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Advertisement Concept & Creative Evaluation Survey

Tests a single ad — video, print, or social creative — for clarity, appeal, relevance, and purchase impact before it goes live. An AI follow-up interview digs into the specific moment respondents got confused, bored, or excited, surfacing the 'why' behind the ratings so creative teams know exactly what to cut, keep, or clarify.

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Sample questions

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

14 questions · ~7 min
Q01
Message

Thanks for helping us test a new ad! You'll watch or view one ad creative and answer some quick questions about your reaction to it. About 5-6 minutes, and there are no right or wrong answers — your honest first impression is what matters most.

Q02
Message

Please view the ad below in full before answering. (Template note: embed your ad creative here — video, image, storyboard, or print layout — before launching this survey.)

Q03
Short TextRequired

In one sentence, what message do you think this ad is trying to communicate?

Q04
Opinion ScaleRequired

Overall, how appealing did you find this ad?

Scale: 1 – 10
Min:Not appealing at allMax:Extremely appealing
Q05
Opinion ScaleRequired

How relevant does this ad feel to you personally?

Scale: 1 – 7
Min:Not relevant to me at allMax:Extremely relevant to me
Q06
MatrixRequired

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

5 rows × 5 columns
  • It was believable
  • It grabbed my attention
  • It was easy to understand
  • It felt relevant to me
  • It made me feel something
Columns: Strongly disagree · Disagree · Neutral · Agree · Strongly agree
Q07
Opinion ScaleRequired

After seeing this ad, how likely are you to consider purchasing this product or service?

Scale: 0 – 10
Min:Not at all likelyMax:Extremely likely
Q08
Best–Worst Trade-off (MaxDiff)

Which parts of the ad stood out to you the most, and which the least?

  • The visuals
  • The voiceover
  • The tagline or slogan
  • The music or sound
  • The main character or spokesperson
  • The product shot
  • The humor
  • The call to action
Pick best & worst per setBest:Stood out the mostWorst:Stood out the least
Q09
Multiple Choice

Where would you most expect to see an ad like this?

  • Social media feed
  • TV or streaming video
  • Online video pre-roll
  • Print or magazine
  • Outdoor or billboard
  • Podcast or radio
Q10
Text Highlight

Highlight any words or phrases in the ad's script or tagline that stood out to you — for better or worse.

Our new energy drink gives you the focus of a laser and the power of a storm — try it today and feel the difference. (Template note: replace with your own ad script, tagline, or on-screen copy before…

Q11
AI Interview

Probe the reasoning behind the respondent's overall appeal and purchase-intent ratings: what specific moment, image, or line made them feel that way, and what (if anything) confused or turned them off. If they rated appeal or purchase intent low, dig into what would need to change for them to feel differently; if high, find out what specifically earned their trust or interest so it can be protected in edits.

Q12
Message

That's everything — thank you! Your reactions will directly inform how this ad is edited or media-planned before launch.

Q13
Multiple Choice

Which age range do you fall into?

  • Under 18
  • 18-24
  • 25-34
  • 35-44
  • 45-54
  • 55-64
  • 65 or older
Q14
Multiple Choice

Which gender do you identify with?

  • Woman
  • Man
  • Non-binary

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 probes the specific reasoning behind each respondent's appeal and purchase-intent ratings, not just the scores themselves
  • Combines quantitative measures (opinion scales, matrix, max-diff on standout ad elements) with qualitative depth (open text, script/tagline highlighting) in one flow
  • Built-in text-highlight question lets respondents mark exact words or phrases in the ad's script or tagline that stood out, pinpointing what to keep or cut
  • Ends with a clear respondent-facing wrap-up message and demographic questions, structured for a fielding-ready single-ad test rather than a generic evaluation form

QuestionPro

Advertisement Evaluation Survey Template

This is a directly comparable, fielding-ready template for testing ad creative, covering similar ground like appeal, message recall, and purchase intent. It appears to rely on standard closed-ended question types without an adaptive follow-up mechanism. As with most legacy survey tools, methodology behind any scoring is not published in detail on the page.

What it does well

  • Purpose-built for advertisement testing, so questions map closely to ad-specific metrics like recall and appeal
  • Backed by an established survey platform with broad question-type support and reporting tools
  • Likely quick to deploy for teams already using QuestionPro for other research

Where it falls short

  • No adaptive AI follow-up interview to probe the 'why' behind a low appeal or purchase-intent score in the moment
  • No voice AI interview or guided screen-share task option for richer creative feedback
  • No indication of automated per-response quality scoring or transparent, publishable AI prompts

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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