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Persuasion Measurement for Campaigns

This case study and webinar debrief summarizes five tests conducted on the topic of persuasion studies. Also known as “brand lift,” persuasion studies can be valuable if influencing opinions (not clicks) is the primary goal of your campaign.

Such studies have become increasingly accessible and efficient in recent years. They can be used as research to answer questions or evaluate the likely impact of ads before campaign launch. Persuasion studies are also used to measure the in-market performance of a campaign and the degree to which it has influenced opinions after it has run.

In 2020, the Innovation Hub team partnered with the Combined Defense Project along with Clean Water Fund and the National Wildlife Federation. Together, we piloted various persuasion study vendors and approaches. Our findings are presented in this case study and webinar.

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