Within the insights space, election and opinion polling companies are clearly the most trusted in the UK when it comes to the use of personal data and data analytics companies the least so. UK Trust in Market Research Trust in Data Analytics Trust in Election and Opinion Polling 38% 39% 40% -12 35% -25 42% +11 (Net Trust Index) (Net Trust Index) 34% (Net Trust Index) 23% 23% 17% 4% 2% 3% Trust Not Sure Net Trust Index = % Trust – % Do Not Trust Do Not Trust Don’t know GRBN Global Trust Survey 2020 - UK Report © 2020 GRBN 52