Privacy by design

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M A K E I T
M E A N I NG F U L
ANALYSIS FROM
IPSOS RESEARCHERS
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Ipsos, U.K., Responsible Marketing Deep Dive, 2020.

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M A K E I T M E A N I NG F U L
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According to “Ipsos Global Trends
”
— a global online survey across 22 countries 
— nine in 10 internet users aged 16-74 (91%) say they are more likely to shop with 
brands that provide offers and recommendations that are relevant to them.
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People expect companies to know them by understanding both their interests 
in general and their needs in a particular moment. We see this as a desire for
a marketing experience that feels timely, relevant, and valuable to them.
To get to the crux of what consumers want from companies, though, it is 
important to clarify what people understand about how brands use their data.
The value exchange
The quantitative “Data Privacy Study
”
found that only 21% of our participants 
feel they have extensive knowledge of the information that is being collected 
about them.
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When discussing what users believe happens in terms of data 
sharing online in our qualitative “Data Privacy Deep Dive
”
, there is no clear 
consensus on which types of data are collected, and participants in the study 
demonstrated relatively little understanding of the amount of data collected 
and duration it is kept for.
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We also hear qualitatively in the “Responsible Marketing Deep Dive
”
about 
a vague understanding that data is “used to make profits in some way”.
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