A brand lift study is a research method used to quantify how a marketing campaign, product launch, or brand initiative shifts key consumer metrics such as aided awareness, brand favorability, purchase intent, and message association. Within the Brand, Concept, and Messaging research category, brand lift studies provide the evidence base that connects creative investment to measurable changes in how consumers think and feel about a brand. Unlike sales attribution models, which track downstream behavior, brand lift studies capture the attitudinal and perceptual shifts that precede purchase decisions. They are typically structured around a control and exposed group design, allowing researchers to isolate the incremental effect of a specific campaign or touchpoint on brand health metrics.