The way Yaron Cohen sees it, companies today must do in the digital world what came naturally to neighborhood merchants who saw their customers every day. “In the old world, when people used to go to the corner store and meet the same shopkeeper every day, he’d know their tastes and what they’d buy and would personalize the experience for them,” says Cohen, a user experience researcher focused on digital strategy.
“But now we’re in a place where everything is mechanical. In the world of e-commerce there’s no human connection, and so to understand that customer, you have to collect data. This is where privacy problems start.”