Howard Barber: Data exchange is valuable to us all

The answer lies in what that information is used for, and sadly it appears that the conclusion is negative, used against us rather than for us.

Data capture, and the knowledge we generate from it, has never been so important. Thanks to the digital age, the fragmentation of media and the information we are therefore able to consume has grown exponentially. As a result, we now live in a very transient world; where the decisions we make and the views we hold are continuously under review and scrutiny and therefore subject to change.

Today's consumer has more information, more choice and is ever more demanding in terms of what they expect. Decision-makers need to keep pace if they are to continue to be successful. Data capture is therefore essential.

So how can we overcome the negativity surrounding data capture? The answer lies in greater transparency and placing a value on the exchange of information. And this is where government can learn from business.

Innovative schemes like i-allow.com and mydex.org allow consumers to control the use of their personal data, in turn creating a transparent exchange of information in return for targeted offers. They certainly represent a future vision for data capture.

Today, however, you need look no further than your local supermarket to see valued information exchange in action. Through loyalty schemes, businesses pay small amounts to procure large volumes of data on their customers to help them secure repeat business.

They work because consumers realise that in exchange for information about themselves, they receive tailored offers and a shopping experience that better meets their needs.

So if you were looking at the census and thinking "why should I bother", look in your wallet and count how many loyalty cards you carry.

• Howard Barber is a data strategist at Tangible