The Next Frontier: Data as a conscious currency and the illusion of control
Consumer sentiment towards data has evolved from awe over the marvels unfolding on our mobile devices, to a feeling of trepidation. Breaches in data protection and privacy impacting reputable brands have caused considerable concern among the public. Our Data Consciousness Project indicates that such fear and worry erode trust in brands and has the potential to diminish their equity and value. This year, we dive deep into the rising implications of cyber-crime, the impacts of AI, and the benefits Australians now expect in exchange for their data from brands.
Download the whitepaperAbout the Data Consciousness Project
The dentsu Data Consciousness Project is our future-focused annual study into the evolving dynamics between consumers and their data. Since 2017, our Intelligence team has spoken with a range of Australian consumers aged between 16 and 64 each year to better understand their perspectives on data accessed by brands and marketers, their responses to emerging technologies, and how their expectations of businesses have evolved. Marketers can use this information to learn how their brands can act to retain trust and a competitive advantage, and avoid the great data battle on the horizon.
Explore our previous reports
Dentsu’s Data Consciousness Project uncovers how Australi...
dentsu’s Data Consciousness Project examines how consumers feel about businesses accessing and leveraging their personal data. The study surveys 20,000 people from across 14 countries in Asia Pacif...
Data Consciousness Project 2021
The DCP is an annual study examining the relationship between Australians and the data they produce. The study draws on insights from the global dentsu 2020 Digital Society index (DSI), a survey of...
Data Consciousness Project 2018
The 2018 Carat Data Consciousness Project explored the extent to which Australians are aware of the collection and deployment of their data by brands, and how exactly they felt about the value bein...
Data Consciousness Project 2017
Creating a sustainable data future. Data is fuelling a new wave of innovation throughout society. In the media and marketing world, we have access to more information about consumers than ever befo...
About dentsu intelligence
The dentsu Intelligence team is dentsu’s centre of excellence for research, analysis, and insights available to all clients. Our team includes strategic analysts and researchers who provide market-leading intelligence on critical social and cultural developments, as well as bespoke consumer research studies. Each year, we develop a number of research reports and whitepapers that are future-focussed and designed to outline the evolution of key sectors, industries or emerging technologies. These reports help brands and marketers see the bigger opportunity and identify areas where they can diversify their revenue streams.
Explore all of our reports