BenQ is voted most innovative brand for customer service in IT industry for second consecutive year

The survey also revealed that for the first time BenQ has made it into the Top-10 list of leading Taiwanese companies. The research exercise, which is now in its 11th year, was carried out by ACNielsen International Research and included more than 150 multinational corporations.

Described by respondents as "one of the few Taiwanese companies making a strong push to build a global brand," BenQ attributes its success to investing in research to find out what consumers want.

In the Middle East during 2003, BenQ commissioned a research study to be conducted by ACNielsen to determine category drivers and shopping habits of computer hardware users in the age group of 15-49 years with a specific focus in the age group of 15-29 years.

According to ACNielsen in the Middle East, the most significant findings from the BenQ-commissioned study are that young consumers are aware of and appreciate brand equity - they are prepared to invest their money in well-marketed IT brand, particularly on laptops, digital cameras, and DVD writers.

"As the leader in lifestyle technology, the key element to being successful in our business is to understand what sort of lifestyles our customers lead. By conducting research to get an insight into our customers' habits, we have been better positioned to come up with innovative and suitable products," said Robert Dung, managing director, BenQ Middle East.

"During the past five years, BenQ has allocated on average about 4 percent of its revenues toward research and development. This level of commitment has resulted in us now holding 1,225 patents worldwide."

In 2003, BenQ recognized a need in the region for mobile products that could be used for both work and entertainment. "We responded immediately to this trend in the market by launching three models from our Joybook range. In our view, this action cemented our standing in the region's technology market."

In 2004, BenQ's reputation for innovation is set to continue. Throughout the year, the company plans to launch a wider range of LCD monitors, digital projectors and cameras.

The FEER survey, which incorporates responses from more than 2,800 executive-level readers in 12 leading Asian countries, asked respondents to vote based on criteria such as high quality services or products, long-term vision, innovation in responses to customer needs, financial management and "most-admired company."