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The Scope Communications Media, Trust & Information annual survey

Queenstown Lakes District & Aotearoa New Zealand
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The way we find, interpret and trust information is changing fast.

From local newsrooms and national media to social feeds and AI tools, we’re all navigating a more complex information environment than ever before. What cuts through, what we believe, and what we ignore is shaping how communities stay informed – and how organisations communicate.

At Scope Communications, we’re interested in what this looks like here, on the ground in the Queenstown Lakes District and across New Zealand.

This survey explores:
  • Where people actually get their information
  • What they rely on – and what they question
  • How behaviours are shifting in response to overload, misinformation and AI
  • What makes communication effective (or not), particularly at a local level
There are no right or wrong answers – just your experience.
It should take around 5-7 minutes.
Responses can be recorded anonymously, however if you want to enter the draw to win one of two 3-packs of Central Otago wine from Gibbston Valley, you'll need to record your email address at the end. Winners will be drawn at the close of the survey, on June 30. One submission per person.
1.Thinking about your day-to-day life, how interested are you in news and current events?(Required.)
Extremely interested
Quite interested
Somewhat interested
Not very interested
Not interested at all
2.What types of news or information are you most drawn to? (Select all that apply)(Required.)
3.In the past week, how have you come across news or information? (Select all that apply)(Required.)
4.Thinking about what you rely on most—what is your main source of news or information? (Select one)(Required.)
5.Which sources or outlets do you regularly turn to? (Select all that apply)(Required.)
6.When you consume news or information, how confident are you that it is accurate?(Required.)
Very confident
Fairly confident
Neutral
Not very confident
Not confident at all
7.Thinking about the information you personally rely on, how often do you feel confident in it?(Required.)
Almost always
Often
Sometimes
Rarely
Never
8.How confident are you in information coming from the following sources?
Please rate your confidence from 'Very confident' to 'Not confident at all'.(Required.)
Very confident
Fairly confident
Neutral
Not very confident
Not confident at all
Traditional media (TV, newspapers, radio)
Online news sites
Social media
Influencers or content creators
Search engines (e.g. Google)
AI tools (e.g. ChatGPT)
9.Based on your own experience, how do you rate the reliability of the following outlets?
Please rate your reliability from 'Very reliable' to 'Not reliable at all'.(Required.)
Very reliable
Fairly reliable
Neutral
Not very reliable
Not reliable at all
NZ Herald
Stuff
Otago Daily Times
RNZ
TVNZ
Mountain Scene
Crux
Other (if known)
10.Do you ever find yourself avoiding the news?(Required.)
11.If yes, why do you tend to switch off or avoid it? (Select all that apply)(Required.)
12.When you see information that doesn’t feel quite right, what do you usually do? (Select all that apply)(Required.)
13.Have you used AI tools (e.g. ChatGPT) to find or understand information?(Required.)
14.How do you feel about information that is produced with the help of AI?(Required.)
Very comfortable
Comfortable
Neutral
Uncomfortable
Very uncomfortable
Mostly created by people, with some AI assistance
Mostly created by AI, with some human input
15.Has the rise of AI changed how cautious you are about what you read or believe?(Required.)
16.How important is local news and information in your daily life?(Required.)
Extremely important
Important
Somewhat important
Not very important
Not important at all
17.Do you feel people in the Queenstown Lakes District are well informed about what’s happening locally?(Required.)
18.Which local sources do you rely on most for information?(Required.)
19.When something important happens locally, where are you most likely to notice it first? (Select up to 3)(Required.)
20.What makes you believe information from a local organisation is credible? (Select all that apply)(Required.)
21.Which best describes you?(Required.)
22.What is your age?(Required.)
23.Where are you based?(Required.)
24.I am 18 and over, and would like to go into the draw to win a Gibbston Valley wine prize pack.
25.Please enter your name and email address below to go into the draw.
26.Would you like to receive more news, insights and updates - including the results of this survey - from Scope Communications?