Campaign evaluation survey questions

Here are some example questions you can use in your campaign evaluation surveys.

Questions like these will give you a good understanding of your pre-post campaign performance so you can properly attribute impact to your marketing campaigns.

Pro tip 💡

You might hear campaign evaluation research referred to as pre-post campaign research.

As the name suggests, you should run these surveys before and after your campaign’s live dates.

BUT it’s also super useful to run a wave DURING your campaign – this will give you a great additional measurement for how your campaign is performing.

Andrada Comsa

Principal Customer Research Manager

First you’ll want to qualify in the right target customers with a question like this, inconspicuously listing your product among some other products:

Which of the following, if any, have you purchased in the past 12 months?
- [Your product]
- Soap
- Clothes
- Shoes
- Bottled water
- Books

You’ll then want to ask a couple of brand awareness questions. These are crucial for campaign evaluation – running this before, after (and sometimes during) your campaign should signal any uplift in your prompted and unprompted brand awareness.

Thinking about [your category], what brands, if any are you aware of?
- [Open text field for respondents to type the brands they recall]

Which of these [your category] brands, if any, are you aware of?
- [Your brand]
- Competitor 1
- Competitor 2
- Competitor 3
- Competitor 4
- etc.

After that it’s good to ask a couple of questions about how likely it is for your target audience to buy from you and competitors’ brands.

Which of these [your category] brands, if any, have you ever purchased?
- [Your brand]
- Competitor 1
- Competitor 2
- Competitor 3
- Competitor 4
- etc.

Which of these brands, if any, would you consider purchasing from in the next 12 months?
- [Your brand]
- Competitor 1
- Competitor 2
- Competitor 3
- Competitor 4
- etc.

☝️ If you ask this question before, during and soon after a campaign, you’ll get an understanding of whether your campaign has increased purchase intent. It’s important to remember that this intent might decrease after your campaign, because your brand won’t be as top-of-mind for them.

You can ask some questions specifically about your campaign.

This will help you get an even better understanding of how your campaign landed – and you can use this intel to inform your future campaigns.

Which of the following brands have you seen or heard advertising for in the pas [X] weeks?
- [Your brand]
- Competitor 1
- Competitor 2
- Competitor 3
- Competitor 4
- etc.

You probably know all about the NPS score – here’s a little refresher if not.

It’s a good shout to ask this NPS question in your campaign evaluation as it gives you another super useful metric. And if you track your NPS at other points in the customer journey, it gives you a solid comparison in the context of your campaign evaluation.

How likely would you be to recommend [Your brand] to a friend, family member or colleague?
- [Scale from 0-10]

The Consumer Research Academy is brought to you by the Customer Research Team—our in-house research experts. Any research questions? Email or chat with the team.