Brand Elections is an annual marketing research study conducted by Bullseye Communications and MEMRB Pakistan. The research aims to identify the top brands operating in numerous Pakistani industries by polling a section of the society as a sample on different measures of brand impact.
Research
It is a representative sample based survey which aims to ascertain the power of brands for the urban population of Pakistan. From the consumer’s standpoint, it is an attempt to create a genuine marketing industry barometer for brands which is powered by the Consumer Multimedia Index initiative, a research project being carried out by the Pakistani Advertisers Society.
The Brand Elections research covers 10,000 respondents across all socioeconomic classes through 50 urban cities of Pakistan. Over 3500 brands are featured in the study, belonging to 50+ industry product and service categories. The study identifies Overall 100 Top Brands, Top 10 Brands by 50+ Categories, Top 20 Brands by Target Audience, and Top 10 Brands by Region.
Methodology
The Brand Elections Project is built on Consumer Multimedia Index (CMi) which aims to become the Pakistani marketing industry’s ‘common currency’ with regards to statistical research. The imperatives of this study include universe representation, reliability of results, quality assurance mechanisms and wide information coverage.
Elections Geographical Coverage The research is limited to Urban Pakistan where a population proportionate sample of 10,000 respondents has been ascertained from 50 Cities (15 Key and 35 Rest of Urban).
Voters Profile
Both Males & Females aged 12+ belonging to all Socio-Economic Classes are covered in the survey to vote for their favorite brands. The sample is designed to match the universe characteristics by gender, age, SEC and geographical proportions in order to make the results nationally representative in all aspects.
About Candidates
Approximately 3,500 brands of 50+ product categories took part in the process. The researchers behind the project claim that the selection of categories was aimed to ensure that it represents all walks of life. These 50+ categories represent the following broad areas in order to cover the entire spectrum of consumer interaction with various brands
• Communication • Durables • Financial • Food-Drinks • Food-Household • Food-Impulsive • Household Care • Personal Care • Transportation
Voting & Scoring Process
A ranking mechanism is developed to ascertain winners within each category and across the entire industry which were benchmarked on international best practices for consumer polls on brands. This ranking mechanism was based on four key measures: Share of Heart, Share of Mind, Share of Repertoire, and Category Penetration.