[Consumer study] What are consumers favorite brands?
Certainly, consumers have favorite brands, but which ones rise to the top? We wanted to know and asked them in this latest study.
The methodology
We completed the entire study of 100 respondents through Voxpopme’s community of on-demand consumers in five hours.
We combined quantitative and qualitative questions in the study in the platform, and the platform neatly packaged the results in one dashboard.
As a screener question, we asked:
Do you have favorite brands your purchase from?
- Yes (advances into the survey)
- No
On the quantitative side, we asked:
How often do you purchase from your top three favorite brands?
- Weekly
- Monthly
- Quarterly
- Yearly
On the qualitative side, we asked:
- Which are your top three favorite brands?
- Why are they your top three favorite brands?
- What would you tell them they are doing well and what could improve?
The results
Here’s a quick highlight reel of reactions:
The quant results
Forty-two percent of consumers said they buy from their favorite brands monthly, 33 percent said weekly, 17 percent quarterly, and 8 percent yearly.
The qual results
Respondents in our video research recorded a quick asynchronous video message for the qual questions – selfie-style, directly from their phones.
The automatic sentiment analysis showed that 54 percent of all statements were positive, with 36 percent neutral and 9 percent negative.
Unlike the quant questions – which are self-reported answers – this sentiment analysis pulls from what respondents said in their video responses.
Read next: How Natural Language Processing helps us understand consumers better
The automatic theme explorer and Word Cloud gave me an idea of some of the most mentioned topics.
At times, I also use the Theme Builder and my knowledge of the subject to build and group themes for topics that I consider related.
The analysis
I like to review the Theme Explorer first to get an idea of what trends the study found. The Word Cloud is my next step. Then I want to skim through the automatic transcripts and each response.
Overall, 116 different brands were mentioned.
Brands that were mentioned as being favorite brands in our study are:
- Adidas
- Amazon
- American Eagle
- Amy’s Kitchen
- Apple
- Armani
- Banana Republic
- Bass Pro
- Bath and Body Works
- B.B. Simon
- Ben and Jerry’s
- Bolthouse Farms
- Campbell’s
- Calvin Klein
- Cetaphil
- Chanel
- Chevy
- Coach
- Coca-Cola
- Columbia
- Converse
- Costco
- Clinique
- Chipotle
- Chobani
- Clorox
- Craft
- Dawn Dish Soap
- Dermalogica
- Dewalt
- DiGiorno
- Dollar Tree
- Doritos
- Dove
- Drunk Elephant
- Dunkin Donuts
- Ecko Unlimited
- Estee Lauder
- Everlane
- Fashion Nova
- Fila
- Ford
- Freschetta
- Garmin
- Glossier
- Golf le Fleur
- Gucci
- Guess
- Great Value
- Hanes
- Hellman’s Mayo
- H-E-B
- Hershey’s
- Hoka
- High Five Threads
- Hillshire Farm
- Iams
- Juicy Couture
- Kellogg’s
- KIA
- Kirkland’s
- Kroger
- Leelanau Coffee Co.
- Levi’s
- Liberty Love
- Lululemon
- Maurices
- Mainstays
- McDonald’s
- Microsoft
- M&Ms
- Naturopathica
- Netflix
- Nestle
- Neutrogena
- No Boundaries
- No Comment
- Nordstrom
- Northface
- Nike
- Oakley
- Oshkosh
- Patagonia
- Pepsi
- Perdue
- Polo
- Price Rite
- Prozis
- Puma
- Queen Shop
- Target
- Terrain
- Time and Tru
- Trader’s Joe
- Tory Burch
- TruValue
- Tyson Foods
- Ralph Lauren
- Reebok
- Reef
- RIPNDIP
- Sephora
- Shein
- Samsung
- Skechers
- Starbucks
- Tom’s of Maine
- Under Armour
- Vans
- Venum
- Versace
- Walmart
- Wild Fable
- Wrigley’s Gum
- Zara
Many consumers mentioned they appreciate their favorite brands for high-quality products. Bradley, 20, of Clearfield, lists his three brands – Adidas, American Eagle, and Hanes for that reason.
“Those three brands fit me comfortably in each area of the materials, he said. “They are normally very, very good. So I only got to go shopping once a year, sometimes twice.”
Reviewing the consumer responses, there was very little negative or constructive feedback regarding what consumers said about what their favorite brands should change. Price was often mentioned, though.
Paula, 43, of Hamburg, did say that Nike and Apple – two of her favorite brands could lower their prices.
“They are good quality, but come on now with some of them; they’re really expensive,” she said.
Where to next?
Our study included all and any brands that were top of mind for consumers.
As a next step, you might consider a similar study in just your industry. Potential questions could dive into who is the favorite brand in your specific industry and how consumers differentiate between your brand and your competitors.
Read next: How you can use video surveys for your next project!
