Important:The following baseline questions are always included and cannot be modified.
The baseline questions included in Lucid Impact Measurement campaign surveys are a crucial aspect to lift methodology. They are used to gather information about the respondent’s existing behaviors and attitudes with regards to the advertiser. With this response data and other data inputs, respondents are grouped into strata before calculating lift to smooth out the pre-existing biases so that the primary difference between the exposed and control groups is exposure to the campaign. The response data for baseline questions is made available in the raw data file.
Question 1: Brand usage
Which of the following brands have you used, purchased, or visited in the past year? Select all that apply.
Answer choices copied from survey’s KPI questions.
Question 2: Category recency
When was the last time, if ever, you used/owned/leased/purchased/visited product category?
In the past 4 weeks
In the past 3 months
In the past year
Over one year ago
Never
Question 3: Past media exposure
Where did you recently see or hear an ad for in-target answer? Select all that apply.
TV
Social media
Website/mobile app
Radio/podcast
Billboard
Newspaper/magazine
Other
I have not seen/heard an ad for this brand recently
Question 4: Device usage
In the past 30 days, which of these devices have you used to watch TV shows or movies? Select all that apply.
PC (laptop or desktop)
Connected TV (smart TV, roku, apple TV, chromecast, etc.)
Mobile/tablet device
Other
I have not watched TV shows or movies in the past 30 days
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