Happydemics Help Center
  • Introduction
    • Welcome đź‘‹
    • Glossary
  • Launch
    • Methodology
      • Brand lift methodology
      • When to schedule my Brand lift?
      • What do I need to launch a Brand lift?
      • How to manage a campaign with multiple creatives?
      • How to manage a multilingual campaign?
      • Which template should I choose for my Brand lift?
      • Create a multichannel Brand lift
    • Channels
      • Channels and formats
      • Targeting strategies
      • Display
      • Online video (OLV)
      • Digital audio
      • DOOH
      • Connected TV
      • Social Ads
      • In-game
      • TV
      • Radio
      • OOH
      • Cinema
      • Press
      • Influence
    • Targeting
      • In which countries can I launch a Brand lift?
      • How to add an audience boost?
    • Survey
      • How to add KPIs?
      • How to add a profiling question?
      • How do I choose the right phrasing for the Purchase Intent and Consideration indicators?
      • How to adjust my creative?
      • How to optimise my creative?
      • How to launch a Brand lift with a custom KPIs combination?
    • Exposure data
      • How to embed my retargeting pixel?
      • How do I check if my retargeting pixel is embedded correctly?
      • How to provide my audience file?
      • How to provide my POIs file?
  • Analysis
    • Methodology and basic rules
      • Methodology and terminology
      • Do I have enough respondents?
      • Are my results representative?
      • Why express uplifts in points rather than percentages?
    • Brand lift results
      • How to read Brand lift results?
      • How to analyze multichannel Brand lift?
      • How is my KPI calculated?
      • How to read benchmark results?
      • How to understand Impact score?
      • How to understand the Cost per lifted user?
      • How to compare and filter sub-target results?
      • How are KPIs categorized?
    • Brand lift report
      • How to optimize my KPIs?
      • How do I customize my report?
      • How to share my report?
      • How to understand my report?
    • Analytics
  • Account management
    • Settings
      • How to manage my account?
      • Organization access management
    • Consumption
      • How to track my measurement use?
      • How to get more measurements?
  • Security and confidentiality
    • Security
      • How does Happydemics protect my data?
    • Confidentiality
      • Where can I find Happydemics’ privacy policy?
      • How does Happydemics comply with the GDPR?
      • What data does Happydemics collect?
      • How to delete your personal data from Happydemics?
      • How to delete your organization and its data from Happydemics?
      • How to remove a member from your organization and their personal data?
      • How to delete measurements and their data?
      • How can I contact Happydemics if I have questions about my data?
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  1. Analysis
  2. Methodology and basic rules

Are my results representative?

A result is representative when the group of respondents have the same features than another larger group of people.

In order to understand if your results are representative, you need to define what your sample should be representative of: the population of a country, a subset of a population, target consumers of a product, etc.

A Brand lift measurement is not representative of the population of a country. It measures the difference in response between two groups : people exposed to your campaign who remember it, and the control group, who don't remember the campaign.

This is why, using the quota method, we are going to look for unexposed respondents who are the same in socio-demographic terms as the exposed respondents. So the only thing that differentiates them is their advertising recall. This is how we can measure the effectiveness of an advertising campaign.

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Last updated 10 months ago