Building Trust in Market
Research – why we needto act now and what weneed to do
Andrew Cannon, GRBNAPRC ConferenceTokyo15.11.2016#grbn_org#grbn100days

About the GRBN

About GRBN

Across the globe there is GREAT CONCERN
with how personal data is collected and used
45 national research associations

representing over 3,500 researchbusinesses on 6 continents, which
generate US $25 billion in annual
research revenues

GRBN
TRUST
SURVEYIn Partnership With

GRBN
User Experience
SurveyGRBN User Experience Survey:
Partners

Trust In
Market Research
Who cares?
Who cares?

Trust In Market ResearchWhy (you should) care?
Where we are today?
What can we dodifferently tomorrow?

TRUST IN MARKET RESEARCHHigh trust(Rating: 6 to 7)

9%

Glass 1/2 empty?
© GRBN Trust Survey 2016

Low trust(Rating: 1 to 2)

18%

Trust With Personal Data

Low Trustin Market
Researchfirms notto misuse
personal
data,
except inGermany

24%

Most Participants Enjoy Most of
Their Experiences, But….
45% say most of their64%

say most of their survey
experiences are good

survey experiences are good71%

have had a badexperience recently

87% have had abad experience recentlyReactions to Bad Survey Experiences
38%

23%

Break off

28%

Thought negatively aboutcompanies or brands
mentioned in the survey

20%

Didn’t take subsequent surveys

Rushed throughthe questions

3 Paths to Participant Engagement
Get thebasics right

Make it a greatexperience

Close thefeedback loop

Get the Basics Right“Shorter screeners”“Honesty about length”“Incentives commensurate with effort”
What makes a survey experience bad?
“It would be nice if I felt they actually paired me with good matches. I'm ahomemaker with no kids yet. We have been trying for kids for 5 years now.
I hate going to start a survey only to be rejected for not having kids which is in
my profile. It's another painful reminder. I love sharing my opinion, I want theopportunity to get to know the companies I do it for, and for them to know me.”

Create a Great Survey Experience
Suggestions for improvements
 Online interactions with othersurvey takers, researcher, brands
 Compare responses to others Allow space for opinions
 Make survey appearance and questions
more creative!
• Add fun games/puzzles• Use sound or video“Many surveys are full of typos
and misspellings and poor
grammar and I'd like to note that
because it is hard to take thosesurveys seriously.”“Make sure the mechanical part ofthe survey is working properly.”“Surveys can be long andrepetitive… with carpal tunnel
inducing checkboxes.”

Gut Reactions to Survey Elements

Close the Feedback Loop
Reasons for Participating in MR

60%

53%

Be part of the process ofcreating products and services/
Be an influencer

Share opinions“Learning about interesting products orideas is good. Also making money in myfree time or downtime is positive for me.
Sometimes graphics are interesting andsometimes I have fun with the surveys.”

Recommendation:“I knew a lot about the topic
which made me feel valuable.”“I love doing surveys based on things
I feel I understand, it's a great way
to feel like my opinions matter.”

Close the feedback loop with participants

Can We Be More Transparent?
Just 1 in 4 know name of sponsor“all” or “most” of the time

43%

Would be more motivatedto take survey if they knew
who was sponsoring itThis can be acompetitive advantage
for companies!

Our Ultimate Goal
To spark a movement to change the user experience and educateclients, researchers and panel companies all have to contribute.

A coordinated industry initiative!

Asiakastiedon hyödyntämisen muutosohjelman vaikutus
asiakkaisiin

Building Public TrustKEY ELEMENTS IN THE GRBNBUILDING PUBLIC TRUST PROGRAMME

01.10.2016

Drivers of trust
research-onresearchParticipant
engagement
toolkitTransparency
toolkitMarketing &communication
toolkit

GRBN Building Public Trust Programme© GRBNProtect my data!

Only a minority see the collection and use of their personal
data as appropriate

Tell me why!

Only a minority perceive a benefit to societyTell me why!

Only a minority perceive a benefit to societyTell me why!

Only a minority perceive a benefit to societyImprove myexperience!

Participant firstCALL FOR PARTNERS
To spark a movement to change the user experience and educateclients, researchers and panel companies all have to contribute.

A coordinated industry initiative!