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And thanks for listening. Welcome to the HBR Idea Cash from Harvard Business Review. I'm Sarah Green.

I'm talking today with Timothy Mori and Allison Schoop, who are both at the Global product strategy and design firm Frog.

They are the co-authors with few forebath of Cognizant of the HBR article

Customer Data designing for transparency and trust. Thank you both so much for talking with us today.

Thank you for having it.

So I think this article is really important because it hits on something we're all dealing with

as consumers and which some of us are also dealing with as

leaders of companies which is the collection of consumer data. I think we're all

probably aware at this point that companies are collecting data about us but I'm not

sure we all realize sort of what the data is and collecting data

is, but I'm not sure we all realize sort of what the data is and how much data is really being collected. So how informed our consumers exactly about what companies are

tracking? So we were surprised to find that when it comes to the details of what types of information

companies and product makers are tracking, people are very badly informed.

In fact, globally, roughly a fifth of people had good understanding that

you know when you use your smartphone for example, your location information is being given up, or when you use Facebook or LinkedIn, that you're sharing your social graph.

But the flip side of this is that, you know, 97% of people, so almost everybody, is vaguely

nervous about the fact that companies are gathering data and are sort of vaguely aware that something is being gathered but they're not quite sure what.

And you know that's what got us thinking that this is actually a pretty dangerous combination that we have, on the one hand, this fear and nervousness, but on the one hand this fear and nervousness but on the other hand ignorance

...