Digital measurement that leverages surveys to quantify the increase in brand perception against key purchase funnel metrics, including awareness, ad recall, brand attributes, favorability, preference, consideration, intent, and perception. Questions can include: “Which of the following brands have you heard of?” and “Which of the following would you consider purchasing?” Brand lift studies leverage a control / exposed methodology but data collection can vary. For example, Nielsen DBE asks these questions using in-banner surveys, generally limiting them to a single question. Millward Brown and Research Now, however, are panel-based, asking their large opt-in panels questions about the brand, allowing for longer form surveys to be deployed.