Ipsos Reid and Reader’s Digest Release 2015’s Annual Trusted Brand™ Survey

Most Canadians Willing to Pay a Little More to Support a Company They Trust

Monday, January 11, 2016

Toronto, ON – Reader’s Digest and Ipsos Reid are pleased to announce the winners of this year’s edition of the Most Trusted Brand™ Survey, making it the 8th installment of the annual survey.

From water to sunscreen, life insurance to car manufacturers, Canadians have identified the brands that they trust the most, and the impact that trust has on their attitudes towards the company and their decision to support it.

The survey found that when Canadians trust a company, the benefits to that company are significant:

  • Eight in ten (84%) agree (24% strongly/59% somewhat) that they pay more attention to companies that they trust than companies they don’t, while 16% disagree (2% strongly/14% somewhat).
  • Eight in ten (81%) agree (21% strongly/60% somewhat) that they are willing to pay a little more money to support a product or service from a company they trust than a company they don’t trust, while just two in ten (19%) disagree (3% strongly/16% somewhat).
  • Nearly nine in ten (85%) agree (27% strongly/57% somewhat) that when they trust a company, they tend to recommend that product or service to their friends and family, while 15% disagree 3% strongly/12% somewhat).
  • Most (92%) agree (35% strongly/56% somewhat) that when a product or service’s quality and price are similar they tend to buy the product or service form the company they trust more, while few (8%) disagree (1% strongly/7% somewhat) that they do.

Some of the winning brands are listed below:

(Click to enlarge image)

For a complete listing of the winning brands, please visit trustedbrands.rd.ca.

These are some of the findings of an Ipsos Reid survey conducted between September 4 and 14, 2015 on behalf of Reader’s Digest. A sample of 4040 Canadians from Ipsos’ Canadian online panel were interviewed. Weighting was then employed to balance demographics to ensure that the sample's composition reflects that of the adult population of Canada according to Census data and to provide results intended to approximate the sample universe. The precision of Ipsos online surveys is measured using a credibility interval. In this case, the Canadian sample is accurate to within +/-1.8 percentage points had all Canadians been surveyed. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error, and measurement error. Winning brands are determined by unprompted, open-ended votes and confirmed to be statistically significant from next brand(s). Any categories where the winning brand is not significantly different from the other brands will be considered a tie. A follow-up survey was conducted where the tied brands were put against each other, prompted, and the winning brand was identified from the runoff. If one brand’s votes were statistically significantly higher than the others, it was declared the winner – otherwise it remained a tie.

For more information on this news release, please contact:

Sean Simpson
Vice President
Ipsos Public Affairs

About Ipsos in Canada

Ipsos is Canada’s market intelligence leader, the country’s leading provider of public opinion research, and research partner for loyalty and forecasting and modelling insights. With operations in eight cities, Ipsos employs more than 600 research professionals and support staff in Canada. The company has the biggest network of telephone call centres in the country, as well as the largest pre-recruited household and online panels. Ipsos’ marketing research and public affairs practices offer the premier suite of research vehicles in Canada, all of which provide clients with actionable and relevant information. Staffed with seasoned research consultants with extensive industry-specific backgrounds, Ipsos offers syndicated information or custom solutions across key sectors of the Canadian economy, including consumer packaged goods, financial services, automotive, retail, and technology & telecommunications. Ipsos is an Ipsos company, a leading global survey-based market research group.

To learn more, please visit ipsos.ca.

About Ipsos

Ipsos is an independent market research company controlled and managed by research professionals. Founded in France in 1975, Ipsos has grown into a worldwide research group with a strong presence in all key markets. Ipsos ranks third in the global research industry.

With offices in 86 countries, Ipsos delivers insightful expertise across six research specializations: advertising, customer loyalty, marketing, media, public affairs research, and survey management.

Ipsos researchers assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media and they measure public opinion around the globe.

Ipsos has been listed on the Paris Stock Exchange since 1999 and generated global revenues of €1,669.5 ($2,218.4 million) in 2014.

Visit ipsos.com to learn more about Ipsos’ offerings and capabilities.

Ipsos Reid and Reader’s Digest Release 2015’s Annual 
Trusted Brand™ Survey


Sean Simpson
Vice President, Canada
Ipsos Public Affairs