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By GEOFF LOWE, RANZ

Trust in how others use our personal data will almost certainly become an even bigger issue as the use of data held about us becomes more prevalent. To the extent that people believe market researchers use personally identifiable information (PII) in their endeavours, the increasing importance of trust will apply to our industry. On the face of it, then, it would make sense for industry associations like RANZ to invest in educating the public about what data we collect, how we use it and how we keep it safe. In my experience, market researchers take incredible levels of care to treat respondent data securely and with respect (that we all abide by various Codes of Practice is good evidence for this). If that is indeed the case, the task would primarily be a communication challenge.

If we accept that proposition, the next question is obvious… How do we communicate our message and how do we fund that communication?

Or is it? Perhaps there is another question we should ponder first…

How much longer will we rely on the public’s cooperation to complete our surveys? This is a serious question discussed at the 2024 RANZ/APRC Conference - The Future of Insights: Where are all the Humans? A case was made, albeit with some opposition, that synthetic data will obviate the need to connect with real humans for researchers to do what we do. If accuracy, cost and speed advantages of synthetic data materialise over the next few years, how much should we invest over those years in building trust among people we may not need to bother any more?

I can imagine a future beyond even synthetic data when multi-modal AI models have evolved to the point where we will engage with them exactly as we would any other intelligent agent - another human, for example.

We currently rely on data (the rows and columns kind) to build knowledge and understanding of the world around us. In this future, our AI colleague is able to help us identify product, brand and marketing opportunities and to exploit those opportunities without our kind of data being part of the process. The AI of this future has gained knowledge and understanding from the world (real and digital) directly. In other words, our AI friend is aware of everything, everywhere, all at once.

At this point, our industry will have been fully disrupted.

Of course, it is unknown whether this happens at all, let alone in a time frame meaningful to those of us contemplating the possibility. However, when resources are scarce and the potential efficacy of any communication campaign is unknown, even the possibility of such a future transpiring within years rather than decades should give us pause.

GEOFF LOWE, RANZ

By Amanda Keller-Grill, InnovateMR

At the forefront of the dynamic market research industry, innovation isn't merely a buzzword but a guiding principle embraced by leading companies. We are witnessing an unprecedented surge in the adoption of Artificial Intelligence (AI) technologies across various sectors, including market research. While the promise of AI is undeniable, it brings with it a pressing need to emphasize quality above all else.

AI has undoubtedly revolutionized how we gather, analyze, and interpret data. From predictive analytics to natural language processing, AI-powered tools have enabled us to extract deeper insights from vast datasets, uncovering trends and patterns that were once elusive. However, as the reliance on AI grows, so too does the importance of ensuring the quality of the insights generated.

In the fast-paced world of market research, there is often a temptation to prioritize speed and efficiency over quality.

Yet, we must resist this temptation and recognize that quality is the cornerstone of meaningful research. AI can undoubtedly accelerate processes, but it is the human touch that ensures the rigor and accuracy of the findings.

One of the key challenges in the age of AI is the need to mitigate biases inherent in both the data and the algorithms themselves. As researchers, we have a responsibility to ensure that AI is used ethically and responsibly, guarding against unintended consequences that could undermine the validity of our research findings. This requires careful scrutiny of both the inputs and outputs of AI systems, as well as ongoing monitoring and refinement to address any biases that may arise.

Furthermore, as the volume and complexity of data continue to grow, so too does the importance of effective data management and governance. Researchers must invest in robust systems and processes to ensure the integrity and security of the data underpinning their research efforts. This includes not only compliance with regulatory requirements but also proactive measures to safeguard against data breaches and unauthorized access.

In conclusion, the rise of AI presents both opportunities and challenges for the market research industry. At InnovateMR, we recognize the need to strike a balance between leveraging AI to drive innovation and maintaining a steadfast commitment to quality. By prioritizing quality in our research methodologies, embracing ethical AI practices, and investing in robust data management, we can ensure that our insights remain accurate, reliable, and actionable in an increasingly AI-driven world.

Amanda Keller-Grill, InnovateMR

By LISA SALAS, OVATION RESEARCH

In the dynamic landscape of New Zealand's consumer market, market research stands as a critical tool for deciphering the wants and behaviours of consumers. This insightful practice not only helps businesses tailor their offerings to meet consumer needs but also fosters innovation and drives economic growth. However, amidst the recognition of its benefits lies a notable challenge: consumer concerns regarding data security and scepticism towards the use of artificial intelligence (AI) in market research.

Market research serves as a compass for businesses, guiding them towards informed decision-making by uncovering valuable insights into consumer preferences and behaviours. Yet, despite its undeniable importance, a significant portion of New Zealand consumers harbour apprehensions about the security of their personal data held by market research agencies.

Trust in market research hinges on transparency, integrity, and accountability. There is a growing expectation for research agencies to be up-front about their data collection practices, methodologies, and the purposes for which data is being utilised. Any perceived deviation from these principles risks eroding trust and credibility.

The recent Trust Survey reveals a striking divide: while approximately one-third of consumers acknowledge the benefits of market research, nearly half express worries about the safeguarding of their personal data. This disparity underscores the pressing need for market research agencies to prioritise data security and transparency to allay consumer concerns and maintain trust.

Moreover, the landscape is further complicated by widespread scepticism towards the use of AI in market research. Despite the potential for AI to enhance the efficiency and accuracy of data analysis, many consumers remain wary of companies that advocate its advantages. This scepticism is rooted in concerns about data privacy, algorithmic biases, and the potential for AI to infringe upon individual autonomy.

Understanding the reasons behind this scepticism and applying clear processes is vital for market research practitioners.

Robust data protection measures must be implemented to safeguard individuals' privacy rights throughout the research lifecycle. This includes obtaining explicit consent for data collection, anonymising sensitive information, and adhering to established privacy regulations such as the Privacy Act 2020. Access controls and data encryption are vital to protect data from unauthorised access and limit access to sensitive information to authorised personnel.

A commitment to ethical AI practices, such as ensuring that algorithms are developed and deployed with careful consideration given to issues of fairness, bias, and discrimination. Mechanisms for auditing and assessing the ethical implications of AI systems should be implemented to mitigate potential harms.

As a collective industry, it’s key that we promote and support consumer awareness regarding the importance of their data, the potential risks linked to sharing it, and their entitlement to manage their personal information. When the public is well-informed, they are better prepared to handle the challenges of the digital era.

To gain trust in market research, it's crucial to make sure that privacy, data protection, and AI use match what consumers expect and what's ethically right. This helps lessen doubt and encourage trust, leading to better cooperation. To do this well, we need to deal with concerns about data security and doubts about AI. By focusing on being open, acting ethically, and involving consumers, we can create a trustworthy environment that helps both businesses and consumers. Through continuous communication and proactive measures, we can maintain the integrity of market research in New Zealand amid the complexities of the digital age.

LISA SALAS, OVATION RESEARCH

By LISA SALAS, OVATION RESEARCH

As market research professionals, we often scrutinise the trustworthiness of the data we collect. Are consumers providing honest responses? Did they read the question properly? Are they motivated solely by incentives? While we diligently strive to collect accurate and reliable data, it’s equally important to redirect our focus inward and confront the uncomfortable questions: Do consumers have trust in us? Have we proven ourselves worthy of that trust? While the overall trust in market research companies remains relatively steady and positive, certain practices including issues surrounding data privacy and scepticism towards AI are concerns that cannot be overlooked.

Trust is the foundation upon which successful market research is built. Without it, our efforts to gather meaningful insights are compromised. Consumers must have confidence that their contributions are valued, their privacy is safeguarded, and their data is managed ethically.

Transparency builds credibility and reassures consumers that their involvement is valued, appreciated, and their data will be handled responsibly. Throughout the research journey, clear and concise communication is essential, including transparent explanations of the research objectives, data collection methods, storage, and usage, as well as any utilization of AI technology and its implications.

In an era marked by increasing concerns about data privacy, safeguarding consumers' data is non-negotiable. Market research firms must adhere to stringent data protection regulations, ethical guidelines and consistent, robust data management processes. Respecting consumers' privacy is not just a legal obligation; it's a moral imperative. Consumers should have complete control over their personal information, with clear consent options. Anonymising data and limiting the collection of sensitive information can help alleviate privacy concerns and foster trust. When explaining the use of AI in, emphasise its role in enhancing efficiency, accuracy, and insights such as how AI algorithms analyse vast amounts of data to uncover patterns and trends, leading to more precise and actionable results. Additionally, emphasize the ethical and transparent use of AI, reassuring consumers that their data privacy is protected, and that AI is employed responsibly to improve research outcomes.

As a collective industry, we need to improve consumer perception on our data privacy practices. Part of this should be an investment in actively improving data literacy. Through dedicated investments in educational initiatives and awareness campaigns, we can enable and empower individuals to understand the importance of their data, comprehend the associated risks of data sharing, and recognise their rights in managing personal information. A well-informed public is better equipped to navigate the complexities of the digital world.

Another crucial aspect of gaining consumer trust is upholding the integrity of our research methodologies. We must strive to design surveys and studies that are fair, unbiased, and relevant to consumers' experiences. By using rigorous methods and avoiding leading questions, manipulative tactics, while also being considerate of their time and effort by offering suitable incentives, we can enhance the credibility of our research and earn trust from consumers. It's important that we actively listen to consumers' concerns and feedback, showcasing our dedication to their welfare. Through transparent and proactive responses to these concerns, we can reassure consumers that their voices matter and their trust is respected.

Ultimately, building trust in market research is a continuous journey that requires dedication, transparency, and integrity. By prioritising consumers' needs and concerns, communicating openly, maintaining ethical standards and ensuring data protection, we can create a culture of trust benefiting all stakeholders. These efforts aim to elevate market research beyond “average” in trustworthiness, ensuring consumers recognise its significance and continue to find it valuable for understanding consumer behaviour and making informed decisions. Providing a positive experience is vital for encouraging ongoing participation and sustaining industry growth.

LISA SALAS, OVATION RESEARCH

By LISA SALAS, OVATION RESEARCH

In the age of data-driven decision-making and technological advancement, the landscape of market research is undergoing a profound transformation. Australia finds itself at a crossroads, where the convergence of market research and artificial intelligence (AI) raises critical questions about trust, data protection, and privacy in the eyes of the public.

Trust is the foundation of successful market research. It is the currency that underpins the relationship between researchers and participants, consumers, and businesses. However, in an era marked by data breaches, privacy scandals, and algorithmic biases, trust is not easily earned nor maintained.

Trust in market research hinges on transparency, integrity, and accountability. There is a growing expectation for research firms and businesses to be forthright about their data collection practices, methodologies, and the purposes for which data is being utilised.

Any perceived deviation from these principles risks eroding trust and credibility.

AI, with its capabilities in data analysis, predictive modelling, and automation, holds immense promise for revolutionising market research in Australia. From sentiment analysis of social media posts to assistance in coding and data processing through automation, AI-powered tools offer unprecedented insights and efficiencies.

However, the integration of AI in market research also raises valid concerns among the public regarding data protection and privacy. The use of algorithms to process vast amounts of personal data can amplify existing privacy risks and exacerbate disparities in data protection. The fear of intrusive surveillance, data misuse, and loss of control over one's personal information is of great concern. As AI algorithms become more adept at analysing behavioral patterns and predicting consumer preferences, there is a growing unease about the extent to which individuals are being monitored and manipulated without their knowledge or consent. This fear is compounded by the perceived loss of control over one's personal information, as data is harvested and processed without transparent mechanisms for consent or oversight.

As Australia navigates the intersection of trust, market research, and AI, several guiding principles must be embraced:

Transparency and Accountability: Businesses must adopt a culture of transparency, openly communicating their data practices and AI algorithms. Transparency builds trust and empowers individuals to make informed choices about their participation in research activities.

Ethical Use of AI: AI algorithms must be developed and deployed ethically, with careful consideration given to issues of fairness, bias, and discrimination. Mechanisms for auditing and assessing the ethical implications of AI systems should be implemented to mitigate potential harms.

Data Protection and Privacy: Robust data protection measures must be implemented to safeguard individuals' privacy rights throughout the research lifecycle. This includes obtaining explicit consent for data collection, anonymising sensitive information, and adhering to established privacy regulations such as the Australian Privacy Principles (APPs).

Empowering Data Literacy: Investing in public education and awareness initiatives can empower individuals to understand the value of their data, the risks associated with data sharing, and the rights they have to control their personal information. An informed public is better equipped to navigate the complexities of the digital age.

Trust in market research and ethical AI use are essential and closely connected. As a profession, we can promote trust and innovation by focusing on transparency, ethical AI, and strong data protection. This benefits both businesses and participants alike. As we stand at the crossroads of technological advancement and societal values, let's move forward with integrity, accountability, and privacy in mind.

LISA SALAS, OVATION RESEARCH

By JILL KUSHNER BISHOP, MULTILINGUAL CONNECTIONS

How do you create trust when you don’t speak someone’s language or understand their culture? When conducting research, trust is key to creating authentic connections with participants – and when working globally, having the right people on your team can make all the difference.

Survey Translation and Localization

Even when working with participants with high levels of English, it's best practice to offer the option of local languages. Translating surveys involves more than converting text from one language to another; it requires localization to adapt content so that it resonates within specific cultural contexts. Surveys should be crafted to appear as if they were originally written for the local market, with familiar language and culturally relevant references. This level of customization encourages greater engagement from respondents, leading to more reliable data. Keep in mind that not all native speakers are good translators, and consider working with a professional translator or agency who understands the required level of linguistic and cultural nuance.

Interviews and Focus Groups

When it comes to conducting interviews or focus groups across different cultures, researchers need to navigate more than language – they need to understand social norms, traditions, and expectations. The ability to connect in participants' native language can make all the difference in creating trust and allowing participants to share their authentic stories. Working with bilingual researchers who understand the language and culture can help ensure seamless interaction with participants respond to cultural cues throughout a discussion.

What about AI?

AI is improving all the time, and it can play an important role in research. It can create a good first draft of your document, and sometimes it does a good transcribing your audio. But the challenge at this point is that you don't know what you don't know. It may translate a question right – but it may not. It may miss what your participant said, or more importantly, what your participant meant. The overall output varies from language to language, so when quality and nuance matters, having a human in the loop is essential.

Language is more than just a method of communication – it's a bridge to deeper understanding and trust.  When companies conduct research using the native languages of their target markets, they show respect and empathy. This not only improves the quality of the data collected by encouraging openness among participants, it also enhances the overall engagement with the brand. As you plan your global research, take the time to prioritize language to help ensure that you can get to the most meaningful insights.

JILL KUSHNER BISHOP, MULTILINGUAL CONNECTIONS

By Minhee Cho, PMI

The advent of the digital revolution and a data-driven society is fundamentally reshaping our daily interactions. Our purchasing habits are manifested online, and wearable devices monitor our health. Social connections are forged on social media platforms, and transportation is increasingly controlled autonomously.

In this manner, technological advancements such as big data, artificial intelligence, and the Internet of things are fueling innovation across numerous domains. However, these advancements are accompanied by multiple controversies and challenges. The collection and use of big data raise privacy concerns, and algorithmic biases raise questions of fairness and justice. Users worry about how their data is being collected and used and demand assurances.

The 2024 Trust Survey was conducted just a month before the South Korean general election. The mass media in South Korea was inundated with forecasted election results based on opinion polls, and such pre-election polls still play an essential role.

In South Korea, out of 1,990 election opinion polls published ahead of the April general election, as many as 1,228 were conducted via the ARS (Automatic Response System). The ARS method, used in every election, has been controversial, and its reliability has been questioned. ARS is criticized because it lacks interviewer verification and relies solely on respondents' choices without background data, making it impossible to verify the reliability of the data collected. Moreover, many of the respondents have already firmly decided on their political inclinations, making it challenging to reflect the opinions of those who are hesitant or undecided. However, ARS surveys are still being widely used for each election.

According to a 2021 report titled “A Study on Issues and Ways to Improve the Reliability of Web-Based Election Polls” by the Korean Association for Survey Research, 68% of 815 election opinion polls conducted before the midterm elections in the United States used the “100% online” method, 21% used IVR (Interactive Voice Response – similar to ARS) combined with other online methods, and finally 10% were phone surveys. Opinion polls currently underway for the upcoming November U.S. presidential election are also being conducted online.

Conducting accurate and reliable election opinion polls while protecting personal information is polling organizations' most important mission and responsibility. For that, using the survey methods that help achieve high response rates and encourage the participation of swing voters is necessary.

In recent years, large-scale data breaches have underscored the need to protect personal information. Such incidents can have social, economic, and even political ramifications. Therefore, the research industry must pursue innovative research tailored to the times while building an environment that protects personal information. Moreover, this industry must be prepared to propose new paradigms to address these challenges.

PMI has been supplying online panels domestically and to other countries since 2012. It provides services that contribute to customer decision-making through integrated data analysis solutions and consulting based on big data and AI. Additionally, PMI was the first in South Korea to attempt a web survey using a MMS(Multimedia Messaging Services) method in an election poll.

Minhee Cho, PMI

By Bettina Klumpe, ADM e. V., Germany

Trust is an essential cornerstone for stable relationships, successful collaboration, social cohesion and personal growth. As a fundamental human quality, it connects and enables us to find orientation in a complex world. In contrast, mistrust can damage relationships, disrupt communication, and reduce the effectiveness of teamwork and productivity. Widespread mistrust of government institutions can endanger the functioning of democracy, leading to political apathy, low voter turnout, and an increasing societal divide. Once trust is lost, a great deal of effort and time is needed to rebuild and sustain it.

The insights industry also relies heavily on public trust. Without trust in the accuracy of the results and the security of participant data, market research becomes difficult to impossible.

In Germany, 41 percent of people have a trust in market research companies, while 40 percent are unsure and 17 percent even distrust them. The Net Trust Index (NTI) is at 24, which means a slight increase of 2 index points compared to 2022. Overall, Germany is above the total average of the participating countries (NTI 12).

Among the 15 examined company categories, market research in Germany ranks 4th in terms of trust. In comparison, the numbers seem positive. However, the coin has two sides: almost one in two people do not have complete trust in market research companies. And if you look at the numbers for trust in election research companies and data analysts, the figures are even lower.

What unsettles people? A potential reason can be found in the mistrust of the use of personal data by market research companies. Only 27 percent of the population have trust in market research companies in terms of protection and appropriateness of the use of personal data, 44 percent are unsure and 27 percent do not trust. This puts the NTI at 0, compared with +9 in 2022. Election research companies (NTI: 2024 +5, 2022 +18) and data analysts (NTI: 2024 -29, 2022 -19) also performed worse.

When asked whether they have concerns about the secure protection of personal data through market research, almost a third now respond with "yes".

 

 

Trust requires clarity and transparency. In the market research industry in Germany, clear rules and guidelines ensure both. These include guidelines that guarantee the anonymity of respondents and ensure that the data collected is not passed on for advertising or direct marketing purposes. In cases of doubt, the "Rat der Deutschen Markt- und Sozialforschung" examines compliance with the regulations. All these regulations are trust-building. We all have to adhere to them. AI will certainly play an increasing role in the industry. This makes rules and transparency even more important, especially as the public is very skeptical about the use of AI in market research.

Bettina Klumpe

ADM e. V., Germany

Over the past two years, there has been a significant increase in the number of people across the globe who perceive the value of market research, both as consumers and citizens. This is according to new findings from the Global Research Business Network’s (GRBN) Global Trust Survey 2024.

The research shows that the overall trust placed in market research organisations by the general public remains positive.  The net trust score* for the sector is +7, matching the level in 2022, when the survey was last undertaken.

The GRBN’s Global Trust Survey reports on public trust in organisations worldwide, with participants in the UK, Australia, Japan, South Korea, New Zealand, Canada, Mexico, Germany and Spain.

The survey, however, also highlights potential risks to the reputation of the market research sector, including AI.

People across the globe have concerns over AI technologies, and companies providing AI tools are seen as some of the least trusted organisations globally.  Just 17% of survey participants claim that they trust them, and 36% report that they do not.  This puts their net trust score at -19*, higher only than media companies (-22) and social media firms (-31).

Market research companies have embraced AI technology to deliver cost effective and efficient insights to clients.  While the sector will continue to leverage AI tools to empower customer and citizen-centric decision-making, it must be transparent with research participants about how these technologies are being used.

If not, the survey indicates that trust in research sector could decline.  A global average of 47% of people see the use of AI as negatively impacting the level of trust they place in market research companies. This compares with 32% who say it has no effect, and the 10% who say it has a positive influence.

The negative impact of AI use on market research’s reputation is particularly pronounced in New Zealand, where it decreases trust for 63%, and Australia, where it is a detractor for 57%.

The responsible collection and use of data also provides a reputational risk to the sector, as the vast majority of the general public remains highly concerned about the misuse of personal information.  The level of trust with how different organisations are using personal information is on balance negative – and has declined since 2022.

The market research sector is no exception in this regard, according to the GRBN’s survey.  The level of faith placed in insights firms to use data responsibly has declined from a net trust index of -18 in 2022 to -23 in 2024.

Debrah Harding, GRBN chair and managing director of MRS, comments: “As researchers make increasing use of AI to streamline and enhance our work, we must be alive to the impacts this might have on the way we are perceived.  There is a real opportunity for us to reinforce research’s value to the public, and to do that we must prioritise ethical best practice when utilizing new technologies – and communicate how we’re doing this.”

Andrew Cannon, executive director at GRBN, says: “As well as clouds, this year’s Global Trust Survey also brings news of silver linings to the research sector.  The public’s confidence in the positive impact insights can make on all areas of life is clearly growing – and rightly so.”

The full GRBN Global Trust Survey report is available to download here: https://grbn.org/trust-2024

Ends

Notes to Editors

*The net trust score is calculated as the difference between the percentage of participants who report trusting and the percentage of those who report not trusting organisations.

The results cited in this press release are based on the responses of 9563 people aged 18+ living in Australia, Canada, Germany, Korea, Japan, Mexico, New Zealand, Spain, the UK and the USA, who completed online surveys in February 2024. The responses reflect the 18+ year old population in each country in terms of age, sex and region.

About GRBN

Global Research Business Network connects 45 research associations and over 3500 research businesses on six continents.

More than US$25 billion in annual research revenues (turnover) are generated by these businesses.

GRBN’s mission is to promote and advance the business of research by developing and supporting strong autonomous national research associations.