This document outlines the agenda and discussion topics for a workshop on privacy, permissions, and the evolution of big data. The workshop will discuss where participants stand on issues of data use and regulation. It will review perceptions of privacy from recent surveys and ideas for creating transparency, value, and community around data use through a model of "Communities of Consent." Breakout groups will brainstorm ideas on these topics and identify open questions for future research. The goal is to better understand public views on privacy and shape the responsible use of personal data.
2. Agenda
• Privacy and permissions: Where do you stand?
• The public’s perceptions of privacy and their online
data: survey results from the US, UK and Canada
• Communities of Consent: a possible future
• Small groups: ideas for creating transparency, value
and community
• What do we want to know now? Co-creating the next
study
4. Where do you stand?
1. Are you using peoples data or protecting
people’s data? What do you do?
2. Industry self-regulation or government
regulation?
3. Are people ignorant of how their information is
used or are they willingly giving up their
information?
9. Companies and your online
information
80 % opposed
to companies scanning the
text of email messages for
information on your
interests
10. Attitudes Towards Police &
Intelligence Agencies
71 % opposed
to police or intelligence
agencies scanning the text
of your email messages for
information on your
interests
11. Not much of a Snowden effect
To police or intelligence agencies scanning the text of
your email messages for information on your interests
12. Trust is Lacking
How much trust do you have in companies/police and
intelligence agencies to make appropriate use of your personal
information generated by your online activities?
Trust a great deal
Trust completely
13. People don’t understand what
happens with their online
information……and they feel they can control it even less
To what extent do you feel you understand/can control what
happens to your information when you go on the internet?
A great deal
Completely
14. How do we solve this equation?
_________________
Lack of Control
Volatile
Opposition
Lack of Understanding
+ Lack of Trust
=
15. Drivers of Resistance
Awareness
of Monitoring
Knowledge
of Monitoring
Sense of
Control Over
Monitoring
Trust
In Monitors
From: Surveillance, Privacy and the Globalization
of Personal Information
18. “We [Intel] think that people’s data—yours,
mine, ours—are too highly concentrated in too
few hands.
People should be able to help create data,
circulate it with reasonable controls, and then
derive value directly from their own data.
We are trying to understand what it would take
to actually catalyze this type of personal data
economy.”
Dr. Tony Salvador, Intel Labs
19. How do we solve this equation?
_________________
Lack of Control
Volatile
Opposition
Lack of Understanding
+ Lack of Trust
=
20. How do we solve this equation?
Transparency + Control
x Trust
Community of
Consent
=
26. How can we…
Topic A
Create greater transparency & trust?
Topic B
Create value and build community?
27. In the report back…
We want to hear:
•What your brilliant ideas are
•What is needed to make them
happen
28. What are the open questions?
What do you want to better understand
about how citizens and consumers think
about online privacy?
Work with your group to define objectives
and, time permitting, specific questions.
We’ll conduct the survey and share the
results back with you
Notas del editor
These are big data’s Wild West days—so much data, so much freedom, prospectors panning for gold, staking a claim anywhere they want.
People are striking it rich, mining promising seams and claiming new turf all over the place.
But the wild west did not stay wild forever—the rule of law came to the land, jurisdictions were defined and rules were put in place.
What if the same thing happens with Big Data? What kind of restrictions might come? And what would be the way forward?
What might drive regulation about big data? Concerns about privacy and surveillance.
We’ll look at how citizens of the US, UK and Canada feel about privacy of on-line information--drawing on a study we conducted late February and early March in collaboration with the Queen’s University Surveillance Centre.
1017 USA
1502 Canada
2040 UK
Representative sample from our online communities
“If you’re not paying for it; you’re the product.”
The currency of the internet is the collecting and selling of information on what you do on line. But people in the US, UK and Canada don’t like it, even as they perhaps unwittingly play along.
Eight in ten or more are opposed to companies whose service they are using (like Google) being able to:
Scan the text of your email messages for information on your interests;
Track the content of your internet searches;
Share information on your website visits;
Share information on the contents of your social media sites (such as Facebook, Twitter and Linked-in);
Track your credit card purchases;
Track your loyalty card purchases;
Track your whereabouts using the GPS signal from your phone
Opposition in higher in the UK and higher still in Canada
Two thirds to seven in ten are opposed to police or government agencies being able to:
Scan the text of your email messages for information on your interests;
Track the content of your internet searches;
Share information on your website visits;
Share information on the contents of your social media sites (such as Facebook, Twitter and Linked-in);
Track your credit card purchases;
Track your loyalty card purchases;
Track your whereabouts using the GPS signal from your phone
Opposition is somewhat lower in Canada and the UK
Not as much Snowden effect as we expected.
“If you’re not paying for it; you’re the product.”
The currency of the internet is the collecting and selling of information on what you do on line. But people in the US, UK and Canada don’t like it, even as they perhaps unwittingly play along.
Eight in ten or more are opposed to companies whose service they are using (like Google) being able to share the contents of your social media, your websites, your internet searchers and the text of your emails.
We have evidence that it could happen. We collaborated with Queen’s Surveillance center on a 2006 study in the US, UK, Canada, France, Spain, Hungary, Mexico, Brazil and China and found that knowledge, awareness, mistrust and a sense of empowerment drives resistance.
I am not saying big data will be greatly restricted, but what if it is? We owe it to ourselves, our employers and our customers to consider what we might do in this scenario. Or perhaps given the opposition, there is even an opportunity here to do something positive.
What might we do? Right now, we’re basically taking without asking.
So we have a disconnect here. What people want and what is happening are at odds with each other. What if things changed? What is people started to agitate for changes to the regulations?
What if the flow of big data was shut down to a trickle? What would we do?
You might think that’s impossible, that it could never happen, that it’s too entrenched.
But think about social changes like gay marriage, the legalization of marijuana and the over throw of regimes like the Ukraine. These were big changes that seemingly came out of nowhere or were thought to be impossible.
If we are transparent about what we do, and create understanding, and give people real control, we can create grounds for trust.
In other words, if we stop stealing from people and tell them how they can help us, they probably will. Our experience is that many, many people are quite willing to be partners—co-creators and collaborators—if we are straight up with them and enable them to make their voices heard.
People are fundamentally social animals. In conditions of trust and mutual concern for one another, people flourish. Like many of you, I do survey research. We have people join our panels and participate all the time. Why do they do it? Can we offer them something and make this an exchange rather than us just taking?
We asked them and found
89% agree “I feel like I am doing my part as a good consumer and citizen when I provide feedback”
87% agree “I feel like I am being a trusted advisor when I provide feedback to a company on their products”
95% agree “I enjoy learning about new things and products when I do surveys”
86% “I love it when I see the results of a survey I participated in”
86% “I feel like my opinion makes a difference”
So how about this for a crazy idea:
We ask people to be our partners and join a panel
We ask for permission to gather their data (cookie collector, purchase behavior, etc.)
We ask for their opinions and combine that with their secondary data—giving us stronger insights and the ability to connect the “why” to the “what” of big data
We share some of what we learn back to them—show them they are trusted advisors that are making a difference
But it is not such a crazy idea, some of our clients are already doing it—but for the benefits of linking their data to survey insights—not because of a change in regulations.
Now, if there are regulations the limit the type of data available, this community of consent concept had limitations in that we are looking a sample, rather than the universe.
S11. Which of the following benefits would make you feel it is worthwhile to give companies access to some of your online activities?
S11. Which of the following benefits would make you feel it is worthwhile to give companies access to some of your online activities?
Total
CAN
USA
UK
(B)
(C)
(D)
BASE: All Respondents
4559
1502
1017
2040
BASE: WEIGHTED
4559
1502
1017
2040
To get special deals and discounts
2449
831
550
1068
54%
55%
54%
52%
To find out about products or events that will interest me
1197
415
262
520
26%
28%
26%
25%
To get more relevant content on the websites I visit
781
260
179
342
17%
17%
18%
17%
To stay connected to my friends or colleagues on the websites I visit
511
157
130
224
11%
10%
13%
11%
To help the companies I buy from make better products/services
1233
451
285
497
27%
30%
28%
24%
D
D
To ensure the products I want are in stock when I go shopping
1101
364
213
524
24%
24%
21%
26%
C
To learn more about my own behavior patterns (diet, shopping, fitness)
423
142
90
191
9%
9%
9%
9%
To receive money for access to my information
1640
479
373
788
36%
32%
37%
39%
B
B
To show me ads that are more relevant to me
645
216
189
240
14%
14%
19%
12%
D
BD
S11. Which of the following benefits would make you feel it is worthwhile to give companies access to some of your online activities?