Introduction to our innovative approach

2018 has been a big year for data. Every researcher in the industry has been readying themselves for GDPR, and it's irrefutable that harnessing the power of big data is key to the future of our industry. But behind every data point is a person, and often the consumer narrative is sidelined or even totally absent from conversations about data. Recent headlines about data abuse and fake news suggest that the gap between how the data ecosystem operates and what the public deems to be acceptable is wider than ever.

BritainThinks and Which? partnered to fill this void and to bring the consumer voice into conversations about how data is collected, used and shared. We sought to move consumer insights beyond high-level studies which suggest that consumers feel increasingly uncomfortable about data use but don't necessarily provide any solutions to this challenge, to find out where consumers are starting from, and what happens when they find out more.