The 6th annual BrandSpark Most Trusted Awards winners announced
What brands Canadians trust the most in 109 consumer product categories, including 33 newly-measured ones, was determined by a consumer-voted survey as a part of an annual program put together by market research firm, BrandSpark International. The winners were unveiled at its annual BrandSpark Most Trusted Awards program earlier in January.
Through the national survey, which included English and French Canada, 17,000 Canadians provided over 60,000 top-of-mind opinions to create the largest consumer survey on trust in Canada. BrandSpark president, Robert Levy, noted it is important for companies to remember what really matters to consumers if they want to gain or maintain their status as most trusted.
Canadian shoppers determined the winners for 2019 through their “top of mind” unaided responses for categories in which they purchase. The results were ranked based on the greatest volume of mentions, with ties declared if the margin of victory is within 2 per cent. The study is weighted to be nationally representative of English and French Canada, and the questions were included in the annual BrandSpark Canadian Shopper Study.
“Research shows that 2 in 3 shoppers say they focus more on quality than quantity when choosing products,” Levy said. “Marketers need to remind shoppers of the trust and value represented by their brand, especially since 7 in 10 shoppers will try a new product if it is from a brand they trust, yet just 1 in 2 shoppers say they are loyal to name brands. Only 4 in 10 regularly choose ‘premium’ brands that cost more.”
“Tens of thousands of Canadians told us in their own words what brands they trust and why,” Levy continued. “The winning brands are those that deliver a fundamentally superior experience, and are validated by multiple sources in the consumer’s network.”
While every brand may set out to fulfill this, “only those who truly do it better than the rest achieve most trusted status by Canadians,” said Adam Bellisario, Program Director of the BrandSpark Most Trusted Awards.
How can a consumer find the most trusted brand in a category?
Winning brands can be easily identified by the purple BrandSpark Most Trusted Award seal, which represents the aggregate of the real opinions of Canadians. Three-quarters of shoppers trust recommendations in the form of consumer awards, and the Most Trusted credential is a credible acknowledgement that the brand is delivering a superior experience to more Canadians than any other brand in its category.
Consumers can find the purple seal next to brands in commercials, ads, online, in-store, and even on product packaging when they are shopping. This year, the BrandSpark Most Trusted Awards program has partnered with Canadian Living, which is promoting the winners through its various media channels.
BrandSpark also conducts the Most Trusted Awards annually in the United States and has expanded to include service, retail, and e-commerce brands. View all winners and categories at www.BrandsparkMostTrusted.com.