ADD-ON FEATURE: You can use this solution with any SurveyMonkey plan type. Get started now, or explore our market research solutions. This solution is available for US Data Center accounts only.
Idea Screening lets you quickly test and rank early stage product, marketing, or brand creative ideas so you know which are best to invest in.
Let’s say you're a marketer and you need to present new ad ideas to your team. However, you want to narrow those ideas down from 10 to 3, and your meeting is in 2 hours. With Idea Screening, you can quickly upload your ad ideas, choose your target audience, and get results in a presentation-ready report before your meeting.
With Idea Screening, respondents give feedback on your text, image, or video idea, also called stimuli. You can add 2 to 30 text, image, or video stimuli, and each respondent will see up to 5 stimuli.
Measure your idea through attributes like first reaction and purchase intent. Attributes are pre-written, industry standard questions created specifically for idea screening and concept testing. The 5-point Likert scale question, "How likely are you to purchase this product?" and the open-ended question, "What do you like most about this product?" are examples. You can create your own custom attributes and add questions before or after your respondent sees your stimuli.
Visit our Market Research Solutions page to create your Idea Screening study. Once created, your study is available from the My Surveys page in your account.
Add-on Purchase: For assistance customizing your Idea Screening study, including adding multiple languages, different question types, or reaching a hard-to-reach audience, we can help! Contact our team
Adding an image or video with a text description gives your survey takers the most information about your product, service, or messaging.
To add your stimulus content:
To set up your survey:
To preview your survey:
TIP! You can use the Back button at the bottom of the screen to change the setup of your Idea Screening study at any time before checkout.
When you’re ready to send your survey, select the Collect icon from the left-side menu.
There are two ways to collect responses:
You can create multiple collectors for your study.
PAID FEATURE: Web Link collector for this solution is available on any paid plan. Free plans can use SurveyMonkey Audience to collect responses.
Create a web link that you can send your way. To share a survey link:
SurveyMonkey Audience panelists have been sorted based on hundreds of targeting options so you can target your respondents based on country, demographics, employment status, hobbies, religion, and more.
To choose your target audience:
To checkout your study:
Idea Screening provides you with instant insights and automated analysis capabilities. Scorecards show statistical significance and compile results in a single visual. AI-powered insights surface which ideas scored best, or worst with different groups of respondents. Also, presentation-ready PowerPoint exports make sharing your findings easy.
You can view a comparison of your survey results or browse through individual responses.
Viewing Comparison, the default Analyze view, gives you an overview of the Summary Scorecard and each Attribute.
| Comparison | What You See |
| Summary Scorecard | A breakdown showing how each of your stimuli scored by attribute. Boxes in blue are rated with the most statistical significance and the letters show which ideas we identify significance over. Use the drop-down menu to change between your top two and bottom two box scores. |
| Attribute Scorecard | Displays the top two and bottom two scores associated with each answer choice for each question. Boxes in blue are rated with most confidence. Open-ended responses show as a word cloud. Use the drop-down menu to sort through each stimulus. Select Modify Range to change the total number of words in the cloud. |
You may notice the number of respondents viewing each stimulus may vary. Idea screening uses block randomization so variation is expected.
Statistical Significance
Idea screening uses the McNemar's test, which is a method for calculating statistical significance based on respondent's seeing multiple stimuli.
A statistically significant difference tells you whether one group's answers are substantially different from another group's answers by using statistical testing. Statistical significance means that the numbers are reliably different, greatly aiding your data analysis. You should consider whether the results are important, as it's up to you to decide how to interpret or take action on your results.
Confidence Level
The confidence level is the likelihood that your sample audience accurately reflects the attitudes of the group you selected. SurveyMonkey recommends a confidence level of 95%, which is most commonly used. Change the confidence level on the top right of the Analysis page.
Comparison and Custom Question Data
If you included comparison or custom questions in your survey, your data appears below the Summary Scorecard.
Viewing Individual Responses shows each respondent's complete set of answers to your survey. Each individual response includes respondent metadata and demographics, and survey-taking metrics.
To browse, select the Individual Responses tab. Use the menu at the top left to sort by stimuli.
Filtering allows you to show responses that match your filter criteria and hide the rest. Recommended filters through AI-powered Insights focus on segments of your data where we think you'll find interesting information. You can only apply 1 filter at a time.
To create your own filters:
To apply recommended filters:
You can edit, delete, and toggle the filter on and off in the Filters section, or select the X next to the applied filter to remove it.
You can export raw data in Excel or SPSS to analyze offline, or use presentation-ready, customizable PowerPoint exports to share with your stakeholders.
To export your data:
TIP! Once you've refined your product ideas, check out our other Market Research Solutions for further insights.