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Celebrity Endorsement Impact & Brand Fit Survey

Measures how a celebrity endorsement lands with consumers — perceived fit with the brand, credibility, and shift in purchase intent — for marketing and brand teams evaluating a spokesperson deal or campaign. An AI follow-up interview reconstructs the respondent's genuine reaction to the specific pairing, separating real credibility from 'they're just paid to say it' skepticism.

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Sample questions

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

11 questions · ~6 min
Q01
Message

Thanks for taking a few minutes to share your take on a recent celebrity endorsement! Your honest reactions help brands understand what actually resonates. This should take about 5 minutes.

Q02
Multiple ChoiceRequired

Have you seen (Replace with Brand Name)'s recent campaign featuring (Replace with Celebrity Name)? (Template note: swap in your actual brand and endorser before launching.)

  • Yes, I've seen it
  • I've heard of it but not seen it
  • No, this is the first I'm hearing of it
Q03
Opinion ScaleRequired

How well do you think (Celebrity) fits with (Brand) as a brand?

Scale: 1 – 7
Min:Not a good fit at allMax:A perfect fit
Q04
Rating ScaleRequired

How much do you trust (Celebrity) when they personally endorse a product?

Range: 1 – 5
Min:Not at all trustworthyMax:Extremely trustworthy
Q05
MatrixRequired

How much do you agree with each statement about this endorsement?

4 rows × 5 columns
  • It feels authentic, not just a paid placement
  • It makes me more likely to consider (Brand)
  • It matches the values I'd expect from (Celebrity)
  • It changes how I see (Brand) as a company
Columns: Strongly disagree · Disagree · Neutral · Agree · Strongly agree
Q06
Best–Worst Trade-off (MaxDiff)Required

When a celebrity endorses a product, which of these matters most to you in deciding whether to trust the endorsement?

  • How well the celebrity fits the brand
  • The celebrity's real expertise in that category
  • How likable the celebrity is
  • How famous or widely reached the celebrity is
  • Whether the celebrity's values align with mine
  • Low risk of the celebrity being involved in controversy
  • How relatable the celebrity feels
  • How unexpected or original the pairing is
Pick best & worst per setBest:Matters mostWorst:Matters least
Q07
Multiple ChoiceRequired

After seeing this endorsement, how has your likelihood of buying from (Brand) changed?

  • Much less likely
  • Somewhat less likely
  • No change
  • Somewhat more likely
  • Much more likely
Q08
AI Interview

Reconstruct the respondent's genuine reaction to this specific celebrity-brand pairing: what they noticed first, whether it felt like a natural fit or a paid placement, and what specifically drove their trust or skepticism. If they rated the fit or trust low, probe what pairing would have felt more credible; if they said purchase intent didn't change, probe whether anything about the endorsement could have moved them.

Q09
Multiple Choice

What is your age range? (Optional — helps us understand how reactions vary by age group.)

  • Under 18
  • 18-24
  • 25-34
  • 35-44
  • 45-54
  • 55-64
  • 65+
  • Prefer not to say
Q10
Multiple Choice

What is your gender? (Optional)

  • Woman
  • Man
  • Non-binary
  • Prefer to self-describe
  • Prefer not to say
Q11
Message

That's everything — thank you! Your responses will be combined with others to help the brand and marketing team understand whether this endorsement is building genuine trust or just noise.

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

  • Includes an AI follow-up interview that reconstructs the respondent's genuine reaction to the specific celebrity-brand pairing, distinguishing real credibility from 'they're just paid to say it' skepticism
  • Pairs standard metrics (perceived fit, trust/credibility rating, purchase-intent shift) with a matrix of agreement statements and a max-diff exercise on what matters most in celebrity endorsements, giving both quantifiable scores and depth
  • Automated per-response quality scoring and an auto-generated report mean marketing and brand teams get structured, decision-ready output rather than raw open-ends to code by hand
  • Optional voice AI interviews and guided screen-share tasks are available if a brand team wants richer reaction capture beyond a static form

SurveyMonkey

Celebrity Endorsements Survey Template

A fielding-ready static template covering core celebrity endorsement metrics, backed by SurveyMonkey's established survey infrastructure and distribution options. It relies on fixed question sets, so any exploration of why a respondent feels the way they do depends entirely on open-text boxes read manually. No mention of adaptive follow-up or automated qualitative analysis.

What it does well

  • Well-established survey platform with broad distribution and panel options
  • Ready-to-use template structure for quick deployment
  • Familiar interface for teams already using SurveyMonkey

Where it falls short

  • No adaptive AI follow-up questioning — respondents can't be probed further on their specific reaction to a pairing
  • No automated per-response quality scoring or auto-generated analytical report tied to this template
  • No transparent, published methodology for how deeper reactions or credibility skepticism would be captured

Jotform

Celebrity Endorsement Survey Form Template

A customizable static form template for gathering opinions on celebrity endorsements, benefiting from Jotform's drag-and-drop form builder and integrations. Like most form builders, it's designed for structured question capture rather than conversational probing, so nuance around 'is this endorsement credible or just paid promotion' would need manual follow-up. No specialized brand-fit analytics or reporting layer is indicated.

What it does well

  • Easy-to-customize form builder with drag-and-drop editing
  • Wide range of integrations (payment, storage, notifications) typical of Jotform templates
  • Simple to embed or share across channels

Where it falls short

  • No adaptive AI interview capability to reconstruct genuine respondent reactions
  • No automated response quality scoring or auto-generated brand-fit report
  • No option for voice AI interviews or guided screen-share tasks to capture richer reactions

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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