# GRBN Global Trust Survey 2020 - Global Report © 2020 GRBN

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## Page 1

Silver partners
Global Trust
Survey
2020
A Report On
The Level Of Trust
In Market Research
Around The Globe
June 2020

## Page 2

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 - Global Report © 2020 GRBN 2

## Page 3

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,
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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 - Global Report © 2020 GRBN 3

## Page 4

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 andrew.cannon@grbn.org
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 - Global Report © 2020 GRBN 4

## Page 5

Thanking our national association and corporate partners
National association partners Corporate partners
GRBN Global Trust Survey 2020 - Global Report © 2020 GRBN 5

## Page 6

Thought Leadership – By Lisa Wilding-Brown, Innovate MR
Innovate MR contributed participants from our proprietary panel,
PointClub™, as well as facilitated the field management for the
GRBN’s 2020 Trust Survey. This study fielded across 10 countries
with the primary objective of understanding the general public’s
level of trust in the marketing research industry. The study also set
out to understand how the public perceives different types of
organizations and agencies (as it relates to trust and data privacy
protection efforts). While several countries and regions across the
globe have implemented regulations intended to protect citizens’
data privacy, our study revealed that market research companies
need to do more to gain trust from survey participants. Base: 5,036 Survey Participants
As we evaluate the level of trust across different organizations and Q3: Here is a list of different organizations or companies that may collect and process your
% personal data. To what extent do you trust each of them to protect and appropriately use
professions, market research ranked 7 out of 15 with only 23 of your personal data?
participants indicating ‘trust’ for the industry. While our industry th April - 7th May 2020
% Field dates: 27
fares better than other segments such as search engines (19 ),
% %
media (13 ), and social media companies (13 ); other sectors
% While our survey data paints an alarming picture on the state of
outperformed our vertical such as health authorities (47 ), as well
% trust in our industry, there are material actions we can employ to
as banking and financial institutions (46 ). change this troubling paradigm. While we may feel overwhelmed,
GRBN Global Trust Survey 2020 - Global Report © 2020 GRBN 6

## Page 7

Thought Leadership – By Lisa Wilding-Brown, Innovate MR
transparency can and should be regarded as an opportunity, not a • Fully document your participant data flow and security mechanisms, as well as
burden. There are meaningful changes MR companies can employ implement standard operating procedures designed to prevent the risk of a
to win over consumers: data breach. Mandate employee and 3rd-party compliance through on-going
training and e-signature agreements.
• Beyond the obligatory privacy policy, provide a concise and simple summary • Socialize knowledge throughout the entire organization and develop processes
which distills complex legal jargon. Participants should be clear on how your to support continued education on this dynamic and complex topic. Establish a
business collects, stores, shares, and destroys personal data. regular cadence to revisit privacy protocols, partner agreements, and ensure
• As updates are made to your privacy policy, provide a summary of what has all internal stakeholders have a seat and voice at the table.
changed and provide participants with the ability to review historic versions.
• Be explicit – provide the purpose and need for this data and how it benefits Get involved and start building trust now! Don’t be intimidated by
not only your company, but the participant as well. consumer privacy. Find ways to engage with your organization and
• Ensure that an active opt-in is presented during each instance of personal data the wider industry. Share your commitment to data ethics with
collection. It is unfair to expect that a consent captured at panel registration others and use your personal influence to help your colleagues gain
provides companies free reign to collect additional personal information in a deeper understanding.
perpetuity. Each business scenario is different and the drivers for personal
data collection vary from project to project; advise participants every step of Lisa Wilding-Brown
the way and re-confirm their consent.
• Provide a sufficient feedback loop for survey enquiries and find ways to share Innovate MR
non-proprietary data with participants. Giving back to your survey participants
has been shown to increase engagement rates and mitigate attrition. Strive to
make the participant experience transformational, not transactional.
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## Page 8

Thought Leadership – By Dave Rothstein, RTi Research
Do Market Researchers Want to be Trusted? And trust drives participation – especially participation for the right
John is the head of Customer Experience (CX) for a large hotel chain. reasons. And broad participation from people that want to
Jennifer is the CMO. John shares his latest report with Jennifer that contribute improves data quality – which improves trust. See where
shows 40% of their customers thought their stay was enjoyable. Is this is going?
Jennifer pleased with that report, or is she appalled? Probably the Tackling trust as an issue is hard. Where does one even begin? You
latter. But for some reason, we in market research (MR) seem to be got it – by improving our CX. GRBN’s research shows a direct
satisfied with this same low level of positive CX among the many relationship between CX and trust. If we can improve the CX we
millions of respondents we engage each year. provide to our respondents and participants, a broader level of trust
According to the latest GRBN Global Trust Survey, just 40% say they is sure to follow.
find the research they participate in to be enjoyable. Wait, what? Trust MR Not Sure Don’t Trust MR
There’s more. Right now, as highlighted in the same global research, Positive CX 59% 36% 25%
almost half the people say they aren’t sure if they trust MR (45%).
Another 16% flat-out don’t trust MR. As an industry meant to distill Negative CX 11% 22% 32%
what people say, do, and think into meaningful and accurate
insights, should we be concerned that only a third of the people Let me recommend a great resource on how to get started on
trust us? improving CX – GRBN’s participant engagement Handbook, ENGAGE
Let’s assume we do want to engender a higher level of trust. How 2.0 – a guide with 30 expert tips for improving the research
does CX fit into this equation? The answer is that CX drives trust. participant user experience.
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## Page 9

Thought Leadership – By Dave Rothstein, RTi Research
Customer experience can be defined as the customer’s perceptions,
opinions, and feelings developed through the cumulative effect of
their interactions with a brand or supplier.
So it will take time to change opinions that have perhaps been
formed over a long period of time during which people have
become accustomed to a certain level of engagement (or lack
thereof). It will take effort. But there’s no doubt that as an industry,
we have ways and means to accomplish the goal. The question is
whether we have the will. I hope so.
Dave Rothstein
RTi Research
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## Page 10

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
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## Page 11

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
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## Page 12

KEY TAKEAWAYS

## Page 13

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.
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## Page 14

SNAPSHOT VIEW OF:
TRUST IN AND
IMPRESSIONS OF
MARKET RESEARCH

## Page 15

People trust market research companies overall, but are relatively less trusting when it
comes to trust with protecting and appropriately using their personal data.
Overall Trust of Market Research Companies Trust of Market Research Companies to Protect
and Appropriately Use Personal Data
45% 43%
Trust
Not Sure
34% +18 Do Not Trust -6 30%
(Net Trust Index) 16% Don’t know (Net Trust Index)
23%
4% 4%
Net Trust Index = % Trust – % Do Not Trust
Overall Trust Net Trust Index (NTI): Across the 15 industries/organizations analyzed, the average NTI was +15 (Market Research companies ranked 8th of 15)
Personal Data Trust Net Trust Index (NTI): Across the 15 industries/organizations analyzed, the average NTI was -4 (Market Research companies ranked 7th of 15)
Base: Version 1 Respondents (5,036)
Base: Version 2 Respondents (4,964)
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## Page 16

Relative to other organizations surveyed, market research companies rank in the middle
of the pack 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.
Overall Trust of Market Research Companies – Net Trust Index
st
(Ranked 1 of 15)
The Health authorities +45
th
Market Research companies (Ranked 8 of 15) +18
Average: +15 These findings,
-16 th
Social media companies such as Facebook and Twitter (Ranked 15 of 15) based on the
Trust of Market Research Companies Use of Personal Data – Net Trust Index average across
st
(Ranked 1 of 15)
The Health authorities +33 the 10 countries
Average: -4
-6 th
Market Research companies (Ranked 7 of 15) surveyed, hide
-40 th
Social media companies such as Facebook and Twitter (Ranked 15 of 15) significant
Impact of Covid-19 on Trust of Market Research Companies differences by
country. Read on
11% 70% 13% 6% to find out more.
(Trust (Trust (Trust (Don’t
More) Same) Less) know)
Net Trust Index = % Trust – % Do Not Trust
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## Page 17

Only one-in-two respondents believe market research benefits them. There is a
significant level of concern with the use and protection of their personal data by market
research companies, possibly at least in part due to feeling poorly informed.
33% 51% 31% 50%
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 (5,036)
Base: Version 2 Respondents (4,964)
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## Page 18

Can we use this picture for the section starting on page 48 and make this a more general trust pic?
LEVEL OF
OVERALL TRUST

## Page 19

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.
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
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## Page 20

Health, law enforcement, financial, retail and online stores engender the highest levels of
net trust. Market research companies rank in the middle, people are most skeptical of
media and social media companies.
Level of Trust by Organizations/Professionals
Net Trust Index
The Health authorities 56% 30% 11%3% +45
Your local police 53% 28% 16% 3% +37
Banks or other financial institutions 47% 33% 17% 3% +30
Retailers with loyalty card programs 41% 40% 14% 4% +27
Online stores 39% 44% 13% 4% +26
Pharmaceutical companies 40% 38% 19% 3% +21
Companies that provide internet search engines such as Google and Bing 39% 38% 18% 4% +21
Market research companies 34% 45% 16% 4% +18
The government 39% 32% 26% 3% +13
Mobile phone operators 33% 41% 22% 4% +10
Data analytics companies 26% 48% 20% 6% +6
Election and opinion polling companies 29% 41% 26% 4% +2
Secret service organizations 22% 42% 27% 9% -6
Media companies 20% 43% 33% 4% -13
Social media companies such as Facebook and Twitter 22% 37% 38% 4% -16
Trust Not sure Do Not Trust Don't Know
Net Trust Index = % Trust – % Do Not Trust
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## Page 21

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
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## Page 22

Trust in market research companies varies considerably by country. Cultural bias certainly plays a part in
this variation, so this chart should be analyzed in conjunction with the next slide. Even taking cultural
bias into account, however, trust in market research is strongest in Brazil and Mexico, and weakest in
Japan and Korea.
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
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## Page 23

Not only in absolute terms, but also in relative terms, market research companies rank especially highly
on trust in Brazil and Mexico. Trust in market research is also relatively strong in Peru and Germany.
Korea and Japan stand out as countries where market research is less trusted than other types of
organizations on 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
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## Page 24

People in Germany and the UK are very distrustful of data analytics companies, and
relatively distrustful in Australia and Japan.
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
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## Page 25

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
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## Page 26

HOW COVID-19
HAS CHANGED
THE LEVEL OF TRUST

## Page 27

Given the relatively short timespan in question, overall trust has deteriorated noticeably
in Peru, Japan and Germany as a result of Covid-19. Mexico is the only country where, on
average, respondents claim that their level of trust has increased.
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
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## Page 28

Likely due to the need for reliance on health information/professionals during the
pandemic, the health authorities are the only industry to receive a notable bump in trust
as a result of Covid-19. Media companies have faired the worst.
Change in Level of Trust by Organizations/Professionals
Net Change
Trust Index
The Health authorities 31% 50% 16% 4% +15
Your local police 20% 65% 13% 3% +7
Online stores 14% 70% 11% 5% +3
Pharmaceutical companies 16% 65% 14% 4% +2
Companies that provide internet search engines such as Google and Bing 13% 70% 11% 5% +2
Retailers with loyalty card programs 11% 73% 11% 5% +1
Banks or other financial institutions 13% 69% 14% 4% -1
Market research companies 11% 70% 13% 6% -2
Mobile phone operators 10% 72% 13% 5% -4
Data analytics companies 11% 66% 16% 7% -4
The government 24% 44% 29% 4% -5
Secret service organizations 10% 62% 18% 11% -8
Election and opinion polling companies 10% 65% 20% 5% -10
Social media companies such as Facebook and Twitter 10% 63% 22% 5% -11
Media companies 10% 60% 26% 5% -16
Trust More Trust the Same Trust Less Don't Know
Net Change Trust Index = % Trust More – % Trust Less
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## Page 29

Across the insights space, Covid-19 has had the most negative impact on trust in election
and opinion polling companies.
Trust Change in Market Research Trust Change in Data Analytics Trust Change in Election and Opinion Polling
70% 66% 65%
-2 -4 -10
(Net Change (Net Change 16% (Net Change 20%
Trust Index) 13% Trust Index) Trust Index)
11% 6% 11% 7% 10% 5%
Trust More
Trust the Same
Trust Less Net Change Trust Index = % Trust More – % Trust Less
Don’t know
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## Page 30

Trust in market research companies has improved the most in Brazil and Mexico, whilst it
has considerably declined in Peru and Korea, and marginally declined elsewhere.
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 69% 61%
Trust the Same 70% 80% 76% 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
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## Page 31

Trust in market research companies has improved in Brazil and Mexico, especially in
relation to trust in other types of organizations in those countries. The opposite is true in
Korea.
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
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## Page 32

The impact of Covid-19 on trust of data analytics companies is generally similar to the
change in the level of trust on average in each country.
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
Don’t Know 54%
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
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## Page 33

Covid-19 has had a negative impact on trust of election and opinion polling companies in
Korea, Brazil, Peru, and the US, especially when compared to the change in the level of
trust in other types of organizations.
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
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## Page 34

BELIEVABILITY THAT
MARKET RESEARCH
IS BENEFICIAL

## Page 35

People can more clearly see the benefits of market research to business vs. the individual.
Extent Market Research is Perceived to be Beneficial
Top 2 Box 50% 57% 72% 49%
21% 24% 20%
5 – Benefits completely 41%
4 29% 29%
33%
3
2 31%
1 – Does not benefit at all 28% 27% 32%
Don’t Know 10% 16% 9%
6% 8% 4% 4%
6% 3% 2% 6%
5% 5%
Yourself Consumers Business Citizens
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## Page 36

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)
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## Page 37

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% 2% 4% 8% 3% 7%
1% 2%
Total Australia Japan Korea Canada Brazil Mexico Peru US Germany UK
(4,964) (500) (502) (499) (479) (497) (495) (500) (504) (505) (483)
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## Page 38

Consumers view market research as beneficial to business. This opinion is especially
strong in Germany, and also very strong in the Latin American countries.
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 - Global Report © 2020 GRBN 38

## Page 39

The gap in the perceived benefit of market research to business vs. to consumers is
largest in Germany, Japan, Australia, Canada, and the UK.
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 - Global Report © 2020 GRBN 39

## Page 40

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)
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## Page 41

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 - Global Report © 2020 GRBN 41

## Page 42

REACTIONS TO THE
PARTICIPANT EXPERIENCE

## Page 43

While many feel the surveys they take are just right in terms of length, there is a
significant segment that would appreciate shorter surveys, with Koreans and Americans
the most likely to voice this sentiment.
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 - Global Report © 2020 GRBN 43

## Page 44

Most find at least some of the surveys they take enjoyable, however those in Japan and
Korea are less likely to define the majority of their survey experiences as enjoyable.
Respondents in Germany are most likely to find the surveys they take as 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% 0%
All/Many Were Enjoyable Some Were Enjoyable Few/None Were Enjoyable Don’t know
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## Page 45

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 - Global Report © 2020 GRBN 45

## Page 46

PERSONAL DATA USE

## Page 47

A majority of people 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.
Familiarity is relatively low amongst females and older people.
Familiarity with Personal Data Collection and Use
Not Very/Not At All Very/Somewhat
Familiar: 34% Familiar: 63%
6% 3%
15%
28%
48%
Very familiar Somewhat familiar Not very familiar Not at all familiar Don't Know
GRBN Global Trust Survey 2020 - Global Report © 2020 GRBN 47

## Page 48

People from Japan claim to be relatively less familiar with the collection and usage of
their personal data.
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)
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## Page 49

There is considerable concern over misuse of personal data, with as many as four-in-ten
people very concerned.
Level of Concern Regarding Misuse of Personal Data
Not Very/Not At All 2% Very/Somewhat
Concerned: 13% 2% Concerned: 86%
11%
40%
46%
Very concerned Somewhat concerned Not very concerned
Not at all concerned Don’t know/Prefer not to say
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## Page 50

The feeling of concern is prevalent across country.
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)
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## Page 51

While it may help for some, familiarity with the collection and use of personal data does
not directly translate to less concern with how that 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 - Global Report © 2020 GRBN 51

## Page 52

PROTECTION AND USE
OF PERSONAL DATA

## Page 53

When it comes to trusting organizations with their personal data, the amount of
skepticism is significant.
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 - Global Report © 2020 GRBN 53

## Page 54

Organizations most trusted to guard against the misuse of personal data are those in the health,
financial, and law enforcement sectors. People show a huge lack of trust in media and social media
companies in this respect. Retailers, online stores, and search engine companies are all much less
trusted with personal data than they are overall.
Level of Trust that Organizations/Professionals Protect and Appropriately Use Personal Data
Net Trust Index
The Health authorities 47% 36% 14% 3% +33
Banks or other financial institutions 46% 33% 19% 2% +27
Your local police 45% 32% 20% 3% +24
The government 36% 34% 26% 4% +10
Pharmaceutical companies 29% 41% 25% 4% +4
Election and opinion polling companies 26% 40% 31% 3% -4
Market research companies 23% 43% 30% 4% -6
Retailers with loyalty card programs 23% 44% 30% 3% -7
Online stores 23% 43% 31% 3% -8
Mobile phone operators 23% 39% 35% 3% -12
Secret service organizations 20% 37% 36% 7% -16
Data analytics companies 17% 44% 34% 5% -17
Companies that provide internet search engines such as Google and Bing 19% 38% 39% 4% -20
Media companies 13% 38% 46% 4% -33
Social media companies such as Facebook and Twitter 13% 31% 53% 3% -40
Trust Not sure Do Not Trust Don't Know
Net Trust Index = % Trust – % Do Not Trust
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## Page 55

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
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## Page 56

There is strong skepticism in the Pacific/Asia region 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
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## Page 57

In regard to trust with personal data, market research companies perform well compared
to other types of organizations in Brazil, Mexico, Peru and Germany, but fall below
average in other countries, especially in Australia, Japan, the UK and Korea.
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
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## Page 58

There is generally a lack of trust when it comes to data analytics and the
protection/usage of their personal data. Mexicans are the most trusting of this industry.
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
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## Page 59

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% 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
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## Page 60

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

## Page 61

Only one-third of the people surveyed feel that the use of their personal data by market
research companies is appropriate.
Appropriate Use of Personal Data by Market Research
Bottom 2 Box Top 2 Box
Inappropriate: 21% Appropriate: 33%
9% 11%
6%
16% 23%
37%
5 - Completely appropriate 4 3 2 1 - Completely inappropriate Don't know
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## Page 62

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)
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## Page 63

There is concern over the protection of personal data by market research companies.
Concern that Market Research Securely Protects Personal Data
Bottom 2 Box Top 2 Box
Concerned: 13% Concerned: 51%
3% 5%
11% 21%
30% 31%
5 - Completely concerned 4 3 2 1 - Not at all concerned Don't know
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## Page 64

Germans are relatively less concerned.
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)
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## Page 65

Consumers are divided on their knowledge regarding the collection, storage and usage of
personal data by market research companies, with only one-third feeling well informed.
Degree Informed about Personal Data Collection, Storage and Use
Bottom 2 Box Top 2 Box
Informed: 32% Informed: 31%
6% 10%
13%
21%
19%
31%
5 - Completely informed 4 3 2 1 - Not at all informed Don't know
GRBN Global Trust Survey 2020 - Global Report © 2020 GRBN 65

## Page 66

Brazilians and Mexicans claim to be the most informed.
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 - Global Report © 2020 GRBN 66

## Page 67

PLEASE VISIT THE GRBN
WEBSITETO FIND OUT MORE
ABOUT BUILDING PUBLIC
TRUST AND OTHER GLOBAL
INDUSTRY INITIATIVES
ANDREW CANNON
EXECUTIVE DIRECTOR, GRBN
ANDREW.CANNON@GRBN.ORG