The Motley Fool aimed to understand what drives customer trust in investing news sites to create content that helps customers achieve their financial goals and position itself as the go-to resource for financial information. The goal was to establish 4-6 metrics backed by insights for longitudinal CSAT surveys.

A series of 30-minute one-on-one interviews were conducted with 10 customers and 10 non-customers, focusing on trust and recent experiences with financial media outlets. Interviews were recorded, transcribed, and analyzed qualitatively.

The research identified six key metrics of trust used in longitudinal customer satisfaction surveys, and as a gut check for new content and product launches. Customers expressed strong trust in TMF for financial advice, indicating a positive long-term business impact. TMF were able to see the impact of creating trustworthy content on their bottom line, by increasing customer retention.