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Marketing Claims and Messaging Testing Survey

Tests how believable, relevant, and differentiating your candidate marketing claims are, using a best-worst trade-off to force priority among competing lines and an AI follow-up that digs into why the top claim landed or fell flat. Built for brand, product marketing, and comms teams validating messaging before a campaign launch.

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Sample questions

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

15 questions · ~8 min
Q01
Message

Thanks for joining! We're testing a few different ways of describing our product and want your honest reactions — there are no right answers. Your responses are completely confidential and anonymized. This will take about 6-8 minutes.

Q02
Text Highlight

Read the claim below and highlight any words or phrases that stand out to you, whether positive or negative.

(Replace with candidate claim 1, e.g. 'The only planner that adapts to your day in real time.') (Template note: replace with your own claim text before launching.)

Q03
Opinion ScaleRequired

How believable is this claim?

Scale: 1 – 7
Min:Not at all believableMax:Extremely believable
Q04
Opinion ScaleRequired

How relevant is this claim to your own needs?

Scale: 1 – 7
Min:Not at all relevantMax:Extremely relevant
Q05
Message

Now here's a second version of the claim, describing the same product a different way.

Q06
Text Highlight

Again, highlight any words or phrases that stand out to you.

(Replace with candidate claim 2, e.g. 'Finally, a planner smart enough to keep up with you.') (Template note: replace with your own claim text before launching.)

Q07
Opinion ScaleRequired

How believable is this second claim?

Scale: 1 – 7
Min:Not at all believableMax:Extremely believable
Q08
Opinion ScaleRequired

How relevant is this second claim to your own needs?

Scale: 1 – 7
Min:Not at all relevantMax:Extremely relevant
Q09
Best–Worst Trade-off (MaxDiff)

Across all the claims you've seen (plus a few more), which best describe what makes this product worth choosing, and which fall flattest?

  • (Replace with claim A)
  • (Replace with claim B)
  • (Replace with claim C)
  • (Replace with claim D)
  • (Replace with claim E)
  • (Replace with claim F)
Pick best & worst per setBest:Most convincingWorst:Least convincing
Q10
Multiple ChoiceRequired

Which single claim would most make you want to learn more about this product?

  • (Replace with claim A)
  • (Replace with claim B)
  • (Replace with claim C)
  • (Replace with claim D)
Q11
Multiple Choice

Does any claim you saw feel exaggerated, confusing, or hard to trust?

  • (Replace with claim A)
  • (Replace with claim B)
  • (Replace with claim C)
  • (Replace with claim D)
Q12
AI Interview

Focus on the claim the respondent picked as most convincing (or flagged as confusing/exaggerated). Ask them to put in their own words what they think the claim is actually promising, whether they'd expect the product to deliver on it, and what proof or detail would make them trust it more. If they flagged a claim as exaggerated, probe exactly which word or phrase triggered that reaction and whether a softer version would still be compelling.

Q13
Opinion ScaleRequired

Based on everything you read, how likely would you be to consider this product?

Scale: 0 – 10
Min:Not at all likelyMax:Extremely likely
Q14
Multiple Choice

Which age range are you in?

  • Under 25
  • 25-34
  • 35-44
  • 45-54
  • 55-64
  • 65 or older
  • Prefer not to say
Q15
Message

That's everything — thank you! Your reactions will directly shape which claims we keep, revise, or drop before launch.

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 a best-worst max-diff exercise that forces respondents to prioritize among multiple competing claims rather than rating each in isolation
  • Pairs believability and relevance opinion-scale ratings for each claim with a highlight task to see exactly which words or phrases land
  • Uses an AI follow-up interview that automatically probes why the respondent's top-picked (or most confusing) claim worked or didn't, going beyond static rating data
  • Ends with an automated report and transparent prompts, so marketing and comms teams can see both the scores and the reasoning behind them before a campaign launch

SurveyMonkey

Messaging/claims Testing Survey Template

This is a direct, fielding-ready template for testing marketing claims and messaging, matching QuestionPunk's use case closely. It's a static questionnaire built around rating scales and closed-ended items rather than adaptive dialogue. SurveyMonkey's broad panel and analytics ecosystem make it a natural point of comparison.

What it does well

  • Purpose-built specifically for claims/messaging testing, not a generic survey
  • Backed by SurveyMonkey's established survey distribution and analytics tools
  • Likely includes standard rating and ranking question types suited to messaging comparisons

Where it falls short

  • No adaptive AI follow-up to ask respondents why a claim landed or fell flat
  • No voice AI interview option or guided screen-share tasks
  • No published per-response quality scoring or transparent prompt methodology

Typeform

Product Concept Testing Survey Template

This template targets concept testing broadly rather than claims/messaging trade-off testing specifically, so it's adjacent rather than a like-for-like match. It's a static, conversational-style form rather than a true adaptive interview. Useful for teams validating a product concept, but not built around forced-choice claim prioritization.

What it does well

  • Typeform's conversational UI format tends to feel more engaging than plain grid surveys
  • Good for early-stage concept reactions rather than fine-grained claim comparison
  • Easy to customize visually for brand-consistent fielding

Where it falls short

  • No best-worst/max-diff mechanism to force priority among competing claims
  • No adaptive AI follow-up interview or voice AI option to dig into open-ended reactions
  • No automated quality scoring or auto-generated analysis report

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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