Global Trust Survey 2020...Global Trust Survey 2020 A Report On The Level Of Trust In Market...

Global Trust Survey2020A Report On

The Level Of TrustIn Market Research

in AustraliaJune 2020

Local partners

GRBN Global Trust Survey 2020 - AU Report © 2020 GRBN 2

Table of Contents

Read Me: I’m Important 3

Introduction 4

Partners 5

Thought Leadership 6

Background and Sample 10

Key Takeaways 12

Snapshot View of: Trust in and Impressions of Market Research 13

Level of Overall Trust 17

How Covid-19 Has Changed the Level of Trust 25

Believability that Market Research is Beneficial 33

Reactions to the Participant Experience 41

Personal Data Use 45

Protection and Use of Personal Data 51

Drivers of Trust in Market Research to Protect and appropriately use Personal data 59

Trend Data (2018 vs. 2020) 66


Read Me: I’m Important

COPYRIGHT

© 2020 GRBN

The copyright on this report (GRBN Global Trust Survey 2020 -Global Report) is owned by The Global Research Business Network (GRBN). Parts or the whole of this report may only be reproduced with written permission from GRBN. Parts or the whole of this report may only be distributed or transmitted if GRBN is clearly acknowledged as the copyright owner. In addition, when referencing material contained in this Handbook, the source “GRBN Global Trust Survey 2020 - Global Report © 2020 GRBN” must be acknowledged.

DISCLAIMER

The information provided within this report is for general informational purposes only. There are no representations or warranties, expressed or implied, about the completeness, accuracy, reliability, or suitability with respect to the information, products, services, or related graphics contained in this report for any purpose. Any use of this information is at your own risk. GRBN neither assumes nor accepts any liability to any party for any loss, damage, or disruption caused by applying the information shared in this report.


Introduction by Andrew Cannon, Executive Director, GRBN

“Trust is a precious thing. It is hard to build and easily lost.”

“Trust cannot be taken for granted. It needs to be earned.”

Two simple, but powerful truths I believe, but why should we, the global market research sector, care about the general public’s trust?

The general public is the lifeblood our sector relies on. Without people’s willingness to voluntarily give us their time, their opinions and access to their data, our industry is ill-equipped to meet the needs of decision-makers, who rely on the data and insights we provide to inform their decisions.

The findings from this survey tell us that the general public has a “reasonable” amount of trust in our sector. This is good, but is it good enough? Should we rest on our laurels?

I believe not. I believe that our sector has much to gain from being more trusted by the general public. Not only would this improve response rates and data quality, but also differentiate our industry from others who are also playing in the data space, both in the eyes of the general public, but also in the eyes of the authorities.

I believe that trust with personal data will become more, rather than less, important in the years to come. The data from this survey shows that our industry is, in my opinion, punching below its weight on this matter. A definite opportunity for us to improve.

The GRBN is committed to playing its part in building a relationship with the general public built on trust.

The GRBN has put in place a Building Public Trust Charter to which regional and national associations across the globe, which share this commitment, have endorsed (see overleaf).

If you share our belief that we can, and should, increase the level of trust in our sector, please get in touch and let’s do something about it together.

Andrew Cannon

Executive Director, GRBN

[email protected]

mailto:[email protected]


Thanking our national association and corporate partners

National association partners Corporate partners


Thought Leadership – By Peter Harris, The Research Society

What are we waiting for?

The Global Research Business Network (GRBN) have released the latest global results in their “Trust” report, a repeat of a study undertaken in 2014, 2016 and 2018. The news for the Market Research (‘MR’) industry in Australia was positive with our net trust index increasing vs. 2018, but there remains a lot of work to do.

Overall, 75% of Australians see MR as beneficial to companies, significantly more than they see it as beneficial to themselves. Over one third see surveys as being too long and not enjoyable.

For MR, COVID-19 has had a minimal impact on our trust scores, however, looking across categories, there was a significant positive shift for trust in health authorities, which makes sense given how well the Australian health system managed the crisis. At the other end of the scale, the media and social media companies saw negative shifts in trust. There is huge distrust in Australia for any company that is not adequately protecting and appropriately using personal data. So, the question has to be asked for MR, given the impact the Cambridge Analytica data scandal had on trust, can we

afford to wait before we supercharge on mass how we engage with people and credibly build trust?

To maximise engagement, similarly to most human interactions, the key to winning people over every time and achieving real human connection is empathy, closely followed by belonging and authenticity. Let’s unpack what these 3 pillars mean for MR:

Empathy: are we asking relevant topics in engaging ways? Are we asking interesting questions in an interesting way that people can make sense of? Are we really listening and responding like humans do?

Belonging: are we feeding back why people’s views matter and what is happening with the information being collected from them? Do they feel part of the solution or just part of someone’s process?

Authenticity: are we promoting good practice and calling out bad practice?

An interesting and topical example is the public’s interest in Black Lives Matter, and its varied focus for different countries and groups.

http://www.grbn.org/


Thought Leadership – By Peter Harris, The Research Society

Is the research industry showing empathy, belonging, and authenticity? If not, we need to start now.

If we want to move the needle on trust, we must tackle each of the three pillars seriously. Globally it is a struggle to get the industry aligned on each of these issues as commercial realities (usually quite rightly) win out. Believe me I get it, however for the long game we must invest together to change the dynamic so that more people want to contribute to what we do and do very well. The risk is if we don’t, we will end up talking to increasingly small proportions of the population, then what we do will be called out as inaccurate, something opinion and election polling are dealing with right now.

Remember every touchpoint a brand or government has with people is a chance to improve perceptions, create trust and demonstrate empathy. Every survey, pop up, intercept, video chat or diary activity is such a touchpoint. If our profession is changing, it is clearly not changing enough to improve perceptions and create trust.

Let’s not wait for our own reputational disaster to hit. One thing we can all do today, and every day is to stop and ask yourself before anything is sent out, “is this something that I or my family would bother engaging in?”. If the answer is no, then do yourself and all of us a favour and start again.

Peter Harris

Human

Board Member TRS

CEO Potentiate


Background and Sample

The primary objective of the survey is to understand the level of trust the general public has in the market research industry across the globe, both overall and specifically when it comes to the handling of personal data.

New for 2020, we are comparing the level of trust in market research companies with the level of trust in election and opinion polling companies, as well as with data analytics companies.

The secondary objective is to understand more broadly how trust in different types of organizations and bodies compares across the globe.

Also, new for 2020, we are exploring how people feel that their level of trust in these different types of organizations and bodies has changed as a result of the Covid-19 pandemic.

Fieldwork was conducted between the 27th of April and the 7th of May 2020.

The sample has been designed to be representative of the population aged 18+ in each country. N=1,000 respondents per country, split 500/500 into the two cells, with each cell balanced by quotas.

The countries covered and the sample provider responsible in each country are shown on the following page.

The LOI is less than 10 minutes and two versions of the questionnaire were administered:

• Version 1 asked respondents first about trust with personal data and has been used to report on questions relating to personal data

• Version 2 asked respondents first about overall trust and has been used to report on questions relating to overall trust, as well as the perceived benefit of market research

• Versions 1 and 2 combined were used to report on questions relating to the market research experience


Background and Sample (continued)

The countries covered and the sample provider responsible in each country are shown in the table below:Country Partner # RespondentsAustralia Teg Rewards 1,000Brazil Toluna 1,000Canada Research for Good 500

Marublue 500Germany Respondi 1,000Japan Rakuten Insights 1,000Korea PMI (Panel Marketing Interactive) 1,000Mexico Brad 1,000Peru Netquest 1,000UK Opinium 1,000USA Innovate MR 500

Research for Good 500

Fieldwork Management: Innovate MRTranslations: Empower TranslateProgramming and tabulations: IllumeReporting: RTi Research

KEY TAKEAWAYS


Key Takeaways from the Research: Global Highlights

Overall trust in market research companies is average relative to the other types of organizations analyzed.

Market research is somewhat more trusted than either data analytics or election and opinion polling companies.

The Covid-19 pandemic has improved trust in the health authorities, government, and the police, but has caused a decrease in trust in media and social media.

Consumers view market research as beneficial to business, but there is an opportunity to enhance the perception it benefits the individual, as both consumers and citizens.

The survey experience can still be improved, in particular by decreasing the length of surveys.

Consumers express a high level of concern about the misuse of their personal data.

There is a significant amount of distrust as to how the organizations researched, including market research companies, are collecting and using people’s personal data.

Relatively few respondents believe that the use of their personal data by market research companies is appropriate and there is significant room for improvement in communications about this.


Key Takeaways from the Research: Australia Highlights

Australians are less trusting of market research companies than their counterparts in the other nine countries on average. Trust in election and opinion polling companies is lacking in Australia.

As a result of Covid-19, Australians are showing an increase in trust of health authorities, government, and law enforcement. Trust in market research companies is primarily unchanged. Media companies have faired the worst.

The gap in the perceived benefit of market research to business vs. to consumers is large in Australia.

The survey experience in Australia has much room for improvement, in particular by making the experience more enjoyable.

Australians are highly skeptical that their personal data will be protected and appropriately used by either market research or data analytics companies.

Since 2018, trust in market research companies in Australia has swung from being slightly negative to being slightly positive. Though still a negative, net trust in market research companies in regard to personal data is up compared to 2018, possibly a function of Australians feeling more informed by market research companies.

Australia

SNAPSHOT VIEW OF:TRUST IN AND

IMPRESSIONS OF MARKET RESEARCH


Consumers in Australia place some trust in market research companies overall, but are highly skeptical that their personal data will be protected and appropriately used.

27%

49%

20%

3%

40%

+7(Net Trust Index)

12%

40%44%

4%

40%

-31(Net Trust Index)

Overall Trust of Market Research Companies Trust of Market Research Companies to Protect and Appropriately Use Personal Data

TrustNot SureDo Not TrustDon’t know

Australia

Net Trust Index = % Trust – % Do Not Trust

Overall Trust Net Trust Index (NTI): Across the 15 industries/organizations analyzed, the average NTI was +12 (Market Research companies ranked 8th of 15)Personal Data Trust Net Trust Index (NTI): Across the 15 industries/organizations analyzed, the average NTI was -9 (Market Research companies ranked 11th of 15)

Base: Version 1 Respondents (500)Base: Version 2 Respondents (500)


Relative to other industries, market research companies rank in the middle of the pack on perceived trust overall, but drop lower when it comes to trusting the use of personal data. Covid-19 has not had a strong impact on trust of market research companies.

+71

+7

-38

Your local police (Ranked 1st of 15)

Market Research companies (Ranked 8th of 15)

Social media companies such as Facebook and Twitter (Ranked 15th of 15)

+53

-31

-61

Your local police (Ranked 1st of 15)

Market Research companies (Ranked 11th of 15)

Social media companies such as Facebook and Twitter (Ranked 15th of 15)

Average: +12

Average: -9

10%(Trust Less)

5%(Don’t know)

6%(Trust More)

80%(Trust Same)

AustraliaOverall Trust of Market Research Companies – Net Trust Index

Trust of Market Research Companies Use of Personal Data – Net Trust Index

Impact of Covid-19 on Trust of Market Research Companies



Less than half of Australians believe market research benefits them and there is a significant level of concern with the use and protection of their personal data, possibly at least in part due to feeling poorly informed.

Australia

Appropriate = 5-Completely Appropriate/4Concerned = 5-Completely Concerned/4Informed = 5-Completely Informed/4Benefits = 5-Benefits Completely/4

Base: Version 1 Respondents (500)Base: Version 2 Respondents (500)

of consumers feel the use of

personal data by market research

companies is appropriate

of consumers are concerned that

personal data held by market research

companies is securely protected

of consumers feel informed by market research companies

about how their data is collected, stored and used

of consumers believe market

research benefitsthem

25% 50% 24% 41%

LEVEL OF OVERALL TRUST

Can we use this picture for the section starting on page 48 and make this a more general trust pic?


On a global basis, the general public avows trust in various organizations and professionals. However, in most countries a significant minority are not having such trust. Australia is right around the global average on overall trust and trust levels are typically stronger among younger Australians (vs. older).

*Scores are an average across the 15 industries/organizations analyzed

Net Trust Index

Trust

Not Sure

Do Not Trust

Don’t Know

Average Level of Trust Across Organizations/Professionals*

36% 35% 32%23%

41% 45%52%

32%40%

28% 32%

39% 39% 43%51%

35% 34%32%

43% 30%42% 38%

21% 23% 20% 22% 20% 18%14%

21%23% 25% 26%

4% 3% 5% 5% 4% 3% 1% 4% 7% 5% 4%Total

(4,964)Australia

(500)Japan(502)

Korea(499)

Canada(479)

Brazil(497)

Mexico(495)

Peru(500)

US(504)

Germany(505)

UK(483)

+15 +12 +12 +1 +20 +27 +38 +11 +18 +3 +6



Level of Trust by Organizations/Professionals

77%68%

46%49%

40%38%

31%27%

36%26%

20%21%21%

10%12%

15%23%

40%30%

46%42%

43%49%32%

46%54%

43%47%

43%35%

6%7%

11%17%

10%18%

23%20%

30%25%22%

27%30%

45%50%

2%2%

3%4%4%2%

4%3%2%

3%4%

9%3%2%

4%

Trust Not sure Do Not Trust Don't Know

Your local policeThe Health authorities

Retailers with loyalty card programsThe government

Online storesPharmaceutical companies

Mobile phone operatorsMarket research companies

Banks or other financial institutionsCompanies that provide internet search engines such as Google and Bing

Data analytics companiesSecret service organizations

Election and opinion polling companiesMedia companies

Social media companies such as Facebook and Twitter

+71+61+36+32+30+19+8+7+6+1-2-6-9

-35-38

Net Trust Index

Australians are most trusting of law enforcement and health authorities, and are the most skeptical of media and social media companies. Market research companies rank in the middle.

Australia



Trust levels are similar across the “insights space,” with market research companies slightly more well-received.


27%

49%

20%

3%

40%

20%

54%

22%

4%

40%

21%

47%

30%

3%

40%

+7(Net Trust Index)

-2(Net Trust Index)

-9(Net Trust Index)

Trust in Data AnalyticsTrust in Market Research Trust in Election and Opinion Polling

Australia



Trust in market research companies varies considerably by country and cultural bias certainly plays a part in this variation. Relative to the global average, Australians are less trusting of market research companies.

Net Trust Index

Trust

Not Sure

Do Not Trust

Don’t Know

Trust in Market Research

34% 27% 21%12%

32%

63% 62%

35% 36% 31% 26%

45%49%

54%56%

49%

28% 30%

48% 39% 51%49%

16% 20% 21%26%

14%7% 7%

13%18%

14% 21%

4% 3% 4% 6% 6% 3% 4% 7% 4% 4%Total

(4,964)Australia

(500)Japan(502)

Korea(499)

Canada(479)

Brazil(497)

Mexico(495)

Peru(500)

US(504)

Germany(505)

UK(483)

+18 +7 0 -14 +18 +56 +55 +22 +18 +17 +5



+18

+7

0

-14

+18

+56

+55

+22

+18

+17

+5

Though falling slightly below the country average, market research companies rank towards the middle on overall trust in Australia.

(Ranked 8th of 15)

(Ranked 8th of 15)

(Ranked 12th of 15)

(Ranked 8th of 15)

(Ranked 9th of 15)

(Ranked 4th of 15)

(Ranked 8th of 15)

(Ranked 2nd of 15)

(Ranked 2nd of 15)

(Ranked 5th of 15)

(Ranked 9th of 15)

Trust in Market Research (vs. Country Average)

Market Research Companies

Country Average

Net Trust Index


Total

Australia

Japan

Korea

Canada

Brazil

Mexico

Peru

US

Germany

UK

+15

+12

+12

+1

+20

+27

+38

+11

+18

+3

+6


Australians are largely indifferent towards data analytics companies.

Net Trust Index

Trust

Not Sure

Do Not Trust

Don’t Know

Trust in Data Analytics

26% 20%11%

20%28%

43%54%

27% 31%13% 18%

48% 54%64%

53%46%

43%32%

53% 37%

50% 43%

20% 22% 16% 20% 19%11% 12%

17%

21% 31% 33%

6% 4% 9% 6% 7% 4% 1% 4% 11% 7% 6%

Total(4,964)

Australia(500)

Japan(502)

Korea(499)

Canada(479)

Brazil(497)

Mexico(495)

Peru(500)

US(504)

Germany(505)

UK(483)

+6 -2 -5 0 +9 +32 +41 +10 +10 -18 -15



Trust in election and opinion polling companies is lacking in Australia, overall and also compared to other countries.

Net Trust Index

Trust

Not Sure

Do Not Trust

Don’t Know

Trust in Election and Opinion Polling

29%21% 18% 13%

33% 26%

57%

26% 25%33% 36%

41%47% 50%

46%

40%36%

29%

42%36%

45% 39%

26% 30% 27%36%

23%34%

13%

29%33%

17% 22%

4% 3% 4% 4% 4% 3% 1% 3% 7% 5% 3%Total

(4,964)Australia

(500)Japan(502)

Korea(499)

Canada(479)

Brazil(497)

Mexico(495)

Peru(500)

US(504)

Germany(505)

UK(483)

+2 -9 -9 -23 +10 -8 +44 -4 -8 +16 +13


HOW COVID-19 HAS CHANGED

THE LEVEL OF TRUST


For the most part, net trust in the various industries and organizations has not changed as a result of Covid-19.

Net Change Trust Index

Trust More

Trust the Same

Trust Less

Don’t Know

Average Change in Trust*

14% 12% 6%16% 12% 17%

34%

14% 14%6% 12%

64% 72%72%

65% 67% 59%

52%

55% 59% 76% 66%

16% 12%14% 16% 15% 20%

13%

27% 18%13% 15%

5% 4% 8% 4% 6% 4% 1% 4% 9% 5% 7%

Total(4,964)

Australia(500)

Japan(502)

Korea(499)

Canada(479)

Brazil(497)

Mexico(495)

Peru(500)

US(504)

Germany(505)

UK(483)

-2 -1 -8 0 -3 -3 +21 -12 -4 -7 -2

*Scores are an average across the 15industries/organizations analyzed Net Change Trust Index = % Trust More – % Trust Less


Change in Level of Trust by Organizations/Professionals

33%31%

24%11%

7%11%8%6%6%6%9%

6%6%5%5%

57%54%69%

78%83%75%80%

78%80%

76%73%77%

72%66%65%

8%12%

6%8%7%

11%10%

10%10%

12%15%13%

13%25%27%

2%3%2%

3%3%3%3%

5%5%5%

2%4%

10%4%3%

Trust More Trust the Same Trust Less Don't Know

The Health authoritiesThe governmentYour local police

Online storesRetailers with loyalty card programs

Pharmaceutical companiesMobile phone operators

Election and opinion polling companiesMarket research companies

Data analytics companiesBanks or other financial institutions

Companies that provide internet search engines such as Google and BingSecret service organizations

Social media companies such as Facebook and TwitterMedia companies

As a result of Covid-19, Australians are showing an increase in trust of health authorities, government, and law enforcement. Trust in market research companies is primarily unchanged. Media and social media companies have faired the worst.

+24+19+19+40-1-2-4-4-6-7-7-7

-20-22

Net ChangeTrust Index

Australia

Net Change Trust Index = % Trust More – % Trust Less


6%

76%

12%

5% 6%

78%

10%

5%

Covid-19 has had little impact on consumer trust across the insights space.

6%

80%

10%

5%

-4(Net ChangeTrust Index)

Trust MoreTrust the SameTrust LessDon’t know



Trust Change in Data AnalyticsTrust Change in Market Research Trust Change in Election and Opinion Polling

Australia



Four-in-five Australians indicate no change in their trust of market research companies as a result of Covid-19.


Trust More

Trust the Same

Trust Less

Don’t Know

Change in Trust in Market Research

11% 6% 4% 7% 6%20%

36%

9% 10% 3% 10%

70% 80%76% 69% 77%

62%

57%

61% 64% 83% 71%

13% 10%11% 19% 11% 13%

6%

25% 16%8% 13%

6% 5% 9% 4% 6% 5% 1% 5% 9% 6% 6%

Total(4,964)

Australia(500)

Japan(502)

Korea(499)

Canada(479)

Brazil(497)

Mexico(495)

Peru(500)

US(504)

Germany(505)

UK(483)

-2 -4 -7 -12 -5 +7 +29 -16 -6 -5 -3



-2

-4

-7

-12

-5

+7

+29

-16

-6

-5

-3

The impact/net change on trust of market research companies as a result of Covid-19 is average relative to the other industries/organizations analyzed.

Total

Australia

Japan

Korea

Canada

Brazil

Mexico

Peru

US

Germany

UK

(Ranked 8th of 15)

(Ranked 9th of 15)

(Ranked 13th of 15)

(Ranked 9th of 15)

(Ranked 10th of 15)

(Ranked 9th of 15)

(Ranked 9th of 15)

(Ranked 5th of 15)

(Ranked 4th of 15)

(Ranked 6th of 15)

(Ranked 9th of 15)

Change in Trust in Market Research (vs. Country Average)


Country Average



-2

-1

-8

0

-3

-3

+21

-12

-4

-7

-2


Similar to the impact on market research companies, for most Australians, Covid-19 did not impact their trust in data analytics companies.


Trust More

Trust the Same

Trust Less

Don’t Know

Change in Trust in Data Analytics

11% 6% 5%13% 8%

17%

36%

9% 10% 3% 8%

66% 76%68%

65% 73%64%

54%

56% 61% 76% 67%

16%12%

10%17% 12% 16%

8%

30% 19%14% 17%

7% 5%17%

5% 8% 4% 1% 6% 11% 7% 8%

Total(4,964)

Australia(500)

Japan(502)

Korea(499)

Canada(479)

Brazil(497)

Mexico(495)

Peru(500)

US(504)

Germany(505)

UK(483)

-4 -6 -6 -4 -4 +1 +28 -21 -9 -11 -10



Similarly, Covid-19 did not impact Australians’ trust in election and opinion polling companies.


Trust More

Trust the Same

Trust Less

Don’t Know

Change in Trust in Election and Opinion Polling

10% 6% 4% 8% 5% 9%

36%

7% 9% 3%11%

65% 78%73% 61%

74%52%

51%

57% 56%81% 68%

20%10%

16% 28%15%

33%

12%

32% 26%

10% 14%

5% 5% 7% 3% 6% 5% 1% 4% 10% 6% 7%

Total(4,964)

Australia(500)

Japan(502)

Korea(499)

Canada(479)

Brazil(497)

Mexico(495)

Peru(500)

US(504)

Germany(505)

UK(483)

-10 -4 -12 -20 -10 -24 +24 -25 -17 -7 -3


BELIEVABILITY THATMARKET RESEARCH

IS BENEFICIAL


9% 12%

35%

10%

33%38%

40%

31%

34%31%

14%

38%

11%8%

3%10%

6% 4% 2% 4%8% 7% 6% 8%

Yourself Consumers Business Citizens

Extent Market Research is Perceived to be Beneficial

41% 50% 75% 40%

People can more clearly see the benefits of market research to business vs. the individual.

Top 2 Box

Australia

5 – Benefits completely

4

3

2

Don’t Know

1 – Does not benefit at all


About two-in-five Australians feel that market research benefits them, which is below the global average.

Extent Market Research is Perceived to be Beneficial to Yourself

21%9% 4%

18% 12%

48% 47%29%

16% 18%10%

29%

33%22%

39%

28%

29% 31%

32%

28% 31%

22%

28%34%

35%

31%

34%

16% 16%

23%

30% 27%

36%

10% 11%

16%

6%

11%

4% 4%8%

11% 13%16%

6% 6%10%

2%8%

2% 2%4%

8%7%

9%6% 8% 12% 4% 7% 1% 4% 8% 4% 7%

Total(4,964)

Australia(500)

Japan(502)

Korea(499)

Canada(479)

Brazil(497)

Mexico(495)

Peru(500)

US(504)

Germany(505)

UK(483)

50% 41% 27% 57% 40% 77% 78% 61% 44% 49% 32%Top 2 Box


4

3

2

Don’t Know



Half of Australians feel that market research at least somewhat benefits consumers as a group.

Extent Market Research is Perceived to be Beneficial to Consumers

24%12% 7%

20% 14%

51% 53%

33%18% 22%

13%

33%38%

28%

42%36%

29% 26%

31%

37% 36%

27%

27%31%

36%

30%

32%

14% 14%

23%25% 27%

32%

8% 8%14%

4%9%

4% 4% 7%8%

9%

14%

3% 4%4%

1% 4%1% 2% 4%

4%3%

7%5% 7% 11%

2% 4% 1% 2% 8% 3% 7%

Total(4,964)

Australia(500)

Japan(502)

Korea(499)

Canada(479)

Brazil(497)

Mexico(495)

Peru(500)

US(504)

Germany(505)

UK(483)

57% 50% 35% 62% 50% 80% 79% 64% 55% 57% 40%Top 2 Box


4

3

2

Don’t Know



Australians view market research as beneficial to business.

Extent Market Research is Perceived to be Beneficial to Business

41% 35%22% 22%

37%55% 59%

49%37%

64%

28%

31% 40%

38% 37%

36%

26% 25%26%

30%

21%

35%

16% 14%

20%31%

16%14% 11%

13%17%

7%

21%

4% 3%7%

5% 3% 2% 4% 5%4%

2%5%

2% 2%4%

1% 2%2% 1%

4%3%

1% 4%5% 6% 10% 3% 6% 1% 3% 9% 4% 6%

Total(4,964)

Australia(500)

Japan(502)

Korea(499)

Canada(479)

Brazil(497)

Mexico(495)

Peru(500)

US(504)

Germany(505)

UK(483)

72% 75% 59% 59% 73% 81% 84% 76% 67% 86% 63%Top 2 Box


4

3

2

Don’t Know



The gap in the perceived benefit of market research to business vs. to consumers is largest in Germany, Japan, Australia, Canada and the UK.

Extent Market Research is Perceived to be Beneficial to Consumers vs. Business (Top 2 Box)

57%50%

35%

62%

50%

80% 79%

64%

55% 57%

40%

72% 75%

59% 59%

73%81% 84%

76%67%

86%

63%

Total(4,964)

Australia(500)

Japan(502)

Korea(499)

Canada(479)

Brazil(497)

Mexico(495)

Peru(500)

US(504)

Germany(505)

UK(483)

Consumers Business


Market research is considered less beneficial to citizens than to consumers in Australia.

Extent Market Research is Perceived to be Beneficial to Citizens

20%10% 7%

17% 10%

47% 44%26%

15% 15% 10%

29%

31%22%

44%

29%

27% 30%

32%

28% 34%

20%

32%38%

39%

29%

37%

19% 20%

28%

34%33%

41%

9% 10%16%

6%

11%

4% 4%7%

10%10%

12%

4% 4% 5%

1%6%

1% 1%4%

4%3%

8%

6% 8% 11%3% 8%

2% 1% 3% 10% 4% 9%

Total(4,964)

Australia(500)

Japan(502)

Korea(499)

Canada(479)

Brazil(497)

Mexico(495)

Peru(500)

US(504)

Germany(505)

UK(483)

49% 40% 29% 61% 39% 74% 74% 57% 42% 49% 30%Top 2 Box


4

3

2

Don’t Know



Business is also more likely to benefit from market research compared to citizens.

Extent Market Research is Perceived to be Beneficial to Citizens vs. Business (Top 2 Box)

49%

40%

29%

61%

39%

74% 74%

57%

42%49%

30%

72% 75%

59% 59%

73%81% 84%

76%67%

86%

63%

Total(4,964)

Australia(500)

Japan(502)

Korea(499)

Canada(479)

Brazil(497)

Mexico(495)

Peru(500)

US(504)

Germany(505)

UK(483)

Citizens Business

REACTIONS TO THEPARTICIPANT EXPERIENCE


While many feel the surveys they take are just right, there is a significant segment that would appreciate shorter surveys.

Perception of Survey Length

Too Long Too ShortJust Right

Total (9,406)

Australia (1,000)

Japan (1,000)

Korea (1,000)

Canada (1,000)

Brazil (1,000)

Mexico (1,000)

Peru (1,000)

US (1,000)

Germany (1,000)

UK (406)

37%

36%

34%

49%

38%

38%

32%

26%

48%

37%

32%

52%

60%

49%

31%

57%

54%

52%

59%

44%

60%

63%

6%

2%

6%

5%

2%

6%

16%

12%

3%

1%

3%

5%

2%

12%

14%

2%

3%

1%

3%

5%

2%

1%

Too long The majority were just right Too short Don’t know


Perception of Survey Enjoyability

All/Many Were Enjoyable Few/None Were EnjoyableSome Were Enjoyable

Relatively few people of the people surveyed find most of the surveys they take to be enjoyable, even less in Australia.

Total (9,406)

Australia (1,000)

Japan (1,000)

Korea (1,000)

Canada (1,000)

Brazil (1,000)

Mexico (1,000)

Peru (1,000)

US (1,000)

Germany (1,000)

UK (406)

40%

31%

12%

15%

36%

52%

55%

54%

40%

64%

52%

35%

42%

33%

44%

37%

38%

27%

31%

34%

27%

32%

21%

24%

42%

31%

24%

8%

17%

12%

21%

7%

16%

4%

2%

13%

11%

2%

2%

1%

3%

5%

2%

All/Many Were Enjoyable Some Were Enjoyable Few/None Were Enjoyable Don’t know


The stronger the perception of survey length being “just right,” the more likely respondents enjoyed the survey experience.

Relationship Between Survey Length and Enjoyability

Too Long/Too Short + High Enjoyment

Just Right + Low EnjoymentToo Long/Too Short + Low Enjoyment

Just Right + High Enjoyment

Brazil

Korea

Peru

AverageUS

Mexico

Japan

Canada

UK

Australia

Germany

All/

Man

y Su

rvey

are

Enj

oyab

le

Survey Length is Just Right

PERSONAL DATA USE


A majority of people are at least somewhat familiar with the way their personal data is collected and used, but a significant minority are not familiar with this matter.

12%

52%

27%

7%2%

Very familiar Somewhat familiar Not very familiar Not at all familiar Don't Know

Familiarity with Personal Data Collection and Use

Not Very/Not At All Familiar: 34%

Very/SomewhatFamiliar: 64%

Australia


In Australia, familiarity with the collection and use of personal data is similar to levels seen around the globe, with the exception of Japan where familiarity levels are low.

Top 2 Box

Familiarity with Personal Data Collection and Use

15% 12%3%

14% 12% 19%28%

14% 20%11% 17%

48% 52%

25%

51% 50% 44%

50%59% 44% 58% 45%

28% 27%

51%

28% 28% 29%

20%21%

24%26%

27%

6% 7%15%

4% 6% 7% 2% 5%6%

1% 7%3% 2% 5% 2% 3% 1% 1% 6% 3% 4%

Total(5,036)

Australia(500)

Japan(498)

Korea(501)

Canada(521)

Brazil(503)

Mexico(505)

Peru(500)

US(496)

Germany(495)

UK(517)

63% 64% 28% 65% 62% 63% 78% 73% 64% 69% 62%

Very familiar

Somewhat familiar

Not very familiar

Not at all familiar

Don’t Know


32%

49%

16%

1% 1%

Very concerned Somewhat concerned Not very concernedNot at all concerned Don’t know/Prefer not to say

Australians voice considerable concern over misuse of their personal data, with as many as one-third very concerned.

Level of Concern Regarding Misuse of Personal Data

Not Very/Not At All Concerned: 17%

Very/SomewhatConcerned: 82%

Australia


The feeling of concern is prevalent across country.

Level of Concern Regarding Misuse of Personal Data

40% 32% 30% 35% 36%

70%

39%53% 45%

25%33%

46%49% 54%

55% 48%

26%

45%36%

40%

56%48%

11% 16% 11% 9% 13%4%

12% 9% 9% 17% 14%2% 1% 1% 1% 2% 1% 3% 1% 3% 1% 1%2% 1% 3% 1% 1% 1% 3% 1% 3%Total

(5,036)Australia

(500)Japan(498)

Korea(501)

Canada(521)

Brazil(503)

Mexico(505)

Peru(500)

US(496)

Germany(495)

UK(517)

86% 82% 84% 89% 84% 95% 85% 89% 85% 80% 81%

Very concerned

Somewhat concerned

Not very concerned

Not at all concerned

Don’t Know

Top 2 Box


While it may help for some, familiarity with collection of personal data does not directly translate to less concern with how personal data is being used.

Relationship Between Familiarity and Concern of Misuse of Personal Data Use

Brazil

Korea

PeruAverage US

Mexico

Japan

CanadaUKAustralia

GermanyLow Familiarity + Low Concern

High Familiarity + High ConcernLow Familiarity + High Concern

High Familiarity + Low Concern

Conc

ern

with

Per

sona

l Dat

a M

isus

e

Familiarity with How Personal Data is Collected and Used

PROTECTION AND USEOF PERSONAL DATA

https://grbn.org/

https://grbn.org/


When it comes to trusting organizations with their personal data, the amount of skepticism is significant.

Net Trust Index

Trust

Not Sure

Do Not Trust

Don’t Know

Average Level of Trust that Organizations/Professionals Protect and Appropriately Use Personal Data*

27% 26% 19% 16%30% 32%

42%

22%31%

21%31%

38% 36% 45% 44%34% 37%

37%

44% 31%40%

36%

31% 35% 31% 36% 32% 28%21%

30% 32% 36% 31%

4% 3% 5% 4% 4% 3% 1% 4% 6% 4% 3%Total

(5,036)Australia

(500)Japan(498)

Korea(501)

Canada(521)

Brazil(503)

Mexico(505)

Peru(500)

US(496)

Germany(495)

UK(517)

-4 -9 -12 -20 -2 +4 +21 -8 -2 -15 0

*Scores are an average across the 15 industries/organizations analyzed Net Trust Index = % Trust – % Do Not Trust


Level of Trust that Organizations/Professionals Protect and Appropriately Use Personal Data

64%56%

46%42%

28%23%

27%22%

18%20%

12%8%10%

6%6%

22%31%

29%35%

42%44%35%

37%47%

39%40%

43%32%

32%25%

11%12%

22%20%

27%31%

36%33%

32%39%

44%44%

55%58%

66%

2%2%2%3%3%2%2%

9%3%2%

4%5%3%4%3%

Trust Not sure Do Not Trust Don't Know

Your local policeThe Health authorities

Banks or other financial institutionsThe government

Pharmaceutical companiesRetailers with loyalty card programs

Election and opinion polling companiesSecret service organizations

Online storesMobile phone operators

Market research companiesData analytics companies

Companies that provide internet search engines such as Google and BingMedia companies

Social media companies such as Facebook and Twitter

Companies most trusted to guard against the misuse of personal data are those in the law enforcement and health sectors. While not to the extent of media, social media and internet search companies, Australians show a sizeable lack of trust in market research and data analytics companies in this regard.

+53+44+24+22+2-8-9

-11-15-20-31-35-45-52-61

Net Trust Index

Australia



27%

35%

36%

2%8%

43% 44%

5%12%

40%44%

4%

In regard to personal data, and within the insights space, Australians are more trusting of election and opinion polling companies.




-9(Net Trust Index)

Trust in Data AnalyticsTrust in Market Research Trust in Election and Opinion Polling

Australia



There is strong skepticism in Australia, and the Pacific/Asia region overall, in the ability of market research companies to protect and appropriately use their personal data.

Net Trust Index

Trust

Not Sure

Do Not Trust

Don’t Know

Trust in Market Research to Protect and Appropriately Use Personal Data

23%12% 9% 7%

19%

41%51%

24% 23% 23% 23%

43%

40% 53%45%

41%

42%37%

50%35%

52%38%

30%44%

32%45% 35%

15%11%

21%

35%

22%35%

4% 4% 5% 3% 5% 3% 1% 5% 7% 3% 4%Total

(5,036)Australia

(500)Japan(498)

Korea(501)

Canada(521)

Brazil(503)

Mexico(505)

Peru(500)

US(496)

Germany(495)

UK(517)

-6 -31 -23 -38 -16 +26 +39 +3 -12 +1 -12



-6

-31

-23

-38

-16

+26

+39

+3

-12

+1

-12

In regard to trust with personal data, market research companies perform well compared to other types of organizations in Brazil, Mexico, Peru and Germany, but fall below average in other countries, including Australia.

Total

Australia

Japan

Korea

Canada

Brazil

Mexico

Peru

US

Germany

UK

(Ranked 7th of 15)

(Ranked 9th of 15)

(Ranked 11th of 15)

(Ranked 11th of 15)

(Ranked 12th of 15)

(Ranked 5th of 15)

(Ranked 9th of 15)

(Ranked 4th of 15)

(Ranked 1st of 15)

(Ranked 6th of 15)

(Ranked 11th of 15)

Trust in Market Research to Protect and Appropriately Use Personal Data (vs. Country Average)


Country Average

Net Trust Index


-4

-9

-12

-20

-2

+4

+21

-8

-2

-15

0


There is generally a lack of trust when it comes to data analytics and the protection/usage of their personal data.

Net Trust Index

Trust

Not Sure

Do Not Trust

Don’t Know

Trust in Data Analytics to Protect and Appropriately Use Personal Data

17%8% 7% 8% 15%

25%

44%

22% 20%9% 17%

44%

43% 51% 49% 42%

47%

42%

49%

34%40%

39%

34%44% 32% 39% 38%

26%13%

26%

38% 45%42%

5% 5% 10% 5% 5% 3% 1% 4% 9% 5% 2%Total

(5,036)Australia

(500)Japan(498)

Korea(501)

Canada(521)

Brazil(503)

Mexico(505)

Peru(500)

US(496)

Germany(495)

UK(517)

-17 -35 -24 -31 -23 -1 +30 -4 -18 -36 -25



Trust in election and opinion polling companies to defend and protect personal data varies greatly, with Australia trusting at similar levels to the global average.

Net Trust Index

Trust

Not Sure

Do Not Trust

Don’t Know

Trust in Election and Opinion Polling to Protect and Appropriately Use Personal Data

26% 27%13% 12%

33%23%

47%

21% 23% 30% 34%

40% 35%49%

39%

37%

38%

36%

50%30%

46% 40%

31% 36% 33%46%

27%37%

17%26%

41%

22% 23%

3% 2% 4% 4% 3% 2% 0% 3% 6% 3% 3%Total

(5,036)Australia

(500)Japan(498)

Korea(501)

Canada(521)

Brazil(503)

Mexico(505)

Peru(500)

US(496)

Germany(495)

UK(517)

-4 -9 -21 -34 +6 -14 +30 -4 -18 +8 +11


DRIVERS OF TRUST IN MARKET RESEARCH TO

PROTECT AND APPROPRIATELY USE

PERSONAL DATA


5%

20%

39%

18%

9%9%

5 - Completely appropriate 4 3 2 1 - Completely inappropriate Don't know

Only one-quarter of the Australians surveyed feel that the use of their personal data by market research companies is appropriate.

Appropriate Use of Personal Data by Market Research

Bottom 2 BoxInappropriate: 27%

Top 2 BoxAppropriate: 25%

Australia


With the exception of Brazil and Mexico (more positive), this sentiment is consistent across the globe.

Appropriate Use of Personal Data by Market Research

11% 5% 2% 2% 6%20%

29%

8% 12% 7%16%

23%20%

18% 18%22%

29%

34%

26% 17% 26%16%

37%39%

41% 40%39%

30%

24%

37%36%

42% 42%

16%18%

14%29% 18%

8%10%

14%17%

11%19%6% 9%

2%

5% 7% 7%3%

4% 9% 5%6%9% 9%

24%5% 9% 7% 1%

10% 10% 10%

Total(4,971)

Australia(500)

Japan(498)

Korea(501)

Canada(521)

Brazil(503)

Mexico(505)

Peru(500)

US(496)

Germany(495)

UK(452)

33% 25% 19% 20% 28% 49% 63% 35% 29% 33% 33%Top 2 Box

5 – Completely appropriate

4

3

2

Don’t Know

1 – Completely inappropriate


17%

32%32%

11%2% 5%

5 - Completely concerned 4 3 2 1 - Not at all concerned Don't know

There is concern over the protection of personal data by market research companies.

Concern that Market Research Securely Protects Personal Data

Bottom 2 BoxConcerned: 13%

Top 2 BoxConcerned: 50%

Australia


The level of concern in Australia is similar to other countries, with the exception of the Japanese and Germans, who are relatively less concerned.

Concern that Market Research Securely Protects Personal Data

21% 17%9%

21% 19%38%

29% 22% 23%6%

23%

31% 32%

29%

44%36%

28%37%

28% 28%

21%

27%

30% 32%37%

25%29%

21% 25%

33% 30%

40%

29%

11% 11%9%

8% 10% 9% 6%9% 9%

24%11%

3% 2%1%

2% 3% 3%2% 4% 7% 3%

5% 5%15%

2% 4% 2% 1% 6% 7% 3% 8%

Total(5,036)

Australia(500)

Japan(498)

Korea(501)

Canada(521)

Brazil(503)

Mexico(505)

Peru(500)

US(496)

Germany(495)

UK(517)

51% 50% 38% 64% 54% 65% 66% 50% 51% 27% 50%Top 2 Box

5 – Completely concerned

4

3

2

Don’t Know

1 – Not at all concerned


4%

19%

29%26%

16%

5%

5 - Completely informed 4 3 2 1 - Not at all informed Don't know

Almost twice as many Australians feel they are not well informed as they are informed regarding the collection, storage, and usage of personal data by market research companies.

Degree Informed about Personal Data Collection, Storage and Use

Bottom 2 BoxInformed: 42%

Top 2 BoxInformed: 24%

Australia


With the exception of Brazilians and Mexicans, who claim to be the most informed, Australians are similar to their global counterparts in feeling ill-informed.

Degree Informed about Personal Data Collection, Storage and Use

10% 4% 1% 3% 4%18% 25%

6% 12% 10% 13%

21%19%

12%18% 19%

32%35%

24% 18% 27%12%

31%29%

34%36% 29%

26%

26%

36% 29%

34%

28%

19%26%

15%

28%28%

11%8%

14% 22%

17%

24%

13% 16%

15%

11% 13%12%

5%

15% 13%7%

17%

6% 5%23%

4% 6% 2% 5% 7% 4% 6%

Total(5,036)

Australia(500)

Japan(498)

Korea(501)

Canada(521)

Brazil(503)

Mexico(505)

Peru(500)

US(496)

Germany(495)

UK(517)

31% 24% 13% 21% 23% 49% 60% 30% 29% 37% 25%Top 2 Box

5 – Completely informed

4

3

2

Don’t Know

1 – Not at all informed

TREND DATA2018 VS. 2020

CHECK


Since 2018, trust in market research companies in Australia has swung from being slightly negative to being slightly positive. Though still a negative, net trust in market research companies in regard to personal data is up compared to 2018, possibly a function of Australians feeling more informed by market research companies.

Australia: 2018 vs. 2020 Comparison

62%

37%25% 22%

51%

11% 9%

64%

32%27% 25%

50%

24%12%

Familiar with howPersonal Data is

Collected(Very/Somewhat

Familiar)

Concern with Misuse ofPersonal Data

(Very Concerned)

Trust in MarketResearch Companies

(Trust)

Appropriate Use ofPersonal Data by Market

Research Companies(5-CompletelyAppropriate/4)

Concern that MarketResearch Companies

Securely ProtectPersonal Data(5-CompletelyConcerned/4)

Degree Informed byMarket ResearchCompanies about

Personal DataCollection, Storage

and Use(5-CompletelyInformed/4)

Trust in MarketResearch Companies to

Protect andAppropriately Use

Personal Data(Trust)

2018 2020

Net Trust Index

-3% +7%

Net Trust Index Net Trust Index

-45% -31%

Australia

PLEASE VISIT THE GRBN WEBSITE TO FIND OUT MORE

ABOUT BUILDING PUBLIC TRUST AND OTHER GLOBAL

INDUSTRY INITIATIVES

ANDREW CANNONEXECUTIVE DIRECTOR, GRBN

[email protected]

https://grbn.org/

mailto:[email protected]

Global Trust Survey 2020...Global Trust Survey 2020 A Report On The Level Of Trust In Market...

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