Brand Lift and Brand Lift with Top of Mind: overview and key stages
Stage 1. Audience search
We survey the actual audience of your campaign, inviting over 10,000 users to participate. Half of them have seen the ad (test group), and the other half are the control group. We then select a sample from both groups for analysis. A control group is created through a virtual auction.
Both groups are selected from the campaign's target audience, but the control group views a survey instead of the ad.
Stage 2. Engagement
Participants are invited to share their experiences before taking the survey. This approach encourages immediate feedback from those eager to share their opinions.
This is crucial because research shows that a third of users participate in short surveys because they believe their input is valuable, while another fifth do so to share their opinions.
Stage 3. Survey
Participants from both groups who accepted the invitation are asked to answer three questions. Given that voluntary participation is essential for a reliable survey, participants are free to withdraw at any time. In that case, the survey won't be counted.
What questions can be used in the survey?
You can choose three of the six questions available. Each question evaluates a specific metric of your campaign's performance. The questions use standard wording, but you can replace the words in italics. We strongly recommend that you measure ad recall: this metric reflects the campaign's direct impact on your audience.
|
Indicator |
Question |
|
Brand Awareness |
Which brands are you familiar with? |
|
Ad Recall |
Ads from which brands have you seen in the last two weeks? |
|
Purchase Intent |
What brand will you buy next? Whose services are you going to buy next? |
|
Product Consideration |
Which brands would you consider? |
|
Brand Favorability |
Which brands do you prefer? |
|
Ad Message Recall |
Which ad slogans do you know? |
You can slightly edit the questions to make them easier to understand, as long as your edits don't change the logic behind the questions.
You can choose three of the six questions available. Each question evaluates a specific metric of your campaign's performance. The questions use standard wording, but you can replace the words in italics. The square brackets indicate a placeholder for the category you selected for the survey.
|
Indicator |
Required/optional |
Question |
Question type |
|
Top of Mind Ad |
Select only one of the two metrics. |
Ads from which [brands in this category] have you seen in the last two weeks? |
Open-ended question: users enter their own brand names. |
|
Top of Mind Brand |
Which [brands in this category] do you know? |
||
|
Brand Awareness |
Select one or both metrics. |
Which brands are you familiar with? |
Closed-ended question: users select brands from the provided options. |
|
Ad Recall |
Ads from which brands have you seen in the last two weeks? |
||
|
Purchase Intent |
Additional metrics. You can select one if you selected two of the three metrics above. |
What brand will you buy next? Whose services are you going to buy next? |
|
|
Product Consideration |
Which brands would you consider? |
||
|
Brand Favorability |
Which brands do you prefer? |
||
|
Ad Message Recall |
Which ad slogans do you know? |
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