- 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
How can companies deliver new forms of value using data in a customer-centered approach?
We produce vast amounts of data in our daily lives every time we digitally interact with people, places, and things. Businesses are continuously investing in ways to collect, buy and store data, convinced that bigger is better.
At Claro, we believe that new data opportunities start by shifting our perspective from a data-centric to a people-centric approach which repositions the value of data within the context of the user’s 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. Companies that lead their approach to data by empathy rather than algorithms will better connect with their customers to deliver more valuable services.
Claro led a multi-company consortium project in collaboration with three global clients. We created a toolkit that lays out the opportunity spaces in the personal data economy and that provides our clients with the means to develop value propositions and generate ideas for new personal data experiences, products, and services for their consumers. 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.
If you would like to read more on this topic contact us to receive our Point of View document on The Personal Data Economy.