Key Takeaways from the Research  Trust in market research companies is about average relative to the other types of organizations analyzed.  Across the insights space, market research companies are more trusted than data analytics companies, but election and opinion polling companies standout as more trustworthy.  The Covid-19 pandemic has slightly improved trust in the health authorities and the police, but has caused a decrease in trust in media, social media, and data analytics 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, but of note, survey enjoyment is relatively more positive in the UK.  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. GRBN Global Trust Survey 2020 - UK Report © 2020 GRBN 9