Research and strategy consultancy Lifestory Research has announced the results of the annual America's Most Trusted Study today, a ranking of the most trusted brands in consumers' lives. Apple placed sixth on the list.
It was preceded by Sherwin-Williams (paint), Samsung, Moen (faucet), Bosch (dishwasher), and Taylor Morrison ( home building). In the seventh year, more than 30,000 people rated over 300 brands to determine the most trusted brands.
According to Eric Snider, president of Lifestory Research, America’s Most Trusted is a study of people that are actively shopping or considering a product and have formed an opinion of the brand. The program of research occurs throughout the year, with results published annually and are highly reliable statistically. This year's study includes the trust of paint, television, faucet, dishwasher, home builder, computer, window, vacuum, laundry appliance, mattress, active adult resort builder, HVAC system, refrigerator, and residential real estate brokerage brands.
To identify America's Most Trusted, Lifestory Research conducts an ongoing annual survey in which people anonymously assess the trust they have in brands they encounter during their active search for specific products. Lifestory Research surveys people using well established social science research practices. Trust is calculated based on the Lifestory Research Net Trust Quotient Score.
This score includes three levels of consumer trust: "advocates," a customer who feels a significant trust toward the brand; "neutrals," those who have a moderate level of trust in a brand; and "antagonists," those who do not trust a brand. The rankings are based on the Net Trust Index Quotient Score.