OUR DATA MUTUAL

@ALEXCRAVEN

@BLOOMAGENCY

Our data is managed for us not by us and we receive no benefit

Data is disparate and siloed and can’t be used for good

Organisations managing our data are mistrusted

Criminals are able to exploit us

Each of us creates over 500MB data and growing

Our data is sold with and without our knowledge, someone makes £5/day

from you

356 of us have our identities ‘stolen’ in the UK

446 people in the UK are diagnosed with diabetes

Tesco clubcard can identify type 2 diabetes 2 years before you present

yourself to your doctors with symptoms – the rise of diabetes could

bankrupt the NHS within a generation

50% of global advertising spend is wasted - $250bn

Data can save 8% on US health care - $300bn *McKinsey

Royal Statistical Society Ipsos MORI report finds ‘data trust deficit’

http://www.statslife.org.uk/news/1672-new-rss-research-finds-

data-trust-deficit-with-lessons-for-policymakers

‘In particular, there may be big benefits to be had from data

sharing within government, but to get a public mandate

policymakers must be clear about the benefits and show how

they will safeguard individual privacy’

6

Version 1 | Public © Ipsos MORI

“Overall, which of the following statements is closest to your view?”

On balance, people unhappy to accept data sharing without

safeguards

Base: 1,000 online GB adults aged 16-75 Source: Ipsos MORI

Agree more with: “We should

share all the data we can

because it benefits the services

and me”

Agree more with: “We should

not share the data as the risks

to people’s privacy and

security outweighs the

benefits”

33%

17%

44%

5%

Agree equally

with both /

Don’t

know

Only a quarter (27%) of 25-34s

agree with sharing all the data we

can; this compares with 39% of 55-

75s

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Version 1 | Public © Ipsos MORI

“Overall, which of the following statements is closest to your view?”

Safeguards change minds, but people don’t mind which safeguards

are in place

33%

55%

52%

49%

48%

44%

28%

34%

33%

32%

no mention ofsafeguards

…data is anonymised and I can’t be …

… I can opt-out if I choose

…there are heavy fines and possible …

…there are strict controls on who …

Base: Four split samples of c.505 GB adults aged 16-75, except ‘no

mention of safeguards, which was had a base of 1,000 GB adults aged

16-75Source: Ipsos MORI

A. We should share all the data we can because it

benefits the services and me, as long as…

B. We should not share the data as the risks to

people’s privacy and security outweighs the

benefits

The age theme is continued, with 55-75s more likely to agree with sharing

data than younger age groups

Those with a high data trust in the government are on average more open to

data sharing with safeguards (64% support), compared with those with low

data trust (47% support)

8

Version 1 | Public © Ipsos MORI

4. What do people think about

data privacy?

• Data loss is one of the worst things a

company can do, selling anonymous data

not far behind – but people only think of it if

prompted

• A sense that data sharing is inevitable in the

modern world

• Very few think either government or

companies have their best interests at heart

when using data

• Even if data use causes no harm, people

still find it “creepy”

• People want to know more, but some think

government should also have a role

• Both government and internet companies

are a threat to privacy – but especially

internet companies

9

Version 1 | Public © Ipsos MORI

2%

2%

2%

24%

42%

13%

9%

4%

39%

36%

35%

34%

20%

23%

13%

28%

30%

37%

6%

3%

16%

20%

34%

2%

1%

5%

6%

4%

6%

4%

“I benefit from companies using my personal data – for example by getting

a quicker service, or …

“Government and public services have my best interests at heart when they

use my personal data”

“Companies have my best interests at heart when they use my personal data”

“Government and public services use my personal information for their

benefit, not mine”

“Companies use my personal information for their benefit, not mine”

Strongly agree Tend to agree Neither agree / nor disagree

Tend to disagree Strongly Disagree Don't know

63%

8%

“To what extent do you agree or disagree with the following statements?”

Little sense of direct benefits and neither government nor

companies given credit for their motives

Base: Split samples, all asked of c. 1,009 GB adults Source: Ipsos MORI

11% 50%

6% 71%

78% 4%

15% 44%

Tesco have no ability to tell you what they know

We fear the NHS use of data (care.info)

We fear Orwellian data abuse

No-one is responsible for preventing identity theft

Our data exists in silos, unconnected and poorly understood, outside of our control

We receive little or no benefit from our data

We want the benefits of our data but we do not trust current organisations to

manage this for us.

For most of us retention of privacy is NOT our primary concern, responsible

management according to our individual preferences IS

Sections of the UK, EU and Global economy. In research carried out during this project so far, we’ve

found that 92% would be “happy” or “very happy” to have their data shared if it helped with the early

diagnosis of a health condition.

Conversely, we’ve also found that 80% of the same audience said that they are concerned by the

prospect of organisations sharing their data.

This contradiction is the opportunity, finding a proposition that allows the 92% to enjoy the benefit of

early health issue diagnosis whilst alleviating their concerns about organisational use of data.

We have found evidence that shows that consumers would be happy for an independent organisation

to take the lead in connecting the data sharing for good, so long as the data sharing is done properly.

£400 - £2000 per annum, per member

A single rich view of ourselves, that we can see and influence

Explicit permission for our data to be used for our good and the good of society

An organisation responsible for protecting us from abuse of our data, Orwellian or

identity theft

Citizens will not trust a new institution that looks like any of the following:

Google / Facebook (i.e. a private Ltd company)

The government

A charity

Something they do not control

The public sector will not trust a new institution that looks like any of the following:

Google / Facebook (i.e. a private Ltd company)

The government

A charity

Something citizens do not control

The private sector will not trust a new institution that looks like any of the following:

Google / Facebook (i.e. a private Ltd company)

The government

A charity

Something citizens do not control

Keep me private £low

Don’t care £high

Only for good Don’t care

We can earn you £947

Data asset worth £23bn/annum

£400 - £2000 /annum and rising

Save your life

Protect me from identity theft

Use my data for good

Protect me from ‘the man’

NHS move to preventative care, save £bn’s

Public services better directed, save £bn’s

Data managed as an asset, earn £m’s

Ability to use data in conversation with citizens on a 1-2-1 basis

Right message at right time – save on ad spend ($250bn), better customer relationship

Ability to use data for good – CSR, better customer relationship

Better products/services – eg. pharma data on drug combinations

Innovate UK

CDE Catapults Manchester & Bradford (Trust Frameworks & Health)

KPMG

BT

Dunnhumby

ASDA

Bradford council

UoBradford

UoLeeds

Leeds council

Earnst&Young

Leeds & Partners

Any questions? Please contact: Alex Cravenalex.craven@bloomagency.co.uk@alexcraven