Consumer Trust as a Platform for Growth
Debrah HardingChief Operating Officer,The Market Research Society
Topics for today
• The headlines
• The concerns
• New research
• Value of trust
• Questions
2
3
eBay faces investigations over massive data breach
Student loan company rapped after data breaches
Data breaches 10 times worse, say ICO figures
Cyber attacks cost UK firms £1.15m per data breach
Domino's Pizza Held to Ransom Following 'Severe' Customer Data Breach
NHS England bows to confidentiality concerns and launches £2m national publicity campaign on care.data
4
Potential damage to business and brand
The number of data breaches from the previous year increased significantly:
87% of small firms - up 10% - experienced a security breach last year.
93% of large organisations had a security breach last year
50% more attacks on average than a year ago
According to the UK Department of Business Innovation and Skills (BIS), Information Security Breaches Survey
5
www.pwc.co.uk/assets/pdf/cyber-security-2013-exec-summary.pdf
Potential damage to business and brand
Cost of breaches (based upon the BIS/PWC study)
£450k - £850k: is the average costs to a large organisation of its worst security breach of the year
£35k - £65K: is the average cost to a small business of its worst security breach of the year
6
Potential damage to business and brand
Source of breaches: External (based upon the BIS/PWC study)
78% of large organisation were attacked by an unauthorised outsider
63% of small organisations
Source of breaches: Internal
36% of worst security breach were caused by inadvertent human error (a further 10% by deliberate misuse)
57% of small businesses suffered staff related security breaches
17% of small businesses know their staff broke data protection regulations in the last year7
8
38 national research associations representing over 3,500 research businesses on 5 continents,
which generate US $25 billion in annual research revenues
Description of the Survey
A survey on attitudes to personal and sensitive dataLarge scale survey
United States 1015 interviews United Kingdom 1020 interviews Canada 1015 interviews Mexico 1010 interviews Brazil 1013 interviews Argentina 1022 interviews
Fieldwork conducted by Research Now during Q1 2014
Brazil
Argentina
Mexico
Canada
United Kingdom
United States
50%
45%
44%
36%
38%
37%
Mobile Phone Operators
Brazil
Mexico
United Kingdom
51%
44%
47%
54%
55%
51%
Social Media Companies (e.g., Facebook, etc.)
Brazil
Argentina
Mexico
Canada
United Kingdom
United States
32%
32%
40%
21%
25%
27%
Credit Card Companies
Brazil
Argentina
Mexico
Canada
United Kingdom
United States
28%
28%
29%
10%
21%
20%
“Domestic” BanksMarketResearch
40%
42%
35%
34%
35%
35%
Q: Here is a list of different organizations or companies that may collect and process your personal data. To what degree do you trust each of them to protect and appropriately use your personal data?
Percent saying the category is trusted very little
% “very familiar” with how personal data is collected and used
Q: How familiar do you feel with how your personal data is currently collected and used?
BrazilArgentinaMexicoCanadaUnited Kingdom
United States
23%19%
27%
9%10%17%
Familiarity with how personal data is currently collected and used
% “very concerned” that personal data might be misused
Q: How concerned are you that your personal data might be misused?
BrazilArgentinaMexicoCanadaUnited Kingdom
United States
45%40%
35%
56%50%
54%
Concerns about data misuse
Percentage of respondents who state approval should be obtained before sensitive personal data is
released to or used by companies
Q: In general, do you think your approval should be obtained before information you consider to be sensitive personal data is released to or used by companies or organizations for commercial purposes?
97% 97% 98% 99% 93% 97%United States United Kingdom Canada Mexico Argentina Brazil
Reasonable familiarity with how personal data is collected and used
Very high concern about the potential misuse of personal data
Very low trust in many types of organizations• Especially “foreign”
Poor trust in market research companies• Even amongst panel members
Most types of data are considered private• Many sensitive
SSN
TRANSPARENCY is a requirement1
2
3
Informed Consent is a MUST
COMMUNICATION IS KEY
Where do you go from here?
18
Option 1…
Option 2…Fair Data
Fair Data is a voluntary accreditation scheme that has
been established by MRS to encourage organisations
to improve best practice in the collection, use and
retention of customer and personal data.
19
What is Fair Data?
• Ethical mark for personal data
• For consumers
• For citizens
• For respondents
20
What is the Fair Data Mark?
Customers
Easily identifiable mark of trust
Reassurance that data practices of accredited organisations have met audited standards,
ensuring data requirements are being
respected
Organisations
Show customers that your organisation is legal, ethical and transparent about
data use
Reinforce CSR & generate goodwill
for your brand
21
Final word…
“If the public are to let their personal data be used then they need to
know which organisations they can trust to use it properly.
Organisations need to make a public, visible commitment to
standards in the handling of the personal data of others. I
welcome this initiative as a step in the direction of getting users of
public data to make such a public commitment to standards. My
office has worked with MRS in the past on issues arising in
the research area and I know they have the experience to
launch this scheme.”
Christopher Graham, Information Commissioner
22
Any Questions?
23
Top Related