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Brand lift, explained without the spin.
Articles on what brand lift is and where it goes wrong, and step-by-step guides you can use on your next study, whether you run it with us or not.
Articles
Understand the problem.
Why brand measurement is hard to trust, and what good looks like.
What is brand lift? A plain-English guide for brands
Brand lift explained: how it is measured, the metrics that matter, absolute vs relative lift, and what makes a brand lift result worth trusting.
Read the articleWhy most brand lift studies can’t be trusted, and what to ask for instead
Three reasons brand lift numbers get spun: untrusted respondents, unproven exposure and unevidenced results. Plus five questions to ask any vendor.
Read the articleAI bots are taking your brand surveys. Here’s what that means
AI agents now pass 99.8% of survey attention checks and panel fraud runs at 21% to 38%. What that means for brand research, and how to protect it.
Read the articlePlatform brand lift vs independent brand lift: what’s the difference?
When a platform’s own brand lift study is enough, when you need independent measurement, and what the sample-size and spend thresholds really mean.
Read the articleRetail media is measured by the people who sell it. How to measure its brand effect
Retail media is worth £3.7bn in the UK, but most networks report last-touch ROAS. How to measure what retail media does to the brand, independently.
Read the articleHow-to guides
Do it properly.
Step-by-step methods with the numbers worked through.
How to read a brand lift report in ten minutes
An eight-step checklist for reading any brand lift report: the KPI, the sample, the full-sample result, absolute lift, ranges, exposure, exclusions and data.
Read the guideHow to size a brand lift study: sample size and minimum detectable lift
How many people a brand lift study needs, how to work out the smallest lift it can detect, and a ready-reckoner for common baselines.
Read the guideHow to calculate cost per person lifted
Turn brand lift into money: calculate persons lifted and cost per person lifted, carry the 95% range through, and compare campaigns fairly.
Read the guideHow to measure brand lift for out-of-home, print and other offline campaigns
Step by step: how to measure the brand effect of outdoor, transport, print, venue, audio and event advertising that platform lift tools can’t see.
Read the guideHow to measure whether an airline route launch campaign worked
A step-by-step guide for airlines: define the route audience, fix the KPI, name competitors, prove exposure and turn lift into cost per person lifted.
Read the guideNext step
Run a pilot study on your next campaign.
Pick a live or upcoming campaign in any channel. We agree the KPI with you, lock the plan before fieldwork, and you get a first read in week one, then the full report with its Evidence File.