Listening data collection concerns and ethics, rappaport, qi
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Consumers do not have a single approach to privacy but several, research shows. Details and implications for collection of conversations for research purposes are presented.

Consumers do not have a single approach to privacy but several, research shows. Details and implications for collection of conversations for research purposes are presented.

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  • CASRO, IAB, EU Safe Harbor, American Consumer Opinion, MarketTools, Harris Interactive, Esomar, MRS,
  • Differences in activities by age: Gen Y more active in using Status Updates, Direct Messages and writing on Friends’ FB Walls,

Listening data collection concerns and ethics, rappaport, qi Presentation Transcript

  • 1. You Listening to Me?People’s Mindsets towards CollectingConversations: A Preliminary Study Presented by: Stephen D. Rappaport, Questioning Institute Presented to: AIMRI, April 27, 2012 Authors: Stephen D. Rappaport, The ARF; Howard R. Moskowitz, MJI; Tom Woodnutt, Conversations Strategist
  • 2. Background “Listening” adoption Research societies issue practice and ethics guidelines Question: How concerned are people about having their conversations collected? Which practices are ethical? Aim: Contribute to industry understanding so that conversation collection is in the best interests of companies and people©2012. ARF and Questioning Institute.All Rights Reserved
  • 3. STUDY POPULATION: Adults 18+ DEVELOPED ELEMENTS FOR VIGNETTES Recruited through online panel IdeaMap SURVEY April 2-3, 2012 301 completes, 18+ Online Panelists ANALYZED DATA MINDSETS INTERESTS/EMOTIONS SEGMENTATION WIZARD Total Seg 1 Self Seg 2 Seg 3 Seg 4 Personal Sample Driven Online Technology/ Collaborative Touch with Banking High Security Online Seekers Technology Seekers Seekers Base Size: (267) (105) (50) (59) (53) Constant: 31 34 28 31 26 Online Collaborative OC1 Connect online in real time with a customer rep via instant messaging, voice over IP or video conferencing via your No more paper mail – we will send you copies of statements by secure e-mail computer 0 2 2 5 -13 OC3 Faster loan application process…work in real time online with a loan officer 0 0 -8 12 -8 OC4 Our banks customer service reps will help you browse and use our online banking services -1 0 -6 10 -10 Securely manage your account by PDA, Internet of automated telephone OC2 Use our online tool to find and schedule at your convenience an online working session with an expert such as investment broker, insurance agent, and/or loan officer -3 1 -11 6 -12 Our banks customer services reps will help browse & use our on-line services Online Other ON3 We will answer all your requests in real time by email, instant or text messaging 1 7 -11 3 -1 ON4 We offer On demand status reports for services requests (e.g., loan application) delivered to you via e-mail, text or instant 1 6 -4 -3 0 Manage all your banking needs with a state of the art kiosk and be confident ON2 messaging No more paper mail... We will send you statements and images of that live help is available if you need it transactions securely by email -2 5 -17 -5 2 ON1 We allow you to pay bills securely using your mobile devices (cell phone, PDA, Blackberry, etc.) -4 2 -13 -9 -2 In-Branch Recognition BR3 We offer a bank-issued smart card so we can recognize you entering the branch and process your needs faster 4 2 6 -3 13 BR4 Choose a secure eye or finger security scan to identify you immediately in-branch and at ATM 4 3 10 -1 3 BR2 We have the most secure biometric system that identifies you as you enter the branch so we can process your needs faster 2 -1 8 -5 6 BR1 We will recognize our customers mobile phone signal when entering a branch so we can recommend appropriate bank products, promotions and special services -4 -3 -6 -11 2©2012. ARF and Questioning Institute.All Rights Reserved
  • 4. Vignette Elements(Deconstructed from Industry Guidelines and Privacy Statements)©2012. ARF and Questioning Institute.All Rights Reserved
  • 5. Respondent Orientation©2012. ARF and Questioning Institute.All Rights Reserved
  • 6. Stimulus: 48 VignettesRated for: 1) Level of Concern 2) Ethicality©2012. ARF and Questioning Institute.All Rights Reserved
  • 7. Respondents: Socially Active Have Social Account? Yes: 93% No: 07%©2012. ARF and Questioning Institute.All Rights Reserved
  • 8. Respondents: Savvy About Listening;Favorable-Neutral to Listening©2012. ARF and Questioning Institute.All Rights Reserved
  • 9. Total Sample: Just 1/5 Concerned;Passive Identification the Biggest Concern©2012. ARF and Questioning Institute.All Rights Reserved
  • 10. Total Sample (Ethical Concerns) Decreases Ethicality: Increases Ethicality: -Passively collected tech info used - No element to ID consumer Being Watched No Guidance©2012. ARF and Questioning Institute.All Rights Reserved
  • 11. Segmentation Revealed 3 MindsetsElements show what increases concern and reduces concern©2012. ARF and Questioning Institute.All Rights Reserved
  • 12. Segment 1: “I Want Control” “Big Brother” Increases Concern: Decreases Ethicality: -TOS allowing conversation -TOS allowing conversation collection collection -Collecting friends-only -Collecting friends-only conversations consumers agreed conversations consumers agreed to make available to make available -Collecting conversations that can -Collecting conversations that can be read by anyone be read by anyone -Passive collection for ID -Passive collection for ID -PII used to verify data permissions©2012. ARF and Questioning Institute.All Rights Reserved
  • 13. Segment 1: “I Want Control” Individual Has ControlDecreases Concern: Increases Ethicality: -Researchers get permission- Personal control over data before collecting datacollection and use -Consumer consent obtained before collecting data©2012. ARF and Questioning Institute.All Rights Reserved
  • 14. Segment 2: “Collect with Integrity” Setting PreferencesIncreases Concern: Decreases Ethicality:-Consent for kid collection -Consent for kid collection-Consumers control data collection -Consumers control data collectionand use and use-Privacy programs for PII -Privacy programs for PII-Opt-out from collection -Opt-out from data collection-Data security -Data security-Consent for any collection -TOS allows data collection-Data destroyed when not needed -Data used only for MR-Passive collection for ID -Protection from intrusions-Data handling preferencesrespected©2012. ARF and Questioning Institute.All Rights Reserved
  • 15. Segment 2: “Collect with Integrity” Act HonorablyDecreases Concern: Increases Ethicality:-Prompt complaint handling -Prompt complaint handling-How we use your data -How we use your datastatement statement-Friends-only posts not -Friends-only posts notcollected collected-Info not sold to 3rd parties -Co’s violating privacy held accountable-PW protected posts notcollected -Conversations always made anonymous-Conversations collected forlawful use only-No harm from collection-Posts read by anyone©2012. ARF and Questioning Institute.All Rights Reserved
  • 16. Segment 3: “Protect My Privacy” Anxiety about Info “Out There”Increases Concern: Decreases Ethicality:-TOS allows data collection -TOS allows data collection-Friends-only posts not collected -Consent required for collectionw/wo permission -Confirm what researchers allowed-Opt-out anytime to collect-Collected data not used to sell -Researchers get permission before collection-Change preferences whenprivacy policies change -Consumer control data collection and use-Posts read by anyone -Data destroyed when not needed-How we will use your datastatement -Data not sold to others-Collected data used for MR -Tech info used to ID consumer©2012. ARF and Questioning Institute.All Rights Reserved
  • 17. Segment 3: “Protect My Privacy” Confidence in ProtectionDecreases Concern: Increases Ethicality:-Privacy programs to protect -Privacy programs to protectPII PII-Privacy policies explain PII handing -Privacy policies explain PII handling-Data collection reasons not falselystated -Data collection purposes not falsely stated-Data handling preferences alwaysrespected -Data handling preferences always respected-Regulation by research industry -Collected info used only for-Privacy settings always respected lawful purposes-Companies violating privacy heldaccountable©2012. ARF and Questioning Institute.All Rights Reserved
  • 18. Emotional Responses to Data CollectionNot very strong overall INDIFFERENCE: Most commonly expressed emotion: 35% ANGER, DISGUST, FEAR, SADNESS: 5%-29% HAPPINESS, SURPRISE, EMPOWERMENT, OPTIMISM: 1%-16%©2012. ARF and Questioning Institute.All Rights Reserved
  • 19. Demographic/Activity Differences are SlightDon’t explain mindset differences©2012. ARF and Questioning Institute.All Rights Reserved
  • 20. Implications: Research Industry “One-size fits all” social listening collection policies do not capture the range of mindsets Although “natural level” of concern is low in segments, they’re extremely sensitive … concern can flip in an instant Consumers can have a “panic attack” at any moment©2012. ARF and Questioning Institute.All Rights Reserved
  • 21. Implications: Collection Practice Tailor collection policies that:  lessen concern  increase the perception of ethicality, and  Satisfy the emotions of each mindset Collection practices can be universal, what differs is their presentation to consumers©2012. ARF and Questioning Institute.All Rights Reserved
  • 22. Approaches to Mindset-based Data Collection “I Want Control”  Provide tools or preference settings that give consumers control in advance over collection and use “Collect with Integrity”  Spell out what will and won’t be collected  Detail complaint handling, accountability  Emphasize anonymity of own and friend’s data “Protect My Privacy”  Explain how PII and data is protected and handled  Accurately state purposes for data collection  Assure that collected info is used lawfully©2012. ARF and Questioning Institute.All Rights Reserved
  • 23. Implementation Steps Assign each person to a mindset using a segmentation wizard Do this during registration or reviews of terms of service Provide collection policy geared to each person’s mindset©2012. ARF and Questioning Institute.All Rights Reserved
  • 24. Conclusions and Next Steps One size fits all data collection statements risk consumer turn-off Mindset-based collection approaches allows researchers to tailor listening collection practices to consumers Replicate study periodically to trend mindsets, identify changes and update collection practices to stay in sync with consumers Expand mindset research to additional areas to create scientifically-based research practices that include the views of consumers and professionals©2012. ARF and Questioning Institute.All Rights Reserved
  • 25. Thank You! For further information about this study:  Stephen D. Rappaport, The ARF  Phone: 646-801-8648  Email: srappaport@questioninginstitute.com  Twitter: @steverappaport  Co-author Contacts:  Howard R. Moskowitz, Ph.D.  hmoskowitz@questioninginstitute.com  Tom Woodnutt, Conversations Strategist  tomwoodnutt@gmail.com  @tomwoodnutt©2012. ARF and Questioning Institute.All Rights Reserved