Privacy by design

Active
Passive
+1.06%
+1.40%
Active
+1.45%
Passive
+0.80%
Uplift in brand equity
For data collected via passive vs. active methods 
Telecommunications
uplift in brand equity
Retail
uplift in brand equity
32%
81%
F IG U R E 0 5
34 
Ipsos, U.K., Germany, France, the Netherlands, Data Ethics Study: Data Ethics and Effectiveness, Part 2 — Effectiveness (n=1,200), 2021.

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Our research has highlighted areas where people’s 
attitudes and actions do not always align. They 
might say they hold certain views, then contradict 
those views either in a subsequent response or 
through their actions in a particular circumstance. 
The research indicates that there are benefits for 
marketers in giving people the means to manage 
their online privacy.
3
ANALYSIS FROM
IPSOS RESEARCHERS
M A K E I T
M A N AG E A B L E

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M A K E I T M A N AG E A B L E
2 4
The “say-do” gap
While people have general data privacy concerns, these do not always
translate to individual situations. Attitudes and actions in this area are
often driven by emotional responses rather than logic, leading to
confused beliefs and contradictory behaviours. 
Throughout our research, there is a recurring theme we describe as the
“say-do” gap. At a general level, people do take steps to adequately protect
their privacy, in their own eyes. 
However, a different picture emerges when people are in a situational context. 
We have found that while participants say they care about their privacy and data 
security, they may not be able to disengage from all activities they deem risky.
People take steps to protect their online privacy
35