Run a Brand Attribution test

Which version makes it clear whose piece this is, and how fast, with the branding element people actually noticed.

Recall is memory later. Attribution is clarity now: can a person who watched this tell you whose it was, and how long did that take?

What it measures

The primary question is an aided brand pick, and the verdict is decided on the share of people who choose yours. A rate, not an average. Speed rides underneath as a rated diagnostic, and a memory checklist says which branding element registered. The card labels this set as built from measurement principles rather than drawn from a specific body of research.

What people are asked

• "Whose ad was this?" in their own words, asked first with no options showing.
• "Which brand do you think this was for?" from a short list of your brand, two other brands, and a "Not sure" option. This is the question the verdict rests on. Replace the placeholder names with real ones before launch, because a test will not start while any placeholder remains.
• "How quickly did you know the brand?" on a 1 to 7 scale from "Never did" to "Instantly".
• A pick-any memory check on what they noticed: a logo, the brand name in text, a face, the product, the colors, or none of these.

When to pick it

Pick this when the branding treatment is the variable and speed matters: a cold open against a logo-first open, a name said at the top against a name said at the end. Skip it when the brand shows up identically in both versions. If the question is memory rather than clarity, run Ad Recall: the two complement each other and are frequently confused. On an image test the wizard suggests a timed exposure, since branding speed on a still frame is a glance question, the same way Thumb-Stop treats a feed impression.

What the verdict looks like

A winner on the attribution rate needs both groups at the size committed at launch, balanced dropout, and a gap clear of chance. Otherwise a directional advantage or "too close to call". The speed rating and the memory checklist stay diagnostics and never become the headline. See Reading your report.

What it cannot tell you

Picking from a list is softer than naming a brand unaided, which is why the open question comes first. Self-rated speed is an impression rather than a stopwatch. And attribution says nothing about whether the ad worked, only about whether people knew who was talking.

Formats

Brand Attribution is available on video tests and on image tests.