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Veracity Index 2016
Ipsos MORI
December 2016
© 2016 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may
not be disclosed or reproduced without the prior written consent of Ipsos.
Veracity Index 2016 | December 2016 | Version 1 |
1
Veracity Index 2016 – all professions overview
“Now I will read you a list of different types of people. For each would you tell me if you generally trust them to tell the truth, or not?”
Nurses
Doctors
Teachers
Judges
Scientists
The Police
Clergy/priests
Hairdressers
Television news readers
The ordinary man/woman in the street
Civil Servants
Lawyers
Pollsters
Managers in the NHS
Economists
Charity chief executives
Trade union officials
Local councillors
Bankers
Business leaders
Estate agents
Journalists
Government Ministers
Politicians generally
93%
91%
88%
81%
80%
71%
69%
68%
67%
65%
56%
52%
49%
48%
48%
46%
43%
43%
37%
33%
30%
24%
20%
15%
% trust to tell the truth
Base: 1,019 British adults aged 15+, fieldwork 14th October – 1st November 2016
Veracity Index 2016 | December 2016 | Version 1 |
2
The five most trusted professions, 2016
2015 score:
% trust to tell the truth:
93%
Nurses
91%
Doctors
88%
Teachers
Judges
Scientists
81%
80%
-
89%
86%
80%
79%
Base: 1,019 British adults aged 15+, fieldwork 14th October – 1st November 2016
Veracity Index 2016 | December 2016 | Version 1 |
3
The five least trusted professions, 2016
2015 score:
% trust to tell the truth:
33%
Business leaders
30%
Estate agents
24%
Journalists
Government Ministers
Politicians generally
20%
15%
35%
25%
25%
22%
21%
Base: 1,019 British adults aged 15+, fieldwork 14th October – 1st November 2016
Veracity Index 2016 | December 2016 | Version 1 |
4
Net trusted professions
100
100
87
83
79
65
65
44
50
50
43
42
39
36
17
0
0
8
7
3
2
Charity Trade
Local
chief execs Union council
Business Estate Journ- Govt.
Nurses DoctorsTeachers Judges Scientists Police Clergy/ Hair- TV News Person Civil Lawyers Pollsters Econo- NHS
officials -llors Bankers leaders Agents alists Ministers Politicians
mists managers
priests dressers Readers in the Servants
street
0
-5
-50
-50
-9
-21
-27
-35
-47
-56
-67
-100
-100
Veracity Index 2016 | December 2016 | Version 1 |
5
Key movers in public trust over time
100
85
80
75
69
65
63
50
56
57
43
33
25
25
18
0
1983 1984 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Clergy/Priests (-16 ppt)
Trade Union Officials (+25 ppt)
Ordinary Man/Woman in the street (+8 ppt)
Scientists (+17 ppt)
Civil Servants (+31 ppt)
Business leaders (+8 ppt)
Base: c. 1,000 British adults aged 15+ per year
Veracity Index 2016 | December 2016 | Version 1 |
6
Amongst the least-trusted professions, trust in politicians has dropped notably,
whilst trust in estate agents has risen
100
% trust to tell the truth:
75
50
30
25
24
20
15
0
1983 1984 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Journalists
Government Ministers
Politicians Generally
Estate agents
Base: c. 1,000 British adults aged 15+ per year
Veracity Index 2016 | December 2016 | Version 1 |
7
Distrust in pollsters has risen this year
100
“…would you tell me if you generally trust them to tell the truth, or not?” - Pollsters
75
Trust to tell the truth
53
50
49
42
34
Do not trust to tell the truth
25
0
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
2015
2016
Base: c. 1,000 British adults aged 15+ per year
Veracity Index 2016 | December 2016 | Version 1 |
8
As has distrust in civil servants and business leaders
% do not trust to tell the truth:
100
Civil Servants
Business leaders
75
65
63
66
50
60
55
39
32
25
0
1983 1984 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Base: c. 1,000 British adults aged 15+ per year
Veracity Index 2016 | December 2016 | Version 1 |
9
MORI Veracity Index November 2016 - Charts.pdf (PDF, 450.13 KB)
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