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Table 3 Exemplars of qualitative data

From: Using infographics to improve trust in science: a randomized pilot test

Study arm Inconsistent with intention Consistent with intention
Infographic 1 The info AD I viewed on the last page described a doctor offering cigarettes in 1940, but condemning cigarettes in 2020. I could tell by the picture's response between the two characters The infographic was trying to convey the message that scientists will alter their ways of thinking as new information becomes available, and can be trusted. It presented this message by showing how doctors in the 1940s did not understand the risks of smoking, but modern doctors advise patients not to smoke
Infographic 2 It displayed three vignettes and attempted to connect the ideas as a linear process. It showed a person thinking and theorizing, then working with others to test the theory which resulted in a rocket The images showed that scientists spend a great deal of time thinking about what it is that they are trying to accomplish. But just like everyone else they get up in the morning and do the same things as us, like putting on our pants before work while thinking about how to accomplish launching a rocket. It's this commitment of time that results in an actual rocket launch
Infographic 3 Scientists have recommended that humans consume butter instead of margarine. A decade or two later, scientists changed their recommendation to giving priority to our using margarine due to the lower saturated fat content. More recently, science suggests that we use guidelines based on our own health needs for lower fat, trans fate, or a natural product with more saturated fat Scientists make suggestions because of the findings they get from their research and they tend to make adjustments when they discover something contradicting the first suggestion because they are after the truth
Infographic 4 They were trying to find the cause for the cholera outbreak in London during the 1800s. They took samples of the water and looked under the microscope. They figured out that the water had bacteria in it and was contaminated. They all agreed on this finding Even though scientists may be wrong sometimes, they are constantly questioning their findings. Just because someone has a hypothesis doesn't make that true. Scientists needs to be able to accept that they are not correct all the time and that will make them better in the end
Infographic 5 It is very important for parents to be able to communicate openly and effectively with their children. Open, effective communication benefits not only the children, but every member of the family. Relationships between parents and their children are greatly improved when there is effective communication taking place. In general, if communication between parents and their children is good, then their relationships are good as well It was trying to communicate how the average person can benefit from listening to science/scientists and apply these benefits as they go about their daily life. In this case, a young boy wants to go out and play but on the screen they are telling there is a 90% chance of rain. So the adult in the screen is coming equipped with raincoats