In 2019, a Pew Research Center survey found that nearly 80% of U.S. adults were “somewhat” or “very” concerned about how companies used their personal digital data. In addition, new trust issues and lack of consumer confidence have arisen with the onset of the Covid-19 pandemic in 2020 and the surge in the adoption of online services. These trends are worrying for polling and market research firms that rely heavily on gaining people’s trust.

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