Run a Creative Comparison test

The fastest broad read in the library, and the recommended starting point when the argument is only which version is better.

Creative Comparison is the set to reach for when the argument in the room is "which one is better" and nothing more precise than that.

What it measures

The primary question is a 1 to 7 overall rating, and the verdict is decided on the average for each version. An engagement rating and one open question sit underneath. The card labels this set research-backed, and the wizard shows it as the recommended starting point.

What people are asked

• "Overall, how would you rate this video?" on a 1 to 7 scale from "Poor" to "Excellent". This is the question the verdict rests on.
• "How engaging was it?" on a 1 to 7 scale from "Not at all" to "Very engaging".
• "Any thoughts?" in their own words.

Three questions is the point. A short survey asks less of each participant, which keeps the session brief and the cost at the base rate. See What does a test cost?.

When to pick it

Pick it for a first test, or whenever the disagreement is broad. Skip it when you already know which part of the work is under argument, because a specific set gives you a specific answer: the opening belongs to Hook Strength, the message to Message Clarity, the category standing to Competitive Positioning. A broad rating tells you which version won without telling you what won it.

What the verdict looks like

A winner on the overall rating is named when both groups reached the size committed at launch, dropout was balanced, and the gap stands clear of chance. Short of that, a directional advantage or "too close to call". A near tie on an overall rating is a genuinely useful result on a first test: it says the versions are close, so the next test should ask a narrower question. See Understanding your verdict.

What it cannot tell you

An overall rating is broad by construction. It cannot tell you which element carried the version, and it cannot separate a strong opening from a strong ending, because a single number folds every part of the work into one answer. Use it to find out whether there is a difference at all, then run a diagnostic set to find out where it lives.

Formats

Creative Comparison is available on video, audio, and image tests.