NEWS21 March 2014
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Insight & Strategy
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UK — Consumers welcome some degree of personalisation in ads and services but are ‘creeped out’ when it goes too far and becomes intrusive, according to a new report.
The report, conducted by research agency GfK and personal data consultancy Ctrl-Shift, explored consumer attitudes and organisations’ data policies, practices and communications related to the emergence of the personal information economy.
Key findings included:
“The research demonstrates how brands need to pay attention to the consumer perspective when dealing with personal data,” said Colin Strong, managing director, Business & Technology, GfK.
“The view that consumers are passive providers of data no longer holds and brands need to engage with the challenges and opportunities that this represents.”
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