Ad Research Quick Reference — Creative Strategy Frameworks
Duck Creative by Martin Lostak | duckcreative.co
| Stage | Who They Are | Best Ad Types | Goal | Example Angle Hooks |
|---|---|---|---|---|
| 1 — Most Aware | Know you, just need a push | Retargeting, offer ads, bundle deals, discount urgency | Convert now | "Your cart is waiting" / "Last 12 units" / "20% off ends tonight" |
| 2 — Product Aware | Know your product, comparing options | Testimonial, comparison, proof, review compilation | Differentiate from competitors | "Why 4,200 customers chose us over X" / "The difference is in the [mechanism]" |
| 3 — Solution Aware | Know a solution exists, haven't found you | Demo, UGC journey, explainer, before/after | Educate + prove you're the right solution | "Finally — a [solution] that actually [specific outcome]" / "Here's how [mechanism] works" |
| 4 — Problem Aware ⬅ Most buyers | Know they have the problem, don't know what to do | Educational content, empathy hooks, story-led UGC, VSL | Name the pain precisely, introduce the category | "If you're still [symptom], here's why" / "The real reason your [problem] keeps coming back" |
| 5 — Unaware | Don't know they have a problem | Pattern interrupt, bold claim, curiosity hook, lifestyle | Create awareness of the problem before the solution | "I had no idea this was why I [symptom]" / "Most [audience] don't know they're [problem]" |
Most brands are here: 80% of your ad budget hitting Stage 1–2 (offer + comparison ads), while most of your potential buyers are at Stage 4–5.
The wave surfing principle (Manel Gomez): Problem-aware is 10x bigger than Most Aware. Running only offer ads = fishing in the smallest pool. Map your 20 ABO slots across all 5 stages.
Scoring tip: When scoring angles, factor in which stage they target. If you have 0 angles for Stage 4 (Problem Aware), that's your biggest gap regardless of score.
From "The Creative Strategy System" — Session 1 with Martin Lostak
Duck Creative by Martin Lostak | duckcreative.co
Score your angles before you shoot anything. Max 50 points. Highest scores fill your ABO slots first.
| Criteria | What to ask |
|---|---|
| Frequency in Research | How many times did this pain/desire appear in reviews, comments, DMs? |
| Emotional Intensity | How visceral is the language around this? Frustration, embarrassment, desperation? |
| Specificity | Is this angle specific enough to feel personal — or could it apply to any brand? |
| Competitive White Space | Are competitors running this angle already, or is the space open? |
| Production Feasibility | Can you actually produce this with your current creator pool and budget? |