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The Values Institute has fielded our proprietary Most Trustworthy Brands survey each year for the last 6 years.  We measure the top 3 brands in 10 categories to determine the rankings. The study asks 24 questions about each brand.  These questions represent the 5 Cā€™s - Competence, Consistency, Candor, Concern and Connection and then a weighted cTrust score is calculated from the 5 variables.  All of the scores are indexed against the other brands in each study to show the relative difference.
A score of 100 is the average score among the top brands across all categories.