KPIs in Latana surveys

Questions order

The order of presenting a KPI questions is based on 2 main principles:

1. Never show brands' kpi in the same order to all respondents

2. Never allow any bias

• For example, KPI questions that expose name of the industry should never go before Brand Understanding KPI question. Otherwise it will just give away the right answer to respondents.

Visual examples

Market sizing

Purchase drivers

Brand awareness

Brand understanding

Brand associations

Brand consideration

Brand preference