We write for Research World about the power of trust principles in consumer research

Measure Protocol
07/21/2021

The market research industry faces several challenges when it comes to collecting consumer data, and we must start to shift the way we approach actions that will impact trust, data quality and consumer participation. Our co-founder and CMO, Paul Neto, writes about practical ways to do this in his most recent article for ESOMAR's Research World blog, "A Practical Guide to Employing Trust Principles for Consumer Data Collection."

In this piece, he covers two of our most recent studies. First, he writes about some of the findings in our Privacy Report, which clearly illustrates consumer concerns surrounding the collection and use of personal data. He maintains that this reality has clear implications for the business ecosystem, specifically market research as we "depend on consumers sharing data in order to do business."

Second, he writes about how we can start to address these challenges head-on using "trust principles", many of which were explored in depth in our research-on-research exploration of data quality. This study showed that, over time, consistent positive experiences can help engage respondents for better outcomes. He outlines the trust principles that can make a real impact, especially when used in concert with one another, including: 

  1. Data control: Providing people greater custody of their data and helping them build their data asset.
  2. Data privacy: Exceeding “privacy by compliance” and focusing instead on “privacy by design.”
  3. Transparency: Fostering accountability, providing people more information, at each and every step of the research process.
  4. User experience: Creating the very best experience possible for participants. T
  5. Fair incentives: Rewarding users fairly, which our research has found is are a key motivator in data sharing.

He concludes the piece with: "As we seek holistic audience insights, we must more heavily rely on multiple data streams. Reported data from surveys married with passive data that shows what people are actually doing, buying and watching can create a powerful insights recipe. As you increase trust, you are also increasing the willingness of individuals to share more types of data, and as we’ve demonstrated, improves the quality of the data, and in turn, the value of the data for industries and individuals alike."

For the complete article, visit: https://www.researchworld.com/a-practical-guide-to-employing-trust-principles-for-consumer-data-collection/