In the digital payments ecosystem, visibility does not automatically translate into brand positioning. This market research study was designed to measure advertising effectiveness and assess the real impact of campaigns on awareness, usage, and brand preference.

A pre- and post-campaign quantitative design was implemented using structured surveys across two time periods, targeting merchants of different sizes and locations. Key performance indicators included unaided recall, aided recognition, active usage, and brand recommendation.

The research transformed media exposure data into actionable strategic insights, identifying gaps between advertising investment and brand equity building. Beyond a snapshot diagnosis, the study delivered a monitoring framework to guide future decisions with empirical evidence.