Singapore’s Most Talked-About Brands: December 2022

Gojek has registered the biggest boost in Word of Mouth (WOM) Exposure in Singapore for the month of December 2022 of all the brands we track in the market. Data from YouGov BrandIndex, which tracks consumer perceptions toward brands on a daily basis worldwide, shows that the proportion of people who are talking about the transport provider saw an uplift of 7.7 percentage points during the four-week period.

The ride-hailing platform and taxi operator ComfortDelGro announced a partnership in late November, which would provide Gojek users access to ComfortDelGro taxis, in order to alleviate the shortage of private hire drivers in Singapore’s point-to-point (P2P) transport industry. Both companies also agreed to share other resources, such as electric vehicles, and to collaborate in areas that include insurance, driver training and vehicle maintenance.

According to data from YouGov BrandIndex, Gojek’s WOM Exposure score rose from a low of 16% on 1 December to a high of 23.7% by 30 December. WOM exposure is a BrandIndex metric that measures the percentage of people who have spoken with their family or friends about a particular brand in the previous two weeks.

Additionally, skin care company The Body Shop recorded a 7.5-point spike in WOM Exposure from 10.2 on 2 December to 17.7 by 27 December, while sports apparel brand Nike saw its WOM Exposure climb 6.7 percentage points from 15.0 on 3 December to 21.7 by 31 December.

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Methodology: YouGov BrandIndex collects data on thousands of brands every day. A brand’s WOM Exposure score is based on the question: “Which of the following brands have you talked about with friends and family in the past two weeks (whether in person, online, or through social media)?” (% Yes). Data from surveys of adults aged 18 years and above residing in Singapore from 1 to 31 December 2022. WOM Exposure scores are based on a four-week moving average, with the change in scores for each brand calculated by taking the difference between the highest and lowest scoring days within the period. Learn more about BrandIndex.

Cover Photo by Hareez Hussaini on Unsplash

This article first appeared in WARC.