{
  "study": "brand-priors",
  "version": 1,
  "question": "Holding the product, its specification, price, reliability and support terms fixed, does the company's name and presentation change what simulated industrial buyers choose and how they rate the supplier?",
  "fiction": "Every company, product and person here is fictional and exists only in this simulation.",
  "product": {
    "model": "EG-400",
    "sheet": "EG-400 industrial edge gateway\n- 4 isolated serial ports (RS-485/RS-232), 2 x Gigabit Ethernet\n- Protocols: Modbus RTU, Modbus TCP, OPC UA server, MQTT over TLS\n- Operating temperature -40 C to 70 C; DIN-rail mount; 24 V DC input\n- Signed firmware; security updates committed for 7 years from purchase\n- MTBF 410,000 hours (Telcordia SR-332 calculation); test report available on request\n- Warranty: 3 years, advance replacement\n- Support: phone and email, business hours, first response within 1 business day\n- Lead time: 2 weeks"
  },
  "company_facts": "Founded 2019 | 38 employees | Columbus, Ohio | ships from its own warehouse",
  "identities": {
    "neutral": {"name": "Industrial Gateway Systems", "tagline": "Edge gateways for plant networks", "copy": "neutral"},
    "neutral-placebo": {"name": "Plant Network Devices", "tagline": "Edge gateways for plant networks", "copy": "neutral"},
    "kuvra": {"name": "Kuvra Inc.", "tagline": "Applied research in industrial sensing and networking", "copy": "kuvra"},
    "orume": {"name": "Orume", "tagline": "Industrial connectivity, reduced to what matters", "copy": "orume"},
    "kuvra-name": {"name": "Kuvra Inc.", "tagline": "Edge gateways for plant networks", "copy": "neutral"},
    "orume-name": {"name": "Orume", "tagline": "Edge gateways for plant networks", "copy": "neutral"}
  },
  "copy": {
    "neutral": "{name} designs and sells edge gateways that connect plant equipment to networks and software.",
    "kuvra": "{name} is an applied research company working on industrial sensing and networking. We approach products the way a laboratory approaches instruments: specified, measured and documented before they ship.",
    "orume": "{name}. Industrial connectivity, reduced to what matters. One gateway, considered in every detail, so that the plant network simply works."
  },
  "competitors": {
    "tarnfield": {"label": "Tarnfield Controls TG-410", "price": 1590, "sheet": "Tarnfield Controls TG-410: 4 serial ports, 2 x Gigabit Ethernet; Modbus RTU/TCP, OPC UA, MQTT; -25 C to 70 C; security updates for 5 years; 2-year warranty; support business hours."},
    "bexa": {"label": "Bexa BX-2 Gateway", "price": 1090, "sheet": "Bexa BX-2 Gateway: 2 serial ports, 1 x Gigabit Ethernet; Modbus RTU/TCP, MQTT (no OPC UA); 0 C to 55 C; security updates for 3 years; 1-year warranty; email support."}
  },
  "distractor": {"name": "Corlen Automation", "tagline": "PLC programming and HMI integration services"},
  "competitor_listings": {
    "tarnfield": {"name": "Tarnfield Controls", "tagline": "Industrial networking hardware"},
    "bexa": {"name": "Bexa", "tagline": "Low-cost connectivity for small plants"}
  },
  "prices": [1190, 1490, 1890],
  "base_price": 1490,
  "experience": "Suppose that, whatever you chose above, your site did buy four EG-400 units from {name} and has now run them for six months. All four are running. One unit dropped Modbus TCP connections under load; {name} support replied in two business days and firmware 2.3.1 fixed it. One shipment arrived three days later than promised. There have been no hardware failures.",
  "population": {
    "strata": {"segment": ["technical", "budget", "procurement"]},
    "sample": {
      "name": {"choice": ["Dana Whitfield", "Marcus Oyelaran", "Elena Brandt", "Raj Venkataraman", "Sofia Lindqvist", "Tomasz Kowal", "Grace Achebe", "Hiro Matsuda", "Laura Pineda", "Kwame Asante", "Ingrid Solberg", "Victor Mendes", "Amira Haddad", "Paul Desrosiers", "Nadia Petrenko", "Owen Gallagher"]},
      "industry": {"choice": ["food and beverage", "municipal water treatment", "plastics molding", "automotive parts", "corrugated packaging", "pharmaceutical fill-finish"]},
      "risk": {"choice": ["low", "medium", "high"]},
      "budget": {"choice": [1200, 1400, 1600, 1800, 2000, 2400]},
      "years": {"dist": "uniform", "min": 3, "max": 25},
      "protocols": {"choose": 2, "from": ["Modbus TCP", "OPC UA", "MQTT", "Modbus RTU", "EtherNet/IP"]}
    }
  },
  "personas": {
    "technical": "You are {name}, a controls engineer with {years} years of experience at a {industry} plant. You are choosing edge gateways for a line retrofit (four units) and you care about whether the hardware will work with your equipment ({protocols}) and keep working. Your appetite for unproven suppliers is {risk}. The budget is about ${budget} per unit, but you can argue for more if it is justified.",
    "budget": "You are {name}, owner-operator of a small {industry} business with 22 employees and {years} years in the trade. You need four edge gateways to connect machines ({protocols}) and you pay for them out of your own cash flow. Your appetite for unproven suppliers is {risk}. You would like to spend no more than about ${budget} per unit.",
    "procurement": "You are {name}, a category manager in indirect procurement at a {industry} manufacturer with 4,000 employees; {years} years in procurement. Engineering has asked for four edge gateways ({protocols}) and you must select a supplier that will pass vendor review: financial stability, support and long-term availability matter to you. Your appetite for unproven suppliers is {risk}. The target price is about ${budget} per unit."
  },
  "system": "You are role-playing the buyer described below in a fictional market simulation. Every company and product is fictional. Respond as this person plausibly would, using only what you have been shown and your own background. Reply with one JSON object only.",
  "arms": ["neutral", "neutral-placebo", "kuvra", "orume", "kuvra-name", "orume-name"],
  "control": "neutral",
  "seeds": {"pilot": [1], "final": [11, 12, 13]},
  "buyers_per_seed": {"pilot": 6, "final": 36},
  "budget": {"model_calls_max": 6000, "note": "8 prompts per buyer per arm: discovery, company page, three price branches, experience, name-only and page measurement; 36 buyers x 6 arms x 3 seeds = 5,184."}
}