Measuring brand lift is paramount for marketers to prove their campaigns are worth the investment. The ability to test ideas and gather lift insights—quickly and rigorously—is vital for a proactive, modern agile marketing program.
Swayable lets brands and advocacy groups accomplish this. Here’s a snapshot of how the platform helps marketers test concepts and uncover what truly impacts consumer opinion.
What is Swayable?
Swayable is the creative pre-testing platform used by top brands globally to measure persuasion. Companies use the product to conduct rapid randomized control trial (RCT) survey experiments and gather relevant insights into what creative messaging positively or negatively sways consumer segments.
Why run RCT survey experiments?
Randomized controlled trials (RCTs) are the gold standard of scientific proof, used in any context where real evidence matters. For example, the FDA requires them to approve new drugs, because lives are at stake. The Swayable platform automates ultra-high precision RCTs with large sample sizes. Verified consumer respondents are allocated either to a test group (those who view an ad concept on their mobile device) or control group (those who don’t).
Any impact caused by the creative must show up as statistical changes in the test group. The platform uses sophisticated automated data science to measure across many segments and subsegments. The Swayable metrics, as the outcomes of these experiments, represent the best possible evidence of a change caused in consumer attitudes about a brand or its products.
What separates Swayable’s pre-test offering from a traditional brand lift study?
Speed, rigor, and real-time insights. Marketers can only conduct traditional lift studies after a campaign has been launched. That means they have already deployed their media budget for the campaign and finalized the creative without real evidence of whether it will cause lift. Aside from the fact that traditional lift studies are expensive and can take as long as a month to generate results, the more significant cost is learning that a campaign was ineffective—long after it reached target audiences.
What exactly can I test with Swayable?
Anything that can be shown to a consumer:
- Digital video
- Linear TV ads
- Social ads and content
- Static digital
- Out-of-home
- Copy and messaging
- Concept mockups
- Omni-channel / cross-channel concepts
- Brand positioning and rebranding
- Package design
What metrics does Swayable measure?
Any metric that represents a change in opinion, attitude or intention. These most often represent components of brand lift, such as favorability, consideration, and purchase intent. Additionally, the platform measures direct reactions to the content itself, such as its perceived authenticity, relatability, humor, and motivation to share it. Additionally, the platform collects and synthesizes long-form qualitative feedback by asking respondents to share reactions to the concepts they viewed.
Does Swayable provide audience segmentation?
Yes. Companies can customize all tests to measure the specific metrics that define success for their campaign. Results can be broken down with fully flexible segmentation to align with their campaign targets. The Swayable Research Success team works with companies to reach any custom consumer audience, based on their responses to segmentation questions such as gender, age range, region, and behavioral habits. Users can access and segment their test results through a highly intuitive dashboard.
Is Swayable powered by AI?
Yes. The platform is built around a core of sophisticated machine learning population modeling. This makes the measurements far more precise, taking advantage of patterns emerging from the world’s largest dataset of RCT experiment results. All of this data comes from real human respondents, since a core belief of the Swayable team is that AI must be grounded in real human measurement to have value. Additionally, the platform incorporates large language model (LLM)-based agentic automation across the full stack of experiment and analysis execution, including response quality control, qualitative analysis, and support for bespoke visualization outputs.
How else does Swayable generate real-time consumer insights?
Swayable is a powerful platform for real-time survey research and brand tracking, as well as creative content testing. Major brands use it for research surveys because of its rigor and precision, as well as its unmatched speed to insight, with highly precise results in 24 hours. With Swayable Tracker, brands can monitor changes in public opinion in real-time to inform vital decisions on messaging, consumer targeting, and resource management.
How can Swayable help my business?
The marketing industry is increasingly using rapid lift measurement to understand creative impact prior to taking campaigns live. Marketers that aren’t investing in this strategy are likely prioritizing vanity metrics—such as clicks, likes, and views—and guaranteed to be wasting a large portion of their advertising budget on campaigns that don’t drive meaningful growth. Companies that deploy creative pre-testing through Swayable can validate ideas before spending money on campaign launches, enabling a more agile marketing and brand development program.
What types of brands find success with Swayable?
National and global brands across business sectors are using Swayable to measure their marketing’s impact on consumer perception, and make strategic decisions that drive lift:
- Thomas’ English Muffins generated 7%+ sales lift in markets where Swayable's recommended messaging went live.
- New Balance developed a more agile marketing program by using lift insights to adjust campaigns in real-time.
- Outlaw Sake validated AI-generated ad ideas in just a matter of days by pre-testing creative.
- Paramount uses Swayable to generate causal data that informs which movie trailer iterations are the most successful.
- Swayable is also the definition of success for global tech brands, which regularly deploy iterative pre-testing to make informed creative decisions for live campaigns.
What other types of organizations use Swayable?
Swayable partners with many progressive advocacy groups, foundations, and political campaigns to pre-test their messaging and better understand which messages persuade their target audience to take action. For example, the Swayable team has conducted research on the impact of Kamala Harris’ presidential campaign ads and the Voter Formation Project’s messaging to mobilize voters.
How can I get started?
Still have questions about how Swayable works? See answers to frequently asked questions about the platform.
Ready to kickstart your creative testing program? Book a demo with Swayable today: hello@swayable.com