Davos 2014 - The New Digital Context [Source: http://www.youtube.com/watch?v=hgP4cgYo1YE]
Are digital consumers beginning to grow uneasy about sharing their personal information with large enterprises? It's an interesting question that our friends at the prestigious World Economic Forum are attempting to answer. The WEF recently teamed up with Microsoft to study "context." The new WEF study not only looks at how consumers define context but also how organizations can better design context-aware systems that allow for more meaningful online interactions. Individual preferences are complex - no two are alike. So in the era of Big Data, companies are discovering a paradox: Even though they get to see broad brushstrokes painted for them by Big Data, they still need to understand the individual consumer. That's not always the easiest thing to do.
The study tells us that the context in which data is used is not binary - it's "nuanced, personal, evolving over time and reflecting differences in cultural and social norms. There are no absolutes." To that end, I think it's vital that organizations develop the kind of transparency that these many, nuanced views can each appreciate and understand. At the top of this to-do list is the need to empower digital customers so that a circle of trust on the Internet is fully developed.