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