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The 3 ‘R’s of Research
Rights, Reputation and Risk - What must be done and why
October 2015
Amsterdam, 19th February 2015 Debrah Harding
Vice President, efamro
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Background • The 3 ‘R’s
– Rights – Reputation – Risk
• Future challenges • How business needs to evolve
– The ‘must-haves’
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Rights • To be forgotten • To control data usage • To privacy
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Rights: To be forgotten… Google
– Launch of official request process on May 29, 2014 – Across Europe there were 145,000 appeals by individuals wanting
links removed – An average of more than 1,000 requests a day
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Rights: Data • Orange study – Future of Digital Trust (September 2014)
– On average, consumers attribute a value of approximately €15 to an individual piece of data with a brand they already know
– This increases by 20% to approximately €19 for unfamiliar
organisations
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Rights: Social Contract • The ‘social contract’ between business and society is out of
balance
– 80% respondents know that their personal data has a value for business
– 67% of respondents believe organisations benefit the most from
the sharing of data
http://www.orange.com/en/content/download/21358/412063/version/5/file/Orange+Future+of+Digital+Trust+Report.pdf
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Reputation – 81% of large organisation had a security breach – 55% of large business were attached by an unauthorised outsider
To read the report:www.pwc.co.uk/assets/pdf/cyber-security-2014-exec-
summary.pdf
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Risks • Citizens/research participants changing • Data Subjects = Data Controllers • Rise of ‘Privacy Fundamentalists’ • Liquid self • Going ‘dark’
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How business needs to evolve • Your ‘must-haves’
1. TRUST – Social Contract ü With respondents ü With clients ü With society
How? For example the Fair Data marque launched by MRS in the UK.
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How business needs to evolve • Your ‘must-haves’
2. TRANSPARENCY ü What you do ü How you do it ü Distinguish between research and other activities ü Clear communications
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How business needs to evolve • Your ‘must-haves’
3. PRIVACY-CENTRIC ü Privacy by design for new research tools ü Go beyond minimum ü Embrace high ethical data standards ü Clearly communicate ethical policies
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How business needs to evolve • Your ‘must-haves’
4. ACCOUNTABILITY & CONTROL ü Partners ü Supply-chain ü Continuous improvement culture
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How business needs to evolve • Your ‘must-haves’
5. ‘BEST IN CLASS’ STAFF ü Adopt continuous professional development
culture ü Invest in qualifications, training and
accreditations across a broad spectrum of knowledge and skills
ü Staff are core to delivering the ‘must-haves’
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