Our Brand Health research is divided into 2 time frames:
- BEFORE (prior to the beginning of the campaign): we evaluate the different brand health variables and the other indicators in its category.
- DURING (while the campaign is happening): we evaluate the same brand health variables from the first stage + new variables related to advertising recall.
In both stages, in order to avoid the influence of other exogenous parameters that may have come about during the 2 periods of time (a higher or lower level of investment in other media, promotional offers…), we divide the stores included in the study into 2 groups:
- WITH (Stores with the Campaign)
- WITHOUT (Stores without the Campaign)