11 Ad Concept Testing Example Survey Questions to Steal Right Now

Ad concept testing – we are obsessed with it, and you should be too! After all, creating marketing and advertising campaigns based on consumer feedback can mean more ROI for your brand. 

How to know if your feeling of having the best advertising messaging really checks out? It's easy. You need to conduct ad concept testing surveys with the right questions. 

In this blog post, you will get 11 professionally designed ad concept testing survey question examples to steal for your next study.

11 Ad Concept Testing Example Survey Questions to Steal Right Now


Defining Ad Concept Testing Surveys

An ad concept test is essentially exactly what it sounds like…it tests ad concepts! 

This type of project usually starts when a brand or organization has a few different advertising concepts, and the team would like to choose one to hone in on. 

The audience for concept testing surveys can be current customers, potential customers, or both! 

So rather than disseminating several ads, the team can test several different ad concepts and understand which are best -- ie. most appealing and most likely to persuade a customer to act. 

Additionally, this type of research can also provide feedback on ways to improve the ad design and messaging further.

The advantages are endless! We dive into them in our blog post 6 Unique Benefits of Concept Testing with Surveys.

To learn more about ad concept testing, watch this video.


The Ad Concept Testing Process

Most online survey projects follow the same market research process. This is why we don't recommend working with a marketing agency for ad concept testing.

While there are various reasons for this, the most substantial is most do not have the experience conducting surveys.

Garbage in = garbage out. A market research company like Drive Research can promise high-quality survey results that assist in data-driven marketing campaigns.

The process of an ad concept test includes seven steps: 

  1. Signed market research proposal - get a free market research RFP template.
  2. Project kickoff
  3. Create ad concept survey questions
  4. Program the survey
  5. Send the survey into fieldwork
  6. Analyze and report on the findings
  7. Debrief the results with your market research partner

The timeline for an ad testing project can range from 3 to 6 weeks. Ultimately, this depends on how complex the project is. 

For instance, if a brand knows exactly which ads need to be tested, has a customer list that’s ready to be used, and has a clear understanding of the goals and objectives, the timeline for the project will be shorter.


Examples Ad Concept Testing Survey Questions

Below are eleven examples of ad concept testing questions. 

These examples focus on an ad’s image or design but could be updated to feature other content like videos, audio, or text too!

  1. Review the images below for at least 10 seconds. Which of the images do you like the most? Select one.
  2. Please review the image below and share what you like about the image. Click on the image to provide feedback.
  3. Review the images below for at least 10 seconds. Which of the images do you like the least? Select one. 
  4. Please review the image below and share what you don’t like about the image. Click on the image to provide feedback. 
  5. [Instruction] Review the image below for 10 seconds and then hit, “Next”. 
  6. Thinking about the image you just saw, which of the following offers do you recall? Select all that apply. 
  7. After reviewing each of the offers below, what are the top 3 offers that are most enticing to you? Rank top 3.
  8. After reviewing the image below, how likely are you to [insert project/service]? Select a rating.
  9. [Instruction] Review the image below for 10 seconds and then hit, “Next”. 
  10. Thinking about the image you were just shown, what do you remember from the ad? Enter your response below.
  11. Did you notice any of the following logos on the previous image? Select one. 

Contact Our Ad Concept Testing Survey Company

Drive Research is a full-service market research company, specializing in ad concept testing surveys. Our team has partnered with brands across the country to provide end-to-end project management for concept testing.

Interested in partnering with our team? Contact us today!

  1. Message us on our website
  2. Email us at info@driveresearch.com
  3. Call us at 888-725-DATA
  4. Text us at 315-303-2040

emily taylor about the author

Emily Taylor

As a Senior Research Analyst, Emily is approaching a decade of experience in the market research industry and loves to challenge the status quo. She is a certified VoC professional with a passion for storytelling.

Learn more about Emily, here.


subscribe to our blog

 

Online Surveys