A recent crop of surveys, including ones conducted by University of Pennsylvania’s Annenberg School for Communication and by branding agency frog, present findings that indicate conflicting consumer attitudes and understandings regarding their data and how companies use it for marketing purposes. The problem, The Daily Beast reports, is because “neither research team asked consumers how well they understand the ‘benefits’ promised to them in the trade-off arrangement,” adding, “Neither survey examined the axiom that data science is in the service of consumers—in reality, the primary patron of data science is the business owner.” Ultimately, the report suggests frog’s survey is “less credible.”
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