Big data: the Swiss are open-minded

And 56% are of the opinion that dealing with big data promotes the digital transformation of companies and thus makes their jobs more secure. These were the findings of an online survey conducted by global brand consultancy Prophet on the topic of big data, in which 250 Swiss people were questioned.

This means that approval of the topic of big data is even more pronounced in Switzerland than in Germany, where the same survey was conducted. As many as 83% of the Swiss respondents believe that the technical analysis of purchasing behavior will enable them to receive targeted offers that meet their needs, compared to only 59% in Germany. However, 53% of the Swiss respondents reject anonymous "data collection mania" by companies and the secret analysis of their consumer behavior (Germany: 60%)

"Our study shows that, unlike in the past, consumers don't just see the evaluation of their purchasing behavior in a negative light," says brand expert Jan Döring, analysing the results of the survey. Döring is a partner in the Zurich office of strategy consultancy Prophet. The Swiss are obviously more modern and open to new technologies than many observers think, says Döring. This is particularly promising for Switzerland and the headquarters of international corporations and opens up opportunities to score points with employees. Döring explains the higher level of approval for big data than in Germany with the even more secure and stable economic environment in the Alpine republic: "The Swiss are therefore less afraid of new technologies and the resulting changes to their working lives."

However, the top priority here is for companies to communicate openly about how they handle the data and present the analysis methods transparently. "The data must not simply disappear into a black hole; a lack of transparency creates fear among customers," says Döring. What is most important to customers is that they receive added value for the disclosure and analysis of their data - for example in the form of targeted communication and products for their own lifestyle.

1. if I am asked for my consent and know what happens to my data, I have nothing against the analysis of my information and purchasing behavior.

2. data-supported analysis of customer behavior enables companies to understand how customers actually behave and to tailor their offering even better to their needs.

3. i feel defenceless against the "data collection mania" of companies and do not like to buy from companies that store my data and evaluate my consumer behavior.

4. big data supports the digital transformation in companies and makes my workplace future-proof.

5. the use of big data entails the risk that jobs and tasks will become more monotonous and less creative.