[majewsky]

> Do we measure trust (upon which all business is based)?

Yes, absolutely. It's difficult to do this in customer surveys because you need a motivation for the customer to engage in a feedback process (e.g. a product review, or a questionnaire after a support call), and then the feedback is mostly about that specific event. But focus group research will absolutely try to measure trust either implicitly (e.g. from sentiment analysis) or using explicit questions.

I also know of at least one company that measures (or at least, tries to measure) "leadership trust" among their employees using surveys.