The Study: Content + Credibility

Photo of The Study

What makes content credible today?

Our study will find out.

It’s been 10 years since a deep study was conducted about credibility. The web landscape has changed, especially for content.

People turn to content published by media, marketers, and individuals. People turn to content on websites and social media. People turn to content through a myriad of smart devices. What does the new web landscape mean for content credibility?

the phases

All good things must come...in phases.

After reviewing the literature and our goals, we've mapped three phases of research. Each phase will inform the next.
the phases
Considering the Source + Perceptions

What do people think about the credibility of web content now?

  • Method: Survey
  • Findings Available: Feb / Mar 2012
Testing Specific Factors

What elements of web content affect whether people think it's credible?

  • Methods: Interviews + Moderated Remote Testing
  • Findings Available: Apr / May 2012
Exploring Advanced Topics

How does web content credibility affect what people decide and do?

  • Methods: Survey + Longitudinal Study
  • Findings Available: Jul 2012 + Ongoing

Thanks to these advisors for providing useful feedback on our early plans:

  • Chris Jones, Ph.D.
    Scientist, CDC
  • Jeffrey MacIntyre
    Managing Director + Lead Strategist, Arc90
  • Toni Pashley
    Director of UX, Arnold Media
  • Karen McGrane
    Managing Partner, Bond Art + Science
  • Bella Martin
    Author, Universal Methods of Design: 100 Ways to Research Complex Problems
  • Susan Weinschenk, Ph.D.
    Author, 100 Things Every Designer Needs to Know About People

Strategy. Content. Results.