Do you remember seeing this campaign?
Separate remembered exposure from recognition produced by showing campaign material. Preserve the questioning order and allow uncertainty rather than infer reach from an aided response.
Marketing and audience research / Survey guide
Marketing and audience research · Practical field guide
Campaign recall survey
Learn what an audience remembers about a specific campaign.
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ILLUSTRATIVE FINDING → ACTION
What people might say
Illustrative respondents recall a visual but not the offer it was meant to explain.
What you could investigate
Make the offer and next action clearer in the next creative test.
Synthetic scenario, not a customer result.
A useful starting point
A questionnaire for campaign recall.
Learn what an audience remembers about a specific campaign. Choose the questions that fit the experience you are investigating; avoid asking people to evaluate a step they did not encounter.
If nothing was unclear or difficult, say so. Skip questions about steps you did not experience; use not applicable where appropriate.
What message do you remember from it?
Compare the message respondents recall with the campaign's intended offer. Investigate a communication mismatch without treating accurate recall as proof that the offer persuaded them.
Where do you recall encountering it?
Record the channel respondents remember encountering, allowing multiple or uncertain sources. This is recalled exposure context rather than independently verified attribution of campaign performance.
Which part of the campaign helped you recognize the offer?
Identify a campaign element that helped connect the material with its offer. Distinguish recognition of decorative imagery from understanding the actual service being promoted.
What action did you think the campaign invited?
Check whether respondents understood the intended next action and its commitment. Revise misleading action cues without interpreting remembered instructions as evidence that people followed them.
If nothing was unclear or difficult, say so. Skip questions about steps you did not experience; use not applicable where appropriate. Do you remember seeing this campaign? What message do you remember from it? Where do you recall encountering it? Which part of the campaign helped you recognize the offer? What action did you think the campaign invited?
Download the questions as text ↓
Examples to adapt, rather than a validated research instrument.
Choose the response format
Make room for the explanation.
| Question | Suggested format | What to preserve |
|---|---|---|
| Do you remember seeing this campaign? | Short open text | Let people explain the experience in their own words. Review this answer for: do you remember seeing this campaign. |
| What message do you remember from it? | Short open text | Let people explain the experience in their own words. Review this answer for: what message do you remember from it. |
| Where do you recall encountering it? | Short open text | Let people explain the experience in their own words. Review this answer for: where do you recall encountering it. |
| Which part of the campaign helped you recognize the offer? | Short open text | Let people explain the experience in their own words. Review this answer for: which part of the campaign helped you recognize the offer. |
| What action did you think the campaign invited? | Short open text | Let people explain the experience in their own words. Review this answer for: what action did you think the campaign invited. |
Make questions optional where appropriate. If you add a rating scale, label its endpoints, keep one idea per question, and retain a follow-up for reasons. These examples are not a validated measurement instrument.
Before you send it
Check what your wording assumes.
Would you agree that campaign recall was a completely positive experience?
Do you remember seeing this campaign?
The initial wording assumes a positive evaluation. The revised question asks about the actual situation so a respondent can describe difficulty, uncertainty, or a different experience.
Read the answers carefully
What the answers cannot tell you.
Recognition after showing creative is different from unaided recall.
Illustrative respondents recall a visual but not the offer it was meant to explain. This is an illustrative interpretation problem rather than a real customer result. Make the offer and next action clearer in the next creative test.
A worked interpretation example
From a comment to a practical next step.
Illustrative scenario. These are not customer results.
Keep the finding specific
Illustrative respondents recall a visual but not the offer it was meant to explain.
Choose an action to test
Make the offer and next action clearer in the next creative test.
Check the experience again
After testing the action, revisit this original observation: Illustrative respondents recall a visual but not the offer it was meant to explain. Repeat the relevant experience prompts with people who encountered the change. Compare specific explanations and sample differences; do not claim causation from the before-and-after responses.
From question to next step
Make the feedback useful.
Set the decision
Write down the decision you want this questionnaire to support: learn what an audience remembers about a specific campaign.
Invite relevant voices
Invite people who experienced the relevant situation. Explain response handling and include an optional skip or not-applicable route. Recognition after showing creative is different from unaided recall.
Choose an action
Make the offer and next action clearer in the next creative test.
Before you send it
Questions, answered.
What should I learn from this campaign recall questionnaire?
Learn what an audience remembers about a specific campaign. Start with one decision you can act on rather than using the survey to confirm a preferred answer.
How should I interpret answers to “What message do you remember from it?”?
Read this answer for the concrete issue behind the response. Recognition after showing creative is different from unaided recall. Compare specific explanations instead of reducing every response to one average.
What would a practical next action look like?
Make the offer and next action clearer in the next creative test. This is an example action to investigate, not a guaranteed improvement.
When should I send this questionnaire?
Ask after respondents have experienced the specific situation in the first prompt: “Do you remember seeing this campaign?” Allow enough time after a proposed change for people to experience it before repeating the questionnaire.
What should I check after changing the process?
After testing the action, revisit this original observation: Illustrative respondents recall a visual but not the offer it was meant to explain. Repeat the relevant experience prompts with people who encountered the change. Compare specific explanations and sample differences; do not claim causation from the before-and-after responses.
Can I use these questions in SurveyTeams?
Copy the questions or download TXT, CSV, JSON, or a Markdown worksheet and adapt them in your own survey. The product CTA opens registration and does not import the example. Verify the features and terms available in your account.
Build with SurveyTeams
Build your own campaign recall questionnaire.
Use these examples to draft your questionnaire. Create a survey draft, add questions, and check the respondent preview in SurveyTeams. Additional features depend on your account and plan.
Create your survey in SurveyTeams
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