Online screening questionnaire – Creative Practitioners

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Thanks!

Before we begin, I would like to assure you of our commitment to privacy protection and that any information you provide will be treated confidentially, stored securely, and deleted when no longer needed. Neither your name nor the name of your organisation will be revealed to any third party not connected with this study, and you will be given the opportunity to remain anonymous.

Your information is used solely for the purposes outlined in this survey. We will keep your data confidential and never sell or resell it for any other purpose. Participation is voluntary and can be discontinued at any time.

Can we proceed based on the above?*

Yes

Thank-you for the time you have taken to review this discussion – I will contact you about different projects in the future, if this is of interest to you?

SQ 1) When was the last time you participated in a market research study eg a focus group, 1:1 interview, online digital diary, etc?*

a) Never participated before

b) Participated 12+ months ago

c) 7-12 months ago

d) 3-6 months ago

e) Less than 3 months ago

Please select one option: SINGLE CODE

Please record the topic above (if less than 3 months ago)*

SQ 2a) What is your exact job title, agency name and company website?

a) Exact job title:*

b) Company Name & website:*

SQ 2b) Please could you share your LinkedIn profile:*

SQ 3) Are you currently employed in your role full-time?*

a) Yes, I work 35 or more hours per week

b) I work 25 - 35 hours per week

c) No, I work less than 25 hours per week

Please select one option: SINGLE CODE

SQ 4) How many years of experience do you have working within the broader creative, advertising, marketing, or marketing technology (MarTech) space (including all prior roles, different departments, or previous companies, regardless of your current exact job title)?*

a) Less than 1 year

b) 1-2 years

c) 3-5 years

d) 6-10 years

e) More than 10 years

Please select one option: SINGLE CODE

SQ 5) Which of the following statements best describes the primary area of focus in your current role? (Select the one that takes up the majority of your time)*

a) Concept & Craft: I focus on the original creative spark, brand aesthetic, visual narrative, copywriting, and/or design direction.

b) Tech & Architecture: I build the digital infrastructure, manage API integrations, connect creative tools to data pipelines, and/or implement custom tech/AI solutions.

c) Scale & Operations: I manage creative operations, localisation, versioning, resizes, high-volume asset production, and/or digital asset distribution.

d) Strategy & Business: I focus on campaign strategy, business design, measuring client ROI, or and/or managing agency-client partnerships. (e.g., Strategy Director, Business Strategist, Account Director)

Please select one option: SINGLE CODE

SQ 6) In a few sentences, please describe the core function and responsibilities of your role.*

Please describe above: 2 or 3 sentences

SQ 7) Which of the following generative AI or automation tools have you personally used for your professional work in the past month? (Select all that apply)*

a) Large Language Models (e.g., Gemini, ChatGPT, Claude)

b) Image generators/enhancers (e.g., Midjourney, Adobe Firefly)

c) Video / audio generators (e.g., Sora, ElevenLabs, Veo)

d) Creative production & asset management automation (e.g., Smartly.io, CreativeX, VidMob, Asset Studio)

e) Agency-built internal proprietary AI tools

f) None of the above

Please select one or more options: MULTICODE

SQ 8) Which of the following best describes how integrated AI tools are into your day-to-day workflow?*

a) They’re not integrated - I don't use AI tools in my work

b) Minimally integrated - I use AI tools occasionally, but they aren't a regular part of my work

c) Integrated - I use AI tools regularly, but they are not essential

d) Heavily integrated - I use AI tools regularly, and they are essential to how I work

Please select one option: SINGLE CODE

SQ 9) In a few sentences, describe a specific project or task where you used one of these AI/automation tools. What was the exact workflow, and how do you feel about integrating AI into your creative processes?*

Please describe above: 2 or 3 sentences

SQ 10a) In a few sentences, please describe the core function and responsibilities of your role.*

Please describe above: 2 or 3 sentences

SQ 10b) Which of the following best describes how AI, automation, and/or creative technology tools impact your strategic planning, operational guidance, or project decision-making?*

a) I personally evaluate, select, or buy creative tech/AI tools for my team or clients.

b) I define the strategy, campaign briefs, or business cases for campaigns that leverage AI or automation.

c) I consult and advise clients on how to integrate AI/automation into their brand workflows.

d) I direct, manage, or oversee teams who are executing "hands-on" creative or production work using AI tools.

e) I design new agency operational processes to incorporate automated or AI-native creative workflows.

f) None of the above

Please select one option: SINGLE CODE

SQ 11) Which of the following best describes your or your team's depth of integration with creative AI tools/solutions on behalf of your clients or department?*

a) We’re not integrated - we do not use or plan for AI solutions in our strategies/operations [TERMINATE]

b) We’re minimally integrated - we occasionally discuss or pilot AI solutions, but it is not standard

c) We’re Integrated - we regularly plan, propose, or manage AI-enabled campaigns or production workflows

d) We’re heavily integrated - AI and automation strategies are central to how we design workflows and pitch clients

Please select one option: SINGLE CODE

SQ 12) In a few sentences, please describe how your department, team, or clients are currently adopting or reacting to AI and automation tools. What is your strategic role in guiding this transition? (Are you excited, concerned, or both, and why?)*

Please describe above: 2 or 3 sentences at a high-level business or operational perspective (discussing barriers, scaling, opportunities, or client scepticism)

SQ 13a) Which statement best reflects your overall opinion and perceptions towards each of the following companies? Anthropic*

a) I speak highly without being asked

b) I speak highly if someone asked me

c) I have a neutral opinion; seeing both positives and negatives

d) I would be critical if someone asked me

e) I am critical without being asked

f) Don’t know enough to have a strong opinion

Please select one statement: SINGLE CODE

SQ 13b) Which statement best reflects your overall opinion and perceptions towards each of the following companies? Select one statement per company. Google*

a) I speak highly without being asked

b) I speak highly if someone asked me

c) I have a neutral opinion; seeing both positives and negatives

d) I would be critical if someone asked me

e) I am critical without being asked

f) Don’t know enough to have a strong opinion

Please select one statement: SINGLE CODE

SQ 13c) Which statement best reflects your overall opinion and perceptions towards each of the following companies? Select one statement per company. Meta*

a) I speak highly without being asked

b) I speak highly if someone asked me

c) I have a neutral opinion; seeing both positives and negatives

d) I would be critical if someone asked me

e) I am critical without being asked

f) Don’t know enough to have a strong opinion

Please select one statement: SINGLE CODE

Thank you for taking the time to complete these screening questions.

Please note that if you are accepted, your interview will be recorded and transcribed, but only our project teams will have access to this material.
If interviewed, your recordings will not be used for marketing purposes or shared with any third parties. You have the right to access, correct, or withdraw your data from this research at any time, or to restrict or object to its processing.
If you choose to withdraw, please contact us, and all recordings will be immediately deleted.
All recordings and transcripts will be deleted once the project is complete, and any resulting analysis will be depersonalised to protect your anonymity.

SQ 14) Which of the following age groups do you fall into?*

a) 17 or under

b) 18-24

c) 25-34

d) 35-44

e) 45-54

f) 55-64

g) 65+

h) Refused

Please select one option: SINGLE CODE

SQ 15) So that we can seek to represent the best ethnicities, are you:*

a) White/Caucasian

b) Black/African American

c) Asian

d) Hispanic, Latino, or Spanish origin

e) I prefer to self-identify

f) I prefer not to answer

Please select one option: SINGLE CODE

SQ 16) If accepted, are you comfortable participating in this research?*

a) Yes, that’s fine.

b) No, I am not interested.

c) I don’t know - ask me again in a few days.

Please select one option: SINGLE CODE

TECH

T1 Would you say you were fairly to very confident using a computer/technology*

a) Yes

b) No

Please select one option: SINGLE CODE

T2 Do you have a Desktop or Laptop computer? You will need one to take part in this session (which cannot take place on a smartphone, tablet or iPad)*

a) Yes

b) No

Please select one option: SINGLE CODE

T3 For the session, you will be required to connect with the moderators via ZOOM / MS TEAMS. Are you willing and able to do this?*

a) Yes

b) No

Please select one option: SINGLE CODE

T4 Do you have a steady, strong internet connection?*

a) Yes

b) No

Please select one option: SINGLE CODE

T5 You will need to be in a quiet environment during the interview, free from interruptions. Are you able to do this?*

a) Yes

b) No

Please select one option: SINGLE CODE

T6 You will need to log in 5-10 minutes before the session to ensure there are no technical issues and the session starts on time. Are you happy to do this?*

a) Yes

b) No

Please select one option: SINGLE CODE

GDPR, CONSENT & RECONTACT

G1 Do you agree to the session being audio-recorded?*

a) Yes

b) No

Please select one option: SINGLE CODE

G2 Do you consent to the recording being shared with our client?*

a) Yes

b) No

Please select one option: SINGLE CODE

G3 I need to advise you that, by participating in this research, anything disclosed during the course of the discussion should not be shared with anyone outside the discussion environment.*

a) Yes

b) No

Please select one option: SINGLE CODE

G4 If we needed to contact you again, specifically regarding this research study. Do you give your consent for this?*

a) Yes

b) No

Please select one option: SINGLE CODE

G5 You may be contacted by us for validation purposes. Do you give consent for this?*

a) Yes

b) No

Please select one option: SINGLE CODE

G6 We will store your information, including contact details, for 6 months for quality control purposes and to monitor previous participation. After 6 months, we will securely destroy the information you have given us. Do you give your consent for this?*

a) Yes

b) No

Please select one option: SINGLE CODE

APPOINTMENT

Thank you - I’d be grateful if you could advise of two or three suitable interview times (preferably at 15, 30, 45 mins past or on the hour), so that we can speak for 45 - 60 minutes when it’s mutually convenient.*

Earliest Date and Time*

Next Date and Time (if available)

Thank-you - I would be grateful if you could confirm a few final details:

Your Name*

Your exact Job Title*

Job title of person you report to*

Company name*

Phone (inc international dialling code)*

Email*

LinkedIn profile link