The Ipsos Mori Veracity index has been published and once again nurses and politicians bookend the charts.
At the top with nurses are doctors and then teachers and dentists.
Sliding down to the bottom are politicians with a deficit of 68 per cent of people they don’t tell the truth.
Local councillors fare better with just a -13 per cent rating.
Most important of all are the average man or woman in the street with a score of +35.
I’m grateful to Ross Wigham for retweeting the findings this afternoon as I often use the findings in training.
Because having data to hand can take the heat out of things.
You may not think that lining the politician up is the best way forward but its tricky to say ‘no’.
But if you use data it’s not you saying ‘no’ to the idea of the cabinet member starring in your video aimed at new parents.
Having that data means you can advise on more than just gut feeling.
Yes, it is more work.
Yes, it is more effective.
Picture caption: US National Archive / Flickr