For the past 9 years, Reader’s Digest Canada has conducted an annual Trusted Brand™ Study. The Canadian Reader’s Digest Trusted Brand™ Study polls Canadians about the brands they trust the most across 30 product categories, such as consumer packaged goods, financial institutions, and Canadian retailers. Respondents are asked for their most trusted brand within each category in an open-ended question format.
In addition to measuring what brands Canadians trust most, the study also features the most trusted professions and general attitudes about trust.
Methodology for 2017 Reader’s Digest Trusted Brand™ Study
Commissioned by Reader’s Digest in an independent opinion poll, Ipsos Canada conducted a nationwide online survey of over 4,000 Canadian adults 18+ from September 9-16, 2016. Quota sampling was used and the sample was stratified by language (English n = 3,053 and French n = 956). The results were weighted according to census data to ensure that the overall sample reflects the demographic profile of Canada across age, gender, region, and language. The precision of online polls is measured using a credibility interval. In this case, the overall results are considered accurate to within +/-1.8 percentage points, 19 times out of 20, of what the results would be had the entire population of adults in Canada been polled.
Trusted Brand™ Winners
Winning brands are determined by the highest percentage of votes and are confirmed to be statistically significant from next brand(s). Any categories where the winning brand is not significantly different from the other brands will be considered a tie.
Tied categories may be subjected to a separate tie-breaker survey, conducted whereby tied brands will be presented to a representative sample of Canadians to choose their most trusted brand. If the winning brand votes are not significantly different from the other brands, then the category will remain a tie.
™Trusted Brand is a registered trademark of Reader’s Digest Association Canada ULC