What ICERTIAS does

ICERTIAS is a privately held, Swiss-headquartered research organisation founded in 2011 that administers three independent, survey-based certification programs — Best Buy Award (price-quality ratio), QUDAL – Quality Medal (perceived quality), and Customers' Friend (customer experience excellence). The company operates across more than 40 countries serving B2B clients in retail, food and beverage, finance, telecom, electronics, automotive, construction, healthcare, and pharma verticals, while individual consumers use the certification marks as decision-making signals.

Name

ICERTIAS

Legal name

ICERTIAS

Website

https://icertias.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

ICERTIAS is a Swiss-based independent research organization founded in 2011 that administers survey-based quality, value, and customer-experience certifications — Best Buy Award, QUDAL, and Customers' Friend — across 40+ countries for B2B clients in multiple verticals and individual consumers.

Ownership category

akta.pro rank

Product category

Consumer Research Certification

NAICS

Marketing Research and Public Opinion Polling (541910)

akta.pro primary industry

Standards, Metrology & Accreditation Bodies (BPAIAOAC)

akta.pro secondary industry

Certification Program Administration & Scheme Management (Standard Owners) (AFALACAC)

Keywords

• Consumer perception research
• Quality certification programs
• Independent market research
• Brand certification licensing
• Consumer survey methodology

Headquarters

HQ city

Zürich

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales

Revenue model

1. Certification Licensing: Companies that receive ICERTIAS certifications (Best Buy Award, QUDAL - Quality Medal, Customers' Friend) license the right to use the certification marks on their products, packaging, and marketing materials. This creates recurring licensing revenue as certifications are typically valid for specific periods and require renewal based on ongoing survey results.
2. Research Services: ICERTIAS conducts consumer perception research across 40+ countries, which can be leveraged for proprietary market intelligence studies. The company publishes research findings (e.g., Global Women Consumer Study 2026) that may generate revenue through commissioned research or consulting engagements.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels4 records

Core offering

ICERTIAS is a politically independent, Swiss-based research organization that conducts consumer perception surveys across 40+ countries using proprietary DEEPMA methodology and CAWI interviewing to award three certifications: Best Buy Award (best price-quality ratio), QUDAL - Quality Medal (highest perceived quality), and Customers' Friend (customer experience excellence). Companies cannot apply for certifications; they are earned through independent survey results and licensed for use on products, packaging, and marketing materials.

Product overview

ICERTIAS is a politically independent, Swiss-based research organisation that administers three distinct consumer certification products: the Best Buy Award, QUDAL – Quality Medal, and Customers' Friend. These are independent, survey-based certification programmes that do not operate through company applications — brands are recognised based on quantitative consumer research (CAWI surveys) conducted across more than 40 countries. The Best Buy Award identifies brands with the best price-quality ratio; QUDAL – Quality Medal recognises the highest perceived quality; and Customers' Friend certifies excellence in customer experience.

Differentiator

Problem solved

Functional benefit

Brands

• Best Buy Award: A certification awarded to brands that deliver exceptional value, based on consumer surveys identifying the best price-quality ratio.
• Customers' Friend
• QUDAL - Quality Medal

Products and services

• Best Buy Award An international certification awarded to brands, products, and services recognized by consumers as offering the best price-quality ratio, based on independent CAWI consumer surveys using the DEEPMA methodology. For businesses seeking to demonstrate value-for-money positioning and build consumer trust.
• QUDAL - Quality Medal An international certification awarded to products, services, and brands that consumers rank highest for perceived quality, based on independent national surveys using CAWI methodology with open-ended unprompted questioning. Reflects public perception across industries and encourages companies to meet rising expectations through consistent product and service quality.
• Customers' Friend A data-driven recognition framework that highlights organizations delivering consistent excellence in customer experience and service performance, grounded in transparent analysis of verifiable consumer-facing metrics. For businesses seeking customer experience leadership recognition.

Quantifiable outcome

• QUDAL - Quality Medal launched in 2011 and has expanded across markets and industries while remaining focused on empowering consumers and rewarding brands meeting expectations.
• +2 more outcomes

Segments8 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• GfK (now part of NIQ): Global market research firm specializing in consumer behavior, brand perception, and product quality surveys across international markets. Comparable to ICERTIAS's survey-driven certification methodology, though GfK focuses on B2B research deliverables rather than consumer-facing seals.
• Bureau Veritas: Global testing, inspection, and certification (TIC) company providing independent quality and compliance certifications to enterprises. Comparable to ICERTIAS as a third-party certification body, though Bureau Veritas focuses on technical/compliance testing rather than consumer perception surveys.
• J.D. Power: Long-established provider of independent consumer satisfaction surveys and quality awards across automotive, financial services, and other verticals. Directly comparable to ICERTIAS's survey-based certification model but at significantly larger global scale and broader brand recognition.
• Ipsos: Global market research and public opinion polling firm conducting consumer perception studies across dozens of countries. Comparable to ICERTIAS's CAWI survey methodology and cross-country reach, though Ipsos is a broad research provider rather than a certification issuer.
• Kantar: Global market research and consumer insight firm running brand perception, customer experience, and quality surveys worldwide. Comparable to ICERTIAS's research and customer experience (Customers' Friend) methodology, but with substantially larger enterprise client base.
• NielsenIQ: Global consumer research firm providing syndicated market intelligence, private label share data, and consumer perception studies across 40+ countries. Overlaps with ICERTIAS's consumer survey methodology and cross-country data assets, but operates at much larger scale and broader product scope.

Direct peers

• Consumer Reports: Independent, non-profit product testing and rating organization whose endorsements carry significant consumer trust. Comparable to ICERTIAS as an independent quality/value validator, though Consumer Reports primarily uses expert testing while ICERTIAS uses consumer surveys.
• Trustpilot: Consumer review platform that collects open-ended customer feedback and offers trust signals (badges, stars) that brands license for marketing and packaging. Comparable to ICERTIAS as a source of independent consumer-perception validation, though Trustpilot relies on voluntary reviews vs. ICERTIAS's structured survey panels.

Regional players

• Which?: UK-based independent consumer organization that tests products and endorses brands with a trusted mark. Comparable to ICERTIAS as an independent consumer-trust certification body, but primarily serves the UK market whereas ICERTIAS operates across 40+ countries.

Emerging players

• Feefo: Verified consumer review platform providing independent ratings and trust marks that brands license. Comparable to ICERTIAS's Best Buy Award / Customers' Friend positioning as a third-party consumer-trust signal, though Feefo relies on verified post-purchase reviews vs. structured surveys.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/icertias

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ICERTIAS