The question a media platform answers is which creative performs. The questions it cannot answer are what the creative said, to whom, and whether anything in it will cause a problem later.
What to put in the public brief
- That it is written feedback on advertising creative
- The rough category, so people can self-select
- How many variants they will see
- That the ad has not run yet
Keep the creative and the brand private. Unreleased advertising in a public brief is a leak.
What to put in the private instructions
Show the variants in a fixed order and say so
Order effects are real. If you want to control for them, run two campaigns with the order reversed rather than letting each worker choose.
Ask what is being advertised before asking anything else
If they cannot say, nothing else in their response matters, and you have found the problem.
Ask which one would stop them scrolling, and why
The reason is the deliverable. A preference without a reason is a vote.
Ask what could be misread
Phrased as an invitation, not a challenge. This is where you find the claim that reads as a promise, or the image that reads differently in another market.
Proof worth requiring
Ask for
Written answers per variant, and one line on whether the category is relevant to them. Relevance decides how you weight the rest.
Do not ask for
A rating per variant. You will average the ratings, and the average of three comprehension failures is a number that looks like an opinion.
When this task type is the wrong tool
If the creative is already live and you want performance, the platform's own data is better and cheaper. This is a pre-flight instrument.
If what you actually need is to know whether the underlying offer works rather than how it is presented, concept feedback asks that question directly, and it is a different question.