Listening data collection concerns and ethics, rappaport, arf

You Listening to Me?

People’s Mindsets towards Collecting
Conversations: A Preliminary Study

Presented by: Stephen D. Rappaport, The ARF
Presented to: AIMRI, April 27, 2012

Authors: Stephen D. Rappaport, The ARF; Howard R.
Moskowitz, MJI; Tom Woodnutt, Conversations
Strategist

Background

 “Listening” adoption
 Research societies issue
practice and ethics guidelines

Question: How concerned
are people about having
their conversations
collected? Which practices
are ethical?

 Aim: Contribute to industry
understanding so that
conversation collection is in
the best interests of
companies and people

©2012. ARF and Questioning Institute.
All Rights Reserved

STUDY POPULATION: Adults 18+

DEVELOPED ELEMENTS FOR VIGNETTES

Recruited
through online
panel
IdeaMap SURVEY
April 2-3, 2012
301 completes,
18+ Online Panelists

ANALYZED DATA
MINDSETS INTERESTS/EMOTIONS SEGMENTATION WIZARD
Total Seg 1 Self Seg 2 Seg 3 Seg 4 Personal
Sample Driven Online Technology/ Collaborative Touch with
Banking High Security Online Seekers Technology
Seekers Seekers

Base Size: (267) (105) (50) (59) (53)
Constant: 31 34 28 31 26
Online Collaborative
OC1 Connect online in 'real time' with a customer rep via instant
messaging, voice over IP or video conferencing via your No more paper mail – we will send you copies of statements by secure e-mail
computer 0 2 2 5 -13
OC3 Faster loan application process…work in real time online with a
loan officer 0 0 -8 12 -8
OC4 Our bank's customer service reps will help you browse and use
our online banking services -1 0 -6 10 -10 Securely manage your account by PDA, Internet of automated telephone
OC2 Use our online tool to find and schedule at your convenience an
online working session with an expert such as investment broker,
insurance agent, and/or loan officer -3 1 -11 6 -12
Our banks customer services reps will help browse & use our on-line services
Online Other
ON3 We will answer all your requests in 'real time' by email, instant or
text messaging 1 7 -11 3 -1
ON4 We offer 'On demand' status reports for services requests (e.g.,
loan application) delivered to you via e-mail, text or instant 1 6 -4 -3 0 Manage all your banking needs with a state of the art kiosk and be confident
ON2 messaging
No more paper mail... We will send you statements and images of that live help is available if you need it
transactions securely by email -2 5 -17 -5 2
ON1 We allow you to pay bills securely using your mobile devices (cell
phone, PDA, Blackberry, etc.) -4 2 -13 -9 -2

In-Branch Recognition
BR3 We offer a bank-issued smart card so we can recognize you
entering the branch and process your needs faster 4 2 6 -3 13
BR4 Choose a secure eye or finger security scan to identify you
immediately in-branch and at ATM 4 3 10 -1 3
BR2 We have the most secure biometric system that identifies you as
you enter the branch so we can process your needs faster 2 -1 8 -5 6
BR1 We will recognize our customer's mobile phone signal when
entering a branch so we can recommend appropriate bank
products, promotions and special services -4 -3 -6 -11 2

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Vignette Elements
(Deconstructed from Industry Guidelines and Privacy Statements)

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Respondent Orientation

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Stimulus: 48 Vignettes
Rated for: 1) Level of Concern 2) Ethicality

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Respondents: Socially Active

Have Social Account?
Yes: 93%
No: 07%

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Respondents: Savvy About Listening;
Favorable-Neutral to Listening

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Total Sample: Just 1/5 Concerned;
Passive Identification the Biggest Concern

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Total Sample (Ethical Concerns)

Decreases Ethicality: Increases Ethicality:
-Passively collected tech info used
- No element
to ID consumer

Being Watched No Guidance

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Segmentation Revealed 3 Mindsets
Elements show what increases concern and reduces concern

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Segment 1: “I Want Control”
“Big Brother”

Increases Concern: Decreases Ethicality:
-TOS allowing conversation -TOS allowing conversation
collection collection
-Collecting friends-only -Collecting friends-only
conversations consumers agreed conversations consumers agreed
to make available to make available
-Collecting conversations that can -Collecting conversations that can
be read by anyone be read by anyone
-Passive collection for ID -Passive collection for ID
-PII used to verify data
permissions

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Segment 1: “I Want Control”
Individual Has Control

Decreases Concern: Increases Ethicality:
-Researchers get permission
- Personal control over data
before collecting data
collection and use
-Consumer consent obtained
before collecting data

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Segment 2: “Collect with Integrity”
Setting Preferences
-Consent for kid collection -Consent for kid collection
-Consumers control data collection -Consumers control data collection
and use and use
-Privacy programs for PII -Privacy programs for PII
-Opt-out from collection -Opt-out from data collection
-Data security -Data security
-Consent for any collection -TOS allows data collection
-Data destroyed when not needed -Data used only for MR
-Passive collection for ID -Protection from intrusions
-Data handling preferences
respected

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Segment 2: “Collect with Integrity”
Act Honorably
-Prompt complaint handling -Prompt complaint handling
-How we use your data -How we use your data
statement statement
-Friends-only posts not -Friends-only posts not
collected collected
-Info not sold to 3rd parties -Co’s violating privacy held
accountable
-PW protected posts not
collected -Conversations always made
anonymous
-Conversations collected for
lawful use only
-No harm from collection
-Posts read by anyone

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Segment 3: “Protect My Privacy”
Anxiety about Info “Out There”
-TOS allows data collection -TOS allows data collection
-Friends-only posts not collected -Consent required for collection
w/wo permission
-Confirm what researchers allowed
-Opt-out anytime to collect
-Collected data not used to sell -Researchers get permission before
collection
-Change preferences when
privacy policies change -Consumer control data collection
and use
-Posts read by anyone
-Data destroyed when not needed
-How we will use your data
statement -Data not sold to others
-Collected data used for MR -Tech info used to ID consumer

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Segment 3: “Protect My Privacy”
Confidence in Protection
-Privacy programs to protect -Privacy programs to protect
PII PII
-Privacy policies explain PII handing -Privacy policies explain PII
handling
-Data collection reasons not falsely
stated -Data collection purposes
not falsely stated
-Data handling preferences always
respected -Data handling preferences
always respected
-Regulation by research industry
-Collected info used only for
-Privacy settings always respected
lawful purposes
-Companies violating privacy held
accountable

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Emotional Responses to Data Collection
Not very strong overall

INDIFFERENCE: Most commonly expressed emotion: 35%
ANGER, DISGUST, FEAR, SADNESS: 5%-29%
HAPPINESS, SURPRISE, EMPOWERMENT, OPTIMISM: 1%-16%

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Implications: Research Industry

 “One-size fits all” social listening collection policies do
not capture the range of mindsets
 Although “natural level” of concern is low in segments,
they’re extremely sensitive …
concern can flip in an instant

Consumers can have a “panic attack” at any
moment

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Implications: Collection Practice

 Tailor collection policies that:
 lessen concern
 increase the perception of ethicality, and
 Satisfy the emotions of each mindset

Collection practices can be universal, what differs is their
presentation to consumers

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Approaches to Mindset-based Data Collection

 “I Want Control”
 Provide tools or preference settings that give consumers control
in advance over collection and use
 “Collect with Integrity”
 Spell out what will and won’t be collected
 Detail complaint handling, accountability
 Emphasize anonymity of own and friend’s data
 “Protect My Privacy”
 Explain how PII and data is protected and handled
 Accurately state purposes for data collection
 Assure that collected info is used lawfully

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Implementation Steps

 Assign each person to a mindset using a segmentation
wizard

 Do this during registration or reviews of terms of service
 Provide collection policy geared to each person’s
mindset

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Conclusions and Next Steps

 One size fits all data collection statements risk consumer
turn-off

 Mindset-based collection approaches allows researchers
to tailor listening collection practices to consumers

 Replicate study periodically to trend mindsets, identify
changes and update collection practices to stay in sync
with consumers

 Expand mindset research to additional areas to create
scientifically-based research practices that include the
views of consumers and professionals

All Rights Reserved

Thank You!

 For further information about this study:
 Stephen D. Rappaport, The ARF
 Phone: 646-465-5738
 Email: srappaport@thearf.org
 Twitter: @steverappaport

 Co-author Contacts:
 Howard R. Moskowitz, Ph.D.
 hmoskowitz@questioninginstitute.com
 Tom Woodnutt, Conversations Strategist
 tomwoodnutt@gmail.com
 @tomwoodnutt

All Rights Reserved

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