repared in collaboration with Microsoft, reports on the findings of an empirical study of over 9,000 individuals in developed and emerging economies on the factors that impact individual perception of acceptable personal data use. The study found that while context is dependent on a number of objective and subjective factors, there were four elements that resonated most significantly:
The method by which data was collected
The way in which the data was used
The trust that individuals had in the service provider
The relative exchange of value between the individual and the institution
These finding underscore the need for policies to sensitive to context, rather than binary approaches that treat all data types and uses equally. Context-driven policies are more reflective of individual perceptions, and better allow organizations the flexibility for value creating innovations. Smart technology is required to make these policies scalable and efficient including meta-data based architectures that track data provenance and permissions, and predictive algorithms that allow individuals’ preferences to be expressed after initial opt-in.