Validated Processes Behind Every ICERTIAS Award

• ICERTIAS certifications are grounded in transparent methodology aligned with ESOMAR and ISO 20252 standards.

• Best Buy Award and QUDAL - Quality Medal rely exclusively on unaided, unbiased consumer survey responses

• DEEPMA framework enhances recall depth, revealing emotional brand connections and lasting trust indicators

• Customers’ Friend certification audits trustworthiness using AI tools, sentiment analysis, and expert validation


As global markets become increasingly saturated with claims of quality, value, and trustworthiness, the role of independent certification has never been more critical. Since its founding in Zurich in 2011, ICERTIAS (International Certification Association) has worked to elevate standards of transparency and objectivity in consumer perception research. With a presence in more than 40 countries and research conducted in over 70, ICERTIAS has established a data-driven, methodologically sound certification system that distinguishes brands based solely on what consumers truly experience and believe.

All ICERTIAS certifications follow a clear and replicable framework grounded in quantitative market research, secondary data analysis, and expert review, strictly aligned with ESOMAR guidelines, the ICC/ESOMAR International Code, and ISO 20252 for market and social research. Depending on the certification program, methodologies are either fully independent (based on unsolicited consumer responses) or combine objective research with application-driven review.
 

Best Buy Award and QUDAL: Measuring Unbiased Consumer Perceptions

The Best Buy Award and QUDAL – Quality Medal are not open to company applications, and are granted solely on the basis of nationally representative consumer surveys. These recognitions are initiated, financed, and conducted independently by ICERTIAS, without any prior engagement from the brands or companies involved.

Survey Design and Execution

All fieldwork is conducted using CAWI (Computer-Assisted Web Interviewing) with panels curated by established sampling partners. Sample design respects quotas for age, gender, education, and geographic region, based on national census data. The sample size for each country typically ranges from 1,200 to 2,000 respondents, ensuring high statistical reliability and confidence levels.

Respondents are asked open-ended, unaided questions. For example:

“Considering your personal experience, which product or service offers the best price-to-quality ratio in [category]?” (Best Buy Award)

“Which brand represents the absolute highest quality in [category]?” (QUDAL – Quality Medal)

No brand lists, prompts, or visual aids are used, ensuring unaided, unbiased responses. The proprietary DEEPMA (Deep Mind Awareness) framework is designed to go beyond top-of-mind recall by encouraging respondents to pause, reflect, and deliberately assess their experiences before answering. This method surfaces deeper, emotionally anchored brand associations, resulting in more reliable indicators of long-term consumer trust and value perception.

Data Integrity and Regulatory Alignment

All results are anonymized, aggregated, and documented in full. Raw data is archived and can be made available for independent audit upon regulatory or client request. Brands are not notified prior to the research, and only after ranking highest may they opt to license the certification mark. There is no pay-to-participate model, a key differentiator ensuring credibility, impartiality, and compliance with EU fair marketing regulations.
 

Customers’ Friend: Based on Measurable Trust and Ethics

The Customers’ Friend certification is open to applications, but it follows a multi-stage, evidence-based verification process. This hybrid model combines quantitative consumer research, qualitative analysis, and external validation, resulting in a comprehensive audit of a company's relationship with its customers and public image.

Evaluation Pillars:

• Upon application, ICERTIAS evaluates companies across several domains:
• Consumer perception via targeted DEEPMA surveys
• Public reputation via sentiment analysis of online reviews and media mentions
• Customer service responsiveness, transparency, and digital communication
• Corporate integrity, including leadership reputation, HR policies, and financial indicators (when available)

To support scale and efficiency, ICERTIAS uses AI-powered tools for high-volume online sentiment scanning and review aggregation. However, all AI-identified insights undergo human expert validation, ensuring contextual accuracy and eliminating false positives.

A company must meet minimum performance thresholds across all pillars to be certified. The process typically takes between 4–6 weeks. Certification is valid for 12 months, with optional re-evaluation or revocation in case of reputational or compliance concerns.
 

A Credible, Auditable Certification Ecosystem

ICERTIAS certifications are not symbolic – they are measurable, replicable, and subject to audit. All awarded entities are listed with precise survey parameters, issuance country, and research timeframes. Any use of the mark is governed by strict licensing rules and may be revoked if misused.

By upholding independence, scientific rigor, and full transparency, ICERTIAS has become a reliable reference point for consumers, companies, and regulators alike. In an environment where trust is fragile and quality must be earned, ICERTIAS provides a robust, research-based framework that certifies what matters most: real experiences, real trust, real value.