Social and Behavioral Sciences Commons^™

Persona Categories: Highly Sought Places For Aussies To Live, Lachlan Hastings, Katina Michael

Associate Professor Katina Michael

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.