grbn trust and personal data survey - market research industry special report
TRANSCRIPT
Trust & Personal Data Market Research Industry special report December 2014
Trust and Personal Data Report - Contents
Introduction
How familiar and concerned are people with the issue?
How trusted is the market research industry with personal data?
What types of data are most sensitive?
Foreword
As our world becomes more and more digitalised, more and more data, including personal data, is being collected on people; as citizens, customers and consumers. Whilst much of this data is being used to create and deliver added value to those about/from whom the data is collected, this is not always the case, and in certain cases the, so-called, data subject might actually be harmed by the activity.
As the volume of data increases and the uses multiple, so does the risk of inadvertent misuse. And in addition to the legitimate collection and use of data on people, the amount of fraudulent activity is also expected to also increase significantly. According to a report by PWC: “The total number of security incidents…climbed to 42.8 million this year, an increase of 48% from 2013.*
As both inadvertent and deliberate misuse becomes more commonplace, it is expected that media coverage of this issue will expand, and as a result awareness of personal data issues amongst the general public will increase. This, in turn, may well increase the level of concern people feel about the risks.
As people become more aware of the issue, we believe they will also attach more value to their data. According to a study in France by Orange on the Future of Digital Trust, consumers estimate the value their personal data to business at 170€**. As people become more concerned about misuse of their personal data, we believe they will also become more and more careful with whom they share what, where, when, how and why. According to the same study by Orange, the perceived value of personal data jumps to nearly 240€ in relation to unfamiliar organisations. We expect both the perceived value and the gap to increase.
We believe that in our ever more digitalised word, the issue of trust will become more and more important. People will become more and more demanding of data controllers and processors in terms of transparency. In business, those companies who are able earn and keep the trust of customers will be able to gain sustainable competitive advantage in the marketplace.
We believe that the issue of trust will also become more critical for the market research industry, as the industry will continue to rely heavily on people’s voluntary participation in the face of increased wariness.
The GRBN set out to provide a global measurement of where we are today on this issue; how familiar people are with the issue, and how concerned? To what extent different types of organisations trusted to protect and appropriately use personal data, and we believe we have achieved that aim.
Moving forward, we intend to measure how attitudes around the globe are changing over time.
Whilst the main focus of this report is to look at this issue from the market research industry perspective, it contains much information of importance and relevance to other industries, as well as the public sector. We hope you enjoy the report and please feel free to share access to the reporting portal with your colleagues.
Peter Harris Alex Garnica Andrew Cannon
APRC ARIA EFAMRO
The amount of data collected on
individuals will continue to grow
The number of cases in the media
about the abuse of personal data
will continue to increase 1
0 1 0
0
0
1 1 1
1 1
1 1 1 1 1 1 1
0 0 0 0 0 0
“Home Depot breach affected 56M debit, credit
cards”
Yahoo news, Sept 19 2014
“7 Controversial Ways Facebook Has Used Your
Data”
Time, Feb 4 2014
“JPMorgan, Four Other Banks Hit by Hackers:
U.S. Official”
Bloomberg, Aug 28 2014
People’s concerns over the (mis)use
of personal data will grow stronger
* http://www.pwc.com/gx/en/consulting-services/information-security-survey/key-findings.jhtml
** http://www.orange.com/en/press/press-releases/press-releases-2014/Consumers-
value-their-personal-data-at-170-140-Orange-study-finds
© GRBN Trust & Personal Data Survey 2014
For every one person, who has a high degree of trust in the market research industry not to misuse their personal data, there are three, who distrust the industry.
This result means that trust in the market research industry is on an average level compared to the 16 other types of organisations included in the research, and for example is clearly lower than the level of trust in banks or credit card companies, but clearly higher than the level of trusted in media or social media companies.
Germany stands out as the only country of the 24 researched where the net trust index (top 2 box minus bottom 2 box on a 7-point scale) is positive. Relative to trust in other types of organisations, the market research industry is also well trusted in Italy to protect and appropriately use personal data.
Three out of five of the countries with the lowest level of trust in the market research industry in absolute terms can be found in the APAC region; South Korea, Singapore and Australia, with these three joined by the USA and the UK.
Trust in the market research industry relative to businesses such as banks, on-line stores, retailers and mobile phone / internet operators, is relatively low in the Nordics in Europe, as well as in Canada.
Relative to media organisations, the trust in market research industry is most positive in Europe, especially in Germany, but is lowest in the UK, where for example, internet search companies are just as much trusted as the market research industry on this issue.
In the APAC region the market research industry is only slightly more trusted than “media” organisations, and in South Kora and Mongolia they have an equal level of trust, whilst in Thailand media organisations are currently actually more trusted than market research organisations to protect & appropriately use personal data.
Over one-third of adults are VERY CONCERNED about the possible misuse of their personal data
On average, one-in-three does NOT TRUST the market research industry to safeguard their personal data
People consider many types of data to be SENSITIVE, not just personal
Market Research Industry key findings
© GRBN Trust & Personal Data Survey 2014
High concern and lack of trust: A threat or an opportunity for the market research industry?
We believe that the results from the research indicate that the market research industry has an opportunity, but not necessarily one that will last forever.
Although the level of trust in the market research industry on protecting and appropriately using personal data is not great, globally it is better than some other types of organisations, including social media, media and search engine companies for example.
Amongst younger adults, however, the trust advantage our industry has is much smaller, and in some countries amongst this age group it is already non-existent.
As an industry we rely heavily on people’s voluntary participation to share their data. Therefore, as an industry, we believe we have to collectively act to build public trust: We need to act transparently towards the general public, as well as to clients, to earn that trust. We need to demonstrate to the public, and to clients, how responsible we are with all the data we collect, not just personal data, but we also have to demonstrate more clearly the value of market research to society, as well as to clients. Reliability and relevance are not opposites, and as an industry we can deliver both.
The appropriate use of personal data is one where our industry is strong and we need to communicate effectively about this. We need to maintain the distinction between market research and other activities.
The GRBN believes the time to act is now and in 2015 will be seeking support for an industry-wide three year global programme to build public trust in the market research industry.
Peter Harris Alex Garnica Andrew Cannon
APRC ARIA EFAMRO
TRANSPARENCY is a requirement 1
2
3
Informed Consent is a MUST
COMMUNICATION IS KEY
Collectively, the market
research industry has a
window of opportunity to
build trust
Market Research Industry Conclusions
© GRBN Trust & Personal Data Survey 2014
Commentary by Lenny Murphy, Greenbook
In 2011 The World Economic Forum and Bain & Company released a report “Personal Data: The Emergence of a New Asset Class”. This wide ranging and comprehensive study, with contributions from leaders in every global industry, captured the essence of the personal data economy in their introduction: “We are moving towards a “Web of the world” in which mobile communications, social technologies and sensors are connecting people, the Internet and the physical world into one interconnected network. Data records are collected on who we are, who we know, where we are, where we have been and where we plan to go. Mining and analysing this data give us the ability to understand and even predict where humans focus their attention and activity at the individual, group and global level….. Increasing the control that individuals have over the manner in which their personal data is collected, managed and shared will spur a host of new services and applications. As some put it, personal data will be the new “oil” – a valuable resource of the 21st century. It will emerge as a new asset class touching all aspects of society.” Indeed, this report gave birth to a new program called the Rethinking Personal Data Initiative which has already defined the value of personal data as an asset class and reinforced the value of trusted data flow. The current stage of the program brings together data experts with practitioners in different commercial environments so that together they can drive results that are practical, implementable, and can be widely communicated. They are looking at how to create and implement the right rules, tools, frameworks and business models to bring about the emergence of a personal data ecosystem where people have greater control over the collection, use, sharing and monetization of their personal data. Cont…
Market Research Industry Conclusions
© GRBN Trust & Personal Data Survey 2014
Commentary by Lenny Murphy, Greenbook (continued)
Conspicuously absent from the steering group are any representatives from the consumer insights or even marketing organizations. No Nielsen, Kantar,
WPP, Publicis, Omnicom, Dentsu, etc… or any other connected organization. And that is a missed opportunity for our industry, for as we can see from the GRBN Trust & Personal Data Report, in some markets the insights industry has an edge in the trust of consumers vs. virtually any other industry, and globally is at least average. We have a stake in the global dialogue around personal data, and perhaps even a larger one that many other industries since consumer data is the driving force of market research. Whether it’s surveys or focus groups or Big Data analytics and applied neuroscience, our industry has historically worked hard to utilize even the most personal and intimate information in a respectful and beneficial way, and as new technologies blur the lines between market research and marketing via single source channels, digital advertising, social media analysis and mobile tracking we have a unique opportunity to apply our historical role as the advocate for consumer empowerment via data sharing with the broader world. It’s a differentiation that we should continue to work hard to develop and a perspective that our trade bodies need to share with both consumers and organizations like the WEF. This report is an important piece of evidence to help us shape that broader discussion, and hats off to GRBN for leading the charge to understand where we stand in the new data-driven world we live (and work) in.
Market Research Industry Conclusions
© GRBN Trust & Personal Data Survey 2014
How familiar and concerned are people with the issue?
"big-data_conew1" by luckey_sun is licensed under CC BY 2.0
Concern over misuse of Personal Data
Summary of findings
Just over one-in-three adults (36%) are very concerned about how their personal data is collected and used, with as many as eight-in-ten at least somewhat concerned.
People in the Americas claim to be most concerned on average, whilst on an individual country level, concern is highest in Malaysia and Singapore.*
In Europe the level of claimed concern is relatively lower, and is highest in the UK and Spain.
By age and sex, concern is highest amongst females aged 35-54 years old, although this is not the case in Europe, where concern is more evenly spread across both age and sex.
Of the 24 countries surveyed, the Dutch are the least concerned about this issue, with people in the Nordics and Germany also much less concerned than average. In APAC concern is lowest in Japan, New Zealand and Mongolia, whilst in the Americas, it is the Canadians who show the least concern.
* Care needs to be taken when comparing and interpreting the results
across countries and regions due to possible scale-usage bias. Click here to
read a Research Now white paper on this issue.
Expert commentary by Melanie Courtright, Research Now
“Today we are asking more of our research participants than ever Before. With technology advancements, we are requesting that participants allow us to meter their online activities, follow them around virtually, give us access to their social media pages, put our applications on their mobile devices, place cookies on al of their devices, and even share purchase data and receipts. When a trust relationship is established, and participants are comfortable with the purpose of the research, we all benefit from how close they are allowing us to get to them. However, that relationship is hard to create and easy to break.
Participants have shared with us, though this research, that they have concerns. They don’t fully understand why we need some of the information we seek. They worry about our data protection protocols. They are concerned about breaches. They are legitimately fearful about the downstream affects of even an accidental privacy violation. People watch what is happening across industry and the world, so a data privacy transgression in any sector affects their comfort level with research activities. These concerns are only alleviated through breeding familiarity, which is something we are not successfully achieving. Participants need to understand more, be better informed, know what to do if they have questions, and have a path to share concerns.
Churchill, Roosevelt, Stan Lee, Voltaire, and William Lamb have all been credited with saying, “With great power comes great responsibility.” We are being granted the power of data, and all of the responsibility that comes with that power. If we are careful, we can make important advances. If we are careless, we could reap repercussions that affect us and our followers for decades. ”
© GRBN Trust & Personal Data Survey 2014
81%
84%
74%
87%
GLOBAL average
APAC average
EUROPE average
AMERICAS average
36%
39%
25%
48%
GLOBAL average
APAC average
EUROPE average
AMERICAS average
Very concerned Fairly concerned
Q: How concerned are you that your personal data might be
misused?
Across the globe there is GREAT CONCERN
with how personal data is collected and used
% “very concerned” /
% “very+fairly concerned”
61%
57%
56%
54%
50%
47%
45%
40%
MY
SG
MX
BR
AR
ES
US
UK
The most concerned countries*
% “very concerned”
Care needs to be taken when comparing and interpreting
the results across countries and regions due to possible
scale-usage bias. Click here to read a Research Now
white paper on this issue.
© GRBN Trust & Personal Data Survey 2014
Q: How concerned are you that your personal data might be misused? (4 point scale)
39% 36% 38%
26%
37%
27%
61%
28%
57%
38% 37%
AVG AU CN JP KR MN MY NZ SG TH TW
In APAC, concern is most noticeable
in Malaysia and Singapore APAC
% “very concerned” with how personal data is collected and used
© GRBN Trust & Personal Data Survey 2014
Q: How concerned are you that your personal data might be misused? (4 point scale)
25%
15%
47%
15%
24%
34% 35%
6%
13%
40%
AVG DE ES FI FR IE IT NL SE UK
% “very concerned” with how personal data is collected and used
EUROPE
In Europe, concern is highest in Spain and the UK
© GRBN Trust & Personal Data Survey 2014
48% 50% 54%
35%
56%
45%
AVG AR BR CA MX US
Q: How concerned are you that your personal data might be misused? (4 point scale)
% “very concerned” with how personal data is collected and used
AMERICAS
Concern is high throughout the Americas,
but relatively low in Canada
© GRBN Trust & Personal Data Survey 2014
Familiarity with how Personal Data is collected and used
Summary of findings
Relatively few people, less than one-in-ten, claim to be very unfamiliar with this issue, and six-out-of-ten claim to be at least somewhat familiar with how their personal data is collected and used.
People in the Americas claim to be most familiar, whilst those in the APAC region the least.
On an individual country level unfamiliarity is highest in Japan and Mongolia, and in the APAC region.*
In Europe the level of claimed unfamiliarity is highest in Finland, Germany, France and Ireland.
Globally, claimed familiarity is lower amongst females, and highest amongst males aged 18 to 54.
40%
46%
40%
28%
8%
11%
6%
7%
GLOBAL average
APAC average
EUROPE average
AMERICAS average
Not at all familiar
Not very familiar
Q: How familiar do you feel with how your personal data is currently collected and used?
% “Not at all familiar” /
% “not at all + not very familiar”
The degree of UNFAMILIARITY with how personal data is collected
and used is considerable across the globe
© GRBN Trust & Personal Data Survey 2014
How trusted is the market research industry with personal data?
""Touch sensitive !" by Pranav Singh is licensed under CC BY 2.0
Trust in Market Research Summary of findings
On average one-in-ten people shows a high level of trust in the market research industry on not misusing their personal data, with three-in-ten showing a low level of trust.
This result means that the trust in the MR industry is on an average level compared to the 16 other types of organisations included in the research. Trust is somewhat lower in the Americas than elsewhere, which reflects the general level of trust expressed in that region compared to the other two regions.
Germany stands out as the only country of the 24 researched having a positive net trust index, with one-in-five Germans have a high level of trust in the MR industry and only 15% a low level of trust.
In absolute terms, trust in the MR industry is also relatively high in Mongolia*, Thailand*, China and Italy, with the industry having a marginally negative net trust index in these countries. Three out of five of the countries with the lowest level of trust in the MR industry in absolute terms can be found in the APAC region; South Korea, Singapore and Australia, with these three joined by the USA and the UK.
Also, relative to other types of organisations , the market research industry is least trusted in the APAC region , being particularly challenged in Singapore and Australia. In Europe trust in the MR industry is relatively low in the Nordics (Finland and Sweden), as well as the UK, whilst in the Americas it is struggling most in Canada.
When looking at where the market research industry excels relative to other types of organisations on this issue , it is again Germany, which stands head and shoulders above the other countries, with Italy coming in a strong second. Mexico, Brazil and Spain make up the top five.
Average level of trust in the MR industry
(Average across the 24 countries)
Q: Here is a list of different organizations or companies that may collect and process your
personal data. To what degree do you trust each of them to protect and appropriately
use your personal data? (7 = trust very much 1 = trust very little)
Low trust (Rating: 1 to 2)
31%
High trust (Rating: 6 to 7)
10%
Some trust /
don’t know (Rating: 3 to 5 /
dk)
59%
© GRBN Trust & Personal Data Survey 2014
Trust in Market Research
-31%
-30%
-29%
-36%
10%
10%
11%
10%
Low Trust (Rating: 1 to 2)
High Trust (Rating: 6 to 7)
-21
-20
-19
-25
* NTI = % giving a high rating (6 or 7) - % giving a low
rating (1 or 2) on a 7-point scale
NTI *
(net trust index) % “trusting very little” /
“trusting very much”
Trust in Market Research Companies
Q: Here is a list of different organizations or companies that may collect and process your
personal data. To what degree do you trust each of them to protect and
appropriately use your personal data? (7 = trust very much 1 = trust very little)
GLOBAL average
APAC average
EUROPE average
AMERICAS average
DE
MN
TH
CN
IT
AU
SG
US
UK
KR
6%
-3%
-5%
-7%
-10%
-33%
-34%
-35%
-37%
-37%
The countries with the highest /lowest average
NTI in market research companies
© GRBN Trust & Personal Data Survey 2014
DE
10
0%
Trust in
Market
Research
Note: Data was rescaled for representation purposes
Trust in Market Research companies across countries and regions
Care needs to be taken when comparing and interpreting the results across countries and regions due to possible scale-usage bias. Click here to read a Research Now white paper on this issue.
© GRBN Trust & Personal Data Survey 2014
Q: Here is a list of different organizations or companies that may collect and process
your personal data. To what degree do you trust each of them to protect and
appropriately use your personal data? (7 = trust very much 1 = trust very little)
* NTI = % giving a high rating (6 or 7) - %
giving a low rating (1 or 2) on a 7-point
scale
6%
-10%
-20%
-24%
-12%
-37%
-26%
-33%
-23%
-29%
-34%
DE
IT
MX
BR
ES
UK
SE
AU
FI
CA
SG
Market Research NTI
28 %
14 %
9 %
9 %
7 %
-7 %
-8 %
-8 %
-8 %
-9 %
-15 %
GLOBAL average
APAC average
EUROPE average
AMERICAS average
-5
+4
+2
+/- vs. avg. NTI
Market Research NTI *
(net trust index)
-21%
-19%
-18%
-26%
+/- vs.
avg. NTI
Relative to the average level of trust in the country, as well as in absolute terms, GERMANY stands out
Trust in Market Research Companies compared to Media /
Business / the Authorities
""Measure a thousand times, cut once" by Sonny Abesamis is licensed under CC BY 2.0
Trust in Market Research Companies compared to Media / Business / the Authorities
Media Internet search companies Social media companies Local & foreign media companies
Business Local & foreign on-line stores Mobile phone & internet operators Retailers with loyalty cards Credit card companies Local & foreign banks
Authorities National government The police National secret services
* The different methodology in those two countries may impact the results on this question. See technical appendix for details. Care needs to be taken when comparing and interpreting the results across countries and regions due to possible scale-usage bias. Click here to read a Research Now white paper on this issue.
Summary of findings
In order to more easily see how the market research industry performs overall compared to other types of organisations across the globe, the different types of organisations have been classified into 3 categories… business, media and the authorities, as shown opposite. The decision was made to leave foreign secret service organisations out of the authorities group due to the huge difference between trust in that type of organisation compared to other authorities.
Trust in market research companies is overall similar to trust in “business” organisations, but relatively it is weaker in the APAC region, because of the relatively low level of trust in market research companies compared to “business” organisations in Australia, New Zealand and Singapore. In Europe trust is in MR and trust in “business” organisations is on a similar level, but this average hides the fact that the market research has a much higher level of trust than “business” organisations in Germany and Italy, and a lower level in the Nordics and the UK. Like the UK, in the USA and Canada, trust in the MR industry is clearly below that of trust in “business” organisations.
The MR industry is much more trusted than “media” organisations, particularly in Europe. The difference is greatest in Germany and smallest in the UK, where for example internet search companies are just as much trusted as the market research industry, and local media companies are only marginally less trusted, to protect and appropriately use personal data. In the APAC region, however, the MR industry is only slightly more trusted than these “media” organisations, with a similar level of trust in Mongolia* and South Korea.. Thailand* stands out as a country where “media” organisations are actually more trusted than market research organisations.
© GRBN Trust & Personal Data Survey 2014
Trust in media, business and the authorities compared to market research
Q: Here is a list of different organizations or companies that may collect and process your
personal data. To what degree do you trust each of them to protect and appropriately
use your personal data? (7 = trust very much 1 = trust very little)
* NTI = % giving a high rating (6 or 7) - %
giving a low rating (1 or 2) on a 7-point
scale
GLOBAL average
APAC average
EUROPE average
AMERICAS average
Market Research NTI *
-21%
-19%
-18%
-26%
GLOBAL average
APAC average
EUROPE average
AMERICAS average
Media NTI *
-35%
-27%
-40%
-38%
GLOBAL average
APAC average
EUROPE average
AMERICAS average
Business NTI *
-19%
-15%
-20%
-24%
GLOBAL average
APAC average
EUROPE average
AMERICAS average
Authorities NTI *
2%
11%
3%
-16%
© GRBN Trust & Personal Data Survey 2014
Sensitive Data
"Fragile" by Agata is licensed under CC BY 2.0
Sensitive Data
Summary of findings
Many types of data are considered to be sensitive, not just private, and of the 29 types of data asked about, eight are considered to be sensitive by 50% or more of citizens across the globe.
It is unsurprising that the majority of people consider financial account / passport / personal identification numbers to be sensitive data, with the majority also considering health and criminal records to be sensitive. Biometric identifiers (such as retina scans and voice signatures) are also considered to be sensitive by more than half citizens.
What is perhaps more surprising is that almost half of citizens around the globe consider physical location information (home address and location via mobile phone signals), as well as virtual location information (IP address) to be sensitive.
Using factor analysis, four different types of personal data were identified; critical, identifying, digital and labelling.
On a regional level, Europeans are slightly more likely to consider a given type of data to be sensitive, and citizens in APAC slightly less so, with this difference driven by the fact that Europeans are more likely to consider critical and labelling data to be sensitive. Citizens in the Americas are least likely to be concerned by the sensitivity of labelling data.
Globally, females are more likely than males to consider all four types of data to be sensitive, especially more so with respect to identifying data.
By age, 25-44 year olds are most likely to consider data to be sensitive and 18-24 and 65+ years old least likely to do so. Amongst 18-24 this is due to the fact that this age group is less concerned about critical data types, whilst the 65+ year olds are less concerned about digital data, which, in contrast, 18-24 years are just as likely to see as sensitive as 25-44 year olds.
Perceived familiarity with how personal data is used does not impact the degree to which different types of data are considered sensitive. In contrast, how concerned a person is correlates very strongly with perceptions of sensitivity. When looking at what differentiates those who are very concerned from those who are fairly concerned, the former are more likely to consider digital and identifying types of data as critical, which is especially the case in Europe.
Financial account numbers Passport number
Personal identification number
A scan of your retina
Health records
Voice signature
Name
Date of birth
Where you were born
Age
Home address
A picture of yourself
Email address
Mobile phone number
Websites you have visited
Purchases on the internet
Posts by others about you in
social media
Posts you make about you in social media
Information from loyalty
programs
Location data via phone
signals IP or MAC address
Religion
Sexual orientation
Political affiliation Weight
Union membership
CRITICAL DATA DIGITAL DATA
IDENTIFYING DATA LABELLING DATA
© GRBN Trust & Personal Data Survey 2014
% considering item to be
“sensitive personal data” 77%
68%
66%
61%
58%
56%
52%
50%
49%
47%
47%
Financial account numbers
Passport number
Personal identification no.
Health records
A scan of your retina
Criminal record
Your salary
Your voice signature
Your IP or MAC address
Location data via mobile
Your home address
GLOBAL average
Many different types of data are considered sensitive, not
just personal
Q Please tell us how you
personally would classify the
following types of information.
Do you see each type as
sensitive personal data, personal data that is not
sensitive or not something you
would consider personal data?
Which types of data are considered to be sensitive?
(top ranking out of 27 alternatives)
© GRBN Trust & Personal Data Survey 2014
37%
63%
31%
28%
23%
Average
Critial
Identifying
Digital
Labelling
APAC
Americas
Global
Europe
40%
67%
31%
29%
27%
Average
Critial
Identifying
Digital
Labelling
37%
64%
31%
29%
19%
Average
Critial
Identifying
Digital
Labelling
35%
59%
30%
27%
21%
Average
Critial
Identifying
Digital
Labelling
Europeans are the most likely to consider data to be sensitive, especially
critical and labelling data types
Q Please tell us how you personally would classify the following types of
information. Do you see each type as sensitive personal data, personal data
that is not sensitive or not something you would consider personal data?
© GRBN Trust & Personal Data Survey 2014
Methodology
The survey was commissioned by the GRBN in order to understand: How familiar and concerned people around the globe
are with how their personal data is collected and used
How much people trust different types of organisations not to misuse their personal data
Which types of data people consider to be personal data, and which types sensitive personal data.
Fieldwork was conducted in 4 waves throughout
2014 as follows: February 2014: UK and USA March 2014: Argentina, Brazil and Canada June 2014: Finland, France, Germany,
Ireland, Italy, the Netherlands, Spain and Sweden
July 2014: Australia, China, Japan, Malaysia, Mongolia, New Zealand, Singapore, South Korea, Taiwan and Thailand
GRBN Trust & Personal Data survey Methodology overview
© GRBN Trust & Personal Data Survey 2014
GRBN Trust & Personal Data survey Methodology overview
Fieldwork was conducted by Research Now in 22 of the 24 countries through internet access panels using quota sampling. The achieved sample sizes are shown below, along with information on whether weights have been applied to the achieved sample or not.
In Mongolia and Thailand, fieldwork was conducted by OnDevice using mobile river sampling, which may be a cause for different results in these countries in this survey.
As with all cross-cultural studies, care needs to be taken when comparing and interpreting the results across countries, and regions, due to possible scale-usage bias. Please click here to read a Research Now white paper on this subject. In addition to scale-usage, historical and cultural factors may also influence how people relate to the questions we have asked, in particular the ones concerning trust and sensitivity.
© GRBN Trust & Personal Data Survey 2014
Methodology Research Now co-operated with the GRBN on this initiative, conducting the fieldwork, as well as providing programming and data processing resources. Research Now was supported by OnDevice in two countries (Mongolia and Thailand)
Fieldwork was conducted in 24 countries worldwide, with approximately 1000 on-line interviews per country (500 in Mongolia) for a total sample of just over 23700 respondents.
© GRBN Trust & Personal Data Survey 2014
Methodology
January
2014
February
2014
March
2014
April
2014
June
2014
September
2014
Pilot Wave
May
2014
July
2014
August
2014
ARIA Survey • Argentina • Brazil
• Canada • Mexico
APRC Survey
• Australia • China *# • Japan • Malaysia# • Mongolia #
• New Zealand • Singapore* • South Korea* • Taiwan # • Thailand *#
EFAMRO Survey
• Finland • France • Germany • Ireland
• Italy • Netherlands • Spain • Sweden
• UK • US
© GRBN Trust & Personal Data Survey 2014
The research universe varied by country as follows….
Country Universe Sampl
e size
Weight
ed
Country Universe
Sampl
e size
Weight
ed
Argentina 18+ year olds 1022 Mexico 18+ year olds 1010
Australia 18+ year olds 1000 Yes
Mongolia 18+ y.o. internet
users 500
Brazil 18+ year olds 1013 New
Zealand 18+ year olds 1011
Canada 18+ year olds 1015 Singapore 18-64 year olds 1008
China 18-64 y.o.
internet users 1000 Yes
South Korea 18-64 year olds 1003
Finland 18+ year olds 1025 Spain 18+ year olds 1001 Yes
France 18+ year olds 1010 Yes Sweden 18+ year olds 1005
Germany 18+ year olds 1005
Taiwan 18-64 y.o.
internet users 992
Ireland 18+ year olds 1009 Yes
Thailand 18+ y.o. internet
users 1000
Italy 18+ year olds 1022 Yes The
Netherlands 18+ year olds 1008
Japan 18+ year olds 1000 Yes UK 18+ year olds 1020 Yes
Malaysia 18-64 y.o.
internet users 1013 Yes
USA 18+ year olds 1015 Yes
© GRBN Trust & Personal Data Survey 2014
Conclusions for the Market Research Industry About the GRBN
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
