A proprietary belief-based intelligence model — powered by the CFI Insight Engines™ — that reveals how your narrative will land, through the lens of trust, before you act.
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Our research began with values — what people hold as fundamentally important. Stable, core and mapped through two decades of consumer research and new proprietary belief-based ethnography. The Insight Engines build on that foundation to reveal beliefs — what people think is true about specific topics. Values are stable. Beliefs can shift. That’s where strategy lives.
A living belief-based intelligence system built from CFI’s proprietary ethnographic research. Five distinct consumer belief archetypes — each with its own values architecture, decision filters and trust triggers — that can be queried individually or across archetypes.
Progressive Disruptors
Challenge systems and corporate motives
Authenticity Seekers
Want to see what you’re not telling them
Rationalists
Demand evidence and methodology before trust
Comfort Seekers
Reassurance someone credible is in charge
Strategists
Evaluate risk, reward, and strategic positioning
Three steps. One strategic advantage.
Step 1
Understand how your audience thinks before you craft your message. Each Insight Engine reveals what its archetype believes, who cares about your topic and where the trust fault lines are.
Step 2
Develop your strategy and pressure-test how targeted belief archetypes will respond — through the lens of trust — before you invest.
Step 3
Refine and validate your messaging, claims and policy positions with archetype-level feedback before it goes public.
Trust Intelligence Deliverables
A visual mapping of which narratives build trust and which trigger erosion, broken down by belief archetype.
Specific language that builds trust and language to avoid, with a decision-filter hierarchy by audience.
Who your audiences trust, which voices increase or reduce skepticism, mapped per archetype.
Your engagement also includes an Activation Trigger Framework with 12–24 month scenario modeling, an Interactive Intelligence Report for internal use and an Executive Synthesis Readout with our strategists.
Model Integrity
What CFI Trust Intelligence™ Is Not
We don’t generate consumer opinions, create synthetic personas, or run surveys and call it intelligence. Each Insight Engine operates inside a locked ethnographic DNA — it cannot invent a personality, or generate outputs outside its assigned belief system.
What We Do
We feed the engines real, verifiable information and ask them to react. Every output is reviewed, interpreted and contextualized by CFI trust researchers with nearly two decades of experience. You’re not getting a chatbot readout. You’re getting strategic guidance from the team that built the models.
Each CFI Insight Engine operates inside a locked ethnographic “constitution” or “DNA” – it cannot invent a personality or generate outputs outside its assigned belief system.
We feed the Engines real, verifiable information and ask them to react. They filter reality – they don’t hallucinate a new one.
Every response is verified against the segment’s core beliefs before delivery. Outputs that violate the Insight Engine’s DNA are rejected and redone.
Each Engine continuously ingests evolving cultural narratives – your questions get interpreted against current context, not a snapshot in time.
Every output is reviewed, interpreted and contextualized by the CFI team — strategists and communicators with nearly two decades of experience in consumer trust. You’re not getting a chatbot readout. You’re getting strategic guidance from the people who built the models.
The communications landscape has shifted:
CFI Trust Intelligence™ reveals how your narrative will land — and with whom — before you go public.
Contact our team to explore how CFI Trust Intelligence™ can inform your next strategic decision.