Our unique and independent methodology is what separates us from any other award. Here are a few reasons why you can count on POY being more credible:
100% Consumer-Voted. There are no experts or lab coats involved. Products are voted on entirely by a nationally representative sample of South African consumers.
100% Independent. The competing products have no other interest in being included other than to put their product to the test of consumers. There are no advertising discounts or packaged deals that often come with magazine awards.
100% Transparent. Brands can participate only if they enter and once a brand wins, theaward is theirs to use. We don’t “nominate” brands or ask for a percentage of their sales if they win.
Nationally Representative. The 5,000 consumers who vote are independently recruited by Nielsen to represent the national grocery shopping population. These people are not affiliated with magazine subscriptions and are 100% bias-free.
Focus on Innovation. POY exists to help guide shoppers to the best new innovative products as determined by consumers just like them. For winning products, this is not only an acknowledgement for innovation in the eyes of the industry, but a proven ROI tool.
Nation’s Largest Study
With 5,000 South Africans voting on products, POY conducts the nation’s largest consumer survey on innovation. Our research partner Nielsen conducts this study with a representative sample of the South African population – therefore reflecting the opinions of the nation rather than a group of subscribers to one magazine or volunteers. The survey is designed to assess consumer opinions based on innovation, use, satisfaction and purchase intent.
Nielsen scores all the answers and the product with the highest score in each category becomes Product of the Year in that category. Innovation is weighed higher than the other factors towards the final score. All finalists whose products were surveyed in the research receive a detailed report on their category. The report is prepared by Nielsen and includes results on all the products that compete against each other in one category. Winners are announced at the Awards Night in February.
The methodology of our study and value of the resulting research is backed by Nielsen. Nielsen is South Africa’s leading market research firm and fully stands behind the integrity of the POY study.