Marcus is the AUNZ Regional Director for Solutions at Dynata. With over 20 years executive experience in consumer insights gained through out living in Australia, USA, Singapore & China he has a unique perspective on the human psyche and how people approach decision making. He is a firm believer that effective business strategy is a combination of the interplay of culture, environment and stimuli and applies this to all interactions to create growth strategies for the businesses he works with.
PRESENTATION: ATTENTION ECONOMY
Three years ago, we presented a case study to understand the levels of trust between researchers and participants.
We uncovered the lack of trust researchers have towards participants by looking beyond what they actually told us, to what they really think, by using key concepts from other disciplines (like Brene Brown’s BRAVING elements) in the survey design.
We thought we were bold, we thought no one would believe us, what we didn’t think is that 3 years later we, as a research industry, might be facing the serious issues that Charles Feltman warns of;
“The disaster of distrust in the workplace is that the strategies people use to protect themselves inevitably get in the way of their ability to effectively work with others”
Dynata’s latest Global Trends Report on trust and privacy reveals the active stance that consumers are now taking to protect their personal data – avoiding websites, providing false information, disabling cookies, adjusting their privacy settings and worst of all – opting not to share their opinions.
As each of these actions are taken, distrust is reciprocated, inhibiting progress and growth.
But the battle for data is not lost. As Brown said, trust and mistakes can co-exist as long as we make amends and stay aligned with our values.
In this year’s national conference, we present ways on how we can build trust to overcome resistance to sharing personal information.
We look into the concept of the attention economy to understand how brands can engage in a true and fair value exchange with consumers around the benefits of sharing data.
Since studies suggest that cultural background can affect our brain’s ‘trust circuits’, we show key findings from new research across the globe – US, Canada, UK, France, Germany, the Netherlands, Australia, China, and Japan, and explore the key factors essential in building trust across cultures by linking to a well-established neuroscience framework.