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For Customer Insights Professionals

The New Privacy: It's All About Context

February 29, 2016

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This is the Vision report in The Customer Trust And Privacy Playbook For 2016.

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Why Read This Report

"Privacy is dead": It's a trope so often repeated you might actually think it's true. But in the age of smartphones and sensors, privacy is not only possible, it's essential for building trust. Context is key: Businesses crave insight into the context in which consumers are using their products, and consumers want businesses to deliver contextually relevant services. Contextual privacy enables companies to negotiate the collection and use of personal data to ensure a fair value exchange for both parties. This report explains contextual privacy, why customer insights (CI) pros must adopt it, and how to implement best practices. This is an update of a previously published report; it has been updated with current legal and regulatory information and new Consumer Technographics® data.

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Table of Contents

  • Privacy Isn't Dead, Though We Understand Why You Might Think It Is
  • Two Reasons You Must Do Privacy Better
  • Privacy's Future Is About Context And Value
  • The Principles Of Contextual Privacy: Transparency, Choice, Caution
  • Contextual Privacy Will Equal Trust And Success
  • What It Means

  • The Privacy Wars Have Broad Implications
  • Supplemental Material
  • Related Research Documents

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