I finally tried a proper brand lift study for a radio spot

Spent about $2,500 with a firm called MeasureMatch to track ad recall and purchase intent after our last campaign. In my experience, the data showed our creative was strong on recall but didn't move the needle on intent at all, which saved us from doubling down on a weak message. Has anyone else found a good, cheaper way to get this kind of feedback before a full media buy?

3 comments

3 Comments

the_susan7d ago

My last brand lift study was basically a fancy receipt for telling me my ad was forgettable. We spent a grand on a survey that basically said "people heard it, and then chose to ignore it." I've had more useful feedback from my mom, and she still uses Internet Explorer.

ivan_mason1d ago

Yeah, that "fancy receipt" line from @the_susan really hits home. It's so frustrating to pay just to hear your ad didn't work. I've been there too, feeling like the study just gave a price tag to bad news. It makes you want a cheaper way to test the message before the big spend. I've started using smaller online survey groups for just the creative itself, not the full media buy. It's not perfect but it catches the real stinkers before they go out.

henderson.oscar7d ago

Ugh, same. Dropped a few grand last year just to learn our "big idea" was totally invisible.