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