CHASE MASTERING LIFE, MAY 2017 COPY TESTING QUESTIONNAIRE

Introduction:

Thank you for your participation in this study. We are seeking your opinions to help a
banking company better understand the needs of consumers like you and how to improve
communications with you. The study will be about 10 minutes. You will not be asked to
reveal anything confidential about your personal banking. We are only concerned about your
opinions. Your responses and identity will be held confidential and only used for the purpose
of this study.

Jane Dolle
Director of Account Planning
Jane@emailaddress.com

[THIS STUDY WILL HAVE THREE GROUPS OF PARTICIPANTS, EACH IN ONE CELL : 1 : SINGLE
PARENTS ; 2 : MARRIED COUPLE WITH NO CHILDREN ; 3 : MARRIED COUPLE WITH CHILDREN]

[QUOTA]

[3 CELLS OF 300 RESPONDENTS EACH]

[EACH CELL WILL BE SHOWN TWO COMMERCIALS; PARTNERS FOR LIFE PROTECT THEIR
FUTURE AND COLLEGE SAVINGS WITH FAIRY DADMOTHER. EACH RESPONDENT WILL SEE
ONLY ONE COMMERCIAL, RANDOMLY SELECTED TILL HALF RESPONDENTS OBSERVES ONE
COMMERCIAL]

Prepared by:
Caitlin Gordon and Leeann Blahtika
 CHASE MASTERING LIFE, MAY 2017 COPY TESTING QUESTIONNAIRE

SCREENING:

S1 - Age
1. [ ] Under 18
2. [ ] 18 to 24
3. [ ] 25 to 34
4. [ ] 35 to 44
5. [ ] 45 to 54
6. [ ] 55 to 65
7. [ ] 66 to 74
8. [ ] 75 and older

[IF RESPONDENT SELECTS 1, 7 OR 8, DISQUALIFY AND GO TO CLOSE. SELECT NATIONAL

REPRESENTATIVE AGE SAMPLE]

S2 - Please select the bank(s) you currently use, if any? (select all that apply)
[RANDOMIZE LIST ANCHOR 1 and 7]
1. [ ] Chase
2. [ ] Wells Fargo
3. [ ] Bank of America
4. [ ] Citi Group
5. [ ] Capital One
6. [ ] TD Bank
7. [ ] Other (please specify) ____________
8. [ ] None [DISQUALIFY AND GO TO CLOSE]

[PLEASE QUALIFY 50% OF RESPONDENTS WHO SELECTED CHASE, AND 50% OF THOSE WHO
CHOSE ANY OTHER BANKS]

S3 - Please select which financial services you are currently using, if any (select
all that apply).
[RANDOMIZE ]
1. [ ] Checking accounts
2. [ ] Savings accounts
3. [ ] Savings and CDs
4. [ ] Commercial banking
5. [ ] Auto loans
6. [ ] Mortgage
7. [ ] Investing
8. [ ] ATM
9. [ ] I am not currently using any banking service [DISQUALIFY AND GO TO CLOSE]

Prepared by:
Caitlin Gordon and Leeann Blahtika
 CHASE MASTERING LIFE, MAY 2017 COPY TESTING QUESTIONNAIRE

S4 - In your current stage of life, what are you saving for?

1. [ ] Buying a house
2. [ ] Retirement
3. [ ] Sending a child to college
4. [ ] Buying a car
5. [ ] Emergency funds
6. [ ] I am unable to save now
7. [ ] Other (please specify) .

S5 - Please select how likely you are to use each bank within one year. Select only
one box per bank. Please indicate whether you are (1) very unlikely, (2) unlikely,
(3) somewhat unlikely, (4) neutral, (5) somewhat likely, (6) likely or (7) very likely
to use the following choices:

Very Unlikely Somewhat Neutral Somewhat Likely Very

Unlikely unlikely likely Likely

1 2 3 4 5 6 7

Chase

Wells
Fargo

Bank of
America

Citi
Group

Capital
One

TD Bank

[IF RESPONDENT SELECTS (1 OR 2) BELOW SOMEWHAT UNLIKELY FOR CHASE BANK,

PLEASE DISQUALIFY AND GO TO CLOSE]

S6 - Which of the following describes you? (Select all that apply)

1. [ ] I am employed in architecture
2. [ ] I am employed in banking
3. [ ] I am employed by a marketing research firm
4. [ ] I am employed in engineering
5. [ ] I am employed in marketing
6. [ ] I am employed in advertising.
7. [ ] I am employed in education.
8. [ ] I have one or more family members employed in the banking industry.
9. [ ] None of the above.

[IF RESPONDENT SELECTS 2, 3, 5, 6, or 8, PLEASE DISQUALIFY AND GO TO CLOSE]

[PREFRENCE/PURCHASE INTENT]

Prepared by:
Caitlin Gordon and Leeann Blahtika
 CHASE MASTERING LIFE, MAY 2017 COPY TESTING QUESTIONNAIRE

1. What is most important when selecting a bank? ___________________________

2. What services are the 3 most important to you, when selecting a bank?
(Select your top three choices)

1. [ ] Online Banking
2. [ ] Cash Back Credit Cards
3. [ ] Financial Advising for Investments
4. [ ] Mobile Banking
5. [ ] No Annual Fee Credit Cards
6. [ ] Financial Advising for Retirement
7. [ ] Location
8. [ ] Low/ Minimal Fees
9. [ ] Low Interest Rate
10. [ ] Good Customer Service
11. [ ] Other (specify) _________________________________________

3. To your knowledge, which bank offers the best services?

1. [ ] Arvest Bank
2. [ ] Bank of America
3. [ ] Capital One Bank
4. [ ] Chase Bank
5. [ ] First National Bank of NWA

[ATTITUDE]

4. Please select whether you feel very negative (1), somewhat negative (2),
negative (3), neutral (4), somewhat positive (5), positive (6) or very
positive (7) with the following questions:

Somewh
Very Negativ Somewhat Positiv Very
at Neutral
Negative e Positive e Positive
Negative 4
1 3 5 6 7
2
How would you
describe your
experience with
Chase Bank?

5. Overall, how would you rank Chase Bank on a scale from 1-10 (10 being
the best)?
[1] [2] [3] [4] [5] [6] [7] [8] [9] [ 10 ]
Poor Excellent

[AWARENESS:]

Prepared by:
Caitlin Gordon and Leeann Blahtika
 CHASE MASTERING LIFE, MAY 2017 COPY TESTING QUESTIONNAIRE

6. - Which of the following subjects have you seen in a banking commercial?

1. [ ] A pig being walked on a leash
2. [ ] The life story of a biracial couple
3. [ ] A father dressing up as a fairy for his daughter
4. [ ] Single mother leaving for a date
5. [ ] A trucker traveling the countryside collecting rocks

[RANDOMIZE TO PREVENT ORDER EFFECT]

7. - Which bank do you associate with a commercial of a pig being walked on a

leash?
1. [ ] Chase
2. [ ] Wells Fargo
3. [ ] Bank of America
4. [ ] Citi Group
5. [ ] Capital One
6. [ ] TD Bank
7. [ ] None of the above
8. [ ] Other (please specify) ____________

[RANDOMIZE AND ANCHOR 7 AND 8 TO PREVENT ORDER EFFECT]

8. - Which bank do you associate with a commercial of the life story of a

biracial couple?
1. [ ] Chase
2. [ ] Wells Fargo
3. [ ] Bank of America
4. [ ] Citi Group
5. [ ] Capital One
6. [ ] TD Bank
7. [ ] None of the above
8. [ ] Other (please specify) ____________

[RANDOMIZE AND ANCHOR 7 AND 8 TO PREVENT ORDER EFFECT]

9. - Which bank do you associate with a commercial of a father dressing up as

a fairy for his daughter?
1. [ ] Chase
2. [ ] Wells Fargo
3. [ ] Bank of America
4. [ ] Citi Group
5. [ ] Capital One
6. [ ] TD Bank
7. [ ] None of the above
8. [ ] Other (please specify) ____________
[RANDOMIZE AND ANCHOR 7 AND 8 TO PREVENT ORDER EFFECT]

10. - Which bank do you associate with a commercial of a single mother

leaving for a date?
1. [ ] Chase

Prepared by:
Caitlin Gordon and Leeann Blahtika
 CHASE MASTERING LIFE, MAY 2017 COPY TESTING QUESTIONNAIRE

2. [ ] Wells Fargo
3. [ ] Bank of America
4. [ ] Citi Group
5. [ ] Capital One
6. [ ] TD Bank
7. [ ] None of the above
8. [ ] Other (please specify) ____________

[RANDOMIZE AND ANCHOR 7 AND 8 TO PREVENT ORDER EFFECT]

11. - Which bank do you associate with a commercial of a trucker traveling

the countryside collecting rocks?

1. [ ] Chase
2. [ ] Wells Fargo
3. [ ] Bank of America
4. [ ] Citi Group
5. [ ] Capital One
6. [ ] TD Bank
7. [ ] None of the above
8. [ ] Other (please specify) ___________

[RANDOMIZE AND ANCHOR 7 AND 8 TO PREVENT ORDER EFFECT]

[RECOGNITION AND RECALL]

[ASK QUESTION BELOW TO THE FIRST COMMERCIAL THAT RESPONDENT SELECT
CHASE FOR Q. 7- Q.11]

12. Briefly explain the message that you took from the commercial?
______________________________________________________________________________________

[SHOW PARTNERS FOR LIFE PROTECT THEIR FUTURE]

13. What was the main message of the commercial? ____________________

14. What was the overall tone of the commercial?

1. [ ] Sad/Depressing

Prepared by:
Caitlin Gordon and Leeann Blahtika
 CHASE MASTERING LIFE, MAY 2017 COPY TESTING QUESTIONNAIRE

2. [ ] Optimistic
3. [ ] Uplifting/happy
4. [ ] Funny/humorous
5. [ ] Other (specify) ______________________

15. What was the commercial advertising?

1. [ ] Insurance
2. [ ] Home loans
3. [ ] Credit/debit accounts
4. [ ] Mortgages
5. [ ] Investments
6. [ ] Other (specify) _________________________

16. What company was being advertised?

1. [ ] USAA
2. [ ] Chase
3. [ ] MasterCard
4. [ ] Bank of America
5. [ ] Ozark Bank
6. [ ] Visa
7. [ ] Other (specify) _________________________

17. What was the main point of the commercial? (Select one only)
1. [ ] Showing family love
2. [ ] A couple walking a pig to draw attention from others
3. [ ] A father dressed as fairy to make daughter happy
4. [ ] A mother going on a date and worried about sons feelings
5. [ ] Encouraging people to bank at Chase
6. [ ] Use Chase services to help you manage your life
7. [ ] Humor
8. [ ] Borrow or save with Chase
9. [ ] Other (specify) _________________________________

[RANDOMIZE AND ANCHOR OTHER]

[PARTNERS FOR LIFE PROTECT THEIR FUTURE COMMERCIAL]

18. The commercial shows the characters (boy and girl) at different stages
in their life. We have grouped them into 3 key stages; stage 1 - elementary-
preteens, stage 2 - teenagers-college, and stage 3 - adults. Please check
which words of the ones provided that you think best describes the feelings
you associated with each stage that you saw.

Relatable Touching Exciting

Interesting
Stage 1

Prepared by:
Caitlin Gordon and Leeann Blahtika
 CHASE MASTERING LIFE, MAY 2017 COPY TESTING QUESTIONNAIRE

Stage 2

Stage 3

19.Referring to the same commercial, choose only one word that you think
best describes the feelings you had while watching the commercial
__________________________

20. Please indicate whether you (1) strongly agree, (2) agree, (3) somewhat
agree, (4) neutral, (5) somewhat disagree, (6) disagree or (7) strongly
disagree with the following statements about the commercial:

Strongly Agree Somewh Neutral/ Somewha Disagree Strongly

Agree (1) (2) at Agree Undecided t Disagree (6) Disagree
(3) (4) (5) (7)
The music set
a positive
tone for the
commercial.
The
commercial
was relatable.
The
commercial
was boring.
The depiction
of the
characters
lives was
realistic.
The
commercial
wasnt
captivating.
The story
depicted in
the
commercial is
believable.

21. How would you describe the narrators (voice over at the end) tone of
voice? Select a number between 1 and 10, where 1 means describes
negatively and 10 means describes positively.

Prepared by:
Caitlin Gordon and Leeann Blahtika
 CHASE MASTERING LIFE, MAY 2017 COPY TESTING QUESTIONNAIRE

[Negative] [Neutral] [Positive]

Unpleasant 1 2 3 4 5 6 7 8 9 10
Pleasant

Confusing 1 2 3 4 5 6 7 8 9 10
Clear

Serious 1 2 3 4 5 6 7 8 9 10
Light Hearted

Distracting 1 2 3 4 5 6 7 8 9 10
Complimentary

[COLLEGE SAVINGS WITH FAIRY DADMOTHER COMMERCIAL]

22. Please indicate whether you (1) strongly agree, (2) agree, (3) somewhat
agree, (4) neutral/undecided, (5) somewhat disagree, (6) disagree or (7)
strongly disagree with the following statements:

Strongly Agree (2) Somewh Neutral/ Somewh Disagree Strongly

Agree (1) at Agree Undecide at (6) Disagree
(3) d (4) Disagree (7)
(5)
I found
the dad
dressing
as a fairy
appropria
te.
I found
that the
voice
over
helped
bring the
commerci
al
together.
I enjoyed
the
opening
of the
commerci
al.
I enjoyed
how the
commerci
al ended.

Prepared by:
Caitlin Gordon and Leeann Blahtika
 CHASE MASTERING LIFE, MAY 2017 COPY TESTING QUESTIONNAIRE

The
setting of
the
commerci
al kept
my
attention.
The
commerci
al made
me want
to join
chase
bank.

23. What was the main message of the commercial? ____________________

24. What was the overall tone of the commercial?

1. [ ] Sad/Depressing
2. [ ] Optimistic
3. [ ] Uplifting/happy
4. [ ] Funny/humorous
5. [ ] Other (specify) ______________________

25. What was the commercial advertising?

1. [ ] Insurance
2. [ ] Home loans
3. [ ] Credit/debit accounts
4. [ ] Mortgages
5. [ ] Investments
6. [ ] Other (specify) _________________________

26. What company was being advertised?

1. [ ] USAA
2. [ ] Chase
3. [ ] MasterCard
4. [ ] Bank of America
5. [ ] Ozark Bank
6. [ ] Visa
7. [ ] Other (specify) _________________________

27. What was the main point of the commercial? (Select one only)
1. [ ] Showing family love
2. [ ] A couple walking a pig to draw attention from others
3. [ ] A father dressed as fairy to make daughter happy
4. [ ] A mother going on a date and worried about sons feelings
5. [ ] Encouraging people to bank at Chase
6. [ ] Use Chase services to help you manage your life

Prepared by:
Caitlin Gordon and Leeann Blahtika
 CHASE MASTERING LIFE, MAY 2017 COPY TESTING QUESTIONNAIRE

7. [ ] Humor
8. [ ] Borrow or save with Chase
9. [ ] Other (specify) _________________________________

[RANDOMIZE AND ANCHOR OTHER]

28. Referring to the same commercial, choose only one word that you think
best describes the feelings you had while watching the commercial
__________________________

29. Please indicate whether you (1) strongly agree, (2) agree, (3) somewhat
agree, (4) neutral, (5) somewhat disagree, (6) disagree or (7) strongly
disagree with the following statements about the commercial:

Strongly Agree Somewh Neutral/ Somewha Disagree Strongly

Agree (1) (2) at Agree Undecided t Disagree (6) Disagree
(3) (4) (5) (7)
The music set
a positive
tone for the
commercial.
The
commercial
was relatable.
The
commercial
was boring.
The depiction
of the
characters
lives was
realistic.
The
commercial
wasnt
captivating.
The story
depicted in
the
commercial is
believable.

30.How would you describe the narrators (voice over at the end) tone of
voice? Select a number between 1 and 10, where 1 means describes
negatively and 10 means describes positively.

[Negative] [Neutral] [Positive]

Prepared by:
Caitlin Gordon and Leeann Blahtika
 CHASE MASTERING LIFE, MAY 2017 COPY TESTING QUESTIONNAIRE

Unpleasant 1 2 3 4 5 6 7 8 9 10
Pleasant

Confusing 1 2 3 4 5 6 7 8 9 10
Clear

Serious 1 2 3 4 5 6 7 8 9 10
Light Hearted

Distracting 1 2 3 4 5 6 7 8 9 10
Complimentary

The following questions are for a better understanding of the participants in the survey. This
information will be used only for the purpose of the survey.

D1. Are you of Hispanic, Latino, or Spanish origin?

1. [ ] Yes
2. [ ] No

D2. Please select your race:

1. [ ] African American or Black
2. [ ] Asian/ Pacific Islander
3. [ ] Caucasian or White
4. [ ] Native American or American Indian
5. [ ] Other (Specify) _____________________

D3. Please select your gender

1. [ ] Female
2. [ ] Male

D4. Please select your households level of income before taxes:

1. [ ] Under $20,000
2. [ ] $20,000- $29,999
3. [ ] $30,000- $39,999
4. [ ] $40,000- $49,999
5. [ ] $50,000- $59,999
6. [ ] $60,000- $69,999
7. [ ] $70,000- $79,999

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 CHASE MASTERING LIFE, MAY 2017 COPY TESTING QUESTIONNAIRE

8. [ ] $80,000- $89,999
9. [ ] $90,000- $99,999
10. [ ] $100,000 or more

D5. Please select your employment status:

1. [ ] Employed full-time
2. [ ] Employed part-time
3. [ ] Freelance worker
4. [ ] Self-employed
5. [ ] Unemployed and looking for work
6. [ ] Unemployed and not looking for work
7. [ ] Retired
8. [ ] Student
9. [ ] On disability
10. [ ] Other (Specify) _______________________

D6. What is your marital status currently?

1. [ ] Single
2. [ ] Married
3. [ ] Divorced
4. [ ] Widowed
5. [ ] In a relationship, but not legally married.

D7. How many children do you have that live at home?

1. [ ] I have no children that live at home.
2. [ ] 1
3. [ ] 2 to 3
4. [ ] 4 to 5
5. [ ] 6 or more

D8. Please select your profession:

1. [ ] Arts profession
2. [ ] Business and Financial profession
3. [ ] Education profession
4. [ ] Farming profession
5. [ ] Food Preparation and Serving Related profession
6. [ ] Healthcare profession
7. [ ] Management profession
8. [ ] Office and Administrative Support profession
9. [ ] Sales and Marketing profession
10. [ ] Transportation profession
11. [ ] Other (specify) ______________________

D9. How many people live in your household including yourself?

_____________________

Prepared by:
Caitlin Gordon and Leeann Blahtika
 CHASE MASTERING LIFE, MAY 2017 COPY TESTING QUESTIONNAIRE

D10. How often do you bank (including online, ATM withdraws and in-
store?)
1. [ ] Daily
2. [ ] Once per week
3. [ ] 2-6 times per week
4. [ ] Monthly
5. [ ] 2-6 times per month
6. [ ] Once a year

If we need to contact you to participate in a focus group to dicuss communicating to people

like you about Chase bank, would you be interested? Participants are compensated for their
two hours of time.

1. Yes [REQUEST CONTACT INFORMATION BELOW]

2. No [GO TO CLOSE]

Please provide contact information to participate in follow-up focus group.

Email:
Home address: ..
Telephone (optional) .

[CLOSE] Thank you for your participation. You were very helpful today.

Prepared by:
Caitlin Gordon and Leeann Blahtika