How often do you buy groceries for your household?
- Several times per week
- About once per week
- Two to three times per month
- About once per month or less
- I rarely or never buy groceries
Who mainly decides which groceries to buy in your household?
- I am the primary decision-maker
- We decide equally
- Someone else is the primary decision-maker
In the last 3 months, where have you looked for information about where a food product came from? Select all that apply.
- Origin or country-of-origin label on the package
- QR code on the package
- Brand website
- Retailer’s app or website
- Third-party certification labels (e.g., Fairtrade, USDA Organic)
- In-store signage or shelf tags
- Social media (e.g., brand posts or influencers)
- None of these
How often have you scanned QR codes on food packages in the last 3 months?
How much do you trust each source for product origin information today?
When buying groceries in the last 3 months, how important was clear information about a product’s origin?
In your usual store over the last 3 months, how clear were origin labels?
Rank the product journey details you most want to see. Put the most important at the top.
If product-level traceability were easy to access in-store, what would you do? Select up to 3.
- Switch to brands with clearer traceability
- Pay a bit more for those products
- Buy those products more often
- Share or recommend to others
- Ignore it; it wouldn’t affect me
- I would need to try it first in-store
What, if anything, makes you less likely to check provenance information today? Select all that apply.
- I don’t know where to find it
- I don’t trust the information
- It takes too much time
- It’s not relevant to me
- It’s hard to understand
- Privacy or data use concerns
- I don’t have a smartphone handy
Would you pay more for products with verified, tamper-evident provenance data (e.g., third-party verified digital traceability)?
- No, I would not pay extra
- Yes, up to 5% more
- Yes, 6–10% more
- Yes, 11–20% more
- Yes, more than 20%
- Not sure
Allocate 100 points across the benefits to reflect their importance when you buy food.
In a typical month, what percent of your grocery spend goes to products labeled with origin information? Enter 0–100.
Quality check: To confirm you’re paying attention, please select “Agree.”
What is your age?
- 18–24
- 25–34
- 35–44
- 45–54
- 55–64
- 65+
- Prefer not to say
What is your gender?
- Woman
- Man
- Non-binary
- Prefer not to say
Where do you currently live?
What is the highest level of education you have completed?
- High school or less
- Some college or associate degree
- Bachelor’s degree
- Master’s degree
- Doctorate or professional degree
- Trade/technical/vocational training
- Prefer not to say
What is your current employment status?
- Employed full-time
- Employed part-time
- Self-employed
- Homemaker or caregiver
- Student
- Unemployed and looking
- Unemployed and not looking
- Retired
- Prefer not to say
How many people live in your household, including you?
Is there anything else you’d like to share about how you evaluate food origin or transparency when shopping?
Max 600 chars
AI Interview: 2 Follow-up Questions on Food Origin and Transparency
Thank you for your time—your feedback helps us improve how origin and transparency information is provided.