Amplify Early Idea | Survey and Configuration

Overview

Learn how to set up your Amplify Early Idea project and find the outline of the key questionnaire components in this article.

Configuration checklist

  • Ideas: 1-5 images of short paragraphs describing the idea. Pictures can also be included alongside your written idea (jump to more detail here).
  • Ensure you add the following information about your stimuli: 
    • Idea name
    • Brand name
    • Type of idea - choose from:
      • Advertising campaign idea
      • Promotional idea
      • Charity campaign idea
      • Ad idea
      • Big idea
    • 2-15 brand/category attributes that you are looking to test that people might associate with your stimuli
      • 255 character limit, per attribute
    • 1-4 key messages for your stimuli
    • Presence of music and celebrities
    • Tags
      • Tagging your stimuli allows you to categorize your content efficiently, as well as unlocking additional analytic capabilities
        • Standardized tags - taxonomy defined by your organization
        • Custom and smart tags

Questionnaire flow

Intro & Stimuli Exposure Respondents are welcomed to the survey, shown the static image describing the idea and required to read through the information for a minimum of 7 seconds. They are pre-warned that this is an idea for an ad or promotion and that their feedback will help shape the idea and whether it is worth moving forwards with.
Concept Description How would you describe this idea to a friend or colleague?
Concept Appeal How much did you like this stimuli?
Emoji Response Which emoji, from the standard list of Amplify emojis, reflects your feelings toward the idea.
Key Metrics on a 5-point scale Rate how much the idea claimed attention, persuasion, brand appeal, uniqueness of brand impressions, relevance, understanding and concept uniqueness.
Attributes/Category Drivers To what extent the idea is delivered against the key attributes of the category.
Key Message Clarity & Believability Were the messages communicated by the idea clear and believable?
Likes and Dislikes Open-ended questions to capture what respondents liked/disliked about the overall idea
Likes and Dislikes Heatmap Heatmap-style question to capture specific parts of the idea that respondents liked/disliked.
Ideas for Improvements Open-ended question to capture whether there are any improvements that could be made to the idea to make it better.
Brand Meets Needs Based on the idea, how well do you think the brand delivers the main things you need from the category?
New Information Did the idea tell you anything new about the brand.
Cultural Sensitivity Capturing whether anything in the idea could potentially cause offense.
Celebrity Awareness, Appeal & Fit Did you recognize and recall a celebrity, and how did they fit with the brand.

Comparability is key for idea testing

Early Ideas can vary widely from project to project, and brand to brand, but ad agencies tend to be consistent with their formats. Respondents tend to respond to the style and format the idea is presented in as well as the content, so it’s important to control for format factors where possible. This ensures the differences in scores are driven by the quality of the idea itself.


An early idea stimuli may include some of the following items:

  1. A short, punchy description of the idea. This could be one clear concise benefit statement.
  2. A full description covering what the idea is, how it will work, and what need it satisfies.
  3. An image associated with the idea. This could be as simple as a brand logo, product image, or an image that helps to convey the premise of the concept.
  4. Bite-sized information. More engaging than traditional long-form concepts. Focus on what is important and describe it in a conversational manner.
  5. Relevant claims. The key elements or features of the idea that make it believable and relevant.
  6. Highlight distinctive features. What makes the idea unique and different from others already in the market?
  7. A consistent style across stimuli. Consistency helps comprehension and allows for a more accurate A/B comparison of ideas.

Early idea stimuli preparation guidelines


Test your rough ideas in the form of a static slide with written description and relevant images.

  • Focus on communicating what the overall idea is, how it will work, and why it is necessary to determine if the overall idea resonates with the target audience.
  • Include key ideas, features, brand assets, imagery, notes about music, and characters or celebrities if applicable.

During configuration, you will decide how you want to refer to your stimuli throughout the survey. Choose from options like Ad Campaign Idea, Big Idea, or Promotional Idea.

Format: JPG, PNG (RGB only, CYMK not supported).

Resolution: Maximum 800 pixels high and 1366 pixels wide. Any ratio is acceptable.

System limitations: Larger files take longer to load, which can cause respondents with slower computers or internet speeds to drop out.


For general configuration instructions, go to our Getting Started Guide.

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