GRBN is running a new wave of the GRBN Global Trust Survey with fieldwork in May this year. National associations in five countries are already committed to participating – Australia (AMSRS), Germany (ADM), Peru (APEIM), the UK (MRS) and the USA (Insights Association) – and our objective is to cover at least 10 countries across the globe.

The last wave of the survey, conducted in 2018, showed that our industry has a significant public trust issue. And even if we are not alone in this respect, we do not believe that burying our head in the sand on the issue of trust is the right strategy for our industry. You can read more about the 2018 results and thoughts on the issue of trust here. If you only have time for reading one article from 2018, we’d recommend this one:

Our industry is hugely dependent upon people’s willingness to participate in research. As the amount of passively collected data grows, not just by us of course, the need for trust grows significantly.

Our objective in updating the Global Trust Survey is to continue to raise awareness of this issue among everyone working in our industry, especially decision-makers on both the supplier- and the client-side.

Our platform may not be burning, but there is definitely the smell of smoke and the flicker of flames. Let’s not wait for hindsight. Let’s act together to co-create a future where our industry is a trusted part of our economic, social and political ecosystems.

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