2024 Edelman Trust Barometer P. 68 Data Analysis Explained: Average Acceptance Rating Respondents were asked to separately rate four technologies (green energy, Segment category Range artificial intelligence, gene-based medicine, and GMO foods, as shown on the previous Tech Appendix slide) on a 5-point scale, ranging from Resistant to Resistant: I am very worried about this. I boycott products and services Passionate (see full scale to the right). We calculated overall levels of that incorporate these technologies and urge others to do the same. 1-1.49 acceptance across the population by taking the average scale point selected. Segments of the population were classified as one of the five categories, based Hesitant: I am concerned about this. I personally try to avoid using on the cut points in the table to the far right. products and services that incorporate these technologies. 1.5-2.49 • If the average of an audience segment fell between 1-2.49, they were Comfortable: I am okay with this. I will use products and services that classified as “rejecting” the innovation. incorporate these technologies but won’t actively seek them out. 2.5-3.49 • Audience segments with an average score of 3.5-5 were classified as Enthusiastic: I am excited about this. I am looking to increase my use 3.5-4.49 “embracing” the innovation. of products and services that incorporate these technologies. This method of calculating an average acceptance rating was applied to Passionate: I am a big advocate for this. I am looking to increase my different audiences throughout the report. use of products and services that incorporate these technologies and 4.5-5 actively encouraging others to do the same. Don’t know / not sure