The Global Research Business Network (GRBN) has recently conducted a global survey that offers insights into the trust dynamics within the market research industry, specifically regarding the integration of artificial intelligence (AI) technologies. This survey, which involved participants from various countries and regions including Australia, Canada, Germany, Korea, Japan, Mexico, New Zealand, Spain, the UK, and the US, reveals that while there is still a general sense of confidence in market research companies, concerns about the use of artificial intelligence (AI) could potentially harm the industry’s reputation.
Trust dynamics in market research
The survey has indicated that market research organizations hold a trustworthiness level of +7, which has remained unchanged since 2022. However, the implementation of AI technology within the research field has raised concerns among researchers.
Interestingly, 47% of global participants expressed apprehension that the use of AI could impact their existing trust in market research companies. Furthermore, AI tool companies received the lowest levels of trust among all the groups, with only 17% of respondents expressing confidence in these companies. AI firms were found to have a net trust score of -19, which is comparable to the level of distrust associated with broadcast media and social media companies.
Rapid decline in trust in data processing
According to the study, there has been a steady erosion of trust in the actions and practices of market research firms regarding the handling of personal information. The net trust index for data companies has been decreasing for two years now, dropping from -18 in 2022 to -23 in 2024. This decline reflects concerns about the ethical use of data and the diminishing trust in this sector. It highlights the need for market research businesses to establish ethical best practices as technology continues to advance.
Dr. Andrew Cannon, the Executive Director of GRBN, emphasizes the inherent biases of AI and acknowledges the existing challenges. However, he also highlights positive trends within the research industry. There is a newfound optimism among consumers regarding the impact they can make through market research activities. This mindset emphasizes the importance of research in informing decision-making processes and knowledge formation across all aspects of human life.
While concerns about the integration of AI persist, there is an opportunity to redefine priorities in terms of ethics and to emphasize that the purpose of research is to develop a robust knowledge base that supports evidence-based policy-making and social progress. By adopting ethical frameworks and actively involving stakeholders, market research organizations can navigate the perception of AI in a world where information is increasingly based on facts.
