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What Do Users Want? New Insights From Qualitative Research By The Trust Project | Otter.ai

What Do Users Want? New Insights From Qualitative Research By The Trust Project

Online News Association52min

Speaker 1

02:49

Welcome everyone, my name is Sally Lerman I'm CEO and founder of The Trust Project, and it is so great to see all of you here, and we're here today to share a few insights from some qualitative research that we've done at The Trust Project, and it just feels so nice to be reuniting through, Oh ma, even though we're not in person. So, just to tell you a little bit of context, so The Trust Project is a nonprofit that operates as a consortium, building a more trusted and trustworthy press together with news organizations. So we're large and small news organizations, Legacy Digital Native across the globe on one of our network calls, for instance, you might hear people from San Paolo, Madrid, London, Boise, Idaho, Orange County, California and Toronto, Canada. So our core offering is the eight trust indicators, and these are seen on our news partner pages, They're a global standard that collectively show who and what is behind the news. And the idea is to explain what makes journalism distinct, and how, what kind of guardrails, if you will, are there behind journalism, to make sure that we really represent the public interest, and can be trusted and that we reflect accuracy and inclusion. So they were developed through user centered design. When I first started the project, I realized that journalists had spent a lot of time talking to one another about trust and the decline in trust but haven't really spent a lot of time talking to the public. So I was inspired by this user centered design idea and commissioned some researchers to go out and talk to folks about what do they value in the news, when do they trust it. When don't they. And importantly, how did they decide. And so we use that learning from the public, took it to news executives and held workshops where we combine these user needs and wants with journalistic values. And so now those resulted in these eight trust indicators that you'll find on more than 215 sites across the US, Canada, six countries in Europe three in Latin America so far, and on sites like the Washington Post, the Orange County Register BBC, The Globe and Mail, Hearst television Tegna, the voice of Orange County, Heavy and El Comercio and Peru, for example. So it's been some time since we first did that research, and I really wanted to know what's happened in the interim, and even though we knew the trust indicators were performing well, they do change perceptions of the site, and the journalists, what might we need to change to deepen these trusted indicators to make them more effective in this world that is so in such upheaval.

Unknown Speaker

05:51

Speaker 1

05:51

Christine Christianne led the research she had done some of the early research will a crawl is joined her you're going to hear from Willa today will sorry combined your name there. And they spoke to 28, participants across race, class, gender regeneration and geography, and came out with some really fascinating results, and we just recently completed nine workshops in three different languages with our news partners to again look at these, and, and play around with them see how can we iterate on the trust indicators. I'd like to share our core results with you today from the research, and whether or not you are a Trust Project partner, I'm sure, I'm sure that you will find lots here for you, you, there's provocative data about how people respond to the news, and what they want from us. And also you'll find ideas related to this link between trust, loyalty, and willingness to pay.

Speaker 1

07:00

And this morning I was listening to Rasmus Nielsen and given a wonderful talk about from the Reuters Institute about their research. And what was interesting is trust has increased around the world, it's up to 44% and he was talking about well how can we make use of that trust that trust premium, and I think that's the same question to hold in our minds today, how do we want to build that trust among people who continue to trust us and maybe never trusted us and maybe who have lost their trust and then also because we need revenue in order to continue to do the work, how can we translate that into that willingness to pay, in our early research we found that 30% of people who knew that the trust indicators were on news pages or was more willing to pay from news for news from that site. So that's very provocative in and of itself and I think there's a lot that we can work with. So today, where you're going to hear the research from Willa, Cherry Brown is going to provide a perspective from a news organization The Washington Post was long time value partner of the trust project, and then we're going to have a q&a and discussion. And since this is a live session, please do think about your questions and post them in chat because we will do our best to answer them and that that's really one of the beauty of being able to listen to you and hear what your questions are and help us think about this. So first I'll introduce Willa curliest she is a design generalist from Tata Consultancy Services, and again thank you well for donating your time really appreciate it and just your expertise is fantastic. She is a human centered designer with a background in industrial design and user research, and the more I get to know Willow, the more I learned about her really interesting project so just a taste she's applied this design human centered design approach to historic sites, to helping cultural organizations embed inclusive cultural practices to developing a public park to help address gang violence, and all its products on the other end like medical equipment for people with disability watches furnitures, websites, digital learning platforms and smart lighting systems. So, and she's what they call a catalytic catalytic designer and that's what really someone who is expert at bringing people together and connecting them with the research in order to design in a way that is effective for the user. So that's what we'll be getting a taste of today. Her clients have included Bridgestone Philips Lighting Olympus National Endowment for the Arts science museums like in Chicago, the Georgia Institute of Technology, Smithsonian National Asian art museum and a newspaper The Chicago Tribune, and then I'll introduce charity brown to now, she'll be talking a bit later but charity Brown also really lovely to have you charity and charity who also has contributed a lot of time to helping the trust project in our various efforts. She is Deputy Editor of newsroom product and digital news projects at the Washington Post. She's worked on many projects from research and reporting in the financial side to later working in national as a digital editor. And now, as deputy editor overall she works with departments across the company so engineering product legal, finance Customer Care. Security advertising communications, all to help improve newsroom workflow and provide a better reader experience. So with that I'm going to hand the group overall say to Willa, who will give you some of the highlights of the recent research that she and Chris and their team just conducted. So thanks, Willa.

Speaker 2

10:54

Thanks. Thanks Sally for that, that introduction, so I'm going to start sharing my screen. Um, so as Sally said this research was building off of work those done back in 2016. We kind of continued with this qualitative design research approach, meaning it's a smaller sampling size as Sally said that's when we talk to 28 people, but it's actually much more of an intimate like longer term conversation that we have so we can actually get more detail, out of these people about, you know how they're trusting news and particularly how it has shifted or what has been happening in their lives in the global life over the last four years. So this is a map showing it, you know where the people were that we were talking to. We wanted to make sure we got a range of political leanings, as well as a good sort of gender balance and ethnic identity, ethnic identities as well so we want to get a good breadth of people even among those 26 voices that we've heard from. So these are the trust indicators and I'm gonna let Sally give a quick intro to each of them so we can sort of start there.

Speaker 1

12:07

Okay great, thanks well. So the idea behind the trust indicators as I mentioned is to respond to user needs and wants. So one of the things we've heard from the public is what is your agenda we understand that the journals aim to be impartial but everyone has an agenda they said so. That's where best practices come from that. Those are those guardrails like your ethics policy explanations about who owns the organization and where do you get your funding and how do you keep those influences, out of the newsroom, and so on corruptions use of unnamed sources, journalists to information that was came from a desire to understand the journalists more. So if you think about what builds trust. It's trust is a relationship and people want to know the organization. They wanted to know about the journalists are their values aligned are there Can I trust them for accuracy, what kind of expertise, do they have citations and references is one where people were looking for, well, how did you get this information, how is the story built so providing more information beyond just your links, because people know that links could go anywhere, it could even go to an ad type of work labeling news versus opinion because there was a feeling that drew even journalists, didn't know the difference necessary, necessarily, because there was so much blending of news and opinions. We have numerous types of work, actionable feedback that's about engagement with the public. There was a strong desire, even then, to have an opportunity to help guide the news provide sources, complain and be heard diverse voices people talked about wanting to hear from more than just people at high levels of business and government to hear from people like themselves to see themselves in the news, and to see people unlike themselves and we did hear a bit more of that, it's an ongoing issue of the desire for journalists to uphold that mission of helping us understand one another. Locally Sourced does the journalist know me, do they know my community, both geographically and demographically and then methods, how is the story built that goes with the references so how actually did the journalists go about doing this, why did they decide to do this story.

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