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In this Privacy Perspectives post, Ilana Westerman and Gabriela Aschenberger, both of Create with Context, explore consumer perceptions of how their data is collected while shopping in brick-and-mortar retail stores. According to their research, only 33 percent of consumers surveyed realized their location data was being collected in participating stores. “The resulting design challenge,” they write, “is to communicate to consumers that data is being collected, provide controls if consumers care to opt out and showcase how data collection can create value for the consumer.”
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