Trust in research
Trust is absolutely critical to the market research industry. Clients trust agencies to maintain the confidentiality of information they share about their business and its plans for the future. In order to take part and share their views, respondents need to have trust in research agencies keeping their data completely confidential.
But trust does not stop there. Market research results, for election polls and other surveys, are regularly reported and it is important that people can trust in the reliability and integrity of that information. Survey data needs to have been gathered objectively and results should provide a fair representation of the findings and not used selectively.
Levels of trust in research within the UK is reasonably strong – over 70% say that they generally trust the information in market research surveys in the UK.
Reaction to polls about voting intentions is slightly less favourable, influenced no doubt by how the polls ‘got it wrong’ for Theresa May’s ‘strong and stable snap’ election and of course for Brexit. Just over 55% say that they feel polls about voting intentions in the UK are to be trusted.
For those of us in the industry, it is more important than ever to ensure that we maintain the highest standards in our research processes, ensuring appropriate sampling, high standards of interviewing and quality checks, and integrity in our reporting.