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 17 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 55 Trend Data (2018 vs. 2020) 66 GRBN Global Trust Survey 2020 - UK Report © 2020 GRBN 2