- We all create personal data exhaust with each digital interaction
- Data doesn’t just happen; people have intentions and expectations
- Participants mapped data they create and defined its value
- We identified four opportunity spaces, each with unique enablers
The Personal Data Economy
What is the personal data economy and where is the greatest potential
value within it?
Consciously and unconsciously, we produce vast amounts of data in our daily life every time we digitally interact with people, places, and things we care about. The objective of this project was to understand how to reposition the value of data within the context of use and to identify opportunities for our clients to participate in this area.
Our research was grounded in a conviction that the value of personal data is more than informational; we believe it is in the experience. Instead of looking at data to try and understand what it might tell us about human behaviour, we researched human behaviour to see what it could tell us about the role of data in people’s everyday lives. We conducted in-context interviews, talked with start-up companies and experts, held workshops and roundtables in seven cities globally, and explored a vast landscape of emerging businesses and services to uncover the challenges and opportunities.
Our consortium model led to a high level of collaboration between Claro and three international clients. Together we reimagined the big data opportunity, shifting our perspective from a data-centric one to a human-centred one. We created a toolkit that lays out the opportunity spaces in the personal data economy. It provides our clients with the means to develop value propositions and generate ideas for new personal data experiences, products, and services for their consumers.
If you would like to read more on this topic contact us to receive our Point of View document on The Personal Data Economy.