Frequently Asked Questions

Below you will find answers to the questions we get asked most about Latana.

If you can't find what you were looking for, please feel free to get in touch.

Latana Brand Analytics
Q.

What is Latana?

A.

Latana is a brand tracking tool that you can use to measure the impact of your brand activities across different audiences. It provides reliable and trustworthy insights which can be the basis of important decisions for your brand.

Q.

What is brand tracking?

A.

Brand tracking is a means of continuously and precisely measuring brand health via audience brand metrics by using advanced data science and large data sets. In other words, it is a service we provide that enables you to measure the performance of your brand within your target audience(s). Find out more about how we measure brand performance here.

Q.

How is Latana different from brand tracking tools?

A.

Here are the ways we are unique:

  1. We provide access to 1000s of different audiences, including niche audiences. This is in comparison to the 2-3 audiences usually provided.
  2. Our data comes with an amazing ~2% margin of error, in comparison to the usual ~4%.
  3. ~2% is the magic number. We even guarantee it for niche audiences. Much better than the standard ~20% provided.
  4. Some tools only provide 2 variables. We give 6+ variables stabilized to detect real-world changes.
  5. Our sample size is at least double the size of other tools - a whopper 1,000+ respondents.
  6. Last but not least, our little touch of magic: MRP.
Using Latana
Q.

How can I become a Latana user?

A.

To become a Latana user, please choose a time to talk. Shortly afterwards, you will be connected with an Account Manager. Set up is quick and easy. All we need from you is a list of the brands, markets, and audience(s) you want to analyse.

Find out more about how things work here.

Q.

How can I benefit from using Latana?

A.

Where do we start! Latana's brand tracking data will help you to:

Improve brand performance
We will provide you with reliable and precise insights about your brand. You can use these insights to understand how your brand is progressing and ultimately make decisions that will allow it to thrive.

Better understand your audience
Inside knowledge is key to growth. Our insights will help you better understand how your audience perceives your brand. You can use this information to build relatable campaigns. Plus, the insights we provide can be broken down to help you understand even the most niche audiences.

Compare competitor performance
With Latana, you can compare how your brand is performing against your competitors. You can use this information to see where your competitors are doing things right, and also learn from their mistakes.

Q.

What insights will I receive?

A.

There are 4 areas in which you will receive information:

Unaided brand awareness
This will show a measure of respondents who expressed recognition of your brand without being prompted.

Aided brand awareness
This will show a measure of respondents who expressed recognition of your brand when prompted with a list of brands.

Brand consideration
This will show how likely your audience is to purchase your brand.

Brand associations
This will show which traits your audience associate with your brand.

Within these 4 areas, you will also be able to see how you fare against your chosen competitors. We focus specifically on these 4 areas because these are the most important KPIs for brands and the ones they want to improve most. In addition, these 4 KPIs are at the core of measuring brand performance and require constant monitoring, while other consumer insights can be gathered sporadically.

Q.

How often do I get data?

A.

Precise data is collected continuously and delivered to your dashboard quarterly.

When analyzing the data it is best to compare quarterly timeframes. Otherwise, data will have higher error bounds and hence less statistical significance. 

Q.

Which countries can I analyse?

A.

You can choose to analyze brand perception in more than 100 countries worldwide.

Q.

Can I ask custom questions?

A.

Unfortunately, we are unable to include custom questions in our surveys. However, the information you will receive regarding unaided awareness, aided awareness, brand perception, and brand associations is the most important information needed to measure the performance of a brand.

If you want to discover additional consumer insights that go beyond the regular brand tracking, we are happy to set up custom research projects with one of our other teams.

Q.

Can competitors see my data?

A.

We securely protect any data we collect about your brand. However, like you can track how your brand fares against your competitors, your competitors can do the same if they add your brand to their list of competitors. 

Q.

What do the characteristics in the location section of the audience builder stand for?

A.

The characteristics in the location section of the audience builder stand for the following:

Top three cities
These are the three biggest cities in any given country e.g. Germany: Berlin, Hamburg and Munich

Other cities
These are any other cities in any given country excluding the top three cities

Tip: if you select "top three cities" and "other cities" together, you get "urban" i.e. all the cities in a given country

Rural
All locations that are not a city.

Q.

What do the characteristics in the education section of the audience builder stand for?

A.

The characteristics in the education section of the audience builder stand for the following:

Low education
I don't have a formal education / I have some primary or secondary education

Medium education
I have completed high school or obtained an equivalent degree

High education
I have completed university or obtained an equivalent degree / I have completed a postgraduate degree (masters or doctorate)

Q.

What do the characteristics in the income section of the audience builder stand for?

A.

The characteristics in the income section of the audience builder stand for the following:

Low income
Below €2,700 per month

Medium income
Between €2,700 and €5,300 per month

High income
Above €5,300 per month

Q.

What is the Latana Brand Score?

A.

The Latana Brand Score is an immediate answer to how a brand is performing. Each brand is given a score between 1 and 10. The higher the score, the better the brand is performing.

The brand score is a weighted average of brand awareness (40%), unaided brand awareness (30%), and brand consideration (30%).

Latana Data
Q.

What do you ask respondents?

A.

We ask survey respondents the following questions:

For unaided brand awareness
When you think of INSERT CATEGORY OF CHOICE, which brands come to mind?

For aided brand awareness
Which of the following brands have you heard of?

For brand consideration
Which of the following brands would you consider using?

For brand associations
Which of the following do you associate with YOUR BRAND NAME?

Q.

How do you gather the data?

A.

We work together with our parent company, Dalia Research, to gather the data needed to provide you with essential insights. Dalia is a survey engine for real-time market and opinion research that provides us with access to 40,000 apps and websites. Dalia is able to 5 million micro-surveys per month to people living in over 100 countries. Surveys regarding your brand are included in this awesome number and the result is quality data that you can use to make important decisions.

Click here for more information on how we gather data.

Q.

How spread out is the data collection?

A.

We collect data every single day of the year. So, if we are aiming for a sample size of 1,000 people per quarter, we collect the data for an average of 11 people per day.

Click here for more information on how we gather data.

Q.

Is there a cap on the sample size?

A.

There is no cap on our sample size, as the optimal sample size depends on the audiences we are trying to reach. In most cases, the sample size is at least around 1,000 per quarter but we do not stop at this number.

Q.

Is your data accurate?

A.

Our data has ~2% error bounds even across niche audiences. This is because we use a statistical technique called MRP.

Read more about MRP here.

Q.

How can I guarentee the data you provide is of high quality?

A.

We dynamically profile each profile based on their key demographic, psychographic, and behavioral attributes before they can be a respondent for one of our surveys. Once a person has passed this stage, we use machine-learning algorithms to analyze active and passive data. Then, we give each person a quality and trust score. Finally, we match those who have passed the previous steps with a survey that targets their profile.

Click here for more information on data quality.

Q.

What is the margin of error?

A.

The margin of error is used in statistics and is the small amount allowed for matters of miscalculation and changes in circumstance.

Q.

How can I access my brand tracking data?

A.

Latana Brand Tracking is a web-based platform and you can access via this website. The credentials provided at setup can be used to log in.

Q.

Can I access the raw data on a per respondent basis?

A.

In order to estimate brand awareness using MRP, we take all the respondents from the sample and run a regression. The final regression is a model that predicts whether a respondent says “Yes” to the question based on his / her age, gender and other demographics. In this way, it uses all the respondents from all the cells to calculate the average effect of the demographics on the response. This allows us to estimate responses even for niche audiences, while maintaining high precision, as the strength is based on the entire sample of thousands of respondents.

With MRP however, the survey estimates for each question are based on a model that comes from the relevant sample. That means it’s not possible to use the raw dataset on its own to explore the survey results for all the different questions or for all the different population segmentations. Instead, the final delivery shows only the final results of the MRP calculations, for each desired question and for each desired segment.

mRP
Q.

What is MRP?

A.

MRP, or Multilevel Regression and Postratification to give it its full name, is a statistical technique developed by Professor Andrew Gelman of Columbia University. It is used as a means of guaranteeing reliable, precise data.

Read more about MRP here.

Q.

How does MRP work?

A.

MRP (Multilevel Regression and Poststratification) works in a different manner than the techniques associated with more traditional brand trackers. Rather than narrowing survey respondents down to a very small sample size, it instead makes an estimate based on all the information available on all survey participants.

Click here for more information on MRP.

Q.

Have you validated your MRP model?

A.

We are currently working on a validation case study that will be published on our site soon. In the meantime, we’ve been working with MRP for almost 2 years now and have completed a series of internal validations to ensure that the model provides brands with accurate and precise data.

Although we have incorporated the MRP model, something others have not, we are still using the same type of data as market research firms, i.e. surveys. The difference is that
1) we are using significantly more data from every respondent (that’s the audience profiling), and;
2) we collect much larger sample sizes (min. 3000) to make sure that we have 600+ respondents for even the smallest characteristics.

In addition, the model accumulates the data it gets for every brand and gets better, i.e. more precise over time.

Overall, we are not taking away anything used for quota sampling. We are instead adding more technology and data to make brand insights more reliable.

Click here for more information on MRP.

Pricing
Q.

How much does it cost for Latana's services?

A.

You can read about our pricing options here.

Q.

How am I charged for using Latana?

A.

We charge the annual fee upfront and invoice once the agreement is signed. In case of upgrades (e.g. additional countries, brands or audiences), we will issue additional invoices.