SlideShare a Scribd company logo
Impact of GDPR on Consumers and Firms
Pinar Yildirim, The Wharton School
&
Ben Boix, Managing Director US & Canada
July 2021
Sponsors
Communication
Confidential
Impact of GDPR on
Consumers and Firms
Pinar Yildirim | The Wharton School
Ben Boix | Managing Director US & Canada
Confidential
Who we are?
Founded in 2001 in Spain, Netquest has become a
leading provider of digital behaviour and opinion
data in the MR Sector.
Thanks to our own software developments for
online surveys but also thanks to our innovations in
data collection and in panel management we can
offer to our clients different types of data to give
them a full view of the consumer:
A Symphony of Data!
Confidential
Not just another panel company...
Confidential
A Symphony of Data
Orchestrating data combinations to give you
a 360° view of the consumer
BEHAVIOR
What is she doing?
GEOLOCATION
Where is she?
AUDIO-MATCHING
What is she listening to?
OPINION
Why?
PROFILING
Who is she?
Confidential
What is Behavioral research?
Behavioral Data
Online behavioral research is the method of collecting data
about people’s online habits and behaviors.
They do this by installing a
software called “meter” in their
devices. They are constantly
sharing with us their behavioral
data via multiple devices (desktop,
smartphone and tablet). smacc
Netquest provides you with
behavioral data from a community
of consumers that share their
online navigation for market
research purposes
in exchange for gifts.
The Behavioral panel is
representative of the online
population in each country by
socio-demographic variables
(gender, age, region and SEL) and
features deeply profiled panelists
with the highest response rate.
1 2 3
Confidential
Impact of GDPR on Consumers and Firms
Prof. Pinar Yildirim, Wharton
General
Data
Protection
Regulation
● EU’s General Data Protection Regulation
○ May 25th, 2018
● Extends privacy protections for consumers
○ Obtain consent of consumers to collect and use their
data
○ Encrypt and anonymize consumer data
○ Provide data breach notifications
○ Appoint an internal officer to oversee GDPR
compliance
Confidential
Implications of GDPR for Consumers
● Reduce mental “burden” of sharing personal data
● Reduce hesitancy to visit lesser-known websites
● Carry out transactions with less hesitancy
● Search for goods of private nature with higher confidence
Confidential
Implications of GDPR for Firms
● Increases “cost” of handling personal data
● Harder to collect and use personal data to target consumers
● Harder to inform consumers about goods and services
● Fines for firms which fail to comply with GDPR
Confidential
General Data Protection Regulation (GDPR)
GDPR in effect
Confidential
Project Overview
1
How does GDPR affect users’
online browsing behavior?
2
How did GDPR impact firms’
outreach to consumers?
Are there more frictions on
the internet?
3
Does GDPR impact all firms
the same way?
Research Methodology
Draw causal inference by comparing EU and non-EU users, before and
after GDPR policy date
Difference-in-differences approach, controlling for time trends and
user characteristics that affect browsing patterns
Confidential
Data Sources Used
Netquest browsing panel and search keywords
○ January 31st to September 1st, 2018
○ EU (UK, Spain) and non-EU regions (US,
Brazil)
○ 8 million+ records, made by 5998 panelists
○ 690K+ domains were visited through the 34
weeks
Privacy policy updates of firms (collected by
researcher) & Crunchbase company data
Users in EU are
more
comfortable
spending time
online compared
to users in non-
EU regions
Confidential
Confidentia
l
Changes in Behaviors of Internet Users
Controlling for user characteristics and weekly trends, after GDPR, EU users show:
37% increase in total time spent online
13% increase in the number of domains visited, compared to non-EU users
Consistent with positive effects of enhanced privacy
Also consistent with higher friction online
Confidential
Did consumers’ online search
effort change after GDPR?
Compare the effort to get to
products & information
Utilize browsing record to track
consumer shopping journeys
Consumer
search for information
& products
Information
search:
Topics from
search
queries, US
Information
search:
Topics from
search
queries, UK
Product Search: Extracting information about consumer search
User ID URL Time duration category
0007921a2577d346
www.sears.com/jewelry-pendants-
necklaces/...
1/29/2018 9:10
16 Clothing and accessories
0007921a2577d346
www.sears.com/jewelry-pendants-
necklaces/...
1/29/2018 9:11
11 Clothing and accessories
0007921a2577d346
www.sears.com/jewelry-pendants-
necklaces/XXXXXXXX?...
1/29/2018 9:11
9 Clothing an accessories
0007921a2577d346
www.sears.com/deals/whats-cool-
tools.html#/grid
1/29/2018 9:15
68
0007921a2577d346
www.sears.com/deals/whats-cool-
tools.html#/grid?soldBy=sears
1/29/2018 9:15
11
0007921a2577d346 www.sears.com/crsp/mx/checkout#/checkout/ 1/29/2018 9:19 36
User ID Check out Time Total_time Num_pages Num_domains category
0007921a2577d346 www.sears.com/crsp/m
x/checkout#/checkout/
1/29/2018 9:19 16+11+9 =36 3 1 Clothing and
accessories
Classify
search
activity on
in the
same
product
category
Confidential
Changes to Consumer Search
When searching for any “information”:
● Consumers on average submit 4.12% more search terms related to the same
topic after GDPR
When searching for “products”:
● Consumers click on 4.01% more pages in a product category.
● Visit 9.97% more domains within a product category.
Smaller firms face up to 5x more difficulty in selling to consumers after GDPR.
EU Consumers exert higher “search” effort after GDPR
Confidential
● GDPR gave consumers higher privacy protection.
● At the same time, GDPR made it more difficult for firms to
reach out to consumers.
● EU users have harder time finding the information and
products they are searching for, compared to non-EU users.
It is important to enhance marketing efforts to make up for the
negative effects of GDPR.
Takeaways
Pinar Yildirim
Marketing Professor
The Wharton School
pyild@wharton.upenn.edu
Benet Boix
Managing Director North America & Canada
bboix@netquest.com
Thank You!
Q & A
Ray Poynter
Potentiate &
NewMR
Pinar Yildrim
The Wharton School
Benet Boiz
Netquest
Sponsors
Communication

More Related Content

What's hot

2019 10-23 ccpa survival guide
2019 10-23 ccpa survival guide2019 10-23 ccpa survival guide
2019 10-23 ccpa survival guide
TrustArc
 
What does the GDPR mean for charity communicators? | Wales Networking Group |...
What does the GDPR mean for charity communicators? | Wales Networking Group |...What does the GDPR mean for charity communicators? | Wales Networking Group |...
What does the GDPR mean for charity communicators? | Wales Networking Group |...
CharityComms
 
Digital Enterprise Festival Birmingham 13/04/17 - Ian West Cognizant VP Data ...
Digital Enterprise Festival Birmingham 13/04/17 - Ian West Cognizant VP Data ...Digital Enterprise Festival Birmingham 13/04/17 - Ian West Cognizant VP Data ...
Digital Enterprise Festival Birmingham 13/04/17 - Ian West Cognizant VP Data ...
CIO Edge
 
Managing Consumer Data Privacy
Managing Consumer Data PrivacyManaging Consumer Data Privacy
Managing Consumer Data Privacy
Gigya
 
CMR - GDPR - general introduction for marketeers
CMR  -  GDPR - general introduction for marketeersCMR  -  GDPR - general introduction for marketeers
CMR - GDPR - general introduction for marketeers
The CMR Agency
 
Information Security and Data Privacy Practices
Information Security and Data Privacy PracticesInformation Security and Data Privacy Practices
Information Security and Data Privacy Practices
Gigya
 
GDPR Compliance in Digital Advertising (dmexco 2017)
GDPR Compliance in Digital Advertising (dmexco 2017)GDPR Compliance in Digital Advertising (dmexco 2017)
GDPR Compliance in Digital Advertising (dmexco 2017)
Stefan Kotiia
 
GDPR in the Digital World
GDPR in the Digital WorldGDPR in the Digital World
GDPR in the Digital World
eZ Systems
 
The Privacy Advantage 2016 - Amit Pau
The Privacy Advantage 2016 - Amit PauThe Privacy Advantage 2016 - Amit Pau
The Privacy Advantage 2016 - Amit Pau
Krowdthink
 
BigID Data Sheet: Smart Data Labeling and Tagging
BigID Data Sheet: Smart Data Labeling and TaggingBigID Data Sheet: Smart Data Labeling and Tagging
BigID Data Sheet: Smart Data Labeling and Tagging
BigID Inc
 
Piwik PRO The Real Cost of Data Privacy
Piwik PRO The Real Cost of Data Privacy Piwik PRO The Real Cost of Data Privacy
Piwik PRO The Real Cost of Data Privacy
Piwik PRO
 
Privacy Regulations and Your Digital Setup
Privacy Regulations and Your Digital SetupPrivacy Regulations and Your Digital Setup
Privacy Regulations and Your Digital Setup
Piwik PRO
 
GDPR: Data protection rights and wrongs
GDPR: Data protection rights and wrongsGDPR: Data protection rights and wrongs
GDPR: Data protection rights and wrongs
Northern User Experience
 
*Webinar* CCPA: Get Your Business Ready
*Webinar* CCPA: Get Your Business Ready*Webinar* CCPA: Get Your Business Ready
*Webinar* CCPA: Get Your Business Ready
MoEngage Inc.
 
"GDPR - All You Need To Know" presentation from event Nov 16th in Berlin
"GDPR - All You Need To Know" presentation from event Nov 16th in Berlin"GDPR - All You Need To Know" presentation from event Nov 16th in Berlin
"GDPR - All You Need To Know" presentation from event Nov 16th in Berlin
Mailjet
 
BigID's Smart Data Labeling and Tagging
BigID's Smart Data Labeling and TaggingBigID's Smart Data Labeling and Tagging
BigID's Smart Data Labeling and Tagging
Dimitri Sirota
 
Hengesbaugh
HengesbaughHengesbaugh
Hengesbaugh
Onkar Sule
 
Data – the Lifeblood of the Affiliate Marketing industry
Data – the Lifeblood of the Affiliate Marketing industryData – the Lifeblood of the Affiliate Marketing industry
Data – the Lifeblood of the Affiliate Marketing industry
Affiliate Summit
 
Data Privacy: What you need to know about privacy, from compliance to ethics
Data Privacy: What you need to know about privacy, from compliance to ethicsData Privacy: What you need to know about privacy, from compliance to ethics
Data Privacy: What you need to know about privacy, from compliance to ethics
AT Internet
 
Internet of Things (IotT) Legal Issues Privacy and Cybersecurity
Internet of Things (IotT) Legal Issues Privacy and Cybersecurity Internet of Things (IotT) Legal Issues Privacy and Cybersecurity
Internet of Things (IotT) Legal Issues Privacy and Cybersecurity
Darek Czuchaj
 

What's hot (20)

2019 10-23 ccpa survival guide
2019 10-23 ccpa survival guide2019 10-23 ccpa survival guide
2019 10-23 ccpa survival guide
 
What does the GDPR mean for charity communicators? | Wales Networking Group |...
What does the GDPR mean for charity communicators? | Wales Networking Group |...What does the GDPR mean for charity communicators? | Wales Networking Group |...
What does the GDPR mean for charity communicators? | Wales Networking Group |...
 
Digital Enterprise Festival Birmingham 13/04/17 - Ian West Cognizant VP Data ...
Digital Enterprise Festival Birmingham 13/04/17 - Ian West Cognizant VP Data ...Digital Enterprise Festival Birmingham 13/04/17 - Ian West Cognizant VP Data ...
Digital Enterprise Festival Birmingham 13/04/17 - Ian West Cognizant VP Data ...
 
Managing Consumer Data Privacy
Managing Consumer Data PrivacyManaging Consumer Data Privacy
Managing Consumer Data Privacy
 
CMR - GDPR - general introduction for marketeers
CMR  -  GDPR - general introduction for marketeersCMR  -  GDPR - general introduction for marketeers
CMR - GDPR - general introduction for marketeers
 
Information Security and Data Privacy Practices
Information Security and Data Privacy PracticesInformation Security and Data Privacy Practices
Information Security and Data Privacy Practices
 
GDPR Compliance in Digital Advertising (dmexco 2017)
GDPR Compliance in Digital Advertising (dmexco 2017)GDPR Compliance in Digital Advertising (dmexco 2017)
GDPR Compliance in Digital Advertising (dmexco 2017)
 
GDPR in the Digital World
GDPR in the Digital WorldGDPR in the Digital World
GDPR in the Digital World
 
The Privacy Advantage 2016 - Amit Pau
The Privacy Advantage 2016 - Amit PauThe Privacy Advantage 2016 - Amit Pau
The Privacy Advantage 2016 - Amit Pau
 
BigID Data Sheet: Smart Data Labeling and Tagging
BigID Data Sheet: Smart Data Labeling and TaggingBigID Data Sheet: Smart Data Labeling and Tagging
BigID Data Sheet: Smart Data Labeling and Tagging
 
Piwik PRO The Real Cost of Data Privacy
Piwik PRO The Real Cost of Data Privacy Piwik PRO The Real Cost of Data Privacy
Piwik PRO The Real Cost of Data Privacy
 
Privacy Regulations and Your Digital Setup
Privacy Regulations and Your Digital SetupPrivacy Regulations and Your Digital Setup
Privacy Regulations and Your Digital Setup
 
GDPR: Data protection rights and wrongs
GDPR: Data protection rights and wrongsGDPR: Data protection rights and wrongs
GDPR: Data protection rights and wrongs
 
*Webinar* CCPA: Get Your Business Ready
*Webinar* CCPA: Get Your Business Ready*Webinar* CCPA: Get Your Business Ready
*Webinar* CCPA: Get Your Business Ready
 
"GDPR - All You Need To Know" presentation from event Nov 16th in Berlin
"GDPR - All You Need To Know" presentation from event Nov 16th in Berlin"GDPR - All You Need To Know" presentation from event Nov 16th in Berlin
"GDPR - All You Need To Know" presentation from event Nov 16th in Berlin
 
BigID's Smart Data Labeling and Tagging
BigID's Smart Data Labeling and TaggingBigID's Smart Data Labeling and Tagging
BigID's Smart Data Labeling and Tagging
 
Hengesbaugh
HengesbaughHengesbaugh
Hengesbaugh
 
Data – the Lifeblood of the Affiliate Marketing industry
Data – the Lifeblood of the Affiliate Marketing industryData – the Lifeblood of the Affiliate Marketing industry
Data – the Lifeblood of the Affiliate Marketing industry
 
Data Privacy: What you need to know about privacy, from compliance to ethics
Data Privacy: What you need to know about privacy, from compliance to ethicsData Privacy: What you need to know about privacy, from compliance to ethics
Data Privacy: What you need to know about privacy, from compliance to ethics
 
Internet of Things (IotT) Legal Issues Privacy and Cybersecurity
Internet of Things (IotT) Legal Issues Privacy and Cybersecurity Internet of Things (IotT) Legal Issues Privacy and Cybersecurity
Internet of Things (IotT) Legal Issues Privacy and Cybersecurity
 

Similar to Impact of GDPR on Consumers and Firms

Data Protection Scotland Summit 2019
Data Protection Scotland Summit 2019Data Protection Scotland Summit 2019
Data Protection Scotland Summit 2019
Ray Bugg
 
Data Economy_FINTECHBELGIUM_15062023_DV_for publishing_ok.pptx
Data Economy_FINTECHBELGIUM_15062023_DV_for publishing_ok.pptxData Economy_FINTECHBELGIUM_15062023_DV_for publishing_ok.pptx
Data Economy_FINTECHBELGIUM_15062023_DV_for publishing_ok.pptx
FinTech Belgium
 
A Pratical Guide to GDPR - F.Coin
A Pratical Guide to GDPR - F.CoinA Pratical Guide to GDPR - F.Coin
A Pratical Guide to GDPR - F.Coin
Franco Coin
 
Ritz 4th-july-gdpr
Ritz 4th-july-gdprRitz 4th-july-gdpr
Ritz 4th-july-gdpr
Exponential_e
 
Bridging the Gap Between Privacy and Retention
Bridging the Gap Between Privacy and RetentionBridging the Gap Between Privacy and Retention
Bridging the Gap Between Privacy and Retention
InfoGoTo
 
GDPR & Data Privacy Guide - Free Download
GDPR & Data Privacy Guide - Free DownloadGDPR & Data Privacy Guide - Free Download
GDPR & Data Privacy Guide - Free Download
Visitor Analytics
 
DATA SAFEGUARD INC.- WHITE PAPER
DATA SAFEGUARD INC.- WHITE PAPERDATA SAFEGUARD INC.- WHITE PAPER
DATA SAFEGUARD INC.- WHITE PAPER
YashiVaidya
 
Trendigital Conference: Website & Marketing Strategies for 2019
Trendigital Conference: Website & Marketing Strategies for 2019Trendigital Conference: Website & Marketing Strategies for 2019
Trendigital Conference: Website & Marketing Strategies for 2019
Kate Kotzea
 
Data opportunities mini whitepaper
Data opportunities mini whitepaperData opportunities mini whitepaper
Data opportunities mini whitepaper
Robert Bowstead
 
GDPR: Data Privacy in the New
GDPR: Data Privacy in the NewGDPR: Data Privacy in the New
GDPR: Data Privacy in the New
accenture
 
2019 08-21 Automating Privacy Management
2019 08-21 Automating Privacy Management2019 08-21 Automating Privacy Management
2019 08-21 Automating Privacy Management
TrustArc
 
Big Data LDN 2017: Applied AI for GDPR
Big Data LDN 2017: Applied AI for GDPRBig Data LDN 2017: Applied AI for GDPR
Big Data LDN 2017: Applied AI for GDPR
Matt Stubbs
 
How the EU-GDPR May Affect Your Website
How the EU-GDPR May Affect Your WebsiteHow the EU-GDPR May Affect Your Website
How the EU-GDPR May Affect Your Website
SilverTech
 
Blockchain & GDPR vs. Facebook - how blockchain protects personal data and en...
Blockchain & GDPR vs. Facebook - how blockchain protects personal data and en...Blockchain & GDPR vs. Facebook - how blockchain protects personal data and en...
Blockchain & GDPR vs. Facebook - how blockchain protects personal data and en...
Christian Lange
 
GDPR: the IBM journey to compliance
GDPR: the IBM journey to complianceGDPR: the IBM journey to compliance
GDPR: the IBM journey to compliance
DataWorks Summit
 
The GDPR Most Wanted: The Marketer and Analyst's Role in Compliance
The GDPR Most Wanted: The Marketer and Analyst's Role in ComplianceThe GDPR Most Wanted: The Marketer and Analyst's Role in Compliance
The GDPR Most Wanted: The Marketer and Analyst's Role in Compliance
ObservePoint
 
The Rise of Data Science Master Class - Joe Nguyen, H Plus
The Rise of Data Science Master Class - Joe Nguyen, H PlusThe Rise of Data Science Master Class - Joe Nguyen, H Plus
The Rise of Data Science Master Class - Joe Nguyen, H Plus
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
12th July GDPR event slides
12th July GDPR event slides12th July GDPR event slides
12th July GDPR event slides
Exponential_e
 
GDPR and Data Quality - A Service Objects webinar
GDPR and Data Quality - A Service Objects webinarGDPR and Data Quality - A Service Objects webinar
GDPR and Data Quality - A Service Objects webinar
Rob Manser
 
UXPSystems_whitepaper_Privacy_Nov182016
UXPSystems_whitepaper_Privacy_Nov182016UXPSystems_whitepaper_Privacy_Nov182016
UXPSystems_whitepaper_Privacy_Nov182016
Andrey Plotnikov
 

Similar to Impact of GDPR on Consumers and Firms (20)

Data Protection Scotland Summit 2019
Data Protection Scotland Summit 2019Data Protection Scotland Summit 2019
Data Protection Scotland Summit 2019
 
Data Economy_FINTECHBELGIUM_15062023_DV_for publishing_ok.pptx
Data Economy_FINTECHBELGIUM_15062023_DV_for publishing_ok.pptxData Economy_FINTECHBELGIUM_15062023_DV_for publishing_ok.pptx
Data Economy_FINTECHBELGIUM_15062023_DV_for publishing_ok.pptx
 
A Pratical Guide to GDPR - F.Coin
A Pratical Guide to GDPR - F.CoinA Pratical Guide to GDPR - F.Coin
A Pratical Guide to GDPR - F.Coin
 
Ritz 4th-july-gdpr
Ritz 4th-july-gdprRitz 4th-july-gdpr
Ritz 4th-july-gdpr
 
Bridging the Gap Between Privacy and Retention
Bridging the Gap Between Privacy and RetentionBridging the Gap Between Privacy and Retention
Bridging the Gap Between Privacy and Retention
 
GDPR & Data Privacy Guide - Free Download
GDPR & Data Privacy Guide - Free DownloadGDPR & Data Privacy Guide - Free Download
GDPR & Data Privacy Guide - Free Download
 
DATA SAFEGUARD INC.- WHITE PAPER
DATA SAFEGUARD INC.- WHITE PAPERDATA SAFEGUARD INC.- WHITE PAPER
DATA SAFEGUARD INC.- WHITE PAPER
 
Trendigital Conference: Website & Marketing Strategies for 2019
Trendigital Conference: Website & Marketing Strategies for 2019Trendigital Conference: Website & Marketing Strategies for 2019
Trendigital Conference: Website & Marketing Strategies for 2019
 
Data opportunities mini whitepaper
Data opportunities mini whitepaperData opportunities mini whitepaper
Data opportunities mini whitepaper
 
GDPR: Data Privacy in the New
GDPR: Data Privacy in the NewGDPR: Data Privacy in the New
GDPR: Data Privacy in the New
 
2019 08-21 Automating Privacy Management
2019 08-21 Automating Privacy Management2019 08-21 Automating Privacy Management
2019 08-21 Automating Privacy Management
 
Big Data LDN 2017: Applied AI for GDPR
Big Data LDN 2017: Applied AI for GDPRBig Data LDN 2017: Applied AI for GDPR
Big Data LDN 2017: Applied AI for GDPR
 
How the EU-GDPR May Affect Your Website
How the EU-GDPR May Affect Your WebsiteHow the EU-GDPR May Affect Your Website
How the EU-GDPR May Affect Your Website
 
Blockchain & GDPR vs. Facebook - how blockchain protects personal data and en...
Blockchain & GDPR vs. Facebook - how blockchain protects personal data and en...Blockchain & GDPR vs. Facebook - how blockchain protects personal data and en...
Blockchain & GDPR vs. Facebook - how blockchain protects personal data and en...
 
GDPR: the IBM journey to compliance
GDPR: the IBM journey to complianceGDPR: the IBM journey to compliance
GDPR: the IBM journey to compliance
 
The GDPR Most Wanted: The Marketer and Analyst's Role in Compliance
The GDPR Most Wanted: The Marketer and Analyst's Role in ComplianceThe GDPR Most Wanted: The Marketer and Analyst's Role in Compliance
The GDPR Most Wanted: The Marketer and Analyst's Role in Compliance
 
The Rise of Data Science Master Class - Joe Nguyen, H Plus
The Rise of Data Science Master Class - Joe Nguyen, H PlusThe Rise of Data Science Master Class - Joe Nguyen, H Plus
The Rise of Data Science Master Class - Joe Nguyen, H Plus
 
12th July GDPR event slides
12th July GDPR event slides12th July GDPR event slides
12th July GDPR event slides
 
GDPR and Data Quality - A Service Objects webinar
GDPR and Data Quality - A Service Objects webinarGDPR and Data Quality - A Service Objects webinar
GDPR and Data Quality - A Service Objects webinar
 
UXPSystems_whitepaper_Privacy_Nov182016
UXPSystems_whitepaper_Privacy_Nov182016UXPSystems_whitepaper_Privacy_Nov182016
UXPSystems_whitepaper_Privacy_Nov182016
 

More from Ray Poynter

The State of AI in Insights and Research 2024: Results and Findings
The State of AI in Insights and Research 2024: Results and FindingsThe State of AI in Insights and Research 2024: Results and Findings
The State of AI in Insights and Research 2024: Results and Findings
Ray Poynter
 
ResearchWiseAI - an artificial intelligence driven research data analysis tool
ResearchWiseAI - an artificial intelligence driven research data analysis toolResearchWiseAI - an artificial intelligence driven research data analysis tool
ResearchWiseAI - an artificial intelligence driven research data analysis tool
Ray Poynter
 
AI-powered interviewing: Best practices from Yasna
AI-powered interviewing: Best practices from YasnaAI-powered interviewing: Best practices from Yasna
AI-powered interviewing: Best practices from Yasna
Ray Poynter
 
Artificial Intelligence and Qual: The Story So Far
Artificial Intelligence and Qual: The Story So FarArtificial Intelligence and Qual: The Story So Far
Artificial Intelligence and Qual: The Story So Far
Ray Poynter
 
State of Research Insights in Q1, 2024 from NewMR
State of Research Insights in Q1, 2024 from NewMRState of Research Insights in Q1, 2024 from NewMR
State of Research Insights in Q1, 2024 from NewMR
Ray Poynter
 
Sudden Death of Beliefs
Sudden Death of BeliefsSudden Death of Beliefs
Sudden Death of Beliefs
Ray Poynter
 
Uncovering Consumers’ Hidden Narratives
Uncovering Consumers’ Hidden NarrativesUncovering Consumers’ Hidden Narratives
Uncovering Consumers’ Hidden Narratives
Ray Poynter
 
Narrative Exploration of New Categories at Mondelēz
Narrative Exploration of New Categories at MondelēzNarrative Exploration of New Categories at Mondelēz
Narrative Exploration of New Categories at Mondelēz
Ray Poynter
 
The Future in Focus
The Future in FocusThe Future in Focus
The Future in Focus
Ray Poynter
 
The Future in Focus
The Future in FocusThe Future in Focus
The Future in Focus
Ray Poynter
 
The State of Insights – September 2023
The State of Insights – September 2023The State of Insights – September 2023
The State of Insights – September 2023
Ray Poynter
 
Research Thinking in the age of AI
Research Thinking in the age of AIResearch Thinking in the age of AI
Research Thinking in the age of AI
Ray Poynter
 
How might AI impact Research and Insights over the next two years?
How might AI impact Research and Insights over the next two years?How might AI impact Research and Insights over the next two years?
How might AI impact Research and Insights over the next two years?
Ray Poynter
 
From Words to Wisdom: Unleashing the Potential of Language Models for Human-C...
From Words to Wisdom: Unleashing the Potential of Language Models for Human-C...From Words to Wisdom: Unleashing the Potential of Language Models for Human-C...
From Words to Wisdom: Unleashing the Potential of Language Models for Human-C...
Ray Poynter
 
ChatGPT for Social Media Listening: practical application with YouScan’s Insi...
ChatGPT for Social Media Listening: practical application with YouScan’s Insi...ChatGPT for Social Media Listening: practical application with YouScan’s Insi...
ChatGPT for Social Media Listening: practical application with YouScan’s Insi...
Ray Poynter
 
Using Generative AI to Assess the Quality of Open-Ended Responses in Surveys
Using Generative AI to Assess the Quality of Open-Ended Responses in SurveysUsing Generative AI to Assess the Quality of Open-Ended Responses in Surveys
Using Generative AI to Assess the Quality of Open-Ended Responses in Surveys
Ray Poynter
 
Exploring the future of verbatim coding with ChatGPT
Exploring the future of verbatim coding with ChatGPTExploring the future of verbatim coding with ChatGPT
Exploring the future of verbatim coding with ChatGPT
Ray Poynter
 
Using Generative AI to bring Qualitative Capabilities to Quantitative Surveys
Using Generative AI to bring Qualitative Capabilities to Quantitative SurveysUsing Generative AI to bring Qualitative Capabilities to Quantitative Surveys
Using Generative AI to bring Qualitative Capabilities to Quantitative Surveys
Ray Poynter
 
How AI / ChatGPT Drives Business Growth
How AI / ChatGPT Drives Business GrowthHow AI / ChatGPT Drives Business Growth
How AI / ChatGPT Drives Business Growth
Ray Poynter
 
Tech for tech’s sake? Learnings from experiments with AI in consumer research
Tech for tech’s sake? Learnings from experiments with AI in consumer researchTech for tech’s sake? Learnings from experiments with AI in consumer research
Tech for tech’s sake? Learnings from experiments with AI in consumer research
Ray Poynter
 

More from Ray Poynter (20)

The State of AI in Insights and Research 2024: Results and Findings
The State of AI in Insights and Research 2024: Results and FindingsThe State of AI in Insights and Research 2024: Results and Findings
The State of AI in Insights and Research 2024: Results and Findings
 
ResearchWiseAI - an artificial intelligence driven research data analysis tool
ResearchWiseAI - an artificial intelligence driven research data analysis toolResearchWiseAI - an artificial intelligence driven research data analysis tool
ResearchWiseAI - an artificial intelligence driven research data analysis tool
 
AI-powered interviewing: Best practices from Yasna
AI-powered interviewing: Best practices from YasnaAI-powered interviewing: Best practices from Yasna
AI-powered interviewing: Best practices from Yasna
 
Artificial Intelligence and Qual: The Story So Far
Artificial Intelligence and Qual: The Story So FarArtificial Intelligence and Qual: The Story So Far
Artificial Intelligence and Qual: The Story So Far
 
State of Research Insights in Q1, 2024 from NewMR
State of Research Insights in Q1, 2024 from NewMRState of Research Insights in Q1, 2024 from NewMR
State of Research Insights in Q1, 2024 from NewMR
 
Sudden Death of Beliefs
Sudden Death of BeliefsSudden Death of Beliefs
Sudden Death of Beliefs
 
Uncovering Consumers’ Hidden Narratives
Uncovering Consumers’ Hidden NarrativesUncovering Consumers’ Hidden Narratives
Uncovering Consumers’ Hidden Narratives
 
Narrative Exploration of New Categories at Mondelēz
Narrative Exploration of New Categories at MondelēzNarrative Exploration of New Categories at Mondelēz
Narrative Exploration of New Categories at Mondelēz
 
The Future in Focus
The Future in FocusThe Future in Focus
The Future in Focus
 
The Future in Focus
The Future in FocusThe Future in Focus
The Future in Focus
 
The State of Insights – September 2023
The State of Insights – September 2023The State of Insights – September 2023
The State of Insights – September 2023
 
Research Thinking in the age of AI
Research Thinking in the age of AIResearch Thinking in the age of AI
Research Thinking in the age of AI
 
How might AI impact Research and Insights over the next two years?
How might AI impact Research and Insights over the next two years?How might AI impact Research and Insights over the next two years?
How might AI impact Research and Insights over the next two years?
 
From Words to Wisdom: Unleashing the Potential of Language Models for Human-C...
From Words to Wisdom: Unleashing the Potential of Language Models for Human-C...From Words to Wisdom: Unleashing the Potential of Language Models for Human-C...
From Words to Wisdom: Unleashing the Potential of Language Models for Human-C...
 
ChatGPT for Social Media Listening: practical application with YouScan’s Insi...
ChatGPT for Social Media Listening: practical application with YouScan’s Insi...ChatGPT for Social Media Listening: practical application with YouScan’s Insi...
ChatGPT for Social Media Listening: practical application with YouScan’s Insi...
 
Using Generative AI to Assess the Quality of Open-Ended Responses in Surveys
Using Generative AI to Assess the Quality of Open-Ended Responses in SurveysUsing Generative AI to Assess the Quality of Open-Ended Responses in Surveys
Using Generative AI to Assess the Quality of Open-Ended Responses in Surveys
 
Exploring the future of verbatim coding with ChatGPT
Exploring the future of verbatim coding with ChatGPTExploring the future of verbatim coding with ChatGPT
Exploring the future of verbatim coding with ChatGPT
 
Using Generative AI to bring Qualitative Capabilities to Quantitative Surveys
Using Generative AI to bring Qualitative Capabilities to Quantitative SurveysUsing Generative AI to bring Qualitative Capabilities to Quantitative Surveys
Using Generative AI to bring Qualitative Capabilities to Quantitative Surveys
 
How AI / ChatGPT Drives Business Growth
How AI / ChatGPT Drives Business GrowthHow AI / ChatGPT Drives Business Growth
How AI / ChatGPT Drives Business Growth
 
Tech for tech’s sake? Learnings from experiments with AI in consumer research
Tech for tech’s sake? Learnings from experiments with AI in consumer researchTech for tech’s sake? Learnings from experiments with AI in consumer research
Tech for tech’s sake? Learnings from experiments with AI in consumer research
 

Recently uploaded

Oliver Asks for More by Charles Dickens (9)
Oliver Asks for More by Charles Dickens (9)Oliver Asks for More by Charles Dickens (9)
Oliver Asks for More by Charles Dickens (9)
nitinpv4ai
 
skeleton System.pdf (skeleton system wow)
skeleton System.pdf (skeleton system wow)skeleton System.pdf (skeleton system wow)
skeleton System.pdf (skeleton system wow)
Mohammad Al-Dhahabi
 
Level 3 NCEA - NZ: A Nation In the Making 1872 - 1900 SML.ppt
Level 3 NCEA - NZ: A  Nation In the Making 1872 - 1900 SML.pptLevel 3 NCEA - NZ: A  Nation In the Making 1872 - 1900 SML.ppt
Level 3 NCEA - NZ: A Nation In the Making 1872 - 1900 SML.ppt
Henry Hollis
 
Electric Fetus - Record Store Scavenger Hunt
Electric Fetus - Record Store Scavenger HuntElectric Fetus - Record Store Scavenger Hunt
Electric Fetus - Record Store Scavenger Hunt
RamseyBerglund
 
220711130083 SUBHASHREE RAKSHIT Internet resources for social science
220711130083 SUBHASHREE RAKSHIT  Internet resources for social science220711130083 SUBHASHREE RAKSHIT  Internet resources for social science
220711130083 SUBHASHREE RAKSHIT Internet resources for social science
Kalna College
 
A Free 200-Page eBook ~ Brain and Mind Exercise.pptx
A Free 200-Page eBook ~ Brain and Mind Exercise.pptxA Free 200-Page eBook ~ Brain and Mind Exercise.pptx
A Free 200-Page eBook ~ Brain and Mind Exercise.pptx
OH TEIK BIN
 
78 Microsoft-Publisher - Sirin Sultana Bora.pptx
78 Microsoft-Publisher - Sirin Sultana Bora.pptx78 Microsoft-Publisher - Sirin Sultana Bora.pptx
78 Microsoft-Publisher - Sirin Sultana Bora.pptx
Kalna College
 
Bonku-Babus-Friend by Sathyajith Ray (9)
Bonku-Babus-Friend by Sathyajith Ray  (9)Bonku-Babus-Friend by Sathyajith Ray  (9)
Bonku-Babus-Friend by Sathyajith Ray (9)
nitinpv4ai
 
CapTechTalks Webinar Slides June 2024 Donovan Wright.pptx
CapTechTalks Webinar Slides June 2024 Donovan Wright.pptxCapTechTalks Webinar Slides June 2024 Donovan Wright.pptx
CapTechTalks Webinar Slides June 2024 Donovan Wright.pptx
CapitolTechU
 
مصحف القراءات العشر أعد أحرف الخلاف سمير بسيوني.pdf
مصحف القراءات العشر   أعد أحرف الخلاف سمير بسيوني.pdfمصحف القراءات العشر   أعد أحرف الخلاف سمير بسيوني.pdf
مصحف القراءات العشر أعد أحرف الخلاف سمير بسيوني.pdf
سمير بسيوني
 
BIOLOGY NATIONAL EXAMINATION COUNCIL (NECO) 2024 PRACTICAL MANUAL.pptx
BIOLOGY NATIONAL EXAMINATION COUNCIL (NECO) 2024 PRACTICAL MANUAL.pptxBIOLOGY NATIONAL EXAMINATION COUNCIL (NECO) 2024 PRACTICAL MANUAL.pptx
BIOLOGY NATIONAL EXAMINATION COUNCIL (NECO) 2024 PRACTICAL MANUAL.pptx
RidwanHassanYusuf
 
BÀI TẬP BỔ TRỢ TIẾNG ANH LỚP 8 - CẢ NĂM - FRIENDS PLUS - NĂM HỌC 2023-2024 (B...
BÀI TẬP BỔ TRỢ TIẾNG ANH LỚP 8 - CẢ NĂM - FRIENDS PLUS - NĂM HỌC 2023-2024 (B...BÀI TẬP BỔ TRỢ TIẾNG ANH LỚP 8 - CẢ NĂM - FRIENDS PLUS - NĂM HỌC 2023-2024 (B...
BÀI TẬP BỔ TRỢ TIẾNG ANH LỚP 8 - CẢ NĂM - FRIENDS PLUS - NĂM HỌC 2023-2024 (B...
Nguyen Thanh Tu Collection
 
How to Setup Default Value for a Field in Odoo 17
How to Setup Default Value for a Field in Odoo 17How to Setup Default Value for a Field in Odoo 17
How to Setup Default Value for a Field in Odoo 17
Celine George
 
Temple of Asclepius in Thrace. Excavation results
Temple of Asclepius in Thrace. Excavation resultsTemple of Asclepius in Thrace. Excavation results
Temple of Asclepius in Thrace. Excavation results
Krassimira Luka
 
Gender and Mental Health - Counselling and Family Therapy Applications and In...
Gender and Mental Health - Counselling and Family Therapy Applications and In...Gender and Mental Health - Counselling and Family Therapy Applications and In...
Gender and Mental Health - Counselling and Family Therapy Applications and In...
PsychoTech Services
 
CIS 4200-02 Group 1 Final Project Report (1).pdf
CIS 4200-02 Group 1 Final Project Report (1).pdfCIS 4200-02 Group 1 Final Project Report (1).pdf
CIS 4200-02 Group 1 Final Project Report (1).pdf
blueshagoo1
 
Contiguity Of Various Message Forms - Rupam Chandra.pptx
Contiguity Of Various Message Forms - Rupam Chandra.pptxContiguity Of Various Message Forms - Rupam Chandra.pptx
Contiguity Of Various Message Forms - Rupam Chandra.pptx
Kalna College
 
Philippine Edukasyong Pantahanan at Pangkabuhayan (EPP) Curriculum
Philippine Edukasyong Pantahanan at Pangkabuhayan (EPP) CurriculumPhilippine Edukasyong Pantahanan at Pangkabuhayan (EPP) Curriculum
Philippine Edukasyong Pantahanan at Pangkabuhayan (EPP) Curriculum
MJDuyan
 
Educational Technology in the Health Sciences
Educational Technology in the Health SciencesEducational Technology in the Health Sciences
Educational Technology in the Health Sciences
Iris Thiele Isip-Tan
 
Skimbleshanks-The-Railway-Cat by T S Eliot
Skimbleshanks-The-Railway-Cat by T S EliotSkimbleshanks-The-Railway-Cat by T S Eliot
Skimbleshanks-The-Railway-Cat by T S Eliot
nitinpv4ai
 

Recently uploaded (20)

Oliver Asks for More by Charles Dickens (9)
Oliver Asks for More by Charles Dickens (9)Oliver Asks for More by Charles Dickens (9)
Oliver Asks for More by Charles Dickens (9)
 
skeleton System.pdf (skeleton system wow)
skeleton System.pdf (skeleton system wow)skeleton System.pdf (skeleton system wow)
skeleton System.pdf (skeleton system wow)
 
Level 3 NCEA - NZ: A Nation In the Making 1872 - 1900 SML.ppt
Level 3 NCEA - NZ: A  Nation In the Making 1872 - 1900 SML.pptLevel 3 NCEA - NZ: A  Nation In the Making 1872 - 1900 SML.ppt
Level 3 NCEA - NZ: A Nation In the Making 1872 - 1900 SML.ppt
 
Electric Fetus - Record Store Scavenger Hunt
Electric Fetus - Record Store Scavenger HuntElectric Fetus - Record Store Scavenger Hunt
Electric Fetus - Record Store Scavenger Hunt
 
220711130083 SUBHASHREE RAKSHIT Internet resources for social science
220711130083 SUBHASHREE RAKSHIT  Internet resources for social science220711130083 SUBHASHREE RAKSHIT  Internet resources for social science
220711130083 SUBHASHREE RAKSHIT Internet resources for social science
 
A Free 200-Page eBook ~ Brain and Mind Exercise.pptx
A Free 200-Page eBook ~ Brain and Mind Exercise.pptxA Free 200-Page eBook ~ Brain and Mind Exercise.pptx
A Free 200-Page eBook ~ Brain and Mind Exercise.pptx
 
78 Microsoft-Publisher - Sirin Sultana Bora.pptx
78 Microsoft-Publisher - Sirin Sultana Bora.pptx78 Microsoft-Publisher - Sirin Sultana Bora.pptx
78 Microsoft-Publisher - Sirin Sultana Bora.pptx
 
Bonku-Babus-Friend by Sathyajith Ray (9)
Bonku-Babus-Friend by Sathyajith Ray  (9)Bonku-Babus-Friend by Sathyajith Ray  (9)
Bonku-Babus-Friend by Sathyajith Ray (9)
 
CapTechTalks Webinar Slides June 2024 Donovan Wright.pptx
CapTechTalks Webinar Slides June 2024 Donovan Wright.pptxCapTechTalks Webinar Slides June 2024 Donovan Wright.pptx
CapTechTalks Webinar Slides June 2024 Donovan Wright.pptx
 
مصحف القراءات العشر أعد أحرف الخلاف سمير بسيوني.pdf
مصحف القراءات العشر   أعد أحرف الخلاف سمير بسيوني.pdfمصحف القراءات العشر   أعد أحرف الخلاف سمير بسيوني.pdf
مصحف القراءات العشر أعد أحرف الخلاف سمير بسيوني.pdf
 
BIOLOGY NATIONAL EXAMINATION COUNCIL (NECO) 2024 PRACTICAL MANUAL.pptx
BIOLOGY NATIONAL EXAMINATION COUNCIL (NECO) 2024 PRACTICAL MANUAL.pptxBIOLOGY NATIONAL EXAMINATION COUNCIL (NECO) 2024 PRACTICAL MANUAL.pptx
BIOLOGY NATIONAL EXAMINATION COUNCIL (NECO) 2024 PRACTICAL MANUAL.pptx
 
BÀI TẬP BỔ TRỢ TIẾNG ANH LỚP 8 - CẢ NĂM - FRIENDS PLUS - NĂM HỌC 2023-2024 (B...
BÀI TẬP BỔ TRỢ TIẾNG ANH LỚP 8 - CẢ NĂM - FRIENDS PLUS - NĂM HỌC 2023-2024 (B...BÀI TẬP BỔ TRỢ TIẾNG ANH LỚP 8 - CẢ NĂM - FRIENDS PLUS - NĂM HỌC 2023-2024 (B...
BÀI TẬP BỔ TRỢ TIẾNG ANH LỚP 8 - CẢ NĂM - FRIENDS PLUS - NĂM HỌC 2023-2024 (B...
 
How to Setup Default Value for a Field in Odoo 17
How to Setup Default Value for a Field in Odoo 17How to Setup Default Value for a Field in Odoo 17
How to Setup Default Value for a Field in Odoo 17
 
Temple of Asclepius in Thrace. Excavation results
Temple of Asclepius in Thrace. Excavation resultsTemple of Asclepius in Thrace. Excavation results
Temple of Asclepius in Thrace. Excavation results
 
Gender and Mental Health - Counselling and Family Therapy Applications and In...
Gender and Mental Health - Counselling and Family Therapy Applications and In...Gender and Mental Health - Counselling and Family Therapy Applications and In...
Gender and Mental Health - Counselling and Family Therapy Applications and In...
 
CIS 4200-02 Group 1 Final Project Report (1).pdf
CIS 4200-02 Group 1 Final Project Report (1).pdfCIS 4200-02 Group 1 Final Project Report (1).pdf
CIS 4200-02 Group 1 Final Project Report (1).pdf
 
Contiguity Of Various Message Forms - Rupam Chandra.pptx
Contiguity Of Various Message Forms - Rupam Chandra.pptxContiguity Of Various Message Forms - Rupam Chandra.pptx
Contiguity Of Various Message Forms - Rupam Chandra.pptx
 
Philippine Edukasyong Pantahanan at Pangkabuhayan (EPP) Curriculum
Philippine Edukasyong Pantahanan at Pangkabuhayan (EPP) CurriculumPhilippine Edukasyong Pantahanan at Pangkabuhayan (EPP) Curriculum
Philippine Edukasyong Pantahanan at Pangkabuhayan (EPP) Curriculum
 
Educational Technology in the Health Sciences
Educational Technology in the Health SciencesEducational Technology in the Health Sciences
Educational Technology in the Health Sciences
 
Skimbleshanks-The-Railway-Cat by T S Eliot
Skimbleshanks-The-Railway-Cat by T S EliotSkimbleshanks-The-Railway-Cat by T S Eliot
Skimbleshanks-The-Railway-Cat by T S Eliot
 

Impact of GDPR on Consumers and Firms

  • 1. Impact of GDPR on Consumers and Firms Pinar Yildirim, The Wharton School & Ben Boix, Managing Director US & Canada July 2021
  • 3. Confidential Impact of GDPR on Consumers and Firms Pinar Yildirim | The Wharton School Ben Boix | Managing Director US & Canada
  • 4. Confidential Who we are? Founded in 2001 in Spain, Netquest has become a leading provider of digital behaviour and opinion data in the MR Sector. Thanks to our own software developments for online surveys but also thanks to our innovations in data collection and in panel management we can offer to our clients different types of data to give them a full view of the consumer: A Symphony of Data!
  • 5. Confidential Not just another panel company...
  • 6. Confidential A Symphony of Data Orchestrating data combinations to give you a 360° view of the consumer BEHAVIOR What is she doing? GEOLOCATION Where is she? AUDIO-MATCHING What is she listening to? OPINION Why? PROFILING Who is she?
  • 7. Confidential What is Behavioral research? Behavioral Data Online behavioral research is the method of collecting data about people’s online habits and behaviors. They do this by installing a software called “meter” in their devices. They are constantly sharing with us their behavioral data via multiple devices (desktop, smartphone and tablet). smacc Netquest provides you with behavioral data from a community of consumers that share their online navigation for market research purposes in exchange for gifts. The Behavioral panel is representative of the online population in each country by socio-demographic variables (gender, age, region and SEL) and features deeply profiled panelists with the highest response rate. 1 2 3
  • 8. Confidential Impact of GDPR on Consumers and Firms Prof. Pinar Yildirim, Wharton
  • 9. General Data Protection Regulation ● EU’s General Data Protection Regulation ○ May 25th, 2018 ● Extends privacy protections for consumers ○ Obtain consent of consumers to collect and use their data ○ Encrypt and anonymize consumer data ○ Provide data breach notifications ○ Appoint an internal officer to oversee GDPR compliance
  • 10. Confidential Implications of GDPR for Consumers ● Reduce mental “burden” of sharing personal data ● Reduce hesitancy to visit lesser-known websites ● Carry out transactions with less hesitancy ● Search for goods of private nature with higher confidence
  • 11. Confidential Implications of GDPR for Firms ● Increases “cost” of handling personal data ● Harder to collect and use personal data to target consumers ● Harder to inform consumers about goods and services ● Fines for firms which fail to comply with GDPR
  • 12. Confidential General Data Protection Regulation (GDPR) GDPR in effect
  • 13. Confidential Project Overview 1 How does GDPR affect users’ online browsing behavior? 2 How did GDPR impact firms’ outreach to consumers? Are there more frictions on the internet? 3 Does GDPR impact all firms the same way?
  • 14. Research Methodology Draw causal inference by comparing EU and non-EU users, before and after GDPR policy date Difference-in-differences approach, controlling for time trends and user characteristics that affect browsing patterns
  • 15. Confidential Data Sources Used Netquest browsing panel and search keywords ○ January 31st to September 1st, 2018 ○ EU (UK, Spain) and non-EU regions (US, Brazil) ○ 8 million+ records, made by 5998 panelists ○ 690K+ domains were visited through the 34 weeks Privacy policy updates of firms (collected by researcher) & Crunchbase company data
  • 16. Users in EU are more comfortable spending time online compared to users in non- EU regions
  • 17. Confidential Confidentia l Changes in Behaviors of Internet Users Controlling for user characteristics and weekly trends, after GDPR, EU users show: 37% increase in total time spent online 13% increase in the number of domains visited, compared to non-EU users Consistent with positive effects of enhanced privacy Also consistent with higher friction online
  • 18. Confidential Did consumers’ online search effort change after GDPR? Compare the effort to get to products & information Utilize browsing record to track consumer shopping journeys Consumer search for information & products
  • 21. Product Search: Extracting information about consumer search User ID URL Time duration category 0007921a2577d346 www.sears.com/jewelry-pendants- necklaces/... 1/29/2018 9:10 16 Clothing and accessories 0007921a2577d346 www.sears.com/jewelry-pendants- necklaces/... 1/29/2018 9:11 11 Clothing and accessories 0007921a2577d346 www.sears.com/jewelry-pendants- necklaces/XXXXXXXX?... 1/29/2018 9:11 9 Clothing an accessories 0007921a2577d346 www.sears.com/deals/whats-cool- tools.html#/grid 1/29/2018 9:15 68 0007921a2577d346 www.sears.com/deals/whats-cool- tools.html#/grid?soldBy=sears 1/29/2018 9:15 11 0007921a2577d346 www.sears.com/crsp/mx/checkout#/checkout/ 1/29/2018 9:19 36 User ID Check out Time Total_time Num_pages Num_domains category 0007921a2577d346 www.sears.com/crsp/m x/checkout#/checkout/ 1/29/2018 9:19 16+11+9 =36 3 1 Clothing and accessories Classify search activity on in the same product category
  • 22. Confidential Changes to Consumer Search When searching for any “information”: ● Consumers on average submit 4.12% more search terms related to the same topic after GDPR When searching for “products”: ● Consumers click on 4.01% more pages in a product category. ● Visit 9.97% more domains within a product category. Smaller firms face up to 5x more difficulty in selling to consumers after GDPR. EU Consumers exert higher “search” effort after GDPR
  • 23. Confidential ● GDPR gave consumers higher privacy protection. ● At the same time, GDPR made it more difficult for firms to reach out to consumers. ● EU users have harder time finding the information and products they are searching for, compared to non-EU users. It is important to enhance marketing efforts to make up for the negative effects of GDPR. Takeaways
  • 24. Pinar Yildirim Marketing Professor The Wharton School pyild@wharton.upenn.edu Benet Boix Managing Director North America & Canada bboix@netquest.com Thank You!
  • 25. Q & A Ray Poynter Potentiate & NewMR Pinar Yildrim The Wharton School Benet Boiz Netquest