  Many of the guidelines that inform how designers create data visualizations
originate in studies that unintentionally exclude populations that are most
likely to be among the 'data poor'. In this paper, we explore which factors may
drive attention and trust in rural populations with diverse economic and
educational backgrounds - a segment that is largely underrepresented in the
data visualization literature. In 42 semi-structured interviews in rural
Pennsylvania (USA), we find that a complex set of factors intermix to inform
attitudes and perceptions about data visualization - including educational
background, political affiliation, and personal experience. The data and
materials for this research can be found at https://osf.io/uxwts/
