Trust in Market Research Sector 'Stable' Says GRBN

A third (33%) of the global public personally trust market research companies, compared to 19% who don't, according to the latest GRBN Global Trust Survey.

Conducted by The Global Research Business Network (GRBN) in partnership with eight research associations and nine corporate partners, the survey measures public trust in research companies compared with other organisations and sectors. New findings show that the level of trust in market research is similar to that in 2020, and remains average when compared to other types of companies and organisations - with MR ranking eighth out of the fifteen surveyed.

By geography, trust in market research is 'particularly strong' in Brazil, where the sector is ranked second out of the fifteen types of organizations researched; and in Germany, where it is ranked fourth. In Japan, market research trust is significantly down from 2020, and is now ranked twelfth out of fifteen in the country.

The report says that trust in data analytics, while 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 by country, from a high +17 net trust index (the proportion trusting minus those 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).

According to the research, there are three areas where the MR sector could increase the level of trust among the general public: firstly, by demonstrating how MR benefits individuals; then enhancing the experience of participating in market research; and finally, reassuring respondents that their personal data is protected. Andrew Cannon (pictured), Executive Director of GRBN, comments: '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'.

Full results of the survey can be found at www.grbn.org .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.