Leading brands in the U.S. 2015, by simplicity

Leading brands in the United States in 2015, by simplicity

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Release date

November 2015


United States

Survey time period

November 2015

Number of respondents

base: more than 12,000 consumers from eight countries

Method of interview

Online survey

Supplementary notes

The source does not provide information on the specific date of the survey.
During the study, respondents rated 585 global brands.
The simplicity score was calculated on the basis of how each brand was rated on the simplicity/complexity of its products, services, interactions and communications in relation to its industry peers. Questions were focused around:
How consistently the brand experience and communications were rated across respondents?
How aligned non-user and user perceptions were, privileging aligned perceptions?
The Simplicity Score for the brand’s industry or category(ies).

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