Describe the campaign, audience, and decision. Makeform creates an advertising effectiveness survey for unaided recall, aided recognition, message takeout, brand perception, and reported influence.
Send survey responses to Slack, Google Sheets, and Zapier.
Sample prompts for the survey builder
Choose a campaign pattern, adapt the prompt, or send it to the builder. Each question outline is an example.
Audience
People in the campaign's intended audience
Format
Mobile survey with recall, recognition, and brand ratings
Prompt size
309 chars
Example survey structure
Mobile survey with recall, recognition, and brand ratings
Which category ads do you remember seeing?
Which brands come to mind?
Do you recognize this advertisement?
How relevant and believable was its message?
What did you do after seeing it?
Suggested analysis tags
Recalled unaided
Recognized aided
Reported influence
Ask unaided recall before showing a brand, slogan, or creative. Revealing an answer changes what respondents can recall naturally.
Step 1
Screen
confirm audience fit and campaign timing
Step 2
Recall
capture unaided memory before revealing cues
Step 3
Diagnose
measure message, perception, and creative response
Step 4
Compare
segment reported exposure and outcomes
Measure the response chain
Follow the path from memory to meaning to response, keeping each stage separate.
Capture what respondents remember without help, then ask aided questions after unaided brand and message recall is recorded.
Ask what the ad communicated before listing intended messages to reveal gaps between intended and perceived meaning.
Collect consideration and reported actions without claiming causation. Pair them with media or behavior data for attribution decisions.
Campaign-ready patterns
Choose a creative diagnostic, post-campaign pulse, group comparison, or segment read, then adjust its routing.
Measure recall, recognition, message takeaway, consideration, and reported actions after media runs.
Label each concept and compare clarity, relevance, distinctiveness, and brand fit with identical scales.
Use consistent screening and questions. Treat differences as associations unless the design supports more.
Compare useful profile groups such as customer status, role, region, or campaign segment.
Survey workflow
Align the research question, question order, and reporting plan.
Name the audience, dates, channels, assets, intended message, and decision the results should inform.
Place screeners first, unaided recall next, aided recognition after, then perception and action questions.
Use balanced choices, consistent scales, neutral wording, and branches that skip irrelevant asset questions.
Carry campaign, asset, wave, and audience labels into response data for planned comparisons.
Choose the right evidence
Survey, delivery, and behavior data answer different questions; review them together.
Field guide
Use these six blocks from respondent fit through campaign response. Remove fields that do not support a decision.
Audience and timing
Confirm eligibility before discussing the campaign. Use timing, location, category involvement, customer status, or role without revealing the advertiser early.
Unaided memory
Ask which category advertising and brands respondents remember, then request an open description. Keep the brand out of the introduction.
Aided recognition
After unaided answers, show the asset. Ask whether it was seen or heard, where, and how often, with a not sure option.
Meaning and perception
Capture the message in open text, then measure clarity, relevance, credibility, distinctiveness, emotion, and brand fit with consistent balanced scales.
Brand response
Measure familiarity, favorability, consideration, or preference. Keep wording and order identical across comparison groups and waves.
Reported influence
Ask whether respondents searched, visited, discussed, signed up, or purchased, including none. Call these reported actions unless the design supports causation.
Related tools
Explore related brand, audience, market, and customer surveys.
Survey advertising exposure, preferences, and response.
Open toolMeasure qualities and impressions associated with a brand.
Open toolStudy category needs, alternatives, and buying criteria.
Open toolExplore shopping habits, decisions, channels, and purchases.
Open toolCompare product, message, offer, or experience preferences.
Open toolFAQ
Practical answers for marketers planning campaign, brand, and creative measurement.
It measures whether an audience remembers an ad, recognizes its creative, understood its message, formed impressions, or reports acting afterward. It explains what people noticed and thought.
Measure unaided recall, aided recognition, channel, frequency, message takeaway, clarity, relevance, credibility, brand fit, consideration, and reported actions that match the campaign objective.
Keep the brand and creative hidden until after unaided recall. Collect open-text message takeaway before intended-message choices, and use balanced scales with neutral options.
Test creative before launch or survey after media runs while exposure is recent. Keep timing consistent across groups or waves.
A post-campaign survey cannot prove causation. Stronger attribution needs a suitable comparison or experimental design and may combine survey, delivery, and behavior data.
Keep only questions needed for the decision. Test on a phone and remove fields that will not affect analysis or action.
Yes. Makeform supports unlimited free forms and responses, so you can generate, edit, publish, and collect campaign survey responses without a form or response cap. The paid tier removes the Makeform badge.
Review recall and recognition, then compare message, perception, consideration, and reported actions by planned groups. Use stable campaign, creative, wave, and audience tags, and label sample limitations.
Turn campaign questions into a structured survey.
