confidential & proprietary copyright © 2010 the nielsen company privacy concerns & ethical...

Confidential & Proprietary Copyright © 2010 The Nielsen Company

Privacy Concerns & Ethical Considerations that Affect Research

Webinar to the Council for Research Excellence

April 28, 2010

CRE - Privacy Concerns in Research April 2010


Background

• Goal: Brief CRE on privacy topics’ impact on research– Secondary: Update on a regular basis

• Speakers: Chuck Shuttles, Research Director & Justin Bailey, Research Methodologist

– Reporting to Research Methods Center of Excellence & Michael Link

• Sources of information:– Nielsen’s legal counsel – privacy, data security, etc.– Marketing Research Association (MRA)– American Association for Public Opinion Research (AAPOR)



Disclaimer

• Information presented here as been summarized from the perspective of researchers

• The information contained in this presentation is provided as guidance and is not intended as, nor is it a substitute for legal advice

• Strongly advised to consult with private legal counsel regarding the interpretation and application of any laws or information provided in the presentation



Agenda

• Identifying the issues & “hot topics”

• Overview of best practices

• Q&A by CRE

• Identify topics for “deep dive” / follow up

Next: What privacy issues affect research?



Key Ethical Issues in Survey Research

1. Collecting Personally Identifiable Information (PII)

2. Storage of online data

3. Email recruitment

4. Social networking & online social research

5. Data capture through video/photograph



Definition of PII

Personally Identifiable Information (PII):

Information that can be used to uniquely identify, contact, or locate a single person or can be used with other sources to uniquely identify a single individual



PII – Hot Topics

1. Linking of debit cards and bank information to respondent demographics• Debit cards vs. credit cards

2. Children’s Online Privacy Protection Act of 1998 (COPPA)• Collection of PII directly from a minor (children under 13)• The Nielsen Company privacy policy for minors



Storage of Online Data

1. Length of time we can keep and store respondent data• Keep until it is no longer of use

2. Identifying how long data are needed• What is the potential use for data after final report has been

released?

3. Properly destroying data• Should special precautions be made to dispose of data?• Using proper software to remove online data

4. Properly handling data• Using password protection and site encryption



Email recruitment

1. Email recruitment vs. bulk mail and “phishing”

2. Appropriate uses of email for recruitment

3. CAN-SPAM Act of 2003 and applications



1. Using social networking sites (e.g. Facebook, Twitter) as a method of recruitment

2. Using social network sites to correspond with panelists and respondents

3. Collecting PII from Respondents through social network sites

Social Networking and Online Research



1. Issues concerning videoing/photographing in private locations

2. Privacy issues of information being photographed, videotaped

3. Transmittal of photo and video data (digital ethnography)

Data Capturing Through Video/Photo



Best Privacy Practices in Research

• Major themes– Collecting and storing Personally Identifiable Information– Recruiting and surveying children online– Proper maintenance and discarding of online data– Recruitment and surveying best practices

• How do these themes affect survey methodology?– Best practices for methodology: why we should care and what

we should do about it



Best Privacy Practices in Research (Con’t)

• High level view of scope of privacy concerns in research

• What should researchers/organizations consider to address these?

– Be knowledgeable of the areas of concern– Stay current– Educate yourself on best practices

Next: Top two issues: privacy policy & minors



Best Practices – Privacy Policies

Code of fair information practices – 5 principles set forth by the Federal Trade Commission (FTC)

1. Notice – what is collected, used & with whom it is being shared

2. Choice – options as to how any PII may be used (opt-in/opt-out)

3. Access – allowing access to data to correct any inaccuracies

4. Security – take reasonable steps to ensure data security

5. Enforcement – mechanism to enforce practices

Source: MRA’s “Online FAQs – Privacy Policies”



Best Practices – Data Collection from Minors

Nielsen’s “Policy regarding the collection of PII directly from a minor”

1. Know when consent of the PARENT/GUARDIAN is required

2. Know when consent of the ANOTHER SUPERVISING ADULT is sufficient

3. Know when no parental/guardian const is required

4. Disclose your privacy policy

5. Know the proper use of online communications

6. Allow for refusal to participate at any time



Potential Deep Dive Topics

• There are several areas of potential deep dives, such as:

– Email & spam– Communicating respondents privacy– WiFi data security– Financial Data– Social networking– Video, audio, and picture data– Surveys via mobile/cell phones– Others?

• What do you want to hear more about?



Summary

• Privacy concerns in the “information age” is an important consideration for any research

• There are particular “hot topics”

• There are best practices that should be followed



Feedback from CRE Members



Best Practices – Email and Spam

• Provide simple means to opt-out from future email

• Use accurate subject lines on content of message

• Use valid email address for replys

• Do not use blind carbon copy (BCC) fields

• Avoid common Spam Filter problems:– Avoid HTML messages – categorized as spam more often– Avoid use of red font color– Avoid “sales-y” subject lines (e.g., offer, free, cash, win, promo,

reward, etc.)

Source: MRA’s “Email & Spam: Best Practices for Survey & Opinion Researchers”



Best Practices – Communicating Privacy to Respondents

• Using a secure website for data collection

– URL should start with ‘https://’

– Security “lock” should appear

• Online privacy seals & programs

– BBBOnline – Better Business Bureau

– TRUSTe – key privacy watchdog organization

Source: MRA’s “Online General FAQs”



Best Practices – WiFi Data Security

• Use encryption – use or add-on highest level encryption functions

– WEP is the lowest level, while VPN is much higher

• Use anti-virus, anti-spyware, & a firewall• Turn off WiFi “identifier broadcasting” – signals other

devices• Allow only specific computers/users to access a

researcher’s network• Public “hot spots” are not secure!

Source: MRA’s “Wireless Data Security: Best Practices for Researchers”



Best Practices – Collection of Financial Information

• Full disclosure of information being tracked

• Must follow gift/cash/debit card agreements

• Consider limiting use and transfers (prevent illegal activity)

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