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Brand Pulse: Campaign Awareness & Recall Survey

Tracks unaided and aided awareness of a specific ad campaign, where people saw it, what stuck, and whether it moved them to act — for brand and media teams running always-on pulse checks. An AI follow-up interview digs into what respondents actually remember and why, surfacing the story behind the recall numbers.

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Sample questions

A preview of what’s in the template. Every question is editable before you launch.

13 questions · ~7 min
Q01
Message

Hi! We're checking in on some recent advertising you may have come across. This will take about 4-5 minutes and there are no wrong answers — we're just as interested in 'I didn't notice it' as we are in 'I loved it.'

Q02
Short Text

Before we show you anything specific: what brand, if any, comes to mind when you think of (Replace with product category, e.g., 'meal delivery apps')? (Template note: replace category before launching.)

Q03
Multiple ChoiceRequired

In the last 30 days, have you seen or heard any advertising from (Replace with your brand name)?

  • Yes, definitely
  • Yes, I think so
  • No
  • Not sure
Q04
Multiple Choice

Where did you see or hear it? Select all that apply.

  • TV
  • Social media
  • Online video (YouTube, streaming)
  • Podcast/radio
  • Outdoor/billboard
  • In-store or at an event
  • Search ads
  • Friend or family mentioned it
Q05
MatrixRequired

Thinking about that advertising, how much do you agree with each statement?

4 rows × 5 columns
  • It was memorable
  • It felt believable
  • It felt relevant to me
  • It stood out from other ads in this category
Columns: Strongly disagree · Disagree · Neutral · Agree · Strongly agree
Q06
Opinion ScaleRequired

How clearly did the advertising communicate (Replace with the campaign's core message, e.g., 'faster delivery than competitors')?

Scale: 1 – 5
Min:Not clear at allMax:Extremely clear
Q07
Multiple Choice

Which of these, if any, did you do after seeing or hearing it?

  • Visited the website
  • Searched for the brand online
  • Talked about it with someone
  • Visited a store or location
  • Made a purchase
  • Followed the brand on social media
Q08
Best–Worst Trade-off (MaxDiff)

Here are elements often used in this kind of campaign. Which stands out most to you when you think back, and which stands out least?

  • The tagline or slogan
  • The music or sound
  • The main visual or scene
  • The spokesperson or characters
  • The offer or promotion mentioned
  • The tone/humor
  • The product shown in use
Pick best & worst per setBest:Stands out mostWorst:Stands out least
Q09
AI Interview

Reconstruct exactly what the respondent remembers about the advertising: which specific scene, line, or moment stuck with them, and in their own words what they think the brand was trying to say. If they said they didn't notice it or aren't sure, probe what kind of advertising in this category *does* catch their attention instead. Anchor on any action they mentioned taking (or not taking) and ask what would have made them more likely to act.

Q10
Opinion ScaleRequired

How likely are you to consider (Replace with your brand name) the next time you're in the market for (Replace with product category)?

Scale: 0 – 10
Min:Not at all likelyMax:Extremely likely
Q11
Dropdown

What is your age range?

  • 18-24
  • 25-34
  • 35-44
  • 45-54
  • 55-64
  • 65+
  • Prefer not to say
Q12
Multiple Choice

How do you describe your gender?

  • Woman
  • Man
  • Non-binary
Q13
Message

That's everything — thank you for your time! Your responses feed directly into our campaign tracking report, helping the team see what's actually landing versus what's getting lost.

What’s included

  • AI follow-ups

    Adaptive probes on open-ended answers that pull out detail a static form would miss.

  • Attention checks

    Built-in safeguards against rushed answers and low-quality respondents.

  • AI-drafted copy

    Wording, ordering, and branching written by the AI — tuned to your research goal.

  • Auto report

    Themes, quotes, and a plain-English summary write themselves once responses come in.

How it compares

We reviewed the closest templates from other survey tools. Here’s what they do well — and where this template goes further.

Why this template

  • Combines unaided and aided awareness questions with channel attribution and a max-diff exercise, giving both quantitative recall metrics and comparative element ranking in one flow
  • Includes an AI follow-up interview that reconstructs exactly what respondents remember about the ad — which scenes, lines, or images stuck — and probes why, surfacing narrative detail static surveys can't capture
  • Pairs a matrix agreement block and message-clarity opinion scale with a behavioral action question, so recall, comprehension, and downstream action are all measured in the same instrument
  • Closes with brand consideration and standard demographics, and every response (including the open-ended recall and follow-up interview) can be automatically scored for quality and rolled into a report

SurveyMonkey

Brand Pulse Survey: Campaign Awareness Template

A directly comparable fielding-ready template covering campaign awareness and recall, built on SurveyMonkey's established survey infrastructure. It relies on fixed question sets rather than any adaptive follow-up, so all respondents are asked the identical script regardless of their answers. Good for quick deployment and benchmarking against SurveyMonkey's broader panel/analytics tools.

What it does well

  • Ready-to-field template on a widely used survey platform
  • Likely benefits from SurveyMonkey's built-in benchmarking and analytics tools
  • Simple setup for teams already using SurveyMonkey

Where it falls short

  • No adaptive AI follow-up to probe why a respondent does or doesn't recall the campaign
  • No voice interview option or guided screen-share tasks
  • No published per-response quality scoring or prompt-level transparency

Jotform

Brand Awareness Survey Form Template

A static, customizable form built on Jotform's general-purpose form builder rather than a research-specific interview tool. It's suited to basic brand-awareness data collection but doesn't specialize in campaign recall mechanics like channel attribution or message clarity scoring. Best viewed as a flexible form template rather than a purpose-built tracking instrument.

What it does well

  • Highly customizable drag-and-drop form builder
  • Easy integration with other Jotform workflow and payment tools
  • Fast to duplicate and brand for simple data collection

Where it falls short

  • No adaptive AI interviewing — every respondent sees the same static questions
  • No voice AI interview or screen-share task capability
  • No automated quality scoring or AI-generated analysis of open-ended answers

SurveySparrow

Brand Awareness Survey Template

A conversational-style survey template that presents questions one at a time for a more engaging respondent experience. It still follows a pre-set question script with branching logic rather than true adaptive probing based on response content. Reasonable for general brand-awareness tracking but not built around campaign-specific recall interviews.

What it does well

  • Conversational one-question-at-a-time UI improves completion rates
  • Supports basic skip logic for branching by answer
  • Part of a broader CX platform with recurring survey/pulse features

Where it falls short

  • Branching logic is pre-scripted, not adaptive AI follow-up that reacts to what a respondent actually says
  • No voice AI interview option
  • No transparent prompt methodology or automated quality scoring on responses

Typeform

Brand Awareness Survey Template

A polished, conversational-feeling template known for strong visual design and one-question-per-screen flow. Logic jumps allow some branching, but the question set is still fixed and doesn't dynamically probe individual recall details. It's a strong general brand-awareness starting point rather than a campaign-tracking or interview-based instrument.

What it does well

  • Well-regarded design and respondent experience
  • Logic jump branching for basic personalization
  • Widely used, easy to share and embed

Where it falls short

  • No adaptive AI interview to dig into specific ad recall or reasoning
  • No voice interview or guided task/screen-share capability
  • No automated per-response quality scoring or auto-generated analytical reports

Ready to launch?

Open this template in the editor. Every part is yours to change before the first respondent sees it.

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