Latana

Latana is a brand tracking platform for marketing, brand, and insights teams that combines continuous consumer research, audience segmentation, statistical modeling, competitor benchmarking, and dashboard reporting. Its methodology uses ad-based sampling and Multilevel Regression and Poststratification (MRP) to measure brand performance across markets and specific target audiences.

1. Research methodology: Latana recruits respondents through ad-based sampling rather than relying solely on conventional research panels, reaching non-incentivized everyday consumers across more than 150 countries and territories. Its data-processing approach uses machine learning, automated quality monitoring, and MRP to reduce noise, maintain representative samples, and improve precision for smaller audience segments.
2. Brand measurement: Teams can track metrics including awareness, consideration, preference, perception, brand understanding, purchase drivers, brand associations, source of awareness, and brand purchase or usage. Results can be compared across competitors and organized into purchase-funnel views showing movement from awareness through consideration, preference, and purchase.
3. Audience and statistical analysis: Latana supports demographic, psychographic, sociographic, and behavioral segmentation, including custom audience characteristics relevant to a specific brand or category. The dashboard displays margins of error by default and uses automated significance tests to distinguish statistically meaningful movements from normal variation.
4. Ongoing tracking: Core brand-health KPIs can be refreshed monthly, while specialized products such as ad-awareness tracking can provide weekly measurement. Plans support multiple markets, configurable KPIs and audience segments, dashboard access, CSV data exports, and dedicated research or data-science support depending on the package.

Latana is most relevant to brands that need recurring consumer-research data rather than one-off surveys, particularly when performance must be compared across competitors, markets, or narrowly defined audiences. Its value depends on research scope, required sample precision, market coverage, audience specificity, and whether frequent brand-health measurement can materially improve marketing and investment decisions.