October 18, 2022, Livonia, Michigan (GLOBE NEWSWIRE) — EscurrentAn award-winning human behavior analytics and advisory firm, has cracked the code on the complex topic of trust in technology and how brands can effectively build consumer trust in technology. This technology facilitates products, services and experiences that make the world a better place for people. .
Recognizing the complexity and importance of trust in technology, Escalent created Tech TrustBuilder™. It is a solution that simplifies the complex topic of trust in technology into approachable, measurable and actionable insights for brands to engage with their consumers, applicable to virtually any industry. A scientifically validated framework based on behavioral science principles, advanced data analysis, and an extensive academic literature review on trust and technology, Tech TrustBuilder builds trust in technology into three components: capabilities, processes, and intentions. break it down into two elements.
Specifically, Tech TrustBuilder uses a set of unique questions to assess:
- Competencies: Recognition of technology capabilities.
- Process: How the technology accomplishes the goal.
- Intent: The ultimate purpose of the technology.
Automotive and mobility industry leader Escalent leveraged this new tool in an ongoing survey of consumer confidence in autonomous vehicles (AVs) that the company began four years ago. According to Tech TrustBuilder survey results, consumer trust in AV technology was 50 out of 100. With the corroborating background from research over the past few years, this indicates that consumer confidence in the technology has plateaued, and that building further trust will require significant additions by automakers. effort will be required.
Additionally, Escalent revealed a clear and consistent distinction between high and low technology trust consumers. Examining respondents’ ratings of trust in AV technologies related to competencies, processes, and intentions, the study found that competencies had the greatest impact on trust at 47%, processes at 32%, and intentions at 21%. became clear. The Tech TrustBuilder tool therefore differentiates the impact between these three separate factors, giving decision makers a critical picture of the various components of trust and where to direct their efforts for maximum impact. provide great insight.
Gwen Ishmael, Senior Vice President and Head of the Human Experience Center of Excellence at Escurrent, said: “Tech TrustBuilder not only helps brands understand whether people trust a particular technology, but also reveals what they need to do to earn that trust and drive adoption. increase.”
Tech TrustBuilder uses key driver analysis to provide a detailed diagnostic understanding of trusts. Brands can use the insights gained as the basis for technology benchmarking, investment prioritization, product development initiatives, and activities designed to increase usage and persuade trials.
Send us a note to learn more about Tech TrustBuilder.
About Tech TrustBuilder™
Escalent interviewed a national sample of approximately 4,300 consumers aged 18 and over from August 2021 to January 2022. Respondents were recruited from her Dynata opt-in online panel of US adults and were interviewed online. Quotas were set to achieve a sample of age, gender, income, and ethnicity that matched the demographics of the US population. The data have a margin of error of 1 percentage point at the 95% confidence level. Escalent will provide the exact wording of survey questions upon request.
About Escurrent
Escurrent An award-winning data analytics and advisory firm that helps clients understand human and market behavior to navigate disruption and business transformation. As a catalyst of progress for over 40 years, our strategy guides the world’s leading brands. Accelerate growth by creating a seamless flow between primary, secondary, syndicated and internal business data and providing consulting and advisory services from insight to implementation. Based on our deep understanding of people and what drives the market, we identify behaviors that build brands, improve customer experience, drive product innovation, and drive business productivity.visit escalent.co See how we’re helping shape the brands that are reshaping the world.
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