GRBN Global Trust Survey 2020 - DE Report © 2020 GRBN

Local partners Global Trust Survey 2020 A Report On The Level Of Trust In Market Research in Germany 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 14 Level of Overall Trust 18 How Covid-19 Has Changed the Level of Trust 26 Believability that Market Research is Beneficial 34 Reactions to the Participant Experience 42 Personal Data Use 46 Protection and Use of Personal Data 52 Drivers of Trust in Market Research to Protect and appropriately use Personal data 60 GRBN Global Trust Survey 2020 - DE 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 - DE 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 - DE Report © 2020 GRBN 4

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

Thought Leadership – By Dr. Otto Hellwig, respondi generaltrust in market research and its companies and on the trust in the handling of personal data by market researchers. Those who feel better informed trust more. In order to maintain this level of trust, it is not only advisable to continue to adhere strictly to data protection and data security, but also to permanently communicate this working method to the public. As a panel provider, we benefit from this principle in our daily work. Data Privacy and communication are part of our DNA. But we also had to learn, communication is more than just sharing information. Participants want to communicate with market researchers at eye level and they want to be part of the whole picture. Especially during the months of the Covid-related lockdown, we strengthened our communication measures and started joint aid projects with our panel members. Dr. Otto Hellwig C CEO respondi GRBN Global Trust Survey 2020 - DE 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 - DE 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 - DE Report © 2020 GRBN 9

KEY TAKEAWAYS 10

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

Key Takeaways from the Research: Germany Highlights Germany  People in Germany show a relatively high level of trust in market research, as well as election and polling companies. In contrast, they have a strong distrust in data analytics companies.  Germans are extremely distrustful of social media companies and relative to their counterparts in the other nine countries also have ahighdistrustof secret service organizations.  As a result of Covid-19, Germans’ trust in many different types of organizations has declined, this is particularly so for social media companies.  The belief that market research is beneficial to business is the very strong in Germany in both absolute and relative terms.  Respondents in Germany are the most likely to find the surveys they take enjoyable.  Germans tend not to trust organizations to protect and appropriately use their personal data. Germans show a huge lack of trust in media, social media and internet search engine companies, as well as secret service organizations in this respect.  People in Germany show a relatively high degree of trust in both market research and polling companies to protect their personal data. GRBN Global Trust Survey 2020 - DE Report © 2020 GRBN 12

SNAPSHOT VIEW OF: TRUST IN AND IMPRESSIONS OF MARKET RESEARCH 13

People in Germany trust market research companies overall, but are relatively less trusting when it comes to trust with protecting and appropriately using their personal data. Germany Overall Trust of Market Research Companies Trust of Market Research Companies to Protect and Appropriately Use Personal Data 51% 52% Trust Not Sure +17 Do Not Trust +1 31% (Net Trust Index) 14% Don’t know (Net Trust Index) 22% 23% 4% 3% 40% 40% Net Trust Index = % Trust – % Do Not Trust th Overall Trust Net Trust Index (NTI): Across the 15 industries/organizations analyzed, the average NTI was +3 (Market Researchcompanies ranked 5 of 15) Personal Data Trust Net Trust Index (NTI): Across the 15 industries/organizations analyzed, the average NTI was -15 (Market Research companies ranked 6th of 15) Base: Version 1 Respondents (495) Base: Version 2 Respondents (505) GRBN Global Trust Survey 2020 - DE Report © 2020 GRBN 14

Relative to other organizations surveyed, market research companies rank in the upper tier on perceived trust, both overall and in regard to use of personal data. Covid-19 has not had a strong impact on trust in market research companies in Germany. Germany Overall Trust of Market Research Companies – Net Trust Index st Your local police(Ranked 1 of 15) +67 th Market Research companies (Ranked 5 of 15) +17 Average: +3 -57 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 st Your local police (Ranked 1 of 15) +47 th Market Research companies (Ranked 6 of 15) +1 Average: -15 -74 th Social media companies such as Facebook and Twitter (Ranked 15 of 15) Impact of Covid-19 on Trust of Market Research Companies 3% 83% 8% 6% (Trust (Trust (Trust (Don’t More) Same) Less) know) GRBN Global Trust Survey 2020 - DE Report © 2020 GRBN Net Trust Index = % Trust – % Do Not Trust 15

Only one-in-two respondents in Germany believe market research benefits them. Relative to the other countries, there is less concern with the use and protection of their personal data by market research companies. Germany 33% 27% 37% 49% 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 (495) Base: Version 2 Respondents (505) GRBN Global Trust Survey 2020 - DE Report © 2020 GRBN 16

LEVEL OF OVERALL TRUST 17

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. Germany ranks below the global average when it comes to trust. 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 GRBN Global Trust Survey 2020 - DE Report © 2020 GRBN 18

The local police stand out with the highest levels of trust in Germany. Market research companies rank well above average and Germans are extremely skeptical of social media companies. Germany Level of Trust by Organizations/Professionals Net Trust Index Your local police 73% 18% 6%3% +67 The Health authorities 52% 36% 10% 2% +42 The government 47% 33% 18% 2% +30 Retailers with loyalty card programs 35% 44% 17% 5% +18 Market research companies 31% 51% 14% 4% +17 Online stores 29% 52% 13% 5% +16 Election and opinion polling companies 33% 45% 17% 5% +16 Mobile phone operators 23% 50% 23% 4% 0 Banks or other financial institutions 25% 43% 28% 3% -3 Pharmaceutical companies 19% 47% 31% 4% -12 Companies that provide internet search engines such as Google and Bing 18% 42% 35% 5% -17 Data analytics companies 13% 50% 31% 7% -18 Media companies 13% 51% 31% 5% -18 Secret service organizations 11% 35% 42% 12% -32 Social media companies such as Facebook and Twitter 6% 27% 63% 4% -57 Trust Not sure Do Not Trust Don't Know Net Trust Index = % Trust – % Do Not Trust GRBN Global Trust Survey 2020 - DE Report © 2020 GRBN 19

Across the “insights space,” market research companies and election and opinion polling companies are regarded as more trustworthy than data analytics companies in Germany. Germany Trust in Market Research Trust in Data Analytics Trust in Election and Opinion Polling 51% 50% 45% +17 -18 31% +16 31% (Net Trust Index) 14% (Net Trust Index) 33% (Net Trust Index) 17% 4% 13% 7% 5% 40% 40% 40% Trust Not Sure Do Not Trust Net Trust Index = % Trust – % Do Not Trust Don’t know GRBN Global Trust Survey 2020 - DE Report © 2020 GRBN 20

Trust in market research companies varies considerably by country and cultural bias certainly plays a part in this variation. Germans are right at the global average. 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 GRBN Global Trust Survey 2020 - DE Report © 2020 GRBN 21

Relative to the other industries/organizations within Germany, market research companies rank towards the upper tier on overall trust and are well above the country average. 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 GRBN Global Trust Survey 2020 - DE Report © 2020 GRBN 22

Germans are among the most distrusting of 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 GRBN Global Trust Survey 2020 - DE Report © 2020 GRBN 23

Outside of Mexico, trust in election and opinion polling companies is low. Relative to trust in other countries, trust in polling is strongest in Germany and the UK, and also a net positive in Canada. 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 GRBN Global Trust Survey 2020 - DE Report © 2020 GRBN 24

HOW COVID-19 HAS CHANGED THE LEVEL OF TRUST 25

Though dipping slightly on a net basis, trust in the various industries and organizations has largely remained unchanged 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 - DE Report © 2020 GRBN 26

In Germany, social media companies have taken the biggest hit on trust as a result of Covid-19; trust in other organizations is generally slightly lower and few have gained trust during the pandemic Germany Change in Level of Trust by Organizations/Professionals Net Change Trust Index Your local police 13% 78% 6%3% +7 The government 23% 57% 16% 4% +6 The Health authorities 18% 65% 13% 4% +5 Retailers with loyalty card programs 2% 87% 5%6% -3 Online stores 3% 83% 8% 6% -5 Market research companies 3% 83% 8% 6% -5 Mobile phone operators 2% 84% 8% 5% -6 Election and opinion polling companies 3% 81% 10% 6% -7 Pharmaceutical companies 5% 75% 14% 5% -9 Companies that provide internet search engines such as Google and Bing 3% 79% 14% 5% -11 Banks or other financial institutions 3% 78% 14% 5% -11 Data analytics companies 3% 76% 14% 7% -11 Secret service organizations 1% 77% 13% 10% -12 Media companies 3% 73% 18% 5% -15 Social media companies such as Facebook and Twitter 2% 67% 26% 5% -24 Trust More Trust the Same Trust Less Don't Know Net Change Trust Index = % Trust More – % Trust Less GRBN Global Trust Survey 2020 - DE Report © 2020 GRBN 27

Covid-19 has had a slight negative impact on trust across the insights space in Germany. Germany Trust Change in Market Research Trust Change in Data Analytics Trust Change in Election and Opinion Polling 83% 76% 81% -5 -11 -7 (Net Change (Net Change 14% (Net Change Trust Index) 8% Trust Index) Trust Index) 10% 3% 6% 3% 7% 3% 6% Trust More Trust the Same Trust Less Net Change Trust Index = % Trust More – % Trust Less Don’t know GRBN Global Trust Survey 2020 - DE Report © 2020 GRBN 28

Trust in market research companies has primarily stayed the same in Germany. 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 - DE 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 - DE Report © 2020 GRBN 30

For many, Covid-19 did not impact their trust in data analytics, but on a net basis, trust in Germany has decreased. 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 - DE Report © 2020 GRBN 31

Four-in-five Germans indicate Covid-19 had no impact on their trust of 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 - DE Report © 2020 GRBN 32

BELIEVABILITY THAT MARKET RESEARCH IS BENEFICIAL 33

People in Germany can more clearly see the benefits of market research to business vs. the individual. Germany Extent Market Research is Perceived to be Beneficial Top 2 Box 49% 57% 86% 49% 18% 22% 15% 5 – Benefits completely 4 31% 64% 34% 36% 3 2 27% 1 – Does not benefit at all 27% 33% 21% Don’t Know 13% 7% 9% 7% 10% 3% 2%1% 3% 4% 3% 4% 4% Yourself Consumers Business Citizens GRBN Global Trust Survey 2020 - DE Report © 2020 GRBN 34

Only half of the respondents feel that market research benefits them, with this proportion dropping to a third or less in Japan and the UK. 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 - DE Report © 2020 GRBN 35

Slightly more than half of respondents feel that market research at least somewhat benefits consumers as a group. Again, respondents in the UK and Japan are less convinced of this. 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 - DE Report © 2020 GRBN 36

Consumers view market research as beneficial to business. This opinion is especially strong in Germany. 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 - DE 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. Germany 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 - DE Report © 2020 GRBN 38

Market research is considered similarly beneficial to citizens as to the individual. 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 - DE 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 - DE Report © 2020 GRBN 40

REACTIONS TO THE PARTICIPANT EXPERIENCE

While many feel the surveys they take are just right in terms of length, 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 - DE Report © 2020 GRBN 42

Respondents in Germany are the most likely to find the surveys they take enjoyable. 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 - DE 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 - DE Report © 2020 GRBN 44

PERSONAL DATA USE

A majority of people in Germany 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. Germany Familiarity with Personal Data Collection and Use Not Very/Not At All Very/Somewhat Familiar: 28% Familiar: 69% 3% 1% 11% 26% 58% Very familiar Somewhat familiar Not very familiar Not at all familiar Don't Know GRBN Global Trust Survey 2020 - DE Report © 2020 GRBN 46

In Germany, 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 - DE Report © 2020 GRBN 47

There is considerable concern over misuse of personal data in Germany. Germany Level of Concern Regarding Misuse of Personal Data Not Very/Not At All 1% Very/Somewhat Concerned: 19% 1% Concerned: 80% 17% 25% 56% Very concerned Somewhat concerned Not very concerned Not at all concerned Don’t know/Prefer not to say GRBN Global Trust Survey 2020 - DE Report © 2020 GRBN 48

The feeling of concern is prevalent across country. Relatively, Germans are less concerned than people in the other countries 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 - DE 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 - DE Report © 2020 GRBN 50

PROTECTION AND USE OF PERSONAL DATA 51

When it comes to trusting organizations with their personal data, the amount of skepticism is significant. Germans are relatively less trusting in this respect. 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 - DE Report © 2020 GRBN 52

Organizations most trusted to guard against the misuse of personal data are those in the health and law enforcement sectors. Germans show a huge lack of trust in media, social media and internet search engine companies, as well as secret service organizations in this respect. Market research companies land on the positive side and rank above the country average Germany Level of Trust that Organizations/Professionals Protect and Appropriately Use Personal Data Net Trust Index Your local police 59% 27% 12% 2% +47 The Health authorities 44% 41% 14% 2% +30 The government 37% 39% 21% 3% +16 Banks or other financial institutions 34% 37% 26% 3% +9 Election and opinion polling companies 30% 46% 22% 3% +8 Market research companies 23% 52% 22% 3% +1 Online stores 13% 50% 33% 4% -20 Retailers with loyalty card programs 14% 49% 34% 4% -20 Mobile phone operators 15% 47% 35% 3% -20 Pharmaceutical companies 14% 43% 37% 5% -23 Data analytics companies 9% 40% 45% 5% -36 Secret service organizations 9% 31% 52% 9% -43 Media companies 5% 40% 51% 3% -46 Companies that provide internet search engines such as Google and Bing 4% 31% 60% 4% -56 Social media companies such as Facebook and Twitter 2% 19% 76% 3% -74 Trust Not sure Do Not Trust Don't Know Net Trust Index = % Trust – % Do Not Trust GRBN Global Trust Survey 2020 - DE Report © 2020 GRBN 53

Market research companies and election and opinion polling companies are regarded as much more trustworthy than data analytics companies in Germany. Germany Trust in Market Research Trust in Data Analytics Trust in Election and Opinion Polling 52% 46% +1 40% -36 45% +8 (Net Trust Index) 22% (Net Trust Index) 30% (Net Trust Index) 22% 23% 3% 9% 5% 3% Trust Not Sure Net Trust Index = % Trust – % Do Not Trust Do Not Trust Don’t know GRBN Global Trust Survey 2020 - DE Report © 2020 GRBN 54

Relative to the other countries, Germans are more trusting 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 - DE Report © 2020 GRBN 55

In regard to trust with personal data, market research companies perform well in Brazil, Mexico, Peru, and Germany, but fall below average in other countries. 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 - DE Report © 2020 GRBN 56

There is generally a lack of trust when it comes to data analytics and the protection/usage of 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 - DE Report © 2020 GRBN 57

Trust in election and opinion polling companies to appropriately use and protect personal data varies greatly; skepticism is strongest in the Pacific/Asia region and the US, but those from Canada, Mexico, Germany, and the UK are much more accepting. 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 - DE Report © 2020 GRBN 58

DRIVERS OF TRUST IN MARKET RESEARCH TO PROTECT AND APPROPRIATELY USE PERSONAL DATA 59

Only one-third of the people surveyed in Germany feel the use of their personal data by market research companies is appropriate. Germany Appropriate Use of Personal Data by Market Research Bottom 2 Box Top 2 Box Inappropriate: 15% Appropriate: 33% 10% 7% 5% 11% 26% 42% 5 - Completely appropriate 4 3 2 1 - Completely inappropriate Don't know GRBN Global Trust Survey 2020 - DE Report © 2020 GRBN 60

With the exception of Brazil and Mexico (where people are more positive), this sentiment is consistent across country. 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 - DE Report © 2020 GRBN 61

Germans are only moderately concerned over the protection of personal data by market research companies. Germany Concern that Market Research Securely Protects Personal Data Bottom 2 Box Top 2 Box Concerned: 31% Concerned: 27% 7% 3% 6% 21% 24% 40% 5 - Completely concerned 4 3 2 1 - Not at all concerned Don't know GRBN Global Trust Survey 2020 - DE Report © 2020 GRBN 62

Germans are relatively less concerned in comparison to the other countries. 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 - DE Report © 2020 GRBN 63

More than one-third of Germans feel well informed about the collection, storage and usage of personal data by market research companies. Germany Degree Informed about Personal Data Collection, Storage and Use Bottom 2 Box Top 2 Box Informed: 24% Informed: 37% 7% 4% 10% 17% 27% 34% 5 - Completely informed 4 3 2 1 - Not at all informed Don't know GRBN Global Trust Survey 2020 - DE Report © 2020 GRBN 64

While behind Brazilians and Mexicans, Germans also claim to be more informed relative to the other countries. 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 - DE Report © 2020 GRBN 65

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