26th October 2022
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.
The results**, published today, show that 33% of global respondents personally trust market research companies, compared to 19% not trusting. The level of trust in market research is similar to that in 2020 and remains average when compared to other types of companies and institutes, ranking 8th out of the 15 surveyed.
Trust in market research is particularly strong in Brazil, ranked 2nd out of the 15 types of organizations researched, and in Germany, ranked 4th. The survey indicates in contrast that trust in market research in Japan is significantly down on 2020, with market research now ranked 12th out of the 15 organizational types.
The survey shows that trust in data analytics, although remaining net negative, has improved in 2022 compared to 2020, most significantly in the UK, the US, Germany and Canada.
Trust in election and opinion polling companies continues to vary hugely by country, from a high +17 net trust index (the proportion trusting versus not trusting) in Germany, compared to an extremely negative net trust in Korea, Japan and Australia (a -23, -20 and -15 net trust index respectively).
Opportunities for the market research sector to grow trust
The research uncovers three areas in which the market research sector has the opportunity to increase the level of trust amongst the general public.
- First, there is an opportunity for the sector to improve its perceived value. Whilst two thirds of people see the value of market research to business, less than half of those participating believed that market research actually benefits them as individuals.
- Secondly, the research highlights that user experience when participating in market research could be enhanced. Only one third of people surveyed said that they find the experience of taking a survey to be mostly or always enjoyable.
- Finally, the research demonstrates an opportunity to increase the level of trust in how market research companies protect and appropriately use people’s personal data.
- Currently only 15% of respondents say they are not concerned about how companies from the research sector protect their data, and less than one third believe that the use of their personal data by market research companies is appropriate.
Andrew Cannon, Executive Director of GRBN, comments: “It is good to see that trust in market research companies remains stable and that clear opportunities exist to increase the level of trust in what we do. Public confidence in the sector is paramount if we are to expect a broad representation of people to give their time to participate in research. The GRBN calls on market research companies and associations to come together and do what our sector does best – to use this research to drive actions across our organizations that will have a real impact on public trust.”
Lisa Wilding-Brown, CEO of Innovate MR comments: “ Lisa Wilding-Brown, CEO of InnovateMR comments: “Trust in market research both from the corporate and participant side is essential to the health of our industry, and there is always more we can do to improve! Especially for survey takers who are the lifeblood of our industry, their time and opinions should never be taken for granted. We must make an active effort to prioritize their experience from start to finish, provide them with verified opportunities, and keep them coming back to continuously offer the insight businesses around the world rely on.”
Dave Rothstein, CEO of RTi Research adds: “While It’s good news trust in our industry has remained stable over the past two years, there is still work to be done. Let’s not be satisfied earning just an average level of trust,or knowing only a third of our respondents trust us. We can do better. Improving the respondent experience with quantitative surveys and qualitative encounters will lead to stronger respondent engagement, improved perceptions of MR, and ultimately, greater trust. We have the skills and ability to make it happen – we, as an entire MR ecosystem, just need the will.
The full GRBN Global Trust Survey report is available to download here.
* Thanking our partners
We would like to take this opportunity to thank all our national association and corporate partners without whose participation and support this initiative would not be possible.
** The results cited in this press release are based on the responses of 8000 people aged 18+ living in Australia, Brazil, Canada, Germany, Korea, Japan, the UK and the USA, who completed online surveys in either April-May 2020 or July-August 2022. The responses reflect the 18+ year old population in each country in terms of age, sex and region.
Ends
Notes to Editors
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.
For further information, please contact:
Andrew Cannon
GRBN
+358 (0)50 5226922
