Canstar Blue
Most Satisfied Customers Methodology

Last updated: 2022

The survey

• The surveys are delivered through Pureprofile and Qualtrics’ expert research online panels, as well as any external panels they may engage.
• All panels engaged for Canstar Blue market research are ISO20252 or ISO26362 accredited.
• Respondents rate their satisfaction with the products or services at a brand level on a zero to 10 scale, where zero is extremely dissatisfied and 10 is extremely satisfied.
• Survey respondents receive an incentive arranged by Pureprofile or Qualtrics. The incentive is based on the length of the survey, their specific panelist profile and target acquisition difficulty, amongst other factors. The specific type of incentives vary and may include cash, airline miles, gift cards, redeemable points, charitable donations, sweepstakes entrance and vouchers.
• Canstar Blue does not receive or provide any incentive in relation to the Canstar Blue Most Satisfied Customers Award. The outcome of the Canstar Blue Most Satisfied Customers Award is not influenced by any incentives.

The ratings

The criteria that are rated vary depending on the category. They typically include overall satisfaction and  value for money, while other criteria are included as appropriate to the research subject. For example,  customer satisfaction ratings for a retailer might include criteria such as service and range, while ratings  for a refrigerator may include criteria such as reliability and quality.

The winner in each product or service category is the brand that receives the highest overall satisfaction rating once the scores from all respondents to the overall satisfaction question are combined and averaged.

• Overall satisfaction is asked as a specific question. This means the overall satisfaction criterion represents an individual measure, rather than a combined total of all criteria. As a result, some brands may find their overall satisfaction score is lower – or higher – than the scores they have received for other criteria.
• When we cannot determine a clear winner from the criterion for the overall satisfaction rating, we will then look at the supporting criteria. The brand with the highest number of five-star ratings within the supporting criteria will become the five-star recipient in overall satisfaction, and thus win the award.

If a clear leader still cannot be determined from the supporting criteria, joint winners will be declared. For each criterion, any brand that receives an average score of six out of 10 or higher receives at least three stars and any brand that scores lower than an average score of six out of 10 receives one or two stars.

Rating results are comparative and the ratings table is first sorted by overall satisfaction star ratings results, and then by mean overall satisfaction score. Note: previous years’ star ratings information can be found in the Past Research section at the end of each Customer Satisfaction Ratings page.

Small Business Ratings

• the business representative completing the survey must own or operate their own small business OR be a main decision maker for a small business
• have 200 employees or less

Learn more about Canstar Blue’s Research Team

This methodology and the many others Canstar Blue uses to conduct it’s in-depth consumer research are managed by Canstar Blue’s in-house Research Team. They provide the expertise that powers our Star Ratings and Awards, designed to help Australian consumers make more informed purchasing decisions.