Leading Brands in Government 2022

Taking the Uncertainty Out of the Market.

Now in its 8th year, Leading Brands is the largest government decision-makers study capturing the priorities and perceptions of buying teams across civilian and defense agencies. Now even more tailored to you, the 2022 Leading Brands analysis will help you understand the buyers, assess your company against its competitive set, uncover strengths and weaknesses, provide actionable takeaways, and reveal the opportunities to accelerate sales and go to market with velocity.

To find out where you stand with current and potential customers with a personalized analysis, email jsanders@govexec.com.

The Methodology

In March and April of 2022, Government Executive’s Insights and Research Group (IRG) fields a study to thousands of government employees across federal, state and local agencies including GovExec platform readers. Respondents are decision-makers currently working in government who are screened and vetted based on their responses to a series of demographic questions.

The companies selected to be tested are determined by several factors including current business in government, major contracts, competitors, and level of familiarity among GEMG’s government readership. The test of familiarity is refreshed every year to include new companies who qualify.

Using a rigorous survey-based analysis, GovExec’s IRG identifies and validates a list of attributes most strongly linked to purchasing decisions. The attributes found and included in the study are trustworthiness, expertise, experience, innovation, customer service, employee care, value, and customized products.

What’s New in 2022

The 2022 reveal will provide an opportunity to look at Leading Brands by unique verticals of the public sector, including Federal, Civilian, Defense, State and Local, Technology Buyers, and DC Metro area.

In addition, some questions will focus deeper on whether government respondents have had experience with a brand, including whether they are a brand customer, have purchased from them over the past two years, and other questions effecting familiarity and favorability.