The question might be asked why a brand preference study is important? The study identifies the preferred brand of a young respondent with no recall or awareness, in exclusion of the direct influence derived from parental choice and access. Their preference is therefore their unrestrained potential future choice as opposes to that which is dictated by their home environment.
The process is done by means of a pre-quantitative to establish "nominees". This is followed by the first phase, which is a quantitative survey, done by 500 respondents, which is open ended.
The second phase is also a quantitative survey done by 2 500 respondents using visual coded listing followed by a third phase with qualitative insights which decide the decision criteria per category. The study is conducted in all the metropolitan areas in South Africa.
The survey includes 35 categories such as best clothing labels, sport store, fun place, fashion store, game console, ready to drink, crisps, fizzy drink, cell phone, TV channel, fruit drink, cold breakfast cereal, grocery store, store, type of movie, free youth insert, newspaper supplement, hot breakfast cereal, type of music, shopping mall, favourite brand character, car, deodorant/fragrance, power drink, coolest tv ad, youth magazine, CD store, yogurt product, energy bar, chocolates, sweets, eat out place, radio station, company in SA, youth channel and best brand ever.
Should your company be interested in participating in the next Generation Next survey, contact Maruschka Loubser or Grethel Pieterse at Hotdogz Inc on Tel: +27 +11 454 3297 or fax +27 +11 453 7121 or email -inc.co.za.
