Is Using Shopping Data for Social Research Wrong? Exploring the Ethics

The use of shopping data and loyalty card information for social research has raised significant ethical considerations. A study focusing on public attitudes towards sharing such data for health research provides insight into how individuals perceive and evaluate these ethical dilemmas.

Public Willingness to Contribute to Social Research

A significant majority of participants in the study expressed their willingness to donate shopping data for health research. This inclination stemmed from a recognition of the societal benefits and a desire to contribute positively to public health. Most participants were open to sharing various data types like spending category, item price, timestamp, and location​​.

Perceptions of Privacy and Public Domain

The attitude towards data privacy varied among participants. While some considered shopping data as private and expressed concerns about its security, many did not view these data as sensitive. The prevailing view was that since these data are already accessible to retailers, sharing them for research purposes, especially when anonymised, did not pose significant privacy concerns​​.

Trust in Research Institutions

Trust in research institutions played a crucial role in participants' willingness to share data. The majority of participants expressed more trust in university researchers than in private companies, citing higher ethical standards and a focus on public good. This trust, however, was contingent on the researchers and the institutions involved​​

Concerns About Data Misuse

Despite the willingness to share data, concerns remained about potential misuse, particularly by third parties. Participants feared that their data might be used for commercial purposes like targeted advertising, highlighting the importance of clear communication about the use and safeguarding of the data​​.

The Need for Anonymisation and Data Detail Control

Participants commonly requested that their data be anonymised to prevent identification. Many were willing to share their health status alongside loyalty card data, provided they retained control over the level of detail shared. This indicates a preference for a balance between contributing to research and maintaining personal data security​​.

Ethical Frameworks and Public Engagement

The study underscores the need for robust ethical frameworks governing the use of shopping data in research. Engaging the public in discussions about how their data will be used, ensuring data anonymisation, and offering options for data sharing can enhance trust and participation.

In conclusion, the ethical use of shopping data for social research hinges on respecting individual privacy, ensuring data security, and maintaining transparency about data use. While there is a general willingness to contribute to socially beneficial research, concerns about data misuse and a desire for control over personal data remain prominent. Addressing these concerns through ethical practices and public engagement is key to leveraging the potential of shopping data in social research.

Source - Dolan, E.H., Shiells, K., Goulding, J. and Skatova, A., 2022. Public attitudes towards sharing loyalty card data for academic health research: a qualitative study. BMC Medical Ethics, 23(1), p.58.