Recall is the rawest measure of awareness — can people name WCN at all, and do they need a prompt? The recall study answers both, the same way each time, so the number is comparable.

TYPEAided / unaided METHODSurvey SAMPLERepresentative CADENCEAnnual

B01.1 · AIDED VS UNAIDED

Prompted, or not.

Unaided recall asks “name crypto networks you know” — WCN either comes up or doesn’t. Aided asks “have you heard of WCN?” Both matter; unaided is the harder, truer test.

B01.2 · METHOD

Asked the same way.

Question wording and order are fixed, because both bias recall. A consistent instrument is what lets this year’s number be compared to last year’s.

B01.3 · SAMPLING

The right people.

The sample represents WCN’s target audience, not the general public. Awareness among the relevant market is the number that matters; vanity reach is not.

B01.4 · READING RESULTS

A baseline to beat.

The first study sets a baseline; each subsequent one shows movement against it and against competitors’ recall. Direction matters more than the absolute figure.

“Everyone” is not an audience. Segmentation divides the market into distinct groups with shared needs and behaviours, so the brand can speak to real people rather than an average.

SEGMENTSDefined BASISNeeds · behaviour PROFILESBuilt USETargeting

B02.1 · THE BASIS

Needs over demographics.

Segments are built on needs and behaviour — why people use a crypto network — not just age or geography. Behavioural segments predict action; demographic ones often don’t.

B02.2 · PROFILES

Faces on the data.

Each segment becomes a profile — goals, objections, where they get information. Profiles make a segment usable by writers, designers and product alike.

B02.3 · PRIORITISATION

Not all equal.

Segments are sized and prioritised by value and winnability. The brand focuses on a few it can genuinely serve, rather than diluting across all.

B02.4 · USE

Aim the message.

Segments drive messaging, channel and product choices. A segment that never changes a decision is a slide, not a tool — each one here has an owner and a use.

Opinions about messaging are cheap; tests are decisive. This study puts candidate messages in front of real audiences and measures which ones are understood, believed and remembered.

METHODA/B · survey VARIANTSTested MEASUREResonance OUTWinners

B03.1 · WHAT TO TEST

The claims that matter.

Testing focuses on the core value propositions and taglines — the few messages that carry the brand. Testing everything dilutes the signal; testing the pivotal ones sharpens it.

B03.2 · METHOD

Head to head.

Messages are tested against each other with a real audience — forced-choice and rating. Comparative testing beats asking “do you like this?” in isolation.

B03.3 · RESONANCE

Understood, believed, recalled.

Each message is scored on clarity, believability and recall — not just appeal. A message people like but don’t remember has failed.

B03.4 · PICKING WINNERS

Evidence to the team.

Winning messages graduate to campaigns with the test data attached. The record also teaches what kinds of claims work — building messaging instinct over time.

Awareness is knowing the name; perception is what the name means. This survey measures the associations and attributes people attach to WCN — and the gap from how the brand wants to be seen.

MEASURESAssociations ATTRIBUTESRated GAPDesired vs actual CADENCEAnnual

B04.1 · ASSOCIATIONS

The words they pick.

Respondents pick the words and ideas they associate with WCN. The pattern reveals the brand’s actual position — which may differ from the intended one.

B04.2 · ATTRIBUTE RATINGS

Rated on what matters.

People rate WCN on brand attributes — trustworthy, innovative, accessible. The attribute list comes from the brand strategy, so results map to stated goals.

B04.3 · THE PERCEPTION GAP

Want vs are.

The survey compares desired perception to measured perception. The biggest gaps are the brand’s communication priorities — where reality lags ambition.

B04.4 · CADENCE

Perception moves slowly.

Run annually — perception shifts over years, not weeks. Tracking it too often just measures noise; the yearly cadence catches real movement.

Knowing people are aware is half the story; knowing where they became aware is the other. This breaks recall down by channel, so spend follows the sources that actually build the brand.

QUESTIONWhere heard CHANNELSMapped MIXEfficiency INFORMSSpend

B05.1 · THE QUESTION

How did you hear of us?

Aware respondents are asked where they first encountered WCN. Self-reported attribution is imperfect, but at scale it reveals which channels punch above their weight.

B05.2 · CHANNEL MAP

Every route in.

Responses map to channels — social, search, press, word of mouth, events. Word of mouth is tracked deliberately; for crypto it’s often the strongest and least measured.

B05.3 · EFFICIENCY

Awareness per dollar.

Channel recall is weighed against channel spend to find efficiency — the channels generating awareness cheaply versus those merely expensive.

B05.4 · INFORMING SPEND

Follow the signal.

Findings feed budget allocation — more into efficient channels, scrutiny on weak ones. The study turns awareness from a cost into a measured investment.

A campaign’s real question isn’t “did people see it” but “did it change anything.” Lift studies measure the before-and-after, with a control, so the brand knows what its spend actually bought.

DESIGNPre / post CONTROLHeld-out MEASURELift ATTRIBUTIONClean

B06.1 · PRE / POST

Measure both ends.

Lift requires a baseline before the campaign and a read after. Without the before, “awareness is 40%” says nothing about what the campaign contributed.

B06.2 · CONTROL GROUP

Versus doing nothing.

A held-out group that didn’t see the campaign isolates its effect from background trends. The lift that matters is over the control, not over last month.

B06.3 · MEASURING LIFT

The honest delta.

Lift is the exposed group’s gain minus the control’s. Reporting absolute change without the control inflates results — the discipline here keeps numbers honest.

B06.4 · ATTRIBUTION

Credit where it’s due.

Clean lift measurement lets the brand attribute outcomes to campaigns with confidence — and decline credit where the control moved just as much.