Survey Methodology

Top Brand survey is a national-scale independent survey conducted by Frontier Consulting Group. In 2018, Top Brand survey involved 14,000 respondents consisting of 2 panels.

The first panel is a survey with 12,400 B2C target respondents, consisting of 9,900 random samples and 2,500 booster samples. This survey will be conducted in 15 cities, namely Jabodetabek, Bandung, Semarang, Jogjakarta, Surabaya, Malang, Medan, Pekanbaru, Palembang, Balikpapan, Samarinda, Banjarmasin, Makassar, Denpasar, and Manado. The criteria of B2C respondents for random samples are male or female, between 15 – 65 years old with SES level or average monthly family spending from SES D (average spending of more than Rp. 1,2 million per month) to SES A (average spending of more than Rp. 4,8 million per month). Meanwhile, the criteria of B2C respondents for booster samples are those of SES A. These samples are added to increase the incidence rate of premium products. The sampling technique for B2C respondents is multistage random sampling,while B2C respondents for booster samples are taken using purposive sampling method.

Meanwhile, the second panel is a survey with 1,600 B2B target respondents located in four cities, namely Jakarta, Bandung, Surabaya, and Medan. The criteria of B2B respondents are those responsible for purchasing goods or products in each company, having Academy/ Diploma education level, and having more than 50 employees in one company. The sampling technique for B2B respondents is stratified random sampling, using bussines line as the strata.

This Top Brand Index Survey Phase 1 2018 involved around 272 product categories, such as food and beverage, pharmaceutical, personal accessories, personal care, sports equipment, stationery, electronics, home appliances, home supplies, automotive, building materials, property, agriculture and plantation, retail, and other categories.

Top Brand Index (TBI) is measured using 3 parameters, namely:

  • Top of Mind awareness (based on brands first mentioned by respondents when they heard the product category).
  • Last Used (based on brands last used/consumed by respondents in one re-purchase cycle).
  • Future Intention (based on brands that respondents intend to use/consume in the future).

The value of each parameter for a brand in a particular product category is determined by calculating the frequency percentage of that brand relative to the frequency of all brands.

The TBI is then determined by calculating the weighted average of each parameter.

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Top Brand Award is presented to brands in a certain product category that meet two criteria, namely:

  1. Brands with Top Brand Index of minimum 10%, and
  2. Brands that occupy the top three position in their product category.

These two criteria must be met by a brand in order to be eligible for the”Top Brand” title. Therefore, it is possible that in a product category there are more than one brand (maxmum three brands) win the Top Brand award.