Here at Measure Protocol we really care about transparency - we want everyone to know what we do with your data, how we keep it secure and why it’s useful. We get it - every data company pledges they’re transparent, they promise privacy and sometimes they don’t deliver. But we really are different - we're not a multimillion dollar corporation, we’re a small company, founded with the intention of bringing ethics back to data collection.
That’s why we’ve written this; to give you an insight into the process your data goes through, from when you upload it, to the conclusions it helps us draw.
We put ethical data handling at the heart of what we do, and we do this while running really pioneering analyses - it's why companies like ITV and Sky choose us over our competitors (we’re working with them on the UK’s largest TV panel, Lantern) - we’re very good at what we do. But don’t just take our word for it; we’ve won multiple awards for our approach and technology.
The most common concerns about data collection tend to be around privacy and security, and what actually happens to the data you give us. So, to demystify it, let’s follow the journey your data takes, from collection to analysis.
Data Collection - The First Steps
After you download the MSR app you’ll create your profile and fill in some basic information about yourself, like your age, rough location (e.g. London) and your educational background.
This helps us get to know you and know what data you might usefully have.
You’ll begin to receive tasks, containing both instructions on how to download your data, how much compensation you’ll receive and the time it will take.
- Sometimes the task will come in two parts, but we guide you through every step and our support team is always on hand to help.
If you choose, you can accept the task, follow the instructions, and upload your data file. You can also do this via our web platform - sometimes this is easier for particularly large files, but you will need to use the mobile app to redeem your rewards.
Processing and Anonymisation
The next thing that happens is our systems check your file is in the right format and hasn’t been edited or falsified in some way.
- We take fraud prevention almost as seriously as we take data privacy and protection, which means we filter out fraudulent data ensuring all files collected reflect real human activity, and enriching insights.
We extract the raw data using our state-of-the-art technology, which is able to process data directly from the files you provide.
- This works better for everyone - not only is your file handled anonymously, and quickly, but it saves you from having to fill out endless and time-consuming surveys that pay pennies for your time.
During processing, your data is thoroughly anonymised, leaving no identifying details. We remove email addresses, exact locations, names and any other identifying information.
- This process is automated, so your security is maintained.
- Personal details are masked at all times, even on our own internal systems to our own people.
We take data storage seriously. Our systems have been built from the ground up with security prioritised at the core, operating on an isolated network designed to prevent exposure to any bad actors. All data is protected with the best of modern cryptographic protocols to ensure it is stored in a safe and secure manner (we’ve got you).
How We Use Your Data
Ultimately, your data only begins to paint a narrative for how users navigate online spheres when it's combined and aggregated with thousands of others. We combine the anonymised data that thousands of people have submitted into data sets that allow us to see patterns. We never work with data on an individual level.
In the simplest terms possible, the insights we produce are patterns of human behaviour that can only be spotted with the kinds of large-scale data we work with.
What do we know about you?
You may believe that the information we collect from our users is used to fuel menacing projects, but let us share real information we've collected by our Measure TV Panellists, we were interested in researching shopping habits, specifically biscuit popularity, from Tesco Clubcard data.
This map below shows which regions of the UK purchase more of each biscuit category, when compared to average. In simpler terms, it tracks which types of biscuit are more popular in each region than they are in the UK as a whole. For example, shortbread was only purchased by 13% of everyone who bought biscuits in Wales, but this is 178% higher than the percentage of people who bought shortbread across the UK. Put simply, more people buy shortbread in Wales than you'd expect, given the national average.
However, it's important to have nuance in data analysis. You might have expected sales of shortbread to be highest in Scotland as it’s famous for the biscuit. But, because we used Tesco Clubcard™ data, it’s possible the answer isn't that Scots don’t like shortbread, but that they buy it from other places.
- We’re not the type to exaggerate data for the sake of it and we make every effort to provide accurate and nuanced insights.
By choosing to share your data with Measure, you’re not just helping us do pioneering work- you’re helping shape a more ethical future for data science. You stay in control at every step, and your information is always kept safe, private, and anonymous; if you’re ever curious about the work we do, we publish a yearly report that’s available publicly (check out last year's edition here). If that’s not enough, or you have any unanswered questions, get in touch through support@measureprotocol.com and we’ll do our best to help!
Written by Asha Modha
