I had the chance to attend an American Marketing Association event last night. Leveraging digital tools, Paolo Parigi (Lead Trust Scientist at Uber and Adjunct Professor of Civil and Environmental Engineering at Stanford University) gave a presentation on the topic of trust - an important psychological factor in business, specifically within the sharing economy. His methodology, referred to as an online field experiment (ofe), in assessing how interactions and user experience creates, increases, or decreases trust and how to discover which is happening and what might be causing it, involved the usage of investment games. Below are a few snapshots I managed to capture during the presentation. Parigi addressed certain scenarios when it would be best to use ofe's and, taking into consideration how varied trust can build across different cultures, acknowledged that ofe results would vary across countries. All in all, an insightful presentation.