Risk-Averse

Germophobe

Puddle Drinkers

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?

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?

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?

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?

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