Often in research, we are forced to question the trustworthiness of the data we collect or receive—are the answers genuinely honest, are the survey participants really who they claim to be, and is the data truly of good quality? Why? Because the users of this data rely heavily on the findings to make critical decisions. Trust is a two-way street, and to achieve high-quality, trustworthy data, we must rigorously examine our role in the trust equation.
Data privacy is no longer just a business priority; it’s a personal battlefront. Privacy Awareness Week 2024's mission to 'Power Up Your Privacy' was a call to arms for Australians, urging them to know their rights, question everything, and take charge of their own data protection. This urgent focus highlights the critical scrutiny companies must face regarding their data practices, especially with stricter legislative changes on the horizon.
Trust is the foundation of successful market research. It is the currency that sustains the relationship between researchers and participants, consumers, and businesses. Yet, the 2024 GRBN trust survey reveals a troubling trend: nearly 1 in 3 Australians trust market research companies, a decline from 2022. Even more alarming is the growing distrust in market research companies' ability to protect and appropriately use personal data, with a Net Trust Index falling to -34.
“Why is it like this?” comments Garreth Chandler, Founding Partner, The Evolved Group. “Some obvious reasons are things like the broader impact of data breaches, selling under the guise of research (SUGGING), and bad actors using market research as a technique to get people to give up their private data or worse. However, all these things are reflected on us, not about us, as an industry. We must look to how we got here but more importantly, as an industry how do we get out of it”.
Transparency is a starting point, and isn't just a nice-to-have; it's a game-changer. It builds credibility and assures consumers that their involvement is not only valued but essential, and that their data will be handled with the utmost responsibility. In the research journey, clear and unambiguous communication is critical. This means laying bare the research objectives, data collection methods, storage and usage practices, and any use of AI technology along with its far-reaching implications.
The latest GRBN trust survey uncovers a stark reality: Australian consumers are deeply sceptical of AI in market research and harbour significant distrust towards companies promoting its benefits. Incorporating AI into market research practices negatively impacts trust in market research companies, especially in New Zealand (63%) and Australia (57%).
“As market research continues to evolve with these technological advancements, establishing robust ethical guidelines and maintaining transparency in AI and data synthesis processes are crucial. Trust in this context not only supports the integrity and acceptance of research findings but also safeguards against the misuse of powerful technologies.” Angus Hunter, CEO, The Research Society.
Trust is our industry's lifeblood. To get the honest, detailed answers our clients need, we must fiercely protect our respondents. Trust is the bedrock of successful market research, and as new legislative changes loom, safeguarding consumer data is non-negotiable. But it's not just about compliance—it's about creating a climate where consumers feel their contributions are valued and their data is secure. We must act decisively to inspire this confidence and maintain the integrity of our industry.
Lisa Salas
Professional Standards Officer, The Research Society
Interested in all things privacy? Stay tuned for further articles and resources throughout the year, including important sessions at the Human Insights Conference 2024 this August.
