Measuring consumer trust has become a critical priority for brands operating in Kenya, as competition intensifies and consumers grow more discerning.
Findings from the Glass House Brand Trust Report 2025 show that companies rely on a mix of customer behaviour data, direct feedback, and reputation indicators to assess how much confidence consumers place in their brands.
Brand loyalty and retention rates emerge as the most widely used measure, cited by 84.4 per cent of respondents. This approach reflects the belief that repeat purchases and long-term customer relationships are strong indicators of trust.
When consumers consistently choose a brand over alternatives, it signals satisfaction, reliability, and perceived value.
Customer surveys and feedback follow closely at 75 per cent, highlighting the importance of directly engaging consumers to understand their experiences and expectations.
Similarly, 71.9 per cent of brands track customer complaints and resolution metrics, recognising that how issues are handled can either strengthen or erode trust.
Social media sentiment analysis is used by 40.6 per cent of respondents, reflecting the growing influence of online conversations in shaping brand perception.
Although digital platforms provide real-time insights, their use remains lower than traditional metrics, partly due to concerns about misinformation and volatile online trends.
Independent brand reputation rankings are the least relied upon method at 28.1 per cent, suggesting that while external benchmarks matter, many brands prioritise internal data and direct customer interactions.
by WILLIAM WANYOIKE
