People trust market research companies overall, but are less trusting when it comes to trust with protecting and appropriately using their personal data. US Overall Trust of Market Research Companies Trust of Market Research Companies to Protect and Appropriately Use Personal Data 39% 35% Trust Not Sure 35% 36% +18 18% Do Not Trust -12 (Net Trust Index) Don’t know (Net Trust Index) 23% 7% 7% 40% 40% Net Trust Index = % Trust – % Do Not Trust Overall Trust Net Trust Index (NTI): Across the 15 industries/organizations analyzed, the average NTI was +18 (Market Research companies ranked 8th of 15) Personal Data Trust Net Trust Index (NTI): Across the 15 industries/organizations analyzed, the average NTI was -2 (Market Research companies ranked 9th of 15) Base: Version 1 Respondents (496) Base: Version 2 Respondents (504) GRBN Global Trust Survey 2020 - US Report © 2020 GRBN 18