Thought Leadership – By Dr. Otto Hellwig, respondi The German population has very high expectations of data But what are the reasons for this high level of trust, when the protection and data security. Experiences of dictatorship and general expectation of data protection and data security is surveillance in the 20th century shaped the German tradition of particularly high in Germany? It is worth taking a more detailed look data protection. The National Socialist era made all Germans aware at the results of the Global Trust Survey. The key to this trust is, on of the serious consequences of the collection of personal data; the the one hand, a working environment of market research in aftermath of a data-gathering regime like the GDR are still present Germany strictly oriented towards data protection and data security today. The issue of trust in institutions and also in market research, and, on the other hand, a high degree of transparency in this against this backdrop of historical relevance, is always a direct everyday work and information about this working environment. To consequence of the question of data protection and data security. the question "How well do you feel informed by market research companies about how your data is collected, stored and used", 37% It is particularly noteworthy that, compared to other international of Germans answer with completely or very well informed and only participants, Germans are far less distrustful of market research 7% feel not informed at all. In both values the results deviate (22%) than the average of those surveyed in the current Global Trust significantly from the international average (31% and 13% Survey (30%). When it comes to the protection of personal data respectively). As a result, it is not suprising that a third of Germans and its appropriate use, their trust in market research has also are not at all concerned about their personal data being securely suffered the least from Covid-19 (8% of Germans stated that they protected by market research companies. In comparison, this figure trust market research companies less as a result of Covid-19, lies at 13% internationally. compared to an international average of 13%). Transparency and sufficient information about the handling of personal data in market research have a direct positive effect on the GRBN Global Trust Survey 2020 - DE Report © 2020 GRBN 6