Fictional example · Field Guide HTML template

About this template
FieldworkPractice notes
for creative teams

Free practice guide / Creative experiments

Better questions.
Better decisions.

A practical guide for creative teams who want to learn more from the next round of ads. Frame the question, plan the comparison, and record a useful next move.

  • A question-first brief
  • An observation plan
  • A decision record
See the approach in action
A repeatable practice
01Frame the question02Plan the comparison03Record the decision

Look inside / A working example

From a vague brief
to a useful comparison.

See how a creative hunch becomes a question you can investigate. Switch between the question, the observation plan, and the decision you would record.

Creative experiment / 001
Example
Inspect the three parts of the example
01 / Question

Do people see when they would use it?

We think product-only creative leaves the everyday situation unclear. That gives the next execution a specific question to investigate.

Teaching example. A comparison to plan, with no measured outcome.
02 / Observation

Change the context. Keep the offer.

Compare product-only creative with the product shown in an everyday situation. Keep the offer and destination consistent, and record other conditions that could affect the comparison.

Teaching example. A comparison to plan, with no measured outcome.
03 / Decision

Keep the reasoning beside the result.

Read the evidence against the original question. Note differences in audience delivery and landing-page behavior. Record what you would keep, change, or investigate next, and what remains uncertain.

Teaching example. A comparison to plan, with no measured outcome.

Explore the three parts above. The guide gives you a structure for your own campaign.

Included in the guide

Three tools.
One useful habit.

Bring a campaign you are working on. Leave with a clearer question and a record you can come back to.

  1. 01

    Write the useful question.

    Turn a vague wish to improve an ad into a specific uncertainty. Name the explanation you want to investigate.

  2. 02

    Plan what you will observe.

    Record the change, the comparison and the conditions that would make the result hard to trust.

  3. 03

    Keep a decision record.

    Separate the observation from your explanation. Write what you will keep, what you will change and what you still need to understand.

For the people doing the work

Built for the next
creative conversation.

For creative leads, marketers and small teams who write the brief and read the results. Bring an existing campaign or the question behind your next round of work.

Send me the guide

A few practical details

Before you request it.

What is in the guide?

A question-first brief, an observation plan, and a decision record. The interactive example above shows how the three parts work together. The guide gives you a structure for your own campaign.

Does it tell me which ad will win?

No. It helps you state a question, record evidence and acknowledge uncertainty. It does not promise a result or replace a sound experiment.

Will this sign me up to a newsletter?

A resource request should cover requested delivery. Optional newsletter permission is a separate action; this demonstration has no marketing signup.

Will the example form email me?

No. Fieldwork is fictional. The local form demonstrates validation and completion without sending data or delivering email.