Across the “insights space,” market research companies are regarded as more trustworthy than data analytics companies, but trail people’s trust in the UK in election and opinion polling companies. UK Trust in Market Research Trust in Data Analytics Trust in Election and Opinion Polling 49% 43% 39% +5 -15 33% 36% +13 26% (Net Trust Index) 21% (Net Trust Index) (Net Trust Index) 22% 18% 4% 6% 3% 40% 40% 40% 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 18