Expert versus Peer Testimony

Introduction

A testimony is a statement or endorsement given by someone who has a logical connection to the topic and who is a credible source.

Testimony can be used to either clarify or prove a point, and is often used by referring to the research of experts. For example, you could quote a study conducted by an independent auditing organization that endorses your organization’s ability to financially support current workforce levels.

There are three major types of testimonies, ranging from expert to peer testimony. They are:

• Expert authorities
• Celebrities and other inspirational figures
• Antiauthorities

Expert Authorities

First, we can cite expert authorities. According to Chip and Dan Heath in their book Made to Stick, an expert is “the kind of person whose wall is covered with framed credentials: Oliver Sacks for neuroscience, Alan Greenspan for economics [well, maybe not such a great example any longer], or Stephen Hawking for physics.”

If an expert supports our position, it usually adds credibility. If we are giving a presentation on a medical issue and can find support for our position in prestigious medical reviews such as The New England Journal of Medicine or The Lancet, it would probably be a good idea to cite those authorities.

Celebrities and Other Inspirational Figures

Second, we can refer to celebrities and other inspirational figures . Take the example of Oprah Winfrey recommending a book. Her recommendations influence the book-buying habits of thousands of people. Why? Because “if Oprah likes a book, it makes us more interested in that book. We trust the recommendations of people whom we want to be like,” note the Heaths.

But what if there are no ”experts” or “celebrities” to be found? Well, hold on a minute. They might be closer than you think. Do you have positive feedback from satisfied customers? Is there someone on your team (including you) with certain educational background or work experience that is relevant? If so, they (or you) might be able to provide the expertise that you seek, even if they are not widely known.

Peer (Antiauthority)

Third, we can rely on what the Heaths refer to as “antiauthorities.” This is also known as peer testimony, because it comes from a source that is neither expert nor celebrity, but similar status to the audience.

They cite the example of Pam Laffin, a mother of two who died at the age of 31 from emphysema-related lung failure caused by years of smoking. She appeared in several anti-tobacco commercials sponsored by the Massachusetts Department of Public Health. The commercials were difficult to watch but highly effective; Pam Laffin told a compelling story in a way that more famous people could not.

What to Consider Before Using Testimony

Before using testimony, ask:

• Is the material quoted accurately?
• Is the source biased, or perceived as biased?
• Is the source competent in the field being consulted?
• Is the information current?

In the end, your choice as to which type of testimony you use will depend on your audience.

Smokers, for example. know all of the hazards of smoking and still continue to smoke. Give them a presentation on the dangers of smoking using expert testimony and you'll probably be met with a response like, "Yeah, but it won't happen to me." Use an antiauthority like Pam Laffin, however, and the response will be totally different.

Here is a young woman who probably also thought that it wouldn't happen to her, speaking "from her grave." Smokers can relate to her. She isn't just a numerical figure. This type of testimony is quite effective when you're trying to tell people the dangers of doing something.

So get to know your audience, put yourself in their place, and choose the type or combination of evidence that will make your message stick.