Survey design FAQs

Q. Are your surveys mobile-optimised?

A. Yes

Q. How do you display our competitor brands?

A. At Latana, we do not utilise brand lists (which has been known to bias results), instead, we display one brand (logo + brand name) at a time to respondents as well as deploying randomisation.

Q. Why do you add a third answer choice “unsure” to your surveys?

A. Extensive research shows that a forced binary response for the aided awareness question can lead to acquiescence bias which can potentially cause slight over-inflation of awareness levels. By reformatting the answer options to allow the third option (unsure), it gives the respondent the opportunity to answer more honestly without being forced into a yes/no only scenario.

For example, a respondent may have been exposed to your products/services/branding efforts at some point in time but has not been exposed at a high enough frequency for them to confidently answer yes they are 100% aware of the brand, and recall may not be particularly strong but also not poor enough to answer a hard no.

Q. Is it worthwhile measuring unaided awareness?

A. Unaided awareness is a KPI best suited for brands with high awareness levels e.g. Coca Cola, Nike. Brands with low levels of awareness (<20%) will see marginal rates of unaided awareness (between 0-0.5%). At this low rate, movements can be interpreted very incorrectly because absolute percentages move in a much more varied manor even based on one more mention per wave. This makes for a very unreliable measure and cannot be used to make clear decisions from.

Our recommendation here is to start with tracking your aided awareness so we can gather a baseline to assess whether or not your aided awareness levels are strong enough to capture the much more granular unprompted recall.