This month at Latana: brand recall, comparing brand KPIs and MRMW

How impactful is a brand logo in questions about brand awareness?

Brand logos are often excluded from brand awareness questions to efficiently display multiple brand names on one screen, especially in mobile surveys. However, the downside of excluding logos is that people are less likely to recognize brands when only the name is shown, which can artificially lower reported awareness levels.

To determine the extent of this effect, we conducted an experiment with 2,000 US respondents. Half of the participants were shown only brand names, while the other half saw brand names alongside logos. Our results showed that including logos consistently increased reported brand awareness. Even for well-known brands like Amazon, recognition rose by 8% when the logo was displayed. For lesser-known brands like New Balance, showing the logo boosted reported awareness by as much as 20%.

Based on these findings, we've implemented a policy to always include brand logos in awareness questions, even if it reduces efficiency. You can read the full article by clicking the button below.

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Identify top segments and competitors with Latana's 2x2 matrix

Clients often face significant challenges in interpreting brand tracking data because existing charts do not effectively illustrate the relationships between various KPIs. This lack of clarity can lead to confusion and misinterpretation, hindering informed decision-making.

Recognizing this key problem, we developed the 2x2 matrix visualization to provide a clearer and more effective way to compare and analyze brand tracking KPIs. As users select different KPIs, the matrix updates dynamically, providing a clear, real-time view of the data. We've designed the KPI selection process to be intuitive and straightforward—only compatible options are displayed, reducing any potential confusion. Additionally, users can effortlessly switch between different KPIs and axes using a single button located in the top right corner. This makes navigation between key metrics seamless and efficient.

One standout feature is the ability to track data trends over time. The matrix will also add a tail to each data point to show the movement over the time periods selected. This gives users an added layer of insight into how quickly shifts are happening and in what direction their KPIs are trending.

Whether you are benchmarking your performance against competitors or assessing how your brand is performing across different audience segments, this advanced matrix provides a powerful, data-driven way to identify your strongest areas, as well as uncover potential growth opportunities.?

TMRE setback, MRMW success: Latana's highlights from Berlin

Unfortunately, we couldn’t meet everyone at TMRE due to Hurricane Milton, but when one door closes, another opens! Instead, we had the chance to attend MRMW Berlin, where we joined forward-thinking clients, innovative agencies, and tech disruptors to dive into the latest trends driving mobile market research forward.

Our CEO, Nico Jaspers, and CCO, Imran Choudhary, were there connecting with insights and brand leaders from some of the world’s top companies. They shared how Latana is shaking up the brand tracking space—using non-incentivized surveys to combat fraud and ad-based sampling to efficiently reach even the most niche audiences. It was inspiring to hear about the challenges brands are tackling and how Latana can help.

Now, we’re back to planning and already filling up our 2025 calendar with the top market research events. Which event do you think is a must-attend?