Care England launches second national report in partnership with Log my Care ‘How families find and choose care’ revealing how families choose care, and why trust is often formed before first contact.

Report highlights growing importance of trust, reputation and early-stage visibility, particularly in home care.

New research from Log my Care, in partnership with Care England, reveals how families navigate the early stages of choosing care, and why trust is often built, or lost, before a provider is even contacted.

The study, conducted by Sapio Research, surveyed 1,000 people responsible for arranging care for a family member across older people’s services, and working age adult support and home care.

The findings paint a clear picture of a system experienced by families when they’re under pressure. Nearly half (47 percent) of families began searching due to increased need, compared with 21 percent citing caregiver stress, suggesting decisions are more often reactive than planned.

Uncertainty is a defining feature of the process. Almost all respondents (97 percent) said they found arranging care difficult, with two thirds starting the search without clarity about the type of care required. Over half reported feeling overwhelmed, anxious or unsure where to begin.

The research also challenges assumptions about how families assess quality, with only 19 percent of families stating that they used inspection reports such as CQC ratings during their research. Instead, families rely more heavily on signals they feel they can trust like reputation, personal recommendation and clear, accessible information, choosing:

• Directories (55 percent)
• Online search (40 percent)
• Word-of-mouth recommendations (38 percent)

This dynamic is particularly pronounced in home care, where physical locations cannot be visited to get a sense of the care provided. Without the ability to observe care directly, families place greater emphasis on credibility and communication from the earliest interaction. Once care is in place, technology can help with this uncertainty, reassuring family members through daily interaction and updates.

When it comes to final decision-making, trust-led factors dominate. Reputation (30 percent) and safety and safeguarding (29 percent) rank highest, followed by cost (25 percent) and staff experience (24 percent). Inspection reports are cited by just 11 percent of respondents as a key factor.

Together, these findings suggest a disconnect between how quality is formally presented and how families make decisions in practice, highlighting the need for the system to better align with real-world behaviour.

“Families are forming views about care providers long before making contact, and too often they are doing so without clear, consistent signals of what good looks like.

 

This research shows that trust is built early, through reputation, clarity and communication, not just through formal indicators of quality such as inspection reports.

 

We’re seeing more frequently that technology creates a clear opportunity to strengthen the support for families earlier and build confidence from the very start.”

Sam Hussain, CEO, Log my Care

“This report highlights the reality families face when entering the care system, often under pressure and with limited information, and making decisions more quickly than we might expect.

 

It also points to a growing disconnect between how quality is formally defined and how families actually choose care in practice.

 

There is a clear opportunity to rethink how we present and communicate quality, ensuring that it is accessible, meaningful, and aligned with real-world behaviour, so families can make informed decisions with confidence from the very outset.”

Professor Martin Green OBE, Chief Executive, Care England