Recent studies about trust in information sources and behaviors relating to the COVID-19 pandemic have prompted some to propose delivering information via trusted messengers. Such targeted messaging, however, requires knowledge about which sources are trusted, by whom, and why.

Methods

We conducted a mixed-methods study including a representative panel survey of Detroit residents and in-depth interviews with selected respondents.

Results

Preliminary analyses find that two-thirds of respondents trust their doctor a great deal for information on the pandemic. Interviewees also talked about trusting their primary care doctor for accurate information, as well as “going to the source,” including Dr. Fauci, local health departments and other sources viewed as scientific. Only one quarter of survey respondents trust news sources (radio, newspapers, TV); interviewees mentioned conflicting information from such sources and the politicization of the news. About one quarter trust the US government.

Building on these results, the paper will construct personas that represent how different people think about and trust information sources. These personas will form the basis for testing hypotheses about the existence and prevalence of distinct different trust profiles, how these types vary across socio-demographic groups, and whether and how trust evolves over time. We will also explore the connection between trust in information sources and key behaviors such as vaccine intention and social distancing.

Conclusion

The results will inform public health officials about how to best target public education resources.