Duolingo ranks second in WCRC’s US Trusted D2C edition with an overall score of 87.85. Its scorecard gives Brand Recall 90, Consumer Trust & Sentiment 86 and Product, Innovation & Delivery 88. Brand Love also scores 90. The four measures describe different parts of the assessment. None is a count of paying subscribers or a measure of language proficiency. Duolingo scorecard · US D2C ranking
For a subscription product, the WCRC D2C Trust Score suggests asking different questions at different stages. Test unaided recall among people who intend to learn a language. Then examine whether new learners are still using the service after the initial period of interest. For paying users, look separately at renewal and why customers cancel. Someone can know the brand, use the free product regularly and never have a reason to subscribe. That pattern would have a different commercial implication from a paid user who stops after the first billing cycle. US D2C Trust Score methodology
The missing measure is what a learner can do after using the product. Session counts and renewals can describe habit and willingness to pay. A comparable language task at the start and end of a study period would answer a different question. That is the distinction a subscription team should keep visible when it uses a brand score to plan its next round of customer research.