{
  "title": "Oat latte naming example — displayed response excerpt",
  "origin": "Illustrative simulated responses; not observed customer responses",
  "scope": "The five rows and selected columns displayed in the website example; not a complete 250-response dataset. Q5 attributes are omitted.",
  "source": "https://instasights.ai/example-study/#data",
  "columns": [
    "Respondent",
    "Age",
    "Gender",
    "Q1 Frequency",
    "Q2 Appeal",
    "Q3 Name",
    "Q4 Daybreak rank",
    "Q4 Oat & Co. rank",
    "Q4 First Light rank",
    "Q6 Buy at $3.99"
  ],
  "rows": [
    [
      "RESP-001",
      "55–64",
      "Male",
      "About once a week",
      "Not at all appealing",
      "First Light",
      "3",
      "2",
      "1",
      "Very unlikely"
    ],
    [
      "RESP-002",
      "18–24",
      "Male",
      "A few times a month",
      "Very appealing",
      "First Light",
      "3",
      "2",
      "1",
      "Somewhat likely"
    ],
    [
      "RESP-003",
      "55–64",
      "Male",
      "A few times a month",
      "Moderately appealing",
      "First Light",
      "1",
      "2",
      "3",
      "Neither"
    ],
    [
      "RESP-004",
      "35–44",
      "Male",
      "About once a week",
      "Not at all appealing",
      "First Light",
      "1",
      "2",
      "3",
      "Neither"
    ],
    [
      "RESP-005",
      "65+",
      "Female",
      "Rarely or never",
      "Extremely appealing",
      "Daybreak",
      "1",
      "2",
      "3",
      "Very likely"
    ]
  ],
  "question_guide": [
    {
      "id": "Q1",
      "wording": "How often do you drink ready-to-drink coffee products?",
      "type": "Single choice",
      "answer_options": [
        "Daily",
        "Several times a week",
        "About once a week",
        "A few times a month",
        "Rarely or never"
      ]
    },
    {
      "id": "Q2",
      "wording": "How appealing is a ready-to-drink oat latte?",
      "type": "Single choice",
      "answer_options": [
        "Extremely appealing",
        "Very appealing",
        "Moderately appealing",
        "Slightly appealing",
        "Not at all appealing"
      ]
    },
    {
      "id": "Q3",
      "wording": "Which name is most appealing?",
      "type": "Single choice",
      "answer_options": [
        "Daybreak",
        "Oat & Co.",
        "First Light"
      ]
    },
    {
      "id": "Q4",
      "wording": "Rank these names from most to least preferred.",
      "type": "Ranking",
      "answer_options": [
        "Daybreak",
        "Oat & Co.",
        "First Light"
      ]
    },
    {
      "id": "Q6",
      "wording": "How likely are you to buy at $3.99?",
      "type": "Single choice",
      "answer_options": [
        "Very likely",
        "Somewhat likely",
        "Neither",
        "Somewhat unlikely",
        "Very unlikely"
      ]
    }
  ],
  "quality_notes": {
    "q5": "Not included in this excerpt. In the source preview, 12 of 191 answered rows exceed the stated three-selection limit. The website attribute chart excludes those 12 responses and uses a base of 179; other questions are unchanged.",
    "preference_comparison": "The first-choice and ranking questions produce different overall name orders. Do not treat either chart as a decisive market result.",
    "details": "https://instasights.ai/example-study/#example-quality"
  }
}