How Audience Trust Research Shaped the Launch of a Civic Tech Platform
What We Did
We designed a multi-phase research program combining behavioral testing with in-depth qualitative interviews. Participants from a range of political identities and engagement levels interacted with simulated platform experiences. These were structured to test how users reacted to different visual cues, content framing, language tone, and claims of neutrality or authority.
We then conducted one-on-one interviews to explore participants' interpretations and emotional reactions. Special focus was given to identifying trust triggers and red flags unique to each user group, including Gen Z civic participants, independents skeptical of institutions, and public sector professionals.
Strategic Impact
By replacing internal assumptions with targeted audience insight, the client launched with a stronger value proposition and a clearer narrative around trust. The research supported a more focused product rollout and positioned the platform to grow with credibility in an environment where trust is increasingly difficult to earn.
The Client
A civic technology company preparing to launch a digital platform designed to counter misinformation and help users engage with credible public information.
The Challenge
The client knew that trust would be a deciding factor in user adoption, but they didn’t have data on how different audiences define or evaluate trustworthiness. In a highly polarized political environment, assumptions about neutrality and authority can easily backfire. The team needed to understand how their platform would be received across ideologically diverse groups and what cues would either build or undermine credibility.
The Outcome
The research revealed that trust is not monolithic. Instead, users interpret cues differently based on their identity, ideology, and past experiences. The findings enabled the client to refine their messaging, redesign the onboarding flow, and develop separate content strategies for different audience segments. This allowed the team to launch more intentionally, focusing first on users most likely to adopt and advocate for the platform.
The research also helped the client present a more compelling case to funders by showing they had a credible, evidence-based understanding of their users’ decision-making processes.
