Global consumers rank European-based discount supermarket retailer ALDI as the "simplest" brand in the world—meaning its products and pricing are seen as straightforward and it is viewed as very trustworthy/easy to interact with.
Amazon is seen as the simplest brand in the United States and second simplest globally, according to the report by Siegel+Gale.
The study was based on data from a survey of more than 10,000 consumers in seven countries. Respondents were asked to evaluate brands based on trustworthiness, simplicity of products and services, and the ease and difficulty of interactions.
Below, additional key findings from the report.
US Rankings - Movers and Shakers
- Groupon: Rank 19 (up 31 spots): An improved customer experience lifted daily deal provider Groupon from number 50 in 2012 to number 19. In particular, customers said they're more enthusiastic about redeeming daily deals using the company's mobile app.
- USPS: Rank 52 (up 44 spots): The postal service rose in the annual rankings thanks to the the simplicity of its "if it fits, it ships" flat rate.
- GEICO: Rank: 72 (down 51 spots): Respondents said the insurance provider's service comes with a lot of fine print and hidden fees that aren’t clearly communicated at the point of purchase.
Global Rankings: Movers and Shakers
- Bing: Rank 26 (up 42 spots): Across countries, respondents said they enjoy the search engine's more visual approach to its website as well as its intuitive qualities and ease of navigation.
- Bosch: Rank 30 (up 35 spots): Consumers liked the German home appliance maker's simple, straightforward instructions and product manuals. They were also impressed with the high quality of Bosch products, which rarely need new parts or servicing.
Industry Rankings
- The perceived simplicity of industry verticals varied widely in the survey.
- Globally, Internet search was seen as the simplest industry, and insurance was seen as the most complicated.
About the research: The report was based on data from a survey conducted between May 3 and July 2, 2013 of more than 10,000 consumers in seven countries (US, UK, Germany, UAE, Saudi Arabia, India, and China). Survey respondents rated brands based on trustworthiness, simplicity of products/services, and the ease/difficulty of interactions.
