Understand adjustment weight in the raw data file.
After getting your Brand Lift results, you can download the raw data. In this Excel file, you’ll find a column called 'Adjustment Weight’.
These figures correspond to statistical adjustments designed to ensure that the control group reflects the same socio-demographic profiles as those who were exposed and remember the ad. As a result, some respondents in the control group carry more weight in the final calculation than others.
If the figure is less than 1, the responses carry less weight.
If the figure is greater than 1, the responses carry more weight.
You may notice that all individuals who remembered the advertisement have a weight of 1, as the adjustment is based on them.
These adjustments enable us to provide the most accurate reports at the end of the Brand Lift.
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