Opinion: People feel watched, weary and lacking control in the digital age

In a commentary, Assoc Prof Ramanathan Vythilingam from NTU's NBS pointed to new research by the school which showed that consumers across 10 markets know their data has value.

When it comes to what would increase their trust in companies requesting data, they consistently point first to transparency in how their information is used. The lesson for businesses is clear.

As technology becomes more sophisticated in collecting, inferring and deploying personal data, companies must ensure these capabilities do not come at the expense of trust.

The privacy challenge is about whether consumers believe the exchange is fair – whether they receive real value, understand how their data is being used and retain some control over it.

Read more in the commentary here.