Privacy by design

Participants in the study indicated that they have a “sense” that certain data 
will be collected and, in some cases, shared, but they are unsure of exactly how 
that would work. Crucially, they do not see the value to them in this exchange. 
Privacy/value trade-offs
From this deficit of knowledge and understanding, contradictory behaviours 
often arise. Our overall qualitative findings suggest people tend to rely 
on instinct and make a decision to share data to satisfy an immediate 
need, despite having a general desire not to share too much. For example,