What do you call survey-based research that measures the impact of ads on consumer attitudes and perceptions related to your brand?

Brand Lift Testing uses surveys to measure how advertising campaigns influence brand-related metrics like awareness, perception, and consideration among consumers. It directly assesses the attitudinal impact of ads. A/B Testing compares two versions of an ad or landing page to see which performs better on a specific metric, usually conversion or click-through rate, not brand perception. Field Survey Testing is a general term for surveys conducted in a real-world environment and doesn't specifically refer to ad impact on brand attitudes. Conversion Lift Testing measures the incremental increase in conversions directly attributable to an ad campaign, focusing on behavioral outcomes rather than attitudinal shifts.