Brand trust is an amalgamation of a whole range of factors which consumers take into consideration when deciding whether or not they want to shop in a certain retailer or purchase a particular product or service. It can be a powerful factor in determining a custom and/or repeat purchase.

The Opinium Brand Trust Monitor measures brand trust amongst consumers across a range of industries.

What differentiates this survey from other trackers is, firstly, its exclusive focus on brand trust - as opposed to customer satisfaction or likelihood to recommend – and, secondly, its sector focus, enabling brands to benchmark themselves against their closest competitors on 4 key trust agree/disagree statements:

• This brand does a good job
• This brand always delivers on its promises
• This brand has good intentions towards its customers
• I trust this brand

The survey will be continuous, a nationally representative sample of 2,000 UK adults surveyed online throughout the year about brand trust across different sectors – each sector will be surveyed annually. Normative data and sector comparisons will be provided, enabling brands to benchmark their performance over time, not only against competitors but also against ‘best in class’ brands from other sectors.