GRBN Global Trust Survey 2020 - US Report © 2020 GRBN

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

Table of Contents Read Me: I’m Important 3 Introduction 4 Partners 5 Thought Leadership 6 Background and Sample 10 Key Takeaways 12 Snapshot View of: Trust in and Impressions of Market Research 14 Level of Overall Trust 18 How Covid-19 Has Changed the Level of Trust 26 Believability that Market Research is Beneficial 34 Reactions to the Participant Experience 42 Personal Data Use 46 Protection and Use of Personal Data 52 Drivers of Trust in Market Research to Protect and appropriately use Personal data 60 Trend Data (2018 vs. 2020) 67 GRBN Global Trust Survey 2020 - US 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 - US 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 - US Report © 2020 GRBN 4

Thought Leadership – By Lisa Wilding-Brown, Innovate MR Innovate MR contributed participants from our proprietary panel, PointClub™, as well as facilitated the field management for the GRBN’s 2020 Trust Survey. This study fielded across 10 countries with the primary objective of understanding the general public’s level of trust in the marketing research industry. The study also set out to understand how the public perceives different types of organizations and agencies (as it relates to trust and data privacy protection efforts). While several countries and regions across the globe have implemented regulations intended to protect citizens’ data privacy, our study revealed that market research companies need to do more to gain trust from survey participants. Base: 5,036 Survey Participants As we evaluate the level of trust across different organizations and Q3: Here is a list of different organizations or companies that may collect and process your % personal data. To what extent do you trust each of them to protect and appropriately use professions, market research ranked 7 out of 15 with only 23 of your personal data? participants indicating ‘trust’ for the industry. While our industry th April - 7th May 2020 % Field dates: 27 fares better than other segments such as search engines (19 ), % % media (13 ), and social media companies (13 ); other sectors % While our survey data paints an alarming picture on the state of outperformed our vertical such as health authorities (47 ), as well % trust in our industry, there are material actions we can employ to as banking and financial institutions (46 ). change this troubling paradigm. While we may feel overwhelmed, GRBN Global Trust Survey 2020 - US Report © 2020 GRBN 6

Thought Leadership – By Lisa Wilding-Brown, Innovate MR transparency can and should be regarded as an opportunity, not a • Fully document your participant data flow and security mechanisms, as well as burden. There are meaningful changes MR companies can employ implement standard operating procedures designed to prevent the risk of a to win over consumers: data breach. Mandate employee and 3rd-party compliance through on-going training and e-signature agreements. • Beyond the obligatory privacy policy, provide a concise and simple summary • Socialize knowledge throughout the entire organization and develop processes which distills complex legal jargon. Participants should be clear on how your to support continued education on this dynamic and complex topic. Establish a business collects, stores, shares, and destroys personal data. regular cadence to revisit privacy protocols, partner agreements, and ensure • As updates are made to your privacy policy, provide a summary of what has all internal stakeholders have a seat and voice at the table. changed and provide participants with the ability to review historic versions. • Be explicit – provide the purpose and need for this data and how it benefits Get involved and start building trust now! Don’t be intimidated by not only your company, but the participant as well. consumer privacy. Find ways to engage with your organization and • Ensure that an active opt-in is presented during each instance of personal data the wider industry. Share your commitment to data ethics with collection. It is unfair to expect that a consent captured at panel registration others and use your personal influence to help your colleagues gain provides companies free reign to collect additional personal information in a deeper understanding. perpetuity. Each business scenario is different and the drivers for personal data collection vary from project to project; advise participants every step of Lisa Wilding-Brown the way and re-confirm their consent. • Provide a sufficient feedback loop for survey enquiries and find ways to share Innovate MR non-proprietary data with participants. Giving back to your survey participants has been shown to increase engagement rates and mitigate attrition. Strive to make the participant experience transformational, not transactional. GRBN Global Trust Survey 2020 - US Report © 2020 GRBN 7

Thought Leadership – By Dave Rothstein, RTi Research Do Market Researchers Want to be Trusted? And trust drives participation – especially participation for the right John is the head of Customer Experience (CX) for a large hotel chain. reasons. And broad participation from people that want to Jennifer is the CMO. John shares his latest report with Jennifer that contribute improves data quality – which improves trust. See where shows 40% of their customers thought their stay was enjoyable. Is this is going? Jennifer pleased with that report, or is she appalled? Probably the Tackling trust as an issue is hard. Where does one even begin? You latter. But for some reason, we in market research (MR) seem to be got it – by improving our CX. GRBN’s research shows a direct satisfied with this same low level of positive CX among the many relationship between CX and trust. If we can improve the CX we millions of respondents we engage each year. provide to our respondents and participants, a broader level of trust According to the latest GRBN Global Trust Survey, just 40% say they is sure to follow. find the research they participate in to be enjoyable. Wait, what? Trust MR Not Sure Don’t Trust MR There’s more. Right now, as highlighted in the same global research, Positive CX 59% 36% 25% almost half the people say they aren’t sure if they trust MR (45%). Another 16% flat-out don’t trust MR. As an industry meant to distill Negative CX 11% 22% 32% what people say, do, and think into meaningful and accurate insights, should we be concerned that only a third of the people Let me recommend a great resource on how to get started on trust us? improving CX – GRBN’s participant engagement Handbook, ENGAGE Let’s assume we do want to engender a higher level of trust. How 2.0 – a guide with 30 expert tips for improving the research does CX fit into this equation? The answer is that CX drives trust. participant user experience. GRBN Global Trust Survey 2020 - US Report © 2020 GRBN 8

Thought Leadership – By Dave Rothstein, RTi Research Customer experience can be defined as the customer’s perceptions, opinions, and feelings developed through the cumulative effect of their interactions with a brand or supplier. So it will take time to change opinions that have perhaps been formed over a long period of time during which people have become accustomed to a certain level of engagement (or lack thereof). It will take effort. But there’s no doubt that as an industry, we have ways and means to accomplish the goal. The question is whether we have the will. I hope so. Dave Rothstein RTi Research GRBN Global Trust Survey 2020 - US Report © 2020 GRBN 9

Thought Leadership – By Vignesh Krishnan, Sample Chain Data Quality is an important pillar of Market Research (MR). The Objectively, we will also define that any gathering of ‘opinions’ goal of MR is to assist users, brands, researchers, and any other through click farms, bots, and other kinds of poor sources is bad stakeholder to help their cause to achieve its goals. If the quality of data quality. the underlying data is poor, then the results and business outcomes Subjectively, we can also agree that anyone who is taking the survey will poor as well. because they were forced into it, or because they felt obligated for As such, it is imperative that Data Quality be treated as core to the some reason, or only for the incentive is likely also going to be industry. Data Quality is as much a question of practical reality as it inclined to give poor data either on purpose or situationally is a question of ethics. Tia Maurer of P&G recently publicly shared, speaking. In short, we see bad data quality is situations where the via the CASE initiative, a few real-life stories of multi-million-dollar subject (i.e. respondent or data source) is disinterested in the investments which were undermined by poor data quality. research but is either taking the survey purely for some alternative In many ways, Data Quality is an abstract topic – just like ideas, reason. opinions, predictions are also abstract and cannot be defined as In a case where we have an issue which is both objective and ‘good’ and ‘data’, data quality is contextual also. subjective, then we need multiple aspects to fight fraud. While we We will all most probably agree with what bad data quality is – I can call agree on what bad data quality is, it is harder to agree on would define bad data quality as a practice wherein the subject (i.e. what good data quality is. However, we can take some specific steps respondent or data source) is disinterested or disengaged in the in that direction. Typically, a combination of the recommendations research but is taking the survey purely for some alternative reason. on the next page gets you a good result – ‘good results’ being truthful and usable research data: GRBN Global Trust Survey 2020 - US Report © 2020 GRBN 10

Thought Leadership – By Vignesh Krishnan, Sample Chain 1. We definitely want to get rid of bots, bad actors, fraudsters, Vignesh Krishnan dupes and professional takers. This should be Step 1. Sample Chain 2. Good survey design – as much as the ‘supply side’ is responsible for Data Quality the researchers, designers and programmers are too. As a practical matter of fact, in running regression and correlation analysis with respondents who were scrubbed out of surveys, we have found that bots actually “performed better” than respondents who are disengaged or simply frustrated with the experiences. In other words, if respondents are frustrated with the survey, the outcome will not be elegant, regardless of what they are paid. 1. Red Herrings, attention checkers and other types of qualitative analysis are also powerful. The simple questions that more designers are used to, do take us far – and, there are also a few other initiatives coming through which use machine learning (ML) to ‘cross reference’ answers within a survey, or even across surveys to establish consistency. GRBN Global Trust Survey 2020 - US Report © 2020 GRBN 11

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 - US Report © 2020 GRBN 12

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 - US Report © 2020 GRBN 13

KEY TAKEAWAYS

Key Takeaways from the Research: Global Highlights  Trust in market research companies is average relative to the other types of organizations analyzed.  Market research is more trusted than either data analytics or election and opinion polling companies.  The Covid-19 pandemic has improved trust in the police and health authorities, but has caused a decrease in trust of the government, media and social media companies, and also election and opinion polling 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, in particular by decreasing the length of surveys.  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 and there is significant room for improvement in communications about this. GRBN Global Trust Survey 2020 - US Report © 2020 GRBN 15

Key Takeaways from the Research: US Highlights  Trust in market research companies is average relative to the other US types of organizations analyzed in the US.  Market research companies are much more trusted than election and opinion polling companies by Americans.  In the US, as a result of the Covid-19 pandemic, trust in the police and health authorities has improved, but the pandemic has caused a massive decrease in trust of the government. Trust in media and social media companies, as well as election and opinion polling companies is also much lower as a result of the pandemic.  The survey experience can still be improved in the eyes of American surveytakers, in particular by decreasing the length of surveys.  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. Election and opinion polling companies are particularly distrusted in this regard in the US.  Relatively few respondents in the US believe that the use of their personal data by market research companies is appropriate and there is significant room for improvement in communications about this.  In the US, net trust levels of market research companies, both overall and in relation to personal data, are slightly up compared to 2018. 16 GRBN Global Trust Survey 2020 - US Report © 2020 GRBN

SNAPSHOT VIEW OF: TRUST IN AND IMPRESSIONS OF MARKET RESEARCH

People trust market research companies overall, but are less trusting when it comes to trust with protecting and appropriately using their personal data. US Overall Trust of Market Research Companies Trust of Market Research Companies to Protect and Appropriately Use Personal Data 39% 35% Trust Not Sure 35% 36% +18 18% Do Not Trust -12 (Net Trust Index) Don’t know (Net Trust Index) 23% 7% 7% 40% 40% Net Trust Index = % Trust – % Do Not Trust Overall Trust Net Trust Index (NTI): Across the 15 industries/organizations analyzed, the average NTI was +18 (Market Research companies ranked 8th of 15) Personal Data Trust Net Trust Index (NTI): Across the 15 industries/organizations analyzed, the average NTI was -2 (Market Research companies ranked 9th of 15) Base: Version 1 Respondents (496) Base: Version 2 Respondents (504) GRBN Global Trust Survey 2020 - US Report © 2020 GRBN 18

Relative to other organizations surveyed, market research companies rank in the middle of the pack on perceived trust, both overall and in regard to use of personal data. Covid- 19 has not had a strong impact on trust in market research companies. US Overall Trust of Market Research Companies – Net Trust Index st Your local police (Ranked 1 of 15) +53 th Market Research companies (Ranked 8 of 15) +18 Average: +18 -21 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 Banks or other financial institutions (Ranked 1st of 15) +46 Average: -2 -12 th Market Research companies (Ranked 9 of 15) -39 th Social media companies such as Facebook and Twitter (Ranked 15 of 15) Impact of Covid-19 on Trust of Market Research Companies 10% 64% 16% 9% (Trust (Trust (Trust (Don’t More) Same) Less) know) GRBN Global Trust Survey 2020 - US Report © 2020 GRBN Net Trust Index = % Trust – % Do Not Trust 19

Less than half of Americans believe market research benefits them and there is a significant level of concern with the use and protection of their personal data, possibly at least in part due to feeling poorly informed. US 29% 51% 29% 44% 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 (496) Base: Version 2 Respondents (504) GRBN Global Trust Survey 2020 - US Report © 2020 GRBN 20

Can we use this picture for the section starting on page 48 and make this a more general trust pic? LEVEL OF OVERALL TRUST

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. America is right around 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 GRBN Global Trust Survey 2020 - US Report © 2020 GRBN 22

Retail establishments, along with law enforcement and health institutions engender the highest levels of trust in the US. Market research companies rank in the middle and Americans are the most skeptical of media and social media companies. US Level of Trust by Organizations/Professionals Net Trust Index Your local police 67% 14% 14% 5% +53 Retailers with loyalty card programs 58% 26% 9% 7% +49 The Health authorities 60% 23% 11% 6% +49 Online stores 50% 33% 11% 7% +39 Banks or other financial institutions 54% 25% 16% 5% +38 Companies that provide internet search engines such as Google and Bing 45% 31% 17% 6% +28 Mobile phone operators 42% 32% 17% 8% +25 Market research companies 36% 39% 18% 7% +18 Data analytics companies 31% 37% 21% 11% +10 Secret service organizations 31% 34% 23% 12% +9 Pharmaceuticalcompanies 34% 29% 32% 5% +2 Election and opinion polling companies 25% 36% 33% 7% -8 The government 27% 29% 38% 6% -11 Media companies 21% 33% 40% 7% -18 Social media companies such as Facebook and Twitter 22% 30% 43% 5% -21 Trust Not sure Do Not Trust Don't Know Net Trust Index = % Trust – % Do Not Trust 23 GRBN Global Trust Survey 2020 - US Report © 2020 GRBN

Across the “insights space,” market research companies are regarded as more trustworthy, especially compared to election and opinion polling companies. US Trust in Market Research Trust in Data Analytics Trust in Election and Opinion Polling 39% 37% 36% +18 +10 21% -8 33% 36% (Net Trust Index) 18% 31% (Net Trust Index) (Net Trust Index) 25% 7% 11% 7% 40% 40% 40% Trust Not Sure Do Not Trust Net Trust Index = % Trust – % Do Not Trust Don’t know GRBN Global Trust Survey 2020 - US Report © 2020 GRBN 24

Trust in market research companies varies considerably by country and cultural bias certainly plays a part in this variation. Americans are right at 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 25 GRBN Global Trust Survey 2020 - US Report © 2020 GRBN

Relative to the other industries/organizations, market research companies rank towards the middle on overall trust and are 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 26 GRBN Global Trust Survey 2020 - US Report © 2020 GRBN

Americans are somewhat more trusting of data analytics companies relative to Pacific/Asia and European countries. 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 27 GRBN Global Trust Survey 2020 - US Report © 2020 GRBN

Trust in election and opinion polling companies is lacking in the US, overall and also compared to other countries. 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 28 GRBN Global Trust Survey 2020 - US Report © 2020 GRBN

HOW COVID-19 HAS CHANGED THE LEVEL OF TRUST

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 30 GRBN Global Trust Survey 2020 - US Report © 2020 GRBN

While trust in law enforcement and health authorities has increased, the government has taken a very big hit in trust as a result of Covid-19. Trust in media, social media and polling companies is also well done as a result of the Covid-19 pandemic. US Change in Level of Trust by Organizations/Professionals Net Change Trust Index Your local police 26% 58% 10% 6% +16 The Health authorities 32% 44% 17% 7% +15 Online stores 16% 69% 8% 7% +7 Retailers with loyalty card programs 12% 72% 7% 10% +5 Banks or other financial institutions 14% 65% 12% 8% +2 Mobile phone operators 12% 69% 10% 9% +2 Companies that provide internet search engines such as Google and Bing 13% 68% 11% 8% +2 Pharmaceutical companies 17% 54% 21% 9% -4 Market research companies 10% 64% 16% 9% -6 Data analytics companies 10% 61% 19% 11% -9 Secret service organizations 9% 59% 19% 12% -11 Social media companies such as Facebook and Twitter 11% 56% 26% 8% -15 Election and opinion polling companies 9% 56% 26% 10% -17 Media companies 11% 50% 30% 9% -19 The government 12% 36% 44% 8% -32 Trust More Trust the Same Trust Less Don't Know Net Change Trust Index = % Trust More – % Trust Less GRBN Global Trust Survey 2020 - US Report © 2020 GRBN 31

Across the insights space, Covid-19 has had more of a negative impact on trust election and opinion polling companies. US Trust Change in Market Research Trust Change in Data Analytics Trust Change in Election and Opinion Polling 64% 61% 56% -6 -9 19% -17 26% (Net Change 16% (Net Change (Net Change Trust Index) Trust Index) Trust Index) 10% 9% 10% 11% 9% 10% Trust More Trust the Same Trust Less Net Change Trust Index = % Trust More – % Trust Less Don’t know GRBN Global Trust Survey 2020 - US Report © 2020 GRBN 32

On a net basis, trust in market research companies has primarily stayed the same in the US. 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 - US Report © 2020 GRBN 33

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 - US Report © 2020 GRBN 34

The impact of Covid-19 on trust in data analytics is slightly negative and similar to the change in the level of trust on many of the other countries. 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 - US Report © 2020 GRBN 35

Covid-19 has had a negative impact on trust of election and opinion polling companies in Korea, Brazil, Peru, and the US, especially when compared to the change in the level of trust in other types of organizations. 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 - US Report © 2020 GRBN 36

BELIEVABILITY THAT MARKET RESEARCH IS BENEFICIAL

People can more clearly see the benefits of market research to business vs. the individual. US Extent Market Research is Perceived to be Beneficial Top 2 Box 44% 55% 67% 42% 16% 18% 15% 5 – Benefits completely 37% 28% 28% 4 37% 3 30% 2 30% 34% 1 – Does not benefit at all 25% 11% 17% Don’t Know 8% 4% 10% 8% 4% 3% 4% 8% 8% 9% 10% Yourself Consumers Business Citizens GRBN Global Trust Survey 2020 - US Report © 2020 GRBN 38

Just over two-in-five Americans feel that market research benefits them. 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 - US Report © 2020 GRBN 39

Slightly more than half of respondents feel that market research at least somewhat benefits consumers as a group. 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 - US Report © 2020 GRBN 40

Consumers view market research as beneficial to business. 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 - US Report © 2020 GRBN 41

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 - US Report © 2020 GRBN 42

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 - US Report © 2020 GRBN 43

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 - US Report © 2020 GRBN 44

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, with Koreans and Americans the most likely to voice this sentiment. 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 - US Report © 2020 GRBN 46

Survey enjoyment in America is consistent with the global average. 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 - US Report © 2020 GRBN 47

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 US r 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 - US Report © 2020 GRBN 48

PERSONAL DATA USE

A majority of people 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. US Familiarity with Personal Data Collection and Use Not Very/Not At All Very/Somewhat Familiar: 30% Familiar: 64% 6% 6% 20% 24% 44% Very familiar Somewhat familiar Not very familiar Not at all familiar Don't Know GRBN Global Trust Survey 2020 - US Report © 2020 GRBN 50

In the US, 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 - US Report © 2020 GRBN 51

People voice considerable concern over misuse of their personal data, with more than four-in-ten people very concerned. US Level of Concern Regarding Misuse of Personal Data Not Very/Not At All Very/Somewhat Concerned: 12% 3% Concerned: 85% 3% 9% 45% 40% Very concerned Somewhat concerned Not very concerned Not at all concerned Don’t know/Prefer not to say GRBN Global Trust Survey 2020 - US Report © 2020 GRBN 52

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 - US Report © 2020 GRBN 53

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 - US Report © 2020 GRBN 54

PROTECTION AND USE OF PERSONAL DATA

When it comes to trusting organizations with their personal data, the amount of skepticism is significant. 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 - US Report © 2020 GRBN 56

Companies most trusted to guard against the misuse of personal data are those in the financial, law enforcement, and health sectors. Market research companies rank in the middle. Social media and media companies are the least trusted in this respect. US Level of Trust that Organizations/Professionals Protect and Appropriately Use Personal Data Net Trust Index Banks or other financial institutions 61% 20% 14% 5% +46 Your local police 51% 25% 19% 5% +33 The Health authorities 47% 31% 16% 6% +32 Retailers with loyalty card programs 36% 38% 22% 5% +14 Pharmaceutical companies 34% 32% 27% 8% +7 Online stores 33% 35% 27% 5% +6 Mobile phone operators 27% 33% 35% 5% -7 Companies that provide internet search engines such as Google and Bing 25% 35% 34% 6% -9 Market research companies 23% 35% 35% 7% -12 The government 28% 26% 40% 6% -12 Secret service organizations 22% 30% 39% 9% -17 Data analytics companies 20% 34% 38% 9% -18 Election and opinion polling companies 23% 30% 41% 6% -18 Media companies 14% 33% 48% 6% -34 Social media companies such as Facebook and Twitter 15% 26% 54% 4% -39 Trust Not sure Do Not Trust Don't Know Net Trust Index = % Trust – % Do Not Trust GRBN Global Trust Survey 2020 - US Report © 2020 GRBN 57

Across the insights space, net trust in regard to personal data is negative. US Trust in Market Research Trust in Data Analytics Trust in Election and Opinion Polling 35% 34% 30% -12 35% -18 38% -18 41% (Net Trust Index) (Net Trust Index) (Net Trust Index) 23% 20% 23% 7% 9% 6% Trust Not Sure Do Not Trust Net Trust Index = % Trust – % Do Not Trust Don’t know GRBN Global Trust Survey 2020 - US Report © 2020 GRBN 58

Skepticism in the ability of market research companies to protect and appropriately use their personal data is slightly lower compared to the global average. 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 - US Report © 2020 GRBN 59

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. 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 - US Report © 2020 GRBN 60

There is generally a lack of trust when it comes to data analytics and the protection/usage of 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 - US Report © 2020 GRBN 61

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 in 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% 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 - US Report © 2020 GRBN 62

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

Just under one-third of the people surveyed feel that the use of their personal data by market research companies is appropriate. US Appropriate Use of Personal Data by Market Research Bottom 2 Box Top 2 Box Inappropriate: 25% Appropriate: 29% 10% 12% 9% 17% 17% 36% 5 - Completely appropriate 4 3 2 1 - Completely inappropriate Don't know GRBN Global Trust Survey 2020 - US Report © 2020 GRBN 64

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 - US Report © 2020 GRBN 65

There is concern over the protection of personal data by market research companies. US Concern that Market Research Securely Protects Personal Data Bottom 2 Box Top 2 Box Concerned: 13% Concerned: 51% 4% 7% 23% 9% 30% 28% 5 - Completely concerned 4 3 2 1 - Not at all concerned Don't know GRBN Global Trust Survey 2020 - US Report © 2020 GRBN 66

The level of concern in the US 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% 0% 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 - US Report © 2020 GRBN 67

Consumers are divided on their knowledge regarding the collection, storage and usage of personal data by market research companies, with less than one-third feeling well informed. US Degree Informed about Personal Data Collection, Storage and Use Bottom 2 Box Top 2 Box Informed: 35% Informed: 29% 7% 12% 13% 18% 22% 29% 5 - Completely informed 4 3 2 1 - Not at all informed Don't know GRBN Global Trust Survey 2020 - US Report © 2020 GRBN 68

With the exception of Brazilians and Mexicans, who claim to be the most informed, Americans are similar to their global counterparts. 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 - US Report © 2020 GRBN 69

TREND DATA 2018 VS. 2020

Net trust levels of market research companies, both overall and in relation to personal data, are slightly up compared to 2018. US US: 2018 vs. 2020 Comparison Net Trust Index Net Trust Index Net Trust Index 70% 64% +12% +18% -17% -12% 45% 48% 51% 41% 36% 36% 29% 29% 29% 23% 18% 20% 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 - US Report © 2020 GRBN 71

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