{"id":31777,"date":"2022-07-05T13:50:00","date_gmt":"2022-07-05T11:50:00","guid":{"rendered":"https:\/\/qualifio.com\/?post_type=post&p=31777"},"modified":"2025-08-27T11:03:34","modified_gmt":"2025-08-27T09:03:34","slug":"intercambio-de-valor","status":"publish","type":"post","link":"https:\/\/qualifio.com\/es\/blog\/intercambio-de-valor\/","title":{"rendered":"Intercambio de valor: \u00bfQu\u00e9 espera tu audiencia a cambio de compartir sus datos personales?"},"content":{"rendered":"\n

A quantitative study of value exchange: when and why are consumers willing to share their zero-party data in exchange for a personalised brand experience?<\/strong><\/h2>\n\n\n\n

In an always-on and all-encompassing online world where data rules the roost, and the brands who master and harness the power of their data are coming out on top<\/strong>, consumers are increasingly aware of how their personal data is being used and stored and the term \u2018value exchange\u2019 has become a much discussed topic.<\/p>\n\n\n\n

In the past decade, this trend in consumer behaviour has led to significant changes in the legal landscape<\/strong> with data protection laws and regulations, such as the GDPR<\/a> (General Data Protection Regulation) in Europe and the CCPA (California Consumer Protection Act) in California, coming into effect to varying degrees.<\/p>\n\n\n\n

In recent years, statements about data privacy and the reasons why consumers share their data have been mostly theoretical. So we\u2019ve teamed up with Elisa Kalantarian<\/a><\/strong>, a former ULB and Solvay Business School of Economics & Management student currently working at Amazon, who carried out a study with 301 participants and wrote her thesis in June 2021 on the subject, titled:<\/p>\n\n\n\n

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\u201cUnder which conditions are consumers willing to share personal data to benefit from personalisation\u201d<\/strong><\/p>\n<\/div>\n\n\n\n

In this article we\u2019re going to take a closer look at the conclusions of Elisa\u2019s survey and thesis, to understand the factors that come into play when consumers are considering sharing their data with a brand.<\/p>\n\n\n\n

How much are they willing to share and what do they expect in return?<\/strong><\/p>\n\n\n\n

Value exchange: what does the theory say?<\/h2>\n\n\n\n

The digital world is becoming increasingly present in our day-to-day lives, with consumers spending more and more time on the internet, so brands are capitalising on this by monetising their audience. But in a digital landscape where third-party cookies are on the way out<\/a><\/strong>, brands and media groups are having to look for new and innovative strategies for collecting their users\u2019 data in order to provide them with an improved and more personalised brand experience<\/strong>.<\/p>\n\n\n\n

Advertising Weekly<\/a> defines value exchange as <\/p>\n\n\n\n

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a transaction between two parties that results in each party receiving something of value, some kind of benefit, from the transaction.\u201d<\/p>\n<\/blockquote>\n\n\n\n

And this transaction doesn\u2019t necessarily only mean a commercial one, people are more willing to do something if they feel there is a benefit in it for them, so it is key that brands and media groups set up their marketing strategies so that they are demonstrating some kind of value exchange with their audience when it comes to data collection.<\/p>\n\n\n\n

In the case of a media group or publisher, this value exchange is established by providing trustworthy, high quality and reliable information and content<\/strong>, combined with an impeccable brand experience. And this is how they will be fulfilling their half of the exchange. Thus encouraging the reader to share their personal data, in exchange for what the publisher has to offer.<\/p>\n\n\n\n

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And as far as brands are concerned, their half of the value exchange is providing their audience with a brand experience that puts them at the centre of their actions<\/strong>, and is built on trust and a meaningful relationship.<\/p>\n\n\n\n

In the upcoming cookieless world, data has been described by many as the \u201cnew oil<\/a>\u201d<\/strong>, so for brands, the importance of making sense of this goldmine and harnessing the<\/a> <\/a>power of the data<\/a><\/strong> they\u2019ve collected, is essential. Keeping in mind the fact that customer data is only valuable and profitable when it is usable<\/strong>, brands are using the data they possess to give their audience a personalised experience in order to increase their loyalty<\/a> and in turn increase profits.<\/p>\n\n\n\n

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Curious to find out more about the end of third-party cookies? We spoke to experts from a wide range of sectors to get their thoughts on the cookieless world. Read the article<\/a><\/strong><\/p>\n<\/div>\n<\/div>\n\n\n\n

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But the central figure in all of this can not be forgotten and must be placed at the forefront of any data collection strategy: the consumer. They are increasingly aware of what is happening to the personal data they\u2019re sharing and Elisa\u2019s study attempts to understand their motivation for sharing data<\/strong>. She asked 301 participants a series of questions about under which conditions they feel ready to share their personal data.<\/p>\n\n\n\n

A common calculation used by consumers to weigh up the pros and cons of sharing their data, called the \u201cprivacy calculus<\/strong><\/a>\u201d, can help brands to understand the reaction of their customers. Elisa also took other factors into account in her study:<\/p>\n\n\n\n