In the past 30 days, what type of product or service did you most recently research online?
- Software/SaaS
- Consumer electronics
- Home services
- Financial services
- Health & fitness
- Travel
- Education/courses
- Business services
- I haven’t researched recently
- Other
When do you expect to purchase your next product/service in this category?
How important are trust cues on a product page to your decision to try a new brand?
Which trust cues do you usually notice when evaluating products online? Select all that apply.
- Customer testimonials
- Star ratings/reviews
- Third‑party badges (e.g., BBB, ISO)
- Media/press logos
- Usage stats (e.g., customers, uptime)
- Money‑back guarantee
- Case studies
- Expert endorsements
- Social proof (followers/mentions)
- Security/privacy seals
- Price/low‑price guarantee
- Other
Allocate 100 points across these categories to show their relative impact on your trust in a new brand.
Rank testimonial formats by how persuasive they are when considering a new brand.
How persuasive are these testimonial attributes?
On a product page, what mix of testimonials do you prefer to see first?
- One detailed story
- Three concise quotes
- Five short snippets
- A mix: one detailed + two short
- I don’t read testimonials
Which badges or seals increase your trust the most? Select all that apply.
- Verified reviews badge
- BBB accreditation
- ISO 27001
- SOC 2 Type II
- GDPR compliant/privacy commitments
- Norton/McAfee Secure
- App Store/Google Play ratings
- Media mentions (e.g., Featured in…)
- Partner/technology logos
- Certified B Corporation
- Sustainability/Carbon‑neutral
- Other
Rank badge sources by trustworthiness.
If at all, when does the number of badges start to reduce trust?
- 1–2 badges feel sparse
- 3–4 badges are optimal
- 5–6 are acceptable
- 7+ feels spammy
- Quantity doesn’t matter to me
Which types of numbers persuade you most when considering a new brand? Select all that apply.
- Average star rating
- Number of users/customers
- Success rate/uptime
- Time to value (e.g., setup in minutes)
- ROI or cost savings
- Years in business
- Response time/SLAs
- Refund/return rate
- Customer NPS
- Safety/incident rate
- Number of certifications achieved
- Other
What presentation makes stats most convincing?
- Big headline number + brief context
- Simple chart/visual
- Comparison vs. competitors
- Before/after impact
- Benchmark vs. industry
- Customer logo grid with counts
If stats include clear source links and dates, how much does that change your likelihood to start a trial soon?
Attention check: To confirm you’re reading carefully, please select “I am paying attention.”
- I am paying attention
- I am not paying attention
- Prefer not to say
Distribute 100 points across where trust cues should appear to influence you most.
Where should testimonials and badges primarily appear to help you decide?
- Homepage
- Product/features page
- Pricing page
- Checkout/sign‑up flow
- Across multiple sections
- I generally ignore them
Anything else that would quickly increase your trust in a new brand?
Max 600 chars
In your job, what role do you usually play in selecting vendors or tools?
- Sole decision maker
- Joint decision maker
- Recommender/influencer
- End user only
- Not involved
Which industry best describes your work?
About how many employees are in your organization?
What is your gender?
- Man
- Woman
- Non‑binary
- Prefer not to say
Where do you primarily live?
Any final comments about trust cues or this survey?
Max 600 chars
AI Interview: 2 Follow-up Questions on Trust Cues
Thank you for your time—your feedback helps us present information more clearly.