Skip to main content

Save or Share this Report

For Customer Insights Professionals

Assess Your Customers' Personal Identity And Data Management Attributes

April 29, 2014

Primary author headshot


  • By Fatemeh Khatibloo
  • with Carlton A. Doty,
  • Elizabeth Komar,
  • Wilton Arellano,
  • Colin Campbell,
  • Sarah Takvorian

Why Read This Report

Personal identity and data management (PIDM) changes the way marketers will communicate with their customers. But to understand how, customer insights (CI) professionals need to first understand the attitudes, behaviors, and expectations of their consumers as they relate to digital activity and personal security. This report uses Forrester's Consumer Technographics® research to describe eight different consumer personas and their various attitudes and behaviors relating to marketers' collection and use of personal data.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($745 USD).


Table of Contents

  • Consumer Skepticism About The Value Of Data Sharing Is Growing
  • Consumer Profiles Should Dictate Data Stewardship Approaches
  • recommendations

  • Use Technographics To Help Define Your PIDM Messaging Strategies
  • Supplemental Material
  • Related Research Documents

Recommended Research