A media planner is running a consideration campaign for a beauty brand client to increase interest in its product. The client's marketing team wants to measure whether the campaign is driving an increase in customer intent.Which measurement solution would be the most relevant?

To measure an increase in customer intent (specifically "Action Intent" or "Purchase Intent") during a consideration campaign, a Brand Lift study is the most relevant and precise tool. While other tools track what people do (like clicking or buying), a Brand Lift study tracks how people think and plan to behave.