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About the survey

Reader's Digest Trusted Brands is an annual consumer survey, involving >32,000 people in 16 European countries (conducted in 14 languages).
The survey’s primary objective is to find out which brands Europeans trust the most across a range of consumer product categories.
Since the launch in 2001 little has changed in the questionnaire format and content.
20 product categories are common to every country + each country includes additional categories of their own choice. See winning brands.
A focus on the environment identifies the brands with the best reputation, consumer attitudes and behaviour. See Environment.
People indicated their level of trust in professions, institutions, family & friends. See Trust in the community.

Fieldwork was conducted on-line, and by mail, August - November 2009.
Respondents were drawn from the Reader's Digest customer database of >4 million homes. Due to sample selection and weighting respondent profiles reflect broad population demographics in each of the 16 countries.
In the spring of 2010 editions of Reader’s Digest magazine across Europe will each carry a multi page section summarising the survey results, published in the local language/languages of each country. Over 10 million readers will have the chance to compare their Trusted Brands with those of their fellow Europeans.