The tool is called AdSpark and has been designed by the to spot the next advertisement that will create "brand contagion", in the way that the meerkat has for Comparethemarket.com.
The survey is completed online and can be sent out to a selected research panel or some other group. It asks users to choose a particular avatar to represent them throughout the survey, watch an ad and then answer questions.
Instead of being asked to rank how the ad makes them feel out of 10 or on a scale, users must adjust the avatar, up or down, until it makes the facial expression that corresponds with how they feel.
The survey tool also displays a separate avatar to represent the brand behind the ad. Users must also adjust this avatar to show how the ad has made them feel towards the brand. The idea of using a human avatar is to reduce dropout and give better data.
David Penn, managing director at Conquest, said: "The marketing world has shifted irrevocably from the traditional 'interrupt and persuade' rational model of advertising to a place where a meerkat fan club can help set a brand alight.
"Most research tools are blunt instruments when it comes to contagious, emotional response and sometimes miss the truly great ads."
Conquest is also behind the Metaphorix online research tool, which uses metaphors to uncover how consumers feel about brands.