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Brand studies AND forced exposure creative testing with a 3P measurement partner...
What do you mean by forced exposure testing? Apologies if this is a stupid follow up but trying to learn more in this space.
Following…
It depends on the KPI you’re using to define success.
Memorable ai
From the perspective of first-party data and non-brand metrics:
Step 1. Define creative effectiveness.
Step 2. Execute a controlled experiment test that treat the creative as a variable, such as incrementally testing.
Note: However, you need to understand how to map ad exposure with creative effectiveness metrics - different approach for online metrics vs offline metrics
From the standpoint of third-party data and brand metrics:
Option 1. Conduct a brand survey with third-party vendor if the creative can be tagged.
Option 2. If not taggable, try forced exposures, where a third-party vendor recruits participants to directly view or not view your creative, then assess the impact.