QUDAL - The Benchmark for Perceived Quality

Since 2011, the QUDAL - Quality Medal has been a distinguished international certification highlighting products and services that people rate as delivering the highest perceived quality in their country.

Based solely on large-scale consumer surveys, QUDAL - Quality Medal operates in more than 40 countries across five continents, identifying brands that customers consistently associate with outstanding quality in everyday use.

Spanning industries from automotive and telecommunications to food, beverage and financial services, QUDAL - Quality Medal serves as a trusted guide for buyers and a benchmark for business performance. QUDAL - Quality Medal does not assess environmental, sustainability or ESG impact; it focuses exclusively on perceived quality.

From the Consumer Perspective

In an increasingly saturated marketplace, QUDAL - Quality Medal helps cut through the noise by surfacing products and services that reliably meet or exceed consumer expectations of quality. As an independent, research-based certification grounded in real user experience, QUDAL - Quality Medal equips people with clear, data-backed insights so they can make confident, informed choices.

By shining a light on brands that consumers trust most for quality, QUDAL - Quality Medal supports greater transparency and encourages healthy competition around what buyers actually experience, not what is promised in theory.

From the Business Perspective

For companies, QUDAL - Quality Medal is more than an award; it is a strategic differentiator built on the voice of the customer. Earning QUDAL - Quality Medal strengthens brand reputation, reinforces trust and underpins stronger competitive positioning.

Unlike self-nominated or panel-judged accolades, QUDAL - Quality Medal is rooted in unbiased consumer research, making it a credible signal of how the market perceives a brand’s quality. Businesses recognised with the QUDAL - Quality Medal gain a distinct marketing advantage, demonstrating their ability to deliver quality that people truly notice and value.

Gold. Not Green

QUDAL - Quality Medal is not a sustainability or ESG label. It reflects consumer-perceived quality in real life: how products taste, feel, work and seem to last, and how services respond, care and deliver. ICERTIAS asks people to rate only their own experience. QUDAL recognises what consumers perceive as best-performing, nothing more.

QUDAL - Quality Medal Cannot Be Bought

The QUDAL - Quality Medal is awarded based on independent consumer research, not corporate payments. It recognizes brands that consumers identify as quality leaders within specific markets and categories. Winning is difficult because the outcome depends on consumers' opinions, perceptions, and experiences, rather than a company's financial resources or commercial relationships. QUDAL - Quality Medal winner status cannot be purchased, commissioned, or guaranteed.

ICERTIAS independently initiates, organizes, conducts, and fully finances all QUDAL - Quality Medal research. Companies cannot order or commission QUDAL studies in advance, pay for the research, or influence its methodology, findings, or selection of winners. All research is completed and winning brands are identified before any commercial licensing discussions begin. No payment can influence which brand receives QUDAL recognition.

Once the research results are finalized, ICERTIAS contacts the brands identified as winners. These companies may then choose to purchase a commercial license to use the QUDAL - Quality Medal in their advertising, marketing, sales, and corporate communications. The license fee pays exclusively for the commercial right to use the medal, not for the research, award recognition, or winning position.

The distinction is fundamental: Consumers determine who wins. Companies decide whether to license the medal. Purchasing a license does not improve a brand's research results, and declining one does not affect its independently earned winner status. QUDAL recognition remains valid regardless of commercial licensing decisions.

The QUDAL - Quality Medal cannot be bought. Only the right to use it commercially can be licensed.