Trust drivers - brand characteristics

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

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From a list of 9 characteristics people identified the 3 which they personally believe are important before a brand can earn their trust.  They did this for each of 5 product categories.   Reliability and effectiveness featured in the top 3 criteria for each category. 

Here you can see the average score (across the 16 countries) for each characteristic. Individual scores by country, and by category, vary significantly.   Please contact your Reader’s Digest representative for more details.

Average score by category