Describe the product, message, package, or ad. Makeform creates an editable survey with stimulus instructions, diagnostic ratings, and open probes.
Send concept responses to Google Sheets, Slack, and Zapier.
Sample prompts for the builder
Choose a scenario, tailor its prompt, or send it to the builder. The structure is an example.
Audience
Category buyers evaluating an early product proposition
Format
Single-concept survey with diagnostic scales
Prompt size
279 chars
Example survey structure
Single-concept survey with diagnostic scales
How often do you buy laundry detergent?
What is your first reaction to this idea?
How clear is the product promise?
How likely would you be to try it?
What would improve this concept?
Suggested analysis tags
High appeal
Unclear promise
Distinctive idea
Ask people to explain a rating before revealing extra details; their words show whether the concept communicated clearly.
Step 1
Screen
confirm category experience and audience fit
Step 2
Expose
show the concept with neutral instructions
Step 3
Diagnose
measure takeaway, appeal, clarity, and intent
Step 4
Decide
compare patterns and identify revisions
Better concept evidence
Separate comprehension from appeal: capture understanding, ratings, and reasons.
Ask what the concept means before listing benefits. Misreadings can hide behind appeal scores.
Use identical scales for clarity, relevance, uniqueness, credibility, and intent.
Follow key scores with a why question to guide copy, feature, audience, or execution changes.
Research scenarios
Anchor the survey to selecting a route, fixing a promise, or checking audience understanding.
Test the problem, promise, differentiator, and use before building a detailed prototype.
Pair images with hierarchy, recognition, quality, and shelf-distinctiveness questions.
Capture takeaway, attention, brand fit, credibility, and intended action.
Compare propositions with identical measures, then ask for a choice and reason.
Survey workflow
Define the decision, then review stimulus order and scales before sharing with the intended audience.
Name the audience, stimulus, number of concepts, and whether you need a selection or diagnostic feedback.
Generate screening, exposure, unaided reaction, diagnostic ratings, intent, open probes, and profile questions.
Replace the stimulus, align scales, remove leading wording, and preview each path on desktop and mobile.
Publish the link, then compare ratings and explanations among relevant audience segments.
Choose a test design
Choose a design based on how respondents should compare ideas.
Field guide
Qualify respondents, show the idea, capture interpretation, measure reactions, expose tradeoffs, and collect useful profile data.
Audience fit
Screen for behavior that qualifies someone without revealing the desired answer.
Concept exposure
Show each stimulus separately and give every route equivalent context.
Comprehension
Ask what the concept offers before listing attributes to test unaided understanding.
Diagnostic measures
Measure each diagnostic separately. Label endpoints and keep scale direction consistent.
Open probes
Probe important ratings for sources of interest, hesitation, and useful changes.
Choice and profile
Ask for preference when needed, then collect only required profile fields.
Related tools
Understand the category, evaluate an idea, then learn from products in use.
Explore category behavior, unmet needs, alternatives, and segments before writing concepts.
Open toolCompare preferences for attributes, styles, choices, or offers.
Open toolMeasure associations, familiarity, trust, differentiation, and brand fit.
Open toolCollect reactions to campaign messages, executions, and intended action.
Open toolGather value, issue, usability, and improvement feedback from beta users.
Open toolCollect product experience, missing-capability, and improvement feedback.
Open toolFAQ
Practical answers for product, marketing, insights, and research teams preparing a concept test.
It shows a proposed product, service, message, package, or ad to its audience and measures understanding, relevance, distinctiveness, appeal, concerns, and intended action.
Start with unaided reaction and takeaway. Measure clarity, relevance, uniqueness, credibility, appeal, value, and intent consistently. Probe concerns, missing information, and improvements. Ask preference after evaluating each concept.
Use monadic design for one concept per person and sequential design for several routes per person. Apply the same scorecard and diagnose every route before preference.
Use neutral, parallel language. Ask unaided takeaway before attributes. Avoid assuming usefulness or innovation, balance scale endpoints, and give alternatives equivalent detail and presentation.
Yes. Show each image separately, check mobile readability, and repeat the same diagnostics. Ask what people noticed, understood, found confusing, and associated with the brand or category.
Review identical measures and explanations for every concept. Compare purposeful audience segments. A preferred route may still have clarity or credibility problems, so inspect diagnostics rather than one overall score.
Yes. Makeform offers unlimited free forms and responses, including generation, editing, publishing, and collection. The paid tier removes the Makeform badge.
Yes. Keep screening, neutral exposure, unaided reaction, diagnostics, intent, and explanation. Products may need usefulness and price questions; ads may need attention, brand fit, credibility, and action.
Turn a research brief into a survey.
