Survey says… most people say they choose ‘leading’ brands
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To compliment our feature on first-mover advantage, Marketing and its survey partner SSI polled 1000 Australians in December 2015 to ask about their views on whether they look for and purchase innovative or market leading brands.
Q: When you are planning to purchase a product or service for the first time, do you look for companies that implement new innovations first?
More respondents said they look for companies that implement new innovations than didn’t, and males (56% said yes) seem to be slightly more interested in innovation than females (51% said yes).
Q: Thinking about the brands you own or services you use, would you say most of them are ‘innovative’ companies?
More than two-thirds of all surveyed consumers said that brands they own or services they use were ‘innovative’ companies. Males were more likely to say yes (72%) than females (66%). Of the age groups, the 45-and-over group were more likely to say yes (73%) than the 30-44s (64%) and the 18-29s (70%).
Q: Thinking about the brands you own or services you use, would you say most of them are market leaders?
Slightly more consumers described the brands they own or services they use as market leaders compared to those who described them as innovative. State-by-state, people from New South Wales were most likely to say yes to this question (75%) while people from the Northern Territory were most likely to say no (60%).
Discussion points
- Does the perception of market leadership correlate strongly with innovation?
- Are the perceptions shown here strong enough to influence strategy?
- What does this data say about the people’s own perception of themselves?
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SSI is a Marketing Content Partner, a leading company with which we collaborate on exclusive content. SSI is the trusted global leader in survey and research solutions for market research firms, B2B and B2C companies. Visit surveysampling.com.
