Questionnaire_GFK_EN_W21

Question Responses
Visit details
1 Visit date:
Yes
1R ROUTING QUESTION - Is this a visit in the UK or Poland or Russia or Austria?
No
1a Please take a photograph of the store exterior and upload.
Wednesday
Thursday
2 Day of week: Friday
Saturday
Sunday
3 Retailer name:
4 Time of entry: (24hr clock)
5 Time of exit: (24hr clock)
30-35
36-45
6 Mystery Shopper age (based on lead shopper)
46 - 60
61+
Promotional Material (A)
Did you see any Tempur marketing material displayed (either internally or Yes
A3
externally)? No
Brochures
Banners - showing Tempur collection / feels
Shopfitting
FSDU with / without Demo Reel
Tempur Feels Mattress Protectors/Foot Mats
Did you see any of the following marketing materials for TEMPUR displayed?
A3a Mattress Protectors/ Foot Mats
(Please select all that apply)
SEC (Sleep Experience Cabin)
Pillow/ Accessory displays
Product sheets
Sample cubes
Other (please specify)
0
1
2
3
4
On a scale of 0 -10, where 0 is very poor and 10 is outstanding, how would you rate
A4ai 5
the Tempur marking material in this store?
6
7
8
9
10
Was there a dedicated TEMPUR bed display area? (dedicated = grouped together Yes
A4a
or a distinct separate area) No
Was the TEMPUR mattress displayed together with a TEMPUR Bed? Please refer Yes
A4e
to your Briefing Notes for examples of TEMPUR Beds. No
Below competitors
Equivalent to competitors
Please rate the visual quality & eye catching effect of the TEMPUR marketing
A6.i Better than competitors
material in comparison to Competitor brands
Outstanding no comparison, TEMPUR marketing material was by far the
N/A No marketing material was displayed for TEMPUR
A7 If TEMPUR marketing material was below competitors, which brand stood out most? Please see the list of the brands in the table at the end of the questionnaire
Needs identification / Customer profiling (B)
Browse the mattress area and wait for a sales person to approach. If the sales person that approaches is an employee of the store, engage with the opening line We
are looking for a new mattress". If you are not approached by an employee of the store within 5-10 minutes, then you must make an approach.
Yes
B1 Were you approached by a sales person?
No
Up to 1 minute
1 - 2 mins
B2 Please indicate how long you had to wait to be approached?
2 - 5 mins
Over 5 mins
Yes
B3 Did the sales person ask what your budget was?
No
Did the sales person ask if you had any brand preference? (reply no preference/you Yes
B4
don't know) No
Did the sales person ask what bed base you currently had? (reply very old bed Yes
B5
base) (B5) No
Did the salesperson ask if you had a preference on type of material. E.g. double Yes
B6
sprung/ memory mattress? No
Did the salesperson ask what level of comfort you preferred e.g. firm / soft Yes
B7
mattress? No
Yes
B8 Did the salesperson ask if you had any medical complaints e.g. bad back?
No
Yes
B9 Did the salesperson encourage you both to test the mattresses?
No
Mattress Recommendation (C)
Record the brand and model of the 1st & 2nd mattress recommendations. These are recommendations made spontaneously by the sales person. If no 2nd mattress
brand is recommended, record the brand as No 2nd Recommendation
Each model should be considered as a separate recommendation regardless of the brand (1st and 2nd recommendations can have the same brand)
C1a 1st/ Most Recommended Mattress: Brand Please see the list of the brands in the table at the end of the questionnaire

C2a 1st/ Most Recommended Mattress: Product Name

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Question Responses
Micro-Tech
Pocket Spring with Memory Foam Topper
Pocket Spring
Latex
C2aa Select the type of mattress recommended: Air
Water
Cold Foam
Regular Foam
Luna by Pfister
The grading should be based only on the way the sales person presented each particular model. It should correspond to the positive/negative features
mentioned by the sales person.
Very Strong
Strong
C3a 1st/ Most Recommended Mattress: Strength of recommendation
Indifferent
Weak
Very Good
Rather Good
C4a 1st/ Most Recommended Mattress: Knowledge
Rather Poor
Very Poor
Extremely Enthusiastic
Quite Enthusiastic
C5a 1st/ Most Recommended Mattress: Enthusiasm
Indifferent
Not at all
1st/ Most Recommended Mattress: Was this mattress recommended because it was Yes
C6ai
on promotion/sale? No
Good for people with bad backs
You can wash the covers
Best value for money
Not just for people with bad backs and health problems
Good for coping with different weight/ size distribution
Best Foam density / depth of the memory foam
High quality stitched finish
Warranty
Durability
Provides the best firm support
Most comfortable
Unique material
Try before you buy scheme
What key features / benefits did the sales person mention for the best recommended
C7a The number of pocket springs
mattress? (Please select all that apply) (C7a)
Air distribution / best for regulating temperature
Provides best posture support
Press awards / test results
No need to turn
Has a range of different feels
Hypo allergenic
Natural materials
Most recommended by owners
Less pressure points gives better circulation and a longer, deeper sleep
Relieves or distributes pressure points/pressure relieving
Helps improve sleep quality/gives better and/or undisturbed sleep
Offers a faster responsive feel
Other
Top-Down Selling
Yes
1 Was TEMPUR the 1st recommended mattress?
No
Yes
Was the TEMPUR mattress that was recommended the most expensive TEMPUR
T1ai No
mattress available on display in the store? (T1ai) Not sure (please explain your answer)

Please see the list of the brands in the table at the end of the questionnaire
C1b 2nd/ Most Recommended Mattress: Brand
N/A - no 2nd recommendation
C2b 2nd / Most Recommended Mattress: Product Name

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Question Responses
Micro-Tech
Pocket Spring with Memory Foam Topper
Pocket Spring
Latex
C2bb Select the type of mattress recommended: (C1b) Air
Water
Cold Foam
Regular Foam
Luna by Pfister
The grading should be based only on the way the sales person presented each particular model. It should correspond to the positive/negative features
mentioned by the sales person.
Very Strong
Strong
C3b 2nd / Most Recommended Mattress: Strength of recommendation
Indifferent
Weak
Very Good
Rather Good
C4b 2nd / Most Recommended Mattress: Knowledge
Rather Poor
Very Poor
Extremely Enthusiastic
Quite Enthusiastic
C5b 2nd / Most Recommended Mattress: Enthusiasm
Indifferent
Not at all
2nd/ Most Recommended Mattress: Was this mattress recommended because it Yes
C6bi
was on promotion/sale? No
Good for people with bad backs
You can wash the covers
Best value for money
Not just for people with bad backs and health problems
Good for coping with different weight/ size distribution
Best Foam density / depth of the memory foam
High quality stitched finish
Warranty
Durability
Provides the best firm support
Most comfortable
Unique material
Try before you buy scheme
What key features / benefits did the sales person mention for the 2nd best
C7b The number of pocket springs
recommended brand? (Please select all that apply) (C7b)
Air distribution / best for regulating temperature
Provides best posture support
Press awards / test results
No need to turn
Has a range of different feels
Hypo allergenic
Natural materials
Most recommended by owners
Less pressure points gives better circulation and a longer, deeper sleep
Relieves or distributes pressure points/pressure relieving
Helps improve sleep quality/gives better and/or undisturbed sleep
Offers a faster responsive feel
Other
Top-Down Selling
Yes
T2 Was TEMPUR the 2nd recommended mattress?
No
Yes
Was the TEMPUR mattress that was recommended the most expensive TEMPUR
T2ai No
mattress available on display in the store? (T2ai) Not sure (please explain your answer)
TEMPUR Prompted Recommendation (D)
If the sales person did not recommend a TEMPUR Mattress, you MUST PROMPT for a TEMPUR recommendation at this point (ONLY). If more than one TEMPUR
mattresses are recommended, base your answers on the strongest recommendation.
If Tempur was only recommended after prompting, you should NOT fill the Tempur recommendation in the sections referring to the 1st and 2nd
recommendations
If the sales person didnt tell you specifically they would/wouldnt recommend Tempur, but they said at least one positive feature of Tempur mattress and
encouraged you to try the mattress - Tempur was recommended
TEMPUR was recommended in the top 2 brands
TEMPUR was only recommended after prompting
D0 Which response best relates to the Tempur recommendation received?
TEMPUR was not recommended even after prompting
N/A - The store did not stock TEMPUR mattresses
D1 TEMPUR recommended mattress: Brand Tempur

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Question Responses
Apesanteur
Avantgarde
Celebrity
Chocolate
Cloud
Cloud Breeze
Coccon
DeLuxe
Dynamic
Energic
Essentiel
Essentiel Supreme
Evasion
Ice Grey
Inspiration
Kombi
North Original
D2 TEMPUR recommended mattress: Product Name North Cloud
North Sensation
Nuage
Original
Original Breeze
Overlayer
Premium
Promessa
Relaxation Continental
Relaxation Original
Relaxation Standard
Royal
Sensation
Sensation Breeze
Signature
Supreme
Zen
Others
The grading should be based only on the way the sales person presented each particular model. It should correspond to the positive/negative features
mentioned by the sales person.
Very Strong
Strong
D3 TEMPUR recommended mattress: Strength of recommendation
Indifferent
Weak
Very Good
Rather Good
D4 TEMPUR recommended mattress: Knowledge
Rather Poor
Very Poor
Extremely Enthusiastic
Quite Enthusiastic
D5 TEMPUR recommended mattress: Enthusiasm
Indifferent
Not at all
Top-Down Selling
Yes
Was the TEMPUR mattress that was recommended the most expensive TEMPUR
T3ai No
mattress available on display in the store? (T3ai) Not sure (please explain your answer)
Tempur Objection Handling (E)
At any stage of the process when discussing TEMPUR please raise the following objections (if they have not been previously mentioned by the salesperson) and rate
how the salesperson addresses these objections. If the objection has already been mentioned by the salesperson during the sales conversation, please rate how the
salesperson initially addressed the objection.
Very good
Rather good
Average
E1a Ive heard that Tempur mattresses are hot to sleep on?
Poor
Very poor
Did not know/had not heard of the issue
Did the salesperson address your objection correctly? (E1ai)
(Please refer to your briefing notes for guidance on the correct handling of the Yes
E1ai objection. The salesperson should have covered some, if not all, of the touch points
when addressing the objection.) No
Very good
Rather good
Average
E2a Tempur is too expensive?
Poor
Very poor
Did not know/had not heard of the issue

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Question Responses
Did the salesperson address your objection correctly? (E2ai)
Yes
(Please refer to your briefing notes for guidance on the correct handling of the
E2ai
objection. The salesperson should have covered some, if not all, of the touch points
No
when addressing the objection.)
Tempur Sales Process (F)
The questions in F sections refer only to the Tempur recommendation
Yes
F1 Did the sales person encourage you to try the Tempur mattress (s)?
No
5 - Extremely clean
4
Please rate the cleanliness of the Tempur mattress (s) you tried on a scale of 1-5,
F1b 3
where 1 is not at all clean and 5 is extremely clean.
2
1 - Not at all clean
Did the member of staff ask which mattress you preferred? (Tell them the one you Yes
F2a
actually most preferred) No
Yes
F2b Did the member of staff recommend other mattresses within your preferred range?
No
Yes
F3 Did the sales person encourage you to try with a TEMPUR pillow?
No
If encouraged to try with a TEMPUR pillow, did the sales person hand you the pillow Yes
F3a
and tell you to use the same one to try all mattress? No
If encouraged to try with a TEMPUR pillow, did the sales person Yes
F3b
mention/recommend a specific type of pillow? No
Signature
Cloud
Comfort Original
Breeze
Millennium
Easy Clean
Ombracio
What was the name of the mentioned/recommended TEMPUR pillow? (Please
F3c North
select all that apply)
Original
Sensation
Hybrid
Sonata
Symphony
Traditional
NA- No pillow name specified
Mattress topper / pad
Bed frames/ bases
During the sales conversation, did the sales person mention any of the following Mattress protector
D8 additional TEMPUR purchases to consider when buying a TEMPUR mattress? Adjustable Beds
(Please select all that apply) Pillows
Duvets
Bed / Bed System
Did they explain the difference in the types of comfort levels with TEMPUR mattress' Yes
F4 (Original, Sensation, Cloud, and Hybrid if available)? BENSONS UK - note different
model names apply for feels No
Yes
F6 Did the sales person encourage you to use the sleep experience cabin (SEC)? No
NA - no sleep cabin
Yes
F7 Did the member of staff prompt for a buying decision?
No
Provided a hand-written quote for the Tempur mattress
Provided a printed quote for the Tempur mattress
Did the member of staff actively try to close the sale by providing any of the
F7b Provided a price comparison of the Tempur mattress versus other mattress
following? Select all that apply
Other
None of the above
Did the salesperson spontaneously recommend a Bed/Bed Frame/Bed Base during Yes
G3b.0
their TEMPUR mattress recommendation without you having to ask for it? No
Record the Bed/Bed Frame/Bed Base brand that was spontaneously recommended Tempur
G3b.0i
during the TEMPUR mattress recommendation. Other brand (Please select all that apply)
At the end of your conversation about mattresses, and ONLY if a Bed was not Tempur
recommended spontaneously, ask the sales person the following question: "What
Other brand (Please share the brand name)
G3.b1 bed or bed frame would you recommend to go with the TEMPUR mattress?"
Which bed brand was recommended? N/A I asked about a bed frame/base for my new TEMPUR mattress but
nothing was recommended
Negatives for TEMPUR (N)
At any time during your mattress enquiry did the salesperson mention anything negative about negative about TEMPUR?
If TEMPUR was NOT recommended as the 1st or 2nd best mattress, say something like: Is there any reason why you didnt recommend TEMPUR first?
Yes - negatives mentioned about Tempur
N1 Did the sales person mention anything negative about TEMPUR?
No - no negatives mentioned about Tempur

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Question Responses
Hot to sleep on
Only for people with bad backs
Very firm
Can get hard when it gets cold
Can be difficult to move on this mattress
Record which of the negative features below were mentioned specifically by the Needs to be turned regularly
N2
sales person about TEMPUR (Please select all that apply) Can't wash the covers
Foam breaks down over time
Expensive
Strange sensation / need time to adjust to the feeling
Loses support overtime
Other
Overall Impressions (G)
Quiet
How would you describe the level of trade/customer activity within the bedding Steady
G1a
department/area? Busy
Very busy
Outstanding
Good
G1b Overall, how would you describe the level of service received during your visit?
Average
Not Good
Overall,in your opinion and based solely on your visit and the information and Extremely Likely
experience given by the sales person if you had been looking to buy a mattress,what Quite Likely
G2
would have been the likelihood of purchasing the 1st/most recommended Indifferent
recommended mattress.(not considering price or your own preference for a particular Not At All
Extremely Likely
Overall, in your opinion and based solely on your visit and the information and
Quite Likely
experience given by the sales person if you had been looking to buy a mattress, what
G2b Indifferent
would have been the likelihood of purchasing the 2nd recommended mattress (not
Not At All
considering price or your own preference for a particular type of mattress feel)
N/A - No 2nd Recommendation
Extremely Likely
Overall, in your opinion and based solely on your visit and the information and
Quite Likely
experience given by the sales person (not considering price or your own preference
G3 Indifferent
for a particular type of mattress feel), if you had been looking to buy a mattress, what
Not At All
would have been the likelihood of purchasing a TEMPUR mattress?
N/A - TEMPUR not available/discussed
Based only on this experience, would you return to this store as a real customer if Yes
G4
you were interested in purchasing a mattress? No
0
1
2
3
4
On a scale of 0 -10 where 0 is not at all likely and 10 is extremely likely, how likely
G6 5
would you recommend this store to a friend?
6
7
8
9
10
Was there anything that could have been done to improve your experience today? Yes
G7
Please explain your answer No
0
1
2
3
4
How happy were the employees you met in the outlet during this visit, on a scale 0-
G8 5
10, where 0 is not at all happy and 10 is extremely happy?
6
7
8
9
10

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 Questionnaire_GFK_EN_W21

Question Responses
Mattress brands:
ADA Harrison Revaro
Aerobed Hstens Riposa
AirWeave Healthbeds Roviva
Andr Renault Hilding Rwa
Artone Hukla Royal Dream
Asleep Hlsta Rummel
Auping Hypnos Salus
Austroflex iGel Schlaraffia
Aventura Indoflex Scholl
Badenia Innerwisdom Schramm
Beautyrest Innova Sealy
Beckett Insignia SEGUM
Bedding IpnoMed Selecta
Beka Irisette Selene
Bespoke Iris Sembella
Bico Janpol Sensaform
Breckle Jensen Sensoflex
Bugatti John Lewis own brand Serta
Bultex Karibian Silentnight
Carpe Diem Kaymed Silent Partner
Casada King Koil Silky
Comfortmaster Kolo Silver
Contur Kuperus Simmons
Creation Balance LaPur Sinomax
Crown Lattoflex Sleep Number
Cumulus Lectus Sleepezee
CuraSmn Lounge Sleepline
Diamona Madison Sleepmaker
Diamond Magniflex Sleepmasters
Dicon Malie Slumberland
Dorelan Mammoth Somnus
Dormeo Maria Claire Sompura
Dorma Masterbed Stjrnbdden
Dormabell Matramax Store own brand
Dorsal Metzeler Superba
DPV Millbrook Swissflex
Dream Sense Mondo Swiss Sleep System
Dreams own brand Mood Sympathica
Dreamworks Moraplex Technogel
Dr. Engel Morgana Tempur
Dunlopillo Multiflex TheraPur
Eastborn Myers Tokyo Bed
Ekens My Side Tokyo Nishikawa
Elite Napure Toris
Elky Nexus Treca
EM Nihon Bed Triangle
Englander Norma Trump
Ennerev Novel Trusleep
Epeda Octaspring Ubica
Ergodream Odearest Uness
Ergoline HM Unicor
Ergostil Omazz Unigold
Essential Sleep Optimo Van Landschoot
Eurocolchn Owen Vegas
F.A.N Parker Velda
Falomo PerDormire Vi-Spring
Feather & Black own brand Permaflex Viking
Fey Physiosleep Vila
Flex Pikolin Viscool
Four Star Pirelli Vita
Flexduemila Pullman Vitario
France Bed Red Moon Werkmeister
Fylds Relax Wonderland
Granz Relyon X-Dream
GUMOTEX Restonik Yatsan
Zen

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Question Responses

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