Q01
Message
All templatesMarketing & 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.
Sample questions
A preview of what’s in the template. Every question is editable before you launch.
28 questions · ~12 min
Q02
Multiple Choice
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
- Outdoor / billboard / transit
- In-store or on-shelf
- Other
- Not sure
Q03
Message
Please take a moment to review the ad shown below. Once you have viewed it, continue to the next page. [INSERT AD STIMULUS HERE — image, video embed, or description]
Q04
Long Text
Without looking back, what brand do you believe was being advertised? (Type your answer below, or leave blank if unsure.)
Q05
Multiple Choice
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
Q06
Opinion Scale
How familiar are you with [BRAND]?
Scale: 1 – 7
Min:Not at all familiarMax:Extremely familiar
Q07
Opinion Scale
How likely are you to consider [BRAND] the next time you shop in this category?
Scale: 1 – 7
Min:Very unlikelyMax:Very likely
Q08
AI Interview
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?
Q09
Dropdown
What is your age?
- 18–24
- 25–34
- 35–44
- 45–54
- 55–64
- 65+
- Prefer not to say
Q10
Message
Thank you for completing this survey! Your responses have been recorded and will be kept confidential.
Q11
Dropdown
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
Q12
Opinion Scale
How clearly could you tell which brand the ad was for?
Scale: 1 – 7
Min:Not at all clearMax:Extremely clear
Q13
Opinion Scale
Overall, how appealing did you find this ad?
Scale: 1 – 7
Min:Not at all appealingMax:Extremely appealing
Q14
Opinion Scale
How favorable is your overall opinion of [BRAND]?
Scale: 1 – 7
Min:Very unfavorableMax:Very favorable
Q15
Opinion Scale
Thinking about the next 7 days, how likely are you to search for more information about [BRAND] because of this ad?
Scale: 1 – 7
Min:Very unlikelyMax:Very likely
Q16
Multiple Choice
Which of the following best describes your gender?
- Woman
- Man
- Non-binary or gender diverse
- Prefer not to say
Q17
Long Text
In your own words, what was the main message of the ad?
Q18
Opinion Scale
How clear was the ad's call to action (i.e., what it wanted you to do next)?
Scale: 1 – 7
Min:Not at all clearMax:Extremely clear
Q19
Multiple Choice
Which best describes how you think of [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
Q20
Opinion Scale
Thinking about the next 7 days, how likely are you to visit [BRAND]'s website or store because of this ad?
Scale: 1 – 7
Min:Very unlikelyMax:Very likely
Q21
Dropdown
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
Q22
Opinion Scale
Compared to before seeing this ad, how has your trust in [BRAND] changed, if at all?
Scale: 1 – 7
Min:Decreased a lotMax:Increased a lot
Q23
Opinion Scale
Thinking about the next 7 days, how likely are you to make a purchase from [BRAND] because of this ad?
Scale: 1 – 7
Min:Very unlikelyMax:Very likely
Q24
Dropdown
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
Opinion Scale
Compared to before seeing this ad, how has your perception of [BRAND]'s quality changed, if at all?
Scale: 1 – 7
Min:Decreased a lotMax:Increased a lot
Q26
Multiple Choice
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
Q27
Multiple Choice
Which device are you using to take this survey?
- Smartphone
- Desktop or laptop
- Tablet
- Other
Q28
Opinion Scale
Compared to before seeing this ad, how has the relevance of [BRAND] to your needs changed, if at all?
Scale: 1 – 7
Min:Decreased a lotMax:Increased a lot
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
- 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 TemplateA 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.
What it does well
- Ready-to-use brand perception question set
- Likely supports SurveySparrow's standard distribution and reporting tools
Where it falls short
- 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 TemplateA 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.
What it does well
- Easy drag-and-drop customization typical of Jotform
- Wide integration options with other Jotform tools/workflows
Where it falls short
- 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 TemplateThe 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.
What it does well
- Purpose-built for campaign awareness tracking
- Backed by SurveyMonkey's established analytics and benchmarking tools
Where it falls short
- 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 TemplateA 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.
What it does well
- Polished, conversational one-question-per-screen UI
- Simple to customize branding and question wording
Where it falls short
- 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
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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