GRBN Global Trust Survey 2020 - AU Report © 2020 GRBN

Local partners Global Trust Survey 2020 A Report On The Level Of Trust In Market Research in Australia June 2020

Table of Contents Read Me: I’m Important 3 Introduction 4 Partners 5 Thought Leadership 6 Background and Sample 10 Key Takeaways 12 Snapshot View of: Trust in and Impressions of Market Research 13 Level of Overall Trust 17 How Covid-19 Has Changed the Level of Trust 25 Believability that Market Research is Beneficial 33 Reactions to the Participant Experience 41 Personal Data Use 45 Protection and Use of Personal Data 51 Drivers of Trust in Market Research to Protect and appropriately use Personal data 59 Trend Data (2018 vs. 2020) 66 GRBN Global Trust Survey 2020 - AU Report © 2020 GRBN 2

Read Me: I’m Important COPYRIGHT DISCLAIMER © 2020 GRBN The information provided within this report is for general The copyright on this report (GRBN Global Trust Survey 2020 - informational purposes only. There are no representations or Global Report) is owned by The Global Research Business Network warranties, expressed or implied, about the completeness, accuracy, (GRBN). Parts or the whole of this report may only be reproduced reliability, or suitability with respect to the information, products, with written permission from GRBN. Parts or the whole of this services, or related graphics contained in this report for any report may only be distributed or transmitted if GRBN is clearly purpose. Any use of this information is at your own risk. GRBN acknowledged as the copyright owner. In addition, when neither assumes nor accepts any liability to any party for any loss, referencing material contained in this Handbook, the source “GRBN damage, or disruption caused by applying the information shared in Global Trust Survey 2020 - Global Report © 2020 GRBN” must be this report. acknowledged. GRBN Global Trust Survey 2020 - AU Report © 2020 GRBN 3

Introduction by Andrew Cannon, Executive Director, GRBN “Trust is a precious thing. It is hard to build and easily lost.” I believe that trust with personal data will become more, rather “Trust cannot be taken for granted. It needs to be earned.” than less, important in the years to come. The data from this survey Two simple, but powerful truths I believe, but why should we, the shows that our industry is, in my opinion, punching below its weight global market research sector, care about the general public’s trust? on this matter. A definite opportunity for us to improve. The general public is the lifeblood our sector relies on. Without The GRBN is committed to playing its part in building a relationship people’s willingness to voluntarily give us their time, their opinions with the general public built on trust. and access to their data, our industry is ill-equipped to meet the The GRBN has put in place a Building Public Trust Charter to which needs of decision-makers, who rely on the data and insights we regional and national associations across the globe, which share this provide to inform their decisions. commitment, have endorsed (see overleaf). The findings from this survey tell us that the general public has a If you share our belief that we can, and should, increase the level of “reasonable” amount of trust in our sector. This is good, but is it trust in our sector, please get in touch and let’s do something about good enough? Should we rest on our laurels? it together. I believe not. I believe that our sector has much to gain from being Andrew Cannon more trusted by the general public. Not only would this improve Executive Director, GRBN response rates and data quality, but also differentiate our industry [email protected] from others who are also playing in the data space, both in the eyes of the general public, but also in the eyes of the authorities. GRBN Global Trust Survey 2020 - AU Report © 2020 GRBN 4

Thought Leadership – By Peter Harris, The Research Society What are we waiting for? afford to wait before we supercharge on mass how we engage with The Global Research Business Network (GRBN) have released the people and credibly build trust? latest global results in their “Trust” report, a repeat of a study To maximise engagement, similarly to most human interactions, the undertaken in 2014, 2016 and 2018. The news for the Market key to winning people over every time and achieving real human Research (‘MR’) industry in Australia was positive with our net trust connection is empathy, closely followed by belonging and index increasing vs. 2018, but there remains a lot of work to do. authenticity. Let’s unpack what these 3 pillars mean for MR: Overall, 75% of Australians see MR as beneficial to companies, Empathy: are we asking relevant topics in engaging ways? Are we significantly more than they see it as beneficial to themselves. Over asking interesting questions in an interesting way that people can one third see surveys as being too long and not enjoyable. make sense of? Are we really listening and responding like humans For MR, COVID-19 has had a minimal impact on our trust scores, do? however, looking across categories, there was a significant positive Belonging: are we feeding back why people’s views matter and what shift for trust in health authorities, which makes sense given how is happening with the information being collected from them? Do well the Australian health system managed the crisis. At the other they feel part of the solution or just part of someone’s process? end of the scale, the media and social media companies saw Authenticity: are we promoting good practice and calling out bad negative shifts in trust. There is huge distrust in Australia for any practice? company that is not adequately protecting and appropriately using An interesting and topical example is the public’s interest in Black personal data. So, the question has to be asked for MR, given the Lives Matter, and its varied focus for different countries and groups. impact the Cambridge Analytica data scandal had on trust, can we GRBN Global Trust Survey 2020 - AU Report © 2020 GRBN 6

Thought Leadership – By Peter Harris, The Research Society Is the research industry showing empathy, belonging, and Let’s not wait for our own reputational disaster to hit. One thing we authenticity? If not, we need to start now. can all do today, and every day is to stop and ask yourself before If we want to move the needle on trust, we must tackle each of the anything is sent out, “is this something that I or my family would three pillars seriously. Globally it is a struggle to get the industry bother engaging in?”. If the answer is no, then do yourself and all of aligned on each of these issues as commercial realities (usually us a favour and start again. quite rightly) win out. Believe me I get it, however for the long game we must invest together to change the dynamic so that more Peter Harris people want to contribute to what we do and do very well. The risk Human is if we don’t, we will end up talking to increasingly small proportions of the population, then what we do will be called out as Board Member TRS inaccurate, something opinion and election polling are dealing with CEO Potentiate right now. Remember every touchpoint a brand or government has with people is a chance to improve perceptions, create trust and demonstrate empathy. Every survey, pop up, intercept, video chat or diary activity is such a touchpoint. If our profession is changing, it is clearly not changing enough to improve perceptions and create trust. GRBN Global Trust Survey 2020 - AU Report © 2020 GRBN 7

Background and Sample The primary objective of the survey is to understand the level of The sample has been designed to be representative of the trust the general public has in the market research industry across population aged 18+ in each country. N=1,000 respondents per the globe, both overall and specifically when it comes to the country, split 500/500 into the two cells, with each cell balanced by handling of personal data. quotas. New for 2020, we are comparing the level of trust in market The countries covered and the sample provider responsible in each research companies with the level of trust in election and opinion country are shown on the following page. polling companies, as well as with data analytics companies. The LOI is less than 10 minutes and two versions of the The secondary objective is to understand more broadly how trust in questionnaire were administered: different types of organizations and bodies compares across the • Version 1 asked respondents first about trust with personal data globe. and has been used to report on questions relating to personal Also, new for 2020, we are exploring how people feel that their level data of trust in these different types of organizations and bodies has • Version 2 asked respondents first about overall trust and has changed as a result of the Covid-19 pandemic. been used to report on questions relating to overall trust, as well th th Fieldwork was conducted between the 27 of April and the 7 of as the perceived benefit of market research May 2020. • Versions 1 and 2 combined were used to report on questions relating to the market research experience GRBN Global Trust Survey 2020 - AU Report © 2020 GRBN 8

Background and Sample (continued) The countries covered and the sample provider responsible in each country are shown in the table below: Country Partner # Respondents Australia Teg Rewards 1,000 Brazil Toluna 1,000 Canada Research for Good 500 Marublue 500 Germany Respondi 1,000 Japan Rakuten Insights 1,000 Korea PMI (Panel Marketing Interactive) 1,000 Mexico Brad 1,000 Peru Netquest 1,000 UK Opinium 1,000 USA Innovate MR 500 Research for Good 500 Fieldwork Management: Innovate MR Translations: Empower Translate Programming and tabulations: Illume Reporting: RTi Research GRBN Global Trust Survey 2020 - AU Report © 2020 GRBN 9

KEY TAKEAWAYS

Key Takeaways from the Research: Global Highlights  Overall trust in market research companies is average relative to the other types of organizations analyzed.  Market research is somewhat more trusted than either data analytics or election and opinion polling companies.  The Covid-19 pandemic has improved trust in the health authorities, government, and the police, but has caused a decrease in trust in media and social media.  Consumers view market research as beneficial to business, but there is an opportunity to enhance the perception it benefits the individual, as both consumers and citizens.  The survey experience can still be improved, in particular by decreasing the length of surveys.  Consumers express a high level of concern about the misuse of their personal data.  There is a significant amount of distrust as to how the organizations researched, including market research companies, are collecting and using people’s personal data.  Relatively few respondents believe that the use of their personal data by market research companies is appropriate and there is significant room for improvement in communications about this. GRBN Global Trust Survey 2020 - AU Report © 2020 GRBN 11

Key Takeaways from the Research: Australia Highlights Australia  Australians are less trusting of market research companies than their counterparts in the other nine countries on average. Trust in election and opinion polling companies is lacking in Australia.  As a result of Covid-19, Australians are showing an increase in trust of health authorities, government, and law enforcement. Trust in market research companies is primarily unchanged. Media companies have faired the worst.  The gap in the perceived benefit of market research to business vs. to consumers is large in Australia.  The survey experience in Australia has much room for improvement, in particular by making the experience more enjoyable.  Australians are highly skeptical that their personal data will be protected and appropriately used by either market research or data analytics companies.  Since 2018, trust in market research companies in Australia has swung from being slightly negative to being slightly positive. Though still a negative, net trust in market research companies in regard to personal data is up compared to 2018, possibly a function of Australians feeling more informed by market research companies. GRBN Global Trust Survey 2020 - AU Report © 2020 GRBN 12

SNAPSHOT VIEW OF: TRUST IN AND IMPRESSIONS OF MARKET RESEARCH

Consumers in Australia place some trust in market research companies overall, but are highly skeptical that their personal data will be protected and appropriately used. Australia Overall Trust of Market Research Companies Trust of Market Research Companies to Protect and Appropriately Use Personal Data 49% Trust 40% Not Sure 44% +7 Do Not Trust -31 27% (Net Trust Index) 20% Don’t know (Net Trust Index) 3% 12% 4% 40% 40% Net Trust Index = % Trust – % Do Not Trust Overall Trust Net Trust Index (NTI): Across the 15 industries/organizations analyzed, the average NTI was +12 (Market Research companies ranked 8th of 15) Personal Data Trust Net Trust Index (NTI): Across the 15 industries/organizations analyzed, the average NTI was -9 (Market Research companies ranked 11th of 15) Base: Version 1 Respondents (500) Base: Version 2 Respondents (500) GRBN Global Trust Survey 2020 - AU Report © 2020 GRBN 14

Relative to other industries, market research companies rank in the middle of the pack on perceived trust overall, but drop lower when it comes to trusting the use of personal data. Covid-19 has not had a strong impact on trust of market research companies. Australia Overall Trust of Market Research Companies – Net Trust Index st Your local police (Ranked 1 of 15) +71 Average: +12 th Market Research companies (Ranked 8 of 15) +7 -38 th Social media companies such as Facebook and Twitter (Ranked 15 of 15) Trust of Market Research Companies Use of Personal Data – Net Trust Index Your local police (Ranked 1st of 15) +53 Average: -9 -31 th Market Research companies (Ranked 11 of 15) -61 th Social media companies such as Facebook and Twitter (Ranked 15 of 15) Impact of Covid-19 on Trust of Market Research Companies 6% 80% 10% 5% (Trust (Trust (Trust (Don’t More) Same) Less) know) GRBN Global Trust Survey 2020 - AU Report © 2020 GRBN Net Trust Index = % Trust – % Do Not Trust 15

Less than half of Australians believe market research benefits them and there is a significant level of concern with the use and protection of their personal data, possibly at least in part due to feeling poorly informed. Australia 25% 50% 24% 41% of consumers feel of consumers are of consumers feel of consumers the use of concernedthat informedby market believe market personal data by personal data held research companies research benefits market research by market research about how their them companies is companies is data is collected, appropriate securely protected stored and used Appropriate = 5-Completely Appropriate/4 Concerned = 5-Completely Concerned/4 Informed = 5-Completely Informed/4 Benefits = 5-Benefits Completely/4 Base: Version 1 Respondents (500) Base: Version 2 Respondents (500) GRBN Global Trust Survey 2020 - AU Report © 2020 GRBN 16

Can we use this picture for the section starting on page 48 and make this a more general trust pic? LEVEL OF OVERALL TRUST

On a global basis, the general public avows trust in various organizations and professionals. However, in most countries a significant minority are not having such trust. Australia is right around the global average on overall trust and trust levels are typically stronger among younger Australians (vs. older). Average Level of Trust Across Organizations/Professionals* Net Trust Index +15 +12 +12 +1 +20 +27 +38 +11 +18 +3 +6 32% 23% 32% 28% 32% 36% 35% 41% 45% 40% 52% Trust Not Sure 51% Do Not Trust 39% 43% 43% 42% 38% 39% 35% 30% Don’t Know 34% 32% 21% 23% 20% 22% 20% 21% 23% 25% 26% 18% 14% 4% 3% 5% 5% 4% 3% 1% 4% 7% 5% 4% Total Australia Japan Korea Canada Brazil Mexico Peru US Germany UK (4,964) (500) (502) (499) (479) (497) (495) (500) (504) (505) (483) Net Trust Index = % Trust – % Do Not Trust *Scores are an average across the 15 industries/organizations analyzed 18 GRBN Global Trust Survey 2020 - AU Report © 2020 GRBN

Australians are most trusting of law enforcement and health authorities, and are the most skeptical of media and social media companies. Market research companies rank in the middle. Australia Level of Trust by Organizations/Professionals Net Trust Index Your local police 77% 15% 6%2% +71 The Health authorities 68% 23% 7%2% +61 Retailers with loyalty card programs 46% 40% 11% 3% +36 The government 49% 30% 17% 4% +32 Online stores 40% 46% 10% 4% +30 Pharmaceutical companies 38% 42% 18% 2% +19 Mobile phone operators 31% 43% 23% 4% +8 Market research companies 27% 49% 20% 3% +7 Banks or other financial institutions 36% 32% 30% 2% +6 Companies that provide internet search engines such as Google and Bing 26% 46% 25% 3% +1 Data analytics companies 20% 54% 22% 4% -2 Secret service organizations 21% 43% 27% 9% -6 Election and opinion polling companies 21% 47% 30% 3% -9 Media companies 10% 43% 45% 2% -35 Social media companies such as Facebook and Twitter 12% 35% 50% 4% -38 Trust Not sure Do Not Trust Don't Know Net Trust Index = % Trust – % Do Not Trust 19 GRBN Global Trust Survey 2020 - AU Report © 2020 GRBN

Trust levels are similar across the “insights space,” with market research companies slightly more well-received. Australia Trust in Market Research Trust in Data Analytics Trust in Election and Opinion Polling 49% 54% 47% +7 -2 -9 30% 27% (Net Trust Index) 20% (Net Trust Index) 22% (Net Trust Index) 20% 21% 3% 4% 3% 40% 40% 40% Trust Not Sure Do Not Trust Net Trust Index = % Trust – % Do Not Trust Don’t know GRBN Global Trust Survey 2020 - AU Report © 2020 GRBN 20

Trust in market research companies varies considerably by country and cultural bias certainly plays a part in this variation. Relative to the global average, Australians are less trusting of market research companies. Trust in Market Research Net Trust Index +18 +7 0 -14 +18 +56 +55 +22 +18 +17 +5 21% 12% 34% 27% 32% 35% 36% 31% 26% Trust 63% 62% Not Sure 56% 49% 54% 49% Do Not Trust 45% 49% 39% 51% Don’t Know 48% 26% 28% 30% 16% 20% 21% 14% 13% 18% 14% 21% 4% 3% 4% 6% 6% 7% 7% 4% 7% 4% 4% 3% Total Australia Japan Korea Canada Brazil Mexico Peru US Germany UK (4,964) (500) (502) (499) (479) (497) (495) (500) (504) (505) (483) Net Trust Index = % Trust – % Do Not Trust 21 GRBN Global Trust Survey 2020 - AU Report © 2020 GRBN

Though falling slightly below the country average, market research companies rank towards the middle on overall trust in Australia. Trust in Market Research (vs. Country Average) Total +15 +18 (Ranked 8thof 15) Net Trust Index th Market Research Companies Australia +12 +7 (Ranked 8 of 15) Country Average Japan 0 +12 (Ranked 9th of 15) Korea -14 +1 (Ranked 12th of 15) Canada +20 +18 (Ranked 8thof 15) Brazil +27 +56 (Ranked 2ndof 15) Mexico +38 +55 (Ranked 2ndof 15) Peru +11 +22 (Ranked 4thof 15) US th of 15) +18 +18 (Ranked 8 th Germany +3 +17 (Ranked 5 of 15) UK +6 +5 (Ranked 9thof 15) Net Trust Index = % Trust – % Do Not Trust 22 GRBN Global Trust Survey 2020 - AU Report © 2020 GRBN

Australians are largely indifferent towards data analytics companies. Trust in Data Analytics Net Trust Index +6 -2 -5 0 +9 +32 +41 +10 +10 -18 -15 20% 11% 20% 13% 18% 26% 28% 27% 31% 43% 54% Trust 50% Not Sure 64% 43% 48% 54% 53% 46% 37% Do Not Trust 53% Don’t Know 43% 32% 16% 20% 19% 21% 31% 33% 20% 22% 17% 9% 6% 7% 11% 12% 11% 7% 6% 4% 4% 1% 4% 6% Total Australia Japan Korea Canada Brazil Mexico Peru US Germany UK (4,964) (500) (502) (499) (479) (497) (495) (500) (504) (505) (483) Net Trust Index = % Trust – % Do Not Trust 23 GRBN Global Trust Survey 2020 - AU Report © 2020 GRBN

Trust in election and opinion polling companies is lacking in Australia, overall and also compared to other countries. Trust in Election and Opinion Polling Net Trust Index +2 -9 -9 -23 +10 -8 +44 -4 -8 +16 +13 21% 18% 13% 25% 29% 33% 26% 26% 33% 36% Trust 57% 46% Not Sure 47% 50% 36% 42% 36% Do Not Trust 41% 40% 39% 45% Don’t Know 29% 33% 26% 30% 27% 36% 34% 29% 23% 17% 22% 4% 4% 4% 4% 3% 13% 7% 5% 3% 3% 1% 3% Total Australia Japan Korea Canada Brazil Mexico Peru US Germany UK (4,964) (500) (502) (499) (479) (497) (495) (500) (504) (505) (483) Net Trust Index = % Trust – % Do Not Trust 24 GRBN Global Trust Survey 2020 - AU Report © 2020 GRBN

HOW COVID-19 HAS CHANGED THE LEVEL OF TRUST

For the most part, net trust in the various industries and organizations has not changed as a result of Covid-19. Average Change in Trust* Net Change Trust Index -2 -1 -8 0 -3 -3 +21 -12 -4 -7 -2 14% 12% 6% 16% 12% 17% 14% 14% 6% 12% 34% Trust More Trust the Same 64% 72% 67% 59% 55% 59% 76% 66% 72% 65% Trust Less 52% Don’t Know 16% 14% 15% 20% 27% 18% 15% 12% 16% 13% 13% 5% 4% 8% 4% 6% 4% 1% 4% 9% 5% 7% Total Australia Japan Korea Canada Brazil Mexico Peru US Germany UK (4,964) (500) (502) (499) (479) (497) (495) (500) (504) (505) (483) Net Change Trust Index = % Trust More – % Trust Less *Scores are an average across the 15 industries/organizations analyzed GRBN Global Trust Survey 2020 - AU Report © 2020 GRBN 26

As a result of Covid-19, Australians are showing an increase in trust of health authorities, government, and law enforcement. Trust in market research companies is primarily unchanged. Media and social media companies have faired the worst. Australia Change in Level of Trust by Organizations/Professionals Net Change Trust Index The Health authorities 33% 57% 8% 2% +24 The government 31% 54% 12% 3% +19 Your local police 24% 69% 6%2% +19 Online stores 11% 78% 8% 3% +4 Retailers with loyalty card programs 7% 83% 7%3% 0 Pharmaceutical companies 11% 75% 11% 3% -1 Mobile phone operators 8% 80% 10% 3% -2 Election and opinion polling companies 6% 78% 10% 5% -4 Market research companies 6% 80% 10%5% -4 Data analytics companies 6% 76% 12% 5% -6 Banks or other financial institutions 9% 73% 15% 2% -7 Companies that provide internet search engines such as Google and Bing 6% 77% 13% 4% -7 Secret service organizations 6% 72% 13% 10% -7 Social media companies such as Facebook and Twitter 5% 66% 25% 4% -20 Media companies 5% 65% 27% 3% -22 Trust More Trust the Same Trust Less Don't Know Net Change Trust Index = % Trust More – % Trust Less GRBN Global Trust Survey 2020 - AU Report © 2020 GRBN 27

Covid-19 has had little impact on consumer trust across the insights space. Australia Trust Change in Market Research Trust Change in Data Analytics Trust Change in Election and Opinion Polling 80% 76% 78% -4 -6 -4 (Net Change (Net Change (Net Change Trust Index) 10% Trust Index) 12% Trust Index) 10% 6% 5% 6% 5% 6% 5% Trust More Trust the Same Trust Less Net Change Trust Index = % Trust More – % Trust Less Don’t know GRBN Global Trust Survey 2020 - AU Report © 2020 GRBN 28

Four-in-five Australians indicate no change in their trust of market research companies as a result of Covid-19. Change in Trust in Market Research Net Change Trust Index -2 -4 -7 -12 -5 +7 +29 -16 -6 -5 -3 11% 6% 4% 7% 6% 9% 10% 3% 10% 20% 36% Trust More 76% 69% 61% Trust the Same 70% 80% 77% 64% 83% 71% 62% Trust Less Don’t Know 57% 13% 11% 19% 11% 25% 16% 13% 10% 13% 8% 6% 5% 9% 4% 6% 5% 6% 5% 9% 6% 6% 1% Total Australia Japan Korea Canada Brazil Mexico Peru US Germany UK (4,964) (500) (502) (499) (479) (497) (495) (500) (504) (505) (483) Net Change Trust Index = % Trust More – % Trust Less GRBN Global Trust Survey 2020 - AU Report © 2020 GRBN 29

The impact/net change on trust of market research companies as a result of Covid-19 is average relative to the other industries/organizations analyzed. Change in Trust in Market Research (vs. Country Average) Total -2 -2 (Ranked 8th of 15) Net Change Trust Index Australia -4 -1 (Ranked 9th of 15) Market Research Companies Country Average Japan -7 -8 (Ranked 10th of 15) Korea -12 0 (Ranked 13th of 15) Canada -5 -3 (Ranked 9thof 15) th Brazil -3 +7 (Ranked 5 of 15) Mexico +21 +29 (Ranked 4thof 15) Peru -16 -12 (Ranked 9th of 15) US -6 -4 (Ranked 9thof 15) th Germany -5 -7 (Ranked 6 of 15) UK -3 -2 (Ranked 9th of 15) Net Change Trust Index = % Trust More – % Trust Less GRBN Global Trust Survey 2020 - AU Report © 2020 GRBN 30

Similar to the impact on market research companies, for most Australians, Covid-19 did not impact their trust in data analytics companies. Change in Trust in Data Analytics Net Change Trust Index -4 -6 -6 -4 -4 +1 +28 -21 -9 -11 -10 11% 6% 5% 13% 8% 9% 10% 3% 8% 17% 36% Trust More 68% 56% 61% 76% 67% Trust the Same 66% 76% 65% 73% 64% Trust Less 54% Don’t Know 10% 30% 19% 17% 16% 12% 17% 12% 16% 14% 7% 5% 17% 8% 8% 6% 11% 7% 8% 5% 4% 1% Total Australia Japan Korea Canada Brazil Mexico Peru US Germany UK (4,964) (500) (502) (499) (479) (497) (495) (500) (504) (505) (483) Net Change Trust Index = % Trust More – % Trust Less GRBN Global Trust Survey 2020 - AU Report © 2020 GRBN 31

Similarly, Covid-19 did not impact Australians’ trust in election and opinion polling companies. Change in Trust in Election and Opinion Polling Net Change Trust Index -10 -4 -12 -20 -10 -24 +24 -25 -17 -7 -3 10% 6% 4% 8% 5% 9% 7% 9% 3% 11% 36% Trust More 73% 61% 52% 57% 56% Trust the Same 65% 78% 74% 81% 68% Trust Less 51% Don’t Know 28% 33% 32% 26% 20% 10% 16% 15% 10% 14% 5% 5% 7% 3% 6% 5% 12% 4% 10% 6% 7% 1% Total Australia Japan Korea Canada Brazil Mexico Peru US Germany UK (4,964) (500) (502) (499) (479) (497) (495) (500) (504) (505) (483) Net Change Trust Index = % Trust More – % Trust Less GRBN Global Trust Survey 2020 - AU Report © 2020 GRBN 32

BELIEVABILITY THAT MARKET RESEARCH IS BENEFICIAL

People can more clearly see the benefits of market research to business vs. the individual. Australia Extent Market Research is Perceived to be Beneficial Top 2 Box 41% 50% 75% 40% 9% 12% 10% 35% 5 – Benefits completely 33% 31% 4 38% 3 2 34% 40% 38% 1 – Does not benefit at all 31% Don’t Know 11% 8% 14% 10% 6% 4% 3%2% 4% 8% 7% 6% 8% Yourself Consumers Business Citizens GRBN Global Trust Survey 2020 - AU Report © 2020 GRBN 34

About two-in-five Australians feel that market research benefits them, which is below the global average. Extent Market Research is Perceived to be Beneficial to Yourself Top 2 Box 50% 41% 27% 57% 40% 77% 78% 61% 44% 49% 32% 9% 4% 12% 16% 10% 21% 18% 29% 18% 22% 22% 5 – Benefits completely 33% 28% 48% 47% 29% 28% 31% 4 39% 3 35% 32% 36% 2 34% 34% 29% 31% 30% 27% 28% 16% 1 – Does not benefit at all 31% 23% 16% Don’t Know 10% 11% 10% 11% 11% 13% 6% 6% 8% 16% 16% 8% 8% 9% 6% 8% 12% 2% 7% 4% 4% 4% 8% 7% 7% 6% 4% 1% 2% 2% 4% 4% Total Australia Japan Korea Canada Brazil Mexico Peru US Germany UK (4,964) (500) (502) (499) (479) (497) (495) (500) (504) (505) (483) GRBN Global Trust Survey 2020 - AU Report © 2020 GRBN 35

Half of Australians feel that market research at least somewhat benefits consumers as a group. Extent Market Research is Perceived to be Beneficial to Consumers Top 2 Box 57% 50% 35% 62% 50% 80% 79% 64% 55% 57% 40% 12% 7% 14% 18% 13% 24% 20% 22% 28% 33% 5 – Benefits completely 38% 51% 53% 27% 36% 37% 4 33% 42% 36% 3 36% 31% 2 32% 31% 32% 29% 26% 25% 1 – Does not benefit at all 27% 23% 27% Don’t Know 14% 30% 14% 8% 8% 4% 9% 14% 14% 8% 9% 7% 3% 4% 11% 4% 4% 4% 4% 7% 4% 3% 5% 7% 1% 2% 4% 1% 1% 2% 4% 8% 3% 7% 2% Total Australia Japan Korea Canada Brazil Mexico Peru US Germany UK (4,964) (500) (502) (499) (479) (497) (495) (500) (504) (505) (483) GRBN Global Trust Survey 2020 - AU Report © 2020 GRBN 36

Australians view market research as beneficial to business. Extent Market Research is Perceived to be Beneficial to Business Top 2 Box 72% 75% 59% 59% 73% 81% 84% 76% 67% 86% 63% 22% 22% 28% 41% 35% 37% 37% 5 – Benefits completely 55% 59% 49% 64% 4 38% 37% 3 35% 31% 40% 36% 30% 2 26% 1 – Does not benefit at all 20% 26% 25% 21% 16% 31% 17% 21% Don’t Know 14% 7% 16% 14% 11% 13% 4% 4% 3% 4% 3% 5% 3% 7% 5% 2% 6% 2% 10% 5% 1% 2% 2% 4% 4% 9% 2% 1% 4% 5% 3% 6% 2% 1% 1% 3% 4% 6% Total Australia Japan Korea Canada Brazil Mexico Peru US Germany UK (4,964) (500) (502) (499) (479) (497) (495) (500) (504) (505) (483) GRBN Global Trust Survey 2020 - AU Report © 2020 GRBN 37

The gap in the perceived benefit of market research to business vs. to consumers is largest in Germany, Japan, Australia, Canada and the UK. Extent Market Research is Perceived to be Beneficial to Consumers vs. Business (Top 2 Box) 80%81% 84% 86% 75% 79% 76% 72% 73% 62% 64% 67% 63% 57% 59% 59% 55% 57% 50% 50% 35% 40% Total Australia Japan Korea Canada Brazil Mexico Peru US Germany UK (4,964) (500) (502) (499) (479) (497) (495) (500) (504) (505) (483) Consumers Business GRBN Global Trust Survey 2020 - AU Report © 2020 GRBN 38

Market research is considered less beneficial to citizens than to consumers in Australia. Extent Market Research is Perceived to be Beneficial to Citizens Top 2 Box 49% 40% 29% 61% 39% 74% 74% 57% 42% 49% 30% 10% 7% 17% 10% 15% 15% 10% 20% 26% 22% 47% 44% 20% 5 – Benefits completely 31% 29% 28% 29% 34% 4 44% 32% 3 39% 41% 2 38% 37% 27% 30% 34% 32% 33% 1 – Does not benefit at all 16% 29% 28% 11% 10% 12% Don’t Know 9% 10% 5% 19% 20% 10% 8% 4% 4% 11% 6% 6% 4% 4% 7% 4% 3% 6% 8% 3% 1% 8% 4% 10% 4% 9% 1% 2% 1% 1% 3% Total Australia Japan Korea Canada Brazil Mexico Peru US Germany UK (4,964) (500) (502) (499) (479) (497) (495) (500) (504) (505) (483) GRBN Global Trust Survey 2020 - AU Report © 2020 GRBN 39

Business is also more likely to benefit from market research compared to citizens. Extent Market Research is Perceived to be Beneficial to Citizens vs. Business (Top 2 Box) 81% 84% 86% 72% 75% 73% 74% 74% 76% 67% 63% 59% 61%59% 57% 49% 49% 40% 39% 42% 29% 30% Total Australia Japan Korea Canada Brazil Mexico Peru US Germany UK (4,964) (500) (502) (499) (479) (497) (495) (500) (504) (505) (483) Citizens Business GRBN Global Trust Survey 2020 - AU Report © 2020 GRBN 40

REACTIONS TO THE PARTICIPANT EXPERIENCE

While many feel the surveys they take are just right, there is a significant segment that would appreciate shorter surveys. Perception of Survey Length Too Long Just Right Too Short Total (9,406) 37% 52% 6% 5% 36% 60% 2% Australia (1,000) 2% Japan (1,000) 34% 49% 6% 12% Korea (1,000) 49% 31% 5% 14% Canada (1,000) 38% 57% 2% 2% Brazil (1,000) 38% 54% 6% 3% Mexico (1,000) 32% 52% 16% 1% Peru (1,000) 26% 59% 12% 3% US (1,000) 48% 44% 3% 5% Germany (1,000) 37% 60% 2% 1% UK (406) 32% 63% 3% 1% Too long The majority were just right Too short Don’t know GRBN Global Trust Survey 2020 - AU Report © 2020 GRBN 42

Relatively few people of the people surveyed find most of the surveys they take to be enjoyable, even less in Australia. Perception of Survey Enjoyability All/Many Were Enjoyable Some Were Enjoyable Few/None Were Enjoyable Total (9,406) 40% 35% 21% 4% Australia (1,000) 31% 42% 24% 2% Japan (1,000) 12% 33% 42% 13% Korea (1,000) 15% 44% 31% 11% Canada (1,000) 36% 37% 24% 2% Brazil (1,000) 52% 38% 8% 2% Mexico (1,000) 55% 27% 17% 1% Peru (1,000) 54% 31% 12% 3% US (1,000) 40% 34% 21% 5% Germany (1,000) 64% 27% 7% 2% UK (406) 52% 32% 16% All/Many Were Enjoyable Some Were Enjoyable Few/None Were Enjoyable Don’t know GRBN Global Trust Survey 2020 - AU Report © 2020 GRBN 43

The stronger the perception of survey length being “just right,” the more likely respondents enjoyed the survey experience. Relationship Between Survey Length and Enjoyability Too Long/Too Short + High Enjoyment Just Right + High Enjoyment Germany ble Mexico a Peru UK y Brazil o nj e E r US Average Canada a y e Australia v Sur y an Korea All/M Japan Too Long/Too Short + Low Enjoyment Just Right + Low Enjoyment Survey Length is Just Right GRBN Global Trust Survey 2020 - AU Report © 2020 GRBN 44

PERSONAL DATA USE

A majority of people are at least somewhat familiar with the way their personal data is collected and used, but a significant minority are not familiar with this matter. Australia Familiarity with Personal Data Collection and Use Not Very/Not At All Very/Somewhat Familiar: 34% Familiar: 64% 7% 2% 12% 27% 52% Very familiar Somewhat familiar Not very familiar Not at all familiar Don't Know GRBN Global Trust Survey 2020 - AU Report © 2020 GRBN 46

In Australia, familiarity with the collection and use of personal data is similar to levels seen around the globe, with the exception of Japan where familiarity levels are low. Familiarity with Personal Data Collection and Use Top 2 Box 63% 64% 28% 65% 62% 63% 78% 73% 64% 69% 62% 15% 12% 3% 14% 12% 14% 11% 19% 28% 20% 17% 25% Very familiar Somewhat familiar 48% 52% 51% 50% 44% 44% 58% 45% 59% Not very familiar 51% 50% Not at all familiar Don’t Know 28% 27% 28% 28% 29% 24% 27% 15% 20% 21% 26% 6% 7% 4% 6% 7% 5% 6% 1% 7% 3% 2% 5% 2% 3% 1% 2% 1% 6% 3% 4% Total Australia Japan Korea Canada Brazil Mexico Peru US Germany UK (5,036) (500) (498) (501) (521) (503) (505) (500) (496) (495) (517) GRBN Global Trust Survey 2020 - AU Report © 2020 GRBN 47

Australians voice considerable concern over misuse of their personal data, with as many as one-third very concerned. Australia Level of Concern Regarding Misuse of Personal Data Not Very/Not At All 1% 1% Very/Somewhat Concerned: 17% Concerned: 82% 16% 32% 49% Very concerned Somewhat concerned Not very concerned Not at all concerned Don’t know/Prefer not to say GRBN Global Trust Survey 2020 - AU Report © 2020 GRBN 48

The feeling of concern is prevalent across country. Level of Concern Regarding Misuse of Personal Data Top 2 Box 86% 82% 84% 89% 84% 95% 85% 89% 85% 80% 81% 32% 30% 35% 36% 25% 33% 40% 39% 45% Very concerned 53% 70% Somewhat concerned Not very concerned 49% 54% 56% 48% Not at all concerned 46% 55% 48% 45% 40% Don’t Know 36% 26% 14% 11% 16% 11% 9% 13% 12% 9% 9% 17% 2% 1% 1% 3% 1% 2% 4% 3% 1% 3% 3% 1% 1% 2% 1% 1% 1% 1% 1% 1% 3% Total Australia Japan Korea Canada Brazil Mexico Peru US Germany UK (5,036) (500) (498) (501) (521) (503) (505) (500) (496) (495) (517) GRBN Global Trust Survey 2020 - AU Report © 2020 GRBN 49

While it may help for some, familiarity with collection of personal data does not directly translate to less concern with how personal data is being used. Relationship Between Familiarity and Concern of Misuse of Personal Data Use Low Familiarity + Low Concern High Familiarity + Low Concern Germany se Australia su i UK Canada Mexico a M t a Average D Japan US al Peru n so r Korea e P h t i w n r Brazil e c n High Familiarity + High Concern o Low Familiarity + High Concern C Familiarity with How Personal Data is Collected and Used GRBN Global Trust Survey 2020 - AU Report © 2020 GRBN 50

PROTECTION AND USE https://grbn.org/ OF PERSONAL DATA

When it comes to trusting organizations with their personal data, the amount of skepticism is significant. Average Level of Trust that Organizations/Professionals Protect and Appropriately Use Personal Data* Net Trust Index -4 -9 -12 -20 -2 +4 +21 -8 -2 -15 0 27% 26% 19% 16% 22% 21% 30% 32% 42% 31% 31% Trust 45% 44% 40% Not Sure 38% 36% 34% 44% 31% 36% 37% Do Not Trust 37% Don’t Know 31% 35% 31% 36% 32% 28% 30% 32% 36% 31% 21% 4% 3% 5% 4% 4% 3% 1% 4% 6% 4% 3% Total Australia Japan Korea Canada Brazil Mexico Peru US Germany UK (5,036) (500) (498) (501) (521) (503) (505) (500) (496) (495) (517) Net Trust Index = % Trust – % Do Not Trust *Scores are an average across the 15 industries/organizations analyzed GRBN Global Trust Survey 2020 - AU Report © 2020 GRBN 52

Companies most trusted to guard against the misuse of personal data are those in the law enforcement and health sectors. While not to the extent of media, social media and internet search companies, Australians show a sizeable lack of trust in market research and data analytics companies in this regard. Australia Level of Trust that Organizations/Professionals Protect and Appropriately Use Personal Data Net Trust Index Your local police 64% 22% 11% 2% +53 The Health authorities 56% 31% 12% 2% +44 Banks or other financial institutions 46% 29% 22% 2% +24 The government 42% 35% 20% 3% +22 Pharmaceutical companies 28% 42% 27% 3% +2 Retailers with loyalty card programs 23% 44% 31% 2% -8 Election and opinion polling companies 27% 35% 36% 2% -9 Secret service organizations 22% 37% 33% 9% -11 Online stores 18% 47% 32% 3% -15 Mobile phone operators 20% 39% 39% 2% -20 Market research companies 12% 40% 44% 4% -31 Data analytics companies 8% 43% 44% 5% -35 Companies that provide internet search engines such as Google and Bing 10% 32% 55% 3% -45 Media companies 6% 32% 58% 4% -52 Social media companies such as Facebook and Twitter 6% 25% 66% 3% -61 Trust Not sure Do Not Trust Don't Know Net Trust Index = % Trust – % Do Not Trust GRBN Global Trust Survey 2020 - AU Report © 2020 GRBN 53

In regard to personal data, and within the insights space, Australians are more trusting of election and opinion polling companies. Australia Trust in Market Research Trust in Data Analytics Trust in Election and Opinion Polling 35% 40% 44% 43% 44% -31 -35 -9 36% (Net Trust Index) (Net Trust Index) 27% (Net Trust Index) 12% 4% 8% 5% 2% Trust Not Sure Net Trust Index = % Trust – % Do Not Trust Do Not Trust Don’t know GRBN Global Trust Survey 2020 - AU Report © 2020 GRBN 54

There is strong skepticism in Australia, and the Pacific/Asia region overall, in the ability of market research companies to protect and appropriately use their personal data. Trust in Market Research to Protect and Appropriately Use Personal Data Net Trust Index -6 -31 -23 -38 -16 +26 +39 +3 -12 +1 -12 12% 9% 7% 19% 23% 24% 23% 23% 23% 41% 51% 40% 45% Trust 53% 41% 35% 38% Not Sure 43% 50% 52% Do Not Trust 42% Don’t Know 37% 44% 32% 45% 35% 35% 35% 30% 21% 22% 15% 11% 4% 4% 5% 3% 5% 3% 1% 5% 7% 3% 4% Total Australia Japan Korea Canada Brazil Mexico Peru US Germany UK (5,036) (500) (498) (501) (521) (503) (505) (500) (496) (495) (517) Net Trust Index = % Trust – % Do Not Trust GRBN Global Trust Survey 2020 - AU Report © 2020 GRBN 55

In regard to trust with personal data, market research companies perform well compared to other types of organizations in Brazil, Mexico, Peru and Germany, but fall below average in other countries, including Australia. Trust in Market Research to Protect and Appropriately Use Personal Data (vs. Country Average) Total -6 -4 (Ranked 7th of 15) Net Trust Index th Market Research Companies Australia -31 -9 (Ranked 11 of 15) Country Average Japan -23 -12 (Ranked 12thof 15) Korea -38 -20 (Ranked 11thof 15) Canada -16 -2 (Ranked 9th of 15) Brazil +4 +26 (Ranked 4thof 15) Mexico +21 +39 (Ranked 1stof 15) Peru -8 +3 (Ranked 5thof 15) US -12 -2 (Ranked 9th of 15) th Germany -15 +1 (Ranked 6 of 15) UK -12 0 (Ranked 11thof 15) Net Trust Index = % Trust – % Do Not Trust GRBN Global Trust Survey 2020 - AU Report © 2020 GRBN 56

There is generally a lack of trust when it comes to data analytics and the protection/usage of their personal data. Trust in Data Analytics to Protect and Appropriately Use Personal Data Net Trust Index -17 -35 -24 -31 -23 -1 +30 -4 -18 -36 -25 17% 8% 7% 8% 15% 9% 17% 25% 22% 20% 44% 43% 51% 49% 40% Trust 44% 42% 34% 39% Not Sure 47% 49% Do Not Trust Don’t Know 42% 34% 44% 32% 39% 38% 38% 45% 42% 26% 26% 5% 5% 10% 5% 5% 13% 4% 9% 5% 3% 1% 2% Total Australia Japan Korea Canada Brazil Mexico Peru US Germany UK (5,036) (500) (498) (501) (521) (503) (505) (500) (496) (495) (517) Net Trust Index = % Trust – % Do Not Trust GRBN Global Trust Survey 2020 - AU Report © 2020 GRBN 57

Trust in election and opinion polling companies to defend and protect personal data varies greatly, with Australia trusting at similar levels to the global average. Trust in Election and Opinion Polling to Protect and Appropriately Use Personal Data Net Trust Index -4 -9 -21 -34 +6 -14 +30 -4 -18 +8 +11 13% 12% 23% 21% 23% 26% 27% 33% 30% 34% 47% Trust 39% 49% 38% 30% Not Sure 40% 35% 50% 37% 46% 40% Do Not Trust Don’t Know 36% 33% 46% 37% 41% 31% 36% 27% 26% 17% 22% 23% 3% 2% 4% 4% 3% 2% 0% 3% 6% 3% 3% Total Australia Japan Korea Canada Brazil Mexico Peru US Germany UK (5,036) (500) (498) (501) (521) (503) (505) (500) (496) (495) (517) Net Trust Index = % Trust – % Do Not Trust GRBN Global Trust Survey 2020 - AU Report © 2020 GRBN 58

DRIVERS OF TRUST IN MARKET RESEARCH TO PROTECT AND APPROPRIATELY USE PERSONAL DATA

Only one-quarter of the Australians surveyed feel that the use of their personal data by market research companies is appropriate. Australia Appropriate Use of Personal Data by Market Research Bottom 2 Box Top 2 Box Inappropriate: 27% Appropriate: 25% 9% 5% 9% 20% 18% 39% 5 - Completely appropriate 4 3 2 1 - Completely inappropriate Don't know GRBN Global Trust Survey 2020 - AU Report © 2020 GRBN 60

With the exception of Brazil and Mexico (more positive), this sentiment is consistent across the globe. Appropriate Use of Personal Data by Market Research Top 2 Box 33% 25% 19% 20% 28% 49% 63% 35% 29% 33% 33% 11% 5% 2% 2% 6% 8% 12% 7% 18% 18% 20% 16% 20% 22% 29% 26% 23% 26% 17% 16% 5 – Completely appropriate 4 41% 40% 29% 3 39% 39% 34% 36% 37% 37% 42% 42% 2 30% 1 – Completely inappropriate 18% 14% 17% 16% 2% 29% 18% 24% 14% 11% Don’t Know 9% 8% 9% 5% 19% 6% 24% 5% 7% 7% 10% 4% 9% 9% 5% 9% 7% 3% 1% 10% 10% 10% 6% Total Australia Japan Korea Canada Brazil Mexico Peru US Germany UK (4,971) (500) (498) (501) (521) (503) (505) (500) (496) (495) (452) GRBN Global Trust Survey 2020 - AU Report © 2020 GRBN 61

There is concern over the protection of personal data by market research companies. Australia Concern that Market Research Securely Protects Personal Data Bottom 2 Box Top 2 Box Concerned: 13% Concerned: 50% 2%5% 11% 17% 32% 32% 5 - Completely concerned 4 3 2 1 - Not at all concerned Don't know GRBN Global Trust Survey 2020 - AU Report © 2020 GRBN 62

The level of concern in Australia is similar to other countries, with the exception of the Japanese and Germans, who are relatively less concerned. Concern that Market Research Securely Protects Personal Data Top 2 Box 51% 50% 38% 64% 54% 65% 66% 50% 51% 27% 50% 17% 9% 6% 21% 21% 19% 29% 22% 23% 23% 38% 21% 5 – Completely concerned 29% 4 31% 32% 36% 28% 28% 27% 44% 37% 40% 3 28% 2 37% 30% 32% 29% 33% 30% 29% 1 – Not at all concerned 21% Don’t Know 9% 25% 25% 24% 11% 11% 1% 10% 9% 9% 11% 3% 2% 15% 8% 2% 9% 6% 2% 4% 7% 3% 5% 5% 2% 4% 3% 2% 3% 1% 6% 7% 3% 8% Total Australia Japan Korea Canada Brazil Mexico Peru US Germany UK (5,036) (500) (498) (501) (521) (503) (505) (500) (496) (495) (517) GRBN Global Trust Survey 2020 - AU Report © 2020 GRBN 63

Almost twice as many Australians feel they are not well informed as they are informed regarding the collection, storage, and usage of personal data by market research companies. Australia Degree Informed about Personal Data Collection, Storage and Use Bottom 2 Box Top 2 Box Informed: 42% Informed: 24% 5% 4% 16% 19% 26% 29% 5 - Completely informed 4 3 2 1 - Not at all informed Don't know GRBN Global Trust Survey 2020 - AU Report © 2020 GRBN 64

With the exception of Brazilians and Mexicans, who claim to be the most informed, Australians are similar to their global counterparts in feeling ill-informed. Degree Informed about Personal Data Collection, Storage and Use Top 2 Box 31% 24% 13% 21% 23% 49% 60% 30% 29% 37% 25% 10% 4% 1% 3% 4% 6% 12% 10% 12% 18% 18% 25% 13% 19% 19% 24% 12% 21% 18% 27% 5 – Completely informed 34% 4 29% 36% 29% 32% 28% 31% 35% 36% 29% 3 15% 34% 2 26% 24% 1 – Not at all informed 19% 26% 15% 28% 28% 22% 26% 14% Don’t Know 11% 17% 17% 13% 16% 23% 11% 13% 12% 8% 15% 13% 7% 6% 5% 4% 6% 2% 5% 5% 7% 4% 6% Total Australia Japan Korea Canada Brazil Mexico Peru US Germany UK (5,036) (500) (498) (501) (521) (503) (505) (500) (496) (495) (517) GRBN Global Trust Survey 2020 - AU Report © 2020 GRBN 65

TREND DATA CHECK 2018 VS. 2020

Since 2018, trust in market research companies in Australia has swung from being slightly negative to being slightly positive. Though still a negative, net trust in market research companies in regard to personal data is up compared to 2018, possibly a function of Australians feeling more informed by market research companies. Australia Australia: 2018 vs. 2020 Comparison Net Trust Index Net Trust Index Net Trust Index 62% 64% -3% +7% -45% -31% 51% 50% 37% 32% 25% 27% 22% 25% 24% 11% 9% 12% Familiar with how Concern with Misuse of Trust in Market Appropriate Use of Concern that Market Degree Informed by Trust in Market Personal Data is Personal Data Research Companies Personal Data by Market Research Companies Market Research Research Companies to Collected (Very Concerned) (Trust) Research Companies Securely Protect Companies about Protect and (Very/Somewhat (5-Completely Personal Data Personal Data Appropriately Use Familiar) Appropriate/4) (5-Completely Collection, Storage Personal Data Concerned/4) and Use (Trust) 2018 2020 (5-Completely Informed/4) GRBN Global Trust Survey 2020 - AU Report © 2020 GRBN 67

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