{
  "title": "Campaign recall survey",
  "questions": [
    "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?"
  ],
  "question_notes": [
    "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.",
    "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.",
    "Record the channel respondents remember encountering, allowing multiple or uncertain sources. This is recalled exposure context rather than independently verified attribution of campaign performance.",
    "Identify a campaign element that helped connect the material with its offer. Distinguish recognition of decorative imagery from understanding the actual service being promoted.",
    "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."
  ],
  "answer_guidance": [
    {
      "question": 1,
      "format": "Short open text",
      "reason": "Let people explain the experience in their own words. Review this answer for: do you remember seeing this campaign.",
      "optional": true
    },
    {
      "question": 2,
      "format": "Short open text",
      "reason": "Let people explain the experience in their own words. Review this answer for: what message do you remember from it.",
      "optional": true
    },
    {
      "question": 3,
      "format": "Short open text",
      "reason": "Let people explain the experience in their own words. Review this answer for: where do you recall encountering it.",
      "optional": true
    },
    {
      "question": 4,
      "format": "Short open text",
      "reason": "Let people explain the experience in their own words. Review this answer for: which part of the campaign helped you recognize the offer.",
      "optional": true
    },
    {
      "question": 5,
      "format": "Short open text",
      "reason": "Let people explain the experience in their own words. Review this answer for: what action did you think the campaign invited.",
      "optional": true
    }
  ],
  "respondent_instruction": "If nothing was unclear or difficult, say so. Skip questions about steps you did not experience; use not applicable where appropriate.",
  "note": "Examples to adapt. Not a validated instrument."
}