2011 Most Trustworthy Brands

2

Overview

Survey sample consists of adults over the age of 18 who live and/or work in Orange County, CA

Methodology ‣Brief online survey

- Average length four minutes- Survey hosted by Qualtrics

‣Fielded just over four months- Data in this report based on

responses from October 15, 2010, to February 21, 2011

21%Would like to participate in

future studies on

trust 

News Coverage VisualizationOctober 15, 2010, to February 21, 2011Top of Mind

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Terminology and Notices• Respondent

‣ A person who met the screener qualifications, and answered at least the first two questions of the survey, i.e., variable importance rating and “who do you trust the most?”

• Confidence Level‣ How sure we can be about the results. Expressed as a percentage and represents how often the population who would pick

the same answer.

• Margin of Error‣ The plus-or-minus figure usually reported in poll results. It represents the amount of random sampling error in a survey's

results.

• Index‣ A measure relative to the base value of the larger population. An index is scaled so that its base value is 100. For example,

an index score of 110 means that measure is 10% higher than the base population.

• Correlation‣ A statistical relation between two or more variables. Often expressed as a correlation coefficient - a statistic representing

how closely two variables co-vary; it can vary from -1 (perfect negative correlation) through 0 (no correlation) to +1 (perfect positive correlation)

• Significant‣ A difference that is greater than twice the margin of error (7% or greater difference)

• Substantially‣ Of a greater magnitude than significant (20% or greater difference)

• ValuesA set of beliefs that influence behavior and make up a person's principles or standards of importance/judgmentCitations, references, data sources, sample sizes (n =) and any changes in margin of error (ME ±0%) are noted at the bottom of each slide

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How Can You Measure Trust?

Our analysis of leading social science research on trust within the past 50 years, revealed five consistent cognitive and affective factors that directly influenced trust both individually and organizationally

‣ These factors influence the building of trust in new relationships, as well as the deepening and even repairing of trust in existing relationships

‣ These factors are the sets of beliefs that were most commonly found in trusted relationships

‣ These are the values that drive trust

Our review, compilation and analysis of numerous academic and non-profit global studies on interpersonal and organizational trust provided a quantitatively measurement of how these values correlate to trust

‣ Each values represent a grouping of similar measurement dimensions

‣ From a compiled database of over 121,000 global responses we were able to conduct a Pearson's correlation for each trust value

SincerityHow open and honest

they are with you

ConcernHow much they care about you and others

Consistency

How much you can rely & depend on

them

AbilityHow well

they perform, and deliver on promises

Connection

How much they share your values and way of

thinking

Data Sources: Stanford University, University of Minnesota and International Association of Business Communicators

n = 4,500 respondents across eight countries (English only) Respondents surveyed annually on most trusted companies/brands, and twice annually on current employer from 2000 to 2008

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How Did We Measure Trust?

Respondents selected up to two brands as “Who do you trust most?”

‣ A list of 75 brands was provided- Created jointly by Churm Media and the Values

Institute at DGWB‣ Respondents could also write-in

company/brand names

Respondents then rated each brand on 25 unique trust measurements

‣ Expressed as a statement for respondents to rate agreement on a five-point Likert scale

‣ Composite trust scores calculated from ratings across all 25 measurement dimensions

‣ Trust scores indexed against newly created regional normative values - Regional norms based on combined 2010 and

2011 survey responses and regional data from global surveys

• 2010 values based on 977 responses• 2011 values based on 1,505 respondents

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Who Took Our 2011 Survey?

1,916 people participated‣On average, 78% completed the

entire survey- Averaged OC Metro respondent’s

completion rate was 68%•By comparison, 2010 US Census completion

rate was 73% and cost from $13.7 billion to $14.5 billion by GAO estimates (most costly census to date)

In general, survey respondent demographics are representative of Orange County residents with one notable difference

‣Female skew- 50% of OC residents are female

compared to 63% of survey respondents

Gender Age

Family Structure Salary (HHI)

n = 1,432

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Demographic Comparisons (2010 to 2011)Gender Age

Family Structure Salary (HHI)

2010 Survey 2011 Survey

2010 Survey 2011 Survey

2010 Survey 2011 Survey

2010 Survey 2011 Survey

2010 Survey: n = 421 (ME ±5%) 2011 Survey: n = 1,432

Age ProfilesInclude more non-profits that benefit the comm

* Write-In Response

Under 35

28%

35-5444%

55 and over27%

Customer Service* 72%

Consistency 66%

Ability 64%

Price* 54%

Quality* 54%

Ability 53%

Ability 54%

Sincerity 53%

Most Important Trust Values by Age

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Was All of theCounty Represented?

Screening ensured all respondents either live or work within Orange County

Fairly even distribution among OC’s primary cities

‣Representative of county’s population distribution

Most common cities/areas for survey respondents are:

‣Anaheim‣Huntington Beach‣Santa Ana‣Brea‣Mission Viejo‣Laguna Niguel

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Trust Values: Stated Importance

Survey respondents rated the importance of each trust variable prior to selecting and rating brands

‣ Respondents were provided with a definition for each term

In 2010 Ability, Consistency and Sincerity were most important to respondents

In 2011 averaged importance ratings for all trust variables is fairly equal

‣ Standard deviations reveal greatest spread in Ability (1.69) and Consistency (1.62)

‣ The stated importance of Concern and Connection grew by 40% in 2011- Is this a reflection of our work?- Has the social/economic climate made

these aspects of trust more important?Q. Please rate each of the trust ingredients on a scale from 1 (least important) to 5 (most important).2010 Averages: n = 647 (ME ±4%) 2011 Averages: n = 1,681

LeastImportant

MostImportant

▲ 13%

▲ 13%

▲ 13%

▲ 40%

▲ 40%

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Trust Variables: Stated vs. Derived

When stated importance is compared to the averaged ratings for all brands (derived importance) there are no significant differences

However, the differences in two areas is notable because directionally it is what is observed from global data comparisons

‣ConnectionRespondents rate their most trustworthy brands higher than the stated importance

‣AbilityRespondents rate their most trustworthy brands lower than the stated importance

2011 Stated Importance: n = 1,6812011 Averaged Ratings: n = 1,505

▲ 5%

▼ 3%

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Trust Variables:Write-In Responses

In the 2011 survey, respondents could write-in other “variables” they find important to building and maintaining trust

‣Cost/Price/Value was top response- Predominately middle HHI males

(57%) over the age of 55 (50%) located in Santa Ana and Mission Viejo

- Oddly, Connection is rated most important by this group

‣Customer Service a close second- Predominately upper HHI females

(83%) over 25 spread across OC- Demanding group rating all trust

variables 4.1 and higher for importance and lower than average ratings for most trusted brands

Q. Please rate each of the trust ingredients on a scale from 1 (least important) to 5 (most important). Other, please describen = 97 (ME ±10%)

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2011 OC Trust Index

n = 1,505

OC Trust Index is calculated based on each brand’s averaged rating across the 25 trust dimensions/measurements compared to ratings for all brands mentioned in this year’s survey

A note about last year’s index‣ 2010 index was based on global scores

(leading to much higher index scores)‣ 2010 OC Trust Index was recalculated

based on a total of 977 brand ratings2010 OC TRUST

INDEXVizio 109Chapman 109Planned Parenthood 108

Mother’s 106Trader Joe’s 103St. Joseph Hospital 101

Disneyland 101In-N-Out 100CSU Fullerton 93Angels 93

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137.32

134.76

131.05

123.93

120.51

118.97

111.97

94.07

83.19

73.16

72.71

71.79

68.72

66.84

65.70

65.47

0.00 50.00 100.00 150.00

PlannedParenthood

Girl Scouts

Toshiba

St. JosephHospital

HoagHospital

ChapmanUniversity

Nordstrom

Wells Fargo

AmericanRed Cross

Chick-fil-A

Disneyland

In-N-OutBurger

Costco

Apple

CHOC

Target

Ability Index

Ability measures a brand’s quality and capacity to provide what people want and need. It includes a rating of the company’s operational efficiency, and their responsiveness to feedback. Also included is a measure of the brand’s competence and capability to achieve what they promise.

n = 1,505

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These brands are distinctive for the intensity of their results‣Chapman and Nordstrom*

receive highest ratings from over 70% of respondents on every ability measure- Both are substantially higher that

the averaged ratings for all 2011 trusted brands

- Their ability to respond to feedback and customer opinions sets these brands above others •“For Nordstrom - customer service is

fantastic - from service to purchase to return policies. That keeps the customer.”

Ability:Point of View

Chapman University: n = 46 (ME ±14%)Nordstrom: n = 22 (ME ±20%)All Brands Average n = 1,505

*Results for these measures fall within the ME

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Miscellaneous Comments

• This is the first time I have taken a survey specifically about OC businesses of this nature• The list and types of company and brands is pretty large and diverse; it was a little hard to narrow

my selection to just one company.• It is difficult to compare, as "brands" for-profit companies (Nordstrom, e.g.) with a non-profit such

as Planned Parenthood. You might want to consider separating them into different surveys.• I thought Carl's Jr. should have been on the list, since its Nationwide Headquarters are located in

Orange county, and the chain was also founded here. Still prefer In-n-Out Burger though.• I know it sounds strange that I would pick a burger joint as my most trusted. Apple comes in a

close 2nd, however I did not choose them as my #1 because I know they are not doing my any favors on price,...In-and-out burger (sic) offers an honest simple menu of wholesome local ingredients...I know I will get a quality meal, how I want it, fast, consistently, and with friendly, unzombie-like, service. This is huge to me today, since our society has really forgotten what customer service is about.

• I work for Edwards Lifesciences. The questions about their products and services are a bit awkward, given we make heart valves -- not something an average person purchases on their own!

• I hope that my participation in this survey will further the cause of fairness, honesty, and integrity in business in our county and nationwide.

Thank you.

Questions regarding the data contained in this presentation, please contact: The Values Institute at DGWB Mike Weisman (714) 881-2334 mwiesman@dgwb.com