Inconclusive results
A study that cannot give a reliable answer says inconclusive. It never makes up a number.
Brand Lift studies start at Elite.
When a study is inconclusive
A study needs enough channels and enough voters in each group and wave. It needs at least 8 channels in each group, and at least 200 voters in each group and wave. If either is missing, the report says inconclusive and names exactly what was missing, such as too few matched channels accepting or too few voters after the campaign.
Elite plan · Advertiser — an inconclusive report 1 The word inconclusive. 2 What was missing. 3 The channels and voters each group reached.
Not the same as no effect
Inconclusive means the study could not tell. A finished study whose range includes zero is different: it measured, and could not rule out no effect.
The study fee
The quote states it before you pay: an inconclusive result keeps the study fee. If polls that failed on Onflow's side are part of what was missing, the study fee is refunded, and the report says so. Polls deleted early by hosts are refunded as for any Pulse poll: the host fee comes back, and Onflow keeps its 15%. See Brand Lift refunds.