About the Survey

• Reader's Digest Trusted Brands is an annual consumer survey, involving >27,000 people in 15 European countries (conducted in 13 languages).
• The survey's primary objective is to find out which brands Europeans trust the most across a range of consumer product categories.
• Since the launch in 2001 little has changed in the questionnaire format and content.
• 20 product categories are common to every country + each country includes additional categories of their own choice. See winning brands.
• A focus on the environment identifies consumer attitudes and behaviour. New to the 2012 survey were a range of questions focussed on advertiser and brand claims to be environmentally friendly. See Environment.
• People indicated their level of confidence in professions and institutions. See Trust in the community.

Background

• Fieldwork was conducted on-line, and by mail, August-October 2011.
• Respondents were drawn from the Reader's Digest customer database of >3 million homes.
• Due to sample selection and weighting, respondent profiles reflect broad population demographics in each of the 15 countries.
• In the spring of 2012 editions of Reader's Digest magazine across Europe will each carry a multi page section summarising the survey results, published in the local language/languages of each country. Over 6 million readers will have the chance to compare their Trusted Brands with those of their fellow Europeans.