Across the “insights space,” market research companies are regarded as more trustworthy. Trust in Market Research Trust in Data Analytics Trust in Election and Opinion Polling 45% 48% 41% 34% +18 +6 20% +2 26% (Net Trust Index) 16% 26% (Net Trust Index) 29% (Net Trust Index) 4% 6% 4% Trust Not Sure Do Not Trust Net Trust Index = % Trust – % Do Not Trust Don’t know GRBN Global Trust Survey 2020 - Global Report © 2020 GRBN 21