Exploring reidentification risk: is anonymisation a promise we can keep?
Daniel Nunan
Birkbeck, University of London
MariaLaura Di Domenico
Surrey Business School, University of Surrey
Introduction
A survey of UK and US citizens suggests that 41% do not trust market research companies with their data … People appear to be more trusting of search engines, mobile phone companies and even national security agencies. (Tarran 2014)
Trust has long been recognised as a key factor in facilitating the forms of relationships upon which market research relies (Moorman et al.1993). It plays a key role in reducing the perception of risks...