Research Tips

Observational Data Collection and Privacy

The rise of various forms of user-generated content has created new opportunities for collecting observational data; however, when doing this it’s important to consider user privacy. As a starting point, check the terms of service for the site where the user content is being generated. These often specify what can and cannot be done with content posted on the site. Second, check the codes of practice^{Ext PDF} for research industry organisations, such as the Marketing Research Association, to make sure you are in compliance with industry standards relating to privacy. Finally, consider your own personal ethics and ask yourself whether you would want someone collecting and using information about you in the same way. All of these checks tend to warn against collection and dissemination of individually identifiable data, but are more permissive of aggregated data that make the responses anonymous.