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Lottery Study - Cloud Test Copy

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Welcome

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Welcome
Warmup
Stimulus 1
Stimulus 2
Comparison
Wrap
Welcome
Guide-led
2 stimuli

Lottery Study - Cloud Test Copy

Explain the process, answer any quick questions, and set up the conversation.

Objective

Evaluate revised Scratchers advertising concepts to identify which idea best communicates Scratchers as a quick, fun break in the day and is most likely to resonate, persuade, and merit production.

Category

California Lottery Scratchers

Angel

Selected respondent for this interview

Age

50-54

Occupation

Full time

Location

Lodi, CA

Group

3

Last initial

A

Family

Single

Assigned viewing order: Concept R -> Concept D
Group: 3 | Segment: Casual Player | Acculturation: Spanish-dominant | Scratcher frequency: 2 to 3 times per month | Price points: $1, $2, $3 | Ethnicity: Latino/Hispanic

guide2 - scratchers ad test (follow up).pdf

Official hidden guide for this interview

Guide-led qualitative interview focused on California Lottery Scratchers. The conversation should warm respondents up on their current relationship with the category before showing any ads. Each stimulus should be evaluated for message takeout, emotional resp…

Interview outline

Brief intro and ground rules; emphasize moderator neutrality and open feedback.
Warm-up on participant background, lottery/Scratchers usage, motivations, and feelings about Scratchers.
Monadic review of each rough ad concept with silent emoji/message capture and 1-5 feeling rating before discussion.
Deep dive on each concept: first impressions, message, storyline, likes/dislikes, relatability, tone, target, brand impact, memorability, persuasion, tagline fit, and any concept-specific probes.
If relevant,
Final comparison and concept choice ranking (first and second choice).
Close with final advice to California Lottery and any back-room follow-ups.
Open with the process notes, then warm the respondent up with a few personal context questions.

Stimulus status

Concept R

CA_Lotto_Reflection.mp4

Completed views: 0

Concept D

CA_Lotto_Ahorita.mp4

Completed views: 0

Generated prompt bank

Keep this as an evaluation of rough ideas, not production quality; remind participants to imagine finished live-action ads.
Collect independent reactions before group discussion; avoid contamination, especially for message takeaway and emotional response.
Where some participants saw prior versions, prioritize reactions from new viewers first, then invite revision commentary from repeat participants.
Listen specifically for whether concepts convey fun, entertainment, quick break, and positivity even without winning.

Next focus

Process
Introduction

Admin View

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Live OpenAI mode
gpt-5.4

AI moderator

process
5:47 AM

Before we get started, this is being recorded for the research team, and I’m looking for your honest reactions—there are no right or wrong answers; do you have any questions before we begin?

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