The Better Business Bureau of Central Ohio’s Center for Character Ethics is sponsoring the second annual Columbus Trust Study to expand its current trust offerings and further its mission of increasing marketplace trust between businesses and consumers.
Conceived by FrazierHeiby, a strategic communications agency, and fielded by Illuminology, a local market research firm, the Columbus Trust Study analyzes trust perceptions among central Ohioans while synthesizing findings with other trust studies and literature. The study hopes to shed insight into central Ohio’s current trust landscape and discover how organizations can create trusted relationships with employees, customers and the community.
“Better Business Bureau is excited to partner with FrazierHeiby and Illuminology on the second annual Columbus Trust Study,” said Kip Morse, president of Better Business Bureau of Central Ohio. “The Columbus Trust Study’s findings will be invaluable to helping us further our mission of building trust between companies and their customers.”
Data from multiple polling organizations including Gallup and Pew Research shows a gradual erosion of public trust in nearly every major institution. The first ever Columbus Trust Study in 2016 reaffirmed these findings and uncovered data specific to central Ohio. The second annual study will build upon its previous results and explore new facets of the region’s current trust environment.
“Trust is critical to any relationship — especially in business,” said Bryan Haviland, president and CEO of FrazierHeiby. “Through our partnership with Better Business Bureau, we hope to expand the study’s reach and uncover data that helps improve trust among central Ohio organizations and their key audiences.”
2017’s findings suggest trust occurs at the intersection of three traits: character, competence and connection. The study examines actions both small businesses and large corporations can take to cultivate these qualities. Other results examine how trusting central Ohio is compared to the Midwest and U.S. and which demographics and personalities are most trusting of others.
“America has a trust problem,” said Orie Kristel, Ph.D., CEO of Illuminology. “This study will help us better understand this changing trust landscape, and our partnership with Better Business Bureau will help further its impact in the Columbus region.”
The study will be published on Nov. 14; results will be discussed at Columbus TedX on Nov. 3 and the BBB Torch Awards for Ethics on Nov. 14.
FrazierHeiby has helped businesses communicate better since 1983. FH recognizes that success lies at the intersection of creativity, informed strategy and integrated marketing solutions. The agency offers more than 50 best practice services in six core areas including marketing, public relations, social media, brand communication, crisis and issues management and internal communication. Backed by certifications, industry awards and proven methods, FH is dedicated to helping clients communicate better by building trust, connecting communities and delivering results.