Campaign Recall measures how well a live campaign has broken through with real consumers - who remembers it, where they saw it, what message they took away, and whether exposure translated into consideration and intent.
The keyword is after: this is a post-launch tool. If your campaign hasn't launched yet and you want to test the creative before spending media budget, the right module is Brand Lift. If you want to test a concept or creative idea before it's produced, the right module is Concept Testing. Campaign Recall is for campaigns that are already running.
How the methodology works - recallers and non-recallers
The survey goes out to a sample of consumers in your target market. They have not been pre-selected for whether they've seen your campaign - at this point, the platform doesn't know. The survey opens by asking whether they recall seeing any advertising in the category recently. Based on their answers, respondents are routed into one of two paths.
Recallers - respondents who recall seeing your specific campaign. They answer the full survey: recall details, channel recall, message takeaway, emotional response, brand fit, and post-exposure consideration and intent.
Non-recallers - respondents who don't recall the specific campaign. They skip the recall and message sections and go directly to the advertising context and brand presence questions, which are asked of all respondents.
The recaller base is the heart of the study. These are the people your campaign actually reached. Their answers tell you what the campaign communicated, how it landed emotionally, and whether it moved consideration and intent among those who saw it. The non-recaller data provides context - how aware is the broader market of your brand, and how much category advertising are people generally noticing?
A note on recaller base size
The total sample is 300 respondents, but the effective recaller base will be smaller depending on your campaign's actual reach. If your campaign has reached 30% of the target market, roughly 90 of the 300 respondents will be recallers. For campaigns with low expected reach, a larger total sample may be worth considering to ensure the recaller base is large enough to draw reliable conclusions from. If you're unsure whether your expected reach warrants a larger sample, contact Standard Insights before placing your order.
What gets measured
The survey covers four sections. Where data is recallers-only, this is noted.
Section 1 - Campaign awareness and recall (all respondents)
- Whether they recall seeing any advertising in the category recently
- Unaided description of an ad they remember
- Which brands they recall being advertised (from an aided list)
- Whether they specifically recall your campaign
- What they remember most - message, visuals, characters
- Which channels they remember seeing it on
The channel list in this section is populated from the channels you provide on the order form, plus a small set of channels the campaign did not run on. This tests for false recall - if a meaningful number of respondents claim to remember seeing the ad on a channel it never ran on, this is flagged in the report as memory bias or misattribution.
Section 2 - Brand linkage and message impact (recallers only)
- How well the campaign represents the brand
- Main message takeaway
- Dominant emotion the campaign evoked
- Message relevance
Section 3 - Consideration and intent (recallers only)
- Consideration likelihood after seeing the campaign
- Intent to look for more information or visit a store or site
- Barriers to acting
Section 4 - Advertising context and brand presence (all respondents)
- How much advertising they notice in this category generally
- Which media channels they see category ads on
- What makes ads in this category memorable
- Current awareness of your brand
- Brand image attribute associations
- How well category advertising reflects their interests
What to provide
The order form asks for the following:
- Campaign name
- Optional context note - for example: "National TV + Instagram campaign for a product relaunch targeting 25-45 year-olds"
- Product category or industry
- Channels where the campaign actually ran - this is required. The platform uses this list to populate the channel recall question and to test for false recall. Available options: TV, YouTube, TikTok, Instagram, Facebook, Banner, Search, Billboard, In-store, Other
- Date range of the campaign
- Your brand name
- Competitor brands to include in the brand recall question - if left blank, the platform generates a relevant list automatically
- Up to 5 brand image attributes to test - if left blank, the platform generates relevant attributes based on your category
- Audience size - default is 300 respondents
What the report includes
Your report contains five tabs: Quick Bites, Introduction, Analysis, Personas, and Survey. The Survey tab cross-tabs results by both demographic segment and recaller status - this recaller/non-recaller cut is unique to Campaign Recall.
The Analysis tab covers six sections in order:
- Campaign reach and recall - a three-step recall funnel (category ad recall → brand ad recall → specific campaign recall), brand recall breakdown, channel recall heatmap, and top unprompted memories
- Message and brand connection - key message takeaways, emotion map, message relevance and clarity, brand fit
- Conversion and behavioural impact - consideration vs intent, key barriers to action
- Advertising context and category landscape - category visibility, media exposure landscape, memorability drivers, brand awareness level, brand image map
- Segment insights - recall by age, emotional resonance by gender, intent to act by region or income
- Summary and strategic recommendations
Pricing
| Nat. Rep. | 75-100% IR | 50-74% IR | 30-49% IR | |
|---|---|---|---|---|
| Base price | $2,790 | $2,990 | $3,290 | $3,590 |
Add-ons
| Add-on | Cost |
|---|---|
| Additional respondents above 300 - Nat. Rep. / 75-100% IR | $5.00 per respondent |
| Additional respondents above 300 - 50-74% IR | $6.00 per respondent |
| Additional respondents above 300 - 30-49% IR | $8.00 per respondent |
Note: open-ended questions are included in Campaign Recall by default at no extra cost. No add-on is required.
A note on incidence rate (IR)
IR - incidence rate - is the proportion of the general population who qualify for your target audience. The narrower your audience criteria, the lower the IR, and the more each qualifying respondent costs to reach. This affects both price and lead time.
Constraints
- Minimum 300 respondents
- IR below 30% is not supported via standard order - contact Standard Insights for a custom quote
Lead times
| IR band | Lead time |
|---|---|
| Nat. Rep. / 75-100% | 24 hours |
| 50-74% | Up to 5 days |
| 30-49% | 5 days or more |
For a walkthrough of the checkout process, see How to Place an Order.
FAQ
What's the difference between Campaign Recall and Brand Lift?
The difference is timing. Campaign Recall measures the impact of a campaign that is already running - who remembers it, what they took from it, and whether it moved consideration among those who saw it. Brand Lift is a pre-launch tool that measures whether a campaign creative will shift brand metrics before it goes live. If your campaign is already in market, Campaign Recall is the right module. If you're still deciding whether to run it, use Brand Lift.
What's the difference between Campaign Recall and Concept Testing?
Concept Testing evaluates how consumers react to an idea - a product concept, creative execution, slogan, or logo - before it's produced or launched. Campaign Recall measures the real-world impact of something that has already run. If you have a finished campaign in market, Campaign Recall is what you need. If you're still in the development or pre-production phase, Concept Testing is the earlier-stage tool.
My campaign has low reach - will I still get useful results?
It depends on your recaller base. The total sample is 300 respondents, but the section of the survey that measures message impact, emotional response, and consideration only draws from recallers - the people who actually saw the campaign. If your campaign has reached a small proportion of the target market, your recaller base may be too small for the recaller-specific results to be reliable. If you expect low reach, consider increasing your total sample size to ensure the recaller base is large enough to work with.
Do I need to know my campaign's reach rate before ordering?
You don't need a precise figure, but a rough estimate helps you choose the right sample size. If you know your campaign has had broad exposure - for example, a national TV campaign - a standard sample of 300 should produce a solid recaller base. If the campaign has run in a narrow channel or for a short time, it's worth going above 300 to account for a lower recall rate. If you're unsure, contact Standard Insights before placing your order.
What if respondents say they remember seeing the ad on a channel it didn't run on?
This is tested for deliberately. The channel recall question includes a small number of channels the campaign did not run on. If a meaningful number of respondents claim to remember seeing the ad on those channels, the report flags this as memory bias or misattribution - meaning some respondents may be confusing your campaign with a competitor's, or filling in gaps in their memory. This context is important for interpreting the channel recall data accurately.
How long does it take?
Lead time depends on your target audience's incidence rate (IR). For a broad audience (Nat. Rep. or 75-100% IR), results are typically delivered within 24 hours. For more targeted audiences, allow up to 5 days (50-74% IR) or 5 days or more (30-49% IR). If your IR is below 30%, contact Standard Insights for a custom quote.
How much does it cost?
Base pricing starts at $2,790 for a nationally representative sample and ranges to $3,590 for a 30-49% IR audience. Additional respondents above the 300 minimum are available at $5.00-$8.00 per respondent depending on IR band. Open-ended questions are included by default at no extra cost. All pricing is visible dynamically during the order process - see How to Place an Order for a full walkthrough.
Can I run this in multiple markets?
Yes. Each market is configured as a separate study. Pricing applies per study - use the table above to calculate the cost for each market you want to include.