Campaign effectiveness

Advertising research and campaign tracking is a staple of market research for good reason; measuring marketing effectiveness is a cornerstone in evolving and improving your campaigns.

A campaign effectiveness study first aims to assess unaided and aided awareness of the specific product or service to achieve a benchmark measure of the campaign. Then it determines if the advertising has increased awareness of the brand or service, improved consumer interest in the product or service, and ultimately if the advertising will result in a net gain of consumers. This approach is also known as pre/post campaign tracking and it is a valuable tool when developing and maintaining your advertising campaigns.

How it works

  • The pre-ad study assesses unaided and aided awareness of the specific product or service. This determines your benchmark measure prior to the advertising campaign to evaluate its effect
  • Following the launch of the advertising, a post-ad study assess if the advertising has increased awareness of the brand or service, improved consumer interest in the product or service. This ultimately determines if the advertising will draw in new consumers while maintaining your current ones, also known as your net gain of consumers.

In short, a campaign effectiveness study determines if an ad has effectively increased awareness, increased purchase intent, and improved reach of the target audience.

Key insights from a campaign effectiveness study

By performing pre and post campaign tracking you will be able to:

  • Gain a detailed overview of campaign effectiveness on a range of different metrics, e.g. awareness, purchase intent, likability
  • Improve your understanding of the consumer perceptions of your marketing strategy
  • Understand the impact of the campaign on consumer segments
  • Uncover new potential target groups
  •  Motivate changes to future campaigns

The insights give you a detailed overview of campaign effectiveness, improving your understanding of the consumer perceptions of your marketing and brand. You will also be able to understand the impact of the campaign on consumer segments, uncover new potential target groups, and motivate changes to future campaigns.

The study contributes to determinate the following KPIs:

  • Pre and post campaign product/service awareness
  • Pre and post campaign product/service purchase intent
  • Pre and post campaign product/service likability
  • Campaign reach for different media
  • Consumer net gain



We analyze these points of interest using several different methodologies which will be tailored to your specific campaign.

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Standardize, democratize and accelerate your time-to-market for new products with a streamlined custom concept testing framework
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Take your setup one step further
Standardize, democratize and accelerate your time-to-market for new products with a streamlined custom concept testing framework
Learn more