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Unraveling Identity

Media Brands 
Variance Analysis

Trust perceptions vary significantly across categories and consumer groups.

While some brands evoke strong levels of trust among all respondents, others spark strong divides and polarizing opinions.

To capture these dynamics, we created graphs to show the distribution of trust measurements at both the brand and category level.

The following visualizations illustrate these results and offer key insights into how trust is spread across the market.

Brand Level Distribution

MBT Score Results: Bar chart showing response distribution across scores 1-10. Most responses (27) were at scores 5 and 6.

Category Level Distribution

MBT Score Results: Bar graph showing response distribution. Most responses (6) are centered around score 6.

The polarization of brands among consumers can be seen in the significantly different response variance comparing TikTok and Zeit Online

Response Variance Zeit Online

Bar chart showing MBT score responses: most responses (28) at score 6.

Response Variance TikTok

Bar chart showing MBT score response distribution: scores 1-10
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