Listening Data Collection Concerns and Ethics, port QI

7/31/2019 Listening Data Collection Concerns and Ethics, port QI

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Peoples Mindsets towards Collecting Conversations: A Preliminary Study

Presented by: Stephen D. Rappaport, QuestioningInstitutePresented to: AIMRI, April 27, 2012

Authors: Stephen D. Rappaport, The ARF; Howard R.Moskowitz, MJI; Tom Woodnutt, ConversationsStrategist

You Listening to Me?
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2012. ARF and Questioning Institute.All Rights Reserved

Background

Listening adoption Research societies issuepractice and ethics guidelines Question: How concernedare people about havingtheir conversationscollected? Which practicesare ethical?

Aim: Contribute to industryunderstanding so thatconversation collection is inthe best interests of companiesand people


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DEVELOPED ELEMENTS FOR VIGNETTES

ANALYZED DATA

SURVEY

STUDY POPULATION: Adults 18+

TotalSample

Seg1 SelfDrivenOnline

BankingSeekers

Seg2Technology/

HighSecuritySeekers

Seg3Collaborative

OnlineSeekers

Seg4 PersonalTouchwith

Technology

Base Size: (267) (105) (50) (59) (53)Constant: 31 34 28 31 26

OC1Connect onlinein'realtime'with acustomer repviainstantmessaging, voiceover IPor videoconferencingviayourcomputer 0 2 2 5 -13

OC3 Faster loanapplicationprocessworkinrealtimeonlinewith aloan officer 0 0 -8 12 -8

OC4O ur bank'scustomer servicerepswillhelpyou browseanduseour online banking services -1 0 -6 10 -10

OC2Use our onlinetooltofindandscheduleat your convenienceanonlineworkingsessionwithanexpert suchasinvestment broker,insuranceagent, and/or loanofficer -3 1 -11 6 -12

ON3We willanswer allyour requestsin'realtime'byemail, instant ortext messaging 1 7 -11 3 -1

ON4We offer 'Ondemand'statusreportsfor servicesrequests(e.g.,loanapplication) deliveredtoyouviae-mail, text or instantmessain

1 6 -4 -3 0ON2No morepaper mail... Wewillsendyoustatementsandimagesof

transactions securely by email -2 5 -17 -5 2ON1We allowyoutopaybillssecurelyusingyour mobiledevices(cell

phone, PDA, Blackberry, etc.) -4 2 -13 -9 -2

BR3We offer abank-issuedsmart cardsowecanrecognizeyoue nt er ing th eb ra nch and pr oce ss you r ne ed sfa st er 4 2 6 -3 13

BR4Choosea secureeyeor finger securityscantoidentifyyouimmediately in-branch and at ATM 4 3 10 -1 3

BR2We havethemost securebiometricsystemthat identifiesyouasy ou en te r t he br an ch so w ec an pr oc es sy ou r n ee ds fa st er 2 - 1 8 - 5 6

BR1We will recognizeour customer'smobilephonesignalwhenenteringabranchsowecanr ecommendappropriatebankp ro duc ts, p ro mot io ns an dsp eci al ser vi ces -4 - 3 - 6 - 11 2

OnlineCollaborative

OnlineOther

In-BranchRecognition

No more paper mail we will send you copies of statements by secure e-mail

Securely manage your account by PDA, Internet of automated telephone

Our banks customer services reps will help browse & use our on-line services

Manage all your banking needs with a state of the art kiosk and be confidentthat live help is available if you need it

No more paper mail we will send you copies of statements by secure e-mail

Securely manage your account by PDA, Internet of automated telephone

Our banks customer services reps will help browse & use our on-line services

Manage all your banking needs with a state of the art kiosk and be confidentthat live help is available if you need it

MINDSETS SEGMENTATION WIZARD INTERESTS/EMOTIONS

Recruitedthrough onlinepanel

April 2-3, 2012

301 completes,18+ Online Panelists

IdeaMap


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Vignette Elements(Deconstructed from Industry Guidelines and Privacy Statements)


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Respondent Orientation


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Stimulus: 48 VignettesRated for: 1) Level of Concern 2) Ethicality


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Respondents: Socially Active

Have Social Account?

Yes: 93%

No: 07%


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Respondents: Savvy About Listening;Favorable-Neutral to Listening


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Total Sample: Just 1/5 Concerned;Passive Identification the Biggest Concern


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Total Sample (Ethical Concerns)

Decreases Ethicality:

-Passively collected tech info usedto ID consumer

Increases Ethicality:

- No element

No GuidanceBeing Watched


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Segmentation Revealed 3 MindsetsElements show what increases concern and reduces concern


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Segment 1: I Want Control

Increases Concern:

-TOS allowing conversationcollection

-Collecting friends-only

conversations consumers agreedto make available

-Collecting conversations that canbe read by anyone

-Passive collection for ID

-PII used to verify datapermissions

Big Brother


-TOS allowing conversationcollection

-Collecting friends-only

conversations consumers agreedto make available

-Collecting conversations that canbe read by anyone



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Segment 1: I Want Control


-Researchers get permissionbefore collecting data

-Consumer consent obtained

before collecting data

Individual Has Control

Decreases Concern:

- Personal control over datacollection and use


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Segment 2: Collect with Integrity

Increases Concern:

-Consent for kid collection

-Consumers control data collectionand use

-Privacy programs for PII

-Opt-out from collection

-Data security

-Consent for any collection

-Data destroyed when not needed


-Data handling preferencesrespected

Setting Preferences


-Consent for kid collection

-Consumers control data collectionand use

-Privacy programs for PII

-Opt-out from data collection

-Data security

-TOS allows data collection

-Data used only for MR

-Protection from intrusions


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Segment 2: Collect with Integrity


-Prompt complaint handling

-How we use your datastatement

-Friends-only posts notcollected- Cos violating privacy heldaccountable

-Conversations always madeanonymous

Act Honorably

Decreases Concern:

-Prompt complaint handling

-How we use your datastatement

-Friends-only posts notcollected-Info not sold to 3 rd parties

-PW protected posts notcollected

-Conversations collected forlawful use only

-No harm from collection

-Posts read by anyone


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Segment 3: Protect My Privacy

Increases Concern:


-Friends-only posts not collectedw/wo permission

-Opt-out anytime

-Collected data not used to sell

-Change preferences whenprivacy policies change

-Posts read by anyone

-How we will use your datastatement

-Collected data used for MR

Anxiety about Info Out There



-Consent required for collection

-Confirm what researchers allowedto collect

-Researchers get permission beforecollection

-Consumer control data collectionand use

-Data destroyed when not needed-Data not sold to others

-Tech info used to ID consumer


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Segment 3: Protect My Privacy


-Privacy programs to protectPII

-Privacy policies explain PIIhandling

-Data collection purposesnot falsely stated

-Data handling preferencesalways respected

-Collected info used only for

lawful purposes

Confidence in Protection

Decreases Concern:

-Privacy programs to protectPII

-Privacy policies explain PIIhanding

-Data collection reasons not falselystated

-Data handling preferences alwaysrespected

-Regulation by research industry

-Privacy settings always respected

-Companies violating privacy heldaccountable


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Emotional Responses to Data CollectionNot very strong overall

INDIFFERENCE: Most commonly expressed emotion: 35%

ANGER, DISGUST, FEAR, SADNESS: 5%-29%

HAPPINESS, SURPRISE, EMPOWERMENT, OPTIMISM: 1%-16%


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Demographic/Activity Differences are SlightDont explain mindset differences


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Implications: Research Industry

One -size fits all social listening collection policies donot capture the range of mindsets Although natural level of concern is low in segments,theyre extremely sensitive

concern can flip in an instant

Consumers can have a panic attack at anymoment


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Implications: Collection Practice

Tailor collection policies that:lessen concernincrease the perception of ethicality, andSatisfy the emotions of each mindset

Collection practices can be universal, what differs is theirpresentation to consumers


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Approaches to Mindset-based Data Collection

I Want Control Provide tools or preference settings that give consumers controlin advance over collection and use

Collect with Integrity Spell out what will and wont be collected Detail complaint handling, accountabilityEmphasize anonymity of own and friends data

Protect My Privacy Explain how PII and data is protected and handledAccurately state purposes for data collectionAssure that collected info is used lawfully


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Implementation Steps

Assign each person to a mindset using a segmentationwizard

Do this during registration or reviews of terms of serviceProvide collection policy geared to each personsmindset


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Conclusions and Next Steps

One size fits all data collection statements risk consumerturn-off

Mindset-based collection approaches allows researchersto tailor listening collection practices to consumers

Replicate study periodically to trend mindsets, identifychanges and update collection practices to stay in syncwith consumers

Expand mindset research to additional areas to createscientifically-based research practices that include theviews of consumers and professionals


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2012. ARF and Questioning Institute.

Thank You!

For further information about this study:Stephen D. Rappaport, The ARF

Phone: 646-801-8648Email: [email protected]: @steverappaport

Co-author Contacts:

Howard R. Moskowitz, [email protected]

Tom Woodnutt, Conversations [email protected] @tomwoodnutt
mailto:[email protected]:[email protected]:[email protected]:[email protected]

Documents

Listening Data Collection Concerns and Ethics, port QI