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Foot Care Product Rebrand Feedback Survey

This questionnaire evaluates consumer response to the proposed brand transition of the Heal & Rescue foot-care line into the ProClearz master brand.

The study measures comprehension, preference, and purchase intent to inform the go/no-go decision for the rebrand.

Learning Objectives:
• Awareness and familiarity with both the Heal & Rescue and ProClearz brands
• Consumer comprehension of the brand transition
• Brand preference between Heal & Rescue and ProClearz packaging/naming
• Impact of the transition on purchase intent and likelihood to buy
• Consumer trust and quality perceptions under the ProClearz brand umbrella
• Potential concerns or barriers to acceptance of the rebrand
1.Which of the following best describes your role in household shopping decisions?(Required.)
2.What is your age?(Required.)
3.In which of the following stores do you regularly shop for personal care or health & beauty products? (Select all that apply)(Required.)
4.In the past 12 months, have you purchased any of the following foot-care products? (Select all that apply)(Required.)
5.How often do you purchase foot-care products (creams, balms, treatments)?(Required.)
PART 2: BRAND AWARENESS & CURRENT USAGE
6.Which of the following foot-care brands are you aware of? (Select all that apply)(Required.)
7.Which of the following foot-care brands have you purchased in the past 12 months? (Select all that apply)(Required.)
8.How familiar are you with the ProClearz brand?(Required.)
9.How familiar are you with the Heal & Rescue brand?(Required.)
PART 3: BRAND TRANSITION CONCEPT EXPOSURE

ProClearz has been a trusted name in foot care for over 45 years. To better serve you, we are bringing the Heel & Rescue line of products including the popular 16 oz Foot Cream under the ProClearz brand.

The formulas you know and love are staying exactly the same. Only the brand name and packaging are changing. This means you'll now find all your favorite foot-care solutions in one place, under one name: ProClearz.

PART 4: COMPREHENSION OF THE TRANSITION
10.Based on what you just read, which of the following best describes the change being made?(Required.)
11.After reading the description above, how well do you feel you understand the change being made?
I completely understand it
I mostly understand it
I somewhat understand it
I don't really understand it
I don't understand it at all
12.Is there anything about this change that is confusing or unclear to you?
PART 5: BRAND PREFERENCE & PERCEPTION
13.When you think about foot-care products, which brand name feels more trustworthy to you?(Required.)
14.Which brand name better communicates effectiveness at treating foot problems?(Required.)
15.Looking at the new ProClearz packaging for the foot cream, how would you rate it on the following?
1
2
3
4
5
Overall visual appeal
Ease of finding on shelf
Clearly communicates product benefits
Looks like a quality product
Stands out versus competitors
16.Knowing that the product formulas are staying exactly the same, how do you feel about the Heal & Rescue products moving to the ProClearz brand?
Very positive – this is a great move
Somewhat positive
Neutral – it doesn't matter to me
Somewhat negative
Very negative – I prefer the Heel & Rescue brand
PART 6: PURCHASE INTENT
17.Before today, how likely were you to purchase the Heal & Rescue 16 oz Foot Cream in the next 3 months?
Definitely would purchase
Probably would purchase
Might or might not purchase
Probably would not purchase
Definitely would not purchase
18.Now knowing this product will be available under the ProClearz brand (same formula, new name and packaging), how likely are you to purchase the ProClearz 16 oz Foot Cream in the next 3 months?
Definitely would purchase
Probably would purchase
Might or might not purchase
Probably would not purchase
Definitely would not purchase
19.Compared to before you learned about this change, your likelihood to purchase the 16 oz foot cream is now:
Much more likely to purchase
Somewhat more likely to purchase
About the same
Somewhat less likely to purchase
Much less likely to purchase
20.How likely would you be to try OTHER ProClearz products (beyond the foot cream) knowing this trusted foot-care line is part of the brand?
Very likely
Somewhat likely
Not sure
Somewhat unlikely
Very unlikely
PART 7: BARRIERS, CONCERNS & OPEN FEEDBACK
21.What, if anything, concerns you about this brand change? (Select all that apply)(Required.)
22.What would make you more confident in purchasing the product under the ProClearz name? (Select all that apply)(Required.)
23.In your own words, what comes to mind when you hear the brand name "ProClearz"?
24.Is there anything else you'd like to share about this brand transition?
PART 8: DEMOGRAPHICS
These final questions help us understand who responded to this survey. Your answers are confidential and used for analysis purposes only.
25.What is your gender?(Required.)
26.What is your annual household income?(Required.)
27.What is your ethnicity? (Select all that apply)(Required.)
28.What is the highest level of education you have completed?(Required.)
29.In which region of the United States do you live?(Required.)
Thank you for taking the time to share your opinions. Your feedback is valuable and will help shape the future of foot-care products available to you.
PART 1: Screener questions qualify respondents before they enter the main survey. Respondents who do not meet the criteria are terminated.