NEW YORK--(BUSINESS WIRE)--A GfK global survey on trust in professions finds that Canadians trust firefighters most – and politicians least.
The study – conducted by GfK Verein, a non-profit organization for the promotion of market research and shareholder of global research firm GfK -- explored how much people trust in 32 common professions. The selection focused on professions that are present in all 25 of the countries covered.
To download a report on this study, click here.
Canada ranks third in terms of trust across all professions measured, with an average score of 77%. Only South Africa (81%) and India (78%) had higher overall levels of trust; the United States (73%) came in fifth.
In Canada, politicians (23%) were the least trusted professionals by far; the only other profession to score under 50% was advertisers (38%). Canadians’ striking distrust of politicians may be a reaction to the government’s announcement that the country’s secret service was monitoring international Internet and telephone traffic.
Mayors (57%) landed fourth from the bottom in trust, placing them just ahead of insurance agents (56%) but below businessmen and entrepreneurs (66%).
Pole positions were occupied by firefighters, who are trusted by 98% of Canadians, followed by paramedics, pharmacists, and nurses (all at 97%). One-third (11) of the professions covered by the survey earned trust ratings of 90% or higher in Canada.
About the study
The results are taken from the study “GfK Trust in Professions 2014,” for which around 28,000 interviews were carried out in 25 selected countries in Europe, North and South America, the Asia/Pacific region, and Africa from September to November 2013.
The trust of the population was ascertained for 32 professional groups by applying the following scale: “I completely trust them,” “I generally trust them,” “I do not trust them much,” and “I do not trust them at all.”
About GfK
GfK is the trusted source of relevant market and consumer information that enables its clients to make smarter decisions. More than 13,000 market research experts combine their passion with GfK’s 80 years of data science experience. This allows GfK to deliver vital global insights matched with local market intelligence from more than 100 countries. By using innovative technologies and data sciences, GfK turns big data into smart data, enabling its clients to improve their competitive edge and enrich consumers’ experiences and choices.
For more information, please visit www.GfK.com/us or follow GfK on Twitter: https://twitter.com/GfK_en
About GfK Verein
The GfK Verein was established in 1934 as a non-profit organization for the promotion of market research. Its membership consists of approximately 600 companies and individuals. The purpose of the Verein is to develop innovative research methods in close cooperation with academic institutions, to promote the training and further education of market researchers, to observe the structures and developments in society, the economy and politics that play a key role in private consumption, and to research their effects on consumers. Survey results are made available to the membership free of charge. The GfK Verein is a shareholder in GfK SE.
