The polling of category shoppers was conducted via online survey following regular market research best practices. All voters were screened for participation in the specific category in order to vote by naming (unaided) the brand they trust most.
Respondents were recruited via personal invitation from multiple panel sources and weighted to a national profile to ensure a broad sample representing a true cross-section of American adults. Respondents could only contribute one response per category and there is no path for any brand to direct respondents to the survey to influence the results.
The highest share of unaided citations as Most Trusted brand in each category determines the winner. The margin of victory over the runner-up brand must exceed 3 percent or a tie is declared. Brands must exceed a minimum threshold of citations to be declared a winner.