Pillow

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Q1 PARTICIPANT INFORMATION STATEMENT PROJECT TITLE: Therapeutic
Pillows Australia - Parnham Group PRINCIPAL INVESTIGATOR: Dr Hassan Kalantari
Daronkola, Senior Lecturer in Marketing, School of Business, Law and Entrepreneurship We
invite you to participate in the following research project, being conduct through Swinburne
University to identify the factors contributing to the stalled or decreasing heat and ice pack sales
and explore potential growth opportunities for Therapeutic Pillow Australia. WHAT THIS
PROJECT IS ABOUT AND WHY IT IS BEING UNDERTAKEN? The project is being
undertaken to address the marketing challenges faced by Therapeutic Pillow Australia and
develop actionable strategies to revitalize their sales and overall market position. By conducting
thorough research and analysis, the project seeks to provide insights into its competitors'
products and strategies, evaluate brand awareness and customer perception, and gather
information on effective marketing strategies and tactics. PROJECT AND RESEARCHER
INTERESTS This project has been supported by representatives of Therapeutic Pillow
Australia through the provision of time to present their business case to students enrolled in
MKT20019 - Marketing Research and Analytics at Swinburne University. No funding has been
received. WHAT PARTICIPATION WILL INVOLVE If you choose to participate, you will be
given the opportunity to complete a 10-15 minute online survey. This survey includes questions
about your personal experience in using or intention to use therapeutic pillows, opinions on
potential communication channels and some general demographics such as age, gender, and
year of study. ELIGIBILITY You must be 18 years of age or older. PARTICIPANT RIGHTS
AND INTERESTS You have the right to choose whether or not you would like to participate in
this survey. You also have the right to withdraw from the survey at any time, prior to submitting
the completed survey. You can withdraw from the survey by closing the survey website. Your
consent to participate in this survey will be implied through your completion of the survey and
submission of the survey results. PRIVACY AND CONFIDENTIALITY This research is
completely anonymous. You will not be asked to provide any identifying information such as
name or contact details. There will be no follow-up contact after completing the survey. The data
collected from this survey will be password protected and housed through Swinburne University
OneDrive server. USE OF DATA The data collected from this research will be used by
students enrolled in MKT20019 at Swinburne University to complete assessment tasks.
Students will analyse the aggregated data and prepare written reports on the analysis results.
These reports will only be viewed by teaching staff involved in the unit and it will provide no
individual-level data or any identifying, personal information about the participants. WHO TO
CONTACT – FURTHER INFORMATION If you would like further information about this project,
please contact
Dr Hassan Kalantari Daronkola, Senior lecturer in Marketing Email: [email protected]
Phone: 03 9214 3589 WHO TO CONTACT – CONCERNS OR COMPLAINTS This project has
been approved by or on behalf of Swinburne’s Human Research Ethics Committee (SUHREC)
in line with the National Statement on Ethical Conduct in Human Research. If you have any
concerns or complaints about the conduct of this project, you can contact: Research Ethics
Officer, Swinburne Research (H68), Swinburne University of Technology, P O Box 218,
HAWTHORN VIC 3122. Tel (03) 9214 5218 or +61 3 9214 5218 or [email protected]

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Q2 What is your current age in years?

▼ Under 18 (1) ... 85 or older (9)

Skip To: End of Survey If What is your current age in years? = Under 18

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1- Under 18
2- 18 – 24
3- 25_34
4- 35_44
5- 45_54
6- 55_64
7- 65_74
8- 75_84
9- 85 or older

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Q3 Before continuing with the survey, please read the following information about Heat/Ice
Packs.
Heat and ice packs are commonly used in physical therapy and for self-care to provide relief
from pain, inflammation, and swelling. Heat packs can be used to alleviate chronic pain, relax
muscles, and increase flexibility. They work by improving circulation and blood flow to a
particular area due to increased temperature, which can help deliver more oxygen and nutrients
to the muscle, aiding in its healing. Ice packs can be used for conditions such as muscle or joint
injuries, arthritis, muscle tension or stiffness, and chronic pain.

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Q4 On a scale of 1 to 5, how familiar are you with the heat and ice packs?

o Not familiar at all (1)

o Slightly familiar (2)
o Moderately familiar (3)
o Very familiar (4)
o Extremely familiar (5)

Q5 Which option describes you best?

o I have used one or more heat/ice packs in the past. (1)

o I have used one or more heat/ice packs in the past and I am also considering to buy
another Heat/Ice Packs (2)

o I have never used any heat/ice packs, but and I am considering buying a Heat/Ice Packs
(3)

o I have never used any heat/ice packs and I am not considering buying Heat/Ice Packs
(4)

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Q6 Which brands of heat/ice packs have you heard of?

▢ FlexiKold (1)

▢ Roscoe (2)

▢ Transforming Life (3)

▢ Hilph (4)

▢ Therapeutic Pillow Australia (5)

▢ Other (please specify) (6)

__________________________________________________

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Display This Question:
If Which brands of heat/ice packs have you heard of? = Therapeutic Pillow Australia

Q7 On a scale of 1 to 5, how familiar are you with the Therapeutic Pillow Australia products?

o Not familiar at all (1)

o Slightly familiar (2)
o Moderately familiar (3)
o Very familiar (4)
o Extremely familiar (5)

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Q8 What brands of heat/ice packs have you used?

o FlexiKold (1)
o Roscoe (2)
o Therapeutic Pillow Australia (3)
o I have never used Heath/Ice packs (4)
o Other (please specify) (5)
__________________________________________________

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Display This Question:
If What brands of heat/ice packs have you used? = Therapeutic Pillow Australia

Q9 How would you rate your level of satisfaction with the Therapeutic Pillow Australia's products
in overall?

o Extremely dissatisfied (1)

o Somewhat dissatisfied (2)
o Neither satisfied nor dissatisfied (3)
o Somewhat satisfied (4)
o Extremely satisfied (5)

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Q10 What is the primary reason you use or would consider using heat and ice packs?

o Neck or back pain (1)

o Posture improvement (2)
o Sleep quality enhancement (3)
o Stress relief (4)
o Injury recovery (5)
o Sports Recovery (6)
o Other (please specify) (7)
__________________________________________________

Q11 How often do you experience discomfort or pain that could potentially be alleviated with the
use of heat and ice packs?

o Daily (1)
o Weekly (2)
o Monthly (3)
o Occasionally (4)
o Never (5)

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Q12 On a scale of 0 to 10, with 0 being no pain/discomfort and 10 being the worst
pain/discomfort imaginable, how would you rate your current level of pain?
0 1 2 3 4 5 6 7 8 9 10

Level of pain ()

Q13 What type of comfort product are you currently using? (Select all that apply)

▢ Standard pillow (1)

▢ Contour pillow (2)

▢ Memory foam pillow (3)

▢ Heating pad (4)

▢ Ice pack (5)

▢ Other (please specify) (6)

__________________________________________________

▢ None of them (7)

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Q14 What factors or circumstances would prompt you to consider purchasing heat and ice
packs? (Select all that apply)

▢ Experiencing persistent neck or back pain (1)

▢ Difficulty sleeping due to discomfort (2)

▢ Recommendation from a health professional (e.g., chiropractor and physiotherapist) (3)

▢ Seeking to improve overall posture (4)

▢ Recovering from an injury or surgery (5)

▢ Desire to enhance relaxation and stress relief (6)

▢ Replacing an old or worn-out pillow/Heat or Ice packs (7)

▢ Recovering from a fitness session (8)

▢ Other (please specify) (9)

__________________________________________________

▢ None (10)

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Q15 How likely are you to buy a heat/ice packs in the next 3 months?

o Extremely unlikely (1)

o Somewhat unlikely (2)
o Neither likely nor unlikely (3)
o Somewhat likely (4)
o Extremely likely (5)

Q16 How likely are you to buy a heat/ice packs in the next 1 year?

o Extremely unlikely (1)

o Somewhat unlikely (2)
o Neither likely nor unlikely (3)
o Somewhat likely (4)
o Extremely likely (5)

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Q17 Where do you usually expect to buy heat/ice packs or comfort products (Select all that
apply)

▢ Online marketplaces (e.g., Amazon and eBay) (1)

▢ Company's own online or physical store (2)

▢ Physical retail stores (e.g., department stores and specialty stores) (3)

▢ Health professionals (e.g., chiropractors and physiotherapists) (4)

▢ Other (please specify) (5)

__________________________________________________

Q18 Which of the following best describes your current lifestyle?

o Sedentary (mostly sitting or lying down) (1)

o Lightly active (some walking and standing) (2)
o Moderately active (regular exercise or physical activity) (3)
o Very active (intense exercise or physically demanding job) (4)

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Q19 Which of the following best describes your current exercise level?

o No Exercise: I do not engage in any form of physical activity. (1)

o Minimal Exercise: I engage in light activities occasionally, such as short walks or light
stretching. (2)

o Moderate Exercise: I participate in moderate physical activities, such as regular brisk

walking, jogging, or cycling. (3)

o Intense Exercise: I engage in intense workouts or high-impact activities regularly, such

as running, weightlifting, or high-intensity interval training. (4)

o Athlete Level: I have a rigorous exercise routine or train for competitive sports at an
advanced level. (5)

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Q20 What factors do you consider most important when choosing heat and ice packs? (Select
up to 5)

▢ Price (1)

▢ Discounts or promotions (2)

▢ Free trial or money-back guarantee (3)

▢ Positive customer reviews and testimonials (4)

▢ Quality (5)

▢ Brand reputation (6)

▢ Australian Made (7)

▢ Health professional recommendations (8)

▢ Customer reviews and ratings (9)

▢ Product features and benefits (10)

▢ Other (please specify) (11)

__________________________________________________

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Q21 Where do you typically look for information about heat and ice packs? (Select all that
apply)

▢ Social media (e.g., Facebook, Instagram, and Twitter) (1)

▢ Online search (e.g., Google) (2)

▢ Word of mouth (e.g., friends and family) (3)

▢ Health professionals (e.g., chiropractors and physiotherapists) (4)

▢ Advertising (e.g., TV, radio and print) (5)

▢ Retail stores (6)

▢ Other (please specify) (7)

__________________________________________________

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Q22 How do you prefer to receive information about heat and ice packs? (Select all that apply)

▢ Email newsletters (1)

▢ Social media updates (2)

▢ Blog posts or articles (3)

▢ Online video demonstrations (4)

▢ In-store promotions or displays (5)

▢ Direct mail or catalogs (6)

▢ Health Practitioner/Trainer (7)

▢ Other (please specify) (8)

__________________________________________________

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Q23 On a scale of 1 to 5, please rate the following marketing messages or product features
based on their persuasiveness to consider purchasing heat and ice packs
Not Slightly Moderately Very Extremely
persuasive at persuasive persuasive persuasive persuasive
all (1) (2) (3) (4) (5)
Pain relief or
improved
comfort (1)
o o o o o
Australian Made
(2) o o o o o
Enhanced
posture and
spinal alignment o o o o o
(3)
Health
professional
endorsement or
recommendation
o o o o o
(4)
Eco-friendly or
sustainable
materials (5)
o o o o o
Product
durability and
longevity (6)
o o o o o
Other (please
specify) (7) o o o o o

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Q24 Finally, a few demographic questions about you. Please note these questions are optional.

Q25 What is your gender?

o Male (1)
o Female (2)
o Other (3)
o Prefer not to say (4)

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Q26 How much is your income:

o Less than $10,000 (1)

o $10,000 - $19,999 (2)
o $20,000 - $29,999 (3)
o $30,000 - $39,999 (4)
o $40,000 - $49,999 (5)
o $50,000 - $59,999 (6)
o $60,000 - $69,999 (7)
o $70,000 - $79,999 (8)
o $80,000 - $89,999 (9)
o $90,000 - $99,999 (10)
o $100,000 - $149,999 (11)
o More than $150,000 (12)

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Q27 What is your current relationship status?

o Single (1)
o In a relationship (2)
o Engaged (3)
o Married (4)
o Its complicated! (5)
o Others (6)

Q28 What is your highest level of education? (Select one)

o Less than high school (1)

o High school diploma or equivalent (2)
o Some college or associate's degree (3)
o Bachelor's degree (4)
o Graduate or professional degree (5)

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Q29 What is your current employment status? (Select one)

o Employed full time (1)

o Employed part time (2)
o Unemployed looking for work (3)
o Unemployed not looking for work (4)
o Retired (5)

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Q30 Which social media platforms do you use? Please select all that apply.

▢ WeChat (1)

▢ Snapchat (2)

▢ Linkedin (3)

▢ Instagram (4)

▢ Twitter (5)

▢ Reddit (6)

▢ Pinterest (7)

▢ TikTok (8)

▢ QQ (9)

▢ Facebook (10)

▢ None (11)

Q31 That's the final question. Thanks for your participation. Please let us know if you have any
final comments.

________________________________________________________________

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