Senator Schumer versus retail shopper tracking: geolocation analytics for marketing and research questioned once again
In response to a growing practice of tracking shoppers' movements around retail establishments, Senator Chuck Schumer (D-NY) recently called for specific federal privacy rules limiting the practice.
Tracking retail shoppers is an emerging field for research and marketing, but Senator Franken is concerned about the privacy implications
Instead of asking hundreds of questions to respondents over a series of surveys to tease out their preferences and interests when visiting an Acme Retail Store, why not just track their real-world behavior once they get there? A growing number of research and analytics companies are doing just that. Unfortunately, the cutting edge in utilizing advanced technology for real world marketing research has attracted displeasure from Congress for its impact on consumer privacy and consumer choice.
The APPS Act: Congressional legislation introduced to restrict mobile data collection and use and provide consumer transparency (H.R. 1913)
According to Rep. Hank Johnson (D-GA-04), consumers lack "basic rights about how much basic data is being collected on" mobile devices and require new legal protections. That is why he introduced the Application Privacy, Protection and Security (APPS) Act (H.R. 1913) in Congress on May 9. His legislation will matter to the survey, opinion and marketing research profession, whether as app developers, app partners, or as users of data collected via mobile devices.