An overview of the objectives of the programme and an outline of the actions to be taken in order to obtain those goals.

1. The GRBN Building Public Trust Programme
Programme Overview
2015 09 01

2. The FUTURE
the research industry needs to AVOID…

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

5. Asiakastiedon hyödyntämisen muutosohjelman
vaikutus asiakkaisiin3 x CHALLENGES

6. 3 CHALLENGES THE PROGRAMME WILL ADDRESS
 Building awareness…
 … of the value of research to society
 … of how the research industry protects and appropriately uses
personal data
 Address people’s concerns…
 … listen to and understand people’s concerns around mistrusting
the research industry
 … actively work to address those concerns
 Earn people’s trust…
 … by being transparent
 … offering a fair value exchange
1.8.2015 GRBN Building Public Trust Programme © GRBN

7. Asiakastiedon hyödyntämisen muutosohjelman
vaikutus asiakkaisiin3 x TARGETS

8. 3 TARGETS THE PROGRAMME AIMS TO ACHIEVE
Increase the level of trust in the research
industry
Help people identify trustworthy
organisations
Increase participation rates and decrease
attrition
1.8.2015 GRBN Building Public Trust Programme © GRBN

9. Asiakastiedon hyödyntämisen muutosohjelman
vaikutus asiakkaisiin3 x STAGES

10.  The targets will not be achieved overnight, but will require a long-term
systematic programme to be implemented.
 The programme has been split into three stages, based upon the level of
investment needed to make a positive change, as well as on the speed with
which that change can be achieved.
 The first stage of the programme will focus on panellists, since we believe that
with the active participation of leading panel companies in the programme, we
can make a significant improvement to the level of trust relatively in a relatively
short time.
 Once we have achieved positive results with panellists, we
will proceed to implement stages 2 and 3.
1.8.2015 GRBN Building Public Trust Programme © GRBN

11. The plan is to undertake the following steps, but ultimately the working group,
with input from the advisory boards, will prepare the detailed plans:
1. A working group, a sponsor advisory board and a client advisory board will
be set-up and activated. Plans and targets confirmed.
2. Research will be conducted to discover and define the drivers of trust
amongst panellists**
3. A co-creation project will be undertaken with panellists to create
communications content and messaging
4. A research participant advisory board will be set up and activated. Plans will
be adjusted
5. A marketing & communications toolkit will be developed
6. Transparency and panellist-centric guidelines and toolkit will be developed
7. The tools will be roll-out and developed based on test results
1.8.2015 GRBN Building Public Trust Programme © GRBN

12. The FUTURE
the research industry needs to EMBRACE…

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14. The GRBN Building Public Trust Programme
A Time To Act…
…TOGETHER
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To find out more and to get
involved, please contact
Andrew Cannon
andrew.cannon@grbn.org
+358.50.5226922

15. 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