CPSC Creative Testing Focus Groups

Focus Group Stimuli
Creative Stimuli
These creative stimuli are used in Sections IV and V of the focus group discussion. Please review the stimuli in
conjunction with the guide.
Note, the order of the stimuli will be rotated between focus group 1 and focus group 2, to eliminate any sorting bias.
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The stimuli labels will NOT be shown to the respondents. Only the creative assets will be displayed. However,
we are labeling the creative here for review with the links.

Section IV, question 1 of guide
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Pool Safely (D)
Anchor It (C)
Baby (D)
Carbon Monoxide (C)
ATV (C)

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D = Direct
C = Unconventional

Legend:

Focus Group Stimuli
Pool Safely (D)
https://twitter.com/poolsafely/status/1379441268745498626?ref_src=twsrc%5Etfw

Focus Group Stimuli
Anchor It (C)
https://twitter.com/USCPSC/status/1287726210760486914

Focus Group Stimuli
Baby (D)
https://twitter.com/USCPSC/status/1170448913087832064

Focus Group Stimuli
Carbon Monoxide (C)
https://twitter.com/USCPSC/status/1494808313715961859

Focus Group Stimuli
ATV (C)
https://twitter.com/uscpsc/status/1405898910162460683?lang=ar

Focus Group Stimuli
Section IV, question 2 of guide
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Pool Safely (C)
Anchor It (D)
Baby (C)
Carbon Monoxide (D)
Holiday (C)

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D = Direct
C = Unconventional

Legend:

Pool Safely (C)
https://twitter.com/USCPSC/status/1301682925243641858

Focus Group Stimuli
Anchor It (D)
https://twitter.com/USCPSC/status/1420396268006805505

Focus Group Stimuli
Baby (C)
https://twitter.com/USCPSC/status/1494124044572049417

Focus Group Stimuli
Carbon Monoxide (D)
https://twitter.com/USCPSC/status/1488977405096169479

Focus Group Stimuli
Holiday (C)
https://twitter.com/uscpsc/status/1459673198732189697

Focus Group Stimuli
Section IV, question 3 of guide
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Pool Safely
Anchor It
Baby
Carbon Monoxide

Slide - Both C and D: Pool Safely
C: https://twitter.com/USCPSC/status/1301682925243641858
D: https://twitter.com/poolsafely/status/1379441268745498626?ref_src=twsrc%5Etfw

Focus Group Stimuli
Slide - Both C and D: Anchor
C:https://twitter.com/USCPSC/status/1287726210760486914
D: https://twitter.com/USCPSC/status/1420396268006805505

Focus Group Stimuli
Slide - Both C and D: Baby
C:https://twitter.com/USCPSC/status/1494124044572049417
D: https://twitter.com/USCPSC/status/1170448913087832064

Focus Group Stimuli
Slide - Both C and D: Carbon Monoxide
C: https://twitter.com/USCPSC/status/1494808313715961859
D: https://twitter.com/USCPSC/status/1488977405096169479

Focus Group Stimuli
Section IV, question 4 of guide
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ATV
Holiday
Wife Jokes

All 3 ads together, no label - ATV, Holiday, Wife jokes
(C) ATV: https://twitter.com/uscpsc/status/1405898910162460683?lang=ar
(C) Holiday: https://twitter.com/uscpsc/status/1459673198732189697
(D) Wife jokes: https://twitter.com/USCPSC/status/1373354526862934022

Focus Group Stimuli
Section V, questions 1-3 of guide
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Anchor it (A)
Holiday (H)
Fuel (F)

(A) - The new Anchor Ad
Anchor It! - Holiday - Instagram
https://www.instagram.com/p/CWeBoNHAX4Z/#advertiser

Focus Group Stimuli
(H) - The new Holiday Ad
Holiday Safety - Facebook - English
https://business.facebook.com/USCPSC/posts/266638912173896

Focus Group Stimuli
(F) - The Fuel Ad
https://www.instagram.com/p/CXb-3VeATEY/#advertiser