Ogilvy PR's Miriam Wells and Nino Tesoriero present 'Exclusive Research: The critical factors for communications success in the age of misinformation at Mumbrella CommsCon 2022.

4. A nationally representative survey of 1,000 Australian voters was conducted
in February 2022, using System 1 (intuitive feel) and System 2
(considered response) techniques.

5. Six
attributes of
believability

7. How
believable
are our political
leaders?

8. MORRISON VS ALBANESE

9. Who voters
would most
like to see
as PM

10. What matters
to Australian
voters

12. Corporate vs
Political
believability

13. How
believable
are our
corporate
leaders?

14. How
believable
are our
corporate
leaders?

16. Media
believability-
broadcast
13% / 36% 10% / 34% 14% / 23% 14% / 22% 13% / 21% 22% / 20%

17. Media
believability -
print
12% / 6% 15% / 7% 12% / 8%
10% / 22%

18. Media
believability –
social media

19. Shared values most important
Political believability gap for young people and female voters
Commitment critical for corporates