The purpose of the BrandQ studies is to measure the effectiveness of Internet advertising campaigns. The BrandQ studies are carried out in co-operation with AdLINK International in the following countries; Sweden, Norway, Denmark, The Netherlands, Great Britain, France, Germany and Spain. In Sweden we also co-operatate with Aftonbladet.se.

The focus of the BrandQ studies is on the brand effects of Internet advertising. BrandQ is available in three versions: Basic version, Extended version and Tailor-made version.

BrandQ Basic includes the following measures of advertising effectiveness:
   * Brand awareness
   * Advertising awareness
   * Brand purchase intention
   * Brand attitude

BrandQ Extended includes, in addition to the measures included in BrandQ Basic, measures of brand benefit beliefs, which are specifically designed for the brand included in the study.

BrandQ Tailor-made includes all measures included in BrandQ Extended and, in addition, measures of buying behavior and measures covering specific client needs.

BrandQ can be implemented as a study of campaign effectiveness, i.e., for each advertising campaign, or as a brand tracking study with continuous measurement.

If BrandQ is implemented as a campaign effectiveness study, it will be carried out in two steps: pre-measurement before the campaign is carried out and post-measurement after the campaign is finished. The measurement period for both the pre- and post-measurement is about five days. Respondents for the studies are recruited with random sampling among the visitors to the sites included in the advertising campaign. Those chosen for the study receive a questionnaire in a new browser window, which means that their visit to the site they were accessing is not interfered with.

If BrandQ is implemented as a brand tracking study, measurement will be carried out at regular intervals, suitable for the specific brand, e.g., every four or six weeks.

Results from the BrandQ studies are presented on a web-site. Every BrandQ client obtains a password and can access their own results, but not the results for any other brand. For each studied brand, results are presented in bar charts and tables.