2007 METHODOLOGY
The 2007 Edelman Trust Barometer is our largest study of credibility and trust to date. What began as a survey of 1,300 people in five countries has grown steadily; this year's Barometer reached 3,100 people in 18 countries around the world. It’s the first truly global survey on trust that we’ve fielded, and, as far as we know, the only one of its kind.

The people interviewed in the 2007 survey:

  • are college-educated
  • are 35 to 64 years of age
  • report a household income in the top quartile of their country
  • report a significant interest in and engagement with the media, and economic and policy affairs.

They were surveyed as follows: 400 people in the United States, 300 in China, and 150 in each in Brazil, Canada, France, Germany, India, Ireland, Italy, Japan, Mexico, the Netherlands, Poland, Russia, South Korea, Spain, Sweden, and the United Kingdom. The 30-minute telephone interviews were conducted in October-November 2006.

“Developed countries” refers to Canada, France, Germany, Ireland, Italy, Japan, Netherlands, South Korea, Spain, Sweden, United Kingdom, and the United States. “Developing countries” refers to Brazil, China, India, Poland, Mexico, and Russia.

Margin of Error
The margin of error is ±1.8% globally; ±4.9% for the U.S. sample; ±5.7% for the China sample; and ±8.0% for other countries in the study. The margin of error for developed countries is ±2.2%; for developing countries, ±3.0%.

Disclosure
At the time the 2007 Trust Barometer was compiled, Edelman had a client relationship with the following companies or brands mentioned in this brochure: Avent, Axe, GE, Dove, and Starbucks.