Abstract:

With over 92% of Europeans concerned about the collection of personal data on their mobile devices, getting the balance right between the company’s need to collect data and maintaining the trust of consumers and respondents can sometimes be a tricky affair. Regulators are also concerned with the explosion of data uses, and their associated data protection breaches. To avoid companies getting negligent on the topic they are increasing the number of fines they are handing out and their amounts too. Market researchers are at the front lines of the data revolution, so it’s important for clients and agencies alike to understand what can and can’t be done with research data. Since 2012, Europe’s been deeply involved in negotiating a reform of its data protection framework, and ESOMAR has been at the front lines of it working in close collaboration with EFAMRO and other European national associations.