The report was based on data from a survey conducted in July 2016 of 14,044 consumers in nine countries (the US, the UK, Germany, Sweden, China, India, the UAE, Saudi Arabia, and Japan).
Respondents were asked to rate major brands on the simplicity/complexity of their products and pricing relative to industry peers as well as the quality of interactions/communications (whether the company is trustworthy/easy to deal with). Each brand was then assigned a Simplicity Score based on the responses.
Respondents in the US ranked Google as the most simple brand for the second year in a row, primarily because of its search engine user experience, which is viewed as "intuitive and easy to understand."
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