the GRbn buILdInG PubLIC tRuSt ChARteR TheBuilding+Public+Trust Charter+ Since 2016, GRBN has been benchmarking the level of trust the general public has in market research. We#believe#that#the#market#and#social#research#and#insights#sector#needs# to#strengthen#trust#in#research#and#insight#activities. We#support#the#goals#of#the#GRBN#Building#Public#Trust#Programme,# onLY 1-In-10 PeoPLe hAVe A hIGh LeVeL which#are#to: oF tRuSt In MARket ReSeARCh CoMPAnIeS. 1. Communicate+the+value+of+research+to+consumers+and+citizens Source: GRbn trust Survey 2016 2. Increase+transparency+in+research+and+insight+activities 3. Improve+the+research+participant+experience We#believe#that#the#time#for#action#is#now#and#encourage#others#to# Things have not changed much since 2016 and our research clearly shows support#and#participate#in#the#GRBN#Building#Public#Trust#Programme. that there is a lack of trust in the market research industry. Our research identified three key drivers of trust in market research: Regional Federation+and+National+ 1. Trust with the protection of data Association+endorsed • Fundamental to the willingness to share data with market researchers 2. The perceived value of market research • Fundamental to a willingness to say “yes” to an interview request 3. The user experience • Fundamental to participating again GRBN has set up a Building Public Trust program and charter to help ad- dress these three issues, and we are pleased to say that the Charter is sup- ported and endorsed by the regional federations and associations across the globe. ENGAGE 2.0 - 30 TIPS TO IMPROVE THE RESEARCH PARTICIPANT USER EXPERIENCE – A GRBN Handbook © 2020 GRBN 12