moments of relevance

Moments that Matter could be that bridge between reach & relevance, and render the usually weak metric of Brand Lift more potency.

​Brand Lifts, usually measured via a survey, more often than not, go this way.
Q: Would you consider buying this brand? 
Scenario 1. Yes?  No?
Scenario 2. A. Most likely = B. likely=C. highly unlikely=Never (with most people usually choosing option A or B)
Scenario 3. Are you more likely to consider / buy the brand now than you would have in the past? (with most people answering in the affirmative)

I’ve rarely seen a post campaign survey that does not have a lift in brand consideration scores (if the preceding awareness scores is a positive). The resulting analysis is more often not, one that says that the campaign resulted in an increase in consideration by X%. 
And given that consideration metric has no “do” component to it, it is mentally & emotionally easier for “respondents” to say ‘yes’ to consideration related question than to say ‘no’ and be asked for further explanation or reasons for their choice. Also, as human psychology goes, people are more inclined to give what they think is a positive response than not. Questions on consideration by itself, thus, are, wasted questions with a response that you can’t do much with.

AN OFFER
Add value to the Q’s on consideration by including the lens of Moments of Relevance;   actively seeking a list of moments where the latent awareness starts to become relevant. 

• What are the specific moments, situations that might get you to consider this brand? 
• Can you indicate the relative importance of these moments? (Size these moments) 
• How often do you face these moments? 

Questions on moments will enable one to bridge the distance between reach & relevance.  And will point to practical areas to deepen engagement by being of utility -  the best kind of marketing campaign there can be.