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Privacy Made Positive® Research

Research insights

Explore our research findings to understand the positive impact doing privacy well has on your brand, your stakeholders and your bottom line.

Who is our Privacy Made Positive® research for?

Our research is relevant for senior leaders and privacy professionals who want to understand and demonstrate the positive impact on their bottom line from doing privacy well.

Launched in 2020, our aim was simple: to evidence our thesis that good privacy delivers measurable commercial value.

We are of the firm belief that good privacy practices are a competitive advantage and a market differentiator for businesses.

Use the links below to explore our research reports and other resources.

 

Key questions we sought to answer

  • Does good privacy deliver quantifiable business benefits?
  • Is privacy considered as part of a purchase decision?
  • Is better privacy more important than lower prices?
  • Does poor privacy lead people to abandon a purchase?
  • Do the young care more about privacy?
  • How do employee attitudes to privacy vary by age?

Phase 1: What did our Economic Research cover and what did we find?

Data privacy is often seen purely as a compliance exercise. We believe it can be much more than that, and can add value to every part of your enterprise.

Our first report set out to use economics and market research to show that there is a real and quantifiable return on investment privacy.

Select research findings:

  • Privacy is valued, particularly by the young;

  • Ethics are increasingly an important component of brand;

  • Trust is an important - and growing component of brand;

  • Consumers actively include privacy in their buying decisions;

  • All this applies not just to B2C markets, but to B2B markets too.

 

Download report

Phase 2: Who did we research across Europe and what did we find?

In 2021 we conducted consumer research in GB, Ireland, France and Germany to ask people how their interaction with brands and their purchasing behaviour is affected by privacy.

We found that almost everyone considers privacy as part of their purchase decision making, and that more than two-thirds of people have selected products or services on the basis of good privacy, chosen not to proceed with a purchase because of concerns about privacy or stopped buying a brand because of its privacy practices. 

Select research findings:

  • People pay attention to privacy prior to making a purchase

  • Over one third of consumers consider better privacy more important than lower prices

  • Around two thirds of consumers modify their purchasing decision in line with supplier privacy commitments

  • Good privacy helps marketing engagement.
Download report

Phase 3: Who did we research across the USA and what did we find?

Our research with 3,000 people across the US indicates that consumers in the US exercise strong selection preferences with reference to privacy, and they look at the whole brand, not just the product and the processing.

Our results reveal that trust with data is based on trust in a brand and consumers are prepared to pay to protect their personal data.

Select research findings:

  • Consumers are aware
  • Privacy concerns are widespread
  • Privacy precedes purchasing
  • Privacy adds value
  • Good privacy attracts, poor privacy repels
  • Trust with data drives trust in brand
  • Good privacy helps marketing engagement.
Download report

Toolkit

Good privacy can be a real point of difference with your competitors.
 
We have developed a series of services which comprise our Privacy Made Positive® toolkit including, benchmarking, user journey/privacy signalling, surface risk scoring, customer and employee surveys.
 
Speak to our team

News

Why marketeers needed to see privacy through a different lens

It is our belief that organisations that invest in better privacy practices will more than reap the benefits.

Read more

News

Is privacy the next great brand differentiator?

We identify six reasons why we feel privacy should be seen as a valuable brand differentiator.

Read more

News

Employees care about privacy

Why privacy matters to the hiring, retaining and motivating of staff.

Read more

Toolkit

Good privacy can be a real point of difference with your competitors. We have developed a series of services which comprise our Privacy Made Positive toolkit including, benchmarking, user journey/privacy signalling, surface risk scoring, customer and employee surveys.

Discover more

Act now and speak to us about your privacy requirements

Start a conversation about how Privacy Made Positive® can benefit your business.
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