5 Misconceptions about Personal Data: Why we need a people-centred approach Abby Margolis, Claro Partners

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From data-centric to people-centric

•  Shift in thinking about data, from what is technologically possible to what is of new benefit to individuals

•  Demonstrate why the personal data economy is a disruptive new opportunity space

•  Address five common misconceptions in the data conversation that don’t apply to Personal Data

•  Introduce some principles to promote a people-centred approach

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#personaldata

Every time we interact, communicate, access, share, recommend, download and record, we cast a digital shadow of our activities

Businesses are collecting and stockpiling personal data, convinced that bigger is better; this is resulting in a big data boom

OLD DATA EXPERIENCES NEW DATA EXPERIENCES

Not just more data but new data experiences

Our research was grounded in the belief that we need to start with the person rather than the data. Instead of looking at data to try and understand what it might tell us about human behaviour, we started by looking into human behaviour to see what it could

tell us about the role of data in their everyday lives.

Six month, global consortium investigating personal data experiences

We saw a new opportunity emerging… one not built on BIG DATA, but on personal data.

We call this the Personal data economy

We call this the Personal data economy An economy that repositions the value of personal data within the individual’s experience

Social Internet of Things

Data Interfaces

Self-tracking

Predictions

Crowd Data

Identity

Access Management

Recommendation / Discovery

Local business review and discovery

game

Local Discovery

(things)

Proximity based social discovery

service

Proximity Based Connections

(aggregated)

Interface to your bank, helping to

make better financial decisions

New Interfaces for Existing Data

(aggregated)

Bracelet for tracking health behaviours

and indicators

Self-Tracking (Health)

Mobile data based tool for health

predictions

Predictions (For individuals)

Data Enhanced P2P patient support

platform

Crowd- Generated Data

P2P vouching service overlaying social networks

Identity Measurement

Data locker for users to control access to

their data

Data Lockers

The Personal Data Economy landscape

Real-time data aggregation platform for Internet of Things

Internet of Things Platforms

Five misconceptions about personal data

MISCONCEPTION #1

Personal data is the new oil

REALITY:

My personal data is most valuable to me!

MISCONCEPTION #2

Personal data is all about privacy

REALITY:

People want to benefit from their data - not hide it away - but they need control, trust and transparency

MISCONCEPTION #3

The value of personal data is in its sale

REALITY:

The personal data economy is an experience economy

MISCONCEPTION #4

Personal data is for data scientists

REALITY:

Personal data empowers people

MISCONCEPTION #5

Personal data is big data

REALITY:

The personal data economy is small data

Data-centric view

People-centric view

1. Start with the person, not the data

2. Become observers of the role data plays in people’s lives

3. Identify unmet functional and emotional needs

4. Think beyond privacy. Create trust, transparency and control

5. Design and enable the whole user experience

Five key principles for ethnography to help promote a people centric approach to personal data

What are Pitney Bowes’ opportunities to create people-centric offerings in the personal data economy?

Personal Data Experience Model

Personal Data Landscape

People-centric Insights Data Value Staircase

Personal Data Opportunity Framework

Toolkit to create people-centric value propositions

| Personal Data Economy | Project Summary 34 Intel Confidential

Personal data services play different roles in a connected ecosystem

Companies can provide a place for users to generate data or collect data from elsewhere. They can also simply pass-on this personal data or add-on something on top of it. Facebook plays all roles simultaneously; something which very few companies can do.

Gen

erat

e

Add-on

Pass-on

HOW COMPANIES OPERATE IN THE PERSONAL DATA ECONOMY

Data Ecosystem Map

5 Principles about personal data

Trust, Transparency and Control enablers

FIVE KEY PRINCIPLES TO USING PERSONAL DATA

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1. Start with the person

2. Create trust, transparency and control

3. Design the whole experience

4. Give people new abilities through their personal data

5. Address both functional and emotional needs

Thank you Abby Margolis | Research Director Abby.margolis @claropartners.com +34 674 061 648 (m) abbymargolis (skype)

@claropartners