The missing study
Platapode · 
Every brand lift study anyone gets sent says the brand went up. Awareness, recall, how much people liked it. Something always went up.
Statistically, some campaigns must do nothing. Some ads must be forgettable. Some money must be wasted. So somewhere there should be a pile of studies saying the campaign made no difference at all.
That pile has never turned up. Either those studies are never run, or they're run and quietly filed, or they're run and rounded up until something counts as a result. The end effect is the same: the only reports in circulation are the ones with good news in them.
It's the easiest research to trust. It has never disagreed with anyone.
