Case Study: Cebu Pacific achieves consistent APAC brand tracking with TGM Research

Cebu Pacific tracks brand health across 4 APAC markets with Greenbook on 12,500 respondents per wave

Cebu Pacific, a major airline, needed to implement a recurring multi-market brand tracking program across four distinct APAC countries. Their challenge was to manage large-scale sample quotas of 12,500 respondents per wave while ensuring methodological consistency for longitudinal analysis and accurate questionnaire localization. They engaged the vendor Greenbook to help them obtain consistent, comparable brand health metrics to support sales growth and optimize marketing investment.

Greenbook designed and delivered a quantitative brand-tracking program, providing high-quality sample delivery from their proprietary panels and careful operational control to ensure national representativeness. The solution included questionnaire translation and strong oversight to maintain cross-market comparability. The program resulted in stable, reliable data that enabled clear benchmarking of brand health, providing a solid evidence base for Cebu Pacific's data-driven marketing and investment decisions.

Cebu Pacific