This document explains why the research sector needs to act now to build trust with the public by showing evidence from the recent GRBN Trust & Personal Data Survey, as well as other surveys. GRBN has developed a programme which, when implemented, will increase the level of trust people have in the research industry, help people identify research companies they can trust and increase participation rates in research.

1. The GRBN Building Public Trust Programme
Why and how the research sector needs to act
2015 04 16

2. The needs of clients are
changing. People are
changing. Our sector needs
to, and is indeed changing.
Change or be changed?

3. The FUTURE
the research sector needs to AVOID…

4. rgbstock

5. This FUTURE
is not here yet, but it is perhaps CLOSER
than one might think…

6. Evidence from the
GRBN Trust & Personal Data Survey
and other surveys about
the RISK of INACTION…

7. Across the globe there is GREAT CONCERN
with how personal data is collected and used
Fieldwork by Research Now in 22 countries, supported by OnDevice in two
countries. Fieldwork conducted between February & August 2014. Visit
www.grbn.org to find out more about the survey
24 Countries. 23700 on-line interviews.
About the GRBN Trust & Personal Data Survey

8. © GRBN Trust & Personal Data Survey 2014
Low trust
(Rating: 1 to 2)
31%
High trust
(Rating: 6 to 7)
10%
Some trust /
don’t know
(Rating: 3 to 5 / dk)
59%
Level of trust in market
research companies to
protect and appropriately
use personal data
Globally, few people have a high level of trust in the
research industry to safeguard their personal data

9. The proportion of people globally who are VERY
CONCERNED about misuse of their personal data is also high

10. People consider many types of data to be SENSITIVE
Fragile" by Agata is licensed under CC BY 2.0

11. … say their IP address is
SENSITIVE PERSONAL DATA
Fragile" by Agata is licensed under CC BY 2.0

12. … say their mobile phone location signal is
SENSITIVE PERSONAL DATA
Fragile" by Agata is licensed under CC BY 2.0

13. … say a picture of them is
SENSITIVE PERSONAL DATA
Fragile" by Agata is licensed under CC BY 2.0

14. HIGH CONCERN about personal data misuse and
LOW TRUST in the research industry exists…
… but does it REALLY matter?
rgbstock

15. A recent survey by J.D. Power / SSI showed that
people with high concern POST LESS on social
media and are more likely to set their browser
settings TO PRIVATE
rgbstock

16. According to a 2015 report by MEF (the Mobile
Ecosystem Forum) 49% of consumers say a lack
of trust limits the amount of apps they
download, compared to 37% in 2014
rgbstock

17. The VALUE consumers place on their personal data to businesses
according to a recent study by Orange

18. The proportion of Gen Y providing FALSE information on-line at least
sometimes according to a recent survey by J.D. Power / SSI

19. Today, in the research industry, participation is a already a
CHALLENGE

20. What value does IMPROVING PARTICIPATION rates have to
the research industry… MILLIONS

21. © GRBN Trust & Personal Data Survey 2014
Low trust
(Rating: 1 to 2)
31%
High trust
(Rating: 6 to 7)
10%
Some trust /
don’t know
(Rating: 3 to 5 / dk)
59%
Level of trust in market
research companies to
protect and appropriately
use personal data
Globally, few people highly trust the research industry
to safeguard their personal data

22. © GRBN Trust & Personal Data Survey 2014
Low trust
(Rating: 1 to 2)
47%
High trust
(Rating: 6 to 7)
7%
Some trust /
don’t know
(Rating: 3 to 5 / dk)
46%
Level of trust in market
research companies to
protect and appropriately
use personal data
But even less people highly trust SOCIAL MEDIA
companies to do the same

23. But in China, Singapore and South Korea, 18-34 year olds are just as likely to trust
social media companies with their personal data as research companies
according to the GRBN survey

24. A recent study by GFK showed that trust in market research (49%) is TWICE AS
HIGH as trust in marketing/advertising on this issue

25. Also from a trust perspective it is important to maintain the
CLEAR DISTINCTION between marketing and research

26. Personal Data: A problem or a massive
opportunity for the research sector?

27. A problem if the research sector does nothing. A massive
opportunity if ACTION is taken…

28. Across the globe there is GREAT CONCERN
with how personal data is collected and used
The GRBN’s mission is to promote and
advance the business of research by
developing and supporting strong
autonomous national research
associations.
38 national research associations
representing over 3,500 research
businesses on 5 continents, which
generate US $25 billion in annual
research revenues
About GRBN

29. The GRBN Building
Public Trust Programme
A programme designed to seize the
opportunity and help shape the future of
the industry

30. trust

31. Asiakastiedon hyödyntämisen muutosohjelman
vaikutus asiakkaisiin3 x CHALLENGES

32. How familiar and concerned are people with the issue?
""Touch sensitive !" by Pranav Singh is licensed under CC BY 2.0
1. AWARENESS needs to be BUILT
""Touch sensitive !" by Pranav Singh is licensed under CC BY 2.0

33. How familiar and concerned are people with the issue?
"big-data_conew1" by luckey_sun is licensed under CC BY 2.0 © GRBN Trust & Personal Data Survey 2014
2. People’s CONCERNS must be ADDRESSED
big-data_conew1" by luckey_sun is licensed under CC BY 2.0

34. © GRBN Trust & Personal Data Survey 2014"data.path Ryoji.Ikeda - 3" by r2hox is licensed under CC BY 2.0
3. TRUST must be EARNED
"data.path Ryoji.Ikeda - 3" by r2hox is licensed under CC BY 2.0

35. Asiakastiedon hyödyntämisen muutosohjelman
vaikutus asiakkaisiin3 x TARGETS

36. Increase the
level of trust
in the
research
industry
rgbstock

37. Help people
identify
trustworthy
organisations
rgbstock

38. Increase
participation
rates and
decrease
attrition
rgbstock

39. Asiakastiedon hyödyntämisen muutosohjelman
vaikutus asiakkaisiin3 x STAGES

40. 1
2
3
PANELLISTS
AD-HOC PARTICIPANTS
NON-PARTICIPANTS

41. 1
2
3
Planning: Working group and client advisory board set-up and
activation
Co-creation of content and messaging with panellists
Research participant advisory board set-up and activation,
planning adjustment
4
5
Development of marketing & communications
Development of transparency and panellist-centricity guidelines
and toolkit
6 Testing, global roll-out, iteration

42. The FUTURE
the research sector needs to EMBRACE…

43. rgbstock

44. Is the FUTURE
GRBN will help create with a strong
RETURN ON THE INVESTMENT…

45. rgbstock

46. Supporting the programme is GENEROUS, but also
makes BUSINESS SENSE

47. The GRBN Building Public Trust Programme
A Time To Act…
…TOGETHER
rgbstock

48. Thank You!
Andrew Cannon
Executive Director, GRBN
2015 04 16