In February, insurance company, AIA, registered the biggest boost in word-of-mouth exposure in Thailand, according to YouGov BrandIndex.
Insurance provider, AIA, registered the biggest boost in word-of-mouth (WOM) exposure in Thailand for the month of February of all the brands we track in the market. Data from YouGov BrandIndex, which tracks consumer perceptions towards brands on a daily basis worldwide, shows that the proportion of people who were talking about the insurance brand saw an uplift of 21 percentage points during the four-week period.
AIA recently announced the suspension of accepting paper documents for single life and accident insurance customers from May 1 onwards. The brand also opened AIA One Billion Trail 2024 registrations, a fund-raising trail-running event taking place later this year. Its investment arm, AIA Investment Management, was also among the top private funds picked for growth in 2024 by the Bangkok Post.
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According to data from YouGov BrandIndex, AIA’s WOM exposure score rose from 21.4 on Feb 1 to 42.4 by Feb 29. 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, Muang Thai Life Assurance recorded an 11.3-point spike in WOM exposure, rising from 11.1 on Feb 3 to 22.4 by Feb 29, while Thai Life Insurance saw its WOM exposure climb 10.6 points from 12.6 on Feb 1 to 23.2 by Feb 29.
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 Thailand from Feb 1-29, 2024. 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.
