1. OC’s Most Trustworthy Brands
2/15/10

2. Preface on Terminology
• Variables
‣ The topics this survey measures based upon respondent’s agreement or disagreement with a set of
statements.
• Confidence Level
‣ How sure we can be about the results. Expressed as a percentage and represents how often the
population who would pick the same answer. Most researchers use the 95% confidence level.
• Margin of Error
‣ The plus-or-minus figure usually reported in newspapers and opinion poll results. It represents the
amount of random sampling error in a survey's results.
• Significant
‣ A difference that is greater than twice the margin of error (for the purposes of this report a +/- 10%
difference)
• Substantially
‣ Similar to significant, but where the difference is of greater magnitude (for the purposes of this report a
+/- 20% or greater difference)
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3. Overview
• 421 total completed survey responses
‣ Survey fielded from September 11, 2009 to February 2, 2010 (144 days, almost 5 months)
‣ Highest response days (83% of total responses)
- September 11, 2009 (launch) = 72
- October 6, 2009 = 109
- October 14, 2009 = 50
- December 18, 2009 = 42
- January 27, 2010 (online recruiting) = 76
‣ Statistical details
- Population = 3,0010,759 (US Census Bureau OC estimate 2009)
- Confidence level = 95%
- Margin of error = 5% (+/- 5%)
• Details
‣ Average survey length of 18 minutes
- Original design (full questions) = 22 min average
- Revised design = 12 min average
‣ 155 opt-in participants (37% of total respondents)
- 81% of participants from online recruiting opted-in
3

4. Respondent Demographics

5. Gender
• Survey respondents skew slightly
female
• Reflective of overall OC population
‣ 2009 US Census Bureau estimates
- 49.9% female
- 50.1% male
5

6. Age
• Even age distribution
‣ Recruited respondents further
normalized age distribution
- More respondents over 35 that
balanced younger skew of previous
respondents
‣ In comparison to OC population
survey responses are over-
sampled with 45 to 54 year olds
and under-sampled with under 25
year olds
- US Census OC estimates
• 36% under 25
• 13% 25 to 34
• 16% 35 to 44
• 14% 45 to 54
• 10% 55 to 64
• 11% over 64
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7. Family Structure
• 67% of respondents are
married or partnered
‣ 70% of OC residents are
married or partnered*
• 30% of respondents are
single
‣ Same for OC residents
• Slightly under-sampled in
married respondents with
kids
‣ 45% of survey respondents
‣ 60% of OC residents
7 *S uc : U C n u B ra et ae fr rn eC u t
o re S e s s ue u sim ts o O a g o ny

8. Salary
• Respondents largely reflective
of OC HHI
‣ Slight under-sampling of lower
HHI (under $50k)
- 25% survey vs. 32% OC
‣ US Census OC estimates
- 32% under $50k
- 31% $50k to $100k
- 18% $100k to $150k
- 9% $150k to $200k
- 10% over $200k
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9. Ability
Do they live up
to and deliver
on what they
say?
Sincerity
Are they
Concern
honest and Do they care
upfront with about me as a
Trust Measures me? person?
TRUST
Consistenc
Connection y
How deep is Are they
our reliable? Can I
relationship? depend on
them?

10. Variables and Correlation to Trust
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11. What is unique to OC?
• For OC residents,...
‣ Consistency is the most important
behavior to building trust
‣ Ability is the most important behavior for
respondents age 45 and over
- Correlation of .94 vs .83
‣ Females respond at much higher levels
to all variables
- They also find Sincerity slightly more
important than Consistency
‣ Males find Consistency significantly more
important than Sincerity
OC Globally
- Surprisingly, males find Connection Consistency 0.88 0.80
substantially more important to Sincerity 0.86 0.88
building trust than females Ability 0.83 0.75
Concern 0.68 0.91
Connection 0.63 0.84
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12. OC’s Most Trustworthy Brands

13. 10 Most Frequently Mentioned Regional Brands

14. Trust Index*
*Tu tn e is a u tdb sdu o teba d a ea es oefr a ho tefevr b s s o p rdt
rs I x c l l e ae p n h rn ’s vrg c r o e c fh iv aia l a c m ae o
d ca e
g b l vrg s oe fr a hvr b
l aa ea e c rs o e c aia l
o e

15. Weighted Trust Index*
*W ig tdTu tn e is a u tdb sdu o teo ea c r l io soeo e c v r b a p dt e c
e he rs Id x c l l e a e p n h v rl or a n c r f a h aia l p l o a h
ca l et e ie
ba d a ea e a w l s h g b lv rg s
rn ’s v rg s s e a te l a aea e
l o

16. Brand Averages: Concern
Mother’s Planned Parenthood Vizio Mother’s
Angels
Angels

17. Thank you.
Questions regarding the data contained in this presentation, please contact:
The Values Institute at DGWB
Mike Weisman
(714) 881-2334
mwiesman@dgwb.com