Customers’ input matters in branding
Hogg says Putra Brand Awards identifying the best products
THE upcoming Putra Brand Awards 2016, popularly known as the People’s Choice Awards, is intensifying its effort to identify the best products that lean towards brand advocacy and intent this year, according to IQ LeanLab chief operating officer (Asia-Pacific) Tom Hogg.
IQ LeanLab is the research partner of Putra Brand Awards 2016.
“Brand advocacy and intent is about taking the consumers through a cycle to make them aware of the brands, create an interest for them to try out the brands and ultimately recommend them to others.
“If the consumers manage to go through the whole cycle, then the brand is on the right track.
“In the past, surveys to identify the best of brands in different categories are more towards creating awareness,” he tells StarBizWeek recently.
Clearing the air about the misconceptions of survey respondents, Hogg explains that it depends on the motivation of consumers and why they decide to take part in the surveys.
“Some people do the surveys because they want to help the brand create better products which in turn will benefit them.
“Others just take part because the surveys really look interesting, while some just do them to pass time,” he says.
Hogg says there are some basic rules that a firm can follow to attract respondents.
“We must communicate at the very beginning about the purpose of the surveys, we also could keep the respondents in the loop to make sure that they know the impact of their contributions in participating.
“For example, for the Putra Brand Awards, we will inform them about the nominations and winners,” he says.
To be held on Aug 12, the event utilises a robust consumer research methodology developed by IQ LeanLab, to engage with at least 6,000 consumers in Malaysia through digital platforms to determine Malaysia’s favourite brands within multiple categories.
Survey respondents rate the brands based on their impression of them, their intention to purchase the products, their forced-choice brands and brands that they would recommend to their friends and families.
There are 24 award categories for the Putra Brand Awards 2016 in addition to five special award categories.
Star Media Group is the media partner of Putra Brand Awards 2016.
It was launched in 2010 by the Association of Accredited Advertising Agents Malaysia.
Hogg says the trend of customers’ collaboration in a research or survey resulting in companies coming up with a better product is gaining a stronger foothold now.
“It is proven that the return on investment will be much better if it involves the customers in the course of creating a particular product or service.
“And if we interact with the customers and tell them that their views and opinions matter – the products will have a greater chance of success in the marketplace,” he says.
In Malaysia, Hogg points out that the trend to conduct research and survey data in creating a product is not new.
“But there is always room for improvement. A two-way communication has proven to be a successful source of brand advocacy and intent.
“We must let them know that we are using their input to create better products and services,” he says.