{
  "title": "Website first impression survey",
  "questions": [
    "What do you think this website offers?",
    "Who do you think it is for?",
    "What would you click to learn more?",
    "Which phrase best explains the main outcome to you?",
    "What information is missing before you would trust the offer?"
  ],
  "question_notes": [
    "Check whether visitors can describe the site's actual offer in their own words. Revise the main explanation when visual attention does not translate into understanding.",
    "Compare the audience visitors infer with the people the offer actually serves. Clarify the intended use without assuming that all visitors should identify themselves as suitable.",
    "Find the route visitors expect to contain more explanation and compare it with the actual destination. Improve navigation labels instead of interpreting a click choice as conversion.",
    "Identify wording visitors connect with the intended outcome so useful language can be retained. Check the interpretation rather than select a phrase solely because it sounds appealing.",
    "Locate missing evidence or context needed to assess the offer credibly. Supply verified information rather than fabricate customer endorsement or assume reassurance guarantees trust."
  ],
  "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 website offers.",
      "optional": true
    },
    {
      "question": 2,
      "format": "Short open text",
      "reason": "Let people explain the experience in their own words. Review this answer for: who do you think it is for.",
      "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 click to learn more.",
      "optional": true
    },
    {
      "question": 4,
      "format": "Short open text",
      "reason": "Let people explain the experience in their own words. Review this answer for: which phrase best explains the main outcome to you.",
      "optional": true
    },
    {
      "question": 5,
      "format": "Short open text",
      "reason": "Let people explain the experience in their own words. Review this answer for: what information is missing before you would trust the offer.",
      "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.",
  "field_protocol": null,
  "editorial_sections": [],
  "note": "Examples to adapt. Not a validated instrument; manual editorial data, not a product import payload."
}