The rapid explosion of technology has led to a new age where the checks and balances of ethical data collection and self-regulation that grew organically over the past 70 years are now often ‘overlooked’ in favour of speed and cost-efficiency -all these with detrimental effects.

As part of ESOMAR’s continued commitment to better understand how data is being used within and outside of organisations, how it is being controlled, and who ‘owns’ that data, we partnered with Kadence International to conduct a study amongst executives working in marketing, advertising, market research, and IT in North America, Europe and Asia.

The results showed that although business leaders around the world put a high commercial value on consumer data, they pay far less emphasis on ensuring its security.

The value of data

75% data is so essential, we need to collect as much as possible

Who owns the data?

68% the organization owns the data once collected

Sharing and protection

50% other companies in our industry are not doing enough to protect their data

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