The heightened awareness about data, following GDPR’s introduction and media coverage of the Cambridge Analytica and Facebook scandal in particular, led many consumers to question whether businesses can be trusted with their data and whether or not they should be sharing that data.
This research confirms that, while consumers will continue to want increased personalisation, speed and flexibility in how they transact and engage with firms, many consumers will not compromise trust or their own privacy to achieve that. The research also positions data ethics as a rather immature concept in today’s thinking, both by consumers and businesses.
But, in line with the further regulatory attention it will receive, data ethics will soon shift to be a more a mainstream consideration.
This report explores a range of topics including: