Edition 2022 will feature a combined study of quantitative methodologies, qualitative immersions and activities carried out in the “Brands that Win” community. Results will be presented for dynamic consultation in an interactive portal for the first time.
Ecglobal goes to the field once again to carry out a deep and intense survey that allows identifying which brands won over Brazilians in 2022. Through the NLS (Net Love Score) index, Ecglobal measures people’s emotional connection and engagement with the brands, releasing at the end a ranking revealing the most beloved brands by Brazilians.
“It is already the 4th year of the NLS, which has evolved a lot over the years, improving delivery and bringing increasingly surprising results. For NLS 2022, Ecglobal is preparing an even more complete study, which will combine quantitative methodologies, qualitative immersions and activities in the ‘Brands that Win’ community. Our goal is to bring greater results of insights and in-depth knowledge about how this emotional connection with brands takes place and what are the main criteria for this love to happen”, explains the co-founder and CEO of Ecglobal, Adriana Rocha.
“Brands that Win community is a community for people to talk about brands that have conquered a special space in their minds and hearts. In it, we will have activities, challenges and other dynamics. Our goal is to take the conversation to the next level and further enrich the insights gained from quanti and quali immersion” – adds CGO Co-CEO Alan Liberman.
NLS 2022: New categories and interactive access portal to results
Ecglobal will bring a series of novelties to the 2022 edition of the NLS, such as the entry of new categories and the creation of an interactive portal that will allow dynamic access to data.
“Through the new interactive portal, the results of the NLS study will be accessed dynamically, in which the client will be able to select the year, category and other criteria. It will be possible to assemble a personalized report with instant data on the screen”, co-founder and CEO of Ecglobal, Adriana Rocha.
The new categories that will be part of NLS 2022 are: Supermarkets, Pharmacies, Ice Cream, Pets Market, Autos Segment and Hair color/care, in addition to subscription channels/series. Ecglobal decided to include these categories, both due to internal customer demands and the fact that they have been gaining a lot of expression for the consumer, especially driven by the pandemic and new consumption behaviors.
HOW CAN LOVE FOR A BRAND BE MEASURED?
Unlike other performance indicators such as memory, admiration, identification and satisfaction, love for a brand cannot be measured just as a simple, one-dimensional indicator. It must be measured through various dimensions such as intensity, amplitude, preference and brand loyalty.
To receive the title of most loved brand in a category, it is not enough just to be loved by more people, nor to have more love among a small group of people. For a brand to be the most loved in a category, it needs to be loved in intensity and volume, as well as being preferred and winning loyalty among its consumers.
HOW DOES THE NLS INDEX – NET LOVE SCORE WORK?
The NLS index was created by Ecglobal in 2019 to identify and rank the most loved brands in 37 categories, in addition to understanding which drivers generate this love in each category.
It can vary from -100 (minus one hundred) points to +200 (plus two hundred) points, according to criteria such as intensity, preference, loyalty, amplitude, love power, loyalty and reach. According to the score obtained in each criterion, we list the NLS ranking by category and also the global NLS of the brand, which is calculated to rank brands among all categories.
In previous editions, in addition to calculating the global NLS and NLS of brands in each category, Ecglobal analyzed the impact of 23 factors in generating this love for brands, in each segment. To this end, consumers evaluated brands on attributes such as “It’s a brand that perfectly meets my needs”, “It’s a brand that suits me perfectly”, “It’s a brand that is part of my life”, “It’s a brand concerned with reducing its social and environmental impact”, etc.
And since we could not fail to analyze the differences and similarities between the different groups of consumers, we also calculated the NLS of brands by age generations (X, Y and Z).
HOW CAN I MEASURE MY BRAND’S NLS OR GET ACCESS TO THE RESULTS?
Ecglobal has prepared some business proposal templates that may be suitable to meet your brand’s need for NLS. For sales and more information, email firstname.lastname@example.org. For service in Portuguese, call our office in São Paulo: (11) 99159-7949.