In the spring of 2016, we conducted research to explore three The birth of the Handbook drivers of trust: 1. Trust with the protection of data Since 2015, GRBN has been presenting data on the general a. Fundamental to the willingness to share data public’s lack of trust in the market research industry and with market researchers encouraging the industry to collectively do something about 2. The perceived value of market research it so we can maintain our ability to collect the data we need a. Fundamental to a willingness to say Ȋyesȋ to an interview request to meet clients’ needs. 3. The user experience a. Fundamental to participating again With respect to the user experience, our research showed ONLY 1-IN-10 PEOPLE HAVE A that participants found most surveys were too long, HIGH LEVEL OF TRUST IN unenjoyable, and lacked mobile-friendliness. MARKET RESEARCH COMPANIES. One key conclusion from the research was that: Source: GRBN Trust Survey 2016 THERE IS ABSOLUTELY NO POINT Early on our message largely fell on deaf ears and I vividly PROMOTING THE VALUE OF RESEARCH recall presenting to an almost empty room at IIeX AND ENCOURAGING PEOPLE TO Amsterdam. The lack of interest in the issue was demoralizing, to say the least. Rather than giving up, we PARTICIPATE IF WE GIVE THEM A BAD pushed forward and are Ȋfighting the good fightȋ as Roddy EXPERIENCE WHEN THEY DO. Knowles at Research Now would say. © 2017 GRBN Participant Engagement Handbook | 12 © 2017 GRBN Participant Engagement Handbook | 13