Beyond encryption: Protecting consumer privacy while keeping survey results accurate

Data privacy laws require encryption and, in some cases, transforming the original data to ‘protected data’ before it’s released to external parties. But for researchers like Matthew Schneider, Ph.D., of Drexel University’s LeBow College of Business, this isn’t adequate. Schneider and Dawn Iacobucci, Ph.D., of Vanderbilt University, proposed a new methodology that permanently alters survey datasets to protect consumers’ privacy — when data is shared — while still preserving a level of reasonable accuracy for these datasets.