Market research is embracing insightful new sources of data. Among them, behavioural data is one of the most promising. It has proved to have an edge over survey data by overcoming human memory limitations and lack of sincerity. The challenge, however, in sharing clickstream data with third parties is to avoid violating individual's privacy rights, as defined in the GDPR. To overcome this difficulty, we developed our first "PII Filter", based on an intuitive principle: public web sites can be accessed by anyone; therefore, those URLs should be visited by several people. As a result, a new PII Filter has been developed based on a much more Aristotelic principle, learning from experience. This new PII Filter relies on a supervised predictive classifier: a rule-based algorithm that learns from a labelled data set of URLs.
This presentation shows how in-depth motivational qualitative research helped identify the underlying hopes and fears of consumers in relation to internet security. By looking deeply into B2B and B2C customersâ motivations and inhibitions within the category, a better understanding was gained of the symbolic and cultural environment surrounding internet security. Using Archetype Theory helped optimise Kasperskyâs global brand strategy.
The paper reviews various ways in which security breaches occur and suggests ways to prevent them. It addresses crime on the Internet, specifically phishing and spyware, and considers what could happen to panel research firms if their panelists' names and email addresses ended up in the hands of identity thieves. The paper also recommends strategies to build trust in the face of sophisticated Internet scams that threaten to erode consumers' confidence in joining online panels and participating in Web-based research.
This paper examines the growing need for electronic data security measures to be put in place in market research organisations. It uses research available in the United Kingdom on private companies and how they handle data security to illustrate that many businesses are not taking seriously the potential security risks that exist. It also looks more specifically at how market research companies use the new media and what security measures they take. This leads into an examination of what the potential pitfalls might be of failing to employ stringent security measures and what tools are available to help avoid these problems. Finally, it sets out a step-by-step guide to improving data security within market research organisations.