Evolution of Consumer Empowerment

ICERTIAS began its journey in 2008, recognizing the need for reliable and independent consumer evaluation programs, particularly in the emerging markets of Central and Eastern Europe. Recognizing this gap, ICERTIAS took its first steps to empower consumers by helping them identify high-quality products and services in an ever-expanding marketplace.

Setting New Trust Standards

Through a strategic collaboration with GfK and with support from PwC, ICERTIAS spent two years developing a groundbreaking initiative. In 2010, this dedication led to the launch of the Best Buy Award, a research and certification project that established a new benchmark in consumer trust.

Founded for Global Integrity

To meet growing demand and facilitate further expansion of its certification projects, ICERTIAS was officially established as an independent entity in Zurich, Switzerland, in 2011. Registered in the Commercial Register of the Canton of Zurich, this organization, now globally recognized as the International Certification Association GmbH, embarked on an ambitious journey to redefine certification standards.

Expanding Excellence Through Innovation

Building on the early success of the Best Buy Award, ICERTIAS soon introduced new certification programs, including the QUDAL – Quality Medal and Customers’ Friend. These programs leveraged advanced research methodologies, rigorous evaluation criteria, and a steadfast commitment to precision and transparency. This innovative approach ensured the rapid international expansion of ICERTIAS’s certifications, earning recognition in markets across five continents.

Leading With Consumer Insight

Now operating in over 40 countries, ICERTIAS remains deeply engaged with consumer insights through extensive research, collaboration with governmental and non-governmental organizations, and partnerships with respected consumer associations. Its mission remains unchanged: to spotlight companies, products, and services that consistently deliver exceptional value to consumers.
 

Legacy Inspires Trust

ICERTIAS’s history is built on a commitment to empowering consumers through innovation, reliability, and transparency. Over the years, its initiatives have shaped the global marketplace, setting new standards in consumer trust. Key milestones include:

2008

ICERTIAS’s foundation, supported by PwC, laid the groundwork for its pioneering certification programs.

2010

The Best Buy Award certification was launched, with foundational research conducted by Germany’s GfK using the CATI protocol.

2011

ICERTIAS was officially registered in Zurich and launched its second certification, QUDAL – Quality Medal, focusing on superior quality products and services.

2012

Adopting the CAWI methodology, ICERTIAS advanced its market research while adhering strictly to the ICC/ESOMAR International Code.

2014

The Customers’ Friend certificate was introduced, further enhancing the company’s consumer-focused offerings.

2017

ICERTIAS expanded its research and certifications to over 40 countries, solidifying its global presence.

2019

The Customers’ Friend certificate underwent a significant redesign, integrating the CheckMan Charlie into its logo.

2023

ICERTIAS embraced AI for data analysis, empowering global consumers and businesses to make better decisions and gain improved experiences.

2025

Following a year of rigorous evaluation, ICERTIAS fully implemented AI-driven company analysis for the Customers’ Friend certification.