META BRAND LIFT QUESTIONS GUIDE
Selecting the right questions for your Brand Lift test
Learn more about the questions available in Meta Brand Lift tests. Looking for information about third-party brand lift tools? Contact facebookbrandeffect@nielsen.com to learn about questions used in Nielsen Brand Effect. Contact mbdfacebook@millwardbrown.com to learn about questions used in Brand Lift for Meta by Kantar.*
*Formerly Millward Brown.
Polling basics per vendors
Brand Lift tests use polling within the ad environment to help you understand an ad’s impact on brand metrics.
 |  |  | |
|---|---|---|---|
Product | Brand Lift | Brand Effect | Brand Lift Insights |
Number of poll questions possible | 3 | 3 | 5 |
Maximum character counts (including spaces) | 150 | 125 | 150 |
Maximum character counts for answer fields | 50 | 50 | 50 |
Select questions based on your campaign objectives
Example:
Jasper’s Market’s business objectives are (1) to drive awareness of their brand and (2) drive brand preference.
Which questions align to the business objectives AND the creative?
Do you recall seeing an ad for Jasper’s Market on Facebook in the last 7 days?
Have you heard of Jasper’s Market?
Among the following grocery store brands, which do you prefer most?
Which grocery store brand do you most associate with having the freshest produce?
Question design tips
Use language that consumers will understand
Respondents should not have to work hard to answer the questions.
Example:
What are your thoughts on the top of the line hydroponic methodology used to grow produce for Jasper’s Market?
Avoid two-part questions
More than one concept asked at a time will provide confusing data.
Example:
How would you rate Jasper’s Market at being the freshest and most affordable market?
Avoid leading questions
Leading questions can lead to biased results.
Example:
- Happy Foods
- Jasper’s Fresh Produce Market
- Jessica’s Grocery
- Bargain Treats
Meta Brand Lift enables you to adjust your questions to meet your business needs
We offer a flexible questions format that allows you to tailor the questions in your study test based on your needs, while still allowing you to track benchmarks. Choose from the below questions and adapt them based off your goals.
Tailor the questions people see based on things like:
- The ad format you’re using
- The actions you want people to take
- Grammatical tweaks to fit what you want to ask
Request translations for each complete flexible question when setting up the report in more than 30+ languages
Use for questions at all parts of the funnel
META BRAND LIFT
Flexible questions options
*Mandatory for brand studies
Standard Ad Recall
Do you recall seeing1 an ad for 2 (brand/product)3 online or on a mobile device inthe last 2 days?
Component 1 | Component 2 | Component 3 | Answers |
|---|---|---|---|
seeing watching encountering viewing reading | an ad for ads for a post about a story about a video about | Editable text field for (brand/product) | Yes No Not Sure |
Unaided Ad Recall
Which1 of the following (product category)2 have you seen advertised 3 online or on a mobile device in the last 2 days? Tick all that apply.
Component 1 | Component 2 | Component 3 | Answers |
|---|---|---|---|
Which of How many of | Editable text field for (product category) | seen advertised seen encountered watched listened to | (Brand A) (Brand B) (Brand C) (Brand D) None of the above |
Standard Brand Awareness
Have you heard of 1(brand/product/message)2?
Component 1 | Component 2 | Answers | |
|---|---|---|---|
Are you aware that Do you know that Did you know that Have you heard of Have you watched Have you played Have you listened to | Have you talked about Have you recommended Have you used Have you worn Could you select Could you pick out Could you recite | Editable text field for (brand/product/message) | Yes No Not Sure |
Unaided Brand Awareness
Which1of the following (brand/product category) 2 have you heard of 3 ? Tick all that apply.
Component 1 | Component 2 | Component 3 | Answers |
|---|---|---|---|
Which of How many of | Editable text field for (product category) | heard of heard about seen before noticed remembered thought about told someone about talked about | (Brand A) (Brand B) (Brand C) (Brand D) None of the above |
Campaign Awareness
Have you heard of 1 (campaign)2?
Component 1 | Component 2 | Answers |
|---|---|---|
heard of seen listened to spoken about participated in taken part in | Editable text field for (campaign) | Yes No Not Sure |
Top-of-Mind Awareness
Which of the following (brand/products)1comes to mind first when you think of 2 (statement)3?
Component 1 | Component 2 | Component 3 | Answers |
|---|---|---|---|
Editable text field for (product category) | first think of hear read see smell taste touch | Editable text field for (statement) | (Brand A) (Brand B) (Brand C) (Brand D) Other/None |
Message Association
Which1 brand 2 do you 3 most associate with 4 (message) 5 ?
Component 1 | Component 2 | Component 3 | Component 4 | Component 5 | Answers |
|---|---|---|---|---|---|
Which What | brand product company | do you would you | associate with relate to connect with | Editable text field for (message) | (Brand A) (Brand B) (Brand C) (Brand D) Other/None |
Message Recall
Which of the following1 (product/category) 2 (uses) 3 the following message in its ads 4 ?(Message) 5
Component 1 | Component 2 | Component 3 | Component 4 | Component 5 | Answers |
|---|---|---|---|---|---|
Which of the following Which of these Which What | Editable text field for (product/ | uses say broadcasts advertises communicates shows display | ads campaigns marketing emails videos commercials Facebook posts | Editable text field for (message) | (Brand A) (Brand B) (Brand C) None of the above Don’t know |
Message Agreement
Do you agree or disagree that (statement)1?
Component 1 | Answers | |
|---|---|---|
Editable text field for (statement) | Strongly agree Somewhat agree Neither agree nor disagree Somewhat disagree Strongly disagree |
Standard Favorability
What’s your opinion of 1 (brand/product) 2?
Component 1 | Component 2 | Answers |
|---|---|---|
What is your opinion of What are your thoughts on How do you feel about | Editable text field for (brand/product) | I like it I neither like nor dislike it I dislike it I am not familiar with this brand |
Abstract Favorability
How would you describe your overall opinion of 1 (brand) 2 ?
Component 1 | Component 2 | Answers |
|---|---|---|
overall opinion of thoughts about impression of feelings about views on | Editable text field for brand | Very favorable Somewhat favorable Neutral Somewhat unfavorable Very unfavorable |
Familiarity
How familiar1 are you with (brand/product name) 2 ?
Component 1 | Component 2 | Answers |
|---|---|---|
familiar comfortable acquainted | Editable text field for (brand/product) | I know a lot about this product I know a fair amount about this product I know a little about this product I’ve only heard the name I’ve never heard of the product |
Attribute Rating
How would you rate1 (brand/product) 2 in terms of 3 (attribute) 4 ?
Component 1 | Component 2 | Component 3 | Component 4 | Answers |
|---|---|---|---|---|
rate rank | Editable text field for (brand/product) | in terms of in regards to when it comes to for on being | Editable text field for (attribute) | Very high High Average Low Very Low |
Intent
Will you1 buy 2 (brand) 3 the next time you shop for (category) 4 ?
Component 1 | Component 2 | Component 3 | Component 4 | Answers | |
|---|---|---|---|---|---|
Will you Would you Do you plan to | buy consider purchase order try on | test out read about look up signup for | Editable text field for (brand) | Editable text field for (category) | Yes No Not Sure I’m not familiar with this brand |
Action Intent
How likely are you to purchase1 (brand) 2?
Component 1 | Component 2 | Answers | |
|---|---|---|---|
to purchase to buy to pay for to recommend to own to watch to use to play with to wear to work with | to read to eat at to vote for to listen to to subscribe to to join to drive to visit to drink | Editable text field for (brand) | Very likely Somewhat likely Neutral Somewhat unlikely Very unlikely |
Recommendation
Will 1 you recommend 2 (brand/product) 3 to a friend? 4
Component 1 | Component 2 | Component 3 | Component 4 | Answers |
|---|---|---|---|---|
Will Would | recommend mention talk about | Editable text field for (brand/product) | friend relative coworker boss classmate stranger neighbor spouse child parent teacher partner | Yes No Not sure I’m not familiar with this brand |
Consideration
How likely are you to (consider) 1 (brand/product) 2 the next time you want to (shop for) 3(category) 4?
Component 1 | Component 2 | Component 3 | Component 4 | Answers |
|---|---|---|---|---|
consider think about | Editable text field for (brand/product) | shop for buy purchase | Editable text field for (category) | It’s the only brand I will consider It’s one of the 2-3 brands I will consider It’s one of the many brands I will consider It’s a brand I might consider It’s a brand I will not consider |
Preference
Among the following 1 (brands) 2 which do you prefer 3 most?
Component 1 | Component 2 | Component 3 | Answers |
|---|---|---|---|
Among the following Of the following Out of the below | brands companies products | prefer like care about use think about talk about | (Brand A) (Brand B) (Brand C) (Brand D) Other/None |
Affinity
How 1 do you feel about 2 (brand) 3?
Component 1 | Component 2 | Component 3 | Answers |
|---|---|---|---|
How What | feel about think about | Editable text field for (brand) | I love it I like it I’m neutral I don’t like it I hate it |
Meets Needs
Do you agree or disagree that (brand) 1 meets my needs 2 better than 3 (competitor brands) 4?
Component 1 | Component 2 | Component 3 | Component 4 | Answers |
|---|---|---|---|---|
Editable text field for (brand) | meets my needs takes care of me cares about me caters to me does what I need it to helps me gets me understands me | better than more often than more than | Editable text field for (competitor brands) | Strongly agree Somewhat agree Neither agree nor disagree Somewhat disagree Strongly disagree |
Uniqueness
Do you agree or disagree that (brand/product)1 is different than2 (other brands)3?
Component 1 | Component 2 | Component 3 | Answers |
|---|---|---|---|
Editable text field for (brand/product) | different than unique from better than distinct from | Editable text field for for (other brands) | Strongly agree Somewhat agree Neither agree nor disagree Somewhat disagree Strongly disagree |
Dynamic
Do you agree or disagree that (brand) 1 is setting the trends 2 in (category) 3?
Component 1 | Component 2 | Component 3 | Answers |
|---|---|---|---|
Editable text field for (brand) | setting the trends starting conversations causing changes leading making a mark | Editable text field for (category) | Strongly agree Somewhat agree Neither agree nor disagree Somewhat disagree Strongly disagree |
FAQs
Q: Are flexible questions available for Nielsen and Millward Brown Brand Lift tests?
A: The flexible questions format is only available for Meta Brand Lift tests at this time.
Q: How should I decide which questions to choose?
A: Choose the questions that best fit your campaign objectives.
Q: Does choosing different phrasing for a question impact my ability to measure benchmarks?
A: No. The flexible questions format will still allow you to compare responses against the benchmarks of the parent question.
Q: How should I decide which phrasing to use in the questions I choose?
A: Choose the language that best fits your needs without compromising methodological rigor or introducing bias.
Q: What are the guidelines around creating custom questions?
A: You can create 1 custom question for Meta Brand Lift, Nielsen Brand Effect, or Millward Brown Brand Effect, per test. Custom questions require additional approvals. Because norms are based on results for standardized questions, they aren’t available for custom questions. Ask your Meta representative for more information.