In order to provide advice on Brand Metrics questions, it is worth first establishing some context by clarifying the key benefit the technology offers i.e. a simple, consistent scalable brand lift solution.

The ‘best practice’ way of using the Brand Metrics technology is therefore to maintain a consistent approach to questioning, following the typical ‘brand funnel’ metrics.

This means following a hierarchy as follows:

• Unawareness
• Awareness
• Consideration
• Preference
• Action intent

People answering the survey indicate where they sit on that spectrum and the Brand Metrics algorithms link that back to their exposure to the campaign in order to calculate brand lift.

We always encourage our clients to tailor the precise wording, but not the overall structure of questions. This ensures that all measurements remain consistent and also allows for comparison with the extensive set of brand lift benchmarks available in the Brand Metrics database.

Note: Although the ‘5 options’ question format can be edited to include any set of answers, if it doesn’t adhere to the question structure, we will lose the ability to compare a measurement to the benchmarks which can be an extremely valuable part of a client conversation.

This document contains some suggestions for best practice question wording when adapting the default question format.

When setting up a new measurement, the default wording is shown here, but this is fully editable to allow tailoring.

Beyond, this, if you have further questions, please reach out to your Brand Metrics team for further advice.

Ten point guide to effective question writing

Having established some overall best practice principles, the following section has some simple, practical suggestions on how to tackle questions, especially for those campaigns where the solution isn’t immediately obvious.

1. Look at the creative material we are measuring – it is important to start with a consumer perspective, given their answers will be based on having seen the creative themselves.

What will they think when they see it? What is it telling them about or asking them to do?

2. Be clear about the brand or product being advertised. This may be different to the advertiser’s name. Be as specific as possible in the question to ensure it is clear what we are asking them a question about.

3. Consider adding a product or category descriptor to the question in case the brand itself is not as familiar. This can help orient people better and is important if measuring new brands or small, lesser known brands.