Brand lift studies

Brand lift studies are a form of market research designed to assess how advertising influences consumer perception and behavior. They focus on key brand metrics such as awareness, favorability, purchase intent, and loyalty to determine whether a campaign is shifting audience attitudes.

To do this, researchers compare two groups: one exposed to the advertising (test group) and one that isn’t (control group). By surveying or analyzing results generated by both groups, they identify measurable differences in brand perception. The insights gained help marketers understand what’s working, make data-informed tweaks mid-campaign, and shape future strategies.

In short, brand lift studies provide clear evidence of how advertising drives real impact.