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Questionnaire template

Advertising Concept Test

Tests a new advertising concept's appeal, clarity and creative quality with people from the target audience.

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Market Research · Concept testing. All Market Research templates

Questions in this template

First Reaction

  1. Please look at our new advertising idea, then answer a few questions about it. Your honest opinion helps us refine it.

  2. Having seen the new advert, how appealing do you find it?

    Choose one:

    • Not at all appealing
    • Slightly appealing
    • Moderately appealing
    • Very appealing
    • Extremely appealing

  3. What did you notice first in the advert?

    Choose one:

    • The headline
    • The images
    • The colours
    • The product

Clarity of the Message

  1. How clear was the advert's message?

    Choose one:

    • Not at all clear
    • Slightly clear
    • Moderately clear
    • Very clear
    • Extremely clear

  2. What made the message clear or unclear, and how could it be clearer?

    Open answer

Overall Evaluation

  1. How would you rate the advert on each of these?

    • Visual appeal
    • Clarity of message
    • Creativity
    • Relevance to you
    • Overall impact

    For each row: choose one:

    • Very poor
    • Poor
    • Fair
    • Good
    • Excellent

  2. Do you have any other comments on the advert?

    Open answer