OC METRO CALENDAR

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COVER STORY
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About the study

How the data was collected and compiled

10 Most Trusted BrandsPublished: June 01, 2012


More than 1,100 people who live and/or work in Orange County were randomly selected to participate in the 2012 Most Trusted Brands study for the county. This group of adults accurately reflects the ages, family structure, employment status and household incomes of the county’s more than 3 million residents.
   
As demonstrated by the “heat map” (above), respondents were representatively distributed across the county. Each respondent rated three of the 10 brands selected for the 2012 study. Brands were selected from a process that involved open, publicly accessible online nomination forms on the OC METRO and The Values Institute’s websites from December 2011 to March 2012, along with submissions from the study’s panel consisting of OC METRO editors, The Values Institute and California State University, Fullerton.
   
The list of nominees was pre-screened by a random sample of 210 people, and brands with a minimum of 60 percent awareness were included in the final study. The Santa Ana-based Values Institute, which conducted the study, identified six measures that influence trust in a brand: ability (company performance); consistency (dependability of products/services); sincerity (openness and honesty); concern (care for consumers, employees and community); loyalty (belief and longevity of use); and connection (sharing consumers’ values).