# What is adjustment weight ?

After getting your Brand Lift results, you can download the raw data. In this Excel file, you’ll find a column called **'Adjustment Weight’.**

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### Overview

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 t**he most accurate** reports at the end of the Brand Lift.

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### Adjustment weight in details&#x20;

Happydemics’ methodology is based on **comparing two pools: the focus ad recall group and the control group.**

They are designed to be **similar in age and gender**, using a recruitment method based on demographic ratios. The focus ad recall group remains unadjusted and serves as the **reference sample.**

Once the focus ad recall group reaches 250 respondents, we analyze its age × gender distribution. The control group is then adjusted **to match this distribution**. In cases where the exact same number of control respondents is not available within a given age–gender segment, statistical weighting is applied to the control group.

For example, if the focus ad recall group contains more women than men in a specific age range, and the raw control sample differs slightly, weights are applied so that each segment has the same proportional influence in both groups. **No individual responses are changed—only their contribution to the final results is adjusted.**

This approach ensures that the **only structural difference between the two pools is ad recall.** As a result, any differences observed between the focus ad recall group and the control group can be interpreted as the impact of advertising recall, rather than the effect of demographic differences between samples.

👋 If you don't find your answer, feel free to reach out to **<support@happydemics.com>** for further consideration !

### 🚀 Related articles

[Who are our respondents?](/methodology/happydemics-respondents/who-are-our-respondents.md)

[Respondents quality](/methodology/happydemics-respondents/respondents-quality.md)

[Methodology and terminology](/analysis/methodology-and-basic-rules/methodology-and-terminology.md)


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