How can you balance trend research with consumer privacy?

Security awareness assessments should be conducted regularly and strategically. Initiate assessments during onboarding to establish a baseline understanding. Follow this with periodic assessments, considering industry changes, emerging threats, or significant organizational shifts. It's crucial post-security incidents to identify weaknesses. Additionally, integrate assessments into employee training sessions to reinforce knowledge. Always align assessments with the organization's risk profile and adapt frequency based on evolving security landscapes. Regular, well-timed assessments ensure ongoing vigilance and a proactive security stance.

Data without correct sourcing is noise, and the world is already too noisy. Always try to weave in real voices among the stats [and when using stats, be transparent about sample sizes/who has commissioned the work etc. i.e true media coverage story: A Pasta brand saying pasta is everyone's favourite food is not dynamic or accurate]. Sourcing should be as important as spell-check aka something you always do.

It is significantly important to have proper due diligence when having partnerships in acquiring trend research data on consumer behavioral patterns. A company must know how these data were being obtained by a third-party data provider. Always ask and review their user consent management policies, if they are compliant to the existing privacy laws in the region and if they are transparent and clear with their data subjects on how their data are being processed and being used. Once you established that, secondly, you need to check the credibility of their sources, it's validity and reliability.

This ties back to ChatGPT, sharing potentially confidential information and so much more. Additionally, abiding by all data privacy laws not only in your regions but also terms from third-party data providers.

As a company, you should lay down all your intentions and purpose when processing data and how are you going to use it. It is important that you understand what kind of Global Privacy Law is existing in the region. For example, there are countries who adopted and implemented EU's GDPR where you need to ask permission before using and processing the data subject's informations. This is a great opportunity to connect and inform your consumers your intent and purpose on using their data. In contrast, the CCPA doesn't need to ask permission instead this privacy law should properly inform the data subjects about their intentions on why you are collecting informations, where and how it will be used and how long it will be stored.

The process outlined above has been a key element of TOS agreements for Google, etc. for years. And in reality, such human feedback (whether giving it knowingly or unknowingly) ends up making us happier in the end. What if Netflix didn't consistently suggest the most epic content for you? Exactly.

Transparency is key: as is an equal value exchange. I've seen too many companies reward too low for what has been defined as "10 minute task" for ... If you start any conversation with a fair exchange and value add for both you'll gain both their trust, more robust answers and more of a willingness for their name to be associated with your brand.

This ultimately ties back to the fusion of data in a non-bias, totally independent manner where the information (core data) speaks for itself.

A sample size says what is on the tin - it is a small audience who does not represent every voice and to make assumptions based on a limited number of people does a disservice to the brand - use your research to signal [further exploration - internal and external].

Always create a healthy path of communication with stakeholders and consumers. With the stakeholders, it is essential that each of them understands existing privacy laws in the region. Stakeholders should be provided with concise information on how they can add value in obtaining consumer trend data while adhering privacy laws. With the consumers, we have to entice them to provide us feedbacks that can be useful to improve current services and practices in privacy laws.

This goes back to science class as kids where the volcano adventure with baking soda and vinegar was epic and almost magical. Then as we get older we learn, adapt and change with the times. But on the flip side, how do we best understand others?

As we're seeing in real-time with AI regulations data and sourcing is incredibly topical - we need to adopt an always learning POV in order to remain relevant, and the bridge that connects audiences to brands.

Trends don't happen in a vacuum nor do they develop on your screen only - get outside, meet others [Futures Friends and RADAR are great communities]. Seek out varied opinions and whenever possible, "do a mom test" ask people outside our trend bubbles what they think and care about - new should not always be the goal of trend tracking [nor TikTok as an oracle].

This step is another key element to success, especially when it relates to seeking help from others and not being afraid or ashamed to do so. Basically: If someone has the knowledge and experience to help you shut up and listen. Absorb everything like a sponge.