Amplify Digital | Survey and Configuration
Overview
Learn how to set up your Amplify Digital project and find the outline of the key questionnaire components in this article.
- Upload between 1-15 video ads per project. Each one will generate a separate survey.
- A default of 400 category-consumer respondents are exposed to each ad within the the YouTube/Facebook in-context environment and 200 within the TikTok/Instagram Feed environment, with the flexibility to increase or decrease the sample size to between 200-800 respondents (400 max for TikTok and Instagram Feed) depending on the specification of the project.
- Results are provided in the context of the available norm (e.g. country-level, social media platform level with Instagram Feed and TikTok sharing a norm)
Configuration checklist
- Videos: you can upload up to 15 videos, within the same country and category, each of which will generate a separate survey.
- Check out our stimuli guidelines.
- Add the following information about your stimuli:
- Ad name
- Platform choice
- For Facebook, Instagram Feed and TikTok only:
- Brand name to be used for in-context social media post
- Brand logo for in-context social media post
- Accompanying text for social media post (description that is shown alongside the advert in the in-context social media environment)
- For TikTok only:
- Song title to be used for in-context social media post. This is an optional field and can be added if your ad includes music
- Note: You can choose only one platform per project in order to be able to properly compare your results. Once you choose either Youtube or Facebook, you will not be able to choose the other option for other stims in the same project. If you would like to test the same stims on both platforms, complete the configuration for one project, then duplicate it and change the platform type on the new project.
- For Facebook, Instagram Feed and TikTok only:
- Brand competitive set images
- Brand information
- Brand Type Classification*
- Target audience profile
- 2-20 brand/category attributes that reflect category drivers (category entry points)
- 255 character limit per attribute
- 1-4 key messages for your stimuli
- 255 character limit per message
- Presence of music and celebrities
- Select a thumbnail
- 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
*Brand Type Classification: For all Amplify solutions, you’ll be asked whether the test ad is for your brand, a direct competitor, or another non-competitor. In the future, this will make it easier to track the impact of your advertising versus others in your space.
Questionnaire flow
| Intro & Screening | Respondents are asked their age, gender, region, income bracket & other relevant demographics or behaviors for the category |
| Usage or purchase frequency | Respondents are asked their usage or purchase frequency for the specified test category. They are also shown a list of retailers and brands and asked to indicate past visit / purchase. |
|
Pre exposure brand purchase |
Respondents are asked to choose from a competitive set of brands/products in the category. |
| In-Context exposure |
The test ad is shown in a simulated social media environment. Respondents are instructed to interact with the social media feed/platform as they normally would, without being prompted to view the ad. The have the ability to view the ad, scroll or skip away from the ad depending on the platform. |
| Distraction question |
Respondents are asked: Facebook: “Which stories, articles, or information do you remember seeing?” YouTube: “Which video did you choose to watch and why?” Instagram/TikTok: “Which images, video, or information do you remember seeing?” |
| Unaided brand recall | Respondents are asked which brands do they remember seeing ads for. |
| Post exposure brand purchase | Respondents are asked after exposure to the ad, which brand/product would they choose. |
| Unaided Key message recall | Respondents are asked what was the ad trying to convey? |
| Forced exposure | Respondents are shown the test ad for a second time, without the ability to skip. |
| Emoji emotional response | Respondents are then asked how they feel about the ad by selecting an emoji. |
| Key metrics on 5-point scale |
Respondents use 5pt scales to rate the ad on the following areas: enjoyment, attention, persuasion, brand appeal, uniqueness of brand impressions, brand distinctiveness, relevance, understanding, ad distinctiveness, brands meets needs. |
| Category drivers |
Respondents are asked about which of these attributes do you think is communicated about the brand by the ad? |
|
Key message clarity and believability |
Respondents are asked how clearly does the ad communicate the following messages? And, how believable was each message? (Messages are selected and customized by customers). |
| Likes & dislikes | Respondents are asked to share everything they like and dislike about the ad. |
| Brand meets needs | Respondents are asked, “Now that you've seen the ad, how well do you think the brand delivers the main things you need from soft drinks?” (example) |
| Social sharing | Respondents are asked, “how likely are you to share the ad on social media?” |
| New Information | Respondents are asked, “To what extent did this ad tell you anything new about the brand?” |
| Cultural sensitivity | Respondents are asked, “Is there anything you think people will find offensive, unpleasant or disturbing about the ad?” Plus an open ended to explain. |
|
Distinctive brand assets |
Respondents are asked, “What visuals, audio, people or characters made you think this was an ad for the brand?” |
|
Emoji second by second emotional response |
Respondents are asked to click on emojis to record how they feel as the ad plays. |
| Music appeal | Respondents are asked, “How much do you think the music contributes to the enjoyment of the ad?” |
|
Celebrity recall and appeal |
Respondents are asked, “Can you recall any of the celebrities in the ad? How much do you like them?” |
|
Category and brand usage |
Respondents are asked about their category and brand usage. |
| Social influencer | Respondents are asked, “How often do you post / like / comment when you use these social media platforms?” |
Audience and sample
Audience and Sample
What is our approach to sample? We interview a broad, category-relevant sample (400 respondents for YouTube and Facebook; 200 for TikTok and Instagram). Reporting defaults to category consumers rather than a bespoke audience, ensuring consistent benchmarking and a high bar for ad quality. Profiles (subgroup norm) analysis is available to check resonance with narrower audiences when needed.
This standardized approach means:
- Every test captures both the target audience and broader consumer reaction
- Any test can be confidently compared to any other, at both total population and subgroup level
How do we ensure sample composition is comparable across tests? We apply sampling targets and weighting across several variables, defined during Amplify's development:
Sampling: Targets are set for age (nested within gender) and SEC, with a 50/50 M/F split within each age group. For TikTok and Instagram, we recruit a younger audience reflecting platform usage (18–24: 36%, 25–34: 33%, 35+: 31%).
Weighting: Applied across four dimensions: age (nested within gender), SEC, brand usage, and category usage. Usage targets are calculated dynamically from norms:
- Category usage: Normed across all customers within each country/category combination
- Brand usage: Normed per brand within each country/category combination
The result is that every comparable project has an identical weighted distribution across all five variables: age, gender, SEC, category usage, and brand usage.
For general configuration instructions, go to our Getting Started Guide.