Bringing the best of Imperium into QualityScore®
Quality has always been the foundation of meaningful insights. As research grows more complex and data sources expand, ensuring respondent…
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Brand Tracking vs. Brand Lift: What’s the Difference and When to Use Each
Key Points Brand tracking and brand lift studies are both essential for interpreting consumer perceptions, but each is designed to…
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What is Brand Sentiment Tracking?
Key Points Brand sentiment tracking measures how people feel about a brand, capturing emotions such as trust, frustration, confidence, or…
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Why You Need Brand Lift Studies
Key Points Clicks, impressions, and conversions provide limited insight. Performance metrics show outcomes but do not explain why they occurred…
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Look-Alikes Are Obsolete. The Future of Insights Runs on Graphs and Attitudes.
For years, the insights industry has relied on demographic proxies as if they were predictive truth. Look-alike audiences were efficient,…
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Why First-Party Survey Data Is the Most Powerful Signal in Digital Advertising Targeting
As digital advertising continues to evolve in a privacy-first, post-cookie world, one truth has become impossible to ignore: not all…
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