GRBN Trust Survey: Market Research Sector Needs to Improve Trust Relationships With General Public
The Global Research Business Network (GRBN) announced on June 13th 2016 that in conjunction with Dapresy, a global provider of data visualization and data integration software, it is publishing the results of its 2016 “Trust With Personal Data” report online, which explores the relationship between the general public and the market research sector.
Key Finding: Trust in Protecting Personal Data Key to Driving Overall Trust
Respondents said they generally don’t trust organizations, including market research companies, to protect and appropriately use their personal data. In fact, across the nine countries researched, on average only 13% have a high level of trust in market research companies. Personal data protection is of huge concern to people, as a large majority (83%) said they were concerned that their personal data might be misused; some 40% are very concerned.
Some 51% of respondents said they were concerned whether personal data held by market research companies was securely protected, and as many as 22% are very concerned. Communication is an issue, since only 24% of people feel well informed by market research companies about how their data is collected, stored and used.
Key Finding: Room for Improvement in Enjoyability and Mobile-Friendliness of Surveys
Only 37% of people stated that they found many of the surveys they have taken recently to be enjoyable. In addition, only 39% of people taking surveys on their mobile phones agreed that most of the recent surveys they have taken through that device have been mobile-friendly.
Even though across the nine countries, PCs/laptops are still the dominant medium through which surveys are taken (67%), mobile phones now account for 21% of surveys taken. In the US, that figure is up to 36%; and in the US among 18-34 year olds, a staggering 54% of online surveys are taken on a mobile phone according to this survey.
About the Survey
The objective of the survey was to measure the current level of trust in market research companies compared to other types of organizations, and to explore three drivers of trust: trust with personal data, perceived value of research and the user experience. Fieldwork was conducted by Research Now through its online panel. The survey was conducted in nine countries (Argentina, Australia, Brazil, Canada, Germany, Japan, Mexico, UK and US) in March/April 2016 with more than 9,000 respondents taking part.
“We’re excited to partner with GRBN about this important issue of trust and are proud to present these findings through our dynamic dashboard system,” said Rudy Nadilo, president of Dapresy North America. “Our hope is that the research industry learns from these important trends.”
Findings Available Online via Dapresy Interactive Dashboard
The GRBN survey results can be seen via a Dapresy online dashboard here.
According to Andrew Cannon, GRBN executive director, “This survey shows that there is a trust issue for the research sector, in particular around personal data management, which is a potential time bomb if we don’t act, and a clear opportunity for the sector if we do. One of the key findings from the recent GRIT Report is that the research sector faces a sample quality challenge. GRBN believes that building trust is key to driving up participation rates and increasing sample quality. The survey gives great insights into what the research sector can do to develop a stronger trust relationship with the general public. I hope that those who care about the future success of the sector will take part in our 100-day challenge.”
Rising to the opportunity: The GRBN 100-day challenge
Interested parties can learn more about the GRBN 100-day challenge and take part here:
About Dapresy (dapresy.com)
Dapresy is a global provider of data visualization and data integration software. Unlike traditional business intelligence tools that focus on deep-dive analysis for a limited audience, Dapresy visualizes and distributes data into existing company processes for all designated people. It enables clients to deploy dynamic KPI-driven marketing dashboards to clearly communicate complex data from markets, users and customers. The company’s unique dynamic dashboards are individually tailored, deploying the right data to the right people at the right time. Dapresy is the faster and far more effective way to easily present marketing information from multiple sources in a manner that improves decision making. The Dapresy platform provides APIs that connect to survey platforms and BI platforms in order to combine and visualize data without boundaries and in free form infographics-driven dashboards that drive user behaviors to generate actionable insights based on important data streams.
Dapresy was founded in 2003 in Sweden, with North American headquarters in Portsmouth, NH, and other offices around the globe. Its clients include TNS, GfK, Cablevision, Kantar Media, Aimia, Ad Hoc Research, Sentient Decision Science, Blauw, AOL, Market Probe, Irwin Broh Research and many others.
About The GRBN (www.grbn.org)
The Global Research Business Network connects 39 research associations and over 3500 research businesses on five continents. More than US$25 billion in annual research revenues (turnover) are represented by these businesses. Our mission is to promote and advance the business of research by developing and supporting strong autonomous national research associations.