Consumer Media Benchmarking

CFPB/GMMB
Campaign Evaluation Survey
METHODOLOGY:
National online survey of 600 adults, age 30 to 65.
N=400 between the ages of 30 to 44
N=200 between the ages of 45 to 65
Sample to be divided equally among 4 test cells:
- N = 100 per cell between 30 and 44
- N = 50 per cell between 45 and 65
Introduction
**Panel Company info here, if any**
Thank you for agreeing to take part in this survey. We are going to be asking your opinion
about an online ad.
Please do not use the refresh, back or forward buttons on your browser during the survey, and do
not use your keyboard except when you are asked to type in a response. Instead, please just use
your mouse and any buttons within the survey itself.
If possible, please complete the survey in one sitting, since you will not be able to access it at a
later time.
Please maximize this window before you continue.
This voluntary survey seeks to understand consumer opinions, attitudes, and beliefs about
financial products and services. Your responses will assist the survey sponsor to develop
services to provide better financial information to consumers. The survey takes about 20 minutes
to complete. Thank you in advance for your participation!
Responses to this data collection will be used only for statistical purposes. The reports prepared
for this study will summarize findings across the sample and will not associate responses with a
specific organization or individual. We will not provide information that identifies you or your
affiliation to anyone outside the study team, except as required by law.
Paperwork Reduction Act and Privacy Notices [LINK TO PRA AND PRIVACY
STATEMENTS]

NEW SCREEN

Ask QVOLUME if sound in ads and for video, otherwise delete
question

RECRUITMENT.SCREENER
SCR1

Do you or does any member of your household work in any of these occupations?
Advertising
Market research
Marketing
Journalism
Public relations
Accounting Firm
For a bank or financial service
company

IF ANY OF THESE CODED, CLOSE

None of these
MULTICODING POSSIBLE. DO NOT RANDOMIZE OR ROTATE.
AGE
Which of these age groups do you fit into?

CLOSE SCRIPT

Under 18
- 18 to 24
25 to 29

CONTINUE

30 to 34
35 to 39
- 40 to 44
45-54
55 to 65

66 and over
Do not wish to answer
AGE QUOTA N=100 30-44, N=50 45-65, SPLIT PER AD
CLOSE SCRIPT

-

SEX
Are you……?
Male
Female
GENDER QUOTA 50/50 ROUGH SPLIT PER AD

INC Which classification best describes your total pre-tax 2014 household income in US dollars?
(qinc) Please combine all incomes in your household.
Under $35,000
$35,000 to under $50,000

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Terminate

$50,000 to under $75,000
$75,000 to under $100,000
$100,000 to under $150,000
$150,000 or more
Do not wish to answer

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Terminate
Terminate

INCOME QUOTA 50/50 ABOVE/BELOW $75K SPLIT PER AD

SCR2 Which of the following best describes your situation with regard to financial decisionmaking and bill paying?
(Accept only one response)
I am the primary financial decision-maker for my household
I share the financial decision-making responsibility for my household
I do not participate in financial decision-making for my household
Don’t know/Refused

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

Terminate
Terminate

SCR3 Which of the following have you done within the past twelve months or you intend to do
within the next twelve months? Select all that apply.
Have
Intend to
Neither of
Done
Do
These
Buy a home
Buy a car (or getting an auto loan)
Take out a loan to pay for college
Open a new bank account
Apply for a credit card
Enter into a formal dispute with a financial
institution
(a bank, credit card company, etc.)
Pay off credit card debt completely
Pay off student loans completely
Make a plan for retirement
MULTICODING POSSIBLE. IF NEITHER SELECTED FOR ALL, TERMINATE.

RA
Which of the following financial matters are you currently most concerned about? Select
all that apply. [MULTIPLE SELECT]
Paying for yourself or a child to go to college.
1
Having enough money to retire comfortably 2
Having enough money to pay your bills
3
Getting out of debt 4
Having enough money to buy a home
5
None of the above
98

NEW SCREEN
Before seeing the ad, we'd like to ask you a few questions about advertising in general.
W1
CORE
Which of these statements do you agree with about online ads?
Please select all that apply.
There are too many advertisements online
Sometimes the advertisements are better than the web sites
I’ve seen some really clever online advertisements recently
Advertisements are much better than they used to be
Advertisements are often misleading
I wish online advertisements were more direct and to the point
There are some online advertisements that I remember for a long time
None of these
RANDOMIZE

W1a
CORE
When you are online, which one of these statements best applies to you?
I look at most of the ads
I look at a few of the ads
I hardly look at any of the ads
I never look at any of the ads

W2
CORE
How much do you enjoy the ads online?
Please select one response.
Very much
Somewhat
Don’t mind
Don’t enjoy much
Don’t enjoy at all
ONE CODE ONLY
W3
CORE
Do advertisers do a good job of telling you what brand their ad is for?
Always
Most of the time
Sometimes
Occasionally
Never
ONE CODE ONLY
W4
CORE
How easy is it to understand what is going on in most online ads?
Very easy
Somewhat easy
Somewhat hard
Very hard
ONE CODE ONLY

AD DIAGNOSTICS
We would now like you to view the ad.
AD SHOULD BE DISPLAYED AS IT WOULD BE ON A WEBSITE.
When you are ready to view the ad, click on the continue button below
CONTINUE
We would now like you to view this ad one more time.
CONTINUE
The following questions are about the ad you have just seen. Please think about how it will look
when it is on a website. SHOW ON THE SAME SCREEN AS Q6

Q6
CORE
How much would you enjoy seeing this ad on a website?
Very much
Somewhat
Wouldn’t mind
Not much
Not at all
ONE CODE ONLY

Q7
CORE
Click on the one word which applies most to the ad.
Nice
Interesting
Boring
Irritating
RANDOMIZE. ONE CODE ONLY

Q8
CORE
Which one of these applies most to the ad?

Soothing
Unique
Dull
Unpleasant
RANDOMIZE. ONE CODE ONLY

Q9
CORE
And which of these?
Mellow
Involving
Weak
Disturbing
RANDOMIZE. ONE CODE ONLY
STANDARD BRANDING QUESTION
Q10a. Please type in the full name of the organization being advertised.
OPEN END RESPONSE
ERROR MESSAGE IF NOTHING ENTERED:
Can you remember anything? If not, please type “nothing” and then select ‘continue’.

Q10b. What kind of organization do you think it was?
A government agency
A not-for-profit
A for-profit company
Don’t know
ONE CODE ONLY

Q10c. To the best of your recollection, what was the name of the organization that was featured
in the three ads you just looked at?
Consumer Financial Protection Bureau (CFPB)
Federal Trade Commission (FTC)
Better Business Bureau

Federal Reserve Bank
Consumer Federation of America
Consumer Reports
National Association of Realtors
Some other organization
Don’t know
ONE CODE ONLY

Q10d. What was the main message of the ad you just viewed?
OPEN END RESPONSE
ERROR MESSAGE IF NOTHING ENTERED:
Can you remember anything? If not, please type “nothing” and then select ‘continue’.

Q11a
CORE
Thinking about the ad you’ve just seen for the Consumer Financial Protection Bureau. Which
one of the phrases below applies to this ad?
You couldn't help but remember it was for the Consumer Financial Protection Bureau
It is pretty good at making you remember it is for the Consumer Financial Protection Bureau
It is just okay at making you remember it is for the Consumer Financial Protection Bureau
It could have been for any financial services organization
It could have been for almost anything
ONE CODE ONLY
Q11e
CORE
If you were to see this ad on a website, do you think you would stop and look at it or ignore the
ad without looking?
Stop and look
Ignore or close ad without looking
Q12
CORE
If the logo and product were taken out of this ad, how easily could you tell it was for the
Consumer Financial Protection Bureau?
Very easily

Somewhat easily
Not very easily
Not at all easily
ONE CODE ONLY

Q13
CORE
How different is this ad from other ads that you have seen?
It’s very different from any other ads
It’s somewhat different from any other ads
It’s not very different from other ads
It’s not at all different from other ads
ONE CODE ONLY
SERVICES PURCHASE VARIANT
F13
CORE
Click on the phrase which applies to your use of the tools and resources provided by the
Consumer Financial Protection Bureau (CFPB).
I use services provided by the CFPB often
I use CFPB services regularly

SKIP to F14a

I use CFPB services from time to time
I have tried using the CFPB services

SKIP to F14b

Heard of the CFPB but never used their services
Never heard of the CFPB before today

SKIP to F14c

ONE CODE ONLY
F14a
CORE
How will the ad affect your use of the Consumer Financial Protection Bureau’s (CFPB) services?
Strongly encourages me to continue using CFPB services over other financial tools and
resources
Encourages me to continue using CFPB services over other financial tools and resources
Makes no difference
Makes me less likely to continue using CFPB services

ONE CODE ONLY

ASK IF PUNCHES 3 or 4 SELECTED AT Q13
F14b
CORE
How will the ad affect your use of the Consumer Financial Protection Bureau’s (CFPB) tools and
resources?
Makes me much more likely to consider CFPB services over other financial tools and
resources
Makes me a little more likely to consider CFPB services over other financial tools and
resources
Makes no difference
Makes me less likely to continue using CFPB services
ONE CODE ONLY

F14c
CORE
How will the ad affect your consideration of the Consumer Financial Protection Bureau’s
(CFPB) tools and resources?
Makes me much more likely to try using CFPB services in the near future
Makes me a little more likely to try using CFPB services in the near future
Makes no difference
Makes me less likely to try using CFPB services in the near future
ONE CODE ONLY
ASK ALL

CALL TO ACTION
OP19
CORE for digital
Having seen the ad, how likely would you be to …. ?

1
2

Optional statements
Speak to friends and family about the Consumer Financial Protection Bureau
Call the organization

3
4
6
9
10
11
12

Visit the website
Find out more about the Consumer Financial Protection Bureau
Conduct a search for the Consumer Financial Protection Bureau on a search engine like Google
Click on the ad
Interact with the ad
Turn to the CFPB for financial information, resources, or advice
Recommend CFPB as a resource to friends and family

Definitely will
Probably will
Might or might not
Probably will not
Definitely will not
ONE STATEMENT PER SCREEN. RANDOMIZE. ONE CODE ONLY PER STATEMENT.

Q20
CORE
How did the ad make you feel about the Consumer Financial Protection Bureau? The ad made
the CFPB seem . . .
Much more appealing
A little more appealing
It didn't change my feelings about the Consumer Financial Protection Bureau
A little less appealing
Much less appealing
ONE CODE ONLY

Q32
CORE
How easy was it to understand what was going on in the ad?
Very easy
Somewhat easy
Somewhat hard
Very hard
ONE CODE ONLY
Q33

CORE
If you were seeking financial information or tools, how relevant would the details made in the ad
be to you?
Very relevant
Somewhat relevant
Not very relevant
Not at all relevant
ONE CODE ONLY

Q34
CORE
How strongly do you agree or disagree that what the ad says or shows about the Consumer
Financial Protection Bureau is believable?
Agree strongly
Agree slightly
Neither agree nor disagree
Disagree slightly
Disagree strongly
ONE CODE ONLY
Q35
CORE
How much new information does the ad give you about the Consumer Financial Protection
Bureau?
A lot of new information
Some new information
No new information
No information at all
ONE CODE ONLY
Q36
CORE
How strongly do you agree or disagree that the ad makes you think the Consumer Financial
Protection Bureau is really different from other government agencies that provide financial
information or tools?
Agree strongly
Agree slightly
Neither agree nor disagree

Disagree slightly
Disagree strongly
ONE CODE ONLY

Q37
CORE
Which one of these impressions did the ad give you most strongly about the Consumer
Financial Protection Bureau?
The Consumer Financial Protection Bureau....
A
Helps people understand the bottom line cost of college
B
Offers free financial tools and information
C
Helps people make smarter financial decisions
D
Helps people understand the bottom line cost of college
E
Provides guidance for home buyers
SINGLE SELECT ONLY

Q38
CORE
Which other impressions did the ad give you about the organization?
SHOW STATEMENTS IN SAME ORDER AS Q37, EXCLUDING STATEMENT CODED AT
Q37
None of these
MULTICODING POSSIBLE
Q CustomA
After watching the ad, would you agree that the Consumer Financial Protection Bureau (CFPB)
offers tools that are…?
Please answer for each phrase
Of High Quality
Unbiased
Free
Agree strongly
Agree slightly

Neither agree nor disagree
Disagree slightly
Disagree strongly
SEVERAL STATEMENTS PER SCREEN IN TABLE WIITH SCALE ACROSS TOP
RANDOMIZE STATEMENTS.
ONE CODE ONLY PER STATEMENT
RANDOMIZE STATEMENTS. ONE CODE ONLY.
Q CustomB
How strongly do you agree or disagree that, in this ad, The CFPB seems…
Please answer for each phrase
Effective
Helpful
Powerful
Friendly
Approachable
Important
Authoritative
Trustworthy
Agree strongly
Agree slightly
Neither agree nor disagree
Disagree slightly
Disagree strongly
SEVERAL STATEMENTS PER SCREEN IN TABLE WIITH SCALE ACROSS TOP
RANDOMIZE STATEMENTS.
ONE CODE ONLY PER STATEMENT
RANDOMIZE STATEMENTS. ONE CODE ONLY.

Q39
Now we’d like you to think about how looking at the ad made you feel. Please drag each word
onto the scale below to show how strongly you felt each emotion at any point while looking at
the ad.
You can place more than one word in a box and can leave boxes empty.
Attracted
Excited
Confident
Contented

Affectionate
Surprised
Proud
Inspired

RANDOMIZE. SHOW ALL EMOTIONS WORDS IN FOUR COLUMNS ABOVE SCALE.
SCALE MADE UP OF 11 (0-10) DRAG AND DROP BOXES, WHICH ARE COLORED TO
BUILD THE SLIDER SCALE TOGETHER. COLOR FROM TRANSPARENT (LEFT) TO
BLACK (RIGHT) TO INDICATE INTENSITY.
WHEN THE RESPONDENT DROPS A WORD, IT SHRINKS AND MOVES TO SIT IN THE
APPROPRIATE BOX ABOVE THE SCALE.
SHOW ‘Did not feel at all’ BELOW ‘0’ BOX ON LEFT HAND SIDE OF SLIDERS. SHOW
‘Felt extremely strongly’ BELOW THE ‘10’ BOX ON RIGHT SIDE OF SLIDERS.
HOVER MESSAGE FOR >> BUTTON –‘Please drag and drop all words into one of the boxes
before proceeding’

Q40
And, which of these emotions did you feel?
Again, drag each word onto the scale below to show how strongly you felt it while looking at the
ad.
Repelled
Inadequate
Sad
Annoyed
Hatred
Disappointed
Guilty
Unimpressed

SHOW IN SAME FORMAT AS Q39
AFFINITY (LOVE/HATE SLIDER)
OP41

Having seen the ad, how do you feel about the Consumer Financial Protection Bureau?
Please click and slide to tell us how you feel about it.
SHOW RESPONSE ON A 1-100 POINT SLIDER SCALE. SHOW BLACK ‘X’ IMAGE ON
LEFT WITH ‘I hate it’ ABOVE IMAGE AND NUMBERS. SHOW RED HEART RIGHT
WITH ‘I love it’ ABOVE THE IMAGE AND NUMBERS.
SLIDER SHOULD START AT MIDPOINT OF THE SCALE. SHOW BRAND LOGO
AS SLIDER BAR.
I love it – RIGHT HAND SIDE
I hate it – LEFT HAND SIDE
HOVER MESSAGE FOR >> BUTTON –‘Please click on and slide the brand before
proceeding’
Custom – 1
How likely are you to seek additional information about the resources and tools that the
Consumer Financial Protection Bureau provides?
Definitely would seek information
Probably would seek information
Might or might not seek information
Probably would not seek information
Definitely would not seek information
ASK ALL

Q40a
CORE
Which of the following types of websites do you think would be an appropriate place for this ad
to appear?
Please select all that apply.
Blogs
Dining/Entertainment (such as Zagat, OpenTable, UrbanSpoon etc.)
Educational
Financial services
Food/Cooking
Health/Fitness
Home improvement
Magazine sites
Media (Radio/Television/Websites)
Music downloads
Music only

News/Newspaper sites
Real estate
Shopping (Auction)
Shopping (Retail)
Social networking sites (such as MySpace)
Search engines (such as Google, Yahoo, MSN)
Small Business
Special interests/Hobbies
Technology
Travel information
Travel reservations (such as Expedia, Priceline, Kayak)
Video sharing sites (such as YouTube)
None of the above
Q40a-1
How frequently, if at all, do you visit the type of website(s) listed below?
Frequently

Occasionally

SHOW
WEBSITES
SELECTED IN
Q40a

Q58
CORE
Is this an ad that you would tell other people about?
Yes
Maybe
No
ONE CODE ONLY

Rarely

Never

CLASSIFICATION QUESTIONS
(Many of these can also be used up front as screeners to define the target.
Note: some questions are optional)
NEW SCREEN
These next questions are just to ensure we are gathering the views of a cross-section of the
population.
NEW SCREEN
EXACT AGE
CORE
Although you may have already told us, what is your exact age?
OPEN
INC Although you may have already told us, which classification best describes your total pre-tax 2014
(qinc) household income in US dollars?
Please combine all incomes in your household.
Under $35,000
$35,000 to under $50,000
$50,000 to under $75,000
$75,000 to under $100,000
$100,000 to under $125,000
$125,000 to under $150,000
$150,000 to under $200,000
$200,000 to under $250,000
$250,000 or more
Do not wish to answer

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ETHNIC
CORE
Do you consider yourself Spanish/Hispanic/Latino/a?
Yes, Spanish/Hispanic/Latino/a
No, not Spanish/Hispanic/Latino/a
Which of the following best describes your race? (Check all that apply)
White or Caucasian
Black or African-American
Native Hawaiian/Pacific Islander

Asian
Native American or Alaska Native
Other (Please specify)
Prefer not to say
MULTICODING POSSIBLE. ANCHOR BOTTOM TWO OPTIONS.
DL3
CORE
Roughly how much time do you spend on the internet on a typical day?
Please select one response.
Less than one hour
1 to less than 2 hours
2 to less than 3 hours
3 to 4 hours
More than 4 hours
RS1
CORE
Thank you very much for taking part in this survey. Because your feedback is highly valued,
we’d like to know how much you enjoyed the survey you just completed. Was it….?
Very enjoyable
Somewhat enjoyable
Not very enjoyable
Not at all enjoyable
ONE CODE ONLY
RS2
CORE
Having completed this survey do you feel more or less inclined to do another in the future?
Much more
A little more
No difference
A little less
Much less
ONE CODE ONLY
ADSPB
CORE
Did you have any problems with the ad playback at the beginning of the survey?
Yes
No

Please click on ‘CONTINUE’ to go back to your panel’s homepage and receive your reward for
completing this survey.

Paperwork Reduction Act
According to the Paperwork Reduction Act of 1995, an agency may not conduct or sponsor, and a
person is not required to respond to a collection of information unless it displays a valid OMB
control number. The OMB control number for this collection is 3170-0024. It expires on
12/31/2015. The time required to complete this information collection is estimated to average
approximately 20 minutes per response. Responding to this collection of information is voluntary.
Comments regarding this collection of information, including the estimated response time,
suggestions for improving the usefulness of the information, or suggestions for reducing the
burden to respond to this collection should be submitted to Bureau at the Consumer Financial
Protection Bureau (Attention: PRA Office), 1700 G Street NW, Washington, DC 20552, or by
email to [email protected].

Privacy Notice
The information you provide through your participation in the Consumer Media Benchmarking Survey
will assist the Consumer Financial Protection Bureau (“CFPB”) in developing the most effective
consumer communications. The CFPB will not obtain or access any information that directly identifies
participants, and any answers or comments you provide will not be tied to you individually. The agency
will only obtain and access de-identified results and aggregated analyses of those results. Your
participation is voluntary. This collection of information is authorized by Pub. L. No. 111-203, Title X,
Section 1013, codified at 12 U.S.C. § 5493.