Cultural Edge
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Live Interview | Teresa

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Interview progress

Welcome

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

Ad Test April

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

Objective

Assess reactions to three revised rough Scratchers ad concepts and determine which concept best communicates that Scratchers provide a fun break or moment of play in the day, while also evaluating clarity, relevance, em…

Category

Advertising concept testing for California Lottery Scratchers, using rough animatic-style concepts intended to become finished live-action commercials for a late spring campaign.

Teresa

Selected respondent for this interview

Age

55-65

Occupation

Stay at home parent

Location

Westminster, CA

Group

3

Last initial

R

Family

Cohabiting

Assigned viewing order: Concept R -> Concept D
Group: 3 | Segment: Non-Past Year | Acculturation: Bicultural | Scratcher frequency: Have not purchased in the past year | Price points: n/a | Ethnicity: Latino/Hispanic

guide2 - scratchers ad test (follow up).pdf

Official hidden guide for this interview

Guide-led qualitative interview brief.

Interview outline

Intro: explain purpose, neutrality, privacy, recording, and expectations
Warm-up: brief respondent intro plus lottery and Scratchers usage/attitudes
Concept setup: explain rough ad format and how to evaluate unfinished concepts
Concept A: silent reaction task, rating, and full discussion
Concept B: silent reaction task, rating, and full discussion
Concept C: silent reaction task, rating, and full discussion
Final choice: select best and second-best concept and explain why
Wrap-up: final message to California Lottery and any back-room follow-ups

Stimulus status

Concept R

CA_Lotto_Reflection.mp4

Completed views: 0

Concept D

CA_Lotto_Ahorita.mp4

Completed views: 0

Generated prompt bank

Maintain moderator objectivity; clarify you do not work for the sponsoring companies and are not selling or recruiting.
Invite candid feedback, including positives and negatives; no right or wrong answers.
Push beyond surface-level reactions.
In group settings, hear from everyone.
Explain privacy, observers, and recording as note-taking support.
The source is written as a group guide. For a 1:1 interview, replace group mechanics like show of hands, chat box, and encouraging disagreement with individual ratings and direct follow-up on the respondent's own reasoning.
Where the guide says to let those who have not seen earlier versions comment first, in IDIs simply ask whether the respondent saw an earlier version and, if yes, hold revision-comparison questions until after fresh reactions are captured.

Next focus

Process
Introduction

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Live OpenAI mode
gpt-5.4

AI moderator

process
3:48 PM

Thanks for joining today—I’m an independent moderator, this session may be recorded for the research team, and I’m just here to hear your honest opinions since there are no right or wrong answers; before we get started, do you have any questions?

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