The Community Trust Report

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The Community Trust Report is a study by Concerto Marketing Group and Research Now, involving online surveys with 1500 people from Toronto, Montreal and Vancouver. The research was presented at TEDxSFU by Nick Black, Vice-President at Concerto.

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The Community Trust Report

  1. 1. The Community Trust Report Image: http://www.flickr.com/photos/victoriapeckham/164175205 Concerto Marketing Group HuTrust is the copyright and trademark of IFM In-depth Research and Strategies Pty Ltd. and used under licence by Concerto Marketing Group Inc. Use of this intellectual property without written permission is not permitted.
  2. 2. Presented atNick BlackVP, Concerto
  3. 3. The Benefits The Drivers The Level ofof Community of Community Trust in OurTrust Trust Community
  4. 4. The Benefits of Community Trust Image: http://www.flickr.com/photos/victoriapeckham/164175205
  5. 5. When people trust their community 85% will recommend it to others Image: http://www.flickr.com/photos/krissen/6340984211Trust Study (2012) Concerto Marketing Group and Research Now (Survey Base: 1500 Canadian Respondents)
  6. 6. When peopletrust theircommunity80%will help theirneighbours Image: http://www.flickr.com/photos/yourdon/3386629036 Trust Study (2012) Concerto Marketing Group and Research Now (Survey Base: 1500 Canadian Respondents)
  7. 7. When people will report a trust their community 80% crime to the authorities Image: http://www.flickr.com/photos/alancleaver/4121423119 Trust Study (2012) Concerto Marketing Group and Research Now (Survey Base: 1500 Canadian Respondents)
  8. 8. When peopletrust theircommunity73%will vote inelections Image: http://www.flickr.com/photos/hjl/61380665 Trust Study (2012) Concerto Marketing Group and Research Now (Survey Base: 1500 Canadian Respondents)
  9. 9. When people trust their community 54% will volunteer more time Image: http://www.flickr.com/photos/juliusreque/6180452996Trust Study (2012) Concerto Marketing Group and Research Now (Survey Base: 1500 Canadian Respondents)
  10. 10. The Six Drivers of Community Trust Image: http://www.flickr.com/photos/victoriapeckham/164175205
  11. 11. Trust Driver One: Stability Image: http://www.flickr.com/photos/lwr/335060774Trust Study (2012) Concerto Marketing Group and Research Now (Survey Base: 1500 Canadian Respondents)
  12. 12. Trust Driver Two: Innovation Image: http://www.flickr.com/photos/cajie/3133618557Trust Study (2012) Concerto Marketing Group and Research Now (Survey Base: 1500 Canadian Respondents)
  13. 13. Trust Driver Three: Relationship Image: http://www.flickr.com/photos/bamboo-adventure/3530133273Trust Study (2012) Concerto Marketing Group and Research Now (Survey Base: 1500 Canadian Respondents)
  14. 14. Trust Driver Four: Practical Value Image: http://www.flickr.com/photos/herzogbr/2274372747Trust Study (2012) Concerto Marketing Group and Research Now (Survey Base: 1500 Canadian Respondents)
  15. 15. Trust Driver Five: Vision Image: http://www.flickr.com/photos/jasontabarias/4095848126Trust Study (2012) Concerto Marketing Group and Research Now (Survey Base: 1500 Canadian Respondents)
  16. 16. Trust Driver Six: Competence Image: http://www.flickr.com/photos/jeezny/3385475313Trust Study (2012) Concerto Marketing Group and Research Now (Survey Base: 1500 Canadian Respondents)
  17. 17. Six Trust Drivers Trust Metrics Weighted Relationship Vision Trust Driver Average Stability 0.523 Innovation 0.531Stability Innovation Relationship 0.572 Practical Value 0.545 Vision 0.552Practical Value Competence Competence 0.563 Note: Zero-order correlations were run between the six trust elements and trust. All 180 correlation coefficients obtained were found to be statistically significant (p<.01) using one- tailed (directional) tests. Trust Study (2009) Concerto Marketing Group and Research Now (Survey Base: 1000 Canadian Respondents)
  18. 18. The Level of Trust in Our Community Image: http://www.flickr.com/photos/victoriapeckham/164175205
  19. 19. Community Trust inpost-riot Vancouver… Image: http://www.flickr.com/photos/eych/5840416956
  20. 20. Six Trust Drivers Trust Metrics Relationship Vision 100% 90% 78%Stability Innovation 80% 70% 65% 60% 50% 40% 30% Practical Value Competence 20% 10% 0% Vancouver Police Department (VPD) Trust rating Finding: On average, people surveyed in Toronto Police Services (TPS) Vancouver trust the VPD less than people in Toronto trust the TPS. Trust Study (2012) Concerto Marketing Group and Research Now (Survey Base: 1000 Canadian Respondents)
  21. 21. Six Trust Drivers Trust Metrics Relationship Vision 100% 90%Stability Innovation 80% 70% 58% 60% 50% 41% 40% 30% Practical Value Competence 20% 10% 0% Vancouver Canucks Trust rating Finding: On average, people surveyed in Toronto Maple Leafs Vancouver trust the Canucks more than people in Toronto trust the Maple Leafs. Trust Study (2012) Concerto Marketing Group and Research Now (Survey Base: 1000 Canadian Respondents)
  22. 22. Trust Model Trust Metrics Relationship Vision 100% 90%Stability Innovation 80% 77% 70% 60% 50% 40% 40% 30% Practical Value Competence 20% 10% 0% Facebook Trust rating Finding: On average, people surveyed in CBC Toronto, Montreal and Vancouver trust The CBC more than they trust Facebook. Trust Study (2012) Concerto Marketing Group and Research Now (Survey Base: 1500 Canadian Respondents)
  23. 23. About The The Community Trust Report is a study of trust in community organizations and political leaders, undertaken by Concerto Marketing Group and Research Now. The report explores different aspects ofCommunity community trust in Toronto, Montreal and Vancouver, and used a proprietary model (HuTrust®) toTrust Report: measure the psychological drivers of trust in community organizations and politicians. Data for the Community Trust Study was collected between November 15 and 21, 2011. For this survey, a sample of 1,502 Canadians aged 18 years and older from Research Now’s online panel were interviewed online. The sample was stratified and employed weightings to ensure a demographically representative cross-section of Canadians in Vancouver, Toronto, and Montreal was procured. Respondents were required to have resided in their community for the least 6 months or longer and to have resided in Canada for at least a year. The survey was offered in English and French to ensure wide inclusion of the Canadian population. While sampling error cannot be estimated for non-probability samples such as was used to conduct this survey, a traditional unweighted probability sample of comparable size would have produced results considered accurate to within plus or minus 4.4 percentage points, 19 times out of 20 for each city/region.About Concerto Marketing Group Inc. is an integrated marketing firm that brings together three disciplines in pursuit of brand certainty. A blend of research firm, strategic consultancy and brand agency, Concerto’sConcerto innovative approach is unique in North America. Concerto Marketing Group is a corporate member ofMarketing the MRIA.Group: web: http://www.concertomarketing.comAbout Research Now is the leading global online sampling and data collection company. With more than 6 million panelists in 38 countries worldwide, Research Now enables companies to listen to and interactResearch with consumers and business decision makers in order to make key business decisions. Research NowNow: is an accredited Gold Seal member of the MRIA. web: http://www.researchnow.com/en-CA.aspx
  24. 24. Concerto Marketing Group Suite 400 – 220 Cambie Street Vancouver, British Columbia Tel: +1 604 684 8933 web: www.concertomarketing.com Image: http://www.flickr.com/photos/victoriapeckham/164175205 Concerto Marketing GroupHuTrust is the copyright and trademark of IFM In-depth Research and Strategies Pty Ltd. and used under licence by Concerto Marketing Group Inc. Use of this intellectual property without written permission is not permitted.

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