The gap between what can be done with Big Data and what should be done with it remains, in the words of Edwina Dunn, a form of art and is a particularly difficult issue from a legislative point of view. According to StJohn Deakins, the key to both more accurate and insightful data and to people’s willingness to share their data lies in creating a reciprocal relationship between the individual and the party holding the data. Dunn argued in the same vein that instead of collecting data behind people’s backs, businesses and organisations should aim to build a relationship of transparency and trust with them. Her rule of thumb for the use of Big Data is that it must always benefit the individual, too, not just for the party holding it. If done right, such a two-way relationship could bring phenomenal leaps forward. Dunn praised the Finnish tax system, which combines data from tax officials, banks, and the individuals, as an example of a successful data sharing relationship. Professor Parkin, on the other hand, brought up Facebook as an example of how people are willing to give up a very large amount of data about themselves as long as they feel they benefit from sharing it. He also suggested that people would feel more involved in society were they aware that revealing more data of themselves would be of general benefit.
The danger of breach of privacy predictably emerged as one of the main threats associated with using Big Data. Edwina Dunn remarked that as the customer is the ultimate judge on a company’s actions, brands value the element of trust most highly. Misuse of data can at worst lead to the removal of the permission to use it. While people should be aware of the data they are giving away and take precautions by for example encrypting it, the main responsibility of the security of data should still lie with the businesses and organisations in hold of and using it, StJohn Deakins said. This highlights building a relationship of trust that is based on reality between the individual and society. The misinterpretation of data was seen as another threat, leading potentially to the wrong conclusions and action taken based on it.
All in all, however, the panel was optimistic about the future of Big Data. Professor Parkin encouraged taking more advantage of scientific open source platforms, which would help accelerate the pace of innovation. He also argued that many of the future benefits or developments of Big Data would be impossible to foresee, just as it would have been impossible to envision the technologies we use today 30 years ago. Parkin nevertheless predicted that education would take huge leaps forward, with more people gaining access to education online, and education becoming more individualised. Francine Bennett identified the utilities industry as a potential field for Big Data. She also recommended combining government data over silos more often than is done at the present. Both Edwina Dunn and StJohn Deakins said that the advertising industry would benefit greatly from Big Data by gaining more insight of people, and therefore becoming more relevant to them. In fact, Deakins argued that in the future advertising as such might disappear completely and be replaced by providing information that is of benefit to the individual.