Developing Loyalty Through The User Experience Fall 2015
Executive Summary The following research report contains information on trust, loyalty and usage behavior of news media. Five participants were researched implementing an unstructured interview format in order to glean insight into how the Harvard Business Review can deliver an experience that fosters loyalty and trust, ultimately resulting in an email or social media subscription. The research uncovered that the main traits that make a user loyal to a media brand include: familiarity, time and experience, credibility of the source, relevancy and saliency of the content, degree of excitement or interest garnered from the topic. The study concluded that the majority of users discover new media sources primarily through the sharing by friends on social media sites including Twitter and Facebook. In order for a user to subscribe to a news source, the user must have a consistent of string of positive experience to validate the source is consistently credible, interesting and reliable. The majority of users will only share content that they feel is not only personally relevant, but also relevant to their friends.
1 RESEARCH GOALS HBR wants to better understand how users mindsets influence the behavior of the reader and how they develop loyalty towards services such as HBR provides.
What makes someone loyal to a media brand? How does the media company go from being unknown in someone's mind to being a source they trust and refer to? How do people learn about different content sites (e.g. magazines, online editorials, etc.)? What role does referral source (e.g. social media contacts, colleagues) play? What does loyalty look like in terms of behavior? What activities would they perform in relation to the site's content, e.g. sharing with others, bookmarking, saving content for later reference? Do people need to form an emotional attachment to a brand in order to feel loyal to it Is the mindset different when using mobile device at home vs. on your laptop at work? How often might they visit the site? What role does device/context of use play?
2 PERSONAS During the stakeholder meeting, Harvard Business Review discussed two major market segments, Ambitious Learners and Strategy Implementers. These two segments are described below.
Ambitious Learners: o Younger 20,30s takes their career seriously o Coming to HBR in order to up their game at work o A lot they don’t know and want to get up to speed and improve their performance in a way that improves their performance
Strategy Implementer:
o o o o o o o
In charge of a budget for the first time Really short on time Looking for answers in a quick way Target customer who has the most to gain from learning from HBR Someone whose up the ladder The next generation of customers Most influenced by social and mobile
These two market segments provided insight into forming a preliminary set of personas. These personas were based on three hypothesized main use cases:
Specific Search Immersive Browse Social Peruser
These use cases led to the creation of the three personas described below, The Pointed Searcher, The Immersive Browser, and the Social Peruser. The Pointed Searcher:
Pointed, directed search for a specific subject or piece of information Have words or a topic in mind most likely scanning for Want information quickly Want to get to that information through the path of least resistance More likely to use a search tool/feature Possibly want a few sources in a small amount of time to cross check Looking for speed, efficiency, get in and get out approach, possibly several sources of information for cross-checking
The Immersive Browser:
Have more time on their hands when looking for news Not looking for a specific topic, but may have more interest in certain topics over others Looking for an enjoyable leisurely news experience More likely to browse several topics- may be looking for a smattering of top news for that day/week/month Don’t mind being presented meatier articles, with more information Looking for a more visual experience Looking for a greater breadth of topics Spend a longer time on the news experience
The Social Peruser:
Looking for the top level stories Scanning for the jist of information of each story- short sweet summary of each story Want to be informed, but don’t want to spend so much time thoroughly reading each story Daily function for this person
 
Likes to stay in the loop most likely to contribute to work (industry) or social conversations Want high level information in a condensed period of time
These personas were later revised after research revealed differing behaviors from participants. These personas will be described in depth in the Analysis section of this report.
3 SCHEDULE Research Study
35 hours Kick off and Alignment 3 hours Preparation and Prior Research 2 hours Stakeholder Meeting 1 hour Discussion Guide Preparation Create Discussion Guide Proof Read and Assess Pilot Revise Conduct Study
5 hours 2 hours 1 hour 1 hour 1hour 10 hours
Conduct In Home Research P1 2 hours Conduct In Home Research P2 2 hours Conduct In Home Research P3 2 hours Conduct In Home Research P4 2 hours Conduct In Home Research P5 2 hours 10 Analysis and Synthesis hours Review Videos and Take Notes 6 hours Organize Themes 2 hours Detect Patterns 2 hours Creation of Deliverable
7 hours
Create Final Deliverable 5 hours
Fri 9/11/2015 Fri 9/11/2015 Fri 9/11/2015 Sun 9/13/2015 Wed 9/16/2015 Wed 9/16/2015 Fri 9/18/2015 Fri 9/18/2015 Fri 9/18/2015 Tues 9/22/2015 Tues 9/22/2015 Tues 9/22/2015 Thur 9/24/2015 Tues 9/29/2015 Thur 10/1/2015 Thur 10/1/2015 Thur 10/1/2015 Sat 10/3/2015 Sun 10/4/2015 Sun 9/13/2015 Sun 9/13/2015
Mon 10/5/2015 Sun 9/13/2015 Fri 9/11/2015 Sun 9/13/2015 Fri 9/18/2015 Wed 9/16/2015 Fri 9/18/2015 Fri 9/18/2015 Fri 9/18/2015 Thur 10/1/2015 Tue 9/22/2015 Tue 9/22/2015 Thur 9/24/2015 Tue 9/29/2015 Thur 10/1/2015 Sun 10/4/2016 Sat 10/3/2015 Sun 10/4/2015 Sun 10/4/2016 Mon 10/5/2015 Mon 10/5/2015
Iterate Final Deliverable 2 hours
Mon 10/5/2015
Mon 10/5/2015
4 BUDGET Hourly Wage Attribute Northeast Entry level Masters User Researcher My Yearly Salary My Daily Salary My Hourly Salary
Average Salary 110,000 60,388 95,000 92,500 $ 89,472.00 $ 245.13 $ 30.64
*Salaries from UXPA Annual Salary Report 2014
The above salary table shows rationale for my hourly rate. The average salary for UX professionals through the lens of each attribute is listed in the right column. I averaged these salaries together to articulate my yearly salary, then calculated my hourly from this mean. $30.64 represents my hourly employment fee, and does not represent any further business expenses. Estimates for these, along with total cost of the project are listed below. Professional Fee: $30.64 x 35 hours =
$ 1,072.44
Expenses: Participant Incentive: $100 x 5 Participants= $ 500.00 Travel Expenses: $40/tank of gas * 3 tanks= $ 120.00 TOTAL Project Expenses:
$1,692.44
5 METHOD RATIONALE Quadrant?
Experience: Unknown People: Known Discovery
What behaviors will you study?
What makes a person trust a news source: o What makes you trust anything?
Interaction style (individual, group (known), group (random) Individual, because the subject is trust and loyalty and these could be
Location
On-site, because I want the people to feel comfortable and
Mode of communication (verbal, visual, written, drama, observation, MIX) Verbal Interview 1 hour Sessions Unstructured
o
I reason that the experience is unclear, because HBR is delivering a current experience, but it is not garnering as many subscribers as would be ideal. They have a hunch that creating a new experience that fosters trust among readers will help convert first time readers into return readers, and eventually subscribers. I believe that the market is known because of the market segment information provided, as well as from discussions with the client. 
What does it take to get you to trust in something? Or someone? How does this occur? o What is that experience of trust like? What is the process of forming trust like? Can you speak to me about that? o Does the opinion of your friends or family increase the likelihood of you trusting something? o What does it feel like to trust someone? o Who do you trust most in your life? Why? How did you get to this level of trust? What makes a person loyal to a something? o How do you become loyal someone or something? What is the process of becoming loyal to something like? Can you talk to me about this experience? o What does it take for you to become loyal to someone? o What makes you loyal to anything? o What keeps you coming back to anything? o How does loyalty affect your actions? Does it influence your actions? o What does it feel like to be loyal to someone? o Who is the person you are most loyal to in your life? Why?
considered personal and deeper emotional needs. I want to be able to connect with the participants and create a safe comfortable environment for them to share their thoughts and I believe this would be best accomplished through individual sessions.
open enough to share information with me and I feel this would best be done on-site.
A free thinking activity will be used a spring board for getting the participants ideas on loyalty and trust. The interviews will be used to dive deeper to pull insights, emotions, and stories from the participants. The interview will start broadly, with emotions, and slowly narrow, ending with questions specific to news media.
How did you get to this level of loyalty? Tell me about a time where you lost trust in something. Great approach – the negative, like losing something and then talking about value as we did with insurance company . nice job! Is loyalty to a new source emotional or is it nonemotional? In today’s internet landscape is there such a thing as loyalty to one source? How do users interact with news? What does your channel for news look like? Email? Social media? o Behavior: Do you subscribe to one single newsource? Or several? If you are searching for information how do you go about it?
6 PROTOCOL & ACTIVITY GUIDE PARTICIPANT BRIEFING [5 MIN] Thank you for participating in today’s interview session. I will be leading today’s session, and jotting down notes on your feedback as we progress.
SESSION DETAILS There are three parts to our session: 1.
First, I’ll ask you a few broad questions about your experiences and emotions towards trust.
2.
Second, I’ll ask you to reflect on your experiences with loyalty.
3.
At the end of the session, I’ll ask you about your current interactions with news media.
The session will last about an hour, so we should be done around [time]. During the session, I would like you to feel comfortable to express your honest opinion and experiences with the given topics. There are no wrong answers. I’d like you to think of yourself as an expert on the topic at hand, and me as an interested student, trying to understand the way you think about things.
CONSENT I will be recording the session to get an accurate record of your feedback. The recordings will only be used for this research project. The data from this study will not be used for any other purpose. Your full name will not be associated with the recordings or any other data collected during the session. The recording will include your voice and your physical presence. Is this ok with you? ___________ (if no, thank and end session) Do you have any questions before we continue?
TRUST [20 MIN] 1. Trust Free think activity: a. On the piece of paper in front you, I’d like you write down all words or images that come to mind when you think of trust. Feel free to write single words, sentences, or draw pictures to describe your thoughts and feelings. [3 min] b. Let’s discuss some of the imagery and words that you wrote down. [5 Min] 2. What makes you trust in something? 3. What is something that you in trust in? a. How did you form this trust? 4. Who do you trust most in your life? a. How did this relationship form? 5. What does it feel like to trust something? What is the process of forming trust? 6. How long does it take to develop trust in something? 7. Tell me about a time when you lost trust in something. 8. Does the opinion of friends or family effect the likelihood of you trusting something?
LOYALTY [20 MIN] 1. Loyalty free think activity: a. On the piece of paper in front you, I’d like you to write down all words or images that come to mind when you think of loyalty. Feel free to write single words, sentences, or draw pictures to describe your thoughts and feelings. [3 min] b. Let’s discuss some of the imagery and words that you wrote down. [5 Min] 2. What does it feel like to be loyal to something? 3. How do you become loyal to something? What is this process like? 4. Tell me about someone you are loyal to in your life. How did you become loyal? 5. Tell me about something you are loyal to in your life. (A brand, a product) How did you become loyal? i. Do you feel you have an emotional connection with this “something”?
ii. If yes, what emotions do you feel for this brand? iii. If no, why not? 6. Tell me about a time when you lost loyalty to something or someone. 7. Does loyalty influence your actions? In what way? 8. What (characteristics or attributes) about a person or thing keeps you coming back to it time after time?
NEWS [20 MIN] 1. How do you receive news? (Social Media, Website, Email, TV) 2. Do you engage with one single news source or multiple new sources? Why? 3. Do you ever click on articles via social media? Can you tell me about this process? a. How does it get on your newsfeed? (Friend, Subscribed) b. What about the article makes you click on it? c. How long do you typically spend on it? 4. Do you subscribe to any news sources on Social Media? a. If yes: i. Which ones? ii. How did you first come across this source? iii. Why did you subscribe to this source? iv. What do you like about this source? v. Are you happy you subscribe to it? vi. Are you engaged with some publications more than others?  What is it about this source that makes you want to interact with it more? vii. What publications are you less engaged with? Why? b. If No: Why not? 5. If you land on an article that you like, what do you typically do? a. How do you consume it? (Download, Bookmark, Share) b. What attributes about the experience would make you want to return to the site? 6. If you land on an article that you don’t like what do you do? 7. Why do you subscribe to sources? a. What attributes of a post or website would entice you to subscribe? 8. Are there any news sources that you feel a sense of loyalty or emotional connection to? If yes, how did this happen?
7 DATA ANALYSIS Five people were interviewed to provide insight into this research quandary. Although the five had very disparate personalities, after review of the data similarities in behavior and attitude began to emerge. Three distinct personas arose that represent patterns in their behavior in relation to loyalty, trust and media usage.
The spectrum below depicts the differences between each persona. The Experiencer develops trust and loyalty primarily through shared experiences and time tested relationships. The Relationshipper develops a sense of trust and loyalty through developing reciprocal, nurturing relationships consisting of an exchange of support and selfless interest. The Value seeker defines trust and loyalty based on the positive benefit the relationship can provide to them. Experience
Relationship
Value
The Experiencer: “It takes me a long time to trust someone, my trust depends on familiarity, consistency and a laundry list of shared positive experiences.” Behavior: Takes a long time to develop trust in something
Requires multiple touch points and experiences to get to know something and develop trust in it Is often introduced to products, ideas and concepts by family members and trusted friends Builds relationships with products over time Skeptical about people and concepts until credibility and consistency are proved Scared at first when entering into a relationship of trust or loyalty Tend to make decisions by evaluating the amount of risk involved Once they trust in something they expect the relationship to last a long time Have a fear on the unknown and may remain loyal to something based on comfort and familiarity Often become close minded to other alternatives once trust and loyalty have been established, may be afraid to explore other new alternatives, tend to stick to established sources and relationships Believe that generally to be loyal they must have trust, but could be loyal to something based solely on familiarity and prior experience Value consistency and reliability Believe loyalty and love go hand in hand Time, and shared experiences are the biggest determinants of trust and loyalty
News Behavior:
Follow the same news sources through multiple channels: Radio, Website, and Facebook Has followed the same news sources for a number of years, likely since childhood or the beginning of their career
Was introduced through to these sources through a parent, work or school Has favorite writers that they follows on each source, knows the writer’s beliefs, style and personality Places high value on directly sourced articles, expert opinions, unbiased sources “I trust in things that I have had experiences with over a long period of time.”
The Relationshipper: “ Trust is all about fostering a reciprocal relationship with another person. If they don’t have my best interest in mind, I cannot trust them” Behavior:
Trust is built on selflessness Value mutual respect Genuine caring and concern from both members of the trust relationship In friendship trust is an essential element Expect trusted people to keep private information a secret Respect for their feelings and feelings of others is of high importance Require a reciprocal equal relationship when it comes to trust Expect people they trust to genuinely wanting what’s best for that person, with no selfinterest involved Lose trust when people act selfishly or do not support them Feel stronger as a result of trusting and loyal relationships Support essential and tend to stand up for their trusted companions whether they are right or wrong View loyalty as a deeper bond that should not be broken Loyalty means that they are responsible for another person , and they put that person’s best interest ahead of their own and expect the same in return Reciprocal care and support
News Behavior:
Engage with news topic that are relevant to them and to their group of friends Often share articles to friends either through retweeting articles, sharing on Facebook walls, or through email Gravitate to articles that relate to topics friends and family also have interest in Likely to engage in social aspects of the news experience and curate their personal brand by sharing stories that are of interest to themselves, their friends and those with similar tastes and lifestyles
“When it comes to trust and loyalty, you get out what you put in”
The Value Seeker: “I invest my trust and loyalty based on ideas that resonate with me. When I see a positive outcome as a result, I’m likely to pursue that relationship” Behavior:
Trust is won through data, facts and proof Getting positive results and feelings from a person or product will inspire loyalty Reliability is important to the value seeker Value facts and honesty no matter Believes that if a person or product has a negative effect on you at any point it is not worth of loyalty of trust Credibility and expertise inspire trust If something is too ambiguous or seems false the value seeker will not trust it until results are proven Must “click” with a topic or person to foster a relationship of trust or loyalty Value similarity Trust the opinions of friends and family, but only topics that the given person is credible on They are most likely to be loyal to something that they like the results and benefits of Loyal to things that are similar to them, and reflect their beliefs They believe the one must trust and believe in something to be loyal to it Will lose loyalty if something does not meet expectations or the product or person fails in some way More likely to be loyal if respects the features or traits of a person or product or idea Common ground and common goals inspire trust and loyalty
News Behavior:
Focus on gleaning only relevant information Often interested in industry specific sources and current events, exciting topics Share articles via email Do not often browse sites- go in with a specific purpose in mind Have no loyalty to news source- “News is news” Rarely save documents for later “I am loyal when I like the results of something and want it to continue”
Themes What does loyalty look like in terms of behavior? Developing loyal behavior begins with fostering a sense of trust. Experiencers develop trust through a long set of experiences with a brand. Relationshippers develop trust by creating a reciprocal relationship, comprised desire for the genuine best interest of their counterpart and offering of mutual support. Value seekers offer loyalty on the basis benefits a relationship can provide, shared beliefs. They can often be won over by strong conviction, or a liking to the results of a given relationship that they want to continue. Universally, all personas develop trust through honesty and transparency, meaning that the person or brand follows through on what it says it’s going to do. Trust and credibility are solidified when an expectation is set, and the actions of that person or brand fulfill that expectation. The process of forming trust as described by participants is listed in Appendix A1. It describes that often people will risk something small, and see if the other party follows through or not. This occurs several times until an expectation is either confirmed, or denied. Trust becomes more important as more information is shared, and risk increases. This can elongate the amount of time it takes to form trust. During each interview, participants were asked to assign a process to building loyalty. The responses were consistent across all five participants, giving strong insight into what types of behavior build loyalty. A journey map of this experience is depicted below:
Loyalty is generally seen as a deeper connection than trust because it implies an obligation or commitment to a given subject. Participants associated actions such as sacrifice, putting another interest above their own, and fail safe support with loyalty.
What makes someone loyal to a media brand? Experiencers reported that they become loyal to a media brand based on familiarity with the brand, prior knowledge and experience, and the credibility of sources, content, and writers. Relationshipers feel loyalty based on the relevance of content to them, and their group of friends, as well as the delivery of the content- it must be concise, interesting and attention grabbing. They will be loyal to a media brand that is in line their personal brand. Value Seekers stated that they have no loyalty to a media brand- “News is news.” said one Value Seeker. Do people need to form an emotional attachment to a brand in order to feel loyal to it? Some believe it is necessary, and some do not, although all reported some degree of a emotional attachment to a brand or product. Experiencers believe that a strong emotional attachment is necessary in a loyal relationship “Without it, the relationship will falter under any sort of pressure” said one Experiencer. Relationshipper believes that it depends on the nature of the relationship. As a Relationshipper noted “I am loyal to Payless shoes because I like their prices, but I would not say I am emotionally attached”, but when discussing the iPhone, “Emotional connection? Yes, if I lost it, I’d cry- it is one of my most valued physical possessions”. Value Seekers on the other hand believe that it emotional attachment is required to feel loyal“If not you need to rethink the relationship”. How does the media company go from being unknown in someone's mind to being a source they trust and refer to? How do people learn about different content sites (e.g. magazines, online editorials, etc.)? All personas noted that they often become aware of news sources through sharing of friends via social media sites such as Twitter and Facebook. A friend will either retweet (Twitter), share, comment on, or like an article. This information will come up on the person’s newsfeed or twitter feed. If the title is interesting, the person will click on it and skim the article. If the same source appears multiple times and the person consistently finds the content humorous, interesting or relevant to their job or industry, they will follow the source. One Relationshipper said, “Gradually you realize they’re putting out great content, and you want to follow them. I want to be the first to see it so I can share it with my friends” Consistency, credibility, interesting titles and content relevancy are universal qualities that make people want to follow a source. Participants stated that they also learn about different content sites through work, often through weekly industry digests that reference other articles and sources. What role does referral source (e.g. social media contacts, colleagues) play? Referral sources are instrumental in consumption of media sources. As described above, friends on Twitter and Facebook are the main sources of information for discovering new articles and news sources. Furthermore, all personas noted that they strongly trust the opinions and recommendations of family and friends. Experiencers strongly trust the opinions of family and friends, “I take their opinion to heart, it goes a long way.” Relationshipper said they too
subscribe to the referrals of family and friends, “We like the same things, often we have the same opinion” said a Relationshipper. Value Seekers notes that do trust opinions of family and friends, however it depends on their expertise in the matter. For example they would trust their mother with advice on some things, but not with technology. Universally the credibility of the source who shares the information is considered. One Relationshipper stated, “If my crazy cousin is sharing an article, chances are I’m not reading it.” What activities would they perform in relation to the site's content, e.g. sharing with others, bookmarking, saving content for later reference? Experiencers save content by opening new tabs. They will not bookmark, but will share with others on occasion via Facebook if they feel the content is of interest to friends. They will also like articles on Facebook if they believe in the content. Relationshipper live to share content via social media. They will retweet or share articles that are humorous or interesting to themselves and friends. On Facebook if they interact with an article they like they will either share on a friend’s wall. On twitter, if they want to save the article for their own personal use they will favorite it. If they believe it will be of interest to friends, the will retweet it. Value Seekers will sometimes save to a link to outlook, but rarely save or share, although sometimes they will share an article via email.
Barriers
Content must be interesting, relevant and stand out in order to garner any attention or following The majority of people are introduced to new content via sharing from friends and familythis can be a difficult action to secure People need a consistently positive series of experiences in order to subscribe to a source. Content needs to be specific, relevant and interesting in each touch point to secure this action. No personas in this study mentioned Harvard as an established source for news- based on the behavior of familiarity and experience effecting loyalty, this may work against getting people to subscribe Some personas (Experiencers) enjoy interacting with news sources through multiple channels, (Radio, Facebook, Website) Does HBR have other channels to create a more wholesome experience for users? ex. Podcasts, lectures Does HBR have writers that users can get to know, and follow the personalities of to strengthen the relationship of trust and credibility, and make the relationship with users more personal?
8 RECOMMENDATION
Trust arises from unbiased and transparent information that doesn’t try to sway or manipulate a person into making a certain decision or thinking a certain way. By presenting facts that allow others to draw their own conclusion, you can foster a sense of trust in your content. Delivering strong, unbiased content will ensure users feel a sense of trust when interacting with HBR resources. Users will only interact with content that is eye catching, and relevant to their motivations, passions, and aspirations. Ensure that you are delivering content that matches these attributes of your user group. Users will only share content that they feel will be well received and interesting to their friends and peers, and will build their personal brand. The main way to get users to share content is to deliver articles that are deeply useful, interesting and satisfy their motivations and aspirations. The main way users discover new sources of information is through friends sharing, liking or commenting on, or retweeting articles on social media. Focus on optimizing your content for maximum sharablility to reach more users. Users will only subscribe to a source if they have multiple positive experiences with the source and consistently find it humorous, useful, relevant and interesting. Strive for consistency in these areas at all times. Loyalty is developed through: time and experience, reciprocal giving, genuine concern for the best interest of the other party, reliability and support, honesty and transparency, and credibility. Loyalty to media brands arises from familiarity, credibility of sources, expertise relevancy of content, and level of interest. Communicate these attributes to users through your experience.
9 APPENDIX A1. Themes uncovered from each question by persona. What makes you trust something? Experience and Time Relationship Experience and Time Selflessness and Genuine Familiarity and Comfort Caring Reliability and Accountability Mutual Respect Honesty and Transparency No Judgement Reciprocal Keeps Secrets
Value Confidence and Conviction Data, Facts, Proof Credibility Expertise
What is something you trust in? How did you form this relationship? Experience and Time Relationship Value Parents or friends introduced Reciprocal Relationship Saw Results from it it formed Used for a long period of time Who do you trust most? Experience and Time Long relationships that grow with experience and time Dealt with same issues and experiences Have known them a long time
Relationship Reliable no matter what, there in the best of times and worst of times Wants what’s best for them 0 self interest Keeps secrets, keeps information private
Value Value Opinion Honest and Transparent no matter what Credibility Proven Expertise
Tell me about a time you lost trust in something? Experience and Time Relationship Value Lost Faith Didn’t reciprocate Too ambiguous Unreliable Wasn’t there for them, when Didn’t do what it said it they had been there in the would do- didn’t meet past expectations Selfish Behavior Became Frustrated Betrayed Not supportive What does it feel like to trust in something? What is the process like? Experience and Time Relationship Value
Builds over time Feels safe and secure Feels scary at first
Feels like a release No worry, less stress, more assurance Feel stronger with trust Supported
Feel a “click” or connection to something Understand and sympathize with the given subject
Process of building trust for all personas: 1. Research and Understanding o Find out about the subject at hand o Get to know it thoroughly 2. Decide if it worth pursuing o Will it add value? o Do you “Click” with it? o Do you care about it? 3. Test it: Risk something small 4. Evaluate the result o Did the person or product come through? o Did it do what it said it would do? 5. Continue to test over and over 6. Trust is either formed or eradicated o Consistently good results breed trust o Inconsistent results can either force the process to start over, or determine the subject untrustworthy, depending on the persona 7. There are multiple levels of trust o People trust different friends with different tasks or information depending on their relationship
Does the opinion of friend and family effect the likelihood of you trusting something? Experience and Time Yes because I trust their opinion
Relationship Yes because we like the same things and often have the opinion
Loyalty:
What does it feel like to be loyal to something?
Value Yes but it depends on the subject. Ex. I would trust my mom’s opinion on some things, but on other things I would not, like technology for example.
Experience and Time Relationship Value Expectations are setNo back stabbing Like the results certainty You get back what you put in Like the benefit provided and Fear of the unknown keeps No secrets want it to continue you loyal to what you do Mutual Respect Loyal to things that are know Reciprocity similar to you Proven through experience Biggest supporter Something you believe in Committed and Accountable- Back it as much as you can you’ve given your word Consistency Universal: Support, Honest and Transparent, Failsafe, Always there, Accountable Trust vs. Loyalty: What is the difference? Experience and Time Generally have to trust to be loyal, but will also be loyal due to familiarity and comfort ex. Country, may not trust the government, but still loyal to it
Relationship Trust is a friend, loyalty is a best friend Trust is a more distant relationship, while loyalty is a deeper relationship Loyalty means commitment, there is no way out Loyalty means you owe somebody something
Value Trust comes before loyalty, you have to trust something to be loyal to it, you can’t be loyal if you don’t trust it.
Tell me about a time you lost loyalty to something? Experience and Time Broke Trust Didn’t come through Not reliable Once loyalty is broken, will not give another chance because it takes so long to build it up
Relationship Did not have the person’s best interest at heart Behaved selfishly Hurt the person, caused pain and frustration Once loyalty is broken, will give the person or thing another chance to reclaim it
What attributes inspire a person to be loyal?
Value Product failure Did not meet expectations Grew disappointed and frustrated in performance or outcomes Once loyalty is broken, will give the person or thing another chance to reclaim it
Experience and Time Familiarity Consistent Reliable Proven trustworthiness Shared experiences
Relationship Reciprocal relationship Respect and love Responsible for each other Care about one another
Value Love the product Love the feeling of use Love the benefits provided by loyalty Similarity Common beliefs
What is something that you’re loyal to? What is your emotional connection? Experience and Time Proven Consistency
Relationship Relies on it Provides Relief/Release
Value Emotional connection based on the benefits it provides Likes the results or features of the product Respects the product -quality -innovation -design
Relationship This depends on the relationship with the person or thing, you can something have love without loyalty, and loyalty without love.
Value Yes, if you don’t have love with loyalty or loyalty with love you need to rethink your loyalty to that person or thing.
Are love and loyalty linked? Experience and Time Yes Always, you can’t have love with loyalty and you can’t have loyalty without some element of love
Does Loyalty influence your actions? How Experience and Time Yes Committed Closed minded to other alternatives
Relationship Value Yes Yes When you are loyal you put It influences who you spend that person or brand first your time with and what Think of that person or thing products you use before making a decision, think of all the cause and effects before acting Support and stick up for this person no matter what Does the opinion of friend and family effect the likelihood of you trusting something?
Experience and Time Yes because I trust their opinion
Relationship Yes because we like the same things and often have the opinion
Value Yes but it depends on the subject. Ex. I would trust my mom’s opinion on some things, but on other things I would not, like technology for example.
Tell me about someone you are loyal to?
Experience and Time Relationship Value Grows with Time and Truly good intentions Common Ground Experience Has their best interest at Common Goals Proven loyalty heart Common beliefs Supportive Reciprocal care and support Shared hardships Number 1 fan Universal: All said friends and family; all requiring listening and giving advice, sacrifice for one another How do you become loyal to something? Experience and Time Relationship Value o Really believe in it o Loyalty means you’d do anything for that person o Stand behind them right or wrong o Put interest of person or thing above yours o Take pride in it o Investment: You are becoming apart of it, and it is becoming apart of you o No easy way out: committed regardless of price or negative factors Process of becoming loyal for all personas: 1. Build Trust 2. Get to know each other more thorough o Deepen the relationship o “Click” on a deeper level o Prove value 3. Prove Consistency 4. Strengthen a reciprocal relationship 5. Over time, this will form loyalty
Media:
Do you engage with you one news source or multiple?
Experience and Time Multiple
Relationship Multiple
Value Multiple
What new sources do you subscribe to?
Experience and Time NPR WBUR Deadspin Boston.com
Relationship The skim Boston Mag Boston.com Fox CNN Travel Blogs The Boston Channel Perez Hilton
Value Medical Journals Mashable Healthcare
Why do you subscribe to news sources?
Experience and Time Relationship Value Takes time and multiple Something my friends and I Relevant experiences to subscribe relate to Exciting Prior Knowledge- follow the Something I would want to Interesting same new sources in multiple share with my friends forms Topics of interest to me and Convenient to subscribemy friends takes less to look up Want to be the first to see it Universal: Unbiased, Trust worthy, Industry knowledge, Proved consistency All agree that it takes multiple good experiences to subscribe What do you like about the news sources you subscribe to?
Experience and Time Trust Authors Trustworthy sources Interesting and Relevant Topics Unbiased
Relationship Current Events Minute to Minute News Interesting content my friends and I would like Local news
Value Minute to minute news Relevant to Industry Interesting Articles Concise Content
How do you receive news?
Experience and Time Radio Websites Reddit Imgur Facebook-likes pages
Relationship Twitter Facebook- friends Word of Mouth TV
Value Email Facebook- friends
What is your experience like with articles on social media?
Experience and Time Comes up either from a liked page or from a friend’s share Must have a good author, be from a respected source, or be a current event or topic of interest to be clicked
Relationship Comes up through friends sharing Has to stand out in order to be clicked Has to be out of the ordinary Has to be something a friend or will be interested in
Value Comes up through friends sharing Must be relevant to industry in order to be clicked
What do you do when you open an article?
Experience and Time Opens article, Skims, checks the author, if likes the author will read thoroughly, if doesn’t like will start to read, but will probably x out before finishing depending on topic Saves by opening a new tab Will Browse the site using related links but they must be very interesting
Relationship Finds articles Reads and shares with friends on facebook if the article is relevant or funny Saves articles on twitter by favoriting or retweeting them
Value Opens articles and skims Then x’s out once information is gleaned Rarely saves for later- but if they do they will on outlook Will not browse site, usually enter for a specific purpose
Do you feel loyalty to any news sources? How does this happen?
Experience and Time Yes Likes and trusts specific writers
Relationship Yes Based on relevance and humor
Value No, news is news.
Grew up listening to specific news channels, has had experience with them throughout his life Prior knowledge Credible content Directly sourced articles Expert opinions
If it’s consistently producing content of interest Amusing and relevant to my friends and I