LegalZoom.com Inc v. Rocket Lawyer Incorporated
Filing
61
DECLARATION of Hong-An Vu In Support of MOTION for Summary Judgment as to AND/OR ADJUDICATION; MEMORANDUM OF POINTS AND AUTHORITIES IN SUPPORT THEREOF (REDACTED) 60 filed by Defendant Rocket Lawyer Incorporated. (Attachments: # 1 Exhibit A, # 2 Exhibit B (PART1), # 3 Exhibit B (PART 2), # 4 Exhibits C-E and M-O)(Vu, Hong-An)
<![CDATA[
EXHIBIT B
EXHIBIT B
APPENDIX
A
APPENDIX
A
EXHIBIT B -73-
1
2
3
4
5
6
7
8
9
10
11
Forrest A. Hainline III (SBN 64166)
fhainline@goodwinprocter.com
Hong-An Vu (SBN 266268)
hvu@goodwinprocter.com
GOODWIN PROCTER LLP
Three Embarcadero Center
24th Floor
San Francisco, California 94111
Tel.: 415.733.6000
Fax.: 415.677.9041
Michael T. Jones (SBN 290660)
mjones@goodwinprocter.com
GOODWIN PROCTER LLP
135 Commonwealth Drive
Menlo Park, California 94025-1105
Tel.: 650.752.3100
Fax.: 650.853.1038
Attorneys for Defendant
ROCKET LAWYER INCORPORATED
12
UNITED STATES DISTRICT COURT
13
CENTRAL DISTRICT OF CALIFORNIA
14
WESTERN DIVISION
15
16
17
LEGALZOOM.COM, INC., a Delaware
corporation,
Plaintiff,
18
19
20
21
22
v.
ROCKET LAWYER
INCORPORATED, a Delaware
corporation,
Defendant.
Case No. 2:12-cv-09942-GAF-AGR
DECLARATION OF DAVID BAGA
IN SUPPORT OF EXPERT REPORT
OF JERRY WIND
Judge:
Courtroom:
Judge Gary A. Feess
740
255 East Temple Street
Los Angeles, CA 90012
Action Filed: November 20, 2012
23
24
25
26
27
28
EXHIBIT B -74-
ACTIVE/72059453.1
DECLARATION OF DAVID BAGA
1
2
I, David Baga, declare:
3
1.
I am the Senior Vice President of Revenue Operations of defendant and
4
counterclaimant Rocket Lawyer Incorporated (“Rocket Lawyer”). I submit this
5
declaration in support of Rocket Lawyer’s expert disclosure report. I am over the
6
age of 18 years. Unless otherwise indicated, I have personal knowledge of the
7
matters stated herein and, if called upon to do so, I could and would competently
8
testify to them under oath.
9
2.
I have been employed at Rocket Lawyer since May 2010. I have been
10
the SVP of Revenue Operations of Rocket Lawyer since June 2013. In this role, I
11
am primarily responsible for the day-to-day leadership and direction for operations,
12
product management, sales and business development. I am also responsible for the
13
revenue platform and business operations for all of Rocket Lawyer's offerings.
14
Previous to my current position, I was Vice President of Sales and Business
15
Development with largely similar job duties.
16
3.
I am familiar with the services Rocket Lawyer provides its customers. I
17
interact on a daily basis with all departments in Rocket Lawyer. In addition, I have
18
access to Rocket Lawyer’s business records, including communications kept in the
19
ordinary course of business. I have personal knowledge of the facts contained herein
20
unless specifically stated otherwise.
21
4.
As with all internet business, Rocket Lawyer is constantly changing.
22
5.
However, most of the changes to the portions of the website at issue in
23
this case over the life of Rocketlawyer.com have been cosmetic, whereas the
24
substantive information provided by Rocket Lawyer’s services has remained similar
25
through the life of the company.
26
6.
For example, in May 2012, Rocket Lawyer changed from the
27
formatting of RocketLawyer.com that had blue formatting to a cleaner layout with
28
red bordering.
EXHIBIT B -75-
ACTIVE/72059453.1
1
7.
However, Rocket Lawyer continued to disclose the mandatory state
2
fees associated with business formation on Rocketlawyer.com, which it has been
3
disclosing since it began offering business formation services in August 2008.
4
8.
In addition, Rocket Lawyer has always disclosed the terms of its free
5
trial on the same page where the user enrolls in a Rocket Lawyer free trial regardless
6
of whether the user enrolled during the “blue” format of RocketLawyer.com or the
7
current “red” format.
8
9
10
11
9.
Older versions of every page of Rocketlawyer.com are not retained in
the ordinary course of business. I do not believe that Rocket Lawyer can recreate
the exact user experience from prior time periods.
10.
The Rocket Lawyer consumer journey to complete the questionnaire to
12
incorporate a business and the substantive information provided, including the
13
disclosure of state fees, has not significantly changed since Rocket Lawyer began to
14
offer the incorporation service. Any changes have been generally minor and/or
15
cosmetic.
16
11.
17
18
Rocket Lawyer has always disclosed state fees during the consumer
journey at multiple locations.
12.
The screenshot used for “choose your processing,” attached hereto as
19
Exhibit A from the incorporation stimuli was in use on RocketLawyer.com from at
20
least May 2012 to about December 2013. Prior to May 2012, Rocket Lawyer had a
21
similar page on the “blue” version of RocketLawyer.com that offered its free trial
22
and disclosed state fees ins a similar manner.
23
13.
The remainder of the screenshots used for the incorporation stimuli
24
were taken from RocketLawyer.com as it existed in January 2014 unless otherwise
25
stated in the report.
26
14.
The forms used to create the stimuli for the free trial/other legal
27
services stimuli – the bill of sale, lease agreement, power of attorney, and divorce
28
agreement forms – are from our most popular areas of law and account for 21.6% of
ACTIVE/72059453.1
-3-
EXHIBIT B -76-
EXHIBIT B -77-
EXHIBIT A
EXHIBIT B -78-
EXHIBIT B -79-
APPENDIX
B
APPENDIX
B
EXHIBIT B -80-
YORAM (JERRY) WIND
Academic Positions: Jerry Wind is The Lauder Professor and Professor of Marketing at The Wharton School
of the University of Pennsylvania. He is the founding director of the Wharton "think tank,” The SEI Center for
Advanced Studies in Management. The Center's mission is to assure, through research and development, the
quality, relevance, and impact of management research, education, and practice. Dr. Wind joined the Wharton
faculty in January 1967, upon receipt of his doctorate from Stanford University.
Program Development: Dr. Wind is the founder and academic director of The Wharton Fellows program.
From 1983 to 1988, he was the founding director of The Joseph H. Lauder Institute of Management and
International Studies, and from 1980 to 1983 the founding director of The Wharton Center for International
Management Studies. Dr. Wind chaired the Wharton committees that designed The Wharton Executive MBA
Program (1974), the new MBA curriculum (1991), the School’s globalization strategy (1995-1997), and the
MBA’s cross-functional integration efforts (2002-04). He also started The Wharton International Forum (1987)
and served as the chairman of its faculty council until 1998. He was instrumental in establishing the Alfred
West, Jr. Learning Lab and served as a member of its first advisory board (2001-05).
Publications: Dr. Wind is one of the most cited authors in marketing. His regular contributions to professional
marketing literature include 23 books and over 250 papers, articles, and monographs encompassing the areas
of marketing strategy, marketing research, new product and market development, consumer and industrial
buying behavior, and global marketing. Dr. Wind’s books have received wide acclaim and many have been
translated into a number of languages. His most recognized publications include: Competing in a Flat World,
with Victor and William Fung (Wharton School Publishing 2007), The Power of Impossible Thinking: How
Changing Your Mental Models Will Transform the Business of Your Life and the Life of Your Business, with
Colin Crook (Wharton School Publishing 2004), Convergence Marketing: Strategies for Reaching the New
Hybrid Consumer with Vijay Mahajan (Financial Times/Prentice Hall 2002), and Driving Change with Jeremy
Main (Free Press 1998). Both The Power of Impossible Thinking and Convergence Marketing were selected
by Executive Book Summaries as one of the thirty best business books of 2002 and 2004. His recent edited
books– The Network Challenge: Strategy, Profit and Risk in an Interlinked World (Wharton School Publishing,
June 2009), New Product Diffusion Models (Kluwer 2000), Digital Marketing (Wiley 2001), and Marketing
Research and Modeling: Progress and Prospects (Kluwer 2004)–include the works of the leading experts on
these topics. In 2012, Sage will publish an 8-volume edited anthology of Dr. Wind’s publications through the
Legends of Marketing Series.
Editorship: Dr. Wind founded Wharton School Publishing (Wharton’s J.V. with Pearson) (2003) and served
as the first Wharton editor (2003-2008). He has served as editor-in-chief of the Journal of Marketing, on the
policy boards of the Journal of Consumer Research and Marketing Science, and has been on the editorial
boards of the major marketing journals. He has been a guest editor of special issues of the major marketing
journals including Marketing Science (1996) on Empirical Generalization in Marketing (with Frank Bass), JMR
(1978) on market segmentation and (1997) on Innovation in New Product Development and Marketing
Research (1998) on The State of the Art in Quantitative Research.
Business Experience: Dr. Wind has served as an advisor to many Fortune 500 firms and a number of nonU.S. multinationals in the financial services, pharmaceuticals, information, and consumer packaged goods
industries. His consulting focuses on both overall global corporate and business strategy and transformation
as well as marketing strategy and especially the development of new businesses. He is a regular advisor to
SEI and a member of their executive committee. In addition, he has served as an expert witness in various
legal cases. Dr. Wind is a member of the advisory board of a number of start-ups including Decision Lens. He
is a former director of IDT (HK), Enhance Financial Services Corporation, Contel Corporation, CASA and a
number of entrepreneurial ventures.
Professional Activities: Dr. Wind is an active member of the major marketing and management science
professional associations. He is the former Chancellor of the International Academy of Management (IAM). He
is a former academic trustee of the Marketing Science Institute and former chairman of the College of Marketing
of the Institute of Management Science. He is a member of the Board of Directors of the Marketing
Accountability Standards Board. He is one of the founders of the Israeli university–The Interdisciplinary Center
Herzliya (IDC) (1994), chairman of its academic council, and member of its academic appointment and
promotion committee. He is also a member of the board of the American Friends of IDC. He is a member of
the boards of a number of Wharton's centers, including the Lauder Institute and Knowledge@Wharton; a
trustee of The Philadelphia Museum of Art, chairman of the marketing committee and member of its digital age
committee. He is a frequent lecturer in faculty seminars and executive programs in over 50 universities
worldwide.
7/24/2013
EXHIBIT B -81-
Awards: Dr. Wind is the recipient of various awards, including the four major marketing awards–The Charles
Coolidge Parlin Award (1985), the AMA/Irwin Distinguished Educator Award (1993), the Paul D. Converse
Award (1996) and the Buck Weaver Award (2007). He is the recipient of the first Faculty Impact Award given
by Wharton Alumni (1993). In 1984, he was elected as member of the Attitude Research Hall of Fame and has
won a number of research awards, including two Alpha Kappa Psi Foundation awards and a recent inclusion
in JAR Classics issue of 18 articles that have withstood the test of time. In 2001 he was selected as one of the
10 Grand Auteurs in Marketing and later named as the 2003 recipient of the Elsevier Science Distinguished
Scholar award of the Society for Marketing Advances. In May 2004 he was awarded as Honorary Fellow of the
Decade by the Interdisciplinary Center Herzliya (Israel). In 2009, Dr. Wind was selected as one of the 10
Legends of Marketing and in 2013 Sage will publish 8 edited volumes anthologizing his various publications.
7/24/2013
EXHIBIT B -82-
Table of Contents*
*Click on headings to link directly to sections
1.
2.
ACADEMIC EXPERIENCE.......................................................................................................................6
PUBLICATIONS ....................................................................................................................................8
I.
BOOKS ....................................................................................................................................................8
II.
EDITED BOOKS ........................................................................................................................................9
III.
BOOKS UNDER DEVELOPMENT ..............................................................................................................9
IV.
ARTICLES, CONTRIBUTED CHAPTERS, PAPERS IN PROCEEDINGS, AND WORKING PAPERS ................ 10
A. Portfolio Analysis and Strategy............................................................................................................ 10
B. Marketing and Business Strategy ........................................................................................................ 11
C. Marketing and Product Strategy ......................................................................................................... 14
D. Research on Industrial Buying Behavior .............................................................................................. 17
E. Research on Consumer Behavior......................................................................................................... 20
F. Marketing Research and Modeling ..................................................................................................... 24
G. International Marketing ...................................................................................................................... 28
H. International Management Education and The Lauder Institute ........................................................ 30
I. Management Practice and Education in the 21st Century .................................................................. 31
J. Convergence Marketing ...................................................................................................................... 32
K. Mental Models – Power of Impossible Thinking ................................................................................. 32
L. Network-Based Strategies ................................................................................................................... 34
M. Advertising ........................................................................................................................................... 34
N. Entries in Dictionaries, Encyclopedias, and Handbooks ...................................................................... 35
V.
EDITOR OF SPECIAL ISSUES ................................................................................................................. 36
VI.
EDITORIALS .......................................................................................................................................... 37
VII.
ILLUSTRATIVE OP ED AND COMMENTARIES ....................................................................................... 37
VIII.
EDITED PUBLICATIONS OF THE SEI CENTER – ILLUSTRATIVE LIST ** .................................................. 38
IX.
Edited Publications of the Wharton Future of Advertising Program .................................................. 39
X.
EDITOR: WHARTON SCHOOL PUBLISHING BOOKS.............................................................................. 39
XI.
ILLUSTRATIVE PUBLISHED ABSTRACTS OF PAPERS DELIVERED IN PROFESSIONAL MEETINGS.......... 41
XII.
CASE STUDIES ...................................................................................................................................... 42
3. CONSULTING EXPERIENCE ................................................................................................................. 43
I.
Marketing, Business Strategy, and Marketing Research Consulting................................................... 43
II.
Directorship ......................................................................................................................................... 45
III.
Illustrative Advisory Boards................................................................................................................. 45
IV.
Expert Witness: Marketing and Marketing Research Consulting in Legal Cases ................................ 45
V.
Illustrative Marketing Research Clients: ............................................................................................. 50
VI.
Illustrative Marketing Research Program Evaluation and Redesign: .................................................. 51
VII.
Illustrative Intra-Company Marketing Strategy (and Marketing Research) Workshops: ................... 51
VIII.
Illustrative International Consulting.................................................................................................... 52
IX.
Consulting to Government Agencies................................................................................................... 53
X.
Consulting/Advising to Research Organizations ................................................................................. 53
4. UNIVERSITY ACTIVITIES ..................................................................................................................... 54
I.
University of Pennsylvania, The Wharton School ............................................................................... 54
A. Program Development ........................................................................................................................ 54
B. Courses Developed and Taught ........................................................................................................... 55
C. Executive Education Programs at the University of Pennsylvania – Illustrative Sessions ................... 56
3
* = Article published in refereed journal
EXHIBIT B -83-
1) Creativity and Innovation................................................................................................................. 56
2) Challenging your Mental Models ..................................................................................................... 57
3) Transformation and Growth ............................................................................................................ 58
4) Marketing and Branding .................................................................................................................. 59
5) The Network Challenge .................................................................................................................... 60
6) Future of Advertising Program......................................................................................................... 60
D. Committee Responsibility:................................................................................................................... 61
E. Doctoral Dissertations Supervised....................................................................................................... 62
F. Addresses to Alumni Club and Other Groups Regarding: ................................................................... 63
1) The Joseph H. Lauder Institute ........................................................................................................ 63
2) Management 2000 project, the SEI Center for Advanced Studies in Management, and the
revised MBA curriculum................................................................................................................... 63
3) Globalization Strategy ...................................................................................................................... 64
4) Wharton’s Information Management Initiatives (WIMI)................................................................. 64
5) Cross-Functional Integration of the MBA Curriculum ..................................................................... 64
6) Wharton Fellows Program ............................................................................................................... 64
7) Wharton School Publishing .............................................................................................................. 64
8) The Power of Impossible Thinking ................................................................................................... 64
9) Competing in a Flat World ............................................................................................................... 65
II.
University of Pennsylvania – University Committees: ........................................................................ 65
III.
The Interdisciplinary Center (IDC), Herzliya, Israel ............................................................................. 66
IV.
Other Universities ............................................................................................................................... 66
I. Courses Taught .................................................................................................................................... 66
II. Faculty Promotion Review – Illustrative Universities .......................................................................... 66
III. Program/School Review ...................................................................................................................... 66
5. OTHER PROFESSIONAL ACTIVITIES ..................................................................................................... 68
I.
Development of Research Programs [Illustrative List] ........................................................................ 68
II.
Editorial Activities................................................................................................................................ 68
III.
Offices Held in Professional Associations............................................................................................ 70
IV.
Planning and Organizing Professional Programs at the University ..................................................... 71
V.
Award Committees.............................................................................................................................. 72
VI.
Planning and Organizing Professional Programs Outside the University ........................................... 72
VII.
Presentations ...................................................................................................................................... 73
A. National conferences of the American Marketing Association ........................................................... 73
B. Speaker in various conferences and workshops ................................................................................. 74
C. Speaker in a number of the AMA Attitude Research Conferences: .................................................... 74
D. Member of the Faculty of the AMA Doctoral Consortiums ................................................................ 74
E. Member of the Faculty of the First Indian Doctoral Consortium, 2012 ............................................. 74
F. Member of the AMA Faculty Consortium, Chicago 1997 .................................................................... 74
G. Illustrative papers delivered in various professional workshops ........................................................ 74
H. Illustrative addresses at various top management conferences and meetings .................................. 75
I. Illustrative Other Top Management groups addressed ...................................................................... 76
J. Guest lecturer at faculty research seminars and executive development programs of various
universities and research institutes including: .................................................................................... 76
K. Speaker at various local and regional meetings .................................................................................. 77
L. Guest speaker at special seminars ...................................................................................................... 77
VIII.
Presentations: Illustrative Topics ........................................................................................................ 77
A. Creativity and Innovation .................................................................................................................... 77
B. Challenging your Mental Models ........................................................................................................ 79
4
* = Article published in refereed journal
EXHIBIT B -84-
C. Growth ................................................................................................................................................. 80
D. Marketing and Branding ...................................................................................................................... 82
E. The Network Challenge ....................................................................................................................... 88
F. Future of Advertising ........................................................................................................................... 89
G. Future of Management & Management Education ............................................................................ 90
H. Marketing Demand & Experimental Model SKAN ............................................................................... 91
I. Israel .................................................................................................................................................... 92
6. PROFESSIONAL AFFILIATIONS AND AWARDS ..................................................................................... 93
I.
Professional Affiliations....................................................................................................................... 93
II.
Professional Awards ............................................................................................................................ 93
7. PERSONAL DATA ............................................................................................................................... 98
5
* = Article published in refereed journal
EXHIBIT B -85-
1. ACADEMIC EXPERIENCE
EDUCATION
Stanford University, Graduate School of Business. Ph.D. (Marketing), September 1964-December 1966.
Stanford University, International Center for Advancement of Management Education, Certificate in Marketing
Management. September 1963-June 1964.
The Hebrew University, Jerusalem, School of Economics and Social Sciences, M.A. (Business Administration
and Political Science), September 1961-June 1963; B. Soc. Sci. (Economics and Political Science), September
1958-June 1961.
UNIVERSITY POSITIONS
A. University of Pennsylvania, The Wharton School
Faculty Positions:
The Lauder Professor, 1983-present
Professor of Marketing, 1973-present
-----------------------------------------------------------Associate Professor of Marketing, 1970-1973
Assistant Professor of Marketing and International Business, 1967-1970
Selected Administrative Positions:
Founding Academic Director, The Wharton Fellows program and network , 2000-present
Founding Director, The SEI Center for Advanced Studies in Management, 1988-present
Founding Academic Director, The Future of Advertising Program, 2008-present
----------------------------------------------------------Founding Editor, Wharton School Publishing (WSP), 2003-2008
Founding Director, The Joseph H. Lauder Institute of Management and International Studies, 1983-1988
Founding Director, the 1st Title VI National Resource Center in International Management Studies, 19851988
Founding Director, The Wharton Center for International Management Studies, 1980-1983
Secondary Faculty Appointments:
Member of the Graduate Group in International Studies (School of Arts & Sciences), 1984-1998
Member of the OR Group, 1979-1984 and the OR affiliated faculty, 1984-1989
Senior Fellow of the Leonard Davis Institute, 1977-1980
Secondary Appointment as Professor of Management, 1981-1984
Member of the Extended Faculty of the Social Systems Sciences Dept. 1981-1986
B. Other Universities
The Interdisciplinary Center (IDC) Herzliya Israel, Co-Founder (for specific activities since 1994, see p. 66).
University of Tokyo (Japan) Co-Director of the Marunouchi Global Center (MCG) program, 2002; The First
Hakuhodo Visiting Professorship, Spring 1992 and 1993.
Erasmus University (The Netherlands) The First Visiting Unilever-Erasmus Professorship, Spring 1993.
University of New South Wales (Australia) The First Visiting Hoover Foundation Professor, 1977.
University of California at Berkeley, School of Business Administration Visiting Professor, Fall 1975.
University of Tel Aviv, The Leon Recanati Graduate School of Business Administration,
Visiting Senior Lecturer, September 1968-August 1969.
6
* = Article published in refereed journal
EXHIBIT B -86-
Stanford University, Graduate School of Business, Research Assistant, June 1965-October 1966.
The Hebrew University Jerusalem, Teaching Assistant in the Departments of Political Science and
Business Administration, September 1961-June 1963.
7
* = Article published in refereed journal
EXHIBIT B -87-
2. PUBLICATIONS
I. BOOKS
1. Fung, Victor K., William K. Fung and Yoram (Jerry) Wind. *Competing in a Flat World: Building
Enterprises for a Borderless World. Upper Saddle River: Wharton School Publishing, 2007. [Translated
editions: Bahasa Indonesia; Chinese Simplified; Chinese Traditional; English (India); Italian; Korean;
Polish; Portuguese; Spanish; Italian; Bahasa Indonesian; Turkish.]
2. Wind, Jerry, Colin Crook and Robert E. Gunther. *The Power of Impossible Thinking: Transform the
Business of Your Life and the Life of Your Business. Upper Saddle River: Wharton School Publishing,
2004. Selected by Executive Book Summaries as one of the thirty best business books of 2004.
[Translated editions: Arabic; Bahasa Indonesia; Bulgarian; Chinese (simplified and traditional); English
(Singapore); Italian; Japanese; Korean; Polish; Portuguese; Russian; Serbian; Spanish; Thai; and
Turkish.] Selected by Executive Book Summaries as one of the thirty best business books of 2004;
finalist in Fast Company Reader’s Choice Award for the October book of the month; among CEO
READ top 25 books of August 2004. A paperback edition was published in 2006.
3. Krieger, Abba, Paul E. Green and Jerry Wind. Adventures in Conjoint Analysis: A Practitioner’s Guide
to Trade-Off Modeling and Applications. Philadelphia: The Wharton School, 2004 <
https://marketing.wharton.upenn.edu/faculty/green/monograph/ >.
4. Wind, Yoram (Jerry), Vijay Mahajan and Robert Gunther. *Convergence Marketing: Strategies for
Reaching the New Hybrid Consumer. Upper Saddle River: Prentice Hall, 2002.
Selected by Executive Book Summaries as one of the thirty best business books of 2002. Translated
editions: Chinese (simplified), Tsingua University Press; Chinese (traditional), Prentice Hall Taiwan;
Bahasa (Indonesia); Spanish; Portuguese; Italian [Consumatore Centauro: Orvaro il Marketing Della
Convergenza, ETAS LAB. IT. 2002]; Korean; and Japanese.
5. Fields, George, Hotaka Katahira, Jerry Wind and Robert E. Gunther. Leveraging Japan: Marketing to the
New Asia. San Francisco: Jossey-Bass, 1999.
6. Wind, Yoram and Jeremy Main. *Driving Change: How the Best Companies are Preparing for the 21 st
Century. New York: The Free Press, 1997.
Translated editions in U.K. by Kogan (Page Ltd.), 1998; China by Shanghai Jiao (Tong University Press),
1999; Hungary by Veres István (Geomeédia Szakkönyvek), 2000. Adaptation to local condition: Brazil
by Luiz Felipe Monteiro Jr. (IBMEC Qualitymark Editoria), 2002.
7. Bauer, Roy A., Emilio Collar, Victor Tang, Jerry Wind and Patrick R. Houston. The Silverlake Project:
Transformation at IBM. New York: Oxford University Press, 1992.
Translated to Chinese, Huaxia Publishing, 2000.
8. Wind, Yoram. *Product Policy: Concepts, Methods and Strategies (Addison-Wesley Marketing Series).
Reading: Addison-Wesley, 1982. Reviewed in the Journal of Marketing, Summer 1981.
9. Wind, Yoram. *Marketing and Product Planning (in Spanish). Mexico: Expansion, 1979.
This book is based in part on sections from Product Policy which was selected by the editors of Expansion
as the "Book of the Year" 1979.
10. Wind, Yoram, Paul E. Green and Douglas Carroll. Multi-Attribute Decisions in Marketing: A Measurement
Approach. Hinsdale: The Dryden Press, 1973.
11. Webster, Frederick E. and Yoram Wind. Organizational Buying Behavior (Foundations of Marketing).
Englewood Cliffs: Prentice Hall, 1972.
Translated to Portuguese (Editor, Atlas, Sao Paulo, Brazil, 1975). Reviewed JMR, August 1974.
8
* = Article published in refereed journal
EXHIBIT B -88-
12. Wind, Yoram, Ronald E. Frank and William F. Massy. Market Segmentation (International Series in
Management). Englewood Cliffs: Prentice Hall, 1972. Reviewed JMR, November 1972; August 1974.
13. Wind, Yoram, Homer Dalby and Irwin Gross. Advertising Measurement and Decision Making. Boston:
Allyn & Bacon, 1968.
14. Robinson, Patrick J. and Yoram Wind. Industrial Buying and Creative Marketing. Boston: Allyn & Bacon,
1967.
Contributed two chapters; co-authored with Patrick J. Robinson three chapters; and participated in the
overall organization and preparation of the book.
15. Yoram Wind. Industrial Buying Behavior: Source Loyalty in the Purchase of Industrial Components.
Unpublished Ph.D. dissertation, Stanford University, 1966.
II. EDITED BOOKS
1. Wind, Yoram and Paul Kleindorfer, eds., The Network Challenge: Strategy, Profit and Risk in an
Interlinked World. Wharton School Publishing, 2009.
2. Wind, Yoram (Jerry) and Paul E. Green, ed., *Marketing Research and Modeling: Progress and
Prospects. Norwell: Kluwer Academic Publishers, 2004.
3. Wind, Jerry and Vijay Mahajan, ed. Digital Marketing: Global Strategies from the World’s Leading
Experts. New York: John Wiley & Sons, 2001.
4. Mahajan, Vijay, Eitan Muller and Yoram Wind, ed. New-Product Diffusion Models. Boston: Kluwer
2000.
5. Mahajan, Vijay and Yoram Wind, ed. Innovation Diffusion Models of New Product Acceptance.
Cambridge: Ballinger Publishing Co., 1986.
6. Wind, Yoram, Vijay Mahajan and Richard N. Cardozo, ed. New-Product Forecasting: Models and
Applications. Lexington: Lexington Books, 1981.
7. Wind, Yoram and Robert J. Thomas, ed. Advances in Organizational Buying Research: The Case
of Acquisition of Scientific and Technical Information. Washington, D.C: National Science
Foundation, 1979.
8. Wind, Yoram and Marshall Greenberg, ed. Moving Ahead with Attitude Research: Proceedings of
the Seventh Attitude Research Conference. Chicago: American Marketing Association, 1977.
9. Nicosia, Francesco M. and Yoram Wind, ed. Behavioral Models for Market Analysis: Foundations
for Marketing Action. Hinsdale, IL: The Dryden Press, 1977.
III. BOOKS UNDER DEVELOPMENT
1. Wind, Yoram and the Future of Advertising Team. Preparing for Advertising 2020 Now.
Forthcoming.
2. Wind, Yoram, ed. “Paul Green Contributions to Clustering and Segmentation.” Paul Green Sage
Series on Legends of Marketing, Forthcoming.
9
* = Article published in refereed journal
EXHIBIT B -89-
3. Wind, Yoram. “Marketing Strategy Analysis,” NOW The Essence of Knowledge: Foundations and
Trends in Marketing, Forthcoming.
4. Bell, David and Wind, Yoram. “Market Segmentation Uncut: A Practitioner’s Guide to
Understanding and Implementing The Most Powerful Concept in Marketing.” NOW The Essence
of Knowledge: Foundations and Trends in Marketing, Forthcoming.
5. Wind, Yoram. “Creating a Creative Organization.”
6. Yoram Wind Legends in Marketing: forthcoming 2013 from Sage Publications:
Organizational Buying Behavior, (ed) Robert Thomas
Consumer Behavior, (eds) Barbara Kahn and Robert Meyer
Product and New Product Management, (ed) Vijay Mahajan,
Marketing Strategy, (ed) David Reibstein
Market Segmentation, (ed) David Bell
Global Marketing, (ed) Arun Jain
Marketing Research and Modeling, (ed) Vithala Rao
The Future of Marketing, (ed) George Day
IV. ARTICLES, CONTRIBUTED CHAPTERS, PAPERS IN PROCEEDINGS, AND WORKING PAPERS
The papers are grouped by the following topics:
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
Portfolio analysis and strategy
Marketing and business strategy
Marketing and product strategy
Research on industrial buying behavior
Research on consumer behavior
Marketing research and modeling
International marketing
International management education and the Lauder Institute
Management practice and education in the 21st Century
Convergence Marketing
Mental Models – Power of Impossible Thinking
Network-Based Strategies
Advertising
Entries in Dictionaries, Encyclopedias, and Handbooks
A. Portfolio Analysis and Strategy
1.
Wind, Yoram. "Product Portfolio: A New Approach to the Product Mix Decision.” Combined
Proceedings. Ed. Ronald C. Curhan. Chicago: American Marketing Association, Aug. 1974.
460-464.
<http://dl.dropbox.com/u/9686940/windj/7401_Product_Portfolio_A_New_Approach.pdf>.
2*.
Wind, Yoram, and Henry J. Claycamp. "Planning Product Line Strategy: A Matrix Approach.”
Journal of Marketing 40 (Jan. 1976): 2-9.
<http://dl.dropbox.com/u/9686940/windj/7601_Planning_Product_Line_Strategy_A.pdf>.
3.
Wind, Yoram and Daniel Gross. "An Analytic Hierarchy Process for the Allocation of
Resources Within a Target Product/Market/Distribution Portfolio.” Proceedings of the First
10
* = Article published in refereed journal
EXHIBIT B -90-
ORSA/TIMS Special Interest Conference on Market Measurement and Analysis. Eds. David B.
Montgomery and Dick R. Wittink. Cambridge, MA: Marketing Science Institute, 1980. 278-297.
<http://dl.dropbox.com/u/9686940/windj/8001_An_Analytic_Hierarchy_Process_For.pdf>.
4*.
Wind, Yoram, and Thomas L. Saaty. "Marketing Applications of the Analytic Hierarchy
Process.” Management Science 26.7 (July 1980): 641-658.
<http://dl.dropbox.com/u/9686940/windj/8002_Marketing_Applications_of_the_Analytic.pdf>.
5*.
Wind, Yoram, and Vijay Mahajan. "Designing Product and Business Portfolios.” Harvard
Business Review 59.1 (Jan. - Feb. 1981): 155-165. [B] Based on “Measurement Issues in
Portfolio Analysis.” Paper presented at the Second Market Measurement and Analysis
Conference, Austin, TX, Mar. 1980. [C] Translated and reprinted in French as “Un portefeuille
d’activités en sept étapes.” Harvard La Revue des Responsables L’Expansion. 1981: 37-49.
<http://dl.dropbox.com/u/9686940/windj/8110_Designing_Product_and_Business_Portfolios.p
df>.
6*.
Wind, Yoram, and Susan Douglas. "International Portfolio Analysis and Strategy: The
Challenge of the 80s.” Journal of International Business Studies (Fall 1981): 69-82.
<http://dl.dropbox.com/u/9686940/windj/8101_International_Portfolio_Analysis_and_Strategy.p
df>.
7.
Mahajan, Vijay, Yoram Wind, and John W. Bradford. "Stochastic Dominance Rules for Product
Portfolio Analysis.” TIMS Studies in the Management Sciences 18 (1982): 161-183.
<http://dl.dropbox.com/u/9686940/windj/8201_Stochastic_Dominance_Rules_for_Product.pdf>
8*.
Harshman, Richard A., Paul E. Green, Yoram Wind, and Margaret E. Lundy. "A Model for the
Analysis of Asymmetric Data in Marketing Research.” Marketing Science 1.2 (Spring 1982):
205-242. <http://dl.dropbox.com/u/9686940/windj/8202_A_Model_for_the_Analysis.pdf>.
9*.
Wind, Yoram, Vijay Mahajan, and Donald J. Swire. "An Empirical Comparison of Standardized
Portfolio Models.” Journal of Marketing 47 (Spring 1983): 89-99. [B] Based on paper presented
at the Conference on Analytical Approaches to Product and Marketing Planning, 1981
<http://dl.dropbox.com/u/9686940/windj/8308_An_Empirical_Comparison_of_Standardized.pdf
10*. Cardozo, Richard N., and Jerry Wind. "Risk Return Approach to Product Portfolio Strategy.”
Long Range Planning 18.2 (1985): 77-85.
<http://dl.dropbox.com/u/9686940/windj/8501_Risk_Return_Approach_to_Product.pdf>.
11.
Mahajan, Vijay, and Jerry Wind. "Integrating Financial Portfolio Analysis with Product Portfolio
Models.” Strategic Marketing and Management. Eds. H. Thomas and D. Gardner. New York:
John Wiley & Sons Ltd., 1985: 193-212.
<http://dl.dropbox.com/u/9686940/windj/8502_Integrating_Financial_Portfolio_Analysis_with.p
df>
12.
Wind, Yoram, and Vijay Mahajan. "Corporate Growth Through Synergy: Concept,
Measurement & Applications.” Wharton School Working Paper, Aug. 1985.
<http://dl.dropbox.com/u/9686940/windj/8503_Corporate_Growth_Through_Synergy_Concept.
pdf>
13*. Mahajan, Vijay, and Yoram Wind. "Business Synergy Does Not Always Pay Off.” Long Range
Planning 21.1 (Feb. 1988): 59-65.
<http://dl.dropbox.com/u/9686940/windj/8801_Business_Synergy_Does_Not_Always.pdf>.
B. Marketing and Business Strategy
1.
Wind, Yoram. "A Research Program for a Marketing Guided Approach to Mergers and
Acquisitions.” 1979 Educators’ Conference Proceedings. Eds. Neil Beckwith, et al. Chicago:
11
* = Article published in refereed journal
EXHIBIT B -91-
American Marketing Association, 1979. 207-256.
<http://dl.dropbox.com/u/9686940/windj/7901_A_Research_Program_for_a.pdf>.
2.
Wind, Yoram. "Marketing Oriented Strategic Planning Models.” Marketing Decision Models.
Eds. Randall L. Schultz and Andris A. Zoltners. New York: Elsevier, North Holland, Inc., 1981.
207-250.
<http://dl.dropbox.com/u/9686940/windj/8102_Marketing_Oriented_Strategic_Planning_Model
s.pdf>.
3.
Wind, Yoram. "Marketing and the Other Business Functions.” Research in Marketing Vol. 5
(1981): 237-264.
<http://dl.dropbox.com/u/9686940/windj/8103_Marketing_and_the_Other_Business.pdf>.
4*.
Wind, Yoram. "Marketing and Corporate Strategy.” The Wharton Magazine (Summer 1982):
38-45. [B] Based on Wind, Yoram. “Marketing and Corporate Strategy: Problems and
Perspectives.” 13th Annual Albert Wesley Frey Lecture. University of Pittsburgh. 1981.
<http://dl.dropbox.com/u/9686940/windj/8207_Marketing_and_Corporate_Strategy.pdf>.
5.
Robertson, Thomas S., and Yoram Wind. "Marketing Strategy." The Strategic Management
Handbook. Ed. Kenneth J. Albert. New York: McGraw-Hill, 1983. 11-3–11-22.
<http://dl.dropbox.com/u/9686940/windj/8207_Marketing_and_Corporate_Strategy.pdf>.
6*.
Wind, Yoram, and Thomas S. Robertson. "Marketing Strategy: New Directions for Theory and
Research." Journal of Marketing 47 (Spring 1983): 12-25.
<http://dl.dropbox.com/u/9686940/windj/8302_Marketing_Strategy_New_Direction_for.pdf>.
7.
Wind, Yoram (Jerry). "Marketing for Top Executives: Problems and Prospects,” Wharton
School Working Paper, 1985.
8.
Wind, Yoram. "Models for Marketing Planning and Decision Making.” Handbook of Modern
Marketing. 2nd ed. Ed. Victor P. Buell. New York: McGraw-Hill, Feb. 1986. 49-1–49-12.
<http://dl.dropbox.com/u/9686940/windj/8601_Models_for_Marketing_Planning_and.PDF>.
9.
Wind, Jerry. "Effective Competitive Strategies: A Marketing Perspective.” Address at the
Securities Industry Association Regional Conference on Achieving Excellence in Management,
Chicago, March 26, 1986: 62-80.
<http://dl.dropbox.com/u/9686940/windj/8602_Effective_Competitive_Strategies_A_Marketing.
pdf>.
10.
Wind, Jerry. "Expanding the Role of the Board of Directors.” Wharton School Working Paper,
May 1986. <http://dl.dropbox.com/u/9686940/windj/8605_Expanding_the_Role_of_the.pdfz>
11*. Wind, Y. "An Analytic Hierarchy Process Based Approach to the Design and Evaluation of a
Marketing Driven Business and Corporate Strategy.” Mathematical Modeling 9.3-5 (1987):
285-291.
<http://dl.dropbox.com/u/9686940/windj/8702_An_Analytic_Hierarchy_Process_Based.pdf>.
12*. Wind, Yoram. "Financial Services: Increasing Your Marketing Productivity and Profitability.”
The Journal of Services Marketing 1.2 (Fall 1987): 5-18.
<http://dl.dropbox.com/u/9686940/windj/8703_Financial_Services_Increasing_Your_Marketing
.pdf>.
13.
Dunn, Elizabeth F., and Jerry Wind. "Analytic Hierarchy Process for Generation and Evaluation
of Marketing Mix Strategies.” Contemporary Views on Marketing Practice. Eds. Gary L. Frazier
and Jagdish N. Sheth. Lexington, MA: Lexington Books, Dec. 1987. 111-131.
<http://dl.dropbox.com/u/9686940/windj/8701_Analytic_Hierarchy_Process_for_Generation.pd
f>.
12
* = Article published in refereed journal
EXHIBIT B -92-
14.
Wind, Jerry. "A Marketing Perspective for Competitive Strategy.” Handbook of Business
Strategy: 1988/1989 Yearbook. Ed. Harold E. Glass. Boston: Warren, Gorham & Lamont,
1988. 17-1–17-25. [B] Based on paper presented at the International Conference on
Competitive Analysis, Groningen, Netherlands, Oct. 1986.
<http://dl.dropbox.com/u/9686940/windj/8807_A_Marketing_Perspective_for_Competitive.pdf>
15.
Wind, Yoram (Jerry). "Targeting Global Markets: Guidelines to Meet the Marketing Challenge.”
Directions. Atlanta, GA: Contel Corporation, 1989. 20-23.
<http://dl.dropbox.com/u/9686940/windj/8901_Targeting_Global_Markets_Guidelines_to.pdf>.
16*. Day, Diana L., John U. Farley, and Jerry Wind. “New Perspectives on Strategy Research: A
View from the Management Sciences.” Management Science 36.10 (Oct. 1990).
<http://dl.dropbox.com/u/9686940/windj/9001_New_Perspectives_on_Strategy_Research.pdf>
17.
Wind, Yoram (Jerry). "Inducing Creativity and Innovation in Large Bureaucracies: Lessons
from Marketing.” Proceedings of the RGK Foundation 4th International Conference on Creative
and Innovative Management. 1993.
< https://dl.dropbox.com/u/94339855/B.17Inducing%20Creativity%20and%20Innovation%20in%20Large.pdf>
18.
Rangaswamy, Arvind, and Jerry Wind. “Don’t Walk In, Just Log In! Electronic Markets and
What They Mean for Marketing.” Wharton School Working Paper, Dec. 1994.
<http://dl.dropbox.com/u/9686940/windj/9401.Dont.Walk.In.Just.Log.In.pdf>
19.
Wind, Yoram (Jerry). “Growth Strategies.” Wharton School Working Paper, 1996.
20.
Wind, Jerry. “Preemptive Strategies.” Wharton on Dynamic Competitive Stratetgy. Eds.
George S. Day and David L. Reibstein. New York: John Wiley & Sons, Inc., 1997. 256-276.
< http://dl.dropbox.com/u/9686940/windj/9701_Preemptive_Strategies.pdf>.
21.
Wind, Yoram (Jerry). “Segmentation: Accomplishments, Issues and Challenges of the Global
Information Age.” Proceedings of the 14th Paul D. Converse Symposium. Eds. James D. Hess
and Kent B. Monroe. Chicago: American Marketing Association, 1998. 130-150.
<http://dl.dropbox.com/u/9686940/windj/9801_Segmentation_Accomplishments_Issues_and_
Challenges.pdf>.
22.
Wind, Jerry. “Marketing Strategy in the Global Information Age.” Mastering Marketing. Eds.
Financial Times, in association with INSEAD, Kellogg, LBS, and Wharton. London: Pearson
Education, 1999. 131-150.
<http://dl.dropbox.com/u/9686940/windj/9901_Marketing_Strategy_in_the_Global.pdf>.
23*. Wind, Jerry, and Vijay Mahajan. “The Challenge of Digital Marketing.” Digital Marketing. Eds.
Jerry Wind and Vijay Mahajan. New York: John Wiley & Sons, Inc., 2001. [B] Modified version
published as Wind, Jerry, and Vijay Mahajan. “Digital Marketing.” European Business Forum
1.1 (Spring 2000): 20-27.
http://dl.dropbox.com/u/9686940/windj/0004_The_Challenge_of_Digital_Marketing.pdf
24*. Wind, Jerry, and Arvind Rangaswamy. “Customerization: The Next Revolution in Mass
Customization.” Journal of Interactive Marketing 11.1 (Winter 2001): 13-32. [B] Reprinted as
Marketing Science Institute working paper, 2000. [C] Summarized as “Customerization:
Marketing Driven by the Consumer.” Insight from MSI (2000). [D] Reprinted in Pulses (Oct.
2000) (publication of the Singapore Exchange).
<http://dl.dropbox.com/u/9686940/windj/0104_Customerization_The_Next_Revolution_in.pdf>.
25*. Wind, Yoram (Jerry). “The Challenge of ‘Customerization’ in Financial Services.”
Communications of the ACM 44.6 (June 2001): 39-44.
<http://dl.dropbox.com/u/9686940/windj/0101_The_Challenge_of_Customerization_in.pdf>.
13
* = Article published in refereed journal
EXHIBIT B -93-
26*. Mahajan, Vijay, Raji Srinivasan, and Jerry Wind. “The Dot.com Retail Failures of 2000: Were
There Any Winners?” Journal of the Academy of Marketing Science 30.4 (2002): 474-486.
<http://dl.dropbox.com/u/9686940/windj/0201_The_Dot.com_Retail_Failures_of.pdf>.
27.
Amit, Raffi, Cohen, Morris, Wunram, Jurgen, and Yoram Wind. “Winning the Digital
Transformation Race.” Wharton School Working Paper, Oct. 2002.
28*. Wind, Yoram (Jerry). “Marketing as an Engine of Business Growth: A Cross-Functional
Perspective.” The Journal of Business Research 58 (2005): 863-873.
<http://dl.dropbox.com/u/9686940/windj/0501_Marketing_as_an_Engine_of.pdf>.
29*. West, Jr., Alfred P., and Yoram (Jerry) Wind. “Putting the Organization on Wheels: How SEI
Uses Workplace Design and Art to Create a Corporate Culture that Drives Innovation and
Growth.” California Management Review. 49.2 (2007): 138-153.
<http://dl.dropbox.com/u/9686940/windj/0701_Putting_the_Organization_on_Wheels.pdf>.
30.
Wind, Jerry and David Bell. “Market Segmentation.” The Marketing Book (Sixth Edition).
Butterworth Heinemann, November 2007.
< http://dl.dropbox.com/u/9686940/windj/0702_Market_Segmentation.pdf>.
31*. Wind, Jerry, Louis Capozzi, and Monita Buchwald. “Beyond Stretch Objectives: Stretch the
Thinking, Strategy and Organisational Design.” Strategic Innovators (May-July 2008): 8-17.
<http://dl.dropbox.com/u/9686940/windj/0801_Beyond_Stretch_Objectives_Stretch_the.pdf>.
32*. Wind, Yoram (Jerry). “A Plan to Invent the Marketing We Need Today,” MIT Sloan
Management Review, June 2008. [B] Excerpted from the 2007 Buck Weaver Award paper
“Rigor and Relevance: A Key Marketing Challenge,” the full award paper is available online at
http://sloanreview.mit.edu.
33*. Wind, Jerry. “Rethinking Marketing: Peter Drucker’s Challenge,” Journal of the Academy of
Marketing Science 37 (2009): 28-34.
<http://dl.dropbox.com/u/9686940/windj/0901_Rethinking_Marketing_Peter_Druckers_Challen
ge.pdf>
34.
Rappaport, Stephen, Jerry Wind, Howard Moskowitz, and Batool Batalvi “Brand Profitability
and Social Impact: Mindsets, Money and Doing Good,” Wharton School Working Paper, 2013.
https://dl.dropbox.com/s/vwpunu2qkuihr94/1309_Brand_Profitability_and_Social_Impact.pdf
35.
Wind, Yoram. “Towards a New Marketing Paradigm.” Moutinho, L., E. Bigné, A. Manrai
(Eds.) Chapter 1. Routledge Companion Future of Marketing, Forthcoming 2013.
https://dl.dropbox.com/s/5vlnvcl8k2jsgv3/1310_Towards_a_New_Marketing_Paradigm.pdf
C. Marketing and Product Strategy
1*.
Knight, Kenneth E., and Yoram Wind. "Innovation in Marketing: An Organizational Behavior
Perspective.” California Management Review 11 (Fall 1968): 67-78.
<http://dl.dropbox.com/u/9686940/windj/6801_Innovation_in_Marketing_An_Organizational.pdf
>.
2*.
Wind, Yoram, Bent Stidsen, and Kenneth E. Knight. "Management and Change.” Manpower
and Applied Psychology 2.2 (Winter 1968): 38-46.
<http://dl.dropbox.com/u/9686940/windj/6802_Management_and_Change.pdf>.
3.
Schutte, Thomas F., and Yoram Wind. "The Marketing Concept Revisited: A Decade Recap of
Its Development and Meaning.” Wharton School Working Paper, Jan. 1968.
<http://dl.dropbox.com/u/9686940/windj/6803_The_Marketing_Concept_Revisited_A.pdf>
14
* = Article published in refereed journal
EXHIBIT B -94-
4*.
Wind, Yoram. "A Marketing Approach to the Salesman Function.” Organization and
Administration (Hebrew) 15 (Sept. 1969): 26-33.
<http://dl.dropbox.com/u/9686940/windj/6902_A_Marketing_Approach_to_the.pdf>.
5*.
Wind, Yoram. "Innovation as Marketing Orientation.” Business Economics (Hebrew) 36 (Dec.
1969): 5-11.
<http://dl.dropbox.com/u/9686940/windj/6901_Innovation_as_Marketing_Orientation.pdf>.
6*.
Wind, Yoram. "The Step Children of Marketing: Organizational and International Customers.”
The Wharton Quarterly 7 (Fall 1972): 43-46.
<http://dl.dropbox.com/u/9686940/windj/7201_The_Step_Children_of_Marketing.pdf>.
7.
Wind, Yoram. "A Note on the Operationalization of the Product Life Cycle Concept.” Wharton
School Working Paper, Jan. 1975.
<http://dl.dropbox.com/u/9686940/windj/7501_A_Note_on_the_Operationalization.pdf>
8.
Cacchione, Jr., Frank J., Dan Gross, and Yoram Wind. "Consumer Attitudes as Guidelines for
the Evaluation of a New Distribution System.” Moving Ahead With Attitude Research. Eds.
Jerry Wind and Marshall Greenberg. Chicago: American Marketing Association, 1977. 139143.
<http://dl.dropbox.com/u/9686940/windj/7701_Consumer_Attitudes_as_Guidelines_for.pdf>.
9.
Wind, Yoram, and Tyzoon Tyebjee. "On the Use of Attitude Research in Product Policy.”
Moving Ahead With Attitude Research. Eds. Jerry Wind and Marshall Greenberg. Chicago:
American Marketing Association, 1977. 147-156
<http://dl.dropbox.com/u/9686940/windj/7702_On_the_Use_of_Attitude.pdf>
10.
Wind, Yoram. "The Perception of a Firm's Competitive Position.” Behavioral Models for Market
Analysis: Foundations for Marketing Action. Eds. Francesco M. Nicosia and Yoram Wind.
Hinsdale, IL: The Dryden Press, 1977. 163-181.
<http://dl.dropbox.com/u/9686940/windj/7703_The_Perception_of_a_Firm's.pdf>.
11*. Wind, Jerry. "Toward a Change in the Focus of Marketing Analysis: From a Single Brand to an
Assortment.” Journal of Marketing 41.4 (Oct. 1977): 12+143.
<http://dl.dropbox.com/u/9686940/windj/7704_Toward_a_Change_in_the.pdf>.
12.
Wind, Yoram, and Peter T. FitzRoy. "On the Multidimensionality of Market Share.” Wharton
School Working Paper, Apr. 1979.
<http://dl.dropbox.com/u/9686940/windj/7902_On_the_Multidimensionality_of_Market.pdf>.
13.
Wind, Yoram. "Product-Marketing Planning Models: Concepts, Techniques, and Needed
Development.” Analytic Approaches to Product and Marketing Planning. Ed. Allan D. Shocker.
Cambridge, MA: Marketing Science Institute, 1979. 39-66.
<http://dl.dropbox.com/u/9686940/windj/7903_Product_Marketing_Planning_Models_Concept
s.pdf>.
14*. Wind, Yoram. "Going to Market: New Twists for Some Old Tricks.” The Wharton Magazine 4
(Spring 1980): 34-39. [B] Based on Wind, Yoram. "Product Positioning and Market
Segmentation Marketing and Corporate Perspectives.” Wharton School Working Paper, 1979.
<http://dl.dropbox.com/u/9686940/windj/8007_Going_to_Market_New_Twists.pdf>.
15*. Wind, Yoram, and Vijay Mahajan. "Market Share: Concepts, Findings, and Directions for
Future Research.” Review of Marketing 1981. Eds. Ben M. Enis and Kenneth J. Roering.
Chicago: American Marketing Association, 1981. 31-42.
<http://dl.dropbox.com/u/9686940/windj/8104_Market_Share_Concepts_Findings_and.pdf>.
15
* = Article published in refereed journal
EXHIBIT B -95-
16.
Wind, Jerry. "The Contribution of Research to Product Management and New Product
Development.” Keynote Address at the 36th ESOMAR Congress, Barcelona, Spain, Aug.
1983. <http://dl.dropbox.com/u/9686940/windj/8303_The_Contribution_of_Research_to.pdf>.
17*. Wind, Yoram. “Significant Issues for the Future: Some Additional Perspectives - The Required
Breakthrough.” Journal of Product Innovation Management 2 (1984):129-132.
<http://dl.dropbox.com/u/9686940/windj/8401_Significant_Issues_for_the_Future.pdf>.
18.
Wind, Jerry. "The Marketing Challenge.” Charles Coolidge Parlin Award Acceptance Speech.
Philadelphia, 1985. [B] Wharton School Working Paper, 1985. [C] Excerpts appeared in The
Marketing News Aug. 1985.
<http://dl.dropbox.com/u/9686940/windj/8508_The_Marketing_Challenge.pdf>.
19*. Wind, Jerry, and Vijay Mahajan. "Marketing Hype: A New Perspective for New Product
Research and Introduction.” Journal of Product Innovation Management 4 (1987): 43-39.
<http://dl.dropbox.com/u/9686940/windj/8704_Marketing_Hype_A_New_Perspective.pdf>.
20.
Wind, Yoram, and Vijay Mahajan. "New Product Development Process: A Perspective for
Reexamination.” Journal of Product Innovation Management 5 (1988): 304-310. [B] IEEE
Engineering Management Review 18.1(March 1990): 52-58.
<http://dl.dropbox.com/u/9686940/windj/8808_New_Product_Development_Process_A.pdf>.
21.
Wind, Yoram J., and Douglas E. Hill. "Salespeople as Marketing Strategists.” Wharton School
Working Paper, Aug. 1988.
<http://dl.dropbox.com/u/9686940/windj/C22_Salespeople%20as%20Marketing%20Strategists
_Aug%201988.pdf>
22.
Wind, Yoram (Jerry). "Innovative Distribution: The Neglected Dimension in Business Strategy,”
Wharton School Working Paper, August 1988.
23.
Wind, Yoram J. "Positioning Analysis and Strategy.” The Interface of Marketing and Strategy.
Eds. George Day, Barton Weitz and Robin Wensley. Greenwich, CT: JAI Press, Pct. 1990.
387-412.
<http://dl.dropbox.com/u/9686940/windj/9002_Positioning_Analysis_and_Strategy.pdf>.
24*. Wind, Jerry. "Getting a Read on Market-Defined ‘Value’” Journal of Pricing Management 1.1
(Winter 1990): 5-14.
<http://dl.dropbox.com/u/9686940/windj/9003_Getting_a_Read_on_Market.pdf>.
25.
Wind, Yoram. "A New Approach to the Determination and Allocation of the R&D Budget.”
Wharton Working Paper, Feb. 1990.
<http://dl.dropbox.com/u/9686940/windj/9004_A_New_Approach_to_the.pdf>
27.
Lee, HoonYoung, Jerry Wind, and Raymond R. Burke. “A New Approach for Screening New
Product and Service Concepts: Application to Financial Services.” Wharton School Working
Paper, August 1992.
<http://dl.dropbox.com/u/9686940/windj/9201_A_New_Approach_for_Screening.pdf>
28.
Katahira, Hotaka, Makoto Mizuno, and Yoram Wind. "New Product Success in the Japanese
Consumer Goods Market." Wharton School Working Paper, Apr. 1994.
<http://dl.dropbox.com/u/9686940/windj/9402_New_Product_Success_in_the.pdf>
29*. Bass, Frank M., and Jerry Wind. “Introduction to the Special Issue: Empirical Generalizations
in Marketing.” Marketing Science 14.3.2 (1995): G1-G5.
<http://dl.dropbox.com/u/9686940/windj/9501_Introduction_to_the_Special_Issue.pdf>.
30.
Wind, Yoram. “Creativity and Innovation: The Management Edge.” The First Annual Zoltan
Wind Lecture, Herzliya, Israel, May 1996. IDC’s Zoltan Wind Lecture Series.
16
* = Article published in refereed journal
EXHIBIT B -96-
<http://dl.dropbox.com/u/9686940/windj/9602_Creativity_and_Innovation_The_Management.p
df>.
31*. Wind, Jerry, and Vijay Mahajan. “Issues and Opportunities in New Product Development: An
Introduction to the Special Issue.” Journal of Marketing Research 34 (Feb. 1997): 1-12.
<http://dl.dropbox.com/u/9686940/windj/9702_Issues_and_Opportunities_in_New.pdf>.
32.
Wind, Yoram, Nifssen, Ed, and Berend Wierenga. “Innovation as a Determinant of Firms’
Financial Performance: The View of the Financial Analyst.” Wharton School Working Paper.
33*. Mahajan, Vijay, and Yoram (Jerry) Wind. “Got Emotional Product Positioning? There’s More to
Positioning Than Just Features and Benefits.” Marketing Management 11.3 (May/June 2002):
36-41.
<http://dl.dropbox.com/u/9686940/windj/0203_Got_Emotional_Product_Positioning_Theres.pd
f>
34.
Wind, Yoram (Jerry), and Abba Kreiger. “Beyond Product Substitution: The Impact of Satellite
Radio on Sale of CDs and Music Downloads,” Working Paper. 2008.
<http://dl.dropbox.com/u/9686940/windj/0805_Beyond_Product_Substitution_The_Impact.pdf>
35.
Roberts, John, Alvin Silk, Glen Urban and Jerry Wind. “Kotler on Strategic Marketing.” Glen
Urban (Ed) Kotler on Strategic Marketing Sage Publications, 2010.
< https://dl.dropbox.com/u/94339855/C.35%20Kotler%20on%20Strategic%20Marketing.pdf>
36*. Wind, Yoram. “Roger Layton’s Contributions to Marketing.” Astralasian Marketing Journal
(2012) <http://dx.doi.org/10.1016/j.ausmj.2012.05.006>.
D. Research on Industrial Buying Behavior
1.
Wind, Yoram. "Integrating Attitude Measures in a Study of Industrial Buying Behavior.” Attitude
Research on the Rocks. Eds. Lee Adler and Irving Crespi. Chicago: American Marketing
Association, 1968. 58-77.
<http://dl.dropbox.com/u/9686940/windj/6806_Integrating_Attitude_Measures_in_a.pdf>.
2*.
Wind, Yoram. "Applying the Behavioral Theory of the Firm to Industrial Buying Decisions.” The
Economic and Business Bulletin 20.3 (Spring 1968): 22-28.
<http://dl.dropbox.com/u/9686940/windj/6805_Applying_the_Behavioral_Theory_of.pdf>.
3.
Wind, Yoram. "Mathematical Analysis of Perception and Preference for Industrial Marketing.” A
New Measure of Responsibility for Marketing. Eds. K. Cox and B. M. Enis. Chicago: American
Marketing Association, June 1968. 284-294.
<http://dl.dropbox.com/u/9686940/windj/6807_Mathematical_Analysis_of_Perception_and.pdf
4.
Robinson, Patrick J., and Yoram Wind. "Generalized Simulation of the Industrial Buying
Process.” Marketing Science Institute Working Paper P-46-2, July 1968.
<http://dl.dropbox.com/u/9686940/windj/6808_Generalized_Simulation_of_the_Industrial.pdf>
5.
Wind, Yoram, and Patrick J. Robinson. "Simulating the Industrial Buying Process.” Marketing
and the New Science of Planning. Ed. R. L. King. Chicago: American Marketing Association,
Aug. 1968. 441-448.
<http://dl.dropbox.com/u/9686940/windj/6809_Simulating_the_Industrial_Buying_Process.pdf>
6*.
Wind, Yoram, Paul E. Green, and Patrick J. Robinson. "The Determinants of Vendor Selection:
The Evaluation Function Approach.” Journal of Purchasing 4 (Aug. 1968): 29-41.
<http://dl.dropbox.com/u/9686940/windj/6804_The_Determinants_of_Vendor_Selection.pdf>.
7*.
Robinson, Patrick J., and Yoram Wind. "Computer Simulation - Marketing Management Tool.”
17
* = Article published in refereed journal
EXHIBIT B -97-
Computer Operations 3 (Jan. - Feb. 1969): 42-27.
<http://dl.dropbox.com/u/9686940/windj/6903_Computer_Simulation_Marketing_Management
_Tool.pdf>.
8*.
Wind, Yoram. "Industrial Source Loyalty." Journal of Marketing Research 7 (Nov. 1970): 450457.
<http://dl.dropbox.com/u/9686940/windj/7001_Industrial_Source_Loyalty.pdf>.
9.
Wind, Yoram. "A Reward-Balance Model of Buying Behavior in Organizations.” New Essays in
Marketing Theory. Ed. George Fisk. Boston: Allyn & Bacon, 1971. 206-217.
<http://dl.dropbox.com/u/9686940/windj/7101_A_Rd_Balanced_Model_of.pdf>.
10.
Wind, Yoram and Richard Cardozo. "Industrial Marketing Research.” Paper presented at the
AMA Workshop on Industrial Buying Behavior, Berkeley, CA, Apr. 1971.
https://dl.dropboxusercontent.com/u/94339855/7407_Industrial_Marketing_Segmentation.pdf
11*. Wind, Yoram, and Frederick E. Webster, Jr. "On the Study of Industrial Buying Behavior:
Current Practices and Future Trends.” Industrial Marketing Management 4 (1972): 411-416.
<http://dl.dropbox.com/u/9686940/windj/7202_On_the_Study_of_Industrial.pdf>.
12*. Webster, Jr., Frederick E., and Yoram Wind. "A General Model for Understanding
Organizational Buying Behavior.” Journal of Marketing 36 (Apr. 1972): 12-19. [B] Reprinted in
Marketing Management 4.4 (Winter/Spring 1996) 52-57.
<http://dl.dropbox.com/u/9686940/windj/7215_A_General_Model_for_Understanding.pdf>.
13*. Wind, Yoram, and Frederick E. Websiter, Jr. "Industrial Buying as Organizational Behavior: A
Guideline for Research Strategy.” Journal of Purchasing 8.3 (Aug. 1972): 5-16.
<http://dl.dropbox.com/u/9686940/windj/7203_Industrial_Buying_as_Organizational_Behavior.
pdf>.
14.
Wind, Yoram, and Elmer Lotshaw. "The Industrial Customer.” Marketing Manager’s Handbook.
Ed. Steuart Henderson Britt. Chicago: The Dartnell Corporation, 1973. 781-792.
<http://dl.dropbox.com/u/9686940/windj/7302_The_Industrial_Customer.pdf>.
15.
Wind, Yoram. "Recent Approaches to the Study of Organizational Buying Behavior.”
Increasing Marketing Productivity. Ed. T. V. Greer. Chicago: American Marketing Association,
Apr. 1973. 203-206.
<http://dl.dropbox.com/u/9686940/windj/7303_Recent_Approaches_to_the_Study.pdf>.
16*. Wind, Yoram, and Richard Cardozo. "Industrial Market Segmentation.” Industrial Marketing
Management 3 (1974): 153-166. [B] Reprinted as Wind, Yoram, and Richard Cardozo. “La
Segmentation des Marchés Industriels.” Encyclopedie du Marketing: Volume I. Ed. Christian
Pinson. Paris: Editions Techniques, June 1977. 1-10.
<http://dl.dropbox.com/u/9686940/windj/7407_Industrial_Marketing_Segmentation.pdf>.
17*. Nicosia, Francesco M., and Yoram Wind. "Emerging Models of Organizational Buying
Processes.” Industrial Marketing Management 6 (1977): 353-369. [B] Also appeared in Eds.
Francesco Nicosia and Yoram Wind. Behavioral Models of Market Analysis: Foundations for
Marketing Action. Hinsdale, IL: The Dryden Press, 1977. 96-120. [C] Translated and reprinted
in Italian as “Modelli emergenti di acquisto nelle organizzazioni.” Sviluppo & Organizzazione.
Nov.-Dec. 1978: 51-70.
<http://dl.dropbox.com/u/9686940/windj/7714_Emerging_Models_of_Organizational_Buying.p
df>.
18.
Wind, Yoram. "Information Requirements on Buying and Usage of STI Services.” Current
Research on Scientific and Technical Information Transfer. New York: J. Norton Publishers,
1977.
<http://dl.dropbox.com/u/9686940/windj/7705_Information_Requirements_on_Buying_and.pdf
18
* = Article published in refereed journal
EXHIBIT B -98-
19.
Wind, Yoram. "Organizational Buying Center: A Research Agenda.” Organizational Buying
Behavior. Eds. Thomas V. Bonoma and Gerald Zaltman. Chicago: American Marketing
Association, 1978. 67-76.
<http://dl.dropbox.com/u/9686940/windj/7803_Organizationl_Buying_Center_A_Research.pdf>
20*. Wind, Yoram. "Organizational Buying Behavior.” Annual Review of Marketing. Eds. Gerald
Zaltman and Thomas Bonoma. Chicago: American Marketing Association, 1978. 160-193.
<http://dl.dropbox.com/u/9686940/windj/7804_Organizational_Buying_Behavior.pdf>.
21*. Wind, Yoram. "The Boundaries of Buying Decision Centers.” Journal of Purchasing and
Materials Management 14 (Summer 1978): 23-29.
<http://dl.dropbox.com/u/9686940/windj/7802_The_Boundaries_of_Buying_Decision.pdf>.
22*. Wind, Yoram, John F. Grashof, and Joel D. Goldhar. "Market-Based Guidelines for Design of
Industrial Products.” Journal of Marketing 24 (July 1978): 27-37.
<http://dl.dropbox.com/u/9686940/windj/7801_Market_Based_Guidelines_for_Design.pdf>.
23.
Wind, Yoram, and Robert Thomas. "Problems and Prospects in the Segmentation of the STI
Market.” Marketing Scientific and Technical Information. Eds. William R. King and Gerald
Zaltman. Boulder, CO: Westview Press, 1979. 67-76.
<http://dl.dropbox.com/u/9686940/windj/7904_Problems_and_Prospects_in_the.pdf>.
24.
Wind, Yoram. "Industrial Market Segmentation Under Conditions of Intra-Organizational
Heterogeneity.” Advances in Organizational Buying Behavior. Eds. Yoram Wind and Robert
Thomas. Washington, D.C.: National Science Foundation, 1979.
<http://dl.dropbox.com/u/9686940/windj/7905_Industrial_Market_Segmentation_Under_Conditi
ons.pdf>.
25*. Wind, Yoram, and Robert J. Thomas. "Conceptual and Methodological Issues in
Organisational Buying Behaviour.” European Journal of Marketing 14.5/6 (1980): 239-263.
<http://dl.dropbox.com/u/9686940/windj/8004_Conceptual_and_Methodological_Issues_in.pdf
26*. Robertson, Thomas S., and Yoram Wind. "Organizational Psychographics and
Innovativeness.” Journal of Consumer Research 7 (June 1980): 24-31.
<http://dl.dropbox.com/u/9686940/windj/8003_Organizational_Pyschographics_and_Innovativ
eness.pdf>.
27.
Grashof, John F., and Yoram Wind. "Marketing Research in the Design of STI Systems: A
Case Study.” Information Services: Economics, Management, and Technology. Eds. Robert M.
Mason and John E. Creps, Jr. Boulder, CO: Westview Press, 1981. 73-84.
<http://dl.dropbox.com/u/9686940/windj/8105_Marketing_Research_in_the_Design.pdf>.
28*. Wind, Yoram, and Thomas S. Robertson. "The Linking Pin Role in Organizational Buying
Centers.” Journal of Business Research 10.2 (1981): 169-184.
<http://dl.dropbox.com/u/9686940/windj/8106_The_Linking_Pin_Role_in.pdf>.
29.
Thomas, Robert J., and Yoram Wind. "Toward Empirical Generalizations on Industrial Market
Segmentation.” Issues in Industrial Marketing: A View to the Future. Eds. Robert E. Spekman
and David T. Wilson. Chicago: American Marketing Association, 1982. 1-19.
<http://dl.dropbox.com/u/9686940/windj/8203_Toward_Empirical_Generalizations_on_Industri
al.pdf>.
30*. Robertson, Thomas S., and Yoram Wind. "Organizational Cosmopolitanism and
Innovativeness.” Academy of Management Journal 26.2 (June 1983): 332-338.
<http://dl.dropbox.com/u/9686940/windj/8304_Organizational_Cosmopolitanism_and_Innovati
veness.pdf>.
19
* = Article published in refereed journal
EXHIBIT B -99-
31*. Richardson, Douglas K., Steven G. Gabbe, and Yoram Wind. "Decision Analysis of High-Risk
Patient Referral.” Obstetrics & Gynecology 63.4 (Apr. 1984): 496-501.
<http://dl.dropbox.com/u/9686940/windj/8402_Decision_Analysis_of_High_Risk.pdf>.
32.
Thomas, Robert J., and Yoram Wind. "The Changing Industrial Market: Implications for
Research.” A Strategic Approach to Business Marketing. Eds. Robert E. Spekman and David
T. Wilson. Chicago: American Marketing Association, 1985. 67-78.
<http://dl.dropbox.com/u/9686940/windj/8505_The_Changing_Industrial_Market_Implications.
pdf>.
33.
Wind, Yoram, and Robert J. Thomas. "Strategy-Driven Industrial Marketing Research.” Annual
Review of Marketing. Ed. V. Zeithaml. Chicago: American Marketing Association, 1991. 411454.
<http://dl.dropbox.com/u/9686940/windj/9101_Strategy_Driven_Industrial_Marketing_Researc
h.pdf>.
34.
Wind, Yoram, and Robert J. Thomas. "Segmenting Industrial Markets.” Advances in Business
Marketing and Purchasing. Ed. Arch G. Woodside. Greenwich, CT: JAI Press, 1994. 59-82.
<http://dl.dropbox.com/u/9686940/windj/9405_Segmenting_Industrial_Markets.pdf>.
35.
Wind, Yoram, and Robert J. Thomas. “The BuyGrid Model: 30 Years Later.” Wharton School
Working Paper, 1998.
<http://dl.dropbox.com/u/9686940/windj/9802_The_BuyGrid_Model_30_Years.pdf>
36*. Wind, Yoram (Jerry). “Blurring the Lines: Is There a Need to Rethink Industrial Marketing?”
Rotman Magazine, Spring 2008 Pages 62-68. [B]| Excerpted from Wind, Yoram (Jerry).
“Blurring the Lines: Is There a Need to Rethink Industrial Marketing?” Journal of Business and
Industrial Marketing, 21.7 (2007): 474-481.
<http://dl.dropbox.com/u/9686940/windj/0705_Blurring_the_Lines_Is_There.pdf>
37.
Wind, Yoram, and Thomas, Robert J. “Organizational Buying Behavior in an Interdependent
World.” Journal of Global Academy of Marketing Science (JGAMS). June 2010.
<http://dl.dropbox.com/u/9686940/windj/1004_Organizational_Buying_Behavior_In_An_Interd
ependent.pdf>
E. Research on Consumer Behavior
1.
Wind, Yoram. "Incongruency of Socioeconomic Variables and Buying Behavior.” Marketing
Involvement in Society and the Economy. Ed. P. R. McDonald. Chicago: American Marketing
Association, Aug. 1969. 362-367.
<http://dl.dropbox.com/u/9686940/windj/6905_Incongruency_of_Socioeconomic_Variables_an
d.pdf>.
2*.
Wind, Yoram, and Ronald E. Frank. "Interproduct Household Loyalty to Brands.” Journal of
Marketing Research 6 (Nov. 1969): 435-435.
<http://dl.dropbox.com/u/9686940/windj/6904_Interproduct_Household_Loyalty_to_Brands.pdf
3*.
Wind, Yoram. "Models of Customer Behavior.” Organization and Administration (Hebrew) 16
(May 1970) 3-13.
<http://dl.dropbox.com/u/9686940/windj/7002_Models_of_Consumer_Behavior.pdf>.
4.
Wind, Yoram (Jerry). "The Application of Multidimensional Scaling in Segmentation Research."
Paper presented at the First Annual Meeting of the Association for Consumer Research,
Amherst, MA, Aug. 1970.
5.
Green, Paul E., and Yoram Wind. "Prediction Experiments Utilizing Perceptual and Preference
Judgments.” Paper presented at the Second Annual Meeting of the American Institute for
20
* = Article published in refereed journal
EXHIBIT B -100-
Decision Sciences, Dallas, TX, Nov. 1970.
<http://dl.dropbox.com/u/9686940/windj/7004_Prediction_Experiments_Utilizing_Perceptual_a
nd.pdf>.
6.
Douglas, Susan P., and Yoram Wind. "Intentions to Buy as Predictors of Buying Behavior.”
Proceedings of the Second Annual Conference of the Association for Consumer Research.
Ed. David M. Gardner. Maryland: Association for Consumer Research, 1971. 331-343.
<http://dl.dropbox.com/u/9686940/windj/7104_Intentions_to_Buy_as_Predictors.pdf>.
7.
Wind, Jerry. "Life Style Analysis: A New Approach.” Marketing in Motion. Ed. Fred C. Allvin.
Chicago: American Marketing Association, Apr. 1971. 302-305.
<http://dl.dropbox.com/u/9686940/windj/7103_Life_Style_Analysis_A_New.pdf>.
8.
Green, Paul E., Yoram Wind, and Arun K. Jain. "Consumer Menu Preference: An Application
of Additive Conjoint Measurement.” Proceedings of the Third Annual Conference of the
Association for Consumer Research. Ed. M. Venkatesan. Chicago: Association for Consumer
Research, 1972. 304-315.
<http://dl.dropbox.com/u/9686940/windj/7208_Consumer_Menu_Preferences_An_Application.
pdf>.
9*.
Green, Paul E., Yoram Wind, and Arun K. Jain. "Benefit Bundle Analysis.” Journal of
Advertising Research 12.2 (Apr. 1972): 31-36.
<http://dl.dropbox.com/u/9686940/windj/7204_Benefit_Bundle_Analysis.pdf>.
10*. Green, Paul E., Frank J. Carmone, and Yoram Wind. "Subjective Evaluation Models and
Conjoint Measurement.” Behavioral Science 17.3 (May 1972): 288-299.
<http://dl.dropbox.com/u/9686940/windj/7205_Subjective_Evaluation_Models_and_Conjoint.p
df>.
11*. Green, Paul E., Yoram Wind, and Arun K. Jain. "A Note on Measurement of SocialPsychological Belief Systems.” Journal of Marketing Research 9 (May 1972): 204-208.
<http://dl.dropbox.com/u/9686940/windj/7206_A_Note_on_Measurement_of.pdf>.
12.
Green, Paul E., and Yoram Wind. "Experiments in the Multidimensional Psychophysics of
Taste and Semantic Descriptions.” Research Design Competition of the American
Psychological Association, Division 23, July 1972.
<http://dl.dropbox.com/u/9686940/windj/7207_Experiments_in_the_Multidimensional_Psychop
hysics.pdf>.
13.
Wind, Yoram. "On the Teaching of Consumer Behavior: A Managerial Approach.” Paper
presented at the American Marketing Association Conference, Houston, TX, Aug. 1972.
<http://dl.dropbox.com/u/9686940/windj/7210_On_the_Teaching_of_Consumer.pdf>.
14*. Green, Paul E., Yoram Wind, and Arun K. Jain. "Preference Measurement of Item Collections.”
Journal of Marketing Research 9 (Nov. 1972): 371-377.
<http://dl.dropbox.com/u/9686940/windj/7209_Preference_Measurement_of_Item_Collections.
pdf>.
15*. Green, Paul E., Frank J. Carmone, and Yoram Wind. "Consumer Evaluation of Discount
Cards.” Journal of Retailing 49.1 (Spring 1973): 10-22.
<http://dl.dropbox.com/u/9686940/windj/7305_Consumer_Evaluation_of_Discount_Cards.pdf>
16*. Green, Paul E., Yoram Wind, and Arun K. Jain. "Analyzing Free-Response Data in Marketing
Research.” Journal of Marketing Research 10 (Feb. 1973): 45-52.
<http://dl.dropbox.com/u/9686940/windj/7304_Analyzing_Free_Response_Data_in.pdf>.
17.
Green, Paul E., Yoram Wind, and Arun K. Jain. "Benefit Bundle Congruence.” Paper
presented at the Southeast AIDS Conference, 1974.
21
* = Article published in refereed journal
EXHIBIT B -101-
<http://dl.dropbox.com/u/9686940/windj/7402_Benefit_Bundle_Congruence.pdf>.
18.
Wind, Jerry, and Paul Green. "Some Conceptual, Measurement, and Analytical Problems in
Life Style Research.” Life Style and Psychographics. Ed. William D. Wells. Chicago: American
Marketing Association, 1974. 97-126.
<http://dl.dropbox.com/u/9686940/windj/7403_Some_Conceptual_Measurement_and_Analytic
al.pdf>.
19.
Green, Paul E., and Yoram Wind. "Recent Approaches to the Modeling of Individuals'
Subjective Evaluations.” Attitude Research Bridges the Atlantic. Ed. Philip Levine. Chicago:
American Marketing Association, 1975. 123-153.
<http://dl.dropbox.com/u/9686940/windj/7504_Recent_Approaches_to_the_Modeling.pdf>.
20*. Green, Paul E., Yoram Wind, and Henry J. Claycamp. "Brand-Features Congruence Mapping.”
Journal of Marketing Research 12 (Aug. 1975): 306-313.
<http://dl.dropbox.com/u/9686940/windj/7502_Brand_Features_Congruence_Mapping.pdf>.
21.
Wind, Yoram. "Multiperson Influence and Usage Occasions as Determinants of Brand Choice."
Paper presented at the American Marketing Association Conference, Rochester, NY, Aug.
1975.
<http://dl.dropbox.com/u/9686940/windj/7506_Multiperson_Influence_and_Usage_Occasions.
pdf>.
22.
Wind, Yoram, and Terry C. Gleason. "Alternative Approaches to Data Collection for Attitude
Measurement.” Paper presented at the American Psychological Association Convention, Los
Angeles, CA, Sept. 1975.
<http://dl.dropbox.com/u/9686940/windj/7505_Alternative_Approaches_to_Data_Collection.pdf
23*. Villani, Kathryn E. A., and Yoram Wind. "On the Usage of 'Modified' Personality Trait Measures
in Consumer Research.” Journal of Consumer Research 2 (Dec. 1975): 223-228.
<http://dl.dropbox.com/u/9686940/windj/7503_On_the_Usage_of_Modified.pdf>.
24.
Wind, Yoram, and Michael DeVita. "On the Relationship Between Knowledge and Preference.”
Marketing: 1776-1976 and Beyond. Ed. Kenneth L. Bernhardt. Chicago: American Marketing
Association, 1976. 153-157.
<http://dl.dropbox.com/u/9686940/windj/7603_On_the_Relationship_Between_Knowledge.pdf
25*. Wind, Yoram. "Preference of Relevant Others and Individual Choice Models.” Journal of
Consumer Marketing 3 (June 1976): 50-57.
<http://dl.dropbox.com/u/9686940/windj/7602_Preference_of_Relevant_Others_and.pdf>.
26.
Wind, Yoram. "A 1975 Retrospective View of Bourne's 1957 'Group Influence in Marketing'."
Classics in Consumer Behavior. Ed. Louis E. Boone. Tulsa, OK: The Petroleum Publishing
Company, 1977. 225-235.
<http://dl.dropbox.com/u/9686940/windj/7706_A_1975_Retrospective_View_of.pdf>.
27.
Wind, Yoram. "Brand Loyalty and Vulnerability.” Consumer and Industrial Buying Behavior.
Eds. Arch G. Woodside, Jagdish N. Sheth, and Peter D. Bennett. New York: Elsevier, North
Holland, Inc., 1977. 313-319.
<http://dl.dropbox.com/u/9686940/windj/7707_Brand_Loyalty_and_Vulnerability.pdf>.
28.
Wind, Yoram. "Reflections on Creativity and Relevance of Consumer Research.”
Contemporary Marketing Thought. Eds. B. A. Greenberg and D. A. Bellenger. Chicago:
American Marketing Association, 1977. 55-58.
<http://dl.dropbox.com/u/9686940/windj/7708_Reflections_on_Creativity_and_Relevance.pdf>.
29.
Wind, Yoram. "Brand Choice.” Selected Aspects of Consumer Behavior: A Summary from the
Perspective of Different Disciplines. Ed. Robert Ferber. Washington, D.C.: U.S. Government
22
* = Article published in refereed journal
EXHIBIT B -102-
Printing Office, 1977. 235-258.
<http://dl.dropbox.com/u/9686940/windj/7709_Brand_Choice.pdf>.
30.
Wind, Yoram. "On the Interface Between Organizational and Consumer Buying Behavior.”
Advances in Consumer Research. Eds. Kent Hunt and Ann Abor. 1978. 657-662.
<http://dl.dropbox.com/u/9686940/windj/7806_On_the_Interface_Between_Organizational.pdf.
31*. Douglas, Susan P., and Yoram Wind. "Examining Family Role and Authority Patterns: Two
Methodological Issues.” Journal of Marriage and the Family 40.1 (Feb. 1978): 35-47.
<http://dl.dropbox.com/u/9686940/windj/7810_Examining_Family_Role_and_Authority.pdf>.
32.
Nicosia, Francesco M., and Yoram Wind. "Sociology of Consumption and Trade-Off Models in
Consumer Public Policy.” Research for Consumer Policy. Eds. William Michael Denney and
Robert T. Lund. Cambridge, MA: Center for Policy Alternatives, Massachusetts Institute of
Technology, 24 Mar. 1978. 141-184.
<http://dl.dropbox.com/u/9686940/windj/7805_Sociology_of_Consumption_and_Trade.pdf>.
33*. Wind, Yoram, Joseph Denny, and Arthur Cunningham. "A Comparison of Three Brand
Evaluation Procedures.” Public Opinion Quarterly 43 (Summer 1979): 261-270.
<http://dl.dropbox.com/u/9686940/windj/7906_A_Comparison_of_Three_Brand.pdf>.
34*. Wind, Yoram, and David Lerner. "On the Measurement of Purchase Data: Surveys Versus
Purchase Diaries.” Journal of Marketing Research 16 (Feb. 1979): 39-47.
<http://dl.dropbox.com/u/9686940/windj/7907_On_the_Measurement_of_Purchase.pdf>.
35*. Wind, Yoram (Jerry), and Peter Shubs. "A Note on the Relationship Between Perceived
Problems, Severity, and Frequency of Occurrence.” Journal of the Professional Marketing
Research Society 1.2 (Oct. 1981): 19-22 [B] and "On the Generalizability and Theoretical
Implications of Empirical Findings: A Reply to Comments "A Note on the Relationships
Between Perceived Problem Severity and Frequency of Occurrence,” with Peter Shubs,
Journal of Professional Marketing Research, 1982.
<http://dl.dropbox.com/u/9686940/windj/8113_A_Note_on_the_Relationship.pdf>.
36.
Wind, Yoram, and Susan P. Douglas. "Comparative Consumer Research: The Next Frontier?"
Comparative Marketing Systems. Ed. Erdener Kaynak. Bradford, England: MCB Publications,
1982. 24-35.
<http://dl.dropbox.com/u/9686940/windj/8205_Comparative_Consumer_Research_The_Next.
pdf>.
37.
Fraser, Cynthia, and Yoram Wind. "Physical and Social Psychological Anxiety as Correlates of
Purchase Behavior.” Wharton School Working Paper, Aug. 1982.
<http://dl.dropbox.com/u/9686940/windj/8204_Physical_and_Social_Psychological_Anxiety.pd
f>
38.
Deighton, John, Franco M. Nicosia, and Yoram Wind. "Exploration Into the Time-Money
Tradeoff: Concepts and an Application.” Strategic Planning: A Thing of the Past or a Necessity
for the Future – Can Research Contribute? San Francisco: American Marketing Association,
Apr. 1983. 51-65. [B] Based in part on “A Time-Money Tradeoff (TMI) Model of Consumer
Behavior.” Paper presented at the American Psychological Association Conference, Toronto,
Aug. 1978.
<http://dl.dropbox.com/u/9686940/windj/8309_Exploration_Into_the_Time_Money.pdf>.
39*. Wind, Jerry, Paul E. Green, Douglas Shifflet, and Marsha Scarbrough. "Courtyard by Marriott:
Designing a Hotel Facility with Consumer-Based Marketing Models.” Interfaces 19.1 (Jan. Feb. 1989): 25-47.
<http://dl.dropbox.com/u/9686940/windj/8902_Courtyard_by_Marriott_Designing_a.pdf>.
40.
Wind, Jerry, Vithala R. Rao, and Paul E. Green. "Behavioral Methods.” Handbook of
23
* = Article published in refereed journal
EXHIBIT B -103-
Consumer Theory and Research. Eds. Thomas Robertson and Hal Kassarjian. Englewood
Cliffs, NJ: Prentice Hall, 1991. 507-532.
< http://dl.dropbox.com/u/9686940/windj/9102_Behavioral_Methods.pdf>.
41.
Schmittlein, David C., and Jerry Wind. "Inferring Causality in Consumer Perception Studies in
Litigation Contexts.” Advances in Claim Substantiation. New York: Council of Better Business
Bureaus, Inc., April 30, 1991. 161-170.
<http://dl.dropbox.com/u/9686940/windj/9103_Inferring_Causality_in_Consumer_Perception.p
df>.
F. Marketing Research and Modeling
1.
Goodman, Charles S., and Yoram Wind. "The Use of Interactive Marketing Models as
Framework for Research.” Wharton School Working Paper, May 1968.
<http://dl.dropbox.com/u/9686940/windj/6810_The_Use_of_Interactive_Marketing.pdf>
2.
Wind, Yoram, and Susan P. Douglas. "Marketing Performance: A Conceptual Framework.”
Marketing Science Institute Working Paper P-51-1, June 1968.
<http://dl.dropbox.com/u/9686940/windj/6812_Marketing_Performance_A_Conceptual_Frame
work.pdf>
3*.
Wind, Yoram. "Organizing a Diffusion System for Managerial Information in Israel: A Proposal.”
Organization and Administration (Hebrew) 15 (Sept. 1969): 1-3.
<http://dl.dropbox.com/u/9686940/windj/6906_Organizing_a_Diffusion_System_for.pdf>.
4*.
Wind, Yoram, Susan P. Douglas, and Aaron Ascoli. "Experimentation as a Tool for the
Retailer.” Journal of the Market Research Society 13.3 (July 1971): 158-169.
<http://dl.dropbox.com/u/9686940/windj/7105_Experimentation_as_a_Tool_for.pdf>.
5.
Wind, Yoram, and Patrick J. Robinson. "Product Positioning: An Application of
Multidimensional Scaling.” Attitude Research in Transition. Ed. Russell I. Haley. Chicago:
American Marketing Association, 1972. 155-175.
<http://dl.dropbox.com/u/9686940/windj/7212_Product_Positioning_An_Application_of.pdf>.
6.
Wind, Yoram and Francesco M. Nicosia. "On the Measurement of Quality of Life.” Paper
presented at the TIMS Conference, July 1972.
7*.
Wind, Yoram, Paul E. Green, and Arun K. Jain. "Higher Order Factor Analysis in the
Classification of Psychographic Variables.” Journal of the Market Research Society 15.4
(1973): 224-232.
<http://dl.dropbox.com/u/9686940/windj/7306_Higher_Order_Factor_Analysis_in.pdf>.
8*.
Wind, Yoram. "A New Procedure for Concept Evaluation.” Journal of Marketing 37 (Oct. 1973):
2-11. [B] Translated and reprinted in French as “Une nouvelle procedure d’évaluation des
idées de nouveaux produits.” La Revue française du Marketing. 1974: 1-12.
<http://dl.dropbox.com/u/9686940/windj/7309_A_New_Procedure_for_Concept.pdf>.
9.
Wind, Yoram. "A Note on the Classification and Evaluation of New Product Forecasting
Models." Paper presented at the American Marketing Association Conference, Apr. 1974.
<http://dl.dropbox.com/u/9686940/windj/7405_A_Note_on_the_Classification.pdf>.
10*. Wind, Yoram, and Joseph Denny. "Multivariate Analysis of Variance in Research on the
Effectiveness of TV Commercials.” Journal of Marketing Research 11 (May 1974): 136-142.
<http://dl.dropbox.com/u/9686940/windj/7404_Multivariate_Analysis_of_Variance_in.pdf>.
11.
Wind, Yoram, Stuart Jolly, and Art O’Connor. "Concept Testing as Input to Strategic Market
Simulations.” Proceedings of the 58th International AMA Conference. Ed. E. Mazzie. American
24
* = Article published in refereed journal
EXHIBIT B -104-
Marketing Association, Apr. 1975. 120-124.
<http://dl.dropbox.com/u/9686940/windj/7508_Concept_Testing_as_Input_to.pdf>.
12.
Wind, Yoram. "Is 'Concept Testing: An Appropriate Approach' Really Appropriate?" Wharton
School Working Paper, May 1975.
<http://dl.dropbox.com/u/9686940/windj/7507_Is_Concept_Testing_An_Appropriate.pdf>
13*. Green, Paul E., and Yoram Wind. "New Way to Measure Consumers' Judgments.” Harvard
Business Review 53 (July - Aug. 1975): 107-117.
<http://dl.dropbox.com/u/9686940/windj/7509_New_Way_to_Measure_Consumers'.pdf>.
14*. Wind, Yoram, and Lawrence K. Spitz. "Analytical Approach to Marketing Decisions in HealthCare Organizations.” Operations Research 24.5 (Sept. - Oct. 1976): 973-990.
< http://www.jstor.org/stable/pdfplus/169818.pdf?acceptTC=true>.
15.
Wind, Yoram (Jerry). "New Developments in Conjoint Analysis." Paper presented at the 25th
Annual Midwest Conference of the American Statistical Association on What's New in
Statistical Techniques for Marketing Research, Mar. 1978.
16.
Wind, Yoram, and Daniel Gross. "Determination of the Size and Allocation of Marketing
Research Budgets.” Proceedings of the August 1978 AMA Conference. Ed. Subhash C. Jain.
American Marketing Association, Aug. 1978. 57-61.
<http://dl.dropbox.com/u/9686940/windj/7807_Determination_of_the_Size_and.pdf>.
17*. Wind, Yoram. "Issues and Advances in Segmentation Research.” Journal of Marketing
Research 15 (Aug. 1978): 317-337.
<http://dl.dropbox.com/u/9686940/windj/7809_Issues_and_Advances_in_Segmentation.pdf>.
18.
Wind, Yoram. "Marketing Research and Management: A Retrospective View of the
Contributions of Paul E. Green.” Diffusing Marketing Theory and Research: The Contributions
of Bauer, Green, Kotler, and Levitt. Eds. Alan R. Andreasen and David M. Gardner. Chicago:
American Marketing Assocation, 1979. 57-67.
<http://dl.dropbox.com/u/9686940/windj/7908_Marketing_Research_and_Management_A.pdf>
19.
Wind, Yoram, and John G. Myers. "A Note on the Selection of Attributes for Conjoint Analysis.”
Wharton School Working Paper, Aug. 1979.
<http://dl.dropbox.com/u/9686940/windj/7909_A_Notes_on_the_Selection.pdf>.
20*. Batsell, Richard R., and Yoram Wind. "Product Testing: Current Methods and Needed
Developments.” Journal of the Market Research Society 22.2 (Apr. 1980): 115-139.
<http://dl.dropbox.com/u/9686940/windj/8005_Product_Testing_Current_Methods_and.pdf>.
21.
Wind, Yoram. "Implications of Increased Government Regulations for the Quality and
Relevance of Marketing Research.” Government Marketing: Theory and Practice. Eds. Michael
P. Mokwa and Steven E. Permut. New York: Praeger Publishers, 1981. 264-269.
<http://dl.dropbox.com/u/9686940/windj/8109_Implications_of_Increased_Government_Regul
ations.pdf>.
22*. Arabie, Phipps, J. Douglas Carroll, Wayne DeSarbo, and Jerry Wind. "Overlapping Clustering:
A New Method for Product Positioning.” Journal of Marketing Research 18 (Aug. 1981): 310317.
<http://dl.dropbox.com/u/9686940/windj/8107_Overlapping_Clustering_A_New_Method.pdf>.
23.
Wind, Yoram, and Vijay Mahajan. "A Reexamination of New Product Forecasting Models.”
Proceedings of the August 1981 AMA Educator's Conference. Aug. 1981. 358-363.
<http://dl.dropbox.com/u/9686940/windj/8108_A_Reexamination_of_New_Product.pdf>.
24*. Wind, Yoram, Thomas S. Robertson, and Cynthia Fraser. "Industrial Product Diffusion by
25
* = Article published in refereed journal
EXHIBIT B -105-
Market Segment.” Industrial Marketing Management 11 (1982): 1-8.
<http://dl.dropbox.com/u/9686940/windj/8206_Industrial_Product_Diffusion_by_Market.pdf>.
25.
Mahajan, Vijay, Jerry Wind, and Subhash Sharma. "An Approach to Repeat-Purchase
Diffusion Analysis.” 1983 AMA Educators’ Proceedings. Eds. P. E. Murphy, O. C. Ferrell, G. R.
Laczniak, R. F. Lusch, P. F. Anderson, T. A. Shimp, R. W. Belk, and C. B. Weinberg.,
American Marketing Association, 1983. 442-446.
<http://dl.dropbox.com/u/9686940/windj/8305_An_Approach_to_Repeat_Purchase.pdf>.
26.
Eliashberg, Jehoshua, Charles S. Tapiero, and Yoram Wind. “Diffusion of New Products in
Heterogeneous Populations: Incorporating Stochastic Coefficients.” Wharton School Working
Paper, June 1983.
<http://dl.dropbox.com/u/9686940/windj/8306_Diffusion_of_New_Products_in.pdf>
27*. Goldberg, Stephen M., Paul E. Green, and Yoram Wind. "Conjoint Analysis of Price Premiums
for Hotel Amenities.” Journal of Business 57.1.2 (1984): S111-S132.
<http://dl.dropbox.com/u/9686940/windj/8403_Conjoint_Analysis_of_Price_Premiums.pdf>.
28*. Mahajan, Vijay, Subhash Sharma, and Yoram Wind. "Parameter Estimation in Marketing
Models in the Presence of Influential Response Data: Robust Regression and Applications.”
Journal of Marketing Research 21 (Aug. 1984): 268-277.
<http://dl.dropbox.com/u/9686940/windj/8404_Parameter_Estimation_in_Marketing_Models.pd
f>.
29*. Mahajan, Vijay, Subhash Sharma, and Yoram Wind. "Assessing the Impact of Patent
Infringement on New Product Sales.” Technological Forecasting and Social Change 28 (1985):
13-27. <http://dl.dropbox.com/u/9686940/windj/8506_Assessing_the_Impact_of_Patent.pdf>.
30.
Eliashberg, Jehoshua, Charles S. Tapiero, and Yoram Wind. "New Products Diffusion Models
with Stochastic Parameters.” Wharton School Working Paper, Feb. 1985.
<http://dl.dropbox.com/u/9686940/windj/8507_New_Products_Diffusion_Models_with.pdf>
31.
Mahajan, Vijay, and Yoram Wind. "Innovation Diffusion Models of New Product Acceptance: A
Reexamination.” Innovation Diffusion Models of New Product Acceptance. Eds. Vijay Mahajan
and Yoram Wind. Cambridge, MA: Ballinger Publishing Company, 1986. 2-25.
<http://dl.dropbox.com/u/9686940/windj/8710_Innovation_Diffusion_Models_of_New.pdf>.
32.
Fraser, Cynthia, and Yoram Wind. “Why and When to Use Tobit Analysis.” Wharton School
Working Paper, May 1986.
<http://dl.dropbox.com/u/9686940/windj/8603_Why_and_When_to_Use.pdf>
33*. DeSarbo, Wayne S., Vithala R. Rao, Joel H. Steckel, Jerry Wind, and Richard Colombo. "A
Friction Model for Describing and Forecasting Price Changes.” Marketing Science 6.4 (Fall
1987): 299-319.
<http://dl.dropbox.com/u/9686940/windj/8706_A_Friction_Model_for_Describing.pdf>.
34.
Schmittlein, David C., Vijay Mahajan, and Yoram Wind. "The Role of Within Group Variance in
the Design and Analysis of Market Tests.” Wharton School Working Paper, Sept. 1987.
<http://dl.dropbox.com/u/9686940/windj/8705_The_Role_of_Within_Group_Variance.pdf>.
35*. Mahajan, Vijay, and Yoram Wind. "New Product Forecasting Models: Directions for Research
and Implementation.” International Journal of Forecasting 4 (1988): 341-358.
<http://dl.dropbox.com/u/9686940/windj/8805_New_Product_Forecasting_Models_Directions.
pdf>
36*. Rao, Vithala R., Jerry Wind, and Wayne S. DeSarbo. "A Customized Market Response Model:
Development, Estimation, and Empirical Testing.” Journal of the Academy of Marketing
Science 16.1 (Spring 1988) 128-140.
26
* = Article published in refereed journal
EXHIBIT B -106-
<http://dl.dropbox.com/u/9686940/windj/8805_New_Product_Forecasting_Models_Directions.
pdf>.
37.
Wind, Yoram (Jerry). "Market Application of the Analytic Hierarchy Process.” Wharton School
Working Paper, 1989.
38*. Mahajan, Vijay, and Jerry Wind. "Market Discontinuities and Strategic Planning: A Research
Agenda.” Technological Forecasting and Social Change 36 (1989): 185-199.
<http://dl.dropbox.com/u/9686940/windj/8905_Market_Discontinuities_and_Strategic_Planning
.pdf>.
39*. Rangaswamy, Arvind, Jehoshua Eliashberg, Raymond R. Burke, and Jerry Wind. "Developing
Marketing Expert Systems: An Application to International Negotiations.” Journal of Marketing
53.4 (Oct. 1989): 24-39.
<http://dl.dropbox.com/u/9686940/windj/8903_Developing_Marketing_Expert_Systems_An.pdf
40.
Schmittlein, David C., and Jerry Wind. "Combining Multiple Estimates: An Application to
Damage Assessment Litigation.” Wharton School Working Paper, 1991.
<http://dl.dropbox.com/u/9686940/windj/9104_Combining_Multiple_Estimates_An_Application.
pdf>.
41*. Mahajan, Vijay, and Jerry Wind. "New Product Models: Practice, Shortcomings and Desired
Improvements.” Journal of Product Innovation Management 9 (1992): 128-139.
<http://dl.dropbox.com/u/9686940/windj/9203_New_Product_Models_Practice_Shortcomings.
pdf>.
42.
Lee, Hoon Young, Burke, Raymond R., and Yoram Wind. “An Analogical Reasoning System
for Managerial Learning and Problem Solving.” Wharton School Working Paper, 1992.
43.
Wind, Yoram (Jerry), David C. Schmittlein, and Shoshana Shapiro. "Attribute
Interdependencies in Product Performance Claims: Truth and Consequences.” Product
Performance Tests: Design, Interpretation, and Claims. Proceedings of the NAD Workshop
IV., New York: Council of Better Business Bureaus, Inc., 2-3 June 1992. 99-107.
<http://dl.dropbox.com/u/9686940/windj/9204_Attribute_Interdependence_in_Product_Perform
ance.pdf>.
44.
Wind, Jerry Yoram. "Marketing Science at a Crossroad.” Inaugural Presentation of the Unilever
Visiting Professorship. Rotterdam, The Netherlands: Erasmus University, 1993.
<http://dl.dropbox.com/u/9686940/windj/9301_Marketing_Science_at_a_Crossroad.pdf>.
45.
Arabie, Phipps, and Yoram Wind. “Marketing and Social Networks.” Advances in Social
Networks Analysis. Eds. S. Wasserman and J. Galaskiewicz. London: Sage Publications,
1994. 254-273.
<http://dl.dropbox.com/u/9686940/windj/9403_Marketing_and_Social_Networks.pdf>.
46*. Wind, Jerry. “Start Your Engines: Gear Up for Challenges Ahead with Innovative Marketing
Research Products and Services.” Marketing Research 9.4 (Winter 1997): 4-11.
<http://dl.dropbox.com/u/9686940/windj/9703_Start_Your_Engines_Gear_Up.pdf>.
47*. Mahajan, Vijay, and Jerry Wind. “Rx for Marketing Research: A Diagnosis of and Prescriptions
for the Recovery of an Ailing Discipline in the Business World.” Marketing Research 11.3 (Fall
1999): 7-13.
<http://dl.dropbox.com/u/9686940/windj/9902_Rx_for_Marketing_Research_A.pdf>.
48.
Mahajan, Vijay, Eitan Muller, and Yoram Wind. “New Product Diffusion Models: From Theory
to Practice.” New-Product Diffusion Models. Eds. Vijay Mahajan, Eitan Muller, and Yoram
Wind. Boston: Kluwer Academic Publishers, 2000. 3-24.
<http://dl.dropbox.com/u/9686940/windj/0002_New_Product_Diffusion_Models_From.pdf>.
27
* = Article published in refereed journal
EXHIBIT B -107-
49*. Green, Paul E., Yoram (Jerry) Wind, Abba M. Krieger, and Paul Saatsoglou. “Applying
Qualitative Data.” Marketing Research 12.1 (Spring 2000): 17-25.
<http://dl.dropbox.com/u/9686940/windj/0003_Applying_Qualitative_Data.pdf>.
50*. Green, Paul E., Abba M. Krieger, and Yoram (Jerry) Wind. “Thirty Years of Conjoint Analysis:
Reflection and Prospects.” Interfaces 31.3.2 (May - June 2001): S56-S73.
<http://dl.dropbox.com/u/9686940/windj/0102_Thirty_Years_of_Conjoint_Analysis.pdf>.
51*. Wind, Yoram (Jerry), Abba M. Krieger, and Paul E. Green. “Marketing Research in the
Courtroom: A Case Study Shows How Analytical Methods Can Be Applied to the Law.”
Marketing Research 14.1 (Spring 2002): 28-33.
<http://dl.dropbox.com/u/9686940/windj/0204_Marketing_Research_in_the_Courtroom.pdf>.
52.
Green, Paul E., Abba M. Krieger, and Yoram (Jerry) Wind. “Survey Methods Help to Clear Up
Legal Questions.” Marketing News 16 Sept. 2002: 34-36.
<http://dl.dropbox.com/u/9686940/windj/0205_Survey_Methods_Help_to_Clear.pdf>.
53.
Green, Paul E., Wind, Yoram, and Abba Krieger. “Buyer Choice Simulators, Optimizers, and
Dynamic Models.” Marketing Research and Modeling: Progress and Prospects. Eds. Yoram
Wind and Paul E. Green. Kluwer, 2003.
< https://dl.dropbox.com/u/94339855/F53.%20%20Buyer_Choice_Simulators.pdf>
54*. Krieger, Abba M., Paul E. Green, and Yoram (Jerry) Wind. “Dual Considerations.” Marketing
Research 15.4 (Winter 2003): 8-13.
<http://dl.dropbox.com/u/9686940/windj/0301_Dual_Considerations.pdf>.
55.
Wind, Yoram (Jerry), Abba M. Krieger, and Paul E. Green. “Applying Conjoint Analysis to
Legal Disputes: A Case Study.” Wharton School Working Paper, 2006.
<http://dl.dropbox.com/u/9686940/windj/0601_Applying_Conjoint_Analysis_to_Legal.pdf>
56*. DeSarbo, Wayne S., Rajdeep Grewal, and Jerry Wind. “Who Competes with Whom? A
Demand-Based Perspective for Identifying and Representing Asymmetric Competition.”
Strategic Management Journal 27.2 (Feb 2006): 101-129. [B] And Wiley InterScience, 21
November 2005. www.interscience.wiley.com
<http://dl.dropbox.com/u/9686940/windj/0605_Who_Competes_with_Whom_A.pdf>.
57*. Wind, Jerry. “Marketing by Experiment,” Marketing Research. Spring 2007: 10-16.
<http://dl.dropbox.com/u/9686940/windj/0703_Marketing_by_Experiment.pdf>
G. International Marketing
1*.
Wind, Yoram. "The Role of Marketing in Israel.” Journal of Marketing 31 (Apr. 1967): 53-57.
<http://dl.dropbox.com/u/9686940/windj/6701_The_Role_of_Marketing_in.pdf>.
2.
Wind, Yoram. "Information Requirements for International Business Decisions." Prepared for
and used in the introductory International Business course at The Wharton School, University
of Pennsylvania, June 1967.
<http://dl.dropbox.com/u/9686940/windj/6702_Information_Requirements_for_International_Bu
siness.pdf>
3.
Wind, Yoram. "Cross Cultural Analysis of Consumer Behavior.” Changing Marketing Systems:
Consumer, Corporate and Government Interfaces. Ed. Reed Moyer. Chicago: American
Marketing Association, Winter 1967: 183-185. [B] Reprinted in Wharton Quarterly 2 (WinterSpring 1968): 1-3. <
http://dl.dropbox.com/u/9686940/windj/6703_Cross_Cultural_Analysis_of_Consumer.pdf
28
* = Article published in refereed journal
EXHIBIT B -108-
4.
Wind, Yoram. "Marketing in Israel.” Comparative Marketing. Ed. Harper W. Boyd, Jr. Stanford,
CA: International Center for the Advancement of Education, Stanford University, Jan. 1968.
< http://dl.dropbox.com/u/9686940/windj/6813_Marketing_in_Israel.pdf>.
5.
Wind, Yoram and Patrick J. Robinson. "Perceptual and Preference Mapping of Countries: An
Application of Multidimensional Scaling.” Paper presented at the Annual Meeting of the
Association for Education in International Business, Dec. 1970.
6*.
Wind, Yoram, and Susan Douglas. "On the Meaning of Comparison: A Methodology for CrossCultural Studies.” Quarterly Journal of Management Development 2.4.1 (June 1971): 105-121.
<http://dl.dropbox.com/u/9686940/windj/7106_On_the_Meaning_of_Comparison.pdf>.
7*.
Wind, Yoram, and Susan P. Douglas. "International Market Segmentation.” European Journal
of Marketing 6.1 (1972): 17-25.
<http://dl.dropbox.com/u/9686940/windj/7213_International_Market_Segmentation.pdf>.
8.
Douglas, Susan, Patrick Le Maire, and Yoram Wind. "Selection of Global Target Markets: A
Decision Theoretic Approach.” Marketing in a Changing World: The Role of Market Research.
Ed. Proceedings of the 24th ESOMAR Congress. Cannes, France: ESOMAR Congress, Sept.
1972. PAGES.
<http://dl.dropbox.com/u/9686940/windj/7214_Selection_of_Global_Target_Markets.pdf>.
9*.
Wind, Yoram, Susan P. Douglas, and Howard V. Perlmutter. "Guidelines for Developing
International Marketing Strategies.” Journal of Marketing 37 (Apr. 1973): 14-23.
<http://dl.dropbox.com/u/9686940/windj/7307_Guidelines_for_Developing_International_Mark
eting.pdf>.
10*. Douglas, Susan P., and Yoram Wind. "Environmental Factors and Marketing Practices.”
European Journal of Marketing 7.3 (Winter 1973/1974): 155-165.
<http://dl.dropbox.com/u/9686940/windj/7308_Environmental_Factors_and_Marketing_Practic
es.pdf>.
11*. Wind, Yoram, and Susan Douglas. "Some Issues in International Consumer Research.”
European Journal of Marketing 8.3 (Winter 1974/1975): 209-217.
<http://dl.dropbox.com/u/9686940/windj/7406_Some_Issues_in_International_Consumer.pdf>.
12.
Robinson, Patrick J., and Yoram Wind. "Multinational Tradeoff Segmentation.” Moving Ahead
with Attitude Research. Eds. Yoram Wind and Marshall Greenberg. Chicago: American
Marketing Association, 1977. 50-57.
<http://dl.dropbox.com/u/9686940/windj/7710_Multinational_Tradeoff_Segmentation.pdf>
13.
Wind, Yoram. "Research for Multinational Product Policy.” Multinational Product Management.
Eds. Warren J. Keegan and Charles S. Mayer. Chicago: American Marketing Association,
1977. 165-184.
<http://dl.dropbox.com/u/9686940/windj/7711_Research_for_Multinational_Product_Policy.pdf
14*. Wind, Yoram, and Howard Perlmutter. "On the Identification of Frontier Issues in Multinational
Marketing.” Columbia Journal of World Business 12 (Winter 1977): 131-139.
<http://dl.dropbox.com/u/9686940/windj/7712_On_the_Identification_of_Frontier.pdf>.
15.
Wind, Yoram, and Susan Douglas. "Comparative Methodology and Marketing Theory.”
Theoretical Developments in Marketing. Eds. Charles W. Lamb and Patrick M. Dunne.
Chicago: American Marketing Association, 1980. [B] Based on Wind, Yoram, and Susan P.
Douglas. "A Theory and a Metatheory of Comparative Marketing Systems.” Marketing Science
Institute Working Paper P-15-1, Sept. 1968.
<http://dl.dropbox.com/u/9686940/windj/8008_Comparative_Methodology_and_Marketing_Th
eory.pdf>.
29
* = Article published in refereed journal
EXHIBIT B -109-
16.
Wind, Jerry and Josh Eliashberg. "Marketing Perspectives on International Risk Analysis and
Risk Preference Measurement: Concepts, Methods, and Research Directions.” Wharton
School Working Paper, 1983.
<http://dl.dropbox.com/u/9686940/windj/8307_Marketing_Perspectives_on_International_Risk.
pdf>
17.
Chakrabarti, Alok K., and Jerry Wind. "International Technology: Implications for Global
Competitive and Cooperative Strategies.” Wharton School Working Paper, 1986.
<http://dl.dropbox.com/u/9686940/windj/8604_International_Technology_Implications_for_Glo
bal.pdf>
18.
Wind, Yoram and Susan Douglas. "Toward the Development of a Global Marketing Strategy: A
Dynamic Portfolio Perspective.” Wharton School Working Paper, 1987.
19*.
Douglas, Susan P., and Yoram Wind. ‘The Myth of Globalization.” Columbia Journal of World
Business 22.4 (Winter 1987): 19-29. [B] Earlier version published as Wind, Yoram. “The Myth
of Globalization.” The Journal of Consumer Marketing 3.2 9Spring 1986): 23-26. [C] Reprinted
as “The Myth of Globalization.” Strategy 4e & Strategy Synthesis 3e, Cengage Learning EMEA
(March 2010).
<http://dl.dropbox.com/u/9686940/windj/8712_The_Myth_of_Globalization.pdf>.
20*. Wind, Yoram. "Old-Line Manufacturing Needs Better Marketing.” Chief Executive 44 (Mar./Apr.
1988): 44-48.
<http://dl.dropbox.com/u/9686940/windj/8806_Old_Line_Manufacturing_Needs_Better.pdf>.
21*. Mahajan, Vijay, Marcos V. Partini De Moraes, and Jerry Wind. “The Invisible Global Market.”
Marketing Management 9.4 (Winter 2000): 30-35.
http://dl.dropbox.com/u/9686940/windj/0009_The_Invisible_Global_Market.pdf
22*. Mahajan, Vijay, and Yoram (Jerry) Wind. “Capturing the Ricochet Economy.” Harvard
Business Review. Nov. 2006.
<http://dl.dropbox.com/u/9686940/windj/0606_Capturing_the_Ricochet_Economy.pdf>.
H. International Management Education and The Lauder Institute
1.
Wind, Jerry. "Global Management: Penn's Response.” Address to Board of Trustees of the
University of Pennsylvania, Philadelphia, PA, Oct. 1983. [B] Reprinted as
Wind, Jerry. "Global Management: Penn's Response." Wharton Alumni Magazine (Winter
1984): 32-35.
<http://dl.dropbox.com/u/9686940/windj/8310_Global_Management_Penns_Response.PDF>
2.
Wind, Jerry. "Coffee, Closets and Funeral Flowers.” Wharton News (1984): 1-3.
<http://dl.dropbox.com/u/9686940/windj/8405_Coffee_Closets_and_Funeral_Flowers.pdf>.
3.
Gaudiani, Claire L., and Jerry Wind. "Educating for International Management: The Joseph H.
Lauder Institute.” Foreign Languages and International Trade: A Global Perspective. Ed.
Samia I. Spencer. Athens: University of Georgia Press, 1987. 31-38.
<http://dl.dropbox.com/u/9686940/windj/8709_Educating_for_International_Management_The.
pdf>.
4.
Wind, Jerry. “International Business Education at the Lauder Institute.” Occasional Papers On
International Educational Exchange: Hallmarks of Successful International Business
Programs. Eds. Maryélise Lamet and Sterling Lamet. New York: Council on International
Educational Exchange, Aug. 1988.
<http://dl.dropbox.com/u/9686940/windj/8806_International_Business_Education_at_the.pdf>.
5.
Wind, Jerry, and Barbara S. Thomas. "The Globalization of Management Education: Options,
30
* = Article published in refereed journal
EXHIBIT B -110-
Trade Offs, and an Agenda for Implementation.” AACSB Occasional Papers. Montreal:
American Assembly of Collegiate Schools of Business, 1989.
<http://dl.dropbox.com/u/9686940/windj/8907_The_Globalization_of_Management_Education.
pdf>.
I.
Management Practice and Education in the 21st Century
1.
Wind, Jerry. "Marketing in the Year 2000.” Marketing 2000 and Beyond. Eds. William Lazer,
Priscilla La Barbera, James M. MacLachlan, and Allen E. Smith. Chicago: American Marketing
Association, 1990. 212-216.
<http://dl.dropbox.com/u/9686940/windj/9005_Marketing_in_the_Year_2000.pdf>.
2.
Wind, Jerry. "The Restructured Wharton MBA: Inventing a New Paradigm.” University of
Pennsylvania Almanac 37 (2 Apr. 1991): 1-4.
<http://dl.dropbox.com/u/9686940/windj/9105_The_Restructured_Wharton_MBA_Inventing.pdf
>.
3*.
Wind, Jerry, and Alfred P. West, Jr. "Reinventing the Corporation." Chief Executive 71 (Oct.
1991): 72-75.
<http://dl.dropbox.com/u/9686940/windj/9106_Reinventing_the_Corporation.pdf>.
4*.
Wind, Jerry. "The Next Paradigm?” Chief Executive 77 (June 1992): 62-65.
< http://dl.dropbox.com/u/9686940/windj/9206_The_Next_Paradigm.pdf>.
5.
Wind, Jerry. "JIT Learning: A New Concept for Executive Education.” Wharton School Working
Paper, June 1993.
<http://dl.dropbox.com/u/9686940/windj/9302_JIT_Learning_A_New_Concept.pdf>
6.
Wind, Jerry, Robert Holland, Alfred P. West, Jr., and Robert Gunther. "Pace-Setting 21st
Century Enterprises: A Glimpse of What Might Emerge.” Prepared for Seventh General
Assembly and Exhibition of the World Future Society, 29 June 1993.
<http://dl.dropbox.com/u/9686940/windj/9303_Pace_setting_21st_Century_Enterprises.pdf>.
7.
Wind, Jerry. "Downsizing and Layoffs: Miracle Cure or Prescription for Disaster." (8 Feb.
1994).
8.
Wind, Jerry. “Marketing: Big Questions for the 21st Century.” Financial Times. 1996. 6-7.
<http://dl.dropbox.com/u/9686940/windj/9604_Marketing_Big_Questions_for_the.PDF>
9*.
Main, Jeremy and Jerry Yoram Wind. “A Cynic’s Glossary.” Across the Board. 35.4. April 1998:
12.
10.
Wind, Jerry. “Driving Change: Preparing for the 21st Century.” The Li & Fung Lecture,
University of Hong Kong, 17 Apr. 1998.
<http://dl.dropbox.com/u/9686940/windj/9806_Driving_Change_Preparing_for_the.pdf>
11.
Wind, Jerry. “Creating a Successful 21st Century Enterprise.” Li & Fung Lecture on Commerce
& Industry. Chinese University of Hong Kong, 17 Apr. 1998.
<http://dl.dropbox.com/u/9686940/windj/9805_Creating_a_Successful_21st_Century.pdf>
12.
Wind, Jerry and Pedro Nueno. “The Impact Imperative: A Manifesto for Closing the Relevance
Gap of Academic Management Research.” International Academy of Management North
America Meeting, 25 July 1998.
<http://dl.dropbox.com/u/9686940/windj/9803_The_Impact_Imperative_A_Manifesto.pdf>
13.
Wind, Jerry. “Reinventing the Business School for the Global Information Age.” Keynote
address at European Foundation for Management Development Conference of Deans and
31
* = Article published in refereed journal
EXHIBIT B -111-
Directors, Helsinki, Finland, Jan. 2000.
<http://dl.dropbox.com/u/9686940/windj/0010_Reinventing_the_Business_School_for.pdf>.
14.
Wind, Jerry, and Dave Reibstein. “Reinventing Training for the Global information Age.”
Knowledge@Wharton. Sept. 2000. < http://knowledge.emory.edu/papers/975.pdf>.
15*. Wind, Yoram (Jerry). “The Integrative Thinking Challenge for Management Education and
Research.” Rotman Magazine Fall 2002: 18-19. [B] Reprinted in A New Way to Think: The
Best of Rotman Magazine. Winter 2005.
<http://dl.dropbox.com/u/9686940/windj/0208_The_Integrative_Thinking_Challenge_for.pdf>.
16.
Wind, Jerry. “Balancing Innovation and Conservative Values: Management as an Experimental
Process.” Conservative Values and Effective Management. Eds. Peter Drucker and Peter
Paschel. Frankfurt: Redline Wirtshaft, 2004.
J. Convergence Marketing
1.
Wind, Jerry, Vijay Mahajan, and Robert Gunther. “The Power of Convergence in the PostDot.com Age.” Bn.com, 2001.
<http://dl.dropbox.com/u/9686940/windj/0105_The_Power_of_Convergence_in.pdf>.
2*.
Wind, Jerry, Vijay Mahajan, and Robert E. Gunther. “The Convergence Challenge: Realizing
the Complex Promise of New Technologies.” InformIT. (2001).
<http://dl.dropbox.com/u/9686940/windj/0106_The_Convergence_Challenge_Realizing_the.pd
f>.
3*.
Wind, Jerry, Vijay Mahajan, and Robert E. Gunther. “The Power of Convergence: The 5 Cs.”
InformIT. (2001).
<http://dl.dropbox.com/u/9686940/windj/0107_The_Power_of_Convergence_The.pdf>.
4*.
Wind, Jerry, Vijay Mahajan, and Robert E. Gunther. “Digital Fabric: Organizing for
Convergence.” InformIT. (Jan. 2002).
<http://dl.dropbox.com/u/9686940/windj/0209_Digital_Fabric_Organizing_for_Convergence.pd
f>.
5*.
Wind, Jerry, Vijay Mahajan, and Robert Gunther. “The Consumer is King.” European Business
Forum 9 (Spring 2002): 12-13.
<http://dl.dropbox.com/u/9686940/windj/0206_The_Consumer_is_King.pdf>
6*.
Wind, Yoram, and Vijay Mahajan. “Convergence Marketing.” Journal of Interactive Marketing
16.2 (Spring 2002): 64-79.
<http://dl.dropbox.com/u/9686940/windj/0207_Convergence_Marketing.pdf>
7.
Wind, (Jerry) Yoram. “Convergence Marketing: Meeting the Challenge of the New Hybrid
Consumer.” Critical Eye Review (Mar. - May 2005): 16-20.
<http://dl.dropbox.com/u/9686940/windj/0502_Convergence_Marketing_Meeting_the_Challen
ge.pdf>.
K. Mental Models – Power of Impossible Thinking
1.
Wind, Yoram (Jerry). “Leadership as Making Sense,” Wharton School Working Paper, 2003.
2.
Wind, Yoram (Jerry). “Challenging the Mental Models of Marketing.” Financial Times
Handbook of Management 3rd Ed. Ed. Stuart Crainer and Des Dearlove. FT Prentice Hall,
2004. 327-335.
32
* = Article published in refereed journal
EXHIBIT B -112-
<http://dl.dropbox.com/u/9686940/windj/0503_Challenging_the_Mental_Models_of.pdf>.
3*.
Wind, Yoram (Jerry), and Colin Crook. “Using the Power of Impossible Thinking to Build
Prosperity.” Rotman Magazine Spring/Summer 2004: 28-31.
<http://dl.dropbox.com/u/9686940/windj/0402_Using_the_Power_of_Impossible.pdf>.
4.
Wind, Yoram (Jerry). “Challenging the Mental Models of Marketing.” Does Marketing Need
Reform? Fresh Perspectives on the Future. Eds. Jagdish N. Sheth and Rajendra S. Sisodia.
Armonk, NY: M. E. Sharpe, 2005. 91-104.
<http://dl.dropbox.com/u/9686940/windj/0403_Challenging_the_Mental_Models_of.pdf>.
5.
Wind, Yoram and Colin Crook. “Expanding Your Peripheral Vision by Embracing New Mental
Models.” Wharton School Working Paper, 2005.
6.
Wind, Yoram (Jerry). “The Silver Lining: Seeing Opportunities in Risk.” Presented at the
Conference in Honor of Paul Kleindorfer on Recent Advances in Operations and Risk
Management, Philadelphia, 5 May 2005.
<http://dl.dropbox.com/u/9686940/windj/0504_The_Silver_Lining_Seeing_Opportunities.pdf>
7*.
Wind, Yoram. “Rethinking the Board.” Directors & Boards 30.1 (Fourth Quarter 2005): 20-26.
<http://dl.dropbox.com/u/9686940/windj/0505_Rethinking_the_Board.pdf>.
8.
Wind, Jerry, and Colin Crook. “Changing Mental Models in an Uncontrollable World.” Part of
the FT Mastering Uncertainty Issue, March 17, 2006.
<http://dl.dropbox.com/u/9686940/windj/0607_Changing_Mental_Models_in_an.pdf>.
9*.
Wind, Yoram. “Managing Creativity.” Rotman Magazine Spring/Summer 2006: 20-23.
<http://dl.dropbox.com/u/9686940/windj/0602_Managing_Creativity.pdf>.
10.
Wind, Jerry. “The Power of Impossible Thinking,” Knowledge Leadership at Thomas Group
(KL@TG). Inaugural Issue. Winter 2006: 76-80.
<http://dl.dropbox.com/u/9686940/windj/0603_The_Power_of_Impossible_Thinking.pdf>.
11*. Wind, Yoram. “Unleashing the Power of Impossible Thinking.” Leadership Excellence 2008.
12*. Wind, Jerry and Colin Crook. “From Mental Models to Transformation: Overcoming Inhibitors
to Change.” Rotman Magazine, Spring/Summer 2009: 28-33.
<http://dl.dropbox.com/u/9686940/windj/0902_From_Mental_Models_to_Transformatio n.pdf>.
13.
Wind, Yoram (Jerry). “Why Mental Models Matter: The Big Barriers to Growth and Innovation
are Self-Imposed,” Wharton School Working Paper, 2010.
14.
Wind, Yoram (Jerry) and Stephen D. Rappaport. “The End of Listening As We Know It: From
Market Research Projects to Enterprise Value Creator,” Listen First! Turning Social Media
Conversations into Business Advantage: A Playbook from the Advertising Research
Foundation, April 2010.
http://listenfirst.buildcapacity.com/2011/10/04/the-end-of-listening-as-we-know-it-from-marketresearch-projects-to-enterprise-value-creator-a-listen-first-excerpt/
15.
Wind, Yoram (Jerry). “Rethinking Innovation,” The Marker, October 2010: 40-41.
http://dl.dropbox.com/u/9686940/windj/1107_Rethinking_Innovation.pdf
16.
Wind, Yoram (Jerry) and Ellen Fu. “Approaches for Challenging Your Mental Models.”
Wharton School Working Paper, 2013.
17.
Wind, Yoram (Jerry). “What Business Can Learn from Art.” Wharton School Working Paper,
2013.
https://dl.dropboxusercontent.com/u/25620989/1306_What_Business_Can_Learn_From_Art.p
33
* = Article published in refereed journal
EXHIBIT B -113-
df
L. Network-Based Strategies
1*.
Wind, Yoram. “Network Orchestration for a Flat World: Preparing for a Future of “Defining
Moments” at Li & Fung,” Effective Executive, February 2008: 14-18.
<http://dl.dropbox.com/u/9686940/windj/0807_Network_Orchestration_for_a_Flat.pdf>.
2.
Wind, Yoram and Paul Kleindorfer, “The Network Imperative: Community or Contagion?”
introductory chapter in Kleindorfer and Wind (eds), The Network Challenge: Strategy, Profit
and Risk in an Interlinked World. Wharton School Publishing, 2009.
<http://dl.dropbox.com/u/9686940/windj/0903_The_Network_Imperative.pdf>
3.
Wind, Yoram, Victor Fung and William Fung, “Network Orchestration: Creating and Managing
Global Supply Chains Without Owning Them,” a chapter in Kleindorfer and Wind (eds), The
Network Challenge: Strategy, Profit and Risk in an Interlinked World. Wharton School
Publishing, 2009.
<http://dl.dropbox.com/u/9686940/windj/0904_Network_Orchestration_Creating_and_Managin
g.pdf>
4.
Wind, Jerry and Thomas, Robert J. “Symbiotic Innovation: Getting the most Out of
Collboration” Evolution of Innovation Management: New Ways for Innovations in an
International Context. Alexander Brem and Eric Viardot (eds), Palgrave Macmillan, 2013, 131.
https://dl.dropbox.com/u/94339855/L4.%20%20Symbiotic_Innovation%20%20Getting%20the
%20Most.pdf
M. Advertising
1.
Wind, Yoram, and Patrick J. Robinson. "Some Applications of Mathematical Analysis of
Perception and Preference in Advertising.” Marketing Science Institute Working Paper P-45-1,
May 1968.
<http://dl.dropbox.com/u/9686940/windj/6811_Some_Applications_of_Mathematical_Analysis.
pdf>
2*.
Wind, Yoram, and Stephen E. Silver. "Segmenting Media Buyers.” Journal of Advertising
Research 13.6 (Dec. 1973): 33-38.
<http://dl.dropbox.com/u/9686940/windj/7301_Segmenting_Media_Buyers.pdf>.
3*.
Tapiero, Charles S., Jehoshua Eliashberg, and Yoram Wind. "Risk Behaviour and Optimum
Advertising with a Stochastic Dynamic Sales Response.” Optimal Control Applications &
Methods 8 (1987): 299-304.
<http://dl.dropbox.com/u/9686940/windj/8707_Risk_Behaviour_and_Optimum_Advertising.pdf
>.
4*.
Burke, Raymond R., Arvind Rangaswamy, Jerry Wind, and Jehoshua Eliashberg. "A
Knowledge-Based System for Advertising Design.” Marketing Science 9.3 (Summer 1990):
212-229. [B] Earlier version published as "Expert Systems for Marketing.” Marketing Science
Institute Report 87-107, Nov. 1987.
<http://dl.dropbox.com/u/9686940/windj/9007_A_Knowledge_Based_System_for.pdf>.
5*.
Gönül, Füsun F., Franklin Carter, and Jerry Wind. “What Kind of Patients and Physicians
Value Direct-to-Consumer Advertising of Prescription Drugs.” Health Care Management
Science 3 (2000): 215-226.
<http://dl.dropbox.com/u/9686940/windj/0001_What_Kind_of_Patients_and.pdf>.
34
* = Article published in refereed journal
EXHIBIT B -114-
6*.
Sharp, Byron, and Yoram (Jerry) Wind, “Today’s Advertising Laws: Will They Survive the
Digital Revolution?” Journal of Advertising Research Special Issue on What We Know About
Advertising, Guest Editors Byron Sharp and Yoram (Jerry) Wind, June 2009, Vol. 49, No. 2:
120-126.
<http://dl.dropbox.com/u/9686940/windj/1002_Todays_Advertising_Laws_Will_They.pdf >
7*.
Sharp, Byron, and Yoram (Jerry) Wind, “Advertising Empirical Generalizations: Implications for
Research and Action,” Journal of Advertising Research Special Issue on What We Know
about Advertising, Guest Editors Byron Sharp and Yoram (Jerry) Wind, June 2009, Vol. 49,
No. 2: 246-252.
http://dl.dropbox.com/u/9686940/windj/1003_Advertising_Empirical_Generalizations_Implicatio
ns_for.pdf
8.
Wind, Yoram and Catharine Gardner. “Portfolio Orchestration: Toward a New Advertising
Model.” Wharton School Working Paper, 2013.
https://dl.dropbox.com/s/yd7k45uorv0b8ze/1304_Portfolio_Orchestratrion_Toward_a_New_Ad
vertising_Model.pdf
9.
Wind, Yoram. “Orchestration as the New Managerial Model in the Digital Age,” Wharton
Knowledge in Action column on Think with Google Forum, Google, 18 April 2012.
<http://www.thinkwithgoogle.com/insights/forum/articles/orchestration-as-the-new-managerialmodel/#utm_medium=social&utm_campaign=twgplus&utm_source=pluspage1016985687104
09127237>
10.
Sharp, Byron, Jerry Wind and Karen Nelson Field. “Empirical Generalizations: New Laws for
Digital Marketing: How Advertising Research Must change.” Journal of Advertising Research
Special Issue., June 2013.
11.
Blogs of the Wharton Future of Advertising Program:
a. Jerry Wind, Stan Sthanunathan and Rob Malcolm.“Great Advertising Is Both Local and
Global.” HBR Blog Network, An HBR Insight Center Blog Series, Harvard Business
School Publishing, 29 Mar. 2013.
http://blogs.hbr.org/c s/2013/03/great_advertising_is_both_loca.html#disqus_thread
b. Advertising 2020: Shetty, Baba and Jerry Wind. “Advertisers Should Act More Like
Newsrooms.” HBR Blog Network, An HBR Insight Center Blog Series, Harvard
Business School Publishing, 15 Feb. 2013.
http://blogs.hbr.org/cs/2013/02/advertisers_need_to_act_more_like_newsrooms.html/
c. Wind, Jerry and John Winsor. “The End of Traditional Ad Agencies.” HBR Blog Network,
An HBR Insight Center Blog Series, Harvard Business School Publishing, May 9, 2013.
http://blogs.hbr.org/cs/2013/05/the_end_of_traditional_ad_agen.html
d. Bughin, Jacques and Jerry Wind. “On-Demand Advertising.” Forthcoming 2013.
N. Entries in Dictionaries, Encyclopedias, and Handbooks
1.
Green, Paul E., and Yoram Wind. “Marketing, Statistics in.” Encyclopedia of Statistical
Sciences. Eds. S. Kotz, N. Johnson, and Campbell Read. New York: Wiley, 1985. 227-248.
<http://dl.dropbox.com/u/9686940/windj/8511_Marketing_Statistics_in.pdf>.
2.
Wind, Jerry, and David Schmittlein. “Definitions of Marketing Models.” Dictionary of Marketing
Terms. Ed. Peter D. Bennett. Chicago: American Marketing Association, 1988. 1-30.
<http://dl.dropbox.com/u/9686940/windj/8809_Definitions_of_Marketing_Models.pdf>.
3.
Rangaswamy, Arvind, and Yoram Wind. “Information Technology in Marketing.” Encyclopedia
of Microcomputers. Eds. A. Kent and J. G. Williams. New York: Marcel Dekker Inc., 1992. 6783. <http://dl.dropbox.com/u/9686940/windj/9207_Information_Technology_in_Marketing.pdf>.
4.
Wind, Yoram (Jerry), and Gary L. Lilien. “Marketing Strategy Models.” Handbooks in
Operations Research & Management Science, Vol. 5: Marketing. Eds. J. Eliashberg and G. L.
35
* = Article published in refereed journal
EXHIBIT B -115-
Lilien. Amsterdam; NY: Elsevier Science Publishers, 1993. 773-826.
<http://dl.dropbox.com/u/9686940/windj/9305_Marketing_Strategy_Models.pdf>.
5.
Yoram (Jerry) Wind, Eric T. Bradlow, Jehoshua Eliashberg, Gary L. Lilien, Jagmohan Raju,
Arvind Rangaswamy, Berend Wierenga. "Marketing, Encyclopedia of Operations Research
and Management Science 3rd Edition, Ed. Saul Gass, Michael Fu, New York, NY: Springer,
2011. [B] First published in 1994 edition, Boston: Kluwer Publishers, 1994. 1-15. [C] Revised
1998. <http://dl.dropbox.com/u/9686940/windj/9406_Marketing.pdf>.
6.
Wind, Yoram (Jerry). “Market Segmentation.” Companion Encyclopedia of Marketing. Ed.
Michael J. Baker. New York: Routledge, 1995. 394-419. [B] Reprinted in Marketing Theory: A
Short Text. Ed. M. Baker. London: Business Press, a Division of Thompson Learning, 2000.
394-419. <http://dl.dropbox.com/u/9686940/windj/9502_Marketing_Segmentation.pdf>
7.
Green, Paul E., Jerry Wind, and Vithala R. Rao. “Conjoint Analysis: Methods and
Applications.” The Technology Management Handbook. Ed. Richard C. Dorf. Boca Raton, FL:
CRC Press, 1999. 12-66–12-72.
<http://dl.dropbox.com/u/9686940/windj/9903_Conjoint_Analysis_Methods_and_Applications.p
df>.
8.
Wind, Jerry. “Creating a Vision.” The Technology Management Handbook. CRCnet Base,
2000. <http://dl.dropbox.com/u/9686940/windj/0013_Creating_a_Vision.pdf>.
9.
Wind, Yoram (Jerry). “The Ten Commandments of Marketing.” MBA in a Box. Eds. Joel
Kurtzman, Glenn Rifkin, and Victoria Griffith. New York: Crown Business, 2004. [B] Previously
“Marketing Strategy.” Wharton School Working Paper, 2003.
<http://dl.dropbox.com/u/9686940/windj/0404_The_Ten_Commandments_of_Marketing.pdf>
10.
Wind, Yoram. “Marketing Strategy Analysis,” The Handbook of Technology Management, Ed.
Hossein Bidgoli, Hoboken, N.J.: John Wiley & Sons, Inc., January 2010. 352-365.
http://dl.dropbox.com/u/9686940/windj/1001_Marketing_Strategy_Analysis.pdf
11.
Wind, Yoram. “Yoram (Jerry) Wind’s Contributions to Marketing,” Review of Marketing
Research Special Issue: Marketing Legends. 2011. Vol. 8, 269-315.
https://dl.dropbox.com/u/94339855/N11.Yoram_Wind%27s_Contributions_To_Marketing.pdf
V. EDITOR OF SPECIAL ISSUES
Journal of Advertising Research—
“Empirical Generalizations in Advertising” (with Byron Sharp), Vol. 49, No. 2, June 2009.
https://www.dropbox.com/s/4ya33h55221k9m2/Empierical%20Generalizations%20in%20Marketi
ng.pdf
Marketing Science –
“Empirical Generalizations in Marketing” (with Frank M. Bass), Vol. 14, No. 3, Part 2, 1995.
http://marketingscience.info/assets/documents/209/4038.pdf
Journal of Marketing Research
– “Market Segmentation,” August 1978.
http://www.jstor.org/discover/10.2307/3150580?uid=3739864&uid=2129&uid=2&uid=70&uid=4&
uid=3739256&sid=56007102433
– “Innovation and New Products,” February 1997.
http://dl.dropbox.com/u/9686940/windj/9702_Issues_and_Opportunities_in_New.pdf
Marketing Research –
“Marketing Research Forum: The State of the Art in Quantitative
Research,” Winter 1997.
http://dl.dropbox.com/u/9686940/windj/9702_Issues_and_Opportunities_in_New.pdf
Marketing Science –
36
* = Article published in refereed journal
EXHIBIT B -116-
“Empirical Generalizations in Marketing” (with Frank M. Bass), Vol. 14, No. 3, Part 2, 1995.
Management Science
(with John Farley and Diana L. Day) – “The State of The Art in Theory and Methods for Strategy
Research,” 1990.
The Wharton Quarterly,
“Marketing,” Fall 1972.
http://dl.dropbox.com/u/9686940/windj/7201_The_Step_Children_of_Marketing.pdf
VI. EDITORIALS
Journal of Consumer Research June 1977:
Marketing News
July 1978:
Journal of Marketing
"New Directions for JCR"
"New Directions for JM"
Winter 1979:
Spring 1979:
Summer 1979:
“The Journal of Marketing at a Crossroad”
“Repositioning the Journal”
“Bridging the Gap Between Practitioners and
Academicians”
Fall 1979:
“On the Status of Marketing Theory”
Winter 1980:
“Marketing in the 80’s”
Spring 1980:
“Strategic Planning and Marketing: Time for a
Constructive Partnership,” with George Day
Summer 1980:
“International Marketing: The Neglect
Continuous,” with John Farley
Fall 1980:
“Industrial Marketing: The Sleeping Giant,” with
Frederick Webster
http://www.marketingpower.com/ResourceLibrary/JournalofMarketin
g/Pages/1980/44/4/4997918.aspx
Winter 1981:
“Journals and the Development of a Discipline”
Spring 1981:
“Research and Management”
Summer 1981:
“A Positive Perspective on Marketing”
http://connection.ebscohost.com/c/editorials/4996997/from-editorpositive-perspective-marketing
Fall 1981:
“Reflections”
Summer 2009:
“Is Marketing Academia Losing its Way?”
http://www.iimahd.ernet.in/library/PDFs/NICMAN/Is%20marketing%
20academia%20losing%20its%20way.pdf
The Lauder Quarterly
All editorials from initiation in 1986 to July 1988.
VII. ILLUSTRATIVE OP ED AND COMMENTARIES
“Capitalism 3.0: Commentaries” on Jed Emerson and Sheila Bonini, “Capitalism 3.0” in VALUE
and www.valuenewsnetwork.com, February/March 2006.
Orchestra needs to change tune in contract negotiations: Settling the score must rest on the idea
of working toward a collective goal, Philadelphia Inquirer, Commentary, November 4, 2004.
The Wisdom of the Flip Flop, Wharton School Publishing Newsletter, November 2004.
Rethinking our mental models for elections, Newsletter of the Wharton Fellows, November 2004.
“E-Learning Crossfire,” Information Week, February 26, 2001.
“Reverse mentoring can solidify collaboration among functional groups, but it cannot be the only
tool that enforces such teamwork or the sole catalyst for change.” Commentator on HBR “Too
Old to Learn?” Case Study. Harvard Business Review. November-December 2000.
37
* = Article published in refereed journal
EXHIBIT B -117-
VIII. EDITED PUBLICATIONS OF THE SEI CENTER – ILLUSTRATIVE LIST **
** Recent presentations are listed by topic beginning on page 76
Insights and Impact: 20th Anniversary Report of the SEI Center for Advanced Studies in
Management, March 2010.
Into the 21st Century: The First Decade and Beyond: A Report on the SEI Center for Advanced
Studies in Management, 1990-2000.
Japan at the Great Divide, April 1999 (by Yasuhisa Shiozaki).
The Limits of Privacy, March 1999 (by Amitai Etzioni).
GM for the 21st Century: From “Make and Sell” to “Sense and Respond,” March 1999 (by Vince
Barabba).
Managing Workteam Diversity, Conflict, and Productivity: A New Form of Organizing in the 21 st
Century Workspace, September 1998 (by Etty Jehn, The Diversity Research program with Bob
Holland).
The Systems Approach: The New Generation, February 1998.
Consumer Choice Behavior in On-line and Regular Stores: The Effects of Brand Name, Price,
and Other Search Attributes, January 1998.
When Is It Worthwhile Targeting the Majority Instead of the Innovators in a New Product
Launch? November, 1997.
Toward New Corporate Governance Models: Lessons from the Japanese and U.S. Experience,
March 1997.
From Detection to Action: Processes and Insights Gained from an Early Warning Signal System,
March 1997.
New Media, February 1997.
The Future of Impact of Information Management: A Lecture Series from July 1996-January
1997.
The CEO Challenge: Implementing Strategy in a Constantly Changing Marketplace, December 1996.
European Venture Capital Industry, November 1996.
The Impact of Computers and Information on Management: 1946-1996-2001, May 1996.
A Trapezoidal Corporation, February 1996.
Corporate Growth Engines, December 1995.
The Bamboo Network, November 1995.
Innovation in New Product Development: Best Practices in Research, Modeling and
Applications, May 1995.
The New Science and Emerging Paradigms in Business, April 1995.
Information Technology and the Changing Boundaries of the Firm, January 1995.
EMU – The Road to Europe, February 1995.
Go West Young MBA, Far Far West: Adventures on the World’s Business and Management
Frontier, January 1995.
The Virtual University, January 1995.
A New Management Paradigm for the 21st Century, December 1994.
Leadership in the 21st Century Enterprise, November 1994.
Interactive Industry 2000: Who’s Gonna Buy this Stuff: Research for the Interactive Television
Business, July 1994.
Interactivity is Two-Way: Life on the Net April 1994.
Exploratory Conference on Business Ethics: Building the Common Ground, March 1994.
Beyond Quality: Organizational Transformation for the 21st Century Enterprise, March 1994.
Empirical Generalizations in Marketing, February 1994.
Research Challenges in Linking Quality: Profitability and Organizational Architecture, December
1993.
Deploying Strategic Assets: Beyond Core Capabilities, November 1993.
The End of Diversity: Rights, Responsibility and the Communication Agenda November 1993.
The Horizontal Organization, October 1993.
Strategic Information Architecture: Increasing Productivity, Managing Risks, June 1993.
Corporate Performances: Beyond Financial Measures, April 1993.
Dr. Peter Drucker on “The New Organization,” April 1993.
Designing Corporate Governance for the 21st Century Global Enterprise: International
Perspectives, January 1993.
38
EXHIBIT B -118-
Rewarding the Workforce of the Future: Competence-Based Performance Measures and
Incentives, October 1992.
Issues and Advances in New Product Development, June 1992.
Decision Making in Highly Uncertain Political Environments: Investing in the Russian Oil and
Gas Industry, March 1992.
Historical Perspectives in Management Education, April 1992.
Innovation and Learning, March 1992.
Frontiers in Electronic Commerce: Experimental Systems for Communication, Coordination, and
Negotiation, February 1992.
The Impact of Information Networking on Organizational Design and Strategy, November 1991.
Visionary Leadership, October 1991.
Innovation in Services, May 1991.
Lessons from the Malcolm Baldridge Award: Implications for Management Practice, Research,
and Education, February 1991.
Managing Infrastructure Costs; What is the Best Strategy for Long-Term Controls? February
1991.
Managing Infrastructure Costs; What is the Best Strategy for Long-Term Controls? February
1991.
Ethical Standards for Global Corporations? December 1990.
Innovation and New Product Development for the 21st Century Enterprise, November 1990.
The Individually Empowered Organization, November 1990.
Management in the 21st Century: Predictions From Top Think Tanks, September 1990.
Corporate Governance: Who’s in Charge?, May 1990.
Creating and Implementing Quality in Organizations, March 1990.
Creating and Implementing a Corporate Vision, January 1990.
Human Resources: Management for the 21st Century, January 1990.
The Impact of Artificial Intelligence on Management Decision Making and Organizational Design,
February 1990.
IX. Edited Publications of the Wharton Future of Advertising Program
Wharton Knowledge in Action Column on Think with Google Forum, 2012.
http://www.thinkwithgoogle.com/insights/forum/ :
1. Jerry Wind,
Orchestration as the New Managerial Model in the Digital Age
2. David Bell,
Thin-Slicing and Retailing on the Internet
3. Robert Malcolm & Peter Sieyes, From Bowling to Pinball – how successful marketing organizations
are adapting to digital
4. Kartik Hosanagar,
Attribution: Who gets the Credit for a New Customer?
5. Dave Reibstein, The Many Flavors of ROI
6. Eric Bradlow,
The Golden Age of Marketing Research
7. Shawndra Hill, Social TV: Linking Content, Buzz and Sales
8. Kevin Werbach, Turn Your Customers into Players: Lessons from Gaming
9. Leonard Lodish, When the Parts are more Powerful than the Sum
X. EDITOR: WHARTON SCHOOL PUBLISHING BOOKS
2008
1.
2.
3.
4.
5.
V. Kumar, Managing Customers for Profit: Strategies to Increase Profits and Build Loyalty
Stewart Black, Hal Gregersen, It Starts with One: Changing Individuals Changes Organizations
Russell E. Palmer, Ultimate Leadership: Winning Execution Strategies for Your Situation
J.C. Larreche, The Momentum Effect: How to Ignite Exceptional Growth
Yves Doz, Mikko Kosonen, Fast Strategy: How strategic agility will help you stay ahead of the
game
6. Russell L. Ackoff, Daniel Greenberg, Turning Learning Right Side Up: Putting Education Back on
Track
7. Bernard Lewis, Buntzie Ellis Churchill, Islam: The Religion and the People
39
EXHIBIT B -119-
8. Alexander B. van Putten, Ian C. MacMillan, Unlocking Opportunities for Growth: How to Profit
from Uncertainty While Limiting Your Risk
9. Vijay Mahajan, Africa Rising: How 900 Million African Consumers Offer More Than You Think
10. Michael A. Roberto, Know What You Don’t Know: How Great Leaders Prevent Problems Before
They Happen (Rough Cuts)
11. Jon M. Huntsman, Winners Never Cheat: Even in Difficult Times, New and Expanded Edition
2007
1. Aswath Damodaran, Strategic Risk Taking: A Framework for Risk Management
2. Rajendra S. Sisodia, David B. Wolfe, Jagdish N. Sheth, Firms of Endearment: How World-Class
Companies Profit from Passion and Purpose
3. Leondard M. Lodish, Howard L. Morgan, Shellya Archambeau, Marketing That Works
4. Howard Moskowitz, Alex Gofman, Selling Blue Elephants: How to Make Great Products That
People Want BEFORE The Even Know They Want Them
5. Daniel M. Cable, Change to Strange: Create a Great Organization by Building a Strange
Workforce
6. Jagdish N. Sheth, The Self-Destructive Habits of Good Companies…And How to Break Them
7. Bala Chakravarthy and Peter Lorange, Profit or Growth, September.
8. Victor K. Fung, William K. Fung, Jerry (Yoram) Wind, Competing in a Flat World: Building
Enterprises for a Borderless World, September.
9. Barry Libert, Jon Spector, Don Tapscott, We Are Smarter Than Me: How to Unleash the Power
of Crowds in Your Business, September.
10. Hamid Bouchikhi, John R. Kimberly, Soul of the Corporation, The: How to Manage the Identity of
Your Company, September.
11. Hunter Hastings, Jeff Saperstein, Improve Your Marketing to Grow Your Business: Insights and
Innovation That Drive Business and Brand Growth, October.
12. Satish Nambisan and Mohanbir Sawhney, The Global Brain: Your Roadmap for Innovating
Faster and Smarter in a Networked World, October.
13. James F. Parker, Do The Right Thing: How Dedicated Employees Create Loyal Customers and
Large Profits, November.
14. Ellen Ernst Kossek and Brenda A. Lautsch, CEO of Me: Creating a Life that Works in the
Flexible Job Age, December
2006
1. Peter Navarro, The Well Timed Strategy: Executing Strategy Through the Business Cycle for
Competitive Advantage
2. Stuart Lucas, Wealth: Grow It, Protect It, Spend It and Share It (Paperback, 2007)
3. Peter Killing, Thomas Malnight, and Tracey Keys, Must-Win Battles: How to Win Them, Again
and Again
4. Neil Bender, Paul Farris, Philip Pfeifer, and Dave Reibstein, 50+ Marketing Metrics Every
Business Executive Should Know
5. Russell Ackoff, Herbert Addison, and Jason Magidson, Idealized Design: How to Dissolve
Tomorrow’s Crisis…Today
6. Lars Kolind, The Second Cycle: 7 Proven Tools for Revitalizing Your Business…Before It’s Too
Late
7. George Chacko, Anders Sjoman, Hideto Motohashi, and Vincent Dessain, Credit Derivatives:
Introduction to Credit Risk and Credit Instruments
8. Jerry Porras, Stewart Emery, and Mark Thompson, Success Built to Last: Creating a Life that
Matters
9. Philip Kotler and Nancy Lee, Marketing in the Public Sector: A Roadmap for Improved
Performance
2005
1. Randall Billingsey, Understanding Arbitrage: An Intuitive Approach to Financial Analysis
2. Tony Davila, Marc Epstein, and Robert Shelton, Making Innovation Work: How to Manage It,
Measure It, and Profit from It
3. Sunil Gupta and Donald Lehmann, Managing Customers as Investments: The Strategic Value of
Customers in the Long Run
40
EXHIBIT B -120-
4. Stuart Hart, Capitalism at the Crossroads: The Unlimited Business Opportunities in Solving the
World’s Most Difficult Problems (2nd Edition, 2007)
5. Lawrence Hrebiniak, Making Strategy Work: Leading Effective Execution and Change
6. Jon Huntsman, Winners Never Cheat: Everyday Values We Learned as Children (But May Have
Forgotten)
7. Eamonn Kelly, Powerful Times:Rising to the Challenge of Our Uncertain World
8. Doug Lennick and Fred Kiel, Moral Intelligence: Enhancing Business Performance and
Leadership Success (Paperback, 2007)
9. V. J. Mahajan and Kamini Banga, The 86 Percent Solution: How to Succeed in the Biggest
Market Opportunity for the Next 50 Years
10. Alred Marcus, Big Winners and Big Losers: The 4 Secrets of Long-Term Business Success and
Failure
11. Kenichi Ohmae, The Next Global Stage: Challenges and Opportunities in Our Borderless World
12. Michael Roberto, Why Great Leaders Don’t Take Yes for an Answer: Managing for Conflict and
Consensus
13. Arthur Rubinfeld and Collins Heminway, Built for Growth: Expanding Your Business Around the
Corner or Across the Globe
14. David Sirota, Louis Mischkind, Michael Meltzer,The Enthusiastic Employee: How Companies
Profit by Giving Workers What They Want.
15. Thomas Stallkamp, SCORE!: A Better Way to Do Busine$$: Moving from Conflict to
Collaboration
16. Glen Urban, Don’t Just Relate – Advocate!: A Blueprint for Profit in the Era of Customer Power.
17. Craig Vogel, Jonathan Cagan, and Peter Boatwright, The Design of Things to Come: How
Ordinary People Create Extraordinary Products.
2004
1. Bernard Baumohl, The Secrets of Economic Indicators: Hidden Clues to Future Economic
Trends and Investment Opportunities (2nd Edition, 2007)
2. Sayan Chatterjee, Failsafe Strategies: Profit and Grow from Risks that Others Avoid
3. Robert Mittelstaedt, Will your Next Mistake Be Fatal? Avoiding the Chain of Mistakes that Can
Destroy your Organization
4. Mukul Pandya, Robbie Shell, Susan Warner, Sandeep Junnarkar, Jeffrey Brown (2004), Nightly
Business Report Presents Lasting Leadership: What You can Learn from the Top 25 Business
People of our Time (Paperback, 2006)
5. C.K. Prahalad, The Fortune at the Bottom of the Pyramid (Paperback, 2006)
6. Scott Shane, Finding Fertile Ground
7. Oded Shenkar, The Chinese Century: The Rising Chinese Economy and Its Impact on the
Global Economy, the Balance of Power, and your Job (Paperback, 2006)
8. Jerry Wind and Colin Crook, The Power of Impossible Thinking (Paperback, 2006)
XI. ILLUSTRATIVE PUBLISHED ABSTRACTS OF PAPERS DELIVERED IN PROFESSIONAL
MEETINGS
“Enduring Vs. Situation Dependent Customer Characteristics as Bases for Market Segmentation:
An Evaluation,” in David L. Sparks, (ed.), Broadening the Concepts of Marketing. Proceedings of
the American Marketing Association, August 1970 Conference.
“Preference of Relevant Others and Individual Choice Models,” in W.L. Nichols, ed., Proceedings
of the 1974 AAPOR Conference and in Public Opinion Quarterly, 38. Fall 1974, pp. 447.
“Multivariate Decision-Making in the Setting of Pulmonary Outpatient Clinic,” with Lawrence Spitz
and Ronald Daniele. Paper presented at American College of Physicians, San Francisco, April
1975.
“Diagnosis Consumer Behavior: A Quantitative Approach,” in D. Rothwell, (ed.), Proceedings of
the 30th Annual AAPOR Conference May 1975 and in Public Opinion Quarterly, 39. Fall 1975,
pp. 415.
“Segmentation and Positioning of Health Insurance Services Under Conditions of
Heterogeneous Health Insurance Portfolios,” in TIMS/ORSA Bulletin for the S.F. Joint Meeting,
May 1977, pp. 244.
41
EXHIBIT B -121-
“Alternative Approaches to Industrial Market Segmentation,” with Paul E. Green, in TIMS/ORSA
Bulletin for the S.F. Joint Meeting, May 1977, pp. 234.
“Innovation and the R&D-Marketing Interface,” with Joel Goldhar, in TIMS/ORSA Bulletin for the
Atlanta Meeting, November 1977.
“Measurement Issues in Portfolio Analysis,” with Vijay Mahajan, in R.P. Leone, (ed.),
Proceedings of Market Measurement and Analysis, TIMS, 1980, pp. 50-53.
Aimagery Products: A Measurement Challenge,” with Lew Pringle, in J. Keon, (ed.), Market
Measurement and Analysis, TIMS/ORSA, 1981.
“Standardized Portfolio Models: An Empirical Comparison of Business Classification,” with Vijay
Mahajan and Donald J. Swire in Allan D. Shocker and R. Srivastava, (eds.), Proceedings of the
1981 Analytical Approaches to Product and Marketing Planning Conference.
XII. CASE STUDIES
During the academic year 1962-1963, I wrote a number of marketing cases at the Hebrew
University, Jerusalem (Israel). One of these cases, The Ozi Ballpoint Pen III, was published in
Harper W. Boyd, Jr. et al., (eds.), Marketing Management: Cases from the Emerging Countries
(Reading, MA: Addison-Wesley Publishing Company), 1966.
During the academic year 1968-1969, several marketing cases were written under my
supervision at the Leon Recanati Graduate School of Business Administration, Tel Aviv
University.
42
EXHIBIT B -122-
3. CONSULTING EXPERIENCE
I. Marketing, Business Strategy, and Marketing Research Consulting
1. Information and Telecommunication Industry
Telenet, Strategies for “Getting More with Less” (2006)
Samsung, Management of Technological Innovation (2006)
Next Level Communication: Business strategy consulting (2000)
Motorola Broadband Sector: 1998-2004. Business Strategy consulting
Northern Telecom: Value Pricing and Business Strategy Consulting (1993-1995)
IBM:
o ABS Division: Developing procedure for Integrating Marketing and R&D (19881989)
o ES Division, Marketing Strategy and Segmentation (1991-1993)
AT&T & the Bell companies: Occasional consultant to various units, including:
o AT&T Technologies Inc. – Design a market segmentation program (1986)
o AT&T – Review and Design of Portfolio System (1981-1982)
o Bell Atlantic – Marketing & pricing strategy (1983)
o Bell Canada – Design of a segmentation study and product portfolio
(1979-1980)
Xerox: Marketing consulting to a design integration program (coordinated by Jay Doblin
Associates) and design of a market segmentation project (1982-1983)
Geometric Data: Segmentation/positioning studies (1981-1982)
Newsweek, Inc.: Marketing consulting (1979-1980)
RCA, Government Communications Systems: Design of a research program to assess
the market response to new Electronic Mail System (1978-1979)
2. Financial Services
SEI: Marketing, Business and Corporate Strategy consulting (1986 to present)
--------------------------------------------------------------Edward Jones & Co.: Marketing and Business Strategy consulting (1984-2004)
CitiBank: Statistical consulting (1980); marketing strategy consulting (1996-1997)
E. F. Hutton: Design and implementation of a marketing planning system and various
marketing research projects (1979-1984)
Reliance Insurance Companies: Marketing research consulting (1980-1981)
Colonial Penn Group: Design and evaluation of most of the firm’s research activities and
general consulting to marketing and top management (1973-1980)
Chase Manhattan Bank: Process for evaluation of mergers and acquisitions and design
of segmentation studies (1978-1979)
3. Health Care
ConvaTec: Marketing Driven Business Strategy (2008)
Bristol-Myers Squibb (BMS): Marketing strategy consulting (1997-2002)
Sterling Drug, Inc.: Development of marketing driven portfolio of R&D projects (19861991); Pricing study for innovative new product (1991-1992)
Merck, Sharp, and Dome: General marketing research consulting (1981)
Merck & Co.: Marketing Strategy and Marketing Research and Modeling (1991-1996)
Pfizer, Inc.: 1975-1990. Design and analysis of most of the marketing research projects
of Pfizer Laboratories and Roerig. Occasional marketing strategy consultant to the
Hospital Products Group (1984-1986) and Pfizer Pharmaceuticals (1987-1990).
SmithKline Beckman: Marketing strategy development for TAGAMET (1987-1988);
evaluation of strategy implementation (1989)
43
EXHIBIT B -123-
SmithKline Clinical Laboratories: Marketing planning (1984)
Upjohn: Strategic planning consulting (1981)
West Jersey Health System: Marketing and Business Strategy (1985)
4. Transportation
Air Canada: Market segmentation, positioning and new product development (1973)
Chrysler: Modeling the advertising budget (1978), advising regarding the analysis of
customer satisfaction process (1995-1997)
Conrail: Design of a positioning/segmentation study (1978-1979)
5. Consumer Goods
Mars, Avisor to the Catalyst Group (2010 – present)
--------------------------------------------------------------DAYMON: Marketing Strategy (2003-05)
American Dairy Brands and Schreiber Foods, Inc.: Arbitration (2004)
Campbell Soup: Advertising Strategy, 91-96, 2005-07; Taste Tests (2001-2003)
Coors Brewing Company, Pricing and positioning (2001)
Eastman Kodak: New product research approaches (1978)
R.J. Reynolds Tobacco Co.: Evaluation and design of a new product development
system (1979-1980)
S.B. Thomas: Marketing and research consultant (1979-1980)
Simplicity Patterns, Inc.: Develop a business plan (1982)
Pepsi: Research support for the Pepsi Challenge and related campaigns (1978, 1981,
1990, 1995, 1999)
6. Industrial Products and Services
ITT Water Technology Group (2004-2005)
John Fluke Manufacturing Co., Inc.): Marketing and corporate strategy (1985-1988)
Exxon Chemicals: Marketing and Business Strategy (1985-1986)
International Harvester: Designing a market segmentation process (1980)
Stauffer Chemicals: General marketing consulting (1980)
Exxon Chemicals: Marketing and Business Strategy (1985-1986)
7. Retailing
Wickes, plc: U.K. Marketing and Business Strategy Consulting (1988-1996)
Sears Roebuck & Company: Advertising and marketing strategy (1972-1973)
8. Professional Service Firms
MS&L: Marketing consulting (1995-1997; 2001-2002)
Price-Waterhouse Coopers LLP (marketing and corporate strategy consulting, 19962001).
Standard & Poors (1997-2000)
IMS America (1997)
Medicus (1989-1997)
Hakuhodo. Marketing Strategy for the 21st Century (1992-1995)
Morgan, Lewis & Bockius: Development of Business Strategy (1992-1994)
DMB&B (1993)
Y & R (1989)
Market Research Corporation of America (MRCA) (1975-1987)
BBD&O (on an occasional basis, 1974-1985)
Doyle Dane Bernbach: Evaluation of a campaign claim (1980)
44
EXHIBIT B -124-
Cunningham and Walsh, Inc. (1978)
Oxtoby-Smith (selected projects, 1972-1978)
Gahagan Research Associates, Inc. (selected projects, 1972-1978)
Professional Marketing Research, Inc. (1977-1978)
Oxtoby-Smith (selected projects, 1972-1978)
Applied Communication Research (1974-1976)
National Analysts (1975-1976)
Robinson Associates (1969-1975)
Robinson Associates (1969-1975)
McConnel Advertising (Montreal), (1974)
Whittlesey and Partners (1972-1973)
9.Trading Companies, Real Estate Development
Li & Fung: Business Strategy consulting (1998 to present)
------------------------------------------------------------Dewey Companies: Marketing and Business Strategy consulting (2003)
II. Directorship
IDT (2005-2008)
Ecquaria (2001-04)
Enhance Financial Services (1997 until acquisition by Radian Group, Inc. in 2001)
Credit 2B (2001)
CASA – Center for Adaptive Systems Applications Inc. (1999 Until acquisition by HNC in 2000)
Access Technologies Group, co-founder and chairman (1992-1996)
Contel Corporation, member of the Board of Directors (1988 Until acquisition by GTE in 1991)
Reality Technologies, Inc. (1988-until acquisition by SEI Investments in 1990)
Dover Regional Bank Shares, member of Board of Trustees (1986-1990)
Shooting Stars, Inc., member of the Board of Directors (1986-1990)
The Cortlandt Group, Inc., Co-founder and Chairman of the Board of Directors, (1979-1986)
III. Illustrative Advisory Boards
Decision Lens (2005-present)
QS World University Rankings (2009-present)
Fung Retailing Group (2013-present)
------------------------------------------------------------------------ Arshiya (India) (2007-2013)
Cisco Collaboration Consortium (2009-2011)
NetXentry (WebForPhone) (2000-2011)
Mutual Art (2003-2011)
Ad4ever (2000-2003)
IV. Expert Witness: Marketing and Marketing Research Consulting in Legal Cases
Alschuler, Grossman and Pines: Packard Bell vs. Compaq, 1995-1996
Arent, Fox, Kitner, Plotkin & Kahn: Marketing research consulting re: Estee Lauder, 1987
Arnold, Whiite and Dunkee: The Clorox Co. vs. Dow Brands Inc. re: Smart Scrub v. Soft Scrub,
1995
Arnold & Porter:
a) Schering v. Pfizer, Perceived sedation of Zyrtec, 2000
b) Pfizer: Physicians’ beliefs concerning prescription antihistamine products in terms of their
sedating/non-sedating characteristics 2002
Baker & McKenzie:
a) G.D. Searle & Co. and subsidiaries litigation in the U.S. Tax Court, 1982
b) American Republic Insurance Co. vs. Americare Inc. and American Dental Centers P.C.,
45
EXHIBIT B -125-
1988
Berle, Kass and Case: Evaluation of public attitude re: Burlington County Bridge Commission,
1992
Bilzin Sumberg Attorneys at Law, Lennar Corporation vs. Michael C. Morgan, 2007
Bingham McCutchen LLP: Sharp Computer v. Dell Inc., 2010
Maurice Blackburn Cashman Commercial (Australia), Biota Holdings Limited vs.
GlaxoSmithKline re. Relenza, 2007-2008.
Blanchard, Krasner & French, Consulting Re. Aerus, 2006-2007
The Calorie Control Council vs. FTC re: the Saccharin case, 1979
Covington and Burling:
a) The Proprietary Association vs. FTC re: over-the-counter (antacids) drugs, 1979
b) FTC Staff Report on cigarette advertising investigation 1981-1983 including appearance
before congressional committee in hearing on H. R. 1824: “The Comprehensive Smoking
Prevention Education Act”
c) International Telecharge Inc. vs. AT&T, 1992-1994
d) Dream Team Collectibles vs. NBA Properties (re: Dream Team), 1996
e) G. A. Modefine S.A. v. Armani.com, 2003-2004
f) Defence in Class Action Re: IBM REAP Educational Benefit, 2006g) Spirits Int Nv vs. S.S. Taris Zeytin Vezeytinyagi Birliei, Re: Moskovskaya, 2006-2008
h) Cunningham v. International Business Machines Corp., 2007
i) QS Wholesale, Inc., v. World Marketing, Inc., 2013
Cravath Swain and Moore:
a) Amertech Corporation, et. Al. v. Lucent Technologies Corporation [Arbitration], 1997
b) Louis Vuitton v. Dooney & Bourke, Inc., 2004
Crude Oil Resellers vs. U.S. Department of Energy Economic Regulatory Administration re: the
proposed crude oil reseller price regulations, 1979, including presentation at public hearing
Darby and Darby. Proctor & Gamble vs. Colgate, Palmolive, and Y&R re: China advertising,
1997
Davis Polk & Wardwell LLP
a) P&G and Sanofi-Aventis US vs. Hoffman-La Roche Inc and GlaxoSmithKline, Inc.
Re.Boniva, 2007
b) Procter & Gamble Pharmaceuticals, Inc., and Sanofi-Aventis US LLC, v. Hoffman-La Roche
Inc. and Glaxosmithkline, Inc., 2006
Dechert Price & Rhoads:
a) The Mutual Assurance Co. vs. American Council of Life Insurance and Health Insurance
Association of America (re: The Green Tree), 1983-1984
b) INC vs. Manhattan, Inc., 1985
c) Tunis Brothers Co. vs. Ford Motor Credit Co., 1988
d) Allerest vs. Alleract, 1988-1990
e) Campbell Soup Co. vs. Conagra, Inc. (Various deceptive advertising cases) 1991-1996
Department of Justice, Antitrust Division: Consulting in a number of cases since 1996, including
Microsoft Network, ski resorts, Echostar’s proposed acquisition of DirecTV, and dental supplies
Dilworth, Paxson, Kalish, Levy and Kauffman: Prince Castle vs. Le-Jo Enterprises, 1977-1978
Fitzpatrick, Cella, Harper & Scinto:
a) The Gap, Inc. and Gap (Apparel) LLC v. G.A.P. Adventures, Inc., 2010
b) American Beverage Corporation and Pouch Pac Innovations, LLC v. DiAgeo North America,
Inc., and DiAgeo Americas Supply, Inc. t/d/b/a Captain Morgan Co., 2012
Forrest, Hainline III, American Pasta Co. vs. New World Pasta Co. (re: “America’s favorite
pasta”), 2002
Fulbright & Jahorski: Deere and Co. vs. MTD Holdings, 2003
Gibson, Dunn, & Crutcher:
a) Pfizer, Inc. vs. International Rectifier Corp., 1982-1983
b) Thompson vs. General Nutrition Corp., 1985
c) New Vector vs. Metro Mobile, 1986;1992
d) Air Passenger CRS Antitrust Litigation vs. American Airlines, 1987-1990
e) Quintons/Mahurkar vs. Shiley
f) McCaffrey vs. Pfizer re: Plax, 1990
g) The Travel Difference vs. The Time Mirror Co. (LA Times), 1992
46
EXHIBIT B -126-
h) Toyota re: class action defense vs. Staples Stillwell on the “destination charge” on
Monronery Stickers,1995-1996; 1999i) Hewlett-Packard vs. Nu-Kote Int. Inc., Anti-trust, 1998-1999
j) LA Cellular AT&T Wireless class action defense, 2002, 2004k) Hewlett Packard defense vs. Staple Stilwell in class action suit re economy cartridge, 2003
Gold, Farrel & Marks: Miramax Film Corp. vs. Columbia Pictures Entertainment, re: I Know What
You Did Last Summer (1997)
Goodwin Procter LLP:
a) FTC vs. New Balance re: “made in USA”, 1995-1996 [FTC Hearing] and consulting, 1998
b) Public Media Center and People of the State of California vs. Tri-Union Seafoods, Delmonte
Corp & Bumble Bee Seafoods. Re: Proposition 65 Mercury In Tuna, 2006
c) Environmental World Watch, Inc. v. The Procter & Gamble Distributing Co., Los Angeles
Superior Court No. BC 338895; Council for Education & Research on Toxics v. McDonald’s
Corp., et al., Los Angeles Superior Court No. BC 280980; and People of the State of
California v. Frito-Lay, et al., Los Angeles Superior Court No. BC 337618, 2007.
Greenberg Traurig LLP
a) Chatham et al v. Sears Roebuk & Co. Re: Craftsman Made in USA, 2007b) Whirlpool Corp. vs. Sensata Technologies and Texas Instrument, Inc., 2011
c) Curt Schlesinger v. Ticketmaster, 2011
d) Santamarina , et. al. v. Sears Roebuck & Company, 2012
Hapgood, Calimafole, Kalil, Blaustein & Judlowe: Merrill Lynch vs. Paine Webber (re. RMA),
1985
Heller, Ehrman, White, and McAuliffe: Apple Computer Securities Litigation, 1985-1986.
Herling, Lindeman, Goldstein and Siegal: Roli Boli vs. Pizza Hut, 1997
Hill, Betts, and Nash: Fender Musical Instruments Inc. vs. E.S.P. Co., 1985
Howrey, Simon, Arnold & White:
a) Sands, Taylor and Wood vs. The Quaker Oats Co. re: Thirst-Aid, 1987
b) Syntex, Inc. vs. Schering-Plough Healthcare Products, Inc. re: Femcare, 1992
c) Anheuser Busch (re Bud Dry commercials), 1993
d) Anheuser Busch vs. Labbatt (re: Ice Beer), 1994-1995
e) Anheuser Busch vs. Samuel Adams, 1995
f) Anheuser Busch vs. United Guiness Distillers (re: Red Label from Budweiser), 2002
g) Nissan North America vs. BMW (re: “Z“), 2002
h) Consulting Re: Schering Plough, 2007
IT&T Continental Baking vs. FTC re. Fresh Horizons advertising, 1977-1978
Jenner & Block:
a) General Dynamics vs. AT&T. re: Antitrust litigation, 1987-1990
b) AT&T vs. MCI re: Telemarketing Practices 1990
c) Recording Industry Association of America, Re: Adjustment of Rates & Terms for Satellite
Digital Radio Services (Copyright Royalty Board), 2006-2008
d) In Re: Adjustment of Rates and Terms for Preexisting Subscription Services and Satellite
Digital Audio Radio Services before the Copyright Royalty Board, 2007
Kaye, Scholer, Fierman, Hays & Handler:
a) Automated Bread Dist. Corp. vs. General Foods Corp. (Re: Freihofer Baking Co.), 19911992
b) Zone Perfect Nutrition Co. vs. Hershey Foods Co., 2004
Kenyon & Kenyon:
a) Mead Data Control, Inc. vs. Toyota Motor Sales, U.S. re: Lexis vs. Lexus, 1988
b) Hiram Walker and Sons vs. White Rock Distilleries re: Kapala-Kahlua
c) America Online vs. AT&T Corp. re: ATT&T’s “You Have Mail”, 1999
d) Twentieth Century Fox Film vs. Marvel Enterprises, Inc. (re: Mutant X), 2002
e) Petition for Cancellation of the Registration of the Gakic Mark, 2006
Kirkland and Ellis
a) Kraft Foods Inc. and Capri Sun vs. Minute Maid, 1997
b) Time Inc. vs. Peterson Publishing Co. re: Teen vs. Teen People, 1997-1998
c) Brach and Brock vs. James River re: Royals candies, 1998-1999
d) Hermes vs. Lederer, re: the Kelly Handbag, 1998-2001
Kirkpatrick and Lockhart: McPalland et al v. Keystone Health Plan Central, Inc. (re: class
47
EXHIBIT B -127-
certification of SeniorBlue Customers, 2001-2002
Kleinfeld, Kaplan and Becker: re: Iron-Kids Bread Package, 1991
K&L Gates LLP:
a) Quia Corp. v. Mattell Inc. and Fisher-Price Inc., 2010.
b) Sara Lee Corporation v. Kraft Foods, Inc. and Kraft Foods Global, Inc., 2011
c) Sara Lee Corporation v. Kraft Foods, Inc. and Kraft Foods Global, Inc., 2012
Kramer Levin LLP: Finjan, Inc. v. McAffe, Inc., Symantec Corp., Webroot Software, Inc.,
Websense, Inc., and Sophos, Inc., 2012
Lee, Toomey, and Kent Pfizer Pharmaceuticals vs. the IRS, 1978-1979
Lempres & Wulfsberg and Kutak, Rock, & Campbell: Evaluation of Expert Reports, re:
International Pharmaceutical Products, Inc., 1985-1990
Liddy, Sullivan, Galway, and Begler:
a) Coopervision, Inc. vs. CTL, Inc. (re: Permatint), 1985
b) Johnson & Johnson, Inc. vs. Oral-B Laboratories (re: Minute-Gel), 1987
c) Soft Sheen’s Care Free Curl vs. Revlon’s I of Nature (Trademark), 1986-1987.
d) Oral-B Laboratories, Inc. vs. Johnson & Johnson, Inc. (re: Reach Advertising), 1986Locke Lord Bissell Liddell: The Gap, Inc. and Gap (Apparel) LLC v. G.A.P. Adventures, Inc.,
2009.
Lowenstein, Sandler: Princeton Economics Group vs. AT&T (re: class action defense of spirit),
1994-1995
Maurice Blackburn Cashman Pty Ltd: Biota Holdings Ltd and Anor vs. Glaxo Group Ltd. & Ors.
Re: Relenza, 2006Mitchell, Silberberg & Knupp: Stella Foods Inc. vs. Cacique IC, re: Ranchero, 1997-1999
Morgan, Lewis and Bockius: Scott paper defense in the Turnabout Marketing Case, 1983
Morison, Cohen, Siner, and Weinstein, Hertz v. Avis, 1994.
Morrison & Foerster [and Bingham McCutchen; Arnold & Porter; Goodwin Procter; Greenberg
Traurig]
a) Prop 65 [Re Acrylanide in Potato Chips and French Fries]: Environment World Watch Inc. v.
P&G Distributing Company
b) Council for Education and --- on Toxins v. McDonald’s Corp
c) People of the State of California v. Frito-Lay Inc., 2007-2008.
Moses & Singer: THOIP (A Chorion Limited Company) v. The Walt Disney Company, 2009-10
Munger, Tolles and Olson:
a) FTC vs. Polygram Holdings et al. re: Three Tenors Case 2001-2002
b) Universal vs. MGM (re: Rollerball) 2002
Odutola Law: Spirits Int. Nv. vs. Distilleries Melville Ltd. Re: Moskovskaya vs. Moskova, 2007Pattishall, McAuliffe, Newbury, Hilliard, & Geraldson:
a) S.C. Johnson and Son, Inc. vs. Carter Wallace (“Edge” vs. “Rise”), 1983
b) Anheuser Busch vs. Stroh Brewery Co. and vs. Miller and Heillman, (re: LA beer), 19841985
c) S. C. Johnson & Son Inc., re: L’envie, 1986-1987.
d) Shelby Motor vs. Ford, 1988.
e) GFA Brands Inc. and Fitness Foods Inc. vs. Canbra Foods Ltd. and Campbell Mithun/Esty,
Inc. re Heartlight, 1990-1991.
f) AT&T vs. MCI (various deceptive advertising cases) 1991g) Walt. Disney vs. Good Times, 1993
h) Car Freshener Corp. vs. S.C. Johnson and Son, Inc. (re:Glade Plug Ins Air Freshener
Design), 1994
i) International Telecharge, Inc. vs. AT&T, 1992-1994
j) S.C. Johnson and Son, Inc. vs. Avon (re: Skin So Soft) 1996
k) GTE Card Services Inc. vs. AT&T, 1996
l) SunAmerica Corp. vs. Sun Life Assurance Co. of Canada 1993-1995, 1997-1998 [W.H.
Covington and Burling]
m) Blue Cross Blue Shield vs. American Medical Association, re: CPT, 1998
n) Encyclopedia Britannica, Inc. vs. Britannica Home Fashions, Inc., 1999
o) Simon Property Group, L.P. v. mySimon Inc., 2001p) Montblanc – Simplo Gmblt v. Savonerie et Parfumerie Bernard, 2001
q) Old World Industries, Inc. vs. AutoMeter Products, 2002
48
EXHIBIT B -128-
r) JLJ Inc. v. Santa’s Best Craft (Christmas tree lights), 2004
s) Energy Brands Inc. (Glaceau) vs. Pespico Inc. + South Beach Beverage Co., Inc Re: Sobe
Life Water, 2006
t) Auto Meter Products Inc. v. Maxima Technologies & Systems LLC, 2007
u) Dyson, Inc. v. BISSELL Homecare, Inc., 2012
v) Select Comfort Corp. vs. The Sleep Better Store (2013)
Paul, Weiss, Rifkin, Wheaton and Grasser:
a) Revlon vs. L’OREAL re: Colour Endure Commercials 1995
b) Revlon vs. Cover Girl self-renewing lipstick advertising, 1996 [NAD]
c) Castrol vs. Penzoil (re comparative advantage) 2008.
Pepper, Hamilton and Scheetz:
a) Del Monte Corp. vs. Sunkist Growers, Inc. Arbitration, 1990-1991
b) Sun Oil Company defense against class action certification, 1996-1997
Pennie & Edmonds IT&T Continental Baking (C&C Cola): defense against Coca Cola re: C&C
Cola, 1978
Pillsbury, Madison & Sutro: Consulting re:
a) Thrifty Rent-A-Car vs. Elder, 1991-1992
b) Green Giant American Mixtures, 1994
c) Chrysler Corp. vs. Replacement Sheet Metalparts Distributors, 1992-1993
Pillsbury Winthrop LLP
a) Mulligan v. Pacific Bell Telephone Co. (inside wiring), 2004
b) State of California vs. Tri-Union Seafoods, et al. (Canned Tuna, Proposition 65)
Quinn Emanuel:
a) Louis Vuitton Malletier, S.A. v. Hyundai Motor American, 2011
b) Moldex-Metric, Inc. v. McKeon Products, Inc., 2012
c) Apple, Inc. vs. Samsung Electronics Co. Ltd., 2012
Rogers and Wells [and the Italian Trade Commission], re: Italian pasta dumping case, 1996
Sidley and Austin:
a) Industrial Gas litigation, 1986
b) Land O’Lakes, Inc. vs. Bakers Franchise Ltd., 1987
c) Ultramar, Inc. vs. CITGO Petroleum Corporation, 1997
d) AT&T vs. US West Communications, re: US West advertising, 1998
Sills, Cummis, Zuckerman, Radin, Tischman, Epstein and Gross: E.R. Squibb and Sons, Inc. vs.
Stuart Pharmaceuticals, 1991.
Skadden, Arps, Meagher, & Flom:
a) American Home Products vs. Beecham re: Delicare commercials, 1986
b) Tambrands, Inc. vs. Warner-Lambert Co. re: EPT commercials, 1986-1987
c) Beecham Inc. vs. Yankelovich, Clancy, Shulman and Saatchi & Saatchi Holdings, Inc., re:
projections for Delicare, 1986-1988
d) American Express vs. MasterCard re: Goldcard, 1988
e) Challenge to the networks by Sterling Drug re: Bristol Myers Tribuffered Bufferin
commercials, 1988
f) Challenge by Dow Brands, Inc. of the TV advertisement for Reynolds Metals Company’s
“SURE-SEAL” food storage bags, 1989
g) Anheuser-Busch Company vs. Coors Brewing Company (various deceptive advertising
cases) 1991-1993
h) R.H. Donnelley vs. Sprint Publishing and Adv. Inc., re: Sprint Yellow Pages, 1996
i) Anheuser Busch vs. Boston Beer re: A-B advertising [NAD], 1997
Spirits International BV: N.V. vs. S.S. Taris Zeytin, Opposition No. 91163779 before the
Trademark Trial and Appeal Board, 2006
Steptoe & Johnson LLP: DirectTV Inc. and EchoStar Satellite LLC v. William W. Wilkins,Tax
Commissioner of Ohio 2006-2007
Sullivan & Cromwell: Remington Rand Corp. vs. Amsterdam-Rotterdam Bank N.V., 1991
Van Hagey & Bogan, Ltd.: Consulting re: The Quaker Oats Co, 1991
Vinson & Elkins LLP: Wal-Mart Stores, Inc. v. GFA Brands, Inc., 2009.
Weil, Gotshal and Manges:
a) Johnson & Johnson vs. SmithKline Beecham, Re: Tums Advertising, 1991
49
EXHIBIT B -129-
b) Schering-Plough Healthcare Products vs. Johnson and Johnson, Inc. re: Neutrogena
Chemical-Free Sun Block, 1996
c) Pharmacia Corp. vs. Glaxosmith Kline Consumer Healthcare (re: NicoDerm advertising),
2002-2003
d) Priceline.com re: NAD, 2003
White & Case:
a) Trovan Ltd. and Electronic Identification Devices vs. Pfizer Inc. re: Trovan’s trademark, 1999
b) Frederick E. Bouchat vs. Baltimore Ravens, Inc. and NFL Properties Inc., (re: the Ravens
Logo), 2001-2002
c) Oakland Raiders vs. TBB and NFL, 2003 [with Bingham McCutchen]
Whiteman, Breed, Abbott & Morgan:
a) Pepsi Cola Company: Defense against Coca Cola Co. re: The Pepsi Challenge, 1978; 1981;
1995 [Mostly with the NAD]
b) Burger King Comparative Advertising Campaigns vs. McDonald’s and Wendy’s, 1982-1990
Winston & Strawn, LLP
a) Verizon Directories Corp. vs. Yellow Book USA, Inc., 2004
b) Merix Pharmaceuticals vs. GlaxoSmithKline, Re: Releev, 2006
c) Dyson Technology Ltd. vs. Maytag Corp., 2006-2007
d) Procter & Gamble Co. vs. Ultero Inc. 2007
e) Dyson Technology Limited v. Hoover, Inc. and Maytag Corp., 2007
f) GlaxoSmithKline Consumer Healthcare LP v. Merix Pharmaceutical Corp, 2007
g) Doctor’s Associates Inc. vs. QIP Holders LLC & iFilm Corp.: Subway vs. Quiznos, 2008
h) LG Electronics USA, Inc. v. Whirlpool Corp., 2009.
i) The Scotts Company LLC v. Central Garden & Pet Company and Gulfstream Home &
Garden, Inc., 2009.
j) Dyson, Inc., v. Oreck Corporation, Oreck Holdings, LLC, Oreck Direct, LLC, Oreck
Merchandising, LLC, Oreck Sales, LLC, Oreck Homecare, LLC, and Oreck@Home, LLC
2009.
k) LG Electronics USA Inc. v. Whirlpool Corporation, 2010.
V. Illustrative Marketing Research Clients:
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
21.
22.
23.
24.
Air Canada (1973*)
American Cyanamid (1972-1973)*
Atlantic Richfield Company (1971-1972)*
Bankers Trust Company (1973-1974)*
BBD&O (1974-1982)
Bell Telephone Company of Pennsylvania (1974;1977)
Bissell, Inc. (1969-1971)*
Bristol Myers Squibb (1998-2005)
Brown & Williamson Tobacco Corp. (1978-1979)
Bureau of Newspaper Advertising (1974)*
Campbell Soup Company (1972-1973)*
CBS (1972)
Chrysler (via BBD&O) (1975-1978)
Clorox Company (1975-1976)
Colonial Penn Group, Inc. (1973-1979)
Commercial Union Assurance Companies (1974-1975)
Connecticut Bank and Trust Company (1972)*
Downe Publishing, Inc. (1972-1973)
Eastman Kodak Company (1973)*
Edward D. Jones (1985-1987)
E.F. Hutton (1981-1984)
First Pennsylvania Banking and Trust Company (1971-1972; 1974-1975)*
General Electric (via BBD&O 1977) (1982)
General Foods Corporation: the Jell-O and Kool-Aid divisions and various departments of the
corporate product development division (1969-1972)*
25. Geometric Data (1981)
50
EXHIBIT B -130-
26.
27.
28.
29.
30.
31.
32.
33.
34.
35.
36.
37.
38.
39.
40.
41.
42.
43.
44.
45.
46.
47.
48.
49.
50.
51.
52.
53.
International Air Transport Association (1973-1975)*
International Harvester Company (1975)
International Harvester Credit Corporation (1973-1974)*
IT&T Continental Baking Company (1972-1978;1982)
Lever Brothers Company (1971-1973)*
Marriott Corp. (1982)
Modern Medicine (1970)*
MRCA (1975-1987)
Pacific Bell (1981-1982)
Pepsi Cola (1981)
Pfizer Pharmaceuticals, Inc. (1975-1990)
Pillsbury (1975)
Pioneer Electronics of America (1978)
RCA Computer Division (1972)*
Sears Roebuck & Company (1972-1973)*
SEI Investments (1988-present )
Singer (1973)
SmithKline and French (1971)*
Snelling and Snelling, Inc. (1973-1974)
Sterling Drugs (1985-1986; 1990-1992)
Stroh Brewery Company (1970)*
Sun Oil Company (1972)*
Syntex Laboratories, Inc., (1976-1977)
The Wool Bureau, Inc. (1975)
Twentieth Century Fox (via the Data Group, Inc.) (1972)
UNICOM (1973)
U.S. Dept. of Commerce, Office of Telecommunications (1972)
Western Airlines (via BBD&O) (1979)
The research projects designed and conducted for these firms covered variety of consumer and
industrial marketing problems including product positioning and market segmentation, new product
development, generation and evaluation of new products, and promotional concepts. Projects with *
were conducted via Robinson Associates.
VI. Illustrative Marketing Research Program Evaluation and Redesign:
1. Bristol Meyer Squibb: Redesign of the Marketing Research function and various research and
modeling procedures (1999-2002)
2. Brown and Williamson: copy and concept testing (1978-1979)
3. Colonial Penn: all aspects of research (1973-1980)
4. IT&T Continental Baking: copy and concept testing, segmentation studies (1972-1978)
5. Pfizer Pharmaceuticals: image studies, new product selection models, etc. (1975-1990)
6. R.J. Reynolds Tobacco: new product development system (1979-1980)
VII. Illustrative Intra-Company Marketing Strategy (and Marketing Research) Workshops:
Estee Lauder (2012 to present)
SEI Corperation (1990 to present)
----------------------------------------------------1.
2.
3.
4.
5.
6.
7.
8.
American Medical International (1978)
Amoco Fabrics Co. (1984; 1988)
ARA (1983)
Associacion Mexicana de Ejecutivos en Planeacion (1979)
AT&T (1972-1978)
Atlantic Richfield Company (1971)
Bank of East Asia (2005)
BBD&O (1974-1983)
51
EXHIBIT B -131-
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
21.
22.
23.
24.
25.
26.
27.
28.
29.
30.
31.
32.
33.
34.
35.
36.
37.
38.
39.
40.
41.
42.
43.
44.
45.
46.
47.
48.
49.
50.
51.
52.
53.
54.
Bell Atlantic (1983)
Bell Canada (1980)
Black and Decker (1981)
Bristol Myers Squibb (1998)
Campbell Soup (1972)
Career Futures, Inc. (1975)
Certain-Teed Corporation (1983)
Colonial Penn Group (1975-1980)
Computer Science Corporation (1975)
Contel (1989)
Daymon (2004)
Deutsche Bank (2004)
Di Giorgio Corp (1980-1981)
Edward D. Jones & Co. (1983)
E.F. Hutton (1979-82)
Ethicon, Inc. (1979)
General Foods (1970)
Gray Advertising, Inc. (1977)
IBM – Applied Business Systems (1988)
Intermountain Health Care, Inc. (1978)
International Harvester (1974-1975)
ITT Water Technology Group (2004)
Li & Fung (2005)
Los Angeles Times (1993)
3M’s Marketing Council (1986)
Machinist Publishing Co., Ltd., Japan (1977)
Miles Laboratories Ltd., Canada (1973)
MRCA (1978)
New York Telephone Company (1976)
Pfizer Pharmaceutical, Inc. (1975-1987)
Phillips Petroleum Company (1992-1993)
The Pillsbury Company (1976)
Rhodia, Brazil (1979)
Schlachman Research, U.K. (1975)
SmithKline & French (1970)
Spectra-Physics (1983)
Standard & Poors (1998)
Syntex Laboratories, Inc. (1976)
Tektronix, Inc. (1978)
The Bunge Group (1982) Spectra-Physics (1983)
The Clorox Company (1975)
The Executive Forum (1979)
Unilever, U.K. (1975)
Union Mutual (1981)
Wyeth International Ltd. (1980)
Xerox (1981)
VIII. Selected International Consulting
Li & Fung, Hong Kong: Business Strategy (1998 to preent)
----------------------------------------------------1.
2.
3.
4.
5.
6.
7.
UNIG, Singapore, Business Strategy (2000)
Hakuhodo, Japan: Design of a 21st Century Advertising Agency (1993-1997)
Wickes, plc., UK: Marketing and business consulting (1988-1996)
McKinsey, Milan: New Developments in Marketing Strategy, Research, and Modeling (1988)
Bunge Group, Brazil: Marketing planning (1982-1986)
Meridian Group U.K.: Marketing and Business Strategy (1985-1986)
Sunstar, Japan: Marketing and Business Strategy (1985)
52
EXHIBIT B -132-
8. P.E. Consulting Group, South Africa: Strategic planning & Marketing Consulting and Conducting
Executive Seminars (1982)
9. Bell Canada, Canada: Market Segmentation Study (1979-1981)
10. Cooperative de Seguros de Vida, Puerto Rico: Design of a marketing planning system (1980)
11. Discount Bank, Israel: Marketing planning (1980)
12. Bank Leumi Ltd., Israel: Marketing planning (1978)
13. Fuji electric, Japan: Design of a management planning process (1977)
14. Koor Industries, Israel: Designing and organizing the marketing function for the corporation’s 34
companies (1968-1969)
IX. Consulting to Government Agencies
1. FinCen/BENS project on Terrorist Financing, 2003-2004
2. U.S. AIR FORCE: Evaluation of the Air Force resource allocation procedure (1980-1981)
3. CANADIAN GOVERNMENT: Industry, Trade & Commerce Design and execution of a study for
evaluation of the U.S. market potential for selected Canadian medical diagnostic and therapeutic
products (1980-1981)
4. U.S. PATENT AND TRADEMARK OFFICE: Designing a strategic planning system (1981)
5. NASA: Evaluation of NASA’s IAC’s 1976 advertising campaign and recommendations for its
future advertising and marketing strategy (1977)
6. ISRAEL DEFENSE MINISTRY: Analyze and evaluate the marketing system of the Administered
Areas (Arab territory prior to the 6-Day War). The findings and recommendations of this study
were submitted in classified report to the Israeli Defense Ministry (1968-1969)
X. Consulting/Advising to Research Organizations
1. Member of the advisory committee of the Diebold Institute study of the impact of public policy on
entrepreneurial startup companies: the U.K. and U.S. in biotech and IT, (1998 -2000)
2. Institute of Business and Economic Research, University of California, Berkeley. Consultant on
the Coping Behavior (an empirical study of the consumer-technology interface) project,
sponsored by the National R&D Assessment Program, NSF. (1976-1981)
3. Pennsylvania Science and Engineering Foundation, Temple University/Applied Communication
Research, Inc. Research consultant for design, analysis, and evaluation of an NSF (Office of
Science Information Services) sponsored project concerning the design and evaluation of
experiments for the marketing of scientific and technical information services. (1974-1977)
4. EDUCOM: Inter-university Communications Council, Inc. Participant in an interdisciplinary
seminar to identify and measure special interest audiences for public television. (1974)
5. The John and Mary R. Markle Foundation.
6. Participated in a workshop for design of “Quality Ratings of TV Programs.” (1979)
7. Participated in the design of a study on special interest audiences. (1975)
8. Marketing Science Institute Consultant from February 1967 to December 1968. Conduct and
plan research projects primarily in the areas of industrial buying behavior, advertising, and
international marketing.
9. Marketing Science Institute U.S. Department of Agriculture Study Group on Marketing
Performance Principle investigator, March-December 1968. Developed a model for the
evaluation of the performance of the U.S. marketing system.
10. Management Science Center University of Pennsylvania Senior staff member September 1967
to July 1968. Engaged in the development of a marketing model for Anheuser-Busch.
53
EXHIBIT B -133-
4.
UNIVERSITY ACTIVITIES
I.University of Pennsylvania, The Wharton School
A. Program Development
1. The Wharton Fellows
Master classes designed and directed included:
November 27-December 12, 2000: Philadelphia: Transformation Leadership
January 7-January 12, 2001: Silicon Valley: Transformation Leadership
February 18-February 24, 2001: Barcelona: Transformation Leadership
March 15-March 17, 2001: Philadelphia: Transformation Leadership
May 6-May 12, 2001: Philadelphia, Wharton: Transformation Leadership
June 3-June 9, 2001: Barcelona/Helsinki: Transformation Leadership
July 8-July 14, 2001: Silicon Valley: Transformation Leadership
March 17-March 22, 2002: CEO Forum: Transformation Leadership
April 21-April 25, 2002: Silicon Valley/San Francisco: Transformation Leadership
June 9-June 11, 2002; Munich
November 3-November 8, 2002: Foundations I: Philadelphia
January 5-January 9, 2003: Foundations II: San Francisco: Transformation Leadership
September 7-Spetember 9, 2003: Top Line Growth in Turbulent Times: Philadelphia
January 7-January 9, 2004: Success: What’s Next?: Seattle
April 25-April 28, 2004: Milken & the Media: Los Angeles
June 1-June 8, 2004: Leveraging Japan: Tokyo; China: Transformation from the Inside:
Shanghai
November 12-November 14, 2004: Toward a New Europe: Prague, Czech Republic
December 12-December 14, 2004: Merger, Acquisition and Renewal: New York
March 6-March 9, 2005: Market & Sourcing Opportunities in India: Mumbai & Bangalore,
India
June 26-June 28, 2005: Working with Government, Washington D.C.
November 22-November 27, 2005: Design, Innovation and Strategy: Copenhagen,
Denmark/Milan, Italy
December 4-December 6, 2005: Opportunities in Latin America and the US Hispanic
Markets: Miami
March 5-March 7: What’s Next? Silicon Valley
June 4-June 6: Islam and the West: Istambul
February 25-February 27, 2007: Managing in an Evolving World, Philadelphia
May 21-May 23, 2007: Globalization Revisited, Shanghai
October 14-October 16, 2007: The Next Big Thing, Silicon Valley
January 9-11, 2008: Innovation, Customer Insights and Creative Growth Strategies, with
David Reibstein, Las Vegas.
April 6-8, 2008: Creativity and Innovation, with Karl Ulrich, Philadelphia.
October 11-15, 2008: Islam and the West: Insights and Opportunities, with Bulent Gultekin,
Dubai.
May 17-19, 2009: Philadelphia: Finding Opportunity in Times of Economic Crisis
October 25-27, 2009 Washington DC: Opportunities in Times of Crisis: The Changing
Relationship between Business and Government
June 6-10, 2010: China: Insights and Opportunities, Shanghai, China.
October 8-12, 2010 Israel: The Holy Land of Innovation and Entrepreneurship
May 2-4: Lessons for profitable growth: New York
February 20-22, 2011 Philadelphia: What’s Next in Management Disciplines and Business
Transformation?
October 9-11, 2011 Buenos Aires: Argentina: Insights and Opportunities
October 13-15, 2011 São Paulo: Brazil: Insights and Opportunities
October 14-17, 2012 Philadelphia, PA: Innovation and Growth
July 14-17, 2013 Silicon Valley, CA: The Next Big Thing
54
EXHIBIT B -134-
2. The MBA X-Functional Integration Initiative (2003-2005)
3. A number of Executive Development Programs including :
Winning in the Next Millennium: Strategies for Driving Change: Initiator and Director,
December 1998.
Wharton on the New Reality of Business: Co-Academic Director with Bob Mittlestaedt,
December 2001.
IDC’s MBA @ Wharton Program, 2003-2004; October 2007, 2008, 2009, 2010 (co-director
with Ziv Katalan); 2011-2012 (co-director Jehoshua Eliashberg)
IESE / CEIBS Global CEO Program: A Transformational Journey (co-director David
Heckman), 2012 and 2013
LinKS @Wharton, 2007, 2008, 2009, 2010, 2011, 2012 and 2013
4. The e-Curriculum R&D Initiatives. Initiator/Chair of the Committee that designed the new program
platform and the e-Curriculum R&D Initiatives (1999-2000) and continued direction and reinvention of
the program.
5. The Advanced Management Program (AMP) Design Team (1998).
6. Wharton’s Information Management Initiatives (1998-1999). Founder and co-chair (with Paul
Kleindorfer) of its faculty council.
7. The Revised MBA Curriculum (1990-1991). Chaired the committee that developed the new
curriculum.
8. The SEI Center for Advanced Studies in Management, founding Director. Develop and direct all
Center activities and chair its faculty council, 1988-.
9. The Joseph H. Lauder Institute of Management and International Studies, founding Director and
chairman of its faculty council. Designed and directed all the Institute’s programs, including the
establishment of the Institute MBA/MA program which admitted its first class of 50 students in May
1984, February 1983-July 1988.
10. Wharton International Forum. Initiated and designed the original program and chairman of its faculty
council, 1987-1998.
11. Wharton Ph.D. with M.A. in International Studies. Initiated the joint program, 1988.
12. Wharton Center for International Management Studies (renamed as the Wurster Center, 1988)
founding director. Designed/directed all the Center’s activities aimed at the stimulation of
international research at Wharton and the internationalization of the faculty and programs,
1980-1983.
13. The Wharton/SIA (Security Industry Association) Marketing Program. Initiated and designed the
program which held sessions on April 1982 and November 1982.
14. The Wharton Recanati Multinational Marketing and Management Program, Co-founder, 1978.
15. The Wharton Executive MBA (WEMBA) program, chaired the committee that developed the
program, 1974.
16. Marketing Programs, participated in the redesign of the marketing MBA programs, 1970; Ph.D. 1971;
and Undergraduate, 1973 and 1981; including the initiation of The Wharton Dual MBA Major in
Marketing/Multinational Enterprise.
B. Courses Developed and Taught
a. Developed (courses developed by me are indicated by an *), modified and taught courses and
seminars in:
Advertising Management (MBA)
Channel Management (MBA)
Communication Processes in Marketing* (MBA)
Consumer Behavior* (MBA and Ph.D.)
Creating an e-Business (MBA)*[A binational e-course to Wharton and IDC students)
Creativity* (MBA)
Health Care Marketing* (MBA)
Industrial Marketing* (MBA)
Integrating Marketing and Operations* (MBA) [developed jointly with P. Kleindorfer]
Interactive Marketing in the Age of the Empowered Consumer (MBA)*
International Marketing* (MBA)
55
EXHIBIT B -135-
Marketing Management (MBA)
Marketing Methods and Applications for Business Consulting* (MBA) [with P. Green]
Marketing Research (MBA and Evening School)
Marketing Strategy (WEMBA*, MBA)
Multinational Management
Necessity and Experimentation: Lessons from Israeli Innovation: Global Modular Courses
Planning Marketing Strategy Projects (MBA)
Product Policy* (MBA)
Promotion Policy (MBA)
Research Seminar (MBA and Undergraduate)
b. Course head: MBA advanced study project (1967-1968, 1974-1979), Marketing Management for
non-majors (1967-1968, 1970-1971), the MBA Core Marketing Management Course (1970-1971,
1971-1972), Marketing Strategy Seminar (1974-1975)
c.
Guest lecturer in various departments of the Wharton School including the Multinational Enterprise
Unit, the Leonard Davis Institute of Health Economics, the Management Department, Management
of the Arts Program, Decision Science, Public Policy and Management.
C. Executive Education Programs at the University of Pennsylvania – Illustrative Sessions
1) Creativity and Innovation
“Creativity,” Advanced Management Program, June 26, 2013.
“Creating a Creative Organization,” Master Class Wharton Alumni Forum, Tokyo, May 25, 2013
“Lessons from Art and the Secrets of Creativity,” Global CEO Program: A Transformational Journey,
March 14, 2013
Enhancing Your Personal Creativity and Challenging your Mental Models,” Comcast Women in
Leadership, February 21, 2013
------------------------------------------------------------------------“Creativity,” AMP,June 27, October 29, 2012
“Lessons from Art and Guidelines for Creating a Creative Organization,” Aresty IESE/CEIBS Global
CEO Program, March 23, 2012.
“Israel Innovation for Global Social Impact: Accomplishments and Opportunities,” Wharton Global
Webinar, February 3, 2012.
------------------------------------------------------------------------“The Challenge of Creativity,” AMP, June 20, 2011.
------------------------------------------------------------------------“Creative Thinking and Action,” and “Competing in a Flat World in a Time of Crisis,” FirstCaribbean
Leadership Programme, December 8, 2008.
“Creative Thinking and Action,” Toyota Executive Development Program, July 21, 2008
“Creative Thinking and Action,” (3 Sessions) Toyota Executive Development Program, July 21, 2008.
“The Innovation Challenge,” (2 Sessions) Raytheon Executive Leadership Development Program,
June 9, 2008..
“Wharton Fellows Philadelphia Master Class: Innovation and Creativity,” Wharton Fellows, April 6,
2008.
------------------------------------------------------------------------“Creative Thinking and Action,” FirstCaribbean Leadership Programme, November 19, 2007.
“Innovative Approaches to the Design of Strategy,” LinKS @ Wharton, November 11, 2007.
“Creative Thinking and Action,” Toyota Executive Development Program, September 17, 2007.
“Innovation Strategies for Profitable Growth,” Wharton Fellows Philadelphia Master Class Managing
in an Evolving World, February 27, 2007.
------------------------------------------------------------------------“Advances in Innovation Management and New Product Innovation,” LINKS @ Wharton, August 26,
2006.
“Advances in Innovation Management and New Product Innovation,” Quad-C Executive Session,
July 10, 2006.
56
EXHIBIT B -136-
------------------------------------------------------------------------“Creativity – A Must for Marketing Success,” back-to-class session at the 2005 Wharton Marketing
Conference, October 28, 2005.
------------------------------------------------------------------------“Enhancing Creativity and Innovation,” The Wharton e-Fellows I Program, March 2001.
------------------------------------------------------------------------“Creativity and Innovation,” in Wharton Workshop on Creativity and Knowledge Creation, April 1999.
------------------------------------------------------------------------“Innovation and New Product and Business Development,” CEO Circle, May 10, 1996.
-------------------------------------------------------------------------
2) Challenging your Mental Models
“Mental Models: Power of Impossible Thinking,” Global Leadership Fellows Program, July 8, 2013.
“Challenging the Mental Models of Advertising and Marketing,” Google Marketing Academy Module
2, June 6, 2013.
“Challenging Your Mental Models,” Global CEO Program, March 11, 2013
“Challenging Your Mental Models,” ,” LinKS NEXT in Line Module 2: Achieving Global Lead &
Global Projects- Listen Louder, January 31, 2013
-----------------------------------------------------------------------“Challenging and Changing your Mental Models,” IDC@Wharton W12, October 19, 2012
“Challenging Your Mental Models of Innovation and Growth,” Wharton Fellows Philadelphia Master
Class, October 15, 2012
“Challenging your Mental Models,” Links: Winning the Right to Serve, Septermber 20, 2012
“Challenging Your Mental Models,” Cheil Worldwide Global Marketing Program, August 20, 2012
“Mental Models: The Power of Impossible Thinking,” Global Leadership Fellows Program World
Economic Forum, July, 11, 2012
“Challenging Your Mental Models,” LinKS Next in Line Program, June 22, 2012.
“Challenging Your Mental Models,” Estee Lauder Companies, William P. Lauder Brand Equity &
Business Symposium, May 1, 2012.
“Challenging Your Mental Models,” IESE/CEIBS Global CEO Program, March 19, 2012.
“Challenging Your Mental Models,” Estee Lauder Companies Finance Forum, March, 5, 2012.
-----------------------------------------------------------------------“Lesson From Art & Challenging Your Mental Models,” Daimler Advanced Executive Program For
Vice Presidents, December 6, 2011.
“Challenging Your Mental Models,” LinKS Next in Line @ Wharton, November 10, 2011.
“Challenging your Mental Models,” IDC @ Wharton, September 19, 2011.
“Challenging Your Mental Models,” LinKS@Wharton WWI, September 15, 2011.
“Challenging your Mental Models,” WEF Wharton Global Leadership Fellows Program: Personal
Power and Influence, July 13, 2011.
“Challenging Your Mental Models: The What, Why, How and Beyond,” IBM Wharton Executive
Forum, July 11, 2011.
“Challenging your Mental Models,” Wharton & Citi Asia: Leadership Program, June 21, 2011.
“Challenging Your Mental Models,” PMA BP CFO Executive Module 3, May 9, 2011.
“Challenging Your Mental Models, Tyco Electronics Leadership Development Program, February
28, 2011.
-----------------------------------------------------------------------“Challenging Your Mental Models”, Tyco Electronics Leadership at Wharton, November 16, 2010.
“Challenging Your Mental Models”, IDC at Wharton, October 18, 2010
“Challenging your Mental Models,” 10th LinKS Wharton Program, June 9, 2010.
“Challenging your Mental Models,” LA CEO Global Program, May 6, 2010.
“Challenging your Mental Models,” Tyco, February 4, 2010.
-----------------------------------------------------------------------“Challenging your Mental Models,” IDC/CEIBS@Wharton, October 15, 2009.
“Challenging Your Mental Models,” LinKS@Wharton, June 10, 2009.
“New Mental Models for Capitalizing on Opportunities in Times of Crisis,” LinKS@Wharton, June 10,
2009.
57
EXHIBIT B -137-
“Challenging Your Mental Models,” Latin America CEO Program, April 27, 2009.
------------------------------------------------------------------------“Challenging Your Mental Models,” ConvaTec, December 16, 2008.
“Challenging Your Mental Models,” ConvaTec, November 12, 2008.
“Challenging Your Mental Models,” linKS @ Wharton, October 27, 2008.
“Islam and the West: Challenging Your Mental Models,” Wharton Fellows Dubai Master Class,
October 12, 2008.
“Challenging Your Mental Models,” Wharton Fellows, April 6, 2008.
“Philadelphia Master Class: The Power of Impossible Thinking,” Wharton Connect, April 3, 2008.
------------------------------------------------------------------------“Challenging Your Strategic Thinking,” Animas/Lifescan Senior Leadership Strategy Program,
December 3, 2007.
“The Power of Impossible Thinking,” Animas/Lifescan Senior Leadership Strategy Program,
December 3, 2007.
“Challenging Your Mental Models,” Animas/Lifescan Senior Leadership Strategy Program,
December 3, 2007.
“Challenging Your Mental Models,” LinKS @ Wharton, November 12, 2007.
“The Power of Impossible Thinking,” Wharton Connect, November 1, 2007.
“The Power of Impossible Thinking and Global Strategic Management,” CEIBS @ Wharton, June 18,
2007.
“Challenging Your Mental Models,” Estée Lauder Companies General Management Program,
January 28, 2007
------------------------------------------------------------------------“Challenging Your Mental Models,” Wharton's Business Initiative re: Building Winning Profitable
Organization in Professional Team Sports, March 19, 2006.
“The Power of Impossible Thinking,” Wharton Staff Workshop, September 12, 2006
“Creative Thinking and Action,” Toyota Executive Development program, September 26, 2006.
------------------------------------------------------------------------“The Power of Impossible Thinking,” A Wharton Fellows Dinner Event, Kuala Lumpur, March 2005.
------------------------------------------------------------------------“Growth Strategies and New Mental Models,” Wharton Fellows, August 2003.
------------------------------------------------------------------------“Capturing Opportunities and Developing New Mental Models,” Wharton on the New Business
Reality, December 2001.
3) Transformation and Growth
“Profitable Growth Stratgies,” Links: Winning the Right to Serve, September 20, 2012
------------------------------------------------------------------------“Business Models of the Future,” 10th LinKS Wharton Program, June 9, 2010.
“Creating a New Business Paradigm,” LA CEO Global Program, May 10, 2010.
------------------------------------------------------------------------“Opportunities In Times of Crisis,” Wharton Fellows, May 17, 2009.
“Opportunities In Times of Crisis and Recession,” Knowledge@Wharton Advisory Board, May 14,
2009.
“Opportunities In Times of Crisis and Recession,” Knowledge@Wharton Advisory Board, May 14,
2009.
“Progress, Problems, and Prospects,” Wharton Fellows, May 12, 2009.
“Creating a New Business Paradigm,” Latin America CEO Program, April 27, 2009.
------------------------------------------------------------------------“Stretch Objectives, Synthesis and Strategy,” Animas/Lifescan Senior Leadership Strategy Program,
December 3, 2007.
“Expand Customers, Value Creation and Diabetic Pathways,” Animas/Lifescan Senior Leadership
Strategy Program, December 3, 2007.
“Integrating Strategies and Leveraging Synergies,” Animas/Lifescan Senior Leadership Strategy
Program, December 3, 2007.
“The Evolving World,” LinKS @ Wharton, November 12, 2007.
58
EXHIBIT B -138-
“The Evolving World,” Wharton Fellows Philadelphia Master Class, February 27, 2007.
“Leadership Challenges in the Pharmaceutical Industry,” TEVA Israel Leading Your Business, June
28, 2007.
-----------------------------------------------------------------------“A View from the Top: The Perspective of the Enlightened CEO,” Wharton Executive Leadership
Program for AICPCU, April 2005.
-----------------------------------------------------------------------Strategy Discussion with Telenet’s Top Management, March 11, 2003.
-----------------------------------------------------------------------“Organizational Change: Problems, Progress, and Prospect,” Price-Waterhouse-Coopers Strategy
Master Class, July 26, 2002.
“Capturing Business Opportunities in a Changing World,” SIA Institute, 50 th Anniversary Program,
March 2002.
-----------------------------------------------------------------------Winning in the Next Millennium, “Driving Change,” 1998.
-----------------------------------------------------------------------Stennis Congressional Fellows Program at Wharton, “Driving Change: Creating Winning 21 st Century
Organizations,” 1997.
"Management in the 21st Century,” Wharton AMP, September 1989, Philadelphia, PA.
4) Marketing and Branding
“Global Branding Strategy,” Brand Leadership: Strategies for Driving Growth in a Global
Marketplace, June 5, 2013. Philadelphia, Pennsylvania.
------------------------------------------------------------------------“Towards a New Marketing Paradigm,” IDC@Wharton November 25, 2012
“Rethinking Your Marketing Strategy,” Aresty IESE/CEIBS Global CEO Program, March 19, 2012.
------------------------------------------------------------------------“Marketing and Business Strategies in the Age of the Empowered Consumer,” IDC @ Wharton,
September 19, 2011.
------------------------------------------------------------------------“Rethinking Marketing Strategy,” LA CEO Global Program, May 14, 2010.
------------------------------------------------------------------------“Reinventing Marketing,” IDC/CEIBS@Wharton, October 21, 2009.
“Opportunities in Reinventing Marketing,” Wharton Fellows, May 18, 2009.
------------------------------------------------------------------------“Is Marketing Driving Your Business Strategy?,” The Conference Board 2008 Marketing Excellence
Conference, November 13, 2008.
------------------------------------------------------------------------“Destroy Your Brand, “Animas/Lifescan Senior Leadership Strategy Program, December 3, 2007.
------------------------------------------------------------------------“Market-Driven Organization,” AICPCU and IIA Advanced Executive Education, Wharton, September
10, 2003.
------------------------------------------------------------------------“Marketing Driven Strategies in a Global Economy,” IBM’s Managing Director’s Executive
Development Program, February 13, 2002.
------------------------------------------------------------------------“The Impact of the e-Bus Revolution on the Marketing Discipline,” Wharton Fellows in e-Business,
The Impact on the Discipline, December 2000.
“World Class Marketing: Implications for Spencer Stuart,” The Wharton/Spencer Stuart Leadership
Assessment Program, June 2000.
------------------------------------------------------------------------“Marketing Strategy in the Global Information Age,” AMP Program, October 1997.
“Segmentation and Positioning for Sales Force Effectiveness,” Sales Force Management, Wharton
Executive Education, March 1997.
Sales Force Management Program, “Segmentation and Positioning for Sales Force Effectiveness,”
59
EXHIBIT B -139-
1987, 1990, 1997.
------------------------------------------------------------------------“Marketing in the Pharmaceutical Industry: Emerging Challenges and Opportunities,” Keynote
Address, Healthcare Marketing and Communications Council and Wharton Executive Education,
Wharton School, April 8, 1996.
------------------------------------------------------------------------"Marketing 2000,” AIMSE/Wharton Investment Institute, January 13, 1995.
------------------------------------------------------------------------“Pharmaceutical Marketing: Emerging Challenges and Opportunities,” Pharmaceutical Advertising
Council and Wharton Executive Education Conference on Reengineering Pharmaceutical Marketing,
February 25, 1994
------------------------------------------------------------------------"Marketing Strategy" in the J&J-Wharton Fellows Program in Management for Nurses, 1983, 1984,
1985, 1986.
AMA International Conference Workshop, Philadelphia, June 1978.
Marketing Strategy, AMP – Advanced Management Program, 1988-91; 1997-1998.
5) The Network Challenge
“Network Orchestration,” Global CEO Program, March 13, 2013
“Network Orchestration in a Flat World,” ,” LinKS NEXT in Line Module 2: Achieving Global Lead &
Global Projects- Listen Louder, January 31, 2013
------------------------------------------------------------------------Governance and Orchestration in a Flat World,” Links: Winning the Right to Serve, September 20,
2012
------------------------------------------------------------------------“Orchestration in a Flat World,” LinKS Next in Line @ Wharton, November 10, 2011.
“Organizational Networks for Effective Competition in the Flat World, Leadership Development
Program at Wharton, February 28, 2011.
------------------------------------------------------------------------“Organizational Networks for Effective Competition in the Flat World”, Tyco Electronics Leadership at
Wharton, November 16, 2010.
“The Network Challenge,” SEI Executive Network, June 28, 2010.
------------------------------------------------------------------------“Business Models of the Future: Orchestrating Alliances,” LinKS@Wharton, June 10, 2009.
“Global Economic Crisis,” Latin America CEO Program, April 26, 2009.
------------------------------------------------------------------------“Competing in a Flat World,” Wharton Fellows, February 26, 2008.
------------------------------------------------------------------------“Network Orchestration,” Network-Based Strategies & Competencies Workshop, May 3, 2007.
6) Future of Advertising Program
“Creating an Agile and Innovative Organization: Lessons from the FoA Program,” Strategic Agility &
Innovation Workshop, June 17, 2013
“Facebook Roundtable,” Wharton Future of Advertising, January 18, 2013
------------------------------------------------------------------------“Challenging your Mental Models of Advertising,” Havas University Leadership Excellence Program,
September 20, 2012
“The Future of Advertising,” Cheil Worldwide Global Marketing Program, August 30, 2012
------------------------------------------------------------------------“The Future of Advertising,” Havas/Euro University Leadership Excellence Program, October 4,
2011.
“The Future of Advertising,” Cheil Worldwide, Global Marketing Program, September 6, 2011.
“Challenging Your Mental Models of Advertising,” Austrian Executive “Future of Advertising”
Program, March 7, 2011.
“Insights from The Wharton Future of Advertising Project” Wharton Fellows at the Conference
60
EXHIBIT B -140-
Board: Philadelphia Master Class, January 20, 2011.
------------------------------------------------------------------------“The Future of Advertising”, Havas/Euro University Leadership Excellence Program, October 26,
2010.
------------------------------------------------------------------------“The Future of Advertising is NOW,” Cheil Communications Project Based Learning in Marketing,
August 19, 2008.
D. Committee Responsibility:
1. Marketing Department Committees:
Computer Committee 2009-present.
----------------------------------------------------Curriculum Committee 2008-2010.
5 Year Plan Committee (chair), 2004-2005.
Initiator and Chair of a Committee to develop a marketing certification program, 2004-2005
Recruiting/Personnel Committee, since 1971. Chairman Recruiting Committee, 1978-1979;
1981-1983; 1987-1988; Co-chair of the subcommittee for recruiting of STARS 2007- .
Curriculum Committee, Member of Committee and Chairman of a number of its subcommittees
1967-1978, and 1996-1998. Chairman of the committee 1970-1971,1973-1975, 1976-1978, and
1980.
Ph.D. Program Coordinator, 1972-75. Doctoral Committee, 1988-1989.
External Boards/Affairs Committee, 1987/88; Chair 1988-1989.
Member and Chairman of various departmental Committees, including all the department’s
advisory committees since 1971, Marketing Fund Committee since 1983, and its Long Range
Planning Committee, 1970-1971.
Senior Faculty Recruiting, Chairman 1995-1997
2. Wharton School Committees:
Founder and Member, Wharton Fellows CEO Global Advisory Board, 2009 to present
----------------------------------------------------Initiator and developer of Wharton School Publishing in conjunction with Pearson/FT, Founding
Editor and member of the Faculty Editorial Board (2003-2008)
Initiator of a faculty group to generate creative curriculum options as input to the MBA Review
Committee 2010.
Dean Advisory Council (since its inception in 1983 to 2000) and 2007/2008; 2008/2009.
Initiator of a faculty group to generate creative curriculum options as input to the MBA Review
Committee 2010.
Co-Chair, Search Committee for the new Director of the Lauder Institute (2006)
Member of the Alfred West, Jr. Learning Lab Faculty Committee (2001-2005)
Chairman, Dean’s Committee on Cross-Functional Integration (2002-2004)
Member of the Executive Development Faculty Advisory Board (2002-2004)
Chairman of a Faculty Committee to assure cross program dissemination of e-Curriculum
Developments (2000)
Member of the Strategic Planning Steering Committee, 1999-2000
Member of the Committee to prepare the strategy for “Management, Leadership, and
Organizational Priority” area of the University’s Agenda for Excellence, 1998
Senior Faculty Committee to Review the Global Presence strategy (Summer 1997)
Member of the Advisory Committee on Faculty Personnel, 1976-1978; 1984-1985; 1987-1989;
1994-1995.
Chairman of the Graduate Curriculum Committee focusing on a critical examination of the MBA
program and its appropriateness for preparing the leaders of the 21st century enterprises. The
Committee developed the new MBA curriculum which was tested in 1991/1992 and 1992/1993
and which was fully implemented starting in 1993/1994.
Initiated and organized the Management Education Council – the vehicle for corporate support
61
EXHIBIT B -141-
and funding of the new MBA curriculum, 1992-1993
The Wharton International Committee: Chairman, 1978-1981, 1982/1983, 1995-1997. [The
1995-1997 committee developed the Wharton globalization strategy.] Member: 1967-1968,
1983-1987, 1989-1991.
Member of Boards of the following Wharton Centers:
The SEI Center for Advanced Studies in Management (Founder), 1988 to present
The Lauder Institute (Founder) (1983 to present)
Knowledge@Wharton (2011 to present)
- - - - - - - - - - - - - - - - - - - - - - - - -- - - - - - - - - - - - - - - - - - - - - - - - The Alfred West, Jr. Learning Lab (Initiator of the Lab and Founder of the External
Advisory Committee), 2001-2005
Risk and Decision Process Center, 1984-1986
The Manufacturing and Logistics Forum, 1992-2000
The Wharton/PIMS Research Center (Co Founder), 1985-1998
U.S. Japan Management Studies Center, 1989-1992
Wharton Emerging Economics Program, 1992-1995
The Wharton Center of International Management Studies (Founder), 1981-1983
Wharton Public Policy Initiative, 2013-present
Dean’s Planning Task Force (1986).
Member of the School’s Executive Education Policy Committee, 1987-1989.
Member or chairman of a number of Chair Search Committees, including seven chairs in
Marketing (1985, 1987, 1988-1990, 1992, and 1997), Entrepreneurship (1984-1985, 1997-1998),
International Management (1984-1985), Operations Management (1986), the chair and director
of the US-Japan Center (1988-1991), the chair in Managerial Economics (1989), the chair in
Information Technology (1996-1997), and the chair in Electronic Commerce (1999).
Member of the (ad hoc) Committees to Review Various Units and Departments:
The Snider Entrepreneurial Research Center, 2004-2005
Finance Department, 2001-2002
The Real Estate Center, 1988
Social Systems Science, 1985-1987
U.S. Japan Center, 1985-1986
Multinational Enterprise Unit, 1977-1978
Member of the School’s Faculty Personnel Committees of:
The Health Care Systems Unit, 1974-1975.
The Multinational Enterprise Unit, 1978-1979.
Member of the Committee on Academic Freedom, 1977-1978.
Chairman of the Advisory Committee for the Wharton Executive MBA Program, 1974-1975.
Chairman of the Wharton School Doctoral Admissions Committee, 1974-1975.
Graduate Academic Standards Committee, 1969/1970 – 1971-1972. Chairman of its
subcommittee for the evaluation and redesign of the school’s grading system.
A number of Ad Hoc Committees and task forces for the:
development of a core Ph.D. Behavioral Science Course, 1972-1973,
redesign of the International Business program, 1971,
review of the Economic Offerings for Business and Applied Economic doctoral students,
1970-1971,
development of a Continuing Education Program in Health Care Administration,
November 1971October 1973.
Evening School Committee, 1972-1973.
Behavioral Lab Planning and Implementation Committee, 1989-1990.
E. Doctoral Dissertations Supervised
Bent Stidsen (1972); Yehoshua Buch (1972); Kathy Villani (1973); Rene Y. Darmon (1973); Arun K.
Maheshwari (1973); Chris Hetzel (1973) winner of the AMA Doctoral Dissertation Competition; Arun
K. Jain Honorable mention at the AMA Doctoral Dissertation Competition; Joel Huber (1974); Irwin
D. Reid (1975); Chris Buss (1979) winner of the AMA Doctoral Dissertation Competition; Robert J.
Thomas (1980) Winner of the Academy of Marketing Doctoral Dissertation Competition; Cynthia
Fraser (1980); Joel Steckel (1981) Honorable Mention AMA Doctoral Dissertation Competition; John
62
EXHIBIT B -142-
Deighton (1983); Rajeev Kohli (1984); Oliver Heil (1988); Kamel Jedidi (1988); Bari Harlam (1989);
Kris Helsen (1990); Nino Buran (1991); Hoon Young Lee (1992); Rajeev K. Tyagi (1994); Amy
Kallianpar (1998).
F. Addresses to Alumni Club and Other Groups Regarding:
1) The Joseph H. Lauder Institute
Illustrative addresses to alumni clubs and other groups on the changing needs for management
education and the University’s response -- The Joseph H. Lauder Institute.
1. Alumni Clubs addressed include:
Toronto (August 1987)
Milan (October 1987)
Philadelphia (January 1984, January 1986)
Long Island (January 1984, March 1986)
Cleveland (April 1986)
Taipei (July 1985)
Tokyo (June 1985)
Hong Kong (July 1985)
Dallas (December 1984)
London (May 1984)
Paris (December 1983)
San Francisco (November 1983)
2. University Groups:
Board of Directors of the Association of Alumnae, (March 1984)
The Vice Provost Advisory Board, (February 1984)
Wharton Board of Overseers, (January 1984, 1997)
Trustees (October 1983, January 1984)
3. Other Groups (partial list):
University of Pennsylvania Trustee Committee on Academic Policy (January 1988).
40th National Conference of the Council on International Education Exchange, San Francisco
(November 1987)
Title VI Center Lauder conference on International Studies and Foreign Language for
Management. Philadelphia (May 1986)
University of Pennsylvania Alumni (Alumni day, Philadelphia, May 1985)
Delaware Valley Faculty Exchange Program on International Business and Language Studies
(December 1984)
AIESEC-Northeast regional conference (October 1984)
Deans of 50 schools in an AACSB seminar on Internationalizing the Business Curriculum (March
1984)
2) Management 2000 project, the SEI Center for Advanced Studies in Management, and the
revised MBA curriculum
Wharton External Affairs, May 2009
Wharton-Recanati Program, 1993
International Forum, 1993
Erasmus University – Faculty and Administration, 1993
Marketing Advisory Board Meeting, 1993
Board of Directors of the Wharton Alumni Association, September 1988; May, 1993
College of Business Administration, University of Texas at Austin C Advisory Board and Faculty,
February 1992
INSEAD Faculty and Administration, February 1992
Security Industry Institute, 40th Anniversary Program, Wharton, March 1992\
Wharton Advanced Management Program Participants, 1990, 1991
The Wharton Graduate Advisory Board 1990
63
EXHIBIT B -143-
Wharton’s European Advisory Board 1991
Alumni attending the May 1991 Alumni Reunions
The SEI Center Board of Directors 1990-1991
The Joseph H. Lauder Institute Board of Governors 1991
The Wharton Board of Overseers, April 1988
3) Globalization Strategy
Dean’s Advisory Board, February 1997
Wharton Board of Overseers, March 1997
Wharton Graduate Executive Board, March 1997
Wharton Executive Education Advisory Board, May 1997
European Advisory Board 1997
Wharton Faculty 1997
4) Wharton’s Information Management Initiatives (WIMI)
All Wharton Departments 1998 – 2001
The 1st Conference of the Wharton Alumni Club of Israel March 2001
Dean’s Faculty Lunch, April 1998
5) Cross-Functional Integration of the MBA Curriculum
Ph.D. Proseminar (Fall 2003)
CEO Panel for the entering 2004 class (August 2003)
Graduate Executive Board (March 2003)
Wharton Faculty (Feb 2003)
6) Wharton Fellows Program
Wharton Executive Education Advisory Board (April 2004)
Wharton Alumni Club of Atlanta (November 2001) and Israel (December 2001)
7) Wharton School Publishing
Wharton Executive Education Group (January 2005; May 2006)
Jay H. Baker Retailing Initiative Board (October 2005)
Wharton School External Affairs group (February 2004)
8) Illustrative presentations regarding The Power of Impossible Thinking
Alumni Leadership Conference, Hong Kong (May 2007)
Wharton Connect: On Campus (March 2007)
Wharton Connect (October 2006)
Organizational Development Network of Greater NYC (October 2006)
Wharton Staff Workshop (September 2006)
The Wharton Club of New Jersey (July 2006)
CEIBS @ Wharton (July 2006)
Wharton Sports Business Initiative (May 2006)
Microsoft’s Latin America Financial Services CEO Roundtable (March 2006)
LinKS@Wharton (November 2005; August 2006)
Merrill Lynch, Investment Banking Institute at Wharton (August 2005)
The Greater Glenside Chamber of Commerce Meeting (June 2005)
Wharton Fellows Event, Singapore (March 2005)
EMTM Alumni Council (February 2005)
Miami Wharton Club (December 2004)
64
EXHIBIT B -144-
Advertising Research Foundation Breakthrough Conference (November 2004)
Washington, D.C. Clubs of Wharton and AFLSE (September 2004)
Deutsch Bank External Insights, New York (September 2004)
Executive Briefing to Federal Express (September 2004)
9) Competing in a Flat World
Links @ Wharton, Philadelphia (October 2008)
University of Monterrey, Monterrey, Mexico (October 2008)
American Chamber of Commerce in Hong Kong, Hong Kong (July 2008)
The Wharton Club of Spain, Madrid, Spain (June 2008)
CASRO International Research Conference, New York (May 2008)
Wharton Club of Southern California, Santa Monica, California (April 2008)
Wharton Club of New York, New York, New York (February 2008)
Wharton Fellows, New York, New York (February 2008)
FirstCaribbean Leadership Programme, Philadelphia, Pennsylvania (November 2007)
Wharton Marketing Conference: Back to Class Session (October 2007)
Milken Institute Global Conference, (April 2006)
II. University of Pennsylvania – University Committees:
Integrated Product Design – Overseer, 2008-2012
Chair, Penn Social Responsibility Advisory Committee, 2008-2009 and 2009-2010.
Committee for generating new revenues by medical education initiatives, University of Pennsylvania
Health System, 2007-2008.
Member of the Institute for Strategic Threat Analysis & Response @ Penn (ISTAR) Advisory Board,
2007Research Foundation Committee, Social Science and Management Review Panel, 1999-2006.
Member of the Faculty Advisory Group to Campus Development Planning Committee, 2005-2006.
Member of the Committee on International Programs, 2002-2006
Member of The Ackoff Center Advisory Board, 2001-2006
Member of the Provost Art and Culture Committee, 2002-2004
Faculty Senate Committee on Administration, 1995-1998.
Chair, Subcommittee of the Faculty Senate Committee on Faculty Teaching Evaluations, 1997-1998.
Chairman of Special Presidential Committee on Borderless Education, 1997-1998.
Provost’s Task Force on the University of the Global Information Age, 1996-1997.
Faculty Editorial Board, University of Pennsylvania Press, 1996-1997.
Member of the Provost’s Committee on Information Science and Technology, 1996-1997.
Member of the Provost’s Committee on Distance Learning, 1996-1997.
Chairman of a new university committee focusing on innovative revenue generation, 1992/1993 and
1993/1994. Members include the President, Provost, Chairman of the Board of Trustees, 3 deans, 3
trustees, and 3 faculty members.
Chairman of a Subcommittee for the Evaluation of the University Office of International Programs,
1990-1991 and of a Subcommittee to Evaluate the University’s Off-Campus Programs, 1991-1992.
Member of the Provost Task Force on International Programs (1992/1993; 1993/1994).
Member of the Provost International Council, 1990-1992.
Member of the Commission for the 250th Anniversary Celebration of University of Pennsylvania,
1987-1990
Advisory Board of the PBS series on The Global Economy, 1990.
University of Pennsylvania correspondent for PBS program on Geo-economy, moderated by Ted
Koppel, May 1990.
Chairman of the Faculty Council of the Joseph H. Lauder Institute, 1983-1988.
Member of the Board of Directors of the Joseph H. Lauder Institute, 1983 to present.
Member of the Advisory Board of the office of International Programs, 1980 to present.
Chairman, the Wharton Dean Search Committee, (selected Russ Palmer)1982/1983.
65
EXHIBIT B -145-
The Senate Committee on the Economic Status of the Faculty, 1978/1979 (member); 1979/1980
(chairman).
Member of the University’s Committee on Research, 1977/1978. Chairman of its subcommittee for
evaluation of the University’s Policy and Conduct of Research Programs.
Member of the FAS – Wharton Committee, 1975-1977.
Member of the subcommittee of the University’s Academic Planning Committee for the Measurement
of Academic Performance, 1972/1973.
III. The Interdisciplinary Center (IDC), Herzliya, Israel
Chairman, Higher Academic Council 1999-present
Founder of the American Friends of IDC 1998 and a Member of the Board, 2003-present
Faculty Promotion and Appointment Committee: Chairman 1999-2005; Member 2005-present
------------------------------------------------------------------------Founder of the American Friends of IDC 1998 and a Member of the Board, 2003
Designed the week-long programs at Wharton for its visiting MBA class since 2002
Chairman, International Academic Advisory Board, 1994-2000
Delivered the first graduation address of the Wharton IDC Marketing Communication Program,March
1999
Delivered the first Graduation Address, October, 1998
Co-founder (1994)
Delivered the first Zoltan Wind lecture, 1996
Occasional lectures in various courses, faculty seminars, and public addresses since 1995
IV. Other Universities
I.Courses Taught
Erasmus University (The Netherlands) – A variety of courses on marketing strategy and marketing
science (1993).
University of Tokyo (Japan) – Marketing Science (1992).
University of New South Wales (Australia) – Doctoral Seminar in Marketing (1977).
University of California at Berkeley – Product Policy, Doctoral Seminar (1975).
University of Tel Aviv (Israel) – Consumer Behavior, Marketing Seminar (1968).
II.Faculty Promotion Review – Illustrative Universities
Columbia University, Harvard University, Massachusetts Institute of Technology, New York University,
Pennsylvania State University, Stanford University, Tel Aviv University, University of California at Los
Angeles and at Berkeley, University of Chicago, University of Georgia, University of Illinois, University of
Pittsburgh, University of Rochester, University of Southern California, University of Texas, Yale, and
others.
III.Program/School Review
Indian School of Business – Organization of the Wharton Planning Meeting, April 2002.
Rice University – member of the external review committee, 1996.
University of Santa Clara – member of a Site Review Team for the evaluation of the school’s
marketing department, 1981.
University of Tel Aviv – Initiator and organizer of the school’s faculty colloquium, working paper
series, planned and organized a number of the school’s executive development programs and
various other activities, 1968/1969.
The Technion, Israel Institute of Technology – Outside examiner at the Graduate Division of the
Technion – The Israel Institute of Technology, Haifa, 1969.
66
EXHIBIT B -146-
67
EXHIBIT B -147-
5.
OTHER PROFESSIONAL ACTIVITIES
I. Development of Research Programs [Illustrative List]
1. The Future of Advertising (2007 to present)*
2. Network-Based Strategies and Competencies (2007-present)
3. Creativity and Innovation (2006-present)
------------------------------------------------------------------------4. SEI Center project Toward a New Theory of the Firm (2004-2008)
5. SEI Center project with Business Executives for National Security and FINCEN using the Suspicious
Activity Reporting System (SARS) for identifying terrorist financing (2003-2004)
6. SEI Center project, Assessing the True Value of the Firm, Co-Directed with David Larcker (20022003)
7. The Wharton Office of Homeland Security (OHS) Project, Economic Vulnerability to Terrorism:
Assessment, Prioritization and Action Implications, Co-Directed with Paul Kleindorfer (2001-2002)
8. Digital Transformation Project in Collaboration with McKinsey, WeBI and the Fishman-Davidson
Center for Service and Operations Management (2001-)
9. e-Curriculum R&D Initiatives (2000-2002) and Curriculum R&D for the Wharton Fellows Decision
Support Network (2001-2004)
10. The SEI Center’s research program on Creating a 21st Century Enterprise. (1990 to present)
11. Established the Value of Marketing program. (1993–1997)
12. Initiated (with Frank Bass) the Empirical Generalizations in Marketing program. (1993–1995)
13. Co-founded (with Greg Farrington) the Virtual University Lab program (1995–1997)
14. Initiated the Computers and Art program for the ENIAC at 50 celebration (1998–1999)
15. Co-developed (with Bob Holland) the SEI Center’s George Harvey Program on Value Creation
Through Diversity (1996-2000)
16. Co-founded (with Paul Kleindorfer) the Information Management Initiatives Research Program
(1998-1999)
II. Editorial Activities
1. Founding editor, Wharton School Publishing, 2003-2008 [published books are listed on pages 37-39]
2. Initiator and editor of Advances in Marketing Research and Modeling: Progress and Prospects – A
Tribute to Paul E. Green, Kluwer Academic Publishers, 2002.
3. Initiator and editor of The Wharton School Publishing Newsletter (monthly July 2005-July 2008)
4. Initiator and Co-Editor of the Wharton Fellows Newsletter (quarterly 2003-4; monthly JanuaryDecember 2005).
5. Initiator and editor of Wharton Executive Library (published by Oxford University Press), 1984-1987.
The series was aimed at familiarizing top management with recent developments in the various
management disciplines. Books published include:
Gerard Adams, The Business Forecasting Revolution, Nation-Industry-Firm, 1986.
Leonard M. Lodish, The Advertising and Promotion Challenge, Vaguely Right or Precisely
Wrong?, 1986.
David Solomons, Making Accounting Policy: The Quest for Credibility in Financial Reporting,
1986
James C. Emery, Management Information Systems: The Critical Strategic Resource, 1987.
6. Initiator and editor of the Scientific Press Computer Based Marketing Series. 1984-90. The series
offers short books on specialized marketing topics with accompanying PC software. Books published
include:
Paul E. Green, CAPPA Electronic Questionnaire Display and Analysis, 1986
Gary Lilien, Marketing Mix Analysis with Lotus 1-2-3, 1987
John Hauser, Applying Marketing Management: Four PC Simulations, 1987
Darral G. Clarke, Marketing Analysis and Decision Making: Text and Cases with Lotus 1-2-3,
68
EXHIBIT B -148-
1987.
Gary Lilien, Marketing Management: Analytical Exercise with Lotus 1-2-3, 1988.
7. Editor-in-Chief, The Journal of Marketing 1978-1981 (Vol. 43-45)
8. Area Editor, Marketing Science, 1981-83 (Vol. 1-2); occasional Area Editor (2002-)
9. Advisory Editor of the Addison-Wesley Marketing Series, 1974-1981. Books published under
my editorship include:
David Hughes, Marketing Management, 1978.
James Bettman, An Information Processing Theory of Consumer Choice, 1979.
Richard N. Cardozo, Product Policy: Cases & Concepts, 1979.
F.E. Brown, Marketing Research: A Structure for Decision Making, 1980.
10. Member of the Editorial Boards of:
Journal of Interactive Marketing, 1998-present
Journal of Business to Business Marketing, 2004
Journal of Global Marketing, 1986-1990
Journal of Product Innovation Management, 1982-1990
Annual Review of Marketing, 1980-1982
Computer Operations, 1968-1970
Journal of Business Research, 1974-1977
Journal of Consumer Research, 1973-1984
Journal of High Technology Management and Market Research, 1988
Journal of Marketing Research, 1978-1981
Journal of Marketing, 1971-1978
Journal of Organizational Behavior and Statistics, 1983
Journal of Pricing Management, 1989
Journal of Segmentation in Marketing, 1997
11. Occasional reviewer for:
Decision Sciences
IEEE Transactions on Engineering Management
Journal of Management Studies
Journal of Marketing
Management Science
Marketing Science
Operations Research
Public Opinion Quarterly
R&D Management
The Journal of Economics and Business
The Wharton Quarterly
12. Screening editor, Journal of Consumer Research, 1973-1974.
13. A judge of competitive research papers submitted to the National Conference of The AMA Academic
(August) Conference in - Minnesota (1971), Houston (1972), Washington (1973), Portland (1974),
Rochester (1975), Memphis (1976), Chicago (1980), Chicago (1984).
14. A judge of Ph.D. dissertations submitted to the AMA Doctoral Dissertation Competition, 1974, 1976,
1977, 1981, 1982, 1983. And the MSI Dissertation, and other award competitions 1984, 1985, 1990
15. Reviewer of papers submitted to the Market Measurement and Analysis Conference (renamed
Marketing Science Conference) since 1981.
16. Occasional reviewer of applications for research grants for the Social Science Research Council
69
EXHIBIT B -149-
(London, England) since 1972; and the National Science Foundation, Division of Science Information
and Advanced Productivity Research and Technology, since 1977.
17. Reviewer of manuscripts for a number of publishers and universities, including the MacMillan
Company, the Center for Research of the College of Business Administration of Pennsylvania State
University, the Graduate School of Business, Columbia University, Prentice Hall, Jose Bass and
others.
III. Offices Held in Professional Associations
AMA
1. Member of the Board of Directors, The Philadelphia Chapter of the AMA, 1979-1983.
2. Program Chairman of:
a) The 1977 AMA Doctoral Consortium Philadelphia, August 1977.
b) The 1975/1976 AMA Attitude Research Conference, Hilton Head, SC, February 1976.
c) The National Educators AMA Conference, Washington, D.C., August 1973.
3. Member of a number of AMA councils including the Advisory Council of the National Marketing
Honorary Society of the AMA - Alpha Mu Alpha, 1980/1981 and the Educational Policy Council,
1977/1978.
TIMS
1. Chairman, 1974/1975; Chairman Elect, 1973/1974; and Vice Chairman, 1971/1972 of the Institute of
Management Science College of Marketing.
2. Program Chairman of:
a) Marketing track on "Marketing Science for Increased Competitiveness of Firms and Countries,”
1988 Washington, D.C., TIMS/ORSA Conference.
b) The 1981 Market Measurement and Analysis Conference (with Vijay Mahajan).
c) The Delaware Valley Chapter, 1967/1968.
3. Member of the Program Committees of the Market Measurement and Analysis Conference:
University of Texas, 1980; New York University, 1981; and the Marketing Science Conference:
University of Chicago, 1983; Vanderbilt University, 1985; University of Texas at Dallas, 1986; Centre
HEC-ISA, Jouy-en-Josas, France, 1987; Washington University, 1988.
4. Member of the Advisory Board of Marketing Science, 1983-____
IAM – The International Academy of Management
1. Chancellor, 2000-2006.
2. Vice Chancellor for the Americas, 1995-2000.
3. Program chairman, the Americas Conference, 1994, 1998.
MASB – Marketing Accountability Standards Board
1. Member of the Board of Directors since 2010.
MSI – Marketing Science Institute
1.
2.
3.
4.
Chair of a task force on e-business evaluation (part of the Metrics program), 1999.
Academic Trustee (1989-1995).
Member of the Academic Advisory Council (1983-1987).
Member of a number of steering groups, including
Marketing Strategies Steering Group, 1983-1987.
The International Advisory Steering Committee (1985-1987).
Information Technology Steering Committee (1990-1992).
70
EXHIBIT B -150-
Other
1. The Diebold Institute Entrepreneurship and Public Policy Project, Committee of Advisors (1999-__ ).
2. World Management Council. Member of the Academic Advisory Board (1988–1989).
3. Member of the interdisciplinary task force (organized by AMA) for the design of the Journal of
Consumer Research, (October 1971–July 1972). Founding member of the Policy Board of the
Journal of Consumer Research (1972–1983); Chairman of the Board (1977–1978); Chairman of the
1976 and 1981 Editor Search Committees.
4. Member of the Philadelphia's International City Steering Committee (1983–1985, 1987–1988).
5. Member of the Publication Committee of AAPOR (1973-1974).
6. Member of Program Committee of 1979 ACR Conference.
7. Member of the Advertising Research Foundation 75th Anniversary Convention Program Committee
(2010)
IV.
Planning and Organizing Professional Programs at the University
1. Empirical Generalizations in Advertising, December 2008; and Empirical Generalizations in
Advertising II, “What works in the New Age of Advertising and Marketing,” May 2012, with the
Ehrenberg-Bass Institute for Marketing Science, University of South Australia
2. Advertising Effectiveness, with the Wharton Customer Analytics Initiative, May 2013.
3. Gaps in Measuring Advertising Effectiveness, with the Advertising Research Foundation, 2012-2013.
4. Chair, “Network-Based Strategies and Competencies,” a joint project with INSEAD co-directed with
Paul Kleindorfer, Initial Workshop, May 3, 2007. Conference, November 2007.
5. Chair, “The Future of Advertising,” a joint project with the ARF, Workshop, March 30, 2007.
Conference, December 2008.
6. Initiated and chaired a task force to develop a Marketing Certification Program (2003-2004)
7. Co-Designed with Bob Mittelstaedt an executive education program on “Wharton on the New Reality
of Business,” December 2001 [including the design of the “Wharton Post 9/11 Business Scenario”
(October 2001-)] and May 2002.
8. Designed and directed the executive programs, “Winning in the Next Millenium,” December 1998.
9. Initiated “The Impact of Computers and Information Technology on Management: 1946, 1996, 2001,”
May 13-14, 1996 program for the ENIAC at 50 celebration (1994-1995).
10. Initiated the “Computers and Art” program for the ENIAC at 50 celebration (1994-1995).
11. Participated in the original design of the Wharton – AT&T Marketing Management Program. Taught
in the 1973, 1975 -1980 programs.
12. Developed, organized and taught a Marketing Research Seminar for U.P. Clinical Scholars Group
(February–May 1975 and February–April 1976).
13. Planned and taught the marketing management section of a number of advanced management
programs of the University of Pennsylvania:
Dean Witter - Wharton Account Executive Program, 1986.
Securities Industry Association Program, annually since 1982.
Advanced Management Program for Overseas Bankers, 1975, 1976.
Program for Health Care Executives, 1973, 1975, 1982.
14. Participated in various executive development programs of the Marketing Department of the
University of Pennsylvania:
Marketing for the Postal Service, 1983.
Marketing Strategy Seminar, since 1981 (January & May).
Pharmaceutical Advertising Council, 1980/1981.
Wharton Salesforce Management Seminar, since 1980 (January & May).
Dixie/Marathon (American Can Company), May 1977.
Marketing Research Seminar 1977-1983.
General Building Contracting Association, Inc., January 1977.
Center de Promotion du Commerce International, Chambre de Commerce et d'Industrie de
Nantes, 1976, 1978-1980.
15. Planned and taught (with Thomas Robertson) a number of seminars on Health Care Marketing for:
The Virginia Hospital Association, February 1978.
The New York Management Center, September and November 1977.
The Wharton School's Lifelong Education Program, October 1976.
71
EXHIBIT B -151-
16. Co-founder, organizer of the Wharton teaching component, and frequent lecturer in the
Wharton/Israel Binational Marketing Management Program [The Consulting Practicum]
1979-1995.
V. Award Committees
1. Member of the Sheth Award Committee to select the winning Journal of Marketing article that had
the greatest long-term impact on the marketing discipline, 2009-2010
2. Member of the Parlin Board of Governors, 1978-1983, 1995-2008 ; Chairman of the Board,
1980/1981.
3. Member of the selection committee for MIT’s Sloan Management Review/Price-Waterhouse
Company, 2003 – Best Article Award.
4. Member of the “Global Marketing Scholar’s Prize” Selection Committee, 2011, hosted by Korean
Academy of Marketing Science
5. Nominator for the Marketing Communications Award of the World Technology Network, 2002present
6. Initiator of the Lauder Institute Award for the Research Paper that Best Advances the Theory &
Practice of International Management Science. Administered by TIMS and Chairman of the first
award, 1989.
7. Member of the W. Arthur Cullman Executive Award Selection Committee (Ohio State University),
1985-1986
8. Member of a panel of judges for the evaluation of nominees for the Paul D. Converse Awards for
Outstanding Contributions to the Development of Theory and Science in Marketing, 1974, 1977,
1981, and 1986.
VI. Planning and Organizing Professional Programs Outside the University
1. KMDC Program, Kuala Lumpur, The Power of Impossible Thinking and Its Implications for Marketing
Innovations, March 15-16, 2005.
2. Co-director (with Hotaka Katahira) of the Marunouchi Global Center Management Program, 2002.
3. Planned and taught a number of two-day seminars on "Recent Developments in Marketing Research
Methodology" for:
The Management Center, University of Bradford, February 1975 and May 1976.
The University of Laval, Canada, November 1973.
The University of Social Sciences at Grenoble, France with (Paul E. Green), May 1973.
4. Planned and taught various AT&T Executive Development Seminars on:
"Multivariate Analysis in Marketing,” March and August 1975.
"Market Analysis,” December 1974, and June 1975.
"Market Segmentation,” September 1974, November 1975 and March 1976.
"How to get the Most Out of Your Marketing Research,” Spring 1974.
"Consumer Behavior,” October 1972, January 1978.
5. Planned and taught two one-day executive seminars on Conjoint Analysis and New Product Policy at
the University of New South Wales (Australia), June 1977.
6. Planned and taught a number of executive seminars at the University of Tel Aviv: Marketing Strategy
(1969); Product Policy (1977); Marketing and Corporate Strategy (1978, 1980); New Development in
Product and Marketing Research (1980).
72
EXHIBIT B -152-
7. Planned and taught the marketing research section of the Bank Marketing Program of the Graduate
School of Bank Marketing, April 1977.
8. Planned and taught a series of two-day seminars on Marketing Strategy for the New York Telephone
Company, February and April 1976.
9. Initiated, planned and organized a number of two day workshops on:
Concept Testing, University of Pennsylvania, March 1972.
Industrial Buying Behavior (with Frederick E. Webster and Richard N. Cardozo), sponsored by
the AMA & the University of California at Berkeley, April 1971.
Research Utilization, (with Steve Greyser and Randy Batsell), sponsored by the AMA and MSI,
April 1979.
Advances and Applications in New Product Forecasting: Innovation Diffusion Models (with Vijay
Mahajan) sponsored by MSI, October 1983.
10. Organizer and chairman of various sessions at annual conferences of various professional
associations (illustrative list):
“Design Meets Marketing: Service Innovation by Design,” Marketing Science Institute and
Corporate Design Foundation Conference, Stanford University, October 17, 2007.
“Marketing science: Accomplishments and challenges in the global information age,” plenary
session at Informs, Philadelphia, November 1999.
“Consumer Labs,” Marketing Science Conference, March 1997.
“Global Marketing Strategy,” 1991 ORSA/TIMS Meeting
“Creation of Innovative Marketing Knowledge: An Interdisciplinary Perspective,” 1989 AMA
Marketing Educators Conference, August 1989.
Strategic Alliances,” TIMS Osaka, Japan, July 1989.
“Industrial and New Technologies Marketing: Lessons from Industry,” International Research
Seminar in Marketing, La Londe les Maures, France, May 1989.
“New Product Development Models,” ORSA/TIMS, San Diego, October 1982.
“Product/Market Portfolio Models,” ORSA/TIMS, Colorado Springs, November 1980.
“The Role of Multivariate Analysis in Consumer Research,” APA, Toronto, 1978.
“Applications of Management Science to Market Segmentation,” TIMS, Miami, 1976.
“Recent Developments in Management Science Application in Marketing,” TIMS, Las Vegas,
1975.
“Multidimensional Scaling and Conjoint Measurement in the Study of Multidimensional
Psychophysics,” ACR, Boston 1973.
“Implementation of Management Science in Marketing,” TIMS, Houston 1972.
“On the Teaching of Consumer Behavior,” AMA, Houston, 1972.
“Family and Industrial Buying Behavior,” AMA, Minneapolis, 1971.
“Multidimensional Scaling in the Study of Consumer Behavior,” ACR, 1970.
11. Planned, organized and taught a Marketing Management Program for the top executives of the
Union of Cooperative Societies (Israel), April to July 1969.
12. Planned and taught marketing courses at a Graduate Program for Marketing Consultants at the
Israel Institute of Productivity, September 1968 to January 1969.
13. Academic advisor to a number of organizations engaged in Management Training in Israel. Primarily
the Israel Institute of Productivity, and the Technion Research and Development Foundation Ltds.,
January to August 1969.
VII. Presentations*1
A. Presented papers at various national conferences of the American Marketing Association
December 1967; June and August 1968; August 1969; August 1970; June and August 1974; April
*Illustrative recent presentations are listed by topic starting on page 76
73
EXHIBIT B -153-
and August 1975; August 1976; August 1977; June and August 1978; June and August 1979; June
and August 1980; August 1981-1990, March 1990, August 1991; August 1991, April 1993; February
& August 1994, August 1995, August 1996, August 1997, February 1998, August 1999.
B. Speaker in various conferences and workshops
Association for Consumer Research (ACR), 1968, 1970/1973, 1975, 1977, 1984.
The Institute of Management Science (TIMS), 1969, 1972, 1974-1978, 1980- .
American Institute of Decision Sciences (AIDS), 1974, 1976.
American Association of Public Opinion Research (AAPOR), 1974/1975.
American Psychological Association (APA) DIV 23, 1978.
American Statistical Association (ASA), 1978.
AMA Philadelphia Chapter, 1980/1981.
Annual Conference of the Strategic Management Society, 1984.
Annual Conference of the Pharmaceutical Marketing Research Group (PMRG), 1986, 1987.
Annual Conference of the World Future Society Assembly, Washington, D.C., 1993.
C. Speaker in a number of the AMA Attitude Research Conferences:
1967, 1971, 1973, 1976, 1987.
D. Member of the Faculty of the AMA Doctoral Consortiums
University of Colorado, 1996
University of Santa Clara, 1994
University of Southern California, 1991
New York University, 1987
University of Notre Dame, 1986
University of Michigan, 1983
University of Minnesota, 1982
Pennsylvania State University, 1980
University of Maryland, 1981
University of Wisconsin, 1979
University of Chicago, 1978
University of Pennsylvania, August 1977
University of Texas, August 1976
University of Illinois, September 1971
E. Member of the Faculty of the First Indian Doctoral Consortium, 2012
F. Member of the AMA Faculty Consortium, Chicago 1997
G. Illustrative papers delivered in various professional workshops
Applications of Multidimensional Scaling to Marketing and Business, sponsored by the University
of Pennsylvania and Bell Laboratories, June 1972.
Planning Data for STI Managers, Sponsored by NSF office of Science and Information,
December 1976.
Synthesis of Knowledge of Consumer Behavior, sponsored by the RANN Program National
Science Foundation, April 1975.
Multinational Product Management, sponsored by the Marketing Science Institute and the AMA
International Marketing Division, January 1976.
Consumer and Industrial Buying Behavior, sponsored by the University of South Carolina, March
1976.
Organizational Buying Behavior, sponsored by the University of Pittsburgh, April 1976.
Consumer Research for Consumer Policy, sponsored by the MIT Center for Policy Alternatives,
July 1977.
Analytical Approach to Product-Marketing Planning, sponsored by the AMA and MSI, University
of Pittsburgh, November 1977, October 1981.
74
EXHIBIT B -154-
Interfaces Between Marketing and Economics, sponsored by the University of Rochester, 1978,
1983.
Industrial Marketing, Penn State University, May 1982.
Market Measurement and Analysis, renamed Marketing Science Conference sponsored by
ORSA/TIMS:
o Centre HEC-ISA, Jouy-en-Josas, France, 1987.
o University of Texas at Dallas, 1986
o Vanderbilt University, 1985
o University of Chicago, 1984
o University of Southern California, 1983
o Wharton, March 1982
o New York University, March 1981
o University of Texas, Austin, March 1980
o Stanford University, March 1979
H. Illustrative addresses at various top management conferences and meetings
Moderator of Key Issue Forum on Social Media and Brand Opportunities, ARF Re:think Conference,
New York, NY, March 23, 2010
“Moving From Me to We: The New Competitive Edge,” Milken Global Conference, Los Angeles, April
28, 2008.
“The Wisdom of Crowds in Today’s Digital World: We vs. Me,” Milken Global Conference, Los
Angeles, April 23, 2007.
“Innovation,” Telenet Top Executive Strategic Workshop, June 19, 2006.
“The 1st Mover Advantage Challenge,” Telenet Top Executive Strategic Workshop, June 19, 2006.
“Getting More with Less,” Telenet CEO Strategy Review, June 19-20, 2006.
“Advances in the Management of Technological Innovation,” Executive Briefing at Samsung
Electronics, June 2, 2006.
“Brand Names and Logos,” Penn Humanities Forum on Word and Image, February 2006.
“New Frontiers in the Practice of Management” with Paul Kleindorfer, CEO Workshops at IDC Israel,
January 2006.
“Strategic Trends on the Global Marketplace,” The Sixth Herzliya Conference on The Balance of
Israel’s National Security, January 2006.
“Recent Developments in Marketing and Branding Strategies,” presented to the Board and top
management of IDT HK, August 2005.
“Tapping Opportunity in the Developing World: Innovative Solutions for Companies and
Communities,” Milken Institute Global Conference, April 2005.
“Return on Marketing Investment: Progress, Problem, and Prospects,” Council of Marketing
Executives, The Conference Board, October 6, 2004.
“The Power of Impossible Thinking: A Prerequisite for Profitable Growth,” Milken Institute Global
Conference, April 27, 2004.
“The Transformation Challenge,” YPO at SEI, March 2004.
“Technology for Profitable Growth: Progress, Problems, and Prosperity, eBRC Board of Directors
meeting, Philadelphia, May 2003.
“Business and the Pending Wars,” a global senior executive Web conference, February 2003.
“e-Business Revolution: R2R (Return to Reality),” World Leadership Forum of the Foreign Policy
Association, New York, September 2000.
“UNIG Top Executive Forum,” Singapore, August 2000.
“The Future of the Marketing Organization,” MSI Board of Trustees Meeting, April 2000.
“Preparing for 2002: Creating a Leading Global Medical Communication Company for the 21st
Century,” Top Management of Medius Group Int. Paris, May 1997.
“The Next Enterprise: Creating a Successful 21st Century Enterprise,” The Hong Kong Management
Association, January 1996.
"Building the 21st Century Corporation Today: A Marketing Perspective," A one day session for
CEOs who participate in the MASTERSHIP program (LA) January 1990.
"Growth Outlook for Consumer Products and Services" to the policy committee of Anheuser-Busch
Company, 1986.
75
EXHIBIT B -155-
"Marketing Management in Securities Firms" SIA Regional conference, 1986.
"Recent Developments in Marketing Strategy,” to Dutch top executives by Horringa & DeKoning,
October 1986.
A number of 1-day Top Management Seminars organized by Studio Ambrosetti (Italy)
o Developing and Launching New Products (1986)
o Marketing and Corporate Strategy (1987)
o Marketing for Financial Institutions (1987)
o Domestic and International New Business Entry Strategies 1988)
o Strategic Marketing and New Product Development (1989)
o How to Develop Products More Often and Get Them to Market Faster (1991)
o The Consumer Goods Scenario: The Challenge (1992)
o Marketing Driven Bus Strategy in the Global Information Age (2000)
“The Challenge of Marketing” Board of directors and top management of Grand Metropolitan, 1985.
“Advances in marketing and Business Strategies” Top management group of the John Fluke
Manufacture Co., 1985.
”Global Marketing Strategies” YPO Chapter of Hong Kong, 1985.
"Marketing for Hospitals” Hospital presidents program of the J&J Leonard Davis Institute program,
1985.
“Global Marketing Strategies” Top executive group of MARS pet food business, 1984.
“Marketing for the Evolving Company” Conference on "Financing & Managing the Evolving
Company" sponsored by Arthur Andersen & Co. and the GSB University of Texas at Austin, April
1984.
I.
Illustrative Other Top Management groups addressed
MSI Trustees, Cambridge, Massachusetts, October 1983.
Securities Industry Association Fall Meeting, N.Y., October 1982, Spring Meeting, April 2000,
Homestead, Virginia, May 1982: keynote speaker.
Three sessions at the 1979 YPO Central Area Conference, Williamsburg, October 1979.
Two sessions at the YPO International University, Rio de Janeiro, May 1979.
Two sessions at the 1978 YPO, Eastern/Northeastern Area Conference, Sea Island, Georgia,
November 1978.
Eastern Pennsylvania Chapter of YPO, October 1978.
Two-day seminars for top executives of Latin American countries sponsored by Expansion
Publishing Group, Mexico City, June 1978, (Marketing Strategy); June 1979 (the Marketing Audit);
and December 1980 (Marketing for Top Executives).
Bell Laboratories (Applied Statistics Area), 1978
J. Guest lecturer at faculty research seminars and executive development programs of various
universities and research institutes including:
Columbia University, 1974, 1976-1978
Drexel University, 1977, 1984
Erasmus University, The Netherlands, 1993
Escola de Administrao de Empresas de Sao Paulo, Brazil, 1979
European Institute for Advanced Studies in Management, Brussels 1981
Florida Atlantic University, 1972
Harvard University, 1981
IESE Universidad de Navarra, 1999
Indian Institute of Technology (IIT) Bombay, 1989
INSEAD, France, 1992, 2000
Institut Superieur des Sciences Economiques et Commerciales, Paris, 1981
Interdisciplinary Center Herzliya, 1996, 1997, 1998, 1999, 2000
Kōc University, Turkey, 2000
Laval University, Canada, 1973
Katholieke Universiteit, Leuven, 2001
Monash University, Australia, 1977
76
EXHIBIT B -156-
Nanzan University, Nagoya, Japan, 1977
New York University, 1979, 1984
Northwestern University, 1980
Norwegian School of Management, Norway, 1993
Pennsylvania State University, 1978
Southern Methodist University, Texas, 1982, 1984, 1986
Stanford University, 1976, 1982
State University of New York at Buffalo, 1975
University of Bradford, 1975-1976
University of California at Berkeley, 1975
University of California at Los Angeles, 1976, 1980, 1990
University of Capetown, S.A., 1982
University of Chicago, 1981
University of Groningen, 1986
University of Houston, 1977
University of Illinois, 1985
University of Iowa, 1971
University of Minnesota, 1973
University of New South Wales, Australia, 1977
University of Ottawa, 1974
University of Pittsburgh, 1988
University of Social Sciences, Grenoble, France, 1973
University of Southern California, 1979
University of Tel Aviv, 1977-1980, 1982
University of Texas at Austin, 1984, 1997
University of Tokyo, Japan, 1992, 1993, 1995, 1997
University of Washington, 1979
Yale University, 1982
K. Speaker at various local and regional meetings
of the American Marketing Association, 1967 to present, and national meetings of other marketing
associations such as the National Account Marketing Association, 1973; the International
Pharmaceutical Marketing Research Group, 1973; The National Association of Children's Hospitals
and Related Institutions, 1976; American Management Association's advanced Marketing Research
Seminars, 1967/1968; and the Marketing Science Institute conferences and management seminars,
1968-1994.
L. Guest speaker at special seminars
The Australia and New Zealand Marketing Societies in Sydney and Melbourne, June 1977.
"New Developments in Social Research,” in the Symposium on Corporate Awareness, February
1977.
The 11th Annual "New Horizons in Science,” Conference of the Council for the Advancement of
Science Writing, New York, November 1973.
Various conferences of the Israel Advertisers' Association, The Technion Research and
Development Foundation, Ltd., The Ministry of commerce and Industry, 1968/1969.
Foreign market entry and import protection strategies, The Israel Institute of Management, October
1984.
VIII.Presentations: Illustrative Topics
A. Creativity and Innovation
“Creativity & Innovation Problem, Prospects,” SEI Growth Forum, May 25, 2013.
“Enhancing Your Personal Creativity,” The Academy of University of Pennsylvania, February 9, 2013
77
EXHIBIT B -157-
------------------------------------------------------------------------“The ROI of Creatives,” Cannes Lions International Festival of Creativity, June 19, 2012.
------------------------------------------------------------------------“Rethinking Your Innovation and NPD Strategies,” IDC’s CEO Forum, May 24, 2011.
------------------------------------------------------------------------Personal Power and Influence, July 14, 2010.
“Innovation in Retailing: Progress, Problems and Prospects”, Discussion at the Jay H. Baker
Retailing Center, October 28, 2010.
------------------------------------------------------------------------“Marketing Innovation: Reinventing your Marketing and New Product Launch,” Marketing
Management Program, MA Industries, IDC, November 23, 2009.
------------------------------------------------------------------------“Selling Scents: Innovative Approaches to the Age Old Selling Challenge in a Flat World of
Empowered Consumers,” The Fragrance Foundation Conference, March 12, 2008.
------------------------------------------------------------------------“Advances in New Product Development and Innovation,” Mutual Art Lecture Series, November 2,
2007.
“The Creative Economy: Art and Culture at Penn and in Philadelphia,” Penn Arts Leadership
Conference, May 9, 2007.
------------------------------------------------------------------------“Advances in the Management of Technological Innovation,” Executive Briefing at Samsung
Electronics, June 2, 2006.
------------------------------------------------------------------------“Innovation and Change in the Turbo—Global Environment: Lessons from the Transformation of ‘Old
Economy’ Firms [and Universities] and The Challenges to Congress,” Stennis Congressional Staff
Fellows Program on Leadership in e-Business Environments: What Congress Might Learn,
Washington D.C., May 2000.
“Innovation and Change in the Turbo-Global Environment: Lessons from the Transformation of ‘Old
Economy’ Firms [and Universities] and the Challenges to Congress,” Stennis Congressional Staff
Fellows Program on Leadership in e-Business Environments: What Congress Might Learn, May
2000.
“Customerization: The New Management Challenge,” The President’s Forum of the Interdisciplinary
Center in Herzliya, Israel, September 2000.
------------------------------------------------------------------------“Innovation Strategy,” New Product Development and Launch, April 1999.
------------------------------------------------------------------------“Innovation and New Product Development,” Tutorial at the 2nd International Workshop, Santiago,
Chile, October 1996.
“Innovative New Product and Service Development: Best Practice and Opportunities for
Experimentation,” The Israel-North America Business Conference, New York, October 1996.
“Innovation in New Product Development: Best Practice in Research, Modeling and Applications,”
Presentation to the JMR Editorial Board on the Special issue, August 1996.
“Creativity and Innovation: The Management Edge in the Technological Age,” the First Wind Lecture
at the Interdisciplinary University of Law, Management and Technology (ISRAEL), May 1996.
“Product Launch,” Software Development and Marketing for Competitive Advantage, IC 2, The
University of Texas Conference, March 20, 1996.
------------------------------------------------------------------------“JMR Special Issue on Innovation in New Product Development: Best Practice in Research,
Modeling and Applications,” JMR Editorial Board Meeting, San Francisco, August 7, 1994.
“A New Approach for Estimating the Demand for Interactive TV Products and Services, Interactive
Industry 2000: Market Research for the Interactive Television Business,” July 28-29, 1994.
------------------------------------------------------------------------"Determinants of New Product Success: Lessons from the U.S. and Japan,” Faculty and Ph.D.
students seminar at Erasmus University, June 10, 1993.
------------------------------------------------------------------------"Issues and Advances in New Product Development and Management: A U.S. Perspective,”
Advanced Industrial Marketing Strategy Seminar, September 18, 1992.
78
EXHIBIT B -158-
"New Product Development: Problems, Advances and Prospects,” Wharton's Advanced Industrial
Marketing Strategy, March 19, 1992.
------------------------------------------------------------------------"How to Develop Products More Often and Get Them to Market Faster: Guidelines for Functional
Management,” Ambrosetti Group, Milan, Italy, May 9-10, 1991.
"Inducing Creativity and Innovation in Large Bureaucracies: Lessons from Marketing,” RGK 4th
International Conference on Creativity and Innovative Management, August 8-10, 1991, Los
Angeles, CA.
------------------------------------------------------------------------"Globalization: Opportunities for Innovative Research and Modeling,” UCLA, January 9, 1990, Los
Angeles, CA.
------------------------------------------------------------------------"Increasing the Effectiveness of Your New Product Development,” Indian Institute of Technology,
November 1989, Bombay, India.
"Improving the Effectiveness of the Industrial New Product Development Process: Lessons from
Industry – The AS 400 Case,” 16th International Research Seminar in Marketing, La Londe les
Maures, France, May 19, 1989.
"Developing and Launching New Products: Costs, Risks, and Conditions for Success,” Studio
Ambrosetti, AF Marketing Group, May 16, 1989.
------------------------------------------------------------------------"What a Difference a Difference Can Make,” Amoco Fabrics and Fibers Co-Leadership Council, May
1988.
------------------------------------------------------------------------A Innovation Diffusion and New Product Forecasting,” TIMS Conference, November 1984.
"The contribution of Research to Product Management and New Product Development.” The 1983
ESOMAR congress August 1983 at Barcelona.
The First Delaware Valley Meeting of the Product Development and Management Association
(PDMA), December 1980.
B. Challenging your Mental Models
“Challenging Your Mental Models,” Estee Lauder, February 28, 2013
------------------------------------------------------------------------“Challenges and guidelines for building learning effectiveness,” 2012 Inaugural AIM-AMA Sheth
Foundation Doctoral Consortium, July 29, 2012
“Challenging your mental, business and revenue models,” Wharton Alumni club – Beijing, July 25,
2012
“Challenging your mental, business and revenue models,” Wharton Alumni Club – HK, July 20, 2012
“Challenging your Mental Models,” SEI Trust Company Operations, July 16, 2012
Challenging Your Mental Models,” Israel Police Senior Management Program, June 11, 2012.
------------------------------------------------------------------------“Challenging Your Mental Models in the Age of Empowered Consumers and Networks,” SEI
Executive Network, November 2, 2011.
“Challenging Your Mental Models,” Estee Lauder Companies Global Marketing Symposium,
November 1, 2011.
“Challenging Your B2B Mental Models,” Google’s Think B2B: Deconstructing Today’s B2B
Customers, October 6, 2011.
“The Power of Impossible Thinking,” Austria Connect, September 9, 2011.
“Challenging Your Mental Models,” NESS Executive Session and IDC, May 23, 2011.
“Challenging Your Mental Models,” Perry Ellis Session, May 17, 2011.
Should We Challenge our Mental Models of Creative,” FoA Future of Creatives and Creative Ideas in
a Digital World, March 18, 2011.
------------------------------------------------------------------------“Challenging your Mental Models,” Discount Bank, Israel, May 25, 2010.
“Challenging your Mental Models,” Mellanox Technologies, Israel, May 25, 2010.
------------------------------------------------------------------------“Challenging Our Mental Models,” Jay H Baker Advisory Board Meeting, November 30, 2009.
79
EXHIBIT B -159-
“Challenging the Mental Models of Top Management,” IDC's CEO Forum, November 19, 2009.
“Challenging your Mental Models,” Wharton Combined Boards Meetings, October 23, 2009.
“Challenging Your Mental Models,” Partner, June 2, 2009.
------------------------------------------------------------------------“The Power of Impossible Thinking,” Alumni Leadership Conference, May 24, 2007
------------------------------------------------------------------------“The Power of Impossible Thinking: Implications for OD,” Organizational Development Network of
Greater NYC, October 17, 2006.
“Should the Alumni Leadership Challenge their Mental Models?” Alumni Leadership Conference,
October 14, 2006.
“The Power of Impossible Thinking,” Wharton Staff Workshop, September 12, 2006.
------------------------------------------------------------------------“Wharton School Publishing and the Power of Impossible Thinking,” Presentation to the Board of the
Jay H. Baker Retailing Initiative, October 6, 2005.
“The Power of Impossible Thinking,” Opening Session: Transform Your Business with New Thinking
and New Models, The 51st Annual ARF Convention, Research Powered Marketing: New Models for
Growth, April 2005.
------------------------------------------------------------------------“The Power of Impossible Thinking in Meeting the Jim Stargel Challenge,” ARF Breakthrough
Conference, November 4, 2004.
“Challenging Your Industry’s Mental Models,” KPMG Global Insurance Institute, December 2003 and
November 2004.
------------------------------------------------------------------------“Disruptive Technology—Rethinking Your Mental Models,” Forbes Global CEO Conference,
Singapore, September 2001.
C. Growth
“Growth Rules: Getting to $2.50,” SEI Growth Forum, May 21, 2013.
------------------------------------------------------------------------The Changing Business Environment: Key Trends & Growth Opportunities & Their Growth
Implications for SEI,” SEI Management Meeting, May 3, 2012.
------------------------------------------------------------------------“Growth, Interactive Marketing and Business Strategies in the Age of the Empowered Consumer,”
Wharton Global Alumni Forum, June 24, 2011.
“The Challenge of Ethical Leadership Lessons from ‘Inside Job’,” The Leadership in Film Series,
April 20, 2011.
------------------------------------------------------------------------“Perspectives on the Changing Economy,” AMA Session, February 20, 2010.
------------------------------------------------------------------------“Profitable Growth Opportunities in times of Crisis and Rebirth,” Jay H Baker Advisory Board
Meeting, November 30, 2009.
“Opportunities in Times of Crisis,” SEI Center Annual Board Meeting, October 9, 2009.
“Opportunities in Times of Crisis,” Baker Retailing Initiative, June 23, 2009.
“Member Managed Relationship: Opportunities for Growth,” AAA Management Meeting, June 11,
2009.
“Innovation and Creativity in Time of Crisis,” The Israeli Innovation Forum at IDC, May 31, 2009.
------------------------------------------------------------------------“The Future of the Corporation Survey Results,” SEI Center Board Meeting, November 16, 2006.
------------------------------------------------------------------------“How Should Directors Think About Directing?” The Governance Summit, October 27, 2005.
“Barcelona 2020: Strategic Options and Action Plans,” The Barcelona Group Philadelphia Meeting,
July 18, 2005.
“Decision Aiding Technologies and the New Theory of the Firm,” with Paul Kleindorfer, Mack Center
for Technological Innovation Conference on Using Technology to Improve Decision Making, May 27,
2005.
The Silver Lining: Seeing Opportunities in Risk,” Recent Advances in Operations and Risk
80
EXHIBIT B -160-
Management Conference in Honor of Paul Kleindorfer, May 2005.
------------------------------------------------------------------------“The Challenge of Corporate Governance,” IAM Conference, Barcelona, Fall 2003.
------------------------------------------------------------------------“Corporate Transformation: Lessons for Japan,” Marunouchi Global Center First Executive Program,
November 2002.
“Leading Transformation Lessons for Mexico,” TeleTech’s Top Executive Program, October 2002.
“Wharton on the New Reality of Business: Insights from Our Experience,” presentation with Robert
Mittelstaedt to the Wharton Combined Boards, March 8, 2002.
------------------------------------------------------------------------“Capturing Opportunities in the Post 9/11 Reality,” The Wharton Club of Israel, December 2001.
“What Keeps Us Up At Night?: Post 9/11 Survey of US CEOs – Top Line Results,” SEI Center
Board, October 2001.
“Capturing Internet Opportunities Above the Low-Hanging Fruit,” Business Week “Rethinking the
Internet,” Conference, Chicago, October 2001.
“Making Strategy Happen: Problems, Progress and Proposed Actions for Winning in the Changing
Global Information Age,” Li & Fung Distribution Annual Conference, Hong Kong, July 2001.
“Globalization of Technology Startups,” Wharton-Israel Global Alumni Conference on the
Globalization of Technology Intensive Business, March 2001.
“The e-Bus Challenge,” the Top Executives of the Bank of East Asia, March 2001.
“Developing a Strategy,” ICA Board, March 2001.
“e-Business: The Lessons to Date and Implication to Management Practice, Research and
Education,” opening lecture of the PriceWaterhouseCoopers Management Consultants
e-Bus Chair at the Graduate School of Business Studies at Katholieke Universiteit Leuven, Belgium,
February 2001.
“Driving Change: New Business Models for the Global Digital Age,” Opening Lecture of the
PriceWaterhouse Coopers Management Consultants, e-Business Chair, Graduate School of
Business Chair, Graduate School of Business Studies, Katholieke Universiteit Leuven, Belgium,
February 2001.
------------------------------------------------------------------------“e-Transforming an ‘Old Economy’ Business,” Wharton-Singapore Management University
Conference: e-Business in the New Millennium, July 2000.
“Creating an e-Business,” Wharton-Singapore Management University Conference: e-Business in
the New Millennium, July 2000.
“Preparing for Leadership in the Changing e-Business Environment,” CEO Circle, May 2000.
“Preparing for Leadership in the Changing e-Business Environment,” CEO Circle, May 2000.
“Building Communities,” Virtual Communities and the Internet, April 2000.
“Valuation: Valuable or Value Less,” Entering the Virtual Millennium, Wharton North American
Regional Forum, April 2000.
“Customization Strategies for Financial Services in the Global Information Age,” the Citigroup and
Simon Graduate School conference on Electronic Banking Commerce, New York. February 17-18,
2000.
“Emerging Trends in the Pharmaceutical Industry and the Expected Scenarios,” Innovative Managed
Care Contracting, January 2000.
------------------------------------------------------------------------“Winning the high Tech Wars: Strategies for Driving Change,” NEC Management Team, Tokyo, April
1998.
“The Challenge of Market Leadership,” Bristol-Myers Squibb Medical Devices Group, January 1998
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -.
“Driving Change: Preparing for the 21st Century,” Business Writers=Seminar, December 1997.
“Preemptive Strategies,” Wharton Executive Education Competitive Marketing Strategies, June
1997.
“Toward a New Corporate Governance Model: Lessons from the Japanese and U.S. Experience,”
With Masaru Yoshitomi, the Corporate Governance Workshop, March 1997.
“Creating a Leading Global Medical Communication Company for the 21st Century,” Medicus Group
International, Inc., March 1997.
81
EXHIBIT B -161-
------------------------------------------------------------------------“The Challenge of Competitive Strategies in the Global Information Age,” The Interdisciplinary
Center, Herzliya, Israel, December 1996.
The Technology Challenges for Family Business,” Technology Day: The Web, The Future and You,
the 1996 Family Firm Institute Conference, October 1996.
------------------------------------------------------------------------“Business in the Global Information Age,” The Interdisciplinary Center of Business, Law and
Technology, December 3, 1995.
------------------------------------------------------------------------“AHP in Top Management Decisions,” The Keynote address of The International Conference on
AHP Washington, DC, July 11, 1994.
“Creating a 21st Century Enterprise,” Poon Kam Kai Institute of Management, The University of
Hong Kong, June 16, 1994.
“Market Driven Quality,” at the Beyond Quality: Organizational Transformation to the 21st Century
Enterprise, March 17-18, 1994.
------------------------------------------------------------------------"Getting the Most out of Benchmarking,” Board of Directors of Wharton’s Alumni Association, May
14, 1993.
------------------------------------------------------------------------Executive Development 1992, 1993.
"The Market Driven 21st Century Enterprise: Implications for Law Departments,” Presentation at the
SmithKline Beecham U.S. Law Department Conference on Customer Focus Continuous
Improvement, April 28, 1992.
Preparing for the 21st Century Today,” Securities Industry Institute, 40th Anniversary Program,
March 1992.
"The Successful 21st Century Enterprise as Customer Driven: Implications for Marketing and
Management Science,” University of Texas at Austin, Faculty Colloquium, February 1992.
------------------------------------------------------------------------"Management in the 21st Century: Implications to the Fragrance Industry,” Summit 2000 Conference
of the Fragrance Association, April 8, 1991.
------------------------------------------------------------------------"Research Priorities in the Information Technology Area,” MSI, Information Technology Steering
Group, January 18, 1990.
"Building the 21st Century Corporation Today: A Marketing Perspective,” MASTERSHIP, January 9,
1990, Los Angeles, CA.
------------------------------------------------------------------------"Management in the 21st Century: Implications for Management Research and Education,”
University of California, Irvine, April 27, 1989.
------------------------------------------------------------------------"Foreign Market Entry and Import Protection Strategies,” Israel Institute of Management, October
1984.
"The CEO and the Board,” Strategic Management Conference, October 1984.
D. Marketing and Branding
“Strategic Review,” Estee Lauder North America Leadership Meeting, November 15, 2012
“Perspectives on Marketing Strategy and Financial Performance,” 2012 Inaugural AIM-AMA Sheth
Foundation Doctoral Consortium, July 28, 2012
“Assessing the ROI of Marketing Strategy,” 2012 Inaugural AIM-AMA Doctoral Consortium, July 28,
2012
“The Future of Retailing is Now,” Li & Fung Retailing Holding Co., July 23, 2012
“Client Experience and Engagement,” SEI Global Wealth Services Executive Network, May 15,
2012.
“The Future of Branding and Intellectual Property in Marketing: The Challenge” Brands and Branding
in Law, Accounting and Marketing Conference at UNC, April 13, 2012.
“Rethinking Marketing in the Age of the Empowered Consumer,” Temple Fox School fo Business,
March 16, 2012.
82
EXHIBIT B -162-
------------------------------------------------------------------------“Conversations with MARS Catalyst & Marketing Lab, MARS, November 8, 2011.
“Designing TV Commercials That Maximize Social Diffusion,” MARS, November 8, 2011.
“The Myth of the Four-Minute Mile and its Implication to B2B Marketing,” Google’s Think B2B:
Deconstructing Today’s B2B Customers, October 6, 2011.
“Marketing and Business Strategy in the Age of the Empowered Consumer,” SEI Private Banking
Executive Network, June 16, 2011.
“Marketing and Business Strategy in the Age of the Empowered Consumer,” Wharton Fellows @
The Conference Board: Fellows Breakfast & Program, June 3, 2011.
“MSI- The Philadelphia Story,” MSI 50th Anniversary, April 26, 2011.
“Marketing Communication in the Digital Era,” MSI 50th Anniversary, April 26, 2011.
“Marketing: What’s Next,” Wharton Fellows at the Conference Board: Philadelphia Master Class,
January 22, 2011.
“Accelerating & Improving GTM Strategies Via Effective Experimentation,” SEI Marketing Group
Meeting, January 2011.
“Marketing and Business Strategies in the Age of the Empowered Consumer,” The Wharton Club of
London, February 15, 2011.
------------------------------------------------------------------------“Getting the Most Out of Your Interactive Marketing Dollars,” Wharton Club of Southern California,
November 18, 2010.
“7 Advertising Myths,” Wharton Alumni Webinar, April 22, 2010.
“Revitalizing Brands and Reinventing Marketing,” SEI, December 14, 2010.
“Go To Market Strategies 10 Interrelated Questions” SEI Marketing Leaders Workshop, November
9, 2010.
“The Challenge of Customer Centricity”, GSK Executive Leadership, November 9, 2010.
“Marketing Careers,” Wharton Marketing Conference, November 12, 2010.
“Marketing of Israel,” Gratz College, May 6, 2010
“7 Advertising Myths,” M Factor, May 5, 2010.
“Global Business Branding,” America-Israel Chamber of Commerce, April 14, 2010.
“Marketing Implications of the Changing Economy,” AMA Winter Marketing Conference, February 20,
2010.
------------------------------------------------------------------------“Leveraging Social Media,” The Fox Chase Cancer Center Leadership, December 15, 2009.
“Leveraging the PMA's Marketing and Pricing Strategies,” A Discussion on Reverse Marketing for
the PMA, July 20, 2009.
“The Challenge of Marketing Israel,” Wharton Alumni Club of Pacific Palisades, July 8, 2009.
“Marketing Strategy Discussion Guideline,” PhD Seminar, March 27, 2009.
“Some Observations on the Changing Retail Scene,” The Wharton Retail Club Seminar on Industry
Trends, March 18, 2009.
“Can We Brand Our Customers and Not Our Products?” MPlanet, January 27, 2009.
------------------------------------------------------------------------“Market Driven Strategy,” and “Integrated Global Marketing Strategy,” Newell Rubbermaid Marketing
Excellence Program, September 17 and 19, and December 10 and 11, 2008.
------------------------------------------------------------------------“Rigor & Relevance: A Key Marketing Challenge,” The Buck Weaver Award Presentation, September
7, 2007.
“Global Branding & Marketing,” TEVA Israel Leading Your Business, June 28, 2007.
“The Wisdom of Crowds in Today's Digital World We vs. Me,” Milken Global Conference, April 23,
2007.
“Brand Names and Logos: Implications to Language Instruction,” Penn’s Language Faculty, March
22, 2007.
------------------------------------------------------------------------“Customer Value: Strategies for the Long Term,” Marketing Precision Conference: The Value of
Marketing, September 27, 2006.
“Does Korean Marketing Need Reform?” Korean Marketing Club, Seoul, June 5, 2006.
“Redefining Marketing for the 21st Century,” Wharton Club of Korea, Seoul, June 3, 2006.
“Brand Names and Logos,” Penn Humanities Forum on Word and Image, February 2006.
83
EXHIBIT B -163-
------------------------------------------------------------------------“Recent Developments in Marketing and Branding Strategies,” IDC Board of Directors Meeting,
August 25, 2005.
“Effective Marketing Planning: What It Is and How to Produce It,” JCCA Conference, April 2005.
------------------------------------------------------------------------“Strategic Shifts and the Balance of National Security: Summation,” J. K. Herzliya Conference, Israel,
December 2004.
“Return on Marketing Investment: Progress, Problems and Prospects,” Address to the CMO Group
of the conference board, October 6, 2004.
“Challenges of Identifying, Developing, and Capturing Opportunities: A Fresh Look at Marketing,”
SEI Center Board Meeting, October 1, 2004.
“Challenging the Mental Models of Marketing,” A State of Marketing Symposium, Does Marketing
Need Reform? Boston, August 9, 2004.
“Should We Challenge Our Mental Models for Building Better Brands?” Med Ad News Conference on
Building Better Brands, Philadelphia, July 28, 2004.
------------------------------------------------------------------------“The Changing Nature of Marketing: Implications for Research, Teaching, and Practice,” The
Elsevier Science Distinguished Scholar Award Lecture at the Society for Marketing Advances,
November 6, 2003, New Orleans.
“The Interdisciplinary Challenge of Marketing,” Ph.D. Proseminar, February 2003.
“Convergence Marketing: Strategies for Reaching the New Hybrid Consumers,” a Webcast of the
University of Wisconsin Consortium for Global e-commerce, January 2003 and a Soundview
Teleconference, May 2003.
------------------------------------------------------------------------“Managing the Complexities of the Convergent and Multi-Channel Marketing,” CMO Summit,
October 30, 2002.
“Marketing Driven Strategies for Today’s Economy,” presentation at Alumni Weekend, May 2002.
“Pioneer and Late Entrants: Winning Strategies,” Viagra, Cardura, Darifenacin WWT Meeting, April
9, 2002.
“The Interdisciplinary Challenge of Convergence Marketing,” Wharton Ph.D. Proseminar, March 8,
2002.
“Marketing Driven Strategies in a Global Economy,” IBM’s Managing Director’s Executive
Development Program, February 13, 2002.
“Should You Have a Chief Marketing Officer?” January 2002.
“Convergence Marketing: The Challenge for the On-Demand Era,” IBM’s 2002 WW Summit for the
On-Demand Era, 2002.
------------------------------------------------------------------------“Target Audience, Public Opinion and Foreign Policy – A Marketing Perspective,” Balance of
National Strength and Security – The Herzliya Conference, December 2001.
“The 5 Cs of Marketing: Capitalizing on the New Opportunities of Convergence Marketing,” The
Wharton Club-Atlanta, GA, November 2001.
“Advances in Customer Focused Marketing and Business Strategy: The 5 Cs of Convergence
Marketing,” The International Academy of Management, Claremont Graduate University, November
2001.
“Convergence Marketing: A New Marketing Strategy for the Global e-Business Environment,” The
Wharton European Forum, May 2001.
-----------------------------------------------------------------------“Whither System Thinking: Will Taking a Marketing Perspective be an Oxymoron?,” Inaugural
Conference of the Achoff Center for Advanced Systems Appraisal, September 2000.
““New Marketing Rules for e-Business Success,” UNIG, Singapore, August 2000.
“New Marketing Rules for the Global Information Age,” IBM Global Services Academic Conference,
August 2000.
“Marketing Driven Business Strategy in the Global Information Age,” Managing Change in the New
Millennium, Wharton-Singapore Management University Conference, July 2000.
“A New Marketing Paradigm for the Global e-Business Environment: A Catalyst for Bridging the
Gaps,” Building Bridges & Broadening Perspectives: A Paradigm for the Next Millennium, 29 th EMAC
Conference, Rotterdam, May 2000.
84
EXHIBIT B -164-
“Research Priorities in e-Commerce and Internet Marketing,” Web Consortium, Pennsylvania State
University’s ISBM, March 2000.
“Implications of the New e-Business Environment and Models for Management Research and
Education,” International Academy of Management, Barcelona Meeting, March 2000.
“Marketing Driven Business Strategy in the Global Information Age,” Studio Ambrosetti’s top
executive seminar in Padova and Milan, March 2000.
“New Trends in Marketing Research,” IDC, Herzliya, March 2000.
“Digital Marketing: Towards a New Paradigm for the Global Information Age,” Faculty SessionINSEAD, France, June 2000.
“The Future of the Marketing Organization,” The Future of the Marketing Organization, MSI Board of
Trustees Meeting, Cambridge, Massaschusetts, April 2000.
------------------------------------------------------------------------“Towards a Research Agenda in E-Commerce and Internet Marketing,” AMA Educators’
Conference, San Francisco, August 1999.
“Digital Marketing: Implication for the Future of Marketing Management Research and Research in
Marketing,” plenary session presentation AMA Marketing in the 21 st Century, San Francisco, August
1999.
“Marketing Strategy in the Global Information Age: Implications for Research and Modeling,” PhD.
And Faculty Seminar IESE Universidad de Navarra, Barcelona, March 8, 1999.
“Implementation and Feasibility Issues of New Forms of Organizations: A Marketing Perspective,”
Wharton Impact Conference, March 1999.
“A Marketing Perspective on Communitarian Policies,” The Communitarian Summit, Washington,
D.C., February 28, 1999.
------------------------------------------------------------------------“An Extended Marketing Perspective on Corporate Architecture for the 21 st Century,” Japan
Marketing Association, World Marketing Conference, Tokyo, April 1998.
“The Challenge of Customer-Driven Product and Service Customization,” Senior management of
Convatec, March 1998.
“Towards a New Marketing Paradigm,” AMA Winter Marketing Educators’ Conference, February
1998.
Towards a New Marketing Paradigm,” AMA Winter Marketing Educators=Conference, February
1998.
“Positioning and Segmentation in the Global Information Age,” IMS Marketing Management Meeting,
January 1998.
------------------------------------------------------------------------Competitive Marketing Strategies, “Preemptive Strategies,” 1997, 1998.
“Positioning and Segmentation Opportunities for Synergy and Growth,” Cognizant Group’s
Marketing Council, July 1997.
“Integration of Marketing and other Business Functions: The Wharton Experience,” AMA: 1997
Faculty Consortium B Chicago, August 1997.
“Communicating and Marketing Your Excellence,” Volunteer Committees of Art Museums - VCAM
Conference, Philadelphia, April 1997.
“The Challenge of Information Technology to Marketing and Retailing in the 21st Century,” University
of Tokyo, April 1997.
“Marketing Strategy in the Global Information Age: Implications for Modeling and Research,” Ph.D.
Proseminar, March 1997.
------------------------------------------------------------------------“Marketing: The State of the Art,” Conference of the 2nd International Workshop on Economics and
Management, Santiago, Chile, October 1996.
“Creating a 21st Century Enterprise: Implications for Marketing Practice, Research and Education,”
Keynote Address, 2nd International Workshop on Economics and Management, Santiago, Chile,
October 1996.
“Marketing Strategy in the Global Information Age: Implications for Research and Modeling,” AMA
1996 Doctoral Consortium, July 1996.
Segmentation in the Global Information Age: Accomplishments, Problems and Challenges,” The
1996 Converse Award Presentation, May 7, 1996.
“Advances in Marketing,” Janssen Pharmaceutica, April 18, 1996.
85
EXHIBIT B -165-
------------------------------------------------------------------------“Marketing Issue in the Global Economy,” Wharton Doctoral Consortium, August 11, 1995.
“A View of Marketing Through the Prism of the 1977 and 1995 Doctoral Consortia,” Wharton School,
Doctoral Consortium, August 8, 1995.
“Toward a New Marketing Paradigm,” Ambrosetti Group’s A.F. Meeting (Rome, Italy), March 8,
1995.
“Toward a New Marketing Paradigm: Lessons From and Implications to the Marketing of Services,”
Ambrosetti Group’s Chief Executive Seminar (Milan, Italy), March 7, 1995.
“Marketing in the Pharmaceutical Industry: Emerging Challenges and Opportunities,” P.A.C.
Pharmaceutical Meeting: New Thinking, New Customers. February 28, 1995.
"Beyond Brand Management,” Wharton MBA Marketing Club, January 23, 1995.
“The Value of Marketing Program,” Janssen Pharmaceutica, January 9, 1995.
------------------------------------------------------------------------“Research Priorities in Marketing as Derived From the SEI Center for Advanced Studies in
Management Work on Creating Successful 21st Century Enterprises,” Doctoral Proseminar,
November 16, 1994.
“Entering the U.S. Consumer Durable Markets,” Nijenrode Executive MBA Program, August 4, 1994.
“The Challenge of a New Marketing Paradigm,” University of Texas at Austin, March 23, 1994.
“Creating a Successful 21st Century Enterprise: Implications for Business and Marketing Theory,
Practice, Research and Education,” The University of Tokyo, November 4, 1994
“The Marketing Challenges for the Philadelphia Orchestra,” Presentation to the Board of Trustees of
the Philadelphia Orchestra, March 1, 1994.
Re Engineering Pharmaceutical Marketing, 1994.
Is Your Marketing Obsolete? Implications of the New Marketing Paradigm for Business and Nonprofit Organizations,” YPO Philadelphia Chapter University, The Cloister, September 1994.
“The Value of Marketing: A Research Agenda,” Value of Marketing Conference, Stanford University,
August 9, 1994.
Determining the Value of Marketing: A New Challenge to the Discipline,” San Francisco AMA
Conference, August 8, 1994.
“Electronic Commerce: Progress and Prospects,” AMA Conference, San Francisco, August 8, 1994.
“Advances in U.S. Marketing and Their Implications to China,” Joint faculty seminar of the School of
Economics and Management, Tsinghua University and the School of Management, Peking
University, June 15, 1994.
“Toward a New Marketing Paradigm,” a faculty seminar at the Hong Kong University of Science and
Technology, School of Business and Management, June 14, 1994.
“Empirical Generalizations in Marketing: Opportunities for MSI Research Program,” MSI Board of
Trustees Meeting, April 29, 1994.
“Empirical Generalizations in Marketing: Some Observations,” Wharton Conference on Empirical
Generalizations in Marketing, February 16-18, 1994.
“Increasing Marketing Effectiveness,” Executive Conference of Schering-Plough Int., January 18,
1994.
------------------------------------------------------------------------“The Value of Pharmaceutical Advertising and Promotion,” Coalition of Healthcare Communication
Conference, Marketing Conference in an Era of Change, New York October 27, 1993.
“Advances in Marketing Strategies,” Nijenrode University Executive Program, August 6, 1993.
"Global Consumer Brand Strategies: Problems and Prospects,” Seminar for the Business Partners of
the Norwegian School of Management, June 11, 1993.
“Marketing Opportunities in Japan and East Asia,” with Hotaka Katahira and the International Forum
Participants, April 18, 1993.
"Toward a New Marketing Paradigm: Implications for Marketing Departments,” Advisory Board
Meeting of the Wharton's Marketing Department, April 8, 1993.
------------------------------------------------------------------------Third Workshop on Marketing and Competitive Advantages with Ambrosetti Group, Milan on "The
Customer Driven Company: From Concept to Reality,” November 27-28, 1992.
"The Strategic Impact of Market Driven Quality,” with Paul R. Kleindorfer. ORSA/TIMS, San
Francisco, Session on Customer Satisfaction and its Role in Global Competition. November 1992
86
EXHIBIT B -166-
------------------------------------------------------------------------"Marketing Skills and Strategies for the 1990's,” Pfizer International Marketing Managers, December
1989, Lambertville, NJ.
"Competitive Advantage Through Strategic Marketing,” Contel Corporation, October 1989, Lake of
the Ozarks, MO.
"The Contributions of Strategy and Other Business Functions to the Creation of Innovative Marketing
Knowledge,” AMA Marketing Educators Conference, Chicago, August 1989.
Strategic Marketing,” Studio Ambrosetti AP Milan Group, May 17, 1989.
"The Marketing Challenge for Top Management:, Promises and Pitfalls of Expert Systems,"
University of California, Irvine, April 27, 1989.
"A Contrarian Approach to Effective Pricing,” The Pricing Institute, March 7, 1989, New York.
"Achieving Competitive Advantage in Marketing,” Securities Industry Association, March 6, 1989,
Philadelphia, PA.
------------------------------------------------------------------------"Courtyard by Marriott: Designing a Hotel Facility with Consumer Based Marketing Models,”
presented to the TIMS/AMA seminar Marketing Science: A Developmental Tool for Management
Scientists, New York, November 16, 1988.
"Technology and Marketing-Driven Global Portfolio of R&D Projects,” with Robert DeLuccia
presented at the ORSA/TIMS Joint National Meeting in Denver, Co, October 26, 1988.
"Pitfalls and Challenges of Global Marketing,” Second International Conference on Marketing and
Development, Karl Marx University, Budapest, Hungary, July 12, 1988.
"Information Technology and Marketing Strategy,” with Eric Clemons, presented at IS, TC and
Strategy Plenary Meeting, January 1988.
------------------------------------------------------------------------"A New Challenge for Human Resource Management: Incorporating a Marketing Perspective,” The
Lauder Institute: International Human Resource Conference, December 1987.
"Advances in Marketing Strategy and Research,” Wharton Alumni Club, Milan, October 1987.
"Marketing and Corporate Strategy,” Studio Ambrosetti, Milan, October 1987.
"Marketing for Financial Institutions,” Studio Ambrosetti, Milan, October 1987.
"Proactive Marketing Research and Modeling: Pitfalls and Prospects,” PMRG Fall 1987 meeting,
Captiva Island, Florida, October 1987.
"Turning Salespeople and Non-Marketing Executives into Marketing Strategists,” AMA Marketing
Educators' Conference, Toronto, August 1987.
"International Marketing,” Wharton Alumni Club, Toronto, August 1987.
"Marketing and Technology: Progress, Problems, and Prospects,” European-American Symposium,
Enschede, The Netherlands, June 29-July 1, 1987.
"Market Segmentation: Shortcomings and Opportunities,” 1987 Attitude Research Conference, West
Palm Beach, Florida, May 1987.
------------------------------------------------------------------------"Advances in Management Strategy: A Marketing Perspective,” The Institute of Management
Consultants, March 1986.
"Advances in Global Marketing Strategy: Concepts, Methods, and Applications,” International
Symposium on Recent Developments in Management Research, Helsinki, Finland, 1986.
"The Marketplace of the Future: Global Consumers,” Advertising Research Foundation 50th
Anniversary Conference, March 1986.
"A Marketing Perspective for Public Management: Research Implications,” Wharton Department of
Public Policy and Management Brown Bag Seminar, January 1986.
------------------------------------------------------------------------"Marketing to the U.S." A special meeting of the Chinese Management Association and the Taiwan
Ministry of Trade, (Taipei), July 1985.
"Advances in Portfolio Analysis and Strategy,” Chinese Management Association, Taipei, July 1985.
"New Development in Marketing and Planning,” WEFA/Lauder Seminar, June 1985, Tokyo, Japan.
Sessions on Advances in Market Segmentation, Product Positioning and Portfolio Analysis and
Strategy.
"Advances in Portfolio Analysis and Strategy,” University of Illinois, Theories of Marketing Practice
Conference, May 1985
"Micro Computers in Marketing,” Marketing Science Conference, March 1985.
87
EXHIBIT B -167-
"Global Marketing Strategies,” New York University, 1985.
------------------------------------------------------------------------"Diffusion Models: The State of the Art,” ASA conference, 1984.
"Generating and Evaluating Industrial Marketing Strategies Using the AHP,” TIMS Conference,
November 1984;
MRCA Conference on "The Affluent Market: New Data and Methodologies in Financial Services
Planning,” November 1984.
------------------------------------------------------------------------"Increasing Marketing Productivity,” S.F. Chapter of the AMA, March 1982.
------------------------------------------------------------------------“Advances in Segmentation,” Philadelphia Chapter of the AMA, Conference on Market
Segmentation, January 1981.
------------------------------------------------------------------------"Marketing Strategy," Delaware Valley Hospital Strategic Planning Program, May 1980.
National Agricultural Marketing Association, Philadelphia, March 1977 and February 1978.
Marketing Planning Conference, The AMA Western Michigan Chapter, Grand Rapids, March 1976
E. The Network Challenge
“Surviving & Thriving in a Hyper-Connected World: An Ideal Design,” WEF Risk in a Hyperconnected World Project, November 13, 2011.
“From Firm Centric to Network Orchestration,” MARS, November 8, 2011.
------------------------------------------------------------------------“The Network Challenge,” SEI Connections Conference, June 8, 2010.
“Organizational Networks for Effective Competition,” Tyco, February 4, 2010.
------------------------------------------------------------------------“The Network Challenge,” SEI PB&T Management Team, November 9, 2009.
“The Network Challenge,” SEI Center Annual Board Meeting, October 9, 2009.
“Wharton Combined Boards Meeting Spring 2009 Opening Plenary Session,” Wharton Combined
Boards Meeting, April 2, 2009.
Competing in a World of Network Orchestration: Implications For Marketing,” MPlanet, January 27,
2009.
-----------------------------------------------------------------------“Network Orchestration and Open Innovation Models,” SEI Center Board Meeting, November 7,
2008.
“Making Your Way in the New Flat World Economy,” CASRO International Research Conference,
May 6, 2008.
“Competing in a Flat World,” Wharton Club of NY, February 5, 2008.
------------------------------------------------------------------------“Network-Based Strategies and Competencies,” SEI Center Board Meeting, November 16, 2007.
“Network Orchestration: Core Competencies for a Borderless World,” Wharton-INSEAD Impact
Conference: Network-Based Strategies and Competencies, November 9, 2007
“Network Orchestration,” Network-Based Strategies & Competencies Workshop, May 3, 2007.
“Succeeding in a Flat World,” The Wharton Economic Summit, Philadelphia, April 12, 2007.
“Web 2.0 & Social Networking: Implications for Management,” The Worldwide J&J Diabetes
Franchise Leadership Team, January 3, 2007.
------------------------------------------------------------------------“The Changing Nature of Corporations: Competing in a Flat World,” organizer and chair of a panel at
the Milken Institute Global Conference, April 2006.
------------------------------------------------------------------------“An Extended Example of New Risks and their Management in Supply Chains,” SEI Meeting,
September 26, 2005.
------------------------------------------------------------------------“Assessing Vulnerabilities,” System Approaches to Terrorism Conference at George Washington
University, July 15, 2002.
------------------------------------------------------------------------88
EXHIBIT B -168-
“State of the World: Trades, Problems and Prospects,” YPO Philadelphia Chapter University, The
Cloister, September 1994.
------------------------------------------------------------------------"Selecting and Negotiating International Strategic Alliances: Applications of the AHP,” TIMS Osaka,
July 1989.
F. Future of Advertising
“Advertising and Media 2020: Implications for Action,” Cannes Lions Young Media Academy, June
19, 2013
“The New Frontiers of Retailing,” Fung Group Idealized Workshop, May 29, 2013.
“Creating an Agile and Innovative Organization: Lessons from the FoA Program,” Strategic Agility &
Innovation Workshop, IDC Herzliya, June 17, 2013.
“Innovative Approaches to Measuring Advertising Effectiveness,” Wharton Future of Advertising
Program and Wharton Customer Analytics Initiative, May 16, 2013.
“Insights from Advertising 2020,” ARF Webinar, May 9, 2013.
“Insights from Advertising 2020,” ARF Re:think: Unparalleled Knowledge, Unparalleled Networking,
March 17, 2013.
“Facebook Roundtable,” Wharton Future of Advertising Program, January 18, 2013.
“The Implications of Advertising 2020,” ARF Rethink 2013. March 19 2013,” Wharton Future of
Advertising, January 18, 2013.
-------------------------------------------------------------------------
“The Future of Advertising Program; Global Insight Roundtables: China,” Beijing, July 25, 2012
“What’s Next for Empirical Generalizations in Advertising,” Emirical Generalizations in Advertising II:
Whar works in the New Age of Advertising and Marketing, June 1, 2012.
“The Secrets of Viral Ads” Post-Advertising Summit Story Worldwide, March 29, 2012.
------------------------------------------------------------------------“Rethinking Marketing and Advertising Research,” Future of Advertising Global Advisory Board
Meeting, December 9, 2011.
“Toward a New Mental Model of Advertising: Implications to Orchestration, Business & Revenue
Models,” FoA Orchestration Session, October 27, 2011.
The Future of Brand Building and Brand Experience: Blurring Boundaries Between Advertising and
Retailing,” Workshop Session with the Jay H. Baker Retailing Initiative, April 21, 2011.
“The Future of Sports Advertising,” WSBI Alumni Advisory Committee Mtg, April 7, 2011.
“The Future of Marketing & Advertising: An opportunity for Preeminence,” Wharton External Affairs
Director’s Meeting, March 21, 2011.
The Future of Sports Advertising, Innovations and Experiments with Multi Touch Point Portfolios,”
Leverage Sports Agency, March 16, 2011.
“The Future of Advertising, The Wharton Club of London, February 18, 2011.
------------------------------------------------------------------------“The Future of Advertising is Now,” IESE, May 17, 2010.
“Future of Advertising,” Future of Advertising Project Global Advisory Board Working Session,
March 10, 2010.
------------------------------------------------------------------------“Future of Advertising: Progress and Prospects,” Board Meeting of Ehrenberg-Bass Institute,
November 10, 2009.
“The Future of Advertising Project and The New Marketing Challenges,” SEI Center Annual Board
Meeting, October 9, 2009.
“The Future of Advertising Project (Project Update),” Future of Advertising Project Global Advisory
Board Meeting, October 8, 2009.
“What We Know about Advertising: Implications for Management and Measurement,” Audience
Measurement 4.0, June 24, 2009.
“Empirical Generalizations in Advertising: What We Know, Don’t Know, Can’t Know, and Should
Know,” Rethink The ARF Annual Convention, March 31, 2009.
------------------------------------------------------------------------89
EXHIBIT B -169-
“Taking Stock of Existing Advertising Empirical Generalizations,” Wharton Impact Empirical
Generalizations in Advertising Conference, December 4, 2008.
“The Future of Advertising if NOW: Project Overview and Update,” SEI Center Board Meeting,
November 6, 2008.
------------------------------------------------------------------------“The Future of Advertising,” SEI Center Board Meeting, November 16, 2007.
G. Future of Management & Management Education
“Israel Knowledge@Wharton: Implications,” Israel Knowledge@Wharton Launch Event and Working
Forum, October 12, 2012
------------------------------------------------------------------------“Managing Change in Higher Education: Challenges, Approaches & Action Plans,” NACUBO
Conference on Managing Change, September 30, 2011.
------------------------------------------------------------------------“Management Education 2020”, Wharton Combined Boards Meeting, October 15, 2010.
------------------------------------------------------------------------“Reinventing Management Education,” SEI Center Annual Board Meeting, October 9, 2009.
Socially Responsible Capitalism Approaches to Improving Business and Government Relations,” SEI
Center Annual Board Meeting, October 9, 2009.
“Future of Management and Management Education,” SEI Center Annual Board Meeting, October 8,
2009.
“The Financial Crisis and the Changing Relationship between Business and Government,” Chiefs of
Staff Meeting, September 15, 2009.
------------------------------------------------------------------------Approaches for Redesigning the Total Wharton Experience,” The Wharton School, May 15, 2009.
“Challenging the Current MBA,” January 1, 2008.
------------------------------------------------------------------------“Thought Leadership,” The Wharton Economic Summit, April 12, 2007.
“The Future of Management Education,” International Academy of Management @ IMD, March 22,
2007.
“The Future of Management Education,” International Academy of Management @ IMD, March 16,
2007.
------------------------------------------------------------------------“Perspectives on Research: Innovation, Impact, and Fun,” The Joseph Wharton Scholars Senior
Research Seminar, October 11, 2006.
“Reinventing the MBA,” Panelist at the MBA Roundtable Session on MBA 2020: Curricular
Innovation for Tomorrow’s Business School,” October 6, 2006.
“New Frontiers in the Practice of Management” with Paul Kleindorfer, CEO Workshops at IDC Israel,
February 2006.
------------------------------------------------------------------------“Toward a New Theory of the Firm,” SEI Center Board Meeting, October 7, 2005.
“The Lauder Institute: 1984-2005: A Reexamination,” The Lauder Institute, July 12, 2005.
------------------------------------------------------------------------“e-Bus: The Curriculum and Research Challenge: A Discussion with Jerry Wind,” Faculty Seminar,
Graduate School of Business Studies, Katholieke Universiteit Leuven, Belgium, February 2001.
“Reinventing Training for the Global Information Age,” Delphi e-Learing Conference, January 2001.
------------------------------------------------------------------------“Creating a University for the Global Information Age,” The Inaugural Lecture of the WhartonSingapore Management University, July 2000.
“Reinventing the Business School for the Global Information Age,” plenary session, The EFMD
Deans and Directors Meeting 2000, Helsinki, Finland, January 2000.
------------------------------------------------------------------------“The Information Revolution and the Emerging Management Education Paradigm,” On Line Educa,
Berlin, December 1998.
“Towards a New Management Education Paradigm,” IDC Faculty Workshop, June 1998.
90
EXHIBIT B -170-
------------------------------------------------------------------------“Choices and Strategies for Universities in the Global Information Age,” Provosts Seminar on
Information, February 1997.
------------------------------------------------------------------------“Creating a 21st Century Enterprise,” Universidad Adolfo Ibanez, Vina del Mar, Chile, October 1996.
“Creating a 21st Century Enterprise: Implications for Boards of Directors,” Enhance Board of
Directors, September 1996.
“The Stakeholder Challenge for Increased European Competitiveness,” Wharton European Forum,
(London, England), March 29, 1996.
“The Next Enterprise: Creating a Successful 21st Century Enterprise Today,” The Hong Kong
Management Association, January 12, 1996.
------------------------------------------------------------------------“Toward Virtual Management Education,” International Academy of Management (Boston, MA),
December 8, 1995.
"The Virtual University: Research and Action Agenda,” The Virtual University Conference, SEI
Center, January 12, 1995.
------------------------------------------------------------------------“A New Management Paradigm for the 21st Century Enterprise,” Conference of the International
Academy of Management, December 9, 1994.
“Textbook of the Future: A Perspective From the Virtual University Lab,” April 8, 1994.
Neuhauf Lecture, “The Impact of Marketing Science on Industry and Academia: Applications, Results
and Lessons,” at Rice University, March 23, 1994.
“Role of Marketing in the New MBA Curriculum: Lessons from the Wharton Experience,” AMA Winter
Conference, February 21, 1994.
------------------------------------------------------------------------"The New Wharton MBA Curriculum,” Faculty seminar at Erasmus University, March 10 and June
10, 1993.
------------------------------------------------------------------------"Designing & Implementing an Innovative MBA Program: Lessons from the Wharton Experience,”
Conference on the Future of Management Education in Israel, Jerusalem, Israel, October 16, 1991.
------------------------------------------------------------------------"The Globalization of Management Education: Options, Trade-Offs, and an Agenda for
Implementation,” AACSB Annual Meeting, April 18, 1989, Montreal.
-----------------------------------------------------------------------"Management Education in a Global Context,” University of Pennsylvania Conference on
Management Education and Foreign Languages, December 1984.
H. Marketing Demand & Experimental Model SKAN
“The Changing Role of Marketing Research,” 2012 Inaugural AIM-AMA Sheth Foundation Doctoral
Consortium, July 29, 2012
-----------------------------------------------------------------------“Marketing Research in Times of Crisis,” Navigating a New World Conference hosted by Greater NY
and Phila Marketing Research Association, April 16, 2009.
-----------------------------------------------------------------------“Online Panels: Where We Are Today and in the Future,” CASRO, June 22, 2007.
-----------------------------------------------------------------------“Adaptive Experimentation” The Sammy Ofer School of Communications and Information,” IDC
Herzliya, September 9, 2005.
-----------------------------------------------------------------------“Research Challenges in the Management of Extreme Events: The Case of the Office Homeland
Security,” with Paul Kleindorfer, Advisory Board Meeting of the Wharton Managing and Financing
Extreme Event Project, December 2001.
-----------------------------------------------------------------------“Marketing Science: Accomplishments and Challenges in the Global Information Age,” Informs,
November 1999.
91
EXHIBIT B -171-
“Marketing Research in the Global Information Age: Practice, Problems, and Prospects,” WhartonIDC Marketing Communications Program, March 1999.
-----------------------------------------------------------------------“Creative Joint Ventures and the Potential Role of the University,” Philadelphia-Israeli Chamber of
Commerce, June 1997.
“The Use of Conjoint Analysis-Based Survey to Determine Consumer Price Elasticities,” Debriefing
Session for the Anti-Trust Division, Washington, D.C., February 1997.
-----------------------------------------------------------------------Address on Issues in Marketing Research for Legal Cases: Necessity of Using controls and the
Propriety and Risk of Repetitive Probes,” Marketing and Public Policy Conference, Washington,
D.C., May 1996.
-----------------------------------------------------------------------"Marketing Science at a Crossroad,” Inaugural Presentation as the first holder of the UnileverErasmus Marketing Professorship, Erasmus University, February 18, 1993.
-----------------------------------------------------------------------"Time Based Competition: Implications for Marketing Science,” INSEAD Faculty Presentation,
January 1992.
-----------------------------------------------------------------------"Marketing Research and Modeling for the 21st Century Enterprise: The Emerging Crisis and its
Challenges,” Management Science Roundtable, February 17, 1991, Redington Beach, FL.
-----------------------------------------------------------------------"Concept Testing for Generating and Evaluating Positioning Strategies,” PDMA Positioning
Conference, March 6, 1990, New York, NY.
-----------------------------------------------------------------------"Second Generation Expert Systems: Incorporating Enhanced Explanation and Learning,” Marketing
Science Conference, Jouy-en-Josas, France, June 24-26, 1987.
-----------------------------------------------------------------------"Advances in Marketing Research and Modeling,” Studio Ambrosetti, Milan, December 1986.
"Expert Systems in Marketing,” TIMS October 1986 Conference, Miami.
-----------------------------------------------------------------------"The Contribution of Consulting to the Consumer Research Discipline,” ACR conference, October
1984.
I.
Israel
“Getting the Most from your Israel Visit,” 2012 Faculty International Seminar to Israel/Turkey, April
25, 2012.
“Israel: Insights and Opportunities: Background Discussion for GIP Israel Program,” GIP Israel
Program, November 16, 2010.
“Making the Case for Israel,” IDC Panel Discussion, Israel, May 26, 2010.
-----------------------------------------------------------------------“The Challenge of Marketing Israel,” Israeli MBA Conference, April 19, 2009.
-----------------------------------------------------------------------"A New Management Paradigm for Israel's Schools of Management: Lessons from the New Wharton
MBA Curriculum,” Conference on the Future of Management Education in Israel, Jerusalem, Israel,
October 16, 1991.
92
EXHIBIT B -172-
6.
PROFESSIONAL AFFILIATIONS AND AWARDS
I. Professional Affiliations
1. Fellow of the International Academy of Management (since 1989), Chancellor 2000- , Vice
Chancellor for the Americas, 1996-2000
2. Academy of International Business
3. American Marketing Associations
4. American Association for Public Opinion Research
5. American Psychological Association, Division of Consumer Psychology (Div. 23)
6. Association for Consumer Research
7. International Communication Association
8. Product Development and Management Association
9. Psychometric Society
10. Strategic Management Society
11. INFORMS – The Institute of Management Sciences
12. The Market Research Society (London)
II.Professional Awards
1. Honorary Degrees
M.A. Honors, University of Pennsylvania, 1971
2. Awards
One of the 10 Legends of Marketing, 2009. An 8-volume set of anthologized work forthcoming
from Sage, 2013.
Buck Weaver Award, Massachusetts Institute of Technology, 2007.
Honorary Fellow of the Decade, Interdisciplinary Center, Herzliya (Israel), May 2004.
The 2003 Elsevier Science Distinguished Scholar Award of the Society for Marketing Advances
One of the 10 Grand Auteurs in Marketing. [Alain Jolbert, EMS Management and Societe, 2000]
One of 18 JAR articles in the Special Classics Issue of articles that have withstood the test of
time. Nov./Dec. 2000.
The Paul D. Converse Award, 1996.
American Marketing Association/Irwin Distinguished Educator Award, 1993.
First Faculty Impact Award, Wharton Alumni Association, 1993.
First Runner-Up in the 1988 Franz Edelman Award for Management Science/Achievement.
The 1985 Charles Coolidge Parlin Award.
Elected as the 1984 member of the Attitude Research Hall of Fame.
Delivered the 13th (1981) Albert Wesley Frey Lecture, University of Pittsburgh.
My Product Policy book won the 1979 Book of the Year Award given by the editors of Expansion
(Mexico).
Winner of two Alpha Kappa Psi Foundation Awards for the best article published in the Journal of
Marketing in 1973 and 1976.
Runner up of the 1983 William O'Dell Award for "the article published 5 years earlier in JMR which
stood the test of time and made the most significant long run contribution to Marketing Theory,
methodology and practice".
Winning paper (with Paul E. Green) of American Psychological Association Division of Consumer
Psychology, 1972 Research Design Co mpetition.
A finalist (top 5) for the 1980 Wharton Award for teaching excellence.
3. Illustrative Citations
Third highest ranked Marketing Scholar in the University of Maryland's Kirkpatrick and Locke Faculty
Scholarship Study, 1985 (based on number of publications, citations, and peer ratings).
10th highest ranked marketing Scholar in the Cote, Leong and Cote "Assessing the Dissemination
93
EXHIBIT B -173-
and Utilization of Marketing Research in the Social Sciences: A Citation Analysis Approach,” 1990.
4. Illustrative Research Grants
National Science Foundation: U.P. Research Grant (Summer 1970);
General Foods, the Jell-0 Division (1971);
N.W. Ayer (1972) - (with Paul E. Green);
Downe Communication, Inc. (1972);
Lever Brothers (1972) - (with Paul E. Green);
Thomas Jefferson University Hospital (1973);
AT&T (1973);
The Robert Wood Johnson Foundation Clinical Scholar Fund (1974);
The John and Mary R. Markle Foundation with R.E. Frank (1975-1976);
National Science Foundation (Grant No. 51575-12928) (1975);
The National Health Care Management Center of the Leonard Davis Institute with Thomas
Robertson (1977).
Wharton Global Initiatives Research Program (2010)
Wharton Sports Business Initiative Program (2010)
5. Fellowships
Hebrew University Awards 1959/1960; 1964/1965; 1965/1966;
Ford Foundation Fellowship 1963/1964;
Owen D. Young: General Electric Fellowship in Marketing 1964/1965; 1965/1966;
Bankendorf Fellowship 1964/1965;
Stanford University Fellowship 1964/1965; 1965/1966.
6. Illustrative Recent Media Coverage
Knowledge@Wharton:
o The U.S. Demographic Shift: A ‘Tipping Point’ for Marketers [May 22, 2012]
http://knowledgetoday.wharton.upenn.edu/2012/05/the-u-s-demographic-shift-a-tippingpoint-for-marketers/
o Putting the Squeeze on Consumer Choice [September, 23, 2011]
http://knowledgetoday.wharton.upenn.edu/2011/09/putting-the-squeeze-on-consumerchoice/
o Harnessing Networks to Create Value and Identify New Opportunities [July 15, 2009]
http://knowledge.wharton.upenn.edu/article.cfm?articleid=2289&specialid=88#
o What Does it Take to Compete in a Flat World? [October 31, 2007]
http://knowledge.wharton.upenn.edu/article.cfm?articleid=1836
o Can't Run, Can't Hide: New Rules of Engagement for Crisis Management [September 19,
2007] http://knowledge.wharton.upenn.edu/article.cfm?articleid=1807
o Will a New Theory Help Firms to Manage in a ‘Flat’ World? [October 25, 2006]
http://knowledge.wharton.upenn.edu/article.cfm?articleid=1588
o Business Books for the Beach, The Power of Impossible Thinking [March 22, 2006]
http://knowledge.wharton.upenn.edu/special_section.cfm?specialID=22
o Farewell, Peter Drucker: A Tribute to an Intellectual Giant [November 30, 2005]
http://knowledge.wharton.upenn.edu/article.cfm?articleid=1326
o Should Your Next CEO Be a Philosopher? [interview, February 9, 2005]
http://knowledge.wharton.upenn.edu/article.cfm?articleid=1125
o What’s the Buzz About Buzz Marketing? [interview, January 12, 2005], reprinted in Wharton
Alumni Magazine, Winter 2005
http://knowledge.wharton.upenn.edu/article.cfm?articleid=1105
o Amazon’s Multiple Personalities [interview, January 14, 2005]
http://knowledge.wharton.upenn.edu/article.cfm?articleid=1088
o Back to the Drawing Board: Is the Traditional Theory of the Firm Obsolete? [interview,
October 6, 2004] http://knowledge.wharton.upenn.edu/article.cfm?articleid=1047
o The Power of Impossible Thinking [book, August 25, 2004]
94
EXHIBIT B -174-
http://knowledge.wharton.upenn.edu/article.cfm?articleid=1022
What’s Behind the 4-Minute Mile, Starbucks, and Moonlanding? The Power of Impossible
Thinking [book, July 14, 2004]
http://knowledge.wharton.upenn.edu/article.cfm?articleid=1007
o A Lofty Take on Leadership: Mountain Climbing and Managing Companies [book,
September 24, 2003] http://knowledge.wharton.upenn.edu/article.cfm?articleid=858
o How Business Can Prepare for War [conference, February 9, 2003]
o Could a Cyber-Terrorist Take Down Your Company? Don’t Wait to Find Out [conference,
August 28, 2002] http://knowledge.wharton.upenn.edu/article.cfm?articleid=615
o The New Business Reality [conference, January 30, 2002]
http://knowledge.wharton.upenn.edu/article.cfm?articleid=509
o What Webvan Could Have Learned from Tesco [interview, October 10, 2001]
http://knowledge.wharton.upenn.edu/article.cfm?articleid=448
o What’s in Store for Capital Markets and the Economy? [interview, September 26, 2001]
http://knowledge.wharton.upenn.edu/article.cfm?articleid=436
o Did Terrorists Blow Up the Recovery? [interview, September 13, 2001]
http://knowledge.wharton.upenn.edu/article.cfm?articleid=425
o Dotcom Bomb Hits the Publications that Covered It [interview, August 29, 2001]
http://knowledge.wharton.upenn.edu/article.cfm?articleid=418
o Can Priceline Remain Profitable? [interview, August 15, 2001]
http://knowledge.wharton.upenn.edu/article.cfm?articleid=412
o Good vs. Great Leaders: The Difference is Humility, Doubt, and Drive [conference, June 20,
2001] http://knowledge.wharton.upenn.edu/article.cfm?articleid=377
o It’s Not Easy Being Paul Green [interview, November 8, 2000]
http://knowledge.wharton.upenn.edu/article.cfm?articleid=262
o Three Marketing Lessons from the Love Bug [interview, May 24, 2000]
http://knowledge.wharton.upenn.edu/article.cfm?articleid=184
o Just-in-Time Education: Learning in the Global Information Age [paper, August 30, 2000]
http://knowledge.wharton.upenn.edu/article.cfm?articleid=236
o New Rules of Digital Marketing [interview, October 13, 1999]
http://knowledge.wharton.upenn.edu/article.cfm?articleid=79
o Who’s Buying on the Internet? [paper, September 1, 1999]
http://knowledge.wharton.upenn.edu/article.cfm?articleid=63
o Marketing Strategy in the Global Information Age [lecture, July 23, 1999]
http://knowledge.wharton.upenn.edu/article.cfm?articleid=36
o The Knowledge Edge [conference, June 23, 1999]
http://knowledge.wharton.upenn.edu/article.cfm?articleid=34
o Knowledge @ Wharton, High School Edition [glossary of various marketing terms]
“Has Johnson & Johnson lost its way?” Leader, August 1, 2012
http://www.leader.co.za/article.aspx?s=1&f=1&a=3843
“Facing Up to Change: The Executive Challenge,” iedp.com, July 13, 2012
http://www.iedp.com/Blog/Wharton_Fellows_Keep-Up_Deal_with_Change
“6 Steps to Achieving Creativity in Business, Personal Life,” US News and World Report, January 3,
2011. http://health.usnews.com/health-news/family-health/brain-and-behavior/articles/2011/01/03/6steps-to-achieving-creativity-in-business-personal-life.html
“Wharton's Jerry Wind Predicts the Future of Advertising," IESE Insight, May 19, 2010.
http://www.iese.edu/aplicaciones/news/view.asp?id=2333&lang=en
Interviewed in report on the Future of Advertising Project, VMarketing China Magazine, April 2010.
Listing of The Network Challenge: Strategy, Profit, and Risk in an Interlinked World in “KYW News
Radio 1060 AM’s 10 Books to Read by Marc Kramer.” November 1, 2009.
“World Series a marketing windfall for Philadelphia,” Philly.Com, October 27, 2009.
http://www.philly.com/philly/business/66284122.html
Media coverage of Fast.Forward (http://www.youtube.com/user/FastForward), the Marketing
Channel on YouTube co-founded with Google:
o “Truth in Advertising,” Penn Gazette, September, 2009.
http://www.upenn.edu/gazette/0909/gaz07.html
o “YouTube's FastForward Biz Site Off to Slow Start,” ReadWriteWeb Blog, September 23,
2009.
o
95
EXHIBIT B -175-
http://www.readwriteweb.com/archives/youtubes_fastforward_biz_site_off_to_slow_start.php
“Fast.Forward. Connecting marketers with innovative ideas (and other marketers),” YouTube
Biz Blog, September 23, 2009. http://ytbizblog.blogspot.com/2009/09/fastforwardconnecting-marketers-with.html
o “Will the Future of Advertising Be a Blend of Old and New Media?” Knowledge@Wharton,
September 30, 2009. http://knowledge.wharton.upenn.edu/article.cfm?articleid=2344
o “What's the future of advertising?” InternetNews.com, October 2, 2009.
http://blog.internetnews.com/dneedle/2009/10/whats-the-future-of-advertisin.html
o “New Year, New Look for Google for Advertisers,” Google Agency Ad Solutions Blog,
January 13, 2010. http://adwordsagency.blogspot.com/2010/01/new-year-new-look-forgoogle-for.html
“Interview: Yoram (Jerry) Wind,” First Friday Book Synopsis, July 26, 2009.
http://ffbsccn.wordpress.com/2009/07/26/interview-yoram-jerry-wind/. Also published on
Examiner.com, July 26, 2009. http://www.examiner.com/x-14678-Dallas-Business-CommentaryExaminer~y2009m7d26-Interview-Yoram-Jerry-Wind
“Tips for Better Networking Skills,” FOX Business News, July 17, 2009.
http://www.foxbusiness.com/search-results/m/25340846/tips-for-better-networking-skills.htm
Featured book in Wharton Alumni Newsletter: The Network Challenge: Strategy, Profit, and Risk in
an Interlinked World, July 2009. http://www.wharton.upenn.edu/alumni/newsletter/2009/july/
“Future of Advertising? Print, TV, Online Ads,” Ad Age, June 1, 2009.
http://adage.com/article?article_id=136993
“Wondering What to Do? We Asked the Experts,” Ad Age, April 6, 2009.
http://adage.com/article?article_id=135772.
“An Interview with Wharton Professor Jerry Wind at MPlanet 2009” on Marketing Shift Online
Marketing Blog, January 28, 2009. http://www.marketingshift.com/2009/1/an-interview-whartonschool-professor.cfm.
Interview with LA Times on the financial crisis: Mindful Strategy, October 1, 2008.
Interview with Sally Herships regarding Asia’s demand for large jewels, “A Glimmer in Hong Kong’s
Eye.” Marketplace, NPR. February 20, 2008.
“The Power of Impossible Thinking,” Podcast interview with LadyAdvisor.com, February 2008.
Wharton@Work Report on the Las Vegas Fellows Master Class, January 2008.
Interview on “Managing Creative People,” Joel Kurtzman (ed), Creating Value Through People.
Wiley 2008.
Research Conference Report Summary of CASRO Technology Conference Speech “Online Panels:
Where We Are Today and Where We Are Headed in the Future,” August 2007.
“The Power of Impossible Thinking,” Ocean City Public Library, BUSINESS BOOK CLUB, Book of
the Week, October 07, 2007.
Wharton media coverage of Competing in a Flat World:
o
Wharton Alumni Magazine
Wharton Alumni Magazine
Wharton Alumni Newsletter
Wharton Alumni Newsletter
Wharton Executive Education - featured on home page
Wharton Faculty / Staff
newsletter
Wharton Faculty / Staff
newsletter
Winter
December
August
December
September
2008
2007
2007
2007
2007
Featured book
Featured article
Featured book
Featured book
Featured book
September
2007
Featured book
December
2007
Competing in a Flat
World Competition
Announcement
October
2007
Interview with audio
Knowledge at Wharton
download
Competing in a Flat World
October
2007
Website went live in
website
October
Goh, Dr. Sunny T.H. “How to Make the Impossible Possible.” The Star Online. July 10, 2006.
thestar.com.my/news/story.asp?file=/2006/7/10/business/14512212&sec=business.
A link has been placed for the book The Power of Impossible Thinking on the website,
96
EXHIBIT B -176-
www.worksavvy.ws/organization.htm#yourself as a recommendation to entrepreneurs and the
diagram from page xxiv of the book is shown in the section of the website, “Organizing Yourself:
Your Mind, Your Attitude, Time and Planning.”
“How Business Ideas are Born,” MoneyControl.com, June 2, 2006.
“Think You Know More Than Your Boss? You Just Might,” Beepcentral.com, April 24, 2006.
“New Model: Divide and Govern.” Directorship. April 2006.
“Creativity Comes to B-Schools,” Business Week Online, March 26, 2006.
Thomas Group Review. The Power of Impossible Thinking: A conversation with Yoram (Jerry) Wind
and Jim Taylor. Also appeared at Knowledge Leadership @ Thomas Group, Winter 2006.
The Power of Impossible Thinking selected as one of the five outstanding books on “Thinking
Outside the Box” by the Swiss Journal CASH on March 16, 2006.
“Marketing Prof. Gives Crash Course in Brand Image,” Daily Pennsylvanian, February 9, 2006.
“Churning Out Books for the Bigwigs,” Daily Pennsylvanian, November 10, 2005.
Inaugural Thought Leader interview, The Brand Strategy Roundtable Journal, November 2005.
A number of radio interviews re The Power of Impossible Thinking, including:
o Something You Should Know with Mike Carruthers, March 2006.
o Mix 92.9 Morning Show, Nashville, March 2006.
o KRMB Radio, Strategies for Living, Shrevesport, LA, August 11, 2004.
o WKCT Radio, Drive Time, Bowling Green, KY, August 20, 2004.
o WABJ Radio, John Sabastian Morning Show, Detroit, MI, August 18, 2004.
o WKNO Radio, Smart Copy, Memphis, TN, August 17, 2004.
o KIKK Radio, Salt Lake City, UT, November 6, 2004.
“Winds of Change,” The Economic Times, Brand Equity, June 1, 2005, front page.
“From Ink to Implementation: New Press Wharton School Publishing Co-Editors Say They Aim for
Sound Management Titles that You Can Do Something With,” BusinessWeek Online, April 11, 2005.
“Power of Mental Models,” Asia Inc. April 2005, pp. F14-15.
“Challenge Your Mental Models,” The Edge Malaysia, March 21, 2005.
“Meet the Master-Minds: Jerry Wind Reveals the Power of Impossible Thinking,” Management
Consulting News, March 3, 2005.
“Mental Power Tool,” Automotive Design and Production, 2004.
“Read All About It: Q&A with Jerry Wind about Wharton School Publishing,” Wharton Alumni
Magazine, Spring 2004.
“Comment s’addresser au consummateur “Post-bull”? D’apres Convergence Marketing Strategies for
Reaching the Hybrid Consumer, Business Digest 127 (February 2003), pp. 19-20.
“Wealth is Created During Periods of Uncertainty,” Fast Company, April 2002, pp. 87-88.
“Thought Leaders: Convergence Marketing: Preview an excerpt from the book by Wharton Professor
Jerry Wind and Professor Vijay Mahajan of the University of Texas,” Wharton’s E-Buzz, October
2001; and Knowledge@Wharton, October 2001.
“Wind of Change,” The Peak, Volume 17, Number 1, 2001.
“Conversation with Jerry Wind,” Singapore, October 2000; abstract reproduced in
http://can.mediacorpnews.com/analysis_prog/incon/incon_wind1.htm.
“You Can’t Be An Extremist,” Globs March 8, 2001 (Hebrew).
Wind, Yoram (Jerry). “Managing in the Year 2000” Executive Issues. August 1991.
97
EXHIBIT B -177-
7. PERSONAL DATA
Office:
The Wharton School
University of Pennsylvania
Philadelphia, PA 19104
Tel: (215) 898-8267
Fax: (215) 898-1703
E-mail: windj@wharton.upenn.edu
Marital Status: Married to Vardina Wind, Artist, (BA in Sociology, MA in Communications); Two children.
Illustrative Pro Bono Activities
The Interdisciplinary Center, Herzliya (Israel), all planning activities and other involvement (as outlined on
p. 43), since 1994.
American Friends of IDC – Founding President (1998-2002); Member (2003-present).
Government of Catalonia, International Advisory Board (2007-present)
Lauder Institute Alumni Association, Advisory Board (2005-present)
The Philadelphia Museum of Art. Trustee (1992-present); Member of the Digital Age Committee (2009present); Member of the Corporate Executive board of the Museum (1996-present); Led a trustee
committee and the management and curatorial staff of the museum in the development of a market
driven strategy, (1990); Member of the Nominating Committee (1999-2002); Member of Trustee
Committees for Development (1993-1997); Special Exhibitions (1993-1995); and Strategy (1997-1998);
Chairman, Audience Building Committee (2004);
Business for Diplomatic Actions, Member, Advisory Board and Coordinator of the Wharton research
efforts in this area (2005-2010)
The Fox Chase Cancer Center, Member, Advisory Board (2009-2012)
Institute of Contemporary Art (ICA). Help guide a strategic planning process (2001).
The Jewish Federation of Greater Philadelphia: Member of the Financial Resource Development
Committee, 1990-1992.
National Constitution Center, Member, Strategic Planning Steering Committee (2005)
Operation Independence, Israeli Management School Oversight Committee, 1991-1992.
The Philadelphia Orchestra: Advisor regarding the development of Marketing Strategy (1994-1997).
University of Pennsylvania Museum of Archeology and Anthropology. Help establish a vision and
revenue generation strategies (1999).
Affiliations:
The Philadelphia Museum of Art – Trustee (Philadelphia)
The Barnes Foundation (Philadelphia)
The Institute of Contemporary Art of the University of Pennsylvania (Philadelphia)
Pennsylvania Academy of the Fine Arts (Philadelphia)
The Museum of Modern Art (New York)
Museum of Art and Design (New York)
The New Museum (New York)
Whitney Museum of American Art (New York)
The Jewish Museum (New York)
Guggenheim Museum (New York)
U.S. Holocaust Memorial Museum (Washington D.C.)
98
EXHIBIT B -178-
APPENDIX
C
APPENDIX
C
EXHIBIT B -179-
4/15/2014
Trial and/or Deposition Testimony 2007-2014
2007
2008
2009
GlaxoSmithKline Consumer Healthcare LP v. Merix Pharmaceutical Corp.
[Winston & Strawn]
Deposition
Cunningham v. IBM, No. 421,453 (19th Judicial District Court, East Baton Rouge,
Louisiana)
[Covington & Burling LLP]
Deposition
Dyson Technology Limited v. Hoover, Inc. and Maytag Corp.
[Winston & Strawn]
Deposition
In Re: Adjustment of Rates and Terms for Preexisting Subscription Services and
Satellite Digital Audio Radio Services before the Copyright Royalty Board docket no.
2006-1 CRB DSTRA
[Jenner & Block]
Deposition, Trial
Environmental World Watch, Inc. v. The Procter & Gamble Distributing Co., Los
Angeles Superior Court No. BC 338895; Council for Education & Research on Toxics v.
McDonald’s Corp., et al., Los Angeles Superior Court No. BC 280980; and People of
the State of California v. Frito-Lay, et al., Los Angeles Superior Court No. BC 337618
[Goodwin Procter LLP]
Deposition
Auto Meter Products, Inc., v. Maxima Technologies & Systems, LLC (Northern District
of Illinois Eastern Division, Civil Action No. 05cv4587
[Pattishall, McAuliffe, Newbury, Hilliard & Geraldson]
Deposition
Doctor's Associates v. QIP Holders LLC and Ifilm, Inc.
[Winston & Strawn]
LG Electronics USA, Inc. v. Whirlpool Corp.
[Winston & Strawn]
Deposition
The Gap, Inc. and Gap (Apparel) LLC v. G.A.P. Adventures, Inc. 07 CV. 9614 (AKH)
[Locke Lord Bissell Liddell]
Deposition
The Scotts Company LLC v. Central Garden & Pet Company and Gulfstream Home
& Garden, Inc.
[Winston & Strawn]
Deposition
1
EXHIBIT B -180-
4/15/2014
2010
2011
Dyson, Inc., v. Oreck Corporation; Oreck Holdings, LLC; Oreck Direct, LLC; Oreck
Merchandising, LLC; Oreck Sales, LLC; Oreck Homecare, LLC; and Oreck@Home,
LLC; Civil Action No. 07-9633 (Eastern District of Louisiana)
[Winston & Strawn]
Deposition
THOIP (A Chorion Limited Company) v. The Walt Disney Company, Civil Action
No.:08 cv 6823 (SAS)
[Moses & Singer]
Deposition
Wal-Mart Stores, Inc., vs. GFA Brands, Inc., Report #5032, NAD/CARU Case Reports
[Vinson & Elkins LLP]
Quia Corp. v. Mattell Inc. and Fisher-Price Inc. Con N. C 10-1902 JF (HRL) (Re IXL vs.
iXL)
[K&L Gates LLP]
Deposition
Sharp Computer v. Dell Inc. Case No. 2:08 CV-05088-PGS-ES
[Bingham McCutchen LLP]
Deposition
LG Electronics USA Inc. v. Whirlpool Corporation Civil Action No. 08 C 242 Northern
District of Illinois Eastern Division
[Winston & Strawn]
Trial
The Gap, Inc. and Gap (Apparel) LLC v. G.A.P. Adventures, Inc. 07 CV. 9614 (AKH)
[Fitzpatrick, Cella, Harper & Scinto]
Deposition, Trial
THOIP (A Chorion Limited Company) v. The Walt Disney Company, Civil Action
No.:08 cv 6823 (SAS)
[Moses & Singer]
Deposition, Trial
Sara Lee Corporation v. Kraft Foods, Inc. and Kraft Foods Global, Inc., Case No.
1:09-cv-03039, USDC for the Northern District of Illinois, Eastern Division
[K&L Gates LLP]
Deposition & Trial
Louis Vuitton Malletier, S.A. v. Hyundai Motor America, 10 Civ.1611 (PKC), Southern
District of New York
[Quinn Emanuel Urquart & Sullivan, LLP]
Deposition
Whirlpool Corp. vs Sensata Technologies and Texas Instruments, Inc., No. 09 L
1022 Circuit Court of Cook County, Illinois
2
EXHIBIT B -181-
4/15/2014
[Greenburg Traurig]
Deposition
2012
2013
Santamarina , et. al. v. Sears Roebuck & Company, Case # BC326946, Superior Court
of California, Los Angeles
[Greenberg Traurig]
Deposition
Finjan, Inc. v. McAffe, Inc., Symantec Corp., Webroot Software, Inc., Websense, Inc.,
and Sophos, Inc., CA no. 10-593-GMS, US District Court for the District of Delaware
[Kramer Levin]
Deposition
American Beverage Corporation and Pouch Pac Innovations, LLC v. DiAgeo North
America, Inc., and DiAgeo Americas Supply, Inc. t/d/b/a Captain Morgan Co., CA no.
12:12-cv-00601-JFC, US District Court for the Western District of Pennsylvania
[Fitzpatrick, Cella, Harper & Scinto]
Trial
Moldex-Metric, Inc. v. McKeon Products, Inc., CA no. CV11-01742 GHK (AGRx), US
District Court for the Central District of California Western Division
[Quinn Emanuel Urquart & Sullivan, LLP]
Deposition
Dyson, Inc. v. BISSELL Homecare, Inc.
[Pattishall, McAuliffe, Newbury, Hilliard & Geraldson, LLP]
Deposition
Apple, Inc. vs. Samsung Electronics Co. Ltd.
[Quinn Emanuel Urquart & Sullivan, LLP]
Deposition
QS Wholesale, Inc. v. World Marketing, Inc., Case # 8:12-cv-00451-DOC-RNB,
United States District Court for the Central District of California Southern Division
[Covington & Burling]
Deposition, Trial
Rembrandt Social Media v. Facebook, Inc., et al. United States District Court –
VAED (Alexandria) – C.A. No. 1:13 cv 158
[Fish & Richardson]
Deposition
3
EXHIBIT B -182-
4/15/2014
2014
American Petroleum Institute, et al., v. Roy A. Cooper, III, Attorney General of
North Carolina, No.5:08-CV-396-FL, USDC, EDNC, WD.
[Covington & Burling]
Trial
4
EXHIBIT B -183-
APPENDIX
D
APPENDIX
D
EXHIBIT B -184-
ESOMAR 28 Questions
to help buyers of online samples
EXHIBIT B -185-
Introduction
The primary aim of these 28 Questions is to increase transparency and raise awareness
of the key issues for researchers considering whether an online sampling approach
is fit for their purpose. A related aim is to ensure that what they receive meets their
expectations. Notes on the context explain why the questions should be asked, and
which issues researchers should expect to be covered in the answer.
This revises ESOMAR’s 26 Questions to Help Research Buyers of Online Panels, which
were also designed to facilitate consistent terminology for providers to state how they
maintain quality to enable buyers to compare the services of different suppliers.
ESOMAR has updated the text to recognize the ongoing development of techniques.
Whilst some of the questions remain constant, new questions have been added to
incorporate new techniques and new technology in this area.
These 28 Questions complement ESOMAR’s Guideline to Online Research, which was
revised in 2011 to add updated legal and ethical guidance and new sections on privacy
notices, cookies, downloadable technology and interactive mobile.
Company Profile
1. What experience does your company have in providing online samples for
market research?
Research Now has been providing high quality, proprietary, research-only online panel
sample since 2001. We are an independent single source for permission-based data
collection across the Americas, Europe, the Middle East and Asia-Pacific.
We manage thousands of projects per month, for which we provide sample, survey
programming, data processing and other field services as requested.
These are executed by our industry-leading programming and project management
teams. We are experienced, research-literate, multi-lingual data collection specialists,
servicing our clients across more than 25 offices worldwide.
EXHIBIT B -186-
Sample Sources and Recruitment
2. Please describe and explain the type(s) of online sample sources from
which you get respondents. Are these databases? Actively managed
research panels? Direct marketing lists? Social networks? Web intercept
(also known as river) samples?
All of our panels are actively managed online access panels which include both the
Valued Opinions® Panels and e-Rewards® Opinion Panels. These panels are proprietary
and built from over a decade of experience. All panels are localized – not just translated –
with native language panel support and country-specific reward choices.
We run a multitude of recruitment campaigns, from email and online marketing channels with
hundreds of diverse online affiliate partners and targeted websites to our various panels
supporting both “open enrollment” and “By-Invitation-Only”® models.
“By-Invitation-Only” is a proprietary method of exclusively inviting pre-validated individuals,
or individuals who share known characteristics, to enroll into our market research panels.
We achieve “By-Invitation-Only” by partnering with a diverse set of globally recognized
consumer and business-facing brands.
3. If you provide more than one type of sample source: How are the
different sample sources blended together to ensure validity? How can this
be replicated over time to provide reliability? How do you deal with the
possibility of duplication of respondents across sources?
Research Now works to optimally blend our proprietary sample sources according to
guidelines provided by independent research advisor Marketing Inc.
We ensure transparency with our clients should an external panel partner be required to
complete quotas.
To exclude duplication, we assess the panel sources during project setup and apply
Browser Fingerprinting technology. For all projects utilizing a combination of our sample
sources, Browser Fingerprinting is centralized.
EXHIBIT B -187-
4. Are your sample source(s) used solely for market research? If not,
what other purposes are they used for?
Yes, absolutely. Research Now’s panels are used for market research purposes only.
This applies to all of our proprietary panels across the world without exception.
This is done to prevent bias responses, and therefore ensures the validity of
sample delivered.
5. How do you source groups that may be hard to reach on the internet?
We design recruitment campaigns to specifically target hard-to-reach population
segments by selecting unique sources and applying tailored campaigns.
In order to guarantee our detailed knowledge of the specificities of our panelists,
we employ hundreds of profiling attributes on our panels.
Due to the size of our panels, we can drill down to incidence rates 1-2%. To facilitate this
process, we have deeply profiled our panels and deploy carefully designed pre-screeners
to collect information for niche sample targets such as finance, IT decision makers and
health ailments.
6. If, on a particular project, you need to supplement your samples with
samples from other providers, how do you select those partners? Is it your
policy to notify a client in advance when using a third-party provider?
We ensure transparency with our clients should an external panel partner be required to
complete quotas.
If to complete quotas a further source is required, we use external panel providers.
We only use trusted panel partners and operate on the basis of a preferred supplier list.
We will always communicate to our clients in the event of using a non-proprietary panel.
Our dedicated team has thoroughly sourced and built an extensive global database of
panel suppliers. Before employing third-party sample, external providers must comply
with a pre-identified set of questions and provide credentials. For example, we would
ask them whether they have specialty panels, which countries they can cover, their panel
book, whether they have a set minimum incidence or a maximum LOI, etc.
Sampling and Project Management
7. What steps do you take to achieve a representative sample of the
target population?
Sample selection is based on the sample needs and client requirements for each
individual survey. Ideally, pre-profiled sample is used to minimize screen-outs and provide
a better quality panelist experience. Customized sampling, e.g. nationally representative
outgo, is also available.
EXHIBIT B -188-
Research Now balances samples for clients on outbound, inbound and completes
quotas using a wide range of targeting criteria, from simple demographics to more
complex behavioral and attitudinal profiling.
Once a sample has been selected, email invites are automatically randomized so as
not to induce bias.
Samples can also be subject to category restrictions. This is a process whereby all
projects are coded with subject identification code so that the respondents who have
taken part in surveys on one of the pre-coded subjects over a stated time period,
e.g. a survey on alcohol in the last three months, can be excluded. As a rule, we apply
major category exclusions to surveys on a three-month basis. Criteria can be more
restrictive on demand.
8. Do you employ a survey router?
Yes, in select countries with sufficient volumes of surveys and members to support
proper randomization, and only with client approval. Research Now has two router
platforms, both of which are “second chance” routing technology, solely used to direct
respondents who have terminated from a survey they were invited to take into another
survey. Research Now does not currently employ routers that initially assign respondents
to surveys.
9. If you use a router: Please describe the allocation process within your
router. How do you decide which surveys might be considered for a
respondent? On what priority basis are respondents allocated to surveys?
We use our router to redirect members who didn’t match the qualifying criteria for a
survey they were taking to a survey that corresponds to their demographic information.
To be eligible, the invited members cannot have exceeded panel participation limits.
10. If you use a router: What measures do you take to guard against, or
mitigate, any bias arising from employing a router? How do you measure
and report any bias?
Research Now only employs routers that reassign disqualified members to surveys, and
does so randomly, without prioritization and weighting. Total usage is less than one-third
of all globally completed surveys.
11. If you use a router: Who in your company sets the parameters of the
router? Is it a dedicated team or individual project managers?
Our Panel Operations and Research Standards teams are primarily responsible for router
practices, configuration and settings. Their leaders also head a global team of sampling
and research experts who assist with thought leadership and research on research best
practices and methodologies.
EXHIBIT B -189-
12. What profiling data is held on respondents? How is it done? How does
this differ across sample sources? How is it kept up-to-date? If no relevant
profiling data is held, how are low incidence projects dealt with?
We profile both of our proprietary samples (Valued Opinions® and e-Rewards®) with the
same criteria. The collection and update of this profiling is ensured through
various approaches.
Basic demographic information (e.g. age, gender, region, household demographic) is
collected at registration. A verification email and short survey are immediately sent to
collect further profiling. Panelists also have the option to enter profile information via
their member page at any point.
Specific screeners or profiling surveys are run when Research Now is building a particular
sub-panel (e.g. automotive, mobile phone habits, financial services) or for a particular
project. If the data collected as part of this process is re-useable it becomes part of the
member profile.
Profiling data is consistently updated. Panelists are prompted regularly to re-enter
profiling criteria in order to ensure accuracy of segmentation and respondents.
13. Please describe your survey invitation process. What is the proposition
people are offered to take part in individual surveys? What information
about the project itself is given in the process? Apart from direct invitations
to specific surveys (or to a router), what other means of invitation to surveys
are respondents exposed to? You should note that not all invitations to
participate take the form of emails.
At time of enrollment, new panelists are asked to join an online market research panel.
At this point it is made clear that it is for research-only purposes and that this is not part
of a sales process.
In each survey invite, panelists are informed about the survey topic in a topline,
non-leading way before participation. Panelists are rewarded for taking part in surveys
with a structured incentive scheme, reflecting the length of survey and nature of the
sample. Panelists are supported by a dedicated team and have the option to unsubscribe
at any time. Panel Management is compliant with market research industry standards,
data protection and privacy laws.
For examples of our Terms and Conditions in individual markets, please refer to:
• http://www.valuedopinions.com/eng/terms-and-conditions
• http://www.e-rewards.com/memberagreement.do
EXHIBIT B -190-
14. Please describe the (various) incentives that respondents are offered
for taking part in your surveys. How does this differ by sample source, by
interview length, by respondent characteristics?
Research Now uses an incentive scale which is based on set time increments and
the panelist profile. For example, a medical practitioner would generally be paid a
significantly higher incentive per completed survey than the average consumer.
The incentives to be awarded for these “specialist” opinions are discussed with the client
so that they are attractive enough for time-poor/money-rich individuals to want to
participate. All incentives are awarded only once the survey has been completed.
The incentive options allow panelists to redeem from a large range of gift cards, points
programs, and partner products or services.
15. What information about a project do you need in order to give an
accurate estimate of feasibility using your own resources?
In order to accurately assess whether we will be able to help with a particular project,
we require the following information:
• Target country
• Profile of the target audience
• Desired sample size
• Expected incidence on targeted sample and/or incidence on general population
• Time in field for completion
• Presence of sub-quotas
• Length of the interview (as this can affect response and abandon rates)
With this data available, we will be able to accurately measure to what extent we are able
to deliver on a certain target or find solutions to help our clients get the data they need.
16. Do you measure respondent satisfaction? Is this made available to clients?
Yes, we conduct member satisfaction surveys and project feedback studies.
We regularly measure panelist satisfaction on elements such as frequency of invitations,
value and diversity of incentives and redemption choices, their willingness to complete
various lengths of surveys, and our level of responsiveness to any questions or concerns
they share with our Member Services team.
Additionally, at the end of selected completed surveys, we gather feedback from
participants on their experience. This data is available to clients on aggregate as a
benchmark and for each of the surveys they run.
17. What information do you provide to debrief your client after the project
has finished?
For projects where Research Now provides programming and hosting services, we
capture all participation history, the date of entry, and panel recruitment source for
each member. Provided it does not involve the disclosure of personally-identifiable
information, we are able to provide this to clients as a report upon request.
EXHIBIT B -191-
For full-service projects where Research Now hosts the survey, it is also possible to see a
full survey activity report for each project.
The key statistics from such a report detail:
• Fieldwork dates
• Total number of survey invitations sent
• Number of surveys started
• Number of screen-outs/quota-fulls and survey drop-outs
• Number of completes
Additionally, we collect our panelists’ feedback about their survey experience in order to
measure their satisfaction. We can provide this data on demand. It can be helpful to spot
strong points and weaknesses in the research design itself.
Data Quality and Validation
18. Who is responsible for data quality checks? If it is you, do you have in
place procedures to reduce or eliminate undesired within-survey behaviors,
such as (a) random responding, (b) Illogical or inconsistent responding, (c)
overuse of item non-response (e.g. “Don’t Know”), or (d) speeding (toorapid survey completion). Please describe these procedures.
Data quality is at the forefront of Research Now’s role as a provider of digital data, so for
surveys where Research Now provides the hosting and programming, we will run a series
of quality checks on the data collected.
We monitor the quality of our data as follows:
(a) Random responding – Review of the data to ensure that answers are logical; we
also have additional logic checks built into the script to ensure respondents cannot
continue if they try to submit an illogical answer.
(b) Illogical or inconsistent responding – This is monitored and detected by use
of logic checks that are programmed into the script. To ensure that these are fully
activated, the project manager completes the survey and attempts to bypass
the logic. The quality assurance team will also re-check the link to ensure that the
programmed logic is operating correctly, prior to the survey going live.
(c) Overuse of item non-response (e.g. ‘Don’t Know’) – Research Now refers to
these respondents as flatliners, who are captured and removed from the final data
during our quality checks.
(d) Speeding (overly quick survey completion) – Responses where the completion
time is less than 30% of the median length of the survey are identified across the
entire sample. The project manager checks the route that the respondent followed
to ensure they have not bypassed a significant section of the survey, and completes
a sense check of any verbatim. If any of these are found to be true, they are
classified as speeders and are removed from the final data.
EXHIBIT B -192-
We work closely with our clients in order to reduce occurrences of survey offending,
monitor offenders, and employ different techniques to address the behavior of
respondents who regularly provide poor quality data.
A well-designed survey has been shown to often be the best way to reduce data
quality issues. Research Now can help clients and provide feedback based on our rich
experience and industry best practices.
19. What limits, if any, do you place on solicitation for surveys?
I.e. how often can any individual be contacted to take part in a survey
whether they respond to the contact or not? How does this vary across
your sample sources?
Each panelist is assigned an individual ID, so that we can record their entire survey
participation history. This means we can carefully select panel members for each survey
to ensure that they are not only relevant, but also not being over-contacted.
We therefore have limits on how many survey invitations panelists are sent. These limits
vary depending on country and sample source. For example, our B2C panelists may
receive up to one invitation every eight hours, while our hard-to-reach respondents
– such as C-Level panelists – will receive invites much less frequently in order to
safeguard them from over-emailing. For an additional level of protection, we also impose
cumulative weekly and monthly limits on participation.
Upon request, we can exclude re-invites to respondents who have participated in either
a survey of the same topic or for the same client. The timeframe on these limits can be
stipulated by the client.
20. What limits, if any, do you place on survey participation?
I.e. how often can any individual take part in a survey? How does this vary
across your sample sources? How do you manage this within categories
and/or time periods?
In order to avoid “professional” panelists, we limit survey participation. This avoids excessive
survey participation which would otherwise create survey fatigue and potential bias.
We place a limit on both the number of invites available to all our members and on the
number of qualified completes. B2B respondents have additional levels of protection to
keep them from being over-used.
21. Do you maintain individual level data, such as recent participation history,
date of entry, source, etc., on your survey respondents? Are you able to
supply your client with a per job analysis of such individual level data?
We hold the complete survey participation history of every respondent on our panel.
Each panelist is assigned an individual ID number which stays with them throughout their
entire panel membership and allows us to track their history, date of entry, source, etc.
We can also provide a per-job analysis to clients.
EXHIBIT B -193-
22. Do you have a confirmation of respondent identity procedure? Do you
have procedures to detect fraudulent respondents? Please describe these
procedures as they are implemented at sample source registration or at the
point of entry to a survey or router. If you offer B2B samples what are the
procedures there, if any?
We have a series of defined processes in place to ensure the high quality of our
respondents. It includes checking for duplicate respondents by evaluating variables such
as email address, matches across several demographic data, and device-related data
through our use of Imperium’s RelevantID.
Over the course of the membership, our quality management systems help us confirm
identities on all of our panels. Additionally, the nature of our “By-Invitation Only”® panelist
recruitment allows us to be fully confident of their demographic details. Research Now
offers TrueSample in the U.S., UK, Canada and Germany. With TrueSample, panelist
identity is validated using third-party databases.
A second series of processes helps us identify invalid responses and consequently
eliminate the offenders.
Policies and Compliance
23. Please describe the ‘opt-in for market research’ processes for all your
online sample sources.
All of our panelists are required to double opt-in.
New panelists who enroll complete our website panel registration form. An email is then
deployed to further confirm that they consent to opt-in to the panel.
New panelists who re-confirm their opt-in become a part of the active panel and are
eligible to be invited to participate in surveys. Panelists who do not re-confirm their optin will not be activated or contacted to participate in a survey.
24. Please provide a link to your Privacy Policy. How is your Privacy Policy
provided to your respondents?
We follow all national, regional and local laws with respect to privacy and data
protection. As such, the privacy policy for each panel adheres to local law.
We ensure our panels comply with all applicable industry standards set by ESOMAR, MRS
(UK), AMSRS (Australia), BVM (Germany), CASRO (U.S.), MRA (U.S.), MRIA (Canada), etc.
Amongst others, this includes observing the following guidelines:
• Voluntary co-operation of panelists
• Protection of researchers’ and respondents’ identities
• Terms & Conditions and privacy policies compliant with local laws
• State-of-the-art data security policies and measures
• Reliable and validated data procedures
• Strict adherence to rules governing the interviewing of children and young people
EXHIBIT B -194-
In our main markets, panel privacy policies are audited and approved by TRUSTe, the
online privacy trust mark.
For examples of our privacy policies in individual markets, please refer to:
• http://www.valuedopinions.com/eng/privacy-policy
• http://www.e-rewards.com/privacypolicy.do
25. Please describe the measures you take to ensure data protection and
data security.
Data Protection
Research Now follows all local data protection regulations. Our training teams conduct
extensive trainings on Data Protection with client-facing staff highlighting industry
(MRS, CASRO, etc.) and legal recommendations. Our in-house legal team is available for
advice in any situation. As representative of our dedication to topics of data privacy, our
largest country panels are all approved by TRUSTe, the industry’s most recognized and
respected privacy seal. Our Australian branch is ISO 20252 accredited, further proof of
our commitment to quality.
Data Security
We have secure servers to carry out the collection of survey data. Sampling is
undertaken with highly encrypted links to the database servers. Personal information is
fully protected and can only be communicated following a strict procedure. We also use
randomization procedures to ensure there is no preferential treatment of certain parts of
the database. Our sampling teams do not have direct access to the database to reveal
the identity of users.
Survey data remains anonymous and is linked to the panel database using numeric IDs
so the identity of the end-user (panelist) is always protected.
26. What practices do you follow to decide whether online research should
be used to present commercially sensitive client data or materials to
survey respondents?
Upon the commission of fieldwork, we will make sure the client is comfortable with any
commercially-sensitive material being presented or discussed in the course of the project.
During sign-up, our panelists agree that they will treat the information they come across
in confidence.
There are two levels of security features for scripting. Standard security is available by
default on all projects, while premium security is only enabled on request and may incur
an additional charge to the client.
For example, among the solutions developed by our scripting teams, we have tools to
disable screenshots and copy-pasting, and we use streaming video to circumvent video
buffering and web browser storage of files. We can also watermark an image with the
respondent’s ID number.
EXHIBIT B -195-
27. Are you certified to any specific quality system? If so, which one(s)?
Research Now has established a defined project management process for each of the
thousands of projects managed each month globally. This is supported by a carefullydocumented procedure form which is managed and maintained by our project
managers from project kickoff to delivery. In APAC, our Australian office complies with
ISO 20252 management system standards.
28. Do you conduct online surveys with children and young people? If so,
do you adhere to the standards that ESOMAR provides? What other rules
or standards, for example COPPA in the United States, do you comply with?
We occasionally conduct online surveys with children and young adults.
In these instances, we adhere to ESOMAR standards and all applicable local regulatory
and legal requirements, including COPPA in the U.S.
When we target respondents below the legal age to participate, they are recruited via
their parent/guardian and interviewed only with parental permission.
Parents are provided with full details about each survey and its objectives. They can also
view the full survey prior to their child, should they wish.
Project Team
Adam Phillips, Chair of ESOMAR Legal and Professional Standards Committees
Pete Cape, Global Knowledge Director, SSI and Editor of the text
Reg Baker, COO, Market Strategies International
Mike Cooke, Director, Global Panel Management, GfK
Efrain Ribeiro, COO, Lightspeed Research
George Terhanian, Chief Strategy and Product Officer, Toluna U.S.A.
Guidance of Professional Standards
Maintaining consumer trust is integral to effective market, social and opinion research. ESOMAR, through its
codes and guidelines, promotes the highest ethical and professional standards for researchers around
the world.
The ICC/ESOMAR Code on Market and Social Research, which was developed jointly with the International
Chamber of Commerce, sets out global fundamentals for self-regulation for researchers.
It has been undersigned by all ESOMAR members and adopted or endorsed by more than 60 national
market research associations worldwide.
The ESOMAR Guideline on Online Research is of particular relevance to researchers using online panels,
and should be read in conjunction with these questions for more explanation of the legal and professional
responsibilities of researchers who are collecting and analyzing online research data.
In addition, ESOMAR has issued the following guidelines to provide more detailed advice on how to address
the legal, ethical and practical considerations of conducting specific areas of research.
• Guideline on Social Media Research
• Guideline on Research via mobile phone
• Guideline on Online research including interactive mobile
• Guideline on Distinguishing market research from other data collection activities
• Guideline on Passive data collection, observation and recording
• Guideline on Interviewing children and young people
• Guideline on Customer satisfaction studies
• Guideline on Mystery shopping
• Guideline on How to commission research
• ESOMAR/WAPOR Guide to opinion polls
EXHIBIT B -196-
researchnow.com
For more information about
Research Now or for a custom quote,
contact us at info@researchnow.com.
/ResearchNowUS
@ResearchNowUS
© 2014 Research Now. All rights reserved.
company/Research-Now
EXHIBIT B -197-
APPENDIX
E
APPENDIX
E
EXHIBIT B -198-
TEST
EXHIBIT B -199-
IMAGE 1 - TEST
EXHIBIT B -200-
IMAGE 2 - TEST
EXHIBIT B -201-
IMAGE 3 - TEST
EXHIBIT B -202-
IMAGE 4 - TEST
EXHIBIT B -203-
IMAGE 5 - TEST
EXHIBIT B -204-
IMAGE 6 - TEST
EXHIBIT B -205-
IMAGE 7 - TEST
EXHIBIT B -206-
IMAGE 8 - TEST
EXHIBIT B -207-
IMAGE 9 - TEST
EXHIBIT B -208-
IMAGE 10 - TEST
EXHIBIT B -209-
IMAGE 11 - TEST
EXHIBIT B -210-
IMAGE 12 - TEST
EXHIBIT B -211-
IMAGE 13 - TEST
EXHIBIT B -212-
IMAGE 14 - TEST
EXHIBIT B -213-
Control
EXHIBIT B -214-
IMAGE 1 - CONTROL
EXHIBIT B -215-
IMAGE 2 - CONTROL
EXHIBIT B -216-
IMAGE 3 - CONTROL
EXHIBIT B -217-
IMAGE 4 - CONTROL
EXHIBIT B -218-
IMAGE 5 - CONTROL
EXHIBIT B -219-
IMAGE 6 - CONTROL
EXHIBIT B -220-
IMAGE 7 - CONTROL
EXHIBIT B -221-
IMAGE 8 - CONTROL
EXHIBIT B -222-
IMAGE 9 - CONTROL
EXHIBIT B -223-
IMAGE 10 - CONTROL
EXHIBIT B -224-
IMAGE 11 - CONTROL
EXHIBIT B -225-
IMAGE 12 - CONTROL
EXHIBIT B -226-
IMAGE 13 - CONTROL
EXHIBIT B -227-
IMAGE 14 - CONTROL
EXHIBIT B -228-
TEST
EXHIBIT B -229-
IMAGE 1 - TEST
EXHIBIT B -230-
IMAGE 2 - TEST
EXHIBIT B -231-
IMAGE 3 - TEST
EXHIBIT B -232-
IMAGE 4 - TEST
EXHIBIT B -233-
IMAGE 5 - TEST
EXHIBIT B -234-
IMAGE 6 - TEST
EXHIBIT B -235-
IMAGE 7 - TEST
EXHIBIT B -236-
IMAGE 8 - TEST
EXHIBIT B -237-
IMAGE 9 - TEST
EXHIBIT B -238-
IMAGE 10 - TEST
EXHIBIT B -239-
IMAGE 11 - TEST
EXHIBIT B -240-
IMAGE 12 - TEST
EXHIBIT B -241-
IMAGE 13 – TEST
EXHIBIT B -242-
IMAGE 14 - TEST
EXHIBIT B -243-
EXHIBIT B -244-
CONTROL
EXHIBIT B -245-
IMAGE 1 - CONTROL
EXHIBIT B -246-
IMAGE 2 - CONTROL
EXHIBIT B -247-
IMAGE 3 - CONTROL
EXHIBIT B -248-
IMAGE 4 - CONTROL
EXHIBIT B -249-
IMAGE 5 - CONTROL
EXHIBIT B -250-
IMAGE 6 - CONTROL
EXHIBIT B -251-
IMAGE 7 - CONTROL
EXHIBIT B -252-
IMAGE 8 - CONTROL
EXHIBIT B -253-
IMAGE 9 - CONTROL
EXHIBIT B -254-
IMAGE 10 - CONTROL
EXHIBIT B -255-
IMAGE 11 - CONTROL
EXHIBIT B -256-
IMAGE 12 - CONTROL
EXHIBIT B -257-
IMAGE 13 - CONTROL
EXHIBIT B -258-
IMAGE 14 - CONTROL
EXHIBIT B -259-
TEST
EXHIBIT B -260-
Image 1 - TEST
EXHIBIT B -261-
Image 2 - TEST
EXHIBIT B -262-
IMAGE 3 - TEST
EXHIBIT B -263-
IMAGE 4 - TEST
EXHIBIT B -264-
IMAGE 5 - TEST
EXHIBIT B -265-
IMAGE 6 - TEST
EXHIBIT B -266-
IMAGE 7 - TEST
EXHIBIT B -267-
IMAGE 8 - TEST
EXHIBIT B -268-
IMAGE 9 - TEST
EXHIBIT B -269-
IMAGE 10 - TEST
EXHIBIT B -270-
IMAGE 11 - TEST
EXHIBIT B -271-
IMAGE 12 & 13 MERGED - TEST
EXHIBIT B -272-
IMAGE 14 - TEST
EXHIBIT B -273-
CONTROL
EXHIBIT B -274-
IMAGE 1 - CONTROL
EXHIBIT B -275-
IMAGE 2 - CONTROL
EXHIBIT B -276-
IMAGE 3 – CONTROL
EXHIBIT B -277-
IMAGE 4 - CONTROL
EXHIBIT B -278-
IMAGE 5 - CONTROL
EXHIBIT B -279-
IMAGE 6 - CONTROL
EXHIBIT B -280-
IMAGE 7 - CONTROL
EXHIBIT B -281-
IMAGE 8 - CONTROL
EXHIBIT B -282-
IMAGE 9 - CONTROL
EXHIBIT B -283-
IMAGE 10 - CONTROL
EXHIBIT B -284-
IMAGES 11 - CONTROL
EXHIBIT B -285-
IMAGE 12 & 13 MERGED - CONTROL
EXHIBIT B -286-
IMAGE 14 - CONTROL
EXHIBIT B -287-
TEST
EXHIBIT B -288-
IMAGE 1 - TEST
EXHIBIT B -289-
IMAGE 2 - TEST
EXHIBIT B -290-
IMAGE 3 - TEST
EXHIBIT B -291-
IMAGE 4 - TEST
EXHIBIT B -292-
IMAGE 5 - TEST
EXHIBIT B -293-
IMAGE 6 - TEST
EXHIBIT B -294-
IMAGE 7 - TEST
EXHIBIT B -295-
IMAGE 8 - TEST
EXHIBIT B -296-
IMAGE 9 - TEST
EXHIBIT B -297-
IMAGE 10 - TEST
EXHIBIT B -298-
IMAGE 11 - TEST
EXHIBIT B -299-
IMAGE 12 - TEST
EXHIBIT B -300-
IMAGE 13 - TEST
EXHIBIT B -301-
IMAGE 14 - TEST
EXHIBIT B -302-
CONTROL
EXHIBIT B -303-
IMAGE 1 - CONTROL
EXHIBIT B -304-
IMAGE 2 - CONTROL
EXHIBIT B -305-
IMAGE 3 - CONTROL
EXHIBIT B -306-
IMAGE 4 - CONTROL
EXHIBIT B -307-
IMAGE 5 - CONTROL
EXHIBIT B -308-
IMAGE 6 - CONTROL
EXHIBIT B -309-
IMAGE 7 - CONTROL
EXHIBIT B -310-
IMAGE 8 - CONTROL
EXHIBIT B -311-
IMAGE 9 - CONTROL
EXHIBIT B -312-
IMAGE 10 - CONTROL
EXHIBIT B -313-
IMAGE 11 - CONTROL
EXHIBIT B -314-
IMAGE 12 - CONTROL
EXHIBIT B -315-
IMAGE 13 - CONTROL
EXHIBIT B -316-
IMAGE 14 - CONTROL
EXHIBIT B -317-
TEST
EXHIBIT B -318-
IMAGE 1 - TEST
EXHIBIT B -319-
IMAGE 2 - TEST
EXHIBIT B -320-
IMAGE 3 - TEST
EXHIBIT B -321-
IMAGE 4 - TEST
EXHIBIT B -322-
IMAGE 5 - TEST
EXHIBIT B -323-
IMAGE 6 - TEST
EXHIBIT B -324-
IMAGE 7 - TEST
EXHIBIT B -325-
IMAGE 8 - TEST
EXHIBIT B -326-
IMAGE 9 - TEST
EXHIBIT B -327-
IMAGE 10 - TEST
EXHIBIT B -328-
IMAGE 11 - TEST
EXHIBIT B -329-
IMAGE 12 - TEST
EXHIBIT B -330-
IMAGE 13 - TEST
EXHIBIT B -331-
IMAGE 14 - TEST
EXHIBIT B -332-
CONTROL
EXHIBIT B -333-
IMAGE 1 - CONTROL
EXHIBIT B -334-
IMAGE 2 - CONTROL
EXHIBIT B -335-
IMAGE 3 - CONTROL
EXHIBIT B -336-
IMAGE 4 - CONTROL
EXHIBIT B -337-
IMAGE 5 - CONTROL
EXHIBIT B -338-
IMAGE 6 - CONTROL
EXHIBIT B -339-
IMAGE 7 - CONTROL
EXHIBIT B -340-
IMAGE 8 - CONTROL
EXHIBIT B -341-
IMAGE 9 - CONTROL
EXHIBIT B -342-
IMAGE 10 - CONTROL
EXHIBIT B -343-
IMAGE 11 - CONTROL
EXHIBIT B -344-
IMAGE 12 - CONTROL
EXHIBIT B -345-
IMAGE 13 - CONTROL
EXHIBIT B -346-
IMAGE 14 - CONTROL
EXHIBIT B -347-
APPENDIX
F
APPENDIX
F
EXHIBIT B -348-
Incorporation Services - Incorporating your Business | LegalZoom
Page 1 of 2
My Account
Log Out | Check Order Status | Contact Us | Our Satisfaction Guarantee
Speak to a Customer Care Specialist: (888)381-8758
Over two dozen companies on the INC.
500 lists were started through
LegalZoom
I want to start a new
business
I want to convert an
existing business
■ Save time calling attorneys' offices, driving to appointments,
and looking for parking
■ Live U.S.-based customer support 15 hours a day
I want to form my
Corporation in:
(M-F) and even 9 hours on Saturday and Sunday
■ In the past 12 years, LegalZoom has been trusted by more
Select a State
than 2 million customers
from
$ 99 + state filing fee
See details
■ Is a corporation right for me?
When you're just starting out, getting legal help can be key to growing
your business. With an attorney to guide you, you can proceed with
confidence knowing all your legal questions have been answered.
■ Create better contracts
■ What are the main differences between a C corporation and an S
corporation?
■ Who can form a corporation?
■ Do I need an attorney to form a corporation?
■ Protect your company from risk
■ What is the procedure for forming a corporation, and what legal
documents are required?
■ Understand the common legal issues new companies face
Get a free business start-up consultation! As part of our Express Gold
package, you get a 30-day trial to the LegalZoom Business Legal Plan.*
Learn more
View more questions
View sample documents
Questions? Call (888)381-8758
Monday–Friday
5:00am - 8:00pm PT
Saturday and Sunday
7:00am - 4:00pm PT
Excellent service. I continue to be a
completely satisfied customer and we have
used LegalZoom for starting a
corporation...and have always been
impressed with the service.
Email us
Karin L., Glendale, CA
9 out of 10 customers
would recommend us
to friends and family.
Upfront. Reliable.
No hourly fees.
Our documents have been
accepted by courts and government
agencies in all 50 states.
* Available in most states. After the 30-day trial period, benefits to the Business Legal Plan (also Business Advantage Pro) continue automatically for $29.99 per month. For states
where Business Advantage Pro is not available, benefits to Business Advantage Standard continue automatically for $7.99. You can cancel by calling (877) 818-8787. For full
details, see the Legal Plan Contract and Advantage Terms of Service.
About Us
Contact Us
Careers
Press
Education Center
Video Center
Legal Articles
Incorporation vs. LLC
EXHIBIT B -349-
http://www.legalzoom.com/legal-incorporation/incorporation-overview.html
1/2/2014
Incorporation Services - Incorporating your Business | LegalZoom
Affiliate
Sitemap
Articles
Wills vs. Living Trusts
Trademark vs. Copyright
Small Business Resources
Page 2 of 2
SIGN UP FOR OUR NEWSLETTER
See the January Issue
© LegalZoom.com, Inc. All rights reserved.
View Site Directory
Number of customers who would recommend LegalZoom is based on surveys conducted in 2012.
Disclaimer: Communications between you and LegalZoom are protected by our Privacy Policy but not by the attorney-client privilege or as work product. LegalZoom provides access to
independent attorneys and self-help services at your specific direction. We are not a law firm or a substitute for an attorney or law firm. We cannot provide any kind of advice, explanation, opinion,
or recommendation about possible legal rights, remedies, defenses, options, selection of forms or strategies. Your access to the website is subject to our Terms of Use.
EXHIBIT B -350-
http://www.legalzoom.com/legal-incorporation/incorporation-overview.html
1/2/2014
EXHIBIT B -351-
LLC Package Details | LegalZoom.com
Page 1 of 2
My Account
Log Out | Check Order Status | Contact Us | Our Satisfaction Guarantee
Speak to a Customer Care Specialist: (888)381-8758
Back to overview
(888)381-8758
Monday–Friday
5:00am - 8:00pm PT
Saturday and Sunday
7:00am - 4:00pm PT
Each LegalZoom LLC package is backed
by our 100% satisfaction guarantee and
comes with lifetime customer support.
The LLC packages include:
+ state fee
+ state fee
+ state fee
■ Overview
■ Pricing Overview
Preliminary LLC name clearance
■ Package Details
Filing of Articles of Organization
■ 3-Step Process
Personalized operating agreement
■ LLC Education
Indemnification clause
■ FAQ
■ Glossary
Clause governing restrictions on
transfer
Company resolution for banking
LegalZoom Peace of Mind Review™
The LegalZoom business newsletter
(includes business tips, discounts
and more)
Deluxe LLC Kit embossed with your
company name
With 2 million customers, your satisfaction
is 100% guaranteed.
Official company seal
20 customized membership
certificates
Blank Partnership
Certificates (up to 10)
Membership transfer ledger
FREE online PR and social media
suite for 1 year — a $179 value
QuickBooks Online Accounting
Software for Small Business —
3 Months FREE (a $119 value)
Priority Rush service, typically 7-10
business days or less (vs. 20-35
business days for our regular
service)
Federal Tax ID (EIN) application
preparation
Two-day delivery of final package
Business Advantage Pro
30-day trial***
After the 30-day trial period, benefits will
continue automatically for $29.99 per month.
Cancel at any time with no further obligation by
calling (877) 818-8787. We'll send you periodic
emails about your benefits, which continue until
canceled. Program includes:
■ Attorney advice on running your
business. Covers company
management, liability protection,
employees, business contracts and
more
■ Attorney consultations on an
unlimited number of new legal
matters
■ Tax advice from tax professionals at
Corporate Tax Network
EXHIBIT B -352-
http://www.legalzoom.com/limited-liability-company/limited-liability-company-packages.html
1/2/2014
LLC Package Details | LegalZoom.com
Page 2 of 2
Each LegalZoom LLC package is backed
by our 100% satisfaction guarantee and
comes with lifetime customer support.
■ Attorney-drafted letter on your behalf
(at attorney's discretion)
■ Legal document review (up to 10
pages)
■ CreditAlert™ Plus: a D&B D-U-N-S®
Number, and 24/7 email alerts to
changes to your company's credit
scores and ratings by Dun &
Bradstreet Credibility Corp.
■ Unlimited access to LegalZoom's
extensive library of downloadable
forms
■ Exclusive members-only discounts:
25% off attorney's regular hourly rate
for additional work, 20% off
additional tax services, 10% off
LegalZoom document services****
Get started now and choose your package at checkout
Calculate Your State Filing Fee: (required)*
For more information on business filing fees, click here.
Select a State
Economy / Standard
(select state)
Express Gold
(select state)
Optional Services
Complete Federal Tax ID Application
$30.00
Included in Gold Package
Complete & Obtain Tax ID from IRS
$79.00
-$30 Savings with Gold Package
Registered Agent Fee**
$159.00
Annual Compliance Calendar Subscription
$69.00
Professional LLCs
$50.00
International Packages and Next Day Expedited Order
Contact us for details
Amendments, Foreign Qualification and other services
Included in Registered Agent
Click here for details
*Pricing does not include post-formation requirements such as annual report fees, statement of officers fees or taxes. Please see
the LLC Education Center for examples of these fees. You may also contact the state, an accountant or LegalZoom for more
information about these fees.
**Once your LLC becomes legally effective, your card will automatically be charged $159.00. Service renews annually thereafter
for the same fee until canceled. For full terms and conditions, click here.
***Available in most states. After the 30-day trial period, benefits to the Business Legal Plan (also Business Advantage Pro)
continue automatically for $29.99 per month. For states where Business Advantage Pro is not available, benefits to Business
Advantage Standard continue automatically for $7.99. You can cancel by calling (877) 818-8787. For full details, see the Legal
Plan Contract and Advantage Terms of Service.
****Some restrictions apply. See our Legal Plan Contract and Advantage Terms of Service for details. Any product discounts are
applied at checkout.
+Does not include required newspaper publication fee.
About Us
Contact Us
Careers
Press
Affiliate
Sitemap
Articles
Education Center
Video Center
Legal Articles
Incorporation vs. LLC
Wills vs. Living Trusts
Trademark vs. Copyright
Small Business Resources
SIGN UP FOR OUR NEWSLETTER
See the January Issue
© LegalZoom.com, Inc. All rights reserved.
View Site Directory
Disclaimer: Communications between you and LegalZoom are protected by our Privacy Policy but not by the attorney-client privilege or as work product. LegalZoom provides access to
independent attorneys and self-help services at your specific direction. We are not a law firm or a substitute for an attorney or law firm. We cannot provide any kind of advice, explanation, opinion,
or recommendation about possible legal rights, remedies, defenses, options, selection of forms or strategies. Your access to the website is subject to our Terms of Use.
EXHIBIT B -353-
http://www.legalzoom.com/limited-liability-company/limited-liability-company-packages.html
1/2/2014
APPENDIX
G
APPENDIX
G
EXHIBIT B -354-
ONLINE LEGAL SERVICES STUDY
-1-
#14-0603
ONLINE LEGAL SERVICES STUDY
– ONLINE SCREENER QUESTIONNAIRE –
TALLY GENDER:
TALLY AGE:
GENDER
MALE
FEMALE
18-24
25-34
35-44
45-54
55-64
65+
TALLY DEVICE:
DEVICES
Computer or Laptop
iPad or Tablet
Web-enabled Television or
Smart TV
Cell Phone or Smart Phone or
iPhone
Palm Device
Other
PN: N=400 TOTAL. QUOTAS ACROSS 6 CELLS –
4 ‘INCORPORATION’ CELLS:
CELL 1 N=75 BIZ PANEL TEST
CELL 2 N=75 BIZ PANEL CONTROL
CELL 3 N=25 CONSUMER PANEL TEST
CELL 4 N=25 CONSUMER PANEL CONTROL
2 CONSUMER LEGAL SERVICE CELLS:
CELL 5 N=100 CONSUMER/BIZ PANEL TEST
(N=25/SERVICE)
CELL 6 N=100 CONSUMER/BIZ PANEL CONTROL
(N=25/SERVICE)
TALLY REGION:
REGION
Northeast
South
Midwest
West
FOR PROGRAMMING:
BALANCE REGION TO CENSUS AMONG BIZ PANEL CELLS
BALANCE AGE (18-34, 35-64, 65+), GENDER AND REGION TO CENSUS AMONG
CONSUMER PANEL CELLS
NEED TO BALANCE BY DEMOS ACROSS CELLS- I.E. 1/2; 3/4/5/6
FOR FIELD:
NEED REPRESENTATIVE SAMPLE
CLICK BALANCE REGION TO CENSUS AMONG BIZ PANEL
CLICK BALANCE AGE GENDER AND REGION TO CENSUS AMONG CONSUMER
PANEL
PN: NEED TO ALSO TALLY IF NOT Q1A (Punch 1), Q2/Q4a (RL) IN BOTH BIZ AND CONSUMER
CELLS
14-0603
EXHIBIT B -355-
ONLINE LEGAL SERVICES STUDY
-2-
#14-0603
INTRODUCTION:
Thank you for your interest in today’s survey. We are sure that you will find the questions interesting and
enjoyable to answer.
HIDDEN QUESTION TO TRACK BUSINESS AND CONSUMER PANELS
PN: ADD IN “CAPTCHA” AND INSTRUCTIONS
First, we’d like to ask you a few questions to make sure the survey will be relevant to you.
S1.
Do you or does anyone else in your household work for any of the following types of companies?
(SELECT ALL THAT APPLY)
RANDOMIZE PUNCHES 1-6
1 A marketing research firm or department (TERMINATE)
2 An advertising agency (TERMINATE)
3 A public relations agency (TERMINATE)
4 Media company such as radio, newspaper, TV, etc. (CONTINUE)
5 An internet company such as Google, Yahoo!, Twitter, Facebook, Amazon, eBay, etc.
(CONTINUE)
6 A law firm or a company that deals with giving legal advice, including online law services
companies (TERMINATE)
7 None of the above (CONTINUE) (EXCLUSIVE)
S2.
In the past three months have you taken part in any of the following types of market research
surveys? (SELECT ALL THAT APPLY)
RANDOMIZE
1 Online legal services (TERMINATE)
2 Personal Care (CONTINUE)
3 Food Brands or Products (CONTINUE)
4 Healthcare (CONTINUE)
5 Technology (CONTINUE)
6 None of the above (EXCLUSIVE. ANCHOR) (CONTINUE)
7 None, I haven’t taken a market research survey in the past 3 months (EXCLUSIVE. ANCHOR)
(CONTINUE)
TERMINATE IF PUNCH 1 AT S2
14-0603
EXHIBIT B -356-
ONLINE LEGAL SERVICES STUDY
-3-
#14-0603
ASK CONSUMERS ONLY
S3.
Please record your gender below. (SINGLE PUNCH)
1
2
Male
Female
ASK CONSUMERS ONLY
S4.
Which of the following categories includes your age?
1 Under 18 [TERMINATE IMMEDIATELY]
2 18-24
3 25-34
4 35-44
5 45-54
6 55-64
7 65 or older
99 Prefer Not to Answer [TERMINATE]
ASK ALL
S5.
Please indicate the state in which you reside.
(PULL DOWN LIST)
(PN: INCLUDE HIDDEN SCREEN TO CHECK REGION)
(AUTO-CODE REGION)
TALLY REGIONS:
Northeast……………01
South………………….02
Midwest………………03
West……………………04
CONFIDENTIALITY AGREEMENT
Before you continue, please read the following confidentiality and non-disclosure statement and answer
the question that follows.
S6.
I recognize and fully understand that the survey content is of confidential nature. Therefore, I
agree that both during and after the study, I will not disclose any of the information discussed in
the interview. Also, I will not identify the nature of the product in this survey.
Do you agree or disagree? (SINGLE PUNCH)
1
2
I Agree
I Disagree
(TERMINATE)
(PN: MUST AGREE AT S6 – PUNCH 1, OTHERWISE TERMINATE.)
14-0603
EXHIBIT B -357-
ONLINE LEGAL SERVICES STUDY
S7.
-4-
#14-0603
Which of the following best describes your employment status?
1
2
3
4
5
6
7
8
Employed full-time
Employed part-time
Self employed
Retired
Temporarily unemployed
Homemaker
Student
Prefer not to answer
IF PUNCH 1 OR 2 AT S7 ASK S8a
S8a.
Which of the following best describes your position with your company? (Select one)
1
2
3
4
5
6
7
Owner/Proprietor
Executive
Upper Management
Middle Management
Intermediate level
Entry Level
Some other level
DO NOT ASK S8b IF ‘OWNER/PROPRIETOR’ AT S8a
S8b. Do you have any aspirations or plans to start your own company/business?
1
2
Yes
No
ASK ALL
S9.
Over the past few years, have you looked on the internet for online legal services? (Select one.)
1
2
3
Yes (ASK S10a - S10e)
No (SKIP TO S11a)
I don’t know (SKIP TO S11a)
IF PUNCH 1 AT S9 ASK S10a - S10d
S10a. What specific legal services have you looked for online?
(Select all that apply.)
RANDOMIZE
1
2
3
4
5
6
14-0603
Incorporation/forming a business or organization
Family law (such as prenuptial agreement, divorce agreement, marriage certificate
request letter, etc.)
Bill of sale (such as general bill of sale, automobile bill of sale, boat bill of sale, etc.)
Landlord/tenant matters (such as lease agreement, eviction notice, rental application, etc.)
Estate planning (such as living will, power of attorney, last will and testament, etc.)
Some Other type of legal service
EXHIBIT B -358-
ONLINE LEGAL SERVICES STUDY
-5-
#14-0603
ASK S10b-1 IF PUNCH 6 AT S10a THEN ASK S11a
S10b. Please tell us the specific type of online legal service company or companies you have looked for
online.
__________________________________________________________________
99 I don’t know/don’t remember
S10c. Did you actually purchase online legal services for [INSERT RESPONSE FROM S10a] from one of
these online legal companies you were looking at? (Select one.)
1
2
Yes
No (SKIP TO NEXT RESPONSE FROM S10a, WHEN FINISHED GO TO S11a)
ASK ALL
S11a. On a scale of 1 to 5, where 1 means ‘Definitely will Not’ and 5 means ‘Definitely will’, how likely will
you be to look for online legal services within the next 6 months? (Select one.)
Definitely will Not
Probably will not
May or may not
Probably will
Definitely will
1
2
3
4
5
ASK S11b IF PUNCH 3, 4 OR 5 AT S11a
S11b. Specifically, what types of online legal services will you be looking for? (Select all that apply.)
RANDOMIZE
1
2
3
4
5
6
Incorporation/forming a business or organization
Family law (such as prenuptial agreement, divorce agreement, marriage certificate
request letter, etc.)
Bill of sale (such as general bill of sale, automobile bill of sale, boat bill of sale,
etc.)
Landlord/tenant matters (such as lease agreement, eviction notice, rental
application, etc.)
Estate planning (such as living will, power of attorney, last will and testament,
etc.)
Some Other type of legal service
ASK S11c IF PUNCH 6 AT S11b
S11c. Please tell us the specific type of online legal service company or companies you will be looking for.
__________________________________________________________________
99 I don’t know/don’t remember
ASK IF INTERESTED IN ‘INCORPORATION’ (PUNCH 1) AT S10a OR S11b
S12.
In the event you were in need of online legal services, which of the following describes your role in
determining how to go about obtaining those services?
1
2
3
14-0603
I am or would be the primary decision maker
I share or would share this responsibility with others
Someone else is or would be the primary decision maker
EXHIBIT B -359-
ONLINE LEGAL SERVICES STUDY
-6-
#14-0603
S13a. Please tell us what kind of device you are taking this survey on.
RANDOMIZE
1 Computer or Laptop (CONTINUE)
2 iPad or Tablet (CONTINUE)
3 Web-enabled Television or Smart TV (CONTINUE)
4 Cell Phone or Smart Phone or iPhone (ASK 13b)
5 Palm Device (ASK 13b)
6 Other (ANCHOR) (ASK 13b)
ASK S13b IF PUNCH 4, 5, 6 AT S13a
S13b. Throughout the rest of this survey, we will be asking you to look at images that require a larger
screen in order to review. Would you be willing to come back to this survey link, when you are able
to use a device with a larger screen (e.g. a computer/laptop)?
1
2
Yes (LEAVE SURVEY AS INCOMPLETE-RESTART AT S13a)
No (TERMINATE)
PN: QUALIFICATIONS - PLACE IN THE FOLLOWING 6 CELLS DEPENDING ON PANEL AND
QUALIFYING AT S8a/b, S9, S10a AND S11a/S11b, S12, S13…
CELL 3 N=25 CONSUMER/BIZ TEST AND CELL 4 N=25 CONSUMER/BIZ CONTROL
(N=50 TOTAL):
HIDDEN QUESTION - CONSUMER PANEL
PUNCH 1 AT S8a; OR PUNCH 1 AT S8b
MUST PUNCH 1 AT S9 AND PUNCH 1 AT S10a; OR MUST PUNCH 3, 4, 5 AT
S11a AND PUNCH 1 AT S11b
MUST PUNCH 1 OR 2 AT S12
14-0603
CELL
1 N=75 BIZ TEST AND CELL 2 N=75 BIZ CONTROL (N=150 TOTAL):
HIDDEN QUESTION - BUSINESS PANEL
PUNCH 1 AT S8a; OR PUNCH 1 AT S8b
MUST PUNCH 1 AT S9 AND PUNCH 1 AT S10a; OR MUST PUNCH 3, 4, 5 AT
S11a AND PUNCH 1 AT S11b
MUST PUNCH 1 OR 2 AT S12
CELL 5 N=100 CONSUMER (NON-BIZ) TEST AND CELL 6 N=100 CONSUMER (NONBIZ) CONTROL (N=200 TOTAL):
MUST PUNCH 1 AT S9 AND PUNCH 2-5 AT S10a; OR MUST PUNCH 3, 4, 5 AT
S11a AND PUNCH 2-5 S11b
EXHIBIT B -360-
ONLINE LEGAL SERVICES STUDY
-7-
#14-0603
– ONLINE MAIN QUESTIONNAIRE – BUSINESSASK ‘INCORPORATION’ FOR BUSINESS PANEL (N=75 EACH) AND CONSUMER PANEL (N=25
EACH)
INTRODUCTION:
We are conducting a survey about online legal services for people interested in [INSERT: forming a
business].
We value your opinions and all of your answers will be held in the strictest confidence, so do not be afraid to
answer each question honestly. Remember, there are no right or wrong answers.
Please do not search or ask others for help regarding any questions, we are only interested in your own
opinions. If you don’t know the answer, that is okay, please select “Don’t Know” and move forward to the
next question. Do not guess your answer.
1a.
When you were interested in looking for online legal services, how did you go about finding what
services are available? (Select all that apply.)
RANDOMIZE. TALLY AND MONITOR ALL PUNCHES AT Q1a
1 Used an internet search engine
2 Used a phone book
3 Asked friends/family
4 Asked colleagues
5 Spoke to a lawyer
6 Other (Specify) (ANCHOR)
7 Didn’t’ have to --- I already knew of a name and just went directly to the site (ANCHOR.
EXCLUSIVE)
8 I don’t’ know (ANCHOR. EXCLUSIVE)
IF PUNCH 1 AT Q1a ASK Q1b-1, OTHERWISE ASK Q1c.
1b.
Which search engine did you use to look for online legal services? (Select all that apply.)
RANDOMIZE. TALLY AND MONITOR ALL PUNCHES AT Q1b
1 Google
2 Yahoo
3 Bing
4 AOL
5 Ask
6 Other (Specify) (ANCHOR)
IF NOT PUNCH 1 AT Q1a ASK Q1c.
1c.
Have you considered using a Google or other search engines to look for online legal services?
(Select one.)
TALLY AND MONITOR ALL PUNCHES AT Q1c
1 Yes (CONTINUE)
2 No (SKIP TO THE END OF THE SURVEY)
3 I don’t know (SKIP TO THE END OF THE SURVEY)
EXECUTE EARLY EXIT:
IF DO NOT SELECT ’YES’ AT Q1c
14-0603
EXHIBIT B -361-
ONLINE LEGAL SERVICES STUDY
-8-
#14-0603
Let’s assume that you are considering [INSERT: forming a business] and are exploring using online
legal service to help you do it. Also assume that as part of your search you used Google to search for
“[INSERT: Incorporation]”. Please review this search page as you normally would...
NEW SCREEN
[INSERT GOOGLE SEARCH RESULTS IMAGE ALONE]
PN: INSERT TIMING DEVICE FOR THIS SCREEN
NEW SCREEN
2.
[INSERT GOOGLE SEARCH RESULTS IMAGES TO SELECT, WITH OPTION TO VIEW IMAGE
AGAIN]
After looking at the search results, please indicate which of the following companies would you be
interested in exploring further based on what you see? (Select all that apply.)
[LIST THE COMPANIES BASED ON GOOGLE RESULTS. SELECT ALL THAT APPLY. TALLY ALL
COMPANIES]
Please review this page and then scroll down and click the grey "Next" button to continue.
ASK Q3a-b FOR EACH RESPONSE FROM Q2
3a.
Why did you select this [INSERT COMPANY FROM Q2]? (Please be as specific as possible)
__________________________________________________________________
3b.
Anything else?
__________________________________________________________________
ALWAYS ASK Q4a
4a.
Which, if any, other companies that you did not originally select would you be interested in
exploring further?
(INSERT COMPANIES THAT DID NOT SELECT AT Q2 WITH ‘NONE’ AS LAST CHOICE)
99 None (ANCHOR)
IF ROCKET LAWYER OR LEGAL ZOOM IS NOT CHOSEN FOR Q2, BUT WAS CHOSEN FOR Q4a,
INSERT ‘initially’ IN B4b. PRIORITIZE ROCKET LAWYER, LEGALZOOM, AND ONE OTHER
RANDOM COMPANY. INSERT RANDOM COMPANY IF ROCKET LAWYER OR LEGALZOOM WERE
NOT SELECTED AT Q2 AND/OR Q4a.
B4b.
Please tell us why you did not [‘initially’1] select [COMPANY 1]?
[INSERT ‘GOOGLE AD’ 1]
________________________________________________________________
Now, please tell us why you did not [‘initially’2] select [COMPANY 2]?
[INSERT ‘GOOGLE AD’ 2]
________________________________________________________________
14-0603
EXHIBIT B -362-
ONLINE LEGAL SERVICES STUDY
-9-
#14-0603
ASK B5a IF ROCKET LAWYER NOT SELECTED AT Q2 OR Q4a
B5a. Thinking back to the Google search page, did you notice an ad for Rocket Lawyer?
1
2
3
Yes
No
I don’t know
IF PUNCH 1 AT Q5a ASK Q5b
B5b. Thinking back to the Google search page, Please tell us what you recall about the Rocket Lawyer
ad. (Please be as specific as possible)
__________________________________________________________________
ASK Q5c IF ROCKET LAWYER NOT SELECTED AT Q2 OR Q4a
5c.
Even though you did not previously choose Rocket Lawyer, are you willing to explore their website?
1 Yes (CONTINUE)
2 No (SKIP TO END OF SURVEY)
3 I don’t know (SKIP TO END OF SURVEY)
TALLY THOSE WHO DO NOT SELECT RL AT Q2/Q4a
EXECUTE EARLY EXIT:
IF DO NOT SELECT ’YES’ AT Q5c
STIMULI QUESTION INTRO
PN: INSERT TIMING DEVICE FOR THIS SECTION
Let’s assume that when you were going over the Google search results you clicked on the
Rocket Lawyer web site as a potential provider of online legal [INSERT: Incorporation] services.
We are going to show you a number of screen images from their web site. Please review the
content on these screen images the way you normally would if you were looking for online
[INSERT: Incorporation] services and deciding if you want to use the services of this company.
There is no need to insert the requested information on each screen, just review this as an
illustrative example. Make sure you get all the information you need from each page and then
proceed to the next page.
[INSERT ‘INCORPORATION’ STIMULI]
AT THE BOTTOM OF EACH STIMULI PAGE ASK Q6a
6a.
Did you get the information you need from this page to help you make a decision? If not, please
review the page again.
1
Yes, I have reviewed this page
AFTER RESPONDENT GOES THROUGH THE STIMULI IN FULL ASK 7
14-0603
EXHIBIT B -363-
ONLINE LEGAL SERVICES STUDY
B7.
- 10 -
#14-0603
Now reflecting on the Google ad for Rocket Lawyer and the Rocket Lawyer website you reviewed,
what can you tell me about their Incorporation offer? (Please be as specific as possible)
__________________________________________________________________
B8.
Anything else?
__________________________________________________________________
B9.
You may have already mentioned this, but did the Google ad for Rocket Lawyer and the Rocket
Lawyer website you reviewed include a free Incorporation offer?
1
2
3
Yes
No
I don’t know
B10a. Now reflecting on the Google ad and the Rocket Lawyer website, do you recall if you had to pay
state fees to the state for Incorporation with the free offer?
1
2
3
Yes
No
I don’t know
IF PUNCH 1 AT Q10a ASK Q10b-1 - Q10b-2
B10b-1. Do you know if this state fee applies . . . (select one)
ROTATE PUNCHES 1-4
1 …to all businesses that you want to incorporate regardless of how you chose to file your
incorporation papers
2 …only if you incorporate online
3 …only if you drop off the incorporation papers at the state’s office
4 …only if you mail in your incorporation papers
5. I don’t know (ANCHOR)
B10b-2. Do you know if this state fee applies… (Select one)
ROTATE PUNCHES 1-3
1 …only if you incorporate through this particular online legal services company
2 …if you incorporate through this and some other online legal services companies but not all
online legal services companies
3 …if you incorporate through any online legal services company
4 I don’t know (ANCHOR)
B11.
14-0603
Reflecting back on the Rocket Lawyer website you viewed, do you recall a free trial offer?
1. Yes
2. No
3. I don’t know
EXHIBIT B -364-
ONLINE LEGAL SERVICES STUDY
- 11 -
#14-0603
DO NOT ASK Q12a IF PUNCH 2 AT QB11
12a. Do you recall if the free trial offer has a time limit?
1
2
3
Yes
No
I don’t know
IF PUNCH 1 AT Q12a ASK Q12b-c
12b.
What happens after the free trial period? (Please be as specific as possible)?
__________________________________________________________________
12c Anything else?
__________________________________________________________________
13a.
If you sign up for the free trial offer and have any questions, how can you go about getting
answers? (Please be as specific as possible)
__________________________________________________________________
B13b. Assuming you were interested in online legal services for Incorporation, and now that you have
reviewed the Google ad and have gone through the Rocket Lawyer website, what are you likely to
do? (Please be as specific as possible)
B13c. Anything else?
__________________________________________________________________
14a.
Which if any of the following options best describe what you are likely to do after having seen the
Google Ad and Rocket Lawyer website? (Select one)
ROTATE PUNCHES
1
BIZ: Take the free trial (includes free processing)
2
Continue searching on other online legal service sites
3
Ask other people about the service
4
Decide not to buy an online legal service
5
BIZ: Pay for incorporation services (without free trial - $99.95)
6
Other (specify) (ANCHOR)
7
I don’t know (ANCHOR)
DO NOT ASK Q14b-1/Q14b-2 IF PUNCH 7 ‘DK’ AT Q14a
14b-1. What made you decide to [INSERT RESPONSE FROM Q14a]? (Please be as
possible)
specific as
__________________________________________________________________
14-0603
EXHIBIT B -365-
ONLINE LEGAL SERVICES STUDY
- 12 -
#14-0603
14b-2. Any other reasons?
__________________________________________________________________
ASK Q14c IF DO NOT PUNCH 1 AT Q14a
14c. Why did you not choose to take the free trial [IF BIZ INSERT: which includes free Incorporation
processing]?
__________________________________________________________________
14d. Below are some factors that may be relevant to whether you will decide to use an online legal
services company. Please review the list and add any factors that are relevant to you that may be
missing.
RANDOMIZE 1-7
1. Price
2. Advertisement
3. Customer reviews
4. Brand name
5. Recommendations from colleagues
6. Personal experience on the website
7. Opportunity to try the service for free
8. Other - please specify (optional) _________________
9. Other - please specify (optional) __________________
14e. Out of the list below, please rank the three most important factors that affect whether you will use
an online legal services company, with 1 being the most important, 2 being the second most
important and 3 being the third most important.
ONLY ALLOW 3 ITEMS TO CONTAIN #S 1, 2 OR 3.
1. Price
2. Advertisement
3. Customer reviews
4. Brand name
5. Recommendations from colleagues
6. Personal experience on the website
7. Opportunity to try the service for free
8. [INSERT ‘Other - please specify’]
9. [INSERT ‘Other - please specify’]
14-0603
#
#
#
#
#
#
#
#
#
EXHIBIT B -366-
ONLINE LEGAL SERVICES STUDY
- 13 -
#14-0603
14f. Out of the remaining factors, please select any factors that are not important to you in deciding
whether to use an online legal services company. (Select all that apply)
SHOW ITEMS NOT SELECTED AT Q14e.
USE SAME ORDER AS IN Q14d
1. Price
2. Advertisement
3. Customer reviews
4. Brand name
5. Recommendations from colleagues
6. Personal experience on the website
7. Opportunity to try the service for free
8. [INSERT ‘Other - please specify’]
9. [INSERT ‘Other - please specify’]
15a.
Finally, other than today, have you ever encountered any online offers for a free trial of products
and/or services?
1
2
3
Yes
No
I don’t know
IF PUNCH 1 AT Q15a ASK Q15b-Q15d
15b.
Do you recall some of the businesses that offered these free trials? Please list them.
__________________________________________________________________
15c.
Anything else?
__________________________________________________________________
15d. Did you ever decide to enroll in any free trial programs that were offered?
1
2
3
Yes
No
I don’t know
Thank you. Those are all the questions we have for you.
14-0603
EXHIBIT B -367-
ONLINE LEGAL SERVICES STUDY
- 14 -
#14-0603
– ONLINE MAIN QUESTIONNAIRE - CONSUMERPICK 4 STIMULI TO BE ASKED BASED ON SELECTION AT S8, S9/S10b OR S11a/S11b. LIST OF
STIMULI/SERVICES TO BE LEAST FILLED WITH QUOTAS OF 25 EACH (TEST AND CONTROL):
2 Divorce
3 Bill of Sale
4 Lease Agreement
5 Power of Attorney
INTRODUCTION:
We are conducting a survey about online legal services for people interested in [INSERT: online legal
services].
We value your opinions and all of your answers will be held in the strictest confidence, so do not be afraid to
answer each question honestly. Remember, there are no right or wrong answers.
Please do not search or ask others for help regarding any questions, we are only interested in your own
opinions. If you don’t know the answer, that is okay, please select “Don’t Know” and move forward to the
next question. Do not guess your answer.
1a.
When you were interested in looking for online legal services, how did you go about finding what
services are available? (Select all that apply.)
RANDOMIZE. TALLY AND MONITOR ALL PUNCHES AT Q1a
1 Used an internet search engine
2 Used a phone book
3 Asked friends/family
4 Asked colleagues
5 Spoke to a lawyer
6 Other (Specify) (ANCHOR)
7 Didn’t’ have to --- I already knew of a name and just went directly to the site (ANCHOR.
EXCLUSIVE)
8 I don’t’ know (ANCHOR. EXCLUSIVE)
IF PUNCH 1 AT Q1a ASK Q1b-1, OTHERWISE ASK Q1c.
1b.
Which search engine did you use to look for online legal services? (Select all that apply.)
RANDOMIZE. TALLY AND MONITOR ALL PUNCHES AT Q1b
1 Google
2 Yahoo
3 Bing
4 AOL
5 Ask
6 Other (Specify) (ANCHOR)
14-0603
EXHIBIT B -368-
ONLINE LEGAL SERVICES STUDY
- 15 -
#14-0603
IF NOT PUNCH 1 AT Q1a ASK Q1c.
1c.
Have you considered using a Google or other search engines to look for online legal services?
(Select one.)
TALLY AND MONITOR ALL PUNCHES AT Q1c
1 Yes (CONTINUE)
2 No (SKIP TO THE END OF THE SURVEY)
3 I don’t know (SKIP TO THE END OF THE SURVEY)
EXECUTE EARLY EXIT:
IF DO NOT SELECT ’YES’ AT Q1c
Let’s assume that you are considering [INSERT: a [INSERT SERVICE/STIMULI]] and are exploring
using online legal service to help you do it. Also assume that as part of your search you used Google to
search for “[INSERT SERVICE/STIMULI ASKING ABOUT (E.G. DIVORCE)]”. Please review this
search page as you normally would...
NEW SCREEN
[INSERT GOOGLE SEARCH RESULTS IMAGE ALONE]
PN: INSERT TIMING DEVICE FOR THIS SCREEN
NEW SCREEN
2.
[INSERT GOOGLE SEARCH RESULTS IMAGES TO SELECT, WITH OPTION TO VIEW IMAGE
AGAIN]
After looking at the search results, please indicate which of the following companies would you be
interested in exploring further based on what you see? (Select all that apply.)
[LIST THE COMPANIES BASED ON GOOGLE RESULTS. SELECT ALL THAT APPLY. TALLY
ALL COMPANIES]
Please review this page and then scroll down and click the grey "Next" button to continue.
ASK Q3a-b FOR EACH RESPONSE FROM Q2
3a.
Why did you select this [INSERT COMPANY FROM Q2]? (Please be as specific as possible)
__________________________________________________________________
3b.
Anything else?
__________________________________________________________________
ASK Q4a IF ROCKET LAWYER IS NOT SELECTED AT Q2.
4a.
Which, if any, other companies that you did not originally select would you be interested in
exploring further?
(INSERT COMPANIES THAT DID NOT SELECT AT Q2 WITH ‘NONE’ AS LAST CHOICE)
99 None (ANCHOR)
14-0603
EXHIBIT B -369-
ONLINE LEGAL SERVICES STUDY
- 16 -
#14-0603
IF ROCKET LAWYER IS NOT CHOSEN FOR Q2, BUT WAS CHOSEN FOR Q4a, INSERT ‘initially’ IN
B4b. PRIORITIZE ROCKET LAWYER, AND ONE OTHER RANDOM COMPANY. INSERT RANDOM
COMPANY IF ROCKET LAWYER WAS NOT SELECTED AT Q2 AND/OR Q4a.
C4b.
Please tell us why you did not [initially1] select [COMPANY 1]?
[INSERT ‘GOOGLE AD’ 1]
________________________________________________________________
Now, please tell us why you did not [initially2] select [COMPANY 2]?
[INSERT ‘GOOGLE AD’ 2]
________________________________________________________________
ASK Q5c IF ROCKET LAWYER NOT SELECTED AT Q2 OR Q4a
5c.
Even though you did not previously choose Rocket Lawyer, are you willing to explore their website?
1 Yes (CONTINUE)
2 No (SKIP TO END OF SURVEY)
3 I don’t know (SKIP TO END OF SURVEY)
TALLY THOSE WHO DO NOT SELECT RL AT Q2/Q4a
EXECUTE EARLY EXIT:
IF DO NOT SELECT ’YES’ AT Q5c
STIMULI QUESTION INTRO
PN: INSERT TIMING DEVICE FOR THIS SECTION
Let’s assume that when you were going over the Google search results you clicked on the
Rocket Lawyer web site as a potential provider of online legal services.
We are going to show you a number of screen images from their web site. Please review the
content on these screen images the way you normally would if you were looking for online services
and deciding if you want to use the services of this company.
There is no need to insert the requested information on each screen, just to review this as an
illustrative example. Make sure you get all the information you need from each page and proceed
to the next page.
[INSERT CONSUMER STIMULI - TO BE ASKED BASED ON SELECTION AT S8, S9, S10b OR
S11a/S11b AND LEAST FILL.]
AT THE BOTTOM OF EACH STIMULI PAGE ASK Q6a
6a.
Did you get the information you need from this page to help you make a decision? If not, please
review the page again.
1
Yes, I have reviewed this page
AFTER RESPONDENT GOES THROUGH THE STIMULI IN FULL ASK 7
14-0603
EXHIBIT B -370-
ONLINE LEGAL SERVICES STUDY
C7.
- 17 -
#14-0603
Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket
Lawyer’s offer? (Please be as specific as possible)
__________________________________________________________________
C8.
Anything else?
__________________________________________________________________
C9.
You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a
free trial offer?
1
2
3
Yes
No
I don’t know
IF PUNCH 1 AT Q9 ASK Q10-Q11b
C10. What was their free trial offer? Please list all the details about this offer that you can recall.
__________________________________________________________________
C11a. How would you describe the free trial offer to a friend? (Please be as specific as possible)
__________________________________________________________________
C11b. Anything else?
__________________________________________________________________
DO NOT ASK Q12a IF PUNCH 2 AT QC9
12a. Do you recall if the free trial offer has a time limit?
1
2
3
Yes
No
I don’t know
IF PUNCH 1 AT Q12a ASK Q12b-c
12b.
What happens after the free trial period? (Please be as specific as possible)?
__________________________________________________________________
12c
Anything else?
__________________________________________________________________
14-0603
EXHIBIT B -371-
ONLINE LEGAL SERVICES STUDY
13a.
- 18 -
#14-0603
If you sign up for the free trial offer and have any questions, how can you go about getting
answers? (Please be as specific as possible)
__________________________________________________________________
C13b. Assuming you were interested in online legal services for a [INSERT SERVICE/STIMULI
ASKING ABOUT (E.G. DIVORCE)] form, now that you have gone through the Rocket Lawyer
website , what are you likely to do? (Please be as specific as possible)
__________________________________________________________________
C13c. Anything else?
__________________________________________________________________
14a.
Which if any of the following options best describe what you are likely to do after having seen the
Rocket Lawyer website? (Select one)
ROTATE PUNCHES
1
CONSUMER: Take the free trial (includes access to all Rocket Lawyer forms)
2
Continue searching on other online legal service sites
3
Ask other people about the service
4
Decide not to buy an online legal service
5
CONSUMER: Buy the form (without the free trial)
6
CONSUMER: Enroll in a monthly plan (access to all forms and help from attorneys for $17.95
per month, includes attorney review of forms after 90 days)
7
CONSUMER: Enroll in an annual plan (access to all forms and attorney services immediately
for $9.99 a month when prepaying for one year)
8
Other (specify) (ANCHOR)
9
I don’t know (ANCHOR)
DO NOT ASK Q14b-1/Q14b-2 IF PUNCH 9 ‘DK’ AT Q14a
14b-1. What made you decide to [INSERT RESPONSE FROM Q14a]? (Please be as specific as possible)
__________________________________________________________________
14b-2. Any other reasons?
__________________________________________________________________
ASK Q14c IF DO NOT PUNCH 1 AT Q14a
14c. Why did you not choose to take the free trial?
__________________________________________________________________
14-0603
EXHIBIT B -372-
ONLINE LEGAL SERVICES STUDY
- 19 -
#14-0603
14d. Below are some factors that may be relevant to whether you will decide to use an online legal
services company. Please review the list and add any factors that are relevant to you that may be
missing.
RANDOMIZE 1-7
1. Price
2. Advertisement
3. Customer reviews
4. Brand name
5. Recommendations from colleagues
6. Personal experience on the website
7. Opportunity to try the service for free
8. Other - please specify (optional) _________________
9. Other - please specify (optional) __________________
14e. Out of the list below, please rank the three most important factors that affect whether you will use
an online legal services company, with 1 being the most important, 2 being the second most
important and 3 being the third most important.
ONLY ALLOW 3 ITEMS TO CONTAIN #S 1, 2 OR 3.
10. Price
11. Advertisement
12. Customer reviews
13. Brand name
14. Recommendations from colleagues
15. Personal experience on the website
16. Opportunity to try the service for free
17.[INSERT ‘Other - please specify’]
18.[INSERT ‘Other - please specify’]
#
#
#
#
#
#
#
#
#
14f. Out of the remaining factors, please select any factors that are not important to you in deciding
whether to use an online legal services company. (Select all that apply)
SHOW ITEMS NOT SELECTED AT Q14e.
USE SAME ORDER AS IN Q14d
1. Price
2. Advertisement
3. Customer reviews
4. Brand name
5. Recommendations from colleagues
6. Personal experience on the website
7. Opportunity to try the service for free
8. [INSERT ‘Other - please specify’]
9. [INSERT ‘Other - please specify’]
15a.
Finally, other than today, have you ever encountered any online offers for a free trial of products
and/or services?
1
2
3
14-0603
Yes
No
I don’t know
EXHIBIT B -373-
ONLINE LEGAL SERVICES STUDY
- 20 -
#14-0603
IF PUNCH 1 AT Q15a ASK Q15b-Q15d
15b.
Do you recall some of the businesses that offered these free trials? Please list them.
__________________________________________________________________
15c.
Anything else?
__________________________________________________________________
15d. Did you ever decide to enroll in any free trial programs that were offered?
1
2
3
Yes
No
I don’t know
Thank you. Those are all the questions we have for you.
14-0603
EXHIBIT B -374-
APPENDIX
H
APPENDIX
H
EXHIBIT B -375-
Appendix H
Online Legal Study - Screening Results
Total Contacts
3,334
Terminated
Industry (Marketing research firm or department;
advertising agency; PR agency; a law firm or a company
that deals with giving legal advice including online law
services companies)
148
Survey participation past 3 months
32
Under 18/Preferred not to answer
4
Consent
9
Not qualified for an online legal service
1941
Over Quota
437
Early Exit at Q1c or Q5c
333
Disqualified by Quality Control
Completed interviews
Appendix H. Screening Results 1
8
422
EXHIBIT B -376-
APPENDIX
I
APPENDIX
I
EXHIBIT B -377-
SURVEY 14-0603, CASE ID 1881
Image Set
» INCORPORATION TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None, I haven't taken a market research survey in the past 3 months
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 35-44
S5 Please indicate the state in which you reside.
» Texas
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Middle Management
S8b Do you have any aspirations or plans to start your own company/business?
» Yes
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Incorporation/forming a business or organization
S10c Did you actually purchase online legal services for Incorporation/forming a business or organization from one of these
online legal companies you were looking at?
» Yes
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 4 - Probably will
S11b Specifically, what types of online legal services will you be looking for?
» Incorporation/forming a business or organization
S12 In the event you were in need of online legal services, which of the following describes your role in determining how
to go about obtaining those services?
» I am or would be the primary decision maker
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Spoke to a lawyer
Q1c Have you considered using Google or other search engines to look for online legal services?
» Yes
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.incorporate.com
Q3a Why did you select this company? www.incorporate.com
» Had much information and first selection on Google
EXHIBIT B -378-
Q3b Anything else? www.incorporate.com
» nope
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» www.legalzoom.com
» www.bizfilings.com
Q4b Please tell us why you did not << initially >> select www.legalzoom.com?
» Well-known company that has been around for many years.
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» Rocketlawyer sounds hocky... does not sound like a professional organization.
QB5a Thinking back to the Google search page, did you notice an ad for Rocket Lawyer?
» No
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website?
» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
QB7 Now reflecting on the Google ad for Rocket Lawyer and the Rocket Lawyer website you reviewed, what can you tell
me about the Incorporation offer?
» Utilized $90 fee for registration and filing. Can get additional information, certificates and seals for additional
cost.
QB8 Anything else?
» Nope
Q9 You may have already mentioned this, but did the Google ad for Rocket Lawyer and the Rocket Lawyer website you
reviewed include a free Incorporation offer?
» No
QB10a Now reflecting on the Google ad and the Rocket Lawyer website, do you recall if you had to pay state fees to the
state for Incorporation with the free trial offer?
» Yes
QB10b1 Do you know if this state fee applies...
» ...only if you incorporate online
QB10b2 Do you know if this state fee applies...
» I don't know
QB11 Reflecting back on the Rocket Lawyer website you viewed, do you recall a free trial offer?
» Yes
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» Payment
Q12c Anything else?
» No
EXHIBIT B -379Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» online
QB13b Assuming you were interested in online legal services for Incorporation, and now that you have reviewed the
Google ad and have gone through the Rocket Lawyer website, what are you likely to do?
» Not sign up...
Q13c Anything else?
» Nope
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Pay for incorporation services (without free trial - $99.95)
Q14b1 What made you decide to << insert >>?
» Free trials usually have a catch.
Q14b2 Any other reasons?
» nope
Q14c Why did you not choose to take the free trial<< insert >>?
» fear
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 2
» Recommendations from colleagues 3
» Personal experience on the website 1
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» Amazon Prime
Q15c Anything else?
» no
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» I don't know
EXHIBIT B -380-
SURVEY 14-0603, CASE ID 1882
Image Set
» POWER OF ATTORNEY TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None, I haven't taken a market research survey in the past 3 months
S3 Please record your gender below.
» Female
S4 Which of the following categories includes your age?
» 35-44
S5 Please indicate the state in which you reside.
» Tennessee
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Middle Management
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» I don't know
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Estate planning
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
» Asked friends/family
» Asked colleagues
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalzoom.com
» www.lawdepot.com
» www.totallegal.com
» www.rocketlawyer.com
» www.uniformpowerofattorney.com
Q3a Why did you select this company? www.legalzoom.com
» The comment "Are all these free forms legal?" - This statement prompts me to want to read this to see if I
could get power of attorney forms online or if I am better off going to visit an attorney
Q3a Why did you select this company? www.lawdepot.com
EXHIBIT B -381-
» The words "Free" and "Get immediate results" made me want to select this company
Q3a Why did you select this company? www.totallegal.com
» The words "Prepare online and print" made me what to see more from this company
Q3a Why did you select this company? www.rocketlawyer.com
» The words "print forms in 5 min" and Ask a lawyer a question" made me want to look more into this company
Q3a Why did you select this company? www.uniformpowerofattorney.com
» The words "fill in the blanks" makes it sound simple and "no hidden fees" made me want to know more
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» It's not free.
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» just a one week trial offer
QC11a How would you describe the free trial offer to a friend?
» it is just a free week then you would have to purchase memebership
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» purchase membership
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» not sure
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» I may research other sites and see who had the best offer
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Continue searching on other online legal service sites
Q14b1 What made you decide to << insert >>?
» It was not free
Q14c Why did you not choose to take the free trial<< insert >>?
» it was only for a week then you still have to but membership
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
EXHIBIT B -382important.
» Customer reviews 1
» Recommendations from colleagues 3
» Personal experience on the website 2
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Brand name
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» No
EXHIBIT B -383-
SURVEY 14-0603, CASE ID 1893
Image Set
» POWER OF ATTORNEY TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 25-34
S5 Please indicate the state in which you reside.
» California
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Middle Management
S8b Do you have any aspirations or plans to start your own company/business?
» Yes
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Landlord/tenant matters
» Estate planning
S10c Did you actually purchase online legal services for Landlord/tenant matters from one of these online legal companies
you were looking at?
» No
S10c Did you actually purchase online legal services for Estate planning from one of these online legal companies you were
looking at?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 4 - Probably will
S11b Specifically, what types of online legal services will you be looking for?
» Landlord/tenant matters
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalzoom.com
» www.totallegal.com
EXHIBIT B -384-
Q3a Why did you select this company? www.legalzoom.com
» gives the most info with the search result
Q3b Anything else? www.legalzoom.com
» i have heard of legalzoom
Q3a Why did you select this company? www.totallegal.com
» caught my interest
Q3b Anything else? www.totallegal.com
» none
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» www.uniformpowerofattorney.com
Q4b Please tell us why you did not << initially >> select www.lawdepot.com?
» it looks like a sponsored link and i don't always trust those
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» also looks like a sponsored link
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website?
» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» they didn't appear to be reliable
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» can't recall anything other than it was for a short period of time.
QC11a How would you describe the free trial offer to a friend?
» they offer a free trial for services but i'm not sure if all services are included
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» it expires and you must pay for services
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» FAQ online
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» sign up
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
EXHIBIT B -385» Take the free trial (includes access to all Rocket Lawyer forms)
Q14b1 What made you decide to << insert >>?
» if it really does have access to all forms, i would try the free trial first
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 3
» Customer reviews 1
» Personal experience on the website 2
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Recommendations from colleagues
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» netflix
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» Yes
EXHIBIT B -386-
SURVEY 14-0603, CASE ID 1897
Image Set
» BILL OF SALE TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» Healthcare
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 55-64
S5 Please indicate the state in which you reside.
» Connecticut
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Upper Management
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Estate planning
S10c Did you actually purchase online legal services for Estate planning from one of these online legal companies you were
looking at?
» Yes
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Bill of Sale
» Estate planning
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalcontracts.com
» www.buyerpricer.com
» www.officeconsultants.com
Q3a Why did you select this company? www.legalcontracts.com
» free. topical
EXHIBIT B -387-
Q3a Why did you select this company? www.buyerpricer.com
» same as above
Q3a Why did you select this company? www.officeconsultants.com
» same as above
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» None
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» I would look at this one
Q4b Please tell us why you did not << initially >> select www.jsbusinessproducts.btobsource.com?
» not free
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website?
» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» trial basis subscription
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» don't remember
QC11a How would you describe the free trial offer to a friend?
» fair
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» subscription
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» not sure
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» go to their website
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Take the free trial (includes access to all Rocket Lawyer forms)
Q14b1 What made you decide to << insert >>?
» free. choice at end
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >> B -388EXHIBIT
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 2
» Personal experience on the website 3
» Opportunity to try the service for free 1
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» don't recall
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» Yes
EXHIBIT B -389-
SURVEY 14-0603, CASE ID 1905
Image Set
» LEASE AGREEMENT CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None, I haven't taken a market research survey in the past 3 months
S3 Please record your gender below.
» Female
S4 Which of the following categories includes your age?
» 35-44
S5 Please indicate the state in which you reside.
» California
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Middle Management
S8b Do you have any aspirations or plans to start your own company/business?
» Yes
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Landlord/tenant matters
S10c Did you actually purchase online legal services for Landlord/tenant matters from one of these online legal companies
you were looking at?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 4 - Probably will
S11b Specifically, what types of online legal services will you be looking for?
» Some Other type of legal service
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.biztree.com
Q3a Why did you select this company? www.biztree.com
» It is a template
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» www.lawdepot.com
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
EXHIBIT B -390-
» That would've been my next choice.
Q4b Please tell us why you did not << initially >> select www.ezlandlorrdforms.com?
» Too many choices.
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website?
» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» Free trial for a week is good. Easy online process. Ability to connect with a lawyer
QC8 Anything else?
» Webpage seems like it would be easy to navigate and application process is hassle free.
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» Free trial for a week ....$19.95 monthly thereafter.
QC11a How would you describe the free trial offer to a friend?
» Rocket lawyer is offering a free one week trial.
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» 19.95 monthly or there were other options to choose from depending on the amount of services needed.
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» Ask a lawyer
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» Contact Rocket Lawyer
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Enroll in a monthly plan (access to all forms and help from attorneys for $17.95 per month, includes attorney
review of forms after 90 days)
Q14b1 What made you decide to << insert >>?
» Reasonable price
Q14c Why did you not choose to take the free trial<< insert >>?
» The monthly fee would be more after the free trial
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
EXHIBIT B -391-
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Customer reviews 3
» Recommendations from colleagues 2
» Opportunity to try the service for free 1
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» no
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» No
EXHIBIT B -392-
SURVEY 14-0603, CASE ID 1909
Image Set
» POWER OF ATTORNEY CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 55-64
S5 Please indicate the state in which you reside.
» New York
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Executive
S8b Do you have any aspirations or plans to start your own company/business?
» Yes
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Incorporation/forming a business or organization
» Landlord/tenant matters
» Estate planning
S10c Did you actually purchase online legal services for Incorporation/forming a business or organization from one of these
online legal companies you were looking at?
» No
S10c Did you actually purchase online legal services for Landlord/tenant matters from one of these online legal companies
you were looking at?
» No
S10c Did you actually purchase online legal services for Estate planning from one of these online legal companies you were
looking at?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 5 - Definitely will
S11b Specifically, what types of online legal services will you be looking for?
» Estate planning
S12 In the event you were in need of online legal services, which of the following describes your role in determining how
to go about obtaining those services?
» I am or would be the primary decision maker
S13a Please tell us what kind of device you are taking this survey on.
» iPad or Tablet
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
EXHIBIT B -393» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalzoom.com
» www.totallegal.com
» www.rocketlawyer.com
» www.uniformpowerofattorney.com
Q3a Why did you select this company? www.legalzoom.com
» Have seen advertisements, top of list, word "states" used in info
Q3a Why did you select this company? www.totallegal.com
» Free and state appeared in ad
Q3a Why did you select this company? www.rocketlawyer.com
» Free and download forms
Q3a Why did you select this company? www.uniformpowerofattorney.com
» Download and no hidden fees, state specific
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» Interview format,giving me control over data and use. Can control all the elements and set limits. There is a
subscription service offered. It is password protected.
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» I don't remember because I do not do trial offers. It's either go out no go for me.
QC11a How would you describe the free trial offer to a friend?
» I would tell them that a trial was offered
Q12a Do you recall if the free trial offer has a time limit?
» I don't know
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» I would contact the company via email
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» I would go through the process but I would check out the ratings and reviews.
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Buy the form (without the free trial)
Q14b1 What made you decide to << insert >>?
EXHIBIT B -394-
» I don't liked trials.
Q14c Why did you not choose to take the free trial<< insert >>?
» I don't like trials
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 1
» Customer reviews 2
» Brand name 3
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
» Opportunity to try the service for free
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» Phone apps, ms word, investigative sites, ny times
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» No
EXHIBIT B -395-
SURVEY 14-0603, CASE ID 1920
Image Set
» POWER OF ATTORNEY CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None, I haven't taken a market research survey in the past 3 months
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 45-54
S5 Please indicate the state in which you reside.
» Massachusetts
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Middle Management
S8b Do you have any aspirations or plans to start your own company/business?
» Yes
S9 Over the past few years, have you looked on the internet for online legal services?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Incorporation/forming a business or organization
» Family law
» Landlord/tenant matters
» Estate planning
S12 In the event you were in need of online legal services, which of the following describes your role in determining how
to go about obtaining those services?
» I am or would be the primary decision maker
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Other specify: ("google")
Q1c Have you considered using Google or other search engines to look for online legal services?
» Yes
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.uniformpowerofattorney.com
Q3a Why did you select this company? www.uniformpowerofattorney.com
» most credible URL
Q3b Anything else? www.uniformpowerofattorney.com
» google not making money from banner advert.
EXHIBIT B -396-
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» None
Q4b Please tell us why you did not << initially >> select www.legalzoom.com?
» banner advert
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» banner advert
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website?
» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» not relevant to me
QC8 Anything else?
» not relevant to me
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» dont remember - too many pages ago.
QC11a How would you describe the free trial offer to a friend?
» cant remember
Q12a Do you recall if the free trial offer has a time limit?
» No
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» 123
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» 123
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» I don't know
Q14c Why did you not choose to take the free trial<< insert >>?
» cant remeber the offer
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
EXHIBIT B -397» Price 1
» Customer reviews 3
» Brand name 2
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Recommendations from colleagues
» Opportunity to try the service for free
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» I don't know
EXHIBIT B -398-
SURVEY 14-0603, CASE ID 1921
Image Set
» POWER OF ATTORNEY CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 55-64
S5 Please indicate the state in which you reside.
» Michigan
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Executive
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Estate planning
S10c Did you actually purchase online legal services for Estate planning from one of these online legal companies you were
looking at?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 4 - Probably will
S11b Specifically, what types of online legal services will you be looking for?
» Family law
» Estate planning
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
» Asked friends/family
» Spoke to a lawyer
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalzoom.com
» www.rocketlawyer.com
Q3a Why did you select this company? www.legalzoom.com
EXHIBIT B -399-
» Liked the comment about are all these forms legal.
Q3b Anything else? www.legalzoom.com
» Ability to print forms
Q3a Why did you select this company? www.rocketlawyer.com
» Ability to edit and print forms from on line
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» Many questions can be answered from this site.
QC8 Anything else?
» Free trial basis, monthly fee or annual fee
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» No obligation
QC11a How would you describe the free trial offer to a friend?
» Legal service for free! This is certainly worth a try
Q12a Do you recall if the free trial offer has a time limit?
» I don't know
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» online
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» Try it out
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Take the free trial (includes access to all Rocket Lawyer forms)
Q14b1 What made you decide to << insert >>?
» Good way to check it out first, then may a opt for a longer term plan
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» quality of website
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Recommendations from colleagues 3
» Personal experience on the website 2
» Opportunity to try the service for free 1
EXHIBIT B -400-
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
» Customer reviews
» Brand name
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» No
EXHIBIT B -401-
SURVEY 14-0603, CASE ID 1922
Image Set
» LEASE AGREEMENT CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Female
S4 Which of the following categories includes your age?
» 55-64
S5 Please indicate the state in which you reside.
» California
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Middle Management
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Landlord/tenant matters
» Estate planning
S10c Did you actually purchase online legal services for Landlord/tenant matters from one of these online legal companies
you were looking at?
» No
S10c Did you actually purchase online legal services for Estate planning from one of these online legal companies you were
looking at?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 2 - Probably will not
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalcontracts.com
» www.rocketlawyer.com
» www.biztree.com
» www.totallegal.com
EXHIBIT B -402-
Q3a Why did you select this company? www.legalcontracts.com
» I noticed 'free' right away
Q3b Anything else? www.legalcontracts.com
» easy is good. fill in & print is a no-brainer. sounds quick. I like quick & easy (& free)
Q3a Why did you select this company? www.rocketlawyer.com
» I noticed 'free' right away & "5 minutes" quick & easy is good
Q3b Anything else? www.rocketlawyer.com
» 861 followers on google gives impression of some legitimacy & long-standing reputation
Q3a Why did you select this company? www.biztree.com
» easy is good. download was mentioned, so I can keep a copy on my own computer
Q3b Anything else? www.biztree.com
» download & print in minutes tells me it is easy. Fast & easy are an important aspect of what I end up selecting.
Q3a Why did you select this company? www.totallegal.com
» I noticed 'free' and 'simple' That's what I need
Q3b Anything else? www.totallegal.com
» I liked this but it wasn't my first choice because I'm looking for renting month-to-month, and have a sense that
this is lease only. Might not work for my needs. So I probably would look at the others first & might not get to this
one at all.
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» I felt tricked. Even though the one-time trial period is free, I wouldn't feel comfortable giving my billing
information at the end. I would have spent time completing the form and then I wouldn't give my billing
information, and would have wasted my time.
QC8 Anything else?
» I don't trust Rocket Lawyer.
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» one week free, then $19.95/month. Cancel if desired, no obligation
QC11a How would you describe the free trial offer to a friend?
» Some people would go for it. I would not. I don't give my credit card information online. I would be worried. I
don't automatically trust an online company with sensitive information. I wouldn't 'sign up' and I wouldn't advise
others to do it either
QC11b Anything else?
» I get really irritated with offers that are free, but require personal information after they hook you in by getting
you to complete the whole document only to find they want your credit card information at the end. No thanks!!!
Q12a Do you recall if the free trial offer has a time limit?
EXHIBIT B -403-
» Yes
Q12c What happens after the free trial period?
» $19.95/month
Q12c Anything else?
» OK to cancel, no obligation
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» I didn't notice contact info.
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» Go elsewhere to find a form that doesn't automatically sign me up for something I don't want.
Q13c Anything else?
» I will never give my credit card info so nonchalantly. Feeling really scammed.
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Other specify: ("Buy a form at stationary store")
Q14b1 What made you decide to << insert >>?
» I don't want to waste my time looking online, now that I see there will probably be a 'catch'
Q14b2 Any other reasons?
» I would maybe look at one more site before going to plan B
Q14c Why did you not choose to take the free trial<< insert >>?
» I do not provide my information to unknown entities on the internet. The company lost my trust because they
should have specified up front that I would have to provide personal information, including credit card info, and
that a trial service was part of the equation
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 3
» Recommendations from colleagues 1
» Personal experience on the website 2
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» Credit card companies
Q15c Anything else?
» Subscriptions e.g. magazines
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» No
EXHIBIT B -404-
SURVEY 14-0603, CASE ID 1924
Image Set
» LEASE AGREEMENT CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 55-64
S5 Please indicate the state in which you reside.
» Illinois
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Middle Management
S8b Do you have any aspirations or plans to start your own company/business?
» Yes
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Incorporation/forming a business or organization
» Estate planning
» Some Other type of legal service
S10c Did you actually purchase online legal services for Incorporation/forming a business or organization from one of these
online legal companies you were looking at?
» No
S10c Did you actually purchase online legal services for Estate planning from one of these online legal companies you were
looking at?
» Yes
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Landlord/tenant matters
» Estate planning
S12 In the event you were in need of online legal services, which of the following describes your role in determining how
to go about obtaining those services?
» I am or would be the primary decision maker
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
» Asked friends/family
EXHIBIT B -405-
» Asked colleagues
» Spoke to a lawyer
Q1b Which search engine did you use to look for online legal services?
» Google
» Yahoo
» Bing
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalcontracts.com
» www.ezlandlorrdforms.com
» www.lawdepot.com
Q3a Why did you select this company? www.legalcontracts.com
» Nothing specific but the title came across to me as though it's not a company but a service.
Q3b Anything else? www.legalcontracts.com
» Nope
Q3a Why did you select this company? www.ezlandlorrdforms.com
» Again, this site lookls like a place to get forms and not necessarily a company trying to sell something.
Q3b Anything else? www.ezlandlorrdforms.com
» Nothing
Q3a Why did you select this company? www.lawdepot.com
» The site looks like a place to get info about rental leases and sample contracts.
Q3b Anything else? www.lawdepot.com
» Nothing
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» www.rocketlawyer.com
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» It stated free lease agreement month, which is an oportunity that I would be interested in.
Q4b Please tell us why you did not << initially >> select www.biztree.com?
» Sounds like the Amazon of lease info.
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» Looked very complete, detailing the typical areas of concern with respect to renting a property. The lead paint
page was interesting as well as the payment option and maintenance pages.
QC8 Anything else?
» Nothing
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a freeBtrial offer?
EXHIBIT -406-
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» Don't recall the specifics.
QC11a How would you describe the free trial offer to a friend?
» A free trial is available so the process can be evaluated first before making a committment.
QC11b Anything else?
» Nothing.
Q12a Do you recall if the free trial offer has a time limit?
» No
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» I do not recall.
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» Go to the Rocket Lawyer websire and start the process of gethering lease information. This step will be more
involved than the review I did for this survey.
Q13c Anything else?
» Nothing.
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Take the free trial (includes access to all Rocket Lawyer forms)
Q14b1 What made you decide to << insert >>?
» First, it's free.
Q14b2 Any other reasons?
» They appear to be speciallists in this type of legal activity.
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Customer reviews 1
» Recommendations from colleagues 2
» Opportunity to try the service for free 3
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» Car maintenance products, but I don't recall the exact product.
Q15c Anything else?
» Nothing.
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» Yes
EXHIBIT B -407-
SURVEY 14-0603, CASE ID 1928
Image Set
» POWER OF ATTORNEY CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None, I haven't taken a market research survey in the past 3 months
S3 Please record your gender below.
» Female
S4 Which of the following categories includes your age?
» 65 or older
S5 Please indicate the state in which you reside.
» New Jersey
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Middle Management
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Estate planning
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» I don't know
Q1c Have you considered using Google or other search engines to look for online legal services?
» Yes
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.rocketlawyer.com
Q3a Why did you select this company? www.rocketlawyer.com
» It looked like it would be simple & easy
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
EXHIBIT B -408» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» Easy & simple
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» Too many to write down
QC11a How would you describe the free trial offer to a friend?
» Not sure
Q12a Do you recall if the free trial offer has a time limit?
» No
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» online
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» nothing
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» I don't know
Q14c Why did you not choose to take the free trial<< insert >>?
» Don't need the services now
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 1
» Brand name 2
» Personal experience on the website 3
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Recommendations from colleagues
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» Hair products
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» No
EXHIBIT B -409-
SURVEY 14-0603, CASE ID 1932
Image Set
» LEASE AGREEMENT CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» Food Brands or Products
S3 Please record your gender below.
» Female
S4 Which of the following categories includes your age?
» 55-64
S5 Please indicate the state in which you reside.
» Colorado
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Middle Management
S8b Do you have any aspirations or plans to start your own company/business?
» Yes
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Landlord/tenant matters
S10c Did you actually purchase online legal services for Landlord/tenant matters from one of these online legal companies
you were looking at?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 2 - Probably will not
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalcontracts.com
» www.rocketlawyer.com
» www.ezlandlorrdforms.com
» www.totallegal.com
» www.lawdepot.com
Q3a Why did you select this company? www.legalcontracts.com
» it's free - asks questions to make it specific
Q3a Why did you select this company? www.rocketlawyer.com
EXHIBIT B -410-
» free, editable
Q3a Why did you select this company? www.ezlandlorrdforms.com
» free, state specific
Q3a Why did you select this company? www.totallegal.com
» free, state specific
Q3a Why did you select this company? www.lawdepot.com
» would check to see if its free
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» free to use for one week - then 19.95 a month for basic plan
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» one week free basic plan
QC11a How would you describe the free trial offer to a friend?
» free one week trial
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» charged 19.95 a month to credit card
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» don't know
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» would research other companies to find the best offer.
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Continue searching on other online legal service sites
Q14b1 What made you decide to << insert >>?
» i always search out all possibilities
Q14c Why did you not choose to take the free trial<< insert >>?
» don't want to have to enter credit card information
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
EXHIBIT B -411important.
» Customer reviews 2
» Recommendations from colleagues 3
» Opportunity to try the service for free 1
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
» Brand name
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» no
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» No
EXHIBIT B -412-
SURVEY 14-0603, CASE ID 1936
Image Set
» POWER OF ATTORNEY CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 65 or older
S5 Please indicate the state in which you reside.
» Tennessee
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Executive
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Estate planning
S10c Did you actually purchase online legal services for Estate planning from one of these online legal companies you were
looking at?
» Yes
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 2 - Probably will not
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalzoom.com
Q3a Why did you select this company? www.legalzoom.com
» know
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» www.rocketlawyer.com
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» heard of
Q4b Please tell us why you did not << initially >> select www.uniformpowerofattorney.com?
EXHIBIT B -413-
» don't know
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» Nothing this survey is boring
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» I don't know
Q12a Do you recall if the free trial offer has a time limit?
» I don't know
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» ask
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» End this survey
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» I don't know
Q14c Why did you not choose to take the free trial<< insert >>?
» Always a catch
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 3
» Customer reviews 2
» Personal experience on the website 1
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» no
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» No
EXHIBIT B -414-
SURVEY 14-0603, CASE ID 1942
Image Set
» POWER OF ATTORNEY TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» Healthcare
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 55-64
S5 Please indicate the state in which you reside.
» Michigan
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Upper Management
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Estate planning
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalzoom.com
» www.lawdepot.com
» www.totallegal.com
» www.rocketlawyer.com
» www.uniformpowerofattorney.com
Q3a Why did you select this company? www.legalzoom.com
» There really is no specific reason if these were search results, I would check out several
Q3a Why did you select this company? www.lawdepot.com
» There really is no specific reason if these were search results, I would check out several
Q3a Why did you select this company? www.totallegal.com
» There really is no specific reason if these were search results, I would check out several EXHIBIT B -415-
Q3a Why did you select this company? www.rocketlawyer.com
» There really is no specific reason if these were search results, I would check out several
Q3a Why did you select this company? www.uniformpowerofattorney.com
» There really is no specific reason if these were search results, I would check out several
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» TUrbo Tax style walk trhough of POA provisions. Legal review - $18/mo for duration of your choice vs.,
$10/mo for 1 year prepaid. Free trial, but not sure if you get legal review with that.
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» That I am not so sure about. I assume it was the document building tool, but not the legal review?
QC11a How would you describe the free trial offer to a friend?
» I wouldn't other than what I said in answer to prior question
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» don't know
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» don't know
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» consider them compared to other simlar services
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Continue searching on other online legal service sites
Q14b1 What made you decide to << insert >>?
» I've only seen one
Q14c Why did you not choose to take the free trial<< insert >>?
» there are other free trials, I would guess
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» look & feel
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 1
EXHIBIT B -416» Recommendations from colleagues 2
» look & feel 3
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
» Brand name
» Opportunity to try the service for free
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» not soecifically
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» Yes
EXHIBIT B -417-
SURVEY 14-0603, CASE ID 1947
Image Set
» DIVORCE CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» Personal Care
» Food Brands or Products
S3 Please record your gender below.
» Female
S4 Which of the following categories includes your age?
» 45-54
S5 Please indicate the state in which you reside.
» Tennessee
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Owner/Proprietor
S9 Over the past few years, have you looked on the internet for online legal services?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Family law
» Landlord/tenant matters
» Estate planning
S13a Please tell us what kind of device you are taking this survey on.
» iPad or Tablet
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.uslegalforms.com
Q3a Why did you select this company? www.uslegalforms.com
» Research was my objective. Needed to educate myself with forms.
Q3b Anything else? www.uslegalforms.com
» To the point and using simple language in their web intro.
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» None
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» Not familiar
EXHIBIT B -418Q4b Please tell us why you did not << initially >> select www.com?pletecase.com?
» Needed more info.
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website?
» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» Simple, fast, informative
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» I don't know
Q12a Do you recall if the free trial offer has a time limit?
» No
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» Website or phone no.
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» Website
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» I don't know
Q14c Why did you not choose to take the free trial<< insert >>?
» Do not need services
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» Face to face when handling personal matters
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 3
» Recommendations from colleagues 2
» Face to face when handling personal matters 1
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Opportunity to try the service for free
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» No
Q15d Did you ever decide to enroll in any free trial programs that were offered?
EXHIBIT B -419» No
SURVEY 14-0603, CASE ID 1956
Image Set
» POWER OF ATTORNEY TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Female
S4 Which of the following categories includes your age?
» 35-44
S5 Please indicate the state in which you reside.
» Massachusetts
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Executive
S8b Do you have any aspirations or plans to start your own company/business?
» Yes
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Incorporation/forming a business or organization
» Estate planning
S10c Did you actually purchase online legal services for Incorporation/forming a business or organization from one of these
online legal companies you were looking at?
» No
S10c Did you actually purchase online legal services for Estate planning from one of these online legal companies you were
looking at?
» Yes
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 5 - Definitely will
S11b Specifically, what types of online legal services will you be looking for?
» Incorporation/forming a business or organization
» Estate planning
S12 In the event you were in need of online legal services, which of the following describes your role in determining how
to go about obtaining those services?
» I am or would be the primary decision maker
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
» Asked friends/family
» Asked colleagues
EXHIBIT B -420-
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalzoom.com
» www.uniformpowerofattorney.com
Q3a Why did you select this company? www.legalzoom.com
» the ad caught my attention
Q3a Why did you select this company? www.uniformpowerofattorney.com
» same- the ad caught my attention
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» None
Q4b Please tell us why you did not << initially >> select www.totallegal.com?
» don't like the name
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» don't like the name
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website?
» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» interview screens to set up preferences for a durable power of attorney. Free one week trial, then various
membership/payment options
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» one week free trial offer
QC11a How would you describe the free trial offer to a friend?
» too short
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» they will use the credit card info entered
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» online
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
EXHIBIT B -421-
» might consider using them
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Take the free trial (includes access to all Rocket Lawyer forms)
Q14b1 What made you decide to << insert >>?
» process is easy
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» nothing else
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 3
» Recommendations from colleagues 1
» Personal experience on the website 2
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» No
EXHIBIT B -422-
SURVEY 14-0603, CASE ID 1957
Image Set
» DIVORCE CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 65 or older
S5 Please indicate the state in which you reside.
» Michigan
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Middle Management
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Family law
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Asked colleagues
Q1c Have you considered using Google or other search engines to look for online legal services?
» Yes
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.completecase.com
» www.uslegalforms.com
Q3a Why did you select this company? www.completecase.com
» like do it your self format
Q3a Why did you select this company? www.uslegalforms.com
» features a do it yourself format
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» None
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» does not connote quality only speed
EXHIBIT B -423Q4b Please tell us why you did not << initially >> select www.divorcewriter.com?
» sounds too automated
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website?
» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» stressed membership
QC8 Anything else?
» payment by credit card
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» still need to supply credit card to take advantage of free offer....this means it is not free to me.
QC11a How would you describe the free trial offer to a friend?
» free offer but you need to give them credit card
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» you get billed 19.95/month
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» go back to website
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» probably go to a divorce lawyer
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Decide not to buy an online legal service
Q14b1 What made you decide to << insert >>?
» do not like provide credit card and personal information to the internet
Q14c Why did you not choose to take the free trial<< insert >>?
» did not like credit card requirement
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» qualtiy of legal service endorsed by somebody
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 3
EXHIBIT B -424» Recommendations from colleagues 2
» qualtiy of legal service endorsed by somebody 1
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
» Personal experience on the website
» Opportunity to try the service for free
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» dish network
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» Yes
EXHIBIT B -425-
SURVEY 14-0603, CASE ID 1961
Image Set
» INCORPORATION CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 35-44
S5 Please indicate the state in which you reside.
» Florida
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Executive
S8b Do you have any aspirations or plans to start your own company/business?
» Yes
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Incorporation/forming a business or organization
» Estate planning
S10c Did you actually purchase online legal services for Incorporation/forming a business or organization from one of these
online legal companies you were looking at?
» Yes
S10c Did you actually purchase online legal services for Estate planning from one of these online legal companies you were
looking at?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 4 - Probably will
S11b Specifically, what types of online legal services will you be looking for?
» Estate planning
S12 In the event you were in need of online legal services, which of the following describes your role in determining how
to go about obtaining those services?
» I am or would be the primary decision maker
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Didn't have to --- I already knew of a name and just went directly to the site
Q1c Have you considered using Google or other search engines to look for online legal services?
» Yes
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
EXHIBIT B -426exploring further based on what you see?
» www.incorporate.com
» www.legalzoom.com
» www.mycorporation.com
Q3a Why did you select this company? www.incorporate.com
» They were first on the list and their name fits the bill of what I am looking for.
Q3b Anything else? www.incorporate.com
» Plus their description spells it out pretty cleanly.
Q3a Why did you select this company? www.legalzoom.com
» I am familiar with their brand and name.
Q3b Anything else? www.legalzoom.com
» I have used them in the past with good results
Q3a Why did you select this company? www.mycorporation.com
» The initial price of incorporation seems pretty competitive
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» None
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» The description did not address my initial search for general information
Q4b Please tell us why you did not << initially >> select www.incforfree.com?
» Not enough information to go off of!
QB5a Thinking back to the Google search page, did you notice an ad for Rocket Lawyer?
» No
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website?
» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
QB7 Now reflecting on the Google ad for Rocket Lawyer and the Rocket Lawyer website you reviewed, what can you tell
me about the Incorporation offer?
» It is basically a free trial for a period of time and all one pays is the applicable state fees which in this case
(California) is $90.
QB8 Anything else?
» There are additional add-on fees depending on the level of expedition and assistance that one might require.
Q9 You may have already mentioned this, but did the Google ad for Rocket Lawyer and the Rocket Lawyer website you
reviewed include a free Incorporation offer?
» Yes
QB10a Now reflecting on the Google ad and the Rocket Lawyer website, do you recall if you had to pay state fees to the
state for Incorporation with the free trial offer?
» Yes
QB10b1 Do you know if this state fee applies...
» ...to all businesses that you want to incorporate regardless of how you chose to file your incorporation papers
EXHIBIT B -427QB10b2 Do you know if this state fee applies...
» ...if you incorporate through any online legal services company
QB11 Reflecting back on the Rocket Lawyer website you viewed, do you recall a free trial offer?
» Yes
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» You may cancel or be charged accordingly
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» live chat customer support via phone or web
QB13b Assuming you were interested in online legal services for Incorporation, and now that you have reviewed the
Google ad and have gone through the Rocket Lawyer website, what are you likely to do?
» take the steps outlined on rocketlawyer.com and proceed based on the information that is required
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Take the free trial (includes free processing)
Q14b1 What made you decide to << insert >>?
» Because it addresses all of my needs and concerns with regards to taking the step towards incorporation
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 3
» Customer reviews 2
» Opportunity to try the service for free 1
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» Netflix, Amazon Prime
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» Yes
EXHIBIT B -428-
SURVEY 14-0603, CASE ID 1964
Image Set
» INCORPORATION CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» Personal Care
» Food Brands or Products
» Healthcare
» Technology
S3 Please record your gender below.
» Female
S4 Which of the following categories includes your age?
» 45-54
S5 Please indicate the state in which you reside.
» New Jersey
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed part-time
S8a Which of the following best describes your position with your company?
» Upper Management
S8b Do you have any aspirations or plans to start your own company/business?
» Yes
S9 Over the past few years, have you looked on the internet for online legal services?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Incorporation/forming a business or organization
S12 In the event you were in need of online legal services, which of the following describes your role in determining how
to go about obtaining those services?
» I share or would share this responsibility with others
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
» Asked friends/family
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalzoom.com
» www.rocketlawyer.com
Q3a Why did you select this company? www.legalzoom.com
EXHIBIT B -429-
» I have heard of Legal Zoom before. The description wasn't a sales pitch, it says "learn about....", which is what
I want to start with
Q3a Why did you select this company? www.rocketlawyer.com
» It says "free" - some of the other listed showed a fee. I would check out free first. Not saying I would go with
"free", just that I would read what they had to say first
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» None
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
QB7 Now reflecting on the Google ad for Rocket Lawyer and the Rocket Lawyer website you reviewed, what can you tell
me about the Incorporation offer?
» They still tried to sell me something (2 different times) $90 to just incorporate They will get my tax id # for me
for another fee. I can't go back in check, but I think one page said the LLC would cost me $99 and then on
another page it said $90 (or my mind could be playing tricks on me)
Q9 You may have already mentioned this, but did the Google ad for Rocket Lawyer and the Rocket Lawyer website you
reviewed include a free Incorporation offer?
» Yes
QB10a Now reflecting on the Google ad and the Rocket Lawyer website, do you recall if you had to pay state fees to the
state for Incorporation with the free trial offer?
» Yes
QB10b1 Do you know if this state fee applies...
» I don't know
QB10b2 Do you know if this state fee applies...
» I don't know
QB11 Reflecting back on the Rocket Lawyer website you viewed, do you recall a free trial offer?
» Yes
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» credit card will be charged $39.95/month if I accepted
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» no idea if that was mentioned I would assume you could call them
QB13b Assuming you were interested in online legal services for Incorporation, and now that you have reviewed the
Google ad and have gone through the Rocket Lawyer website, what are you likely to do?
» 1) research to find out exactly what the fees are for my state 2) figure out how hard it was to do on my own
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Pay for incorporation services (without free trial - $99.95)
Q14b1 What made you decide to << insert >>?
» I just want to incorporate - nothing more. i know hat that means, tax implications, etc - why would I want to buy
something more.
EXHIBIT B -430Q14c Why did you not choose to take the free trial<< insert >>?
» No one told my why i would need it? Why is it necessary? If I have a big problem, I am not turning to an online legal service, I am going to sit down with a lawyer. Give me a good reason for the trial. The trial is just a
headache I'll need to remember to cancel before they hit my credit card with the fee after the one week trial
expires
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» just as good as a face-to-face lawyer
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 3
» Recommendations from colleagues 2
» just as good as a face-to-face lawyer 1
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
» Customer reviews
» Brand name
» Opportunity to try the service for free
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» netflix
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» No
EXHIBIT B -431-
SURVEY 14-0603, CASE ID 1971
Image Set
» LEASE AGREEMENT TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None, I haven't taken a market research survey in the past 3 months
S3 Please record your gender below.
» Female
S4 Which of the following categories includes your age?
» 45-54
S5 Please indicate the state in which you reside.
» Pennsylvania
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Middle Management
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Landlord/tenant matters
S10c Did you actually purchase online legal services for Landlord/tenant matters from one of these online legal companies
you were looking at?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Landlord/tenant matters
» Estate planning
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalcontracts.com
» www.rocketlawyer.com
» www.ezlandlorrdforms.com
» www.totallegal.com
Q3a Why did you select this company? www.legalcontracts.com
EXHIBIT B -432-
» Online contracts available for free
Q3a Why did you select this company? www.rocketlawyer.com
» Online contracts available for free
Q3a Why did you select this company? www.ezlandlorrdforms.com
» state specific Online contracts available for free
Q3a Why did you select this company? www.totallegal.com
» state specific Online contracts available for free
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» One week free trial $19.95 per month after. Any documents made during the trial are free.
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» One week free trial. All documents created are free even if trial is cancelled.
QC11a How would you describe the free trial offer to a friend?
» One week free trial, all documents created are free even if trial is cancelled.
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» $19.95 per month autodebit.
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» contact them
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» I can do the free trial first to see what the actual lease looks like.
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Other specify: ("check reviews")
Q14b1 What made you decide to << insert >>?
» I always check reviews before I buy anything.
Q14c Why did you not choose to take the free trial<< insert >>?
» Not needed at this time
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
EXHIBIT B -433important.
» Price 3
» Customer reviews 2
» Opportunity to try the service for free 1
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
» Brand name
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» ezlegalforms
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» No
EXHIBIT B -434-
SURVEY 14-0603, CASE ID 1992
Image Set
» POWER OF ATTORNEY TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None, I haven't taken a market research survey in the past 3 months
S3 Please record your gender below.
» Female
S4 Which of the following categories includes your age?
» 55-64
S5 Please indicate the state in which you reside.
» Wisconsin
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Middle Management
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Estate planning
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.lawdepot.com
» www.totallegal.com
» www.rocketlawyer.com
Q3a Why did you select this company? www.lawdepot.com
» Free on line form
Q3b Anything else? www.lawdepot.com
» Immediate
Q3a Why did you select this company? www.totallegal.com
» Free - State specific
Q3b Anything else? www.totallegal.com
EXHIBIT B -435» Online and printable
Q3a Why did you select this company? www.rocketlawyer.com
» free - printable
Q3b Anything else? www.rocketlawyer.com
» quick - 5 minutes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» It's not free unless you give them your credit card information
QC8 Anything else?
» you have 10 days before they charge your credit card
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» You have 10 days to cancel out before they charge the credit card information you provided when you signed
up. You have to sign up in order to get a printed copy.
QC11a How would you describe the free trial offer to a friend?
» Tricky
QC11b Anything else?
» The "free" trial is somewhat misleading.
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» you are charged
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» call 800#
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» I don't like giving out my credit card number if I do not intend actually joining
Q13c Anything else?
» This is misleading so I would not be interested.
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Continue searching on other online legal service sites
Q14b1 What made you decide to << insert >>?
» See if any other site provides without giving credit card information
Q14c Why did you not choose to take the free trial<< insert >>?
» Don't want to give my credit card information with a possible charge to my account when I really don't want to
join.
EXHIBIT B -436-
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No credit card required
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Personal experience on the website 3
» Opportunity to try the service for free 2
» No credit card required 1
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Brand name
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» Can't remember
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» No
EXHIBIT B -437-
SURVEY 14-0603, CASE ID 1994
Image Set
» DIVORCE CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» Healthcare
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 55-64
S5 Please indicate the state in which you reside.
» California
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Self employed
S8b Do you have any aspirations or plans to start your own company/business?
» Yes
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Family law
» Estate planning
S10c Did you actually purchase online legal services for Family law from one of these online legal companies you were
looking at?
» No
S10c Did you actually purchase online legal services for Estate planning from one of these online legal companies you were
looking at?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 5 - Definitely will
S11b Specifically, what types of online legal services will you be looking for?
» Family law
» Estate planning
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
» Asked friends/family
Q1b Which search engine did you use to look for online legal services?
» Google
» AOL
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.lawdepot.com
EXHIBIT B -438-
» www.completecase.com
» www.uslegalforms.com
Q3a Why did you select this company? www.lawdepot.com
» Sounds like it might have the forms I would need
Q3b Anything else? www.lawdepot.com
» Like the name
Q3a Why did you select this company? www.completecase.com
» If I were looking to do it myself without hiring a lawyer, this would appeal
Q3b Anything else? www.completecase.com
» Sounds good
Q3a Why did you select this company? www.uslegalforms.com
» If I were looking for an agreement, this would be my first choice.
Q3b Anything else? www.uslegalforms.com
» Sounds like what I would need
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» www.rocketlawyer.com
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» The name sounds strange, rocketlawyer
Q4b Please tell us why you did not << initially >> select www.divorcewriter.com?
» It's Massachusetts and I'm in CA
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» Better than I would have imagined! It seems exceptionally thorough and easy to navigate and if I were in the
market for a divorce, I wouldn't hesitate to use this website.
QC8 Anything else?
» I thought the forms and look of the website pages were very appealing.
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» I just know there was one. I also liked that you could pay monthly, good option.
QC11a How would you describe the free trial offer to a friend?
» Worth trying.
Q12a Do you recall if the free trial offer has a time limit?
» I don't know
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
EXHIBIT B -439» Contact them at any time
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» Use them
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Enroll in an annual plan (access to all forms and attorney services immediately for $9.99 a month when
prepaying for one year)
Q14b1 What made you decide to << insert >>?
» It seems fair and divorces take a long time.
Q14c Why did you not choose to take the free trial<< insert >>?
» Because I think the yearly is a better option
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Customer reviews 1
» Recommendations from colleagues 2
» Opportunity to try the service for free 3
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Brand name
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» Website design, credit monitoring, frequent flyer account monitoring, tax help
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» Yes
EXHIBIT B -440-
SURVEY 14-0603, CASE ID 1998
Image Set
» POWER OF ATTORNEY CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None, I haven't taken a market research survey in the past 3 months
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 35-44
S5 Please indicate the state in which you reside.
» California
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Temporarily unemployed
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Estate planning
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
» Asked friends/family
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalzoom.com
Q3a Why did you select this company? www.legalzoom.com
» heard good things about it
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» www.totallegal.com
Q4b Please tell us why you did not << initially >> select www.totallegal.com?
» sounds unprofessional
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» sounds unprofessional
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website?
» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, pleaseEXHIBIT B -441- again.
review the page
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» fair
QC8 Anything else?
» easy to understand
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» dont remember
QC11a How would you describe the free trial offer to a friend?
» dont remember
Q12a Do you recall if the free trial offer has a time limit?
» I don't know
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» live chat
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» research more companies
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Continue searching on other online legal service sites
Q14b1 What made you decide to << insert >>?
» research all services to find one that suits me
Q14c Why did you not choose to take the free trial<< insert >>?
» dont need services now
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 2
» Customer reviews 1
» Opportunity to try the service for free 3
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Brand name
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
EXHIBIT B -442» No
SURVEY 14-0603, CASE ID 2001
Image Set
» LEASE AGREEMENT TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» Personal Care
» Food Brands or Products
» Healthcare
S3 Please record your gender below.
» Female
S4 Which of the following categories includes your age?
» 45-54
S5 Please indicate the state in which you reside.
» Arizona
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Middle Management
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Landlord/tenant matters
» Estate planning
S10c Did you actually purchase online legal services for Landlord/tenant matters from one of these online legal companies
you were looking at?
» No
S10c Did you actually purchase online legal services for Estate planning from one of these online legal companies you were
looking at?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 2 - Probably will not
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
» Asked colleagues
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.ezlandlorrdforms.com
EXHIBIT B -443-
» www.lawdepot.com
Q3a Why did you select this company? www.ezlandlorrdforms.com
» Gave me a little more info than just Free. I liked the state specific language
Q3a Why did you select this company? www.lawdepot.com
» It was more business like and formal. An important point when looking for legal help
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» None
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» the name was not appealing to me
Q4b Please tell us why you did not << initially >> select www.totallegal.com?
» free as the selling point is not the most important to me and that is the lead text
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website?
» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» Nothing is ever "Free". I understand everyone is in business but I want to know how much it is going to cost
before I get to the last screen. If I was just looking for one document, this is not the right application. If I ran a
small business and needed documents on a regular basis it may be cost effective.
QC8 Anything else?
» I missed what limitations there are on quantities of documents either per month or per year.
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» one week, one free document, then transfers to monthly on the credit card you are required to input to get your
document.
QC11a How would you describe the free trial offer to a friend?
» you get on week, then monthly fee. good for a small business
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» goes to monthly fee
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» get online answers, chat is available
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
EXHIBIT B -444-
» depends on if this is a one time thing or not. I would not be happy to input pages of info, and then get to the
money part at the end. I want to know what I am doing from page 1, otherwise I would be pretty unhappy and
leave the site.
Q13c Anything else?
» be up front. If it is a worthy service, I will be happy to pay, but not when you make me input info and then tell
me terms.
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Continue searching on other online legal service sites
Q14b1 What made you decide to << insert >>?
» not being up front about purchasing plans
Q14c Why did you not choose to take the free trial<< insert >>?
» I do not trust a site that requires a credit card to access. Invariably there will be a charge on my card whether I
want it or not.
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» how does the company stand behind their product
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Customer reviews 1
» Opportunity to try the service for free 2
» how does the company stand behind their product 3
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» I do not recall names
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» No
EXHIBIT B -445-
SURVEY 14-0603, CASE ID 2003
Image Set
» POWER OF ATTORNEY TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Female
S4 Which of the following categories includes your age?
» 55-64
S5 Please indicate the state in which you reside.
» California
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Retired
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Estate planning
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
» Asked friends/family
Q1b Which search engine did you use to look for online legal services?
» Yahoo
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalzoom.com
Q3a Why did you select this company? www.legalzoom.com
» I've heard of it before
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» None
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» no particular reason - never heard of them.
Q4b Please tell us why you did not << initially >> select www.uniformpowerofattorney.com?
» no particular reason
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website?
» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, pleaseEXHIBIT B -446- again.
review the page
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» You get a one week trial offer with your document, then different pricing plans for monthly or the year.
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» one week and get your document
QC11a How would you describe the free trial offer to a friend?
» one document for free
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» you go to monthly or yearly and can do other documents.
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» there's a number to call
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» not sure
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Take the free trial (includes access to all Rocket Lawyer forms)
Q14b1 What made you decide to << insert >>?
» to see what's available
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Brand name 3
» Recommendations from colleagues 2
» Personal experience on the website 1
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Price
» Customer reviews
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
EXHIBIT B -447Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» no
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» No
EXHIBIT B -448-
SURVEY 14-0603, CASE ID 2013
Image Set
» DIVORCE TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» Technology
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 45-54
S5 Please indicate the state in which you reside.
» Oregon
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Upper Management
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Family law
» Estate planning
S10c Did you actually purchase online legal services for Family law from one of these online legal companies you were
looking at?
» Yes
S10c Did you actually purchase online legal services for Estate planning from one of these online legal companies you were
looking at?
» Yes
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 4 - Probably will
S11b Specifically, what types of online legal services will you be looking for?
» Estate planning
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
» Asked friends/family
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.3stepdivorce.com
EXHIBIT B -449-
» www.lawdepot.com
» www.divorcewriter.com
Q3a Why did you select this company? www.3stepdivorce.com
» 3 easy steps, price was listed
Q3a Why did you select this company? www.lawdepot.com
» The company name caught my eye.
Q3a Why did you select this company? www.divorcewriter.com
» Price listed, as well as what it offers
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» None
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» No specific reason
Q4b Please tell us why you did not << initially >> select www.com?pletecase.com?
» No price listed, name did not catch my eye
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website?
» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» One week free trial
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» One week
QC11a How would you describe the free trial offer to a friend?
» You get a free tirial and then are billed unless you cancel
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» one week
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» There was a link
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» I would likely use it if I knew how much it would cost
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
EXHIBIT B -450» Take the free trial (includes access to all Rocket Lawyer forms)
Q14b1 What made you decide to << insert >>?
» Simple access to the form, easy to complete
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 2
» Customer reviews 3
» Opportunity to try the service for free 1
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Brand name
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» No
EXHIBIT B -451-
SURVEY 14-0603, CASE ID 2014
Image Set
» POWER OF ATTORNEY CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Female
S4 Which of the following categories includes your age?
» 55-64
S5 Please indicate the state in which you reside.
» Florida
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Middle Management
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Estate planning
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalzoom.com
Q3a Why did you select this company? www.legalzoom.com
» Because it is at the top of the search page.
Q3b Anything else? www.legalzoom.com
» I have heard of legalzoom before.
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» www.totallegal.com
Q4b Please tell us why you did not << initially >> select www.lawdepot.com?
» I might because it is also free.
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
EXHIBIT B -452» Because it also says free.
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website?
» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» The service is a free trial membership.
QC8 Anything else?
» If you don't cancel the trial membership after seven days the service will continue uninterupted but you will be
charged 19.95 per month.
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» seven days of unlimited free service including free legal assistance and access to hundreds of legal
documents.
QC11a How would you describe the free trial offer to a friend?
» You get free service for seven days. It includes access to other legal documents besides the POA document.
It aslo said you get free legal assistance.
QC11b Anything else?
» I think it said you also get signature guarantees on documents.
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» Your service will continue uninterupted for a fee.
Q12c Anything else?
» Your credit card is charged 19.95 month.
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» there is a chat function on the website where you can discuss questions wth an agent.
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» If I needed the POA, I would go ahead and try it out for seven days so that I could get the document.
Q13c Anything else?
» If I didn't have any other pending legal issues I would probably cancel after the trial membership.
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Take the free trial (includes access to all Rocket Lawyer forms)
Q14b1 What made you decide to << insert >>?
» Because the POA would satisfy an immediate legal need.
Q14b2 Any other reasons?
EXHIBIT B -453» It is free!
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» legal need
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 2
» Customer reviews 3
» legal need 1
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
» Personal experience on the website
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» Businesses that offer printing. Businesses that sale cosmetics.
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» No
EXHIBIT B -454-
SURVEY 14-0603, CASE ID 2016
Image Set
» LEASE AGREEMENT TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 55-64
S5 Please indicate the state in which you reside.
» Virginia
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed part-time
S8a Which of the following best describes your position with your company?
» Intermediate level
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Landlord/tenant matters
S10c Did you actually purchase online legal services for Landlord/tenant matters from one of these online legal companies
you were looking at?
» Yes
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Landlord/tenant matters
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalcontracts.com
» www.ezlandlorrdforms.com
Q3a Why did you select this company? www.legalcontracts.com
» create online easy to use
Q3a Why did you select this company? www.ezlandlorrdforms.com
» try for free
EXHIBIT B -455-
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» None
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» If I searched other sites I would probably not look at all sites. I would find one and use it
Q4b Please tell us why you did not << initially >> select www.totallegal.com?
» If I searched other sites I would probably not look at all sites. I would find one and use
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website?
» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» It was free for one week and then became a monthly charge. There was also an annual offer.
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» Free for one week then became a monthly charge.
QC11a How would you describe the free trial offer to a friend?
» You get to produce your document an make a decision about how to proceed in the future
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» A monthly charge is then applied
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» You visit the website
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» I would want a specific charge for the one document I produced and needed and probably not want to pay an
ongoing monthly charge. I probably would not have a need for other documents. Or I would come back to the
site for future document on an a la carte basis. As needed.
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Buy the form (without the free trial)
Q14b1 What made you decide to << insert >>?
» It was what I needed and the interview process worked well for me to complete the form
Q14c Why did you not choose to take the free trial<< insert >>?
» I did not want to be obligated to further charges. I just wanted to get a good legal document to work with.
Willing to pay a fee for the document.
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
EXHIBIT
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >> B -456-
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 2
» Customer reviews 3
» Personal experience on the website 1
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» health supplements
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» No
EXHIBIT B -457-
SURVEY 14-0603, CASE ID 2024
Image Set
» DIVORCE TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Female
S4 Which of the following categories includes your age?
» 55-64
S5 Please indicate the state in which you reside.
» California
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Middle Management
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Family law
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.lawdepot.com
» www.completecase.com
» www.uslegalforms.com
Q3a Why did you select this company? www.lawdepot.com
» wanted to review the agreement
Q3b Anything else? www.lawdepot.com
» no
Q3a Why did you select this company? www.completecase.com
» wanted to see the complete divorce package
Q3b Anything else? www.completecase.com
EXHIBIT B -458» no
Q3a Why did you select this company? www.uslegalforms.com
» wanted to review the forms
Q3b Anything else? www.uslegalforms.com
» no
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» www.rocketlawyer.com
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» to review the agreement
Q4b Please tell us why you did not << initially >> select www.divorcewriter.com?
» cost to see the agreement
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» This is a paid service (after 7 days).
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» free 7 day, read only docs. But you have to provide a credit card!
QC11a How would you describe the free trial offer to a friend?
» not so good
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» you get charged $20
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» web site or call
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» go somewhere for free documents
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Continue searching on other online legal service sites
Q14b1 What made you decide to << insert >>?
» looking for free documents
Q14c Why did you not choose to take the free trial<< insert >>?
» don't want to gove out my credit card information
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >> B -459EXHIBIT
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Customer reviews 3
» Recommendations from colleagues 2
» Opportunity to try the service for free 1
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
» Brand name
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» not sure
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» Yes
EXHIBIT B -460-
SURVEY 14-0603, CASE ID 2030
Image Set
» POWER OF ATTORNEY CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» Personal Care
» Technology
S3 Please record your gender below.
» Female
S4 Which of the following categories includes your age?
» 55-64
S5 Please indicate the state in which you reside.
» Indiana
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed part-time
S8a Which of the following best describes your position with your company?
» Intermediate level
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Estate planning
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
» Asked friends/family
» Asked colleagues
Q1b Which search engine did you use to look for online legal services?
» Google
» Bing
» AOL
» Ask
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalzoom.com
» www.lawdepot.com
» www.rocketlawyer.com
Q3a Why did you select this company? www.legalzoom.com
EXHIBIT B -461» Free forms with the question as to whether they are legal forms.
Q3b Anything else? www.legalzoom.com
» there are followers on Google
Q3a Why did you select this company? www.lawdepot.com
» Free and with online forms and they are lawyer drafted.
Q3b Anything else? www.lawdepot.com
» Sounds reputable.
Q3a Why did you select this company? www.rocketlawyer.com
» Simple directions listed. You can ask a lawyer a question.
Q3b Anything else? www.rocketlawyer.com
» Has followers on Google.
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» The questions are simple and quick to fill out on the forms.
QC8 Anything else?
» The pages, order and questions that a person has are thorough. I liked the ease as which you could travel to
the next question.
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» I don't know
Q12a Do you recall if the free trial offer has a time limit?
» I don't know
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» you can speak to a lawyer.
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» check it out further and compare it to other sights.
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Take the free trial (includes access to all Rocket Lawyer forms)
Q14b1 What made you decide to << insert >>?
» To be able to study the forms better to see if it is as complete as it sounds.
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Brand name 3
EXHIBIT B -462» Personal experience on the website 2
» Opportunity to try the service for free 1
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» No
EXHIBIT B -463-
SURVEY 14-0603, CASE ID 2040
Image Set
» POWER OF ATTORNEY CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Female
S4 Which of the following categories includes your age?
» 55-64
S5 Please indicate the state in which you reside.
» Texas
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Self employed
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 4 - Probably will
S11b Specifically, what types of online legal services will you be looking for?
» Estate planning
» Some Other type of legal service
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Asked friends/family
» Asked colleagues
Q1c Have you considered using Google or other search engines to look for online legal services?
» Yes
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalzoom.com
» www.uniformpowerofattorney.com
Q3a Why did you select this company? www.legalzoom.com
» Are All These Free Forms Legal--made me curious
Q3b Anything else? www.legalzoom.com
» Forms seem to be located all in one site
Q3a Why did you select this company? www.uniformpowerofattorney.com
» State Specific Forms
Q3b Anything else? www.uniformpowerofattorney.com
» to compare with the other site
EXHIBIT B -464Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» www.totallegal.com
Q4b Please tell us why you did not << initially >> select www.totallegal.com?
» I usually only select a couple of sites at a time for comparison. Then, if I need more info, I keep selecting one
at a time.
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» didn't like the name
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website?
» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» It asks good questions. Has a free trial offer for only 1 week, then $19.95/month kicks in.
QC8 Anything else?
» it seems to be above board, in spite of the initial negative first impression based on the mane
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» 1 week, then $19.95
QC11a How would you describe the free trial offer to a friend?
» short
QC11b Anything else?
» no
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» 19.95 kicks in
Q12c Anything else?
» I already answered this like 3 times
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» contact via phone, email
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» read reviews, investigate exactly what free trial includes, compare to other sites
Q13c Anything else?
» no
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Continue searching on other online legal service sites
EXHIBIT B -465-
Q14b1 What made you decide to << insert >>?
» it's the first site I've visited, & I'd like to do comparisons, get recommendations
Q14b2 Any other reasons?
» no
Q14c Why did you not choose to take the free trial<< insert >>?
» not ready to commit, need to do more research
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Customer reviews 3
» Recommendations from colleagues 1
» Opportunity to try the service for free 2
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» LinkedIn, The Ladders
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» Yes
EXHIBIT B -466-
SURVEY 14-0603, CASE ID 2053
Image Set
» POWER OF ATTORNEY TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» Healthcare
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 65 or older
S5 Please indicate the state in which you reside.
» California
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Retired
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Estate planning
S10c Did you actually purchase online legal services for Estate planning from one of these online legal companies you were
looking at?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 4 - Probably will
S11b Specifically, what types of online legal services will you be looking for?
» Estate planning
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
» Asked friends/family
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.lawdepot.com
» www.uniformpowerofattorney.com
Q3a Why did you select this company? www.lawdepot.com
» Because it offered online forms at no charge
Q3b Anything else? www.lawdepot.com
» no
Q3a Why did you select this company? www.uniformpowerofattorney.com
EXHIBIT B -467-
» Appears to be exactly what I was looking for
Q3b Anything else? www.uniformpowerofattorney.com
» no
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» None
Q4b Please tell us why you did not << initially >> select www.totallegal.com?
» no particular reason
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» gimmicky name . . . wouldn't trust it
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website?
» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» various pricing plans
QC8 Anything else?
» free trial membership
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» free membership for a week
QC11a How would you describe the free trial offer to a friend?
» Free membership on a trial basis
QC11b Anything else?
» no
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» not sure
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» online help
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» sign up
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Take the free trial (includes access to all Rocket Lawyer forms)
EXHIBIT B -468Q14b1 What made you decide to << insert >>?
» see if I like it before I join
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Customer reviews 2
» Personal experience on the website 3
» Opportunity to try the service for free 1
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
» Brand name
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» Ask.co,
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» Yes
EXHIBIT B -469-
SURVEY 14-0603, CASE ID 2055
Image Set
» INCORPORATION TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» Healthcare
S3 Please record your gender below.
» Female
S4 Which of the following categories includes your age?
» 45-54
S5 Please indicate the state in which you reside.
» Tennessee
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Intermediate level
S8b Do you have any aspirations or plans to start your own company/business?
» Yes
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Incorporation/forming a business or organization
» Some Other type of legal service
S10c Did you actually purchase online legal services for Incorporation/forming a business or organization from one of these
online legal companies you were looking at?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Family law
» Estate planning
S12 In the event you were in need of online legal services, which of the following describes your role in determining how
to go about obtaining those services?
» I share or would share this responsibility with others
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
» Asked friends/family
Q1b Which search engine did you use to look for online legal services?
» Google
» Yahoo
EXHIBIT B -470-
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.incorporate.com
» www.legalzoom.com
» www.rocketlawyer.com
» www.bizfilings.com
» www.incforfree.com
» www.mycorporation.com
Q3a Why did you select this company? www.incorporate.com
» These companies seem t have the information I needed and they were free
Q3a Why did you select this company? www.legalzoom.com
» This companies seem to have the information I needed and it was free
Q3a Why did you select this company? www.rocketlawyer.com
» This companies seem to have the information I needed and it was free
Q3b Anything else? www.rocketlawyer.com
» It had phone number that I could use.
Q3a Why did you select this company? www.bizfilings.com
» This companies seem to have the information I needed and it was free
Q3a Why did you select this company? www.incforfree.com
» This companies seem to have the information I needed and it was free
Q3b Anything else? www.incforfree.com
» the company had a phone number that I could use.
Q3a Why did you select this company? www.mycorporation.com
» It stated that the form were on line
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» None
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
QB7 Now reflecting on the Google ad for Rocket Lawyer and the Rocket Lawyer website you reviewed, what can you tell
me about the Incorporation offer?
» It took me step by step to set up the company. it asked for name, description, if it was a LLC, wanted me to
name additional members. Wanted my credit card information a
Q9 You may have already mentioned this, but did the Google ad for Rocket Lawyer and the Rocket Lawyer website you
reviewed include a free Incorporation offer?
» Yes
QB10a Now reflecting on the Google ad and the Rocket Lawyer website, do you recall if you had to pay state fees to the
state for Incorporation with the free trial offer?
» Yes
QB10b1 Do you know if this state fee applies...
EXHIBIT B -471» I don't know
QB10b2 Do you know if this state fee applies...
» I don't know
QB11 Reflecting back on the Rocket Lawyer website you viewed, do you recall a free trial offer?
» Yes
Q12a Do you recall if the free trial offer has a time limit?
» I don't know
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» There was a phone number to call if you have any questions
QB13b Assuming you were interested in online legal services for Incorporation, and now that you have reviewed the
Google ad and have gone through the Rocket Lawyer website, what are you likely to do?
» Check to see how reliable this company is. What ther BB score
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Ask other people about the service
Q14b1 What made you decide to << insert >>?
» To see there impression of the company and what type of service they give to their customers
Q14c Why did you not choose to take the free trial<< insert >>?
» They still want the credit card information
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 3
» Customer reviews 2
» Recommendations from colleagues 1
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» Books, Weight loss products, people search,stores. and credit score companies
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» No
EXHIBIT B -472-
SURVEY 14-0603, CASE ID 2058
Image Set
» DIVORCE TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Female
S4 Which of the following categories includes your age?
» 35-44
S5 Please indicate the state in which you reside.
» Iowa
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Upper Management
S8b Do you have any aspirations or plans to start your own company/business?
» Yes
S9 Over the past few years, have you looked on the internet for online legal services?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Incorporation/forming a business or organization
» Family law
S12 In the event you were in need of online legal services, which of the following describes your role in determining how
to go about obtaining those services?
» I share or would share this responsibility with others
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.uslegalforms.com
Q3a Why did you select this company? www.uslegalforms.com
» it offers the forms necessary to move forward
Q3b Anything else? www.uslegalforms.com
» appears simple
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» www.lawdepot.com
EXHIBIT B -473-
» www.completecase.com
Q4b Please tell us why you did not << initially >> select www.lawdepot.com?
» The word free usually doesn't mean free
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» rocket lawyer is hard to take seriously. I also don't trust free.
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website?
» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» Allows you to try the service with minimal cost or no cost.
QC8 Anything else?
» Takes you step by step through the creation of the document and asks very easy questions. Offers additional
support from a live person as needed.
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» You can use the read only version or sign up for a 1 week free trial
QC11a How would you describe the free trial offer to a friend?
» 1 week free trial but then you have to sign up for a monthly subscription
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» must end it or else you are hooked into the monthly subscription
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» there is online chat support or you can call.
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» probably sign up for the monthly subscription until I was completely through the divorce process
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Take the free trial (includes access to all Rocket Lawyer forms)
Q14b1 What made you decide to << insert >>?
» it would give an opportunity to test out the site without a long term commitment
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
EXHIBIT B -474-
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 3
» Customer reviews 2
» Personal experience on the website 1
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» Netflix gym memberships apps for phones
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» Yes
EXHIBIT B -475-
SURVEY 14-0603, CASE ID 2067
Image Set
» POWER OF ATTORNEY TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» Food Brands or Products
S3 Please record your gender below.
» Female
S4 Which of the following categories includes your age?
» 35-44
S5 Please indicate the state in which you reside.
» Minnesota
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Intermediate level
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Estate planning
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
» Bing
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalzoom.com
» www.lawdepot.com
» www.totallegal.com
Q3a Why did you select this company? www.legalzoom.com
» Has phone # incase I wanted to talk to someone.
Q3b Anything else? www.legalzoom.com
» Listed different kinds of forms available.
Q3a Why did you select this company? www.lawdepot.com
» States what it is for.
EXHIBIT B -476Q3b Anything else? www.lawdepot.com
» Immediate results listed as option.
Q3a Why did you select this company? www.totallegal.com
» notes that they have for every state
Q3b Anything else? www.totallegal.com
» able to print from online
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» None
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» no specific reason
Q4b Please tell us why you did not << initially >> select www.uniformpowerofattorney.com?
» would never remember that address, too long if I needed to go into again
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website?
» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» Easy to follow information/step by step process.
QC8 Anything else?
» multiple options for their services (one time/one month, yearly)
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» 1 free document with trial
QC11a How would you describe the free trial offer to a friend?
» Something to look into if they were needed a one time thing
Q12a Do you recall if the free trial offer has a time limit?
» I don't know
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» one line or phone # to call
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» Use that website to get mine. Probably use the free trial offer.
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Take the free trial (includes access to all Rocket Lawyer forms)
Q14b1 What made you decide to << insert >>?
» Currently not needing other forms.
EXHIBIT B -477-
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 2
» Customer reviews 3
» Personal experience on the website 1
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Brand name
» Recommendations from colleagues
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» No
EXHIBIT B -478-
SURVEY 14-0603, CASE ID 2068
Image Set
» LEASE AGREEMENT TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 55-64
S5 Please indicate the state in which you reside.
» New York
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Middle Management
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Landlord/tenant matters
» Estate planning
S10c Did you actually purchase online legal services for Landlord/tenant matters from one of these online legal companies
you were looking at?
» No
S10c Did you actually purchase online legal services for Estate planning from one of these online legal companies you were
looking at?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 4 - Probably will
S11b Specifically, what types of online legal services will you be looking for?
» Estate planning
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
» Asked friends/family
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.rocketlawyer.com
EXHIBIT B -479-
» www.ezlandlorrdforms.com
» www.totallegal.com
Q3a Why did you select this company? www.rocketlawyer.com
» The description implied that I could find exactlyu what I wanted and print it quickly for review later. Also,
provided a lawyer to answer any questions that might arise.
Q3b Anything else? www.rocketlawyer.com
» Free is always a good word.
Q3a Why did you select this company? www.ezlandlorrdforms.com
» I liked the fact that the sitre claimed state-specific lease forms, which implied I could be assured that what I
retrieved would apply to my location.
Q3b Anything else? www.ezlandlorrdforms.com
» Again, free is good.
Q3a Why did you select this company? www.totallegal.com
» Specifically stated that you could edit the form on line and then print your version. Also, again spoke about
different forms for different states.
Q3b Anything else? www.totallegal.com
» Free is king on the web.
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» I did NOT like the fact that I didn't see the caveats about subscribing and what is included until AFTER I had
spent considerable time working on my document.
QC8 Anything else?
» At least I was able to take the free limited time subscription to save and print the document I worked on.
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» i month for free with the ability to upgrade to a membership.
QC11a How would you describe the free trial offer to a friend?
» Free demo, but need to pay for complete membership and ability to use for more than one month.
QC11b Anything else?
» You want to take all you can with you when you leave the site, so it doesn't disappear after a month, if you
decide to not continue with the company.
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» You get to become a full member (at a price) if you decided to to.
EXHIBIT
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers? B -480-
» Not sure. I believe you can contact the company during the period to see what the membership provides.
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» Print the form to a file/document so I can use it multiple times.
Q13c Anything else?
» Basically in order to get a "free" lease agreement will require more work than originally thought. I would have
to print whatever they let me print to a file and massage that document to create a template to be used multiple
times.
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Take the free trial (includes access to all Rocket Lawyer forms)
Q14b1 What made you decide to << insert >>?
» Because I would assume that the other sites are similar and I don;t want to go through all that again to merely
get a lease form. I wouldn't pay for my "free" form.
Q14b2 Any other reasons?
» I would get what I came for and then cancel the subscription at the earliest possible time afterwards.
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» more upfront description of what is being offered for free.
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Customer reviews 3
» Personal experience on the website 1
» more upfront description of what is being offered for free. 2
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
» Brand name
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» Angie's List
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» Yes
EXHIBIT B -481-
SURVEY 14-0603, CASE ID 2069
Image Set
» INCORPORATION TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 45-54
S5 Please indicate the state in which you reside.
» New Jersey
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Some other level
S8b Do you have any aspirations or plans to start your own company/business?
» Yes
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Incorporation/forming a business or organization
» Family law
» Estate planning
S10c Did you actually purchase online legal services for Incorporation/forming a business or organization from one of these
online legal companies you were looking at?
» No
S10c Did you actually purchase online legal services for Family law from one of these online legal companies you were
looking at?
» No
S10c Did you actually purchase online legal services for Estate planning from one of these online legal companies you were
looking at?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 4 - Probably will
S11b Specifically, what types of online legal services will you be looking for?
» Estate planning
S12 In the event you were in need of online legal services, which of the following describes your role in determining how
to go about obtaining those services?
» I share or would share this responsibility with others
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
EXHIBIT B -482» Used an internet search engine
» Asked friends/family
» Asked colleagues
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.incorporate.com
» www.legalzoom.com
» www.bizfilings.com
Q3a Why did you select this company? www.incorporate.com
» The company name is descriptive of what I would seek
Q3a Why did you select this company? www.legalzoom.com
» recognize the name from commercials and article
Q3a Why did you select this company? www.bizfilings.com
» recognize the name from advertising
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» www.delawareinc.com
» www.mycorporation.com
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» The name
Q4b Please tell us why you did not << initially >> select www.directincorporation.com?
» Not interested in incorporating in CA
QB5a Thinking back to the Google search page, did you notice an ad for Rocket Lawyer?
» Yes
QB5b Thinking back to the Google search page, please tell us what you recall about the Rocket Lawyer ad.
» the name
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website?
» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
QB7 Now reflecting on the Google ad for Rocket Lawyer and the Rocket Lawyer website you reviewed, what can you tell
me about the Incorporation offer?
» Incorporate your business in CA
Q9 You may have already mentioned this, but did the Google ad for Rocket Lawyer and the Rocket Lawyer website you
reviewed include a free Incorporation offer?
» I don't know
QB10a Now reflecting on the Google ad and the Rocket Lawyer website, do you recall if you had to pay state fees to the
state for Incorporation with the free trial offer?
» Yes
EXHIBIT B -483QB10b1 Do you know if this state fee applies...
» ...to all businesses that you want to incorporate regardless of how you chose to file your incorporation papers
QB10b2 Do you know if this state fee applies...
» ...if you incorporate through any online legal services company
QB11 Reflecting back on the Rocket Lawyer website you viewed, do you recall a free trial offer?
» Yes
Q12a Do you recall if the free trial offer has a time limit?
» No
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» i dont know
QB13b Assuming you were interested in online legal services for Incorporation, and now that you have reviewed the
Google ad and have gone through the Rocket Lawyer website, what are you likely to do?
» sign up through the web site
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Take the free trial (includes free processing)
Q14b1 What made you decide to << insert >>?
» try before you by theory
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 3
» Customer reviews 2
» Recommendations from colleagues 1
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» do not recall
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» No
EXHIBIT B -484-
SURVEY 14-0603, CASE ID 2079
Image Set
» DIVORCE TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 65 or older
S5 Please indicate the state in which you reside.
» New Jersey
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Upper Management
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Incorporation/forming a business or organization
» Family law
» Estate planning
S10c Did you actually purchase online legal services for Incorporation/forming a business or organization from one of these
online legal companies you were looking at?
» Yes
S10c Did you actually purchase online legal services for Family law from one of these online legal companies you were
looking at?
» No
S10c Did you actually purchase online legal services for Estate planning from one of these online legal companies you were
looking at?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 4 - Probably will
S11b Specifically, what types of online legal services will you be looking for?
» Estate planning
S12 In the event you were in need of online legal services, which of the following describes your role in determining how
to go about obtaining those services?
» I am or would be the primary decision maker
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
EXHIBIT B -485» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.uslegalforms.com
Q3a Why did you select this company? www.uslegalforms.com
» expecting templates
Q3b Anything else? www.uslegalforms.com
» no
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» www.rocketlawyer.com
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» "free"
Q4b Please tell us why you did not << initially >> select www.divorcewriter.com?
» more interested in "free"
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» no risk offer
QC8 Anything else?
» can cancel anytime
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» free trial for 1 week
QC11a How would you describe the free trial offer to a friend?
» free trial offer
QC11b Anything else?
» for one week
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» fee will be charged
Q12c Anything else?
» two options
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
EXHIBIT B -486» can do online chat
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» register for free trial
Q13c Anything else?
» no
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Continue searching on other online legal service sites
Q14b1 What made you decide to << insert >>?
» to compare
Q14b2 Any other reasons?
» no
Q14c Why did you not choose to take the free trial<< insert >>?
» perhaps after looking at other free trials from other sites
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» price
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 2
» Customer reviews 1
» Opportunity to try the service for free 3
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Brand name
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» No
EXHIBIT B -487-
SURVEY 14-0603, CASE ID 2081
Image Set
» INCORPORATION CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 45-54
S5 Please indicate the state in which you reside.
» Pennsylvania
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Middle Management
S8b Do you have any aspirations or plans to start your own company/business?
» Yes
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Incorporation/forming a business or organization
S10c Did you actually purchase online legal services for Incorporation/forming a business or organization from one of these
online legal companies you were looking at?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 4 - Probably will
S11b Specifically, what types of online legal services will you be looking for?
» Some Other type of legal service
S12 In the event you were in need of online legal services, which of the following describes your role in determining how
to go about obtaining those services?
» I share or would share this responsibility with others
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalzoom.com
» www.mycorporation.com
Q3a Why did you select this company? www.legalzoom.com
EXHIBIT B -488-
» Recognize the name from advertising
Q3a Why did you select this company? www.mycorporation.com
» Ad looks targetd to my needs
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» www.incorporate.com
» www.incfile.com
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» No in CA, and "rocket" lawyer... sounds fast but not professional
Q4b Please tell us why you did not << initially >> select www.delawareinc.com?
» Not in DE
QB5a Thinking back to the Google search page, did you notice an ad for Rocket Lawyer?
» No
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website?
» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
QB7 Now reflecting on the Google ad for Rocket Lawyer and the Rocket Lawyer website you reviewed, what can you tell
me about the Incorporation offer?
» Free means you still need to pay fees... mostly to state. Offer full service and it is easy.
Q9 You may have already mentioned this, but did the Google ad for Rocket Lawyer and the Rocket Lawyer website you
reviewed include a free Incorporation offer?
» Yes
QB10a Now reflecting on the Google ad and the Rocket Lawyer website, do you recall if you had to pay state fees to the
state for Incorporation with the free trial offer?
» Yes
QB10b1 Do you know if this state fee applies...
» I don't know
QB10b2 Do you know if this state fee applies...
» I don't know
QB11 Reflecting back on the Rocket Lawyer website you viewed, do you recall a free trial offer?
» Yes
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» Did not see... assume it is a subscription that continues unless you cancel it.
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» Didn remember that detail
QB13b Assuming you were interested in online legal services for Incorporation, and now that you have reviewed the
Google ad and have gone through the Rocket Lawyer website, what are you likely to do?
EXHIBIT B -489» Consider options that are eazy online like this one.
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» I don't know
Q14c Why did you not choose to take the free trial<< insert >>?
» Hestiatet at what may continue to be charged for without knowing if I will need or use it.
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» Endorsement from reputatble entities.
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Customer reviews 3
» Recommendations from colleagues 1
» Endorsement from reputatble entities. 2
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
» Opportunity to try the service for free
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» news services, Angies list, Linked In premium
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» No
EXHIBIT B -490-
SURVEY 14-0603, CASE ID 2089
Image Set
» LEASE AGREEMENT CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Female
S4 Which of the following categories includes your age?
» 45-54
S5 Please indicate the state in which you reside.
» Florida
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Self employed
S8b Do you have any aspirations or plans to start your own company/business?
» Yes
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Family law
» Bill of Sale
» Landlord/tenant matters
» Some Other type of legal service
S10c Did you actually purchase online legal services for Family law from one of these online legal companies you were
looking at?
» No
S10c Did you actually purchase online legal services for Bill of Sale from one of these online legal companies you were
looking at?
» No
S10c Did you actually purchase online legal services for Landlord/tenant matters from one of these online legal companies
you were looking at?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 4 - Probably will
S11b Specifically, what types of online legal services will you be looking for?
» Some Other type of legal service
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
» Asked friends/family
» Spoke to a lawyer
Q1b Which search engine did you use to look for online legal services?
EXHIBIT B -491-
» Google
» Bing
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalcontracts.com
» www.ezlandlorrdforms.com
Q3a Why did you select this company? www.legalcontracts.com
» The name has a direct connection to what I need. the URL looks legitimate. Ability to print.
Q3a Why did you select this company? www.ezlandlorrdforms.com
» Title makes me think I will easily find what I am looking for. URL looks legitimate. State specific forms
mentioned.
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» None
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» I don't want a lawyer in the name. I assume the forms have been reviewed by a lawyer but if I wanted a lawyer
to do the forms I would go to one in person. The name "rocketlawyer" is child-like and loses credibility with me.
Q4b Please tell us why you did not << initially >> select www.biztree.com?
» sounds too "cheesy" I want a name that sounds more legitimate but not so generic.
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website?
» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» It walks you through building a contract. Pricing is based on the amount of time you use the service. A oneyear prepaid contract is cheaper than the free offer.
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» 2 weeks free then $19.95 per month after.
QC11a How would you describe the free trial offer to a friend?
» 2 weeks free then a high price. Not worth the free offer. You probably need more than 2 weeks so you should
use the 17.95 per month offer.
QC11b Anything else?
» It seems like a "uh-ha, gotcha, thought it was free but is $20" offer. Not cool.
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
EXHIBIT B -492» charged $19.95
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» don't remember.
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» buy the $17.95 offer as I have just one rental house. If I had more, I might purchase the one year plan
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Enroll in an annual plan (access to all forms and attorney services immediately for $9.99 a month when
prepaying for one year)
Q14b1 What made you decide to << insert >>?
» cheaper. Better services. Better value (services:cost ratio)
Q14c Why did you not choose to take the free trial<< insert >>?
» I won't remember to cancel in 2 weeks. Why pay $20 when I can pay $10?
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» Ease of use
» Legally correct and enforceable language in the documents
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 3
» Ease of use 1
» Legally correct and enforceable language in the documents 2
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» CVS Tide
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» Yes
EXHIBIT B -493-
SURVEY 14-0603, CASE ID 2095
Image Set
» DIVORCE TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 45-54
S5 Please indicate the state in which you reside.
» California
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Upper Management
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Family law
» Landlord/tenant matters
» Estate planning
S10c Did you actually purchase online legal services for Family law from one of these online legal companies you were
looking at?
» No
S10c Did you actually purchase online legal services for Landlord/tenant matters from one of these online legal companies
you were looking at?
» No
S10c Did you actually purchase online legal services for Estate planning from one of these online legal companies you were
looking at?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 2 - Probably will not
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
EXHIBIT B -494» www.lawdepot.com
» www.completecase.com
» www.uslegalforms.com
Q3a Why did you select this company? www.lawdepot.com
» Free is always good - I can look into what they have to offer more before I decide.
Q3b Anything else? www.lawdepot.com
» I usually don't select the paid advertisement options - this was a search result only.
Q3a Why did you select this company? www.completecase.com
» This one seems to go further - full divorce
Q3a Why did you select this company? www.uslegalforms.com
» Might be useful. At the very least I'd be interested in what forms they have available.
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» None
Q4b Please tell us why you did not << initially >> select www.3stepdivorce.com?
» Paid advertisement
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» Paid advertisement - plus gimmicky name.
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website?
» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» It says FREE upfront but when you get to the end you're faced with paying to really get anything done. i feel
that this method of sucking people in and them holding them hostage is WRONG.
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» It was free to fill in the data and look at it "Read Only" for a very limited time but if you really wanted something
you'd have to sign up. I think you were required to sign up for the "Free" offer that switched to a monthly signup
unless you actively stopped it.
QC11a How would you describe the free trial offer to a friend?
» Not worth it.
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» You start getting charged a monthly fee.
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» There was a chat option. Didn't notice other options.
EXHIBIT B -495-
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» Move on.
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Continue searching on other online legal service sites
Q14b1 What made you decide to << insert >>?
» Looking for something that "felt" right. I wasn't comfortable with the approach taken at this website.
Q14c Why did you not choose to take the free trial<< insert >>?
» I felt like there were too many catches and it was pretty short.
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 1
» Brand name 3
» Recommendations from colleagues 2
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
» Opportunity to try the service for free
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» I don't recall the offers
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» No
EXHIBIT B -496-
SURVEY 14-0603, CASE ID 2126
Image Set
» BILL OF SALE TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 65 or older
S5 Please indicate the state in which you reside.
» Kansas
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Retired
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Family law
» Bill of Sale
» Landlord/tenant matters
» Estate planning
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.jsbusinessproducts.btobsource.com
Q3a Why did you select this company? www.jsbusinessproducts.btobsource.com
» not free
Q3b Anything else? www.jsbusinessproducts.btobsource.com
» others said auto
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» www.officeconsultants.com
Q4b Please tell us why you did not << initially >> select www.legalcontracts.com?
» can't remember
EXHIBIT B -497Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» can't remember
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website?
» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» you have to give creidit card
QC8 Anything else?
» seems generic enough; would have to seem final product to judge suitability
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» not free; required credit card
QC11a How would you describe the free trial offer to a friend?
» come on
QC11b Anything else?
» how naive to they think people are?
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» charge credit card
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» don't recall; it wasn't prominant
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» avoid online legal services
Q13c Anything else?
» go to library for forms
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Decide not to buy an online legal service
Q14b1 What made you decide to << insert >>?
» shady outfit; probably all are
Q14c Why did you not choose to take the free trial<< insert >>?
» requires credit card
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» fake ad for free trial
EXHIBIT B -498-
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Customer reviews 2
» Personal experience on the website 3
» Opportunity to try the service for free 1
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
» Brand name
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» no
Q15c Anything else?
» most are come-ons and not really free. require action to cancel service
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» Yes
EXHIBIT B -499-
SURVEY 14-0603, CASE ID 2127
Image Set
» LEASE AGREEMENT TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None, I haven't taken a market research survey in the past 3 months
S3 Please record your gender below.
» Female
S4 Which of the following categories includes your age?
» 55-64
S5 Please indicate the state in which you reside.
» North Dakota
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Middle Management
S8b Do you have any aspirations or plans to start your own company/business?
» Yes
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Landlord/tenant matters
» Estate planning
S10c Did you actually purchase online legal services for Landlord/tenant matters from one of these online legal companies
you were looking at?
» No
S10c Did you actually purchase online legal services for Estate planning from one of these online legal companies you were
looking at?
» Yes
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Some Other type of legal service
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
» Used a phone book
» Asked friends/family
» Asked colleagues
Q1b Which search engine did you use to look for online legal services?
» Google
» Bing
EXHIBIT B -500-
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.biztree.com
» www.lawdepot.com
Q3a Why did you select this company? www.biztree.com
» I've heard of them before and I wouldn't trust a free form as much.
Q3b Anything else? www.biztree.com
» No.
Q3a Why did you select this company? www.lawdepot.com
» Heard of them before
Q3b Anything else? www.lawdepot.com
» No
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» None
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» Free. do not trust as much
Q4b Please tell us why you did not << initially >> select www.totallegal.com?
» Free
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website?
» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» free, monthly or annually
QC8 Anything else?
» 9.99 monthly if annually or free for 7 days
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» one week
QC11a How would you describe the free trial offer to a friend?
» one week free trial to legal forms
QC11b Anything else?
» na
Q12a Do you recall if the free trial offer has a time limit?
» I don't know
EXHIBIT
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers? B -501-
» website or call
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» read for more info
Q13c Anything else?
» na
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Take the free trial (includes access to all Rocket Lawyer forms)
Q14b1 What made you decide to << insert >>?
» free, just need to follow through not to orer if I don't like it
Q14b2 Any other reasons?
» no
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Customer reviews 3
» Brand name 2
» Recommendations from colleagues 1
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» no
Q15c Anything else?
» no
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» No
EXHIBIT B -502-
SURVEY 14-0603, CASE ID 2130
Image Set
» POWER OF ATTORNEY CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» Healthcare
S3 Please record your gender below.
» Female
S4 Which of the following categories includes your age?
» 55-64
S5 Please indicate the state in which you reside.
» Ohio
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Upper Management
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Estate planning
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» I don't know
Q1c Have you considered using Google or other search engines to look for online legal services?
» Yes
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalzoom.com
» www.lawdepot.com
» www.uniformpowerofattorney.com
Q3a Why did you select this company? www.legalzoom.com
» I knew it by name and had seen the TV ads
Q3a Why did you select this company? www.lawdepot.com
» It appeared to simply deal just with the forms. It seemed direct
Q3a Why did you select this company? www.uniformpowerofattorney.com
» The words "Immediate download" and "just fill in the blanks", "State specific" It also seemed very direct and
simple
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
EXHIBIT B -503-
» None
Q4b Please tell us why you did not << initially >> select www.totallegal.com?
» I should have. I didn't see some of the text. It also sounds simple and most importantly, FREE
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» Not sure
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website?
» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» They offer you a free trial offer and then monthly rates. There other screens ask & answer questions so you
can complete your form
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» I'm sorry, I can't remember it all but I thought it was one week free trial period
QC11a How would you describe the free trial offer to a friend?
» Free trial offer (one week?) that allows you access to creating documents and answers questions regarding
same
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» You can move to a monthly payment plan which I believe had an offer of $17.99 a month
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» You're allowed access to their site and can ask online questions to their attorneys
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» I would use the free trial period and create the document. i believe the document is free, as well
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Take the free trial (includes access to all Rocket Lawyer forms)
Q14b1 What made you decide to << insert >>?
» It would allow me to create the POA that I would need at no cost and with legal assistance
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» Range of services and products
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
EXHIBIT B -504important.
» Price 2
» Customer reviews 3
» Opportunity to try the service for free 1
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» No
EXHIBIT B -505-
SURVEY 14-0603, CASE ID 2131
Image Set
» BILL OF SALE CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» Personal Care
» Technology
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 35-44
S5 Please indicate the state in which you reside.
» Massachusetts
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Middle Management
S8b Do you have any aspirations or plans to start your own company/business?
» Yes
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Incorporation/forming a business or organization
» Bill of Sale
» Estate planning
S10c Did you actually purchase online legal services for Incorporation/forming a business or organization from one of these
online legal companies you were looking at?
» No
S10c Did you actually purchase online legal services for Bill of Sale from one of these online legal companies you were
looking at?
» No
S10c Did you actually purchase online legal services for Estate planning from one of these online legal companies you were
looking at?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 4 - Probably will
S11b Specifically, what types of online legal services will you be looking for?
» Estate planning
S12 In the event you were in need of online legal services, which of the following describes your role in determining how
to go about obtaining those services?
» I am or would be the primary decision maker
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
EXHIBIT B -506available?
» Used an internet search engine
» Asked friends/family
» Asked colleagues
» Spoke to a lawyer
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalcontracts.com
» www.rocketlawyer.com
Q3a Why did you select this company? www.legalcontracts.com
» Seemed focused enough to meet my needs.
Q3a Why did you select this company? www.rocketlawyer.com
» eSign capability.
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» The step-by-step is critical, especially for a non-lawyer. The fact that the form is configurable by jurisdiction is
great. I also liked the option to preview.
QC8 Anything else?
» Trial membership is a good offering. Was not sure if there was a way to opt out of future correspondence (i.e.
sales emails).
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» Trial account. Unsure of commitment after trail period.
QC11a How would you describe the free trial offer to a friend?
» Access to forms without long-term commitment.
Q12a Do you recall if the free trial offer has a time limit?
» No
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» Website and phone number.
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» Review site for other Legal form options available.
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Take the free trial (includes access to all Rocket Lawyer forms)
EXHIBIT B -507Q14b1 What made you decide to << insert >>?
» Forms seemed easy to use and configurable. Overall UI was good and easy to use.
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» Quality of examples
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Customer reviews 1
» Opportunity to try the service for free 2
» Quality of examples 3
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» Many. Music subscription. Job search websites.
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» Yes
EXHIBIT B -508-
SURVEY 14-0603, CASE ID 2143
Image Set
» LEASE AGREEMENT TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Female
S4 Which of the following categories includes your age?
» 55-64
S5 Please indicate the state in which you reside.
» Minnesota
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Self employed
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Landlord/tenant matters
» Some Other type of legal service
S10c Did you actually purchase online legal services for Landlord/tenant matters from one of these online legal companies
you were looking at?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 4 - Probably will
S11b Specifically, what types of online legal services will you be looking for?
» Estate planning
» Some Other type of legal service
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
» Asked friends/family
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalcontracts.com
» www.rocketlawyer.com
» www.ezlandlorrdforms.com
Q3a Why did you select this company? www.legalcontracts.com
» Their listing was free
EXHIBIT B -509-
Q3b Anything else? www.legalcontracts.com
» Seemed quick
Q3a Why did you select this company? www.rocketlawyer.com
» Free and quick
Q3b Anything else? www.rocketlawyer.com
» Have followers
Q3a Why did you select this company? www.ezlandlorrdforms.com
» Again would be free and easy to do and quick
Q3b Anything else? www.ezlandlorrdforms.com
» Comprehensive
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» The free trial is for a week then you will have to pay for it. They will review contracts after a 90 day
commitment.
QC8 Anything else?
» There are two price breaks one for $9.99 and one for 417.99
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» It was for one week then it would require a monthly commitment.
QC11a How would you describe the free trial offer to a friend?
» Easy to sign up. Very precise questions and detailed help to answer them. Try it out and see what you think
for 7 days, but then there would be a charge. it is not that expensive.
QC11b Anything else?
» Service is reasonable after the trial period.
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» You have a choice of two different options.
Q12c Anything else?
» One is $9.99 and one is $17.99
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» Toll free number
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» I would be interested as it initially is free so I can try it out and the site is self explanatory.
EXHIBIT B -510-
Q13c Anything else?
» It is a well thought out site with much detail.
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Take the free trial (includes access to all Rocket Lawyer forms)
Q14b1 What made you decide to << insert >>?
» It lets me try the service out without giving them money to begin with.
Q14b2 Any other reasons?
» I liked the site as it was very detailed.
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» Set up of site
» Ease of using the site
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Customer reviews 2
» Recommendations from colleagues 1
» Opportunity to try the service for free 3
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Brand name
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» No
EXHIBIT B -511-
SURVEY 14-0603, CASE ID 2146
Image Set
» DIVORCE TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» Technology
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 35-44
S5 Please indicate the state in which you reside.
» California
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Middle Management
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Family law
» Estate planning
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Asked friends/family
Q1c Have you considered using Google or other search engines to look for online legal services?
» Yes
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.lawdepot.com
» www.completecase.com
Q3a Why did you select this company? www.lawdepot.com
» It didn't seem like a paid add
Q3a Why did you select this company? www.completecase.com
» It didn't seem like a paid add
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» None
Q4b Please tell us why you did not << initially >> select www.3stepdivorce.com?
EXHIBIT B -512» it seemed to be a paid listing
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» it seemed to be a paid listing
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website?
» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» They off a wide variety of legal filings
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» a week of service for free
QC11a How would you describe the free trial offer to a friend?
» a week free of offering
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» you are required to sign up for a package
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» you can contact via website
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» file
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Ask other people about the service
Q14b1 What made you decide to << insert >>?
» to see how there experience was
Q14c Why did you not choose to take the free trial<< insert >>?
» you have to put in a credit card
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Customer reviews 2
» Recommendations from colleagues 1
EXHIBIT B -513» Opportunity to try the service for free 3
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Brand name
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» no
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» No
EXHIBIT B -514-
SURVEY 14-0603, CASE ID 2149
Image Set
» POWER OF ATTORNEY TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» Media company such as radio, newspaper, TV, etc.
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Female
S4 Which of the following categories includes your age?
» 45-54
S5 Please indicate the state in which you reside.
» North Carolina
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Middle Management
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Estate planning
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
» Asked colleagues
Q1b Which search engine did you use to look for online legal services?
» Google
» Ask
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.uniformpowerofattorney.com
Q3a Why did you select this company? www.uniformpowerofattorney.com
» Like the idea of download
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» www.legalzoom.com
Q4b Please tell us why you did not << initially >> select www.lawdepot.com?
» uncomfortable with anything advertising "free" prominently
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
EXHIBIT B -515» The name did not interest me
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website?
» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» very easy to read and walk through
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» do not remember
QC11a How would you describe the free trial offer to a friend?
» do not know
Q12a Do you recall if the free trial offer has a time limit?
» No
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» there was a contact number listed
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» I would give it a try
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Take the free trial (includes access to all Rocket Lawyer forms)
Q14b1 What made you decide to << insert >>?
» not sure
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Customer reviews 2
» Recommendations from colleagues 1
» Personal experience on the website 3
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Price
» Brand name
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
EXHIBIT B -516» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» ancestry.com amazon prime
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» Yes
EXHIBIT B -517-
SURVEY 14-0603, CASE ID 2151
Image Set
» POWER OF ATTORNEY TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 55-64
S5 Please indicate the state in which you reside.
» Virginia
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Executive
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 4 - Probably will
S11b Specifically, what types of online legal services will you be looking for?
» Estate planning
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
» Asked friends/family
Q1b Which search engine did you use to look for online legal services?
» Bing
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalzoom.com
Q3a Why did you select this company? www.legalzoom.com
» recognition
Q3b Anything else? www.legalzoom.com
» good history
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» www.totallegal.com
Q4b Please tell us why you did not << initially >> select www.totallegal.com?
» did not catch my interest
EXHIBIT B -518Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» did not catch my interest
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website?
» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» very simple. Easy to understand
QC8 Anything else?
» Very affordable
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» The document was free
QC11a How would you describe the free trial offer to a friend?
» yes
QC11b Anything else?
» must do more research
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» one month
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» call
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» look into site
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Ask other people about the service
Q14b1 What made you decide to << insert >>?
» still researching
Q14c Why did you not choose to take the free trial<< insert >>?
» need to better understand before i accept anything for free
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
EXHIBIT B -519important.
» Price 1
» Customer reviews 2
» Opportunity to try the service for free 3
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» No
EXHIBIT B -520-
SURVEY 14-0603, CASE ID 2152
Image Set
» POWER OF ATTORNEY TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» Technology
S3 Please record your gender below.
» Female
S4 Which of the following categories includes your age?
» 35-44
S5 Please indicate the state in which you reside.
» Texas
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Middle Management
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Estate planning
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» I don't know
Q1c Have you considered using Google or other search engines to look for online legal services?
» Yes
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalzoom.com
Q3a Why did you select this company? www.legalzoom.com
» It was the first one and it looks like a legitimate website
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» www.lawdepot.com
» www.totallegal.com
Q4b Please tell us why you did not << initially >> select www.lawdepot.com?
» I usually don't get good results from google when selecting the 2nd or 3rd results
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» I usually don't get good results from google when selecting the 2nd or 3rd results
EXHIBIT
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website? B -521-
» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» Offering free POA documents in read only version or offering to have them printed for a fee or paid
membership.
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» Free POA document
QC11a How would you describe the free trial offer to a friend?
» Website allowed me to create a POA but then offered a membership for other legal services.
Q12a Do you recall if the free trial offer has a time limit?
» I don't know
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» can't remember
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» The website seems pretty easy to navigate and would more than likely use them in the future for other simple
legal services.
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Take the free trial (includes access to all Rocket Lawyer forms)
Q14b1 What made you decide to << insert >>?
» Able to access all forms
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 3
» Personal experience on the website 2
» Opportunity to try the service for free 1
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Brand name
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» No
EXHIBIT B -522-
SURVEY 14-0603, CASE ID 2158
Image Set
» DIVORCE CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 55-64
S5 Please indicate the state in which you reside.
» Nebraska
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Upper Management
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Family law
» Estate planning
S10c Did you actually purchase online legal services for Family law from one of these online legal companies you were
looking at?
» Yes
S10c Did you actually purchase online legal services for Estate planning from one of these online legal companies you were
looking at?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 4 - Probably will
S11b Specifically, what types of online legal services will you be looking for?
» Family law
» Estate planning
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
» Asked colleagues
Q1b Which search engine did you use to look for online legal services?
» Google
» Yahoo
EXHIBIT B -523-
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.lawdepot.com
» www.completecase.com
» www.uslegalforms.com
Q3a Why did you select this company? www.lawdepot.com
» It sound like what I was looking for and low cost
Q3b Anything else? www.lawdepot.com
» no
Q3a Why did you select this company? www.completecase.com
» Sounds like I could do everything myself and avoid attorney fees
Q3a Why did you select this company? www.uslegalforms.com
» Looks like it give various types of divore agreements so I could choose.
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» www.divorcewriter.com
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» Didn't seem to ahve as much info as the others
Q4b Please tell us why you did not << initially >> select www.divorcewriter.com?
» I was only asked to pick 3 & this was 4th. Looks like you can do no fault for $149.
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website?
» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» Sounds like they are available to help & you can reach them easily. Web site was easy to work with
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» Access to their documetns and help if you needed it.
QC11a How would you describe the free trial offer to a friend?
» Easy to use and helpful and no cost to try
Q12a Do you recall if the free trial offer has a time limit?
» No
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» You can call or e-mail with specific questions
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
EXHIBIT B -524-
» Try to use it to see if it is all it is promised to be, especially since it is a free trial
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Take the free trial (includes access to all Rocket Lawyer forms)
Q14b1 What made you decide to << insert >>?
» I t gives you acees to forms you might need and if it doesn't work , no cost
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Recommendations from colleagues 1
» Personal experience on the website 3
» Opportunity to try the service for free 2
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Brand name
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» No
EXHIBIT B -525-
SURVEY 14-0603, CASE ID 2159
Image Set
» POWER OF ATTORNEY TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 35-44
S5 Please indicate the state in which you reside.
» Hawaii
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Intermediate level
S8b Do you have any aspirations or plans to start your own company/business?
» Yes
S9 Over the past few years, have you looked on the internet for online legal services?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 4 - Probably will
S11b Specifically, what types of online legal services will you be looking for?
» Estate planning
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalzoom.com
Q3a Why did you select this company? www.legalzoom.com
» my friend used them
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» www.lawdepot.com
Q4b Please tell us why you did not << initially >> select www.lawdepot.com?
» not use
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» rocket
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website?
EXHIBIT B -526» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» free trial one week
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» one week
QC11a How would you describe the free trial offer to a friend?
» good
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» pay
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» chat room
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» yes
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Take the free trial (includes access to all Rocket Lawyer forms)
Q14b1 What made you decide to << insert >>?
» try it
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 1
» Personal experience on the website 2
» Opportunity to try the service for free 3
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
» Brand name
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
EXHIBIT B -527» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» zoom
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» No
EXHIBIT B -528-
SURVEY 14-0603, CASE ID 2161
Image Set
» DIVORCE TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Female
S4 Which of the following categories includes your age?
» 35-44
S5 Please indicate the state in which you reside.
» Florida
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Intermediate level
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 4 - Probably will
S11b Specifically, what types of online legal services will you be looking for?
» Family law
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
» Used a phone book
Q1b Which search engine did you use to look for online legal services?
» Yahoo
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.rocketlawyer.com
» www.completecase.com
» www.divorcewriter.com
» www.uslegalforms.com
Q3a Why did you select this company? www.rocketlawyer.com
» Free
Q3b Anything else? www.rocketlawyer.com
» 865 followers
Q3a Why did you select this company? www.completecase.com
EXHIBIT B -529» Do It Yourself
Q3b Anything else? www.completecase.com
» Featured on CNN...
Q3a Why did you select this company? www.divorcewriter.com
» $149
Q3b Anything else? www.divorcewriter.com
» 100% Guarantee
Q3a Why did you select this company? www.uslegalforms.com
» The title
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» Chat available, Free Trial Membership and Payment Options
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» Free trial offer when you use their services
QC11a How would you describe the free trial offer to a friend?
» Maybe
Q12a Do you recall if the free trial offer has a time limit?
» No
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» Call toll free
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» call or chat
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Take the free trial (includes access to all Rocket Lawyer forms)
Q14b1 What made you decide to << insert >>?
» The ease displayed on the website
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 1
» Customer reviews 3
EXHIBIT B -530» Personal experience on the website 2
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Recommendations from colleagues
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» nothing
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» No
EXHIBIT B -531-
SURVEY 14-0603, CASE ID 2163
Image Set
» LEASE AGREEMENT CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» Healthcare
S3 Please record your gender below.
» Female
S4 Which of the following categories includes your age?
» 55-64
S5 Please indicate the state in which you reside.
» Michigan
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed part-time
S8a Which of the following best describes your position with your company?
» Intermediate level
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Incorporation/forming a business or organization
S10c Did you actually purchase online legal services for Incorporation/forming a business or organization from one of these
online legal companies you were looking at?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Landlord/tenant matters
S12 In the event you were in need of online legal services, which of the following describes your role in determining how
to go about obtaining those services?
» I am or would be the primary decision maker
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
» Yahoo
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalcontracts.com
» www.rocketlawyer.com
EXHIBIT B -532-
» www.ezlandlorrdforms.com
» www.totallegal.com
» www.lawdepot.com
Q3a Why did you select this company? www.legalcontracts.com
» It would give me basic information regarding rental agreements.
Q3b Anything else? www.legalcontracts.com
» Foundation for future research.
Q3a Why did you select this company? www.rocketlawyer.com
» It would give me basic information regarding lease agreements.
Q3b Anything else? www.rocketlawyer.com
» Foundation for future research.
Q3a Why did you select this company? www.ezlandlorrdforms.com
» Format and structure of lease agreements.
Q3b Anything else? www.ezlandlorrdforms.com
» Foundation for future research.
Q3a Why did you select this company? www.totallegal.com
» Available lease agreement documents.
Q3b Anything else? www.totallegal.com
» Foundation for future research.
Q3a Why did you select this company? www.lawdepot.com
» Information regarding rental agreements in different states.
Q3b Anything else? www.lawdepot.com
» Foundation for future research.
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» It is a comprehensive site on the subject of lease agreements.
QC8 Anything else?
» The site looked like it would be easy to navigate.
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» It give a specific time period, it outlined the services included in the trial period, and also gave detailed pricing
options.
QC11a How would you describe the free trial offer to a friend?
» You may want to check out this site to assist you in gathering information before making a leasing decision.
EXHIBIT B -533QC11b Anything else?
» The site can give you valuable information.
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» You can let the company know that you are no longer interested.
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» Via chat with customer service representatives.
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» Refer back to the site when I need further information before signing a lease.
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Ask other people about the service
Q14b1 What made you decide to << insert >>?
» Researching other options is an important part when making an important decision.
Q14c Why did you not choose to take the free trial<< insert >>?
» I am still looking at other options before I make a decision.
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» Timing
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 2
» Recommendations from colleagues 3
» Timing 1
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Personal experience on the website
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» Employment agency
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» No
EXHIBIT B -534-
SURVEY 14-0603, CASE ID 2173
Image Set
» DIVORCE CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 55-64
S5 Please indicate the state in which you reside.
» Alabama
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Executive
S8b Do you have any aspirations or plans to start your own company/business?
» Yes
S9 Over the past few years, have you looked on the internet for online legal services?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Family law
» Estate planning
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
» Asked colleagues
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.lawdepot.com
» www.uslegalforms.com
Q3a Why did you select this company? www.lawdepot.com
» Web Address indicated that it was a resource and not an individual lawyer
Q3b Anything else? www.lawdepot.com
» It's a web address that I believe has value (and hence would have some substance)
Q3a Why did you select this company? www.uslegalforms.com
» Specific web address suggests I will get access to tools and not a sales pitch
EXHIBIT B -535Q3b Anything else? www.uslegalforms.com
» Specific focus on Divorce in search and content
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» www.completecase.com
Q4b Please tell us why you did not << initially >> select www.3stepdivorce.com?
» It appears to be specific to State of Massachusetts so it would not help me in Alabama
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» Name sounds to cheesy
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website?
» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» It's a 3 tier program with a 1 month free trial subject to an annual subscriprtion with various monthly fees.
document processing is included in basic program with legal advice services being provided at higher tiers.
QC8 Anything else?
» There is appearance of a national service and local legal representation is offered as part of the fee
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» 1 month free trial for basic document preparation with the registration and credit card number at time of sign
up
QC11a How would you describe the free trial offer to a friend?
» Like most others it's basic service for the 1st month with the expectation that you will continue the service
billing on your credit card
QC11b Anything else?
» May be useful if you need advise and don't have a lawyer or don't want to pay higher fees for a local/personal
service provider
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» automatic billing kicks in on the credit card
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» Live chat is available via the website
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» use the 1 month free trial to produce the papers
Q13c Anything else?
EXHIBIT B -536» If I need additional help, sign up for one of the service levels to access additional documents or advise
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Take the free trial (includes access to all Rocket Lawyer forms)
Q14b1 What made you decide to << insert >>?
» website was straight forward and document creation looked very simple
Q14b2 Any other reasons?
» If I got in trouble there were reasonably priced options to take for help
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Customer reviews 2
» Recommendations from colleagues 1
» Opportunity to try the service for free 3
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
» Brand name
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» Credit Report Services, Music Sharing Services, Web Search (People Search)
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» No
EXHIBIT B -537-
SURVEY 14-0603, CASE ID 2180
Image Set
» POWER OF ATTORNEY CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Female
S4 Which of the following categories includes your age?
» 55-64
S5 Please indicate the state in which you reside.
» Michigan
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Intermediate level
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Estate planning
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Spoke to a lawyer
» Other specify: ("email from org. on special for legalzoom")
Q1c Have you considered using Google or other search engines to look for online legal services?
» Yes
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalzoom.com
» www.lawdepot.com
Q3a Why did you select this company? www.legalzoom.com
» Heard of them and sound credible.
Q3a Why did you select this company? www.lawdepot.com
» Free Power of Attorney
Q3b Anything else? www.lawdepot.com
» Online Forms
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
EXHIBIT B -538» www.totallegal.com
» www.rocketlawyer.com
Q4b Please tell us why you did not << initially >> select www.totallegal.com?
» Did not look down that far
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» does not sound as professional
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» it appears simple to fill out, but not free.
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» Not sure
QC11a How would you describe the free trial offer to a friend?
» provides forms, but have to purchase signed, legal document.
Q12a Do you recall if the free trial offer has a time limit?
» I don't know
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» believe you could talk to a legal representative
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» I would still go through LegalZoom as I get a discount.
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Take the free trial (includes access to all Rocket Lawyer forms)
Q14b1 What made you decide to << insert >>?
» Worth looking at the finished document.
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» Authentic Legal Binding Document
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Recommendations from colleagues 2
» Opportunity to try the service for free 1
» Authentic Legal Binding Document 3
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
EXHIBIT B -539» Advertisement
» Brand name
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» No
EXHIBIT B -540-
SURVEY 14-0603, CASE ID 2183
Image Set
» LEASE AGREEMENT CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» Healthcare
S3 Please record your gender below.
» Female
S4 Which of the following categories includes your age?
» 45-54
S5 Please indicate the state in which you reside.
» New Jersey
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Middle Management
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Landlord/tenant matters
» Estate planning
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Asked friends/family
» Asked colleagues
Q1c Have you considered using Google or other search engines to look for online legal services?
» Yes
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.rocketlawyer.com
Q3a Why did you select this company? www.rocketlawyer.com
» ease of use
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
EXHIBIT B -541» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» the lease would be filled out professionally and effectively
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» the free trial was use of their forms
QC11a How would you describe the free trial offer to a friend?
» I would describe it as the company would have all the free forms they needed
Q12a Do you recall if the free trial offer has a time limit?
» I don't know
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» you could either email or call
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» I would be filling it out with my personal information, information of the tenant and printing
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Buy the form (without the free trial)
Q14b1 What made you decide to << insert >>?
» I was able to fill out the form myself without needing any additional forms in the near future
Q14c Why did you not choose to take the free trial<< insert >>?
» the free trial was not needed
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 1
» Personal experience on the website 3
» Opportunity to try the service for free 2
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Brand name
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» I don't know
EXHIBIT B -542-
SURVEY 14-0603, CASE ID 2184
Image Set
» INCORPORATION TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None, I haven't taken a market research survey in the past 3 months
S3 Please record your gender below.
» Female
S4 Which of the following categories includes your age?
» 35-44
S5 Please indicate the state in which you reside.
» California
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Student
S8b Do you have any aspirations or plans to start your own company/business?
» Yes
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Incorporation/forming a business or organization
S10c Did you actually purchase online legal services for Incorporation/forming a business or organization from one of these
online legal companies you were looking at?
» Yes
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 2 - Probably will not
S12 In the event you were in need of online legal services, which of the following describes your role in determining how
to go about obtaining those services?
» I am or would be the primary decision maker
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalzoom.com
» www.directincorporation.com
» www.calfilings.com
Q3a Why did you select this company? www.legalzoom.com
» I'm familiar with it and I have used them before.
Q3b Anything else? www.legalzoom.com
» no
EXHIBIT B -543-
Q3a Why did you select this company? www.directincorporation.com
» I live in California so this sounds relevant to my needs.
Q3b Anything else? www.directincorporation.com
» no
Q3a Why did you select this company? www.calfilings.com
» Again this seems relevant based on the name of the business and that I am in CA.
Q3b Anything else? www.calfilings.com
» no
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» None
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» I didn't like the sound of the name rocketlawyer. Sounds like they would just do a rush job & maybe not quality.
Q4b Please tell us why you did not << initially >> select www.smallbiz.com?
» I don't know it just didn't appeal to me.
QB5a Thinking back to the Google search page, did you notice an ad for Rocket Lawyer?
» No
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website?
» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
QB7 Now reflecting on the Google ad for Rocket Lawyer and the Rocket Lawyer website you reviewed, what can you tell
me about the Incorporation offer?
» It seems really easy.
QB8 Anything else?
» no
Q9 You may have already mentioned this, but did the Google ad for Rocket Lawyer and the Rocket Lawyer website you
reviewed include a free Incorporation offer?
» I don't know
QB10a Now reflecting on the Google ad and the Rocket Lawyer website, do you recall if you had to pay state fees to the
state for Incorporation with the free trial offer?
» I don't know
QB11 Reflecting back on the Rocket Lawyer website you viewed, do you recall a free trial offer?
» I don't know
Q12a Do you recall if the free trial offer has a time limit?
» I don't know
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» there is an 800 number and email access.
QB13b Assuming you were interested in online legal services for Incorporation, and now that you have reviewed the
Google ad and have gone through the Rocket Lawyer website, what are you likely to do?
EXHIBIT B -544» I would try it out.
Q13c Anything else?
» no
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Pay for incorporation services (without free trial - $99.95)
Q14b1 What made you decide to << insert >>?
» I liked how easy the website is to use.
Q14b2 Any other reasons?
» no
Q14c Why did you not choose to take the free trial<< insert >>?
» Because if I liked the trial I would wind up purchasing the product and since I liked the ease of the website I
was pretty sure that I liked it.
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 3
» Customer reviews 2
» Personal experience on the website 1
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
» Brand name
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» Netflix
Q15c Anything else?
» no
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» Yes
EXHIBIT B -545-
SURVEY 14-0603, CASE ID 2188
Image Set
» DIVORCE CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 55-64
S5 Please indicate the state in which you reside.
» California
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Upper Management
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Family law
» Estate planning
» Some Other type of legal service
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
» Asked friends/family
» Asked colleagues
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.completecase.com
» www.uslegalforms.com
Q3a Why did you select this company? www.completecase.com
» Appears to be a location where I can learn more and get an idea of what is involved.
Q3b Anything else? www.completecase.com
» Do it yourself is enticing
EXHIBIT B -546Q3a Why did you select this company? www.uslegalforms.com
» looks like a location where I can find out more about specific requirements in my stage and learn more about
what forms are required.
Q3b Anything else? www.uslegalforms.com
» Immediate access to forms.
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» www.rocketlawyer.com
Q4b Please tell us why you did not << initially >> select www.lawdepot.com?
» Potential to ask questions.
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» Free agreements for all states so I can learn more about what is required.
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» The basic free trial is available for only a short time, after which, if I don't cancel, I will be billed. Several levels
of service are available. The format for preparing a document by answering simple questions seems very easy,
and there is chat assistance and a toll free number available.
QC8 Anything else?
» Format is simple and easy to understand.
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» Preparation of a single document and one week of service.
QC11a How would you describe the free trial offer to a friend?
» Limited in use, but convenient, and will provide a good amount of experience to judge the system.
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» You get charged $19.95 on a recurring basis.
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» Chat, or toll free phone
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» Download the form and decide if it is comprehensive enough to proceed. Maybe have a friend who is
acquainted with legal matters review the form.
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Continue searching on other online legal service sites
Q14b1 What made you decide to << insert >>?
EXHIBIT B -547-
» I have only one example of what is available. I want to find out if there are other sites that offer more or better
services.
Q14c Why did you not choose to take the free trial<< insert >>?
» Asks for a credit card and then relies on my cancellation of services to prevent billings later.
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» security of data
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 3
» Personal experience on the website 1
» Opportunity to try the service for free 2
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
» Brand name
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» Amazon Prime
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» Yes
EXHIBIT B -548-
SURVEY 14-0603, CASE ID 2193
Image Set
» INCORPORATION TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» Food Brands or Products
» Technology
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 45-54
S5 Please indicate the state in which you reside.
» California
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Owner/Proprietor
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Family law
» Landlord/tenant matters
» Estate planning
S10c Did you actually purchase online legal services for Family law from one of these online legal companies you were
looking at?
» No
S10c Did you actually purchase online legal services for Landlord/tenant matters from one of these online legal companies
you were looking at?
» No
S10c Did you actually purchase online legal services for Estate planning from one of these online legal companies you were
looking at?
» Yes
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 4 - Probably will
S11b Specifically, what types of online legal services will you be looking for?
» Incorporation/forming a business or organization
» Bill of Sale
» Landlord/tenant matters
S12 In the event you were in need of online legal services, which of the following describes your role in determining how
to go about obtaining those services?
» I am or would be the primary decision maker
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
EXHIBIT B -549available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
» Other specify: ("Start Page")
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalzoom.com
» www.incfile.com
» www.smallbiz.com
Q3a Why did you select this company? www.legalzoom.com
» Have heard advertisements, name recognition.
Q3b Anything else? www.legalzoom.com
» Teaching aspect, not telling you.
Q3a Why did you select this company? www.incfile.com
» Price upfront.
Q3a Why did you select this company? www.smallbiz.com
» State specific.
Q3b Anything else? www.smallbiz.com
» Price upfront
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» www.rocketlawyer.com
» www.calfilings.com
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» Previous experience, not impressed.
Q4b Please tell us why you did not << initially >> select www.mycorporation.com?
» State specific but higher price.
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
QB7 Now reflecting on the Google ad for Rocket Lawyer and the Rocket Lawyer website you reviewed, what can you tell
me about the Incorporation offer?
» pretty straight forward
QB8 Anything else?
» easier to use than expected
Q9 You may have already mentioned this, but did the Google ad for Rocket Lawyer and the Rocket Lawyer website you
reviewed include a free Incorporation offer?
» Yes
QB10a Now reflecting on the Google ad and the Rocket Lawyer website, do you recall if you had to pay state fees to the
state for Incorporation with the free trial offer?
» No
EXHIBIT B -550QB11 Reflecting back on the Rocket Lawyer website you viewed, do you recall a free trial offer?
» Yes
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» billed $39 unless canceled
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» ask
QB13b Assuming you were interested in online legal services for Incorporation, and now that you have reviewed the
Google ad and have gone through the Rocket Lawyer website, what are you likely to do?
» try the service
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Take the free trial (includes free processing)
Q14b1 What made you decide to << insert >>?
» easy and fast
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 1
» Recommendations from colleagues 2
» Opportunity to try the service for free 3
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Brand name
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» Music down loader, Legal Zoom
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» Yes
EXHIBIT B -551-
SURVEY 14-0603, CASE ID 2196
Image Set
» INCORPORATION TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Female
S4 Which of the following categories includes your age?
» 45-54
S5 Please indicate the state in which you reside.
» California
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Executive
S8b Do you have any aspirations or plans to start your own company/business?
» Yes
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Incorporation/forming a business or organization
» Bill of Sale
» Landlord/tenant matters
» Estate planning
S10c Did you actually purchase online legal services for Incorporation/forming a business or organization from one of these
online legal companies you were looking at?
» Yes
S10c Did you actually purchase online legal services for Bill of Sale from one of these online legal companies you were
looking at?
» Yes
S10c Did you actually purchase online legal services for Landlord/tenant matters from one of these online legal companies
you were looking at?
» No
S10c Did you actually purchase online legal services for Estate planning from one of these online legal companies you were
looking at?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 5 - Definitely will
S11b Specifically, what types of online legal services will you be looking for?
» Incorporation/forming a business or organization
» Family law
» Bill of Sale
» Landlord/tenant matters
EXHIBIT B -552-
» Estate planning
S12 In the event you were in need of online legal services, which of the following describes your role in determining how
to go about obtaining those services?
» I am or would be the primary decision maker
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.incorporate.com
» www.rocketlawyer.com
Q3a Why did you select this company? www.incorporate.com
» I guess based on their address!
Q3b Anything else? www.incorporate.com
» it just looked based on the address that it would be the place
Q3a Why did you select this company? www.rocketlawyer.com
» because it mentioned free
Q3b Anything else? www.rocketlawyer.com
» FREE!!!!
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» www.incfile.com
» www.smallbiz.com
Q4b Please tell us why you did not << initially >> select www.legalzoom.com?
» I have heard of legal zoom and assumed they would ust be trying to sell me their products. I recall once going
to their website and they were expensive.
Q4b Please tell us why you did not << initially >> select www.delawareinc.com?
» mentioned price upfront
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
QB7 Now reflecting on the Google ad for Rocket Lawyer and the Rocket Lawyer website you reviewed, what can you tell
me about the Incorporation offer?
» no
QB8 Anything else?
» but I like the ad of the 2 women
Q9 You may have already mentioned this, but did the Google ad for Rocket Lawyer and the Rocket Lawyer website you
EXHIBIT B -553reviewed include a free Incorporation offer?
» I don't know
QB10a Now reflecting on the Google ad and the Rocket Lawyer website, do you recall if you had to pay state fees to the
state for Incorporation with the free trial offer?
» Yes
QB10b1 Do you know if this state fee applies...
» ...only if you incorporate online
QB10b2 Do you know if this state fee applies...
» ...if you incorporate through any online legal services company
QB11 Reflecting back on the Rocket Lawyer website you viewed, do you recall a free trial offer?
» No
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» they have a toll free number
QB13b Assuming you were interested in online legal services for Incorporation, and now that you have reviewed the
Google ad and have gone through the Rocket Lawyer website, what are you likely to do?
» fill out information
Q13c Anything else?
» on the web it begins
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Continue searching on other online legal service sites
Q14b1 What made you decide to << insert >>?
» just to double check
Q14b2 Any other reasons?
» to make sure this is the best way to proceed
Q14c Why did you not choose to take the free trial<< insert >>?
» honestly not sure
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Advertisement 3
» Customer reviews 1
» Opportunity to try the service for free 2
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Brand name
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» No
EXHIBIT B -554-
SURVEY 14-0603, CASE ID 2201
Image Set
» DIVORCE CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 45-54
S5 Please indicate the state in which you reside.
» Texas
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Middle Management
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Family law
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
» Asked friends/family
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.rocketlawyer.com
» www.completecase.com
» www.uslegalforms.com
Q3a Why did you select this company? www.rocketlawyer.com
» because of the wording it uses: all states, legally binding
Q3b Anything else? www.rocketlawyer.com
» looks to have a link to ask a lawyer a question
Q3a Why did you select this company? www.completecase.com
» because it mentions CNN, UDA Today and NBC
EXHIBIT B -555Q3a Why did you select this company? www.uslegalforms.com
» "state specific forms"
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» fair offer
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» get your document and one week free
QC11a How would you describe the free trial offer to a friend?
» check out rocketlawyer
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» your charged to continue membership
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» ask a lawyer
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» discuss with a lawyer
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Take the free trial (includes access to all Rocket Lawyer forms)
Q14b1 What made you decide to << insert >>?
» its free
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 3
» Customer reviews 1
» Brand name 2
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
EXHIBIT B -556» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» no
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» I don't know
EXHIBIT B -557-
SURVEY 14-0603, CASE ID 2202
Image Set
» POWER OF ATTORNEY CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» Media company such as radio, newspaper, TV, etc.
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 55-64
S5 Please indicate the state in which you reside.
» Iowa
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Executive
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Estate planning
S10c Did you actually purchase online legal services for Estate planning from one of these online legal companies you were
looking at?
» Yes
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Estate planning
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalzoom.com
Q3a Why did you select this company? www.legalzoom.com
» more informatio
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» www.rocketlawyer.com
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
EXHIBIT B -558-
» went to the top of page selection
Q4b Please tell us why you did not << initially >> select www.uniformpowerofattorney.com?
» use of the word free
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» easy to use and convienent
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» offer for a limited time
QC11a How would you describe the free trial offer to a friend?
» worth looking at
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» you can cancel or automatically renew
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» online
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» nothing at this time
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Take the free trial (includes access to all Rocket Lawyer forms)
Q14b1 What made you decide to << insert >>?
» it is free
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 2
» Advertisement 3
» Personal experience on the website 1
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
EXHIBIT B -559» Customer reviews
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» No
EXHIBIT B -560-
SURVEY 14-0603, CASE ID 2203
Image Set
» POWER OF ATTORNEY TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» Food Brands or Products
» Technology
S3 Please record your gender below.
» Female
S4 Which of the following categories includes your age?
» 55-64
S5 Please indicate the state in which you reside.
» Virginia
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Retired
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Estate planning
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.lawdepot.com
» www.uniformpowerofattorney.com
Q3a Why did you select this company? www.lawdepot.com
» I feel like the right forms will be there, I can ask questions, and lawyer(s) created the site.
Q3a Why did you select this company? www.uniformpowerofattorney.com
» I know it is important to use the correct form for your state. It looks like I will know the cost upfront (no hidden
fees).
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» www.rocketlawyer.com
Q4b Please tell us why you did not << initially >> select www.legalzoom.com?
» The name is too cutesy to be taken seriously particularly if the forms are also free.
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
EXHIBIT B -561-
» I am not sure I will get the best information totally free.
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» I really like the interview format that appears to walk me through all of steps in creating the POA. I also think
the free trial is great, although many people would probably get all of their documents in one week, and then
bail, so how does this company make any profit?
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» One week free trial. It also looked like they had a read only option where you can't print the docs you have
created, although I don't know how useful that would be.
QC11a How would you describe the free trial offer to a friend?
» You can get one week of free legal documents on this website.
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» I am not sure. I guess it would convert to a paid subscription. Since you already have entered your credit card
info, it is probably automatic unless you specifically request to cancel. I don't remember how you do that.
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» Oops! I didn't look at that information at all, but there is probably some contact info on the website
somewhere...
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» I might consider trying it.
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Take the free trial (includes access to all Rocket Lawyer forms)
Q14b1 What made you decide to << insert >>?
» As long as I did it at a time when I knew I would be able to search through the docs fully, I would want to take
advantage of a free service.
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Customer reviews 3
» Brand name 1
EXHIBIT B -562» Opportunity to try the service for free 2
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
» Recommendations from colleagues
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» Usually they are magazines, and I occasionally succumb to the offer.
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» Yes
EXHIBIT B -563-
SURVEY 14-0603, CASE ID 2208
Image Set
» BILL OF SALE CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» Food Brands or Products
» Healthcare
» Technology
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 55-64
S5 Please indicate the state in which you reside.
» Pennsylvania
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Middle Management
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Bill of Sale
» Estate planning
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalcontracts.com
» www.buyerpricer.com
» www.rocketlawyer.com
Q3a Why did you select this company? www.legalcontracts.com
» Free
Q3a Why did you select this company? www.buyerpricer.com
» Free
EXHIBIT B -564Q3a Why did you select this company? www.rocketlawyer.com
» Free
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» It is not free, asking for credit card.
QC8 Anything else?
» I do not wish for rocket lawyer to have access to my facebook account
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» I don't know
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» I am sure my credit card will be charged
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» Not sure
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» Look elsewhere
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Continue searching on other online legal service sites
Q14b1 What made you decide to << insert >>?
» Need to compare and contrast to ensure I have the best bill of sale possible
Q14c Why did you not choose to take the free trial<< insert >>?
» I was asked for a credit card; that is not free
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Customer reviews 3
» Recommendations from colleagues 2
» Opportunity to try the service for free 1
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
EXHIBIT B -565» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» none come to mind
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» No
EXHIBIT B -566-
SURVEY 14-0603, CASE ID 2214
Image Set
» POWER OF ATTORNEY TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 65 or older
S5 Please indicate the state in which you reside.
» New Jersey
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Retired
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Estate planning
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalzoom.com
Q3a Why did you select this company? www.legalzoom.com
» Most specific to my needs
Q3b Anything else? www.legalzoom.com
» no
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» www.lawdepot.com
Q4b Please tell us why you did not << initially >> select www.lawdepot.com?
» not specific
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» don't like the name
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website?
EXHIBIT B -567» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» Power of Attorney
QC8 Anything else?
» other legal matters
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» I don't know
Q12a Do you recall if the free trial offer has a time limit?
» I don't know
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» checking website
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» Do not think so
Q13c Anything else?
» would check other websites
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Continue searching on other online legal service sites
Q14b1 What made you decide to << insert >>?
» comparison
Q14b2 Any other reasons?
» none
Q14c Why did you not choose to take the free trial<< insert >>?
» want to compare
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Customer reviews 2
» Recommendations from colleagues 1
» Opportunity to try the service for free 3
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
EXHIBIT B -568Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» No
EXHIBIT B -569-
SURVEY 14-0603, CASE ID 2221
Image Set
» BILL OF SALE CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Female
S4 Which of the following categories includes your age?
» 35-44
S5 Please indicate the state in which you reside.
» Wisconsin
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Upper Management
S8b Do you have any aspirations or plans to start your own company/business?
» Yes
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Incorporation/forming a business or organization
» Bill of Sale
» Estate planning
S10c Did you actually purchase online legal services for Incorporation/forming a business or organization from one of these
online legal companies you were looking at?
» Yes
S10c Did you actually purchase online legal services for Bill of Sale from one of these online legal companies you were
looking at?
» Yes
S10c Did you actually purchase online legal services for Estate planning from one of these online legal companies you were
looking at?
» Yes
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Family law
» Bill of Sale
S12 In the event you were in need of online legal services, which of the following describes your role in determining how
to go about obtaining those services?
» I am or would be the primary decision maker
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
EXHIBIT B -570available?
» Used an internet search engine
» Asked friends/family
» Asked colleagues
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalcontracts.com
» www.jsbusinessproducts.btobsource.com
Q3a Why did you select this company? www.legalcontracts.com
» seemed easy to use
Q3a Why did you select this company? www.jsbusinessproducts.btobsource.com
» not sure
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» None
Q4b Please tell us why you did not << initially >> select www.buyerpricer.com?
» free is usually not free
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» free is usually not really free
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website?
» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» Free trial, multiple payment choices
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» free offer
QC11a How would you describe the free trial offer to a friend?
» no long term commitment
Q12a Do you recall if the free trial offer has a time limit?
» I don't know
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» read fine print or dig deeper into website
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
EXHIBIT B -571-
» try trial
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Take the free trial (includes access to all Rocket Lawyer forms)
Q14b1 What made you decide to << insert >>?
» seemed easy
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Customer reviews 2
» Recommendations from colleagues 3
» Personal experience on the website 1
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» I don't know
EXHIBIT B -572-
SURVEY 14-0603, CASE ID 2230
Image Set
» LEASE AGREEMENT CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» Personal Care
S3 Please record your gender below.
» Female
S4 Which of the following categories includes your age?
» 65 or older
S5 Please indicate the state in which you reside.
» Michigan
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Retired
S8b Do you have any aspirations or plans to start your own company/business?
» Yes
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Landlord/tenant matters
» Estate planning
S10c Did you actually purchase online legal services for Landlord/tenant matters from one of these online legal companies
you were looking at?
» No
S10c Did you actually purchase online legal services for Estate planning from one of these online legal companies you were
looking at?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Estate planning
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.rocketlawyer.com
» www.ezlandlorrdforms.com
» www.totallegal.com
Q3a Why did you select this company? www.rocketlawyer.com
EXHIBIT B -573-
» like to diy when possible to save money
Q3a Why did you select this company? www.ezlandlorrdforms.com
» Sometimes agreements have to much jargon. Check to see if Ez would be appropriate.
Q3a Why did you select this company? www.totallegal.com
» Again free access to information
Q3b Anything else? www.totallegal.com
» compare information
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» It's not really free at all.
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» free 30 day review
QC11a How would you describe the free trial offer to a friend?
» usual tag on fees
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» you pay
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» holler
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» nothing at the moment
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Continue searching on other online legal service sites
Q14b1 What made you decide to << insert >>?
» gathering information
Q14c Why did you not choose to take the free trial<< insert >>?
» nothing in life is free
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
EXHIBIT B -574important.
» Price 2
» Customer reviews 1
» Opportunity to try the service for free 3
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
» Brand name
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» legalzoom
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» No
EXHIBIT B -575-
SURVEY 14-0603, CASE ID 2233
Image Set
» INCORPORATION CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» Healthcare
S3 Please record your gender below.
» Female
S4 Which of the following categories includes your age?
» 35-44
S5 Please indicate the state in which you reside.
» Pennsylvania
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Self employed
S8b Do you have any aspirations or plans to start your own company/business?
» Yes
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Incorporation/forming a business or organization
» Some Other type of legal service
S10c Did you actually purchase online legal services for Incorporation/forming a business or organization from one of these
online legal companies you were looking at?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 4 - Probably will
S11b Specifically, what types of online legal services will you be looking for?
» Incorporation/forming a business or organization
» Some Other type of legal service
S12 In the event you were in need of online legal services, which of the following describes your role in determining how
to go about obtaining those services?
» I am or would be the primary decision maker
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Bing
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.incorporate.com
» www.rocketlawyer.com
» www.bizfilings.com
EXHIBIT B -576-
» www.incforfree.com
» www.delawareinc.com
» www.calfilings.com
Q3a Why did you select this company? www.incorporate.com
» speed
Q3b Anything else? www.incorporate.com
» accurate
Q3a Why did you select this company? www.rocketlawyer.com
» free
Q3b Anything else? www.rocketlawyer.com
» phone number
Q3a Why did you select this company? www.bizfilings.com
» looked quick
Q3b Anything else? www.bizfilings.com
» fast
Q3a Why did you select this company? www.incforfree.com
» now
Q3b Anything else? www.incforfree.com
» 60,000
Q3a Why did you select this company? www.delawareinc.com
» experience
Q3b Anything else? www.delawareinc.com
» phone number
Q3a Why did you select this company? www.calfilings.com
» experience
Q3b Anything else? www.calfilings.com
» 200,000
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» www.legalzoom.com
Q4b Please tell us why you did not << initially >> select www.legalzoom.com?
» fast
Q4b Please tell us why you did not << initially >> select www.smallbiz.com?
» California
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
QB7 Now reflecting on the Google ad for Rocket Lawyer and the Rocket Lawyer website you reviewed, what can you tell
me about the Incorporation offer?
» free plus state fees, did not offer LLC, S-corp definitions, pay by credit, offer elite services for speed and TIN
EXHIBIT B -577QB8 Anything else?
» liked the tracker bar at the top
Q9 You may have already mentioned this, but did the Google ad for Rocket Lawyer and the Rocket Lawyer website you
reviewed include a free Incorporation offer?
» Yes
QB10a Now reflecting on the Google ad and the Rocket Lawyer website, do you recall if you had to pay state fees to the
state for Incorporation with the free trial offer?
» Yes
QB10b1 Do you know if this state fee applies...
» I don't know
QB10b2 Do you know if this state fee applies...
» I don't know
QB11 Reflecting back on the Rocket Lawyer website you viewed, do you recall a free trial offer?
» Yes
Q12a Do you recall if the free trial offer has a time limit?
» I don't know
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» free phone number on screen
QB13b Assuming you were interested in online legal services for Incorporation, and now that you have reviewed the
Google ad and have gone through the Rocket Lawyer website, what are you likely to do?
» llc
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Take the free trial (includes free processing)
Q14b1 What made you decide to << insert >>?
» free
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Recommendations from colleagues 2
» Personal experience on the website 3
» Opportunity to try the service for free 1
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Price
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» I don't know
EXHIBIT B -578-
SURVEY 14-0603, CASE ID 2236
Image Set
» DIVORCE CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Female
S4 Which of the following categories includes your age?
» 45-54
S5 Please indicate the state in which you reside.
» Arizona
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Middle Management
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Family law
» Estate planning
S10c Did you actually purchase online legal services for Family law from one of these online legal companies you were
looking at?
» No
S10c Did you actually purchase online legal services for Estate planning from one of these online legal companies you were
looking at?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 2 - Probably will not
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
» Bing
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.rocketlawyer.com
Q3a Why did you select this company? www.rocketlawyer.com
» For all states was listed in the descriptions, and free divorce agreement listed.
EXHIBIT B -579-
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» Easy to use divorce filing form, free trial, then the ability to get a monthly or yearly membership for a fee with
mulitple types of legal documents avialable online, and with review with a local attorney of legal form completed.
The ability to store all your legal documents in a central location for ease of use/retreival.
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» a one week free trial offer, then if not cancelled would be $19.95 a month for a monthly membership or $9.95
per month paid in advanced yearly fee services
QC11a How would you describe the free trial offer to a friend?
» a 1 week free trail offer, with the ability to use and keep the document you created during the free trial basis.
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» 1 week period of time
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» they had listed a phone # on the screen, and a chat button
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» If the state of AZ and the local county of Maricopa family courts did not already have an outstanding site with
free services/forms and easy FAQ and what to exspect, would consider using if found the need or recomment to
someone who did not have the resources living another area
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Other specify: ("Not in the need now so N/A")
Q14b1 What made you decide to << insert >>?
» Did not have a current need at this time so N/A
Q14c Why did you not choose to take the free trial<< insert >>?
» Not needed at this time
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» The abililty to get forms directly for government for free
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 3
» Personal experience on the website 2
EXHIBIT B -580» The abililty to get forms directly for government for free 1
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Brand name
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
»a
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» I don't know
EXHIBIT B -581-
SURVEY 14-0603, CASE ID 2239
Image Set
» POWER OF ATTORNEY CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» Food Brands or Products
» Technology
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 45-54
S5 Please indicate the state in which you reside.
» Florida
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Intermediate level
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Estate planning
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
» Asked colleagues
Q1b Which search engine did you use to look for online legal services?
» Google
» Bing
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalzoom.com
» www.lawdepot.com
» www.rocketlawyer.com
Q3a Why did you select this company? www.legalzoom.com
» I've heard of them before.
Q3b Anything else? www.legalzoom.com
» they have been around for a while.
EXHIBIT B -582Q3a Why did you select this company? www.lawdepot.com
» I like the way the site looks.
Q3a Why did you select this company? www.rocketlawyer.com
» I like the name, and the way it's presented.
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» They provide a series of questions to complete the POA correctly and the way you want it to be.
QC8 Anything else?
» They offer in person assistance at no additional cost. The first 30 day trial is free.
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» Free 30 days.
QC11a How would you describe the free trial offer to a friend?
» You can get legal documents for free within the first 30 days of your trial.
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» your credit card will be billed unles you cancel.
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» call a toll free number.
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» I've be very interested in their service and checking out the website.
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Continue searching on other online legal service sites
Q14b1 What made you decide to << insert >>?
» Just to compare what's available.
Q14c Why did you not choose to take the free trial<< insert >>?
» I might, just not immediately until I've compared with the other sites.
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 3
EXHIBIT B -583» Customer reviews 1
» Recommendations from colleagues 2
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» I don't know
EXHIBIT B -584-
SURVEY 14-0603, CASE ID 2252
Image Set
» BILL OF SALE TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» Technology
S3 Please record your gender below.
» Female
S4 Which of the following categories includes your age?
» 45-54
S5 Please indicate the state in which you reside.
» New York
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Intermediate level
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Bill of Sale
» Estate planning
S13a Please tell us what kind of device you are taking this survey on.
» iPad or Tablet
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» AOL
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.rocketlawyer.com
Q3a Why did you select this company? www.rocketlawyer.com
» Unsure
Q3b Anything else? www.rocketlawyer.com
» No
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
EXHIBIT B -585» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» Can be free
QC8 Anything else?
» No
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» No
QC11a How would you describe the free trial offer to a friend?
» Unsure
QC11b Anything else?
» No
Q12a Do you recall if the free trial offer has a time limit?
» No
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» See website
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» Use it
Q13c Anything else?
» No
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Take the free trial (includes access to all Rocket Lawyer forms)
Q14b1 What made you decide to << insert >>?
» Ease
Q14b2 Any other reasons?
» No
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Recommendations from colleagues 2
» Personal experience on the website 3
» Opportunity to try the service for free 1
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Brand name
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
EXHIBIT B -586» No
SURVEY 14-0603, CASE ID 2257
Image Set
» POWER OF ATTORNEY CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» Healthcare
» Technology
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 55-64
S5 Please indicate the state in which you reside.
» Utah
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Middle Management
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Estate planning
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.lawdepot.com
Q3a Why did you select this company? www.lawdepot.com
» Sounds legit
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» None
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» name doesn't sound professional
Q4b Please tell us why you did not << initially >> select www.uniformpowerofattorney.com?
» name doesn't sound professional
EXHIBIT
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website? B -587-
» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» Free trial
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» Can't recall. "Free trial" turned me off - sounds suspicious and unprofessional in the legal field.
QC11a How would you describe the free trial offer to a friend?
» I wouldn't
Q12a Do you recall if the free trial offer has a time limit?
» No
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» Don't know
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» I would still go to my personal attorny
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Decide not to buy an online legal service
Q14b1 What made you decide to << insert >>?
» Would rather use / trust my personal attorney
Q14c Why did you not choose to take the free trial<< insert >>?
» Would rather use / trust my own personal attorney
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 3
» Brand name 2
» Recommendations from colleagues 1
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
» Customer reviews
EXHIBIT B -588» Opportunity to try the service for free
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» No
EXHIBIT B -589-
SURVEY 14-0603, CASE ID 2258
Image Set
» POWER OF ATTORNEY CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 55-64
S5 Please indicate the state in which you reside.
» Virginia
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Some other level
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Estate planning
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalzoom.com
» www.lawdepot.com
» www.rocketlawyer.com
» www.uniformpowerofattorney.com
Q3a Why did you select this company? www.legalzoom.com
» raises legality question
Q3b Anything else? www.legalzoom.com
» URL in ad
Q3a Why did you select this company? www.lawdepot.com
» free - online forms
EXHIBIT B -590Q3b Anything else? www.lawdepot.com
» simple
Q3a Why did you select this company? www.rocketlawyer.com
» 5 minutes - do it fast
Q3b Anything else? www.rocketlawyer.com
» no
Q3a Why did you select this company? www.uniformpowerofattorney.com
» uniformity
Q3b Anything else? www.uniformpowerofattorney.com
» no
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» uses interview process tailored for individual states free trial requires credit card generates draft document
QC8 Anything else?
» phone assistance available reviewed in various publications
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» need a credit card
QC11a How would you describe the free trial offer to a friend?
» standard stuff
QC11b Anything else?
» no
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» not sure
Q12c Anything else?
» no
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» phone or online chat
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» might use the service
Q13c Anything else?
» no
Q14a Which if any of the following options best describe what you are likely to do after having seenEXHIBIT B >>?
<< insert -591-
» Take the free trial (includes access to all Rocket Lawyer forms)
Q14b1 What made you decide to << insert >>?
» free and I will get what I need
Q14b2 Any other reasons?
» no
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» approved/certified
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Personal experience on the website 3
» Opportunity to try the service for free 1
» approved/certified 2
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
» Recommendations from colleagues
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» netflix
Q15c Anything else?
» no
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» Yes
EXHIBIT B -592-
SURVEY 14-0603, CASE ID 2264
Image Set
» BILL OF SALE TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» Food Brands or Products
S3 Please record your gender below.
» Female
S4 Which of the following categories includes your age?
» 35-44
S5 Please indicate the state in which you reside.
» Georgia
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Upper Management
S8b Do you have any aspirations or plans to start your own company/business?
» Yes
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Estate planning
S10c Did you actually purchase online legal services for Estate planning from one of these online legal companies you were
looking at?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 5 - Definitely will
S11b Specifically, what types of online legal services will you be looking for?
» Bill of Sale
» Estate planning
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Didn't have to --- I already knew of a name and just went directly to the site
Q1c Have you considered using Google or other search engines to look for online legal services?
» Yes
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalcontracts.com
» www.rocketlawyer.com
» www.jsbusinessproducts.btobsource.com
» www.officeconsultants.com
Q3a Why did you select this company? www.legalcontracts.com
EXHIBIT B -593-
» It has a good name.
Q3b Anything else? www.legalcontracts.com
» Also the ability to print immediately hooked me.
Q3a Why did you select this company? www.rocketlawyer.com
» This has eSign capabilities.
Q3a Why did you select this company? www.jsbusinessproducts.btobsource.com
» The webname throws me off - but, I would still click on it to see what the site had.
Q3a Why did you select this company? www.officeconsultants.com
» I like the name.
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» You have the option for a free one week trial.
QC8 Anything else?
» After that week you will be charged.
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» Free for one week to try. But, a CC is needed. After the week is up, if you do not cancel, your CC will be
charged for a subscription to the service.
QC11a How would you describe the free trial offer to a friend?
» You can get a free trial - but, remember to cancel if you do not want to be charged for a subscription.
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» Your CC is charged.
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» Contacting Customer Service
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» Sign up for the free trial - but, call customer service to cancel as soon as I printed my BoS.
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Continue searching on other online legal service sites
Q14b1 What made you decide to << insert >>?
» I just want one document and I do not want to be bothered with subscriptions.
Q14c Why did you not choose to take the free trial<< insert >>?
» I do not want to have to remember to cancel the free trial.
EXHIBIT B -594-
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 2
» Brand name 3
» Opportunity to try the service for free 1
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
» Personal experience on the website
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» No
EXHIBIT B -595-
SURVEY 14-0603, CASE ID 2266
Image Set
» LEASE AGREEMENT CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» Personal Care
» Healthcare
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 45-54
S5 Please indicate the state in which you reside.
» Texas
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Middle Management
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Landlord/tenant matters
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
» Yahoo
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.lawdepot.com
Q3a Why did you select this company? www.lawdepot.com
» discusses leases
Q3b Anything else? www.lawdepot.com
» no
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» None
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
EXHIBIT B -596» n/a
Q4b Please tell us why you did not << initially >> select www.biztree.com?
» n/a
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website?
» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» n/a
QC8 Anything else?
» n/a
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» I don't know
Q12a Do you recall if the free trial offer has a time limit?
» I don't know
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» website
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» n/a
Q13c Anything else?
» n/a
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» I don't know
Q14c Why did you not choose to take the free trial<< insert >>?
» n/a
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Brand name 3
» Recommendations from colleagues 2
» Personal experience on the website 1
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
EXHIBIT B -597Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» n/a
Q15c Anything else?
» n/a
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» No
EXHIBIT B -598-
SURVEY 14-0603, CASE ID 2267
Image Set
» POWER OF ATTORNEY CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 65 or older
S5 Please indicate the state in which you reside.
» Colorado
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Retired
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Estate planning
S10c Did you actually purchase online legal services for Estate planning from one of these online legal companies you were
looking at?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Estate planning
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
» Yahoo
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.totallegal.com
» www.rocketlawyer.com
Q3a Why did you select this company? www.totallegal.com
» Low cost and easy to use
Q3a Why did you select this company? www.rocketlawyer.com
» FREE and I could print forms myself
Q6a Did you get the information you need from this page to help you make a decision? If not, pleaseEXHIBIT B -599- again.
review the page
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» It covers many if not all aspects as to my designated POA
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» Free trial I don't recall length
QC11a How would you describe the free trial offer to a friend?
» I would tell them about the other varied options and also includes POA Free trial
Q12a Do you recall if the free trial offer has a time limit?
» No
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» Do not recall
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» I would research further this site and compare with another site
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Continue searching on other online legal service sites
Q14b1 What made you decide to << insert >>?
» Compare all options....All the nuiances of my POA
Q14c Why did you not choose to take the free trial<< insert >>?
» Comapre shopper
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 3
» Customer reviews 2
» Opportunity to try the service for free 1
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» No
EXHIBIT B -600-
SURVEY 14-0603, CASE ID 2278
Image Set
» INCORPORATION CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None, I haven't taken a market research survey in the past 3 months
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 35-44
S5 Please indicate the state in which you reside.
» Michigan
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Upper Management
S8b Do you have any aspirations or plans to start your own company/business?
» Yes
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Estate planning
S10c Did you actually purchase online legal services for Estate planning from one of these online legal companies you were
looking at?
» Yes
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 4 - Probably will
S11b Specifically, what types of online legal services will you be looking for?
» Incorporation/forming a business or organization
S12 In the event you were in need of online legal services, which of the following describes your role in determining how
to go about obtaining those services?
» I share or would share this responsibility with others
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Asked friends/family
Q1c Have you considered using Google or other search engines to look for online legal services?
» Yes
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalzoom.com
Q3a Why did you select this company? www.legalzoom.com
» got good feedback
EXHIBIT B -601-
Q3b Anything else? www.legalzoom.com
» n/a
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» www.incorporate.com
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» no background
Q4b Please tell us why you did not << initially >> select www.calfilings.com?
» no background
QB5a Thinking back to the Google search page, did you notice an ad for Rocket Lawyer?
» No
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website?
» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
QB7 Now reflecting on the Google ad for Rocket Lawyer and the Rocket Lawyer website you reviewed, what can you tell
me about the Incorporation offer?
» adequate
QB8 Anything else?
» n/a
Q9 You may have already mentioned this, but did the Google ad for Rocket Lawyer and the Rocket Lawyer website you
reviewed include a free Incorporation offer?
» I don't know
QB10a Now reflecting on the Google ad and the Rocket Lawyer website, do you recall if you had to pay state fees to the
state for Incorporation with the free trial offer?
» I don't know
QB11 Reflecting back on the Rocket Lawyer website you viewed, do you recall a free trial offer?
» Yes
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» oay or expire
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» check the iste, call for more info
QB13b Assuming you were interested in online legal services for Incorporation, and now that you have reviewed the
Google ad and have gone through the Rocket Lawyer website, what are you likely to do?
» check again when I'm ready to move forward
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Ask other people about the service
Q14b1 What made you decide to << insert >>?
EXHIBIT B -602» verify what I've been told
Q14c Why did you not choose to take the free trial<< insert >>?
» verify!
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» n/a
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Recommendations from colleagues 1
» Personal experience on the website 2
» Opportunity to try the service for free 3
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
» Brand name
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» I don't know
EXHIBIT B -603-
SURVEY 14-0603, CASE ID 2279
Image Set
» POWER OF ATTORNEY CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» Personal Care
» Food Brands or Products
» Healthcare
» Technology
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 65 or older
S5 Please indicate the state in which you reside.
» Colorado
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed part-time
S8a Which of the following best describes your position with your company?
» Some other level
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Estate planning
S10c Did you actually purchase online legal services for Estate planning from one of these online legal companies you were
looking at?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 2 - Probably will not
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalzoom.com
» www.lawdepot.com
» www.totallegal.com
» www.rocketlawyer.com
» www.uniformpowerofattorney.com
EXHIBIT B -604-
Q3a Why did you select this company? www.legalzoom.com
» I have heard of Legalzoom.
Q3b Anything else? www.legalzoom.com
» No
Q3a Why did you select this company? www.lawdepot.com
» Looked like a possibility for free forms.
Q3b Anything else? www.lawdepot.com
» No.
Q3a Why did you select this company? www.totallegal.com
» I just like to check several sources.
Q3b Anything else? www.totallegal.com
» No.
Q3a Why did you select this company? www.rocketlawyer.com
» It said it also included wills.
Q3b Anything else? www.rocketlawyer.com
» No.
Q3a Why did you select this company? www.uniformpowerofattorney.com
» It mentioned no hidden fee.
Q3b Anything else? www.uniformpowerofattorney.com
» No.
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» Free for one time use. $14.99 for a month. $9.99 for year.
QC8 Anything else?
» No.
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» Don't recall specifically. I think you could get one form.
QC11a How would you describe the free trial offer to a friend?
» I would just mention that there was some kind of free trial.
QC11b Anything else?
» NO.
Q12a Do you recall if the free trial offer has a time limit?
» Yes
EXHIBIT B -605Q12c What happens after the free trial period?
» I don't remember.
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» Don't remember.
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» Re-read the information.
Q13c Anything else?
» No.
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Take the free trial (includes access to all Rocket Lawyer forms)
Q14b1 What made you decide to << insert >>?
» I probably would not need any more forms. I wouldn't want to pay for something I wouldn't use.
Q14b2 Any other reasons?
» No.
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 3
» Customer reviews 2
» Opportunity to try the service for free 1
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Brand name
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» iPhone apps. Genealogy sites.
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» Yes
EXHIBIT B -606-
SURVEY 14-0603, CASE ID 2280
Image Set
» BILL OF SALE CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 55-64
S5 Please indicate the state in which you reside.
» Mississippi
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Self employed
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Bill of Sale
» Estate planning
S10c Did you actually purchase online legal services for Bill of Sale from one of these online legal companies you were
looking at?
» No
S10c Did you actually purchase online legal services for Estate planning from one of these online legal companies you were
looking at?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 4 - Probably will
S11b Specifically, what types of online legal services will you be looking for?
» Landlord/tenant matters
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.officeconsultants.com
Q3a Why did you select this company? www.officeconsultants.com
» looked legit and said free
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
EXHIBIT B -607-
» www.rocketlawyer.com
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» rocket lawyer??
Q4b Please tell us why you did not << initially >> select www.jsbusinessproducts.btobsource.com?
» didnt catch my attention
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» it is complete
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» dont remember
QC11a How would you describe the free trial offer to a friend?
» dont remember
Q12a Do you recall if the free trial offer has a time limit?
» I don't know
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» dont remember
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» I would consider it, it was complete
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Take the free trial (includes access to all Rocket Lawyer forms)
Q14b1 What made you decide to << insert >>?
» to check it out
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Customer reviews 3
» Personal experience on the website 2
» Opportunity to try the service for free 1
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
EXHIBIT B -608» Brand name
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» No
EXHIBIT B -609-
SURVEY 14-0603, CASE ID 2286
Image Set
» POWER OF ATTORNEY CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Female
S4 Which of the following categories includes your age?
» 55-64
S5 Please indicate the state in which you reside.
» California
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Some other level
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 4 - Probably will
S11b Specifically, what types of online legal services will you be looking for?
» Family law
» Landlord/tenant matters
» Estate planning
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
» Asked friends/family
» Spoke to a lawyer
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalzoom.com
Q3a Why did you select this company? www.legalzoom.com
» I've heard ads for them, never heard of any of the others.
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» None
Q4b Please tell us why you did not << initially >> select www.totallegal.com?
EXHIBIT B -610» I've never heard of them
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» Never heard of them and I wonder what does "free power of attorney month" mean?
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website?
» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» You can get a free month of service
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» a month
QC11a How would you describe the free trial offer to a friend?
» a month of free service
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» you have to pay or quit
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» contact them
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» Not sign up with them because I do not want to use my Facebook or Google+ accounts for this. I would prefer
setting up an account with this company specifically. I don't trust those companies with my data.
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Decide not to buy an online legal service
Q14b1 What made you decide to << insert >>?
» Everything online is vulnerable
Q14c Why did you not choose to take the free trial<< insert >>?
» Not interested in online legal service
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» Security
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 3
EXHIBIT B -611» Recommendations from colleagues 2
» Security 1
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Customer reviews
» Opportunity to try the service for free
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» No
EXHIBIT B -612-
SURVEY 14-0603, CASE ID 2290
Image Set
» POWER OF ATTORNEY CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» Food Brands or Products
S3 Please record your gender below.
» Female
S4 Which of the following categories includes your age?
» 55-64
S5 Please indicate the state in which you reside.
» Florida
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Middle Management
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Estate planning
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalzoom.com
» www.totallegal.com
» www.rocketlawyer.com
Q3a Why did you select this company? www.legalzoom.com
» I've already used this source for my own will and was happy with the results
Q3a Why did you select this company? www.totallegal.com
» "Free" is good and forms/laws vary from state to state. Looks like these people are on their ball game
Q3a Why did you select this company? www.rocketlawyer.com
» Good variety of products listed
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
EXHIBIT B -613» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» They are thorough, but a rip off
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» 1 week trial, but give them your credit card number for auto monthly payments. a rip off
QC11a How would you describe the free trial offer to a friend?
» Don't even think about it
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» they start billing the credit card that you HAD to give them for the free trial
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» Electronically or via phone
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» Look elsewhere
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Decide not to buy an online legal service
Q14b1 What made you decide to << insert >>?
» If this exemplifies what the online services are like, I will go to a real person in an office
Q14c Why did you not choose to take the free trial<< insert >>?
» It is not a free trial. You must give them a credit card and they will then charge your card.
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» Honest
» Not a credit card rip off
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Brand name 3
» Honest 1
» Not a credit card rip off 2
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Price
» Advertisement
EXHIBIT B -614» Customer reviews
» Recommendations from colleagues
» Opportunity to try the service for free
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» Free Credit score.com
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» No
EXHIBIT B -615-
SURVEY 14-0603, CASE ID 2294
Image Set
» BILL OF SALE TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 45-54
S5 Please indicate the state in which you reside.
» North Carolina
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Owner/Proprietor
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Incorporation/forming a business or organization
» Family law
» Bill of Sale
» Landlord/tenant matters
» Estate planning
S10c Did you actually purchase online legal services for Incorporation/forming a business or organization from one of these
online legal companies you were looking at?
» No
S10c Did you actually purchase online legal services for Family law from one of these online legal companies you were
looking at?
» No
S10c Did you actually purchase online legal services for Bill of Sale from one of these online legal companies you were
looking at?
» No
S10c Did you actually purchase online legal services for Landlord/tenant matters from one of these online legal companies
you were looking at?
» No
S10c Did you actually purchase online legal services for Estate planning from one of these online legal companies you were
looking at?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 2 - Probably will not
S12 In the event you were in need of online legal services, which of the following describes your role in determining how
to go about obtaining those services?
» I am or would be the primary decision maker
EXHIBIT B -616S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalcontracts.com
Q3a Why did you select this company? www.legalcontracts.com
» the ad copy
Q3b Anything else? www.legalcontracts.com
» looked like it might be quick and easy
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» www.rocketlawyer.com
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» name. Wasn't first
Q4b Please tell us why you did not << initially >> select www.officeconsultants.com?
» name
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» free for a week. Requires credit card sign up with FB
QC8 Anything else?
» Can also sign up with google
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» one week
QC11a How would you describe the free trial offer to a friend?
» they have a one week free trial
QC11b Anything else?
» have create an account and provide billing details.
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» credit card is billed
EXHIBIT B -617-
Q12c Anything else?
» not sure
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» chat, telephone support
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» might use it
Q13c Anything else?
» not really
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Take the free trial (includes access to all Rocket Lawyer forms)
Q14b1 What made you decide to << insert >>?
» it's free
Q14b2 Any other reasons?
» easy to use
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» look and feel
» ease of use
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 1
» look and feel 3
» ease of use 2
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Customer reviews
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» no
Q15c Anything else?
» can't think of any recently
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» Yes
EXHIBIT B -618-
SURVEY 14-0603, CASE ID 2299
Image Set
» DIVORCE TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None, I haven't taken a market research survey in the past 3 months
S3 Please record your gender below.
» Female
S4 Which of the following categories includes your age?
» 55-64
S5 Please indicate the state in which you reside.
» Minnesota
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed part-time
S8a Which of the following best describes your position with your company?
» Middle Management
S8b Do you have any aspirations or plans to start your own company/business?
» Yes
S9 Over the past few years, have you looked on the internet for online legal services?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Family law
» Landlord/tenant matters
» Estate planning
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
» Used a phone book
» Asked friends/family
» Asked colleagues
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.lawdepot.com
» www.completecase.com
» www.uslegalforms.com
Q3a Why did you select this company? www.lawdepot.com
» The word Free
EXHIBIT B -619Q3b Anything else? www.lawdepot.com
» Same as above Fill out our own
Q3a Why did you select this company? www.completecase.com
» Don't need a lawyer, no paying a lawyer
Q3b Anything else? www.completecase.com
» Can do on our own
Q3a Why did you select this company? www.uslegalforms.com
» Because I can search for what I need and then download the form.
Q3b Anything else? www.uslegalforms.com
» Can do on our own, no lawyer involvement
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» None
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» Lawyers involved
Q4b Please tell us why you did not << initially >> select www.divorcewriter.com?
» Money involved
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website?
» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» After looking at the website, I would be more likely to use. I see you have a chat section for asking questions
and the website looks pretty user-friendly.
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» one week free I think it was a week or was it a month. Sorry. Memory bad.
QC11a How would you describe the free trial offer to a friend?
» You can sign up and get free forms.
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» I did not look that far, I believe it was something to do with going up to $9 a month or was it a year. Sorry again
not the best at retaining information when I only look at something once. I should have thought harder.
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» I can chat with someone
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
EXHIBIT B -620-
» I would most likely now use this site. Seems low cost enough. And, looks user-friendly and has chat.
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Take the free trial (includes access to all Rocket Lawyer forms)
Q14b1 What made you decide to << insert >>?
» I would take the free trial to see how easy everything is to get around. If I couldn't do anything I would take the
next option so I could ask questions on chat.
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» Chat line
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 2
» Opportunity to try the service for free 1
» Chat line 3
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
» Brand name
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» No
EXHIBIT B -621-
SURVEY 14-0603, CASE ID 2307
Image Set
» INCORPORATION CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» Food Brands or Products
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 35-44
S5 Please indicate the state in which you reside.
» Colorado
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Retired
S8b Do you have any aspirations or plans to start your own company/business?
» Yes
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Incorporation/forming a business or organization
» Estate planning
S10c Did you actually purchase online legal services for Incorporation/forming a business or organization from one of these
online legal companies you were looking at?
» No
S10c Did you actually purchase online legal services for Estate planning from one of these online legal companies you were
looking at?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 2 - Probably will not
S12 In the event you were in need of online legal services, which of the following describes your role in determining how
to go about obtaining those services?
» I am or would be the primary decision maker
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
» Spoke to a lawyer
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.incorporate.com
» www.legalzoom.com
EXHIBIT B -622» www.rocketlawyer.com
» www.bizfilings.com
Q3a Why did you select this company? www.incorporate.com
» order of search results, amount of information from search
Q3a Why did you select this company? www.legalzoom.com
» search order and info from search
Q3a Why did you select this company? www.rocketlawyer.com
» price sounded interesting
Q3a Why did you select this company? www.bizfilings.com
» search order and info from search
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» www.incforfree.com
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
QB7 Now reflecting on the Google ad for Rocket Lawyer and the Rocket Lawyer website you reviewed, what can you tell
me about the Incorporation offer?
» easy way to incorporate
Q9 You may have already mentioned this, but did the Google ad for Rocket Lawyer and the Rocket Lawyer website you
reviewed include a free Incorporation offer?
» I don't know
QB10a Now reflecting on the Google ad and the Rocket Lawyer website, do you recall if you had to pay state fees to the
state for Incorporation with the free trial offer?
» Yes
QB10b1 Do you know if this state fee applies...
» I don't know
QB10b2 Do you know if this state fee applies...
» I don't know
QB11 Reflecting back on the Rocket Lawyer website you viewed, do you recall a free trial offer?
» Yes
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» don't remember
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» internet, e-mail, phone
QB13b Assuming you were interested in online legal services for Incorporation, and now that you have reviewed the
Google ad and have gone through the Rocket Lawyer website, what are you likely to do?
» nothing
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Ask other people about the service
EXHIBIT B -623Q14b1 What made you decide to << insert >>?
» get more information
Q14c Why did you not choose to take the free trial<< insert >>?
» want to know more details
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 3
» Customer reviews 1
» Opportunity to try the service for free 2
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» no
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» No
EXHIBIT B -624-
SURVEY 14-0603, CASE ID 2316
Image Set
» BILL OF SALE CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Female
S4 Which of the following categories includes your age?
» 45-54
S5 Please indicate the state in which you reside.
» Arizona
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Intermediate level
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Family law
» Bill of Sale
» Landlord/tenant matters
S10c Did you actually purchase online legal services for Family law from one of these online legal companies you were
looking at?
» No
S10c Did you actually purchase online legal services for Bill of Sale from one of these online legal companies you were
looking at?
» No
S10c Did you actually purchase online legal services for Landlord/tenant matters from one of these online legal companies
you were looking at?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Family law
» Bill of Sale
» Landlord/tenant matters
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
EXHIBIT B -625-
» Used a phone book
» Asked friends/family
» Asked colleagues
» Spoke to a lawyer
Q1b Which search engine did you use to look for online legal services?
» Google
» Yahoo
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.officeconsultants.com
Q3a Why did you select this company? www.officeconsultants.com
» It appealed to me
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» None
Q4b Please tell us why you did not << initially >> select www.legalcontracts.com?
» It looks like you have to pay
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» I am not sure I trust the site
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website?
» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» I learned that I can receive live legal help and that I can print forms.
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» 7 day
QC11a How would you describe the free trial offer to a friend?
» I would say that you need to cancel or you will be billed.
Q12a Do you recall if the free trial offer has a time limit?
» I don't know
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» Call
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» I would print the form
EXHIBIT B -626-
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Ask other people about the service
Q14b1 What made you decide to << insert >>?
» I do not trust websites
Q14c Why did you not choose to take the free trial<< insert >>?
» I am not in need of it at this time
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» Price
» Recommendations
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 3
» Personal experience on the website 2
» Price 1
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Brand name
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» Lots of businesses use a free trial
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» Yes
EXHIBIT B -627-
SURVEY 14-0603, CASE ID 2326
Image Set
» INCORPORATION TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 55-64
S5 Please indicate the state in which you reside.
» Massachusetts
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Middle Management
S8b Do you have any aspirations or plans to start your own company/business?
» Yes
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Incorporation/forming a business or organization
S10c Did you actually purchase online legal services for Incorporation/forming a business or organization from one of these
online legal companies you were looking at?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 2 - Probably will not
S12 In the event you were in need of online legal services, which of the following describes your role in determining how
to go about obtaining those services?
» I am or would be the primary decision maker
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.incorporate.com
» www.legalzoom.com
» www.bizfilings.com
» www.incfile.com
» www.incforfree.com
EXHIBIT B -628-
» www.mycorporation.com
Q3a Why did you select this company? www.incorporate.com
» part of learning how to set up
Q3b Anything else? www.incorporate.com
» Used as one of many for research
Q3a Why did you select this company? www.legalzoom.com
» Used as one of many for research
Q3a Why did you select this company? www.bizfilings.com
» Used as one of many for research
Q3a Why did you select this company? www.incfile.com
» Used as one of many for research
Q3a Why did you select this company? www.incforfree.com
» Used as one of many for research
Q3a Why did you select this company? www.mycorporation.com
» Used as one of many for research
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» www.rocketlawyer.com
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» Name does not look as professional as others
Q4b Please tell us why you did not << initially >> select www.directincorporation.com?
» Looks specific to Calif.
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
QB7 Now reflecting on the Google ad for Rocket Lawyer and the Rocket Lawyer website you reviewed, what can you tell
me about the Incorporation offer?
» Easy to follow, help available on each page, short money
Q9 You may have already mentioned this, but did the Google ad for Rocket Lawyer and the Rocket Lawyer website you
reviewed include a free Incorporation offer?
» Yes
QB10a Now reflecting on the Google ad and the Rocket Lawyer website, do you recall if you had to pay state fees to the
state for Incorporation with the free trial offer?
» Yes
QB10b1 Do you know if this state fee applies...
» ...to all businesses that you want to incorporate regardless of how you chose to file your incorporation papers
QB10b2 Do you know if this state fee applies...
» ...if you incorporate through any online legal services company
QB11 Reflecting back on the Rocket Lawyer website you viewed, do you recall a free trial offer?
» Yes
Q12a Do you recall if the free trial offer has a time limit?
EXHIBIT B -629-
» Yes
Q12c What happens after the free trial period?
» Pay fee if you want to continue
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» email, phone
QB13b Assuming you were interested in online legal services for Incorporation, and now that you have reviewed the
Google ad and have gone through the Rocket Lawyer website, what are you likely to do?
» I would use an on-line process
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Take the free trial (includes free processing)
Q14b1 What made you decide to << insert >>?
» For questions that may come up during or after incorporation
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Customer reviews 1
» Personal experience on the website 2
» Opportunity to try the service for free 3
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
» Brand name
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» LinkedIn upgrade
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» Yes
EXHIBIT B -630-
SURVEY 14-0603, CASE ID 2330
Image Set
» POWER OF ATTORNEY CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» Food Brands or Products
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 65 or older
S5 Please indicate the state in which you reside.
» Texas
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Retired
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Estate planning
S10c Did you actually purchase online legal services for Estate planning from one of these online legal companies you were
looking at?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Estate planning
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.totallegal.com
Q3a Why did you select this company? www.totallegal.com
» Familiar with name
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» None
Q4b Please tell us why you did not << initially >> select www.legalzoom.com?
» already had picked the one I wanted
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
EXHIBIT B -631-
» already had picked the one I wanted
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website?
» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» easy to use but since all questions were California POA and I live in Texas not sure everything is the same
and thus possibly useless unless person was from California..
QC8 Anything else?
» $20 a month for a POA seems absurd
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» A month free
QC11a How would you describe the free trial offer to a friend?
» I wouldn't recommend any online legal advise to a friend I wanted to keep
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» You get charged
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» there was a chat I think may have missed that
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» find a base form that was free and fill in the blanks
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Decide not to buy an online legal service
Q14b1 What made you decide to << insert >>?
» skeptical about legal issues online
Q14c Why did you not choose to take the free trial<< insert >>?
» nothing is free
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
EXHIBIT B -632» Brand name 1
» Personal experience on the website 2
» Opportunity to try the service for free 3
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
» Customer reviews
» Recommendations from colleagues
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» nothing comes to mind specifically
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» No
EXHIBIT B -633-
SURVEY 14-0603, CASE ID 2333
Image Set
» POWER OF ATTORNEY TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Female
S4 Which of the following categories includes your age?
» 65 or older
S5 Please indicate the state in which you reside.
» Texas
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Retired
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Estate planning
S10c Did you actually purchase online legal services for Estate planning from one of these online legal companies you were
looking at?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Estate planning
S13a Please tell us what kind of device you are taking this survey on.
» iPad or Tablet
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalzoom.com
» www.lawdepot.com
» www.uniformpowerofattorney.com
Q3a Why did you select this company? www.legalzoom.com
» Accepted in all 50 states.
Q3a Why did you select this company? www.lawdepot.com
» Lawyer drafted.
Q3b Anything else? www.lawdepot.com
EXHIBIT B -634-
» Free
Q3a Why did you select this company? www.uniformpowerofattorney.com
» State specific
Q3b Anything else? www.uniformpowerofattorney.com
» No hidden fees
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» www.totallegal.com
Q4b Please tell us why you did not << initially >> select www.totallegal.com?
» Liked others better
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» Not impressed by Google followers
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website?
» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» Seemed fairly straightforward. Assume that if sign up for monthly service can cancel at any time.
QC8 Anything else?
» Like that can have local lawyer review,
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» Think it was for one month.
QC11a How would you describe the free trial offer to a friend?
» Try website for free with no obligation.
Q12a Do you recall if the free trial offer has a time limit?
» I don't know
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» Assume can ask questions and get answers off the website.
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» May research them further
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» I don't know
Q14c Why did you not choose to take the free trial<< insert >>?
» Want to further check out other sites. Some indicate they are free.
EXHIBIT B -635-
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 1
» Customer reviews 3
» Opportunity to try the service for free 2
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» I don't know
EXHIBIT B -636-
SURVEY 14-0603, CASE ID 2339
Image Set
» POWER OF ATTORNEY TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Female
S4 Which of the following categories includes your age?
» 65 or older
S5 Please indicate the state in which you reside.
» California
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Owner/Proprietor
S9 Over the past few years, have you looked on the internet for online legal services?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 4 - Probably will
S11b Specifically, what types of online legal services will you be looking for?
» Estate planning
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Didn't have to --- I already knew of a name and just went directly to the site
Q1c Have you considered using Google or other search engines to look for online legal services?
» Yes
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalzoom.com
» www.rocketlawyer.com
Q3a Why did you select this company? www.legalzoom.com
» Have heard their ads on the radio
Q3a Why did you select this company? www.rocketlawyer.com
» free - print forms in 5 minutes makes it seem very easy to do
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
EXHIBIT B -637» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» free form but service will cost after one week free trial. Other options are $9.99 per month but payable in one
payment or $19.99 per month afterwards with initial review of document/s and then review of them.
QC8 Anything else?
» Very thorough breakdown on what the form covers and does not cover about the service.
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» No payment for one week during free trial
QC11a How would you describe the free trial offer to a friend?
» Complete the form, form reviewed by service and no need to pay upfront for the form/service
QC11b Anything else?
» Other options are monthly payment aor lower rate with all payment upfront
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» either cancel or make payment - choice of options
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» There is a toll-free number listed
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» I would go on-line to contact them
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Take the free trial (includes access to all Rocket Lawyer forms)
Q14b1 What made you decide to << insert >>?
» would like to try it and see if I thought it was of value
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Brand name 2
» Recommendations from colleagues 3
» Opportunity to try the service for free 1
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
» Personal experience on the website
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» No
EXHIBIT B -638-
SURVEY 14-0603, CASE ID 2345
Image Set
» BILL OF SALE TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» Technology
S3 Please record your gender below.
» Female
S4 Which of the following categories includes your age?
» 45-54
S5 Please indicate the state in which you reside.
» Virginia
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Middle Management
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Bill of Sale
» Estate planning
S10c Did you actually purchase online legal services for Bill of Sale from one of these online legal companies you were
looking at?
» No
S10c Did you actually purchase online legal services for Estate planning from one of these online legal companies you were
looking at?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Family law
» Estate planning
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalcontracts.com
EXHIBIT B -639-
Q3a Why did you select this company? www.legalcontracts.com
» top of list
Q3b Anything else? www.legalcontracts.com
» seems legit
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» www.jsbusinessproducts.btobsource.com
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» name sounds hokey
Q4b Please tell us why you did not << initially >> select www.officeconsultants.com?
» "(Free)" seems suspicious
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website?
» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» Go through a bunch of pages then have to give credit card info
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» 1 week free
QC11a How would you describe the free trial offer to a friend?
» scam
QC11b Anything else?
» have to give credit card info. may be hard to cancel
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» pay
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» not sure
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» find another site where its no strings attached
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Continue searching on other online legal service sites
Q14b1 What made you decide to << insert >>?
EXHIBIT B -640» dont want to give payment info
Q14c Why did you not choose to take the free trial<< insert >>?
» dont want hassle of cancelling
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Customer reviews 3
» Recommendations from colleagues 2
» Personal experience on the website 1
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» no
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» Yes
EXHIBIT B -641-
SURVEY 14-0603, CASE ID 2348
Image Set
» INCORPORATION CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» Healthcare
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 55-64
S5 Please indicate the state in which you reside.
» Nebraska
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Middle Management
S8b Do you have any aspirations or plans to start your own company/business?
» Yes
S9 Over the past few years, have you looked on the internet for online legal services?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Incorporation/forming a business or organization
S12 In the event you were in need of online legal services, which of the following describes your role in determining how
to go about obtaining those services?
» I am or would be the primary decision maker
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.incorporate.com
» www.rocketlawyer.com
» www.incforfree.com
» www.delawareinc.com
Q3a Why did you select this company? www.incorporate.com
» looks like immediate action
Q3a Why did you select this company? www.rocketlawyer.com
» Free always sounds good
EXHIBIT B -642-
Q3a Why did you select this company? www.incforfree.com
» Free always sounds good
Q3a Why did you select this company? www.delawareinc.com
» sounded like immediate work
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» www.mycorporation.com
Q4b Please tell us why you did not << initially >> select www.legalzoom.com?
» sounds like they know what they are doing
Q4b Please tell us why you did not << initially >> select www.mycorporation.com?
» sounds like they know what they are doing
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
QB7 Now reflecting on the Google ad for Rocket Lawyer and the Rocket Lawyer website you reviewed, what can you tell
me about the Incorporation offer?
» looks very thorough and has the services I will need
Q9 You may have already mentioned this, but did the Google ad for Rocket Lawyer and the Rocket Lawyer website you
reviewed include a free Incorporation offer?
» Yes
QB10a Now reflecting on the Google ad and the Rocket Lawyer website, do you recall if you had to pay state fees to the
state for Incorporation with the free trial offer?
» I don't know
QB11 Reflecting back on the Rocket Lawyer website you viewed, do you recall a free trial offer?
» Yes
Q12a Do you recall if the free trial offer has a time limit?
» I don't know
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» I would hope there is a way to contact them
QB13b Assuming you were interested in online legal services for Incorporation, and now that you have reviewed the
Google ad and have gone through the Rocket Lawyer website, what are you likely to do?
» I might use them or explore local legal firms
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Other specify: ("keep looking")
Q14b1 What made you decide to << insert >>?
» I want to keep looking all over, not just the internet
Q14c Why did you not choose to take the free trial<< insert >>?
» again, I want to keep exploring
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
EXHIBIT B -643-
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 3
» Customer reviews 2
» Brand name 1
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Opportunity to try the service for free
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» cabela's
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» No
EXHIBIT B -644-
SURVEY 14-0603, CASE ID 2349
Image Set
» LEASE AGREEMENT TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» Healthcare
» Technology
S3 Please record your gender below.
» Female
S4 Which of the following categories includes your age?
» 35-44
S5 Please indicate the state in which you reside.
» Oklahoma
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Upper Management
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Landlord/tenant matters
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Yahoo
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.lawdepot.com
Q3a Why did you select this company? www.lawdepot.com
» It specifically stated the reason I was looking.
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» None
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» The description is not specific to my needs
Q4b Please tell us why you did not << initially >> select www.biztree.com?
» The description is not specific to my needs.
EXHIBIT
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website? B -645-
» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» It is a subscription.
QC8 Anything else?
» They have your information.
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» 2 weeks free
QC11a How would you describe the free trial offer to a friend?
» 2 weeks free
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» Not sure
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» Call them
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» Look for forms I can complete myself
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Continue searching on other online legal service sites
Q14b1 What made you decide to << insert >>?
» I don't like sites that required a subscription.
Q14c Why did you not choose to take the free trial<< insert >>?
» They are usually hard to get stopped after the trail period.
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 1
» Advertisement 2
» Brand name 3
EXHIBIT B -646-
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Opportunity to try the service for free
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» Do not recall
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» No
EXHIBIT B -647-
SURVEY 14-0603, CASE ID 2351
Image Set
» DIVORCE CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» Food Brands or Products
» Technology
S3 Please record your gender below.
» Female
S4 Which of the following categories includes your age?
» 55-64
S5 Please indicate the state in which you reside.
» New Jersey
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Middle Management
S8b Do you have any aspirations or plans to start your own company/business?
» Yes
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Family law
» Landlord/tenant matters
S10c Did you actually purchase online legal services for Family law from one of these online legal companies you were
looking at?
» No
S10c Did you actually purchase online legal services for Landlord/tenant matters from one of these online legal companies
you were looking at?
» Yes
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Family law
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.rocketlawyer.com
EXHIBIT B -648-
Q3a Why did you select this company? www.rocketlawyer.com
» It is more general and free--not just for one state
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» It is very user friendly.
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» Free for a short period
QC11a How would you describe the free trial offer to a friend?
» You can check it out with a free trial and can cancel if you are not pleased with it.
Q12a Do you recall if the free trial offer has a time limit?
» I don't know
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» I guess you can call the company.
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» I would probably go ahead and fill it out.
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Take the free trial (includes access to all Rocket Lawyer forms)
Q14b1 What made you decide to << insert >>?
» Not sure if I would need again so soon.
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 3
» Recommendations from colleagues 2
» Opportunity to try the service for free 1
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Brand name
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
EXHIBIT B -649Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» Credit score company
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» Yes
EXHIBIT B -650-
SURVEY 14-0603, CASE ID 2352
Image Set
» POWER OF ATTORNEY TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» Healthcare
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 65 or older
S5 Please indicate the state in which you reside.
» Maryland
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Retired
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Estate planning
S10c Did you actually purchase online legal services for Estate planning from one of these online legal companies you were
looking at?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 4 - Probably will
S11b Specifically, what types of online legal services will you be looking for?
» Estate planning
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
» Bing
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalzoom.com
» www.lawdepot.com
» www.totallegal.com
» www.rocketlawyer.com
» www.uniformpowerofattorney.com
Q3a Why did you select this company? www.legalzoom.com
» I have heard of them before
EXHIBIT B -651-
Q3b Anything else? www.legalzoom.com
» I think I have explored them a couple years ago
Q3a Why did you select this company? www.lawdepot.com
» I like that it is free
Q3b Anything else? www.lawdepot.com
» the line "Answer Simple questions - Get Immediate Results - Lawyer Drafted" got my attention
Q3a Why did you select this company? www.totallegal.com
» I like free
Q3b Anything else? www.totallegal.com
» "forms for every state" got my attention
Q3a Why did you select this company? www.rocketlawyer.com
» I like free
Q3b Anything else? www.rocketlawyer.com
» sounds like I could ask a lawyer a question if I had one during the process.
Q3a Why did you select this company? www.uniformpowerofattorney.com
» I like "no hidden fee"
Q3b Anything else? www.uniformpowerofattorney.com
» like state specific
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» They guide you through the important points and offer you on-line help. They keep their word in the form of a
free trial.
QC8 Anything else?
» "Free" disappears if you forget to cancel within 7 days of use.
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» 7 days free. A fee of almost $20/month would be charged if you want to continue the service
QC11a How would you describe the free trial offer to a friend?
» 7 day free trial. Easy walk through of key info that gets inserted into the boilerplate document
QC11b Anything else?
» Not sure if the free trial included a free printable download of the finished product or just a read only version.
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
EXHIBIT B -652» you will be charged about $20 if you do not cancel
Q12c Anything else?
» you can purchase the full service for additional needs.
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» online chat
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» go on line and try it
Q13c Anything else?
» probably only use the free service offer
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Take the free trial (includes access to all Rocket Lawyer forms)
Q14b1 What made you decide to << insert >>?
» looks easy to use
Q14b2 Any other reasons?
» is free
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 3
» Personal experience on the website 2
» Opportunity to try the service for free 1
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
» Brand name
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» credit score companies
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» Yes
EXHIBIT B -653-
SURVEY 14-0603, CASE ID 2357
Image Set
» POWER OF ATTORNEY TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» Food Brands or Products
S3 Please record your gender below.
» Female
S4 Which of the following categories includes your age?
» 65 or older
S5 Please indicate the state in which you reside.
» Washington (state)
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Retired
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Estate planning
S10c Did you actually purchase online legal services for Estate planning from one of these online legal companies you were
looking at?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Estate planning
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Other specify: ("Don't remember")
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalzoom.com
» www.lawdepot.com
» www.totallegal.com
» www.uniformpowerofattorney.com
Q3a Why did you select this company? www.legalzoom.com
» Appears to have info about what is legal in your state
Q3a Why did you select this company? www.lawdepot.com
» May have info if I have any questions
EXHIBIT B -654-
Q3a Why did you select this company? www.totallegal.com
» Like the idea of filling in on line.
Q3a Why did you select this company? www.uniformpowerofattorney.com
» Like that I can download the forms for future use
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» www.rocketlawyer.com
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» Don't know, I guess the name did not appeal
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» Easy to fill out forms. One week free then a monthly fee for a local attorney if you need one.
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» One week free
QC11a How would you describe the free trial offer to a friend?
» You can use the service for free for the first week.
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» A monthly fee of $17.95
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» Via the web site
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» nothing would not use
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Other specify: ("Would not use")
Q14b1 What made you decide to << insert >>?
» I have a friend who is an attorney and would use him if needed.
Q14c Why did you not choose to take the free trial<< insert >>?
» Same answer
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
EXHIBIT B -655-
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Customer reviews 3
» Recommendations from colleagues 1
» Personal experience on the website 2
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
» Brand name
» Opportunity to try the service for free
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» Angie's List
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» No
EXHIBIT B -656-
SURVEY 14-0603, CASE ID 2364
Image Set
» DIVORCE TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» Personal Care
» Food Brands or Products
S3 Please record your gender below.
» Female
S4 Which of the following categories includes your age?
» 35-44
S5 Please indicate the state in which you reside.
» Florida
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Upper Management
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Family law
» Landlord/tenant matters
» Estate planning
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
» Asked friends/family
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.3stepdivorce.com
» www.completecase.com
Q3a Why did you select this company? www.3stepdivorce.com
» 3 easy steps!
Q3b Anything else? www.3stepdivorce.com
» no
EXHIBIT B -657Q3a Why did you select this company? www.completecase.com
» do it yourself
Q3b Anything else? www.completecase.com
» seems easy based on name
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» www.lawdepot.com
» www.rocketlawyer.com
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» the name
Q4b Please tell us why you did not << initially >> select www.uslegalforms.com?
» forms available
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» straight forward and easy to understand process
QC8 Anything else?
» small fee
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» it was time limited
QC11a How would you describe the free trial offer to a friend?
» most likely would need to purchase and wouldn't be free
QC11b Anything else?
» no
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» a few days
Q12c Anything else?
» no
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» online chat
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» keep looking
Q13c Anything else?
EXHIBIT B -658» no
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Continue searching on other online legal service sites
Q14b1 What made you decide to << insert >>?
» best to shop around first
Q14b2 Any other reasons?
» no
Q14c Why did you not choose to take the free trial<< insert >>?
» wanted to explore options
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 2
» Recommendations from colleagues 3
» Personal experience on the website 1
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
» Customer reviews
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» No
EXHIBIT B -659-
SURVEY 14-0603, CASE ID 2367
Image Set
» BILL OF SALE TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None, I haven't taken a market research survey in the past 3 months
S3 Please record your gender below.
» Female
S4 Which of the following categories includes your age?
» 45-54
S5 Please indicate the state in which you reside.
» Minnesota
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Owner/Proprietor
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Incorporation/forming a business or organization
» Bill of Sale
» Landlord/tenant matters
S10c Did you actually purchase online legal services for Incorporation/forming a business or organization from one of these
online legal companies you were looking at?
» Yes
S10c Did you actually purchase online legal services for Bill of Sale from one of these online legal companies you were
looking at?
» Yes
S10c Did you actually purchase online legal services for Landlord/tenant matters from one of these online legal companies
you were looking at?
» Yes
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 4 - Probably will
S11b Specifically, what types of online legal services will you be looking for?
» Estate planning
S12 In the event you were in need of online legal services, which of the following describes your role in determining how
to go about obtaining those services?
» I am or would be the primary decision maker
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
EXHIBIT B -660» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalcontracts.com
Q3a Why did you select this company? www.legalcontracts.com
» N/A.
Q3b Anything else? www.legalcontracts.com
» N/A.
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» www.jsbusinessproducts.btobsource.com
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» N/A.
Q4b Please tell us why you did not << initially >> select www.jsbusinessproducts.btobsource.com?
» N/A.
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website?
» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» N/A.
QC8 Anything else?
» N/A.
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» N/A.
QC11a How would you describe the free trial offer to a friend?
» N/A.
QC11b Anything else?
» N/A.
Q12a Do you recall if the free trial offer has a time limit?
» No
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» N/A.
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» N/A.
Q13c Anything else?
EXHIBIT B -661-
» N/A.
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Enroll in an annual plan (access to all forms and attorney services immediately for $9.99 a month when
prepaying for one year)
Q14b1 What made you decide to << insert >>?
» N/A.
Q14b2 Any other reasons?
» N/A.
Q14c Why did you not choose to take the free trial<< insert >>?
» N/A.
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 1
» Customer reviews 3
» Brand name 2
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» N/A.
Q15c Anything else?
» N/A.
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» No
EXHIBIT B -662-
SURVEY 14-0603, CASE ID 2368
Image Set
» POWER OF ATTORNEY TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» Food Brands or Products
» Healthcare
» Technology
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 65 or older
S5 Please indicate the state in which you reside.
» Texas
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Some other level
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 4 - Probably will
S11b Specifically, what types of online legal services will you be looking for?
» Estate planning
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
» AOL
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.lawdepot.com
» www.rocketlawyer.com
Q3a Why did you select this company? www.lawdepot.com
» Free,need simple questions answered and if needed would draw up draft of whatever I might need
Q3a Why did you select this company? www.rocketlawyer.com
» Also has the forms that I could possibley use ,could ask and answer questions if needed.
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
EXHIBIT B -663» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» Very detailed in all catagories where a POA would be needed.
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» free for one document only on a trial basis
QC11a How would you describe the free trial offer to a friend?
» trial offer is free but only one document, if you want more in depth use of the POA you can sign up and pay
accordingly
Q12a Do you recall if the free trial offer has a time limit?
» I don't know
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» the answers would be I think on the webpage.
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» Me personally, it would not help me, as I need the POA for my partner.
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Continue searching on other online legal service sites
Q14b1 What made you decide to << insert >>?
» To see what action I need to know about when the person I am caring for is terminal.
Q14c Why did you not choose to take the free trial<< insert >>?
» It did not handle the situation that I am currently in.
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 2
» Customer reviews 3
» Opportunity to try the service for free 1
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
» Brand name
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» No
EXHIBIT B -664-
SURVEY 14-0603, CASE ID 2376
Image Set
» POWER OF ATTORNEY TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 45-54
S5 Please indicate the state in which you reside.
» Minnesota
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Upper Management
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Estate planning
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalzoom.com
» www.lawdepot.com
» www.totallegal.com
» www.rocketlawyer.com
» www.uniformpowerofattorney.com
Q3a Why did you select this company? www.legalzoom.com
» It appears to be what I am looking for, and it is first
Q3b Anything else? www.legalzoom.com
» NO
Q3a Why did you select this company? www.lawdepot.com
EXHIBIT B -665» It appears to be what I am looking for, and it is on the first page
Q3b Anything else? www.lawdepot.com
» NO
Q3a Why did you select this company? www.totallegal.com
» It appears to be what I am looking for, and it is on the first page
Q3b Anything else? www.totallegal.com
» No
Q3a Why did you select this company? www.rocketlawyer.com
» It appears to be what I am looking for, and it is on the first page
Q3b Anything else? www.rocketlawyer.com
» NO
Q3a Why did you select this company? www.uniformpowerofattorney.com
» It appears to be what I am looking for, and it is on the first page
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» There is a free trial, and then 19.95/month
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» Free month, and then 19.95/month
QC11a How would you describe the free trial offer to a friend?
» Free trial, but you have to cancel within 30 days if you don't want to be charged going forward
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» You get billed 19.95/month
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» email address, and I think a phone number
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» Sign up
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Take the free trial (includes access to all Rocket Lawyer forms)
Q14b1 What made you decide to << insert >>?
» No risk, and the site seemes to be organized and useful
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >> B -666EXHIBIT
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 1
» Customer reviews 3
» Recommendations from colleagues 2
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
» Brand name
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» No
EXHIBIT B -667-
SURVEY 14-0603, CASE ID 2377
Image Set
» POWER OF ATTORNEY TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 55-64
S5 Please indicate the state in which you reside.
» Texas
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Middle Management
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Estate planning
S10c Did you actually purchase online legal services for Estate planning from one of these online legal companies you were
looking at?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 4 - Probably will
S11b Specifically, what types of online legal services will you be looking for?
» Estate planning
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalzoom.com
Q3a Why did you select this company? www.legalzoom.com
» Have heard about it before.
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» www.lawdepot.com
Q4b Please tell us why you did not << initially >> select www.lawdepot.com?
EXHIBIT B -668-
» second choice
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» Sounds cheesy
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website?
» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» easy to appoint a power of attorney
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» 1 week
QC11a How would you describe the free trial offer to a friend?
» 1 week free
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» 1 week
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» contact them
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» don't need a power of attorney
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Enroll in a monthly plan (access to all forms and help from attorneys for $17.95 per month, includes attorney
review of forms after 90 days)
Q14b1 What made you decide to << insert >>?
» easy to cancel
Q14c Why did you not choose to take the free trial<< insert >>?
» need for a little while
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
EXHIBIT B -669» Price 3
» Customer reviews 1
» Opportunity to try the service for free 2
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Brand name
» Recommendations from colleagues
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» No
EXHIBIT B -670-
SURVEY 14-0603, CASE ID 2380
Image Set
» POWER OF ATTORNEY TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 55-64
S5 Please indicate the state in which you reside.
» Florida
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Middle Management
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Estate planning
S13a Please tell us what kind of device you are taking this survey on.
» iPad or Tablet
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
» Asked friends/family
Q1b Which search engine did you use to look for online legal services?
» Yahoo
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalzoom.com
» www.lawdepot.com
Q3a Why did you select this company? www.legalzoom.com
» I have looked at their website in the past 3 months and it appears they offer what I would be interested in.
Q3a Why did you select this company? www.lawdepot.com
» because they have online legal forms.
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» www.uniformpowerofattorney.com
Q4b Please tell us why you did not << initially >> select www.totallegal.com?
EXHIBIT B -671» They advertise you can download the forms.
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» Don't like the name.
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website?
» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» it is free for a week, prepay for a year, or pay by the month.
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» It was free for a week.
QC11a How would you describe the free trial offer to a friend?
» That you can use their web site for a free trail of 1 week.
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» You would need to pay for a month or a year.
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» Their was a toll free number to call.
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» I would be interested in trying out the site to see if it would meet my needs.
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Take the free trial (includes access to all Rocket Lawyer forms)
Q14b1 What made you decide to << insert >>?
» I like the free trail offer to see if it meets my need.
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 1
» Personal experience on the website 3
» Opportunity to try the service for free 2
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
EXHIBIT B -672online legal services company.
» Advertisement
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» No
EXHIBIT B -673-
SURVEY 14-0603, CASE ID 2386
Image Set
» INCORPORATION TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None, I haven't taken a market research survey in the past 3 months
S3 Please record your gender below.
» Female
S4 Which of the following categories includes your age?
» 35-44
S5 Please indicate the state in which you reside.
» Texas
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Upper Management
S8b Do you have any aspirations or plans to start your own company/business?
» Yes
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Incorporation/forming a business or organization
» Family law
S10c Did you actually purchase online legal services for Incorporation/forming a business or organization from one of these
online legal companies you were looking at?
» No
S10c Did you actually purchase online legal services for Family law from one of these online legal companies you were
looking at?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 5 - Definitely will
S11b Specifically, what types of online legal services will you be looking for?
» Incorporation/forming a business or organization
S12 In the event you were in need of online legal services, which of the following describes your role in determining how
to go about obtaining those services?
» I am or would be the primary decision maker
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
» Asked friends/family
Q1b Which search engine did you use to look for online legal services?
» Google
EXHIBIT B -674-
» Yahoo
» Bing
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.rocketlawyer.com
» www.incfile.com
» www.incforfree.com
Q3a Why did you select this company? www.rocketlawyer.com
» Because nothing is better than FREE.
Q3b Anything else? www.rocketlawyer.com
» No
Q3a Why did you select this company? www.incfile.com
» Nice price
Q3b Anything else? www.incfile.com
» No
Q3a Why did you select this company? www.incforfree.com
» Love the FREE idea
Q3b Anything else? www.incforfree.com
» No
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» www.incorporate.com
Q4b Please tell us why you did not << initially >> select www.incorporate.com?
» Seems knowledgeable
Q4b Please tell us why you did not << initially >> select www.legalzoom.com?
» Friend had a bad experience with them.
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
QB7 Now reflecting on the Google ad for Rocket Lawyer and the Rocket Lawyer website you reviewed, what can you tell
me about the Incorporation offer?
» Seems like a pretty good one. Simple to fill out and didn't take much thinking.
QB8 Anything else?
» No.
Q9 You may have already mentioned this, but did the Google ad for Rocket Lawyer and the Rocket Lawyer website you
reviewed include a free Incorporation offer?
» No
QB10a Now reflecting on the Google ad and the Rocket Lawyer website, do you recall if you had to pay state fees to the
state for Incorporation with the free trial offer?
» Yes
QB10b1 Do you know if this state fee applies...
EXHIBIT B -675» I don't know
QB10b2 Do you know if this state fee applies...
» I don't know
QB11 Reflecting back on the Rocket Lawyer website you viewed, do you recall a free trial offer?
» Yes
Q12a Do you recall if the free trial offer has a time limit?
» No
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» Contact Customer Service
QB13b Assuming you were interested in online legal services for Incorporation, and now that you have reviewed the
Google ad and have gone through the Rocket Lawyer website, what are you likely to do?
» Check all options before deciding.
Q13c Anything else?
» No
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Continue searching on other online legal service sites
Q14b1 What made you decide to << insert >>?
» Just want to see what's all out there and see to it that I'm getting the best service for the best price.
Q14b2 Any other reasons?
» No.
Q14c Why did you not choose to take the free trial<< insert >>?
» That is what I would have chosen.
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 2
» Customer reviews 3
» Opportunity to try the service for free 1
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» No
EXHIBIT B -676-
SURVEY 14-0603, CASE ID 2393
Image Set
» DIVORCE TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» Technology
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 35-44
S5 Please indicate the state in which you reside.
» California
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Middle Management
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Family law
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Yahoo
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.rocketlawyer.com
Q3a Why did you select this company? www.rocketlawyer.com
» free
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
EXHIBIT B -677» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» they provide the document you fill it out and they go over it
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» 90 days
QC11a How would you describe the free trial offer to a friend?
» yes
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» 90 days
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» 1800 number or online
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» contact a lawyer in person
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Take the free trial (includes access to all Rocket Lawyer forms)
Q14b1 What made you decide to << insert >>?
» just to check it out
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» free trial
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 1
» Opportunity to try the service for free 3
» free trial 2
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Recommendations from colleagues
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» No
EXHIBIT B -678-
SURVEY 14-0603, CASE ID 2400
Image Set
» INCORPORATION TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» Healthcare
» Technology
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 25-34
S5 Please indicate the state in which you reside.
» Minnesota
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Middle Management
S8b Do you have any aspirations or plans to start your own company/business?
» Yes
S9 Over the past few years, have you looked on the internet for online legal services?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Incorporation/forming a business or organization
» Landlord/tenant matters
S12 In the event you were in need of online legal services, which of the following describes your role in determining how
to go about obtaining those services?
» I am or would be the primary decision maker
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
» Asked friends/family
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalzoom.com
» www.bizfilings.com
» www.incfile.com
» www.incforfree.com
Q3a Why did you select this company? www.legalzoom.com
EXHIBIT B -679-
» I've heard radio ads for legalzoom so I'm familiar with the brand
Q3a Why did you select this company? www.bizfilings.com
» They mention filing online, which I would probably prefer
Q3a Why did you select this company? www.incfile.com
» The $49 price was attractive, especially not knowing how much it usually costs
Q3a Why did you select this company? www.incforfree.com
» Because it mentioned filing for free
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» www.incorporate.com
» www.mycorporation.com
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» rocketlawyer.com doesn't sound very professional. Also, it mention California specifically when I'm not in that
state.
Q4b Please tell us why you did not << initially >> select www.smallbiz.com?
» It specifically mentions California, which is not the state I'm in
QB5a Thinking back to the Google search page, did you notice an ad for Rocket Lawyer?
» Yes
QB5b Thinking back to the Google search page, please tell us what you recall about the Rocket Lawyer ad.
» I though Rocket Lawyer was an unprofessional name for a law firm, so I skipped over them.
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website?
» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
QB7 Now reflecting on the Google ad for Rocket Lawyer and the Rocket Lawyer website you reviewed, what can you tell
me about the Incorporation offer?
» They specified incorporation in California at a low cost in addition to fees required by the state.
Q9 You may have already mentioned this, but did the Google ad for Rocket Lawyer and the Rocket Lawyer website you
reviewed include a free Incorporation offer?
» No
QB10a Now reflecting on the Google ad and the Rocket Lawyer website, do you recall if you had to pay state fees to the
state for Incorporation with the free trial offer?
» Yes
QB10b1 Do you know if this state fee applies...
» I don't know
QB10b2 Do you know if this state fee applies...
» I don't know
QB11 Reflecting back on the Rocket Lawyer website you viewed, do you recall a free trial offer?
» Yes
Q12a Do you recall if the free trial offer has a time limit?
EXHIBIT B -680» Yes
Q12c What happens after the free trial period?
» You are charged the normal monthly fee
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» Contact customer service
QB13b Assuming you were interested in online legal services for Incorporation, and now that you have reviewed the
Google ad and have gone through the Rocket Lawyer website, what are you likely to do?
» Check other online providers to see if their cost is comparable to Rocket Lawyer
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Continue searching on other online legal service sites
Q14b1 What made you decide to << insert >>?
» Interested in getting the best price. Assuming a site is reputable, the difference in service is probably not too
important for this service.
Q14c Why did you not choose to take the free trial<< insert >>?
» Did not what to be responsible for recurring fee
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 2
» Customer reviews 1
» Opportunity to try the service for free 3
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» Shoprunner, Netflix, Amazon Prime, Hulu Plus
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» Yes
EXHIBIT B -681-
SURVEY 14-0603, CASE ID 2406
Image Set
» POWER OF ATTORNEY CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» Food Brands or Products
» Healthcare
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 55-64
S5 Please indicate the state in which you reside.
» Indiana
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Middle Management
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Estate planning
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Other specify: ("Have not yet, but would probably use a search engine")
Q1c Have you considered using Google or other search engines to look for online legal services?
» Yes
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalzoom.com
» www.lawdepot.com
» www.totallegal.com
» www.rocketlawyer.com
» www.uniformpowerofattorney.com
Q3a Why did you select this company? www.legalzoom.com
» When I use a search engine I try to read, or at least glance at, all relevant "hits".
Q3b Anything else? www.legalzoom.com
» No
EXHIBIT B -682Q3a Why did you select this company? www.lawdepot.com
» When I use a search engine I try to read, or at least glance at, all relevant "hits".
Q3b Anything else? www.lawdepot.com
» No
Q3a Why did you select this company? www.totallegal.com
» When I use a search engine I try to read, or at least glance at, all relevant "hits".
Q3b Anything else? www.totallegal.com
» No
Q3a Why did you select this company? www.rocketlawyer.com
» When I use a search engine I try to read, or at least glance at, all relevant "hits".
Q3b Anything else? www.rocketlawyer.com
» No
Q3a Why did you select this company? www.uniformpowerofattorney.com
» When I use a search engine I try to read, or at least glance at, all relevant "hits".
Q3b Anything else? www.uniformpowerofattorney.com
» No
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» Seems reasonable, but I would not provide my credit card number if I was choosing the Free Trial Period.
QC8 Anything else?
» I would not have a need to have a multiple month membership.
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» Free for one week, but you still had to provide credit card information.
QC11a How would you describe the free trial offer to a friend?
» Same as my last comment.
QC11b Anything else?
» No
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» You get billed if you don't cancel.
Q12c Anything else?
» No
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
EXHIBIT
» I don't specifically recall, but I bet there was an option to send a question, or do an online chat. B -683-
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» I may still look at some other websites, and I would also search for any information about Rocket Lawyer
credibility. I still would be very hesitant to provide credit card information and if they were not willing to do the
free trial without that info then I probably would not go with them. I get angry at sites that lead you down a long
path after telling you that you're getting something for free, and then at the end ask for personaly information
and especially credit card information. Its a waste of my time.
Q13c Anything else?
» No
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Continue searching on other online legal service sites
Q14b1 What made you decide to << insert >>?
» See last comment.
Q14b2 Any other reasons?
» No
Q14c Why did you not choose to take the free trial<< insert >>?
» Only would if they did not request credit card information.
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» Free Trial should not require credit card information
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 2
» Customer reviews 1
» Free Trial should not require credit card information 3
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» I do not recall, but I know I have seen some in the past.
Q15c Anything else?
» No
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» I don't know
EXHIBIT B -684-
SURVEY 14-0603, CASE ID 2407
Image Set
» BILL OF SALE CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 45-54
S5 Please indicate the state in which you reside.
» Illinois
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Middle Management
S8b Do you have any aspirations or plans to start your own company/business?
» Yes
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Estate planning
S10c Did you actually purchase online legal services for Estate planning from one of these online legal companies you were
looking at?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 4 - Probably will
S11b Specifically, what types of online legal services will you be looking for?
» Incorporation/forming a business or organization
» Family law
» Bill of Sale
S12 In the event you were in need of online legal services, which of the following describes your role in determining how
to go about obtaining those services?
» I am or would be the primary decision maker
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
» Asked friends/family
» Spoke to a lawyer
Q1b Which search engine did you use to look for online legal services?
» Google
» AOL
EXHIBIT B -685-
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.rocketlawyer.com
Q3a Why did you select this company? www.rocketlawyer.com
» esign option
Q3b Anything else? www.rocketlawyer.com
» not really
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» 9.99 a month for 1 year
QC8 Anything else?
» good offer
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» you entered your information... I think it was for 30 days
QC11a How would you describe the free trial offer to a friend?
» nice if you had the need for the service
QC11b Anything else?
» no
Q12a Do you recall if the free trial offer has a time limit?
» I don't know
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» click the help button or google it
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» look into it further
Q13c Anything else?
» no
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Enroll in an annual plan (access to all forms and attorney services immediately for $9.99 a month when
prepaying for one year)
Q14b1 What made you decide to << insert >>?
» ease of access when you need it
Q14b2 Any other reasons?
» no
EXHIBIT B -686-
Q14c Why did you not choose to take the free trial<< insert >>?
» need service right away
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 3
» Brand name 2
» Personal experience on the website 1
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Customer reviews
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» No
EXHIBIT B -687-
SURVEY 14-0603, CASE ID 2416
Image Set
» POWER OF ATTORNEY CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None, I haven't taken a market research survey in the past 3 months
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 35-44
S5 Please indicate the state in which you reside.
» Illinois
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Upper Management
S8b Do you have any aspirations or plans to start your own company/business?
» Yes
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Estate planning
S10c Did you actually purchase online legal services for Estate planning from one of these online legal companies you were
looking at?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 1 - Definitely will not
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
» Asked friends/family
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalzoom.com
Q3a Why did you select this company? www.legalzoom.com
» first listed
Q3b Anything else? www.legalzoom.com
» nope
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» None
EXHIBIT B -688-
Q4b Please tell us why you did not << initially >> select www.lawdepot.com?
» not first
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» not first
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website?
» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» free for one week
QC8 Anything else?
» very professional
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» one week
QC11a How would you describe the free trial offer to a friend?
» one week trail period
QC11b Anything else?
» nope
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» one week
Q12c Anything else?
» one week
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» look them up
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» try it
Q13c Anything else?
» nope
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Take the free trial (includes access to all Rocket Lawyer forms)
Q14b1 What made you decide to << insert >>?
EXHIBIT B -689» I want to test it
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» nope
» nope
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 2
» Recommendations from colleagues 3
» Opportunity to try the service for free 1
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» newspaper sites
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» No
EXHIBIT B -690-
SURVEY 14-0603, CASE ID 2418
Image Set
» INCORPORATION CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 55-64
S5 Please indicate the state in which you reside.
» Texas
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Temporarily unemployed
S8b Do you have any aspirations or plans to start your own company/business?
» Yes
S9 Over the past few years, have you looked on the internet for online legal services?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Incorporation/forming a business or organization
» Estate planning
S12 In the event you were in need of online legal services, which of the following describes your role in determining how
to go about obtaining those services?
» I am or would be the primary decision maker
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
» Asked friends/family
» Asked colleagues
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalzoom.com
» www.mycorporation.com
Q3a Why did you select this company? www.legalzoom.com
» Sounded more professional than the others
Q3b Anything else? www.legalzoom.com
» It's not just about 'low price'
Q3a Why did you select this company? www.mycorporation.com
EXHIBIT B -691-
» Sounded a bit more 'professional'
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» None
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» Not interested in California
Q4b Please tell us why you did not << initially >> select www.delawareinc.com?
» I'm not about doing it 'fast'. I want to understand it and do it right.
QB5a Thinking back to the Google search page, did you notice an ad for Rocket Lawyer?
» Yes
QB5b Thinking back to the Google search page, please tell us what you recall about the Rocket Lawyer ad.
» only about 'fast and cheap'
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website?
» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
QB7 Now reflecting on the Google ad for Rocket Lawyer and the Rocket Lawyer website you reviewed, what can you tell
me about the Incorporation offer?
» Thought it was 'free'.
QB8 Anything else?
» What's the $90 for?
Q9 You may have already mentioned this, but did the Google ad for Rocket Lawyer and the Rocket Lawyer website you
reviewed include a free Incorporation offer?
» Yes
QB10a Now reflecting on the Google ad and the Rocket Lawyer website, do you recall if you had to pay state fees to the
state for Incorporation with the free trial offer?
» Yes
QB10b1 Do you know if this state fee applies...
» I don't know
QB10b2 Do you know if this state fee applies...
» I don't know
QB11 Reflecting back on the Rocket Lawyer website you viewed, do you recall a free trial offer?
» No
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» no idea
QB13b Assuming you were interested in online legal services for Incorporation, and now that you have reviewed the
Google ad and have gone through the Rocket Lawyer website, what are you likely to do?
» look at other websites
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Continue searching on other online legal service sites
EXHIBIT B -692Q14b1 What made you decide to << insert >>?
» it's the way I do things
Q14c Why did you not choose to take the free trial<< insert >>?
» don't know
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Customer reviews 2
» Brand name 3
» Recommendations from colleagues 1
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» I don't know
EXHIBIT B -693-
SURVEY 14-0603, CASE ID 2420
Image Set
» POWER OF ATTORNEY TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» Healthcare
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 65 or older
S5 Please indicate the state in which you reside.
» Ohio
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Retired
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Estate planning
S10c Did you actually purchase online legal services for Estate planning from one of these online legal companies you were
looking at?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Estate planning
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Bing
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalzoom.com
Q3a Why did you select this company? www.legalzoom.com
» the word legal caught my eye.
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» www.totallegal.com
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» free is associated with the form not with any advice.
Q4b Please tell us why you did not << initially >> select www.uniformpowerofattorney.com?
EXHIBIT B -694-
» not free
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website?
» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» I like to know the cost up front not afterwards.
QC8 Anything else?
» I had a lot of questions and that process was not explained.
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» free document and 10 days free trial.
QC11a How would you describe the free trial offer to a friend?
» sounds reasonable, but, what happened if you decline?
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» don't remember
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» calling a number or clicking on a advisory screen location
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» fill in all the information on the screen and enter your credit number
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Continue searching on other online legal service sites
Q14b1 What made you decide to << insert >>?
» looking for free or cheaper
Q14b2 Any other reasons?
» nothing about the document legal in my state
Q14c Why did you not choose to take the free trial<< insert >>?
» not enough specific information
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
EXHIBIT B -695important.
» Price 1
» Customer reviews 2
» Personal experience on the website 3
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Brand name
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» No
EXHIBIT B -696-
SURVEY 14-0603, CASE ID 2428
Image Set
» BILL OF SALE TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» Food Brands or Products
» Healthcare
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 25-34
S5 Please indicate the state in which you reside.
» Washington (state)
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Middle Management
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Bill of Sale
» Landlord/tenant matters
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
» Asked friends/family
» Asked colleagues
Q1b Which search engine did you use to look for online legal services?
» Google
» Bing
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalcontracts.com
» www.rocketlawyer.com
Q3a Why did you select this company? www.legalcontracts.com
» highlighted on top
Q3a Why did you select this company? www.rocketlawyer.com
EXHIBIT B -697» electronic signature option in title and free
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» seems easy to fill out. Easy doesnt always mean better.
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» at the end when the billing came up. 1 week free or other options of monthly and yearly.
QC11a How would you describe the free trial offer to a friend?
» give it a shot and just make sure you cancell if you dont want it so you dont get charged
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» 1 week
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» call a number located at the bottom
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» ask someone who is a lawyer what their thoughts of websites like this
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Ask other people about the service
Q14b1 What made you decide to << insert >>?
» to be sure and confident with online forms
Q14c Why did you not choose to take the free trial<< insert >>?
» i am always leary of free trials
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Customer reviews 3
» Brand name 1
» Recommendations from colleagues 2
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
EXHIBIT B -698Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» energy supplements
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» Yes
EXHIBIT B -699-
SURVEY 14-0603, CASE ID 2434
Image Set
» BILL OF SALE CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 55-64
S5 Please indicate the state in which you reside.
» Michigan
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Executive
S8b Do you have any aspirations or plans to start your own company/business?
» Yes
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Incorporation/forming a business or organization
» Family law
» Bill of Sale
» Estate planning
S10c Did you actually purchase online legal services for Incorporation/forming a business or organization from one of these
online legal companies you were looking at?
» Yes
S10c Did you actually purchase online legal services for Family law from one of these online legal companies you were
looking at?
» No
S10c Did you actually purchase online legal services for Bill of Sale from one of these online legal companies you were
looking at?
» No
S10c Did you actually purchase online legal services for Estate planning from one of these online legal companies you were
looking at?
» Yes
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 5 - Definitely will
S11b Specifically, what types of online legal services will you be looking for?
» Incorporation/forming a business or organization
S12 In the event you were in need of online legal services, which of the following describes your role in determining how
to go about obtaining those services?
» I am or would be the primary decision maker
EXHIBIT B -700S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
» Asked friends/family
Q1b Which search engine did you use to look for online legal services?
» Google
» Yahoo
» Bing
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalcontracts.com
Q3a Why did you select this company? www.legalcontracts.com
» I liked the name.
Q3b Anything else? www.legalcontracts.com
» I was quite credible.
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» www.buyerpricer.com
» www.rocketlawyer.com
» www.jsbusinessproducts.btobsource.com
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» Sounds like a good company.
Q4b Please tell us why you did not << initially >> select www.jsbusinessproducts.btobsource.com?
» It is worth a look, again based on the name.
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» It was very credible, asked the key questions for each of the areas of the document, it was very clear what I
would enter.
QC8 Anything else?
» The only issue I would have (given what has happened at Target and other identity theft) am I ready to give
them my personal and cc info.
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» Oh. It was free, but I still had to enter my personal info.
QC11a How would you describe the free trial offer to a friend?
EXHIBIT B -701» It could be a good offer.
QC11b Anything else?
» The issue here fore me is how long it it free. And am I going to actually get the one document I want in full. I
don't recall seeing that. It may be there, but maybe not highlighted sufficiently.
Q12a Do you recall if the free trial offer has a time limit?
» I don't know
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» I usually assume that I can't ask anyone. I don't think I've ever followed up to get answers. Maybe I'm shy.
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» The ease with which the site moved from page to page. The instructions were clear and easy to follow. I like
that.
Q13c Anything else?
» No.
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Take the free trial (includes access to all Rocket Lawyer forms)
Q14b1 What made you decide to << insert >>?
» I'm skeptical of all Internet companies, not just Rocket Lawyer. It might be a scam. The problem with emerging
Internet companies is that they do not have a long history - will it be around tomorrow?
Q14b2 Any other reasons?
» Too many horror stories in the news about scams.
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» How long have they been in business?
» Customer testimonials.
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Recommendations from colleagues 1
» Personal experience on the website 2
» How long have they been in business? 3
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
» Brand name
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» Wow - yeah tons. Vacation, health clubs, computer security, etc.
Q15c Anything else?
» No
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» No
EXHIBIT B -702-
SURVEY 14-0603, CASE ID 2467
Image Set
» INCORPORATION TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 55-64
S5 Please indicate the state in which you reside.
» Ohio
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Owner/Proprietor
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Incorporation/forming a business or organization
» Family law
» Bill of Sale
» Estate planning
S10c Did you actually purchase online legal services for Incorporation/forming a business or organization from one of these
online legal companies you were looking at?
» No
S10c Did you actually purchase online legal services for Family law from one of these online legal companies you were
looking at?
» No
S10c Did you actually purchase online legal services for Bill of Sale from one of these online legal companies you were
looking at?
» No
S10c Did you actually purchase online legal services for Estate planning from one of these online legal companies you were
looking at?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Family law
» Estate planning
» Some Other type of legal service
S12 In the event you were in need of online legal services, which of the following describes your role in determining how
to go about obtaining those services?
» I am or would be the primary decision maker
EXHIBIT B -703S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.incorporate.com
» www.legalzoom.com
» www.rocketlawyer.com
» www.bizfilings.com
» www.incforfree.com
» www.calfilings.com
» www.mycorporation.com
Q3a Why did you select this company? www.incorporate.com
» Provides needed service
Q3a Why did you select this company? www.legalzoom.com
» Provides needed service
Q3a Why did you select this company? www.rocketlawyer.com
» Free service
Q3a Why did you select this company? www.bizfilings.com
» Provides needed service
Q3a Why did you select this company? www.incforfree.com
» Free
Q3a Why did you select this company? www.calfilings.com
» Provides needed service
Q3a Why did you select this company? www.mycorporation.com
» Provides needed service
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» None
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
QB7 Now reflecting on the Google ad for Rocket Lawyer and the Rocket Lawyer website you reviewed, what can you tell
me about the Incorporation offer?
» Free. Provides all needed services.
Q9 You may have already mentioned this, but did the Google ad for Rocket Lawyer and the Rocket Lawyer website you
reviewed include a free Incorporation offer?
» No
EXHIBIT B -704-
QB10a Now reflecting on the Google ad and the Rocket Lawyer website, do you recall if you had to pay state fees to the
state for Incorporation with the free trial offer?
» Yes
QB10b1 Do you know if this state fee applies...
» I don't know
QB10b2 Do you know if this state fee applies...
» I don't know
QB11 Reflecting back on the Rocket Lawyer website you viewed, do you recall a free trial offer?
» No
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» toll free number
QB13b Assuming you were interested in online legal services for Incorporation, and now that you have reviewed the
Google ad and have gone through the Rocket Lawyer website, what are you likely to do?
» contact them
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» I don't know
Q14c Why did you not choose to take the free trial<< insert >>?
» Don;t need service
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 1
» Customer reviews 2
» Brand name 3
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» Don;t recall
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» Yes
EXHIBIT B -705-
SURVEY 14-0603, CASE ID 2471
Image Set
» BILL OF SALE CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 55-64
S5 Please indicate the state in which you reside.
» North Carolina
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Self employed
S8b Do you have any aspirations or plans to start your own company/business?
» Yes
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Incorporation/forming a business or organization
» Bill of Sale
S10c Did you actually purchase online legal services for Incorporation/forming a business or organization from one of these
online legal companies you were looking at?
» No
S10c Did you actually purchase online legal services for Bill of Sale from one of these online legal companies you were
looking at?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 4 - Probably will
S11b Specifically, what types of online legal services will you be looking for?
» Estate planning
S12 In the event you were in need of online legal services, which of the following describes your role in determining how
to go about obtaining those services?
» I share or would share this responsibility with others
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalcontracts.com
EXHIBIT B -706» www.buyerpricer.com
» www.rocketlawyer.com
» www.officeconsultants.com
Q3a Why did you select this company? www.legalcontracts.com
» free
Q3a Why did you select this company? www.buyerpricer.com
» free
Q3a Why did you select this company? www.rocketlawyer.com
» free
Q3a Why did you select this company? www.officeconsultants.com
» free
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» fill in the blank
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» No
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
»?
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» not use it
Q13c Anything else?
» trail offer ends and there is a fee
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Continue searching on other online legal service sites
Q14b1 What made you decide to << insert >>?
» fee
Q14c Why did you not choose to take the free trial<< insert >>?
» fee later
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 1
» Customer reviews 2
EXHIBIT B -707» Recommendations from colleagues 3
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
» Brand name
» Opportunity to try the service for free
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» no
Q15c Anything else?
» did not use
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» No
EXHIBIT B -708-
SURVEY 14-0603, CASE ID 2474
Image Set
» DIVORCE TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None, I haven't taken a market research survey in the past 3 months
S3 Please record your gender below.
» Female
S4 Which of the following categories includes your age?
» 45-54
S5 Please indicate the state in which you reside.
» Nebraska
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Retired
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Some Other type of legal service
S10b Please tell us the specific type of online legal service company or companies you have looked for online.
» Legal forms regarding POA, etc of a deceased family member
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 4 - Probably will
S11b Specifically, what types of online legal services will you be looking for?
» Family law
» Estate planning
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
» Other specify: ("Spoke to a bank")
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.lawdepot.com
» www.rocketlawyer.com
» www.uslegalforms.com
Q3a Why did you select this company? www.lawdepot.com
» I've used the law depot site before.
Q3b Anything else? www.lawdepot.com
EXHIBIT B -709» I'd find the form I need/want then look for it specifically on a legal site in my state.
Q3a Why did you select this company? www.rocketlawyer.com
» I've used this site before.
Q3b Anything else? www.rocketlawyer.com
» You can view drafts for free but have to pay for documents to print.
Q3a Why did you select this company? www.uslegalforms.com
» Best site to find the NAME of specific documents.
Q3b Anything else? www.uslegalforms.com
» This site is not free. I just use it to find the form then I go to another site for more information or to print one.
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» You can see the read only or draft copy of the document after inserting the most common information in the
blanks.
QC8 Anything else?
» This site is very user friendly. However, it is a PAY site, NOT a free site.
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» It was a joke "free trial offer." It says you get one week free but you still have to put in your credit card
information. No thanks.
QC11a How would you describe the free trial offer to a friend?
» Not really free.
QC11b Anything else?
» You have to put in your credit card information.
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» Your credit card gets charged after one week.
Q12c Anything else?
» You get charged the higher fee not the "best deal" fee.
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» They have a number to call or you can email them. I think they have an instant chat, too.
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» Find out if there are other requirements for MY state specific divorce.
Q13c Anything else?
» Look for other blank document sites that are free to print.
EXHIBIT B -710-
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Continue searching on other online legal service sites
Q14b1 What made you decide to << insert >>?
» Cost.
Q14b2 Any other reasons?
» One week time limit.
Q14c Why did you not choose to take the free trial<< insert >>?
» It wasn't really free. If it was they wouldn't need my credit card information.
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» Approved by courts in my state.
» State specific statutes.
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 1
» Approved by courts in my state. 3
» State specific statutes. 2
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Customer reviews
» Brand name
» Recommendations from colleagues
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» Sprint cell phones. Direct TV. "Who's spying on you" website
Q15c Anything else?
» American Express Other credit card companies.
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» Yes
EXHIBIT B -711-
SURVEY 14-0603, CASE ID 2479
Image Set
» POWER OF ATTORNEY CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 55-64
S5 Please indicate the state in which you reside.
» Florida
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Intermediate level
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 4 - Probably will
S11b Specifically, what types of online legal services will you be looking for?
» Estate planning
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
» Bing
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalzoom.com
» www.lawdepot.com
Q3a Why did you select this company? www.legalzoom.com
» I have heard about this company in the past
Q3b Anything else? www.legalzoom.com
» The forms are free
Q3a Why did you select this company? www.lawdepot.com
» The forms are free
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
EXHIBIT B -712» None
Q4b Please tell us why you did not << initially >> select www.totallegal.com?
» I am more comfortable with another site
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» I am more comfortable with another site
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website?
» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» You can create a POA for free for 1 week. However, you have to pay upfront and then cancel or you will be
charged a monthly fee
QC8 Anything else?
» You have to sign up for a specific time frame in order to obtain the services
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» Free for 1 week and you get to create a POA You have to pay upfront and remember to cancel before the
week is over or you end up paying $19.95 per month.
QC11a How would you describe the free trial offer to a friend?
» Bait and switch
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» You get charged $19.95 per month until you cancel
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» Don't know
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» Use another site
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Continue searching on other online legal service sites
Q14b1 What made you decide to << insert >>?
» Look for a site that is truly free for the forms that I want
Q14c Why did you not choose to take the free trial<< insert >>?
» I may not complete all the forms that I want in 1 week
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
EXHIBIT B -713» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 3
» Personal experience on the website 2
» Opportunity to try the service for free 1
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
» Customer reviews
» Brand name
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» I don't remember
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» No
EXHIBIT B -714-
SURVEY 14-0603, CASE ID 2481
Image Set
» POWER OF ATTORNEY CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Female
S4 Which of the following categories includes your age?
» 45-54
S5 Please indicate the state in which you reside.
» Georgia
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Middle Management
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Estate planning
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
» Asked friends/family
» Asked colleagues
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalzoom.com
Q3a Why did you select this company? www.legalzoom.com
» name recognition
Q3b Anything else? www.legalzoom.com
» no
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» None
Q4b Please tell us why you did not << initially >> select www.totallegal.com?
EXHIBIT B -715» no recognizion
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» sounds cheezy
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website?
» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» full coverage of legal needs
QC8 Anything else?
» no
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» 30 days
QC11a How would you describe the free trial offer to a friend?
» okay
QC11b Anything else?
» no
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» monthly cost
Q12c Anything else?
» no
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» ask
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» nothing
Q13c Anything else?
» no
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Other specify: ("use employer option")
Q14b1 What made you decide to << insert >>?
» equal coverage, less cost
Q14b2 Any other reasons?
EXHIBIT B -716» no
Q14c Why did you not choose to take the free trial<< insert >>?
» unsure
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 2
» Brand name 3
» Recommendations from colleagues 1
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Opportunity to try the service for free
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» various
Q15c Anything else?
» no
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» Yes
EXHIBIT B -717-
SURVEY 14-0603, CASE ID 2488
Image Set
» INCORPORATION TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None, I haven't taken a market research survey in the past 3 months
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 45-54
S5 Please indicate the state in which you reside.
» Florida
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Owner/Proprietor
S9 Over the past few years, have you looked on the internet for online legal services?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 4 - Probably will
S11b Specifically, what types of online legal services will you be looking for?
» Incorporation/forming a business or organization
» Estate planning
S12 In the event you were in need of online legal services, which of the following describes your role in determining how
to go about obtaining those services?
» I am or would be the primary decision maker
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalzoom.com
» www.rocketlawyer.com
» www.incfile.com
» www.incforfree.com
Q3a Why did you select this company? www.legalzoom.com
» I KNOW THE NAME AND HAVE PURCHASED FROM THEM IN THE PAST
Q3a Why did you select this company? www.rocketlawyer.com
» IT SAID FREE
Q3a Why did you select this company? www.incfile.com
EXHIBIT B -718-
» THE COST WAS LOW
Q3a Why did you select this company? www.incforfree.com
» IT SAID FREE
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» www.smallbiz.com
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
QB7 Now reflecting on the Google ad for Rocket Lawyer and the Rocket Lawyer website you reviewed, what can you tell
me about the Incorporation offer?
» PAY STATE FILING FEES THE REST IS FREE
QB8 Anything else?
» OPTIONAL TRIAL ON LEGAL SERVICES
Q9 You may have already mentioned this, but did the Google ad for Rocket Lawyer and the Rocket Lawyer website you
reviewed include a free Incorporation offer?
» Yes
QB10a Now reflecting on the Google ad and the Rocket Lawyer website, do you recall if you had to pay state fees to the
state for Incorporation with the free trial offer?
» Yes
QB10b1 Do you know if this state fee applies...
» I don't know
QB10b2 Do you know if this state fee applies...
» I don't know
QB11 Reflecting back on the Rocket Lawyer website you viewed, do you recall a free trial offer?
» Yes
Q12a Do you recall if the free trial offer has a time limit?
» No
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» CALL
QB13b Assuming you were interested in online legal services for Incorporation, and now that you have reviewed the
Google ad and have gone through the Rocket Lawyer website, what are you likely to do?
» LET ROCKET LAWYER PROCEESS THE APPLICATION WITH THE STATE
Q13c Anything else?
» THEY ASUMED MOST PEOPLE WOULD KNOW WHAT KIND OF LEGAL ENTITY THEY WANTED TO SET
UP. SHOULD HAVE AN OPTION THAT EXPLAINS THE CHOICES. MOST PEOPLE DONT KNOW A
SUBCHAPER S FROM AN LLC (TRICK QUESTION THEY CAN BE THE SAME)
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Pay for incorporation services (without free trial - $99.95)
Q14b1 What made you decide to << insert >>?
EXHIBIT B -719-
» DO NOT NEED THE EXTRA SERVICES. ALSO I THINK IT HAD 2 DIFFERENT PRICES IN ONE PLACE
39.95 AND 59.95. ALSO IN ONE PLACE THE INCORPORATION SERVICES WAS 99.99 AND THE INVOICE
AT THE END WAS 90
Q14c Why did you not choose to take the free trial<< insert >>?
» GOOD DEAL GOOD PRICE
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 1
» Personal experience on the website 3
» Opportunity to try the service for free 2
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
» Brand name
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» ADOBE SOFTWARE QUICKBOOKS ONLINE AMAZON PRIME HULU PLUS
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» Yes
EXHIBIT B -720-
SURVEY 14-0603, CASE ID 2497
Image Set
» POWER OF ATTORNEY CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 55-64
S5 Please indicate the state in which you reside.
» Texas
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Intermediate level
S8b Do you have any aspirations or plans to start your own company/business?
» Yes
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Some Other type of legal service
S10b Please tell us the specific type of online legal service company or companies you have looked for online.
» Patent application
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Estate planning
» Some Other type of legal service
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalzoom.com
» www.rocketlawyer.com
Q3a Why did you select this company? www.legalzoom.com
» Heard good things about it - good pricing
Q3b Anything else? www.legalzoom.com
EXHIBIT B -721» not really
Q3a Why did you select this company? www.rocketlawyer.com
» Looked interesting
Q3b Anything else? www.rocketlawyer.com
» high up in the lisgt
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» nothing is free - trial offer is still $20
QC8 Anything else?
» lots of steps to power of attorney in california
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» 19.95 is not free
QC11a How would you describe the free trial offer to a friend?
» not worth it
QC11b Anything else?
» don't like to be lead along like that
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» 19.95
Q12c Anything else?
» auto payments
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» not sure
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» try legalzoom
Q13c Anything else?
» no
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Decide not to buy an online legal service
Q14b1 What made you decide to << insert >>?
» not really free - you don't really get anything
Q14b2 Any other reasons?
EXHIBIT B -722» no
Q14c Why did you not choose to take the free trial<< insert >>?
» not really free
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Customer reviews 3
» Recommendations from colleagues 2
» Personal experience on the website 1
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Brand name
» Opportunity to try the service for free
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» auto payment needed
Q15c Anything else?
» nio
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» Yes
EXHIBIT B -723-
SURVEY 14-0603, CASE ID 2502
Image Set
» LEASE AGREEMENT CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 45-54
S5 Please indicate the state in which you reside.
» Maryland
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Executive
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Landlord/tenant matters
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
» Asked friends/family
» Asked colleagues
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalcontracts.com
» www.rocketlawyer.com
» www.lawdepot.com
Q3a Why did you select this company? www.legalcontracts.com
» name of company
Q3a Why did you select this company? www.rocketlawyer.com
» the statement "print forms in 5 minutes"
Q3a Why did you select this company? www.lawdepot.com
EXHIBIT B -724» the statement: "a residential/lease agreement…"
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» had a trial offer
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» 30 days
QC11a How would you describe the free trial offer to a friend?
» try it out for 30 days
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» choice of three plans
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» online
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» keep looking
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Continue searching on other online legal service sites
Q14b1 What made you decide to << insert >>?
» to see what other options are out there
Q14c Why did you not choose to take the free trial<< insert >>?
» to see what other options are out there
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 2
» Customer reviews 1
» Opportunity to try the service for free 3
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
EXHIBIT B -725Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» no
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» No
EXHIBIT B -726-
SURVEY 14-0603, CASE ID 2503
Image Set
» BILL OF SALE TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» Technology
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 65 or older
S5 Please indicate the state in which you reside.
» California
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Owner/Proprietor
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Bill of Sale
S10c Did you actually purchase online legal services for Bill of Sale from one of these online legal companies you were
looking at?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 4 - Probably will
S11b Specifically, what types of online legal services will you be looking for?
» Some Other type of legal service
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.buyerpricer.com
» www.rocketlawyer.com
Q3a Why did you select this company? www.buyerpricer.com
» free, first in search
Q3a Why did you select this company? www.rocketlawyer.com
» used before
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
EXHIBIT B -727-
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» monthly fee, step by step
QC8 Anything else?
» as trial memership
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» trial offer seemed ok
QC11a How would you describe the free trial offer to a friend?
» use one time
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» 14 days
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» call
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» create own
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Decide not to buy an online legal service
Q14b1 What made you decide to << insert >>?
» limited use
Q14c Why did you not choose to take the free trial<< insert >>?
» hassle to cancel
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 2
» Customer reviews 1
» Personal experience on the website 3
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
EXHIBIT B -728» Brand name
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» buying service
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» No
EXHIBIT B -729-
SURVEY 14-0603, CASE ID 2510
Image Set
» LEASE AGREEMENT TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 65 or older
S5 Please indicate the state in which you reside.
» Iowa
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Executive
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Bill of Sale
» Landlord/tenant matters
S10c Did you actually purchase online legal services for Bill of Sale from one of these online legal companies you were
looking at?
» No
S10c Did you actually purchase online legal services for Landlord/tenant matters from one of these online legal companies
you were looking at?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Landlord/tenant matters
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.rocketlawyer.com
» www.ezlandlorrdforms.com
EXHIBIT B -730-
» www.totallegal.com
Q3a Why did you select this company? www.rocketlawyer.com
» Free
Q3b Anything else? www.rocketlawyer.com
» Print Forms
Q3a Why did you select this company? www.ezlandlorrdforms.com
» Free
Q3a Why did you select this company? www.totallegal.com
» Free
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» Can Be Free
QC8 Anything else?
» Also can have charges
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» was not interested
QC11a How would you describe the free trial offer to a friend?
» could not
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» not sure
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» do not know
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» Check other sites
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Continue searching on other online legal service sites
Q14b1 What made you decide to << insert >>?
» Do not like sites that offer free, but then try and switch you.
Q14c Why did you not choose to take the free trial<< insert >>?
» Do not trust it is really free, and may not be able to stop the service when the free trial is over.
EXHIBIT B -731-
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Customer reviews 2
» Recommendations from colleagues 3
» Personal experience on the website 1
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
» Brand name
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» Avast
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» No
EXHIBIT B -732-
SURVEY 14-0603, CASE ID 2546
Image Set
» POWER OF ATTORNEY TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Female
S4 Which of the following categories includes your age?
» 45-54
S5 Please indicate the state in which you reside.
» California
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Intermediate level
S8b Do you have any aspirations or plans to start your own company/business?
» Yes
S9 Over the past few years, have you looked on the internet for online legal services?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Estate planning
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Asked friends/family
Q1c Have you considered using Google or other search engines to look for online legal services?
» Yes
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalzoom.com
» www.lawdepot.com
» www.totallegal.com
» www.rocketlawyer.com
» www.uniformpowerofattorney.com
Q3a Why did you select this company? www.legalzoom.com
» Informational
Q3b Anything else? www.legalzoom.com
» no
Q3a Why did you select this company? www.lawdepot.com
EXHIBIT B -733» Free forms
Q3b Anything else? www.lawdepot.com
» Questions answered
Q3a Why did you select this company? www.totallegal.com
» Forms for every state
Q3a Why did you select this company? www.rocketlawyer.com
» Free, can print in 5 minutes
Q3a Why did you select this company? www.uniformpowerofattorney.com
» Immediate downloads
Q3b Anything else? www.uniformpowerofattorney.com
» No hidden fees.
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» It is convenient to get the info. you need. Free trial basis.
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» 1 month free
QC11a How would you describe the free trial offer to a friend?
» 1 month free service
Q12a Do you recall if the free trial offer has a time limit?
» I don't know
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» Call the number.
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» Download it.
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Ask other people about the service
Q14b1 What made you decide to << insert >>?
» I like to see reviews online.
Q14c Why did you not choose to take the free trial<< insert >>?
» See if it's for me.
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» none
» none
EXHIBIT B -734-
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 1
» Recommendations from colleagues 2
» Opportunity to try the service for free 3
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
» Brand name
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» No
EXHIBIT B -735-
SURVEY 14-0603, CASE ID 2548
Image Set
» INCORPORATION CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 35-44
S5 Please indicate the state in which you reside.
» Georgia
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Intermediate level
S8b Do you have any aspirations or plans to start your own company/business?
» Yes
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Incorporation/forming a business or organization
» Bill of Sale
S10c Did you actually purchase online legal services for Incorporation/forming a business or organization from one of these
online legal companies you were looking at?
» No
S10c Did you actually purchase online legal services for Bill of Sale from one of these online legal companies you were
looking at?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 4 - Probably will
S11b Specifically, what types of online legal services will you be looking for?
» Incorporation/forming a business or organization
S12 In the event you were in need of online legal services, which of the following describes your role in determining how
to go about obtaining those services?
» I am or would be the primary decision maker
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
EXHIBIT B -736exploring further based on what you see?
» www.incorporate.com
» www.legalzoom.com
» www.calfilings.com
Q3a Why did you select this company? www.incorporate.com
» The name, incorporate.com
Q3b Anything else? www.incorporate.com
» incorporate in any state.
Q3a Why did you select this company? www.legalzoom.com
» Hears lots of good stuff about this site.
Q3a Why did you select this company? www.calfilings.com
» 35+ years in the business.
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» None
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» california
Q4b Please tell us why you did not << initially >> select www.smallbiz.com?
» california
QB5a Thinking back to the Google search page, did you notice an ad for Rocket Lawyer?
» I don't know
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website?
» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
QB7 Now reflecting on the Google ad for Rocket Lawyer and the Rocket Lawyer website you reviewed, what can you tell
me about the Incorporation offer?
» Cheap and it does everything for you.
Q9 You may have already mentioned this, but did the Google ad for Rocket Lawyer and the Rocket Lawyer website you
reviewed include a free Incorporation offer?
» Yes
QB10a Now reflecting on the Google ad and the Rocket Lawyer website, do you recall if you had to pay state fees to the
state for Incorporation with the free trial offer?
» No
QB11 Reflecting back on the Rocket Lawyer website you viewed, do you recall a free trial offer?
» Yes
Q12a Do you recall if the free trial offer has a time limit?
» No
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» email or call.
QB13b Assuming you were interested in online legal services for Incorporation, and now that you have reviewed the
EXHIBIT B -737Google ad and have gone through the Rocket Lawyer website, what are you likely to do?
» might consider them.
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Ask other people about the service
Q14b1 What made you decide to << insert >>?
» Want to see reviews on how good their service is.
Q14c Why did you not choose to take the free trial<< insert >>?
» Don't want to waste my time if they don't do a good job.
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 1
» Customer reviews 2
» Recommendations from colleagues 3
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
» Brand name
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» amazon prime
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» No
EXHIBIT B -738-
SURVEY 14-0603, CASE ID 2564
Image Set
» INCORPORATION TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None, I haven't taken a market research survey in the past 3 months
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 35-44
S5 Please indicate the state in which you reside.
» Massachusetts
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Middle Management
S8b Do you have any aspirations or plans to start your own company/business?
» Yes
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Incorporation/forming a business or organization
S10c Did you actually purchase online legal services for Incorporation/forming a business or organization from one of these
online legal companies you were looking at?
» Yes
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 4 - Probably will
S11b Specifically, what types of online legal services will you be looking for?
» Incorporation/forming a business or organization
S12 In the event you were in need of online legal services, which of the following describes your role in determining how
to go about obtaining those services?
» I am or would be the primary decision maker
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.incorporate.com
» www.legalzoom.com
» www.rocketlawyer.com
EXHIBIT B -739-
» www.bizfilings.com
» www.incfile.com
Q3a Why did you select this company? www.incorporate.com
» xxx
Q3a Why did you select this company? www.legalzoom.com
» xxx
Q3a Why did you select this company? www.rocketlawyer.com
» xxx
Q3a Why did you select this company? www.bizfilings.com
» xxx
Q3a Why did you select this company? www.incfile.com
» xxx
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» www.incforfree.com
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
QB7 Now reflecting on the Google ad for Rocket Lawyer and the Rocket Lawyer website you reviewed, what can you tell
me about the Incorporation offer?
» good
Q9 You may have already mentioned this, but did the Google ad for Rocket Lawyer and the Rocket Lawyer website you
reviewed include a free Incorporation offer?
» Yes
QB10a Now reflecting on the Google ad and the Rocket Lawyer website, do you recall if you had to pay state fees to the
state for Incorporation with the free trial offer?
» Yes
QB10b1 Do you know if this state fee applies...
» ...only if you mail in your incorporation papers
QB10b2 Do you know if this state fee applies...
» ...only if you incorporate through this particular online legal services company
QB11 Reflecting back on the Rocket Lawyer website you viewed, do you recall a free trial offer?
» Yes
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» 30
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» xxx
QB13b Assuming you were interested in online legal services for Incorporation, and now that you have reviewed the
Google ad and have gone through the Rocket Lawyer website, what are you likely to do?
EXHIBIT B -740» take it
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Take the free trial (includes free processing)
Q14b1 What made you decide to << insert >>?
» good
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» xxx
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Customer reviews 1
» Recommendations from colleagues 2
» Personal experience on the website 3
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Opportunity to try the service for free
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» No
EXHIBIT B -741-
SURVEY 14-0603, CASE ID 2570
Image Set
» INCORPORATION CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None, I haven't taken a market research survey in the past 3 months
S3 Please record your gender below.
» Female
S4 Which of the following categories includes your age?
» 45-54
S5 Please indicate the state in which you reside.
» Ohio
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Upper Management
S8b Do you have any aspirations or plans to start your own company/business?
» Yes
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Incorporation/forming a business or organization
» Landlord/tenant matters
» Some Other type of legal service
S10c Did you actually purchase online legal services for Incorporation/forming a business or organization from one of these
online legal companies you were looking at?
» No
S10c Did you actually purchase online legal services for Landlord/tenant matters from one of these online legal companies
you were looking at?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 5 - Definitely will
S11b Specifically, what types of online legal services will you be looking for?
» Family law
» Some Other type of legal service
S12 In the event you were in need of online legal services, which of the following describes your role in determining how
to go about obtaining those services?
» I am or would be the primary decision maker
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
» Asked friends/family
EXHIBIT B -742-
Q1b Which search engine did you use to look for online legal services?
» Google
» Bing
» Ask
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalzoom.com
» www.mycorporation.com
Q3a Why did you select this company? www.legalzoom.com
» it would be free
Q3b Anything else? www.legalzoom.com
» na
Q3a Why did you select this company? www.mycorporation.com
» na
Q3b Anything else? www.mycorporation.com
» na
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» None
Q4b Please tell us why you did not << initially >> select www.incorporate.com?
» not sure
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» only good for california
QB5a Thinking back to the Google search page, did you notice an ad for Rocket Lawyer?
» No
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website?
» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
QB7 Now reflecting on the Google ad for Rocket Lawyer and the Rocket Lawyer website you reviewed, what can you tell
me about the Incorporation offer?
» it cost 90 dollars and it lets you do everything on one site,na
QB8 Anything else?
» na
Q9 You may have already mentioned this, but did the Google ad for Rocket Lawyer and the Rocket Lawyer website you
reviewed include a free Incorporation offer?
» Yes
QB10a Now reflecting on the Google ad and the Rocket Lawyer website, do you recall if you had to pay state fees to the
state for Incorporation with the free trial offer?
» No
EXHIBIT B -743QB11 Reflecting back on the Rocket Lawyer website you viewed, do you recall a free trial offer?
» Yes
Q12a Do you recall if the free trial offer has a time limit?
» I don't know
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» go on line or call the 800 nmber
QB13b Assuming you were interested in online legal services for Incorporation, and now that you have reviewed the
Google ad and have gone through the Rocket Lawyer website, what are you likely to do?
» na
Q13c Anything else?
» na
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Ask other people about the service
Q14b1 What made you decide to << insert >>?
» just to check it out
Q14b2 Any other reasons?
» na
Q14c Why did you not choose to take the free trial<< insert >>?
» not sure
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 1
» Advertisement 3
» Opportunity to try the service for free 2
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Brand name
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» No
EXHIBIT B -744-
SURVEY 14-0603, CASE ID 2575
Image Set
» POWER OF ATTORNEY TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» Food Brands or Products
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 45-54
S5 Please indicate the state in which you reside.
» California
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Retired
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Estate planning
S10c Did you actually purchase online legal services for Estate planning from one of these online legal companies you were
looking at?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Estate planning
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalzoom.com
» www.lawdepot.com
Q3a Why did you select this company? www.legalzoom.com
» High on search engine. 697 followers on Google+.
Q3b Anything else? www.legalzoom.com
» The words "legal" and "zoom" together caught my attention.
Q3a Why did you select this company? www.lawdepot.com
» High on search engine. "Free"....Answer simple questions....Get immediate results....Lawyer Drafted.
EXHIBIT B -745-
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» www.totallegal.com
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» I did not select because of the name "rocket lawyer" which I found unappealing and a sort of braggart.
Q4b Please tell us why you did not << initially >> select www.uniformpowerofattorney.com?
» Primarily due to its name and length.
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website?
» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» First week is free. Payment information is required for uninterrupted service; however, you may cancel service
by the first week. Any documents obtained during your trial are free and can be accessed online as well. esignature Pro Service is pre-paid. Unlimited documents. Allows review of legal documents by local attorney.
Monthly plan is $17.?? Unlimited documents. Review of legal documents by an attorney after 90 days.
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» First week is free. Pre payment required. Unlimited documents are yours free for the first week should you
cancel and may be accessed online. Cancelation can be obtained online by changing to "cancel" during the first
week.
QC11a How would you describe the free trial offer to a friend?
» First week is free. No obligation. Simply cancel during the first week and all documents you obtain are yours to
keep.
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» Your credit card will be charged after 7 days. Monthly or Pro Service (one time annual charge)
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» Chat online; Call Toll Free
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» I would try the Free Service knowing there is no obligation.
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Take the free trial (includes access to all Rocket Lawyer forms)
Q14b1 What made you decide to << insert >>?
» I like to be uncommitted before enrollment in such a service so I can review the quality, etc.....
EXHIBIT B -746-
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» Major Publications: Wall Street Journal, NY Times, etc.
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 1
» Opportunity to try the service for free 2
» Major Publications: Wall Street Journal, NY Times, etc. 3
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Brand name
» Personal experience on the website
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» Amazon Prime Netflix Hulu
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» Yes
EXHIBIT B -747-
SURVEY 14-0603, CASE ID 2587
Image Set
» POWER OF ATTORNEY TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 65 or older
S5 Please indicate the state in which you reside.
» Virginia
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Middle Management
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 4 - Probably will
S11b Specifically, what types of online legal services will you be looking for?
» Estate planning
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.totallegal.com
Q3a Why did you select this company? www.totallegal.com
» Wasn't listed as an advertisement.
Q3b Anything else? www.totallegal.com
» No
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» www.lawdepot.com
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» The name
Q4b Please tell us why you did not << initially >> select www.uniformpowerofattorney.com?
EXHIBIT B -748» Didn't say free
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website?
» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» You have to give your credit card information for a free trial. Not a good sign.
QC8 Anything else?
» Nope!
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» One week, one document, give them your credit card number.
QC11a How would you describe the free trial offer to a friend?
» Don't do it!
QC11b Anything else?
» Nope
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» One week.
Q12c Anything else?
» Nope
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» Online chat
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» Go to another site and evaluate it.
Q13c Anything else?
» Nope
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Continue searching on other online legal service sites
Q14b1 What made you decide to << insert >>?
» There has to be a better deal out there someplace.
Q14b2 Any other reasons?
» Nope
Q14c Why did you not choose to take the free trial<< insert >>?
EXHIBIT B -749» Because I have to give them my credit card info.
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» restrictions on site
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 2
» Customer reviews 3
» Opportunity to try the service for free 1
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
» Brand name
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» Ancestry sites Military History sites eBook sites
Q15c Anything else?
» Nope
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» No
EXHIBIT B -750-
SURVEY 14-0603, CASE ID 2591
Image Set
» POWER OF ATTORNEY TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Female
S4 Which of the following categories includes your age?
» 65 or older
S5 Please indicate the state in which you reside.
» Minnesota
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Middle Management
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 4 - Probably will
S11b Specifically, what types of online legal services will you be looking for?
» Estate planning
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalzoom.com
» www.lawdepot.com
Q3a Why did you select this company? www.legalzoom.com
» Has legal in the name
Q3b Anything else? www.legalzoom.com
» no
Q3a Why did you select this company? www.lawdepot.com
» Advertises free - has some explanation of form
Q3b Anything else? www.lawdepot.com
» no
EXHIBIT B -751Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» None
Q4b Please tell us why you did not << initially >> select www.totallegal.com?
» No explanation, idea of cost
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» Don't like/trust the name - rocket lawyer
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website?
» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» Free for one form, other options for enrollment
QC8 Anything else?
» Step by step questions to help complete form
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» One form free
QC11a How would you describe the free trial offer to a friend?
» Get your power of attorney form completed free on-line.
Q12a Do you recall if the free trial offer has a time limit?
» No
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» Call or email
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» Complete the form and enroll for the trial period
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Take the free trial (includes access to all Rocket Lawyer forms)
Q14b1 What made you decide to << insert >>?
» Don't want to be tied into a contract - might not need legal services again for some time
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» Easy directions
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 2
EXHIBIT B -752» Opportunity to try the service for free 1
» Easy directions 3
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Customer reviews
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» No
EXHIBIT B -753-
SURVEY 14-0603, CASE ID 2595
Image Set
» LEASE AGREEMENT TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» Food Brands or Products
» Healthcare
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 45-54
S5 Please indicate the state in which you reside.
» South Carolina
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed part-time
S8a Which of the following best describes your position with your company?
» Some other level
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Landlord/tenant matters
S10c Did you actually purchase online legal services for Landlord/tenant matters from one of these online legal companies
you were looking at?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Landlord/tenant matters
» Estate planning
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalcontracts.com
» www.rocketlawyer.com
Q3a Why did you select this company? www.legalcontracts.com
» FREE
EXHIBIT B -754-
Q3a Why did you select this company? www.rocketlawyer.com
» Forms in 5 minutes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» Free trail, otherwise a charge
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» for one time
QC11a How would you describe the free trial offer to a friend?
» not much
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» pay
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» agent
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» print and use
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Decide not to buy an online legal service
Q14b1 What made you decide to << insert >>?
» can't afford
Q14c Why did you not choose to take the free trial<< insert >>?
» just needed one service
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 1
» Personal experience on the website 3
» Opportunity to try the service for free 2
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
EXHIBIT B -755online legal services company.
» Advertisement
» Customer reviews
» Brand name
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» games
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» No
EXHIBIT B -756-
SURVEY 14-0603, CASE ID 2607
Image Set
» BILL OF SALE TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None, I haven't taken a market research survey in the past 3 months
S3 Please record your gender below.
» Female
S4 Which of the following categories includes your age?
» 35-44
S5 Please indicate the state in which you reside.
» North Dakota
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Middle Management
S8b Do you have any aspirations or plans to start your own company/business?
» Yes
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Bill of Sale
S10c Did you actually purchase online legal services for Bill of Sale from one of these online legal companies you were
looking at?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Bill of Sale
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Yahoo
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalcontracts.com
Q3a Why did you select this company? www.legalcontracts.com
» first listed
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» www.buyerpricer.com
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
EXHIBIT B -757-
» name
Q4b Please tell us why you did not << initially >> select www.jsbusinessproducts.btobsource.com?
» name
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website?
» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» free trial
QC8 Anything else?
» documents for sale of property
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» one month
QC11a How would you describe the free trial offer to a friend?
» good deal
QC11b Anything else?
» try it
Q12a Do you recall if the free trial offer has a time limit?
» No
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» website
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» check website
Q13c Anything else?
» activate free trial
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Enroll in a monthly plan (access to all forms and help from attorneys for $17.95 per month, includes attorney
review of forms after 90 days)
Q14b1 What made you decide to << insert >>?
» only need it for that long
Q14b2 Any other reasons?
» want to try it
Q14c Why did you not choose to take the free trial<< insert >>?
» too short
EXHIBIT B -758-
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» impression
» order listed on yahoo
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Advertisement 2
» Customer reviews 3
» impression 1
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Recommendations from colleagues
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» aol
Q15c Anything else?
» netflix
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» Yes
EXHIBIT B -759-
SURVEY 14-0603, CASE ID 2608
Image Set
» BILL OF SALE CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Female
S4 Which of the following categories includes your age?
» 45-54
S5 Please indicate the state in which you reside.
» Arkansas
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Intermediate level
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Bill of Sale
» Landlord/tenant matters
» Estate planning
S10c Did you actually purchase online legal services for Bill of Sale from one of these online legal companies you were
looking at?
» No
S10c Did you actually purchase online legal services for Landlord/tenant matters from one of these online legal companies
you were looking at?
» No
S10c Did you actually purchase online legal services for Estate planning from one of these online legal companies you were
looking at?
» Yes
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Family law
» Estate planning
S13a Please tell us what kind of device you are taking this survey on.
» iPad or Tablet
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
EXHIBIT B -760-
» Google
» Yahoo
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalcontracts.com
» www.buyerpricer.com
» www.officeconsultants.com
Q3a Why did you select this company? www.legalcontracts.com
» It said free and was shaded at the top of the list.
Q3b Anything else? www.legalcontracts.com
» No. It just stood out.
Q3a Why did you select this company? www.buyerpricer.com
» It said free.
Q3b Anything else? www.buyerpricer.com
» No.
Q3a Why did you select this company? www.officeconsultants.com
» It was free.
Q3b Anything else? www.officeconsultants.com
» Office consultants sounds knowkedgeable.
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» www.rocketlawyer.com
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» I've looked at their site before.
Q4b Please tell us why you did not << initially >> select www.jsbusinessproducts.btobsource.com?
» I don't like their web address.
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» Free for one week and then your credit card is automatically billed.
QC8 Anything else?
» It asked for all the info needed on a bill of sale.
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» Free for 1 week then they bill your credit card.
QC11a How would you describe the free trial offer to a friend?
EXHIBIT B -761» Free for 1 wk then they bill your cc.
QC11b Anything else?
» No.
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» They bill your cc.
Q12c Anything else?
» You have to enter a cc.
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» There was a link.
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» Find it free somewhere else.
Q13c Anything else?
» No.
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Continue searching on other online legal service sites
Q14b1 What made you decide to << insert >>?
» I dont want to pay for it.
Q14b2 Any other reasons?
» Dont want to enter my cc.
Q14c Why did you not choose to take the free trial<< insert >>?
» They wanted my cc.
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» accuracy of legal document
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 2
» Customer reviews 3
» accuracy of legal document 1
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» Do jotvrecall
Q15c Anything else?
» No
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» No
EXHIBIT B -762-
SURVEY 14-0603, CASE ID 2632
Image Set
» DIVORCE TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» Food Brands or Products
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 35-44
S5 Please indicate the state in which you reside.
» Texas
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Intermediate level
S8b Do you have any aspirations or plans to start your own company/business?
» Yes
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Family law
» Landlord/tenant matters
» Estate planning
S10c Did you actually purchase online legal services for Family law from one of these online legal companies you were
looking at?
» No
S10c Did you actually purchase online legal services for Landlord/tenant matters from one of these online legal companies
you were looking at?
» No
S10c Did you actually purchase online legal services for Estate planning from one of these online legal companies you were
looking at?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 2 - Probably will not
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
» Asked friends/family
Q1b Which search engine did you use to look for online legal services?
» Google
» Yahoo
EXHIBIT B -763-
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.completecase.com
Q3a Why did you select this company? www.completecase.com
» like the featured on famous sites
Q3b Anything else? www.completecase.com
» no
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» www.rocketlawyer.com
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» advice free interesting, but free is too cheap for important law stuff.
Q4b Please tell us why you did not << initially >> select www.uslegalforms.com?
» little info under topic
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» the form interview was easy step by step.
QC8 Anything else?
» didn't like the prepaid stuff. would rather pay for the service one time.
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» it was free for like a month. I am not a big fan of prepaid legal and didn't know until the end of the survey.
QC11a How would you describe the free trial offer to a friend?
» did not notice could offer a friend.
QC11b Anything else?
» no. I don't like prepaid legal. I don't want to hook my friend up for something like this
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» one month.
Q12c Anything else?
» no. don't like the concept of trial.
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» online chat?
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
EXHIBIT B -764-
» like the form a lot.
Q13c Anything else?
» don't like prepaid legal and didn't know that was leading to at the end.
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Decide not to buy an online legal service
Q14b1 What made you decide to << insert >>?
» it seems like a pyramid scheme like people try to get you to sign up for in the past.
Q14b2 Any other reasons?
» not going to do anything prepaid. just straight forward billing.
Q14c Why did you not choose to take the free trial<< insert >>?
» seemed like old prepaid legal people trying to sell a few years back
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» customer reviews
» recommendations from colleagues
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Customer reviews 1
» Brand name 2
» Recommendations from colleagues 3
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Opportunity to try the service for free
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» No
EXHIBIT B -765-
SURVEY 14-0603, CASE ID 2635
Image Set
» BILL OF SALE TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None, I haven't taken a market research survey in the past 3 months
S3 Please record your gender below.
» Female
S4 Which of the following categories includes your age?
» 35-44
S5 Please indicate the state in which you reside.
» Connecticut
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Intermediate level
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Bill of Sale
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Didn't have to --- I already knew of a name and just went directly to the site
Q1c Have you considered using Google or other search engines to look for online legal services?
» Yes
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.jsbusinessproducts.btobsource.com
Q3a Why did you select this company? www.jsbusinessproducts.btobsource.com
» good ad
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» None
Q4b Please tell us why you did not << initially >> select www.buyerpricer.com?
» none
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» none
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website?
EXHIBIT B -766» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
»x
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» No
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
»x
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
»x
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» I don't know
Q14c Why did you not choose to take the free trial<< insert >>?
» i do not like free trial
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 2
» Advertisement 1
» Personal experience on the website 3
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Brand name
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» No
EXHIBIT B -767-
SURVEY 14-0603, CASE ID 2643
Image Set
» LEASE AGREEMENT CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None, I haven't taken a market research survey in the past 3 months
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 45-54
S5 Please indicate the state in which you reside.
» Rhode Island
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Owner/Proprietor
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Family law
» Some Other type of legal service
S10c Did you actually purchase online legal services for Family law from one of these online legal companies you were
looking at?
» Yes
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 5 - Definitely will
S11b Specifically, what types of online legal services will you be looking for?
» Landlord/tenant matters
» Estate planning
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.rocketlawyer.com
» www.totallegal.com
Q3a Why did you select this company? www.rocketlawyer.com
» n/a
Q3b Anything else? www.rocketlawyer.com
» n/a
EXHIBIT B -768-
Q3a Why did you select this company? www.totallegal.com
» n/a
Q3b Anything else? www.totallegal.com
» n/a
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» n/a
QC8 Anything else?
» n/a
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» n/a
QC11a How would you describe the free trial offer to a friend?
» n/a
QC11b Anything else?
» n/a
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» fees
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» online
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» order forms
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» I don't know
Q14c Why did you not choose to take the free trial<< insert >>?
» n/a
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
EXHIBIT B -769» Price 3
» Customer reviews 2
» Personal experience on the website 1
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Brand name
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» No
EXHIBIT B -770-
SURVEY 14-0603, CASE ID 2647
Image Set
» INCORPORATION CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» Technology
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 45-54
S5 Please indicate the state in which you reside.
» Ohio
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Self employed
S8b Do you have any aspirations or plans to start your own company/business?
» Yes
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Incorporation/forming a business or organization
» Some Other type of legal service
S10c Did you actually purchase online legal services for Incorporation/forming a business or organization from one of these
online legal companies you were looking at?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Incorporation/forming a business or organization
S12 In the event you were in need of online legal services, which of the following describes your role in determining how
to go about obtaining those services?
» I am or would be the primary decision maker
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalzoom.com
» www.rocketlawyer.com
Q3a Why did you select this company? www.legalzoom.com
» I have heard of the LegalZoom name before.
EXHIBIT B -771-
Q3b Anything else? www.legalzoom.com
» n/a
Q3a Why did you select this company? www.rocketlawyer.com
» I have used RocketLawyer in the past.
Q3b Anything else? www.rocketlawyer.com
» N/A
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» www.mycorporation.com
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
QB7 Now reflecting on the Google ad for Rocket Lawyer and the Rocket Lawyer website you reviewed, what can you tell
me about the Incorporation offer?
» I like that you had a number you could call at any time.
QB8 Anything else?
» I was a little confused as to if it was free or if I only need to sign up for the free trial period.
Q9 You may have already mentioned this, but did the Google ad for Rocket Lawyer and the Rocket Lawyer website you
reviewed include a free Incorporation offer?
» Yes
QB10a Now reflecting on the Google ad and the Rocket Lawyer website, do you recall if you had to pay state fees to the
state for Incorporation with the free trial offer?
» Yes
QB10b1 Do you know if this state fee applies...
» ...to all businesses that you want to incorporate regardless of how you chose to file your incorporation papers
QB10b2 Do you know if this state fee applies...
» I don't know
QB11 Reflecting back on the Rocket Lawyer website you viewed, do you recall a free trial offer?
» Yes
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» It was for one week, but I can not remember what happens after the week.
Q12c Anything else?
» n/a
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» call the number listed
QB13b Assuming you were interested in online legal services for Incorporation, and now that you have reviewed the
Google ad and have gone through the Rocket Lawyer website, what are you likely to do?
» The references seemed good and was endorsed by the Wall Street Journal, so I think I would use the site.
Q13c Anything else?
EXHIBIT B -772» n/a
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Take the free trial (includes free processing)
Q14b1 What made you decide to << insert >>?
» I am cheap.
Q14b2 Any other reasons?
» I did not see the advantage of joining.
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 3
» Customer reviews 2
» Recommendations from colleagues 1
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» NetGear
Q15c Anything else?
» n/a
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» Yes
EXHIBIT B -773-
SURVEY 14-0603, CASE ID 2653
Image Set
» INCORPORATION CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» Food Brands or Products
» Technology
S3 Please record your gender below.
» Female
S4 Which of the following categories includes your age?
» 45-54
S5 Please indicate the state in which you reside.
» Alaska
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Upper Management
S8b Do you have any aspirations or plans to start your own company/business?
» Yes
S9 Over the past few years, have you looked on the internet for online legal services?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 4 - Probably will
S11b Specifically, what types of online legal services will you be looking for?
» Incorporation/forming a business or organization
S12 In the event you were in need of online legal services, which of the following describes your role in determining how
to go about obtaining those services?
» I am or would be the primary decision maker
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalzoom.com
» www.rocketlawyer.com
» www.incfile.com
Q3a Why did you select this company? www.legalzoom.com
» commercials with famous lawyer
Q3a Why did you select this company? www.rocketlawyer.com
» Commericals with famous lawyer
EXHIBIT B -774-
Q3a Why did you select this company? www.incfile.com
» cheap price
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» www.mycorporation.com
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
QB7 Now reflecting on the Google ad for Rocket Lawyer and the Rocket Lawyer website you reviewed, what can you tell
me about the Incorporation offer?
» cost 90.00
Q9 You may have already mentioned this, but did the Google ad for Rocket Lawyer and the Rocket Lawyer website you
reviewed include a free Incorporation offer?
» Yes
QB10a Now reflecting on the Google ad and the Rocket Lawyer website, do you recall if you had to pay state fees to the
state for Incorporation with the free trial offer?
» I don't know
QB11 Reflecting back on the Rocket Lawyer website you viewed, do you recall a free trial offer?
» Yes
Q12a Do you recall if the free trial offer has a time limit?
» No
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» call 800 number
QB13b Assuming you were interested in online legal services for Incorporation, and now that you have reviewed the
Google ad and have gone through the Rocket Lawyer website, what are you likely to do?
» still research other websites
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Continue searching on other online legal service sites
Q14b1 What made you decide to << insert >>?
» want to compare different sites and services
Q14c Why did you not choose to take the free trial<< insert >>?
» don't like free trails...always end up being some sort of "membership" thing
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 3
» Brand name 2
» Recommendations from colleagues 1
EXHIBIT B -775-
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Opportunity to try the service for free
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» no
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» No
EXHIBIT B -776-
SURVEY 14-0603, CASE ID 2676
Image Set
» DIVORCE TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Female
S4 Which of the following categories includes your age?
» 35-44
S5 Please indicate the state in which you reside.
» California
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Middle Management
S8b Do you have any aspirations or plans to start your own company/business?
» Yes
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Family law
» Landlord/tenant matters
» Estate planning
S10c Did you actually purchase online legal services for Family law from one of these online legal companies you were
looking at?
» No
S10c Did you actually purchase online legal services for Landlord/tenant matters from one of these online legal companies
you were looking at?
» No
S10c Did you actually purchase online legal services for Estate planning from one of these online legal companies you were
looking at?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Estate planning
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
» Asked friends/family
» Asked colleagues
EXHIBIT B -777-
Q1b Which search engine did you use to look for online legal services?
» Google
» Yahoo
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.rocketlawyer.com
» www.uslegalforms.com
Q3a Why did you select this company? www.rocketlawyer.com
» heard/stumble or seen them before
Q3b Anything else? www.rocketlawyer.com
» appears to be legit
Q3a Why did you select this company? www.uslegalforms.com
» appears to be legit
Q3b Anything else? www.uslegalforms.com
» seems easy
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» easy to follow and good pricing option
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» free one document as trial offer
QC11a How would you describe the free trial offer to a friend?
» worth a try for do it yourself
Q12a Do you recall if the free trial offer has a time limit?
» No
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» can't recall try contact help desk
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» consider them if I need one
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Continue searching on other online legal service sites
Q14b1 What made you decide to << insert >>?
» open to see what's best option out there
Q14c Why did you not choose to take the free trial<< insert >>?
EXHIBIT B -778-
» don't want to join if not yet sure
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 1
» Customer reviews 3
» Personal experience on the website 2
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» No
EXHIBIT B -779-
SURVEY 14-0603, CASE ID 2701
Image Set
» LEASE AGREEMENT CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 18-24
S5 Please indicate the state in which you reside.
» Missouri
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Entry Level
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Landlord/tenant matters
» Estate planning
S10c Did you actually purchase online legal services for Landlord/tenant matters from one of these online legal companies
you were looking at?
» No
S10c Did you actually purchase online legal services for Estate planning from one of these online legal companies you were
looking at?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 2 - Probably will not
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.biztree.com
» www.lawdepot.com
Q3a Why did you select this company? www.biztree.com
» Company seemed easy to use based on the name.
EXHIBIT B -780-
Q3b Anything else? www.biztree.com
» Company was not listed at the top of the page so they did not pay Google to increase their advertising.
Q3a Why did you select this company? www.lawdepot.com
» Title was very specific to my geographic area (United States). I know this information would be relevant to me.
Q3b Anything else? www.lawdepot.com
» Nothing
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» None
Q4b Please tell us why you did not << initially >> select www.legalcontracts.com?
» I slightly distrust sponsored ads on Google.
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» The name "rocketlawyer" is not appealing and seems sketchy.
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website?
» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» Free 1 week trial which will allow you to create any legal documents. After that there is a monthly fee.
QC8 Anything else?
» There are higher membership levels that include review of legal documents and other help.
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» 1 week free during which you can create whatever documents you want.
QC11a How would you describe the free trial offer to a friend?
» It is a one week free trial in which you can create your legal documents. After the free trial ends you will be
charged a monthly fee until you cancel.
QC11b Anything else?
» Make sure you get all your documents done during the free trial.
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» Your credit card will be charged the monthly fee.
Q12c Anything else?
» I believe the fee was $19.99
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
EXHIBIT B -781» There is a chat, email, or phone number.
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» I would consider giving Rocket Lawyer a try. However, I would also look for other services that did not require
a credit card up front.
Q13c Anything else?
» No
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Continue searching on other online legal service sites
Q14b1 What made you decide to << insert >>?
» I like to weigh all my options before purchasing a product. I also like independent reviews of any website that I
give my credit card to.
Q14b2 Any other reasons?
» I do not like signing up for free trials that will automatically charge you if you forget to cancel the service before
the end of the trial period.
Q14c Why did you not choose to take the free trial<< insert >>?
» I did not want to provide a credit card and be charged automatically at the end of the trial period.
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Customer reviews 3
» Recommendations from colleagues 1
» Personal experience on the website 2
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» Experian TransUnion Red Box Netflix Hulu Plus
Q15c Anything else?
» No
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» Yes
EXHIBIT B -782-
SURVEY 14-0603, CASE ID 2721
Image Set
» BILL OF SALE CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Female
S4 Which of the following categories includes your age?
» 25-34
S5 Please indicate the state in which you reside.
» Pennsylvania
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Middle Management
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Bill of Sale
S10c Did you actually purchase online legal services for Bill of Sale from one of these online legal companies you were
looking at?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Bill of Sale
S13a Please tell us what kind of device you are taking this survey on.
» iPad or Tablet
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalcontracts.com
» www.jsbusinessproducts.btobsource.com
Q3a Why did you select this company? www.legalcontracts.com
» Looks reliable, free
Q3a Why did you select this company? www.jsbusinessproducts.btobsource.com
» Looks more reliable, free
EXHIBIT B -783-
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» None
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» Looks unreliable
Q4b Please tell us why you did not << initially >> select www.officeconsultants.com?
» Looks unreliable
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website?
» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» You have to sign up
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» You can get a read only version for free
QC11a How would you describe the free trial offer to a friend?
» Have to sign up or get read only version
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» 1week
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» Idk
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» Get read only version
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Take the free trial (includes access to all Rocket Lawyer forms)
Q14b1 What made you decide to << insert >>?
» It's free
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
EXHIBIT B -784» Price 1
» Brand name 3
» Opportunity to try the service for free 2
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Personal experience on the website
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» No
EXHIBIT B -785-
SURVEY 14-0603, CASE ID 2726
Image Set
» BILL OF SALE CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Female
S4 Which of the following categories includes your age?
» 45-54
S5 Please indicate the state in which you reside.
» Illinois
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed part-time
S8a Which of the following best describes your position with your company?
» Intermediate level
S8b Do you have any aspirations or plans to start your own company/business?
» No
S9 Over the past few years, have you looked on the internet for online legal services?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Incorporation/forming a business or organization
» Bill of Sale
» Estate planning
S12 In the event you were in need of online legal services, which of the following describes your role in determining how
to go about obtaining those services?
» I share or would share this responsibility with others
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
» Asked friends/family
» Spoke to a lawyer
Q1b Which search engine did you use to look for online legal services?
» Google
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.jsbusinessproducts.btobsource.com
Q3a Why did you select this company? www.jsbusinessproducts.btobsource.com
» seem more credible
Q3b Anything else? www.jsbusinessproducts.btobsource.com
EXHIBIT B -786-
» no
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» www.officeconsultants.com
Q4b Please tell us why you did not << initially >> select www.legalcontracts.com?
» preferred other name
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» do not like the rocketlawyer seems phony
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website?
» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» Seems easy to use. Carefully put together, and seems all encompassing.
QC8 Anything else?
» Thorough
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» Yes
QC10 What was their free trial offer? Please list all the details about this offer that you can recall.
» free for 1 month
QC11a How would you describe the free trial offer to a friend?
» Fre access to service for one month
Q12a Do you recall if the free trial offer has a time limit?
» Yes
Q12c What happens after the free trial period?
» 1 month
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» e mail
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» Seriously consider using Rocket Lawyer
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Other specify: ("look inot it when i need services")
Q14b1 What made you decide to << insert >>?
» I do not currently have a sale to write up.
Q14c Why did you not choose to take the free trial<< insert >>?
» Not needed today
EXHIBIT B -787-
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» worry about something be left off of a contract
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Customer reviews 2
» Recommendations from colleagues 1
» Opportunity to try the service for free 3
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Advertisement
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» Yes
Q15b Do you recall some of the businesses that offered these free trials? Please list them.
» most do... e cards, games, netflix, redbox, o e books....
Q15d Did you ever decide to enroll in any free trial programs that were offered?
» No
EXHIBIT B -788-
SURVEY 14-0603, CASE ID 2731
Image Set
» INCORPORATION CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» Technology
S3 Please record your gender below.
» Male
S4 Which of the following categories includes your age?
» 45-54
S5 Please indicate the state in which you reside.
» California
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Middle Management
S8b Do you have any aspirations or plans to start your own company/business?
» Yes
S9 Over the past few years, have you looked on the internet for online legal services?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 3 - May or may not
S11b Specifically, what types of online legal services will you be looking for?
» Incorporation/forming a business or organization
» Estate planning
S12 In the event you were in need of online legal services, which of the following describes your role in determining how
to go about obtaining those services?
» I am or would be the primary decision maker
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
Q1b Which search engine did you use to look for online legal services?
» Yahoo
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.incfile.com
Q3a Why did you select this company? www.incfile.com
» cheap
Q3b Anything else? www.incfile.com
» no
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» www.bizfilings.com
EXHIBIT B -789-
Q4b Please tell us why you did not << initially >> select www.legalzoom.com?
» zoom?
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» weird
QB5a Thinking back to the Google search page, did you notice an ad for Rocket Lawyer?
» Yes
QB5b Thinking back to the Google search page, please tell us what you recall about the Rocket Lawyer ad.
» not much
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website?
» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
QB7 Now reflecting on the Google ad for Rocket Lawyer and the Rocket Lawyer website you reviewed, what can you tell
me about the Incorporation offer?
» good
QB8 Anything else?
» no
Q9 You may have already mentioned this, but did the Google ad for Rocket Lawyer and the Rocket Lawyer website you
reviewed include a free Incorporation offer?
» Yes
QB10a Now reflecting on the Google ad and the Rocket Lawyer website, do you recall if you had to pay state fees to the
state for Incorporation with the free trial offer?
» Yes
QB10b1 Do you know if this state fee applies...
» ...to all businesses that you want to incorporate regardless of how you chose to file your incorporation papers
QB10b2 Do you know if this state fee applies...
» ...if you incorporate through any online legal services company
QB11 Reflecting back on the Rocket Lawyer website you viewed, do you recall a free trial offer?
» Yes
Q12a Do you recall if the free trial offer has a time limit?
» No
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
» idk
QB13b Assuming you were interested in online legal services for Incorporation, and now that you have reviewed the
Google ad and have gone through the Rocket Lawyer website, what are you likely to do?
» nothing
Q13c Anything else?
» no
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
EXHIBIT B -790» Continue searching on other online legal service sites
Q14b1 What made you decide to << insert >>?
» idk
Q14b2 Any other reasons?
» no
Q14c Why did you not choose to take the free trial<< insert >>?
» idk
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 1
» Customer reviews 2
» Recommendations from colleagues 3
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Opportunity to try the service for free
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» No
EXHIBIT B -791-
SURVEY 14-0603, CASE ID 2745
Image Set
» LEASE AGREEMENT TEST
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None, I haven't taken a market research survey in the past 3 months
S3 Please record your gender below.
» Female
S4 Which of the following categories includes your age?
» 45-54
S5 Please indicate the state in which you reside.
» California
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Employed full-time
S8a Which of the following best describes your position with your company?
» Executive
S8b Do you have any aspirations or plans to start your own company/business?
» Yes
S9 Over the past few years, have you looked on the internet for online legal services?
» Yes
S10a What specific legal services have you looked for online?
» Incorporation/forming a business or organization
» Family law
S10c Did you actually purchase online legal services for Incorporation/forming a business or organization from one of these
online legal companies you were looking at?
» No
S10c Did you actually purchase online legal services for Family law from one of these online legal companies you were
looking at?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 5 - Definitely will
S11b Specifically, what types of online legal services will you be looking for?
» Incorporation/forming a business or organization
» Family law
» Landlord/tenant matters
S12 In the event you were in need of online legal services, which of the following describes your role in determining how
to go about obtaining those services?
» I am or would be the primary decision maker
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
» Asked colleagues
EXHIBIT B -792-
Q1b Which search engine did you use to look for online legal services?
» Google
» Ask
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.legalcontracts.com
» www.rocketlawyer.com
» www.totallegal.com
» www.lawdepot.com
Q3a Why did you select this company? www.legalcontracts.com
» The word free
Q3b Anything else? www.legalcontracts.com
» It pertained to what I am interested in
Q3a Why did you select this company? www.rocketlawyer.com
» Because I'm able to print out the forms in very few minutes
Q3b Anything else? www.rocketlawyer.com
» It has the word lawyer in the link
Q3a Why did you select this company? www.totallegal.com
» Because it indicates the words total legal
Q3b Anything else? www.totallegal.com
» Also, because it has forms for every state
Q3a Why did you select this company? www.lawdepot.com
» Because of the word law in the website
Q3b Anything else? www.lawdepot.com
» Because of the type of forms I need
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
» Yes, I have reviewed this page (Page 13)
» Yes, I have reviewed this page (Page 14)
QC7 Now reflecting on the Rocket Lawyer website you reviewed, what can you tell me about Rocket Lawyer's offer?
» They had several legal forms that I would need for my business
QC8 Anything else?
» N/A
QC9a You may have already mentioned this, but did the Rocket Lawyer website you reviewed include a free trial offer?
» I don't know
Q12a Do you recall if the free trial offer has a time limit?
» I don't know
Q13a If you sign up for the free trial offer and have any questions, how can you go about getting answers?
EXHIBIT B -793» I would go on the website again to find them
QC13b Assuming you were interested in online legal services for a << insert >> form, now that you have gone through the
Rocket Lawyer website, what are you likely to do?
» Sign up
Q13c Anything else?
» Print out the forms
Q14a Which if any of the following options best describe what you are likely to do after having seen << insert >>?
» Take the free trial (includes access to all Rocket Lawyer forms)
Q14b1 What made you decide to << insert >>?
» I like to try things out first to see if it works for me
Q14b2 Any other reasons?
» To see all the forms they have available
Q14d Below are some factors that may be relevant to whether you will decide to use an online legal services company.
Please review the list and add any factors that are relevant to you that may be missing. << insert factors >>
» No additional factors apply
Q14e Out of the list below, please rank the three most important factors that affect whether you will use an online legal
services company, with 1 being the most important, 2 being the second most important and 3 being the third most
important.
» Price 1
» Customer reviews 3
» Opportunity to try the service for free 2
Q14f Out of the remaining factors, please select any factors that are not important to you in deciding whether to use an
online legal services company.
» Personal experience on the website
Q15a Finally, other than today, have you ever encountered any online offers for a free trial of products and/or services?
» No
EXHIBIT B -794-
SURVEY 14-0603, CASE ID 2750
Image Set
» INCORPORATION CONTROL
S1 Do you or does anyone else in your household work for any of the following types of companies?
» None of the above
S2a In the past three months have you taken part in any of the following types of market research surveys?
» None of the above
S3 Please record your gender below.
» Female
S4 Which of the following categories includes your age?
» 25-34
S5 Please indicate the state in which you reside.
» Indiana
S6 Before you continue, please read the following confidentiality and non-disclosure statement and answer the question that
follows. I recognize and fully understand that the survey content is of confidential nature. Therefore, I agree that both
during and after the study, I will not disclose any of the information discussed in the interview. Also, I will not identify the
nature of the product in this survey.Do you agree or disagree?
» I Agree
S7 Which of the following best describes your employment status?
» Homemaker
S8b Do you have any aspirations or plans to start your own company/business?
» Yes
S9 Over the past few years, have you looked on the internet for online legal services?
» No
S11a On a scale of 1 to 5, where 1 means 'Definitely will Not' and 5 means 'Definitely will', how likely will you be to look
for online legal services within the next 6 months?
» 4 - Probably will
S11b Specifically, what types of online legal services will you be looking for?
» Incorporation/forming a business or organization
» Estate planning
S12 In the event you were in need of online legal services, which of the following describes your role in determining how
to go about obtaining those services?
» I share or would share this responsibility with others
S13a Please tell us what kind of device you are taking this survey on.
» Computer or Laptop
Q1a When you were interested in looking for online legal services, how did you go about finding what services are
available?
» Used an internet search engine
» Asked friends/family
» Asked colleagues
» Spoke to a lawyer
Q1b Which search engine did you use to look for online legal services?
» Google
» Bing
Q2 After looking at the search results, please indicate which of the following companies would you be interested in
exploring further based on what you see?
» www.incorporate.com
» www.legalzoom.com
» www.bizfilings.com
» www.incfile.com
» www.delawareinc.com
EXHIBIT B -795-
» www.calfilings.com
» www.mycorporation.com
Q3a Why did you select this company? www.incorporate.com
» Affordable
Q3b Anything else? www.incorporate.com
» fast and easy
Q3a Why did you select this company? www.legalzoom.com
» advising on protecting personal assets from company liabilities
Q3a Why did you select this company? www.bizfilings.com
» fast and affordable
Q3a Why did you select this company? www.incfile.com
» price
Q3a Why did you select this company? www.delawareinc.com
» experience of 30+years
Q3a Why did you select this company? www.calfilings.com
» Specific experience i CA formations
Q3a Why did you select this company? www.mycorporation.com
» cost
Q4a Which, if any, other companies that you did not originally select would you be interested in exploring further?
» None
Q4b Please tell us why you did not << initially >> select www.rocketlawyer.com?
» free of charge
Q4b Please tell us why you did not << initially >> select www.smallbiz.com?
» didn't sound trustworthy
QB5a Thinking back to the Google search page, did you notice an ad for Rocket Lawyer?
» Yes
QB5b Thinking back to the Google search page, please tell us what you recall about the Rocket Lawyer ad.
» its free of charge legal formations
Q5c Even though you did not previously choose Rocket Lawyer, are you willing to explore their website?
» Yes
Q6a Did you get the information you need from this page to help you make a decision? If not, please review the page again.
» Yes, I have reviewed this page (Page 1)
» Yes, I have reviewed this page (Page 2)
» Yes, I have reviewed this page (Page 3)
» Yes, I have reviewed this page (Page 4)
» Yes, I have reviewed this page (Page 5)
» Yes, I have reviewed this page (Page 6)
» Yes, I have reviewed this page (Page 7)
» Yes, I have reviewed this page (Page 8)
» Yes, I have reviewed this page (Page 9)
» Yes, I have reviewed this page (Page 10)
» Yes, I have reviewed this page (Page 11)
» Yes, I have reviewed this page (Page 12)
QB7 Now reflecting on the Google ad for Rocket Lawyer and the Rocket Lawyer website you reviewed, what can you tell
me about the Incorporation offer?
» informative and illustrative enough Packages are high priced than others
Q9 You may have already mentioned this, but did the Google ad for Rocket Lawyer and the Rocket Lawyer website you
reviewed include a free Incorporation offer?
» No
EXHIBIT B -796-
]]>
Disclaimer: Justia Dockets & Filings provides public litigation records from the federal appellate and district courts. These filings and docket sheets should not be considered findings of fact or liability, nor do they necessarily reflect the view of Justia.
Why Is My Information Online?
