How to Measure Lifestyle PR Beyond Media Impressions
Quick Answer
Lifestyle PR measurement works when you track outcomes, not reach. Combine share of voice, brand sentiment, message penetration and earned media quality with brand lift, branded search, promo code redemptions and sales. Then calculate ROI by subtracting program cost from revenue attributed to coverage and dividing by program cost. Impressions only estimate potential exposure. They never show whether a consumer remembered the message or bought. Talent Resources, a New York headquartered lifestyle PR and influencer marketing agency founded in 2007, sets these measures before a single pitch goes out.
TL;DR
Impressions tell you how many people could have seen a story. They do not tell you whether anyone cared, remembered it or bought something because of it. Lifestyle brands need a scorecard that moves from exposure to attitude to action.
The short version:
Set the business goal first, then pick the metrics that prove or disprove it.
Track share of voice and brand sentiment to see how your coverage compares with competitors and how audiences feel about it.
Score media quality, not only volume. One placement in the right outlet can beat ten in the wrong ones.
Measure message penetration, meaning how often your key messages show up in coverage and audience conversation.
Run brand lift surveys and watch branded search to prove awareness actually moved.
Attribute conversions with promo codes, tracked links and post purchase surveys.
Calculate ROI with a simple formula and report it every quarter.
Talent Resources has applied this thinking to Dunkin', tm:rw, Fatal Fury: City of the Wolves, The Children's Place and Motorola. One campaign delivered 2B+ impressions and $800M+ in earned media value, and the agency still treats the sellout and sales signals as the real proof.
Why Do Media Impressions Fail as a Lifestyle PR Metric?
A media impression is an estimate of how many times a piece of content could have been seen, usually drawn from a publication's audience size. It counts potential eyeballs. It does not count attention, recall or intent.
That gap matters more for lifestyle brands than almost anyone else. A fashion label, a beauty line or a beverage brand sells on feeling, taste and identity. A reader can scroll past a feature in a major outlet and never register the brand name. Impressions would still log that as a win.
The industry knows this. The Cision Inside PR 2026 report found that 49% of PR teams name measurement and ROI as a primary priority, which means the demand for better proof is no longer fringe. Yet the Meltwater 2026 State of PR report found that only 45% of communications teams use a dedicated social listening tool, so more than half cannot see what audiences actually say about their coverage.
Budget pressure makes the problem sharper. Gartner's 2026 CMO Spend Survey of 401 marketing leaders found that marketing budgets hold at 7.8% of company revenue, up only a tenth of a point from the year before. Flat budgets mean every PR dollar competes with paid media, and a CFO will not accept a reach number as an answer.
Here is the thing most agencies will not say out loud. Impressions are easy to produce and easy to inflate. A syndicated wire story can pile up millions of them in an afternoon. Talent Resources, a New York headquartered lifestyle PR agency, treats impressions as the top of the funnel and nothing more, then builds the rest of the scorecard underneath.
What Are the Most Important PR Metrics for Lifestyle Brands?
Five metric families do most of the work. Together they cover exposure, quality, perception and business impact, which is the full chain a marketing executive needs to defend a budget.
Share of Voice and Brand Sentiment Analysis
Share of voice is the percentage of category conversation, in earned coverage and social posts, that belongs to your brand compared with named competitors. Brand sentiment analysis classifies that conversation as positive, neutral or negative using listening software and human review.
Pair the two. A brand can win share of voice during a controversy and lose where it counts. Track both weekly during a launch and monthly after it. Share of voice shows whether you are being talked about, and sentiment shows whether that helps.
Earned Media Value and Media Quality
Earned media value (EMV) is the estimated dollar worth of unpaid coverage, calculated by assigning a cost to the exposure, engagement and reach the coverage generated. It is useful for comparing campaigns against each other, as long as you apply the same method every time.
EMV has a weakness. It rewards volume. Media quality fixes that by scoring each placement on outlet relevance to your buyer, prominence of the brand mention, presence of a key message, a link back to your site and the tone of the piece. A single feature in a title your customer reads daily can outscore a dozen passing mentions.
Audience Engagement and Message Penetration
Message penetration measures how often your intended key messages appear in coverage and in audience conversation. If you want a skincare launch described as dermatologist developed and fragrance free, count how many articles and posts actually say so.
Audience engagement adds the human response, meaning shares, saves, comments, creator reposts and direct replies. Engagement is a better signal of interest than reach because it takes effort from the viewer.
Brand Lift and Consumer Perception
Brand lift is the measurable change in awareness, favorability, consideration or purchase intent among a target audience after exposure to a campaign. The cleanest method compares a survey of exposed consumers with a matched group that was not exposed.
Edelman's 2026 Trust Barometer, built on interviews with nearly 34,000 respondents across 28 countries, found that 7 in 10 people globally are hesitant to trust someone different from them. For lifestyle brands, that means relevance to a specific community counts for more than raw reach, and brand lift surveys should be cut by audience segment.
PR Attribution and Conversion Tracking
PR attribution connects coverage and talent activity to revenue events. The practical tools are unique promo codes per talent or outlet, tracked links, branded search lift, direct traffic spikes and a post purchase question asking where the customer first heard of you.
The Influencer Marketing Hub 2026 Benchmark Report found that promo codes are the most common tracking method, used by 45.9% of marketers, ahead of affiliate links and native shopping features. That tells you attribution does not need an enterprise software stack. It needs discipline at the planning stage.
How Do PR Agencies Measure Brand Awareness and Consumer Engagement?
Good measurement starts before the campaign does. Agencies that bolt it on at the end end up defending numbers they never planned to collect.
At Talent Resources, we follow a five step sequence on every lifestyle PR program.
First, we write the goal in business language. Not "increase visibility" but "lift unaided awareness among women 25 to 40 in three priority cities" or "sell through a seasonal capsule in four weeks."
Second, we capture a baseline. That means branded search volume, social follower velocity, current share of voice, sentiment and, where budget allows, a short awareness survey. Without a baseline, every later number floats in space.
Third, we assign a metric to each stage of the funnel. Exposure gets reach and impressions. Interest gets engagement and message penetration. Consideration gets brand lift and search. Action gets promo codes, sales and store visits.
Fourth, we monitor during the campaign, not after it. Social listening and coverage tracking run daily, so a weak message gets corrected in week two instead of explained in a debrief.
Fifth, we report against the goal. Every number in the final report ties back to the sentence we wrote on day one.
Gartner's 2026 findings show why both ends of the funnel need coverage. A Gartner marketing survey found that awareness and conversion account for 62.6% of total media spend, which means PR is being judged on the same two outcomes as paid media. A PR report that stops at impressions answers neither.
For deeper reading on how agencies evaluate campaign performance, see how influencer marketing agencies measure campaign success and our guide on how to evaluate influencer marketing agency campaign results.
How to Calculate ROI From Lifestyle Public Relations Campaigns
The honest answer is that PR ROI is a range, not a single magic number. But you can still calculate it with a clear formula and clear assumptions.
The formula is simple. Take the revenue you can reasonably attribute to the campaign, subtract the total program cost, then divide the result by the program cost. Multiply by 100 for a percentage.
The hard part is deciding what goes into each side.
Program Cost
Include agency fees, talent fees, event and production costs, product seeding, paid amplification behind earned stories, measurement tools and internal time. Brands routinely forget the last two and overstate their returns.
Attributed Revenue
Use three tiers of evidence. Direct revenue comes from promo codes, tracked links and landing pages. Assisted revenue comes from post purchase survey answers and branded search lift during the campaign window. Modeled revenue comes from comparing sales in exposed markets with matched control markets. Report each tier separately so a finance team can see how firm each number is.
Time Lag
Lifestyle PR often pays back on a delay. A feature in March can influence a holiday purchase in November. Set a measurement window that matches your buying cycle and say so in the report.
The money flowing into adjacent channels makes this discipline urgent. EMARKETER forecasts that US influencer marketing spending will grow 15.7% in 2026, and the IAB raised its forecast for 2026 US ad spending growth to 12.3% year over year. When paid and creator budgets rise that fast, PR teams that cannot show a return will lose share of wallet to channels that can.
The Influencer Marketing Hub 2026 Benchmark Report adds that 87.49% of brands expect to increase influencer budgets this year. If you run PR and influencer work together, a shared measurement model keeps both honest.
Which PR Measurement Metrics Matter Most for Fashion, Beauty and Lifestyle Brands?
Not every metric deserves equal weight in every category. Here is how we weight them.
Fashion. Seasonal drops live and die on timing, so share of voice during the launch window and the quality of editorial placements matter most. Watch branded search and wishlist or waitlist signups in the two weeks after coverage lands. A sellout of a single capsule item is a cleaner proof point than a quarter of vague buzz.
Beauty. Beauty buyers trust peers and professionals, so sentiment, creator content volume and message penetration on product claims carry the most weight. Promo codes tied to individual talent show which voices actually convert. Retailer sell through and repeat purchase rates close the loop.
Food, beverage and general lifestyle. Trial is the goal. Track store locator visits, retail velocity, coupon redemption and social conversation around taste or occasion. A cultural moment that gets people talking at a dinner table beats a banner on a news site.
Across all three, the pattern repeats. Lead with the business outcome, support it with perception metrics and keep impressions in a footnote. Our team has written more on how to choose partners for fashion, beauty and CPG influencer programs, and on how combined PR and social media agencies keep measurement consistent across channels.
Case Studies: How Talent Resources Measures Results That Matter
Talk is cheap in this industry, so here are five real programs, with the metrics we track and what each one teaches about measuring beyond impressions. You can read the full detail on each case study page.
Dunkin' x The Big Game
Dunkin' faced a familiar problem. A Super Bowl broadcast puts dozens of national brands in front of the same audience, and a strong ad alone rarely produces a story that lasts for weeks. The brand needed a celebrity pairing with a built in narrative, plus a press strategy that kept the conversation alive after the final whistle.
Talent Resources led the celebrity strategy and the media relations. We built the campaign around Ben Affleck and Jennifer Lopez, using their real life marriage and Affleck's earlier turn in a Dunkin' drive thru ad to give the spot a storyline instead of a one time cameo. The team then secured coverage of the pairing across entertainment and marketing outlets both before and after the air date, which pushed the story well past its sixty seconds of airtime.
The results are audited and specific. The campaign generated 2B+ impressions, $800M+ in earned media value and a number one trending position, and the merchandise tied to the spot, including the tracksuits worn by Affleck, Matt Damon and Tom Brady, sold out in 19 minutes.
Timing did a lot of the work. Coverage built before the game, peaked on air date and kept running afterward, which matters for measurement because it lets you chart coverage by day and see which beats moved search and social conversation. A campaign that earns one spike and then goes quiet looks very different on that chart from one that holds attention for weeks.
The measurement lesson sits in that last number. Two billion impressions is the headline, but a 19 minute sellout is a behavior. Consumers did something. That is the signal a CMO can take to a finance meeting, and it is the one we pair with every reach figure we report. Read the full Dunkin' x The Big Game case study for the complete campaign breakdown.
Fatal Fury: City of the Wolves
This relaunch had a different challenge. An iconic fighting game franchise needed to reach a new generation of fans who grew up on creators, not cabinets in arcades. Reach alone would not do it. The campaign needed cultural credibility with gaming, sports and entertainment audiences at the same time.
Talent Resources brought global creators KSI and IShowSpeed together for a cinematic game trailer, then extended the story into the real world with boxing activations in London and New York. Head to head Fatal Fury experiences and high profile celebrity attendance gave fans something to talk about and share. A Times Square activation, with creator participation, celebrity visibility and live event content, amplified the whole program on social media.
Notice what the campaign connected. Gaming, boxing, celebrity and creator culture usually run in separate lanes, with separate audiences and separate press. Putting them together in London, New York and Times Square meant one activation could feed several communities at once. For measurement, that means tagging social conversation by community, so a brand can see whether the creator crowd, the sports crowd or the celebrity crowd carried the moment. Totals hide that, and community level readouts reveal it.
The campaign produced 100M+ social impressions. That is a large number, but we did not stop at it. For a launch aimed at a young, creator led audience, the metrics that mattered most were engagement, share of conversation across gaming and boxing communities, and sentiment among the fans who showed up in comments and replies. Event content that other people create and post is the cleanest evidence that a moment landed.
The takeaway for lifestyle and entertainment brands is simple. When you build an experience worth documenting, the audience produces the media for you, and your measurement should capture that user generated content as well as the coverage you earned. See the full Fatal Fury: City of the Wolves case study for details on the talent, events and results.
tm:rw x Shaquille O'Neal
Retail technology is a tough category to make culturally relevant. tm:rw needed visibility with consumers, investors and industry stakeholders, and it needed a credible face to carry the story.
Talent Resources identified, secured and negotiated a long term partnership that positioned Shaquille O'Neal as an investor, equity partner and global ambassador. That structure mattered. An equity role signals belief in the business, which journalists and investors treat very differently from a paid endorsement. The team then built and ran the communications strategy, securing coverage across Bloomberg, Yahoo Finance, WWD, New York Post, Entrepreneur and Access Hollywood, among other outlets.
The campaign generated 533M+ impressions and $4.9M in earned media value. Here is a useful way to read those figures together. Dividing the EMV by the impressions gives roughly $9 of earned value for every 1,000 impressions, and the placement list explains why. Business and trade outlets reach an audience of buyers and backers, so the quality of each placement lifted the value of the exposure.
The investor and ambassador structure also changes how you read the coverage. Financial and business outlets care about equity, valuation and strategy, while retail and entertainment outlets care about the personality and the story. The right way to judge that coverage is by mix, because a balanced spread tells you the message reached investors, retail partners and everyday consumers instead of only one group. That balance is a quality metric in its own right, and it rarely shows up in a raw impression count.
This is the clearest example we have of why media quality belongs next to volume in any scorecard. The outlet mix produced coverage that investors, retail partners and consumers all saw. Explore the complete tm:rw x Shaquille O'Neal case study to see how the partnership was structured and announced. For brands weighing a similar move, our team also explains how celebrity talent procurement and partnerships work from first outreach to signed deal.
The Children's Place
The Children's Place is the largest pure play children's specialty apparel retailer in North America, and its matching family pajamas program is a seasonal product that has to earn attention every holiday. Talent Resources has worked with the brand across four consecutive holiday seasons.
The approach changes each year to fit the moment. In 2020, at the height of the pandemic, the goal was cheer and levity. We aligned the brand with a mix of television personalities, actors and content creators, including Mario Lopez, Tia Mowry and Brie Bella, who brought a warm, family friendly tone to the program. In 2021, working alongside buy now, pay later partner Afterpay, we brought in the Kardashian and Jenner family, including Kris Jenner and Khloe Kardashian, for a holiday celebration campaign that suited a family famous for its love of the season.
Four consecutive seasons is itself a measurement result. A retailer does not renew a program that fails to move product or awareness, so repeat engagement is the strongest evidence of return. Beyond that, the metrics we track for a seasonal retail campaign are earned media and social results, brand awareness and traffic to the website during the holiday window.
Retail measurement also needs a clear calendar. A pajamas program has a short window, so every placement has to land before the holiday buying peak to count. Timing coverage against the shopping calendar, and comparing each season's pickup with the one before, tells the brand whether its talent choices are growing reach or just repeating it. Talent choice matters too. Family friendly personalities with real family followings give a seasonal product a reason for people to talk about it.
The lesson for lifestyle marketers is that consistency compounds. Measure each season against the last, keep the audience definition stable and let the trend line tell the story. Learn more in the full The Children's Place case study.
Motorola
Motorola, a global technology leader, was relaunching its razr+ phone, a modern version of a hit design from the 2000s. The #FlipTheScript campaign needed talent who could tell that story to different audiences without feeling like a generic celebrity endorsement.
With Talent Resources, Motorola teamed up with Paris Hilton and singer songwriters Kim Petras and Coco Jones to amplify the relaunch. The three fit the campaign goal to flip the script and showcase the updated design. Hilton carries history with the razr brand and a nostalgia that resonates with older millennials. Petras brings pop and fashion credibility, and she showed off her viva magenta device in her own TikTok posts. Jones speaks to music and entertainment fans, including younger audiences. The partnership posts ran as labeled paid partnerships on Instagram and TikTok, which keeps the content transparent and gives each talent a channel to track.
Matching talent to audience segments is the first measurement decision, because it determines which audiences you can actually track. This is how we measure a multi talent launch. Each talent gets a unique tracked link or code, so conversion data can be compared across voices. Each segment gets its own sentiment and message penetration readout, so a strong result with one audience does not hide a weak one with another. Comments under the posts add a free read on sentiment, since fans react to the phone itself and not only to the celebrity. Branded search and social conversation are tracked against the launch calendar to show which moments moved awareness.
A scorecard built this way answers the question executives actually ask, which is not "how many people saw it" but "which partner moved which customer." That answer drives the next budget decision, and it is why we plan segment level tracking before talent is ever approached. Read the full Motorola razr+ case study for the campaign details.
Common Lifestyle PR Measurement Mistakes
Experience teaches you where programs go wrong. These are the errors we see most often, and the fixes.
Reporting impressions as the result. Fix it by treating them as a top of funnel input and adding an outcome metric to every report.
Changing the EMV method between campaigns. A shifting formula makes comparison meaningless. Lock the method on day one.
Skipping the baseline. Without one, you cannot prove change. Capture search volume, sentiment and share of voice before launch.
Counting every mention equally. A passing reference and a feature are not the same. Score quality.
Ignoring the cost side of ROI. Seeding, production and internal time all count.
Waiting for the final report. Mid campaign reads let you fix a weak message while it still matters.
Gartner's 2026 data on AI adds one more. Gartner found that 70% of CMOs call becoming an AI leader a critical 2026 goal, but only 30% report mature AI readiness. Buying a listening or analytics tool does not create a measurement strategy. People and process come first.
Why Is Talent Resources the Agency to Call for Lifestyle PR Measurement?
Talent Resources, a New York headquartered influencer marketing and celebrity PR agency, has operated since 2007. That is nearly two decades at the intersection of entertainment, media and brand marketing, with relationships across film, television, music, sports and the creator economy. The agency has worked with more than 400 brands, from startup direct to consumer labels to global corporations.
What sets the work apart is the combination. Most agencies are strong at one thing, such as pitching reporters or booking creators. Talent Resources runs talent procurement, PR, social media strategy and paid amplification under one roof, which means the people who plan the campaign also design the measurement and hold the data. There is no handoff between the team that earns coverage and the team that proves it worked.
Our offices cover the markets where lifestyle brands compete: New York, Los Angeles, San Francisco, Atlanta, New Jersey, Florida, London and Riyadh. A beauty brand launching on both coasts or a fashion label expanding into the Gulf can work with one team instead of stitching together vendors.
If you are comparing partners, these pages explain how we work:
PR and brand communications covers earned media strategy and reputation work.
How a New York PR agency works with enterprise and consumer brands outlines what to expect from the relationship.
What lifestyle public relations is gives a plain definition for newcomers to the category.
How lifestyle PR builds cultural relevance explains why relevance drives results.
Successful influencer marketing campaigns shows more programs that delivered.
We built this approach because brands kept telling us the same thing. They had impressive decks and no idea whether the money worked. We think the proof should be as strong as the creative, and our case studies show the standard we hold ourselves to.
Frequently Asked Questions About Lifestyle PR Measurement
What is lifestyle PR measurement?
Lifestyle PR measurement is the practice of tracking how public relations activity changes awareness, perception and sales for consumer brands in fashion, beauty, food, travel and entertainment. It moves past impressions to include share of voice, sentiment, message penetration, brand lift and attributed revenue, so marketers can show what coverage actually produced for the business.
Why are media impressions not enough to measure PR?
Impressions estimate how many people could have seen a story, based on audience size. They cannot show whether anyone noticed the brand, remembered the message or bought. They are also easy to inflate through syndication. Reliable measurement adds attention, perception and action metrics, such as engagement, brand lift and promo code redemptions.
What are the most important PR metrics for lifestyle brands?
Five families matter most. Share of voice and sentiment show how you compare with competitors and how audiences feel. Earned media value and media quality show the worth of coverage. Message penetration and engagement show whether the story landed. Brand lift shows perception change. Attribution and conversion tracking connect all of it to revenue.
How do PR agencies measure brand awareness and consumer engagement?
Agencies capture a baseline before launch, then track branded search, social listening, share of voice and survey based brand lift during and after the campaign. Engagement is measured through shares, saves, comments and creator reposts. Talent Resources ties each metric to a business goal written before the campaign starts, so every number in the report has a purpose.
How do you calculate ROI from a lifestyle PR campaign?
Subtract total program cost from the revenue attributed to the campaign, divide by program cost, then multiply by 100. Costs include fees, talent, production, seeding, paid amplification and tools. Attribution uses promo codes, tracked links, post purchase surveys and matched market comparisons. Report direct, assisted and modeled revenue separately so finance teams see the confidence level.
What is earned media value and is it reliable?
Earned media value is the estimated dollar worth of unpaid coverage, based on the exposure and engagement it generated. It works well for comparing campaigns when the method stays constant. It is less reliable alone, because it rewards volume, so pair it with media quality scores and a business outcome like sales or sellout speed.
How long does it take to see results from lifestyle PR?
Awareness and sentiment shifts often show within weeks of coverage, while revenue impact can lag by a full buying cycle. Seasonal retail may see results inside the campaign window, and considered purchases can take months. Set a measurement window that matches how your customers buy, and review progress monthly instead of waiting for a final report.
How much does lifestyle PR measurement cost?
Cost depends on scope, tools and how many audiences you track. Basic tracking such as coverage, social listening and promo codes is usually included in agency retainers or project fees. Brand lift surveys and market tests add expense. Ask any agency to itemize measurement in the proposal, so you know what is included before signing.
Which PR measurement metrics matter most for fashion, beauty and lifestyle brands?
Fashion brands should weight share of voice during launch windows and editorial quality. Beauty brands should weight sentiment, creator content and promo code conversion. Food, beverage and general lifestyle brands should weight trial, retail velocity and redemption. In every case, lead with a business outcome and keep impressions as supporting context.
How does Talent Resources measure lifestyle PR campaigns?
Talent Resources starts with a written business goal, captures a baseline, then assigns a metric to each funnel stage from exposure to action. The agency monitors during the campaign, tags each talent with tracked links or codes, and reports against the original goal. Results from Dunkin', tm:rw and Fatal Fury: City of the Wolves show the approach in practice.
Conclusion: Build the Scorecard Before the Campaign
Three ideas matter most. Impressions are an input, not an outcome. Quality, perception and conversion metrics tell you whether coverage did its job. And ROI becomes defensible when you set the goal, baseline and attribution method before launch, not after.
If you are weighing agencies or rebuilding a reporting model, you are probably somewhere between frustrated with vanity numbers and unsure what a better scorecard looks like. That is a normal place to be, and it is fixable.
If you are evaluating lifestyle PR partners, the first step is understanding what measurement should look like for your brand. Talent Resources offers a no pressure strategy session to map goals, metrics and attribution for your next launch. Book your strategy session with Talent Resources, and browse more guides on the Talent Resources blog.
Disclosure: This article was published by Talent Resources about its own services and campaigns. Case study figures are from Talent Resources campaign results. Third party statistics are linked to their sources below.
Data Sources
Gartner, 2026 CMO Spend Survey press release, May 2026: https://www.gartner.com/en/newsroom/press-releases/2026-05-11-gartner-2026-cmo-spend-survey-finds-cmos-allocate-15-point-3-percent-of-marketing-budgets-to-ai-but-only-30-percent-are-ready-to-scale-ai-capabilities
Gartner, Marketing Survey on Awareness and Conversion Share of Media Spend, June 2026: https://www.businesswire.com/news/home/20260608855793/en/Gartner-Marketing-Survey-Finds-Awareness-and-Conversion-Account-for-62.6-of-Total-Media-Spend
EMARKETER, FAQ on Influencer Marketing in 2026: https://emarketer.com/content/faq-on-influencer-marketing--what-how-brands-use
EMARKETER, IAB Raises Ad Spending Forecast for 2026: https://www.emarketer.com/content/iab-raises-ad-spending-forecast-2026-marketers-should-brace-2027-slowdown
Influencer Marketing Hub, Influencer Marketing Benchmark Report 2026: https://influencermarketinghub.com/influencer-marketing-benchmark-report/
Edelman Trust Institute, 2026 Edelman Trust Barometer: https://www.edelman.com/trust/2026/trust-barometer
Edelman, 2026 Edelman Trust Barometer press release: https://www.edelman.com/index.php/news-awards/2026-edelman-trust-barometer-society-slides-into-insularity
Everything PR News, PR Measurement Gap Study 2026 (citing Meltwater State of PR 2026): https://everything-pr.com/the-pr-measurement-gap-study-2026-how-pr-agencies-are-measuring-results-and-why-most-of-it-still-doesnt-connect-to-business-outcomes/
Everything PR News, PR Measurement Gap (citing Cision Inside PR 2026): https://everything-pr.com/pr-measurement-gap-study-2026
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