In the insights space, data analytics companies are clearly the least trusted when it comes to the use of personal data. Trust in Market Research Trust in Data Analytics Trust in Election and Opinion Polling 43% 44% 40% -6 30% -17 34% -4 31% 23% (Net Trust Index) (Net Trust Index) 26% (Net Trust Index) 17% 4% 5% 3% Trust Not Sure Net Trust Index = % Trust – % Do Not Trust Do Not Trust Don’t know GRBN Global Trust Survey 2020 - Global Report © 2020 GRBN 55