# HarborMug audience survey — field-ready draft

English is used because no alternative customer-facing language was supplied. Cognitive pretesting is required before launch. No fieldwork has occurred.

**Invitation**

Subject: Share how you use drinkware

HarborMug is researching how people choose and use drinkware. We invite you to complete a voluntary survey about your habits and preferences. You may skip questions or stop at any time. This is research, and no purchase is required. Please use the survey link provided with your invitation.

**Survey introduction**

We would like to understand your drinkware needs. There are no right or wrong answers. Please answer based on your own experience. Do you agree to take part? Yes / No [end if No].

1. Do you currently live in the United States? Yes / No / Prefer not to say. [End if not Yes.]
2. Thinking about your main use for a reusable mug over the next 12 months, which one best describes it? Carrying drinks while commuting or travelling locally / Drinking mainly at a desk or fixed workspace / Another use [optional text] / I do not expect to use a reusable mug / Not sure. [One choice. First two define exclusive commuter and desk groups. Others end the main survey with thanks; record as ineligible or unclassified, not completed quota cases.]
3. In the past 12 months, how many reusable mugs have you bought for yourself? 0 / 1 / 2 / 3 or more / Don't remember / Prefer not to say.
4. In a typical week, on how many days do you use a reusable mug? 0 / 1–2 / 3–4 / 5–7 / It varies too much to say.
5. What do you usually use for the main occasion you selected? Reusable mug / Another reusable cup or bottle / Disposable cup / Other [optional text] / Nothing currently / Prefer not to say. [One choice.]
6. What, if anything, is difficult about your current drinkware for that occasion? [Optional open text; ask before showing attributes.]
7. Which THREE factors matter most when choosing a reusable mug? Price / Capacity / Ease of cleaning / Resistance to spills / Keeping drinks at a preferred temperature / Size and portability / Appearance / Other [optional text] / None of these / Not sure. [Randomize substantive options; anchor last three. None and Not sure are exclusive.]
8. How likely are you to buy a reusable mug for yourself in the next 12 months? Very unlikely / Somewhat unlikely / Neither likely nor unlikely / Somewhat likely / Very likely / Not sure. [Keep ordinal order.]

**Show this concept only after Questions 1–8:**

HarborMug offers a 500ml insulated stainless steel mug. The item price is $24. For a single-mug order, shipping is $5, making the total $29 before any applicable tax. It requires hand washing and is not microwave safe. Delivery is available within the US; dispatch takes two business days, followed by delivery in three to five business days.

9. Based on that description, how likely would you be to buy one for yourself in the next 12 months? Very unlikely / Somewhat unlikely / Neither likely nor unlikely / Somewhat likely / Very likely / Not sure.
10. If you needed drinkware for your main occasion, which would you be most likely to choose? This HarborMug mug at the stated price and shipping / A different reusable mug / Another type of reusable cup or bottle / A disposable cup / Continue using what I already own / Nothing / Not sure. [Randomize substantive options; keep Nothing and Not sure last.]
11. What is the main reason for your answer? [Optional open text.]
12. Is there anything else you would like us to know about your drinkware needs? [Optional open text.]

Thank you for sharing your views.

## Implementation and analysis rules

Use a unique invitation token to prevent duplicates; do not request names, contact details or sensitive demographics in answers. Explain the actual data handling and withdrawal process before launch once the operating process is approved; do not promise anonymity for token-linked responses. Do not collect payments or orders.

Pretest with a proposed 6–8 consenting participants across both groups, separately from the main sample. Probe understanding of “main use,” the 12-month period, one-mug price plus shipping, and response options. Check mobile rendering, all end routes and randomization. Revise and freeze the questionnaire before fielding. This pretest has not been performed.

Code eligibility, refusals, partials, duplicate submissions, invalid answers and completed interviews separately. A completed quota case must pass consent, residency and group eligibility and answer Q8–10; optional text remains optional. Show missing and Not sure responses in tables rather than treating them as positive intent. Report Q9 somewhat/very likely separately and combined, with denominators stated. Q9 is stated intent, not a measured adoption rate. Q10 diagnoses substitution; Q3 tests the one-purchase assumption. Do not claim price optimization from one offered price.

If Q2 disagrees with the frame classification, update the research stratum, record the mismatch, and revise invitations and weighting before analysis. Do not force respondents into their previous label. The planned counts assume the frame classifications are correct.