and I would hate to waste my limited budget on something I end up not liking.", "slot_clarity": 2, "slot_trust": 1, "slot_adoption_intent": 5, "slot_recommendation_support": "Definitely would not recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee", "Limited availability at my preferred locations" ] } }, { "respondent_id": "6a28328a3cdf67b221ec1fb5", "display_name": "Sample Person 2024HU0766291-01", "status": "completed", "demographics": { "age_band": "35-44", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "13", "occupation_code": "4840", "occupation_group": "sales-office", "occupation_detailed_group": "sales-related", "industry_group": "professional-scientific-management-admin", "region": "south", "marital_status": "married", "health_insurance_status": "insured", "age": 35, "personal_income": 225000, "personal_income_band": "200k+" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry the product won't actually taste as smooth or satisfying as the marketing claims, which would make it a waste of time and money.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 3, "slot_switching_barrier": [ "Price is higher than my current choice", "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a28672302cdafd5d021417e", "display_name": "Sample Person 2024HU0747290-02", "status": "completed", "demographics": { "age": 62, "age_band": "55-64", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "master", "employment_status": "not-in-labor-force", "class_of_worker": "private-for-profit-employee", "state_code": "45", "occupation_code": "5510", "personal_income": 0, "personal_income_band": "50k-99k", "occupation_group": "sales-office", "occupation_detailed_group": "office-administrative-support", "industry_group": "transportation-warehousing", "region": "south", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that the actual taste might not live up to the silky description, and I am cautious about switching from the coffee I already enjoy.", "slot_clarity": 4, "slot_trust": 5, "slot_adoption_intent": 3, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a28699702cdafd5d0218e76", "display_name": "Sample Person 2024HU0707711-02", "status": "completed", "demographics": { "age": 42, "age_band": "35-44", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "53", "occupation_code": "6230", "personal_income": 63000, "personal_income_band": "50k-99k", "occupation_group": "natural-resources-construction-maintenance", "occupation_detailed_group": "construction-extraction", "industry_group": "construction", "region": "west", "marital_status": "married", "health_insurance_status": "uninsured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am worried that the silky texture might just be marketing talk and the actual taste will not live up to the promise.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2827153cdf67b221ebc74c", "display_name": "Sample Person 2024HU0417966-01", "status": "completed", "demographics": { "age_band": "45-54", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "06", "occupation_code": "7000", "occupation_group": "natural-resources-construction-maintenance", "occupation_detailed_group": "installation-maintenance-repair", "industry_group": "utilities", "region": "west", "marital_status": "divorced", "health_insurance_status": "insured", "age": 50, "personal_income": 120000, "personal_income_band": "100k-149k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am skeptical that the product will actually deliver the promised silky texture once I get it home, as marketing claims often fall short of the real experience.", "slot_clarity": 4, "slot_trust": 5, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2865ef02cdafd5d0211bc6", "display_name": "Sample Person 2024HU1166086-01", "status": "completed", "demographics": { "age": 32, "age_band": "25-34", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "39", "occupation_code": "8990", "personal_income": 34000, "personal_income_band": "<50k", "occupation_group": "production-transportation", "occupation_detailed_group": "production", "industry_group": "manufacturing", "region": "midwest", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry that the silky texture might just be a marketing claim and the actual taste won't live up to the premium promise.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a28686e02cdafd5d02169e2", "display_name": "Sample Person 2024HU0941909-01", "status": "completed", "demographics": { "age": 59, "age_band": "55-64", "gender": "male", "race": "two-or-more-races", "hispanic_origin": "mexican", "citizenship_status": "naturalized-citizen", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "48", "occupation_code": "9645", "personal_income": 25000, "personal_income_band": "<50k", "occupation_group": "production-transportation", "occupation_detailed_group": "transportation-material-moving", "industry_group": "retail-trade", "region": "south", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Preference for dairy-based alternatives", "slot_risk_open": "My main concern is that I prefer the taste of traditional dairy, and I worry this oat milk might be too expensive compared to what I usually buy.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2866c802cdafd5d021364b", "display_name": "Sample Person 2024HU0949630-02", "status": "completed", "demographics": { "age": 58, "age_band": "55-64", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "doctorate", "employment_status": "civilian-employed-at-work", "class_of_worker": "local-government-employee", "state_code": "42", "occupation_code": "0010", "personal_income": 145000, "personal_income_band": "100k-149k", "occupation_group": "management", "occupation_detailed_group": "management", "industry_group": "education-health-social-services", "region": "northeast", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is whether the actual product will deliver the promised silky texture, as marketing claims about mouthfeel can often fall short of the real experience.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Lack of information about the product" ] } }, { "respondent_id": "6a2838b43cdf67b221ec50c3", "display_name": "Sample Person 2024HU0490279-01", "status": "completed", "demographics": { "age_band": "45-54", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "master", "employment_status": "civilian-employed-at-work", "class_of_worker": "self-employed-not-incorporated", "state_code": "21", "occupation_code": "8640", "occupation_group": "production-transportation", "occupation_detailed_group": "production", "industry_group": "manufacturing", "region": "south", "marital_status": "married", "health_insurance_status": "insured", "age": 45, "personal_income": 70000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that the silky marketing might just be a cover for a product that fails to deliver on actual taste or texture once I try it.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would not recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a282efc3cdf67b221ec03f2", "display_name": "Sample Person 2024HU0410873-01", "status": "completed", "demographics": { "age_band": "35-44", "gender": "female", "race": "white", "hispanic_origin": "puerto-rican", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "federal-government-employee", "state_code": "12", "occupation_code": "5240", "occupation_group": "sales-office", "occupation_detailed_group": "office-administrative-support", "industry_group": "retail-trade", "region": "south", "marital_status": "married", "health_insurance_status": "insured", "age": 38, "personal_income": 26000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry that the product might not actually taste as smooth as the name implies, and since I am careful with my spending, I would be disappointed if it didn't live up to the description.", "slot_clarity": 4, "slot_trust": 2, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a28648002cdafd5d020eed8", "display_name": "Sample Person 2024HU0613300-02", "status": "completed", "demographics": { "age": 56, "age_band": "55-64", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "36", "occupation_code": "3255", "personal_income": 70000, "personal_income_band": "50k-99k", "occupation_group": "service", "occupation_detailed_group": "healthcare-practitioners-technical", "industry_group": "education-health-social-services", "region": "northeast", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I worry that the health claims might be exaggerated or lack transparency, which makes me skeptical about whether the product truly delivers on its nutritional promises.", "slot_clarity": 5, "slot_trust": 5, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2864fd02cdafd5d020fe10", "display_name": "Sample Person 2024HU1457818-01", "status": "completed", "demographics": { "age": 29, "age_band": "25-34", "gender": "male", "race": "two-or-more-races", "hispanic_origin": "mexican", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "36", "occupation_code": "1021", "personal_income": 751000, "personal_income_band": "200k+", "occupation_group": "computer-engineering-science", "occupation_detailed_group": "computer-mathematical", "industry_group": "finance-real-estate-rental", "region": "northeast", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry that the 'Silky' branding is just marketing fluff and the actual taste will be thin or chalky compared to real dairy.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 2, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2842533cdf67b221ec9da6", "display_name": "Sample Person 2024HU0148810-01", "status": "completed", "demographics": { "age_band": "45-54", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "self-employed-not-incorporated", "state_code": "34", "occupation_code": "4700", "occupation_group": "sales-office", "occupation_detailed_group": "sales-related", "industry_group": "retail-trade", "region": "northeast", "marital_status": "married", "health_insurance_status": "insured", "age": 47, "personal_income": 20000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "My main concern is that the price might be too high for the value it offers, especially since I need to be careful with my spending given my limited discretionary income.", "slot_clarity": 3, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a283cec3cdf67b221ec72af", "display_name": "Sample Person 2024HU0287925-02", "status": "completed", "demographics": { "age_band": "45-54", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "local-government-employee", "state_code": "26", "occupation_code": "0110", "occupation_group": "management", "occupation_detailed_group": "management", "industry_group": "education-health-social-services", "region": "midwest", "marital_status": "married", "health_insurance_status": "insured", "age": 51, "personal_income": 47000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is whether the actual taste will live up to the silky promise, as I am hesitant to spend my limited budget on a product that might not deliver a satisfying mouthfeel.", "slot_clarity": 5, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 4, "slot_switching_barrier": [ "Loyalty to my current brand" ] } }, { "respondent_id": "6a2824553cdf67b221ebb2cc", "display_name": "Sample Person 2024HU0135200-03", "status": "completed", "demographics": { "age_band": "18-24", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "05", "occupation_code": "4110", "occupation_group": "service", "occupation_detailed_group": "food-preparation-serving", "industry_group": "arts-entertainment-accommodation-food", "region": "south", "marital_status": "never-married", "health_insurance_status": "insured", "age": 18, "personal_income": 12800, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "My main concern is that the price might be too high for the value it offers, especially since I have a limited budget and need to be careful with my daily spending.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 3, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2866ab02cdafd5d0213296", "display_name": "Sample Person 2024HU0641182-02", "status": "completed", "demographics": { "age": 39, "age_band": "35-44", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "unemployed", "class_of_worker": "private-for-profit-employee", "state_code": "42", "occupation_code": "4700", "personal_income": 0, "personal_income_band": "<50k", "occupation_group": "sales-office", "occupation_detailed_group": "sales-related", "industry_group": "retail-trade", "region": "northeast", "marital_status": "separated", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Preference for dairy-based alternatives", "slot_risk_open": "My main concern is whether the price will be worth it compared to traditional dairy, especially since I need to be very careful with my limited budget right now.", "slot_clarity": 5, "slot_trust": 5, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2835383cdf67b221ec355a", "display_name": "Sample Person 2024HU0840119-02", "status": "completed", "demographics": { "age_band": "55-64", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "17", "occupation_code": "8030", "occupation_group": "production-transportation", "occupation_detailed_group": "production", "industry_group": "manufacturing", "region": "midwest", "marital_status": "married", "health_insurance_status": "insured", "age": 58, "personal_income": 40000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Neither of these options", "slot_driver": "Ingredients and quality", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am worried that the oat milk might have an artificial or unpleasant aftertaste that doesn't match the marketing claims.", "slot_clarity": 5, "slot_trust": 3, "slot_adoption_intent": 2, "slot_recommendation_support": "Definitely would not recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a28252e3cdf67b221ebb921", "display_name": "Sample Person 2024HU0002292-01", "status": "completed", "demographics": { "age_band": "25-34", "gender": "female", "race": "asian", "hispanic_origin": "mexican", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "06", "occupation_code": "4760", "occupation_group": "sales-office", "occupation_detailed_group": "sales-related", "industry_group": "retail-trade", "region": "west", "marital_status": "never-married", "health_insurance_status": "insured", "age": 28, "personal_income": 35000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry that focusing so much on the health benefits might mean the drink ends up tasting bland or watery, which would be a letdown given the price.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a28685b02cdafd5d02167a2", "display_name": "Sample Person 2024HU0855308-01", "status": "completed", "demographics": { "age": 32, "age_band": "25-34", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "doctorate", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "48", "occupation_code": "3160", "personal_income": 39600, "personal_income_band": "<50k", "occupation_group": "service", "occupation_detailed_group": "healthcare-practitioners-technical", "industry_group": "education-health-social-services", "region": "south", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "My main concern is that the premium pricing for a health-focused oat milk latte might not justify the cost compared to my regular coffee options. Given my need for financial prudence, I worry the product will feel like an unnecessary expense rather than a practical daily staple.", "slot_clarity": 5, "slot_trust": 4, "slot_adoption_intent": 3, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Limited availability at my preferred locations", "Loyalty to my current brand" ] } }, { "respondent_id": "6a2836093cdf67b221ec3b86", "display_name": "Sample Person 2024HU1365852-02", "status": "completed", "demographics": { "age_band": "55-64", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "master", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "17", "occupation_code": "5000", "occupation_group": "sales-office", "occupation_detailed_group": "office-administrative-support", "industry_group": "finance-real-estate-rental", "region": "midwest", "marital_status": "married", "health_insurance_status": "insured", "age": 56, "personal_income": 44000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Preference for dairy-based alternatives", "slot_risk_open": "I worry that the oat milk might not replicate the creamy mouthfeel of dairy, which could make the latte feel like a subpar compromise.", "slot_clarity": 4, "slot_trust": 5, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a282efd3cdf67b221ec0421", "display_name": "Sample Person 2024HU0425659-02", "status": "completed", "demographics": { "age_band": "18-24", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "12", "occupation_code": "4965", "occupation_group": "sales-office", "occupation_detailed_group": "sales-related", "industry_group": "retail-trade", "region": "south", "marital_status": "never-married", "health_insurance_status": "uninsured", "age": 23, "personal_income": 20800, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I worry that the health claims might just be marketing hype and not actually deliver the nutritional benefits they promise.", "slot_clarity": 5, "slot_trust": 3, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a282f633cdf67b221ec071d", "display_name": "Sample Person 2024HU0584506-02", "status": "completed", "demographics": { "age_band": "45-54", "gender": "female", "race": "two-or-more-races", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "12", "occupation_code": "2145", "occupation_group": "community-legal-education-arts", "occupation_detailed_group": "legal", "industry_group": "professional-scientific-management-admin", "region": "south", "marital_status": "never-married", "health_insurance_status": "insured", "age": 54, "personal_income": 50000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is whether the actual taste will live up to the silky marketing promise. I worry it might just be another thin, watery oat milk that fails to deliver a truly rich mouthfeel.", "slot_clarity": 3, "slot_trust": 5, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2842603cdf67b221ec9e26", "display_name": "Sample Person 2024HU0193394-02", "status": "completed", "demographics": { "age_band": "55-64", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "unemployed", "class_of_worker": "private-for-profit-employee", "state_code": "34", "occupation_code": "4710", "occupation_group": "sales-office", "occupation_detailed_group": "sales-related", "industry_group": "finance-real-estate-rental", "region": "northeast", "marital_status": "married", "health_insurance_status": "insured", "age": 56, "personal_income": 17100, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry that the product might not actually live up to the silky texture promised on the label, and since I am cautious about my spending, I don't want to waste money on something that doesn't taste as good as expected.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2826ae3cdf67b221ebc430", "display_name": "Sample Person 2024HU0325706-01", "status": "completed", "demographics": { "age_band": "65-plus", "gender": "female", "race": "asian", "hispanic_origin": "not-hispanic", "citizenship_status": "naturalized-citizen", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "06", "occupation_code": "3602", "occupation_group": "service", "occupation_detailed_group": "healthcare-support", "industry_group": "education-health-social-services", "region": "west", "marital_status": "divorced", "health_insurance_status": "insured", "age": 65, "personal_income": 14000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is whether the actual product will live up to the silky texture promised, as I am hesitant to spend my limited budget on a drink that might not taste as good as it sounds.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 5, "slot_recommendation_support": "Definitely would not recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a283ba23cdf67b221ec683a", "display_name": "Sample Person 2024HU0371777-01", "status": "completed", "demographics": { "age_band": "35-44", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "local-government-employee", "state_code": "25", "occupation_code": "2545", "occupation_group": "community-legal-education-arts", "occupation_detailed_group": "education-library", "industry_group": "education-health-social-services", "region": "northeast", "marital_status": "married", "health_insurance_status": "insured", "age": 42, "personal_income": 3300, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Ingredients and quality", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I worry that the health claims might be exaggerated or misleading, as I prefer to stick with products that have a proven track record of quality.", "slot_clarity": 5, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 3, "slot_switching_barrier": [ "Limited availability at my preferred locations" ] } }, { "respondent_id": "6a28640b02cdafd5d020e0ca", "display_name": "Sample Person 2024HU0758989-04", "status": "completed", "demographics": { "age": 19, "age_band": "18-24", "gender": "male", "race": "two-or-more-races", "hispanic_origin": "other-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "35", "occupation_code": "4240", "personal_income": 52000, "personal_income_band": "50k-99k", "occupation_group": "service", "occupation_detailed_group": "building-grounds-cleaning-maintenance", "industry_group": "professional-scientific-management-admin", "region": "west", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that the oat milk might not actually taste as smooth or creamy as the name suggests, and I don't want to spend my money on something that ends up being disappointing.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice", "I prefer the taste of my current coffee", "Limited availability at my preferred locations" ] } }, { "respondent_id": "6a28660d02cdafd5d0211f7f", "display_name": "Sample Person 2024HU0114435-01", "status": "completed", "demographics": { "age": 23, "age_band": "18-24", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "master", "employment_status": "civilian-employed-at-work", "class_of_worker": "federal-government-employee", "state_code": "40", "occupation_code": "1005", "personal_income": 75000, "personal_income_band": "50k-99k", "occupation_group": "computer-engineering-science", "occupation_detailed_group": "computer-mathematical", "industry_group": "public-administration", "region": "south", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Ingredients and quality", "slot_risk_structured": "Lack of trust in the brand's quality", "slot_risk_open": "I worry that the health-focused messaging might be masking lower-quality ingredients or hidden additives, which makes me skeptical about the brand's actual standards.", "slot_clarity": 5, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2834bd3cdf67b221ec3192", "display_name": "Sample Person 2024HU0480719-01", "status": "completed", "demographics": { "age_band": "35-44", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "master", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-nonprofit-employee", "state_code": "17", "occupation_code": "5000", "occupation_group": "sales-office", "occupation_detailed_group": "office-administrative-support", "industry_group": "education-health-social-services", "region": "midwest", "marital_status": "married", "health_insurance_status": "insured", "age": 39, "personal_income": 160000, "personal_income_band": "150k-199k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that the silky texture might not live up to the marketing hype, and I worry it could end up tasting artificial or overly processed.", "slot_clarity": 2, "slot_trust": 5, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2831ce3cdf67b221ec19ed", "display_name": "Sample Person 2024HU0167855-01", "status": "completed", "demographics": { "age_band": "45-54", "gender": "male", "race": "black", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "master", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "13", "occupation_code": "5120", "occupation_group": "sales-office", "occupation_detailed_group": "office-administrative-support", "industry_group": "wholesale-trade", "region": "south", "marital_status": "married", "health_insurance_status": "insured", "age": 47, "personal_income": 95000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I am skeptical about the health claims because they often feel like marketing fluff that lacks real substance. I prefer products that focus on proven quality rather than vague nutritional promises.", "slot_clarity": 3, "slot_trust": 5, "slot_adoption_intent": 4, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 3, "slot_switching_barrier": [ "Loyalty to my current brand" ] } }, { "respondent_id": "6a28252d3cdf67b221ebb8f7", "display_name": "Sample Person 2024GQ0180581-01", "status": "completed", "demographics": { "age_band": "18-24", "gender": "male", "race": "white", "hispanic_origin": "mexican", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "armed-forces-at-work", "class_of_worker": "federal-government-employee", "state_code": "06", "occupation_code": "7340", "occupation_group": "natural-resources-construction-maintenance", "occupation_detailed_group": "installation-maintenance-repair", "region": "west", "marital_status": "never-married", "health_insurance_status": "insured", "age": 19, "personal_income": 22000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that the oat milk might not actually taste as smooth or satisfying as the marketing claims, and I don't want to waste my limited money on a drink that ends up being disappointing.", "slot_clarity": 3, "slot_trust": 5, "slot_adoption_intent": 5, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 4, "slot_switching_barrier": [ "Limited availability at my preferred locations" ] } }, { "respondent_id": "6a2836fd3cdf67b221ec434b", "display_name": "Sample Person 2024HU1076296-02", "status": "completed", "demographics": { "age_band": "25-34", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-not-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "18", "occupation_code": "8225", "occupation_group": "production-transportation", "occupation_detailed_group": "production", "industry_group": "manufacturing", "region": "midwest", "marital_status": "never-married", "health_insurance_status": "insured", "age": 28, "personal_income": 40000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Neither of these options", "slot_driver": "Price and value perception", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "I am concerned that a specialty oat milk latte will be overpriced and not offer enough value compared to the coffee options I already buy.", "slot_clarity": 3, "slot_trust": 3, "slot_adoption_intent": 2, "slot_recommendation_support": "Probably would not recommend", "slot_fit": 2, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2866ff02cdafd5d0213d1d", "display_name": "Sample Person 2024HU0994569-01", "status": "completed", "demographics": { "age": 41, "age_band": "35-44", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "44", "occupation_code": "8740", "personal_income": 120000, "personal_income_band": "100k-149k", "occupation_group": "production-transportation", "occupation_detailed_group": "production", "industry_group": "manufacturing", "region": "northeast", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Brand promise and positioning", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that the promise of a silky texture might not match the actual taste experience once I try it, as I prefer consistency and reliability in my coffee.", "slot_clarity": 2, "slot_trust": 2, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a28666402cdafd5d0212a14", "display_name": "Sample Person 2024GQ0020233-01", "status": "completed", "demographics": { "age": 23, "age_band": "18-24", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "42", "occupation_code": "8990", "personal_income": 3000, "personal_income_band": "<50k", "occupation_group": "production-transportation", "occupation_detailed_group": "production", "industry_group": "manufacturing", "region": "northeast", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Brand promise and positioning", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry that focusing so much on the health benefits might mean the latte doesn't actually taste as good as a regular coffee, which is a risk when I'm spending my limited budget.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice", "Limited availability at my preferred locations" ] } }, { "respondent_id": "6a283e723cdf67b221ec7ee0", "display_name": "Sample Person 2024HU0233646-02", "status": "completed", "demographics": { "age_band": "45-54", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "doctorate", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "27", "occupation_code": "0960", "occupation_group": "business-finance", "occupation_detailed_group": "business-financial-operations", "industry_group": "finance-real-estate-rental", "region": "midwest", "marital_status": "married", "health_insurance_status": "insured", "age": 46, "personal_income": 230000, "personal_income_band": "200k+" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I am skeptical of health claims on food labels because they often lack transparent, rigorous data to back up their marketing promises.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 5, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 2, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a28699802cdafd5d0218e90", "display_name": "Sample Person 2024HU0714570-02", "status": "completed", "demographics": { "age": 52, "age_band": "45-54", "gender": "male", "race": "two-or-more-races", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "not-in-labor-force", "class_of_worker": "self-employed-not-incorporated", "state_code": "53", "occupation_code": "4710", "personal_income": 30000, "personal_income_band": "<50k", "occupation_group": "sales-office", "occupation_detailed_group": "sales-related", "industry_group": "manufacturing", "region": "west", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that the product might not actually live up to the silky, premium taste promised on the packaging, which makes me hesitant to spend my limited budget on something that could be disappointing.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 3, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Limited availability at my preferred locations" ] } }, { "respondent_id": "6a2842903cdf67b221ec9f8d", "display_name": "Sample Person 2024HU0364985-02", "status": "completed", "demographics": { "age_band": "35-44", "gender": "female", "race": "some-other-race", "hispanic_origin": "puerto-rican", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-nonprofit-employee", "state_code": "34", "occupation_code": "1006", "occupation_group": "computer-engineering-science", "occupation_detailed_group": "computer-mathematical", "industry_group": "education-health-social-services", "region": "northeast", "marital_status": "never-married", "health_insurance_status": "insured", "age": 35, "personal_income": 40000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Neither of these options", "slot_driver": "Price and value perception", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am worried that the oat milk might not taste good enough to justify the price, especially since I am cautious about my spending.", "slot_clarity": 1, "slot_trust": 3, "slot_adoption_intent": 1, "slot_recommendation_support": "Probably would not recommend", "slot_fit": 3, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2842cc3cdf67b221eca160", "display_name": "Sample Person 2024HU0594621-02", "status": "completed", "demographics": { "age_band": "25-34", "gender": "female", "race": "two-or-more-races", "hispanic_origin": "south-american", "citizenship_status": "not-us-citizen", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "34", "occupation_code": "4110", "occupation_group": "service", "occupation_detailed_group": "food-preparation-serving", "industry_group": "arts-entertainment-accommodation-food", "region": "northeast", "marital_status": "married", "health_insurance_status": "uninsured", "age": 30, "personal_income": 20000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "My main concern is that if the price is too high, it just won't feel like a good value for my budget compared to the coffee I already drink.", "slot_clarity": 3, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice", "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a28661002cdafd5d0211ff7", "display_name": "Sample Person 2024HU0178481-02", "status": "completed", "demographics": { "age": 62, "age_band": "55-64", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "self-employed-not-incorporated", "state_code": "40", "occupation_code": "2600", "personal_income": -3000, "personal_income_band": "<50k", "occupation_group": "community-legal-education-arts", "occupation_detailed_group": "arts-design-entertainment-sports-media", "industry_group": "manufacturing", "region": "south", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that the actual taste might not live up to the 'silky' description once I try it. Since I am cautious with my spending, I worry about paying for a premium product that ends up being disappointing.", "slot_clarity": 4, "slot_trust": 5, "slot_adoption_intent": 5, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 5, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a28654202cdafd5d021067e", "display_name": "Sample Person 2024HU0739599-01", "status": "completed", "demographics": { "age": 38, "age_band": "35-44", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-nonprofit-employee", "state_code": "37", "occupation_code": "1006", "personal_income": 55000, "personal_income_band": "50k-99k", "occupation_group": "computer-engineering-science", "occupation_detailed_group": "computer-mathematical", "industry_group": "education-health-social-services", "region": "south", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Lack of trust in the brand's quality", "slot_risk_open": "I worry that the brand might be cutting corners on ingredient quality to achieve that specific texture, which makes me doubt if it is actually as good as they claim.", "slot_clarity": 5, "slot_trust": 4, "slot_adoption_intent": 5, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 3, "slot_switching_barrier": [ "I prefer the taste of my current coffee", "Limited availability at my preferred locations" ] } }, { "respondent_id": "6a2841a53cdf67b221ec9823", "display_name": "Sample Person 2024HU0740797-01", "status": "completed", "demographics": { "age_band": "55-64", "gender": "female", "race": "two-or-more-races", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "local-government-employee", "state_code": "32", "occupation_code": "4110", "occupation_group": "service", "occupation_detailed_group": "food-preparation-serving", "industry_group": "education-health-social-services", "region": "west", "marital_status": "widowed", "health_insurance_status": "insured", "age": 62, "personal_income": 69000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am worried that the actual taste might not live up to the silky description, and I prefer sticking to what I already know I enjoy.", "slot_clarity": 5, "slot_trust": 4, "slot_adoption_intent": 2, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 5, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a282a4d3cdf67b221ebdfe3", "display_name": "Sample Person 2024HU1133090-02", "status": "completed", "demographics": { "age_band": "45-54", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "06", "occupation_code": "0410", "occupation_group": "management", "occupation_detailed_group": "management", "industry_group": "finance-real-estate-rental", "region": "west", "marital_status": "married", "health_insurance_status": "insured", "age": 50, "personal_income": 125000, "personal_income_band": "100k-149k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Preference for dairy-based alternatives", "slot_risk_open": "My main concern is that I prefer the richness of dairy, so I worry this oat milk won't actually deliver the creamy mouthfeel it promises.", "slot_clarity": 5, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice", "Limited availability at my preferred locations" ] } }, { "respondent_id": "6a283be33cdf67b221ec6a3e", "display_name": "Sample Person 2024HU0676503-01", "status": "completed", "demographics": { "age_band": "35-44", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-nonprofit-employee", "state_code": "25", "occupation_code": "0440", "occupation_group": "management", "occupation_detailed_group": "management", "industry_group": "finance-real-estate-rental", "region": "northeast", "marital_status": "never-married", "health_insurance_status": "insured", "age": 43, "personal_income": 33300, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that the product might not actually deliver the smooth, premium taste promised, which makes me hesitant to spend my limited discretionary income on something that could be disappointing.", "slot_clarity": 4, "slot_trust": 2, "slot_adoption_intent": 3, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a28686e02cdafd5d02169d7", "display_name": "Sample Person 2024HU0942335-01", "status": "completed", "demographics": { "age": 54, "age_band": "45-54", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "not-in-labor-force", "class_of_worker": "private-for-profit-employee", "state_code": "48", "occupation_code": "8740", "personal_income": 48000, "personal_income_band": "50k-99k", "occupation_group": "production-transportation", "occupation_detailed_group": "production", "industry_group": "manufacturing", "region": "south", "marital_status": "divorced", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "I worry that the price might be too high for a daily coffee, making it hard to justify the cost compared to more affordable options.", "slot_clarity": 5, "slot_trust": 2, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice", "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a28324e3cdf67b221ec1df0", "display_name": "Sample Person 2024HU0574201-01", "status": "completed", "demographics": { "age_band": "25-34", "gender": "female", "race": "black", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "13", "occupation_code": "4040", "occupation_group": "service", "occupation_detailed_group": "food-preparation-serving", "industry_group": "arts-entertainment-accommodation-food", "region": "south", "marital_status": "never-married", "health_insurance_status": "uninsured", "age": 27, "personal_income": 50000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am worried that the product might not actually taste as good as the marketing claims, and since I am on a tight budget, I do not want to waste money on something that ends up being disappointing.", "slot_clarity": 3, "slot_trust": 4, "slot_adoption_intent": 5, "slot_recommendation_support": "Definitely would not recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2832af3cdf67b221ec20d3", "display_name": "Sample Person 2024HU0880443-01", "status": "completed", "demographics": { "age_band": "45-54", "gender": "female", "race": "black", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "13", "occupation_code": "7750", "occupation_group": "production-transportation", "occupation_detailed_group": "production", "industry_group": "manufacturing", "region": "south", "marital_status": "never-married", "health_insurance_status": "insured", "age": 50, "personal_income": 42000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "I worry that paying a premium for a silky oat latte might not be worth the extra cost compared to my usual coffee.", "slot_clarity": 4, "slot_trust": 5, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice", "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2864bd02cdafd5d020f62c", "display_name": "Sample Person 2024HU1019773-04", "status": "completed", "demographics": { "age": 25, "age_band": "25-34", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "not-in-labor-force", "class_of_worker": "private-for-profit-employee", "state_code": "36", "occupation_code": "5400", "personal_income": 0, "personal_income_band": "<50k", "occupation_group": "sales-office", "occupation_detailed_group": "office-administrative-support", "industry_group": "education-health-social-services", "region": "northeast", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Price and value perception", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am worried that the product might not actually taste as smooth or satisfying as the name suggests, and given my limited budget, I cannot afford to waste money on something that might disappoint me.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 2, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a283bca3cdf67b221ec698e", "display_name": "Sample Person 2024HU0543236-02", "status": "completed", "demographics": { "age_band": "45-54", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "25", "occupation_code": "0052", "occupation_group": "management", "occupation_detailed_group": "management", "industry_group": "professional-scientific-management-admin", "region": "northeast", "marital_status": "married", "health_insurance_status": "insured", "age": 50, "personal_income": 180000, "personal_income_band": "150k-199k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Lack of trust in the brand's quality", "slot_risk_open": "My main concern is that the brand might be prioritizing marketing trends over actual product quality, which makes me doubt if the oat milk will live up to the health claims.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice", "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a283cea3cdf67b221ec7275", "display_name": "Sample Person 2024HU0276879-02", "status": "completed", "demographics": { "age_band": "18-24", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-nonprofit-employee", "state_code": "26", "occupation_code": "2723", "occupation_group": "community-legal-education-arts", "occupation_detailed_group": "arts-design-entertainment-sports-media", "industry_group": "arts-entertainment-accommodation-food", "region": "midwest", "marital_status": "never-married", "health_insurance_status": "insured", "age": 22, "personal_income": 4000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I worry that the health benefits might be overstated or just marketing fluff, which makes me skeptical about whether the product actually delivers on those claims.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 3, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a283bf03cdf67b221ec6ac4", "display_name": "Sample Person 2024HU0768469-01", "status": "completed", "demographics": { "age_band": "25-34", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "25", "occupation_code": "4840", "occupation_group": "sales-office", "occupation_detailed_group": "sales-related", "industry_group": "professional-scientific-management-admin", "region": "northeast", "marital_status": "never-married", "health_insurance_status": "insured", "age": 31, "personal_income": 200000, "personal_income_band": "200k+" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that focusing too heavily on health benefits might mask a lackluster flavor, leaving me unsure if the actual taste will be satisfying.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 3, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a28410b3cdf67b221ec9331", "display_name": "Sample Person 2024GQ0127953-01", "status": "completed", "demographics": { "age_band": "18-24", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "armed-forces-at-work", "class_of_worker": "federal-government-employee", "state_code": "31", "occupation_code": "3870", "occupation_group": "service", "occupation_detailed_group": "protective-service", "region": "midwest", "marital_status": "never-married", "health_insurance_status": "insured", "age": 24, "personal_income": 32000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am worried the product will not actually taste as smooth or satisfying as the marketing claims, and I do not want to waste money on a drink that fails to deliver on its main promise.", "slot_clarity": 3, "slot_trust": 2, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 2, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a283b033cdf67b221ec634d", "display_name": "Sample Person 2024HU1070136-02", "status": "completed", "demographics": { "age_band": "45-54", "gender": "female", "race": "black", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-nonprofit-employee", "state_code": "24", "occupation_code": "0530", "occupation_group": "business-finance", "occupation_detailed_group": "business-financial-operations", "industry_group": "education-health-social-services", "region": "south", "marital_status": "married", "health_insurance_status": "insured", "age": 52, "personal_income": 72000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Brand promise and positioning", "slot_risk_structured": "Preference for dairy-based alternatives", "slot_risk_open": "I worry that moving away from traditional dairy might lead to a less satisfying taste or texture, which makes me hesitant to switch my regular coffee routine.", "slot_clarity": 5, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a28650b02cdafd5d020ffee", "display_name": "Sample Person 2024HU0068754-02", "status": "completed", "demographics": { "age": 64, "age_band": "55-64", "gender": "female", "race": "black", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "not-in-labor-force", "class_of_worker": "private-for-profit-employee", "state_code": "37", "occupation_code": "3603", "personal_income": 0, "personal_income_band": "<50k", "occupation_group": "service", "occupation_detailed_group": "healthcare-support", "industry_group": "education-health-social-services", "region": "south", "marital_status": "widowed", "health_insurance_status": "uninsured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry that the silky texture might not actually taste good or live up to the marketing, and I cannot afford to waste money on a drink that ends up being disappointing.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a28688402cdafd5d0216c8d", "display_name": "Sample Person 2024HU1047808-01", "status": "completed", "demographics": { "age": 36, "age_band": "35-44", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "state-government-employee", "state_code": "48", "occupation_code": "3802", "personal_income": 54000, "personal_income_band": "50k-99k", "occupation_group": "service", "occupation_detailed_group": "protective-service", "industry_group": "public-administration", "region": "south", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that the silky texture might just be marketing hype and the actual coffee won't taste as good as my usual brand.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 5, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice", "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a28692202cdafd5d021803d", "display_name": "Sample Person 2024HU0351658-01", "status": "completed", "demographics": { "age": 48, "age_band": "45-54", "gender": "male", "race": "white", "hispanic_origin": "central-american", "citizenship_status": "naturalized-citizen", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "51", "occupation_code": "0710", "personal_income": 153000, "personal_income_band": "150k-199k", "occupation_group": "business-finance", "occupation_detailed_group": "business-financial-operations", "industry_group": "utilities", "region": "south", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Price and value perception", "slot_risk_structured": "Lack of trust in the brand's quality", "slot_risk_open": "My main concern is that without a proven track record, I cannot be certain the product's quality will actually match the premium taste promised in the marketing.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2838723cdf67b221ec4ecc", "display_name": "Sample Person 2024HU0025332-01", "status": "completed", "demographics": { "age_band": "25-34", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "21", "occupation_code": "3255", "occupation_group": "service", "occupation_detailed_group": "healthcare-practitioners-technical", "industry_group": "education-health-social-services", "region": "south", "marital_status": "married", "health_insurance_status": "insured", "age": 31, "personal_income": 90000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that focusing so heavily on the health benefits might mean the drink ends up tasting bland or artificial compared to a regular latte.", "slot_clarity": 3, "slot_trust": 4, "slot_adoption_intent": 5, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a28694c02cdafd5d0218525", "display_name": "Sample Person 2024HU1011137-01", "status": "completed", "demographics": { "age": 24, "age_band": "18-24", "gender": "female", "race": "black", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "unemployed", "class_of_worker": "private-for-profit-employee", "state_code": "51", "occupation_code": "4760", "personal_income": 12000, "personal_income_band": "<50k", "occupation_group": "sales-office", "occupation_detailed_group": "sales-related", "industry_group": "retail-trade", "region": "south", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that focusing so heavily on the health benefits might mean the latte doesn't actually taste very good, and I don't want to waste my limited budget on something that isn't enjoyable.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 5, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Loyalty to my current brand" ] } }, { "respondent_id": "6a281c382d3c971f360c5cda", "display_name": "Sample Person 2024HU0767676-01", "status": "completed", "demographics": { "age_band": "55-64", "gender": "male", "race": "black", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-not-at-work", "class_of_worker": "self-employed-incorporated", "state_code": "04", "occupation_code": "6355", "occupation_group": "natural-resources-construction-maintenance", "occupation_detailed_group": "construction-extraction", "industry_group": "construction", "region": "west", "marital_status": "divorced", "health_insurance_status": "insured", "age": 60, "personal_income": 83000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am skeptical that a mass-market oat milk product can actually deliver the smooth, premium texture promised, and I worry it will just taste like watered-down grain.", "slot_clarity": 1, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2836773cdf67b221ec3f09", "display_name": "Sample Person 2024HU0340159-05", "status": "completed", "demographics": { "age_band": "18-24", "gender": "male", "race": "asian", "hispanic_origin": "not-hispanic", "citizenship_status": "not-us-citizen", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "federal-government-employee", "state_code": "18", "occupation_code": "5600", "occupation_group": "sales-office", "occupation_detailed_group": "office-administrative-support", "industry_group": "retail-trade", "region": "midwest", "marital_status": "never-married", "health_insurance_status": "uninsured", "age": 21, "personal_income": 36000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "My main concern is that the price might be too high for the value it offers, which makes me hesitant to spend my limited income on it regularly.", "slot_clarity": 3, "slot_trust": 5, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a283bfc3cdf67b221ec6b27", "display_name": "Sample Person 2024HU0818355-01", "status": "completed", "demographics": { "age_band": "45-54", "gender": "female", "race": "asian", "hispanic_origin": "not-hispanic", "citizenship_status": "not-us-citizen", "education_level": "bachelor", "employment_status": "not-in-labor-force", "class_of_worker": "private-for-profit-employee", "state_code": "25", "occupation_code": "0850", "occupation_group": "business-finance", "occupation_detailed_group": "business-financial-operations", "industry_group": "finance-real-estate-rental", "region": "northeast", "marital_status": "married", "health_insurance_status": "insured", "age": 52, "personal_income": 0, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that the silky texture might not live up to the marketing promise, leaving me disappointed after paying a premium price. I prefer to stick with established products where I know exactly what the taste and quality will be.", "slot_clarity": 4, "slot_trust": 5, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2837bc3cdf67b221ec4934", "display_name": "Sample Person 2024HU1099842-01", "status": "completed", "demographics": { "age_band": "35-44", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "19", "occupation_code": "9130", "occupation_group": "production-transportation", "occupation_detailed_group": "transportation-material-moving", "industry_group": "professional-scientific-management-admin", "region": "midwest", "marital_status": "never-married", "health_insurance_status": "insured", "age": 43, "personal_income": 83500, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Brand promise and positioning", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am worried that the silky marketing might just be hype and the actual coffee will not taste as good as it sounds.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 5, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee", "Lack of information about the product" ] } }, { "respondent_id": "6a2837fc3cdf67b221ec4b32", "display_name": "Sample Person 2024HU0266996-01", "status": "completed", "demographics": { "age_band": "45-54", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "master", "employment_status": "civilian-employed-at-work", "class_of_worker": "state-government-employee", "state_code": "20", "occupation_code": "0230", "occupation_group": "management", "occupation_detailed_group": "management", "industry_group": "education-health-social-services", "region": "midwest", "marital_status": "married", "health_insurance_status": "insured", "age": 48, "personal_income": 60000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is whether the actual taste will live up to the silky description, as I prefer consistency and don't want to risk being disappointed by an unfamiliar flavor profile.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 5, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a28672902cdafd5d02141fe", "display_name": "Sample Person 2024HU0874044-01", "status": "completed", "demographics": { "age": 58, "age_band": "55-64", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "not-in-labor-force", "class_of_worker": "private-nonprofit-employee", "state_code": "45", "occupation_code": "5740", "personal_income": 12000, "personal_income_band": "<50k", "occupation_group": "sales-office", "occupation_detailed_group": "office-administrative-support", "industry_group": "other-services", "region": "south", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am worried that focusing so much on the health benefits might mean the drink ends up tasting bland or artificial compared to the coffee I am used to.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a282b083cdf67b221ebe52f", "display_name": "Sample Person 2024HU1287177-03", "status": "completed", "demographics": { "age_band": "25-34", "gender": "male", "race": "asian", "hispanic_origin": "not-hispanic", "citizenship_status": "not-us-citizen", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "state-government-employee", "state_code": "06", "occupation_code": "2545", "occupation_group": "community-legal-education-arts", "occupation_detailed_group": "education-library", "industry_group": "education-health-social-services", "region": "west", "marital_status": "never-married", "health_insurance_status": "insured", "age": 25, "personal_income": 34000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Neither of these options", "slot_driver": "Price and value perception", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I am skeptical of health claims on packaged drinks because they often feel like marketing fluff rather than actual nutritional benefits. Given my limited budget, I would rather spend my money on products with proven value than on vague health promises.", "slot_clarity": 3, "slot_trust": 2, "slot_adoption_intent": 1, "slot_recommendation_support": "Probably would not recommend", "slot_fit": 3, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a28675602cdafd5d02147a0", "display_name": "Sample Person 2024HU0162993-02", "status": "completed", "demographics": { "age": 19, "age_band": "18-24", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "47", "occupation_code": "5120", "personal_income": 30000, "personal_income_band": "<50k", "occupation_group": "sales-office", "occupation_detailed_group": "office-administrative-support", "industry_group": "arts-entertainment-accommodation-food", "region": "south", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry that the actual taste might not live up to the silky description, and since I have a limited budget, I don't want to waste money on a coffee that ends up disappointing me.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 2, "slot_switching_barrier": [ "Price is higher than my current choice", "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a28692b02cdafd5d021812a", "display_name": "Sample Person 2024HU0483970-01", "status": "completed", "demographics": { "age": 41, "age_band": "35-44", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "master", "employment_status": "civilian-employed-at-work", "class_of_worker": "federal-government-employee", "state_code": "51", "occupation_code": "1430", "personal_income": 150000, "personal_income_band": "150k-199k", "occupation_group": "computer-engineering-science", "occupation_detailed_group": "architecture-engineering", "industry_group": "professional-scientific-management-admin", "region": "south", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I am skeptical of health claims on food labels because they often lack rigorous data and feel like marketing fluff. I prefer to focus on the actual taste and texture rather than vague promises about health benefits.", "slot_clarity": 5, "slot_trust": 5, "slot_adoption_intent": 3, "slot_recommendation_support": "Probably would recommend", "slot_fit": 3, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2830ca3cdf67b221ec121f", "display_name": "Sample Person 2024HU1169888-02", "status": "completed", "demographics": { "age_band": "25-34", "gender": "female", "race": "black", "hispanic_origin": "cuban", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-nonprofit-employee", "state_code": "12", "occupation_code": "3645", "occupation_group": "service", "occupation_detailed_group": "healthcare-support", "industry_group": "education-health-social-services", "region": "south", "marital_status": "never-married", "health_insurance_status": "insured", "age": 34, "personal_income": 32000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Lack of trust in the brand's quality", "slot_risk_open": "I worry that if the brand hasn't proven itself yet, the silky texture might just be a marketing claim that doesn't actually hold up when I drink it.", "slot_clarity": 3, "slot_trust": 3, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2832403cdf67b221ec1d4a", "display_name": "Sample Person 2024HU0513848-02", "status": "completed", "demographics": { "age_band": "65-plus", "gender": "female", "race": "black", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "13", "occupation_code": "5420", "occupation_group": "sales-office", "occupation_detailed_group": "office-administrative-support", "industry_group": "professional-scientific-management-admin", "region": "south", "marital_status": "married", "health_insurance_status": "insured", "age": 65, "personal_income": 35000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Neither of these options", "slot_driver": "Price and value perception", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "I am worried that this oat milk latte will be too expensive compared to what I currently buy, and I do not see enough value to justify paying extra for it.", "slot_clarity": 3, "slot_trust": 5, "slot_adoption_intent": 2, "slot_recommendation_support": "Definitely would not recommend", "slot_fit": 3, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a282ffb3cdf67b221ec0bd2", "display_name": "Sample Person 2024HU0836301-02", "status": "completed", "demographics": { "age_band": "55-64", "gender": "female", "race": "black", "hispanic_origin": "not-hispanic", "citizenship_status": "naturalized-citizen", "education_level": "master", "employment_status": "unemployed", "class_of_worker": "private-for-profit-employee", "state_code": "12", "occupation_code": "4230", "occupation_group": "service", "occupation_detailed_group": "building-grounds-cleaning-maintenance", "industry_group": "professional-scientific-management-admin", "region": "south", "marital_status": "married", "health_insurance_status": "uninsured", "age": 60, "personal_income": 0, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that the product might not actually taste as smooth or satisfying as the marketing promises, which would make it a disappointing use of my limited budget.", "slot_clarity": 4, "slot_trust": 5, "slot_adoption_intent": 5, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 3, "slot_switching_barrier": [ "Price is higher than my current choice", "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2826683cdf67b221ebc1ee", "display_name": "Sample Person 2024HU0258798-01", "status": "completed", "demographics": { "age_band": "55-64", "gender": "female", "race": "asian", "hispanic_origin": "not-hispanic", "citizenship_status": "born-abroad-to-us-parent", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "06", "occupation_code": "5140", "occupation_group": "sales-office", "occupation_detailed_group": "office-administrative-support", "industry_group": "professional-scientific-management-admin", "region": "west", "marital_status": "married", "health_insurance_status": "insured", "age": 64, "personal_income": 50000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that the product might not actually live up to the silky texture promised on the packaging. I prefer consistency, so I worry the real taste could be disappointing compared to what I expect.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "I prefer the taste of my current coffee", "Limited availability at my preferred locations" ] } }, { "respondent_id": "6a282bbb3cdf67b221ebea80", "display_name": "Sample Person 2024HU1444442-01", "status": "completed", "demographics": { "age_band": "25-34", "gender": "male", "race": "black", "hispanic_origin": "not-hispanic", "citizenship_status": "naturalized-citizen", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "local-government-employee", "state_code": "06", "occupation_code": "5250", "occupation_group": "sales-office", "occupation_detailed_group": "office-administrative-support", "industry_group": "education-health-social-services", "region": "west", "marital_status": "married", "health_insurance_status": "insured", "age": 34, "personal_income": 60000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Preference for dairy-based alternatives", "slot_risk_open": "I worry that the product might not match the rich, creamy consistency I expect from my usual dairy-based coffee drinks.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2866fb02cdafd5d0213c78", "display_name": "Sample Person 2024HU0532687-02", "status": "completed", "demographics": { "age": 58, "age_band": "55-64", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-nonprofit-employee", "state_code": "44", "occupation_code": "3421", "personal_income": 50000, "personal_income_band": "50k-99k", "occupation_group": "service", "occupation_detailed_group": "healthcare-practitioners-technical", "industry_group": "education-health-social-services", "region": "northeast", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am worried that the actual taste might not live up to the silky description, and I prefer to stick with what I already know I enjoy.", "slot_clarity": 4, "slot_trust": 5, "slot_adoption_intent": 5, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 1, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a283f693cdf67b221ec8654", "display_name": "Sample Person 2024HU0431393-01", "status": "completed", "demographics": { "age_band": "25-34", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "28", "occupation_code": "4810", "occupation_group": "sales-office", "occupation_detailed_group": "sales-related", "industry_group": "finance-real-estate-rental", "region": "south", "marital_status": "married", "health_insurance_status": "uninsured", "age": 32, "personal_income": 40000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Neither of these options", "slot_driver": "Price and value perception", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am hesitant because I am not sure if the actual taste will justify the price, and given my budget, I cannot afford to spend money on a product that might not live up to its description.", "slot_clarity": 5, "slot_trust": 5, "slot_adoption_intent": 4, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 3, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a283b7d3cdf67b221ec6744", "display_name": "Sample Person 2024HU0184876-01", "status": "completed", "demographics": { "age_band": "25-34", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "not-in-labor-force", "class_of_worker": "private-for-profit-employee", "state_code": "25", "occupation_code": "3645", "occupation_group": "service", "occupation_detailed_group": "healthcare-support", "industry_group": "education-health-social-services", "region": "northeast", "marital_status": "never-married", "health_insurance_status": "insured", "age": 25, "personal_income": 0, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that the product might not actually live up to the silky texture promised on the packaging, which would make it a disappointing purchase given my limited budget.", "slot_clarity": 5, "slot_trust": 5, "slot_adoption_intent": 4, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a282f083cdf67b221ec0459", "display_name": "Sample Person 2024HU0432707-02", "status": "completed", "demographics": { "age_band": "18-24", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "not-in-labor-force", "class_of_worker": "private-for-profit-employee", "state_code": "12", "occupation_code": "4435", "occupation_group": "service", "occupation_detailed_group": "personal-care-service", "industry_group": "arts-entertainment-accommodation-food", "region": "south", "marital_status": "never-married", "health_insurance_status": "uninsured", "age": 22, "personal_income": 0, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am worried that the product might not actually taste as smooth or satisfying as the marketing claims, and I don't want to waste my limited budget on something that ends up disappointing.", "slot_clarity": 3, "slot_trust": 4, "slot_adoption_intent": 1, "slot_recommendation_support": "Definitely would not recommend", "slot_fit": 4, "slot_switching_barrier": [ "Limited availability at my preferred locations" ] } }, { "respondent_id": "6a2834983cdf67b221ec3075", "display_name": "Sample Person 2024HU0402273-01", "status": "completed", "demographics": { "age_band": "45-54", "gender": "female", "race": "two-or-more-races", "hispanic_origin": "mexican", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "17", "occupation_code": "0136", "occupation_group": "management", "occupation_detailed_group": "management", "industry_group": "professional-scientific-management-admin", "region": "midwest", "marital_status": "married", "health_insurance_status": "insured", "age": 48, "personal_income": 70000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "I am concerned that the premium pricing for an oat milk latte will not be justified by the actual quality or experience compared to cheaper alternatives.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 2, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee", "Limited availability at my preferred locations" ] } }, { "respondent_id": "6a2869c202cdafd5d02193b2", "display_name": "Sample Person 2024GQ0088494-01", "status": "completed", "demographics": { "age": 19, "age_band": "18-24", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "not-in-labor-force", "class_of_worker": "private-nonprofit-employee", "state_code": "54", "occupation_code": "9645", "personal_income": 0, "personal_income_band": "<50k", "occupation_group": "production-transportation", "occupation_detailed_group": "transportation-material-moving", "industry_group": "wholesale-trade", "region": "south", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I worry that the health claims might be exaggerated to justify a higher price point, which is a concern given my limited budget.", "slot_clarity": 5, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 2, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2868d102cdafd5d021762b", "display_name": "Sample Person 2024HU1431187-02", "status": "completed", "demographics": { "age": 51, "age_band": "45-54", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "self-employed-incorporated", "state_code": "48", "occupation_code": "5740", "personal_income": 36000, "personal_income_band": "<50k", "occupation_group": "sales-office", "occupation_detailed_group": "office-administrative-support", "industry_group": "education-health-social-services", "region": "south", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I worry that the health claims might just be marketing buzzwords and not actually backed by real nutritional value.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 5, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a28264e3cdf67b221ebc180", "display_name": "Sample Person 2024HU0246260-03", "status": "completed", "demographics": { "age_band": "25-34", "gender": "male", "race": "asian", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "06", "occupation_code": "1021", "occupation_group": "computer-engineering-science", "occupation_detailed_group": "computer-mathematical", "industry_group": "professional-scientific-management-admin", "region": "west", "marital_status": "never-married", "health_insurance_status": "insured", "age": 29, "personal_income": 200000, "personal_income_band": "200k+" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that the marketing might overpromise on the texture, leaving me disappointed if the actual taste doesn't live up to the silky description.", "slot_clarity": 5, "slot_trust": 5, "slot_adoption_intent": 3, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 3, "slot_switching_barrier": [ "I prefer the taste of my current coffee", "Limited availability at my preferred locations" ] } }, { "respondent_id": "6a282e073cdf67b221ebfc54", "display_name": "Sample Person 2024GQ0142173-01", "status": "completed", "demographics": { "age_band": "18-24", "gender": "male", "race": "white", "hispanic_origin": "other-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "not-in-labor-force", "class_of_worker": "private-for-profit-employee", "state_code": "12", "occupation_code": "4110", "occupation_group": "service", "occupation_detailed_group": "food-preparation-serving", "industry_group": "arts-entertainment-accommodation-food", "region": "south", "marital_status": "never-married", "health_insurance_status": "insured", "age": 18, "personal_income": 0, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Price and value perception", "slot_risk_structured": "Preference for dairy-based alternatives", "slot_risk_open": "My main concern is that I might still prefer the taste and texture of regular dairy milk, making it hard to fully switch to an oat-based alternative regardless of how it is marketed.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 5, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a28694c02cdafd5d021853d", "display_name": "Sample Person 2024HU0992843-01", "status": "completed", "demographics": { "age": 46, "age_band": "45-54", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "local-government-employee", "state_code": "51", "occupation_code": "1006", "personal_income": 68000, "personal_income_band": "50k-99k", "occupation_group": "computer-engineering-science", "occupation_detailed_group": "computer-mathematical", "industry_group": "professional-scientific-management-admin", "region": "south", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that the product might not actually deliver the promised silky texture, leaving me disappointed if the reality fails to match the marketing claims.", "slot_clarity": 5, "slot_trust": 2, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 3, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a282a813cdf67b221ebe15f", "display_name": "Sample Person 2024HU1176041-01", "status": "completed", "demographics": { "age_band": "55-64", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "06", "occupation_code": "1021", "occupation_group": "computer-engineering-science", "occupation_detailed_group": "computer-mathematical", "industry_group": "professional-scientific-management-admin", "region": "west", "marital_status": "married", "health_insurance_status": "insured", "age": 59, "personal_income": 714000, "personal_income_band": "200k+" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that focusing too heavily on health benefits might mask a lackluster flavor profile, leaving me unsure if the actual taste will live up to my expectations.", "slot_clarity": 5, "slot_trust": 3, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2835c33cdf67b221ec39b9", "display_name": "Sample Person 2024HU1236923-01", "status": "completed", "demographics": { "age_band": "55-64", "gender": "female", "race": "black", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "master", "employment_status": "civilian-employed-at-work", "class_of_worker": "federal-government-employee", "state_code": "17", "occupation_code": "0565", "occupation_group": "business-finance", "occupation_detailed_group": "business-financial-operations", "industry_group": "public-administration", "region": "midwest", "marital_status": "never-married", "health_insurance_status": "insured", "age": 58, "personal_income": 92000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that 'Silky' is just a marketing term and the actual product might not deliver a premium, smooth mouthfeel. I need clear evidence that the texture is genuinely superior to justify switching from my current coffee.", "slot_clarity": 3, "slot_trust": 3, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2867f902cdafd5d0215baf", "display_name": "Sample Person 2024HU0377921-01", "status": "completed", "demographics": { "age": 34, "age_band": "25-34", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "naturalized-citizen", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "self-employed-not-incorporated", "state_code": "48", "occupation_code": "0440", "personal_income": 45000, "personal_income_band": "<50k", "occupation_group": "management", "occupation_detailed_group": "management", "industry_group": "transportation-warehousing", "region": "south", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Price and value perception", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am concerned that the silky texture might not actually taste good or live up to the premium price point.", "slot_clarity": 2, "slot_trust": 5, "slot_adoption_intent": 1, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 3, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a28688802cdafd5d0216d04", "display_name": "Sample Person 2024HU1066841-01", "status": "completed", "demographics": { "age": 38, "age_band": "35-44", "gender": "male", "race": "some-other-race", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "master", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "48", "occupation_code": "2320", "personal_income": 65000, "personal_income_band": "50k-99k", "occupation_group": "community-legal-education-arts", "occupation_detailed_group": "education-library", "industry_group": "education-health-social-services", "region": "south", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is whether the focus on health benefits might compromise the actual flavor profile, as I worry it could end up tasting thin or less satisfying than a standard latte.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a282d933cdf67b221ebf8ac", "display_name": "Sample Person 2024HU1453279-01", "status": "completed", "demographics": { "age_band": "65-plus", "gender": "male", "race": "some-other-race", "hispanic_origin": "south-american", "citizenship_status": "born-in-us-territory", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "09", "occupation_code": "3930", "occupation_group": "service", "occupation_detailed_group": "protective-service", "industry_group": "professional-scientific-management-admin", "region": "northeast", "marital_status": "married", "health_insurance_status": "insured", "age": 65, "personal_income": 67000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Preference for dairy-based alternatives", "slot_risk_open": "I worry that oat milk might not replicate the rich, creamy mouthfeel of real dairy, leaving me disappointed with the taste compared to what I am used to.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a28650102cdafd5d020fe85", "display_name": "Sample Person 2024GQ0058014-01", "status": "completed", "demographics": { "age": 19, "age_band": "18-24", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "not-in-labor-force", "class_of_worker": "private-for-profit-employee", "state_code": "37", "occupation_code": "4760", "personal_income": 500, "personal_income_band": "<50k", "occupation_group": "sales-office", "occupation_detailed_group": "sales-related", "industry_group": "retail-trade", "region": "south", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Price and value perception", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am worried that the silky texture might not actually taste as good as it sounds, and I don't want to spend my limited budget on something that might disappoint me.", "slot_clarity": 3, "slot_trust": 4, "slot_adoption_intent": 5, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 2, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a282d303cdf67b221ebf57b", "display_name": "Sample Person 2024HU0494345-01", "status": "completed", "demographics": { "age_band": "35-44", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "09", "occupation_code": "2640", "occupation_group": "community-legal-education-arts", "occupation_detailed_group": "arts-design-entertainment-sports-media", "industry_group": "professional-scientific-management-admin", "region": "northeast", "marital_status": "never-married", "health_insurance_status": "insured", "age": 38, "personal_income": 141000, "personal_income_band": "100k-149k" }, "answers": { "slot_winner": "Neither of these options", "slot_driver": "Brand promise and positioning", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "I am concerned that the product does not offer enough value for the price, as I expect a premium oat milk latte to justify its cost through superior quality or unique ingredients.", "slot_clarity": 1, "slot_trust": 3, "slot_adoption_intent": 3, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 5, "slot_switching_barrier": [ "Limited availability at my preferred locations" ] } }, { "respondent_id": "6a2866c802cdafd5d0213625", "display_name": "Sample Person 2024HU0960809-01", "status": "completed", "demographics": { "age": 62, "age_band": "55-64", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "42", "occupation_code": "5240", "personal_income": 41600, "personal_income_band": "50k-99k", "occupation_group": "sales-office", "occupation_detailed_group": "office-administrative-support", "industry_group": "finance-real-estate-rental", "region": "northeast", "marital_status": "separated", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry that the product might not actually taste as smooth or satisfying as the name implies, and I prefer sticking with the coffee I already know I enjoy.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 3, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 5, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a28694202cdafd5d02183ef", "display_name": "Sample Person 2024HU0838817-03", "status": "completed", "demographics": { "age": 52, "age_band": "45-54", "gender": "male", "race": "black", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "not-in-labor-force", "class_of_worker": "local-government-employee", "state_code": "51", "occupation_code": "2330", "personal_income": 0, "personal_income_band": "<50k", "occupation_group": "community-legal-education-arts", "occupation_detailed_group": "education-library", "industry_group": "education-health-social-services", "region": "south", "marital_status": "divorced", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am worried that the actual taste might not live up to the marketing, and since I am careful with my spending, I do not want to waste money on a drink that ends up disappointing me.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 5, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a283fe03cdf67b221ec89de", "display_name": "Sample Person 2024HU0080382-01", "status": "completed", "demographics": { "age_band": "35-44", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "29", "occupation_code": "1200", "occupation_group": "computer-engineering-science", "occupation_detailed_group": "computer-mathematical", "industry_group": "finance-real-estate-rental", "region": "midwest", "marital_status": "never-married", "health_insurance_status": "insured", "age": 40, "personal_income": 85000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Lack of trust in the brand's quality", "slot_risk_open": "I am concerned that the brand might be overpromising on the silky texture, and if the actual product quality doesn't match that claim, my trust in the brand will be completely undermined.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 5, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 5, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2833cb3cdf67b221ec2a01", "display_name": "Sample Person 2024HU0837986-01", "status": "completed", "demographics": { "age_band": "55-64", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "16", "occupation_code": "0530", "occupation_group": "business-finance", "occupation_detailed_group": "business-financial-operations", "industry_group": "retail-trade", "region": "west", "marital_status": "married", "health_insurance_status": "insured", "age": 64, "personal_income": 14700, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "I worry that a premium oat milk latte might be too expensive for my budget, so I need to be sure it is worth the extra cost compared to what I usually drink.", "slot_clarity": 5, "slot_trust": 3, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 5, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a28646f02cdafd5d020ecbb", "display_name": "Sample Person 2024HU0483743-03", "status": "completed", "demographics": { "age": 25, "age_band": "25-34", "gender": "female", "race": "some-other-race", "hispanic_origin": "south-american", "citizenship_status": "not-us-citizen", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "36", "occupation_code": "5240", "personal_income": 92000, "personal_income_band": "50k-99k", "occupation_group": "sales-office", "occupation_detailed_group": "office-administrative-support", "industry_group": "professional-scientific-management-admin", "region": "northeast", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that focusing so heavily on the health benefits might mean the actual taste is compromised or less satisfying than a standard latte.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a282d4a3cdf67b221ebf66e", "display_name": "Sample Person 2024HU0703436-01", "status": "completed", "demographics": { "age_band": "45-54", "gender": "female", "race": "asian", "hispanic_origin": "puerto-rican", "citizenship_status": "born-in-us", "education_level": "master", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "09", "occupation_code": "0440", "occupation_group": "management", "occupation_detailed_group": "management", "industry_group": "utilities", "region": "northeast", "marital_status": "divorced", "health_insurance_status": "insured", "age": 54, "personal_income": 190000, "personal_income_band": "150k-199k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that prioritizing health claims might mask a lackluster flavor profile, leaving me unsure if the actual taste will meet my expectations.", "slot_clarity": 3, "slot_trust": 2, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 3, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a281b6a2d3c971f360c5918", "display_name": "Sample Person 2024HU0184755-01", "status": "completed", "demographics": { "age_band": "25-34", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "not-us-citizen", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-nonprofit-employee", "state_code": "04", "occupation_code": "0440", "occupation_group": "management", "occupation_detailed_group": "management", "industry_group": "construction", "region": "west", "marital_status": "never-married", "health_insurance_status": "insured", "age": 25, "personal_income": 70000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Preference for dairy-based alternatives", "slot_risk_open": "My main concern is that I might still prefer the taste and texture of dairy-based options over an oat-based alternative, regardless of the health benefits.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a282f4a3cdf67b221ec0689", "display_name": "Sample Person 2024HU0551269-01", "status": "completed", "demographics": { "age_band": "35-44", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "master", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "12", "occupation_code": "3250", "occupation_group": "service", "occupation_detailed_group": "healthcare-practitioners-technical", "industry_group": "professional-scientific-management-admin", "region": "south", "marital_status": "never-married", "health_insurance_status": "insured", "age": 36, "personal_income": 190000, "personal_income_band": "150k-199k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that the promise of a silky texture might not match the actual taste, leaving me disappointed if it lacks the richness I expect from a premium oat latte.", "slot_clarity": 3, "slot_trust": 3, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "I prefer the taste of my current coffee", "Loyalty to my current brand" ] } }, { "respondent_id": "6a2836cb3cdf67b221ec419a", "display_name": "Sample Person 2024HU0796297-02", "status": "completed", "demographics": { "age_band": "45-54", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "master", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "18", "occupation_code": "1530", "occupation_group": "computer-engineering-science", "occupation_detailed_group": "architecture-engineering", "industry_group": "manufacturing", "region": "midwest", "marital_status": "divorced", "health_insurance_status": "insured", "age": 53, "personal_income": 105000, "personal_income_band": "100k-149k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Ingredients and quality", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My primary concern is that the marketing claims for a 'silky' texture might not translate to the actual drinking experience, leaving me skeptical about whether the product quality matches the description.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 1, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2864f502cdafd5d020fd44", "display_name": "Sample Person 2024HU1400832-02", "status": "completed", "demographics": { "age": 28, "age_band": "25-34", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "36", "occupation_code": "1640", "personal_income": 60000, "personal_income_band": "50k-99k", "occupation_group": "computer-engineering-science", "occupation_detailed_group": "life-physical-social-science", "industry_group": "professional-scientific-management-admin", "region": "northeast", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Ingredients and quality", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is whether the actual product will live up to the silky texture promised in the marketing. If the taste doesn't match the premium branding, it will feel like a letdown compared to my current coffee.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 3, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a283f443cdf67b221ec8544", "display_name": "Sample Person 2024GQ0105118-01", "status": "completed", "demographics": { "age_band": "25-34", "gender": "male", "race": "some-other-race", "hispanic_origin": "other-hispanic", "citizenship_status": "not-us-citizen", "education_level": "some-college", "employment_status": "not-in-labor-force", "class_of_worker": "self-employed-not-incorporated", "state_code": "28", "occupation_code": "6260", "occupation_group": "natural-resources-construction-maintenance", "occupation_detailed_group": "construction-extraction", "industry_group": "construction", "region": "south", "marital_status": "never-married", "health_insurance_status": "uninsured", "age": 26, "personal_income": 0, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I am skeptical about health claims on labels because they often feel like marketing fluff rather than actual nutritional benefits.", "slot_clarity": 5, "slot_trust": 5, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 1, "slot_switching_barrier": [ "I prefer the taste of my current coffee", "Loyalty to my current brand" ] } }, { "respondent_id": "6a282b093cdf67b221ebe55c", "display_name": "Sample Person 2024HU1294490-02", "status": "completed", "demographics": { "age_band": "25-34", "gender": "male", "race": "some-other-race", "hispanic_origin": "mexican", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "06", "occupation_code": "4000", "occupation_group": "service", "occupation_detailed_group": "food-preparation-serving", "industry_group": "arts-entertainment-accommodation-food", "region": "west", "marital_status": "married", "health_insurance_status": "insured", "age": 33, "personal_income": 75000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that the product might not actually taste as good as the marketing claims, and I do not want to waste money on a coffee that falls short of my expectations.", "slot_clarity": 4, "slot_trust": 5, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a28683e02cdafd5d0216431", "display_name": "Sample Person 2024HU0713671-02", "status": "completed", "demographics": { "age": 35, "age_band": "35-44", "gender": "female", "race": "two-or-more-races", "hispanic_origin": "mexican", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "not-in-labor-force", "class_of_worker": "private-for-profit-employee", "state_code": "48", "occupation_code": "5110", "personal_income": 2300, "personal_income_band": "<50k", "occupation_group": "sales-office", "occupation_detailed_group": "office-administrative-support", "industry_group": "education-health-social-services", "region": "south", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am worried that if I spend my limited budget on this oat milk latte, it might not actually taste as good as the packaging claims.", "slot_clarity": 3, "slot_trust": 5, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 3, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a282db73cdf67b221ebf9a1", "display_name": "Sample Person 2024HU1015400-02", "status": "completed", "demographics": { "age_band": "35-44", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "10", "occupation_code": "1430", "occupation_group": "computer-engineering-science", "occupation_detailed_group": "architecture-engineering", "industry_group": "manufacturing", "region": "south", "marital_status": "married", "health_insurance_status": "insured", "age": 35, "personal_income": 108000, "personal_income_band": "100k-149k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Lack of trust in the brand's quality", "slot_risk_open": "My main concern is that if the brand fails to deliver a consistently high-quality taste, I will lose trust in their entire product line.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 4, "slot_switching_barrier": [ "Loyalty to my current brand" ] } }, { "respondent_id": "6a282fa13cdf67b221ec091c", "display_name": "Sample Person 2024HU0687744-01", "status": "completed", "demographics": { "age_band": "35-44", "gender": "male", "race": "some-other-race", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "master", "employment_status": "unemployed", "class_of_worker": "self-employed-incorporated", "state_code": "12", "occupation_code": "0710", "occupation_group": "business-finance", "occupation_detailed_group": "business-financial-operations", "industry_group": "professional-scientific-management-admin", "region": "south", "marital_status": "married", "health_insurance_status": "insured", "age": 43, "personal_income": 30000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Ingredients and quality", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry that focusing so much on the health benefits might mean the actual taste is compromised, which is a gamble when I am already being careful with my spending.", "slot_clarity": 5, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2829653cdf67b221ebd8ff", "display_name": "Sample Person 2024HU0931514-01", "status": "completed", "demographics": { "age_band": "55-64", "gender": "male", "race": "some-other-race", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "06", "occupation_code": "4350", "occupation_group": "service", "occupation_detailed_group": "personal-care-service", "industry_group": "other-services", "region": "west", "marital_status": "never-married", "health_insurance_status": "insured", "age": 60, "personal_income": 45000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is whether the actual taste will live up to the silky description, as I prefer to know exactly what I am getting before spending my money on a new product.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Limited availability at my preferred locations" ] } }, { "respondent_id": "6a2809639d17a82d6beded2f", "display_name": "Sample Person 2024HU0545283-02", "status": "completed", "demographics": { "age_band": "35-44", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-nonprofit-employee", "state_code": "01", "occupation_code": "2040", "occupation_group": "community-legal-education-arts", "occupation_detailed_group": "community-social-service", "industry_group": "other-services", "region": "south", "marital_status": "married", "health_insurance_status": "insured", "age": 37, "personal_income": 60000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am concerned that the product might not actually deliver the smooth, premium taste promised on the packaging, which makes me hesitant to spend my limited discretionary income on something that could be disappointing.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 3, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 5, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2867b002cdafd5d02152d2", "display_name": "Sample Person 2024HU0021535-01", "status": "completed", "demographics": { "age": 60, "age_band": "55-64", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "not-in-labor-force", "class_of_worker": "private-for-profit-employee", "state_code": "48", "occupation_code": "1460", "personal_income": 0, "personal_income_band": "200k+", "occupation_group": "computer-engineering-science", "occupation_detailed_group": "architecture-engineering", "industry_group": "manufacturing", "region": "south", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Brand promise and positioning", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is whether the actual taste will live up to the 'silky' marketing promise, as I am skeptical of unsubstantiated claims until I can verify the quality myself.", "slot_clarity": 5, "slot_trust": 5, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee", "Loyalty to my current brand" ] } }, { "respondent_id": "6a283e583cdf67b221ec7df5", "display_name": "Sample Person 2024HU0116136-01", "status": "completed", "demographics": { "age_band": "55-64", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-not-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "27", "occupation_code": "3255", "occupation_group": "service", "occupation_detailed_group": "healthcare-practitioners-technical", "industry_group": "education-health-social-services", "region": "midwest", "marital_status": "never-married", "health_insurance_status": "insured", "age": 59, "personal_income": 1200, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Neither of these options", "slot_driver": "Ingredients and quality", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I am skeptical about the health claims because I prefer natural, whole ingredients over marketing buzzwords that often mask processed additives.", "slot_clarity": 5, "slot_trust": 1, "slot_adoption_intent": 1, "slot_recommendation_support": "Probably would not recommend", "slot_fit": 2, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2831a83cdf67b221ec18b9", "display_name": "Sample Person 2024HU0042099-01", "status": "completed", "demographics": { "age_band": "55-64", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "13", "occupation_code": "0705", "occupation_group": "business-finance", "occupation_detailed_group": "business-financial-operations", "industry_group": "manufacturing", "region": "south", "marital_status": "divorced", "health_insurance_status": "insured", "age": 63, "personal_income": 140000, "personal_income_band": "100k-149k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry that focusing so heavily on health benefits might mask a lackluster flavor profile, leaving me disappointed if the drink doesn't actually taste good.", "slot_clarity": 5, "slot_trust": 4, "slot_adoption_intent": 3, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 5, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a28365e3cdf67b221ec3e36", "display_name": "Sample Person 2024HU0228382-01", "status": "completed", "demographics": { "age_band": "25-34", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "self-employed-not-incorporated", "state_code": "18", "occupation_code": "4350", "occupation_group": "service", "occupation_detailed_group": "personal-care-service", "industry_group": "other-services", "region": "midwest", "marital_status": "married", "health_insurance_status": "insured", "age": 34, "personal_income": 15500, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "My main concern is that the price might be too high to justify as a regular purchase given my limited budget.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 5, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a28265a3cdf67b221ebc191", "display_name": "Sample Person 2024HU0248517-02", "status": "completed", "demographics": { "age_band": "45-54", "gender": "male", "race": "asian", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "not-in-labor-force", "class_of_worker": "private-for-profit-employee", "state_code": "06", "occupation_code": "0710", "occupation_group": "business-finance", "occupation_detailed_group": "business-financial-operations", "industry_group": "information", "region": "west", "marital_status": "never-married", "health_insurance_status": "uninsured", "age": 53, "personal_income": 66000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I am skeptical about the health claims because oat milk is often processed, and I worry that the marketing might be overstating its nutritional benefits.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 2, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Limited availability at my preferred locations" ] } }, { "respondent_id": "6a28688402cdafd5d0216c8b", "display_name": "Sample Person 2024HU1048073-04", "status": "completed", "demographics": { "age": 29, "age_band": "25-34", "gender": "female", "race": "two-or-more-races", "hispanic_origin": "mexican", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "48", "occupation_code": "2025", "personal_income": 40000, "personal_income_band": "<50k", "occupation_group": "community-legal-education-arts", "occupation_detailed_group": "community-social-service", "industry_group": "education-health-social-services", "region": "south", "marital_status": "never-married", "health_insurance_status": "uninsured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that I might be disappointed if the actual taste doesn't live up to the silky, premium quality promised in the marketing.", "slot_clarity": 5, "slot_trust": 4, "slot_adoption_intent": 3, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a282f953cdf67b221ec08b6", "display_name": "Sample Person 2024HU0670501-03", "status": "completed", "demographics": { "age_band": "18-24", "gender": "female", "race": "two-or-more-races", "hispanic_origin": "south-american", "citizenship_status": "not-us-citizen", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "12", "occupation_code": "4150", "occupation_group": "service", "occupation_detailed_group": "food-preparation-serving", "industry_group": "arts-entertainment-accommodation-food", "region": "south", "marital_status": "never-married", "health_insurance_status": "insured", "age": 20, "personal_income": 32400, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Neither of these options", "slot_driver": "Price and value perception", "slot_risk_structured": "Lack of trust in the brand's quality", "slot_risk_open": "I am concerned about the brand's quality because I am not familiar with them, and given my limited budget, I cannot afford to take a chance on a product that might not taste good.", "slot_clarity": 4, "slot_trust": 3, "slot_adoption_intent": 2, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 1, "slot_switching_barrier": [ "Price is higher than my current choice", "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a283a913cdf67b221ec5fcd", "display_name": "Sample Person 2024HU0474687-01", "status": "completed", "demographics": { "age_band": "25-34", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "24", "occupation_code": "2634", "occupation_group": "community-legal-education-arts", "occupation_detailed_group": "arts-design-entertainment-sports-media", "industry_group": "arts-entertainment-accommodation-food", "region": "south", "marital_status": "married", "health_insurance_status": "insured", "age": 32, "personal_income": 80000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry that the product might not live up to the silky texture promised on the packaging, which would be disappointing given my preference for a premium taste experience.", "slot_clarity": 3, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 2, "slot_switching_barrier": [ "Price is higher than my current choice", "Limited availability at my preferred locations" ] } }, { "respondent_id": "6a28651202cdafd5d02100cf", "display_name": "Sample Person 2024HU0135571-01", "status": "completed", "demographics": { "age": 46, "age_band": "45-54", "gender": "male", "race": "asian", "hispanic_origin": "not-hispanic", "citizenship_status": "naturalized-citizen", "education_level": "master", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "37", "occupation_code": "0120", "personal_income": 563000, "personal_income_band": "200k+", "occupation_group": "management", "occupation_detailed_group": "management", "industry_group": "finance-real-estate-rental", "region": "south", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Ingredients and quality", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My primary concern is that the actual taste might not live up to the premium branding, and I am skeptical about whether the texture will truly replicate a high-quality dairy latte.", "slot_clarity": 4, "slot_trust": 5, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Limited availability at my preferred locations" ] } }, { "respondent_id": "6a282ecc3cdf67b221ec0296", "display_name": "Sample Person 2024HU0338011-03", "status": "completed", "demographics": { "age_band": "18-24", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "12", "occupation_code": "4600", "occupation_group": "service", "occupation_detailed_group": "personal-care-service", "industry_group": "arts-entertainment-accommodation-food", "region": "south", "marital_status": "never-married", "health_insurance_status": "insured", "age": 20, "personal_income": 15000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "I worry that the premium focus on a silky texture might make the product too expensive for my budget, as I have to be very careful with how I spend my limited income.", "slot_clarity": 2, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a282f2f3cdf67b221ec05bb", "display_name": "Sample Person 2024HU0510004-01", "status": "completed", "demographics": { "age_band": "45-54", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "master", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "12", "occupation_code": "9050", "occupation_group": "production-transportation", "occupation_detailed_group": "transportation-material-moving", "industry_group": "transportation-warehousing", "region": "south", "marital_status": "married", "health_insurance_status": "insured", "age": 53, "personal_income": 50000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am concerned that prioritizing health benefits might result in a bland or watered-down taste that does not satisfy my daily coffee expectations.", "slot_clarity": 5, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a281cd52d3c971f360c5fe7", "display_name": "Sample Person 2024HU1231429-03", "status": "completed", "demographics": { "age_band": "18-24", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "04", "occupation_code": "6230", "occupation_group": "natural-resources-construction-maintenance", "occupation_detailed_group": "construction-extraction", "industry_group": "construction", "region": "west", "marital_status": "never-married", "health_insurance_status": "insured", "age": 20, "personal_income": 70000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry that the silky texture won't actually taste good in reality, which would be a waste of money.", "slot_clarity": 3, "slot_trust": 5, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Limited availability at my preferred locations", "Loyalty to my current brand" ] } }, { "respondent_id": "6a28677202cdafd5d0214b0c", "display_name": "Sample Person 2024HU0662418-01", "status": "completed", "demographics": { "age": 45, "age_band": "45-54", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "master", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "47", "occupation_code": "0051", "personal_income": 578000, "personal_income_band": "200k+", "occupation_group": "management", "occupation_detailed_group": "management", "industry_group": "manufacturing", "region": "south", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry that the silky texture might be achieved through additives or artificial thickeners that compromise the quality I expect.", "slot_clarity": 4, "slot_trust": 5, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice", "Lack of information about the product" ] } }, { "respondent_id": "6a28699202cdafd5d0218dc3", "display_name": "Sample Person 2024HU0628711-04", "status": "completed", "demographics": { "age": 29, "age_band": "25-34", "gender": "male", "race": "asian", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-not-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "53", "occupation_code": "1410", "personal_income": 220000, "personal_income_band": "200k+", "occupation_group": "computer-engineering-science", "occupation_detailed_group": "architecture-engineering", "industry_group": "information", "region": "west", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry that focusing so heavily on the health benefits might mean the actual taste is compromised or bland compared to a standard latte.", "slot_clarity": 3, "slot_trust": 4, "slot_adoption_intent": 3, "slot_recommendation_support": "Probably would recommend", "slot_fit": 3, "slot_switching_barrier": [ "Limited availability at my preferred locations", "Loyalty to my current brand" ] } }, { "respondent_id": "6a28689b02cdafd5d0216f4c", "display_name": "Sample Person 2024HU1156965-02", "status": "completed", "demographics": { "age": 27, "age_band": "25-34", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-not-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "48", "occupation_code": "4760", "personal_income": 49700, "personal_income_band": "<50k", "occupation_group": "sales-office", "occupation_detailed_group": "sales-related", "industry_group": "retail-trade", "region": "south", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that if the product doesn't actually live up to the promise of a silky texture, I will have wasted my limited discretionary income on a latte that I don't enjoy.", "slot_clarity": 3, "slot_trust": 4, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "I prefer the taste of my current coffee", "Loyalty to my current brand" ] } }, { "respondent_id": "6a2867f002cdafd5d0215aac", "display_name": "Sample Person 2024HU0334554-01", "status": "completed", "demographics": { "age": 53, "age_band": "45-54", "gender": "female", "race": "black", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "48", "occupation_code": "0910", "personal_income": 115000, "personal_income_band": "100k-149k", "occupation_group": "business-finance", "occupation_detailed_group": "business-financial-operations", "industry_group": "finance-real-estate-rental", "region": "south", "marital_status": "widowed", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am concerned that the actual taste and texture might not live up to the marketing claims, which makes me hesitant to switch from my current coffee routine.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 3, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Limited availability at my preferred locations" ] } }, { "respondent_id": "6a2867c902cdafd5d02155ca", "display_name": "Sample Person 2024HU0146771-02", "status": "completed", "demographics": { "age": 38, "age_band": "35-44", "gender": "male", "race": "white", "hispanic_origin": "mexican", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "local-government-employee", "state_code": "48", "occupation_code": "4220", "personal_income": 50000, "personal_income_band": "50k-99k", "occupation_group": "service", "occupation_detailed_group": "building-grounds-cleaning-maintenance", "industry_group": "education-health-social-services", "region": "south", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am concerned that focusing so heavily on the health benefits might mean the drink ends up tasting bland or artificial compared to what I usually enjoy.", "slot_clarity": 5, "slot_trust": 5, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a28665402cdafd5d02127ff", "display_name": "Sample Person 2024HU0947203-01", "status": "completed", "demographics": { "age": 65, "age_band": "65-plus", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "state-government-employee", "state_code": "41", "occupation_code": "3602", "personal_income": 15000, "personal_income_band": "<50k", "occupation_group": "service", "occupation_detailed_group": "healthcare-support", "industry_group": "education-health-social-services", "region": "west", "marital_status": "separated", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Price and value perception", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "My main concern is that the price might be too high for a daily coffee habit, especially since I need to be careful with my budget.", "slot_clarity": 5, "slot_trust": 5, "slot_adoption_intent": 5, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2868d502cdafd5d02176c1", "display_name": "Sample Person 2024HU1441706-01", "status": "completed", "demographics": { "age": 42, "age_band": "35-44", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "48", "occupation_code": "3550", "personal_income": 59000, "personal_income_band": "50k-99k", "occupation_group": "service", "occupation_detailed_group": "healthcare-practitioners-technical", "industry_group": "education-health-social-services", "region": "south", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry that focusing so heavily on the health benefits might mean the latte ends up tasting bland or artificial compared to what I usually drink.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a283c1f3cdf67b221ec6c10", "display_name": "Sample Person 2024HU0965041-01", "status": "completed", "demographics": { "age_band": "45-54", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "25", "occupation_code": "0440", "occupation_group": "management", "occupation_detailed_group": "management", "industry_group": "manufacturing", "region": "northeast", "marital_status": "married", "health_insurance_status": "insured", "age": 53, "personal_income": 100000, "personal_income_band": "100k-149k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "I worry that the premium focus on a silky texture might not justify the price point compared to standard coffee options.", "slot_clarity": 2, "slot_trust": 5, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a28339a3cdf67b221ec286e", "display_name": "Sample Person 2024HU1415844-01", "status": "completed", "demographics": { "age_band": "18-24", "gender": "male", "race": "white", "hispanic_origin": "south-american", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "15", "occupation_code": "9620", "occupation_group": "production-transportation", "occupation_detailed_group": "transportation-material-moving", "industry_group": "manufacturing", "region": "west", "marital_status": "married", "health_insurance_status": "uninsured", "age": 24, "personal_income": 40000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Neither of these options", "slot_driver": "Price and value perception", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry that the oat milk will have an off-putting texture or flavor that I cannot verify before spending my limited budget on it.", "slot_clarity": 3, "slot_trust": 5, "slot_adoption_intent": 1, "slot_recommendation_support": "Definitely would not recommend", "slot_fit": 2, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2865e302cdafd5d0211a4c", "display_name": "Sample Person 2024HU1023015-01", "status": "completed", "demographics": { "age": 56, "age_band": "55-64", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "not-in-labor-force", "class_of_worker": "private-for-profit-employee", "state_code": "39", "occupation_code": "4020", "personal_income": 0, "personal_income_band": "<50k", "occupation_group": "service", "occupation_detailed_group": "food-preparation-serving", "industry_group": "arts-entertainment-accommodation-food", "region": "midwest", "marital_status": "divorced", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Preference for dairy-based alternatives", "slot_risk_open": "I am concerned that an oat-based drink might not satisfy my preference for traditional dairy, especially since I need to be careful with my limited budget.", "slot_clarity": 4, "slot_trust": 5, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a2826ad3cdf67b221ebc40c", "display_name": "Sample Person 2024HU0321866-01", "status": "completed", "demographics": { "age_band": "35-44", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "not-us-citizen", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "06", "occupation_code": "1021", "occupation_group": "computer-engineering-science", "occupation_detailed_group": "computer-mathematical", "industry_group": "professional-scientific-management-admin", "region": "west", "marital_status": "never-married", "health_insurance_status": "insured", "age": 41, "personal_income": 678000, "personal_income_band": "200k+" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am skeptical that the product will actually deliver the advertised silky mouthfeel, as marketing claims often fail to match the reality of the final taste experience.", "slot_clarity": 2, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would not recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2863fe02cdafd5d020df25", "display_name": "Sample Person 2024HU1449386-03", "status": "completed", "demographics": { "age": 23, "age_band": "18-24", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "34", "occupation_code": "4760", "personal_income": 8000, "personal_income_band": "<50k", "occupation_group": "sales-office", "occupation_detailed_group": "sales-related", "region": "northeast", "marital_status": "never-married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "My main concern is that the price might be too high for the value it offers, especially since I need to be careful with my limited budget.", "slot_clarity": 4, "slot_trust": 2, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a280f659d17a82d6bedf098", "display_name": "Sample Person 2024HU1286646-01", "status": "completed", "demographics": { "age_band": "25-34", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "01", "occupation_code": "0052", "occupation_group": "management", "occupation_detailed_group": "management", "industry_group": "professional-scientific-management-admin", "region": "south", "marital_status": "married", "health_insurance_status": "insured", "age": 26, "personal_income": 70000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Neither of these options", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Lack of trust in the brand's quality", "slot_risk_open": "I simply do not trust the quality of a brand that relies on vague marketing buzzwords like 'light' or 'silky' instead of focusing on transparent nutritional substance.", "slot_clarity": 5, "slot_trust": 1, "slot_adoption_intent": 3, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 2, "slot_switching_barrier": [ "Price is higher than my current choice", "Limited availability at my preferred locations", "Loyalty to my current brand" ] } }, { "respondent_id": "6a2840c13cdf67b221ec90f2", "display_name": "Sample Person 2024HU1335742-01", "status": "completed", "demographics": { "age_band": "35-44", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-nonprofit-employee", "state_code": "29", "occupation_code": "8610", "occupation_group": "production-transportation", "occupation_detailed_group": "production", "industry_group": "education-health-social-services", "region": "midwest", "marital_status": "divorced", "health_insurance_status": "insured", "age": 43, "personal_income": 30000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Perceived lack of value for money", "slot_risk_open": "My main concern is that the price might not justify the cost for a daily habit given my limited budget.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 3, "slot_switching_barrier": [ "I prefer the taste of my current coffee", "Loyalty to my current brand" ] } }, { "respondent_id": "6a2832af3cdf67b221ec20e1", "display_name": "Sample Person 2024HU0896671-01", "status": "completed", "demographics": { "age_band": "55-64", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "13", "occupation_code": "3255", "occupation_group": "service", "occupation_detailed_group": "healthcare-practitioners-technical", "industry_group": "education-health-social-services", "region": "south", "marital_status": "married", "health_insurance_status": "insured", "age": 55, "personal_income": 82000, "personal_income_band": "50k-99k" }, "answers": { "slot_winner": "Neither of these options", "slot_driver": "Ingredients and quality", "slot_risk_structured": "Lack of trust in the brand's quality", "slot_risk_open": "I am concerned about the brand's quality because I need consistent, reliable ingredients in my daily coffee. Without a proven track record, I worry that the product might not meet the high standards I expect.", "slot_clarity": 3, "slot_trust": 3, "slot_adoption_intent": 2, "slot_recommendation_support": "Definitely would not recommend", "slot_fit": 2, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a28675202cdafd5d0214726", "display_name": "Sample Person 2024HU0091397-01", "status": "completed", "demographics": { "age": 42, "age_band": "35-44", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-nonprofit-employee", "state_code": "47", "occupation_code": "3220", "personal_income": 70000, "personal_income_band": "50k-99k", "occupation_group": "service", "occupation_detailed_group": "healthcare-practitioners-technical", "industry_group": "education-health-social-services", "region": "south", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry that the product might not actually taste as smooth or satisfying as the marketing claims, and I am cautious about trying a new drink when I already have a brand I enjoy.", "slot_clarity": 5, "slot_trust": 4, "slot_adoption_intent": 3, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a28641502cdafd5d020e20c", "display_name": "Sample Person 2024HU1352867-01", "status": "completed", "demographics": { "age": 65, "age_band": "65-plus", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "not-in-labor-force", "class_of_worker": "private-for-profit-employee", "state_code": "35", "occupation_code": "1050", "personal_income": 0, "personal_income_band": "50k-99k", "occupation_group": "computer-engineering-science", "occupation_detailed_group": "computer-mathematical", "industry_group": "retail-trade", "region": "west", "marital_status": "divorced", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My main concern is that the actual taste might not live up to the silky description, as I prefer to know exactly what I am buying before trying a new product.", "slot_clarity": 4, "slot_trust": 5, "slot_adoption_intent": 5, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a28647902cdafd5d020edff", "display_name": "Sample Person 2024HU0561189-01", "status": "completed", "demographics": { "age": 44, "age_band": "35-44", "gender": "male", "race": "black", "hispanic_origin": "central-american", "citizenship_status": "naturalized-citizen", "education_level": "high-school", "employment_status": "unemployed", "class_of_worker": "private-nonprofit-employee", "state_code": "36", "occupation_code": "2400", "personal_income": 0, "personal_income_band": "<50k", "occupation_group": "community-legal-education-arts", "occupation_detailed_group": "education-library", "industry_group": "education-health-social-services", "region": "northeast", "marital_status": "never-married", "health_insurance_status": "uninsured" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am worried that the drink will not actually taste as smooth or satisfying as the name suggests, which would be a waste of money for me.", "slot_clarity": 2, "slot_trust": 4, "slot_adoption_intent": 5, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice" ] } }, { "respondent_id": "6a282d3c3cdf67b221ebf5cd", "display_name": "Sample Person 2024HU0598463-02", "status": "completed", "demographics": { "age_band": "45-54", "gender": "female", "race": "two-or-more-races", "hispanic_origin": "not-hispanic", "citizenship_status": "naturalized-citizen", "education_level": "master", "employment_status": "civilian-employed-at-work", "class_of_worker": "local-government-employee", "state_code": "09", "occupation_code": "2310", "occupation_group": "community-legal-education-arts", "occupation_detailed_group": "education-library", "industry_group": "education-health-social-services", "region": "northeast", "marital_status": "married", "health_insurance_status": "insured", "age": 46, "personal_income": 42000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Brand promise and positioning", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I worry that the health claims might be exaggerated or lack sufficient scientific backing to justify the premium positioning.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 5, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Limited availability at my preferred locations" ] } }, { "respondent_id": "6a2866ac02cdafd5d02132ed", "display_name": "Sample Person 2024HU0646862-01", "status": "completed", "demographics": { "age": 60, "age_band": "55-64", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "some-college", "employment_status": "civilian-employed-at-work", "class_of_worker": "local-government-employee", "state_code": "42", "occupation_code": "5940", "personal_income": 58000, "personal_income_band": "50k-99k", "occupation_group": "sales-office", "occupation_detailed_group": "office-administrative-support", "industry_group": "public-administration", "region": "northeast", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Skepticism regarding health claims", "slot_risk_open": "I am concerned that the health claims might be exaggerated or lack transparency, which makes me skeptical about whether the product actually delivers on its nutritional promises.", "slot_clarity": 5, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "Price is higher than my current choice", "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a2867b702cdafd5d02153aa", "display_name": "Sample Person 2024HU0058586-01", "status": "completed", "demographics": { "age": 38, "age_band": "35-44", "gender": "female", "race": "asian", "hispanic_origin": "not-hispanic", "citizenship_status": "not-us-citizen", "education_level": "doctorate", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-nonprofit-employee", "state_code": "48", "occupation_code": "1650", "personal_income": 48000, "personal_income_band": "<50k", "occupation_group": "computer-engineering-science", "occupation_detailed_group": "life-physical-social-science", "industry_group": "professional-scientific-management-admin", "region": "south", "marital_status": "married", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "My primary concern is that prioritizing health benefits might mask a mediocre flavor profile, leaving me unsure if the actual taste will meet my expectations.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 5, "slot_recommendation_support": "Probably would recommend", "slot_fit": 4, "slot_switching_barrier": [ "I prefer the taste of my current coffee", "Limited availability at my preferred locations", "Loyalty to my current brand" ] } }, { "respondent_id": "6a28668802cdafd5d0212e68", "display_name": "Sample Person 2024HU0287069-01", "status": "completed", "demographics": { "age": 54, "age_band": "45-54", "gender": "male", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "42", "occupation_code": "4220", "personal_income": 7200, "personal_income_band": "<50k", "occupation_group": "service", "occupation_detailed_group": "building-grounds-cleaning-maintenance", "industry_group": "professional-scientific-management-admin", "region": "northeast", "marital_status": "divorced", "health_insurance_status": "insured" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry that focusing so much on the health benefits might mean the drink ends up tasting bland or watery compared to what I actually enjoy drinking.", "slot_clarity": 5, "slot_trust": 4, "slot_adoption_intent": 3, "slot_recommendation_support": "Probably would recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice", "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a28406d3cdf67b221ec8e3c", "display_name": "Sample Person 2024HU0859902-03", "status": "completed", "demographics": { "age_band": "18-24", "gender": "female", "race": "white", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "high-school", "employment_status": "unemployed", "class_of_worker": "private-for-profit-employee", "state_code": "29", "occupation_code": "9620", "occupation_group": "production-transportation", "occupation_detailed_group": "transportation-material-moving", "industry_group": "manufacturing", "region": "midwest", "marital_status": "never-married", "health_insurance_status": "insured", "age": 18, "personal_income": 2500, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Silky Oat Latte (emphasizing taste and texture)", "slot_driver": "Taste and mouthfeel experience", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I am worried that the silky texture might not actually taste as good as it sounds, and I don't want to waste my limited budget on a drink that ends up being disappointing.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 4, "slot_recommendation_support": "Definitely would recommend", "slot_fit": 3, "slot_switching_barrier": [ "Price is higher than my current choice", "I prefer the taste of my current coffee" ] } }, { "respondent_id": "6a282ac43cdf67b221ebe310", "display_name": "Sample Person 2024HU1226666-01", "status": "completed", "demographics": { "age_band": "25-34", "gender": "female", "race": "native-hawaiian-or-pacific-islander", "hispanic_origin": "not-hispanic", "citizenship_status": "born-in-us", "education_level": "bachelor", "employment_status": "civilian-employed-at-work", "class_of_worker": "private-for-profit-employee", "state_code": "06", "occupation_code": "0710", "occupation_group": "business-finance", "occupation_detailed_group": "business-financial-operations", "industry_group": "finance-real-estate-rental", "region": "west", "marital_status": "never-married", "health_insurance_status": "insured", "age": 27, "personal_income": 43000, "personal_income_band": "<50k" }, "answers": { "slot_winner": "Light Oat Latte (emphasizing health benefits)", "slot_driver": "Health and nutritional profile", "slot_risk_structured": "Uncertainty about the actual taste", "slot_risk_open": "I worry that focusing so heavily on the health benefits might mean the latte ends up tasting bland or watery, which is a dealbreaker for my daily coffee routine.", "slot_clarity": 4, "slot_trust": 4, "slot_adoption_intent": 3, "slot_recommendation_support": "Might or might not recommend", "slot_fit": 5, "slot_switching_barrier": [ "Price is higher than my current choice" ] } } ] }