E-Poll Market Research Blog

Which Celebrities Can You Trust?

When choosing a celebrity endorser, ideally they should demonstrate a sense of trustworthiness to the public that extends to the product or service being sold.  But being trustworthy may not necessarily make a celebrity an ideal pitchman or woman.

We looked at recent E-Score Celebrity data and ranked celebrities based on their Trustworthy scores.  Dr. Mehmet Oz came out on top with a score of 37.  Actor and Parkinsons advocate Michael J. Fox and news anchor Anderson Cooper followed with 31.

E-Score vs. Trustworthy

Interestingly, among the top 10 most Trustworthy celebrities, the names at the top of the list do not have the highest E-Scores.  Both Hall of Fame pudding pusher Bill Cosby who came in at 8th and Astronaut Buzz Aldrin at 9th have higher E-Scores than Dr. Oz who came in as the most Trustworthy.  Despite introducing Dr. Oz to America, Oprah has a lower Trustworthy score of 25 but earned a higher E-Score of 93.

E-Score Celebrity lets you zoom in on 46 different attributes, including “Trustworthy,” and find out exactly how any particular individual is perceived by the public.  When you want the big picture, E-Poll Market Research’s new E-Score is a single score ranked from 1 to 100 that summarizes consumers’ perception of a celebrity for easy comparison.

Where did Lindsay go wrong and Justin go right?

Over the course of a celebrity’s career particular milestones can move an actor from relative obscurity to the top of the marquee or vice versa.

E-Poll Market Research’s new E-Score has the ability to assess an individual’s marketing effectiveness.  The E-Score is a calculation of positive and negative appeal scores with awareness to asses a celebrity’s true marketability.

When looking at some of today’s stars we wondered which career landmarks pulled them up or down and affected their E-Scores.

Career trajectory by E-Score

The ongoing trials and tribulations of Lindsay Lohan have seen her E-Score move from a high of 74 in 2005 to most recently an abysmal E-Score of 8 as of July 2010.  Lohan’s series of unsuccessful films, recreational drug use and a lack of legal consequences led to the plummet in her E-Score.

Justin Timberlake has managed to rise from N’Sync Tiger Beat coverboy to sought-after Grammy-Winning musician, actor and music producer as his E-Score has risen from 40 in 2003 to 91 as of August 2010.  Timberlake’s rank in the top tier of E-Scores reflects his sucess in multiple fields.

Our new E-Score has the ability to encapsulate consumers’ perceptions of celebrities into one score ranked on a scale from 1 to 100 based on their score relative to all celebrities measured.  As news and events happen, the E-Score measures how an individual stacks up in the ranks of all celebrities.