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Persona Categories: Highly sought places for Aussies to live
mX: Melbourne (2014)
  • Lachlan Hastings
  • Katina Michael, University of Wollongong

The site has been touted as potentially useful to retailers trying to determine where to locate future outlets.

However, Australian Privacy Foundation vice-chair Katina Michael said companies applying profiles could get it dramatically wrong or right.

Michael said that consumers had a choice to make in light of the "big data" trend, which often mischaracterised people.

"We can continue to believe the rhetoric that says: "We are doing no harm to individuals, it is hardly tracking when profiling small neighbourhoods"... or we can begin to demand an end to the on-selling of personal information,"she said.

  • Helix Personas,
  • social sorting,
  • big data,
  • housing,
  • privacy,
  • data
Publication Date
May 23, 2014
Citation Information
Lachlan Hastings and Katina Michael. "Persona Categories: Highly sought places for Aussies to live" mX: Melbourne (2014)
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