Consumer brand tracking for the Financial Times in Southeast Asia

Established in 1884, the Financial Times is recognised as one of the world´s leading publications and an authoritative source of financial news, commentary and analysis.

ADDRESSING THE ISSUES

In order to keep track of consumer brand preferences in Southeast Asia ,The Financial Times engaged Decision Lab to conduct a brand tracking study twice a year across Southeast Asia in Vietnam, Malaysia, Philippines, Indonesia and Thailand. 

THE APPROACH

Decision Lab worked with the Financial Times throughout the whole process, from the questionnaire design through to target group selection - giving critical feedback and guidance based on our experience and local insights. An online survey of 6,000 participants is now conducted annually in five countries, in four different languages.

All respondents are sampled in Decision Lab´s proprietary panels, which ensures the quality of the answers. Operating only in our panels provides consistency in the collected data, which is critical for any tracker.

IMPACT

The data from this agile and connected market research enables the Financial Times to evaluate consumers´ preferences towards different popular brands in each country and also allows comparison across countries in the region.