Across the insights space, net trust in regard to personal data is negative. US Trust in Market Research Trust in Data Analytics Trust in Election and Opinion Polling 35% 34% 30% -12 35% -18 38% -18 41% (Net Trust Index) (Net Trust Index) (Net Trust Index) 23% 20% 23% 7% 9% 6% Trust Not Sure Do Not Trust Net Trust Index = % Trust – % Do Not Trust Don’t know GRBN Global Trust Survey 2020 - US Report © 2020 GRBN 58