Reappraising the 'special relationship' amid the data deluge

The landscape of the market research industry has changed vastly over the last decade or so, with one of the biggest differences being the deluge of new consumer data available. But with this influx, is there now a need for a fresh approach to the way this data is protected.

Kantar’s chief privacy officer George Pappachen thinks there is a case, as the “special relationship” the industry has always had with respondents is under pressure because of the wealth of information researchers hold about consumers.

Retail rewards cards are one of the biggest cases in point. Alistair Leathwood of FreshMinds admitted to being surprised about how much data is collected by thing like loyalty cards and how that data is shared between the research industry and, for instance, banks. He wondered: Does someone who suddenly starts buying nappies really expect to have their till data shipped off to a bank who will in turn try and sell them life insurance now that they have children?

“Consumers know there is something in it for them,” came a voice from the floor. “The challenge for market research is how to get into this new world rather than worry about historic issues like transparency and honesty.”

But do cardholders really know the extent of the data they give through their loyalty card and what it gets used for? Do they ‘get it’?

“How can they not,” said YouGov UK boss Tim Britton, “The tailored offers they get are helpful to them too. It’s beneficial to everyone, but when it gets Big Brotherish it’s time to pull back.”