What happens when you combine traditional market research expertise with cutting-edge technology? Stephanie Clapham, Director of Research at Latana, joins us to reveal how next-generation brand tracking is transforming how SaaS companies measure their brand health.
Despite companies investing billions in brand marketing annually, most struggle to accurately measure whether these investments make a difference. Traditional brand tracking methods often deliver unreliable data at premium prices, creating a significant trust gap. Stephanie explains how Latana's innovative approach leverages ad-based sampling, Bayesian statistics, and machine learning to provide more accurate insights into brand perception.
We explore common misconceptions marketers have about brand tracking, from the "everything but the kitchen sink" approach that leads to unwieldy surveys, to an unhelpful fixation on sample size rather than data reliability. Stephanie emphasises that even early-stage SaaS companies with limited budgets should measure brand perception, starting with foundational metrics like awareness and perception to benchmark growth over time.
The conversation delves into how artificial intelligence is revolutionising brand tracking through predictive modeling, improved data quality assurance, and automated insight generation. Looking ahead, Stephanie identifies emerging trends including growing concerns about fraudulent responses (with up to 40% of market research potentially being fraudulent), decreasing representativity in traditional panels, and increasing demand for instant insights.
For marketers tired of flying blind with brand investments or struggling with unreliable data, this episode offers practical guidance on measuring what matters. Listen now to discover how technological innovation is making brand tracking more accessible, reliable, and actionable for SaaS companies of all sizes.

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