During the past two years, there has been a significant increase in the number of people across the globe who perceive the value of market research, both as consumers and citizens.
This is according to new findings from the Global Research Business Network’s (GRBN) Global Trust Survey 2024.
The research shows that the overall trust placed in market research organizations by the general public remains positive. The net trust score* for the sector is +7, matching the level in 2022, when the survey was last undertaken. The GRBN’s Global Trust Survey reports on public trust in organizations worldwide, with participants in the UK, Australia, Japan, South Korea, New Zealand, Canada, Mexico, Germany and Spain.
In the U.S., those who believe market research benefits them grew by 6% during the past two years and now sits at 56%. “Insights, done properly and inclusively, provide citizens with a voice,” commented Melanie Courtright, CEO of the Insights Association. “As brands invest in making more meaningful, personal connections with consumers, we’re seeing a greater understanding and appreciation that this is indeed a two-way relationship. We see this at the grassroots level in highly visible ways via popular influencers who work closely with brands on Instagram and TikTok. They illuminate how consumers can sway brands in their messaging, advocacy, UX, and improving access to the process.”
AI: A Double-edged Sword
Integrating AI into the insights process may be a time saver, but it may also be a trust deflator. Nearly half of respondents said that the use of AI by market research companies decreases their trust in that company, specifically noting the use of AI chatbots and avatars for online interviews. Only 13% said it increases their trust. The fact that companies providing AI tools have among the lowest trust levels (25%, compared to banks, which have the highest at 60%) should be noted as a cautionary data point.
Debrah Harding, GRBN chair and managing director of MRS, commented, “As researchers make increasing use of AI to streamline and enhance our work, we must be alive to the impacts this might have on the way we are perceived. There is a real opportunity for us to reinforce research’s value to the public, and to do that we must prioritize ethical best practices when utilizing new technologies – and communicate how we’re doing this.”
Courtright added, “It is imperative that organizations emphasize the human touch in research and create and communicate clear policies on the use of AI in their work.” She went on to explain that the Insights Association is working on an AI policy that will focus on, among other things, duty of care, transparency, and quality. Such guidelines – at an industry and company level – will bring clarity, understanding, and trust, she said.
Data Privacy & Participant Satisfaction
Close to 30% of U.S.-based survey respondents don’t know how their data is collected and used in a market research setting. This underscores the need for transparency and effective communication and notification. On the regulatory front, IA continues to urge Congress to adopt a national data privacy law to bring consistency and eliminate the confusing patchwork of state laws.
Improving research participant satisfaction is also critical in building trust. IA is developing a Participant Bill of Rights to address the length of surveys, adequate communication, proper incentive structures, and more. “We are co-developing these guidelines with leaders across the industry,” Courtright said. “We look forward to activating these best practices on an industry-wide basis. That’s how we’ll build trust with consumers – by earning it.”
Andrew Cannon, executive director at GRBN, said, “As well as clouds, this year’s Global Trust Survey also brings news of silver linings to the research sector. The public’s confidence in the positive impact insights can make on all areas of life is clearly growing – and rightly so.”
The U.S.-focused GRBN Trust Survey Report is available to download here.
The full GRBN Global Trust Survey report is available here.
*The net trust score is calculated as the difference between the percentage of participants who report trusting and the percentage of those who report not trusting organizations. The results cited in this press release are based on the responses of 9,563 people aged 18+ living in Australia, Canada, Germany, Korea, Japan, Mexico, New Zealand, Spain, the UK, and the USA, who completed online surveys in February 2024. The responses reflect the 18+ year-old population in each country in terms of age, gender, and region.
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 | andrew.cannon@grbn.org | www.grbn.org