How do you decide where to spend your money? What makes you choose one brand over another? How do brands make or break trust with their consumers? Trust is a difficult idea to quantify, but this week we speak to Graham Staplehurst of Kantar BrandZ who does exactly that. Find out how Graham and his team work to define trust in brands, what it shows us about consumer behaviour, and how brands have either built or lost trust during the COVID crisis. Read Graham’s article for Research World here - https://www.researchworld.com/can-trust-carry-brands-through-good-times-and-bad/

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Talking Insights is a Research World and Esomar production.

Hosted by Antonio Almeida

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Graphics by Brandon Heim

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