Don’t trust your brand trust score: Why many brand trust measures are fundamentally flawed and what you should measure instead

Lyndall Spooner

Investigates issues with existing brand trust measurements, proposing survey questions that account for both business character and capability.

Abstract

We must address the elephant in the room. We are constantly told brands need to be trusted to grow, yet year after year well-known studies that measure brand trust show many of the world's leading brands are also the most distrusted. The issue is not that we live in a society where trust no longer matters, the issue is that there are fundamental flaws in how brand trust is measured today, making a generic brand trust rating one of the most likely customer experience metrics to be fabricated in a market research survey.

Through a deeper understanding of the...

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