We produce vast amounts of data in our daily lives. Email, text, search, check-in, photos, payments – all these activities create a trail of digital exhaust. This massive output of data has been triumphantly declared a “new asset class” by the World Economic Forum, and compared to oil as the world’s newest economic resource. This economic promise has sparked the "big data boom" and a frantic race to gather and monetize our personal data.
This presentation argues that this gold rush obscures the real value of personal data and forgets the fundamental rule of innovation: start with the person. Why has this basic principle been largely absent from our obsession with big data?
In this presentation, I draw on six months of global ethnographic research with data-driven individuals, experts, and start-ups to address five common misconceptions about personal data. I argue that dispelling these misconceptions is increasingly important as we enter the era of the Internet of Things. To conclude, I will share a set of simple principles and business examples for creating a more people-centred approach and layout why this approach to data is key for creating new value in the internet of things.
The audience will walk away with: