A recent survey conducted by the Global Research Business Network (GRBN) sheds light on the trust dynamics within the market research industry, focusing on the integration of artificial intelligence (AI) technologies. While overall trust in market research companies remains stable, concerns surrounding the use of AI have emerged as a potential threat to the industry's reputation.

The survey indicates that market research organizations have a trustworthiness level of +7, consistent since 2022. However, the introduction of AI technology raises apprehensions among researchers. Nearly half of global participants expressed concerns that AI implementation could impact their trust in market research companies, with AI tool companies receiving the lowest levels of trust at just 17%.

Furthermore, there has been a noticeable decline in trust regarding data handling by market research companies, as reflected in the net trust index dropping from -18 in 2022 to -23 in 2024. This erosion of trust is attributed to ethical concerns regarding the use of personal data and the need for market research firms to uphold ethical standards as technology advances.

Dr. Andrew Cannon, GRBN’s Executive Director, acknowledges the biases inherent in AI but also points out positive trends in the sector. Consumer optimism regarding the value of market research activities in decision-making processes indicates a shift towards prioritizing ethical practices and the pursuit of knowledge for societal progress.

Despite reservations about AI integration, there is an opportunity to redefine research priorities with a strong ethical foundation. By emphasizing the role of research in informing evidence-based policies and social advancement, market research organizations can navigate the challenges posed by the integration of AI technology and build a more trustworthy image in an increasingly data-driven world.