Through A/B testing of our new approach vs. a more traditional one, we have witnessed a more focused and accurate reading of the brand health
It is crucial for brand tracking methods to collect information in an effective and accurate manner. One of the biggest contributors towards achieving this is through the design of the survey. At best, a poorly designed survey will only result in fatigue and frustration for the respondent who is committed to providing honest answers. However, a more likely and common outcome is that respondents lose interest in the survey, either responding with minimum effort or abandoning it entirely.
At Latana we are committed to solving this survey pitfall and have done so by designing our interface to be focused towards the user experience, across any device they may choose to use. Our UX-focused survey approach addresses problematic questions like multiple brand lists that increase respondent inaccuracy and fatigue towards siloed brand approach and intuitive response design to allow users to better answer questions.
Through A/B testing of our approach vs. a more traditional one we experienced evidential results: brand awareness levels for the same brand increased by 10.1% in the new design, while brand consideration increased by 11.3% and brand usage by 11.5%. Not only did we witness more focused and accurate readings of the brand health, we also saw abandonment rates from frustrated or overwhelmed respondents decrease by 11.6%, and increased fraud prevention of 19.1%.