Trust in research companies stable, but AI poses reputational risks to sector

The survey, conducted online with participants in Australia, Canada, Germany, Korea, Japan, Mexico, New Zealand, Spain, the UK and the US, found that the net trust score for the market research sector is +7, the same as it was in 2022 when the last survey was conducted.

The net trust score is calculated as the difference between the percentage of participants who report trusting and the percentage of those who report not trusting organisations.

Market research businesses have been investing in AI technology and tools to streamline their processes and make cost efficiencies, with a particular focus on generative AI. 

However, the research explored the potential risks to the reputation of the sector, finding that a global average of 47% of people claimed that the use of AI would negatively impact the level of trust they place in market research companies. Just under a third ( 32%) claimed it has no effect, while 10% reported it has a positive influence. 

In general, the survey found that companies (across sectors) providing AI tools are perceived as some of the least trusted organisations, with 17% of participants claiming that they trust such companies. Over a third ( 36%) of participants reported that they do not trust companies that provide AI tools.

The net trust score of companies providing AI tools was -19, higher only than media companies (-22 ) and social media firms (-31 ), according to the study.

Additionally, trust in how various organisations use personal information has waned since 2022, the survey found, with research businesses no exception – the level of faith placed in insights firms to use data responsibly has declined from a net trust index of -18 in 2022 to -23 in 2024. 

Debrah Harding, GRBN chair and managing director, MRS, said: “As researchers make increasing use of AI to streamline and enhance our work, we must be alive to the impacts this might have on the way we are perceived. There is a real opportunity for us to reinforce research’s value to the public, and to do that we must prioritise ethical best practice when utilising new technologies – and communicate how we’re doing this.”

Andrew Cannon, executive director at GRBN, said: “As well as clouds, this year’s Global Trust Survey also brings news of silver linings to the research sector. The public’s confidence in the positive impact insights can make on all areas of life is clearly growing – and rightly so.”

The research results are based on the responses of 9,563 people aged 18+ living in Australia, Canada, Germany, Korea, Japan, Mexico, New Zealand, Spain, the UK and the US, who completed online surveys in February 2024. The responses reflect the 18+ year old population in each country in terms of age, sex and region.