Facing up to data misuse: Does Facebook's scandal affect the market research space?
Christina Costa-Connolly talks about recent world events that cast doubt on the validity and usefulness of market research data. Is the latest Facebook scandal something market researchers need to worry about?
In this article for RW Connect, Christina Costa-Connolly explores whether public awareness of the misuse of Facebook users' personal data will have a positive or negative impact on the market research industry as a whole.
While recent events connected to the Facebook data scandal don't directly involve the market research industry, they do center around the use of personal data. For an industry built on discovering what people really think, incidents like this are very concerning because they create distrust and make people cautious about honestly and openly sharing their thoughts, feelings, preferences and and opinions.
To complicate matters, the Facebook fiasco is just the latest in a long string of incidents affecting the use of personal data. From the massive Experian and Equifax data breaches, to the inaccuracy of political polling in the 2016 US Elections, these events have all culminated in a growing awareness and caution about personal data and privacy.