Scientists topple sportspeople in `most trusted'

New Zealanders no longer trust sportspeople and are now putting their faith in scientists, the chief High Court judge, the Flight of the Conchords comedians and a celebrity chef, according to the Reader's Digest Most Trusted list of New Zealanders.

A representative sample of 735 adults ranked 100 well-known people on a scale of one to 10. Last year's top 10 was dominated by Olympians, All Blacks, and celebrity chef Alison Holst, but this year they have been turfed out and replaced by a new top 10.

Scientist, inventor and 2010 New Zealander of the Year, Sir Ray Avery, climbed from 13th to take out the top spot that Corporal William Apiata held for three years prior.

He was followed by chief science advisor to the prime minister Sir Peter Gluckman, who was 44th last year, and physicist Sir Paul Callaghan, who was 40th in 2010.

The top 10 was rounded out by chief High Court judge Justice Helen Winkelmann, film, television and theatre actor, playwright Roger Hall, comedian, actor, and musician Bret McKenzie fashion designer Denise L'Estrange-Corbet, comedian, actor, and musician Jemaine Clement, celebrity chef and MasterChef judge Simon Gault, and Grey District Mayor Tony Kokshoorn.

McKenzie and Clement are both in the Flight of Conchords.

Figures who didn't fare as well in 2011 included Sir Peter Jackson, who fell from 6th equal last year to 74th following the trade union drama surrounding The Hobbit, and All Blacks' captain Richie McCaw, who fell from 11th place to 55th.

Prime Minister John Key, 70th last year, fell further and was now ranked 90th, but still ahead of a swag of other politicians.

In 2009, eight of the top 10 spots were occupied by current or former sports champs -- but this year, All White Ryan Nelsen was the highest-ranking sportsperson at number 15 ... and joined only by Sir Brian Lochore and Brad Thorn in the top 30.

A new name on the list is Mr Kokshoorn, who at number 10 earned trust through his management around the Pike River mining tragedy. Christchurch Mayor Bob Parker rose 23 places to number 39 on the 2011 list after the Christchurch earthquakes.

In the poll of professions, firefighters were again the most trusted, followed by rescue volunteers and paramedics. Journalists and real estate agents were 38 and 39 at the bottom of the list.

Director of Research New Zealand, Emanuel Kalafatelis, said he was surprised by the results.

``Historically, New Zealanders haven't had a love affair with scientists, and sportspeople always rate highly -- we like that the Kiwi international sports star could be the kid from around the corner. So this is difficult to explain.''

However, a recession, the Pike River Mine disaster and the Christchurch earthquakes could reflect a more serious mood, he said.

``In serious times you look to people who are rocks.''

The rise of scientists on the list could be because they ``exude a practical, straightforward and inclusive brand of smarts that Kiwis are drawn to,'' Mr Kalafatelis said.

The list:

1. Sir Ray Avery, scientist, inventor, New Zealander of the Year 2010

2. Sir Peter Gluckman, chief science advisor to the prime minister

3. Sir Paul Callaghan, physicist, New Zealander of the Year 2011

4. Justice Helen Winkelmann, chief High Court judge

5. Roger Hall, film, TV and theatre actor, playwright

6. Bret McKenzie, comedian, actor, musician

7. Denise L'Estrange-Corbet, fashion designer

8. Jemaine Clement, comedian, actor, musician

9. Simon Gault, celebrity chef, MasterChef judge

10. Tony Kokshoorn, Grey District Mayor

11. Lt Gen Jerry Mataparae, Governor-General designate

12. Jay-Jay Feeney, morning radio host for The Edge FM

13. Nigel Latta, psychologist, host of The Politically Incorrect Parenting Show

14. Cpl Willie Apiata, Victoria Cross recipient for bravery in Afghanistan

15. Ryan Nelsen, All Whites captain

16. Kim Hill, journalist, presenter for Radio NZ National

17. Gareth Morgan, businessman, philanthropist, Morgan Foundation trustee

18. Jim Mora, radio broadcaster

19. Matt McCarten, union head, columnist

20. Kevin Milne, former TV presenter of Fair Go

21. Sir Brian Lochore, former All Black player and coach

22. Garth McVicar, Sensible Sentencing Trust spokesman

23. Margaret Mahy, award-winning children's author

24. Peter Williams, sportswriter, TV presenter

25. Annabel Langbein, celebrity chef, TV presenter

26. Sir Anand Satyanand, 19th Governor-General

27. Dame Malvina Major, opera singer

28. Leighton Smith, talkback host on NewstalkZB radio

29. Te Radar, comedian, filmmaker, TV host of Radar's Patch

30. Brad Thorn, All Black

31. Michael Jones, former All Black

32. Rhys Darby, actor, comedian

33. Ruben Wiki, former rugby league player

34. Sir Peter Snell, three-time Olympic athletics gold medallist

35. Dame Susan Devoy, former squash player, charity worker

36. Scott Dixon, race car driver

37. Sir John Walker, Olympic athletics gold medallist

38. Dame Alison Holst, food writer, celebrity chef

39. Bob Parker, Christchurch Mayor

40. Colin Meads, former All Black, NZ Player of the Century

41. Sarah Ulmer, Olympic track cycling gold medallist

42. Louise Nicholas, rape victim advocate

43. Rob Fyfe, chief executive Air New Zealand

44. Graeme Hart, businessman

45. Peta Mathias, chef, author, broadcaster

46. Hayley Westenra, singer/songwriter, UNICEF ambassador

47. Jo Seager, celebrity chef

48. John Kirwan, former All Black, mental illness spokesperson

49. Mike McRoberts, journalist, presenter of 60 Minutes

50. Pete Bethune, conservationist, alternative fuel advocate

51. Irene van Dyk, former netball world champion

52. Greg Murphy, race car driver

53. Simon Barnett, TV and radio host

54. Valerie Adams (Vili), Olympic shot-put gold medallist

55. Richie McCaw, current All Black captain

56. Robyn Malcolm, award-winning film and TV actor

57. Sir Richard Hadlee, former cricketer, ICC Hall of Famer

58. Daniel Vettori, New Zealand cricket captain

59. Sir Peter Leitch, businessman, charity worker, ``The Mad Butcher''

60. Tana Umaga, former All Black

61. Jim Hickey, TV weatherman

62. Joe Karam, former All Black, entrepreneur

63. Simon Dallow, journalist, presenter of One News

64. A.J. Hackett, tourism entrepreneur, bungy jumping pioneer

65. Sir Stephen Tindall, founder of The Warehouse retail stores

66. Dave Dobbyn, musician

67. Sam Neill, award-winning actor

68. Peter Whittall, Pike River Coal chief executive

69. Howard Broad, New Zealand Commissioner of Police

70. Alan Bollard, governor of the Reserve Bank of NZ

71. Dick Hubbard, former Auckland City Mayor, founder of Hubbard Foods

72. Marcus Lush, TV and radio host

73. The Topp Twins, entertainers, breast cancer activists

74. Sir Peter Jackson, director, screenwriter, three-time Oscar winner

75. Sir Bob Jones, businessman

76. Graham Henry, All Blacks coach

77. Dame Kiri Te Kanawa, opera singer

78. Mark Sainsbury, Close Up host

79. Russel Norman, Green Party co-leader

80. Len Brown, Auckland Mayor

81. Tim Shadbolt, Invercargill Mayor

82. Allan Hubbard, financier

83. Sir Michael Hill, jeweller, entrepreneur, philanthropist

84. Lockwood Smith, Speaker of the House of Reps

85. Helen Clark, former Prime Minister

86. Keisha Castle-Hughes, actor, Oscar nominee for Whale Rider

87. Rachel Hunter, model, actor

88. John Campbell, TV presenter, host of Campbell Live

89. Marc Ellis, former All Black and rugby league player, businessman

90. John Key, current Prime Minister

91. Paul Holmes, broadcaster

92. Paul Henry, journalist, radio and TV presenter

93. Jim Anderton, Progressive Party leader

94. Bill English, Deputy Prime Minister

95. Pita Sharples, Minister of Maori Affairs

96. Phil Goff, Labour Party leader

97. Tariana Turia, Maori Party co-leader

98. Hon. Winston Peters, New Zealand First leader

99. Rodney Hide, Minister of Local Government

100. Hone Harawira, activist, MP for Te Tai Tokerau