Key Takeaways from the Research  Trust in market research companies is average relative to the other types of organizations analyzed.  Market research is much more trusted than either data analytics or election & opinion polling companies.  The Covid-19 pandemic has improved trust in the health authorities and the police, but has caused a decrease in trust in media, social media, secret service agencies, and election & opinion polling companies.  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. There is significant room for improvement in communications about this. GRBN Global Trust Survey 2020 - Global Report © 2020 GRBN 13