How Brand Lift analysis is performed
Stage 1. Audience search
We survey the actual audience of your advertising campaign, inviting over 10,000 users to participate. Half of them have seen the ad (test group), and the other half are the control group. We then select a sample from both groups for analysis.
Both groups are selected from the campaign's target audience, but the control group views a survey instead of the ad.
Stage 2. Engagement
Participants are invited to share their experiences before taking the survey. This approach encourages immediate feedback from those eager to share their opinions.
This is crucial because research shows that a third of users participate in short surveys because they believe their input is valuable, while another fifth do so to share their opinions.
Stage 3. Survey
Participants from both groups who accepted the invitation are asked to answer three questions. Given that voluntary participation is essential for a reliable survey, participants are free to withdraw at any time. In that case, the survey won't be counted.
Stage 4. Analytics
The research will reveal the percentage of participants who preferred your brand in both the test and control groups. You can also measure the relative increase in results of the test group compared to the control group, calculated using the formula:
, where:- A is the percentage of users in the test group who selected your brand in the responses.
- B is the percentage of users in the control group who selected your brand in the responses.
What questions can be used in the Brand Lift survey?
You can choose three of the six questions available. Each question evaluates a specific metric of your campaign's performance. The questions use standard wording, but you can replace the words in italics. We strongly recommend that you measure ad recall: this metric reflects the campaign's impact on your audience.
| Indicator | Question |
|---|---|
| Brand Awareness | Which brands are you familiar with? |
| Ad Recall | Ads from which brands have you seen in the last two weeks? |
| Purchase Intent | What brand will you buy next? Whose services are you going to buy next? |
| Product Consideration | Which brands would you consider purchasing? |
| Brand Favorability | Which brands do you prefer? |
| Ad Message Recall | Which ad messages do you know? |
| Indicator | Question |
|---|---|
| Brand Awareness | Which brands are you familiar with? |
| Ad Recall | Ads from which brands have you seen in the last two weeks? |
| Purchase Intent | What brand will you buy next? Whose services are you going to buy next? |
| Product Consideration | Which brands would you consider purchasing? |
| Brand Favorability | Which brands do you prefer? |
| Ad Message Recall | Which ad messages do you know? |
You can slightly edit the questions to make them easier to understand, as long as your edits don't change the logic behind the questions.
Have questions?
 | Scan the QR code or tap the link below on your phone. WhatsApp is a third-party communication channel between you and Yandex. We do not control and are not liable for how WhatsApp stores your data and chat history. Please keep this in mind when choosing WhatsApp to contact support. |
| Go to WhatsApp |
| | Scan the QR code or tap the link below on your phone. WhatsApp is a third-party communication channel between you and Yandex. We do not control and are not liable for how WhatsApp stores your data and chat history. Please keep this in mind when choosing WhatsApp to contact support. |
| Go to WhatsApp |
