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