Brand lift methodology
Last updated
Last updated
The main aim of Brand lift is to compare two groups of respondents: the likely exposed, who remember seeing the campaign, and a control group, who don’t remember seeing the campaign. These two groups consist of 150 respondents and share the same socio-demographic background (gender, age). The quota method is used to ensure uniformity. Thus, the only difference between these two groups is advertising recall. The impact of the campaign is measured by tracking the difference between these two groups on a number of indicators.
The same approach is used for all media: 150 respondents in each group, for a total of 300 respondents. All Happydemics indicators are also available, regardless of the media selected. For all media, we maximize the likelihood of exposure by contextualizing the recall question. The respondent declares that he/she remembers whether or not he/she saw the ad on the media where it was displayed. (Ex: Do you remember seeing this ad on social media?)
When programming your Brand lift, you’ll have the opportunity to increase the exposure potential depending on the media selected, by providing certain information:
​The Happydemics Pixel: Potential exposure is tracked using the device’s IP. Exposed individuals can then be surveyed on other devices connected to the same wifi: desktop, mobile, tablet.
​POIs: Respondents are qualified by their presence within a given radius of a network of (D)OOH screens, using location data. Using location data, we only ask individuals located within a specific radius around a network of (D)OOH display screens.
​ID Batch: Download data file with IDs of exposed individuals
​Distribution framework: Download data file
