A Business Value Exchange Research Report
The Digital Trust Paradox:
The Key to Product
Innovation via Big Data
A research report for CIOs and CMOs into
consumer sentiment on data sharing
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businessvalueexchange.com
August 2014

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Contents
Introduction
Executive summary
Five key takeaways for consumer sharing preferences
Research findings
Will they share?
The perceived benefits of sharing
Perceived barriers to sharing
Survey
Conclusion
Innovation and digital trust in the health sector
Establishing digital trust as the platform for innovation
Methodology
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An abundance of data is allowing CMOs and CIOs to innovate
in new ways to create highly targeted, personalised products
and services. But what data are consumers willing to share?
And what are the terms of engagement?
Whether sharing is in-app or on-social, the aggregate provides organisations with new
levels of insight on consumer profiles, preferences and activities. This can be mined and
analysed to generate valuable new consumer experiences. For example, wearable
technology, from companies such as Jawbone and Withings, is delivering both peace of
mind and new marketing channels for supplementary products.
But these opportunities can only exist on a well-defined value exchange. Consumers will
share their data when they receive something of concrete utility in return: either
self-knowledge or new and helpful services. When utility is derived, a circle of trust is built
and further sharing – and more opportunities to innovate – will ensue.
Future innovation may be based on notions of trust, not product features. The major
stumbling block for companies wanting to create new products and services is privacy.
People are concerned about who has access to their personal information and it’s the job
of smart companies to put privacy assurances at the forefront of any strategy that uses
consumer data for innovation.
Building digital trust is therefore both the challenge and the opportunity for all
organisations – whether private or public sector.
The data is there – in huge volumes – but our research shows that people have concerns
about the way it’s used and who has access to it.
This creates a paradox.
With this in mind, we have chosen the healthcare and well-being sectors for our analysis of
consumer data sharing habits – it is here that questions of consumer privacy are most
highly charged in relation to the wealth of personal data currently being generated.
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For the basis of this research, we listened to consumer conversations related to healthcare
data sharing on social media across a 90-day period. We also conducted a survey of 1,000
UK respondents, asking consumers about their willingness to share health data.
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The industry viewpoint:
Kimberly Collins, Research VP for CRM at Gartner, frames the issue this way, in
an interview with Computer Weekly:
“It's really about trying to get them to realise there is a huge opportunity here,
before we spiral out of control and wreak havoc with our customers and create a
lot of privacy issues for our organisation.”
“Big data and CRM has the potential to deliver business value for an organisation.
It is also high risk. The sooner people get out in front of it, the more successful
their organisations will be.” [1]
[1] http://www.computerweekly.com/news/2240184467/Gartner-Big-data-will-transform-customer-
relationship-management-technology

Executive summary
In order to examine the value exchanges and data sharing preferences between
consumers and corporations, we have focused our study on the health market. This is
where private healthcare companies such as Bupa and consumer businesses such as
Jawbone have been active for many years in delivering advanced, data-focused services
(and the creation of vast amounts of personal data in the process), and companies like
Samsung are starting to make major inroads into the market.
In the case of private healthcare
provider Bupa, the company uses
health data to optimise its services,
improving consumer choice and
evolving preventative care.
Jawbone caters for the consumer
lifestyle audience, with its UP band
harvesting data from users’ daily
activity and fitness. While users have
access to the data to track their
activity, Jawbone uses it to form
insights into user behaviour in order
to evolve its products to better serve
its customers. For example, the
company analysed data linking UP
users’ sleep with their feelings of well
being. Based on the results, Jawbone
introduced a new app that provided
UP users with individually tailored
reports on how sleep and activity
relate to each other.
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The health market as case study and pioneer
Jawbone's sleep
behaviour study
Wearable technology brand Jawbone
conducted a comprehensive sleep
behavioural study based on data from
users of its UP band – a lifestyle
activity tracker.
1,600 UP wearers
[2] http://content.jawbone.com/static/www/pdf/press-releases/pr-03062014.pdf
was analysed
Data
from
5,000
nights of sleep
This added up to
more than
As a result of the survey Jawbone
created the UP 3.1 app, which gives
users tailored insights into how sleep
and activity interrelate. [2]

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Samsung, on the other hand, is trying a different, but no less ambitious, route. According to
the tech company, its S.A.M.I. (Samsung Architectural Multimodal Interactions) data
repository has open APIs that enable it to “collect data from any type of wearable device or
online source and deliver it to any other device or application in real time.” [3] This
potentially means the end of data being held in silos by proprietary apps, allowing users,
researchers and healthcare professionals to access a comprehensive overview of a person’s
health data, no matter what device or app it originates from.
As such, in the healthcare sector the consumer value exchange is becoming more about the
person and the user experience than the product – and many organisations are reframing
their solutions around predictive measures rather than the reactive development strategies
of the past. Data is key to this cultural shift and companies that gain insight through smart
analytics are leading the field.
Giving people more data empowers them and allows them to be more proactive when
tracking the state of their wellbeing. But, at the same time, people are hesitant to give more
data than they feel is necessary to the companies that provide these products, potentially
slowing down the evolution of the technology that’s helping them.
But therein lies the rub: while data is crucial for the C-Suite to create an effective innovation
strategy, it’s also the one thing that consumers are most reluctant to part with – particularly
in this field.
Our study suggests that if data usage policies were made more transparent and accessible
to consumers, it would create a better environment for innovation. It would also stimulate
further sharing and collaboration across devices and platforms and among organisations in
the wider marketplace.
This research paper looks at the challenge CMOs and CIOs in the health sector face when
trying to leverage people’s data, and gives insight into how these challenges may be
overcome.
[3] http://www.samsung.com/us/globalinnovation/innovation_areas/ 6

Five key takeaways for consumer
sharing preferences
Our survey of 1,000 people asked consumers about their willingness to share health data,
as well as their perceptions on the benefits, barriers and security risks to sharing said data.
Here are the five key takeaways from our research:
Regardless of age, people are reluctant to share
sensitive personal data
People are equally uncomfortable sharing particular
personal data, regardless of who they are sharing with –
whether it is the government, healthcare companies or
lifestyle applications
Men are more comfortable than women when it comes to
sharing sensitive data with the government or health
companies – but not with devices or applications
People have the same privacy concerns, regardless of
whether they are sharing basic data or sensitive personal
data
Most people who are happy to share sensitive data are
motivated by the general advancement of health services,
suggesting they want something in return for their
information. This could be innovation or simply better services
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Research findings
How to effectively use personal data is a tricky topic for CMOs and CIOs, especially in the
health sector. To get an idea of how difficult the situation is, we decided to find out how
consumers really feel about sharing – with both public and private healthcare organisations
and also consumer apps and devices.
There were two strands to our research. The first was a social conversation analysis, where
we sourced social media data and used keyword searches to isolate consumer
conversations related to healthcare, consumer health, and health data sharing. We selected
keyword-matched social media posts from blogs, Twitter, forums, websites and consumers
in EMEA.
Through this social monitoring we aimed to discover what kind of conversations people,
particularly the end-users, were having about sharing personal data with public and private
healthcare organisations and consumer apps and devices. We particularly wanted to find
out what kind of sentiment was being expressed around this subject.
The results of the first strand informed the design of the second part of the research. We
compiled and analysed the data on consumer conversations for key insights expressed
sharing incentives, barriers and risks, and used these findings to create a Google consumer
survey.
We then conducted a ten-question survey using Google Consumer Surveys, asking
consumers about their willingness to share health data, as well as their perceptions on the
benefits, barriers and security risks to sharing said data.
The results from this survey gave us a unique insight into what kind of actions people were
taking, or would take, when it came to sharing personal data with public and private
healthcare organisations and consumer apps and devices.
Through this data, CMOs and CIOs can get an insight into the pain-points and sentiment of
their audience, giving them a better understanding of what makes people want to share
their personal data.
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Will they share?
Sentiment towards data sharing based on
62%
63%
62%
9%
7%
15%
7%
33%
63%
11%
14%
31%
11%
Very positive
Somewhat positive
Balanced/neutral
Somewhat negative
Very negative
social conversations analysis
Public and private healthcare
organisations
Consumer health and fitness
apps and devices
If you think people are more willing to share their data with consumer health and fitness
companies than they are with public and private healthcare organisations, think again.
Data drawn from social media conversations showed that 62% of conversations about
sharing information with consumer health and fitness companies were very positive,
compared to 33% of conversations around private and public health care organisations.
But when we delved deeper into the matter via our survey, consumer brands came off
worse. Only 39.4% of people surveyed were against sharing data with public and private
healthcare organisations, compared with 51.5% being against sharing their information with
consumer health and fitness brands.
According to the Google consumer survey, people aged between 45-54 are the least likely to
share their personal data, with 49% “not at all likely” to share their data with public and
private healthcare organisations, and 65.1% “not at all likely” to share their data with
consumer health and fitness applications and devices.
Of those who answered that they were “very likely” to share their data with public and
private healthcare organisations, 25-34 year-olds led the way (14.9%). The same age group
most commonly responded that they were “somewhat likely” to share their data with
consumer health and fitness applications and devices.

The top five incentives to share based on the
social conversation analysis
Number of people not at all likely to share their data
based on BVEx survey
Public and private
healthcare organisations
Consumer health and fitness
apps and devices
1. Improve the
healthcare system
2. Utility to researchers
3. Logistical ease
4. General help for others
5. Strengthen patient-physician
relationship
1. Improve personal
health
2. Reach personal goal/milestone
3. Sharing with friends/family
4. Strengthen patient-physician
relationship
5. Utility to researchers
39.4% Vs 51.5%
Public and private healthcare
organisations
Consumer health and fitness
apps and devices
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The Google consumer survey

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Age breakdown for people who
are not at all likely to share their
data with consumer health and
fitness apps and devices
Age breakdown for people who are
not at all likely to share their
data with public and private
healthcare organisations
25-34 35-44
39.1% 42.6%
45-54
49%
55-64 65+
43.8% 41.2%
25-34 35-44
49.6% 57.7%
45-54
61.2%
55-64 65+
60.2% 62.1%

Age breakdown for people who are
very likely to share their data with
public and private healthcare
organisations
25-34 35-44
14.9% 14.1%
45-54
7.9%
55-64 65+
9.5% 10.6%
Age breakdown for people who are
very likely to share their data with
consumer health and fitness apps
and devices
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25-34 35-44
9.7% 11.9%
45-54
5.4%
55-64 65+
6.3% 3.8%

The perceived benefits of sharing
Not all data is equal when it comes to sharing health information. Basic data (like weight,
height, and fitness activity) is a very different prospect to sensitive data (psychological health
and serious conditions). Of those surveyed, however, few could see the benefit of sharing
either basic or sensitive data.
Those who did see value in sharing both basic (21.6%) and sensitive health data (22.1%) cited
“advancing medicine/improve the health system” as the main reason for doing so. Altruism
appears to be a driving factor.
The least popular answer was to “connect with people with similar health profiles”, with only
9.7% of people willing to share basic health data for this reason, and 9.9% of people ready to
share sensitive health data.
Percentage of people willing to share data to advance medicine
21.6% 22.1%
Basic health data
Sensitive health data
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The Google consumer survey

Which factors make you likely to share your basic health data?
9.7% Connect with people with similar health problems
13.3% Helping companies develop medicine
Monitor personal health with apps/devices 16.0%
Improve doctor’s visits/insurance rates 17.2%
21.6% Advancing medicine (scientific research)
58.2% None of the above
Which factors make you likely to share your sensitive health data?
9.9% Connect with people with similar health problems
Helping companies develop medicine 10.9%
11.0% Monitor personal health with apps/devices
14.1% Improve doctor’s visits/insurance rates
22.1% Advancing medicine (scientific research)
62.5% None of the above
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Perceived barriers to sharing
So why are people unwilling to share their basic and sensitive health data? The main reason
is “security and privacy concerns”. There’s still a level of mistrust concerning how
organisations handle data. When it comes to basic data, 42% of people cited “security and
privacy concerns” as the reason for not sharing. That figure grew to 43.4% when it came to
sensitive data.
The older the respondents the more likely they were to pick “privacy or security concerns”
as a barrier to sharing data, with the 65+ age group giving that reason for not handing over
basic (53.1%) and sensitive (52.5%) health data. The 65+ year-olds also picked “distrust of
private companies/organisation” far more than the younger age groups (36.9%).
When it comes to the risks of sharing data, the majority of people’s concerns centred on the
fact that “data could be lost or used by third parties”. That said, 25-34 year-olds were far
less concerned than other age groups about third parties misusing their basic health data
(31.5% vs. 40% for all other groups).
The top five barriers to sharing according to the
social conversation analysis
1. Personal data used
by third parties
1. General privacy
concerns
2. Distrust of the government
3. No guarantee of anonymity
4. Distrust of company/organisation
5. Lack of consent
2. General security concerns
3. Personal data can be sold, shared
or used by third parties
4. Distrust of company/organisation
5. No guarantee of anonymity
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Public and private
healthcare organisations
Consumer health and fitness
apps and devices

Percentage of people citing security and privacy concerns
as the biggest barrier to sharing data
42% 43.3%
Age breakdown of people who cite security
and privacy concerns as the biggest barrier
to sharing basic health data
Age breakdown of people who cite security
and privacy concerns as the biggest
barrier to sharing sensitive health data
Basic health data
Sensitive health data
25-34 35-44
35% 39.3%
45-54
43.4%
55-64 65+
40.4% 53.1%
25-34 35-44
33.5% 33.1%
45-54
45.2%
55-64 65+
49.5% 52.5%
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The Google consumer survey

Conclusion
The health industry has data in abundance. But its sensitive nature means that, more often
than not, people are unwilling to share their information. This means the C-Suite,
particularly CMOs and CIOs, have a balancing act on their hands when finding new ways to
use data to engage with consumers.
The aggressive use of sensitive data and personalisation strategies will risk the erosion of
digital trust and the alienation of their market. But if CMOs and CIOs are too reticent they
may end up missing new opportunities to innovate and deliver value for their business or
organisation.
CMOs and CIOs must collaborate on this issue. The CIO’s role has evolved rapidly to focus
on more than just being a cost centre or a source of non-performing capital. It has become
a key function to drive innovation and product. According to Accenture’s “CIO-CMO Survey”,
nearly eight out of ten CIOs felt that there was a greater need for alignment with the
marketing department.[4]
Gartner predicts that CMOs will spend more on IT than CIOs by 2017.[5] While, according to
Ogilvy CommonHealth Worldwide’s Healthcare Marketers Trend Report,[6] 63% of
healthcare companies have seen an increase in marketing budgets in 2013, and 64% of
senior healthcare executives believe the industry needs to do a better job in leveraging big
data to support its business strategy.
CMOs and CIOs are in a position to work together to deliver a new strand of innovation
based on market and consumer know-how, and data and privacy excellence and
governance. This “innovation collective” is best positioned to leverage data for the delivery
of compelling new consumer experiences. But innovation through this kind of combined
knowledge doesn’t come easily. To make it happen, CIOs and CMOs first need to build
digital trust.
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Innovation through a CIO and CMO ‘collective’
[4] http://www.accenture.com/SiteCollectionDocuments/PDF/Accenture-2040-CMO-CIO.pdf
[5] http://my.gartner.com/portal/server.pt%3Fopen%3D512%26objID%3D202%26mode%3D2%26
PageID%3D5553%26ref%3Dwebinar-rss%26resId%3D1871515
[6] http://www.ogilvychww.com/pdf/Healthcare-Marketers-Trend-Report-2013.pdf

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How the CIO and CMO can work together
When CMOs and CIOs collaborate, the organisation benefits. More and more
companies are actively encouraging cooperation in the C-Suite to enhance business
value. In the case of the Regal Entertainment Group, the CMO (Ken Thewes) and the
CIO (Dave Doyle) were specifically told to forge a strong working relationship by the
company’s CEO.
The two got their teams to work closer together, even to the extent of having
combined morning meetings and sharing an office space. This created great synergy
between the two departments and broke down cultural walls.
In turn, this approach started to breed success. Thewes and Doyle identified the
company’s loyalty programme as a business priority and their teams led the project
to overhaul the system. IT infrastructure, like the data warehousing and email
processing systems, was enhanced, enabling the marketing team to more effectively
and efficiently engage customers.
The result was a 261% increase in mobile commerce, a 41% increase in digital traffic
and an 18.3% increase in membership levels.
Source: Forbes [7]
63% of healthcare
companies have
seen an increase
in their marketing
budgets in 2013
64% of senior
healthcare executives
believe the industry
needs to do a better
job in leveraging big
data
63% 64%
[7] http://www.forbes.com/sites/kimberlywhitler/2013/11/08/a-ceos-dream-team-cmo-and-cio-
the-regal-entertainment-group-story/
Source: Ogilvy CHWW
report [6]

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Innovation and digital trust in
the health sector
Mobile connectivity is giving people access to more and more data about the way they
exercise, the way they sleep and the way they eat. There are more than 43,000 health and
fitness apps available on Apple’s iTunes App Store, and there have been an estimated 660
million downloads in this category as of June 2013.[8]
Wearable technology enables people to gain valuable insights into their daily activity.
According to IMS Research, 56.2 million wearable sensors will be shipped globally in 2017.[9]
The data collected by these consumer apps has enabled brands like Nike, Jawbone and
Fitbit to gather huge volumes of health data. This data can benefit the public and private
healthcare sectors, providing them with insights that can enable them to create better
experiences and lifestyles for people of every age and gender.
Products could be personalised and tailored to the end-user, combining daily lifestyle data
with healthcare data. This would give both the patients and care providers a comprehensive
overview of a person’s “wellness” and create a truly innovative platform for preventative
action and ongoing treatment and services.
The public and private players in the health sector are edging closer and closer together,
with technology and data being the hinges that join them. The problem is, the different data
sets from these organisations are predominantly kept in silos – with many people hesitant
to allow access to their data outside of any given product/service or user case.
Digital trust appears to be the main hurdle to broader marketplace innovation.
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[8] http://www.forbes.com/sites/kimberlywhitler/2013/11/08/a-ceos-dream-team-cmo-and-cio-the-regal-
entertainment-group-story/
[9] http://mobihealthnews.com/22447/report-56m-sports-fitness-monitors-to-ship-in-2017/

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A visual guide to consumer health and
fitness products
The consumer health and fitness market is the source of vast amounts of
data. Millions of people have uploaded data about themselves, their activity
levels and their health. This data gives consumers insights into their fitness
and lifestyle and they often share the results across their social media
profiles.
Jawbone UP
Users have
collectively clocked
up over 35 million
nights of sleep
MyFitnessPal
Users have lost a
combined total of
more than 100
million pounds
Withings Smart
Blood Pressure
Monitor
Users can monitor blood
pressure on smartphones
Scanadu Scout
Captures
physiological data
to track personal
health trends
43,000 + 660 million
Health and fitness apps available
on Apple’s iTunes App Store
Estimated downloads in the
health and fitness category[10]
[10] http://healthland.time.com/2013/10/31/bad-news-about-your-favorite-health-apps-they-dont-work/

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Establishing digital trust as
the platform for innovation
Our research demonstrates that, while people are motivated to share their personal data,
the potential for doing so is limited by perceptions of trust and privacy.
The health and personal well-being and fitness marketplaces make for an interesting
showcase in this respect. This industry is on the leading edge of product and service
innovation through data. It is also supplemented by a growing class of related consumer
brand activity – from sports watches to tracking apps on smartphones. Each and every
data set generated by consumers is by definition extremely personal and very often
sensitive – and yet people are motivated to share if the value exchange and product
experience is right.
Further sharing would be stimulated if consumer anxieties about data usage and security
were addressed in practical and tangible ways – at the policy level. And, if CMOs and CIOs
are able to tackle these concerns, then consumers would be happier to see their data
used in new ways, for the delivery of new, innovative solutions and experiences.
The key to broader innovation is digital trust.
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Methodology
The social conversation analysis
We sourced social media data and used keyword searches to isolate consumer
conversations related to healthcare, consumer health, and data sharing on these topics.
Posts were sourced from blogs, Twitter, and forums, and were based on websites and
consumers in the EMEA region.
After reviewing the initial set of data, we sampled a set of 279 relevant social media posts
on the healthcare and personal health conversation. We then analysed these posts for
sentiment, topics, expressed sharing behaviours and incentives, barriers and risks.
The Google consumer survey
Using the data gathered from social conversation analysis, we designed and conducted a
ten-question survey using Google Consumer. We asked consumers about their willingness
to share health data, as well as their perceptions on the benefits, barriers and security risks
to sharing said data.
The questions were each designed to be stand-alone. Each question received 988 to 1,022
responses and was shown to a randomly selected participant, independently of the other
nine questions.
The questions were shown across a network of premium online news, reference and
entertainment sites, where it was directly embedded into content. On the web,
respondents answered questions in order to gain access to specific content; on mobile,
respondents answered questions in exchange for credits for books, music and apps.
Users either answered demographic questions themselves or the Google platform inferred
it, based on the respondent's browsing history and IP address. The Google Consumer
Surveys platform employed stratified sampling – using the most recent Current Population
Survey (CPS) Internet use supplement as its target population – in order to maintain a
representative allocation of respondents across survey questions. Upon survey completion,
it used post-stratification weighting to compensate for sample deficiencies.
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