A presentation given at the IIeX event in Amsterdam highlighting the key findings from the global GRBN Trust and Personal Data Survey and the key learnings for the research sector

1. Trust & Personal Data
A threat or opportunity for our industry?
Melanie Courtright, Research Now
IIEX Europe - February 2015

2. Background
Why did the GRBN embark on this initiative?

3. The thoughts behind the initiative
The amount of data collected on
individuals is exploding
The number of cases in the media concerning
the abuse of personal and sensitive data is also
growing
1
0
10
0
0
1
1
1
1
1
11
1
1 1 11
0
0 0 0 00
“Home Depot breach affected
56M debit, credit cards”
Yahoo news, Sept 19 2014
“7 Controversial Ways Facebook
Has Used Your Data”
Time, Feb 4 2014
“JPMorgan, Four Other Banks
Hit by Hackers: U.S. Official”
Bloomberg, Aug 28 2014

4. Methodology
How we proceeded?

5. 24 countries, 23700 interviews worldwide

6. Key findings
What did people tell us?

7. 81%
84%
74%
87%
GLOBAL average
APAC average
EUROPE average
AMERICAS average
36%
39%
25%
48%
GLOBAL average
APAC average
EUROPE average
AMERICAS average
Very concerned Fairly concerned
Q: How concerned are you that your
personal data might be misused?
Across the globe there is GREAT CONCERN
with how personal data is collected and used
% “very concerned” /
% “very+fairly concerned”
© GRBN Trust & Personal Data Survey 2014

8. Q: How concerned are you that your personal data might be misused?
25%
15%
47%
15%
24%
34% 35%
6%
13%
40%
Total DE ES FI FR IE IT NL SE UK
In Europe, concern that personal data might be misused varies considerably by
country, with Spain and the Netherlands at the extremes
% “very concerned”
with how personal data is collected and used
© GRBN Trust & Personal Data Survey 2014

9. Average level of trust based on 17 different types of organisations
(Average across the 24 countries)
Q: Here is a list of different organizations or companies that may collect and process your
personal data. To what degree do you trust each of them to protect and
appropriately use your personal data? (7 = trust very much 1 = trust very little)
TRUST is in short supply when it comes to the protection and
appropriate use of personal data
Low trust
(Rating: 1 to 2)
34%
High trust
(Rating: 6 to 7)
13%
Some trust / don’t know
(Rating: 3 to 5 / dk)
53%
© GRBN Trust & Personal Data Survey 2014

11. Q: Here is a list of different organizations or companies that may collect and process your personal data. To what degree do
you trust each of them to protect and appropriately use your personal data? (7 = trust very much 1 = trust very little)
13%
21%
13% 8% 8% 8% 15% 10% 8% 5%
28%
15%
25%
31% 34% 35%
24% 24%
34%
42%
Total de es fi fr ie it nl se uk
Low trust (1 or 2)2
High trust (6 or 7)
Germany and the UK represent the two extremes when it comes
to TRUST in the market research industry in Europe
% “trusting a lot” / “trusting a little” the market research industry
© GRBN Trust & Personal Data Survey 2014

12. Market research companies
Internet search co.'s (e.g Google,
Bing)
Local media companies
Social media (e.g Facebook,
Twitter, Weibo, Weixin)
-31%
-37%
-35%
-47%
10%
10%
7%
7%
Low Trust (Rating: 1 to 2) High Trust (Rating: 6 to 7)
-21
-27
-29
-40
Q: Here is a list of different organizations or companies that may collect and process
your personal data. To what degree do you trust each of them to protect and
appropriately use your personal data? (7 = trust very much 1 = trust very little)
* NTI = % giving a high rating (6 or 7) - % giving a
low rating (1 or 2) on a 7-point scale
% “trusting very little” /
“trusting very much”
NTI *
(nett trust index)
The level of trust is the MR INDUSTRY is, however, not the “lowest” when it
comes to the protection and appropriate use of personal data
© GRBN Trust & Personal Data Survey 2014

13. 37%
63%
31%
28%
23%
Average
Critical
Identifying
Digital
Labelling
Average
Critical
Identifying
Digital
Labelling
Many different types of data are considered sensitive, not
just personal
Q Please tell us how you personally would classify the following types of information. Do you see each type as sensitive personal data,
personal data that is not sensitive or not something you would consider personal data?
Which types of data are considered to be sensitive?
% considering each type to be “sensitive personal data”
© GRBN Trust & Personal Data Survey 2014

14. Visit
www.grbn.org
to find out more
© GRBN Trust & Personal Data Survey 2014

15. Key learnings
& Conclusions
What we learned from the survey?

16. Three key learnings
Over 1/3rd of people are VERY
CONCERNED about the possible
misuse of their personal data
One-in-three does NOT TRUST the
market research industry to
safeguard their personal data
Many types of data are considered
sensitive, and not just personal