29 Ad Testing Survey Questions to Boost Your Campaign Results

Storyboard / Animatic Pre-Test Survey

Why & When to Use

Right after a concept makes the cut but before you spend a small fortune filming, it’s animatic pre-test time. You’ve got visuals, maybe a rough animation—now, you need real feedback fast.

Brand linkage is critical here, especially for high-budget TV campaigns. You want to guarantee your logo doesn’t blend into the wallpaper while testing the story’s clarity and pace. Plus, smart ad folks never want reshoot drama—these ad testing surveys give the green light, or send you back for a tweak.

On top of that, it’s a chance to test vibes, not just facts. Your hero needs to be likeable; does the brand land in the first five seconds? These details matter way more than you think—trust us.

• Reduces expensive reshoots and mishaps
• Ensures brand and product shine, not fade
• Smooths out confusing story beats before going all-in

If you’re working on a big-budget campaign, or just want to avoid last-minute “uh-ohs,” pre-test your storyboard or animatic.

5 Sample Questions

1. After viewing the storyboard, what is the main message you take away?

2. Where did the storyline feel confusing or too fast?

3. How recognizable was the brand within the first 5 seconds?

4. Rate the likability of the main character on a 1-10 scale.

5. How distinctive is this ad versus other ads in the same category?

Pre-testing animatic versions of ads yields insights as reliable as those from finished spots—allowing strategic assessment before production expenses—with consistency in effectiveness measures (warc.com)

A/B Comparative Product Testing Survey

Why & When to Use

Scientists have A/B tests. Marketers have comparative product testing surveys. Whenever you’re weighing two or more finished ads, this is your go-to weapon.

Here’s the thing: A solid comparative product testing survey is perfect for tweaking thumbnails, CTAs, or taglines in your survey ads—especially on social or digital where split-seconds count. Pick the right winner for your paid rotation, then run with confidence.

Think of this as your market’s version of a taste test—side-by-side, winner takes all. Plus, you can decide which version lands best with different groups so you don’t have to guess what Gen Z or Baby Boomers love most.

• Optimizes creative before big campaign launches
• Detects clear differences that data-nerves crave
• Removes creative bias—let your audience be the judge

If you're stuck between “safe-but-solid” and “bold-but-risky,” A/B testing locks in what truly clicks with your crowd.

5 Sample Questions

1. Which ad makes you more likely to click ‘Shop Now’?

2. Which creative better reflects the brand’s personality?

3. Which version feels more authentic?

4. Which advertisement would you share with friends?

5. Please explain your choice in 1-2 sentences.

Copy & Message Recall Survey

Why & When to Use

You can have the flashiest visual, but if your words don’t stick, wave goodbye to impact! Copy and message recall surveys uncover whether your chosen slogans, benefits, and claims are memorable or meh.

Use these when you’re fine-tuning on-screen text, taglines, or tricky disclaimers—especially for industries where honesty and transparency aren’t optional. Plus, you’ll see if the legal line at the bottom of your survey advertisement is clear, or if folks just squint and skip.

On top of that, this is where you find out which copy lands and which causes face-palms. It’s all about comprehension, recall, and persuasiveness. No more guessing if “99.9% effective” is believable, or if your bonus offer was missed entirely.

• Critical for regulated industries or FTC compliance
• Spots confusing, misleading, or forgettable copy fast
• Helps you dial in benefits that sell, not just sound good

If your brand story hinges on copy, or if you need airtight disclosures, this survey is your not-so-secret weapon.

5 Sample Questions

1. What slogan do you remember from the ad?

2. Which of the following benefits were mentioned?

3. How believable did you find the claim ‘…’?

4. Rate the clarity of the small-print disclaimer.

5. Did any wording confuse or mislead you? Please specify.

Self-reported ad recall correlates positively with objective digital ad exposure, with each additional exposure significantly increasing the odds of recall in a dose–response relationship LINK

Creative Diagnostic Survey

Why & When to Use

Sometimes your ad scores okay, but not “wow.” Here’s where creative diagnostic surveys dig deep. These surveys aren’t just about liking or disliking; they unravel why.

Break down which scenes sing and which miss. Pinpoint the color palette that pops or the soundtrack that flops. Emotional resonance and brand fit drive success here.

On top of that, you’ll find super-specific tweaks that change “meh” to “must-see,” all from the people who matter—actual viewers. This is the detective work behind high-performing ads. Your boss loves numbers, but insights win Oscars.

• Identifies which visuals elicit the strongest emotion
• Fine-tunes everything from background tracks to tagline font
• Avoids re-dos by nailing down specific problem areas

When test scores plateau, but you’re ready for a creative breakthrough, diagnostic ad testing surveys do the heavy lifting.

5 Sample Questions

1. Select up to three words that describe how the ad makes you feel.

2. Which scene best communicates the product benefit?

3. How original is the visual style compared to other advertising creative questions you’ve seen?

4. Does the soundtrack enhance or detract from the message?

5. What single change would most improve this ad?

In-Market Ad Tracking Survey

Why & When to Use

Launching an ad isn’t the finish line—now you need to watch what happens. In-market ad tracking surveys keep an eye on how your campaign performs in the wild, collecting feedback as weeks roll by.

Check awareness, favorability, and purchase intent each week or month, and zero in on which creatives deliver and which ones nap. On top of that, this feedback helps you shuffle budget in real time—more cash to the overachievers, less to underperformers.

Here’s the thing: tracking lets you catch wear-in (as excitement grows) and wear-out (when audiences cry “enough!”). It’s your secret to never being late on a refresh.

• Benchmarks each creative against campaign KPIs
• Helps allocate spend for maximum return
• Catches emerging trends before they hit the news

If your brand is always “on,” you need ongoing ad testing surveys to stay ahead of audience boredom.

5 Sample Questions

1. How many times have you seen this advertisement in the past week?

2. After seeing this ad, how likely are you to consider the brand?

3. Which channel did you notice the ad on first?

4. Has your opinion of the brand improved, stayed the same, or declined?

5. Is the ad still interesting, or does it feel repetitive?

Post-Exposure TV Commercial Survey

Why & When to Use

Strike while the memory’s fresh! Post-exposure TV commercial surveys swoop in right after your commercial airs, getting unfiltered reactions before distractions creep in.

Deploy these during big premieres, sports games, or anywhere you know—and can measure—audience exposure. No guesswork here; just immediate, unbiased feedback while your ad is still buzzing in their heads.

On top of that, you find out if your product or characters steal the spotlight in a crowded lineup, or if they’re instantly forgettable.

• Gets instant, authentic, top-of-mind responses
• Reveals if your message broke through or blipped out
• Tells you who (or what) viewers remember in a flash

If you need “live” insights on what works—and want them now—nothing beats a spot-on post-exposure ad testing survey.

5 Sample Questions

1. What product was being advertised?

2. Rate how entertaining the commercial was.

3. Which character or scene stood out most?

4. How well did the commercial fit with the program you were watching?

5. Would you talk about this commercial with friends?

Ad Fatigue & Wear-Out Survey

Why & When to Use

There’s a fine line between catchy and “can we please skip this?” That’s where ad fatigue and wear-out surveys step in. When your ad’s everywhere, you need to know when it’s become wallpaper.

Use this late in the campaign, once the same faces and jingles flood every feed. Detect diminishing returns before it hurts your brand, and refresh creative on time—audience patience isn’t endless.

On top of that, bored viewers often zone out or, worse, get annoyed. Don’t let your best-written copy turn into a punchline. These are the only ad testing surveys that spot rollover boredom before it bites.

• Prevents wasted spend on overexposed ads
• Protects your brand image from rolling eyes
• Finds the sweet spot for creative refreshes

If you find your own team humming the jingle, it’s time to run that fatigue check!

5 Sample Questions

1. How often have you seen this ad recently?

2. How tired are you of seeing this advertisement?

3. Does repeated exposure make you like the brand more, less, or the same?

4. Would you prefer to see a new version of this ad?

5. What new information would you expect from an updated ad?

Best Practices – Dos and Don’ts for Crafting High-Performing Ad Testing Questionnaires

Want results that make your campaign shine? Follow these best practices for ad testing questionnaires. Don’t worry—these tips are easy to use and make a big difference fast.

• Align each survey’s objectives with your campaign stage. Early on, avoid recall questions that only matter post-launch.
• Randomize the ad order in comparative product testing surveys. If Ad A is always first, you’ll skew results.
• Use clear, jargon-free ad questions. If your grandma can’t answer them, rewrite until strangers can!
• Always include open-ended probes for those juicy verbatim insights. Scales tell you “what,” words tell you “why.”
• Pre-test every survey advertisement on mobile. Nobody loves a survey marathon, so keep it quick and easy.

Here’s the truth: even the most dazzling ad testing template won’t save a muddy survey. Lean into clarity, keep things friendly, and remember—every single feature you need is free, forever, with HeySurvey. When your survey is fun and fair, your answers are gold.

Armed with these survey types, you’ll never have to settle for a “meh” campaign again. Now go unleash those ideas, dazzle your audience, and remember—data-driven insight is the best creative sidekick you’ve got. Your next big win is only a smart question away.