Ad concept testing survey template
Recall, clarity, appeal, believability and intent for one ad concept; run it once per concept and compare.
6 questions · about 3 minutes to complete · free on every plan
Free account required. The template is copied into your workspace; edit anything before publishing.
- When to use it
- Before producing or spending on a campaign.
- Who it is for
- Target audience, split randomly across concepts.
How to use this template
- Show each respondent one or two concepts at most, randomised.
- Measure recall and clarity, not just liking; likeable ads are often forgettable.
- Ask what the ad is for in an open question to test comprehension.
Questions in the ad concept testing template
1. In your own words, what is this ad trying to tell you?
open text
2. How much did you like the ad?
rating
3. How believable is what it says?
rating
4. How different is it from other ads in this category?
rating
5. After seeing it, how likely are you to find out more?
single choice · Very likely, Likely, Not sure, Unlikely, Very unlikely
6. Which words describe the ad?
multi choice · Clear, Confusing, Funny, Boring, Trustworthy, Annoying, Memorable, Other
What the results look like
IllustrativeSynthetic sample of 120 responses generated for this preview, not real survey data. Your results page shows the same charts for your own responses.
1.How much did you like the ad?
120 answered| Answer | Count | Percent |
|---|---|---|
| 1 | 9 | 8% |
| 2 | 16 | 13% |
| 3 | 22 | 18% |
| 4 | 36 | 30% |
| 5 | 37 | 31% |
2.How believable is what it says?
120 answered| Answer | Count | Percent |
|---|---|---|
| 1 | 8 | 7% |
| 2 | 12 | 10% |
| 3 | 26 | 22% |
| 4 | 28 | 23% |
| 5 | 46 | 38% |
3.How different is it from other ads in this category?
120 answered| Answer | Count | Percent |
|---|---|---|
| 1 | 10 | 8% |
| 2 | 20 | 17% |
| 3 | 21 | 18% |
| 4 | 35 | 29% |
| 5 | 34 | 28% |
4.After seeing it, how likely are you to find out more?
120 answered| Answer | Count | Percent |
|---|---|---|
| Very likely | 31 | 26% |
| Likely | 30 | 25% |
| Not sure | 3 | 3% |
| Unlikely | 27 | 23% |
| Very unlikely | 29 | 24% |
How to read these questions
- rating: Report the mean and the top-two-box share (the two highest points). Top-two-box is easier to explain and less sensitive to a few extreme answers.
- single choice: Read the share choosing each option, then cross-tab by a segment question to see who differs.
Frequently asked questions
How do I test two ads against each other?
Split respondents randomly, show each group one ad, ask identical questions, then compare. Showing both to everyone biases toward whichever came first.
How long does the ad concept testing survey take to complete?
About 3 minutes: 6 questions, most of them single-tap. Every question can be edited, removed or reordered in the builder before you publish.
Is this template free to use?
Yes. Every template is included on the Free plan. Sign up, click Use this template, and it is copied into your workspace where you can edit it, add your logo and share it by link, email or embed.
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