GRBN Global Trust Survey highlights that trust in market research remains stable, whilst trust in data analytics companies improves compared to 2020
New findings from the GRBN Global Trust Survey show how trust in market research companies compares with that in other sectors and opportunities for the sector to improve.
The Global Research Business Network (GRBN) has partnered* with eight national research associations from across the globe and nine corporate partners to conduct the GRBN 2022 Global Trust Survey… Read more
You’ve likely had concerns about the trustworthiness of the data we collect. Are consumers honest with us? Do they fabricate responses to earn rewards? Do they report what they believe, or what they believe we want to hear? As we pursue a perpetual goal of collecting honest and trustworthy data, I would like you to take a minute to tackle this issue from another perspective. Do consumers trust us?
Why don’t more respondents trust market researchers, and why don’t we as market researchers fully trust respondents? We know skepticism is everywhere. In this survey alone, we see high levels of distrust across several different types of organizations. While it would be great to be fully trusted, maybe some level of distrust is not so bad either. People have a right to question everything, and openness and honesty between us and the respondents could go a long way…. Read more
Trust is the foundation of everything
Bettina Klumpe, ADM Arbeitskreis Deutscher Markt- und Sozialforschungsinstitute e. V.
Trust is the foundation of everything. Once trust has been lost, it can never be fully regained. This applies to human as well as to business relationships and this also applies to market research. If society, business and politics lack confidence in data, analyses and recommendations gained through market research, the industry will lack its foundation… Read more
“Building trust begins with an appreciation and understanding of trust, but it also requires practice and practice.” Robert C. Solomon Quote
GRBN’s 2022 Trust Survey evaluates levels of trust within the industry and wider society. This think-piece considers how best to build trust within the cultural context of Japan… Read more
Gi-Hun, the main protagonist of Squid Game, a South Korean survival drama television series, turned his back on an old man Il-Nam, in order to win the Marble Game. He tried not to reveal his feelings and chose to cheat Il-Nam out of his marbles, leaving behind all the memories of Il-Nam looking out for him in every game they had been forced to play. He betrayed the old man’s trust… Read more
It is encouraging to see that three in five participants in the UK think that the majority of surveys were just the right length and that nearly half thought that all or many of the surveys were enjoyable. However, these results still show that there is room for improvement. This still leaves over half who thought that only some were enjoyable or thought that few/none were enjoyable. This, along with the finding that less than a third of UK participants feel that market research benefits them, shows that more could be done to engage with those who participate in market research… Read more
I don’t know if it’s the same across every language, but in English there’s a phenomenon known as “semantic satiation”—it’s what happens when repetition of a word or phrase causes it to temporarily lose all meaning. Say “bubblegum” one too many times, and the speech registers as meaningless sounds.
Sometimes I wonder if that’s what happens when we talk about data quality. The bane of every online methodology, our industry has been struggling to get ahead of fraud since the day we put surveys on the web. That means the word “quality” has been on our tongues for more than two decades. And recently, more often than not… Read more
The results**, published today, show that only 30% of respondents across the eight countries personally trust their government compared to 38% in 2020.
Remarkably, the governments’ average net trust index (the proportion of those trusting vs not trusting) has now dropped into negative figures (-6) with 36% of respondents saying they do not trust the government in their country… Read more
