{
  "about": "Fictional interview excerpts written for this test. No real people, brands or customer data. Some studies are restricted to other teams to test whether access gaps are kept separate from missing coverage.",
  "studies": [
    {
      "id": "S1",
      "title": "Household affordability",
      "audience": "Adult grocery shoppers who cut spending in the last year",
      "market": "US",
      "date": "2026-08",
      "access": "open",
      "interviews": 41
    },
    {
      "id": "S2",
      "title": "Gen Z snacking",
      "audience": "Snack buyers aged 18–26",
      "market": "US",
      "date": "2026-03",
      "access": "open",
      "interviews": 24
    },
    {
      "id": "S3",
      "title": "Store-brand loyalty",
      "audience": "Adult grocery shoppers who buy store brands at least monthly",
      "market": "US",
      "date": "2026-06",
      "access": "open",
      "interviews": 30
    },
    {
      "id": "S4",
      "title": "Online grocery and meal planning",
      "audience": "Adults aged 35–60 who order groceries online at least monthly",
      "market": "UK",
      "date": "2025-11",
      "access": "open",
      "interviews": 20
    },
    {
      "id": "S5",
      "title": "Pet food and supplies",
      "audience": "Adults who buy pet food at least monthly",
      "market": "US",
      "date": "2026-07",
      "access": "restricted",
      "owner": "Category team",
      "interviews": 18
    },
    {
      "id": "S6",
      "title": "Promotion fatigue",
      "audience": "Adult grocery shoppers who bought named-brand groceries on promotion in the last month",
      "market": "US",
      "date": "2026-09",
      "access": "restricted",
      "owner": "Pricing team",
      "interviews": 22
    }
  ],
  "excerpts": [
    {
      "id": "E01",
      "study_id": "S1",
      "study_title": "Household affordability",
      "audience": "Adult grocery shoppers who cut spending in the last year",
      "market": "US",
      "date": "2026-08",
      "participant_id": "S1-P01",
      "access": "open",
      "text": "When rice or pasta is 20% off, I buy enough for the next month. I leave fresh food out of that bulk buy because it spoils before I can use it."
    },
    {
      "id": "E02",
      "study_id": "S1",
      "study_title": "Household affordability",
      "audience": "Adult grocery shoppers who cut spending in the last year",
      "market": "US",
      "date": "2026-08",
      "participant_id": "S1-P02",
      "access": "open",
      "text": "I wait for a 20% discount on cleaning supplies, then buy two or three bottles. I keep a small cupboard budget so a deal does not use up the money for this week's meals."
    },
    {
      "id": "E03",
      "study_id": "S1",
      "study_title": "Household affordability",
      "audience": "Adult grocery shoppers who cut spending in the last year",
      "market": "US",
      "date": "2026-08",
      "participant_id": "S1-P03",
      "access": "open",
      "text": "I used to put a treat in the cart without thinking. Now I leave it until the end and only add it if there is money left after the basics."
    },
    {
      "id": "E04",
      "study_id": "S1",
      "study_title": "Household affordability",
      "audience": "Adult grocery shoppers who cut spending in the last year",
      "market": "US",
      "date": "2026-08",
      "participant_id": "S1-P04",
      "access": "open",
      "text": "I walk to a second shop for cheaper canned tomatoes and beans. I would rather spend another fifteen minutes than take those out of our dinners."
    },
    {
      "id": "E05",
      "study_id": "S1",
      "study_title": "Household affordability",
      "audience": "Adult grocery shoppers who cut spending in the last year",
      "market": "US",
      "date": "2026-08",
      "participant_id": "S1-P05",
      "access": "open",
      "text": "I make a list of five evening meals before shopping and check what is already in the freezer. That keeps me from buying ingredients we will not finish."
    },
    {
      "id": "E06",
      "study_id": "S1",
      "study_title": "Household affordability",
      "audience": "Adult grocery shoppers who cut spending in the last year",
      "market": "US",
      "date": "2026-08",
      "participant_id": "S1-P06",
      "access": "open",
      "text": "I compare the price per ounce, even on a sale ticket. Last week the larger bag was still more expensive by weight, so I took the smaller one."
    },
    {
      "id": "E07",
      "study_id": "S1",
      "study_title": "Household affordability",
      "audience": "Adult grocery shoppers who cut spending in the last year",
      "market": "US",
      "date": "2026-08",
      "participant_id": "S1-P07",
      "access": "open",
      "text": "I check my running total on my phone as I shop. If it passes my limit, I put back the item I can manage without."
    },
    {
      "id": "E08",
      "study_id": "S1",
      "study_title": "Household affordability",
      "audience": "Adult grocery shoppers who cut spending in the last year",
      "market": "US",
      "date": "2026-08",
      "participant_id": "S1-P08",
      "access": "open",
      "text": "I have stopped making a special car trip for one bargain because the fuel costs swallow the saving. I wait until I need several things from that shop."
    },
    {
      "id": "E09",
      "study_id": "S1",
      "study_title": "Household affordability",
      "audience": "Adult grocery shoppers who cut spending in the last year",
      "market": "US",
      "date": "2026-08",
      "participant_id": "S1-P09",
      "access": "open",
      "text": "I buy the same quantity of milk and eggs as before because we use them every day. The cut has come from eating out less often."
    },
    {
      "id": "E10",
      "study_id": "S1",
      "study_title": "Household affordability",
      "audience": "Adult grocery shoppers who cut spending in the last year",
      "market": "US",
      "date": "2026-08",
      "participant_id": "S1-P10",
      "access": "open",
      "text": "I choose the shop with prices I can predict when money is tight. A one-off discount elsewhere is not enough if I do not know the total bill."
    },
    {
      "id": "E11",
      "study_id": "S2",
      "study_title": "Gen Z snacking",
      "audience": "Snack buyers aged 18–26",
      "market": "US",
      "date": "2026-03",
      "participant_id": "S2-P01",
      "access": "open",
      "text": "I am 22 and buy a small bag of chips on the way to class instead of a big bag for the week. I do not want much cash tied up in one snack."
    },
    {
      "id": "E12",
      "study_id": "S2",
      "study_title": "Gen Z snacking",
      "audience": "Snack buyers aged 18–26",
      "market": "US",
      "date": "2026-03",
      "participant_id": "S2-P02",
      "access": "open",
      "text": "I am 25 and pick a different flavor each time I buy a single-serving snack. A multipack leaves me eating the same thing for days."
    },
    {
      "id": "E13",
      "study_id": "S2",
      "study_title": "Gen Z snacking",
      "audience": "Snack buyers aged 18–26",
      "market": "US",
      "date": "2026-03",
      "participant_id": "S2-P03",
      "access": "open",
      "text": "I am 19 and split a large bag with my roommates when we watch something together. I am choosing enough for all of us, not keeping a supply for myself."
    },
    {
      "id": "E14",
      "study_id": "S2",
      "study_title": "Gen Z snacking",
      "audience": "Snack buyers aged 18–26",
      "market": "US",
      "date": "2026-03",
      "participant_id": "S2-P04",
      "access": "open",
      "text": "I am 24 and will pay a little more for a snack that actually fills me up between shifts. I look for something with nuts or oats rather than a candy that is gone in two bites."
    },
    {
      "id": "E15",
      "study_id": "S2",
      "study_title": "Gen Z snacking",
      "audience": "Snack buyers aged 18–26",
      "market": "US",
      "date": "2026-03",
      "participant_id": "S2-P05",
      "access": "open",
      "text": "I am 21 and a short video sent me looking for a new spicy snack. I tried one bag, but the taste would have to be good for me to buy it again."
    },
    {
      "id": "E16",
      "study_id": "S2",
      "study_title": "Gen Z snacking",
      "audience": "Snack buyers aged 18–26",
      "market": "US",
      "date": "2026-03",
      "participant_id": "S2-P06",
      "access": "open",
      "text": "I am 26 and skip the afternoon snack if its price has gone up since my last visit. I would rather wait for dinner than spend beyond the cash I set aside."
    },
    {
      "id": "E17",
      "study_id": "S2",
      "study_title": "Gen Z snacking",
      "audience": "Snack buyers aged 18–26",
      "market": "US",
      "date": "2026-03",
      "participant_id": "S2-P07",
      "access": "open",
      "text": "I am 20 and buy something crunchy for the bus ride home. I choose snacks I can eat with one hand without getting crumbs all over my coat."
    },
    {
      "id": "E18",
      "study_id": "S2",
      "study_title": "Gen Z snacking",
      "audience": "Snack buyers aged 18–26",
      "market": "US",
      "date": "2026-03",
      "participant_id": "S2-P08",
      "access": "open",
      "text": "I am 23 and keep a snack in my work locker because my break can move without warning. It is there for a late lunch, not because I planned an extra meal."
    },
    {
      "id": "E19",
      "study_id": "S2",
      "study_title": "Gen Z snacking",
      "audience": "Snack buyers aged 18–26",
      "market": "US",
      "date": "2026-03",
      "participant_id": "S2-P09",
      "access": "open",
      "text": "I am 18 and put a snack back if it costs more than the lunch I brought from home. I still buy my favorite flavor sometimes, just less often."
    },
    {
      "id": "E20",
      "study_id": "S2",
      "study_title": "Gen Z snacking",
      "audience": "Snack buyers aged 18–26",
      "market": "US",
      "date": "2026-03",
      "participant_id": "S2-P10",
      "access": "open",
      "text": "I am 24 and buy the same fruit-and-nut mix before my weekend shift. I know it keeps me going, so I do not experiment on that day."
    },
    {
      "id": "E21",
      "study_id": "S3",
      "study_title": "Store-brand loyalty",
      "audience": "Adult grocery shoppers who buy store brands at least monthly",
      "market": "US",
      "date": "2026-06",
      "participant_id": "S3-P01",
      "access": "open",
      "text": "I buy the shop's own oats every week because they cook just as well as the more expensive ones I used to get. I do not feel I am giving anything up at breakfast."
    },
    {
      "id": "E22",
      "study_id": "S3",
      "study_title": "Store-brand loyalty",
      "audience": "Adult grocery shoppers who buy store brands at least monthly",
      "market": "US",
      "date": "2026-06",
      "participant_id": "S3-P02",
      "access": "open",
      "text": "I have stayed with store-brand dish soap for about a year because it does the job for less money. I judge it by whether the pans come clean."
    },
    {
      "id": "E23",
      "study_id": "S3",
      "study_title": "Store-brand loyalty",
      "audience": "Adult grocery shoppers who buy store brands at least monthly",
      "market": "US",
      "date": "2026-06",
      "participant_id": "S3-P03",
      "access": "open",
      "text": "I tried the store-brand canned tomatoes on a discount. The label price got me to try them, but I have not bought that product a second time yet."
    },
    {
      "id": "E24",
      "study_id": "S3",
      "study_title": "Store-brand loyalty",
      "audience": "Adult grocery shoppers who buy store brands at least monthly",
      "market": "US",
      "date": "2026-06",
      "participant_id": "S3-P04",
      "access": "open",
      "text": "I put store-brand flour on my list by the product name and size. I do not write down the color of the bag because I just need the right kind for baking."
    },
    {
      "id": "E25",
      "study_id": "S3",
      "study_title": "Store-brand loyalty",
      "audience": "Adult grocery shoppers who buy store brands at least monthly",
      "market": "US",
      "date": "2026-06",
      "participant_id": "S3-P05",
      "access": "open",
      "text": "I find the store-brand range hard to browse when flour and sugar are mixed into one long shelf. I look for the shelf label before I choose."
    },
    {
      "id": "E26",
      "study_id": "S3",
      "study_title": "Store-brand loyalty",
      "audience": "Adult grocery shoppers who buy store brands at least monthly",
      "market": "US",
      "date": "2026-06",
      "participant_id": "S3-P06",
      "access": "open",
      "text": "I use store-brand beans in a stew for the whole household. I use one tin for each meal and freeze half the cooked stew for another evening."
    },
    {
      "id": "E27",
      "study_id": "S3",
      "study_title": "Store-brand loyalty",
      "audience": "Adult grocery shoppers who buy store brands at least monthly",
      "market": "US",
      "date": "2026-06",
      "participant_id": "S3-P07",
      "access": "open",
      "text": "I gave up the store-brand coffee after two tries because I found it bitter. A lower price did not make me want another jar."
    },
    {
      "id": "E28",
      "study_id": "S3",
      "study_title": "Store-brand loyalty",
      "audience": "Adult grocery shoppers who buy store brands at least monthly",
      "market": "US",
      "date": "2026-06",
      "participant_id": "S3-P08",
      "access": "open",
      "text": "I keep store-brand yogurt on my usual list, but I switch if it is out of stock. I will not make another trip just for that one product."
    },
    {
      "id": "E29",
      "study_id": "S3",
      "study_title": "Store-brand loyalty",
      "audience": "Adult grocery shoppers who buy store brands at least monthly",
      "market": "US",
      "date": "2026-06",
      "participant_id": "S3-P09",
      "access": "open",
      "text": "I buy store-brand rice when the bigger bag fits on my kitchen shelf. In my small apartment, I have to check the space before I bring it home."
    },
    {
      "id": "E30",
      "study_id": "S3",
      "study_title": "Store-brand loyalty",
      "audience": "Adult grocery shoppers who buy store brands at least monthly",
      "market": "US",
      "date": "2026-06",
      "participant_id": "S3-P10",
      "access": "open",
      "text": "I decide on store-brand spice jars while I am writing the recipe list. I check which spices are missing before I go to the shop."
    },
    {
      "id": "E31",
      "study_id": "S4",
      "study_title": "Online grocery and meal planning",
      "audience": "Adults aged 35–60 who order groceries online at least monthly",
      "market": "UK",
      "date": "2025-11",
      "participant_id": "S4-P01",
      "access": "open",
      "text": "I am 47 and start each online order from last week's basket. It saves me searching for the same breakfast and lunch ingredients again."
    },
    {
      "id": "E32",
      "study_id": "S4",
      "study_title": "Online grocery and meal planning",
      "audience": "Adults aged 35–60 who order groceries online at least monthly",
      "market": "UK",
      "date": "2025-11",
      "participant_id": "S4-P02",
      "access": "open",
      "text": "I am 52 and book an evening delivery slot so someone is home after work. I check the slot before I plan the rest of the week."
    },
    {
      "id": "E33",
      "study_id": "S4",
      "study_title": "Online grocery and meal planning",
      "audience": "Adults aged 35–60 who order groceries online at least monthly",
      "market": "UK",
      "date": "2025-11",
      "participant_id": "S4-P03",
      "access": "open",
      "text": "I am 39 and ask everyone which evenings they will be home before I fill the online basket. I plan dinners for those nights so I am not guessing how many portions to order."
    },
    {
      "id": "E34",
      "study_id": "S4",
      "study_title": "Online grocery and meal planning",
      "audience": "Adults aged 35–60 who order groceries online at least monthly",
      "market": "UK",
      "date": "2025-11",
      "participant_id": "S4-P04",
      "access": "open",
      "text": "I am 58 and look in the fridge and freezer before I make my online meal list. I cross off ingredients we already have so I do not order them twice."
    },
    {
      "id": "E35",
      "study_id": "S4",
      "study_title": "Online grocery and meal planning",
      "audience": "Adults aged 35–60 who order groceries online at least monthly",
      "market": "UK",
      "date": "2025-11",
      "participant_id": "S4-P05",
      "access": "open",
      "text": "I am 43 and choose two recipes that use the same fresh ingredient for an online shop. If I need spinach for one dinner, I plan another dinner with the rest."
    },
    {
      "id": "E36",
      "study_id": "S4",
      "study_title": "Online grocery and meal planning",
      "audience": "Adults aged 35–60 who order groceries online at least monthly",
      "market": "UK",
      "date": "2025-11",
      "participant_id": "S4-P06",
      "access": "open",
      "text": "I am 36 and remove a dinner from my meal plan if it takes more than half an hour on a work night. I need something I can finish before the children are ready for bed."
    },
    {
      "id": "E37",
      "study_id": "S4",
      "study_title": "Online grocery and meal planning",
      "audience": "Adults aged 35–60 who order groceries online at least monthly",
      "market": "UK",
      "date": "2025-11",
      "participant_id": "S4-P07",
      "access": "open",
      "text": "I am 60 and leave a note asking for no replacement when an ingredient is essential to a planned recipe. I would rather cook a different meal than get something that will not work in it."
    },
    {
      "id": "E38",
      "study_id": "S4",
      "study_title": "Online grocery and meal planning",
      "audience": "Adults aged 35–60 who order groceries online at least monthly",
      "market": "UK",
      "date": "2025-11",
      "participant_id": "S4-P08",
      "access": "open",
      "text": "I am 45 and share the draft online basket with the other adult in our home. We agree on dinners before I place the order."
    },
    {
      "id": "E39",
      "study_id": "S4",
      "study_title": "Online grocery and meal planning",
      "audience": "Adults aged 35–60 who order groceries online at least monthly",
      "market": "UK",
      "date": "2025-11",
      "participant_id": "S4-P09",
      "access": "open",
      "text": "I am 50 and put a reminder in my calendar for the order cut-off. If I remember a missing ingredient, I can add it before the basket locks."
    },
    {
      "id": "E40",
      "study_id": "S4",
      "study_title": "Online grocery and meal planning",
      "audience": "Adults aged 35–60 who order groceries online at least monthly",
      "market": "UK",
      "date": "2025-11",
      "participant_id": "S4-P10",
      "access": "open",
      "text": "I am 41 and plan a simple cupboard meal for the night of an online delivery. If the van is late, I can still get dinner ready."
    },
    {
      "id": "E41",
      "study_id": "S5",
      "study_title": "Pet food and supplies",
      "audience": "Adults who buy pet food at least monthly",
      "market": "US",
      "date": "2026-07",
      "participant_id": "S5-P01",
      "access": "restricted",
      "owner": "Category team",
      "text": "I keep buying the same dry food for my cat because a sudden change upset her stomach before. I only move to another recipe by mixing a little into the old food over several days."
    },
    {
      "id": "E42",
      "study_id": "S5",
      "study_title": "Pet food and supplies",
      "audience": "Adults who buy pet food at least monthly",
      "market": "US",
      "date": "2026-07",
      "participant_id": "S5-P02",
      "access": "restricted",
      "owner": "Category team",
      "text": "I choose a pet-food bag with a resealable top because ants got into an open bag in the utility room. I close it after every feeding."
    },
    {
      "id": "E43",
      "study_id": "S5",
      "study_title": "Pet food and supplies",
      "audience": "Adults who buy pet food at least monthly",
      "market": "US",
      "date": "2026-07",
      "participant_id": "S5-P03",
      "access": "restricted",
      "owner": "Category team",
      "text": "I pick a rubber chew toy for my dog because he tears plush toys apart and I worry about him swallowing the stuffing."
    },
    {
      "id": "E44",
      "study_id": "S5",
      "study_title": "Pet food and supplies",
      "audience": "Adults who buy pet food at least monthly",
      "market": "US",
      "date": "2026-07",
      "participant_id": "S5-P04",
      "access": "restricted",
      "owner": "Category team",
      "text": "I buy unscented cat litter because the perfumed one made my cat avoid the tray. I will not buy that scent again."
    },
    {
      "id": "E45",
      "study_id": "S5",
      "study_title": "Pet food and supplies",
      "audience": "Adults who buy pet food at least monthly",
      "market": "US",
      "date": "2026-07",
      "participant_id": "S5-P05",
      "access": "restricted",
      "owner": "Category team",
      "text": "I read the feeding guide for my dog's weight before measuring each portion. I use a marked scoop so each meal has the amount on the guide."
    },
    {
      "id": "E46",
      "study_id": "S6",
      "study_title": "Promotion fatigue",
      "audience": "Adult grocery shoppers who bought named-brand groceries on promotion in the last month",
      "market": "US",
      "date": "2026-09",
      "participant_id": "S6-P01",
      "access": "restricted",
      "owner": "Pricing team",
      "text": "I tried a named-brand tomato sauce when it was on promotion. Once the offer ended, I bought it again at the regular price because the flavor worked well in the dinners I already cook."
    },
    {
      "id": "E47",
      "study_id": "S6",
      "study_title": "Promotion fatigue",
      "audience": "Adult grocery shoppers who bought named-brand groceries on promotion in the last month",
      "market": "US",
      "date": "2026-09",
      "participant_id": "S6-P02",
      "access": "restricted",
      "owner": "Pricing team",
      "text": "I bought a named-brand ground coffee on promotion, but at full price it tasted no better than the named-brand coffee I normally buy. On my next shop I returned to my usual brand."
    },
    {
      "id": "E48",
      "study_id": "S6",
      "study_title": "Promotion fatigue",
      "audience": "Adult grocery shoppers who bought named-brand groceries on promotion in the last month",
      "market": "US",
      "date": "2026-09",
      "participant_id": "S6-P03",
      "access": "restricted",
      "owner": "Pricing team",
      "text": "When a named-brand rice bag is on sale, I compare the price per ounce and still choose the smaller bag if the larger one costs more by weight. After the offer ends, I return to my usual named-brand rice."
    },
    {
      "id": "E49",
      "study_id": "S6",
      "study_title": "Promotion fatigue",
      "audience": "Adult grocery shoppers who bought named-brand groceries on promotion in the last month",
      "market": "US",
      "date": "2026-09",
      "participant_id": "S6-P04",
      "access": "restricted",
      "owner": "Pricing team",
      "text": "I bought three boxes of a named-brand breakfast cereal during the promotion. Since the price went back up, I have been using those boxes and have not needed to buy it again yet."
    },
    {
      "id": "E50",
      "study_id": "S6",
      "study_title": "Promotion fatigue",
      "audience": "Adult grocery shoppers who bought named-brand groceries on promotion in the last month",
      "market": "US",
      "date": "2026-09",
      "participant_id": "S6-P05",
      "access": "restricted",
      "owner": "Pricing team",
      "text": "I will buy that named-brand olive oil only on promotion. Once the offer ends, I use the bottle I already have and wait for another deal instead of paying its regular price."
    }
  ]
}