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RFQ 2571-AI Usage Advertising-B2B-QL-WIDI-US.GB.DE.IT.ES.FR

Research Objective

To understand how marketing professionals in selected countries and industries use AI tools to create advertising and marketing materials.  The survey should establish the reasons for use, scenarios, attractions, pain points, usage volume, and payment status, in order to assist business, explore opportunities and make improvements in this field.

Research Topics

  • What types of AI tools are used to create advertising and marketing materials; what types/duration of advertising and marketing materials are produced. What types of advertising materials can be created using AI? Which ones are not suitable, and reasons.
  • How many advertising and marketing materials need to be produced each month? Among them, how many were produced with the assistance of AI? Was the AI platform used an internally developed platform or an external one? Are there any fees to be paid, and if so, how much? Is it paid by an individual or by the company?
  • Which AI tools do respondents use more and have a better experience with? Reasons. Which core features attract the most?
  • When using AI for creation, are there any aspects that provide a less-than-ideal experience? Reasons. What are the biggest pain points/problems respondents currently encounter during use?
  • If there are new AI tools, respondents would be willing to try? What features or highlights would make them willing to give them a try?
  • What are the opinions of peers/colleagues regarding the use of AI to create advertising and marketing materials, and how frequently do they use it?
  • What support or obstacles does their company provide to employees using AI tools to create advertising and marketing materials?

Research Locations

  • United States.
  • Germany.
  • Spain.
  • France.
  • United Kingdom.
  • Italy.

No regional quotas, but should focus on major population centres.

Target Respondents

Organsations

  • Mix of major well-known advertising firms and smaller agencies involved in content planning and production.
  • Multi-channel network organisations that partner with online content creators (like Youtubers) to provide services such as audience development, monetization, content programming, brand deals and digital rights management.
  • Brand owners that are relatively well-known in the region and recognised by media, consumers and industry professionals.

Respondents

  • Must have used AI tools to create or modify advertising and marketing materials at least three times over the past 30 days. Any platform is acceptable. 
  • Use AI tools to create both advertising marketing videos and images.
  • Understand how the advertising and marketing materials they produce perform in practice (such as CTR/conversion rate).
  • Have tried using AI tools from multiple platforms to create advertising materials and can fully compare their respective strengths and weaknesses.
  • Familiar with how their own company, colleagues, and other industry peers use AI to create advertising and marketing materials.
  • Must be proficient in English.
  • Able to fluently share their experience of using AI tools, and can express their views on the advantages and disadvantages of different AI tools.

Research Methodology

Interviewing

  • Online IDIs.
  • LoI = 60 minutes.
  • Moderation in English.
  • Screen recording of the interviews.

Recruitment

  • Free find.
  • The respondents need to provide a screenshot of their AI platform account (only their name, no other info) they use to create advertising marketing materials, and 3 screenshots of AI-generated advertising marketing materials.
  • Ensure they are familiar with with MS Teams or Google Meet and have access to an internet connection that is fast enough for a web meeting. 
  • Recruitment rolls in with the moderating by allowing at least one day between the recruitment and interviewing time. This allows the client to vet the respondents. However, the screening questions drive and confirm the eligibility of the respondents.

Number of Interviews

A total of 47 online IDIs across all the countries. The distribution of them is as follows.

  • United States: 20.
  • Germany: 6.
  • Spain: 4.
  • France: 6.
  • United Kingdom: 6.
  • Italy: 5.

Quality Assurance

  • Ensuring participants are who they claim to be.
  • This survey requires some PII in order to confirm eligibility of respondents. We will arrange an NDI to ensure that this information is purely for QA and will not be used for any other purpose.

Deliverables

  • With moderating: screen recordings.
  • Proof of AI account and 3 screenshots of AI-generated advertising marketing materials respondents created.

Tasks

Survey Partner

  • With moderation: attending 45 minutes' online briefing.
  • Recruitment.
  • Incentives and their management.
  • Moderating, (optional).
  • If with moderating: screen recording.

WRA/Client

  • English recruitment screener and discussion guide.
  • Programming and hosting online screener.
  • 45 minutes briefing.

Project Timeline

February 2026.

Client Type

Consulting firm that is a WRA subscriber.

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