What did you make of our ad?

Hi 👋 A couple of questions about the ad you have just seen, what you took from it and what you made of it. No right answers, nothing to buy at the end. Under 3 minutes.

1. Which brand was the ad for?

500

2. How well do you know [brand name]?

Select one answer

  • I had not heard of it until now
  • I know the name, nothing more
  • I have tried it
  • I use it regularly

3. How much do you like the ad?

4. What is the ad trying to tell you?

500

5. What does the ad make you think of?

Select up to 2 answers

  • Achievement and success
  • Freedom to be yourself
  • Making a smart choice
  • Fitting in with others
  • Caring for others
  • Making the world better
  • Comfort and an easy life
  • Health and energy

6. Which words describe the ad?

Select up to 3 answers

  • Attention-getting
  • Boring
  • Clever
  • Confusing
  • Emotional
  • Funny
  • Genuine
  • Irritating
  • Memorable
  • Ordinary

7. Does the ad make you want to buy?

Select one answer

  • Definitely not
  • Probably not
  • Not sure
  • Probably yes
  • Definitely yes

8. How does this ad compare with others?

Select one answer

  • Much better
  • Somewhat better
  • About the same
  • Somewhat worse
  • Much worse

9. What works best in the ad?

500

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Survey Templates Market Research

Ad Concept Testing

Who it's for

Marketing teams and agencies with a campaign about to go live. Run it before the media money is spent.

Who answers

People from your target group, anonymously, in two minutes, after being shown the ad once.

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What you'll see

  • Whether people can name the brand the ad was for, which is the test most ads fail
  • What they think the ad is trying to say, in their own words
  • Which words they would use to describe it
  • Whether it makes them want to buy, and how it stands against what else they see

How to get good answers

  • Ask which brand it was for before anything else. If the brand name appears earlier in the survey, that question is ruined.
  • Show the ad once, the way people would really see it. A second viewing measures a version of the ad nobody will ever watch.
  • Test with your target group, not with colleagues. The team has seen the ad forty times and can no longer judge it.
  • Compare against a competitor's ad if you can. A score with nothing to compare it to tells you very little.

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