This might surprise many people in our industry, but many research participants (already giving research companies their personal data) do not consider our industry’s collection and use of their personal as appropriate, and 55+ year olds are more likely to find the collection and use of personal data by market research companies inappropriate (35%) rather than appropriate (22%). We are pretty sure that amongst people who never or seldom take surveys these numbers would be much worse.
Our earlier research into this issue gives some insight into why this is… The 2014 survey found that people consider many types of the data we collect to be sensitive personal data, for example; more than one-in- four people considered the following, amongst others, to be sensitive personal data; their IP or MAC address, their location data via their mobile, their picture and their email address.
Are we sensitive enough to this sensitivity when we ask for these things?
Communication and transparency are key!
Four-in-ten people answering the survey do not feel well informed about how market research companies collect, store and use personal data. Amongst those having a low trust in market research companies that proportion rises to over six-in-ten.
Whilst we could argue, which is the chicken and which is the egg, that argument is rather irrelevant. The fact remains that people do not consider themselves to be well informed, period. So the onus is on us to inform them with transparency and in a way they understand. This is one of the key objectives of the GRBN Building Public Trust Programme, which you can read more about here. 
Trust with personal data – A time-bomb for our industry?
8-out-of-10 people surveyed say they are concerned about misuse of their personal data, with this figure still a high 78% amongst 18-24 year olds.
It is perhaps, therefore, not surprising that of the 17 types of organizations surveyed, only the police and local banks have a (marginally) positive net trust index with respect to data protection.
Overall 25% say they have a low level of trust in market research companies (and only 13% a high level of trust) to protect and appropriately use their personal data, making our industry ranked joint 6th alongside retailers with loyalty cards.
Germany is the only country amongst those surveyed where market research has a positive net trust index on this issue, ranking 3rd out of the 17 types of organisations, with only the police and local banks more trusted not to misuse personal data.
This might surprise many people in our industry, but many research participants (already giving research companies their personal data) do not consider our industry’s collection and use of their personal as appropriate, and 55+ year olds are more likely to find the collection and use of personal data by market research companies inappropriate (35%) rather than appropriate (22%). We are pretty sure that amongst people who never or seldom take surveys these numbers would be much worse.
Our earlier research into this issue gives some insight into why this is… The 2014 survey found that people consider many types of the data we collect to be sensitive personal data, for example; more than one-in- four people considered the following, amongst others, to be sensitive personal data; their IP or MAC address, their location data via their mobile, their picture and their email address.
Are we sensitive enough to this sensitivity when we ask for these things?
Communication and transparency are key!
Four-in-ten people answering the survey do not feel well informed about how market research companies collect, store and use personal data. Amongst those having a low trust in market research companies that proportion rises to over six-in-ten.
Whilst we could argue, which is the chicken and which is the egg, that argument is rather irrelevant. The fact remains that people do not consider themselves to be well informed, period. So the onus is on us to inform them with transparency and in a way they understand. This is one of the key objectives of the GRBN Building Public Trust Programme, which you can read more about here.
This might surprise many people in our industry, but many research participants (already giving research companies their personal data) do not consider our industry’s collection and use of their personal as appropriate, and 55+ year olds are more likely to find the collection and use of personal data by market research companies inappropriate (35%) rather than appropriate (22%). We are pretty sure that amongst people who never or seldom take surveys these numbers would be much worse.
Our earlier research into this issue gives some insight into why this is… The 2014 survey found that people consider many types of the data we collect to be sensitive personal data, for example; more than one-in- four people considered the following, amongst others, to be sensitive personal data; their IP or MAC address, their location data via their mobile, their picture and their email address.
Are we sensitive enough to this sensitivity when we ask for these things?
Communication and transparency are key!
Four-in-ten people answering the survey do not feel well informed about how market research companies collect, store and use personal data. Amongst those having a low trust in market research companies that proportion rises to over six-in-ten.
Whilst we could argue, which is the chicken and which is the egg, that argument is rather irrelevant. The fact remains that people do not consider themselves to be well informed, period. So the onus is on us to inform them with transparency and in a way they understand. This is one of the key objectives of the GRBN Building Public Trust Programme, which you can read more about here. 
