Case Study: Personal Data

For our sibling company Savy, a digital wallet that allows people to take control of their personal data, we needed to find out how much people knew about their personal data, and how concerned they were about the way it was used.

We combined different methods of qualitative research in London and Glasgow to join a national conversation on personal data.

In Glasgow, we partnered with the Garage Soho to publish digital billboards around the city asking: ‘How do you feel about your personal data online?’ We invited people to share their responses on social media and on our website.

In London, we conducted street interviews with people across a range of ages to discuss their attitudes towards personal data.

What we learned

  • People generally knew what ‘personal data’ meant and understood the possible implications of having their data online, such as privacy and data exchange.
  • However, they did not know how to make their data private.
  • Many were increasingly aware of the implications of personal data, but not worried enough about their data to make a change.
  • Older people were more concerned about the uses of their personal data than younger generations.
  • Some people were comfortable with having their information online because they benefit from the services they receive in exchange, such as ads targeting their interests.  Some also felt they had ‘nothing to hide’.
  • Others felt that the use of their personal data online was a ‘trade-off’ because they recognised the overall benefits.


From our digital interaction in Glasgow and our conversations we London, we realised it was necessary to:

  • Create a simple user journey for a person to make their data private with a Savy account.  

  • Highlight how people can get better deals and ‘ads’ by hosting their data on the account.

  • Show the benefits of having an account that can be uniquely tailored to a person’s specifications, rather than online ads which are not always relevant.

To find out more about Savy, visit