C-Trust Index

The world is no longer the same as it was before. From week to week, new concepts of normality follow one another and companies as well as institutions are hunting for sudden changes in consumers’ and citizen behaviour.

PwC and KPI6 developed the C-Trust Index to accomplish this task. C-TI is a day-by-day real-time indicator of how consumer and citizen trust evolve, in terms of positive sentiment (a field of Natural Language Processing which aims to extract and give value to the opinions present in the texts) and propensity to spend.
It resembles conventional trust indexes, but it offers timely insights, collected with a non-solicited, reliable methodology in order to help clients in sailing through uncertainty; by providing a powerful tool to gather insights on emerging preferences and trends.

C-TI and several related data insight allow you to act in real time and more effeC-TIvely leveraging emerging trends and technologies, optimize marketing strategies and aC-TIvate a constant monitoring of your brand’s performance against its competitors, identify the most relevant issues to plan operations improvement aC-TIvities, manage complaints and improve customer loyalty.

The Consumer Trust Index generates from a dataset built with public data coming from the web, social networks and similar sources.

The entire dataset is weighted with Artificial Intelligence algorithms. For example, we run an Emotional Spectrum Extraction on social content, which returns the different human emotions to us. We then weight and aggregate them with the other insights that compound the CTI.

The aggregation itself is performed by Artificial Intelligence too, in order to predict the best weights to match our initial measurements.

The index has already been validated by running a sound benchmarking with real world data.