Using this approach noted above, Lifestory Research calculated T scores for the brands in the study. A new feature of this years study is that all brands, across all categories, the T scores were based on all brands in the study. An index score of 100 is average for all home brands included in the study. In the following table is the rank order of the brands. The rankings are based on the Net Trust Index Quotient Score.
Trust is important when it comes to business. When there is increased trust, there is a corresponding increase in the persuasiveness of the brand. Brands that influence people result in those brands standing above the competition. People purchase brands that they trust. Our research among new home shoppers finds that home builders are able to generate a price premium because of the trust home shoppers have in the brand. Our research finds that trust is a ‘hard’ factor that has a direct impact on the revenues produced by a home builder.
The Lifestory Research America’s Most Trusted Study, in its fourth year, awards companies that provide services or products to customers in their home. Brands currently awarded the designation of America’s Most Trusted include: home builders, active adult resort home builders, cabinets, faucets, electric utilities, HVAC systems, kitchen appliance brands, laundry appliance brands, paint, and residential realtor organizations.
Taylor Morrison ranks highest in trust among home builder brands according to Lifestory Research America’s Most Trusted™ 2016 Home Builder Brand Study. The study, based on 39,079 consumer opinions, tracks how trust impacts consumers’ evaluations of home builder brands. Consumer opinions are collected over the course of the prior 12 months in the largest home building markets in the United States. To qualify to participate in the study, participants must have indicated that they were aware of specific brands and actively shopping for a new home. Participants completed several questions including motivational drivers, demographic characteristics, and brand equity measures. The brand measures include measures of brand awareness, quality, current brand in home, and trust.
In the Lifestory Research America’s Most Trusted Study, consumers are asked about their trust in home based brands. Trust is measured through the Lifestory Research Net Trust Quotient Score in which every brand can be divided into three categories: “advocates,” a customer who feels a significant trust toward the brand; “neutrals,” those who trust a specific brand, but do not see a specific brand as standing on the shoulders of other brands in regards to trust; and “antagonists,” who are skeptics with little, if any, trust in a specific brand.
About Lifestory Research®
Lifestory Research is a trusted national independent market research firm headquartered in Newport Beach, California. At Lifestory Research we are passionate about customers, employees, brands and the science of influence. Our work is backed by research intelligence that drives confident business decisions.
About America’s Most Trusted®
America’s Most Trusted® is a designation awarded to brands that garner the trust among those they serve. Awards are based upon the collection and evaluation of thousands of consumer opinions. The approach used to capture the opinions of people seeks to adhere to the highest quality standards of consumer insight.
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