Latest Data Shows Canadians Trust "Sampling a Product or Service" Over Other Media & Advertising Sources of Information

Experiencing a Brand is Key to Creating Consumer Trust, Driving Sales

TORONTO, May 4, 2016 /CNW/ - The latest research shows consumers place the highest levels of trust in word of mouth and sampling a product or service when it comes to sources of information. According to the recently released Environics Communications CanTrust Index – a study of levels of trust Canadians have in various sources of information – product sampling ranked second at 73%, closely behind word of mouth at 75%.  A distant third and fourth place fell to online reviews and editorial content at 51% and 49% respectively. Trust in traditional advertising and online advertising messages scored relatively low at 31% and 24% respectively. 

"This latest research reinforces the important role of experiential marketing and product trial in creating consumer brand trust," said Mary Beth Denomy, President of Free For All Marketing. "An engaging, relevant and positive brand experience is a key factor influencing consumer satisfaction levels and ultimately, buying behavior".

The CanTrust Index noted an increase in trust from product sampling since 2010 when only 34% of Canadians mentioned that sampling would influence their decision to purchase a product or service.

Looking more closely at the numbers, new Canadians and primary household shoppers scored relatively equal on trust for sampling a product or service - at 67% and 74% respectively.  Interestingly, as Canadian consumers age they are more likely to increase their trust of a product or service they have sampled – 77% for adults 50+ versus 75% for the general population.

Across all consumer segments, 68% stated that "enjoyment of a product or service" was considered important and helped to drive trust levels.  New Canadians scored slightly higher at 72%. 

To see stats & data, visit the Free For All Marketing website.

About the CanTrust Index

The Environics Communications CanTrust Index examines Canadian's perceptions & preferences for information consumption, trust in sources and opinions which they deem most trustworthy.  The Index was based upon an online survey of a sample of 1,001 Canadians 18+ years of age conducted between February 29 and March 7, 2016. It is nationally representative by region, age and gender. The subsample of new Canadians (15 or fewer years in Canada) was 151. The subsample of primary shoppers was 562.

About Free For All Marketing

Founded in 1999, Free For All Marketing is a leading experiential and event marketing company.  Ranked one of PROFIT magazine's "Fastest Growing Companies", the organization offers a full range of experiential marketing services: from field marketing to sponsorship activations to product trial and retail promotions.  With roots in research, Free For All Marketing is a member of the Environics Family of Companies including Environics Research and Environics Communications.

SOURCE Free for All Marketing

For further information: Mary Beth Denomy, President, 416.969.2707,


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