In None We Trust

Perhaps it comes as no shock that the majority of American citizens self-report staggeringly low levels of trust in government, the media, or pharmaceutical companies, but some might be surprised to learn that this lack of trust extends to scientists, spokespeople, and even one’s own neighbors. Beyond that, only half of those surveyed claim to trust their own doctors or other healthcare professionals.


This finding emerged from a survey of nearly five-thousand demographically-representative Americans in five states in the Appalachian region.  This study was conducted in December of 2021 on behalf of a team of researchers at the University of Kentucky and Bangor University in Wales.

The population that remains unvaccinated for Covid-19 records significantly lower levels of trust in all categories, including their personal healthcare providers, in comparison to their vaccinated counterparts.While our team at response:AI can’t claim to know the solution to resolving the deep seeded trust issues within the US, we have provided critically important data to guide communications strategies and decisions on resource allocation. This study, and several others we have conducted related to vaccine attitudes and behaviors, has enabled academics, government agencies, insurance companies and others to tailor their response to the pandemic..

So what have we learned from these studies?

1. A state health department worked alongside us to develop a messaging strategy targeting the “movable middle,” as well as research to better understand this demographic’s motivations and needs. This group consists of those who may be putting off vaccinations, rather than vehemently opposing them, and can often be persuaded to change their attitude towards vaccination through effective communications.

2. A major Blue Cross plan has used response:AI to track information sources, attitudes and behaviors in its Medicaid insured base.

3. A manufacturer of cleaning products has conducted several surveys with us in the past two years on how cleaning procedures are changing in restaurants, office buildings, health care facilities and industrial facilities as a result of pandemic concerns, particularly in contrast to the eco-friendly, green labeled cleaning products trending in years prior.

Many in the market research field and related industries have heard the adage “we’re not curing cancer,” in relation to researching ads and brand messages. At times, this is an apt critique. However, it is important to realize that in today’s world, advertising and message targeting is critically important for reaching and influencing vulnerable populations. Market research in the healthcare and public policy world is not a new concept, but in the midst of a global pandemic, our research may actually contribute to saving lives.

Remember, at response:AI, we are ready and waiting to think outside the box, and to help deliver to you the reliable, affordable, and efficient research your company deserves.  So whether you’re manufacturing medical equipment, testing competing ad campaigns, searching for the most significant segments in your customer base, and so much more, we can’t wait to serve your needs with the same enthusiasm we’d grant to curing cancer.

To learn more, set up a demo or email hello@response-ai.com

In None We Trust

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