GRBN Global Trust Survey 2020 - UK Report © 2020 GRBN

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

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 - UK 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 - UK 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 - UK 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 - UK Report © 2020 GRBN 7

KEY TAKEAWAYS 8

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

Key Takeaways from the Research: UK Highlights UK  People in the UK are less trusting on average than those in the countries surveyed. This is driven largely by a strong distrust in media, social media, internet search and data analytics companies.  People in the UK are less trusting of market research companies than their counterparts in the other nine countries on average, and much less trusting than in Germany and UK for example.  In the UK, trust in data analytics companies is low both in relative and absolute terms. In contrast, election and opinion polling companies enjoy relatively high levels of trust in the UK.  As a result of Covid-19, changes in trust levels are relatively minor in the UK. Health authorities are fairing better, whilst media, social and data analytics companies are fairing worse.  People in the UK are skeptical of the benefit of market research to people as either consumers or citizens. They are also relatively skeptical of the benefit to business.  Relative to other countries surveyed, trust in market research companies to protect and appropriately use personal data is low.  Since 2018, trust in market research companies in the UK is trending in the right direction, in particular when it comes to trust with the use of personal data. GRBN Global Trust Survey 2020 - UK Report © 2020 GRBN 10

TRUST IN AND IMPRESSIONS OF MARKET RESEARCH 11

People in the UK somewhat trust market research companies overall, but are relatively less trusting when it comes to trust with protecting and appropriately using their personal data. UK Overall Trust of Market Research Companies Trust of Market Research Companies to Protect and Appropriately Use Personal Data 49% 38% Trust Not Sure 35% +5 Do Not Trust -12 26% (Net Trust Index) 21% Don’t know (Net Trust Index) 23% 4% 4% Net Trust Index = % Trust – % Do Not Trust th Overall Trust Net Trust Index (NTI): Across the 15 industries/organizations analyzed, the average NTI was +6 (Market Researchcompanies ranked 9 of 15) Personal Data Trust Net Trust Index (NTI): Across the 15 industries/organizations analyzed, the average NTI was 0 (Market Research companies ranked 11th of 15) Base: Version 1 Respondents (517) Base: Version 2 Respondents (483) GRBN Global Trust Survey 2020 - UK Report © 2020 GRBN 12

Relative to other organizations surveyed, market research companies rank in the middle on perceived trust overall and towards the back in regard to use of personal data in the UK. Covid-19 has not had a strong impact on trust in market research companies. UK Overall Trust of Market Research Companies – Net Trust Index st (Ranked 1 of 15) The Health Authorities +48 th Average: +6 Market Research companies (Ranked 9 of 15) +5 -39 th Social media companies such as Facebook and Twitter (Ranked 15 of 15) Trust of Market Research Companies Use of Personal Data – Net Trust Index st (Ranked 1 of 15) The Health Authorities +46 Average: 0 -12 th Market Research companies (Ranked 11 of 15) -45 th Social media companies such as Facebook and Twitter (Ranked 15 of 15) Impact of Covid-19 on Trust of Market Research Companies 10% 71% 13% 6% (Trust (Trust (Trust (Don’t More) Same) Less) know) GRBN Global Trust Survey 2020 - UK Report © 2020 GRBN Net Trust Index = % Trust – % Do Not Trust 13

Relatively few people in the UK believe market research benefits them and there is a significant level of concern with the protection of their personal data, possibly at least in part due to feeling less informed about the collection and usage process. UK 33% 50% 25% 32% 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 (5,036) Base: Version 2 Respondents (4,964) GRBN Global Trust Survey 2020 - UK 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. The UK falls below 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 16 GRBN Global Trust Survey 2020 - UK Report © 2020 GRBN

Health, law enforcement, and financial organizations engender the highest levels of net trust. Market research companies rank in the middle. In both absolute and relative terms people in the UK are distrustful of media, social media, internet search and data analytics companies. UK Level of Trust by Organizations/Professionals Net Trust Index The Health authorities 60% 25% 12% 3% +48 Your local police 57% 27% 14% 2% +43 Banks or other financial institutions 45% 35% 16% 4% +30 The government 39% 34% 24% 3% +15 Election and opinion polling companies 36% 39% 22% 3% +13 Pharmaceutical companies 33% 41% 21% 5% +11 Online stores 30% 44% 21% 5% +9 Retailers with loyalty card programs 31% 42% 23% 4% +8 Market research companies 26% 49% 21% 4% +5 Mobile phone operators 26% 45% 25% 4% +1 Secret service organizations 25% 38% 28% 9% -4 Companies that provide internet search engines such as Google and Bing 21% 41% 34% 4% -13 Data analytics companies 18% 43% 33% 6% -15 Media companies 15% 38% 44% 3% -28 Social media companies such as Facebook and Twitter 14% 29% 53% 4% -39 Trust Not sure Do Not Trust Don't Know Net Trust Index = % Trust – % Do Not Trust 17 GRBN Global Trust Survey 2020 - UK Report © 2020 GRBN

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

Trust in market research companies varies considerably by country and cultural bias certainly plays a part in this variation. In the UK, trust falls below 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 19 GRBN Global Trust Survey 2020 - UK Report © 2020 GRBN

Relative to the other industries/organizations within the UK, market research companies rank towards the middle on overall trust and is right at 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 20 GRBN Global Trust Survey 2020 - UK Report © 2020 GRBN

People in Germany and the UK are very distrustful of data analytics companies. 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 21 GRBN Global Trust Survey 2020 - UK Report © 2020 GRBN

Outside of Mexico, trust in election and opinion polling companies is low. Relative to trust in other countries, trust in polling is strongest in Germany and the UK, and also a net positive in Canada. 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 22 GRBN Global Trust Survey 2020 - UK Report © 2020 GRBN

HOW COVID-19 HAS CHANGED THE LEVEL OF TRUST 23

For the most part, net trust in the various industries and organizations has not changed as a result of Covid-19. 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 - UK Report © 2020 GRBN 24

As a result of the pandemic, trust in the health authorities and local police has increased and trust in market research has remained relatively unchanged in the UK. The changes in the UK are similar to the 10-country average. UK Change in Level of Trust by Organizations/Professionals Net Change Trust Index The Health authorities 25% 59% 11% 5% +14 Your local police 18% 67% 10% 5% +8 Banks or other financial institutions 14% 69% 11% 6% +2 Retailers with loyalty card programs 11% 72% 11% 6% 0 Online stores 10% 73% 10% 7% -1 Pharmaceutical companies 13% 68% 13% 6% -1 Companies that provide internet search engines such as Google and Bing 14% 65% 15% 6% -1 The government 17% 57% 20% 6% -2 Market research companies 10% 71% 13% 6% -3 Election and opinion polling companies 11% 68% 14% 7% -3 Mobile phone operators 9% 72% 13% 7% -4 Secret service organizations 8% 64% 15% 12% -7 Data analytics companies 8% 67% 17% 8% -10 Media companies 8% 64% 21% 7% -13 Social media companies such as Facebook and Twitter 9% 60% 24% 7% -15 Trust More Trust the Same Trust Less Don't Know Net Change Trust Index = % Trust More – % Trust Less GRBN Global Trust Survey 2020 - UK Report © 2020 GRBN 25

Across the insights space, Covid-19 has had more of a negative impact on trust in data analytics companies in the UK. UK Trust Change in Market Research Trust Change in Data Analytics Trust Change in Election and Opinion Polling 71% 67% 68% -3 -10 -3 (Net Change (Net Change 17% (Net Change 14% Trust Index) 13% Trust Index) Trust Index) 10% 6% 8% 8% 11% 7% Trust More Trust the Same Trust Less Net Change Trust Index = % Trust More – % Trust Less Don’t know GRBN Global Trust Survey 2020 - UK Report © 2020 GRBN 26

Trust in market research companies has primarily stayed the same in the UK. 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 - UK Report © 2020 GRBN 27

Within the UK, the impact/net change on trust of market research companies as a result of Covid-19 is 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 - UK Report © 2020 GRBN 28

Covid-19 has had a noticeable negative impact on trust in data analytics companies in the UK. 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 - UK Report © 2020 GRBN 29

Trust in election and opinion polling companies has primarily stayed the same in the UK. 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 - UK Report © 2020 GRBN 30

BELIEVABILITY THAT MARKET RESEARCH IS BENEFICIAL 31

People in the UK can more clearly see the benefits of market research to business vs. the individual. UK Extent Market Research is Perceived to be Beneficial Top 2 Box 32% 40% 63% 30% 10% 13% 10% 28% 20% 5 – Benefits completely 22% 27% 4 3 36% 35% 41% 2 32% 1 – Does not benefit at all 21% Don’t Know 16% 14% 12% 9% 7% 5% 8% 7% 7% 4% 9% 6% Yourself Consumers Business Citizens GRBN Global Trust Survey 2020 - UK Report © 2020 GRBN 32

Overall, only half of the respondents feel that market research benefits them, with this proportion dropping to a third or less in Japan and the UK. 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 - UK Report © 2020 GRBN 33

Slightly more than half of respondents overall feel that market research at least somewhat benefits consumers as a group. Again, respondents in the UK and Japan are less convinced of this. 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 - UK Report © 2020 GRBN 34

Consumers view market research as beneficial to business, somewhat less so in the UK. 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 - UK 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 - UK Report © 2020 GRBN 36

Market research is considered similarly beneficial to citizens as to the individual. 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 - UK 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 - UK Report © 2020 GRBN 38

REACTIONS TO THE PARTICIPANT EXPERIENCE

While many feel the surveys they take are just right in terms of length, there is a significant segment that would appreciate shorter surveys. 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 - UK Report © 2020 GRBN 40

Relatively few people of the people surveyed find most of the surveys they take to be enjoyable. The situation is more positive, however, in the UK. 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 - UK 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 - UK Report © 2020 GRBN 42

PERSONAL DATA USE

A majority of people in the UK are at least somewhat familiar with the way their personal data is collected and used, but a significant minority are not familiar with this matter. UK Familiarity with Personal Data Collection and Use Not Very/Not At All Very/Somewhat Familiar: 34% Familiar: 62% 7% 4% 17% 27% 45% Very familiar Somewhat familiar Not very familiar Not at all familiar Don't Know GRBN Global Trust Survey 2020 - UK Report © 2020 GRBN 44

In the UK, familiarity with the collection and use of personal data is similar to levels seen around the globe, with the exception of Japan where familiarity levels are low. 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 - UK Report © 2020 GRBN 45

People in the UK voice considerable concern over misuse of their personal data, with one-third very concerned. UK Level of Concern Regarding Misuse of Personal Data Not Very/Not At All Very/Somewhat Concerned: 16% 1% Concerned: 81% 3% 14% 33% 48% Very concerned Somewhat concerned Not very concerned Not at all concerned Don’t know/Prefer not to say GRBN Global Trust Survey 2020 - UK 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 - UK 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 - UK 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. People in the UK are divided on this issue and are clearly more positive than their peers in Germany for example. 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 - UK Report © 2020 GRBN 50

Companies most trusted to guard against the misuse of personal data are those in the health, financial, and law enforcement sectors. All are relatively more trusted in the UK than in the other 10 countries. Market research companies rank in the bottom tier in the UK, significantly below its ranking across the 10 countries. UK Level of Trust that Organizations/Professionals Protect and Appropriately Use Personal Data Net Trust Index The Health authorities 56% 33% 10%1% +46 Banks or other financial institutions 51% 32% 15% 2% +36 Your local police 50% 32% 15% 2% +35 The government 42% 34% 22% 2% +20 Election and opinion polling companies 34% 40% 23% 3% +11 Pharmaceutical companies 31% 42% 24% 3% +8 Retailers with loyalty card programs 28% 42% 28% 2% 0 Online stores 25% 45% 27% 2% -2 Mobile phone operators 26% 39% 31% 4% -5 Secret service organizations 27% 33% 33% 7% -7 Market research companies 23% 38% 35% 4% -12 Data analytics companies 17% 39% 42% 2% -25 Companies that provide internet search engines such as Google and Bing 20% 33% 45% 1% -25 Media companies 13% 31% 54% 2% -40 Social media companies such as Facebook and Twitter 15% 23% 60% 2% -45 Trust Not sure Do Not Trust Don't Know Net Trust Index = % Trust – % Do Not Trust GRBN Global Trust Survey 2020 - UK Report © 2020 GRBN 51

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

There is more skepticism in the ability of market research companies to protect and appropriately use their personal data in the UK compared to Germany. 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 - UK Report © 2020 GRBN 53

In regard to trust with personal data, market research companies perform well compared to other types of organizations in Brazil, Mexico, Peru and Germany, but fall below average in other countries, especially in Australia, Japan, the UK and Korea. 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 - UK Report © 2020 GRBN 54

There is generally a lack of trust when it comes to data analytics and the protection/usage of their personal data. 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 - UK Report © 2020 GRBN 55

Trust in election and opinion polling companies to appropriately use and protect personal data varies greatly; skepticism is strongest in the Pacific/Asia region and the US, but those from Canada, Mexico, Germany, and the UK are much more accepting. 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% 0% 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 - UK Report © 2020 GRBN 56

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

Only one-third of the people surveyed in the UK feel that the use of their personal data by market research companies is appropriate. UK Appropriate Use of Personal Data by Market Research Bottom 2 Box Top 2 Box Inappropriate: 25% Appropriate: 33% 6%0% 16% 19% 16% 42% 5 - Completely appropriate 4 3 2 1 - Completely inappropriate Don't know GRBN Global Trust Survey 2020 - UK 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 - UK Report © 2020 GRBN 59

There is concern in the UK over the protection of personal data by market research companies. UK Concern that Market Research Securely Protects Personal Data Bottom 2 Box Top 2 Box Concerned: 13% Concerned: 50% 3% 8% 11% 23% 29% 27% 5 - Completely concerned 4 3 2 1 - Not at all concerned Don't know GRBN Global Trust Survey 2020 - UK Report © 2020 GRBN 60

The level of concern in the UK is similar to other countries, with the exception of the Japanese and Germans, who are relatively less concerned. 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 - UK Report © 2020 GRBN 61

Those in the UK are more likely to feel less informed about the usage of their personal data. UK Degree Informed about Personal Data Collection, Storage and Use Bottom 2 Box Top 2 Box Informed: 41% Informed: 25% 6% 13% 17% 12% 24% 28% 5 - Completely informed 4 3 2 1 - Not at all informed Don't know GRBN Global Trust Survey 2020 - UK Report © 2020 GRBN 62

The sentiment of not being informed is stronger in the UK, relative to the global average. 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 - UK Report © 2020 GRBN 63

TREND DATA 2018 VS. 2020 64

Net trust levels are trending in the right direction in the UK, in particular when it comes to personal data. UK UK: 2018 vs. 2020 Comparison Net Trust Index Net Trust Index Net Trust Index 68% 62% +1% +5% -31% -12% 43% 50% 32% 33% 33% 26% 33% 24% 23% 25% 23% 15% Familiar with how Concern with Misuse of Trust in Market Appropriate Use of Concern that Market Degree Informed by Trust in Market Personal Data is Personal Data Research Companies Personal Data by Market Research Companies Market Research Research Companies to Collected (Very Concerned) (Trust) Research Companies Securely Protect Companies about Protect and (Very/Somewhat (5-Completely Personal Data Personal Data Appropriately Use Familiar) Appropriate/4) (5-Completely Collection, Storage Personal Data Concerned/4) and Use (Trust) 2018 2020 (5-Completely Informed/4) GRBN Global Trust Survey 2020 - UK Report © 2020 GRBN 65

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