GRBN Global Trust Survey 2020 - PE Report © 2020 GRBN

Local partners Global Trust Survey 2020 A Report On The Level Of Trust In Market Research in Peru June 2020

Table of Contents Read Me: I’m Important 3 Introduction 4 Partners 5 Background and Sample 6 Key Takeaways 8 Snapshot View of: Trust in and Impressions of Market Research 11 Level of Overall Trust 15 How Covid-19 Has Changed the Level of Trust 23 Believability that Market Research is Beneficial 31 Reactions to the Participant Experience 39 Personal Data Use 43 Protection and Use of Personal Data 49 Drivers of Trust in Market Research to Protect and appropriately use Personal data 57 GRBN Global Trust Survey 2020 - PE 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 - PE 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 - PE Report © 2020 GRBN 4

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 - PE Report © 2020 GRBN 6

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 - PE Report © 2020 GRBN 7

KEY TAKEAWAYS 8

Key Takeaways from the Research  Trust in market research companies is above average relative to the other types of organizations analyzed.  Market research is more trusted than either data analytics or election and opinion polling companies.  While many indicate no change, across several organizations, including market research companies, the Covid-19 pandemic has caused a decrease in trust.  Consumers view market research as beneficial to business, and belief in the benefit of market research to the individual is greater in Peru relative to the global average.  The survey experience can still be improved, but Peruvians state a greater enjoyment relative to many of the other countries.  Consumers express a high level of concern about the misuse of their personal data.  Market research companies are one of the few organizations to receive a net positive endorsement in how they collect and use personal data.  Relatively few respondents believe that the use of their personal data by market research companies is completely appropriate and there is room for improvement in communications about this. GRBN Global Trust Survey 2020 - PE Report © 2020 GRBN 9

Key Takeaways from the Research: Peru Highlights Peru  People in Peru trust market research companies overall  Peruvianstendtobetrusting of organizations in general with the exception of secret services organizations. Relatively, their trust in government, the police and health authorities is also low.  Uniquely across the 10 countries researched, internet search companies are the most trusted of the 15 types of organizations surveyed, and trust in pharmaceutical companies in Peru is also very strong in both absolute and relative terms.  As a result of Covid-19, Peruvians trust in organizations, including market research companies, has been rocked – decreasing the most in comparison to the other nine countries covered by the research. The government and the local police have seen, however the trust in them increase over the last few months.  People in Peru are more likely than people in the other countries to seemarketresearchasbeneficial to peopleasbothconsumers and citizens..  Peruvians are theleastlikelyto see the survey experience as too long.  Peruvians are very concerned about misuse of their personal data and in particular distrust the secret services in this respect. They are in contrast relatively trusting in market research companies on this. GRBN Global Trust Survey 2020 - PE Report © 2020 GRBN 10

SNAPSHOT VIEW OF: TRUST IN AND IMPRESSIONS OF MARKET RESEARCH 11

People in Peru trust market research companies overall, but are less trusting, though still a net positive, when it comes to protecting and appropriately using their personal data. Peru Overall Trust of Market Research Companies Trust of Market Research Companies to Protect and Appropriately Use Personal Data 48% 50% Trust Not Sure +3 35% +22 Do Not Trust 21% (Net Trust Index) Don’t know 24% (Net Trust Index) 13% 4% 5% 40% 40% Net Trust Index = % Trust – % Do Not Trust Overall Trust Net Trust Index (NTI): Across the 15 industries/organizations analyzed, the average NTI was +11 (Market Research companies ranked 4th of 15) Personal Data Trust Net Trust Index (NTI): Across the 15 industries/organizations analyzed, the average NTI was -8 (Market Research companies ranked 5th of 15) Base: Version 1 Respondents (500) Base: Version 2 Respondents (500) GRBN Global Trust Survey 2020 - PE Report © 2020 GRBN 12

Relative to other organizations surveyed, market research companies rank above average on perceived trust in Peru, both overall and in regard to use of personal data. However, Covid-19 has negatively impacted trust in market research companies. Peru Overall Trust of Market Research Companies – Net Trust Index Companies that provide internet search engines such as +40 st Google and Bing (Ranked 1 of 15) th Market Research companies (Ranked 4 of 15) +22 Average: +11 th of 15) -28 Secret service organizations (Ranked 15 Trust of Market Research Companies Use of Personal Data – Net Trust Index st (Ranked 1 of 15) The Health authorities +18 th Market Research companies (Ranked 5 of 15) +3 Average: -8 -39 th Secret service organizations (Ranked 15 of 15) Impact of Covid-19 on Trust of Market Research Companies 9% 61% 25% 5% (Trust (Trust (Trust (Don’t More) Same) Less) know) Net Trust Index = % Trust – % Do Not Trust GRBN Global Trust Survey 2020 - PE Report © 2020 GRBN 13

Three-in-five respondents in Peru 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. Peru 35% 50% 30% 61% 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 (500) Base: Version 2 Respondents (500) GRBN Global Trust Survey 2020 - PE Report © 2020 GRBN 14

LEVEL OF OVERALL TRUST 15

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. Peru is right around the global average on overall 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 - PE Report © 2020 GRBN 16

Search engine companies are afforded the highest levels of trust in Peru and secret service organizations garner the most skepticism. In both ways, Peru stands out from the average of the 10 countries covered. Market research companies are well received and rank well above average in Peru. Peru Level of Trust by Organizations/Professionals Net Trust Index Companies that provide internet search engines such as Google and Bing 49% 38% 9% 4% +40 Pharmaceutical companies 43% 39% 16% 3% +27 Banks or other financial institutions 44% 35% 19% 2% +25 Market research companies 35% 48% 13% 4% +22 The government 39% 37% 19% 5% +20 Online stores 32% 48% 16% 3% +16 Social media companies such as Facebook and Twitter 32% 46% 20% 2% +12 Data analytics companies 27% 53% 17% 4% +10 Your local police 31% 45% 22% 2% +9 The Health authorities 31% 43% 22% 3% +8 Retailers with loyalty card programs 27% 48% 19% 6% +7 Mobile phone operators 31% 38% 29% 2% +2 Election and opinion polling companies 26% 42% 29% 3% -4 Media companies 21% 50% 27% 2% -5 Secret service organizations 10% 40% 38% 12% -28 Trust Not sure Do Not Trust Don't Know Net Trust Index = % Trust – % Do Not Trust GRBN Global Trust Survey 2020 - PE Report © 2020 GRBN 17

Across the “insights space,” market research companies are regarded as more trustworthy. Peru Trust in Market Research Trust in Data Analytics Trust in Election and Opinion Polling 48% 53% 42% 35% +22 +10 -4 29% (Net Trust Index) 13% 27% (Net Trust Index) 17% 26% (Net Trust Index) 4% 4% 3% 40% 40% 40% Trust Not Sure Do Not Trust Net Trust Index = % Trust – % Do Not Trust Don’t know GRBN Global Trust Survey 2020 - PE Report © 2020 GRBN 18

Trust in market research companies varies considerably by country and cultural bias certainly plays a part in this variation. Trust in Peru is just above 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 - PE Report © 2020 GRBN 19

Relative to the other industries/organizations, market research companies in Peru rank in the upper tier and 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 - PE Report © 2020 GRBN 20

Trust in data analytics companies in Peru is just above the average. 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 - PE Report © 2020 GRBN 21

Trust in election and opinion polling companies is slightly negative on a net basis in Peru and just below the 10-country average. 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 - PE Report © 2020 GRBN 22

HOW COVID-19 HAS CHANGED THE LEVEL OF TRUST 23

Peru is one of the few countries where overall trust has been negatively impacted as a result of the Covid-19 pandemic. 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 - PE Report © 2020 GRBN 24

Outside of the government and the police, trust in most other organizations, including market research companies, have been negatively impacted in Peru. Peru Change in Level of Trust by Organizations/Professionals Net Change Trust Index The government 35% 40% 21% 4% +14 Your local police 31% 49% 19% 2% +12 Companies that provide internet search engines such as Google and Bing 15% 66% 15% 4% 0 The Health authorities 23% 44% 30% 3% -7 Social media companies such as Facebook and Twitter 13% 61% 22% 3% -9 Pharmaceutical companies 15% 59% 24% 2% -9 Online stores 11% 59% 24% 6% -13 Banks or other financial institutions 12% 58% 27% 3% -15 Market research companies 9% 61% 25% 5% -16 Retailers with loyalty card programs 8% 58% 29% 5% -21 Data analytics companies 9% 56% 30% 6% -21 Media companies 13% 49% 35% 3% -21 Mobile phone operators 9% 59% 30% 3% -21 Election and opinion polling companies 7% 57% 32% 4% -25 Secret service organizations 6% 44% 37% 14% -31 Trust More Trust the Same Trust Less Don't Know Net Change Trust Index = % Trust More – % Trust Less GRBN Global Trust Survey 2020 - PE Report © 2020 GRBN 25

On a net basis, trust in the companies in the insights space have been negatively impacted in Peru. Peru Trust Change in Market Research Trust Change in Data Analytics Trust Change in Election and Opinion Polling 61% 56% 57% -16 25% -21 30% -25 32% (Net Change (Net Change (Net Change Trust Index) Trust Index) Trust Index) 9% 5% 9% 6% 7% 4% Trust More Trust the Same Trust Less Net Change Trust Index = % Trust More – % Trust Less Don’t know GRBN Global Trust Survey 2020 - PE Report © 2020 GRBN 26

Trust in market research companies has dropped in Peru, the largest declined in any of the 10 countries surveyed. 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 - PE Report © 2020 GRBN 27

However, within Peru, the impact/net change on trust of market research companies as a result of Covid-19 is mostly 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 - PE Report © 2020 GRBN 28

Trust in data analytics companies has also dropped in Peru, and again, much more so compared to the global average. 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 - PE Report © 2020 GRBN 29

Covid-19 has had a negative impact on trust of election and opinion polling companies In Korea, Brazil, Peru, and the US. 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 - PE Report © 2020 GRBN 30

BELIEVABILITY THAT MARKET RESEARCH IS BENEFICIAL 31

People in Peru can more clearly see the benefits of market research to business vs. the individual. Peru Extent Market Research is Perceived to be Beneficial Top 2 Box 61% 64% 76% 57% 29% 33% 26% 5 – Benefits completely 49% 4 3 32% 32% 31% 2 26% 1 – Does not benefit at all 23% 28% 23% Don’t Know 13% 8% 7% 5% 7% 4% 4% 4% 4% 4% 2% 3% 3% Yourself Consumers Business Citizens GRBN Global Trust Survey 2020 - PE Report © 2020 GRBN 32

The belief of market research benefiting the individual is above average in Peru. 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 - PE Report © 2020 GRBN 33

Almost two-thirds of respondents in Peru feel that market research at least somewhat benefits consumers as a group. 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 - PE Report © 2020 GRBN 34

People view market research as beneficial to business. 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 - PE Report © 2020 GRBN 35

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 - PE Report © 2020 GRBN 36

More than half of respondents feel that market research at least somewhat benefits citizens as a whole. 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 - PE Report © 2020 GRBN 37

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 - PE Report © 2020 GRBN 38

REACTIONS TO THE PARTICIPANT EXPERIENCE

While many feel the surveys they take are just right, there is a significant segment that would appreciate shorter surveys. Of note, Peruvians are somewhat less likely to feel the surveys they participate in are too long. 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 - PE Report © 2020 GRBN 40

Most find at least some of the surveys they take enjoyable, with Peruvians more positive about the survey experience relative to the global average. 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 - PE Report © 2020 GRBN 41

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 - PE Report © 2020 GRBN 42

PERSONAL DATA USE

In Peru, the vast majority are at least somewhat familiar with the way their personal data is collected and used. Peru Familiarity with Personal Data Collection and Use Not Very/Not At All Very/Somewhat Familiar: 26% Familiar: 73% 1% 5% 14% 21% 59% Very familiar Somewhat familiar Not very familiar Not at all familiar Don't Know GRBN Global Trust Survey 2020 - PE Report © 2020 GRBN 44

Respondents from Peru claim more familiarity with how personal data is collected and used relative to the global average. 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 - PE Report © 2020 GRBN 45

There is considerable concern over misuse of personal data, with just over half very concerned. Peru Level of Concern Regarding Misuse of Personal Data Not Very/Not At All 1% 1% Very/Somewhat Concerned: 11% Concerned: 89% 9% 36% 53% Very concerned Somewhat concerned Not very concerned Not at all concerned Don’t know/Prefer not to say GRBN Global Trust Survey 2020 - PE Report © 2020 GRBN 46

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) GRBN Global Trust Survey 2020 - PE Report © 2020 GRBN 47

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 - PE Report © 2020 GRBN 48

PROTECTION AND USE OF PERSONAL DATA 49

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 - PE Report © 2020 GRBN 50

Organizations in Peru most trusted to guard against the misuse of personal data are the health authorities and government. Market research is among the few trusted (net positive) industries. Peru Level of Trust that Organizations/Professionals Protect and Appropriately Use Personal Data Net Trust Index The Health authorities 36% 42% 18% 4% +18 The government 34% 39% 21% 6% +13 Banks or other financial institutions 31% 41% 24% 4% +7 Your local police 31% 37% 27% 5% +4 Market research companies 24% 50% 21% 5% +3 Pharmaceutical companies 26% 46% 24% 4% +3 Data analytics companies 22% 49% 26% 4% -4 Election and opinion polling companies 21% 50% 26% 3% -4 Online stores 19% 44% 33% 4% -14 Mobile phone operators 19% 43% 35% 3% -16 Companies that provide internet search engines such as Google and Bing 18% 42% 36% 5% -18 Retailers with loyalty card programs 12% 50% 34% 4% -22 Media companies 13% 44% 39% 3% -26 Social media companies such as Facebook and Twitter 14% 43% 39% 4% -26 Secret service organizations 8% 38% 46% 8% -39 Trust Not sure Do Not Trust Don't Know Net Trust Index = % Trust – % Do Not Trust GRBN Global Trust Survey 2020 - PE Report © 2020 GRBN 51

Trust levels as they relate to personal data are somewhat consistent across the insights space. Peru Trust in Market Research Trust in Data Analytics Trust in Election and Opinion Polling 50% 49% 50% +3 21% -4 26% -4 26% (Net Trust Index) (Net Trust Index) (Net Trust Index) 24% 22% 21% 5% 4% 3% Trust Not Sure Do Not Trust Net Trust Index = % Trust – % Do Not Trust Don’t know GRBN Global Trust Survey 2020 - PE Report © 2020 GRBN 52

Peru is one of the few countries to have a net positive trust rating 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 - PE Report © 2020 GRBN 53

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 - PE Report © 2020 GRBN 54

There is generally a lack of trust when it comes to data analytics and the protection/usage of personal data. While still a net negative, Peruvians do show more trust in this industry relative to the global average. 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 - PE Report © 2020 GRBN 55

Trust in election and opinion polling companies to appropriately use and protect personal data varies greatly, but levels are at the global average in Peru. 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 GRBN Global Trust Survey 2020 - PE Report © 2020 GRBN 56

DRIVERS OF TRUST IN MARKET RESEARCH TO PROTECT AND APPROPRIATELY USE PERSONAL DATA 57

One-third of the people surveyed in Peru feel that the use of their personal data by market research companies is appropriate. Peru Appropriate Use of Personal Data by Market Research Bottom 2 Box Top 2 Box Inappropriate: 18% Appropriate: 35% 10% 8% 4% 14% 26% 37% 5 - Completely appropriate 4 3 2 1 - Completely inappropriate Don't know GRBN Global Trust Survey 2020 - PE Report © 2020 GRBN 58

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 - PE Report © 2020 GRBN 59

There is concern over the protection of personal data by market research companies in Peru. Peru Concern that Market Research Securely Protects Personal Data Bottom 2 Box Top 2 Box Concerned: 11% Concerned: 50% 2% 6% 9% 22% 33% 28% 5 - Completely concerned 4 3 2 1 - Not at all concerned Don't know GRBN Global Trust Survey 2020 - PE Report © 2020 GRBN 60

Peru is similar to most countries in the level of concern expressed. 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 - PE Report © 2020 GRBN 61

People in Peru are divided on their knowledge regarding the collection, storage and usage of personal data by market research companies, with just under one-third feeling well informed. Peru Degree Informed about Personal Data Collection, Storage and Use Bottom 2 Box Top 2 Box Informed: 29% Informed: 30% 5% 6% 15% 24% 14% 36% 5 - Completely informed 4 3 2 1 - Not at all informed Don't know GRBN Global Trust Survey 2020 - PE Report © 2020 GRBN 62

Peru is right at the global average in regard to how informed they feel. 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 - PE Report © 2020 GRBN 63

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