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| Risk-Averse | Germophobe | Puddle Drinkers |
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| Total Sample | Segment 1 of 3 | Segment 2 of 3 | Segment 3 of 3 |
| Base Size | 105 | 36 | 52 | 17 |
| Constant | 29 | 35 | 24 | 35 |
| Question: What are others’ opinions? |
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A1 | New fad ... public craze, mainstream media and celebrities buy in | −5 | 0 | −1 | −25 |
A2 | Creator/company claims major health benefits | −1 | −2 | 3 | −13 |
A3 | Some scientists call it dangerous | −11 | −4 | −13 | −19 |
A4 | Health and fitness community advocate the product | 1 | 4 | 5 | −18 |
| Question: What makes raw beverages different? |
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B1 | Untreated ... pure, free of treatment chemicals | 2 | −8 | 6 | 10 |
B2 | Unfiltered ... still has original minerals and content | −1 | −14 | 5 | 11 |
B3 | Understudied ... not heavily researched | −4 | −16 | 2 | 2 |
B4 | Unregulated ... No U.S. Food and Drug Administration (FDA) approval | −2 | −17 | 8 | 0 |
| Question: What risks and benefits are involved? |
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C1 | Risk of harmful bacteria, viruses and parasites | −9 | −6 | −18 | 10 |
C2 | Good for you, good for the environment ... green, healthy | 9 | 7 | 9 | 16 |
C3 | Part of an all-natural diet ... no artificial ingredients | 3 | −6 | 5 | 18 |
C4 | Questionable stability ... unpredictable shelf-life, good one day and bad the other | −7 | −2 | −16 | 11 |
| Question: Where can you obtain the beverage? |
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D1 | Source it yourself or from your friends ... local | 1 | 1 | 1 | 1 |
D2 | Buy from a supermarket/health-foods store | −1 | 1 | −3 | 0 |
D3 | Purchase from a farmer’s market | 5 | 6 | 6 | 1 |
D4 | Buy it online | 2 | 3 | 4 | −7 |