A study of the recognition of large brands of Runet and key market people
Hi, Habr.
At the IBC Russia conference held in early December, we ( Ruward ), together with TheRunet, conducted an offline study on the recognition of major brands, as well as the respondents associated with their activities by particular people.
The research pool included 13 well-known brands, according to which we conducted a survey. In total, 250 people took part in the project (paper questionnaires + audio). We offer to get acquainted with the results, as well as our findings on the work done. And here you can see the research infographics created by TheRunet team.
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Of course, when analyzing the results, it is necessary to take into account the specifics of the conference - for the most part representatives of the agency digital market and potential customers of digital services gathered at it. Therefore, the advantage in the survey was given to companies and persons specialized for this market segment.
The first question went without being tied to the brand and was formulated as follows: “ In your opinion, which of the specific people most influenced the development of the Runet? ”. We obtained the following results:
After the first question, respondents were already answering specific brands. First, the question was asked, “ Do you know this company? ”, And for those who know, the second question is: “ Which of the people do you associate with this company ?”
The results for a number of brands were quite curious:
Brand recognition with a hint: 99.2%
Key persons associated with the company's activities (% of those who know the brand):
Brand recognition with a hint: 100%
Key persons associated with the company's activities (% of those who know the brand):
Brand recognition with a hint: 98.4%
Key persons associated with the company's activities (% of those who know the brand):
Brand recognition with a hint: 49.4%
Key persons associated with the company's activities (% of those who know the brand):
Brand recognition with a hint: 78.5%
Key persons associated with the company's activities (% of those who know the brand):
Brand recognition with a hint: 96.0%
Brand recognition with a hint: 97.2%
Key persons associated with the company's activities (% of those who know the brand):
Brand recognition with a hint: 100.0%
Key persons associated with the company's activities (% of those who know the brand):
Brand recognition with a hint: 89.64%
Key persons associated with the company's activities (% of those who know the brand):
Brand recognition with a hint: 51.0%
Key persons associated with the company's activities (% of those who know the brand):
Brand recognition with a hint: 81.7%
Key persons associated with the company's activities (% of those who know the brand):
Brand recognition with a hint: 98.8%
Key persons associated with the company's activities (% of those who know the brand):
Brand recognition with a hint: 26.3%
Key persons associated with the company's activities (% of those who know the brand):
When analyzing the results obtained, it is necessary to take into account a number of factors that could influence the respondents' opinion:
At the IBC Russia conference held in early December, we ( Ruward ), together with TheRunet, conducted an offline study on the recognition of major brands, as well as the respondents associated with their activities by particular people.
The research pool included 13 well-known brands, according to which we conducted a survey. In total, 250 people took part in the project (paper questionnaires + audio). We offer to get acquainted with the results, as well as our findings on the work done. And here you can see the research infographics created by TheRunet team.
')
Of course, when analyzing the results, it is necessary to take into account the specifics of the conference - for the most part representatives of the agency digital market and potential customers of digital services gathered at it. Therefore, the advantage in the survey was given to companies and persons specialized for this market segment.
The first question went without being tied to the brand and was formulated as follows: “ In your opinion, which of the specific people most influenced the development of the Runet? ”. We obtained the following results:
Top key people who influenced the development of Runet:
- Arkady Volozh: 22.7%
- Igor Ashmanov: 22.3%
- Ilya Segalovich: 20.3%
- Alexander Sadovsky: 7.2%
- Pavel Durov: 6.8%
- Artemy Lebedev: 6.8%
- Evgeny Kaspersky: 4.0%
- Anton Nosik: 4.0%
- Dmitry Grishin: 3.2%
After the first question, respondents were already answering specific brands. First, the question was asked, “ Do you know this company? ”, And for those who know, the second question is: “ Which of the people do you associate with this company ?”
The results for a number of brands were quite curious:
1. Kaspersky Lab
Brand recognition with a hint: 99.2%
Key persons associated with the company's activities (% of those who know the brand):
- Evgeny Kaspersky: 72.3%
- Natalya Kasperskaya: 23.7%
2. Yandex
Brand recognition with a hint: 100%
Key persons associated with the company's activities (% of those who know the brand):
- Arkady Volozh: 38.6%
- Ilya Segalovich: 35.5%
- Alexander Sadovsky: 25.5%
- Andrei Sebrant: 2.4%
- Yevgeny Lomize: 2.0%
- Artemy Lebedev: 1.6%
- Elena Kolmanovskaya: 1.2%
- Lev Glazer: 1.2%
3. MAIL.RU
Brand recognition with a hint: 98.4%
Key persons associated with the company's activities (% of those who know the brand):
- Dmitry Grishin: 13.8%
- Mikhail Kozlov: 6.5%
- Anna Artamonova: 6.1%
- Andrei Kalinin: 5.7%
- Yuri Milner: 4.9%
- Alexey Katkov: 2.8%
- Ilya Boltnev: 2.0%
- Alisher Usmanov: 1.6%
- Matthew Hammond: 1.2%
- Roman Kokhanovsky: 1.2%
4. Parallels
Brand recognition with a hint: 49.4%
Key persons associated with the company's activities (% of those who know the brand):
- Sergey Belousov: 12.9%
5. ABBYY
Brand recognition with a hint: 78.5%
Key persons associated with the company's activities (% of those who know the brand):
- David Yang: 16.2%
6. WebMoney
Brand recognition with a hint: 96.0%
- Peter Darakhvelidze: 5%
7. 1C-Bitrix
Brand recognition with a hint: 97.2%
Key persons associated with the company's activities (% of those who know the brand):
- Sergey Ryzhikov: 24.6%
- Svetlana Beregulina: 6.6%
- Alexey Sidorenko: 3.3%
- Artem Ryabinkov: 2.0%
8. Ashmanov and partners
Brand recognition with a hint: 100.0%
Key persons associated with the company's activities (% of those who know the brand):
- Igor Ashmanov: 89.2%
- Konstantin Roshchupkin: 5.6%
- Ksenia Ryzhkova: 3.6%
- Alexey Ivanov: 2.8%
- Alexey Tutubalin: 1.2%
9. Poster Rambler
Brand recognition with a hint: 89.64%
Key persons associated with the company's activities (% of those who know the brand):
- Igor Ashmanov: 4.9%
- Nikolai Molibog: 4.0%
- Dmitry Stepanov: 2.2%
- Petr Zakharov: 1.8%
- Anton Nosik: 1,3%
- Yuri Saprykin: 1.3%
10. SUP Media
Brand recognition with a hint: 51.0%
Key persons associated with the company's activities (% of those who know the brand):
- Anton Nosik: 14.8%
- Alexander Mamut: 7.8%
- Peter Zakharov: 3.1%
- Artemy Lebedev: 3.1%
11. IVI.RU
Brand recognition with a hint: 81.7%
Key persons associated with the company's activities (% of those who know the brand):
- Anna Znamenskaya: 5.4%
- Dmitry Alimov: 2.0%
- Oleg Tumanov: 1.5%
12. Vkontakte
Brand recognition with a hint: 98.8%
Key persons associated with the company's activities (% of those who know the brand):
- Pavel Durov: 81.0%
- Ilya Perekopsky: 6.9%
- Vladislav Tsyplukhin: 6.9%
- Alexander Kruglov: 2.8%
- Georgy Lobushkin: 2.0%
- Nikolai Durov: 1.2%
12. Runa Capital
Brand recognition with a hint: 26.3%
Key persons associated with the company's activities (% of those who know the brand):
- Sergey Belousov: 15.2%
- Gaidar Magdanurov: 7.6%
- Alexander Galitsky: 6.1%
Comments
When analyzing the results obtained, it is necessary to take into account a number of factors that could influence the respondents' opinion:
- The conference was explicitly attended by the stands of some companies that were surveyed: Ashmanov and Partners (the company also co-organized the event), MAIL.RU, 1C-Bitrix. Of course, this fact influenced the increase in the brand awareness of these companies.
- The names of some companies include the names of their founders (Ashmanov and Partners, Kaspersky Lab), which affects the increase in the number of respondents who associated these personalities with the company's brand.
- The results of the study did not screen out personalities who no longer work in companies at the time of the study.
Brief conclusions
- The inertia of the market is very high. Many associate brands with people who have not worked there for a long time (Rambler and Anton Nosik, Vladislav Tsyplukhin and Vkontakte, etc.). Many high-profile personnel changes in the market are tracked by a number of professionals, but in general, many are not aware of who has moved to the last time.
- In general, even for very large brands, the level of awareness of key people is not so great. If you exclude brands, in the names of which the founder’s name clearly appears, in many companies no more than 15% of people who know the brand can name at least someone. Of course, Pavel Durov stands out against this background with an indicator of more than 80%.
Source: https://habr.com/ru/post/207354/
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