Skincare UGC ad research worksheet

Group by what the ad asks you to believe

Do not group every person holding a bottle as one idea. A routine walkthrough explains a sequence. A texture demonstration shows application. A personal story describes an experience. Those are different research questions.

1. Choose one question, such as how the ad explains a product’s place in a routine.
2. Compare routine-led, demonstration-led and story-led references separately.
3. Record whether the product is visible and whether the action can actually be followed.

Record the evidence on screen

A camera shot can show texture or application; it cannot establish a medical outcome. Write the stated claim separately from the visible action so the reference does not become evidence for your product.

1. Describe framing, lighting, edit continuity and the product action without assigning a quality score.
2. Note when captions, voiceover and footage describe different things.
3. Mark timelines, endorsements and product claims as unverified unless you have separate evidence.

Turn the reference into a production question

Use research to decide what your team needs to show. A useful next question might be how to make an application step legible, rather than whether to imitate another person’s experience.

1. Try visual-search descriptions such as ‘hands applying cream’ or ‘bottle beside bathroom mirror’ in Barry; review results rather than assuming relevance.
2. Save a small set of contrasting references and explain the choice behind each.
3. Bring the selected demonstration to your own product and claims review before writing the brief.

A filled example

These invented examples explain how to use the fields. They are not advertiser results.

Creative job

Distinguishes a routine from a story or demonstration.

Routine explanation: where a moisturizer fits between two steps.

Visible action

Records what the reference actually establishes.

Hands apply a small amount to the back of a hand in one shot.

Stated claim

Keeps a caption from becoming a verified fact.

A caption describes the texture as lightweight; the research does not verify that claim.

Production question

Makes the observation relevant to your product.

Can our own footage show the application step without covering it with captions?

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What this research can tell you

These examples are original research exercises, not copied advertiser ads or medical advice. UGC describes a creative style here; it does not establish that a person is an independent customer. Barry does not expose competitor performance metrics.

Bring the references together in Barry

Use search by look to find visual references on Infinity Board, then save the ones that answer your question. Visual search, saved boards and sharing are Pro features on desktop.

Continue your research