Flour Screener Survey

S1. Who in your household usually decides which flour brand to buy?*

Self

Shared

Someone else

S2. Have you or anyone in your household purchased any branded flour in the last 3 months?*

Yes

No

S3. Which of these brands have you ever heard of?*

Thunderbolt

Maid Marian

Both

None

S4. Which brands have you purchased in the past 3 months?*

Thunderbolt

Maid Marian

Both

None

S5. Which of the following best describes how flour is used in your household or business?*

Personal use — for home cooking or baking

Professional use — for selling food or running a home-based business

Both personal and professional use

S6. Gender*

Male

Female

Other

S7. Age (Range: 18–65)*

S8. City/Town*

A1. What is your current employment status?*

Employed full-time

Employed part-time

Self-employed

Unemployed

Student

Homemaker/Retired

A2. How many people live in your household (including yourself)?*

A3. Household income per month (GYD)*

Below $60 k

$60–100 k

$100–200 k

Above $200 k

A4. Attitudinal Statements — indicate agreement*

Please rate each statement using the scale: 1 = Strongly Disagree, 2 = Disagree, 3 = Neutral, 4 = Agree, 5 = Strongly Agree

	1 Strongly Disagree	2 Disagree	3 Neutral	4 Agree	5 Strongly Agree
I enjoy experimenting with new recipes at home
I actively seek health benefits when choosing food products
I prefer trusted local brands over international ones
I notice and appreciate modern, attractive packaging
I’m willing to pay more for products that offer better quality

A5. Which of the following best describes how flour is typically used in your household or business?*

Small household — 1–2 people, occasional cooking or baking

Family household — 3 or more people, frequent cooking or baking

Home-based food business or vendor — bulk or daily use

Mixed-use household — both personal and business purposes

Traditional household — routine preparation of items like roti or bread

Other

B1. How often do you or your family use flour for cooking or baking?*

Daily

2–3× per week

Once a week

Less often

B2. When choosing flour, which factors matter most? (Select up to 5)*

Consistent quality

Trusted by family

Good value for money

Easy to find in stores

Familiar taste

Softness of roti

Whiteness of flour

Attractive packaging

Brand name recognition

Health benefits

Affordable price

Clear product information

Other

B3. Which SKUs have you used or purchased in the past 6 months? (Select all)*

Thunderbolt 1kg

Thunderbolt 2kg

Thunderbolt 5 kg

Thunderbolt 10kg

Thunderbolt 45kg (Bakers Flour)

Maid Marian Self-Rising Flour – 1kg

Maid Marian Cake Flour – 2kg

Maid Marian Pholourie Mix – 1kg

Maid Marian Multigrain Flour – 1kg

Maid Marian Wheat-Up Flour – 1kg

Maid Marian Harvest High Fibre Flour – 1kg

Other

B4. Approximate number of flour packs purchased per month*

B5. Where do you usually buy flour? (Select all)*

Supermarket

Corner shop

Open market

Wholesale shop

Online

Other

B6. SKU Preference Strength — rate importance*

Please rate the importance of each SKU using the scale: 1 = Not Important, 2 = Somewhat Important, 3 = Moderately Important, 4 = Very Important, 5 = Extremely Important

	1 Not Important	2 Somewhat Important	3 Moderately Important	4 Very Important	5 Extremely Important
Thunderbolt 1kg
Thunderbolt 2kg
Thunderbolt 10kg
Thunderbolt 45kg (Bakers Flour)
Maid Marian Self-Rising Flour
Maid Marian Cake Flour
Maid Marian Pholourie Mix
Maid Marian Multigrain Flour
Maid Marian Wheat-Up Flour
Maid Marian Harvest High Fibre Flour

B7. If there are flour types you've seen but not purchased, why not? (Select up to 2)*

Too expensive

Not available where I shop

Not sure how to use it

Doesn’t suit my cooking needs

Prefer another brand

Packaging doesn’t appeal

Other

B8. Would you like to see more options in the following categories? (Select all)*

Health-focused flours (e.g., high fibre, fortified)

Blends for specific uses (e.g., roti, pastries)

Larger packs for professional or bulk use

Trial-size or single-use packs

Other

C1. What do you associate with Thunderbolt and Maid Marian? (Select up to 3 associations per brand)*

C2. If price, availability, and quality were the same, what would make you choose one brand over the other? (Select all)*

Family preference or tradition

Strong emotional connection to the brand

Brand reputation or heritage

Packaging or design appeal

Alignment with my lifestyle or values

Perceived trust and reliability

Habit or routine

Other

C3. Which brand stands out more to you — Thunderbolt or Maid Marian — and why? *

C4. How satisfied are you with your main flour brand?*

Please select your level of satisfaction: 1 = Very Dissatisfied, 2 = Dissatisfied, 3 = Neutral, 4 = Satisfied, 5 = Very Satisfied

1 - Very Dissatisfied

2 - Dissatisfied

3 - Neutral

4 - Satisfied

5 - Very Satisfied

C5. If NAMILCO could promote only one brand, which would you choose?*

Thunderbolt

Maid Marian

Not sure

C6. Which themes would most appeal in a flour brand campaign? (Select up to 3)*

Trusted by generations

Health and nutrition benefits

Versatility for all recipes

Local pride and heritage

Modern convenience

Family traditions

Other

C7. Key differences between Thunderbolt and Maid Marian — how they look, feel, fit into your cooking or baking habits*

C8. Which occasions or emotions should a flour brand connect with? (Select up to 2)*

Everyday cooking

Festive or cultural celebrations

Family bonding

Pride in local products

Health and wellness

Nostalgia or tradition

Other

C9. Thinking about Thunderbolt and Maid Marian, which statement best reflects your overall view?*

I trust Thunderbolt more, feel more emotionally connected to it, and believe it has stronger future potential

I trust Maid Marian more, feel more emotionally connected to it, and believe it has stronger future potential

I trust both brands equally and feel emotionally connected to both

I trust both, but feel more emotionally connected to one — (specify)

I trust both, but believe one has more growth potential — (specify)

I don’t feel strongly connected to either brand

Not sure

D1. Rate packaging attributes for Thunderbolt and Maid Marian*

Please rate each attribute using the scale: 1 = Very Poor, 2 = Poor, 3 = Average, 4 = Good, 5 = Excellent

Attribute	Thunderbolt	Maid Marian
Familiarity with the pack
Clarity and readability of information
Visual appeal
Communication of health benefits
Shelf visibility
Trust conveyed by design
Relevance to modern households

D2. Which pack do you prefer overall?*

Current pack

New pack

Both feel the same

None

D3. Which packaging features would most influence your decision to purchase? (Select all)*

Improved look and feel

Clearer product information

Health or quality cues

Easier to identify on shelf

Resealable packs

Moisture-resistant material

Eco-friendly packaging

Clear usage icons (e.g., baking, frying, festive)

Color-coded SKUs

Ingredient and health highlights

Local recipe suggestions

Smaller portion sizes or trial packs

Other

D4. Why would you hesitate to purchase the new pack? (Select all that apply)*

Doubts about quality

Prefer current pack

Not sure what’s different

Distrust of new design

Other

D5-A. What stands out most in each brand's packaging image? (Thunderbolt)*

D5-B. What stands out most in each brand's packaging image? (Maid Marian)*

D6-A. What does each brand's logo make you feel or think about? (Thunderbolt)*

D6-B. What does each brand's logo make you feel or think about? (Maid Marian)*

D7. Which theme best represents each brand? (select one per brand)*

Thunderbolt

Traditional heritage and trust

Versatility for all recipes

Strength and reliability

Other

Maid Marian

Health and wellness

Adaptability to modern lifestyles

Personalized care and connection

Other

D8. Bipolar Packaging Scales — rate each attribute*

Please rate each attribute using the scale: 1 = Traditional, 2 = Somewhat Traditional, 3 = Neutral, 4 = Somewhat Modern, 5 = Very Modern

Attribute	Thunderbolt	Maid Marian
Traditional ↔ Modern
Basic ↔ Premium
Corporate ↔ Warm & Friendly
Functional ↔ Emotionally appealing
Everyday ↔ Festive/Special

D9. Bipolar Packaging Scales — rate each attribute*

Please rate each attribute using the scale: 1 = Traditional, 2 = Somewhat Traditional, 3 = Neutral, 4 = Somewhat Modern, 5 = Very Modern

	Freshness	Durability	Quality	Eco-friendliness
Basic paper pack (Prompt: single layer, Simple, traditional paper)
Barrier-coated paper pack (Prompt: Moisture-resistant paper with protective layer)
Hybrid paper-laminate pack (Prompt: Paper with inner film for freshness and strength)
Plastic-based pack (Prompt: Flexible plastic with moisture barrier)

D10. For each packaging material, rate how strongly you associate the following traits*

Please rate how strongly you associate each trait using the scale: 1 = Not at all, 2 = Slightly, 3 = Moderately, 4 = Strongly, 5 = Very Strongly

Packaging Material	Feels Traditional	Feels Premium	Feels Mass-Market	Feels Modern	Triggers Purchase Confidence	Feels Hygienic/Safe	Fits Lifestyle
Basic paper pack (single layer)
Barrier-coated paper pack (moisture-resistant)
Hybrid paper-laminate pack (paper + film)
Plastic-based pack (moisture barrier)

D11. Which packaging cues best communicate the brand's personality? (Select up to 3)*

Color scheme

Logo design

Tagline or messaging

Ingredient or health highlights

Usage icons (e.g., baking, frying)

Pack shape or size

Other

D12. Have you ever been confused between Thunderbolt and Maid Marian packs or SKUs?*

Yes, they look or feel too similar

Sometimes, especially with certain SKUs

No, they are clearly different

Not sure

E1. Compared to other flour brands, how would you rate the price of your preferred flour brand?*

Please select your rating: 1 = Much lower, 2 = Lower, 3 = About the same, 4 = Higher, 5 = Much higher

1 - Much lower

2 - Slightly Lower

3 - About the same

4 - Slightly Higher

5 - Much higher

E2 Part A. Which statement best describes your level of loyalty?*

I always buy my preferred brand

I prefer it but switch if needed

I switch brands often

I do not have a preferred brand

E2 Part B. What factors would make you consider switching to another brand? (Select up to 2)*

Availability

Decline in quality

Better packaging

Healthier options

Negative reputation or trust issues

E3. On a scale 0–10, how likely are you to recommend Thunderbolt or Maid Marian to others?*

0

1

2

3

4

5

6

7

8

9

10

E4 Part A. How interested are you in trying new flour formats?*

Not interested

Slightly interested

Neutral

Interested

Very interested

E4 Part B. Would you be willing to pay more for extra health benefits or improved packaging?*

Yes

No

Not sure

E5. Innovation Prioritization — rank from 1 (most important) to 6 (least important). Use each rank once.*

Please assign a unique rank to each innovation option: 1 = Most important to you, 2 = Very important, 3 = Moderately important, 4 = Somewhat important, 5 = Less important, 6 = Least important. Use each rank number only once.

Fortified flour (added nutrients for health)

Resealable packaging (to prevent spillage and maintain freshness)

Eco-friendly packaging (biodegradable or recyclable materials)

Trial-size packs (small formats for sampling or occasional use)

Color-coded SKUs (easy identification by use or type)

Usage icons (visual cues for baking, frying, festive use)

E6. What unmet needs do you currently experience with flour products?*

E7. Which of the following would solve a problem or improve your experience with flour? (Select up to 3)*

Resealable packs to avoid spillage

Fortified flour with added nutrients

Smaller trial-size packs for new recipes

Clear usage icons (baking, frying, festive)

Flour blends for specific dishes (e.g., roti, pastries)

Eco-friendly packaging

Longer shelf life

Other

E8. When would you be most likely to try a new flour format or innovation?*

During festive occasions

When cooking for family

When trying new recipes

When recommended by someone

When I see it in-store

Other

E9. What would make you trust a new flour product or format? (Select up to 2)*

Clear health benefits

Familiar brand name

Packaging that looks premium

Positive reviews or word-of-mouth

In-store sampling or demos

Transparent ingredient labeling

Other

E10. Which consumer type best describes you when it comes to flour innovation?*

I stick to what I know — not interested in new formats

I’m curious — I try new things occasionally

I actively look for better or healthier options

I buy based on what’s available or recommended

Other

F1. Which communication channel would most effectively catch your attention about brand changes?*

In-store signage or on-pack messaging

Television or radio advertisements

Social media platforms

Posters or in-store displays

Word-of-mouth or salesperson recommendation

Other

F2. How open are you to simplifying or combining flour product lines?*

I would prefer one strong brand — easier to recognize and trust

I’m open to it, but I would need clear product information and naming

I would be confused — each brand feels emotionally different

I would not support this kind of change

I’m not sure — it depends on how it’s explained

F3. What would help you clearly understand the variety of flour types offered under a single brand name?*

Clear sub-brand names (e.g., Thunderbolt Multigrain, Thunderbolt Classic)

Color-coded packaging

Usage icons (e.g., baking, frying, festive)

Ingredient and health highlights (e.g., high fibre, fortified)

Other

F4. Please say how much you agree or disagree with each statement below (1 Strongly Disagree — 5 Strongly Agree)*

	1	2	3	4	5
One strong brand feels easier to trust than many small ones
Thunderbolt and Maid Marian feel emotionally different
I need clear product info if the brand changes
Packaging and naming must show product type clearly
I trust NAMILCO to keep quality no matter the brand name

F5. If NAMILCO introduced a unified brand, what would be most important to help you feel confident? (Select up to 2)*

Clear product labeling and sub-brand names

Familiar packaging design and logo

Communication from NAMILCO explaining the change

Same quality and performance as before

Color-coded SKUs or usage icons

Ingredient and health highlights

Other

F6. What improvements would you most like to see from NAMILCO in the future? (Select up to 2)*

Better packaging design

More health-focused flour options

Clearer product information

More affordable pricing

Better availability in stores

More advertising or communication

Other

F7. Would you be open to sharing feedback again in the future to help NAMILCO improve?*

Yes, I’d be happy to

Maybe, depending on the topic

No, I’m not interested

G1. If Thunderbolt and Maid Marian were merged under one brand, what concerns or questions would you have?*

G2. If both brands were merged, which name would you prefer for the combined brand?*

Thunderbolt

Maid Marian

A new name altogether

It doesn’t matter to me

Other

G3. What would help you feel confident about a merged brand? (Select up to 2)*

Clear product labeling and sub-brand names

Familiar packaging design and logo

Communication from NAMILCO explaining the change

Same quality and performance as before

Color-coded SKUs or usage icons

Ingredient and health highlights

Other

G4. If NAMILCO makes changes in future, which of the following would matter most to you? (Select up to 2)*

Keeping the same brand name

Keeping the same product quality

Clearer packaging and product types

Better communication about changes

More health or innovation options

Other

S9. What is your ethnicity?*

Afro-Guyanese

Indo-Guyanese

Mixed Heritage

S10. Which of the following best describes the area where you currently live?*

Urban

Semi-Urban/Rural