What actually changes how people understand AI.
We run values‑segmented research that tests which messages move which audiences, and maps who they already trust to deliver them.
How we research
- 01A values‑segmented survey: grouping people by underlying values and worldview, not demographics alone
- 02A message test: putting real claims about AI in front of each segment to see what actually shifts understanding
- 03A messenger‑trust battery: testing who each segment already trusts to talk about a fast‑moving, difficult topic
Published research
- 01Bad, Bad, Not Good: How did the public respond to a caveman-speak explainer of AI risk? A coded analysis of 1,534 Instagram comments on a Nate Soares reel. Most commenters accepted the premise, agreement collapsed into resignation, and the one frame shared by believers and sceptics was blaming the companies.
- 02OpenAI and Shut: how METR's investigation of the OpenAI and Hugging Face incident closed the marketing-stunt argument A coded analysis of 692 comments across the same Reddit ecosystem, before and after METR and Redwood Research's independent investigation. The marketing-stunt frame fell from a quarter of comments to one in twenty.
Pilot study
We're deciding what counts as success before we start, not after. The pilot works if message performance clearly differs between value segments, if other people can repeat the method, and if at least five organisations agree to use the findings in their own communication. A null result counts too, since it would correct the field's assumptions and is still worth publishing.
- 01A values‑segmented dataset on how audiences respond to claims about AI
- 02A first map of which trusted messengers reach which segments
- 03A replicable method, documented for others to run
- 04An openly published findings report
Where the research programme goes next.
Once the pilot proves the method, the plan is to scale it: flagship segmentation studies that go deeper than the first pilot, and a live public‑attitudes tracker that keeps the evidence current as the technology and the public conversation move.