We conduct primary qualitative research and/or synthesis of existing knowledge to uncover a list of attributes hypothesised to influence brand trust in your category. A hypothesised list of drivers lies beneath each of these three key pillars:
- Capability: Whether I believe the organisation is able to look after my needs
- Benevolence: Whether I believe the organisation
is on my side and trying to help me
- Character: Whether I believe the organisation
We then collect consumer ratings on trust attributes through an online quantitative survey, modelling the hierarchy of importance. This delivers clarity on the specific areas you need to focus on to improve trustworthiness.
Once you have the benchmark performance on trust drivers, you can address these through communications and operational alignment, and begin to build brand trust in your category.