Research on Advertisements for 

Consumer Products (Study A):

Methodological Report

Submitted to:

Federal Trade Commission

600 Pennsylvania Avenue, NW, Room 702

Washington, DC 20580

Submitted by:

Macro International, Inc.

11785 Beltsville Drive

Calverton, MD 20705

January 17, 2010
Table of Contents

Background...............................................................................................................1

Methodology .............................................................................................................1

Pre-Testing of Protocol............................................................................................................... 2

Training of Interviewers ............................................................................................................. 2

Fielding of Study......................................................................................................................... 3

Treatment of Open-Ended Questions.......................................................................................... 3

Quality Assurance Procedures.................................................................................................... 3

Validation of Data....................................................................................................................... 4

Confidentiality of Respondent Data............................................................................................ 4

Final Deliverables.....................................................................................................4

Appendices:

Appendix A: Interview Protocol

Appendix B: Description of Participants

Appendix C: Participant Handout on Confidentiality of Data

Appendix D: Data Codebook

Appendix E: Data Tabulations
1

Background

In 2009, the Federal Trade Commission (FTC) contracted with ICF Macro to conduct a series of 

research studies into consumers’ reactions to advertisements for various products. This research 

was intended to support an FTC investigation into consumers’ “take away” when they are 

exposed to advertisements. 

ICF Macro was responsible for collecting the data and submitting a clean dataset and codebook 

to the FTC. The research consisted of three different studies. This report describes the 

methodology used by ICF Macro to conduct Study A.

Methodology

Interview Protocol

ICF Macro carried out the survey using mall intercept methodology. Potential respondents were

approached by an interviewer on the mall “floor.” Only female respondents were considered for 

participation. 

Interviewers asked potential respondents a series of screening questions (Items 1 through 9a in 

the interview protocol provided in Appendix A). These screening questions ensured that all 

respondents met the following criteria:

 Aged 25 to 54;

 Had children ages 5 to 17 living with them;

 Had purchased yogurt or yogurt drink for themselves or their children in the past 3 

months;

 Considered herself to be “much more health conscious” or “somewhat more health 

conscious” than other people their age1; 

 Had a combined household income of at least $40,000;

 Had attended at least some college; and

 Did not work (nor did anyone in their household work) in marketing research, advertising 

or public relations; for a store in the shopping mall where data was collected; or for a 

store or company that makes or markets dairy products.

If respondents qualified for the interview based on responses to the screening questions, they 

were then taken to a self-contained research office in the mall where they completed the 

interview. Respondents received a stipend of $5 for completing the interview, which in most 

 

1

Potential respondents were given a 5-point response scale for this question: “much more health conscious,” 

“somewhat more health conscious,” “about equally health conscious,” “somewhat less health conscious,” and “much 

less health conscious.”
2

cases took approximately 10 minutes. Interviewers used a CAPI (computer-assisted personal 

interviewing) instrument to conduct the interviews; respondents’ responses were entered into a 

secure online system. 

The first section of the interview consisted of re-screening; the respondents were asked the same 

screening questions that they had been asked on the mall floor to ensure that they qualified for 

the study. After re-screening was complete, each respondent was shown one of five different 

stimuli, all of which were advertisements for a yogurt drink product. Three stimuli were 30-

second television advertisements—two were for a Dannon product called Danactive, while the 

other was for another Dannon product called Danimals. The other two stimuli were print 

advertisements, both for Danactive. Respondents were randomly assigned to which 

advertisement they were shown.

After seeing the advertisement, respondents were asked to identify the product that was 

advertised.2 If they could not do so, the interview was terminated at that point. If they correctly 

identified the product, respondents were then asked a series of questions about what the 

advertisement had stated or suggested about the product being advertised. 

Respondents were required to provide a response to all questions they were asked. A number of 

questions, however, allowed respondents to indicate that they did not know the answer. 

Pre-Testing of Protocol

Before fielding the survey, ICF Macro and the FTC conducted 25 pre-test interviews to ensure 

that the protocol was sound.3 These pre-tests, which were conducted in one of the facilities in 

which the survey was eventually fielded, had two primary goals. First, they were used to test 

whether the questions were clear and would be understood as intended by respondents. Second, 

they provided an opportunity to clarify the directions that would be given to interviewers, and to 

identify issues that would be emphasized in onsite interviewer trainings. Based on pre-test 

findings, ICF Macro and the FTC made appropriate revisions to the protocol before live data 

collection began.

Training of Interviewers

Before fielding began, a representative from ICF Macro’s research team visited each of the eight

data collection locations to conduct a training session with interviewers and the local facility 

director. The training focused on explaining the goals of the study, clarifying the screening 

criteria, and familiarizing interviewers with the interview protocol and procedures. Interviewers

were given an opportunity to conduct mock interviews until they felt comfortable with the 

questions. During these interviews, the ICF Macro trainer answered questions and provided 

feedback to each interviewer. 

 

2 Respondents who were shown a television advertisement saw it twice. Respondents who were shown a print 

advertisement were given as much time as they wanted to review it, at which point it was removed from their view.

3 The 25 pre-test interviews were actually split between the three different studies for this project. However,

because all three studies have very similar interview protocols, all interviews were relevant to each study.
3

Fielding of Study

The target goal was 575 completed interviews. The study was fielded over a period of 6 weeks 

from June to August 2009. Over that time, consumers were interviewed in eight locations—

Baltimore, MD; Boston, MA; Dallas, TX; Eau Claire, WI; Denver, CO; San Diego, CA; St. 

Louis, MO; and White Plains, NY. These locations were selected to ensure geographic and 

demographic diversity among study participants. Recruiting quotas were used in each location to 

ensure a representative mix of respondents in terms of age. Appendix B lists the demographics 

of respondents in each location. 

Treatment of Open-Ended Questions

Although most items on the survey instrument were closed-ended, two allowed respondents to 

provide open-ended answers. For example, after they correctly identified the product in the 

advertisement, respondents were asked what the advertisement said or suggested about the 

product.

For both open-ended questions, the interviewer recorded verbatim answers. ICF Macro’s 

research team coded these open-ended answers using a framework that was developed 

collaboratively by ICF Macro and the FTC.

Quality Assurance Procedures

ICF Macro built into its methodology a number of strategies to ensure that the data that were 

collected were accurate and reliable. Some of these included the following:

 As described above, respondents were “double-screened” to ensure that they met the 

study requirements. After being told that they qualified for the study based a series of 

questions on the mall floor, respondents were asked the screening questions again when 

the survey began. In most cases, these questions were asked by a different interviewer 

than the one that had initially screened them. If respondents’ responses varied at all, they 

were not allowed to complete the survey.

 The online survey instrument included an automatic check to ensure that interviewers 

were showing respondents the correct advertisement. Before they were shown the 

advertisement, each respondent was asked to read a number that had been written on it. 

The interviewer then typed this code into the survey instrument. If the code was not 

correct, the interviewer was notified by the survey programming that he or she was using 

the wrong advertisement, and the interview was immediately terminated.

 As noted above, facility directors participated in all training conducted by ICF Macro

staff. Throughout the fielding process, directors then took an active role in verifying that 

all interviewers were following the survey protocol exactly.

 ICF Macro research staff downloaded and reviewed the survey data on a daily basis. In 

situations when a facility appeared to be in danger of missing its respondent quotas, ICF 

Macro contacted the facility to inquire. ICF Macro staff also reviewed the data for 
4

patterns indicating that one or more interviewers were not following research protocols 

carefully, although no such patterns were detected during this study.

Validation of Data

ICF Macro contracted with an external firm to conduct telephone validation interviews with 50 

percent of the interview respondents. When contacted, respondents were asked to confirm their 

name and that they had been interviewed on the date and in the location recorded in the database. 

They were also asked the interview screening questions related to age, the presence of children in 

their household, their prior purchase of yogurt or yogurt drink, and their education level. If the 

respondent confirmed their name and the date and location of the interview, and if they qualified 

on these screening criteria, the interview was considered “validated.” 

Of the first phase of 288 validation interviews (50% of the total of 575), 92 percent of the 

interviews validated. Based on the number of screening questions, this percentage falls within 

guidelines that are generally accepted in the industry. ICF Macro removed the other 8 percent of 

interviews from the dataset and replaced them with validated interviews. Of the final dataset, 

therefore, 288 of the 575 interviews (50%) have been validated. 

Confidentiality of Respondent Data

During the interview, respondents were asked to provide their name and phone number for the 

purposes of the validation interviews described above. An important consideration for both ICF 

Macro and the FTC was that this information was kept confidential and secure. Before they 

were asked for this information, respondents were given information about how the data would 

be used, both verbally and in paper form. The document that respondents were given is provided 

in Appendix C to this report.

Respondent data was stored on a secure server; only key project personnel at ICF Macro and the 

validation firm had access to the information. All personally identifiable information was 

destroyed within 24 hours after the validation interviews had been completed. 

Final Deliverables

After data collection was complete and open-ended responses had been coded, ICF Macro 

submitted to the FTC a complete dataset containing all survey and screening data, as well as 

information about which advertisement had been shown to each respondent. ICF Macro also 

provided a comprehensive codebook that explained each variable as well as all possible response 

options (Appendix D). Data tabulations for the final dataset are provided as Appendix E to this 

report.
Appendix A: 

Interview Protocol
Interview Protocol for Consumer Products Study (Study A)

1. Which of the following best describes your age?

 Under 25 (interview is terminated)

 25-39

 40-54

 55 or over (interview is terminated)

 DON’T KNOW (interview is terminated)

 REFUSED (interview is terminated)

2. Do you have any children ages 5 to 17 living with you?

 Yes

 No (interview is terminated)

3. Which of the following products, if any, have you purchased for yourself or for your 

children in the past 3 months?

YES NO NOT SURE

Orange juice?

Yogurt or yogurt drink?

White bread? 

Interview is terminated unless respondent indicates that she has purchased yogurt or 

yogurt drink in the past 3 months. 

4. In general, how health conscious are you compared to other people your age?

 Much more health conscious

 Somewhat more health conscious

 About equally health conscious (interview is terminated)

 Somewhat less health conscious (interview is terminated)

 Much less health conscious (interview is terminated)

5. Do you or does anyone in your household work...

YES NO

In marketing research? 

In advertising or public relations? 

For a store in this shopping mall? 

For a store or company that makes or markets dairy products? 

For a store or company that makes or markets bakery products? 

Interview is terminated if respondent answers “Yes” to any item in Q5.
6. During the past three months, have you participated in any market research survey 

other than a political poll?

 Yes (interview is terminated)

 No

7. What is your annual combined household income before taxes? Is it under $40,000, 

or is it $40,000 or more?

 Under $40,000 (interview is terminated)

 $40,000 or more

 DON’T KNOW (interview is terminated)

 REFUSED (interview is terminated)

8. What is the highest level of education you have completed?

 Less than high school (interview is terminated)

 High school graduate or G.E.D. (interview is terminated)

 Some college or post-secondary education

 College graduate

 Post graduate work

 DON’T KNOW (interview is terminated)

 REFUSED (interview is terminated)

9. Do you usually wear eyeglasses or contact lenses when you watch TV?

 Yes

 No (do not ask Q9a)

9a. Do you have your eyeglasses or contact lenses with you today?

 Yes

 No (interview is terminated)

(INTERVIEWER READS) As part of this interview I am going to ask you for your name 

and telephone number. The only reason that we are collecting this information is so that 

we can call you to confirm that you participated in this interview. Your name and phone 

number will be kept confidential, and will be destroyed once we have contacted you by 

phone.

Interviewer hands respondent Card A.1

(INTERVIEWER READS) This card explains exactly why we are collecting this 

information, and how it will used.

 

1 Card A described how participants’ name and phone number would be used, and how their data would be kept 

secure. A copy of Card A is provided as Appendix C to this report.
After giving participant an opportunity to read Card A, interviewer records participants’ 

name and phone number.

Interviewer gives respondent the advertisement being tested, and asks her to read the 

number that is written on it. The interviewer enters this number into the survey 

program, which checks that the correct advertisement is being used. 

(IF USING A TELEVISION ADVERTISEMENT, INTERVIEWER READS) I will play the 

commercial twice with a brief pause in between. Whether or not you have seen it 

before, please watch it as you would at home. Interviewer plays advertisement twice, 

then turns off TV and continues.

(IF USING A PRINT ADVERTISEMENT, INTERVIEWER READS) Please look at this 

ad as you normally would, and take as much time as you need. Let me know when you 

are finished. When respondent is finished, interviewer takes back ad and removes it 

from view.

(INTERVIEWER READS) Now I’d like to ask you some questions. If you don't know the 

answer to any of my questions, please say so rather than guess.

10. What was the brand name of the product whose ad you looked at?

 [Danactive/Danimals] (skip to Q11)

 Dannon

 OTHER (interview is terminated)

 DON'T KNOW/ NOT SURE (interview is terminated)

10a. What was the name of the Dannon product whose ad you looked at?

 [Danactive/Danimals]

 OTHER (interview is terminated)

 DON'T KNOW/ NOT SURE (interview is terminated)

11. What did the ad say or suggest about [Danactive/Danimals]? (PROBE) Anything 

else? (PROBE UNTIL UNPRODUCTIVE. RECORD VERBATIM.)

(INTERVIEWER READS) I'm going to ask you a few questions that may or may 

not cover things that you already mentioned. Interviewer shows participant Card B.

2

Please select one of the answers shown on this card. 

12. Did or didn’t the ad say or suggest anything about the health benefits of drinking 

[Danactive/Danimals]?

 YES, IT DID

 NO, IT DID NOT (interview is terminated)

 DON’T KNOW/ NOT SURE (interview is terminated)

 

2 Card B showed the three possible responses to Q12 and Q14: “Yes, it did”; “No, it did not”; and “Don’t know/Not 

sure”.
Interviewer takes away Card B. 

13. What did the ad say or suggest about the health benefits of drinking [Danactive/

Danimals]? (PROBE) Anything else? (PROBE UNTIL UNPRODUCTIVE. 

RECORD VERBATIM.)

(INTERVIEWER READS) I am going to read you several statements about [Danactive/

Danimals] All, some, or none of these may have been stated or suggested in the ad you 

just saw.

Interviewer shows participant Card B again.

14. After I read each statement, please tell me whether:

YES, it was stated or suggested in the [Danactive/Danimals] ad, or 

NO, it was not stated or suggested in the [Danactive/Danimals] ad, or 

You DON’T KNOW, or are NOT SURE

YES NO DON’T KNOW/ 

NOT SURE

[Danactive/Danimals] comes in bottles

Drinking [Danactive/Danimals] reduces the likelihood of 

getting a cold or flu

[Danactive/Danimals] is a carbonated beverage

Drinking [Danactive/Danimals] reduces the likelihood of 

developing diabetes

Interviewer takes away Card B.

(INTERVIEWER READS) This concludes our survey. In the next few days, you will be 

receiving a call from a company called Market Decisions. They will ask you to confirm 

that you were interviewed today, and will ask you a few other questions to make sure 

that you qualified to participate. Please accept their call, because it will only take 1 to 2 

minutes and otherwise your responses today cannot be counted.

[END OF SURVEY]
Appendix B: 

Description of Participants

Appendix C: 

Participant Handout on 

Confidentiality of Data
Prior to being asked for their name and phone number, all participants were given a card 

with the following information. This information was also summarized verbally by the 

interviewer.

Thank you for taking the time to complete this interview. 

As part of this interview you will be asked you to provide your name and telephone 

number. The only reason we are collecting this information is so someone can call you in 

the next few days to confirm that you were an interview participant. This confirmation is 

an important step to ensure that the data we are collecting are reliable. 

Your name and phone number will only be used for this one call. Once you have been 

called, your name and phone number will be permanently deleted from our records. In the 

meantime, your information will be kept confidential, and will not be shared with anyone 

else.

If you have any concerns about how your name and phone number will be used, please 

contact Shauna Clarke at Shauna.S.Clarke@macrointernational.com or 301-572-0522.
Appendix D: 

Data Codebook






Appendix E: 

Data Tabulations
Page 1

12-Dec-09

Location of Interview

Total

Danactive 

Paper 

Original

Danactive 

Paper 

Cleansed

Danactive TV 

A

Danactive TV 

B

Danimals TV 

(Control)

(A) (B) (C) (D) (E) (F)

Base: All Respondents 575 115 115 115 115 115

Baltimore # 74 14 14 15 17 14

% 12.9 12.2 12.2 13.0 14.8 12.2

Boston # 71 14 15 15 14 13

% 12.3 12.2 13.0 13.0 12.2 11.3

Dallas # 72 14 14 15 14 15

% 12.5 12.2 12.2 13.0 12.2 13.0

Eau Claire # 71 14 14 14 15 14

% 12.3 12.2 12.2 12.2 13.0 12.2

Denver # 73 16 13 15 14 15

% 12.7 13.9 11.3 13.0 12.2 13.0

San Diego # 71 15 15 12 15 14

% 12.3 13.0 13.0 10.4 13.0 12.2

St. Louis # 71 14 15 15 13 14

% 12.3 12.2 13.0 13.0 11.3 12.2

White Plains # 72 14 15 14 13 16

% 12.5 12.2 13.0 12.2 11.3 13.9

Proportions/Means: Columns Tested (5% risk level) - B/C - D/E/F
Page 2

12-Dec-09

Q1: Age

Total

Danactive 

Paper 

Original

Danactive 

Paper 

Cleansed

Danactive TV 

A

Danactive TV 

B

Danimals TV 

(Control)

(A) (B) (C) (D) (E) (F)

Base: All Respondents 575 115 115 115 115 115

Age 25-39 # 290 51 64 58 58 59

% 50.4 44.3 55.7 50.4 50.4 51.3

Age 40-54 # 285 64 51 57 57 56

% 49.6 55.7 44.3 49.6 49.6 48.7

Proportions/Means: Columns Tested (5% risk level) - B/C - D/E/F
Page 3

12-Dec-09

Q4: Health Consciousness

Total

Danactive 

Paper 

Original

Danactive 

Paper 

Cleansed

Danactive TV 

A

Danactive TV 

B

Danimals TV 

(Control)

(A) (B) (C) (D) (E) (F)

Base: All Respondents 575 115 115 115 115 115

# 225 48 44 43 46 44

% 39.1 41.7 38.3 37.4 40.0 38.3

# 350 67 71 72 69 71

% 60.9 58.3 61.7 62.6 60.0 61.7

Proportions/Means: Columns Tested (5% risk level) - B/C - D/E/F

Much more health conscious

Somewhat more health 

conscious
Page 4

12-Dec-09

Q8: Education Level

Total

Danactive 

Paper 

Original

Danactive 

Paper 

Cleansed

Danactive TV 

A

Danactive TV 

B

Danimals TV 

(Control)

(A) (B) (C) (D) (E) (F)

Base: All Respondents 575 115 115 115 115 115

# 309 57 64 61 69 58

% 53.7 49.6 55.7 53.0 60.0 50.4

College graduate # 216 46 42 43 40 45

% 37.6 40.0 36.5 37.4 34.8 39.1

Post-graduate work # 50 12 9 11 6 12

% 8.7 10.4 7.8 9.6 5.2 10.4

Proportions/Means: Columns Tested (5% risk level) - B/C - D/E/F

Some college or postsecondary school
Page 5

12-Dec-09

Q10: What was the brand name of the product?

Total

Danactive 

Paper 

Original

Danactive 

Paper 

Cleansed

Danactive TV 

A

Danactive TV 

B

Danimals TV 

(Control)

(A) (B) (C) (D) (E) (F)

Base: All Respondents 575 115 115 115 115 115

Danactive/Danimals # 401 75 74 81 82 89

% 69.7 65.2 64.3 70.4 71.3 77.4

Dannon # 151 34 34 30 31 22

% 26.3 29.6 29.6 26.1 27.0 19.1

Other # 11 3 3 2 2 1

% 1.9 2.6 2.6 1.7 1.7 0.9

Don't know/Not sure # 12 3 4 2 0 3

% 2.1 2.6 3.5 1.7 0.0 2.6

Proportions/Means: Columns Tested (5% risk level) - B/C - D/E/F
Page 6

12-Dec-09

Q10a: What was the name of the Dannon product?

Total

Danactive 

Paper 

Original

Danactive 

Paper 

Cleansed

Danactive TV 

A

Danactive TV 

B

Danimals TV 

(Control)

(A) (B) (C) (D) (E) (F)

Base: Respondents answering 

"Dannon" to Q10

151 34 34 30 31 22

Danactive/Danimals # 123 25 23 27 26 22

% 81.5 73.5 67.6 90.0 83.9 F 100.0 E

Other # 13 4 8 0 1 0

% 8.6 11.8 23.5 0.0 3.2 0.0

Don't know/Not sure # 15 5 3 3 4 0

% 9.9 14.7 8.8 10.0 12.9 0.0

Proportions/Means: Columns Tested (5% risk level) - B/C - D/E/F
Page 7

12-Dec-09

Q10/10a: Participant Correctly Identified Product (i.e., answered "Danactive/Danimals" to either Q10 or Q10a)

Total

Danactive 

Paper 

Original

Danactive 

Paper 

Cleansed

Danactive TV 

A

Danactive TV 

B

Danimals TV 

(Control)

(A) (B) (C) (D) (E) (F)

Base: All Respondents 575 115 115 115 115 115

Yes # 524 100 97 108 108 111

% 91.1 87.0 84.3 93.9 93.9 96.5

No # 51 15 18 7 7 4

% 8.9 13.0 15.7 6.1 6.1 3.5

Proportions/Means: Columns Tested (5% risk level) - B/C - D/E/F
Page 8

12-Dec-09

Q11: What did ad say or suggest about product? 

Total

Danactive 

Paper 

Original

Danactive 

Paper 

Cleansed

Danactive TV 

A

Danactive TV 

B

Danimals TV 

(Control)

(A) (B) (C) (D) (E) (F)

Base: Respondents That 

Correctly Identified Product

524 100 97 108 108 111

# 39 8 5 1 21 4

% 7.4 8.0 5.2 0.9 E 19.4 DF 3.6 E

# 255 37 46 47 39 86

% 48.7 37.0 47.4 43.5 F 36.1 F 77.5 DE

# 183 26 22 33 36 66

% 34.9 26.0 22.7 30.6 F 33.3 F 59.5 DE

# 85 14 25 18 5 23

% 16.2 14.0 C 25.8 B 16.7 E 4.6 DF 20.7 E

# 22 0 2 16 3 1

% 4.2 0.0 2.1 14.8 EF 2.8 D 0.9 D

# 221 61 10 74 69 7

% 42.2 61.0 C 10.3 B 68.5 F 63.9 F 6.3 DE

# 156 33 8 52 58 5

% 29.8 33.0 C 8.2 B 48.1 F 53.7 F 4.5 DE

# 74 33 2 26 12 1

% 14.1 33.0 C 2.1 B 24.1 EF 11.1 DF 0.9 DE

Proportions/Means: Columns Tested (5% risk level) - B/C - D/E/F

(Sub) 42: Product 

strengthens body's 

defenses

(Sub) 21: Product is 

healthy/good for you

(Sub) 22: Product is 

nutritious/part of 

balanced diet

30: Product gives you energy

40: Product helps immune 

system/keeps you from 

getting sick

(Sub) 41: Product helps 

your immune system

10: Product is good for 

digestive system

20: Product is 

healthy/nutritious
Page 9

12-Dec-09

Q11: What did ad say or suggest about product? 

Total

Danactive 

Paper 

Original

Danactive 

Paper 

Cleansed

Danactive TV 

A

Danactive TV 

B

Danimals TV 

(Control)

(A) (B) (C) (D) (E) (F)

Base: Respondents That 

Correctly Identified Product

524 100 97 108 108 111

# 10 2 0 4 3 1

% 1.9 2.0 0.0 3.7 2.8 0.9

# 108 21 33 9 5 40

% 20.6 21.0 34.0 8.3 F 4.6 F 36.0 DE

# 53 19 25 1 0 8

% 10.1 19.0 25.8 0.9 F 0.0 F 7.2 DE

# 12 1 0 3 0 8

% 2.3 1.0 0.0 2.8 0.0 F 7.2 E

# 48 2 8 5 5 28

% 9.2 2.0 8.2 4.6 F 4.6 F 25.2 DE

# 17 4 0 10 3 0

% 3.2 4.0 0.0 9.3 F 2.8 0.0 D

# 33 0 0 0 0 33

% 6.3 0.0 0.0 0.0 F 0.0 F 29.7 DE

Proportions/Means: Columns Tested (5% risk level) - B/C - D/E/F

60: Product makes you strong

(Sub) 43: Product could 

keep you from getting sick

50: Product contains 

substances

(Sub) 51: Product contains 

probiotics

(Sub) 52: Product contains 

natural cultures

(Sub) 53: Product contains 

LGG

70: Product has no 

undesirable additives (e.g., art 

colors)
Page 10

12-Dec-09

Q11: What did ad say or suggest about product? 

Total

Danactive 

Paper 

Original

Danactive 

Paper 

Cleansed

Danactive TV 

A

Danactive TV 

B

Danimals TV 

(Control)

(A) (B) (C) (D) (E) (F)

Base: Respondents That 

Correctly Identified Product

524 100 97 108 108 111

# 56 16 36 1 0 3

% 10.7 16.0 C 37.1 B 0.9 0.0 2.7

# 20 1 2 11 4 2

% 3.8 1.0 2.1 10.2 F 3.7 1.8 D

# 12 4 3 0 3 2

% 2.3 4.0 3.1 0.0 2.8 1.8

# 47 9 16 7 12 3

% 9.0 9.0 16.5 6.5 11.1 F 2.7 E

Proportions/Means: Columns Tested (5% risk level) - B/C - D/E/F

90: Product is for people with 

active lifestyle

100: Product tastes good

110: Other response

80: Product is "light"/low 

calorie/low fat
Page 11

12-Dec-09

Q12: Ad Stated or Suggested Anything about Health Benefits

Total

Danactive 

Paper 

Original

Danactive 

Paper 

Cleansed

Danactive TV 

A

Danactive TV 

B

Danimals TV 

(Control)

(A) (B) (C) (D) (E) (F)

Base: Respondents That 

Correctly Identified Product

524 100 97 108 108 111

Yes # 440 86 68 92 98 96

% 84.0 86.0 C 70.1 B 85.2 90.7 86.5

No # 52 7 17 10 7 11

% 9.9 7.0 C 17.5 B 9.3 6.5 9.9

Don't know # 32 7 12 6 3 4

% 6.1 7.0 12.4 5.6 2.8 3.6

Proportions/Means: Columns Tested (5% risk level) - B/C - D/E/F
Page 12

12-Dec-09

Q13: What did ad say or suggest about health benefits? 

Total

Danactive 

Paper 

Original

Danactive 

Paper 

Cleansed

Danactive TV 

A

Danactive TV 

B

Danimals TV 

(Control)

(A) (B) (C) (D) (E) (F)

Base: Respondents That 

Responded "Yes" to Q12

440 86 68 92 98 96

# 61 7 6 4 30 14

% 13.9 8.1 8.8 4.3 EF 30.6 DF 14.6 DE

# 164 22 39 24 22 57

% 37.3 25.6 C 57.4 B 26.1 F 22.4 F 59.4 DE

# 96 8 15 14 18 41

% 21.8 9.3 C 22.1 B 15.2 F 18.4 F 42.7 DE

# 72 15 27 10 4 16

% 16.4 17.4 C 39.7 B 10.9 4.1 16.7

# 14 0 2 11 1 0

% 3.2 0.0 2.9 12.0 EF 1.0 D 0.0 D

# 217 57 12 71 60 17

% 49.3 66.3 C 17.6 B 77.2 EF 61.2 DF 17.7 DE

# 160 36 11 52 50 11

% 36.4 41.9 C 16.2 B 56.5 F 51.0 F 11.5 DE

# 50 21 2 16 8 3

% 11.4 24.4 C 2.9 B 17.4 F 8.2 3.1 D

Proportions/Means: Columns Tested (5% risk level) - B/C - D/E/F

40: Product helps immune 

system/keeps you from 

getting sick

(Sub) 41: Product helps 

your immune system

(Sub) 42: Product 

strengthens body's 

defenses

10: Product is good for 

digestive system

20: Product is 

healthy/nutritious

(Sub) 21: Product is 

healthy/good for you

(Sub) 22: Product is 

nutritious/part of 

balanced diet

30: Product gives you energy
Page 13

12-Dec-09

Q13: What did ad say or suggest about health benefits? 

Total

Danactive 

Paper 

Original

Danactive 

Paper 

Cleansed

Danactive TV 

A

Danactive TV 

B

Danimals TV 

(Control)

(A) (B) (C) (D) (E) (F)

Base: Respondents That 

Responded "Yes" to Q12

440 86 68 92 98 96

# 14 2 0 6 3 3

% 3.2 2.3 0.0 6.5 3.1 3.1

# 73 13 18 5 2 35

% 16.6 15.1 26.5 5.4 F 2.0 F 36.5 DE

# 31 9 12 1 0 9

% 7.0 10.5 17.6 1.1 F 0.0 F 9.4 DE

# 18 3 0 3 2 10

% 4.1 3.5 0.0 3.3 F 2.0 F 10.4 DE

# 27 2 6 2 0 17

% 6.1 2.3 8.8 2.2 F 0.0 F 17.7 DE

# 9 3 0 5 0 1

% 2.0 3.5 0.0 5.4 E 0.0 D 1.0

# 19 1 3 0 0 15

% 4.3 1.2 4.4 0.0 F 0.0 F 15.6 DE

Proportions/Means: Columns Tested (5% risk level) - B/C - D/E/F

(Sub) 51: Product contains 

probiotics

(Sub) 52: Product contains 

natural cultures

(Sub) 53: Product contains 

LGG

60: Product makes you strong

70: Product has no 

undesirable additives (e.g., art 

colors)

(Sub) 43: Product could 

keep you from getting sick

50: Product contains 

substances
Page 14

12-Dec-09

Q13: What did ad say or suggest about health benefits? 

Total

Danactive 

Paper 

Original

Danactive 

Paper 

Cleansed

Danactive TV 

A

Danactive TV 

B

Danimals TV 

(Control)

(A) (B) (C) (D) (E) (F)

Base: Respondents That 

Responded "Yes" to Q12

440 86 68 92 98 96

# 17 4 10 0 0 3

% 3.9 4.7 C 14.7 B 0.0 F 0.0 F 3.1 DE

# 17 3 1 4 4 5

% 3.9 3.5 1.5 4.3 4.1 5.2

# 2 0 0 1 0 1

% 0.5 0.0 0.0 1.1 F 0.0 1.0

# 24 8 5 3 6 2

% 5.5 9.3 7.4 3.3 6.1 2.1

Proportions/Means: Columns Tested (5% risk level) - B/C - D/E/F

80: Product is "light"/low 

calorie/low fat

90: Product is for people with 

active lifestyle

100: Product tastes good

110: Other response
Page 15

12-Dec-09

Q14_1: Ad Stated or Suggested That Product Comes In Bottles

Total

Danactive 

Paper 

Original

Danactive 

Paper 

Cleansed

Danactive TV 

A

Danactive TV 

B

Danimals TV 

(Control)

(A) (B) (C) (D) (E) (F)

Base: Respondents That 

Correctly Identified Product

524 100 97 108 108 111

Yes # 397 75 62 86 87 87

% 75.8 75.0 63.9 79.6 80.6 78.4

No # 31 8 4 4 7 8

% 5.9 8.0 4.1 3.7 6.5 7.2

Don't know # 12 3 2 2 4 1

% 2.3 3.0 2.1 1.9 3.7 0.9

Not asked* # 84 14 29 16 10 15

% 16.0 14.0 C 29.9 B 14.8 9.3 13.5

* Respondents who responded "No" or "Don't Know" to Q12 were not asked Q14_1.

Proportions/Means: Columns Tested (5% risk level) - B/C - D/E/F
Page 16

12-Dec-09

Q14_2: Ad Stated or Suggested That Product Reduces Likelihood of Cold or Flu

Total

Danactive 

Paper 

Original

Danactive 

Paper 

Cleansed

Danactive TV 

A

Danactive TV 

B

Danimals TV 

(Control)

(A) (B) (C) (D) (E) (F)

Base: Respondents That 

Correctly Identified Product

524 100 97 108 108 111

Yes # 167 32 17 48 46 24

% 31.9 32.0 C 17.5 B 44.4 F 42.6 F 21.6 DE

No # 217 45 41 33 39 59

% 41.4 45.0 42.3 30.6 F 36.1 F 53.2 DE

Don't know # 56 9 10 11 13 13

% 10.7 9.0 10.3 10.2 12.0 11.7

Not asked* # 84 14 29 16 10 15

% 16.0 14.0 C 29.9 B 14.8 9.3 13.5

* Respondents who responded "No" or "Don't Know" to Q12 were not asked Q14_2.

Proportions/Means: Columns Tested (5% risk level) - B/C - D/E/F
Page 17

12-Dec-09

Q14_3: Ad Stated or Suggested That Product is Carbonated Beverage

Total

Danactive 

Paper 

Original

Danactive 

Paper 

Cleansed

Danactive TV 

A

Danactive TV 

B

Danimals TV 

(Control)

(A) (B) (C) (D) (E) (F)

Base: Respondents That 

Correctly Identified Product

524 100 97 108 108 111

Yes # 8 0 3 2 2 1

% 1.5 0.0 3.1 1.9 1.9 0.9

No # 403 82 59 84 89 89

% 76.9 82.0 60.8 77.8 82.4 80.2

Don't know # 29 4 6 6 7 6

% 5.5 4.0 6.2 5.6 6.5 5.4

Not asked* # 84 14 29 16 10 15

% 16.0 14.0 C 29.9 B 14.8 9.3 13.5

* Respondents who responded "No" or "Don't Know" to Q12 were not asked Q14_3.

Proportions/Means: Columns Tested (5% risk level) - B/C - D/E/F
Page 18

12-Dec-09

Q14_4: Ad Stated or Suggested That Product Reduces Likelihood of Diabetes

Total

Danactive 

Paper 

Original

Danactive 

Paper 

Cleansed

Danactive TV 

A

Danactive TV 

B

Danimals TV 

(Control)

(A) (B) (C) (D) (E) (F)

Base: Respondents That 

Correctly Identified Product

524 100 97 108 108 111

Yes # 41 10 11 2 13 5

% 7.8 10.0 11.3 1.9 E 12.0 DF 4.5 E

No # 325 57 48 71 71 78

% 62.0 57.0 49.5 65.7 65.7 70.3

Don't know # 74 19 9 19 14 13

% 14.1 19.0 9.3 17.6 13.0 11.7

Not asked* # 84 14 29 16 10 15

% 16.0 14.0 C 29.9 B 14.8 9.3 13.5

* Respondents who responded "No" or "Don't Know" to Q12 were not asked Q14_4.

Proportions/Means: Columns Tested (5% risk level) - B/C - D/E/F