Brand Lift Study for Soliciting Feedback Supporting Statment

Request for Approval under the “Generic Clearance for Improving
Customer Experience: OMB Circular A-11, Section 280
Implementation”
(OMB Control Number: 1225-0093)
TITLE OF INFORMATION COLLECTION: Brand Lift Study for Soliciting
Feedback for the Department of Labor Employment and Benefits
Security Administration’s integrated communications campaign
PURPOSE OF COLLECTION: To conduct a follow-up survey to measure
factors influencing a positive UX experience on the EBSA
priority web pages; to identify key drivers of website
engagement; to identify information needs and preferred website
features; and to measure key metrics related to our campaign
efforts from the baseline survey (change in awareness,
perceptions, intentions, behaviors related to EBSA and the
website)
TYPE OF ACTIVITY: (Check one)
[ ] Customer Research (Interview, Focus Groups)
[X] Customer Feedback Survey
[ ] User Testing
ACTIVITY DETAILS
1. How will you collect the information? (Check all that apply)
[ X ] Web-based or other forms of Social Media
[
] Telephone
[
] In-person
[ ] Mail
[
] Other, Explain
2. Who will you collect the information from?
The target audience is the multicultural workforce with
employment-based health benefit plans or their beneficiaries,
and we will randomly select individuals into two groups:
Exposed Group: Those who have seen an EBSA campaign ad online,
including social media, about the Mental Health Parity and
Addiction Equity Act (MHPAEA)
Non-Exposed Group: Those who have not seen an EBSA campaign ad
online, including social media, about MHPAEA

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3. How will you ask a respondent to provide this information?
The format of collection is a digital survey with questions
that assess respondents’ awareness and familiarity of EBSA and
its website, perceptions of EBSA, intentions to visit the
website, and website language preferences.
4. What will the activity look like?
Respondents are sourced from CMRignite’s partner vendor, called
DISQO. The respondents are part of a panel of respondents who
have already consented to participate in surveys. If randomly
selected to participate, they will receive a prompt to click on
a survey link to obtain consent and complete the digital survey.
Respondents have already opted in activities to complete surveys
as part of a panel maintained by our partner.
Please provide your question list.
Please make sure that all instruments, instructions, and scripts
are submitted with the request.
See attached
Consent Form
Survey Questions
5. When will the activity happen?
Respondents will receive an alert from CMRignite’s partner
vendor, DISQO, to click on a survey link to complete the digital
survey.
6. Is an incentive (e.g., money or reimbursement of expenses,
token of appreciation) provided to participants?
[ X ] Yes [ ] No
CMRignite’s partner vendor, DISQO, awards points to respondents
who successfully complete the survey, as part of a larger
program in place where panelists provide consent to participate
and earn points for participating in surveys of this type. The
points equate to an actual accrual of funds for which
participants can choose to receive a gift card. For completing
this survey, it is estimated they will receive points estimated
to be a cash value of approximately $3.00. The value of the
points varies based on the length of survey, sample size needed,

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and estimated incidence rate (number of people who will qualify
for the survey).
BURDEN HOURS
Category of Respondent

Multicultural workforce with
employment-based health benefit
plans or their beneficiaries

No. of
Respondents
400

Participation
Time
15 minutes

Burden
Hours
100
hours

400

15 minutes

100
hours

800

30 minutes

200
hours

Exposed Group: Those who have
seen an EBSA campaign ad online,
including social media, about the
Mental Health Parity and
Addiction Equity Act (MHPAEA)
Multicultural workforce with
employment-based health benefit
plans or their beneficiaries
Non-Exposed Group: Those who have
not seen an EBSA campaign ad
online, including social media,
about MHPAEA
Totals

CERTIFICATION:
I certify the following to be true:
1. The collections are voluntary;
2. The collections are low-burden for respondents (based on
considerations of total burden hours or burden-hours per
respondent) and are low-cost for both the respondents and the
Federal Government;
3. The collections are non-controversial and do not raise issues
of concern to other Federal agencies;
4. Any collection is targeted to the solicitation of opinions
from respondents who have experience with the program or may
have experience with the program in the near future;
5. Personally identifiable information (PII) is collected only to
the extent necessary and is not retained;
6. Information gathered is intended to be used for general
service improvement and program management purposes
7. Upon agreement between OMB and the agency aggregated data may
be released as part of A-11, Section 280 requirements only on
performance.gov. Summaries of customer research and user

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testing activities may be included in public-facing customer
journey maps.
8. Additional release of data will be coordinated with OMB.
Name: Leyla Mansur, Employee Benefits and Security
Administration
All instruments used to collect information must include:
OMB Control No. 1225-0093
Expiration Date: 02/29/2027

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