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Questionnaire - Marketing.ch

Reader’s Digest Trusted Brands Survey 2014 Contents Page No: Overview How we award Trusted Brand status 7 The Trusted Brand logo and guidelines f...

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Reader’s Digest Trusted Brands Survey 2014 Contents

Page No:

Overview How we award Trusted Brand status

7

The Trusted Brand logo and guidelines for its usage

8

Results - Brands: 20 common categories

9

Most nominated brands across Europe

10

All winners by country and category – share of vote

12

Comparison of winners by category – past 5 years

14

The local categories – winning brands

19

Results – Confidence and Trust: Professions

23

People and countries

27

Personal financial situation

31

Brand switching

34

Websites and search engines

37

Appendix i.

Response rate by country 2014 v 2013

39

ii.

Respondent base 2010 – 2014

40

iii.

Respondents by category by country

41

iv.

Respondent profile – all countries

42

v.

Respondent profile by country

43

vi.

Population weightings

44

Sample questionnaire

48

Reader’s Digest circulation and readership by country

52

Contacts by country

53

www.rdtrustedbrands.com

2

Reader’s Digest Trusted Brands 2014 An overview

About the survey • Reader’s Digest European Trusted Brands is now in its 14th year, it was first published in 2001. • Fieldwork for this study is conducted annually and the results are available (free of charge) from www.rdtrustedbrands.com • In order to allow for tracking over time every effort is made to retain consistency in methodology, content and presentation of data. • Research was conducted in 8 languages across 10 European countries. • Belgium, Czech Republic and Netherlands did not participate this year. • The primary focus of the study is to find out which brands Europeans trust the most. • 20 “brand specific” categories are common to every country. • In addition to the 20 “common” categories, each country had the option to include categories of their own choice (known as Local Categories). • All brand questions are “open ended” giving the opportunity for any brand, however small or local, an equal chance of being nominated. • This year 5 countries conducted their fieldwork on-line (see below). The remainder distributed their questionnaires by post. • In total 17,676 responses were analysed across the 10 countries. • Sample selection and results were weighted with the aim of reflecting the broad population profile of each country where the survey was undertaken. Response from those aged <19yrs was low. We therefore excluded this group from our analysis to avoid over weighting and misrepresentation of brand preference.

database of over 20,000 brand names

• Each country had a “target maximum” number of responses, this varied according their needs. Germany had an especially high target to enable detailed analysis and comparison between East & West. • Respondents in Germany represent 28% of the total sample. So, to fairly reflect the personalities and opinions of all respondents, each country was given an equal weight. Hence “Average all countries” for trust in professions, websites etc. reflect the “average of the average” across the 10 countries. • Data processing and tabulation for all countries (postal and on-line) was conducted by Wyman Dillon Ltd. who are based in the U.K. • Across Europe around 68,000 different names were nominated by respondents as their most Trusted Brands. • Within each category names were excluded if they were not true brand names. This applied especially to categories such as vitamins (e.g. vitamin C) and breakfast cereal (e.g. muesli). Sometimes brands not applicable to the category were nominated e.g. Vodafone within the category of mobile phone. Where it was felt appropriate these have been included but would not be awarded winning brand status.

www.rdtrustedbrands.com

3

Reader’s Digest Trusted Brands 2014 An overview

Postal survey:

• Questionnaires were translated, and mailings managed locally, by personnel in each Reader’s Digest office. • 185,700 questionnaires were mailed across the 5 countries. Completed questionnaires were shipped to the UK for data processing. • Questionnaires with no age/sex data were discarded. The 2014 database contains weighted data representing 8,850 postal respondents. This reflects an average response of 4.8% to the postal survey. For full details of response rates by country please see Appendix i

Take p ar t Brands in the 2013 T ruste S ur You co vey today and d u

ld w in

Quest ionnai re

• Respondents were drawn from the Reader’s Digest customer database in each country.

N PE D EE SE FR CLO EN

Countries: Austria, Germany, Portugal, Slovenia, Switzerland Fieldwork: September - October 2013

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On-line: Countries: Finland, France, Poland, Romania, Russia, Fieldwork: October 2013 • The sample selection criteria were identical to those employed for the postal survey. Respondents were drawn from the Reader’s Digest customer database in each country, apart from France. • Given the large number of brand categories to be assessed (maximum 38); two matched parallel samples were drawn in each country, with each set of respondents being asked to consider just half of the categories. • Only the brand categories were split between the 2 respondent bases. All other questions were common to both sample bases. • Response rate by country varied from 14% in Finland to 0.35% in France. NB once target had been hit in each country additional responses were not analysed. Total response in Romania was significantly higher than that recorded. • Prize draw incentives were offered in all on-line countries apart from France and Russia. • In every country a pilot was undertaken before launching to the full sample. After the initial e-mail invitation to the full survey, reminders were sent in all countries apart from Romania where it was not necessary. • The on-line questionnaire was designed and created centrally but translated locally. Fieldwork for 2 of the on-line countries was managed centrally by Framework Ltd. who also created the electronic questionnaire. Invitations were issued locally in Poland, Romania and Russia. For full details of response rates by country please see Appendix i Further details can be obtained from [email protected]

www.rdtrustedbrands.com

4

Reader’s Digest Trusted Brands 2014 An overview

About the questions - postal • To begin, respondents were asked for their opinion on their personal economic situation, current and future (new for 2014) • They then indicated their level of trust in the populations of 24 different countries ranging from China to Romania (new for 2014). This question was last included in 2008.

5. Tell

• Consistent with previous years we asked about their trust across different professions. Call centre sales agents, estate agents and army officers were added this time.

BLOCK CAPITALS

• A new question asking respondents to provide insight into their reasons for switching brands was included. We also asked for an estimate as to how many people they shared their opinions on brands with (both good and bad).

Us Ab out Th

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• After nominating their most “trusted brand” in each category, respondents rated that brand in terms of “Quality”, “Excellent Value”, “Strong Image” and “Understands customer needs”. They also indicated if they were a customer/buyer of the brand they’d nominated and if they would recommend the brand to others.

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• The 20 common product categories have remained the same for the past 9 years (since 2006).

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• In addition to the 4 attribute qualifications (above), respondents were asked if they considered their nominated brand to be “socially responsible”. • New to the 2014 study is a question about consumers’ trust in specific websites and search engines. • Respondents were invited to nominate their most trusted national personalities. Please contact each country locally for further details.

The environment • Consistent with previous years a range of questions related to brands and the environment were included. Results will be published in September 2014.

The on-line questionnaire: The content of the on-line questionnaire was the same as for the postal survey, however the nature of the medium allows for more interaction. Categories were rotated and interspersed with questions about trust in professions, personalities, environment etc.

www.rdtrustedbrands.com

5

Reader’s Digest Trusted Brands 2014 An overview

The 20 categories common to each country are: Car Kitchen Appliance Camera Personal Computer Mobile Phone/smart phone Handset Mobile Phone Service Provider Internet Service Provider Holiday Company/Tour Operator Bank Building Society Credit Card Insurance Company Petrol Retailer Vitamins Analgesic/Pain Relief Cough/Cold Remedy Hair Care Product Colour cosmetic/make up Skin Care Product Soap Powder Breakfast Cereal

over 100 different product categories

A list of the local categories (as chosen by each country) can be found in the results section

Countries included in the survey are: Country Austria Finland France Germany Poland Portugal Romania Russia Slovenia Switzerland

Language German Finnish French German Polish Portuguese Romanian Russian Slovenian German & French

Fieldwork post on-line on-line post on-line post on-line on-line post post

A sample copy of the postal questionnaire (in English) can be found in the appendix at the back of this book.

Romania on line for the first time this year www.rdtrustedbrands.com

6

European Trusted Brands 2014 How we award Trusted Brand status

In each country/category the Trusted Brand is the one receiving the highest number of nominations. It is a simple and transparent approach that is easy for everyone to understand and communicate. To be included in the published list of nominated brands a brand must achieve 10+ votes. This allows for more brands to be identified and thus evaluated.

The qualitative data/attributes After a respondent names their most Trusted Brand in each category, they’re asked to rate that brand on 5 criteria – quality, excellent value, strong image, understand customer needs and whether they believe any claims that brand makes to be socially responsible. Each has a maximum score of 5. The data reported for each brand consists of only the opinions of those respondents who voted for that brand – not the sample as a whole. Attribute scores have only been calculated for brands with 20+ votes.

Attribute Awards It’s possible to be top scoring against any of the attributes but not be the No1 “Trusted Brand” in a category. This is because respondents who vote for a brand may recognise a particular area of strength in just one or two areas.

www.rdtrustedbrands.com

7

European Trusted Brands 2014 Guidelines for usage of Trusted Brands logo

1. Permission in principle is given for winning brands to use the Trusted Brand logo across their full range of marketing and advertising materials, including but not limited to: • advertising campaigns • promotional literature (flyers, brochures, pointof-purchase materials, company newsletters, annual reports etc.) • press releases • websites • product (labels, stickers, shipping cartons) 2. Winners may only use the logo in promotional materials within the countries where they were awarded Trusted Brand status. 3. Winners must use the logo only in relation to the relevant category of their award. 4. Winners may only use the logo for the year in which it was awarded, unless the award has been won in multiple years, in which case reference may be made to the multiple years for which the award was granted. The year is from 01 March to 28 February. 5. No alteration of the logo design or wording is permitted without specific permission. Ideally, the logo should be in either the specified blue, black, or white out of a background colour but where the colours used by a Trusted Brand in, for example advertising, or packaging do not allow use of Trusted Brands blue logo, the logo may be used in other colours to tie-in with the corporate colours of the Trusted Brand. Only the whole logo can be used. There should also be space around the logo, as a guide this should be no less than the width of two stars from the logo edge. 6. Winners may not use the logo in conjunction with specific reference to any competitor or competitive product. 7. Winners desiring to use the logo must submit relevant copy and/or materials to Reader’s Digest for authorisation in advance of use. Reader’s Digest agrees to respond promptly to all such requests, and reserves the right to deny any use at any time at our sole discretion. It is further understood that Reader’s Digest may not be held responsible in any way for any claims arising out of the use of the logo by winners. 8. No endorsement of the winning brand(s) by Reader’s Digest or its editors is given or may be implied.

For further information or clarification contact Penny Mortimer [email protected] January 2014

www.rdtrustedbrands.com

8

Results - the winning brands 20 common categories

The 20 brand categories are the same in every country across Europe and have remained unchanged for the past 9 years. Over time categories have been renamed to reflect changes in technology e.g. mobile phone handset and internet service provider. In addition to the 20 common categories, each country had the option to include a range of categories of their own choice (known as Local Categories). The winning brand is the one that receives the highest number of nominations in each country. There is no overall winner across Europe. The category questions are “open ended” giving respondents the freedom to nominate any brand of their choice in answer to the question: Tell us the brand you believe most deserves to be called your “most trusted brand”. This method gives all brands an equal chance of being nominated, regardless of whether or not they are locally or internationally known. The following table summarises the number of countries where the same brand won the Trusted Brand award. This year Belgium, Czech Republic and Netherlands are not included. Austria returns after a 12 month break so the total number of countries has changed from 12 to 10. The summary of winners for 2013 has therefore been adjusted to take account of this.

Most nominated brands across the 20 common categories

• • • • • •

Nivea remains the most Trusted Brand of skin care in every country and has done so since 2012 Canon is the winner in 9 out of 10 countries. Only in Portugal has Nikon replaced Canon as Trusted Brand of camera. In Switzerland Visa has been replaced by MasterCard in the category of credit card. Visa remains top in 8 countries.

• • •

Kellogg’s and Nestle are consistent year on year, each top in 5 countries. VW has increased the number of countries in which it’s No1, taking over from Audi in Poland and Dacia in Romania. In 9 out of 20 common categories no single brand dominates. These categories include financial, health, telecoms and travel.

Nokia, once Trusted Brand of mobile phone in every country, is slowly being overtaken by Samsung as most trusted mobile phone/smart phone. Portugal has joined France and Germany as trusting Samsung the most. Increasingly we’re seeing brands of smart phone nominated as most Trusted Brand of camera. HP is the Trusted Brand of PC in 6 countries but has lost out this year to Samsung and Toshiba in Poland and Portugal. In Romania HP has overtaken Dell.

www.rdtrustedbrands.com

For further information (e.g. brand attribute scores) and names of all runners up in each country please contact the country representative – details can be found on the final page of this book. Slovenia can provide results from years prior to 2011 when they conducted the study themselves locally.

9

Results - the winning brands Most nominated brands across Europe

Most Trusted Brands across Europe 2014 Brands winning in 3+ countries:

No. Countries:

2014

2013

10

9*

Nivea (skin care)

10

9

Canon

9

8

Visa

8

8

Nokia

7

7

HP

6

6

Kellogg's

5

5

Nestlé

5

5

Miele

5

3

VW

5

2

Ariel

4

4

Nivea (hair care)

4

3

Toyota

3

3

Samsung (mobile phone/smart phone)

3

2

Yves Rocher

3

1

*Total for 2013 has been recalculated to exclude Belgium, Czech Republic and Netherlands Austria was included in 2014 but not 2013

www.rdtrustedbrands.com

10

Results - the winning brands Most Trusted Brands across Europe Categories with most "multi country" winning brands: Category

Number of different Brands winning in brands winning more than 3 countries across Europe in this category

Skin care

1

Credit card

2

Nivea Visa

Camera

2

Canon

Mobile phone/smart phone

2

Nokia, Samsung

Breakfast cereal

2

Kellogg's, Nestlé

Automotive

3

VW, Toyota

PC

5

HP

Kitchen appliance

5

Miele Yves Rocher

Colour cosmetic/make up

6

Soap powder

6

Ariel

Hair care

6

Nivea

Vitamins

9

-

Pain relief

9

-

Bank/building society

9

-

Holiday company

9

-

Cold remedy

10

-

Mobile phone service provider

10

-

Petrol retailer

10

-

Insurance company

10

-

Internet service provider

10

-

www.rdtrustedbrands.com

11

2014

Austria

2013

www.rdtrustedbrands.com

Car Kitchen Appliance PC Mobile Phone Handset Mobile Phone Network Camera Holiday Company Bank/Building Society Credit Card Insurance Company Internet Service Provider Petrol Retailer Vitamins Pain Relief Cold Remedy Hair Care Cosmetic Skin Care Soap Powder Breakfast Cereal

Category

2013

Audi (13%) Bosch (21%) HP (15%) Nokia (45%) Plus (27%) Nikon (25%) Itaka (25%) PKO BP (27%) Visa (58%) PZU (42%) Allegro (20%) Orlen (39%) Centrum (21%) Ibuprom (29%) Gripex (31%) Nivea (12%) Nivea (11%) Nivea (39%) Vizir (25%) Nestlé (55%)

Poland

VW (11%) Bosch (21%) Samsung (15%) Nokia (41%) Play (28%) Canon (26%) Itaka (32%) PKO BP (27%) Visa (57%) PZU (45%) UPC (15%) Orlen (39%) Centrum (13%) Apap (29%) Gripex (27%) Nivea (12%) Avon (16%) Nivea (34%) Vizir (31%) Nestlé (56%)

2014

Car VW (23%) country not included Kitchen Appliance Miele (40%) PC HP (28%) Mobile Phone Handset Nokia (43%) Mobile Phone Network A1 Telekom Austria (52%) Camera Canon (35%) Holiday Company Tui (35%) Bank/Building Society Raiffeisenbank (28%) Credit Card Visa (45%) Insurance Company Uniqa (25%) Internet Service Provider A1 (30%) Petrol Retailer Jet (24%) Vitamins Supradyn (10%) Pain Relief Aspirin (21%) Cold Remedy Aspirin (32%) Hair Care Nivea (15%) Cosmetic Yves Rocher (21%) Skin Care Nivea (54%) Soap Powder Persil (39%) Breakfast Cereal Kellogg's (49%)

Category

2013 Portugal

2014

L'Oréal (23%) Nivea (24%) Ariel (35%) Kellogg's (55%)

2013

2013 Romania

L'Oréal (21%) Nivea (28%) Ariel (34%) Kellogg's (63%)

Renault (20%) Whirlpool (13%) HP (25%) Samsung (46%) Orange (46%) Canon (27%) Club Med (14%) Crédit Agricole (20%) Visa (56%) Macif (15%) Orange (40%) Total (31%) Juvamine (18%) Doliprane (34%) Humex (8%) L'Oréal (18%)

France

Renault (20%) Whirlpool (12%) HP (24%) Samsung (44%) Orange (37%) Canon (26%) Club Med (14%) Crédit Agricole (20%) Visa (42%) Maaf (20%) Orange (41%) Total (42%) Juvamine (17%) Doliprane (39%) Actifed (10%) L'Oréal (25%)

2014

Toyota (42%) Toyota (24%) VW (15%) Dacia (22%) Miele (47%) Miele (30%) Philips (18%) Philips (18%) Toshiba (39%) HP (26%) HP (15%) Dell (15%) Samsung (45%) Nokia (56%) Nokia (47%) Nokia (65%) TMN (49%) TMN (50%) Vodafone (42%) Orange (44%) Canon (49%) Canon (38%) Nikon (25%) Sony (25%) Abreu (64%) Abreu (72%) Paralela 45 (15%) Paralela 45 (24%) BPI (40%) CGD (33%) Banca Transilvania (21%) BCR (32%) Visa (60%) Visa (53%) Visa (30%) Visa (36%) Fidelidade Mundial (32%) Fidelidade Mundial (21%) Astra Asigurari (23%) Astra Asigurari (25%) Meo (41%) Sapo (26%) RCS & RDS (48%) RCS & RDS (50%) Galp (49%) Galp (53%) Petrom (37%) Petrom (45%) Centrum (73%) Centrum (66%) Eurovita (12%) Eurovita (40%) Ben-U-Ron (35%) Ben-U-Ron (35%) Algocalmin (19%) Algocalmin (29%) Bisolvon (51%) Bisolvon (45%) Nurofen (17%) Nurofen (30%) Elvive (24%) Pantène (30%) Head & Shoulders (15%) Nivea (14%) L'Oréal (25%) L'Oréal (24%) Avon (28%) Avon (27%) Nivea (38%) Nivea (41%) Nivea (38%) Nivea (51%) Skip (63%) Skip (69%) Ariel (60%) Ariel (66%) Nestlé (39%) Nestlé (35%) Nestlé (48%) Nestlé (53%)

2014

Lumene (54%) Nivea (24%) Omo (39%) Kellogg's (59%)

Lumene (50%) Nivea (26%) Omo (32%) Kellogg's (54%)

2013

Toyota (17%) Miele (15%) HP (33%) Nokia (79%) Sonera (28%) Canon (55%) Aurinkomatkat (39%) Osuuspankki (37%) Visa (65%) If (29%) Sonera (28%) ABC (30%) Multi-Tabs (16%) Burana (44%) Finrexin (18%) XZ (12%)

Finland

Toyota (16%) Miele (15%) HP (29%) Nokia (73%) Saunalahti (30%) Canon (50%) Aurinkomatkat (41%) Osuuspankki (32%) Visa (64%) If (30%) Sonera (24%) ABC (32%) Multi-Tabs (16%) Burana (47%) Finrexin (19%) XZ (14%)

2014

All winners by country and category - share of vote 2014 v 2013 Germany

2013

Toyota (22%) Bosch (27%) Asus (19%) Nokia (44%) MTS (40%) Canon (27%) Pegas (13%) Sberbank (61%) Visa (71%) Rosgosstrah (26%) Rostelecom (13%) Lukoil (36%) Complivit (29%) Pentalgin (15%) Theraflu (14%) Chistaya Liniya (10%) Avon (15%) Nivea (12%) Ariel (29%) Nestlé (55%)

2013

Yves Rocher (20%) Nivea (49%) Persil (32%) Kellogg's (54%)

Russia Toyota (24%) Bosch (28%) Asus (19%) Nokia (43%) MTS (42%) Canon (32%) Tez Tour (24%) Sberbank (59%) Visa (72%) Rosgosstrah (23%) Rostelecom (15%) Lukoil (35%) Complivit (24%) Nurofen (14%) Theraflu (13%) Chistaya Liniya (9%) Yves Rocher (13%) Nivea (12%) Ariel (22%) Nestlé (55%)

2014

Yves Rocher (18%) Nivea (49%) Persil (34%) Kellogg's (51%)

VW (22%) VW (23%) Miele (31%) Miele (29%) Dell (15%) Dell (15%) Samsung (40%) Samsung (34%) Telekom (24%) Vodafone (28%) Canon (34%) Canon (32%) Tui (51%) Tui (54%) Sparkasse (41%) Sparkasse (41%) Visa (43%) Visa (42%) Allianz (20%) Allianz (20%) Deutsche Telekom (18%)Deutsche Telekom (18%) Aral (31%) Aral (33%) Abtei (9%) Abtei (10%) Aspirin (26%) Aspirin (28%) Wick (29%) Wick (31%) Nivea (11%) Schauma (11%)

2014

Results - the Trusted Brands All winners by country and category - share of vote

12

Car Kitchen Appliance PC Mobile Phone Handset Mobile Phone Network Camera Holiday Company Bank/Building Society Credit Card Insurance Company Internet Service Provider Petrol Retailer Vitamins Pain Relief Cold Remedy Hair Care Cosmetic Skin Care Soap Powder Breakfast Cereal

Category

2013

Renault (17%) Gorenje (69%) HP (35%) Nokia (55%) Mobitel (42%) Canon (43%) Soncek (32%) NLB (31%) MasterCard (66%) Zavarovalnica Triglav (50%) Siol (44%) Petrol (69%) Cedevita (32%) Lekadol (39%) Lekadol Plus C (45%) Head & Shoulders (11%) Max Factor (22%) Nivea (46%) Ariel (46%) Nestlé (31%)

Slovenia

Renault (15%) Gorenje (67%) HP (34%) Nokia (43%) Mobitel (51%) Canon (45%) Soncek (33%) NLB (29%) MasterCard (64%) Zavarovalnica Triglav (49%) Siol (40%) Petrol (70%) Cedevita (31%) Lekadol (41%) Lekadol Plus C (52%) Head & Shoulders (13%) Max Factor (24%) Nivea (48%) Ariel (46%) Nestlé (31%)

2014 VW (14%) V-ZUG (24%) HP (35%) Nokia (36%) Swisscom (72%) Canon (31%) Kuoni (38%) Raiffeisen (33%) Visa (37%) Die Mobiliar (35%) Swisscom/Bluewin (56%) Coop (27%) Burgerstein (18%) Dafalgan (29%) Vicks (24%) Nivea (17%) Nivea (18%) Nivea (54%) Persil (19%) Kellogg's (61%)

2013 Switzerland

VW (13%) Miele (25%) HP (35%) Nokia (30%) Swisscom (72%) Canon (32%) Kuoni (40%) Raiffeisen (31%) Mastercard (36%) Die Mobiliar (38%) Swisscom/Bluewin (58%) Coop (28%) Burgerstein (18%) Dafalgan (30%) Neo Citran (27%) Nivea (15%) Gemey Maybelline (13%) Nivea (49%) Total (18%) Kellogg's (57%)

2014

All winners by country and category - share of vote 2014 v 2013

Category

Results - the Trusted Brands All winners by country and category - share of vote

www.rdtrustedbrands.com

13

Results - the Trusted Brands Comparison of winning brands over 5 years

Comparison of winning brands over past 5 years Automotive Austria Finland France Germany Poland Portugal Romania Russia Slovenia Switzerland

2014

2013

2012

2011

2010

VW Toyota Renault VW VW Toyota VW Toyota Renault VW

country not included Toyota Renault VW Audi Toyota Dacia Toyota Renault VW

VW Toyota Renault VW Opel Toyota Dacia Toyota Renault VW

VW Toyota Renault VW VW Toyota Dacia Toyota Renault VW

VW Toyota Renault VW Opel Toyota Dacia Toyota country not included VW

2013

2012

2011

2010

country not included Miele Whirlpool Miele Bosch Miele Philips Bosch Gorenje V-ZUG

Miele Upo Whirlpool Miele Bosch Miele Philips Bosch Gorenje V-ZUG

Miele Upo Whirlpool Miele Bosch Miele Philips Bosch Gorenje Miele

Miele Upo Whirlpool Philips Miele Bosch Miele Philips Bosch country not included Miele

Kitchen appliance 2014 Austria Finland France Germany Poland Portugal Romania Russia Slovenia Switzerland

Miele Miele Whirlpool Miele Bosch Miele Philips Bosch Gorenje Miele

Personal computer 2014 Austria Finland France Germany Poland Portugal Romania Russia Slovenia Switzerland

HP HP HP Dell Samsung Toshiba HP Asus HP HP

Internet service provider 2014 Austria Finland France Germany Poland Portugal Romania Russia Slovenia Switzerland

A1 Sonera Orange Deutsche Telekom UPC Meo RCS & RDS Rostelecom Siol Swisscom/Bluewin

2013

2012

2011

2010

country not included HP HP Dell HP HP Dell Asus HP HP

HP HP HP Dell HP HP Dell Asus HP HP

HP HP HP Dell Toshiba HP Dell Asus HP HP

HP HP HP-Compaq Fujitsu Siemens Toshiba HP Dell Asus country not included Dell

2013

2012

2011

2010

country not included Sonera Orange Deutsche Telekom Allegro Sapo RCS & RDS Rostelecom Siol Swisscom

A1 Sonera Orange Deutsche Telekom TP Sapo RCS & RDS Beeline Siol Swisscom

Telekom Austria Sonera Orange Deutsche Telekom TP Sapo RCS & RDS Beeline Siol Swisscom

Telekom Austria Sonera Orange T-Online Allegro Sapo RCS & RDS Corbina country not included Swisscom/Bluewin

www.rdtrustedbrands.com

14

Results - the Trusted Brands Comparison of winning brands over 5 years

Comparison of winning brands over past 5 years Mobile phone/smart phone 2014 Austria Finland France Germany Poland Portugal Romania Russia Slovenia Switzerland

2012

country not included Nokia Samsung Samsung Nokia Nokia Nokia Nokia Nokia Nokia

Nokia Nokia Samsung Nokia Nokia Nokia Nokia Nokia Nokia Nokia

Nokia Nokia Samsung Nokia Nokia Nokia Nokia Nokia Nokia Nokia

Nokia Nokia Samsung Nokia Nokia Nokia Nokia Nokia country not included Nokia

2013

2012

2011

2010

country not included Sonera Orange Vodafone Plus TMN Orange MTS Mobitel Swisscom

A1 Sonera Orange Vodafone Orange TMN Orange MTS Mobitel Swisscom

A1 Sonera Orange Vodafone Orange TMN Orange MTS Mobitel Swisscom

A1 Sonera Orange Vodafone Orange TMN Vodafone MTS country not included Swisscom

2014

2013

2012

2011

2010

Canon Canon Canon Canon Canon Canon Nikon Canon Canon Canon Canon

country not included Canon Canon Canon Canon Nikon Canon Sony Canon Canon Canon

Canon Canon Canon Canon Canon Sony Canon Sony Canon Canon Canon

Canon Canon Canon Canon Canon Sony Canon Sony Canon Canon Canon

Canon Canon Canon Canon Canon Sony Canon Canon Canon country not included Canon

2013

2012

2011

2010

country not included Aurinkomatkat Club Med Tui Itaka Abreu Paralela 45 Pegas Soncek Kuoni

Tui Aurinkomatkat Club Med Tui Itaka Abreu Paralela 45 Tez Tour Kompas Kuoni

Tui Aurinkomatkat Club Med Tui Itaka Abreu Paralela 45 Tez Tour Kompas Kuoni

Tui Aurinkomatkat Pierre Et Vacances - Maeva Tui Orbis Travel Abreu Paralela 45 Tez Tour country not included Kuoni

Nokia Nokia Samsung Samsung Nokia Samsung Nokia Nokia Nokia Nokia

Mobile phone service provider 2014 Austria Finland France Germany Poland Portugal Romania Russia Slovenia Switzerland

Camera Austria Finland France Germany Netherlands Poland Portugal Romania Russia Slovenia Switzerland

A1 Telekom Austria Saunalahti Orange Telekom Play TMN Vodafone MTS Mobitel Swisscom

Holiday company/tour operator 2014 Austria Finland France Germany Poland Portugal Romania Russia Slovenia Switzerland

Mobile phone handset 2011 2010

2013

Tui Aurinkomatkat Club Med Tui Itaka Abreu Paralela 45 Tez Tour Soncek Kuoni

www.rdtrustedbrands.com

15

Results - the Trusted Brands Comparison of winning brands over 5 years

Comparison of winning brands over past 5 years Bank/building society 2014 Austria Finland France Germany Poland Portugal Romania Russia Slovenia Switzerland

2013

2012

2011

2010

Raiffeisenbank Osuuspankki Crédit Agricole Sparkasse PKO BP BPI Banca Transilvania Sberbank NLB Raiffeisen

country not included Osuuspankki Crédit Agricole Sparkasse PKO BP CGD BCR Sberbank NLB Raiffeisen

Raiffeisenbank Osuuspankki Crédit Agricole Sparkasse PKO BP CGD BCR Sberbank NLB Raiffeisen

Raiffeisenbank Osuuspankki Crédit Agricole Sparkasse PKO BP CGD BCR Sberbank NLB Raiffeisen

Raiffeisenbank Osuuspankki Crédit Agricole Sparkasse PKO BP CGD BCR Sberbank country not included Raiffeisen

2014

2013

2012

2011

2010

Visa Visa Visa Visa Visa Visa Visa Visa MasterCard MasterCard

country not included Visa Visa Visa Visa Visa Visa Visa MasterCard Visa

Visa Visa Visa Visa Visa Visa Visa Visa MasterCard Visa

Visa Visa Visa Visa Visa Visa Visa Visa Maestro/MasterCard Visa

Visa Visa Visa Visa Visa Visa Visa Visa country not included Visa

Credit card Austria Finland France Germany Poland Portugal Romania Russia Slovenia Switzerland

Insurance company 2014 Austria Finland France Germany Poland Portugal Romania Russia Slovenia Switzerland

Petrol retailer Austria Finland France Germany Poland Portugal Romania Russia Slovenia Switzerland

2013

2012

2011

2010

country not included If Macif Allianz PZU Fidelidade Mundial Astra Asigurari Rosgosstrah Zavarovalnica Triglav Die Mobiliar

Uniqa Pohjola Axa Allianz PZU Fidelidade Mundial Astra Asigurari Rosgosstrah Zavarovalnica Triglav Die Mobiliar

Uniqa Pohjola Axa Allianz PZU Fidelidade Mundial Asirom Rosgosstrah Zavarovalnica Triglav Die Mobiliar

Uniqa If Axa Allianz PZU Fidelidade Mundial Asirom Rosgosstrah country not included Die Mobiliar

2014

2013

2012

2011

2010

Jet ABC Total Aral Orlen Galp Petrom Lukoil Petrol Coop

country not included ABC Total Aral Orlen Galp Petrom Lukoil Petrol Coop

Jet ABC Total Aral Orlen Galp Petrom Lukoil Petrol Coop

OMV ABC Total Aral Orlen Galp Petrom Lukoil Petrol Coop

OMV ABC Total Aral Orlen Galp Petrom Lukoil country not included Migrol

Uniqa If Maaf Allianz PZU Fidelidade Mundial Astra Asigurari Rosgosstrah Zavarovalnica Triglav Die Mobiliar

www.rdtrustedbrands.com

16

Results - the Trusted Brands Comparison of winning brands over 5 years

Comparison of winning brands over past 5 years Cough/cold remedy 2014 Austria Finland France Germany Poland Portugal Romania Russia Slovenia Switzerland

Aspirin Finrexin Actifed Wick Gripex Bisolvon Nurofen Theraflu Lekadol Plus C Neo Citran

Analgesic/pain relief 2014 Austria Finland France Germany Poland Portugal Romania Russia Slovenia Switzerland

Vitamins Austria Finland France Germany Poland Portugal Romania Russia Slovenia Switzerland

Aspirin Burana Doliprane Aspirin Apap Ben-U-Ron Algocalmin Nurofen Lekadol Dafalgan

2012

2011

2010

Aspirin Codesan Humex Wick Gripex Bisolvon Nurofen Theraflu Lekadol Plus C Vicks

Aspirin Resilar Humex Wick Gripex Bisolvon Nurofen Theraflu Lekadol Plus C NeoCitran

Aspirin Resilar Actifed Wick Gripex Bisolvon Nurofen Theraflu country not included NeoCitran

2013

2012

2011

2010

country not included Burana Doliprane Aspirin Ibuprom Ben-U-Ron Algocalmin Pentalgin Lekadol Dafalgan

Aspirin Burana Doliprane Aspirin Apap Aspirina Algocalmin Pentalgin Lekadol Dafalgan

Aspirin Burana Doliprane Aspirin Apap Aspirina Algocalmin Nurofen Lekadol Dafalgan

Aspirin Burana Doliprane Aspirin Apap Ben-U-Ron Algocalmin Pentalgin country not included Dafalgan

2014

2013

2012

2011

2010

Supradyn Multi-Tabs Juvamine Abtei Centrum Centrum Eurovita Complivit Cedevita Burgerstein

country not included Multi-Tabs Juvamine Abtei Centrum Centrum Eurovita Complivit Cedevita Burgerstein

Supradyn Multi-Tabs Juvamine Centrum Centrum Centrum Eurovita Complivit Cedevita Burgerstein

Supradyn Multi-Tabs Juvamine Abtei Centrum Centrum Eurovita Complivit Cedevita Burgerstein

Supradyn Multi-Tabs Juvamine Abtei Centrum Centrum Eurovita Complivit country not included Burgerstein

2013

2012

2011

2010

country not included XZ L'Oréal Schauma Nivea Pantène Nivea Chistaya Liniya Head & Shoulders Nivea

Nivea Elvital L'Oréal Schwarzkopf Nivea Pantène Head & Shoulders Chistaya Liniya Nivea Nivea

Schwarzkopf XZ L'Oréal Nivea Nivea Pantène Head & Shoulders Head & Shoulders Head & Shoulders Nivea

Schwarzkopf Elvital L'Oréal Schwarzkopf Nivea Pantène Head & Shoulders Pantène country not included L'Oréal

Hair care product 2014 Austria Finland France Germany Poland Portugal Romania Russia Slovenia Switzerland

2013 country not included Finrexin Humex Wick Gripex Bisolvon Nurofen Theraflu Lekadol Plus C Vicks

Nivea XZ L'Oréal Nivea Nivea Elvive Head & Shoulders Chistaya Liniya Head & Shoulders Nivea

www.rdtrustedbrands.com

17

Results - the Trusted Brands Comparison of winning brands over 5 years

Comparison of winning brands over past 5 years Colour cosmetic/make up 2014

2013

Austria Yves Rocher country not included Finland Lumene Lumene France L'Oréal L'Oréal Germany Yves Rocher Yves Rocher Poland Avon Nivea Portugal L'Oréal L'Oréal Romania Avon Avon Russia Yves Rocher Avon Slovenia Max Factor Max Factor Switzerland Gemey Maybelline Nivea NB category defined more clearly since 2011

Skin care Austria Finland France Germany Poland Portugal Romania Russia Slovenia Switzerland

Soap powder Austria Finland France Germany Poland Portugal Romania Russia Slovenia Switzerland

Breakfast cereal Austria Finland France Germany Poland Portugal Romania Russia Slovenia Switzerland

2012

2011

2010

Yves Rocher Lumene Yves Rocher Yves Rocher Avon L'Oréal Nivea Avon L'Oréal Nivea

Nivea Lumene Yves Rocher Yves Rocher Avon L'Oréal Nivea Avon Max Factor Nivea

Nivea Lumene L'Oréal Yves Rocher Nivea Nivea Nivea Avon country not included Nivea

2014

2013

2012

2011

2010

Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea

country not included Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea

Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea

Nivea Nivea Nivea Nivea Nivea Nivea Nivea Yves Rocher Nivea Nivea

Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea country not included Nivea

2014

2013

2012

2011

2010

Persil Omo Ariel Persil Vizir Skip Ariel Ariel Ariel Total

country not included Omo Ariel Persil Vizir Skip Ariel Ariel Ariel Persil

Persil Omo Ariel Persil Vizir Skip Ariel Ariel Ariel Ariel

Persil Omo Ariel Persil Vizir Skip Ariel Ariel Ariel Ariel

Persil Omo Ariel Persil Vizir Skip Ariel Ariel country not included Total

2014

2013

2012

2011

2010

Kellogg's Kellogg's Kellogg's Kellogg's Nestlé Nestlé Nestlé Nestlé Nestlé Kellogg's

country not included Kellogg's Kellogg's Kellogg's Nestlé Nestlé Nestlé Nestlé Nestlé Kellogg's

Kellogg's Kellogg's Kellogg's Kellogg's Nestlé Nestlé Nestlé Nestlé Nestlé Kellogg's

Kellogg's Kellogg's Kellogg's Kellogg's Nestlé Nestlé Nestlé Nestlé Nestlé Kellogg's

Kellogg's Kellogg's Kellogg's Kellogg's Nestlé Nestlé Nestlé Nestlé country not included Kellogg's

www.rdtrustedbrands.com

18

Results - the winning brands Local categories

Each country had the option to include a number of product categories in addition to the 20 common categories. These categories tend to be relevant to some countries and not others, or where the range of brands available is most likely to be local and not known outside the country. They include stores such as optician, clothing and furniture retailers, or food/health items like dairy products and dietary supplements. Some countries included the media: newspapers, radio and TV stations. The number of additional local categories varied from 10 in Russia to 20 in Portugal and Slovenia. Across the 10 countries over 80 different product categories were included, and ranged from instant soup to investment fund. Few categories were common to more than 3 countries.

• • • • •

More than 100 different brands won in these categories across the 10 countries. No brand won in more than 3 countries. Colgate is the only brand to win in 3 countries (Germany, Poland, Romania) The category of pet food was chosen by 5 countries, Whiskas is No1 in 2 of them 9 countries included coffee and/or tea, only Teekane won in 2 (Austria and Germany) 6 countries included mineral water/bottled water – all winners are brands that are local to that country

For full details of all nominated brands by country, and share of vote, please contact your country representative – details can be found on the final page of this book

www.rdtrustedbrands.com

19

Local categories – 2014 winners

Local categories - 2014 winners AUSTRIA Category

Trusted Brand

Food Coffee Tea Mineral water Sparkling wine Spirits Sweets Clothes Shoes Toothpaste Detergent Retailer Cruise

Iglo Eduscho Teekanne Vöslauer Schlumberger Spitz Milka C&A Ara Blend-A-Med Frosch Spar MSC Kreuzfahrten

FRANCE Category Energy Pet food Amusement park Gardening retailer Organic food Mineral water Nutraceuticals Clothes Supermarket Chocolate Tea-Coffee

Trusted Brand EDF Royal Canin Disneyland Paris Jardiland Bjorg Évian Actimel Kiabi Leclerc Lindt Carte Noir

www.rdtrustedbrands.com

FINLAND Category Deodorant Processed Food Coffee Sweets Functional Food Cheese Spread Natural Product Retail Chain Furniture Store Optician Custom Home Plan Real Estate Agent Electrical Company Cruise Line Spa Amusement Park Private clinic

Trusted Brand Rexona Saarioinen Juhlamokka Fazer Benecol Valio Oivariini Möller S-ryhmä Asko Instrumentarium Jukkatalo OPKK Fortum Tallink Silja Naantalin Kylpylä Linnanmäki Terveystalo

GERMANY Category

Trusted Brand

Food Coffee Tea Mineral water Sparkling wine Spirits Sweete Clothes Shoes Toothpaste Detergent Retailer Cruise

Dr. Oetker Tchibo Teekanne Gerolsteiner Rotkäppchen Berentzen Haribo C&A Rieker Colgate Frosch Aldi Aida

20

Local categories – 2014 winners

Local categories - 2014 winners POLAND Category Ice Cream Investment Fund Dietary Supplement Toothpaste TV Station Watches & Jewellery Oil-Margarine Cake-Dessert Food Producer Grocery Clothing Store Drug Store Heart Remedy Dishwashing Liquid Pharmacy Water

ROMANIA Category Bakery Dairy Product Meat Product Cooking Oil Spice Mineral Water Pet Food Private clinic Coffee Toothpaste Soap Deodorant Commercial Centre Pharmacy Electronic Chain Newspaper Radio Station TV Station

Trusted Brand Algida ING TFI Falvit Colgate TVN Apart Kujawski E.Wedel Sokołów Biedronka H&M Rossmann Biovital Ludwik Dbam O Zdrowie Żywiec Zdrój

Trusted Brand Vel Pitar Napolact Cris-Tim Untdelemn de la Bunica Fuchs Borsec Pedigree Medlife Jacobs Colgate Dove Nivea Kaufland Catena Altex Adevarul Europa FM Pro TV

www.rdtrustedbrands.com

PORTUGAL Category Catering Chain Chocolate Sports wear Coffee Parapharmacy Beer Mineral Water Hair Colourant Laxative Supermarket Pet Food TV Channel Slimming Product Optician Childrens Clothing Mattress Health Insurance Public Service Co Non-Food Retailer Radio Station

Trusted Brand McDonald's Nestlé Sport Zone Delta Well's Sagres Agua De Luso L'Oreal Dulcolax Continente Friskies RTP Elancyl Multiopticas Zippy Molaflex Medis CTT Worten RFM

RUSSIA Category

Trusted Brand

Anti-Aging Cosmetics Coffee Food Processor Pet Food Tea Depressant Sunflower oil Purpose cleaner Shower gel Vacuum cleaner

Chistaya Liniya Nescafe Bosch Whiskas Ahmad Novopassit Zolotaya Semechka Pemolux Yves Rocher Samsung

21

Local categories – 2014 winners

Local categories - 2014 winners SLOVENIA Category Fruit Juice Toys Bottled Water Beer Coffee Milk Margarine Shopping Centre Bed Paint Investment Company Telecomms Provider TV Station Radio Station Newspaper Instant Soup Book club Tea Energy supplier Doors-Windows

Trusted Brand Fructal Lego Zala Laško Barcaffe Ljubljanske Mlekarne Rama Mercator Dormeo Jupol KD Telekom Slovenije Pop TV Val 202 Slovenske novice Knorr Svet Knjige 1001 Cvet Gen-I AJM

www.rdtrustedbrands.com

SWITZERLAND Category Soft Drink Clothes Hard Candy TV-Cable Provider Detergent Pet Food Coffee Health Insurance Life Insurance Mattress Milk Product Homeopathic Optician-Glasses Chocolate Toothpaste

Trusted Brand Coca-Cola Charles Vögele Ricola Swisscom Meister Proper Whiskas Nespresso CSS Swiss Life Bico Emmi Similasan Fielmann Lindt Elmex

22

Results – confidence and trust Trust in professions Average agreement across all countries* Rank

Profession

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24

Trust

A great deal

Quite a lot

Total

Not much

Firefighters Airline pilots Nurses Pharmacists Doctors Farmers Craftsmen Teachers Army officers Police Meteorologists

53% 38% 30% 27% 25% 20% 19% 16% 15% 18% 9%

38% 47% 50% 52% 50% 55% 55% 54% 46% 41% 46%

91% 85% 81% 79% 75% 75% 73% 70% 61% 58% 56%

Priests/church ministers Judges Taxi drivers Lawyers Travel agents Journalists Football players Trade union leaders Financial advisors Car salesmen Real estate agents Call centre agents Politicians

13% 9% 6% 7% 3% 3% 3% 3% 2% 1% 1% 1% 1%

33% 35% 38% 36% 34% 25% 19% 19% 19% 17% 13% 8% 8%

46% 44% 44% 43% 37% 29% 22% 21% 21% 18% 14% 10% 9%

Don't Trust Not at all

Total

4% 9% 14% 15% 19% 18% 20% 23% 27% 29% 33%

1% 2% 2% 3% 3% 3% 2% 3% 7% 9% 7%

5% 11% 16% 17% 22% 21% 22% 26% 34% 38% 39%

31% 38% 42% 42% 47% 49% 42% 44% 52% 57% 55% 43% 38%

19% 13% 10% 11% 11% 18% 31% 30% 22% 20% 26% 42% 49%

50% 51% 51% 53% 58% 66% 72% 74% 75% 77% 81% 85% 87%



The most trusted profession overall continues to be firefighters – 53% trust them a great deal (total trust 91%)



Airline pilots too are highly trusted with 85% agreeing they trust them a great deal/quite a lot



For the first time “craftspeople” were included and they rank relatively highly at 7th position



Politicians remain the least trusted profession with just 9% trust



Call centre agents and real estate agents were added this year, but both fair badly

Po lic e

rs

s y

of fic e

ch er Ar m

en fts m

www.rdtrustedbrands.com

Te a

s er

C ra

m Fa r

Fi re fig ht er s Ai rli ne pi lo ts N ur se s Ph ar m ac is ts Do ct or s

The 10 most trusted professions

23

Results – confidence and trust Trust in professions

Comparison by country - great deal/quite a lot

92%

84%

90%

88%

Portugal

91%

Switzerland

Russia

91%

Slovenia

Romania

93%

Poland

96%

Germany

94%

France

• • •

Finland

• • •

91%

Austria

Average

Firefighters

96%

Airline pilots

85%

89%

94%

70%

87%

77%

88%

76%

87%

93%

95%

Nurses

81%

92%

94%

85%

89%

72%

56%

58%

87%

92%

93%

Pharmacists

79%

92%

96%

69%

83%

77%

78%

57%

72%

88%

85%

Doctors

75%

87%

90%

74%

80%

58%

70%

50%

81%

85%

90%

Farmers

75%

81%

82%

64%

75%

61%

75%

73%

77%

83%

89%

Craftsmen

73%

82%

93%

60%

70%

65%

77%

81%

49%

84%

71%

Teachers

70%

65%

89%

50%

69%

62%

73%

74%

72%

76%

87%

Army officers

61%

48%

71%

59%

53%

53%

66%

65%

63%

70%

50%

Police

58%

77%

90%

49%

76%

43%

32%

23%

54%

80%

65%

Meteorologists

56%

66%

71%

31%

61%

43%

57%

29%

77%

68%

64%

Overall trust scores are highest in Finland and Switzerland – consistently scoring higher than average Firefighters are the most trusted in every country apart from Switzerland In Finland Pharmacists rank equally with Firefighters, although when comparing “trust a great deal” firefighters score 55% v 53% for pharmacists The French and Poles trust their firefighters significantly more than any other profession In Switzerland airline pilots have the highest trust The police are trusted by 90% of people in Finland but only 23% in Russia

Comparison by country - the least trusted (not much/not at all) Portugal

Romania

82%

93%

91%

86%

Call centre agents

85%

80%

92%

90%

85%

85%

88%

59%

Real estate agents

81%

82%

65%

93%

84%

83%

81%

80%

• • • •

91% 85%

Portugal

Poland

94%

Slovenia

Germany

86%

Russia

Finland

86%

France

Austria

87%

Average

Politicians

72%

96%

72%

79%

78%

88%

Car salesmen

77%

75%

69%

92%

81%

81%

78%

76%

71%

72%

91%

Financial advisors

75%

73%

71%

88%

81%

77%

66%

67%

79%

69%

82%

Trade union leaders

74%

69%

66%

88%

64%

81%

84%

76%

75%

59%

84%

Football players

72%

71%

63%

92%

70%

84%

82%

61%

59%

68%

79%

Journalists

66%

68%

66%

82%

63%

63%

66%

74%

54%

62%

62%

Travel agents

58%

51%

34%

80%

64%

69%

57%

66%

60%

41%

67%

Lawyers

53%

39%

42%

71%

41%

54%

63%

49%

69%

45%

72%

94% of French claim to have little or no trust in their politicians There is high distrust of most professions in France and Poland In Finland and Germany call centre agents are trusted even less than politicians The score for call centre agents in Russia has been excluded due to a slightly different understanding of the term

www.rdtrustedbrands.com

24

Results – confidence and trust Trust in professions Trust over the years – average across all countries* Trust a great deal/quite a lot 2014



2013

Difference %

Airline pilots

85%

86%

-2%

Car salesmen

18%

19%

-7%

Doctors

75%

74%

2%

Farmers

75%

75%

-1%

Financial advisors

21%

23%

-10%

Firefighters

91%

93%

-2%

Football players

22%

23%

-4%

Journalists

29%

31%

-6%

Judges

44%

41%

8%

Lawyers

43%

41%

5%

Meteorologists

56%

60%

-7%

Nurses

81%

80%

1%

Pharmacists

79%

81%

-2%

Police

58%

58%

1%

Politicians

9%

8%

10%

Priests/church ministers

46%

44%

4%

Taxi drivers

44%

50%

-12%

Teachers

70%

71%

-1%

Trade union leaders

21%

22%

-5%

Travel agents

37%

38%

-2%

Year on year trust in financial advisors has fallen by 10%

• • •

la nd itz er

ni a Sw

Sl ov e

ia Ru ss

an ia Ro m

Po la nd

an y er m G

Fr an ce

Fi nl an d

Trust fire fighters

Overall trust in the professions is falling especially when compared with 10 years ago Even amongst the most trusted professions there is less trust today than in 2005 Across 10 years the greatest loss of trust in in financial advisors, taxi drivers and journalists

www.rdtrustedbrands.com

25

Results – confidence and trust Trust in professions

la nd itz er

ni a Sw

Sl ov e

Ru ss ia

an ia Ro m

Po la nd

an y G

er

m

nc e Fr a

Fi nl an d

Trust politicians

la nd

Sw

itz er

ni a Sl ov e

ia Ru ss

an ia Ro m

Po la nd

an y G

er

m

nc e Fr a

Fi nl an d

Trust financial advisors

Portugal is excluded from “all country” averages because their values are expressed as a % of those who answered each question, rather than all respondents.

www.rdtrustedbrands.com

26

Results – confidence and trust Trust the people in these countries Trust the most, people living in: Average trust amongst all respondents* Rank

Country

1 2 3 4 5 6 7 8 9 10

Switzerland Sweden Germany Finland Austria Netherlands Belgium UK France USA

Great deal

quite a lot

great deal/a lot

Don't know/ no answer

27% 22% 21% 19% 15% 13% 8% 10% 6% 7%

41% 46% 44% 43% 45% 46% 45% 43% 41% 33%

68% 68% 65% 62% 60% 59% 54% 53% 47% 40%

17% 16% 11% 19% 21% 18% 20% 15% 15% 15%

Vote excludes people living in the "home" countries 䢇

Unsurprisingly trust amongst the Europeans included in our survey is highest for their European neighbours



The people of Switzerland are trusted the most (68%) with 27% of respondents trusting them a great deal



Less than 50% of respondents trust the French and Americans

Trust the least, people living in: Rank

Country

1 2 3 4 5 6 7 8 9 10

Romania Iran Russia Greece Turkey China India Poland Italy Czech Republic

Great deal

quite a lot

great deal/a lot

Don't know/ no answer

32% 21% 38% 35% 39% 38% 35% 41% 40% 37%

42% 50% 32% 33% 27% 27% 26% 15% 16% 14%

74% 72% 70% 68% 65% 64% 62% 56% 56% 51%

18% 23% 14% 17% 19% 18% 24% 17% 16% 20%

Vote excludes people living in the "home" countries 䢇

Overall the people of Romania are the least trusted (74%)



Within the countries surveyed 50% say they don’t trust Iranians at all (72% not much/at all)



Trust is low for the economically developing countries of Russia, India and China



The European countries with low trust are those with unstable economies or government

www.rdtrustedbrands.com

27

Results – confidence and trust Trust the people in these countries

U SA

nc e Fr a

Be

lg iu m

U K

la nd s

N et he r

Au st ria

Fi nl an d

m er G

Sw

ed

an y

en

The 10 most trusted countries

Trust variations by country:

Portugal

Slovenia

Romania

Germany

77% 83% 47% 80% 58% 67% 42% 74% 86% 67%

Germany

65%

82% 68% 49% 79% 47% 72% 46% 76% 81% 49%

Finland

62%

75% 88% 41% 74% 53% 59% 42% 64% 85% 63%

Austria

60%

90% 66% 28% 80% 46% 63% 35% 74% 89% 47%

Netherlands

59%

73% 64% 39% 75% 49% 54% 28% 63% 83% 60%

Belgium

54%

66% 57% 33% 67% 42% 54% 30% 60% 73% 50%

UK

53%

60% 61% 28% 60% 46% 61% 29% 56% 74% 68%

France

47%

53% 45% 27% 59% 38% 43% 31% 50% 57% 56%

USA

40%

44% 44% 29% 52% 36% 53% 16% 39% 50% 57%

Russia

83% 76% 48% 81% 59% 71% 46% 83% 90% 78%

68%

Poland

68%

Sweden

France

Austria

Switzerland

Finland

Average

Switzerland

Trusted the most:

Calculation for average vote excludes people living in the "home" countries

• • • • •

When calculating the average score across countries we’ve excluded the votes of people in the “home” countries. For example respondents in Austria trust Austrians the most Although the people of Switzerland are trusted the most overall, the Finns trust the Swedes, and the French trust the Germans, more than the Swiss Romanians trust the Germans and Swiss more than they trust each other Respondents based in France, Poland and Russia have the least trust of all in everyone Russians trust the Americans much less than those in the other 9 countries

* Portugal is excluded from “all country” averages because their values are expressed as a % of those who answered each question, rather than all respondents.

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Results – confidence and trust Trust the people in these countries Trust variations by country:

Portugal

Slovenia

Romania

Germany

Iran

72%

84% 74% 73% 82% 60% 58% 46% 86% 85% 96%

Russia

70%

69% 80% 73% 68% 70% 62% 38% 68% 73% 79%

Greece

68%

73% 76% 75% 73% 59% 61% 38% 84% 71% 87%

Turkey

65%

70% 72% 73% 65% 59% 53% 51% 74% 71% 90%

China

64%

70% 63% 72% 71% 60% 47% 49% 76% 72% 75%

India

62%

72% 68% 64% 70% 47% 51% 35% 79% 70% 88%

Poland

56%

66% 60% 67% 56% 47% 34% 46% 62% 59% 66%

Italy

56%

55% 71% 73% 52% 46% 54% 31% 71% 50% 64%

Czech Republic

51%

68% 52% 65% 60% 36% 32% 27% 56% 60% 70%

Russia

81% 78% 78% 79% 64% 52% 43% 88% 81% 93%

Poland

74%

France

Austria

Romania

Finland

Average

Switzerland

Trusted the least

Average vote excludes people living in the "home" countries

• • • •

Lack of trust for Romanians is highest amongst people living in Austria, Slovenia and Switzerland 52% of Romanians don’t trust their compatriots Germans trust Iranians the least (82%) Russians are trusted the least by their neighbours the Finns

NB many respondents (c21%) either had no opinion or didn’t provide an answer. The greatest lack of feedback was from people living in Portugal and Russia

Trust compared with 2008 The greatest loss of trust Country

2014

2008

Difference %

Italy

28%

42%

-33%

Spain

34%

49%

-30%

Romania

8%

11%

-29%

Portugal

28%

36%

-21%

Hungary

29%

32%

-9%

France

47%

50%

-6%



When comparing results for all countries that were listed in the 2008 and 2014 surveys it’s Italy that’s lost the most trust – a drop of 33%.



Spain and Romania too have lost around 30% of the trust they had 7 years ago.

Average trust reflects the average amongst people living in the countries that were common to 2014 and 2008

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Results – confidence and trust Trust the people in these countries The highest increase in trust Country

2014

2008

Difference %

Poland

26%

18%

49%

Russia

16%

11%

42%

USA

40%

34%

18%

Finland

62%

54%

14%

Netherlands

59%

54%

9%

Belgium

54%

50%

8%

Austria

60%

56%

8%

• •

Although Poland and Russia have won the most trust since 2008 both have a low overall trust rating USA has won 18% more trust amongst the Europeans participating in our survey and now ranks in the Top 10

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Results – confidence and trust Their personal financial situation My personal financial situation Average all countries Very good

4%

Quite good

30%

very/quite good

34%

Not as good as previous years

43%

Not good at all

21%

Not as good as previous years/not good at all

64%

Will become better

47%

Will become worse

46%

Trust the government to improve matters Fully trust them

3%

Trust them somewhat

20%

Fully/ somewhat trust

23%

Don't trust them too much

49%

Don't trust them at all

28%

Not too much/ not at all

77%

• • • •

Just over a third of respondents describe their personal financial situation as very/quite good The majority say it’s either not as good as in previous years or not good at all (64%) Less than half feel it will improve The majority (77%) have little confidence in their government improving the situation

Comparison by country % of all respondents in each country: Very good

Quite good

very or quite good

Not as good as before

Not good at all

not good could be better

Average

4%

30%

34%

43%

21%

64%

Austria

8%

37%

45%

42%

10%

52%

Finland

7%

52%

58%

32%

9%

41%

France

1%

18%

18%

52%

30%

81%

Germany

5%

36%

41%

44%

13%

57%

Poland

3%

31%

34%

47%

19%

66%

Romania

2%

31%

32%

49%

18%

67%

Russia

0%

13%

13%

30%

56%

86%

Slovenia

0%

10%

10%

61%

27%

88%

Switzerland

14%

45%

59%

29%

8%

38%

71%

20%

91%

Data for Portugal not included in all country average Portugal

• • •

1%

7%

8%

Only in Switzerland and Finland do most people describe their financial situation as good The Russians and Slovenians are especially unhappy 81% of French say it’s not as good as before, or not good at all

Portugal is excluded from “all country” averages because their values are expressed as a % of those who answered each question, rather than all respondents.

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Results – confidence and trust Their personal financial situation Prospects for the future – ranked by optimistic Will become better

Will become worse

Average

47%

46%

Russia

72%

28%

Romania

60%

40%

Poland

59%

40%

Finland

54%

44%

Slovenia

42%

50%

Switzerland

42%

41%

Germany

34%

49%

France

33%

67%

Austria

28%

53%

Portugal

36%

55%

• • •

67% of people in France believe that their personal financial situation is likely to become worse Slovenians, Austrians and Germans are also pessimistic, believing their own financial situation will get worse Russians have the most positive attitude with 72% believing it will improve

Trust their government to improve matters Ranked according to disagreement with the statement Trust

Don't trust

Average

23%

77%

Slovenia

11%

89%

Poland

15%

85%

France

16%

84%

Austria

19%

81%

Finland

21%

79%

Russia

21%

79%

Germany

26%

74%

Romania

28%

72%

Switzerland

47%

53%

Portugal

22%

75%

• • •

No country fully trusts their government to make a difference Slovenia, Poland and France have the least trust in the ability of their government to improve their personal economy Only the Swiss have any degree of confidence in the ability of their government to improve matters

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Results – confidence and trust Their personal financial situation

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Personal economy prospects for the future

33

Results – confidence and trust Switching brands Prompts for switching brands Average agreement The price increases

very often

often

Very often/ often

sometimes

never

Sometimes/ Never

17%

35%

52%

35%

6%

40%

Poor service

22%

26%

48%

33%

10%

43%

Product quality reduces

13%

29%

41%

42%

9%

51%

Unable to communicate with anyone who can help me

15%

22%

37%

37%

16%

54%

Want to try something new

10%

26%

36%

53%

5%

57%

• • •

Price increase is the most frequent reason given for switching brands A reduction in the quality of a product has less effect than poor service on a consumer’s decision to switch brands Only 36% agree they change brands purely because they want to try something new

Comparison by country Romania

Russia

44%

54%

57%

59%

47%

34%

61%

50%

43%

42%

65%

52%

48%

63%

52%

20%

43%

51%

47%

Product quality reduces

41%

35%

45%

41%

38%

50%

47%

24%

50%

40%

74%

Unable to communicate with anyone who can help

37%

33%

48%

47%

38%

47%

34%

19%

30%

37%

78%

Want to try something new

36%

38%

30%

38%

37%

51%

36%

28%

37%

32%

67%

Portugal

Poland

61%

48%

Slovenia

Germany

52%

Poor service

France

Finland

The price increases

Average

Austria

Switzerland

Prompted to switch brands because:

Very Often/often

• • •

An increase in price is most likely to prompt brand switching in Austria and Slovenia Poor service is the most likely cause of brand switching in Finland, Poland, Romania and Switzerland 51% of Poles are likely to switch brands because they want to try something new

Portugal is excluded from “all country” averages because their values are expressed as a % of those who answered each question, rather than all respondents.

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Results – confidence and trust Switching brands

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Prompted to switch brands: the most likely reasons

Sharing experiences of products with others

61%

10+ people

22%

21%

12%

17%

19%

27%

no-one

7%

5%

8%

10%

6%

8%

61%

55%

61%

51%

53%

29%

32%

22%

18%

22%

5%

14%

5%

4%

4%

Portugal

51%

Slovenia

Poland

48%

Russia

Germany

45%

Romania

Finland

52%

France

Austria

54%

Average

5+ people

Switzerland

Share good experience with ...

Share bad experience with ...

• • • •

5+ people

66%

62%

63%

73%

59%

73%

70%

64%

65%

61%

61%

10+ people

33%

26%

26%

46%

26%

41%

43%

40%

28%

23%

28%

no-one

7%

7%

6%

7%

6%

7%

4%

12%

5%

6%

4%

It’s bad experiences of product quality or service that people are most likely to share with others 54% claim to share their good experiences with 5 or more people, whereas 66% tell others if they’re dissatisfied People in Poland, Romania and Slovenia will share both their positive and negative opinions 46% of people in France claim to tell 10 or more people if a product is of poor quality or the service is below expectation

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Results – confidence and trust Switching brands

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Share experience with 5+ people

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Results – confidence and trust Trust in websites and search engines Website/search engine - average trust amongst all respondents* Trust A great deal

Don’t trust

Quite a lot

Total

Not much

Not at all

Total

Google

19%

47%

66%

19%

7%

26%

Amazon

4%

19%

23%

35%

26%

61%

eBay

3%

20%

23%

38%

23%

61%

Facebook

4%

19%

23%

37%

29%

67%

Comparison by country Portugal

Slovenia

Romania

Germany

34% 15% 34% 33% 17% 27% 15% 15% 18% 32%

eBay

23%

29% 14% 21% 34% 22% 29% 22% 15% 22% 28%

Facebook

23%

9%

Facebook

67%

73% 70% 83% 75% 56% 52% 49% 69% 73% 62%

eBay

61%

50% 73% 75% 50% 67% 59% 53% 67% 57% 72%

Amazon

61%

47% 71% 62% 51% 71% 61% 58% 67% 62% 68%

Google

26%

30% 18% 42% 41% 15%

Russia

53% 80% 56% 45% 83% 89% 72% 59% 56% 71%

23%

Poland

66%

Amazon

France

Austria

Google

Finland

Average

Switzerland

Trust a great deal/quite a lot

24% 13% 10% 39% 43% 35% 20% 11% 62%

Trust not much/not at all

• • • • • • • •

9% 20% 31% 30% 29%

Google is by far the most trusted website/search engine – it comes top in every country In Finland, Poland and Romania over 80% of respondents trust Google. NB all these countries conducted their research on-line Trust in Google is lowest in Austria, France, Germany, Slovenia and Switzerland Although there is little difference between the average scores for Facebook, Amazon and eBay we do see large variations by country Trust in Facebook varies from 9% in Austria to 43% in Romania In France, Slovenia and Switzerland trust in all sites is low eBay scores highest in Austria, Germany and Romania Although 80% of Finns trust Google their trust in Amazon and eBay is significantly lower than average

Portugal is excluded from “all country” averages because their values are expressed as a % of those who answered each question, rather than all respondents.

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Results – confidence and trust Trust in websites and search engines

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Trust Google and Facebook

38

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14,338 365,596 100,000 50,000 68,542 598,476 784,176

On-Line Finland France Poland Romania Russia Total on-line Total on-line + post

Target for Analysis

Number Analysed

2,000 2,000 2,000 2,000 2,000 10,000 22,000

2,026 1,292 1,960 1,970 1,578 8,826 17,676

1,000 565 7,500 4,882 1,000 798 Romania moved on-line in 2014 1,000 1,166 1,500 1,439 12,000 8,850

2014

Postal: • Completed questionnaires were returned to Reader's Digest local offices and then dispatched in bulk to the UK • As each country had a "maximum" target for analysis they only dispatched the quantity required for data processing • Number analysed v number mailed does not reflect the overall response rate as countries only dispatched their target • Returned questionnaires with no age/sex data were excluded from analysis

38,029 43,301 15,500 85,986

48,921 1,283,958 1,461,458

24,774 260,263 950,000

100,000 12,000 7,500 8,000 50,000 177,500

Number Mailed

2013 Number Analysed

1,000 1,000 2,000 2,000

1.7% 12.59% 2.14%

1,952 1,842

2.70% 0.45% 0.90%

8.17% 0.54% 0.11%

3.29% 8.40% 13.16% 12.01% 2.17% 4.13%

No. Analysed v No. Mailed %

1,384

2,000 2,024 2,000 1,410 2,000 1,049 post in 2013 2,000 1,322 8,000 5,805 21,500 13,136

not included in 2013 9,000 3,292 1,000 1,008 1,000 987 1,000 961 1,500 1,083 13,500 7,331

Target for Analysis

On-line: • Apart from Poland, Russia and Romania all e-mail invitations were issued from the U.K. • Delivery rates varied significantly by country (old addresses/Spam guards etc.) • As each country had a "maximum" target for analysis not all on-line responses were processed but all were included in the prize draw • Once a country hit its target no further reminders were sent • Romania went on-line for this first time this year. Their target of 2,000 was achieved within 4 days, the total response was 4,831 (10%) • No. analysed v number mailed isn't a true reflection of response rate due to a cap on maximum target • Incentives were offered in every country apart from France and Russia

14.13% 0.35% 1.96% 3.94% 2.30% 1.47% 2.25%

10.14% 2.88% 4.77%

4.71% 4.88% 6.54%

No. Analysed v No. Mailed %

Commentary: • Maximum targets by country differed according to each country's requirements • Targets for on-line countries were increased to allow for the split sample • Respondents aged <20yrs were excluded in every country • Overall response rate is affected by exceptionally low response to on-line survey in France • Portugal base of 798 applies exclusively to the brand questions • Relatively low completion rates in Portugal resulted in a reduced base of 553 for all apart from the brand questions

Not included in the 2013 results: Belgium French Belgium Flemish Czech Netherlands

11,500 50,000 185,700

12,000 100,000 12,200

Number Mailed

Postal Austria Germany E & W Portugal Romania Slovenia Switzerland F & G Total post

Country

Response rate by country 2014 v 2013

Appendix i Response rate by country 2014 v 2013

39

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565 2,026 1,292 4,882 1,960 798 1,970 1,578 1,166 1,439 17,676

Austria Finland France Germany Poland Portugal* Romania Russia Slovenia Switzerland Total not included 2,024 1,410 3,292 1,049 1,008 987 1,322 961 1,083 13,136

2013 634 1,998 2,156 7,474 1,045 914 896 1,384 1,168 1,506 19,175

2012

Commentary: • Portugal base of 798 applies exclusively to the brand questions • Relatively low completion rates in Portugal resulted in a reduced base of 553 for all apart from the brand questions • Target response for Germany is significantly higher than other countries to enable detailed comparison of E & W • In 2010 three of these countries began conducting their fieldwork on-line (all shown in italics) • on-line countries were joined by Finland in 2011 and Romania in 2014 • As part of their on-line methodology each country doubled their on-line target response • Each on-line respondent was required to answer only half the brand questions

2014

Country

Yearly comparison - quantity analysed year on year past 5 years Based on the 10 countries included in the 2014 study 724 2,999 2,098 7,148 956 963 1,056 1,420 1,005 1,675 20,044

2011 908 1,338 2,050 7,919 920 984 990 1,660 not included 1,336 18,105

2010

Appendix ii Respondent base 2010 - 2014

40

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1,290 971

Switzerland 2014 2013

499 445

856 908

736 952

852 488

4,211 2,861

495 647

857 888

501 n/a

1,096 912

2014 2013

2014 2013

2014 2013

2014 2013

2014 2013

2014 2013

2014 2013

2014 2013

2014 2013

Slovenia

Russia

Romania

Portugal

Poland

Germany

France

Finland

Austria

Car

1,192 883

1,069 875

527 473

856 862

702 911

822 483

3,793 2,599

459 612

797 836

454 n/a

Kitchen

1,023 810

768 652

484 391

795 634

647 808

800 474

2,721 1,891

469 621

814 864

345 n/a

PC

1,206 928

982 884

596 522

902 919

680 869

865 509

3,428 2,359

491 602

847 926

435 n/a

1,218 919

1,035 858

491 482

813 884

688 887

745 425

3,323 2,243

455 480

860 932

404 n/a

1,036 828

889 771

491 439

790 681

592 802

785 503

3,066 2,145

439 597

775 842

378 n/a

Mobile Network Camera

Total respondents by category and country

944 755

858 751

156 136

496 557

588 803

432 211

2,304 1,552

202 223

653 715

292 n/a

1,225 920

1,044 894

466 337

774 910

680 918

738 410

3,925 2,704

401 500

862 923

471 n/a

Holiday Bank

991 782

831 724

275 232

628 683

562 728

632 356

2,512 1,740

368 380

761 804

339 n/a

1,074 807

1,068 894

279 251

719 792

606 866

750 441

3,412 2,430

401 515

837 888

426 n/a

Credit Insurance

993 786

847 704

272 315

763 725

586 765

690 307

2,541 1,726

461 558

738 857

304 n/a

ISP

1,023 788

1,028 870

343 309

753 794

604 856

780 464

3,118 2,112

364 436

777 838

375 n/a

Petrol

500 409

369 340

242 204

597 686

476 593

606 273

1,315 846

171 203

541 585

182 n/a

Vitamins

788 630

783 662

279 291

577 676

584 774

741 445

2,519 1,748

313 410

753 801

292 n/a

Pain

634 506

703 641

279 252

676 682

490 673

698 430

1,891 1,304

224 311

500 534

243 n/a

Cold

881 674

791 681

309 290

676 782

564 771

606 355

2,889 1,979

288 362

630 713

340 n/a

539 460

579 486

305 215

495 592

454 630

435 335

1,535 1,067

267 317

446 485

218 n/a

Hair Cosmetic

917 725

796 679

292 281

650 788

521 718

624 383

2,874 1,954

310 383

588 620

346 n/a

Skin

966 762

984 842

389 370

761 910

632 883

643 412

3,407 2,389

326 439

682 770

397 n/a

Soap

657 581

501 450

121 96

520 640

511 757

528 308

1,547 1,088

230 314

413 503

158 n/a

Cereal

Appendix iii Total respondents by category and country

41

Total

49%

51%

Women

www.rdtrustedbrands.com

20%

27%

26%

27%

53%

17%

25%

20-39

40-49

50-59

60+

Adult only households

Single person households

Families

15-19

Men

Men

24%

17%

54%

25%

27%

29%

19%

0%

100%

Women

100%

26%

18%

51%

29%

26%

25%

20%

100%

0%

100%

Under 50

100%

53%

47%

100%

50%

50%

100%

12,846

43%

13%

40%

0%

0%

57%

43%

9%

21%

64%

51%

49%

0%

0%

32%

15%

49%

0%

36%

37%

27%

Excluded from analysis

50%

50%

100%

Over 50 9,484

Under 60

8,192

7%

24%

62%

100%

0%

0%

0%

55%

45%

100%

4,829

Over 60

9,101

0%

0%

100%

32%

33%

21%

14%

50%

50%

100%

9,290

Adults only

8,575

0%

100%

0%

37%

27%

25%

11%

54%

46%

100%

3,071

Single person

17,675

100%

0%

0%

8%

12%

40%

40%

53%

47%

100%

4,440

Families

Total

Total 10 countries Factor: Population Weight

Respondent profile across all countries

Appendix iv Respondent profile across all countries

42

Appendix v Respondent profile by country Respondent profile by country

Russia

Slovenia

Switzerland

1166 100%

1439 100%

Men

858 49% 910 51%

272 48% 293 52%

984 49% 1042 51%

617 48% 675 52%

2383 49% 2499 51%

974 50% 986 50%

393 49% 405 51%

965 49% 1005 51%

709 45% 869 55%

577 50% 589 50%

701 49% 738 51%

819 45% 948 56% 1285 73% 483 27%

133 24% 432 76% 400 71% 165 29%

438 22% 1588 78% 1349 67% 677 33%

731 57% 561 43% 936 72% 356 28%

2431 50% 2451 50% 3312 68% 1570 32%

1171 60% 789 40% 1674 85% 286 15%

429 54% 369 46% 559 70% 239 30%

1128 57% 842 43% 1464 74% 506 26%

935 59% 643 41% 1229 78% 349 22%

392 34% 774 66% 849 73% 317 27%

404 28% 1035 72% 1075 75% 364 25%

929 54% 307 16% 444 26%

338 60% 113 20% 64 11%

1133 56% 540 27% 287 14%

595 46% 215 17% 444 34%

2353 48% 1239 25% 888 18%

1061 54% 190 10% 669 34%

420 53% 79 10% 287 36%

1134 58% 99 5% 707 36%

804 51% 102 6% 626 40%

652 56% 195 17% 245 21%

802 56% 300 21% 223 15%

Women

Under 50 Over 50 Under 60 Over 60

Adult only households Single person households Families

Romania

1578 100%

Portugal

1292 4882 1960 798 1970 100% 100% 100% 100% 100%

Poland

2026 100%

Germany

Finland

565 100%

France

Austria

1768 100%

Average all countries

Tot al

Sex/age/household

NB the respondent profile for Portugal applies exclusively to the brand questions

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43

Appendix vi Weighting factors applied in each country

Background With the intention that the survey results will have maximum relevance to marketers, every attempt has been made to ensure that, as far as possible, they represent the views of the population in general rather than purely "Reader’s Digest readers". Not only will brand preferences vary but so will levels of trust in different professions and general attitudes. For these reasons weightings were applied to the respondents to bring them in line with the population by age + sex. STAGE 1: local identification of respondent names. Prior to mailing and e-mailing, each edition was advised to identify a sample of subscribers who, as far as possible, might represent the population profile by age and sex. STAGE 2: Respondents were classified according to their age and sex prior to comparison with the population profile. Weightings were then applied to each respondent according to whether their sex/age group was "over" or "under" represented v the population profile. Most countries had a significant under representation of younger people (15 – 19yrs) we therefore excluded them from analysis in all countries. With the aim of producing a weight of no more than 2 in every cell, age groups were “collapsed" (grouped) together as far as was meaningful. The following tables show country by country the weights that were applied and the final age breaks that were achieved prior to analysing the results. The 5 on-line countries had a split sample (half the sample was asked to respond to 50% of the brand categories and the remaining half the other 50%). In every case the 2 samples were weighted independently e.g. Poland 1 and Poland 2.

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44

Appendix vi Population weightings applied in each country

Austria

Group

Resp %

Popn %

Weight

M 20-59

24.07

35.40

1.47

M 60-69

13.27

6.41

0.48

M 70-79

10.09

4.29

0.43

M 80+

4.25

1.97

0.46

W 20-59

29.56

35.31

1.19

W 60-69

8.85

7.04

0.80

Resp %

Popn %

Weight

W 70-79

7.26

5.41

0.75

W 80+

2.65

4.17

1.57

Resp %

Popn %

Weight

Resp %

Popn %

M 20-59

17.67

33.80

1.91

M 20-59

15.30

33.80

2.27

M 60-69

23.10

8.31

0.36

M 60-69

23.40

8.31

0.36

Finland 1

Group

Finland 2 Group

Weight

M 70+

11.65

6.47

0.56

M 70+

11.75

6.47

0.57

W 20-59

23.40

32.79

1.40

W 20-59

25.23

32.79

1.33

W 60-69

19.25

8.80

0.46

W 60-69

18.74

8.80

0.48

W 70+

4.94

9.82

1.99

W 70+

5.57

9.82

1.81

Resp %

Popn %

Weight

Resp %

Popn %

Weight

M 20-49

16.59

28.25

1.70

M 20-49

11.76

28.25

2.40

M 50-59

13.27

7.94

0.60

M 50-59

14.79

7.94

0.54

France 1

Group

France 2 Group

M 60+

17.80

11.57

0.65

M 60+

17.33

11.57

0.67

W 20-49

24.13

28.36

1.18

W 20-49

27.03

28.36

1.05

W 50-59

14.33

7.87

0.55

W 50-59

13.51

7.87

0.58

W 60+

13.88

16.02

1.15

W 60+

15.58

16.02

1.03

Group

Resp %

Popn %

Weight

Germany

Group

M 20-49

Resp %

Popn %Weight

12.23

25.43

2.08

M 50-59

14.48

9.05

0.62

M 60-69

10.32

6.56

0.64

M 70-79

11.43

6.28

0.55

M 80+

6.60

1.50

0.23

W 20-49

11.94

24.36

2.04

W 50-59

13.29

9.02

0.68

W 60-69

7.11

6.89

0.97

W 70-79

7.99

8.33

1.04

W 80+

4.61

2.60

0.56

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45

Appendix vi Population weightings applied in each country

Poland 1

Group

Poland 1

Resp %

Popn %

Weight

Resp %

Popn %

M 20-39

13.06

21.50

1.65

M 20-39

Group

10.97

21.50

Weight 1.96

M 40-49

7.58

9.46

1.25

M 40-49

7.21

9.46

1.31

M 50+

15.45

18.72

1.21

M 50+

13.90

18.72

1.35

W 20-39

34.90

20.10

0.58

W 20-39

36.36

20.10

0.55

W 40-49

12.36

8.71

0.70

W 40-49

15.46

8.71

0.56

W 50+

16.65

21.53

1.29

W 50+

16.09

21.53

1.34

Resp % 12.16 8.90 10.90 15.54 24.81 8.65 9.15 9.90

Popn % 27.80 8.18 6.48 6.86 25.91 8.18 7.04 9.56

Weight 2.29 0.92 0.59 0.44 1.04 0.95 0.77 0.97

Group

Resp %

Popn %

Weight

Resp %

Popn %

Weight

10.07 9.67 8.79 19.25 18.26 15.00 9.28

7.58 8.35 12.60 21.31 7.89 8.69 13.11

0.73 0.84 1.39 1.08 0.42 0.56 1.37

Weight

Portugal

Group M 20-49 M 50-59 M 60-69 M 70+ W 20-49 W 50-59 W 60-69 W 70+

Romania 1 Group

Romania 2

Resp %

Popn %

Weight

9.04 10.05 9.14 19.70 18.78 13.60 8.83

7.58 8.35 12.60 21.31 7.89 8.69 13.11

0.84 0.83 1.38 1.08 0.42 0.64 1.48

Resp %

Popn %

Weight

Resp %

Popn %

M 20-49

22.32

29.14

1.31

M 20-49

21.79

29.14

1.34

M 50-59

14.97

8.30

0.55

M 50-59

14.82

8.30

0.56

M 40-49 M 50-59 M 60+ W 20-39 W 40-49 W 50-59 W 60+

Russia 1 Group

Group M 40-49 M 50-59 M 60+ W 20-39 W 40-49 W 50-59 W 60+

Russia 2 Group

M 60+

19.48

7.48

0.38

M 60+

20.55

7.48

0.36

W 20-49

18.84

30.10

1.60

W 20-49

18.31

30.10

1.64

W 50-59

12.52

10.35

0.83

W 50-59

12.58

10.35

0.82

W 60+

11.87

14.63

1.23

W 60+

11.96

14.63

1.22

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46

Appendix vi Population weightings applied in each country

Slovenia

Group

M 20-59

Resp %

Popn %

Weight

21.53

36.05

1.67

M 60-69

18.70

6.30

0.34

M 70-79

10.55

4.76

0.45

M 80+

2.92

2.40

0.82

W 20-59

23.16

36.76

1.59

W 60-69

13.38

6.43

0.48

W 70-79

7.03

4.86

0.69

W 80+

2.74

2.45

0.89

Resp %

Popn %

Weight

22.31

37.71

1.69

Group

Resp %

Popn %

Weight

Group

Resp %

Popn %

Weight

Switzerland Group M 20-59 M 60-69

16.19

5.66

0.35

M 70-79

11.05

3.64

0.33

M 80+

5.56

1.69

0.30

W 20-59

25.64

37.02

1.44

W 60-69

9.59

6.29

0.66

W 70-79

6.53

5.36

0.82

W 80+

3.13

2.65

0.85

www.rdtrustedbrands.com

47

If you answered yes to “somewhere else” please tell us where you saw it.

Q Q Q Q Q Q Q Q

Other

Outdoor poster or billboard

Internet web-site

Mailing piece or product brochure

www.rdtrustedbrands.com

Q Somewhat more

Yes Q Q No Q Q

80+

Q8 Q

40-49 Q Q4

Post Code

*Please tick Q Q if you would be happy for us to contact you via e-mail for market research purposes in the future. Your Your name and address will be used solely for the Prize Draw and the information you supply will be used only for the purposes of this sur vey by The Reader’s Digest Association Ltd.

Email*

Address

Name

Prize Draw Rules All completed questionnaires must be received by [xxxx] 2013 to be entered into the free prize draw. Entr y to the draw is valid only with a completed 2014 Trusted Brands Sur vey questionnaire. No responsibility is accepted for prize draw entries lost, mutilated or damaged in the post or by any party involved in the prize draw. The £500 prize will be awarded to the first sur vey respondent drawn by the organisers after the closing date. No correspondence will be entered into. Those under 18 years of age, employees or agents of RD publications Ltd and the Reader’s Digest Association and their families are not eligible to take part in the draw. The winner will be notified as soon as possible after the closing date and details can be obtained by sending a stamped selfaddressed envelope to 2014 Trusted Brands Sur vey vey,, [your address]. Reader’s Digest may use the winner’s name, hometown, photograph and opinions in future publicity or promotional material, and entrants agree to such usage by participating in the Draw.

Please use the space below to write in your name and address if you wish to take part in our free draw.

o guarantee your entr y to the £500 free draw To entry T draw,, return your completed questionnaire in the reply envelope pr ovided today. today. Y You ou don’ provided don’tt even need a stamp!

2

Please write in a number

1

Are there any children aged 15 or under in your household?

70-79 Q 7

30-39 Q Q3

Including you, how many adults are there living in your household?

60-69 Q Q6

20-29 Q Q2

50-59 Q Q5

Your age:

Q Somewhat less

Q1Female Q Q2 Male Q

Are you:

15-19 Q Q1

Q Neither more nor less

This information is for classification purposes only.

14. About you

Q Much more

Tick one box only.

Q Much less

Counter or point of sale at a shop, pharmacy or bank

Television commercial

Advertisement in a magazine or newspaper

Product packaging

Tick all that apply.

If you saw the above logo on the packaging, or advertising, of a brand you hadn’t tried before would it give you more, or less, confidence in buying that brand?

No Q Not seen it before

Yes Q Somewhere else Yes

Ye Yess Q In Reader ’s Digest magazine

Before receiving this questionnaire had you seen this Trusted Brand logo anywhere?

13. About The T Trusted rusted Brand Logo

PS: You must return your completed questionnaire by xxxxx 2013 to enter the free draw. Remember, Remember, you don’t even need a stamp, so why not complete and return it right now? We We have enclosed a pen for you to keep with our thanks.

Name (Research Manager)

Yours faithfully, faithfully,

It won’t take long to complete his sur vey vey,, and your replies remain confidential. You need only include your name and address if you would like to be entered for the free draw to win £500. You You don’t even need a stamp to enter, just complete the questionnaire and return it in the postage paid envelope provided. Only a special representative group of people like you will receive this questionnaire, so we would like to hear from you as quickly as possible.

The information you give about your most trusted brands will be featured throughout the coming year in Reader’s Digest magazine. We We also have a logo which winning brands will be able to display as a symbol of consumer trust.

Last year, over 18,000 of you took part in a Reader’s Digest sur vey to find out the brands consumers, like you, trust the most. I am writing now to ask you to represent Great Britain in the fourteenth Reader ’s Digest Most Trusted Brands Survey. The study is being undertaken in 12 European countries, and its aim is to discover the brands, attitudes and values that shape your life and the lives of your fellow Europeans.

At Reader ’s Digest, we value our customers’ opinions very highly.. Especially your opinions about Trust. highly

Dear Reader ’s Digest Subscriber

September 2013

You could win £500

Take part in the 2013 Trusted Brands Sur vey today and

F EN RE CL E P OS EN ED

Appendix vii Sample questionnaire

48

Questionnaire

1. Your Your personal economic situation

Q Q

Fully trust them Trust them somewhat Don‘t trust them too much Don‘t trust them at all

www.rdtrustedbrands.com

Q1 Q Q1 Q Q1 Q Q1 Q Q1 Q Q1 Q Q1 Q Q1 Q

Q Q2 Q Q2 Q Q2 Q Q2 Q Q2 Q Q2 Q Q2 Q Q2

Q Q3 Q Q3 Q Q3 Q Q3 Q Q3 Q Q3 Q Q3 Q Q3

Q4 Q4 Q4 Q4 Q4 Q4 Q4 Q4

Q Q2 Q Q2 Q Q2 Q Q2 Q Q2 Q Q2 Q Q2 Q Q2

Q Q3 Q Q3 Q Q3 Q Q3 Q Q3 Q Q3 Q Q3 Q Q3

Q4 Q4 Q4 Q4 Q4 Q4 Q4 Q4

ch al t mu all de a lo very t at ta t ite gr e No Qu No

Q1 Q Q1 Q Q1 Q Q1 Q Q1 Q Q1 Q Q1 Q Q1 Q

A

Russia Slovenia Spain Sweden Switzerland Turkey UK USA

Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q

Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q

Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q

Quite Not ver y a lot much

Q Q Q Q Q Q Q Q Q Q Q Q

Not at all

Teachers Farmers Meteorologists Firefighters Lawyers Judges Journalists Trade Union leaders Craftsmen Callcentre (telephone sales) agents Real estate agents Army officers

Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q

A great deal

Q Q3 Q Q3 Q Q3 Q Q3 Q Q3 Q Q3 Q Q3 Q Q3

Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q

Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q

Quite Not ver y a lot much

Q Q2 Q Q2 Q Q2 Q Q2 Q Q2 Q Q2 Q Q2 Q Q2

Business leader

Musician

News anchor (TV)

Politician

Sportsman/woman

Actor

Q Q Q Q Q Q Q Q Q Q Q Q

Not at all

Q4 Q4 Q4 Q4 Q4 Q4 Q4 Q4

ch al t mu all de a lo very t at ta t i te gre No Qu No

Q1 Q Q1 Q Q1 Q Q1 Q Q1 Q Q1 Q Q1 Q Q1 Q

A

We are looking for the most trustworthy national personalities in [countr y]. For each area, please name the person that you believe is the most trustworthy at this time. This person must live in [country]. [country].

4. Most trusted national personality

Airline pilots Police Priests/church Priests/ church ministers Car salesmen Nurses Politicians Doctors Travel agents Taxi drivers Football players Pharmacists Financial advisors

A great deal

How much trust do you have in the following professions in your country country? Tick one box in each row.

Hungary India Iran Italy Netherlands Poland Portugal Romania

ch al t mu all de a lo very t at ta t ite gr e No Qu No

3. Your Your trust in pr professions ofessions

Austria Belgium China Czech Republic Finland France Germany Greece

A

Tick one option in each row. If you don’t know, or aren’t sure, just tick the box in the right-hand column.

Q Q Q Q

Do you trust your government to do something that might improve your economic situation?

2. Tell Tell us about your trust in these countries

As for the future what do you think? I think it will become better I fear it will become worse

Currently my personal economic situation is: Very good Q Quite good Q Not as good as in previous years Q Not good at all Q

is ...

is ...

is ...

is ...

is ...

BLOCK CAPITALS PLEASE

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

is ...

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

is ...

is ...

Holiday company/tour operator

BLOCK CAPITALS PLEASE

Internet service provider

BLOCK CAPITALS PLEASE

Mobile phone service provider

BLOCK CAPITALS PLEASE

ty ali Qu

1 2 3 4 5

Mobile phone/smart phone handset

BLOCK CAPITALS PLEASE

Personal computer

BLOCK CAPITALS PLEASE

Camera

BLOCK CAPITALS PLEASE

Large kitchen appliance

BLOCK CAPITALS PLEASE

Car

My most trusted brand of…

t

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

en cell Ex lue va

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

g on Str age im

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

nd rsta de er Un st om u s c ed ne

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

lly le cia sib So spon re

yes

yes

yes

yes

yes

yes

yes

yes

yes

yes

yes

yes

yes

yes

yes

yes

u yo ld end ou W command r e a er r is B ers? th o th I’m stom to cu

Listed below are some product categories. For each category, we’d like you to tell us the brand you believe most deserves to be called your ‘most trusted brand’. It really doesn’t matter if you don’t own or use some of the products listed – your opinions will be equally valued. Once you’ve named your most trusted brand in each category, we’d like you to rate it across five different criteria by circling the appropriate number – where 5 is the top score you can award, and 1 is the lowest, e.g. 1 2 3 4 5. Quality: Provides good quality, well made, well designed products/services. Excellent Value: Offers value for money to the customer Strong Image: Consistent brand identity – a distinctive brand which says something about the customers who use it Understand Customer Needs: A brand which knows what its customers want and produces a product that satisfies those needs Socially responsible: I believe this brand when it claims it’s making an effort to protect the environment and/or support the wider community I’m a customer: Tick ‘yes’ if you are a customer of the brand you named or if you have bought/used that brand in the last 12 months. Would you recommend this brand to others?: Tick ‘yes’ if you would recommend the brand, company or service to others.

5. Tell Us About The Brands You Trust The Most

Appendix vii Sample questionnaire

49

www.rdtrustedbrands.com

is ...

yes

yes

is ...

yes

yes

BLOCK CAPITALS PLEASE

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

yes

yes

BLOCK CAPITALS PLEASE

Local category 12

is ...

1 2 3 4 5

Breakfast cereal

1 2 3 4 5

yes

BLOCK CAPITALS PLEASE

1 2 3 4 5

yes

BLOCK CAPITALS PLEASE

1 2 3 4 5

1 2 3 4 5

Local category 11

is ...

1 2 3 4 5

Soap powder

1 2 3 4 5

yes

BLOCK CAPITALS PLEASE

1 2 3 4 5

yes

BLOCK CAPITALS PLEASE

1 2 3 4 5

1 2 3 4 5

Local category 10

is ...

1 2 3 4 5

is ...

is ...

is ...

is ...

Skin care product

1 2 3 4 5

yes

BLOCK CAPITALS PLEASE

1 2 3 4 5

yes

is ...

is ...

is ...

is ...

is ...

is ...

is ...

is ...

BLOCK CAPITALS PLEASE

1 2 3 4 5

1 2 3 4 5

Local category 9

1 2 3 4 5

Colour cosmetic/make up

1 2 3 4 5

BLOCK CAPITALS PLEASE

1 2 3 4 5

BLOCK CAPITALS PLEASE

1 2 3 4 5

1 2 3 4 5

Local category 8

is ...

1 2 3 4 5

Hair care product

1 2 3 4 5

yes

BLOCK CAPITALS PLEASE

1 2 3 4 5

yes

BLOCK CAPITALS PLEASE

1 2 3 4 5

1 2 3 4 5

Local category 7

is ...

1 2 3 4 5

Cough/cold remedy

1 2 3 4 5

yes

BLOCK CAPITALS PLEASE

1 2 3 4 5

yes

BLOCK CAPITALS PLEASE

1 2 3 4 5

1 2 3 4 5

Local category 6

1 2 3 4 5

Analgesic/pain relief

1 2 3 4 5

yes

BLOCK CAPITALS PLEASE

1 2 3 4 5

yes

BLOCK CAPITALS PLEASE

is ...

1 2 3 4 5

1 2 3 4 5

Local category 5

1 2 3 4 5

Vitamins

1 2 3 4 5

yes

BLOCK CAPITALS PLEASE

1 2 3 4 5

yes

BLOCK CAPITALS PLEASE

1 2 3 4 5

1 2 3 4 5

Local category 4

is ...

1 2 3 4 5

Petrol retailer

1 2 3 4 5 BLOCK CAPITALS PLEASE

1 2 3 4 5

BLOCK CAPITALS PLEASE

1 2 3 4 5

1 2 3 4 5

yes

Local category 3

is ...

1 2 3 4 5

yes

yes

yes

Insurance company

1 2 3 4 5

1 2 3 4 5

BLOCK CAPITALS PLEASE

1 2 3 4 5

1 2 3 4 5

Local category 1

BLOCK CAPITALS PLEASE

is ...

1 2 3 4 5

1 2 3 4 5

u yo ld end ou W command re is Br rs? th othe to

a er I’m stom cu

Local category 2

1 2 3 4 5

lly le cia sib So spon re

Credit card

1 2 3 4 5

ty ali Qu

nd rs t a de er Un stom cu eds ne

BLOCK CAPITALS PLEASE

is ...

g on Str age im

BLOCK CAPITALS PLEASE

Bank/building society

t en cell Ex lue va

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

ty ali Qu

t

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

en cell Ex lue va

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

g on Str age im

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

nd rsta de er Un stom cu eds ne

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

lly le cia sib So spon re

yes

yes

yes

yes

yes

yes

yes

yes

yes

yes

yes

yes

a er I’m stom cu

yes

yes

yes

yes

yes

yes

yes

yes

yes

yes

yes

yes

u yo ld end ou W command re is Br rs? th othe to

Appendix vii Sample questionnaire

50

www.rdtrustedbrands.com

is ...

is ...

is ...

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

ty ali Qu

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

g on Str age im

Q

Q Q Q Q

Never

yes

I prefer to buy products that claim to be “Fair Trade” . . . . . . . . . . . . . . Q Q

I don’t believe advertisers when they claim they Q are supporting the environment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Q

Climate change is very much exaggerated . . . . . . . . . . . . . . . . . . . . . . . Q Q

Most big companies really don’t care about the environment . . . . . . . Q Q

Environmental brands are too expensive . . . . . . . . . . . . . . . . . . . . . . . . . Q Q

Q Q Q Q

Q Q Q Q Q Q Q Q

Q Q

I am willing to pay more for environmentally friendly products . . . . . Q Q

I would like to buy brands that are good for the environment but I don’t believe they’re as effective as their competitors . . . . . . . . . Q Q

Tend to Agree

Agree Strongly

Q Q Q Q

Q Q Q Q Q Q Q Q

Q Q

Tend to Disagree

Q Q

Q Q Q Q

Q

Disagree Strongly

We’d like to know how you think and feel about a range of issues related to the environment. Here’s a list of statements – please indicate how much you, personally, personally, agree or disagree with each one by ticking one box in each row below.

A great deal Q Q Quite a lot Q Q Only a little Q Q Not at all Q Q

How much do you worr y about the state of the environment these days? Tick one box only

Trust environment 8. T rust and the envir onment

Mostly I share this experience with: No-one Q Q 1 Q Q 2 Q Q 3 Q Q 4 Q Q 5 Q Q 6 Q Q 7 Q Q 8 Q Q 9 Q Q 10+ Q

And when you are dissatisfied with a product, its quality or its ser vice, how many others will get to know your displeasure? Please indicate the appropriate number of people.

Mostly I share this experience with: No-one Q 1 Q 2 Q 3 Q 4 Q 5 Q 6 Q 7 Q 8 Q 9 Q 10+ Q Q Q Q Q Q Q Q Q Q Q Q

Q

Q

Car

Category

Facebook Google Amazon Ebay

Quite a lot

Q Q Q Q

A great deal

Q Q Q Q

Q Q Q Q

Not very much

Q Q Q Q

None at all

12. How much trust do you have in using these websites?

Local category 4 (optional)

Local category 3 (optional)

Local category 2 (optional)

Local category 1 (optional)

Kitchen/electrical appliance

Detergent/cleaning product

Washing Powder

Supermarket retailer

Brand you feel has the best reputation on environmental issues (BLOCK capitals please).

For each of the following product/service categories, please write in the ONE brand that you feel has the best reputation on environmental issues.

11. Best reputation for protecting the environment.

Generally I find it credible QIn most cases I don’t believe it

Tick one box only

10a. ...and if “yes”, how much credibility do you rate to such claims?

Yes, I have noticed QNo, I haven’t noticed

Tick one box only

10. Have you noticed that some product advertisements highlight the subject “environmentally friendly”?

Very important QQuite important QNot very important QNot important at all Q

Tick one box only

9. How important is it to you that companies engage/do something for the environment?

Petrol retailer

Q Q

Q Q Q Q Q Q Q Q

yes

yes

yes

yes

yes

u yo ld end ou W command re is Br rs? th othe to

a er I’m stom cu

Energy supplier

Q Q

Q Q Q Q Q Q Q Q

Often Sometimes

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

lly le cia sib So spon re

When you have a good experience with a product, its quality or its ser vice, how many others will get to know your opinion? Please indicate the appropriate number of people.

Q Q

Q Q Q Q Q Q Q Q

Ver y often

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

nd rs t a de er Un stom cu eds ne

7. Sharing your experiences with others

I’m unable to communicate with anyone in the company who can help me

Poor service service

The price increases

The quality of the product reduces

I simply want to try something new

Do the following ever prompt you to switch brands? Tick one box in each row only.

6. Switching brands

BLOCK CAPITALS PLEASE

Local category 15

BLOCK CAPITALS PLEASE

Local category 14

BLOCK CAPITALS PLEASE

Local category 13

t en cell Ex lue va

Appendix vii Sample questionnaire

51

Appendix viii Reader's Digest Editions included in ETB 2014: Circulation and Readership

Country/Edition

Circulation

Adult Readers

Austria

26,000

65,000

Finland

157,979

386,000

France

149,192

779,000

Germany

440,000

2,100,000

Poland

37,500

Not available

Portugal

55,000

125,000

Romania

20,667

167,000

Russia

76,310

Not available

Slovenia

17,000

69,000

Swiss French

21,125

70,000

Swiss German

75,159

263,000

1,075,932

4,024,000

TOTAL EDITIONS INCLUDED IN ETB 2014:

www.rdtrustedbrands.com

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Reader's Digest Countries included in ETB 2014: Local Contacts

Finland

Country

France

Advertising Sales e-mail Tel No. Research Responsibility e-mail Tel No. PR Responsibility e-mail Tel No.

Country

Helena Lajunen [email protected] +358 400 977 966 Tiina Suomela [email protected] +358 9 503 4655 Tiina Suomela [email protected] +358 9 503 4655

Ad Director e-mail Tel No. Research Responsibility e-mail Tel No. PR Responsibility e-mail Tel No.

Hervé Hellec [email protected] +33 1 57 21 11 75

Hervé Hellec [email protected] +33 1 57 21 11 75

Country Ad Director e-mail Tel No. Research Responsibility e-mail Tel No. PR Responsibility e-mail Tel No.

Germany and Austria Stephan Sutor [email protected],de +49 6151 961075 Solvey Friebe [email protected] +49 211 498 7938 Solvey Friebe [email protected] +49 211 498 7938

Country Ad Director e-mail Tel No. Research Responsibility e-mail Tel No. PR Responsibility e-mail Tel No.

Poland Rajmund Tochwin [email protected] +48 22 319 3280 Monika Kalisiewicz [email protected] +48 22 319 3204 Monika Kalisiewicz [email protected] +48 22 319 3204

Country Ad Director e-mail Tel No.

Portugal Maria Carmo Diniz [email protected] + 351 21 381 0113

Country Ad Director e-mail Tel No.

Romania Ovidiu Muresanu [email protected] +40 20 19 814

Research Responsibility e-mail Tel No. PR Responsibility e-mail Tel No.

Maria Carmo Diniz [email protected] + 351 21 381 0113 Maria Carmo Diniz [email protected] + 351 21 381 0113

Research Responsibility e-mail Tel No. PR Responsibility e-mail Tel No.

Ovidiu Muresanu [email protected] +40 20 19 814 Ovidiu Muresanu [email protected] +40 20 19 814

Russia Nora Medvedeva [email protected] +7 495 258 55 58 Nora Medvedeva [email protected] +7 495 258 55 58 Nora Medvedeva [email protected] +7 495 258 55 58

Country Ad Director e-mail Tel No. Research Responsibility e-mail Tel No. PR Responsibility e-mail Tel No.

Eva Bric [email protected] +38 61 241 3714 Zdenka Kogovsek [email protected] +38 61 241 3042 Lidija Petek [email protected] +38 61 241 3648

Country Advertising Sales e-mail Tel No. Research Responsibility e-mail Tel No. PR Responsibility e-mail Tel No.

www.rdtrustedbrands.com

Slovenia

53

Reader's Digest Countries included in ETB 2012: Local Contacts

Country

Switzerland

Advertising Sales e-mail Tel No. Research Responsibility e-mail

Martin Voigt [email protected] +41 44 455 72 50 Solvey Friebe [email protected]

Tel No. PR Responsibility e-mail Tel No.

+49 211 498 7938 Solvey Friebe [email protected] +49 211 498 7938

Europe wide Co-ordinator e-mail Tel No.

Penny Mortimer [email protected] +44 7887 895228

www.rdtrustedbrands.com

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