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