News Trust Signals & Credibility Assessment

Welcome to this study on how people evaluate the trustworthiness of news. This survey takes approximately 7–10 minutes to complete. Your participation is completely voluntary, and you may stop at any time. There are no right or wrong answers — we are interested in your honest opinions and experiences. All responses are confidential and will be reported only in aggregate. By continuing, you indicate that you have read this information and agree to participate.

In the past 30 days, how often did you consume news in any format?

• Multiple times a day
• Daily
• A few times a week
• Weekly
• Less than weekly
• I rarely or never consume news

Which of the following social platforms, if any, have you used for news in the past 30 days? Select all that apply.

• Facebook
• X (Twitter)
• Instagram
• TikTok
• Reddit
• YouTube
• LinkedIn
• Snapchat
• Other
• None — I don't use social media for news

Overall, how much do you trust the news sources you have personally used in the past 30 days?

Rank these trust signals from most to least important to you when evaluating a news story.

1. Clear sourcing and citations
2. Independent verification or corroboration
3. Expert author credentials
4. Neutral, non-sensational tone
5. In-depth context and background
6. No obvious conflicts of interest

To what extent do you agree or disagree with the following statement: Seeing corrections or updates on a story increases my trust in that publisher.

Think of a specific news story from the past 30 days that you either trusted or distrusted. Please briefly describe the story and explain what led you to trust or distrust it.

What is your age?

• 18–24
• 25–34
• 35–44
• 45–54
• 55–64
• 65+
• Prefer not to say

Thank you for completing this survey. Your responses will help us understand which signals build trust in news and will be reported in aggregate form only.

In the past 30 days, which single channel did you rely on most for news?

• Online news sites or apps
• TV
• Radio
• Print newspapers or magazines
• Social media platforms
• News aggregators (e.g., Apple News, Google News)
• Podcasts
• Email newsletters or messaging apps
• Other

When you see news on social media, which of the following cues make a post seem more trustworthy to you? Select all that apply.

• Verified account or official badge
• Link to an official or original source
• Clear attribution to named reporters or organizations
• Community notes, fact-check labels, or context panels
• Detailed timestamp or post age
• Comments from recognizable experts
• High engagement (likes, shares, or comments)
• Consistent posting history on the topic
• None of the above

How confident are you in your own ability to distinguish trustworthy news from untrustworthy news?

Which of the following headline elements, if any, increase your trust in a news story? Select all that apply.

• Specific numbers or data in the headline
• Quotes or attribution to named sources
• Neutral or balanced wording
• Link to full report or study
• Author's full name shown
• Publication date and time visible
• None of these
• Other

When a news piece is clearly labeled as sponsored or advertorial content, how does that affect your trust in the information presented?

• Increases my trust
• No change
• Decreases my trust
• Depends on the source or topic
• Not sure

Based on your survey responses, we'd like to explore your news trust experiences in a bit more depth. An AI moderator will ask you a couple of brief follow-up questions.

Which best describes your gender?

• Man
• Woman
• Non-binary
• Self-describe
• Prefer not to say

In the past 7 days, approximately how often did you cross-check a news story by looking at another source?

• Never (0 times)
• Once or twice
• 3–5 times
• 6–10 times
• More than 10 times

If you selected 'Self-describe' above, you may share your gender identity here (optional).

What is the highest level of education you have completed?

• Some high school or less
• High school diploma or equivalent
• Some college or associate degree
• Bachelor's degree
• Postgraduate degree
• Prefer not to say

What is your current employment status?

• Employed full-time
• Employed part-time
• Self-employed
• Unemployed and looking for work
• Student
• Retired
• Not working by choice
• Prefer not to say

In which region do you currently live?

• North America
• Latin America & Caribbean
• Europe
• Middle East & North Africa
• Sub-Saharan Africa
• Asia
• Oceania
• Prefer not to say