The study “Brand Trust In the Age of Information Overload” with over 10,000 test subjects showed that brand trust is the most important factor in purchasing decisions – yet we do not measure it in our Emotional Profiler studies. For two good reasons.
Firstly, trust is a given. Of course, a brand needs trust. What would be the alternative? Distrust or guaranteed unreliability are not good options for the positioning of brands.
More importantly, however, trust is a “secondary feeling”. That’s what I call feelings that can’t stand on their own. Trust does not come alone – it always comes in a combi-pack. Because you always trust in something:
In God. In the durability of a product. In the taste experience.
Trust means: I can rely on one (or more) of my needs being met on a permanent basis. So if a brand wants to know more about trust, it should ask itself: What do my people trust in?
And this is exactly what we measure -> . For almost 10 years. With umpteen brands and markets. And for each of them, trust came from different sources. Trust in the humanity. Trust in reliability.
We trust in numbers. Brands should do so, too.
Always stay curious. Always want to know more. The smarter one wins.
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