Match the study type with its appropriate purpose.

Brand Lift studies on Pinterest are designed to measure "mental" shifts in consumers—like awareness, favorability, and intent—that traditional click-based tracking cannot capture. 2-Question (2Q) Study: This is the standard, streamlined version. It uses two fixed questions (typically around Ad Recall and Brand Awareness) from a proven template. It is ideal for advertisers who want a quick, statistically significant read on top-of-funnel impact without needing complex customization. 6-Question (6Q) Study: This is a more robust, "full-funnel" internal study. It allows for customized questions that can target specific areas like Brand Favorability, Message Association, or Action Intent. Because it gathers more data points, it provides a deeper understanding of how the creative resonated across different stages of the customer journey. Kantar Brand Lift: By partnering with Kantar (a third-party research leader), Pinterest provides an extra layer of third-party validation. Kantar uses a "Control vs. Exposed" methodology via in-app surveys to determine the incremental lift—specifically identifying the sales or brand affinity that occurred only because of the Pinterest ad exposure, often correlating these results with viewability and frequency data.