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Marketing & Growth

Post-Exposure Ad Effectiveness: Recall, Brand Lift & Intent

Measures unaided and aided ad recall, creative reactions, brand perception shifts, and purchase intent following ad exposure. Designed for marketing researchers evaluating campaign performance across channels.

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Post-Exposure Ad Effectiveness: Recall, Brand Lift & Intent

Welcome! You are being invited to participate in a short research survey about advertising. This should take approximately 12 minutes. Your participation is entirely voluntary, and you may stop at any time. There are no right or wrong answers — we are interested in your honest opinions. All responses are confidential and will be reported only in aggregate. By continuing, you indicate that you have read and understand the above information and agree to participate.

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デフォルト テーマ。色とフォントは自由に変更できます。

設問の例

テンプレートの内容をプレビューできます。すべての設問は公開前に自由に編集できます。

全25問・約12分
メッセージ

Welcome! You are being invited to participate in a short research survey about advertising. This should take approximately 12 minutes. Your participation is entirely voluntary, and you may stop at any time. There are no right or wrong answers — we are interested in your honest opinions. All responses are confidential and will be reported only in aggregate. By continuing, you indicate that you have read and understand the above information and agree to participate.

Q01
選択式

Where did you most recently see this ad? (Select one.)

  • TV or cable
  • Streaming video (e.g., YouTube, Hulu)
  • Social media feed or stories
  • Website or online article
  • Search results
  • Mobile app or game
  • Email
  • Outdoor / billboard / transit
  • In-store or on-shelf
  • Other
  • Not sure
Q02
プルダウン

When did you last see this ad?

  • Just now in this survey
  • Earlier today
  • In the last 3 days
  • 4–7 days ago
  • More than a week ago
  • Not sure / Don't recall
メッセージ

Please take a moment to review the ad shown below. Once you have viewed it, continue to the next page. Ad: A 30-second video opens in a busy family kitchen on a weekday morning. A parent hands a child a breakfast bar as they head out the door, while a voiceover says, "Good mornings start with real ingredients." The ad ends on a close-up of the product package and the line "Find it in stores near you."

Q03
自由回答（長文）

Without looking back, what brand do you believe was being advertised? (Type your answer below, or leave blank if unsure.)

Q04
オピニオンスケール

How clearly could you tell which brand the ad was for?

スケール: 1 – 7
最小:Not at all clear最大:Extremely clear
Q05
自由回答（長文）

In your own words, what was the main message of the ad?

Q06
選択式

Which elements of the ad stood out to you? (Select all that apply.)

  • Brand / logo
  • Product visuals
  • Price or promotion
  • Tagline / slogan
  • Spokesperson / creator
  • Music / sound
  • Story / emotion
  • Colors / visual style
  • I don't recall specific elements
  • Other
Q07
オピニオンスケール

Overall, how appealing did you find this ad?

スケール: 1 – 7
最小:Not at all appealing最大:Extremely appealing
Q08
オピニオンスケール

How clear was the ad's call to action (i.e., what it wanted you to do next)?

スケール: 1 – 7
最小:Not at all clear最大:Extremely clear
Q09
オピニオンスケール

How familiar are you with the advertised brand?

スケール: 1 – 7
最小:Not at all familiar最大:Extremely familiar
Q10
オピニオンスケール

How favorable is your overall opinion of the advertised brand?

スケール: 1 – 7
最小:Very unfavorable最大:Very favorable
Q11
選択式

Which best describes how you think of the advertised brand compared to other brands in this category?

  • It's my first choice
  • One of several I consider
  • A backup option
  • I rarely consider it
  • I would not consider it
Q12
オピニオンスケール

Compared to before seeing this ad, how has your trust in the advertised brand changed, if at all?

スケール: 1 – 7
最小:Decreased a lot最大:Increased a lot
Q13
オピニオンスケール

Compared to before seeing this ad, how has your perception of the advertised brand's quality changed, if at all?

スケール: 1 – 7
最小:Decreased a lot最大:Increased a lot
Q14
オピニオンスケール

Compared to before seeing this ad, how has the relevance of the advertised brand to your needs changed, if at all?

スケール: 1 – 7
最小:Decreased a lot最大:Increased a lot
Q15
オピニオンスケール

How likely are you to consider the advertised brand the next time you shop in this category?

スケール: 1 – 7
最小:Very unlikely最大:Very likely
Q16
オピニオンスケール

Thinking about the next 7 days, how likely are you to search for more information about the advertised brand because of this ad?

スケール: 1 – 7
最小:Very unlikely最大:Very likely
Q17
オピニオンスケール

Thinking about the next 7 days, how likely are you to visit the advertised brand's website or store because of this ad?

スケール: 1 – 7
最小:Very unlikely最大:Very likely
Q18
オピニオンスケール

Thinking about the next 7 days, how likely are you to make a purchase from the advertised brand because of this ad?

スケール: 1 – 7
最小:Very unlikely最大:Very likely
Q19
選択式

If you plan to take any action related to this ad, when do you expect to do so?

  • Within 24 hours
  • In 2–3 days
  • Within a week
  • Longer than a week
  • I don't plan to take any action
Q20
AIインタビュー

Based on your responses in this survey, please share any additional thoughts or feelings about the ad you saw. What, if anything, stood out most to you?

Q21
プルダウン

What is your age?

  • 18–24
  • 25–34
  • 35–44
  • 45–54
  • 55–64
  • 65+
  • Prefer not to say
Q22
選択式

Which of the following best describes your gender?

  • Woman
  • Man
  • Non-binary or gender diverse
  • Prefer not to say
Q23
プルダウン

What is the highest level of education you have completed?

  • Some high school or less
  • High school diploma or equivalent
  • Some college or associate degree
  • Bachelor's degree
  • Postgraduate degree
  • Trade / technical certification
  • Prefer not to say
Q24
プルダウン

Where do you currently live?

  • United States
  • Canada
  • United Kingdom
  • Ireland
  • Australia
  • New Zealand
  • European Union (non-UK)
  • Other Europe
  • India
  • Southeast Asia
  • Other
Q25
選択式

Which device are you using to take this survey?

  • Smartphone
  • Desktop or laptop
  • Tablet
  • Other
メッセージ

Thank you for completing this survey! Your responses have been recorded and will be kept confidential.

含まれる機能

  • AIによる深掘り

    自由回答に合わせてAIが追加で質問し、固定のフォームでは拾えない具体的な内容を引き出します。

  • 注意確認設問

    急いだ回答や質の低い回答者を除外する仕組みを標準で備えています。

  • AIが作成する設問文

    文言、設問の順序、条件分岐をAIが調査の目的に合わせて作成します。

  • 自動レポート

    回答が集まると、テーマ、引用、わかりやすい要約が自動で作成されます。

他ツールとの比較

ほかのアンケートツールで最も近いテンプレートを調べました。それぞれの優れている点と、このテンプレートがさらに踏み込んでいる点をまとめています。

このテンプレートを選ぶ理由

  • Captures both unaided recall (open-text brand guess before any prompting) and aided recall/familiarity in the same flow, rather than only general brand perception questions
  • Includes a structured pre/post exposure design — respondents view the actual ad creative, then answer on message clarity, appeal, and call-to-action clarity
  • Adds an AI follow-up interview at the end that asks for open-ended elaboration on the respondent's own prior answers, surfacing verbatim reactions a fixed question set would miss
  • Tracks directional shifts in trust, quality perception, and relevance attributable to the specific ad exposure, plus 7-day intent signals (search, site visit, purchase) segmented by expected action timing

SurveySparrow

Brand Perception Survey Template

A general brand perception template covering awareness and favorability rather than a post-exposure ad recall/brand-lift instrument. Usable as a fielding-ready form but not built around a specific ad-viewing step or recall staging. Good for ongoing brand tracking rather than campaign-level creative testing.

優れている点

  • Ready-to-use brand perception question set
  • Likely supports SurveySparrow's standard distribution and reporting tools

物足りない点

  • No adaptive AI follow-up probing on individual answers
  • No visible structure for showing an ad creative and separating unaided vs. aided recall
  • No published methodology on how questions were designed or scored

Jotform

Brand Perception Survey Form Template

A static, customizable form template focused on general brand perception rather than ad exposure effects. Strong as a drag-and-drop form builder option, but lacks the recall-staging and intent-tracking structure needed for campaign effectiveness studies. Best suited for simple perception snapshots, not multi-stage ad testing.

優れている点

  • Easy drag-and-drop customization typical of Jotform
  • Wide integration options with other Jotform tools/workflows

物足りない点

  • No adaptive AI interviewing or voice interview option
  • No built-in ad-exposure step or unaided/aided recall sequencing
  • No automated per-response quality scoring

SurveyMonkey

Brand Pulse Survey: Campaign Awareness Template

The most directly comparable of the four, explicitly framed around campaign awareness rather than general brand perception. Likely covers ad exposure and recall at a high level, backed by SurveyMonkey's established reporting dashboards. Still a fixed-question template without adaptive follow-up or creative-reaction depth.

優れている点

  • Purpose-built for campaign awareness tracking
  • Backed by SurveyMonkey's established analytics and benchmarking tools

物足りない点

  • No adaptive AI or voice interview follow-up to probe open-ended reactions
  • No visible mechanism for separating unaided vs. aided recall in sequence
  • No transparent prompt/methodology disclosure

Typeform

Brand Perception Survey Template

A conversational-style static form focused on general brand perception, using Typeform's familiar one-question-at-a-time UI. Good for lightweight brand sentiment checks but not designed around ad-exposure staging or campaign-specific intent metrics. No indication of AI-driven follow-up questioning.

優れている点

  • Polished, conversational one-question-per-screen UI
  • Simple to customize branding and question wording

物足りない点

  • No adaptive AI follow-up or voice interview capability
  • No structured ad-viewing/recall staging built into the flow
  • No automated quality scoring of responses

よくあるご質問

「Post-Exposure Ad Effectiveness: Recall, Brand Lift & Intent」テンプレートにはどのような設問が含まれていますか？

すぐに使える設問が25問含まれており、最初の設問は次のとおりです：「Where did you most recently see this ad? (Select one.)」・「When did you last see this ad?」・「Without looking back, what brand do you believe was being advertised? (Type your answer below, or leave blank if unsure.…」。すべての設問は上でプレビューでき、自由に編集できます。

このアンケートの回答にはどのくらい時間がかかりますか？

回答者は通常、25問を約12分で回答し終えます。

テンプレートは編集できますか？

はい。公開前であれば、すべての設問、選択肢、順序を編集できます。設問の追加や削除のほか、調査の目的に合わせた作り直しをAIエディターに依頼することもできます。

このテンプレートは無料で使えますか？

はい。エディターで開けば、すぐに編集を始められます。お試しにアカウントは不要で、無料プランでアンケートを公開できます。

公開の準備はできましたか？

このテンプレートをエディターで開いてみてください。最初の回答者が目にする前に、すべてを自由に変更できます。

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