Is "Die Hard" a Christmas movie?
We want to know if the general public consensus around whether "Die Hard" is a Christmas movie
Research group: N=100 U.S.-based adults (ages 22–77, mean 46) across states and common occupations.
What they said: 45 Yes, 45 Partly, 10 No; “Yes/Partly” respondents point to visible cues (Christmas setting, carols, office party), while “No” respondents prioritize traditional holiday themes and tone; a handful of culturally framed answers and one-word/duplicate-style entries suggest minor data-quality noise without changing the 45/45/10 split. Main insights: “Die Hard” reliably operates as a holiday action staple-audiences accept the seasonal vibe for December rotations, but many resist calling it a “true” Christmas film due to limited warmth/forgiveness/miracle themes.
Clear takeaways:
- Program and merchandise it in December as seasonal action; avoid positioning as a sentimental, family-centered centerpiece.
- Emphasize lights, carols, and office-party chaos in creative; skip “heartwarming classic” claims.
- Tighten data quality (dedupe, attention checks) and validate with a quota-based national follow-up to confirm the 45/45/10 split.
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Jill Rosales
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Rachel Sanchez
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Kelly Ocasio
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Brian Vega
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Alexis King
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1) Basic Demographics
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Sandra Ventura
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Sheila Maciel
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Frank Valdez
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James Castillo
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Jennifer Hernandez
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Kyle Benitez
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Randal Leon
1) Basic Demographics
Randal Leon (they/them) is a 57-year-old Hispanic adult living in urban New Haven, Connecticut. Divorced, no children, and a steady presence in their neighborhood, they identify outside the traditional gender binary in a way…
Jessica Bustillos
Jessica Bustillos, 49, is a married associate director at a community college on Portland’s rural edge. Spanish is spoken at home. Renters with ~$135k household income. Sustainability-minded; gardens, hikes, cooks Mediterranean/Latin meals, and maintains pr…
Despina Cordero
Despina Cordero, 31, is a married Lead Patient Access Representative in Edison, NJ. A renter saving for a home, she skips home internet and favors durable, offline-capable, worker-conscious products with transparent pricing that respect her time.
Kelly Rodriguez
Kelly Rodriguez, 61, is a widowed Black operations and controls manager at a Jersey City credit union, living in Newark, NJ. A high‑earning homeowner, she’s routine‑driven, privacy‑minded, and reliability‑focused, balancing church service, family, home cook…
Cameron Garcia
Cameron Garcia, 28, is a Spanish-speaking Los Angeles mom of one, married to a tech worker. Currently out of the labor force, she sells crafts occasionally. Household income $200k+. Values safety, bilingual clarity, sustainability, and low-friction, time-sa…
Mack Hinojosa
Mack Hinojosa, 56, is a Dallas-based, divorced father of two and hospital Director of Patient Transport & Environmental Services. Financially stable, fitness-minded, and pragmatic, he prioritizes reliability, total cost of ownership, and time-saving, eviden…
Larry Hunter
Larry Hunter is a 54-year-old married parent in rural Joliet, IL, is an assistant floor manager at a home improvement retailer. Budget-minded and pragmatic, he prioritizes durability, clear value, and simple logistics; enjoys cooking, photography, local spo…
Tara Cortes
Tara Cortes, 33, is a divorced, bilingual mom of two in Carmel, IN, working part-time as a city operations/permits assistant. On under-$25k income, she’s a condo-owning co-parent prioritizing reliable, time-saving, low-friction solutions.
Gerald Broadrick
Gerald Broadrick, 59, an early-retired operations executive in suburban Rochester, NY. Financially secure ($200k+), advises nonprofits and a health-tech startup, drives a Tesla, values durability, privacy, sustainability, and community impact, with a discip…
Joel Moreno
Joel Moreno, 25, is a systems analyst in Allentown, PA, married with two young kids. A budget-conscious homeowner prioritizing reliability and time-savings, pursuing AWS certification, balancing hybrid work and fitness, and using TRICARE via a National Guar…
Juan Brambila
Juan Brambila, 23, in Columbus, GA, is budget-conscious and mobile-only, not currently in the labor force. Owns a modest inherited home, does small design gigs, provides family caregiving, volunteers in youth arts, and values transparent, repairable, low-fe…
Brandon Camacho
Brandon Camacho is a 28-year-old, high-earning Cloud/DevOps professional in suburban Jacksonville. A Canadian non-citizen fluent in Spanish, he keeps a low-key, structured life built around tech work, gym routines, gaming, and photography. He’s pragmatic, p…
Michael Solorio
Michael Solorio, 46, is a St. Petersburg, FL handyman who owns a modest bungalow, lives solo with his dog, earns under $25k, budgets tightly, speaks Spanish and English, values durable, no-fuss gear, community, and steady, debt-free business growth.
Nickalous Dias
Nickalous Dias, 44, is a married, bilingual San Diego homeowner and dad of one. A Sales Operations Coordinator at an automotive parts distributor, he’s pragmatic, budget-conscious, and car-loving—favoring reliable, no-drama brands, community volunteering, a…
Kathy Martinez
Kathy Martinez, 25, a Canadian-born U.S. permanent resident in Rochester, NY, is a $200k+ Senior Account Executive in wholesale. Condo owner, tech-forward and sustainability-minded; she WFH, supports animal rescue, and enjoys crafting, gaming, gardening, an…
Amanda Roman
Amanda Roman, 41, widowed Hispanic healthcare operations senior manager in San Jose, is a bilingual single mom to 10-year-old Sofía. Earning $200k+, she’s pragmatic, tech-savvy, finishing her GED, values time-saving reliability, and enjoys DIY, cooking, and…
Lisette Silvestre
Lisette Silvestre, 22, is a Miami-based operations analyst in risk/fraud, commuting by transit from the rural Redland/Homestead edge. Disciplined and budget-aware, she meal-preps, works out, upskills toward AML/compliance, and saves toward a larger emergenc…
Robin Lopez
Robin Lopez, 44, Hispanic IT program manager in county government in Broken Arrow, OK. Homeowner living solo with a dog. Financially disciplined, privacy-aware, bilingual (English/Spanish). Enjoys gaming, hiking, and church/nonprofit volunteering; values re…
Carla Jorge
1) Basic Demographics
Carla Jorge is a 48-year-old Hispanic woman living in the suburbs of Toledo, Ohio. She was born in Mexico, is a U.S. permanent resident (non-citizen), and identifies as female. Never married and with no children, she lives s…
Glennda Perez
Glennda Perez, 59, is a bilingual Hispanic Protestant and married mother of two near Fort Worth. She manages sales/office work at a small real estate brokerage, lives frugally, gardens, values family and faith, and favors durable, straightforward products.
Stephanie Sanchez
Stephanie Sanchez, 37, is a bilingual Regional Operations Manager overseeing five medical spa/salon locations near Syracuse, NY. Married with one child, car-light, $150k–$199k earner who values reliability, ethical sourcing, evidence-based wellness, and tim…
Joan Garcia
1) Basic Demographics
Joan Garcia, 73. Female (she/her). White (Non-Hispanic). Married, no children by choice after fertility challenges; close with two nieces and one godson. Lives in a one-story bungalow in the Lakeside area of suburban Duluth,…
Hailey Coronado
Hailey Coronado is a 28-year-old, married mom of two in Norfolk, VA, stretching a sub-$25k income with grit, systems, and a sense of humor. She works part-time at a credit union and owns an inherited bungalow; mobile-first, budget-savvy, values transparency…
Tammy Robbins
Tammy Robbins, 63, is a bilingual Detroit-area operations manager earning $150k–$199k. Married with one adult child, she’s tech-savvy, privacy-focused, and practical; budgets diligently, mentors nontraditional talent, and values reliability, interoperabilit…
Elijah Arias
Elijah Arias, 34, bilingual tech-savvy dad in Edison, NJ, on a sabbatical after fintech product management. Co-parents a 4-year-old, budgets via savings/severance, values privacy and reliability; focuses on parenting, photography, volunteering, and reenteri…
Daniel Rodriguez
Daniel Rodriguez, 41, married, lives in a Syracuse, NY apartment. A Spanish-at-home non-citizen with culinary training, currently not working, budget-savvy, community-minded volunteer; loves cooking, plant-forward meals, regional road trips, and practical,…
David Escamilla
David Escamilla, 69, is a retired automotive entrepreneur in suburban Richmond, VA. Married with no children, financially secure, faith-driven, and community-minded, he values reliability and clarity, enjoys classic cars, woodworking, jazz, and light tech-a…
Leroy Murillo
Leroy Murillo, 58, is a married, early-retired IT/operations professional in suburban Fresno, CA. Financially steady ($100k–$149k), a DIY, sustainability-minded gardener and photographer; mentors at a makerspace and values durable, interoperable, privacy-re…
Olivia Olivares
Olivia Olivares, 29, is a married Senior Product Manager at a healthcare analytics SaaS in suburban Birmingham, AL. A bilingual (English/Spanish) AI/AN homeowner (~$260k household income), she has no kids and values time efficiency, durability, and transpar…
Curtis Hernandez
Curtis Hernandez, 74, is a Greek-born U.S. permanent resident in Alexandria, VA—a retired tailor and practical, quality-focused consumer. Married, he rents, walks his terrier Meli, budgets carefully, prefers durable, repairable goods, Mediterranean cooking,…
Terry Morales
1) Basic Demographics
Terry Morales is a 62-year-old Hispanic woman living in suburban Aurora, Illinois, in the Fox Valley area. She’s married, speaks Spanish at home, and is a U.S. citizen. With one adult child and deep roots in her community, T…
Mark Galvez
Widowed, 70-year-old retiree in suburban Richmond, VA; former visual merchandising/facilities pro. Lives alone on fixed income; Spanish at home. Budget-conscious, DIY- and church-oriented, tech-cautious; values durability and transparent service. One adult…
Robert Lopez
Theodore “Theo” Thomas, 76, is a married retiree in Kansas City, MO. A longtime photography/prepress pro, he lives on a sub-$25k fixed income, values durability and clarity, speaks Spanish at home, volunteers, and favors frugal, repairable style.
Bradley Then
Bradley Then is a 44-year-old, married, bilingual Colorado Springs homeowner navigating a thoughtful career pivot. Household income is strong via his spouse; he manages spending with discipline and prioritizes quality, repairable goods. He blends outdoor li…
Audrey Montez
Audrey Montez is a contract Community Outreach Coordinator near Fresno, CA. Bilingual in Spanish, she lives alone with a rescue dog, owns a modest rural home, budgets tightly, values transparency and durability, and seeks stable, benefit-backed employment.
Dawnya Villalpando
Dawnya Villalpando, 61, a Hispanic U.S. citizen in Mesa, AZ, is a bilingual client services manager working hybrid. Married and community-minded, she prioritizes health, faith, and reliability; volunteers, cooks lighter staples, streams, and prefers easy-to…
Antonio Ruiz
Antonio Ruiz, 47, a budget-conscious homeowner in suburban El Paso, is an unemployed, grad-educated urban horticulture specialist. He gardens, volunteers, rents a room, uses mobile-only internet, and seeks community development or parks programming roles.
Mathew Guedea
Mathew Guedea, 40, is a divorced Lafayette, LA resident on a career pause after 15 years in supply-chain operations. A Spanish-at-home, community-minded DIYer, he volunteers, cooks, gardens, photographs the bayou, and values quality, transparency, and relia…
Danielle Urquidez
Danielle Urquidez, 38, is a married community programs coordinator in suburban Buffalo, NY, with one child. A renter, she walks to work, budgets for a home down payment, cooks, gardens, and prefers durable, transparent, winter-proof value.
Ashley Mcgee
Ashley Mcgee, 32, is an Orlando-based product operations manager. She speaks Spanish at home, earns $100k–$149k, budgets and saves for a condo, and unwinds with gaming, travel, and Lake Eola runs.
Janet Fuentes
Janet Fuentes, 72, a Hispanic, married renter in rural Waterbury, CT. Bilingual and Medicare-covered on a fixed income, she has no home internet, uses a prepaid smartphone, volunteers at her church, and values durability, transparency, and community support.
Cindy Quintana
Cindy Quintana, 63, is a Bellevue, WA facilities maintenance supervisor. Married with two adult children, she’s budget-aware and safety-first, favoring durable, clearly specified products and transparent pricing. Homeowner, practical cook, active walker, pa…
Ashley Soto
37-year-old Ashley Soto, married, bilingual Hispanic homeowner in suburban San Jose. Out of the labor force, fiscally cautious; prioritizes durability. Volunteers through her Catholic parish; loves DIY home projects, car culture, dogs, and practical, tech-s…
Rhonda Romero
Rhonda Romero, 60, a married, bilingual (Spanish/English) non-citizen permanent resident in rural Memphis without children, lives on under $25k. Not in the labor force, she volunteers at church, budgets carefully, cooks, gardens, and values clarity, reliabi…
Sally Cortel
Sally Cortel, 69, is a Hispanic retiree in suburban Athens, GA, USA. Married with one adult daughter, she lives on under $25k, owns her home, is tech-light (no home internet), and values practical, durable, offline-friendly, low-cost solutions, gardening, a…
Hannah Hernandez
Hannah Hernandez, 36, is a nonbinary senior logistics/materials coordinator in North Texas utilities. Fort Worth-based, high-earning renter with a roommate and rescue dog, they cook, shoot urban-industrial photos, volunteer, lift, and prioritize reliability…
Siobhan Mondragon
Siobhan Mondragon, 34, is a Hispanic, bilingual Technical Program Manager in West Valley City, UT. A high-earning homeowner, she cares for her disabled veteran mother, budgets meticulously, loves cooking and outdoor hikes, and prioritizes reliability, value…
Daniel Centurion
Daniel Centurion, 30, in Kearney, NE, is a separated co-parent and real estate sales/operations pro. Owns a modest home, earns $100k–$149k, budgets carefully, and favors durable, transparent, easy-to-use products. Enjoys photography, DIY, and time with one…
Robert Olivares
Robert Olivares, 60, is a Tampa-based manufacturing logistics coordinator, married with two adult children. Bilingual English/Spanish, he works remotely, volunteers locally, cooks Cuban/Puerto Rican staples, enjoys light woodworking, and values durable, tra…
Tammy Gurule
Tammy Gurule, 47, is a bilingual front-of-house supervisor in Columbia, MO. Married without kids, she rents, budgets carefully, prizes comfort and clear value, loves live music and cooking, walks her dog, and favors simple, reliable tech.
Elizabeth Marin
Lily Thomas, 74, is a married, bilingual retiree in Cleveland. A former community college Spanish instructor, she gardens, cooks Mediterranean-Caribbean dishes, does water aerobics, volunteers as an ESL coach, budgets carefully, and prefers clear, accessibl…
Steven Espinal
Steven Espinal, 49, married father near South Bend, IN, is a bilingual, faith-guided former logistics entrepreneur now managing investments. Rural, offline-leaning household ($200k+). Values reliability, community, and durability; coaches youth basketball,…
Tina Madera
Tina Madera, 44, is a high-earning logistics shift lead in Chesapeake, VA. Divorced, she co-parents a 12-year-old, rents by choice, and prioritizes reliability, safety, and time-saving routines, favoring durable, modular, transparently priced solutions and…
Nicholas Gonzalez
Nicholas Gonzalez is a bilingual non-citizen owner-operator of a high-earning mobile auto detailing studio in suburban Spokane. A pragmatic homeowner, he’s ROI-driven, prioritizes durability and offline-capable tools, cooks at home, trains regularly, and su…
Kamryn Salas
Kamryn Salas, 22, is a bilingual Orlando, FL theme-park guest services worker studying Entertainment Technology. A rural renter on <$25k, she budgets tightly, prioritizes reliability, meal-preps, maintains her Civic, attends church, and loves cars, live mus…
Kathryn Quezada
Kathryn Quezada is a 25-year-old EHS/compliance specialist in Gulf Coast mining, married with no kids, living rurally outside Biloxi. Field-driven, safety-first and research-heavy, she prioritizes durable, repairable gear, time-saving tools, planned finance…
Reynaldo Hernandez
Reynaldo Hernandez, 47, a never-married co-parent of two in semi-rural Paterson, NJ, works credit-union loan servicing with reduced hours, owns an inherited bungalow, earns under $25k, budgets carefully, is bilingual (Spanish), mobile-first, value-driven, r…
Quentin Hernandez
Quentin Hernandez is a 46-year-old, married with one child in Kearney, NE, and is a bilingual Pacific Islander and credit union relationship manager. Frugal, community-minded, and privacy-conscious, he prioritizes reliability, transparent costs, mobile-firs…
Brayden Velasquez
Brayden Velasquez, 25, married in Ann Arbor, MI, is on a planned HCI/design sabbatical, building an indie game, photo zine, and ceramics line. Spanish-at-home, progressive Catholic, privacy-minded; $200k+ household income, condo owner, values community, sus…
Diana Hidalgo
Diana Hidalgo, 77, is a widowed homeowner in Wheeling, WV. On Medicare and mobile-only online, she budgets on a fixed income, speaks Spanish at home, and enjoys classic cars, thrifty fashion, YouTube how‑tos, and walks with her rescue dog, Pepita.
Alisha Hernandez
Alisha Hernandez is a bilingual, budget-wise 38-year-old mom in suburban Orlando balancing warehouse work with raising two young kids. She owns a modest home, drives an older but reliable car, and stretches every dollar through planning, rebates, and smart…
Morgan Sandoval
Morgan Sandoval, 28, is a bilingual Hispanic professional in rural Mesa, AZ, married with no kids. A Customer Support Operations Lead at a Phoenix SaaS company, she works from home and values reliability, clear pricing, privacy, and community impact.
Jeremy Rodriguez
Jeremy Rodriguez, 47, is a Naperville, IL–based healthcare operations lead managing a 12-person team. Married, no kids, he’s budget-savvy, community-minded, and tech-forward; values durable, fairly priced gear, favors Android compatibility, and spends free…
Nichole Olivares
Nichole Olivares, 24, Lansing-based hospital project coordinator, Spanish-speaking and community-minded. Owns a townhouse, carpools, and budgets with YNAB. Studying a BS in Healthcare Administration. Volunteers as a bilingual clinic interpreter; values evid…
Nicole Dias
Nicole Dias, 45, is a married, Hispanic mom in Shadow Hills, Los Angeles. A former retail visual merchandiser, she runs a small crafting side hustle. On about $120k household income, she prioritizes durability, convenience, reviews, and transparent, inclusi…
Justin Garcia
Justin Garcia, 30, is a Chicago-based commercial leasing broker earning $150k–$199k. Divorced with no children, owns a one-bedroom condo, drives to client showings, and values time, quality, and transparency. Design-minded cook who volunteers locally.
Jill Rosales
Jill Rosales, 38, is a mining maintenance tech living rurally near Albuquerque. Married without children and a homeowner, she has variable mid-range income and prioritizes reliability, safety, and time-saving value—favoring durable gear, reviews, fitness, g…
Rachel Sanchez
Rachel Sanchez is a 35-year-old Fresno homeowner and credit union rep. On a $25k–$49k income, she budgets carefully, is uninsured, rents out a bedroom, volunteers locally, cooks thrifty meals, and values transparency, durability, and community.
Diego Cordero
Diego Cordero, 26, is a rural DIY homeowner retraining for low-voltage/field tech after warehouse downsizing. Bilingual in English and Spanish, budget-focused, values durability and transparent specs, volunteers on a church sound board, and makes review-dri…
Chuck Portillo
Chuck Portillo, 55, is an early-retired former warehouse operations lead in Omaha, NE. Lives alone in an owned condo on a $50k–$74k budget. Practical, privacy-aware; favors durable, simple tools. Anchors free time in photography, films, and reading.
Daniel Brambila
Daniel Brambila, 55, Cincinnati-based bilingual sales/office admin, lives alone with a rescue dog and cat in a paid-off condo. Frugal and practical, values reliability, clear costs, community ties, stable work, car upkeep, and simple, durable purchases.
Jerry Rodriguez
Jerry Rodriguez, 53, is a Hillsboro, OR logistics operations supervisor, married with two kids. Bilingual and hands-on, prioritizes reliability, safety, and total cost. Family-first, budgets carefully, grills and games on weekends, volunteers, and trusts cl…
Christy Alcantar
Christy Alcantar, 60, married mother in rural Springfield, MA, is a practical, community-minded former office manager. Not in the labor force, she volunteers with animal rescue, loves classic cars and home cooking, and buys durable, repairable, pet-safe pro…
Katie Perez
Katie Perez, 46, is a rural Albany, NY tech operations manager, married with a 12-year-old daughter. Primary earner, pragmatic and privacy-minded, she’s a Muslim convert who values durable, low-hassle tools, DIY, gardening, and photography.
Makenna Cuevas
Makenna Cuevas, 23, is a Lowell, MA homeowner and remote condition monitoring tech in mining. Earning low-$60k, she budgets carefully, values durable, proven gear, and spends free time gaming, hiking with her rescue dog, and meal-prepping.
Kelly Ocasio
Kelly Ocasio, 60, is a bilingual warehouse floor lead and forklift operator in rural Erie, PA. Never married with three adult children, she's pragmatic, safety-focused, budget-conscious, volunteers at her church, batch cooks, and maintains her older SUV.
Alexandra Lopez
Alexandra Lopez, 33, is a Lakewood, CO–based spa operations manager overseeing a 22-person team. She lives solo with a rescue cat, earns $100k–$149k, budgets and invests diligently, favors polished-casual aesthetics, and unwinds with hikes, gaming, and travel.
Jay Gutierrez
Jay Gutierrez, 48, is a married operations manager in El Paso, TX. Pragmatic and budget-minded, he’s a DIY, hike-and-movie-weekend type who prizes reliability, clear warranties, and durable, easy‑to‑service gear. No kids; $75k–$99k income.
Kevin Dominguez
Kevin Dominguez, 33, is a male Evansville homeowner pausing traditional work to renovate his fixer-upper and grow a resale/crafts side business. Frugal, uninsured, Spanish-at-home; budget-minded, repair-first, privacy- and transparency-focused, leaning Repu…
Louis Hinojosa
Louis Hinojosa, 75, is a retired civil engineer in Owensboro, KY. Married with one adult child, he’s pragmatic, offline-first, and budget-disciplined—favoring durable, low-friction products, human support, gardening, print media, and short, well-planned roa…
Brian Vega
Brian Vega, 57, is a Baltimore renter married to Marisol, a nurse manager. Not currently working; former warehouse/facilities lead. Spanish at home, English fluent. Budget- and value-focused; volunteers, gardens, sells simple crafts; uses Medicaid; follows…
Joseph Beckner
Joseph Beckner, 27, is a nonbinary renter in Bloomington, MN, sharing an apartment with a roommate. Not currently working, they budget tightly, cook Filipino dishes, game, garden, and value transparency and inclusion, considering culinary or UX training.
Alexis King
Alexis King, 25, is a bilingual logistics worker near Des Moines who budgets tightly, values durable, repairable gear, and plans purchases via reviews and total cost of ownership. Early-shift dock lead, upskilling for supply-chain roles; weekends hiking, ph…
Scott Llerena
1) Basic Demographics
Scott Llerena is a 62-year-old married man living in the planned, leafy suburb of Columbia, Maryland. He’s White (Non-Hispanic), a U.S. citizen, and speaks Spanish at home—his wife, Elena Martínez-Brown (retired Navy nurse t…
Victoria Magdaleno
Victoria Magdaleno is a 71-year-old, Hispanic, Protestant, married, child-free renter in suburban Provo, Utah. A retired school counselor and community education manager, she lives on $50k-$74k, skips home internet, uses library Wi-Fi, volunteers, and prize…
James Valdes
James Valdes, 48, is a bilingual Hispanic San Antonian. Married, no children, he owns a paid-off bungalow, lives on under $25k, unemployed, pursuing side gigs, GED prep, and a food micro-business. Frugal and church-centered, he values reliability and transp…
Sandra Ventura
Sandra Ventura, 58, is a widowed San Antonio product operations manager who owns a home near Mahncke Park. Pragmatic and community-minded, she has two adult children, gardens, cooks, volunteers, manages mild hypertension, and prioritizes reliability, privac…
Sex / Gender
Race / Ethnicity
Locale (Top)
Occupations (Top)
| Age bucket | Male count | Female count |
|---|
| Income bucket | Participants | US households |
|---|
Summary
Themes
| Theme | Count | Example Participant | Example Quote |
|---|
Outliers
| Agent | Snippet | Reason |
|---|
Overview
Key Segments
| Segment | Attributes | Insight | Supporting Agents |
|---|---|---|---|
| Younger adults (approx. 22–35) | Age 22–35; mix of entry-to-mid-level occupations; geographically diverse; concise responders | More likely to answer 'Yes' and to treat holiday classification pragmatically - they accept on-screen Christmas cues as sufficient and are comfortable including the film in casual holiday viewing. | Raven Villafana, Joel Moreno, Juan Brambila, Kathy Martinez, Siobhan Mondragon |
| Older adults / retirees (approx. 65+) | Retirees or older workers; emphasize traditional holiday values | Skew toward 'Partly' or 'No'; they prioritize classic Christmas themes (family, forgiveness, warmth) and often reject high-violence or non-sentimental stories as 'true' Christmas movies. | James Castillo, David Haro, Joan Garcia, Gerald Broadrick |
| Hispanic / culturally-identifying respondents | Self-identified Hispanic or bilingual; use culturally specific holiday references | Frequently give 'Partly' answers anchored in cultural rituals and holiday foods - they apply identity-based criteria when deciding what 'counts' as a Christmas movie, making them valuable for culturally targeted programming. | Sheila Maciel, Curtis Hernandez, Dawnya Villalpando, Lisette Silvestre |
| Hospitality / guest experience roles | Concierge, guest experience, hospitality workers; programming-oriented mindset | Practical and programming-friendly: comfortable slotting Die Hard into December/holiday rotations regardless of sentimental fit - treat it as a seasonal staple that drives engagement. | Raven Villafana, Charles Castanares, Mack Hinojosa |
| Administrative / office roles | Office-based occupations, managers, assistants; reference workplace rituals | Anchor classification to observable on-screen cues (office party, decorations) and thus more often answer 'Yes' or 'Partly' - office scenes function as a decisive signal for holiday inclusion. | Larry Hunter, Sheila Maciel, Tara Cortes, Chuck Portillo |
| Tone/theme prioritizers (small minority) | Prefer narrative/theme-based classification; value sentiment over setting | Reject the Christmas label when a film lacks classic holiday themes or tone; less swayed by visual cues and more by story arcs about family, miracles, or forgiveness. | David Haro, Kelly Rodriguez, Glennda Perez, Robert Lopez |
Shared Mindsets
| Trait | Signal | Agents |
|---|---|---|
| Emphasis on on-screen cues (decorations, carols, parties) | Both the 'Yes' and many 'Partly' respondents treat visible holiday signifiers as sufficient justification to include Die Hard in seasonal viewing; setting and props are primary heuristics. | William Rasco, Nolan Navarro, Charles Castanares, Larry Hunter, Joel Moreno |
| 'Partly' responses are more elaborated and culturally specific | 'Partly' respondents provide longer, nuanced rationales (vibe vs spirit, cultural foods, rituals), offering rich signals for segmentation and culturally-aware programming. | Sheila Maciel, Curtis Hernandez, Chuck Portillo, Jessica Bustillos, Hailey Coronado |
| Tone/theme prioritization among a minority | A smaller cohort rejects the Christmas label because they prioritize narrative themes (forgiveness, family, miracles) and an overall sentimental tone over visual cues or setting. | David Haro, Kelly Rodriguez, Glennda Perez, Robert Lopez |
| Pragmatic programming mindset | Across ages and industries, many accept the film as a seasonal action staple suitable for December lineups even if it isn’t a 'traditional' Christmas movie - useful guidance for scheduling and promotional imagery. | Frank Valdez, Larry Hunter, Brandon Camacho, Mack Hinojosa |
Divergences
| Segment | Contrast | Agents |
|---|---|---|
| Younger adults vs Older adults | Younger respondents more readily accept visual cues and answer 'Yes'; older respondents emphasize traditional themes and skew to 'Partly' or 'No'. | Raven Villafana, Joel Moreno, James Castillo, David Haro |
| Hispanic / culturally-identifying respondents vs non-cultural cue responders | Hispanic-identified respondents often deploy cultural rituals/food as decisive criteria ('Navidad stack', tamales, etc.), whereas others rely primarily on generic visual cues (decorations, carols). | Sheila Maciel, Curtis Hernandez, Lisette Silvestre, Larry Hunter |
| Hospitality / programming-oriented roles vs tone/theme prioritizers | Hospitality workers favor pragmatic inclusion for scheduling/engagement; tone-focused respondents resist classification unless the film aligns with classic sentimental holiday narratives. | Charles Castanares, Mack Hinojosa, Glennda Perez, Robert Lopez |
| Administrative/office roles vs theme-prioritizers | Office-role respondents treat workplace holiday scenes as decisive evidence for 'Christmas' status, while theme-prioritizers dismiss such scenes as insufficient without underlying sentimental themes. | Larry Hunter, Tara Cortes, Chuck Portillo, Kelly Rodriguez |
Overview
Quick Wins (next 2–4 weeks)
| # | Action | Why | Owner | Effort | Impact |
|---|---|---|---|---|---|
| 1 | Clean and de-duplicate responses | Enterprise clients expect trustable tallies; one-word duplicates and zero-filled Q2–Q4 reduce credibility. Cleaning raises confidence in the 45/45/10 split. | Research Ops | Low | High |
| 2 | One-page Programming & Messaging Guide | Package ‘holiday action staple’ copy, do/don’t claims, and asset cues (lights, carols, office party) for December lineups; avoids ‘family classic’ promises. | Insights Lead | Low | High |
| 3 | Introduce ‘Vibe vs Spirit’ scorecard | A simple rubric (visible cues vs thematic core) makes the split legible and reusable across categories (e.g., CPG seasonal-but-not-core occasions). | Product Insights | Med | High |
| 4 | Cultural markers coding pass | Tag identity-based cues (foods, language) to enable culturally-aware targeting without overgeneralizing. | Qual Analytics | Low | Med |
| 5 | Question design fix and required responses | Ensure Q2–Q4 are mandatory; add attention checks and minimal-length prompts to reduce low-effort answers. | Research Ops | Low | High |
| 6 | Segment snapshot for clients | Create two-sided cut: Yes/pragmatists vs Partly/theme prioritizers with tailored copy lines; quick value for media/retail partners. | Client Solutions | Low | Med |
Initiatives (30–90 days)
| # | Initiative | Description | Owner | Timeline | Dependencies |
|---|---|---|---|---|---|
| 1 | Standardized Holiday Classification Framework v1 | Develop a scoring model that weights on-screen seasonal cues vs thematic core (‘Vibe vs Spirit’), with thresholds for Yes/Partly/No, examples, and guidance. Deliver as a template slide and a simple calculator. | Product Insights + Data Science | 4 weeks | Cleaned dataset, Agreed taxonomy for cues and themes, Design resourcing for template |
| 2 | Nationally Representative Validation Study | Field N=1,000 with quotas (age, region, ethnicity) to validate the 45/45/10 split, quantify segments, and add copy preference testing for ‘holiday action’ vs ‘family classic’. | Research Lead | 6–8 weeks | Panel partner quotas, IRB/consent and incentives, Updated survey instrument (mandatory Q2–Q4) |
| 3 | Creative and Copy A/B Testing | Test promotional lines emphasizing setting/soundtrack vs sentimental themes; measure intent/engagement lift. Generalize approach for seasonal CPG/retail packaging tests. | Growth Experiments | 3–4 weeks | Creative assets, Test audience acquisition, Analytics pipeline for CTR/intent |
| 4 | Data Quality Automation | Implement auto-deduping, speeders/bots detection, open-ended quality scoring, and response completeness enforcement for enterprise-grade reliability. | Engineering + Research Ops | 2–3 weeks | Device/ID fingerprinting, Quality scoring heuristics, QA and monitoring dashboards |
| 5 | Cultural Micro-Panels | Recruit and tag opt-in subpanels (e.g., bilingual/Hispanic) to probe identity-based criteria and improve culturally nuanced recommendations. | Panel Ops | 6 weeks | Recruitment and incentives, Cultural review guidelines, Consent for profiling tags |
KPIs to Track
| # | KPI | Definition | Target | Frequency |
|---|---|---|---|---|
| 1 | Data Quality Index | Share of responses passing dedupe, attention checks, and open-ended richness thresholds. | ≥95% | Per study |
| 2 | Representation Score | Percent of target quota cells filled (age, region, ethnicity). | ≥90% | Per study |
| 3 | Framework Coverage Rate | Percent of responses automatically classified by the ‘Vibe vs Spirit’ framework without manual override. | ≥85% | Per study |
| 4 | Client Deck Utilization | Number of enterprise clients adopting the programming/messaging template in a quarter. | ≥10 clients | Monthly rollup |
| 5 | Messaging Lift | Relative engagement or intent lift for ‘holiday action’ copy vs control in A/B tests. | +10–15% | Per test |
| 6 | Turnaround Time | Days from field close to enterprise-ready report. | ≤5 days | Per study |
Risks & Mitigations
| # | Risk | Mitigation | Owner |
|---|---|---|---|
| 1 | Non-representative sample may bias the 45/45/10 split. | Run quota-based validation; weight results; disclose sampling caveats clearly. | Research Lead |
| 2 | Cultural cues could be misinterpreted or stereotyping may occur. | Apply cultural reviewer pass; codify respectful language guidelines; use opt-in identity tags. | Qual Director |
| 3 | Stakeholders over-index on a polarizing title and misapply insights. | Publish a generalizable framework and replicate on 2–3 additional titles (e.g., Gremlins) for triangulation. | Insights Lead |
| 4 | Data duplication and low-effort answers erode trust. | Automate dedupe, enforce minimum-length open-ends, include attention checks and device fingerprinting. | Research Ops |
| 5 | Seasonality limits shelf life of recommendations. | Create an evergreen ‘seasonal classification’ template applicable beyond December and across industries. | Product Insights |
Timeline
- Data cleaning, dedupe, Q2–Q4 instrument fix
- One-page programming/messaging guide
Phase 1 (Week 2–4):
- ‘Vibe vs Spirit’ framework v1
- Data quality automation MVP
Phase 2 (Week 4–8):
- National validation study (quota-based)
- Creative A/B tests and messaging lift readout
- Cultural micro-panel recruitment
Phase 3 (Week 8+):
- Enterprise-grade report package and client enablement
- Replication on additional titles/categories for generalization
Objective and context
Test Organization Name set out to understand public consensus on whether “Die Hard” (1988) is a Christmas movie. The completed qualitative pulse (N=100) delivers a clear split verdict and a practical programming/marketing stance, while also surfacing cultural and demographic nuances that shape how people apply the “Christmas movie” label.
What we heard (question-level learnings)
Responses to “Do you consider ‘Die Hard’ a Christmas movie?” split nearly evenly: 45 Yes, 45 Partly, 10 No. The dominant pattern is pragmatic: many accept the film as part of December viewing because of its explicit seasonal setting, music, and office-party scenes, yet hesitate to call it a “true” Christmas film due to limited traditional themes (family reconciliation, miracle, warmth).
- Yes (45): Classification anchored to visible cues (decorations, carols, date). Example: William Rasco - “Yes.”
- Partly (45): Holiday-adjacent-belongs in December rotation for vibe/setting, but lacks the holiday spirit (forgiveness, miracle, peace). Example: Sheila Maciel - “Partly… I’ll watch it in December… but it’s not in my Navidad stack.”
- No (10): Rejects label due to violent tone and action-forward genre. Example: David Haro - “No.”
Notable divergences include identity-based criteria (holiday foods, language, cultural rituals) that inform “Partly” classifications (e.g., Sheila Maciel; Curtis Hernandez). We also observed concise, single-word replies (potential duplicates/simple submissions), indicating an instrument/data-quality opportunity.
Persona correlations and demographic nuances
- Younger adults (22–35): Tilt toward Yes, pragmatically using on-screen cues to include the film in holiday viewing (e.g., Raven Villafana, Joel Moreno).
- Older adults/retirees (65+): Skew to Partly/No, prioritizing classic themes and sentiment (e.g., James Castillo, David Haro).
- Hispanic/culturally-identifying respondents: Frequently Partly, applying cultural rituals and foods as criteria (“Navidad stack,” tamales, pastries) (e.g., Sheila Maciel, Curtis Hernandez).
- Hospitality/guest experience roles: Programming-oriented pragmatists who slot it as a seasonal staple (e.g., Raven Villafana, Mack Hinojosa).
- Administrative/office roles: Office-party scenes act as decisive “Christmas” signal-more Yes/Partly (e.g., Larry Hunter, Chuck Portillo).
- Tone/theme prioritizers (minority): Dismiss setting; insist on sentimental narrative for the label (e.g., Kelly Rodriguez, Robert Lopez).
Implications and recommendations
Position “Die Hard” as a holiday action staple-lean into lights, carols, and office-party chaos-rather than a sentimental, family-centered Christmas centerpiece. This framing reaches both the Yes camp (visible cues suffice) and the large Partly cohort (seasonal vibe without overpromising “Christmas spirit”). Build a reusable vibe vs spirit framework (visible cues vs thematic core) to classify seasonal content and guide December programming and promotional copy.
- Create a one-page Programming & Messaging Guide emphasizing holiday setting/soundtrack and avoiding “family classic” claims.
- Introduce a vibe vs spirit scorecard to standardize classification across titles and extend to adjacent categories (e.g., seasonal CPG/retail activations).
- Conduct creative A/B tests comparing “holiday action” messaging vs sentimental themes to quantify engagement lift.
Risks and guardrails
- Representativeness: Current split (45/45/10) may reflect sample bias; validate with quotas and weighting.
- Cultural sensitivity: Identity cues (foods/language) can be misused; apply cultural review and opt-in tagging.
- Data quality: One-word/duplicate submissions erode trust; implement dedupe, attention checks, and minimum open-end lengths.
- Overgeneralization: Avoid extrapolating from one polarizing title; replicate on comparable films (e.g., Gremlins).
Next steps and measurement
- Week 0–1: Clean/dedupe dataset; fix instrument (mandatory follow-ups); publish a one-page “holiday action staple” guide.
- Week 2–4: Deliver vibe vs spirit Framework v1 and data-quality automation MVP.
- Week 4–8: Field a nationally representative validation study (N≈1,000 with quotas) and run creative A/B tests; recruit cultural micro-panels.
- Week 8+: Package an enterprise-ready report and replicate the framework on additional titles/categories.
- KPIs: Data Quality Index ≥95%; Representation Score ≥90%; Framework Coverage ≥85%; Client Deck Utilization ≥10 clients/quarter; Messaging Lift +10–15% vs control.
- Decision rule: If validation confirms the split and A/B tests show lift for “holiday action” copy, standardize this positioning for December programming and extend the framework to other seasonal assets.
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Have you ever watched 'Die Hard' (1988) all the way through?single select Validates that classifications reflect firsthand viewing; informs whether to screen non‑viewers in future waves.
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How confident are you in your personal classification of whether 'Die Hard' is a Christmas movie?likert Measures firmness of opinions to judge consensus strength and anticipate controversy risk.
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Which attributes are most important to you when deciding if a film is a “Christmas movie”? In each set, choose the most and least important. Attributes: set during the Christmas season; prominent Christmas decorations/visuals; Christmas music in the soundtrack; plot centers on Christmas-related events; themes of family/reconciliation; themes of generosity/forgiveness/peace; presence of Santa or religious elements; warm/wholesome tone; miraculous/magical elements; release timing near December; su...maxdiff Identifies decisive criteria behind labels to interpret the split and refine messaging claims.
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Please indicate your agreement with the following statements about what qualifies a movie as a “Christmas movie”: Setting during Christmas is sufficient to qualify; Holiday themes (family, generosity, peace) are necessary to qualify; A movie with high violence cannot be a Christmas movie; Genre (e.g., action, horror) does not affect whether a movie can be a Christmas movie; Use of Christmas music alone is sufficient to qualify; Release timing in December contributes to qualification; Audience tr...matrix Clarifies necessary vs. sufficient conditions guiding labels, informing how firmly to frame the film.
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How do you think most U.S. adults classify 'Die Hard'?single select Maps perceived consensus vs. actual results, guiding communications tone (assertive vs. playful debate).
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Which of the following films do you personally consider Christmas movies? Select all that apply: Home Alone (1990); Gremlins (1984); Batman Returns (1992); Lethal Weapon (1987); Iron Man 3 (2013); The Nightmare Before Christmas (1993); Kiss Kiss Bang Bang (2005); The Ref (1994); Edward Scissorhands (1990); Trading Places (1983).multi select Anchors boundaries by association and shows clustering, informing how 'Die Hard' is grouped in consumers’ minds.
Research group: N=100 U.S.-based adults (ages 22–77, mean 46) across states and common occupations.
What they said: 45 Yes, 45 Partly, 10 No; “Yes/Partly” respondents point to visible cues (Christmas setting, carols, office party), while “No” respondents prioritize traditional holiday themes and tone; a handful of culturally framed answers and one-word/duplicate-style entries suggest minor data-quality noise without changing the 45/45/10 split. Main insights: “Die Hard” reliably operates as a holiday action staple-audiences accept the seasonal vibe for December rotations, but many resist calling it a “true” Christmas film due to limited warmth/forgiveness/miracle themes.
Clear takeaways:
- Program and merchandise it in December as seasonal action; avoid positioning as a sentimental, family-centered centerpiece.
- Emphasize lights, carols, and office-party chaos in creative; skip “heartwarming classic” claims.
- Tighten data quality (dedupe, attention checks) and validate with a quota-based national follow-up to confirm the 45/45/10 split.
| Name | Response | Info |
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