Most Loved Brands 2018 Methodology

Morning Consult’s Most Loved Brands 2018 edition uses over 250,000 interviews with U.S. adults to provide an in-depth view of the companies, organizations and brands that define American culture and commerce. This data is sourced from Morning Consult Brand Intelligence, which you can learn more about here.

The final rankings were determined using surveys conducted online among a national sample of adults. Between 2,500 and 50,000 adults rated each of the over 1,000 companies from January through March 2018. The average company was surveyed over 12,000 times. The maximum margin of error for a given brand is plus or minus 2%.

Morning Consult’s survey contains three principal sections: company evaluations, demographics and political tracking. The respondent first enters the survey and answers broad demographic questions. Then, he or she views a short battery of political tracking questions, which we include to help validate results. Next, he or she evaluates a randomized set of brands across a range of questions such as favorability, community impact and purchasing intent. Finally, respondents answer an additional set of demographic questions.

To establish the Most Loved Brands, respondents were asked to indicate whether they had a favorable or unfavorable view of each company they ranked, and the final percentages used in the 2018 rankings reflect the net favorability score (favorable ratings subtracted by unfavorable ratings).

The Standout Brands

The Standout Brands were established by measuring various demographic groups against the general population. Each section is calculated by subtracting the net favorability of the general population from the net favorability of a given demographic. Those brands with the highest differences were highlighted as the standouts. The demographic standouts in this year’s edition are:

– Community (Rural, Urban, Suburban)

– Gender (Men, Women)

– Young Adults (18-29 year-olds)

– Financial Elites (Household income above $75k, at least $50k invested in the stock market)