How to collect and analyse data legally. A how to guide.

The way to collect and analyse data, including social discussion, is remarkably simple but first there are somethings we need to clear up.

What is data?

The essence of data is it is any type of information that is collected and contained together with alike information. A piece of information would be a datum (just one), however, data refers to a big collection of information usually for the purposes of analysis. So, an email address is a datum, an email list is data.

What is my data?

Strictly, there is no such thing as ‘your data’. Information which identifies you is ‘personally identifiable data’ such as your address, phone number etcetera. But personally identifiable data is not yours, you don’t own your address (you might own the property) but you cannot control the fact the address will always be 42 Wallaby Way, Sydney, regardless of who lives
there. Just like your phone number, the phone company owns that. Personally identifiable data is special because there are specific laws about how it is to be collected, used and stored. My most important lesson of this blog; avoid personally identifiable information, it is not worth the
headache.

Then there is ‘sensitive information’ such as health records, or financial records. These, when attached to a personal identifier (such as your name or client number), must be held, managed and analysed very carefully. However, when properly anonymised, there is no rules of how this information can otherwise be dealt with or studied.

But hang on, what about my shopping habits, isn’t that my data?

When you use a supermarket club card you provide detailed information about your shopping habits and preferences to the shop owner yes. But that is not your data, it is (or at least should be) anonymously stored, analysed and acted on regardless of who collects the data. If they use this data to understand that people at 5pm are more likely to buy carrots, and
start advertising carrots at 4pm, that is entirely their own.
Take a step back 10 years, if you installed a person counter at the entrance of a supermarket, then cross referenced that information to carrot sales, you could work out number of carrots, per person, per hour and make targeted advertising that way. Modern techniques are just a lot more efficient.

Still with me? Good.

So, what data can we collect and analyse?

In short, anything and everything that is entirely public. If the data can be collected and understood without interfering with any people. If it, is expressed in an entirely public manner and was not intended to be private then that is yours to collect, analyse and understand. Fill your boots.
Of course, while that is a remarkably simple answer to the question there are a lot more questions, like is my process of collection legal? Am I asking the right questions of the data set? Is there enough to be making conclusions? The simplest answer to these questions is to get in touch with InstatData.
InstatData offer competition and market analysis, as well as bespoke data solutions on a strictly ethical and legal basis.