The German population has very high expectations of data protection and data security. Experiences of dictatorship and surveillance in the 20th century shaped the German tradition of data protection. The National Socialist era made all Germans aware of the serious consequences of the collection of personal data; the aftermath of a data-gathering regime like the GDR are still present today. The issue of trust in institutions and also in market research, against this backdrop of historical relevance, is always a direct consequence of the question of data protection and data security.
It is particularly noteworthy that, compared to other international participants, Germans are far less distrustful of market research (22%) than the average of those surveyed in the current Global Trust Survey (30%). When it comes to the protection of personal data and its appropriate use, their trust in market research has also suffered the least from Covid-19 (8% of Germans stated that they trust market research companies less as a result of Covid-19, compared to an international average of 13%).
But what are the reasons for this high level of trust, when the general expectation of data protection and data security is particularly high in Germany? It is worth taking a more detailed look at the results of the Global Trust Survey. The key to this trust is, on the one hand, a working environment of market research in Germany strictly oriented towards data protection and data security and, on the other hand, a high degree of transparency in this everyday work and information about this working environment. To the question “How well do you feel informed by market research companies about how your data is collected, stored and used”, 37% of Germans answer with completely or very well informed and only 7% feel not informed at all. In both values the results deviate significantly from the international average (31% and 13% respectively). As a result, it is not suprising that a third of Germans are not at all concerned about their personal data being securely protected by market research companies. In comparison, this figure lies at 13% internationally.
Transparency and sufficient information about the handling of personal data in market research have a direct positive effect on the general trust in market research and its companies and on the trust in the handling of personal data by market researchers. Those who feel better informed trust more. In order to maintain this level of trust, it is not only advisable to continue to adhere strictly to data protection and data security, but also to permanently communicate this working method to the public.
Dr Otto Hellwig,
respondi
Dr. Otto Hellwig is CEO and founder of respondi since the company was founded in 2005. He has been working in the field of market and social research since the early 1990’s. Hellwig has a degree in Social Science, Psychology and Media Studies.
