The MRS Delphi Group, a think tank set up by MRS, has today launched a new report on consumer privacy.
The report, 'Private Lives? Putting the consumer at the heart of the debate', has been produced by respected thinkers in the research and marketing sector including: Edwina Dunn, co-founder of dunnhumby and CEO of Starcount; Colin Strong, UK-based consumer researcher and author of ‘Humanizing Big Data’; and Jane Frost CBE, MRS Chief Executive and founder of the MRS Delphi Group.
The report puts consumers at the heart of the privacy debate, highlighting that up until now privacy has largely been treated as 'political football' with too much focus on the legal and technological aspects of holding personal data. It shows that only one in ten of us feel in complete control over our personal information being kept private.
It also reveals that the UK Government is only marginally more trusted than the supermarkets when it comes to looking after personal information and that banks are more trusted than charities. In a demographically representative poll conducted by YouGov for the MRS Delphi Group, the net trust score for a bank is found to be 17, compared to a charity of 4, while government scores minus 28 against supermarkets of minus 31.
The same poll identifies a trend of growing consumer unease about how personal information is collected and stored. 70% of people surveyed said that privacy of personal information is more important now than it was five to ten years ago.
Jane Frost CBE, MRS’ Chief Executive and founder of the MRS Delphi Group, said: “Personal information – be that data about an individual’s shopping habits, banking details or personal opinions – is at the heart of all consumer research. As this report shows, this information in increasingly recognised as a tradable commodity but in order for consumers to maintain confidence that their data will be held and treated with respect, organisations need to more transparent and accountable about how they use and store our personal data. This is the reason why MRS launched its ethical data trust mark, Fair Data: to help organisations engage in a much more transparent ‘data dialogue’ with their customers and stakeholders.”
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Read the full story and download the report