Expert-written questions to get you started
Crafting the right questions for your validation survey is crucial to obtaining actionable feedback. While framing questions might seem daunting, our compilation of expert-written questions aims to provide a solid foundation.
Whether you're evaluating a product or assessing brand notoriety, these questions will give you ideas of where to start for your own surveys.
1 – For all types of ads
Thinking about the ad overall, which of the following best describes your feelings about it?
- Like it very much
- Like it somewhat
- Feel neutral about it
- Dislike it somewhat
- Dislike it very much
How believable is the ad?
- Extremely believable
- Very believable
- Somewhat believable
- Not so believable
- Not at all believable
How relevant is the ad to you?
- Extremely relevant
- Very relevant
- Somewhat relevant
- Not so relevant
- Not at all relevant
How unique is the ad?
- Extremely unique
- Very unique
- Somewhat unique
- Not so unique
- Not at all unique
How different is the ad from existing ads?
- Extremely different
- Very different
- Somewhat different
- Not so different
- Not different at all
How well does the ad communicate the main message?
- Extremely well
- Very well
- Somewhat well
- Not so well
- Not well at all
If the product were available today, how likely would you be to
buy the product based on the ad?
- Extremely likely
- Very likely
- Somewhat likely
- Not so likely
- Not at all likely
In your own words, what is the main message of the ad?
Open text answer
2 – For all types of designs (logos, visual identities, etc.)
What first comes to mind when you look at the logo?
Open text answer
Thinking about the design overall, which of the following best describes your feelings about it?
- Like it very much
- Like it somewhat
- Feel neutral about it
- Dislike it somewhat
- Dislike it very much
How unique is the logo?
- Extremely unique
- Very unique
- Somewhat unique
- Not so unique
- Not at all unique
How much does the logo fit with the company?
- A great deal
- A lot
- A moderate amount
- A little
- Not at all
How visible do you think the logo would be in [environment type]?
- Extremely visible
- Not so visible
- Very visible
- Not at all visible
- Somewhat visible
3 – For communications (value propositions, slogans, etc.)
Thinking about the message, which of the following best describes your feelings about it?
- Like it very much
- Like it somewhat
- Feel neutral about it
- Dislike it somewhat
- Dislike it very much
How unique is the message?
- Extremely unique
- Very unique
- Somewhat unique
- Not so unique
- Not at all unique
How believable is the message?
- Extremely believable
- Very believable
- Somewhat believable
- Not so believable
- Not at all believable
How different is the message from existing messages?
- Extremely different
- Very different
- Somewhat different
- Not so different
- Not at all different
How much information does the message provide?
- Much too little information
- Somewhat too little information
- About the right amount of information
- Somewhat too much information
- Way too much information
In your own words, what does this message mean?
Open text answer
4 – For naming (product names, company names, etc.)
What first comes to mind when you look at the name?
Open text answer
Thinking about the name overall, which of the following best describes your feelings about it?
- Like it very much
- Like it somewhat
- Feel neutral about it
- Dislike it somewhat
- Dislike it very much
How easy is it to pronounce the name?
- Extremely easy
- Very easy
- Not so easy
- Somewhat easy
- Not at all easy
How different is the name from existing names?
- Extremely different
- Very different
- Somewhat different
- Not so different
- Not at all different
How unique is the name?
- Extremely unique
- Very unique
- Somewhat unique
- Not so unique
- Not at all unique
How relevant is the name to its [parent industry]?
- Extremely relevant
- Very relevant
- Somewhat relevant
- Not so relevant
- Not at all relevant
How much does the name fit with the [company or brand]?
- A great deal
- A lot
- A moderate amount
- A little
- Not at all
5 – For products
What is your first reaction to the product?
- Somewhat positive
- Very positive
- Neutral
- Somewhat negative
- Very negative
How innovative is the product?
- Extremely innovative
- Very innovative
- Somewhat innovative
- Not so innovative
- Not at all innovative
When you think about the product, do you think of it as something you need or don’t need?
- Definitely need
- Probably need
- Neutral
- Probably don’t need
- Definitely don’t need
How would you rate the value for money of the product?
- Excellent
- Above average
- Average
- Below average
- Poor
If the product were available today, how likely would you be to buy the product?
- Extremely likely
- Very likely
- Not so likely
- Somewhat likely
- Not at all likely
6 – For market research (brand notoriety, competitors, etc.)
When was the last time you used this [product category]?
- In the last week
- In the last month
- In the last 3 months
- In the last 12 months
- More than 12 months ago
- Never
When you think of this product type, what brands come to mind?
Open text answer
Which of the following brands make you most happy?
Choices from your industry.
Considering [product category], which brands would you consider purchasing from in the next six months?
Open text answer
Use these expert suggestions as a launchpad, but don't shy away from tailoring them to fit your unique needs. Keep in mind, the goal is to spark genuine responses that guide your decision-making process.
