An image you can_measure

01

Research what you need to decide

Research is the first and the last step of the work: it gives the strategy its starting point and shows after the campaign what changed. NØRR3 Brand Study with competitors maps the starting point. It measures where your brand stands against competitors without a campaign link: awareness, consideration, choice drivers and image.

A campaign study, NØRR3 Campaign Performance, evaluates the campaign: was the advertising remembered, where was it remembered, and did the brand figures move. Ads can be tested before launch, so the message can be corrected before the media is bought. For continuous tracking, your own question can be added to every wave of NØRR3 Media Insights.

A campaign study is usually ready within 1–2 weeks from the start of fieldwork.* B2B studies are designed case by case.

02

The brand funnel in one question

We ask about brand relationship on the same five-point scale used in NØRR3 Media Insights: never heard of it, know it but not interested, know it and interested but not using it, use it now and then, or it is my first choice. One question gives awareness, interest, use and preference, and competitors are measured at the same time.

The funnel shows at which step the brand falls behind. A lack of interest is not the same as rejection, and low interest alone does not prove a message problem. The cause may also lie in the offer, the price or a need that is not current right now. If many people are interested but few use the brand, the growth may lie with people who have almost chosen you.

The funnel is asked before any questions about advertising, so seeing an ad does not colour the answers. If your brand is on the NØRR3 Media Insights brand list, the baseline exists before the study even starts.

03

Who to ask and how many

The sample is sized to the research question, the expected difference and the groups to be reported. Sample size decides how small a group the results can be read for. With 300 respondents the margin of error is at most about ±5.7 percentage points, with 500 ±4.4 and with 1 000 ±3.1.** For a campaign study the starting point is at least 300 to 500 respondents.*

If results are to be read by region or age group, each reported group needs a sufficient sample of its own. Small groups may need a quota, and results are weighted back to the population. Before fieldwork we tell you what size of difference the sample can detect and what it cannot do.

04

When to measure

A single measurement afterwards gives you a level. You only see a change when the same thing is measured before the campaign too, so we recommend both.

When a campaign reaches almost the whole audience, there is no unexposed group left to compare with. We then compare respondents by how many media they remember seeing the ad in. If brand figures rise with the number of media remembered, that is stronger evidence than a single two-group difference.

Ad recall is always asked with the same list of 15 media groups, including media where the campaign did not run. Those groups correct for people remembering ads where there were none, and they keep the result comparable with earlier studies.

05

A media plan for the interested

When a brand is on the NØRR3 Media Insights brand list, or your own question has been added, we can isolate the people who know the brand and are interested in it but do not use it yet. We see which media they follow and at what time of day, and the media plan is built around their media use.

In a campaign study we also ask the NØRR3 Media Insights media questions word for word. That lets us compare the media profile of people who remembered the ad with the full dataset. This is a group-level comparison, and no individual respondent's data is linked.

06

What the result can show

A survey tells you what people remember and what they say they think. It does not tell you why the sale happened, and on its own it does not prove cause and effect. So we read the results alongside sales and media data.

Norstat runs the fieldwork. Norstat Finland is certified to ISO 20252:2019, the international quality standard for market, opinion and social research.*** We use the same panel for NØRR3 Media Insights, with eight waves and about 18 000 respondents since 2023.****

In the Media Insights app in NØRR3 Marketing Engine, the results of each research wave can be viewed in one place. Fieldwork and analysis are agreed separately and are not included in a licence alone.

* NØRR3 price list 2026: study duration and recommended minimum sample. ** 95 % confidence interval for a 50 % share, ±1.96 × √(p(1−p)/n). *** Norstat: Norstat Finland is certified to ISO 20252:2019 (norstat.co, 9/2026). **** NØRR3 Media Insights, Norstat panel, waves 1 and 3–9 (2/2023–8/2026), 18 069 respondents in total.