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Rating Methodology

What Is the America’s Most Trusted® Study?

The America’s Most Trusted® study focuses on evaluating brands that offer products or services to consumers in their homes, particularly in the residential new home industry. Instead of attempting to survey every brand, the study specifically targets the largest and most impactful brands in this sector.

How Does the Survey Work?

Conducted throughout the year, the America’s Most Trusted® survey aims to gather consumer opinions while minimizing biases that might arise from external events or trends. This year-long approach helps capture a more accurate snapshot of consumer sentiments.

Participants are surveyed based on specific criteria, such as whether they are actively considering a purchase in a relevant category—like buying a home, faucet, HVAC. Only those who express familiarity with a brand are invited to share their opinions on its trustworthiness, ensuring that the study reflects genuine consumer insights.

The Importance of Brand Awareness

An essential component of the study is brand awareness. Participants are first asked to identify brands they recognize. Only those who are familiar with a brand proceed to answer questions about it. This criterion ensures that only brands with sufficient public recognition are included in the final trust rankings.

Sampling Methodology

The study employs a non-probability sampling design, relying on online panels to recruit participants. Online panels are organizations that have an established relationship with consumers who agree to complete opinion surveys. Lifestory randomly ask consumers questions that identify consumers shopping for a specific product. Qualified consumers complete an online survey in which they are asked a set of questions about specific product brands.

The number of people completing a survey is referred to as the sample size. Each of the America’s Most Trusted studies seek to obtain a sample size that is large enough to be representative. The sample size is also designed to collect a large number of consumer opinions to minimize error and to assure the study results reflect the majority of consumers sentiment about a brand.

Calculating Trust Scores

At the heart of the America’s Most Trusted® study is the Net Trust Quotient Score. Participants evaluate brands based on their trustworthiness through a series of targeted questions. The responses are then categorized into three groups:

• Advocates: Consumers who express strong trust in the brand.

• Neutrals: Those who trust the brand but do not consider it superior to others.

• Antagonists: Consumers with little to no trust in the brand.

These evaluations are quantified using a statistical method called a z-score, which standardizes the responses, allowing for easy comparison across brands. The results are ultimately transformed into T scores, which are more intuitive for understanding how each brand ranks relative to the mean score of all brands surveyed.

Additional information about the study can be found on the survey methodology page of this website.

Foundational Principles

At Lifestory Research, we pride ourselves on being an independent research company committed to delivering unbiased and accurate insights into consumer behavior. Unlike many studies that lean on expert opinions or committees, our approach is rooted firmly in the voices of consumers themselves. This commitment ensures that our findings seek to reflect public sentiment.

By prioritizing consumer opinions, we effectively eliminate the biases that can come from personal agendas or industry affiliations. Our research methodology captures a wide array of perspectives, allowing our results to be representative of the broader population.

Core Principles of Quality Research

We uphold several foundational principles that define top-tier consumer research:

• Reliability: We ensure our research consistently produces accurate results.

• Validity: Our methods guarantee we measure what we intend to measure.

• Objectivity: We take great care to avoid bias throughout the research process.

• Generalizability: Our findings can be applied to the larger population.

Our Commitment to Excellence

Lifestory Research adheres to these principles through a series of rigorous practices:

• Rigorous Sampling Methods: We carefully select representative samples to generalize our findings to the broader population.

• Standardized Survey Instruments: These ensure consistency and reliability in data collection.

• Quality Control Measures: Our team meticulously reviews and analyzes data to identify and rectify inconsistencies.

• Ethical Standards: We prioritize the well-being of our participants and uphold their privacy throughout the research process.

When you explore our findings, you can trust that they are grounded in the authentic opinions of real people. This dedication to integrity makes our research a valuable resource for businesses and consumers.