What Brand Lift measures
A study measures one thing per question: how much the share of readers who pick your target answer changed in your campaign's channels, beyond the change in similar channels.
Brand Lift studies start at Elite.
Questions and the target answer
You write between 1 and 3 questions, each with 2 to 6 answers. For each question you mark one target answer: the one you hope more people choose after seeing your campaign, such as "I have heard of this brand".
Write the questions neutrally. The same content check as any Pulse poll applies, and nothing may be offered for voting.
The primary question
Mark one question as primary. It is the headline result. The other questions are adjusted for being tested together, so they need a clearer change to count. This keeps a lucky result on one of several questions from looking like a real one.
What a lift is
The lift is how many percentage points more the share choosing the target answer grew in your campaign's channels than in the matched channels. It comes with a range. If the range includes zero, the study cannot rule out no effect.
What it is not
A lift is not a count of people persuaded, a sales figure, or a promise. It describes anonymous answers from readers who chose to vote. See Limits of Brand Lift.