Campaign Norms
We benchmark your pre-test and post-test scores against campaign norms — so you know if your recall score is strong or weak for your category.
Research Solutions
Pre-Test & Post-Test Research in Poland
Pre-test optimises the creative. Post-test proves the investment. Together, they close the accountability loop.
The Accountability Gap
Your campaign budget is approved. But how will you prove it worked? Pre-post testing is the gold standard of campaign accountability: measure brand awareness, message recall, brand perception, and purchase intent *before* launch (baseline), then measure the same metrics *after* campaign exposure (endline). The difference is your campaign’s proven impact — expressed in numbers your CFO can act on.
Pre-Test: Optimise Before You Spend
Pre-test: optimise before you spend. A pre-test evaluates creative effectiveness before media investment. We expose target consumers to your ad creative and measure recall, comprehension, emotional response, branding, and persuasion. If the creative underperforms, you optimise or replace it *before* buying media — saving potentially hundreds of thousands in wasted spend.
Post-Test: Prove Campaign Impact
Post-test: prove what your campaign achieved. A post-test measures actual campaign impact in market. We survey brand and advertising metrics among exposed and non-exposed consumers (or pre/post on the same sample via tracking). Key metrics: spontaneous and aided brand awareness, ad recall, message takeaway, brand favourability shift, consideration, and purchase intent change. Results are benchmarked against campaign norms to contextualise performance.
Tracking: Continuous Measurement
Tracking studies: continuous measurement. For ongoing campaigns or annual media plans, we deploy tracking studies — continuous or wave-based measurement of brand and advertising metrics over time. This reveals not just whether the campaign worked, but when it peaked, how quickly effects decayed, and which media channels drove the most impact.
Execution: Fast, Benchmarked, ROI-Ready
Market in Numbers
5–7 days
pre-test results turnaround
Pre + post
baseline-endline comparison model
N=300–500
typical sample per wave
Benchmarked
results vs. campaign norms
Sources: ESOMAR, ARF, Fieldstat campaign benchmarks
Pre-Test vs. Post-Test vs. Tracking
| Study Type | When | What It Measures | Sample |
|---|---|---|---|
Pre-test |
Before campaign launch |
Creative effectiveness, recall, persuasion |
N=200–400 |
Post-test |
2–4 weeks after campaign |
Awareness lift, recall, brand metrics shift |
N=300–500 |
Brand lift |
During campaign (exposed vs. control) |
Incremental impact of exposure |
N=500–1,000 |
Tracking (waves) |
Quarterly or monthly |
Trend in brand and ad metrics over time |
N=300–500 per wave |
Continuous tracking |
Ongoing (weekly/monthly) |
Real-time brand health monitoring |
N=100–200 per period |
Sample Research Questions
Did the advertising campaign change brand awareness among the target group?
What impact did the new pricing strategy have on sales?
Did event sponsorship change brand perception?
How did customer satisfaction change after implementing new service standards?
Did the rebranding improve the company image among consumers?
Why Fieldstat?
Fast Pre-Tests
Online pre-tests on our NPB panel deliver results in 5–7 business days — fast enough to adjust creative before media booking deadlines.
Statistical Rigour
We apply significance testing to every baseline-endline comparison. You know whether the shift is real or within margin of error.
ROI-Ready Output
Our reports translate awareness and perception shifts into business language your marketing and finance teams understand.
Benefits
- Baseline-endline comparison proves campaign impact with data
- Pre-tests catch underperforming creatives before media investment
- Post-tests measure awareness lift, recall, and brand perception shift
- Statistical significance testing confirms real vs. random change
- Results benchmarked against category and campaign norms
- Tracking studies reveal impact trends over time
Applications
TV campaign pre-testing and post-testing
Digital campaign effectiveness measurement
Brand awareness and recall tracking
Product launch campaign evaluation
Rebranding effectiveness measurement
Sponsorship ROI assessment
Media channel effectiveness comparison
Annual marketing plan accountability
Implementation Process
1
Baseline Design
We define KPIs, design the questionnaire, and conduct the baseline (pre-campaign) measurement.
2
Pre-Test (Optional)
We test creative effectiveness before launch, measuring recall, comprehension, emotions, and persuasion.
3
Campaign Runs
Your campaign runs across planned media channels while we prepare the post-test fieldwork.
4
Post-Test Measurement
2–4 weeks after campaign end, we measure the same KPIs on an equivalent sample to capture impact.
5
Impact Report
We deliver a baseline vs. endline comparison with significance tests, norm benchmarks, and ROI recommendations.
Frequently Asked Questions
How long after the campaign should we do the post-test?
2–4 weeks after the last exposure. Too early captures short-term buzz; too late misses the effect as it decays.
How much does pre-post testing cost?
A pre-test + post-test package starts from PLN 25,000. Standalone pre-tests from PLN 12,000. Post-tests from PLN 15,000.
Do we need the same respondents for pre and post?
Not necessarily. Matched-sample design (different people, same profile) is most common. Panel-based designs can use the same respondents for stronger before-after comparison.
Can you measure digital campaign impact?
Yes. We can measure both overall brand lift and channel-specific impact (TV vs. digital vs. OOH) using exposed/non-exposed or pre/post designs.
What metrics do you measure?
Spontaneous and aided brand awareness, ad recall, message takeaway, brand favourability, consideration, purchase intent, and NPS change.
What is pre-post testing?
Pre-post testing measures brand or communication metrics before and after a campaign to quantify its real impact. It separates the campaign effect from market noise.
What metrics are measured in pre-post studies?
Brand awareness (spontaneous + aided), ad recall, message association, brand image shifts, consideration, and purchase intent. Custom KPIs are added based on campaign objectives.
How large should the sample be?
Typically N=300–500 per wave for the target group. Larger samples (N=800+) are needed to detect small effect sizes or analyse sub-segments.
Industry Sources & Standards
External sources and industry organizations related to this research method:
Related Sectors
This solution is most frequently applied in the following industries: