{
  "title": "Marketing message testing survey",
  "questions": [
    "What do you think this offer helps someone do?",
    "Which phrase is unclear?",
    "What would you need to know before taking a next step?",
    "Which audience do you think this message addresses?",
    "What claim would you want explained with an example?"
  ],
  "question_notes": [
    "Check whether readers can describe the task or outcome the offer intends to support. Revise the central explanation before optimizing whether the wording sounds attractive.",
    "Locate a phrase whose meaning readers cannot resolve. Clarify that phrase with accurate task language rather than assume a favorable overall impression establishes comprehension.",
    "Identify missing information that prevents an informed next step, such as scope or prerequisites. Supply the relevant detail without treating a requested explanation as buying intent.",
    "Compare the audience readers infer with the audience the offer actually serves. Clarify fit before assuming that a broadly appealing message reaches suitable prospects.",
    "Find a claim readers cannot connect to a concrete case. Provide verified supporting explanation or narrow the claim rather than invent an example of product performance."
  ],
  "answer_guidance": [
    {
      "question": 1,
      "format": "Short open text",
      "reason": "Let people explain the experience in their own words. Review this answer for: what do you think this offer helps someone do.",
      "optional": true
    },
    {
      "question": 2,
      "format": "Short open text",
      "reason": "Let people explain the experience in their own words. Review this answer for: which phrase is unclear.",
      "optional": true
    },
    {
      "question": 3,
      "format": "Short open text",
      "reason": "Let people explain the experience in their own words. Review this answer for: what would you need to know before taking a next step.",
      "optional": true
    },
    {
      "question": 4,
      "format": "Short open text",
      "reason": "Let people explain the experience in their own words. Review this answer for: which audience do you think this message addresses.",
      "optional": true
    },
    {
      "question": 5,
      "format": "Short open text",
      "reason": "Let people explain the experience in their own words. Review this answer for: what claim would you want explained with an example.",
      "optional": true
    }
  ],
  "respondent_instruction": "If nothing was unclear or difficult, say so. Skip questions about steps you did not experience; use not applicable where appropriate.",
  "note": "Examples to adapt. Not a validated instrument."
}