Ipsos Reid and Reader's Digest Release Annual Trusted Brand(TM) Survey
In addition to buying brands they trust more, Canadians also act as ambassadors for the brands they trust. Almost nine in ten (87%, 27% strongly agree/60% somewhat agree) agree they tend to recommend a product or service to friends and family when they trust a company. Only 14% disagree (3% strongly disagree/11% somewhat disagree) they would recommend a product or service when they trust a company.
Canadians and Quebecers reported brands they trust most in over 40 product categories. Some of the winning brands are listed below:
Canadians were also asked to rate their trust on a list of professions and industries. Professions rated highest in trust are firefighters (77% trust), ambulance drivers/paramedics (74% trust), and pharmacists (70%). Among some of the least trusted are national politicians (6%), car salespeople (5%) and telemarketers (4%). The top most trusted institutions are medical research (34%), tourism (26%), and airlines (26%). The full list of professions is below, and the full list of institutions is in the data tables on the Ipsos News website:
These are some of the findings of an Ipsos Reid survey conducted between August 26 to September 2, 2014 on behalf of Reader's Digest. A sample of 4026 Canadians, with an over-sample of 1510 Quebec residents from Ipsos' Canadian online panel were interviewed. Weighting was then employed to balance demographics to ensure that the sample's composition reflects that of the adult population of Canada and Quebec according to Census data and to provide results intended to approximate the sample universe. The precision of Ipsos online surveys is measured using a credibility interval. In this case, the Canadian sample is accurate to within +/-1.8 percentage points had all Canadians been surveyed, and the Quebec sample is accurate to within +/-2.9 percentage points had all Quebec residents been surveyed. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error, and measurement error.
Winning brands are determined by unprompted, open-ended votes and confirmed to be statistically significant from next brand(s). Any categories where the winning brand is not significantly different from the other brands will be considered a tie. In the Quйbйcois sub-group analysis, product categories will be disqualified when the sample is not large enough (min sample n=100 for winning vote) to project to the population.
For more information on this news release, please contact:
Sean Simpson
Vice President
Ipsos Reid
Public Affairs
(416) 572-4474
[email protected]
About Ipsos Reid
Ipsos Reid is Canada's market intelligence leader, the country's leading provider of public opinion research, and research partner for loyalty and forecasting and modelling insights. With operations in eight cities, Ipsos Reid employs more than 600 research professionals and support staff in Canada. The company has the biggest network of telephone call centres in the country, as well as the largest pre-recruited household and online panels. Ipsos Reid's marketing research and public affairs practices offer the premier suite of research vehicles in Canada, all of which provide clients with actionable and relevant information. Staffed with seasoned research consultants with extensive industry-specific backgrounds, Ipsos Reid offers syndicated information or custom solutions across key sectors of the Canadian economy, including consumer packaged goods, financial services, automotive, retail, and technology & telecommunications. Ipsos Reid is an Ipsos company, a leading global survey-based market research group.
To learn more, please visit www.ipsos.ca.
About Ipsos
Ipsos is an independent market research company controlled and managed by research professionals. Founded in France in 1975, Ipsos has grown into a worldwide research group with a strong presence in all key markets. Ipsos ranks third in the global research industry.
With offices in 86 countries, Ipsos delivers insightful expertise across six research specializations: advertising, customer loyalty, marketing, media, public affairs research, and survey management.
Ipsos researchers assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media and they measure public opinion around the globe.
Ipsos has been listed on the Paris Stock Exchange since 1999 and generated global revenues of e1,712,4 million (2 274 M$) in 2013.
Visit www.ipsos.com to learn more about Ipsos' offerings and capabilities.
