Metrik.world
Brand trust
A trust survey measures the extent to which people trust a specific brand, institution or organisation.
alternative names
- trust survey
- brand trust
- trust in a brand/institution
- trust research
related metrics
units
- Score or % (ratio)
- % (ratio)
- Category
Additions, clarifications, extended definition
Trust is a key factor in the relationship between an organisation and the public. It is measured through research that asks respondents about their perception of the brand's reliability, transparency, fairness or integrity.
Questions such as "To what extent do you trust the brand/organisation?" are often used.
Responses are recorded on a scale (e.g. 1–5 or 1–10), or in binary form (trust × do not trust).
The results can be expressed as the percentage of respondents who trust the brand or as a trust index.
This metric is commonly used in PR, reputation studies and customer experience research.
Interpretation
A higher value means the public perceives the brand as more reliable and trustworthy.
It can signal stable relationships with the public, higher customer loyalty and greater resilience to crises.
Low trust can be a warning sign of reputational problems that threaten the organisation's long-term success.
Watch out: limits and risks of distortion
- Results depend on the precise wording of the questions – even a small change can substantially affect the answers.
- It is recommended not to ask directly about trustworthiness but about the individual elements of trust: integrity, responsibility and competence. These are the most common drivers of trust.
- Cultural and linguistic differences can distort interpretation (in some countries people naturally tend to rate towards the "middle of the scale").
- A survey shows perception, not actual behaviour – people may express trust yet not act on it.
- Results can be influenced by current events (e.g. a crisis or a media scandal).
Where and how to measure
- Commercial research agencies: Ipsos, STEM/MARK, Median, Kantar.
- Internal surveys: questionnaires among customers, employees, stakeholders.
- Repeated research waves: allow trust trends to be tracked over time.
Context
A trust survey belongs to the Outcomes phase – it measures changes in attitudes and perceptions, not just exposure to a message.
It is key to long-term reputation management, because trust is directly linked to customer loyalty and the public's willingness to accept the brand's messages.
Formulas
brand trust (%) = (number of respondents who said they trust the brand / total number of respondents) × 100
trust index (usually a 1–5 or 1–10 scale) = ∑ trust ratings / number of respondents
Example from practice
After a series of negative articles about the banking sector, a Czech bank commissioned a trust survey. The results showed that its own clients had a significantly higher level of trust than the general public. The bank used this insight in its communication: it strengthened a campaign focused on transparency and fair terms and repeated the survey six months later. While overall trust in banks stagnated, the bank's own trust index rose by 12%. The PR team was thus able to demonstrate that systematic communication had delivered a tangible improvement in reputation.
