Cover Story
Untitled Page
How did we crunch the numbers?
The nuts and bolts of OC METRO and the Values Institute's survey
The
identification of Orange County’s 10 Most Trustworthy Brands is the
result of a five-month survey that asked locals to rate approximately
200 local and national brands on a scale of 1 to 5, with specific focus
on five measures of trust: sincerity, ability, concern, consistency and
connection. Safeguards were implemented to weed out campaigns intended
to manipulate results. Given those measures and other factors, we
report these findings with a 95 percent confidence level – a standard
accepted by most researchers.
The survey took participants – 49.9 percent of whom were women; 50.1 percent men – an average of 18 minutes to complete.
Respondent
demographics – for the most part – fall in line with Orange County’s
Population. The majority – 67 percent – are married. The U.S. Census
estimates 70 percent of Orange County residents are married or
partnered. And 30 percent are single – a statistic that mirrors Census
estimates.
In terms of household income:
• 28 percent said they make $50,000 to $100,000 – 31 percent of the county
• 25 percent under $50,000 – 32 percent of the county
• 15 percent $100,000 to $150,000 – 18 percent of the county
• 11 percent more than $200,000 – 10 percent of the county
• 6 percent $150,000 to $200,000 – 9 percent of the county
• 15 percent fell in the category of “not applicable”
Perhaps
what might be interesting to some readers is how well Orange County’s
10 Most Trustworthy Brands measure up against the national average for
similar companies or institutions. Most remarkable: Not even one brand
fell below the national average. That’s 50 measurements for five trust
categories – sincerity, ability, concern, connection and consistency.
That means Orange County 50, the rest of the country zip.
Orange County's 10 Most Trustworthy Brands
Disneyland | Trader Joe's | Chapman University
Los Angeles Angels of Anaheim | Mother's Market & Kitchen
Planned Parenthood of Orange & San Bernardino Counties
In-N-Out Burger | St. Joseph Hospital
Vizio | Cal State University, Fullerton
WHAT MAKES A BRAND TRUSTWORTHY,
AND WHY IS IT CRITICAL TO BUSINESS SUCCESS?
WE VALUE CONSISTENCY
By OC METRO magazine Publisher Steve Churm
<<< BACK TO INTRO PAGE
|
|||
|
The
identification of Orange County’s 10 Most Trustworthy Brands is the
result of a five-month survey that asked locals to rate approximately
200 local and national brands on a scale of 1 to 5, with specific focus
on five measures of trust: sincerity, ability, concern, consistency and
connection. Safeguards were implemented to weed out campaigns intended
to manipulate results. Given those measures and other factors, we
report these findings with a 95 percent confidence level – a standard
accepted by most researchers. The survey took participants – 49.9 percent of whom were women; 50.1 percent men – an average of 18 minutes to complete. Respondent
demographics – for the most part – fall in line with Orange County’s
Population. The majority – 67 percent – are married. The U.S. Census
estimates 70 percent of Orange County residents are married or
partnered. And 30 percent are single – a statistic that mirrors Census
estimates.In terms of household income: • 28 percent said they make $50,000 to $100,000 – 31 percent of the county • 25 percent under $50,000 – 32 percent of the county • 15 percent $100,000 to $150,000 – 18 percent of the county • 11 percent more than $200,000 – 10 percent of the county • 6 percent $150,000 to $200,000 – 9 percent of the county • 15 percent fell in the category of “not applicable” Perhaps what might be interesting to some readers is how well Orange County’s 10 Most Trustworthy Brands measure up against the national average for similar companies or institutions. Most remarkable: Not even one brand fell below the national average. That’s 50 measurements for five trust categories – sincerity, ability, concern, connection and consistency. That means Orange County 50, the rest of the country zip. Orange County's 10 Most Trustworthy Brands
Disneyland | Trader Joe's | Chapman University Los Angeles Angels of Anaheim | Mother's Market & Kitchen Planned Parenthood of Orange & San Bernardino Counties In-N-Out Burger | St. Joseph Hospital Vizio | Cal State University, Fullerton WHAT MAKES A BRAND TRUSTWORTHY, AND WHY IS IT CRITICAL TO BUSINESS SUCCESS? WE VALUE CONSISTENCY By OC METRO magazine Publisher Steve Churm <<< BACK TO INTRO PAGE |
|||
