Key Takeaways from the Research  Trust in market research companies is above average relative to the other types of organizations analyzed.  Market research companies and election & opinion polling companiesare both much more trusted than data analytics companies.  For the most part, the Covid-19 pandemic has not impacted consumer trust; social media companies are one of the few organizations to be notably negatively impacted.  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.  Though enjoyed more by Germans relative to the other countries, the survey experience still has room for improvement.  Germans are only moderately concerned over the protection of personal data by market research companies.  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. There is significant room for improvement in communications about this. GRBN Global Trust Survey 2020 - DE Report © 2020 GRBN 11