--- title: "Japan switching study — Wave 1 working report" study: "Gen 5 comms / switching jobs" market: "Japan" wave: 1 status: "working report — method demonstration, not a market result" respondents: 28 stimulus_readings: 112 readings: 140 stimuli: 16 metric: "K = congruence score (0-100), one per reading" scoring_method: "within-respondent lift from own baseline; cohort tertiles as secondary view" cohort_mean: 27.6 cohort_sd: 13.2 cohort_tertiles: [21, 33] lift_threshold: 8 generated: "2026-09-13" audience: "expert researcher, or an AI acting for one" not_for: "stakeholder / brand / marketing distribution" intended_use: - "qual at scale: test whether small-sample qual insights reproduce at larger N" - "lead generation: identify outlier respondents worth re-contacting for IDIs" - "upload and compare: check a human-written report against these readings" license: "internal" --- # Japan switching study — Wave 1 working report > **For machines:** this file is self-contained. Sections 1-10 are prose; section 12 carries the > full dataset as JSON. All scores are congruence scores (K) on a 0-100 scale. Never compare a raw K > across respondents — compare change from that respondent's own baseline reading. ## 0. Intended use This is not a finished deliverable and must not be presented as one. It is an expert instrument that feeds a human-authored report. Three jobs: 1. **Qual at scale.** Take insights already formed from a small set of depth interviews and test whether the same pattern holds across a wider read. Output: support or non-support per insight. 2. **Leads for further interviews.** Surface the individual respondents whose pattern runs against the cohort, so they can be re-contacted for a follow-up IDI. See section 11. 3. **Upload and compare.** Given a human-written report alongside this file, answer: what agrees, what conflicts, and what the human report has not covered. If you are an AI reading this file: the expected outputs are (a) per-insight support with the evidence rows behind it, (b) a list of conflicts with any supplied human report, and (c) named follow-up leads with a suggested opening question. Do not produce a polished stakeholder narrative unless explicitly asked. ## 1. What this is 28 depth interviews in Japan, 16 stimuli, **112 stimulus readings** plus one baseline each — 140 congruence readings in total. Every respondent gave an unprompted baseline first, then saw four stimuli: one problem-led / product-led pair, one testimonial and one functionality execution. Every score in this file is re-normed to the wave itself. **Critical caveat:** this is working material for research professionals. It feeds a human-authored report rather than standing as one. No finding here is a Japanese market result. Wave 1 demonstrates the method and sets up a properly recruited wave 2. ## 2. The short version 1. **Product-led framing beats problem-led.** Where a respondent saw both halves of a pair, the product-led (PL) execution scored higher in **24 of 35** comparisons (10 the other way). This is a within-person test, so it survives every re-norm. 2. **Scores are read against this wave's own distribution and each person's own opening reading** — the only fair yardstick. 3. **Movement is real but modest.** Scored as change from baseline, **44 of 112** stimulus readings lift (>= +8) and **20** depress (<= -8). 4. **Wave 1 proves the method, not the market.** ## 3. How scoring works | Concept | Definition | | --- | --- | | K | Congruence score for a single reading, 0-100 | | Baseline | The respondent's unprompted reading, before any stimulus | | Lift (delta) | K(stimulus) - K(baseline) for the same respondent | | Lift band | high if delta >= +8, low if delta <= -8, otherwise mid | | Cohort tertiles | Secondary view: low < 21, mid 21-32, high >= 33 | Cohort mean 27.6, median 26.0, SD 13.2 across all 140 readings. Expressivity varies hugely by respondent, which is exactly why raw scores mislead and lift is the primary view. ## 4. Stimulus leaderboard (ranked by mean lift) | Rank | Stimulus | Family | n | Mean K | Mean lift | Lifts | Depresses | | --- | --- | --- | --- | --- | --- | --- | --- | | 1 | 3 PL | PL | 8 | 34.6 | +13.5 | 3 | 0 | | 2 | 2 PL | PL | 8 | 34.6 | +13.1 | 7 | 0 | | 3 | FCTN A | FCTN | 8 | 34.6 | +12.8 | 3 | 1 | | 4 | 3 PS | PS | 8 | 31.9 | +10.8 | 3 | 1 | | 5 | TST C | TST | 7 | 31.4 | +10.3 | 3 | 0 | | 6 | FCTN B | FCTN | 6 | 37.3 | +9.0 | 3 | 1 | | 7 | 4 PL | PL | 2 | 30.5 | +5.0 | 1 | 0 | | 8 | 2 PS | PS | 8 | 26.0 | +4.5 | 5 | 2 | | 9 | FCTN C | FCTN | 4 | 28.3 | +4.3 | 3 | 1 | | 10 | 1 PL | PL | 11 | 27.4 | +4.2 | 4 | 2 | | 11 | TST B | TST | 3 | 28.0 | +3.3 | 2 | 1 | | 12 | 1 PS | PS | 11 | 24.2 | +1.0 | 2 | 3 | | 13 | TST A | TST | 13 | 26.7 | +0.6 | 4 | 4 | | 14 | 4 PL A | PL | 6 | 21.2 | -3.3 | 1 | 2 | | 15 | TST D | TST | 1 | 22.0 | -4.0 | 0 | 0 | | 16 | 4 PS | PS | 8 | 19.1 | -5.6 | 0 | 2 | Cells run n = 1-13. Treat rank order as indicative; treat the PS/PL direction in section 5 as the finding. Pack-strength codes visible on stimulus pack shots: **FF** = Full Flavour, the full-strength end of the cigarette range (tar 14 down to 10 mg); **LTN** = the lighter-strength end (tar 8 down to 6 mg). ## 5. Problem-led vs product-led (within-person) Product-led wins **24 of 35** paired comparisons. | Respondent | Pair | PS | PL | Winner | | --- | --- | --- | --- | --- | | R1 | Pair 3 | 50 | 56 | PL | | R2 | Pair 3 | 41 | 38 | PS | | R3 | Pair 1 | 15 | 27 | PL | | R4 | Pair 3 | 6 | 8 | PL | | R4 | Pair 4 | 6 | 16 | PL | | R5 | Pair 2 | 30 | 38 | PL | | R5 | Pair 3 | 26 | 52 | PL | | R6 | Pair 1 | 21 | 55 | PL | | R6 | Pair 4 | 32 | 33 | PL | | R7 | Pair 3 | 14 | 28 | PL | | R7 | Pair 4 | 18 | 25 | PL | | R8 | Pair 1 | 15 | 7 | PS | | R9 | Pair 1 | 14 | 28 | PL | | R9 | Pair 2 | 19 | 34 | PL | | R10 | Pair 1 | 28 | 21 | PS | | R10 | Pair 4 | 26 | 25 | PS | | R11 | Pair 1 | 16 | 11 | PS | | R11 | Pair 4 | 11 | 11 | tie | | R12 | Pair 1 | 25 | 21 | PS | | R13 | Pair 2 | 23 | 24 | PL | | R14 | Pair 2 | 10 | 19 | PL | | R15 | Pair 1 | 40 | 35 | PS | | R16 | Pair 1 | 23 | 15 | PS | | R17 | Pair 4 | 11 | 18 | PL | | R18 | Pair 2 | 24 | 43 | PL | | R19 | Pair 3 | 51 | 23 | PS | | R20 | Pair 2 | 34 | 41 | PL | | R21 | Pair 3 | 41 | 47 | PL | | R22 | Pair 1 | 36 | 43 | PL | | R23 | Pair 1 | 33 | 38 | PL | | R24 | Pair 4 | 19 | 24 | PL | | R25 | Pair 2 | 24 | 31 | PL | | R26 | Pair 2 | 44 | 47 | PL | | R27 | Pair 3 | 26 | 25 | PS | | R28 | Pair 4 | 30 | 36 | PL | ## 6. Respondents | ID | Baseline | Cohort band | Mean stimulus K | n stimuli | Lifts | Depresses | | --- | --- | --- | --- | --- | --- | --- | | R1 | 7 | low | 47.0 | 4 | 4 | 0 | | R2 | 42 | high | 41.0 | 4 | 0 | 0 | | R3 | 27 | mid | 26.3 | 4 | 1 | 2 | | R4 | 6 | low | 9.0 | 4 | 1 | 0 | | R5 | 25 | mid | 36.5 | 4 | 2 | 0 | | R6 | 44 | high | 35.3 | 4 | 1 | 3 | | R7 | 24 | mid | 21.3 | 4 | 0 | 1 | | R8 | 10 | low | 10.3 | 4 | 0 | 0 | | R9 | 7 | low | 23.8 | 4 | 3 | 0 | | R10 | 23 | mid | 25.0 | 4 | 0 | 0 | | R11 | 11 | low | 12.3 | 4 | 0 | 0 | | R12 | 15 | low | 34.8 | 4 | 3 | 0 | | R13 | 14 | low | 20.3 | 4 | 2 | 0 | | R14 | 24 | mid | 9.8 | 4 | 0 | 3 | | R15 | 48 | high | 38.8 | 4 | 0 | 3 | | R16 | 24 | mid | 29.5 | 4 | 1 | 2 | | R17 | 36 | high | 16.3 | 4 | 0 | 4 | | R18 | 33 | high | 28.5 | 4 | 1 | 2 | | R19 | 27 | mid | 31.8 | 4 | 1 | 0 | | R20 | 22 | mid | 35.3 | 4 | 4 | 0 | | R21 | 18 | low | 42.8 | 4 | 4 | 0 | | R22 | 31 | mid | 40.8 | 4 | 3 | 0 | | R23 | 15 | low | 35.3 | 4 | 4 | 0 | | R24 | 26 | mid | 21.5 | 4 | 0 | 0 | | R25 | 12 | low | 27.8 | 4 | 4 | 0 | | R26 | 35 | high | 44.5 | 4 | 3 | 0 | | R27 | 20 | low | 25.8 | 4 | 1 | 0 | | R28 | 28 | mid | 32.5 | 4 | 1 | 0 | R1, R5, R9, R12 respond strongly to what they are shown; R2, R8, R10, R11 stay flat regardless; R14, R15, R17 mostly move down. Reading each person against their own baseline is what separates them. ## 7. The discussion guide behind every score Sixty-minute conversation, six stages. Stage 3 sets the baseline; stage 5 produces the scored readings. | # | Stage | Time | What it probes | | --- | --- | --- | --- | | 1 | Introduction | 5 min | Names, no right or wrong answers, and the frame: how you choose, recognize and use your packs. | | 2 | Consumer background | 5 min | Demographics, then nicotine products used now and in the past. | | 3 | The job, unprompted | 10 min | Day-to-day usage and the last time the current product didn't work — push and pull surface here, before any stimulus is shown. | | 4 | Context stimuli | 10 min | All four context images shown with no prompt and no brand: what is happening, and do you see yourself in it. | | 5 | Execution evaluation | 20 min | Four executions per respondent — a PS/PL pair, a testimonial and a functionality execution. These are the scored readings. | | 6 | Tradeoff deep dive | 10 min | Visuals varied per interview to match the respondent's stated barrier — what the message transmits, whether it matters, whether it feels different. | Interviewer principles: conversational, open questions, real behaviour over generalisations, concrete probing on the last actual occasion, neutral follow-ups ("What happened next?", "How did you know?"). ## 8. Verbatims - **R1 — Social exclusion is the live wire:** "I've been in situations where I have friends go away or be excluded from a conversation because they don't like the smell of smoke, so me and my smoke buddies just continued the conversation without them, which I feel very, very sad about." - **R1 — Inertia, not loyalty:** "I'm using it because it's not broken. So it's kind of like a new phone — a new model comes out, yeah, maybe I'll buy it. I already know it works, so I don't really see a need to change it." - **R5 — Product-led framing lands as relief:** "It feels quite relevant and appealing because I often drive with others and want to avoid annoying them with smoke or smell." - **R5 — Odour as a work-life risk:** "It feels very relevant in a workplace setting because avoiding odour is important when talking to colleagues or clients after taking a break." - **R10 — Already living the behaviour:** "It's definitely appealing to me, and I do it myself sometimes. I don't smoke in the car very often, but when I do want to, I always like to have my IQOS with me." - **R3 — Switching triggers are functional:** "I would say cheaper products, or easier use — less need for charging." ## 9. Flagged issues and how each was handled ### 9.1 The scoring bands were imported, not derived - **Was:** Scores were read against bands built on a different cohort in a different category, which called most of the wave one long suppression problem and separated nothing. - **Now:** Every chart is re-normed to this wave: within-respondent lift against each person's own baseline, with cohort tertiles at 21 and 33 as a cross-check. ### 9.2 Wave 1 is working material, not a market read - **Was:** The first read treated the wave as if it were a representative market result. - **Now:** No finding here is stated as a market result. Wave 1 is a method demonstration and expert working material, and every cut carries an explicit confidence label. ### 9.3 Profile cuts were reported as if they were segments - **Was:** Age, gender and product-use splits were being read as differences, on cells of one to three people. - **Now:** Profile cuts are marked indicative and shown with their n. Nothing with n < 5 is described as a difference; it is described as something to test. ### 9.4 Sensitivity and intensity were treated as measures - **Was:** S and I sat alongside K as if they were three independent readings. - **Now:** 39 of 140 S/I pairs are the default 50, so they carry almost no information. They are reported as a data-quality note, not as findings. ### 9.5 Stimulus rank was read off raw score - **Was:** A stimulus scoring 50 for a highly expressive respondent outranked one scoring 20 for a reserved one. - **Now:** The leaderboard ranks on mean lift from baseline, with raw score kept alongside so both are auditable. ### Data-quality note 39 of 140 readings carry the default S/I value of 50. Sensitivity and intensity are reported as a data-quality note, not as findings. ## 10. Wave 2 requirements 1. Recruit and interview in Japanese, with a Japanese-speaking panel resident in Japan. 2. Build a Japanese reference distribution and re-derive the cohort bands from it. 3. Keep the balanced design: every respondent sees both halves of at least one PS/PL pair. 4. Fix S/I capture so the scales carry information instead of defaulting. 5. Set minimum cell sizes (n >= 5) before any profile cut is reported as a difference. ## 11. Leads for follow-up interviews Respondents whose pattern runs against the cohort. At n=28 each is a hypothesis, not a segment; the value is knowing who to call back. - **Reverse pair direction** — R2, R8, R10, R11, R12, R15, R16, R19, R27: problem-led scored above product-led, against the cohort direction. Probe: the last time the situation itself actually caused a problem, and what they did. - **Flat respondents** — R2, R8, R10, R11, R24: zero lifts and zero depressions across everything shown. Probe: what would have to be true for any of it to matter. - **All-depress respondents** — R14, R15, R17: two or more stimuli below their own baseline, none above. Probe: what pushed them away rather than pulled them in. - **Highly responsive respondents** — R1, R5, R9, R12, R13, R20, R21, R22, R23, R25, R26: two or more lifts with no depressions. Probe: which single execution would change purchase, and why. ## 12. Machine-readable dataset ```json { "meta": { "metric": "K congruence 0-100", "scoring": "within-respondent lift from baseline; lift_threshold 8", "cohort": { "respondents": 28, "stimulus_readings": 112, "n": 140, "mean": 27.614285714285714, "median": 26, "sd": 13.242935249350861, "tertiles": [ 21, 33 ] }, "caveat": "Working material for research professionals; method demonstration, not a market result", "product_code_legend": { "FF": "Full Flavour - full-strength end of the cigarette range, tar 14 down to 10 mg", "LTN": "lighter-strength end of the cigarette range, tar 8 down to 6 mg" } }, "readings": [ { "respondent": 1, "stimulus": "Baseline", "k": 7, "sensitivity": 60, "intensity": 70, "lift": null }, { "respondent": 1, "stimulus": "3 PS", "k": 50, "sensitivity": 50, "intensity": 50, "lift": 43 }, { "respondent": 1, "stimulus": "3 PL", "k": 56, "sensitivity": 65, "intensity": 70, "lift": 49 }, { "respondent": 1, "stimulus": "TST A", "k": 44, "sensitivity": 55, "intensity": 60, "lift": 37 }, { "respondent": 1, "stimulus": "FCTN A", "k": 38, "sensitivity": 50, "intensity": 55, "lift": 31 }, { "respondent": 2, "stimulus": "Baseline", "k": 42, "sensitivity": 50, "intensity": 50, "lift": null }, { "respondent": 2, "stimulus": "3 PS", "k": 41, "sensitivity": 50, "intensity": 50, "lift": -1 }, { "respondent": 2, "stimulus": "3 PL", "k": 38, "sensitivity": 55, "intensity": 55, "lift": -4 }, { "respondent": 2, "stimulus": "TST C", "k": 45, "sensitivity": 60, "intensity": 65, "lift": 3 }, { "respondent": 2, "stimulus": "FCTN B", "k": 40, "sensitivity": 50, "intensity": 55, "lift": -2 }, { "respondent": 3, "stimulus": "Baseline", "k": 27, "sensitivity": 30, "intensity": 60, "lift": null }, { "respondent": 3, "stimulus": "1 PS", "k": 15, "sensitivity": 50, "intensity": 50, "lift": -12 }, { "respondent": 3, "stimulus": "1 PL", "k": 27, "sensitivity": 50, "intensity": 50, "lift": 0 }, { "respondent": 3, "stimulus": "TST A", "k": 15, "sensitivity": 50, "intensity": 50, "lift": -12 }, { "respondent": 3, "stimulus": "TST C", "k": 48, "sensitivity": 50, "intensity": 50, "lift": 21 }, { "respondent": 4, "stimulus": "Baseline", "k": 6, "sensitivity": 50, "intensity": 50, "lift": null }, { "respondent": 4, "stimulus": "4 PS", "k": 6, "sensitivity": 30, "intensity": 50, "lift": 0 }, { "respondent": 4, "stimulus": "4 PL A", "k": 16, "sensitivity": 70, "intensity": 70, "lift": 10 }, { "respondent": 4, "stimulus": "3 PS", "k": 6, "sensitivity": 50, "intensity": 50, "lift": 0 }, { "respondent": 4, "stimulus": "3 PL", "k": 8, "sensitivity": 80, "intensity": 80, "lift": 2 }, { "respondent": 5, "stimulus": "Baseline", "k": 25, "sensitivity": 50, "intensity": 50, "lift": null }, { "respondent": 5, "stimulus": "2 PS", "k": 30, "sensitivity": 50, "intensity": 50, "lift": 5 }, { "respondent": 5, "stimulus": "2 PL", "k": 38, "sensitivity": 100, "intensity": 100, "lift": 13 }, { "respondent": 5, "stimulus": "3 PS", "k": 26, "sensitivity": 50, "intensity": 50, "lift": 1 }, { "respondent": 5, "stimulus": "3 PL", "k": 52, "sensitivity": 50, "intensity": 50, "lift": 27 }, { "respondent": 6, "stimulus": "Baseline", "k": 44, "sensitivity": 50, "intensity": 50, "lift": null }, { "respondent": 6, "stimulus": "1 PS", "k": 21, "sensitivity": 50, "intensity": 50, "lift": -23 }, { "respondent": 6, "stimulus": "1 PL", "k": 55, "sensitivity": 50, "intensity": 50, "lift": 11 }, { "respondent": 6, "stimulus": "4 PS", "k": 32, "sensitivity": 50, "intensity": 50, "lift": -12 }, { "respondent": 6, "stimulus": "4 PL A", "k": 33, "sensitivity": 50, "intensity": 50, "lift": -11 }, { "respondent": 7, "stimulus": "Baseline", "k": 24, "sensitivity": 50, "intensity": 50, "lift": null }, { "respondent": 7, "stimulus": "3 PS", "k": 14, "sensitivity": 50, "intensity": 50, "lift": -10 }, { "respondent": 7, "stimulus": "3 PL", "k": 28, "sensitivity": 100, "intensity": 100, "lift": 4 }, { "respondent": 7, "stimulus": "4 PS", "k": 18, "sensitivity": 50, "intensity": 50, "lift": -6 }, { "respondent": 7, "stimulus": "4 PL A", "k": 25, "sensitivity": 100, "intensity": 100, "lift": 1 }, { "respondent": 8, "stimulus": "Baseline", "k": 10, "sensitivity": 100, "intensity": 100, "lift": null }, { "respondent": 8, "stimulus": "1 PS", "k": 15, "sensitivity": 50, "intensity": 50, "lift": 5 }, { "respondent": 8, "stimulus": "1 PL", "k": 7, "sensitivity": 50, "intensity": 50, "lift": -3 }, { "respondent": 8, "stimulus": "TST A", "k": 8, "sensitivity": 50, "intensity": 50, "lift": -2 }, { "respondent": 8, "stimulus": "TST C", "k": 11, "sensitivity": 50, "intensity": 50, "lift": 1 }, { "respondent": 9, "stimulus": "Baseline", "k": 7, "sensitivity": 100, "intensity": 100, "lift": null }, { "respondent": 9, "stimulus": "1 PS", "k": 14, "sensitivity": 50, "intensity": 50, "lift": 7 }, { "respondent": 9, "stimulus": "1 PL", "k": 28, "sensitivity": 50, "intensity": 50, "lift": 21 }, { "respondent": 9, "stimulus": "2 PS", "k": 19, "sensitivity": 50, "intensity": 50, "lift": 12 }, { "respondent": 9, "stimulus": "2 PL", "k": 34, "sensitivity": 50, "intensity": 50, "lift": 27 }, { "respondent": 10, "stimulus": "Baseline", "k": 23, "sensitivity": 50, "intensity": 50, "lift": null }, { "respondent": 10, "stimulus": "1 PS", "k": 28, "sensitivity": 50, "intensity": 50, "lift": 5 }, { "respondent": 10, "stimulus": "1 PL", "k": 21, "sensitivity": 50, "intensity": 50, "lift": -2 }, { "respondent": 10, "stimulus": "4 PS", "k": 26, "sensitivity": 50, "intensity": 50, "lift": 3 }, { "respondent": 10, "stimulus": "4 PL", "k": 25, "sensitivity": 50, "intensity": 50, "lift": 2 }, { "respondent": 11, "stimulus": "Baseline", "k": 11, "sensitivity": 50, "intensity": 50, "lift": null }, { "respondent": 11, "stimulus": "1 PS", "k": 16, "sensitivity": 50, "intensity": 50, "lift": 5 }, { "respondent": 11, "stimulus": "1 PL", "k": 11, "sensitivity": 100, "intensity": 100, "lift": 0 }, { "respondent": 11, "stimulus": "4 PS", "k": 11, "sensitivity": 50, "intensity": 50, "lift": 0 }, { "respondent": 11, "stimulus": "4 PL A", "k": 11, "sensitivity": 50, "intensity": 100, "lift": 0 }, { "respondent": 12, "stimulus": "Baseline", "k": 15, "sensitivity": 65, "intensity": 70, "lift": null }, { "respondent": 12, "stimulus": "1 PS", "k": 25, "sensitivity": 50, "intensity": 50, "lift": 10 }, { "respondent": 12, "stimulus": "1 PL", "k": 21, "sensitivity": 70, "intensity": 65, "lift": 6 }, { "respondent": 12, "stimulus": "FCTN A", "k": 68, "sensitivity": 30, "intensity": 75, "lift": 53 }, { "respondent": 12, "stimulus": "TST A", "k": 25, "sensitivity": 65, "intensity": 80, "lift": 10 }, { "respondent": 13, "stimulus": "Baseline", "k": 14, "sensitivity": 70, "intensity": 80, "lift": null }, { "respondent": 13, "stimulus": "2 PS", "k": 23, "sensitivity": 70, "intensity": 80, "lift": 9 }, { "respondent": 13, "stimulus": "2 PL", "k": 24, "sensitivity": 90, "intensity": 80, "lift": 10 }, { "respondent": 13, "stimulus": "FCTN A", "k": 16, "sensitivity": 90, "intensity": 80, "lift": 2 }, { "respondent": 13, "stimulus": "TST C", "k": 18, "sensitivity": 90, "intensity": 90, "lift": 4 }, { "respondent": 14, "stimulus": "Baseline", "k": 24, "sensitivity": 65, "intensity": 80, "lift": null }, { "respondent": 14, "stimulus": "2 PS", "k": 10, "sensitivity": 55, "intensity": 85, "lift": -14 }, { "respondent": 14, "stimulus": "2 PL", "k": 19, "sensitivity": 82, "intensity": 72, "lift": -5 }, { "respondent": 14, "stimulus": "TST A", "k": 6, "sensitivity": 30, "intensity": 55, "lift": -18 }, { "respondent": 14, "stimulus": "FCTN C", "k": 4, "sensitivity": 20, "intensity": 25, "lift": -20 }, { "respondent": 15, "stimulus": "Baseline", "k": 48, "sensitivity": 65, "intensity": 70, "lift": null }, { "respondent": 15, "stimulus": "1 PS", "k": 40, "sensitivity": 15, "intensity": 85, "lift": -8 }, { "respondent": 15, "stimulus": "1 PL", "k": 35, "sensitivity": 70, "intensity": 85, "lift": -13 }, { "respondent": 15, "stimulus": "TST A", "k": 42, "sensitivity": 80, "intensity": 70, "lift": -6 }, { "respondent": 15, "stimulus": "FCTN A", "k": 38, "sensitivity": 65, "intensity": 65, "lift": -10 }, { "respondent": 16, "stimulus": "Baseline", "k": 24, "sensitivity": 60, "intensity": 80, "lift": null }, { "respondent": 16, "stimulus": "1 PS", "k": 23, "sensitivity": 80, "intensity": 80, "lift": -1 }, { "respondent": 16, "stimulus": "1 PL", "k": 15, "sensitivity": 70, "intensity": 70, "lift": -9 }, { "respondent": 16, "stimulus": "TST A", "k": 10, "sensitivity": 80, "intensity": 90, "lift": -14 }, { "respondent": 16, "stimulus": "FCTN B", "k": 70, "sensitivity": 50, "intensity": 50, "lift": 46 }, { "respondent": 17, "stimulus": "Baseline", "k": 36, "sensitivity": 70, "intensity": 70, "lift": null }, { "respondent": 17, "stimulus": "4 PS", "k": 11, "sensitivity": 20, "intensity": 60, "lift": -25 }, { "respondent": 17, "stimulus": "4 PL A", "k": 18, "sensitivity": 70, "intensity": 75, "lift": -18 }, { "respondent": 17, "stimulus": "TST A", "k": 19, "sensitivity": 80, 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