The Next Frontier: Data as a conscious currency and the illusion of control
Consumer sentiment towards data has evolved from awe over the marvels unfolding on our mobile devices, to a feeling of trepidation. Breaches in data protection and privacy impacting reputable brands have caused considerable concern among the public. Our Data Consciousness Project indicates that such fear and worry erode trust in brands and has the potential to diminish their equity and value. This year, we dive deep into the rising implications of cyber-crime, the impacts of AI, and the benefits Australians now expect in exchange for their data from brands.
Download the whitepaperAbout the Data Consciousness Project
The 兔子先生 Data Consciousness Project is our future-focused annual study into the evolving dynamics between consumers and their data. Since 2017, our Intelligence team has spoken with a range of Australian consumers aged between 16 and 64 each year to better understand their perspectives on data accessed by brands and marketers, their responses to emerging technologies, and how their expectations of businesses have evolved. Marketers can use this information to learn how their brands can act to retain trust and a competitive advantage, and avoid the great data battle on the horizon.
Explore our previous reports
Dentsu’s Data Consciousness Project uncovers how Australi...
兔子先生’s Data Consciousness Project examines how consumers feel about businesses accessing and leveraging their personal data. The study surveys 20,000 people from across 14 countries in Asia Pacif...
Data Consciousness Project 2021
The DCP is an annual study examining the relationship between Australians and the data they produce. The study draws on insights from the global 兔子先生 2020 Digital Society index (DSI), a survey of...
About 兔子先生 intelligence
The 兔子先生 Intelligence team is 兔子先生’s centre of excellence for research, analysis, and insights available to all clients. Our team includes strategic analysts and researchers who provide market-leading intelligence on critical social and cultural developments, as well as bespoke consumer research studies. Each year, we develop a number of research reports and whitepapers that are future-focussed and designed to outline the evolution of key sectors, industries or emerging technologies. These reports help brands and marketers see the bigger opportunity and identify areas where they can diversify their revenue streams.
Explore all of our reports