Tips for Passive Metering Tips for Passive Metering Customers’ trust gain. People we serve as customers need to be informed, means better data empowered, and capable of making choices. These principles especially apply to the collection of behavioral data. Certainly, behavioral data is a wonderful and amazing addition to our lives. Nevertheless, it is obvious Citizens are the best source of rich and meaningful data. But that when people generate thousands of data points every questionable data practices and zero-sum business models day they become more vulnerable to exposure in have been eroding consumers' trust. To protect themselves unimaginable ways. from such practices, citizens are likely to not provide data or We firmly believe that our responsibility as market research provide fake data. professionals is to always act according to the highest In much of the world, it’s become a widely held view that ethical standards. For decades, this has been the promise of models rely on Ȋpeople as an assetȋ—it cannot continue. our industry to society and it must be maintained in the future. In doing this, we will be building a more valuable, Regulation won’t allow for it. People won’t stand for it. In trustable, and sustainable data industry. 2017, privacy and transparency are not only compliance requirements, they are pre-requisites for every organization, and in 2018, these requirements will become even tougher as the General Data Protection Regulation is introduced in the EU. We urge our industry to turn from a data-centered to a human-centered approach. If we think about it, it is just a matter of getting back to basics. A more balanced data environment with more visibility and openness about data flows can contribute to the increase of participants' trust. In this chapter, we will describe a set of practices that put the user in the center of their own data instead of the Anna Hebbeln Oriol Llauradó current internet business model, where companies are in full control and make the most out of the data for their own © 2017 GRBN Participant Engagement Handbook | 160 © 2017 GRBN Participant Engagement Handbook | 161