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Analysing Trust in Politicians.


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Every politician would agree that it is all about trust. In November 2011 our partners, Concerto Marketing in Vancouver, conducted a community trust study with Research Now. The study with 1500 respondents employed our HuTrust® IP to also analyse trust in Canadian politicians. Apart from the interesting results for the Premier of British Columbia and the Mayor of Vancouver, the 6 drivers of trust in the HuTrust® methodology were statistically proven to fully explain trust. We were able to analyse the HuTrust® Profiles and the politician’s specific drivers to understand what they would have to do to build more trust.

Published in: Leadership & Management

Analysing Trust in Politicians.

  1. 1. June 2012 Analysing Trust in Politicians Example: Christy Clark, Premier of British Columbia, CA and Gregor Robertson, Mayor of Vancouver, BC This study was conducted by Concerto Marketing, Vancouver in partnership with Research Now in November 2011 with 1500 respondents.Concert Marketing are official HuTrust® licensees.  
  2. 2. 2    Name Respondents Location Party Position Christy Clark 472 Vancouver B.C. Liberal Premier of British Columbia Dalton McGuinty 487 Ottawa Ontario Liberal Party Premier of Ontario Gerald Tremblay 482 Montreal Quebec Liberal Party Mayor of Montreal Gregor Robertson 455 Vancouver BC New Democratic Party Mayor of Vancouver Jean Charest 494 Quebec Quebec Liberal Party Premier of Quebec Rob Ford 477 Toronto Progressive Conservative Party of Ontario Mayor of Toronto Stephen Harper 1476 Ottawa Conservative Party Prime Minister of Canada The study was conducted with a range of politicians. In this presentation we focus on Christy Clark and Gregor Robertson as an example. If you are interested in further results or the methodology, please contact Canada: or global: part  of  the  Asia  Pacific  mext/duxton  group  
  3. 3. 3   Political Trust is critical Trust drives connection. Trust drives advocacy. Trust drives acceptance of decisions. The effects of higher trust are well documented. 0% 5% 10% 15% 20% 25% 30% 0 1 2 3 4 5 6 7 8 9 10 The Trust Effect would recommend it to others feel connected to this brand support the decisions distrust   neutral   high  trust  low  trust   part  of  the  Asia  Pacific  mext/duxton  group  
  4. 4. Therefore, being able to analyse and actively build trust is critical for success. HuTrust® is the psychologically correct, statistically robust and practically proven understanding of trust. HuTrust® identifies the 6 facets that make up trust. The 6 drivers of trust. HuTrust ® enables to understand what drives and inhibits trust – and therefore how to build trust. The 6 HuTrust ® facets explain 85% of politician’s trust. Statistically 65% is seldom reached. When reaching 85%, the difference to 100% is statistical noise. Therefore the 6 HuTrust® facets fully account for the (dis)trust in these politicians. Concerto Marketing and Research Now used HuTrust ® to analyse these politician’s trust. Mext conducted the driver analysis. HuTrust ® is trademark of ifm in depth research and strategies and Stefan Grafe. The HuTrust® Model, its facets, descriptors and statements are copyright ifm in depth research and strategies and may not be used, reproduced or stored in any medium unless expressly permitted by ifm. part  of  the  Asia  Pacific  mext/duxton  group  
  5. 5. Christy Clark Premier of British Columbia Gregor Robertson Mayor of Vancouver Almost 50% of respondents distrust Gregor Robertson and 40% distrust Christy Clark. Christy Clark is trusted by almost 1/3 of the respondents, but Gregor Robertson only by 22%. 29% of respondents neither trust, nor distrust Christy Clark. For Gregor Robertson this is 1/3. When comparing the responses to the behaviours associated with levels of trust, their results indicate that their ability to gain support is seriously impeded. 40%   29%   25%   6%   0%   10%   20%   30%   40%   50%   0-­‐4   5-­‐6   7-­‐8   9-­‐10  low  trust  distrust   neutral   high  trust   46%   32%   19%   3%   0%   10%   20%   30%   40%   50%   0-­‐4   5-­‐6   7-­‐8   9-­‐10  distrust   neutral   high  trust  low  trust   0   1   2   3   4   5   6   7   8   9   10   0   1   2   3   4   5   6   7   8   9   10   part  of  the  Asia  Pacific  mext/duxton  group   How people rate their trust
  6. 6. The average trust score for both lies well in the distrust levels. Christy Clark at least reaches ‘neutral’ in stability and development trust, whereas Gregor Robertson stays in distrust territory in all HuTrust ® facets. Christy Clark is distrusted for her competence, Gregor Robertson for his competence and benefits. Both their trust and advocacy levels are consequently well below anything that would be considered healthy. 4.71   5.09   4.67   4.66   4.87   4.16   5.07   0   1   2   3   4   5   6   7   8   9   10   Trust   Stability   RelaJonship   Benefit   Vision   Competence   Development   4.21   4.74   4.39   3.76   4.27   3.94   4.75   0   1   2   3   4   5   6   7   8   9   10   Trust   Stability   RelaJonship   Benefit   Vision   Competence   Development   Distrust   Neutral   Trust   Distrust   Neutral   Trust   Christy Clark Premier of British Columbia Gregor Robertson Mayor of Vancouver Their HuTrust Profile shows what their (dis)trust is made of. part  of  the  Asia  Pacific  mext/duxton  group  
  7. 7. For both competence trust (their weakest/2nd weakest scoring HuTrust ® facet) would drive trust in them most. Interestingly, trust in an appealing vision is the second strongest driver of trust. This may be explained through the complementary nature of vision and competence. If you do not know what the vision is, you can’t define what competences you need to strive for it. How to read the chart: Each HuTrust ® Facet accounts for 16.67% of trust. We therefore look which facets overindex by how much to determine the most effective drivers of trust. The results have to be seen as relative. Each facet is still important. However some are more important in the specific circumstances. Christy Clark Premier of British Columbia Gregor Robertson Mayor of Vancouver The HuTrust Drivers show which HuTrust Facets would help them the most in building trust. 20.6%   19.7%   15.0%   15.0%   15.0%   14.8%   12%   13%   14%   15%   16%   17%   18%   19%   20%   21%   22%   Competence   Vision   Stability   Benefit   Development   RelaJonship   Rela4ve  Importance  on  Trust   18.6%   18.6%   17.4%   16.8%   14.5%   14.1%   12.0%   14.0%   16.0%   18.0%   20.0%   22.0%   Competence   Vision   Stability   Benefit   Development   RelaJonship   Rela4ve  Importance  on  Trust   part  of  the  Asia  Pacific  mext/duxton  group  
  8. 8. The results suggest that both are trust deficient in all HuTrust® facets. In commercial enterprise we have not seen overall distrust scores. Both their key to building trust with their constituencies is to understand what vision and thus corresponding competence the electorate want and need to trust them for. This understanding would allow them to actively build these facets and drive overall trust. Further, they would be able to track their progress and better manage and continuously build their trust. For more information about HuTrust® Research, Consulting, Coaching and Training, please contact: Canada and US: Australia & NZ: Europe: Concerto Marketing Mext Consulting Burokoos Rob Dawson Stefan Grafe Jules Prick E: E: E: Transform: Asia (Singapore): Barbara Grohsgart Duxton Consulting E: Laurenz Koehler E: What to do with this knowledge