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