[June 13, 2016] |
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GRBN Survey: Research Sector Needs to Improve Trust Relationships With General Public
The
Global Research Business Network (GRBN) today announced that in
conjunction with Dapresy,
a global provider of data visualization and data integration software,
it is publishing the results of its 2016 "Trust With Personal Data"
research report online at http://dapresy.com/grbnreport/.
This Smart News Release features multimedia. View the full release here:
http://www.businesswire.com/news/home/20160613005017/en/
"GRBN Trust Survey" Research Report Available via Dapresy's Online Dashboard at http://dapresy.com/grbnreport/ (Graphic: Business Wire)
Key Finding: Trust in Protecting Personal Data Key to Driving Overall
Trust
Respondents said they generally don't trust organizations, including
market research companies, to protect and appropriately use their
personal data. In fact, across the nine countries researched, on average
only 13% have a high level of trust in market research companies.
Personal data protection is of huge concern to people, as a large
majority (83%) said they were concerned that their personal data might
be misused; some 40% are very concerned.
Some 51% of respondents said they were concerned whether personal data
held by market research companies was securely protected, and as many as
22% are very concerned. Communication is an issue, since only 24% of
people feel well informed by market research companies about how their
data is collected, stored and used.
Key Finding: Room for Improvement in Enjoyability and
Mobile-Friendliness of Surveys
Only 37% of people stated that they found many of the surveys they have
taken recently to be enjoyable. In addition, only 39% of people taking surveys on their mobile phones agreed that most of the recent surveys
they have taken through that device have been mobile-friendly.
Even though across the nine countries, PCs/laptops are still the
dominant medium through which surveys are taken (67%), mobile phones now
account for 21% of surveys taken. In the US, that figure is up to 36%;
and in the US among 18-34 year olds, a staggering 54% of online surveys
are taken on a mobile phone according to this survey.
About the Survey
The objective of the survey was to measure the current level of trust in
market research companies compared to other types of organizations, and
to explore three drivers of trust: trust with personal data, perceived
value of research and the user experience. Fieldwork was conducted by
Research Now through its online panel. The survey was conducted in nine
countries (Argentina, Australia, Brazil, Canada, Germany, Japan, Mexico,
UK and US) in March/April 2016 with more than 9,000 respondents taking
part.
"We're excited to partner with GRBN about this important issue of trust
and are proud to present these findings through our dynamic dashboard
system," said Rudy Nadilo, president of Dapresy North America. "Our hope
is that the research industry learns from these important trends."
Findings Available Online via Dapresy Dashboard
The GRBN survey results can be seen via a Dapresy online dashboard here.
According to Andrew Cannon, GRBN executive director, "This survey shows
that there is a trust issue for the research sector, in particular
around personal data management, which is a potential time bomb if we
don't act, and a clear opportunity for the sector if we do. One of the
key findings from the recent GRIT
Report is that the research sector faces a sample quality challenge.
GRBN believes that building trust is key to driving up participation
rates and increasing sample quality. The survey gives great insights
into what the research sector can do to develop a stronger trust
relationship with the general public. I hope that those who care about
the future success of the sector will take part in our 100-day
challenge."
Rising to the opportunity: The GRBN 100-day challenge
Interested parties can learn more about the GRBN 100-day challenge and
take part here.
About Dapresy (www.dapresy.com)
Dapresy is a global provider of data visualization and data integration
software. Unlike traditional business intelligence tools that focus on
deep-dive analysis for a limited audience, Dapresy visualizes and
distributes data into existing company processes for all designated
people. It enables clients to deploy dynamic KPI-driven marketing
dashboards to clearly communicate complex data from markets, users and
customers. The company's unique dynamic dashboards are individually
tailored, deploying the right data to the right people at the right
time. Dapresy is the faster and far more effective way to easily present
marketing information from multiple sources in a manner that improves
decision making. The Dapresy platform provides APIs that connect to
survey platforms and BI platforms in order to combine and visualize data
without boundaries and in free form infographics-driven dashboards that
drive user behaviors to generate actionable insights based on important
data streams.
Dapresy was founded in 2003 in Sweden, with North American headquarters
in Portsmouth, NH, and other offices around the globe. Its clients
include TNS (News - Alert), GfK, Cablevision, Kantar Media, Aimia, Ad Hoc Research,
Sentient Decision Science, Blauw, AOL, Market Probe, Irwin Broh Research
and many others.
Twitter (News - Alert): @Dapresy
About The GRBN (www.grbn.org)
The Global Research Business Network connects 39 research associations
and over 3500 research businesses on five continents. More than US$25
billion in annual research revenues (turnover) are represented by these
businesses. Our mission is to promote and advance the business of
research by developing and supporting strong autonomous national
research associations.
Twitter: @grbn_org
View source version on businesswire.com: http://www.businesswire.com/news/home/20160613005017/en/
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