• Data & Insights Agency of the Year 2025
  • Solution-focused
  • Contact within 4 hours
info@markteffect.nl Back to the website
Telephone Email
Request a quote

Baseline measurement and follow-up measurement

The baseline measurement is the research conducted to assess the current situation in order to take a snapshot of the organization, brand, or product before any campaigns or marketing activities are carried out. This makes it possible to assess the effects. 

What are baseline measurements and follow-up measurements?

The baseline measurement (also known as a zero measurement) can be used for virtually any study. It provides a picture of the current situation before advertising or marketing is deployed. For most studies, it is important to map out the current situation so that a demonstrable difference can be shown.  Think, for example, of a campaign effect measurement in which the current situation is mapped out before a campaign by means of the baseline measurement and after the campaign has been carried out by means of the post-campaign measurement. 

You therefore carry out the 1 measurement after the 0 measurement in order to assess the impact of your marketing. You determine the KPIs to be examined for each type of research carried out. These could be brand awareness, image, or the results of an advertisement, for example.