READ an OVERVIEW: https://www.linkedin.com/pulse/new-research-what-future-data-sharing-david-rogers This research study was produced by Columbia Business School’s Center on Global Brand Leadership, in conjunction with the Aimia Institute. As data becomes an increasingly important asset for any business, access to accurate data from customers—about their interests, behaviors, and identity—is vital to successful, durable relationships. Our research explores how businesses can make data sharing a “win-win” for both companies and the customers they serve. Co-authors David Rogers and Matthew Quint surveyed attitudes towards sharing data with business in six different industries, talking with 8,000 consumers from the US, UK, Canada, France, and India. Our surprising findings show that even consumers who are actively protective of their data are often happy to share it for relevant offers and value. The study revealed four distinct “mindsets” that consumers have towards sharing data. And we uncovered clear opportunities for business to use data to add more value to their relationships with consumers.