Exploring reidentification risk: is anonymisation a promise we can keep?

The anonymisation of personal data has multiple purposes within research: as a marker of ethical practice, a means of reducing regulation and as a safeguard for protecting respondent privacy.

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...

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