Within Impact Measurement, individual KPIs tabs provide more data points and insights for each KPI in the brand lift study.
The following KPIs are available:
Brand awareness (aided): Measures the percentage of respondents who recognize a brand when it is presented as an option.
Survey question: "Which of the following brands have you heard of? Select all that apply."
Brand consideration: Determines how likely respondents are to consider a brand for their next purchase in a specific product category.
Survey question: "The next time you are in-market for [Product Category], which of the following brands are you most likely to consider? Select one."
Purchase intent: Tracks the percentage of respondents planning to purchase a brand's product within a defined purchase window.
Survey question: "Which of the following brands are you intending to purchase in the next [Purchase Window]? Select all that apply."
Ad recall: Measures the effectiveness of an ad by determining which brands respondents recall seeing advertised recently.
Survey question: "Which of the following brands have you seen advertised online in the past 7 days? Select all that apply."
Brand favorability: Assesses overall sentiment toward a brand, asking respondents for their opinion.
Survey question: "How would you describe your overall opinion of the following brands?"
Brand recommendation: Evaluates the likelihood of respondents recommending a brand to others.
Survey question: "Which of the following brands are you most likely to recommend to others? Select one."
Message association: Determines how well respondents associate a specific message or value proposition with a brand.
Survey question: "Which of the following brands of [Product Category] do you most associate with ‘[Message]’? Select one."
Message awareness: Measures awareness of specific campaign messaging associated with a brand.
Survey question: "Which of the following brands of [Product Category], if any, uses the following message in its advertising? Select one. '[Message]'"
Brand attributes: Tracks how strongly respondents agree or disagree with statements about the brand’s qualities or characteristics.
Survey question: "How strongly do you agree or disagree with the following statements about [Your Brand]?"