Contributor: Gabriela Aschenberger

Gabriela is a design researcher at Create with Context. Her interest lies on understanding consumers’ mindset, their behaviors, needs and desires, to develop services and product concepts that enhance user experience and create new business models. She is an MBA in Design Strategy candidate at California College of the Arts in San Francisco, which is recognized as one of the leading innovation degrees in the world.

Privacy Engineering

Which Information Do Consumers Most Closely Guard?

By Gabriela Aschenberger

Note from the Editor:

This is the fifth in a series of posts by Westerman and Aschenberger exploring the role of trust in the marketplace. Here are the first, second, third and fourth installments. The next post will look at just how closely consumers guard their personal digital data.

We know that consumers don’t always understand how companies collect their data, and that these misconceptions can create a trust gap between retailers and shoppers.

This doesn’t mean that consumers are completely unwilling to share their data with retailers, though. Our team at Create with Context surveyed 800 consumers in the U.S., asking them which information they’d be willing to give up in...

Privacy Engineering

Brick-and-Mortar Transparency: Are Phone Alerts the Best Notification for Collecting Consumer Data?

By Gabriela Aschenberger

Note from the Editor:

This is the fourth in a series of posts by Westerman exploring the role of trust in the marketplace. Here are the first, second and third. Future posts will discuss research that shows what things people do value when they’re shopping, and how technology can support those things. Additionally, the IAPP will host the web conference Bricks-and-Mortar Is Back—Emerging Privacy Issues in Retail Settings in the U.S. on Thursday, October 31.

New technology allows retailers to collect data—such as location, contacts, apps installed—from their customers’ phones. But when we surveyed consumers, only 33 percent of them realized this might be happening.

On the other hand, when we surveyed consumers about stores collecting only their location, this number increased to 50 percent.

We know from previous research that when people are not...

Privacy Engineering

Brick-and-Mortar Retail: The Design Challenges of Communicating Consumer Data Collection

By Gabriela Aschenberger

Note from the Editor:

This is the third in a series of posts by Westerman exploring the role of trust in the marketplace. Here are the first and second. Future posts will delve into trust design best practices and findings regarding the potential to use technology for in-store messaging.

Increasingly, retailers are gathering data—such as location—from consumers’ devices when they are in a store. This data can be used by retailers to optimize merchandise layout and for other purposes. However, a recent survey we conducted shows that only 33 percent believe that this is happening.

Research confirms that consumers want transparency around data collection. If they don’t expect that...