Methodology

How We Conducted the Survey

2020 marks the 15th year of the annual Reader’s Digest Trusted Brand survey in India. The survey, conducted in collaboration with Ipsos, one of the world’s largest market research companies, has transformed into one of the most detailed, analytical exercises that grade brands according to their excellence and the level of consumer confidence and loyalty they command. This time, more than 4,000 respondents were surveyed through face-to-face, online and telephonic interactions. The respondents in the age group of 18-60 were selected from 15 cities across the country, including Delhi, Ludhiana, Lucknow, Jaipur, Coimbatore, Ahmedabad and Guwahati. Following rigorous survey methodologies, a predefined list of many well-known brand names from across a broad range of industries were conveyed to the respondents. A total of 51 different categories were covered in this exercise. The people surveyed were then requested to select their ‘Most Trusted Brand’ out of the ones given. They were then asked to rate their choice of ‘Most Trusted Brand’ on a predefined list of attributes on a scale of 1 to 5. For ascertaining the Trusted Brand winners, the scores for each brand were arrived at through the collation of the stated and derived scores. For statistical accuracy, the data was weighted to reflect the population distribution of the respondents. Like each year, the aim of the survey remains unchanged: to provide an accurate reflection of consumer preferences and present new, relevant insights into consumer attitudes towards brands and companies in India.

Methodology

Ipsos ranks Third in the global research industry. With a strong presence in 87 countries, Ipsos employs more than 16,000 people and has the ability to conduct research programs in more than 100 countries. Founded in France in 1975, Ipsos is controlled and managed by research profe

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Study Background

For the past 20 years, the Reader's Digest Trusted Brands survey has uncovered India's most trust-worthy brands...

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