About the survey

The data on this site is a sample from the vast amount of unique information we have.

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  • This is Year 8 of Reader's Digest Trusted Brands - one of the biggest and widest-ranging consumer surveys ever undertaken in Europe
  • To allow for tracking over time the basic format and content of the questionnaire has remained unchanged year on year
  • Research is conducted locally in 16 European countries, including Russia and Romania
  • The survey’s primary objective is to find out which brands Europeans trust the most in a range of consumer product categories, and to investigate what trust means in terms of brand choice
  • 20 product categories were common to every country – top line results for these categories can be viewed in Winning Brands.  This section was open ended, enabling local and global brands to have an equal chance of being nominated most “Trusted Brand” of:
    Analgesic/pain relief tablet Automotive Bank/building society Breakfast cereal
    Camera Credit card Cosmetic Cough/cold remedy
    Hair care product Holiday company/tour operator Insurance company Internet service provider
    Kitchen appliance Mobile phone handset Mobile phone service provider Personal computer
    Petrol retailer Skincare Soap powder Vitamins
  • In addition to asking respondents to nominate their most trusted brand we also asked them to indicate if they bought that brand themselves and if they had recommended it to others

 

This year we set out to understand more about the elements of trust, and asked people to tell us about:

  • the impact different criteria might have on whether they trust a brand or not
  • how they view different countries, the trust they have in their cuisine, people and suitability as a holiday destination
  • Their awareness of the Trusted Brands logo

Top line results for these questions can be viewed in Influences on Trust.

 

Background:

  • Fieldwork took place by mail August - October 2007 – apart from in the U.K.
  • The UK incorporated 38 different product categories made more practical by electronic data collection – the overall sample was doubled with 50% answering 19 categories and 50% the remainder. The U.K. on-line survey took place November - December
  • A total of 23,651questionnaires were analysed across all countries
  • Respondents were drawn from the Reader's Digest customer database of 4.5 million homes across these 16 countries.  Sample selection and results were weighted where appropriate.  This means respondent profiles reflect broad population demographics in each country the survey was undertaken
  • June 2008 editions of Reader’s Digest magazine across Europe will carry a multi page section summarising the results of this survey.  The section will be written in the local language/languages of each country and focus on the results that are particular to that country – using European comparisons where relevant.  Over 11 million readers of the magazine will have the chance to compare their own attitudes with those of their fellow Europeans