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Govt comes up tops in trust among all institutions; 69% Indians trust govt with personal data: World Economic Forum-Ipsos Global Citizen & Data Privacy Survey
MUMBAI: Indians trust the Govt most with their personal data, among all institutions. 69 per cent of Indians polled claim they trust the Union govt with their personal data and are confident that it will be put to the right use and not misused.
How about the other institutions?
Majority of Indians trust Health Providers (67%), Financial Services Companies (67%), Shipping & Delivery Services (61%), Local and Regional authorities (61%), Telecommunication Companies (56%), Retailers Selling Goods & Services (55%), Search & Social Media Sites (53%); Media Companies and Foreign governments are relatively lower in trust at 46% and 48%, respectively, among Indians.
“Government’s several initiatives hold personal information about a citizen. The common man trusting the government most with Data Privacy and personal information underscores people’s trust that Government will protect it from all kinds of misuse and abuse. It is a big responsibility for the Government and everybody expects it to live up to that.” says Parijat Chakraborty, Head of Ipsos Public Affairs.
Interestingly, 47% Indians claim to be aware of the broad contours of the personal data being held by companies and for what purposes it is being used.
On the other hand, 45% Indians claim to be aware of the identity of national and local authorities, that have access to their personal data.
The survey christened Global Citizens & Data Privacy Survey unveiled at the annual meeting in Davos by World Economic Forum (WEF) in partnership with Ipsos was conducted in October and November 2018 among 18,813 adults from 26 countries using the Ipsos Global Advisor online platform. Full waves of the global tracking study will be conducted and reported twice a year.
Personal data and data privacy – how do Indians view it?
56% Indians strongly believe that they should be allowed to refuse companies from using their personal data – advocating complete refusal from providing personal information; 55% Indians want companies to reward or incentivize them for accessing their personal information; 58% Indians see merit in companies accessing personal data as they believe that the feedback is used constructively for improving products, services and information; 62% Indians feel that they have access to relevant products, services and information; 55% Indians feel they save time this way as companies have their personal information in their repository;50% Indians feel they will save money in terms of benefits; and 36% Indians feel they have no qualms about data privacy – it is in safe environs.
Personal Information – Dos and Don’ts
68% Indians want companies not to misuse their personal information by sharing or selling to other parties; 63% Indians are comfortable sharing information with companies they have dealt with in the past; 60% Indians want to share personal information only with companies with a squeaky clean image, that have never been involved in any breach, leak or fraudulent usage of data; for59% Indians, compensation for their personal information in terms of discounts or rewards, is key; and55% Indians want companies to be transparent to them about what they plan to do with the personal information gathered from them.
“The findings suggest that organizations can address fears from consumers by being transparent about what they do with their personal data, by offering guarantees of confidentiality, having a clean security record, or offering financial compensation. Years of intrusive and unsolicited communication from brands and the absolute dysfunctional DND ecosystem have contributed to this mistrust. It is high time the good brands take a note of it and walk-the-talk in respecting privacy rights.” Chakraborty added.
Want access to personal information? Indians want it their way!
55% Indians say they will provide personal information only to those companies that have products and services that cater to them – it should be complementing; 48% Indians want to be forewarned of the risks involved in providing personal information; 34% will be comfortable sharing personal information only if their information is put to good use and benefits them in customization; 32% want access to personal information to reflect in staff attentiveness and service; 27% expect access to personal information to reflect in more efficient navigation and functioning of website and app; 7% were undecided.
Methodology
These are the findings of an Ipsos Global Advisor survey on attitudes toward data privacy in partnership with the World Economic Forum. In total, 18,813 interviews were conducted October 26 – November 9, 2018 among adults aged 18-64 in the US and Canada, and adults aged 16-64 in all other countries.
The survey was conducted in 26 countries around the world via the Ipsos Online Panel system. The countries reporting herein are Argentina, Australia, Belgium, Brazil, Canada, Chile, China, France, Germany, Great Britain, Hungary, India, Italy, Japan, Malaysia, Mexico, Peru, Poland, Saudi Arabia, South Africa, South Korea, Russia, Spain, Sweden, Turkey and the United States of America. Note that some of the questions were not asked in all 26 countries.
Between 500 and 1000+ individuals participated on a country by country basis via the Ipsos Online Panel. The sample size is 1000+ in Australia, Brazil, Canada, France, Germany, Great Britain, Italy, Japan, Spain and the United Stated of America. In all other countries the sample size is 500+. The precision of Ipsos online polls is calculated using a credibility interval with a poll of 1,000 accurate to +/- 3.5 percentage points and of 500 accurate to +/- 5.0 percentage points. For more information on Ipsos’ use of credibility intervals, please visit the Ipsos website.
In countries where internet penetration is approximately 60% or higher the data output generally reflects the overall population. Of the 26 countries surveyed online, 16 yield results that are balanced to reflect the general population: Argentina, Australia, Belgium, Canada, France, Germany, Hungary, Italy, Japan, Poland, South Korea, Spain, Sweden, Great Britain and the United States. The 9 remaining countries surveyed – Brazil, Chile, China, India, Malaysia, Mexico, Peru, Russia, Saudi Arabia, South Africa and Turkey – have lower levels of internet connectivity and reflect online populations that tend to be more urban and have higher education/income than the general population.
Where results do not sum to 100, this may be due to computer rounding, multiple responses or the exclusion of don't knows or not stated responses.
Data are weighted to match the profile of the population.
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Madison World to launch AI platform M BrAIn for media planning
Agency group invests about $1 million as it shifts to AI driven growth planning.
MUMBAI: If media planning once ran on spreadsheets and gut instinct, the next chapter may run on algorithms and curiosity. Madison World is preparing to roll out the first version of its proprietary artificial intelligence platform Madison M BrAIn in early April, as the independent agency group accelerates its transition toward AI driven planning and product led media services.
The platform, expected to involve an investment of around $1 million, is designed to reshape how the agency approaches strategy by combining internal knowledge, external data sources and advanced AI models into a single intelligence ecosystem.
According to Madison Media, OOH and Hiveminds partner and group CEO Ajit Varghese the initiative forms part of a larger structural rethink within the organisation. “Traditionally agencies built frameworks around media planning and allocation. We are redesigning that structure into what we call a Growth Planning System (GPS),” Varghese said.
The shift reflects a growing belief that effective media strategy must begin earlier in the decision making process. Instead of jumping directly to channel allocation, planners must first decode the market itself identifying consumer barriers, purchase triggers and the core challenges facing a brand.
Once those insights are mapped, agencies can build clearer growth agendas for clients and design media strategies that connect more closely with business outcomes.
To support that approach, Madison has built Madison M BrAIn as what it describes as a human AI cognitive ecosystem. Acting as a central intelligence hub, the platform aggregates proprietary insights alongside external data sources and large language models, enabling planners to access deeper market intelligence before building campaign strategies.
Varghese said one of the core objectives is to democratise knowledge across the organisation. “In the past, this level of understanding was largely available to senior leaders or experienced strategists. With Madison M BrAIn, even a junior planner should be able to access the same intelligence and approach clients with a far more informed perspective,” he said.
The agency has already implemented the new planning philosophy internally and completed three months of testing for the AI platform, with early trials showing encouraging results in terms of learning capability and system performance.
While the first version relied on global large language models, Madison is now developing its own proprietary Small Language Model (SLM) to serve as the core of the M BrAIn ecosystem.
“The SLM will be able to read global LLMs, but the LLMs cannot read the SLM,” Varghese explained. “That ensures all the intelligence we build remains within the Madison ecosystem and strengthens our proprietary knowledge base.”
The first version of Madison M BrAIn is expected to go live in early April, with a more refined version targeted by the end of June. Over time, the platform will integrate additional external data streams and APIs including consumer insight platforms, social listening tools and client datasets.
These integrations are expected to enhance the system’s learning capability and enable it to generate increasingly sophisticated strategic recommendations.
Although the platform is currently being deployed for internal use, Madison sees potential for it to evolve into a licensable product in the future.
“At the moment, our focus is to stabilise and strengthen M BrAIn internally. But over time there is potential for this to become a product that could be licensed externally,” Varghese said.
The AI platform is also part of a wider technology transformation underway at the agency group. Alongside M BrAIn, Madison is building a broader digital infrastructure called the Catalyst operating system, which aims to integrate operational processes, data and product platforms into a unified ecosystem.
This broader technology stack could require an additional $1 million to $1.5 million investment over time, though spending will be phased and reviewed regularly.
“We are evaluating progress every three months and prioritising the most critical capabilities first,” Varghese said.
Madison expects the full AI and operating ecosystem to be fully functional within 12 to 18 months, positioning the agency to combine human strategy with machine intelligence as the advertising industry enters its next data driven phase.
