GDPR Guide: The Complexity of Consent

GDPR Guide: The Complexity of Consent


The introduction of GDPR is set to transform the relationship marketers have with their customers. Perhaps the biggest challenge will be the task of gaining and retaining the right to communicate directly with individuals. Since transparency will be paramount, brands will no longer be able to rely on a pre-ticked box hidden away in the terms and conditions to ensure contact.

Our clients have adopted a methodological approach to optimising consent statements which shows that by testing even minor changes it can have a major impact upon consent. Our research has shown that a universally appropriate and optimised permission statement that works for all brands or customers simply does not exist. Therefore, marketers will need to find out what works for them and why.

This graph shows just one of the many categories of consent that some brands are attempting to collect; identifying how different age profiles react to the prospect of being profile and wealth screened. Be aware though, that such patterns are not static; with resultscchanging based up on many factors such as language and structure. fastmap have collated their experience helping brands to optimise consent into a guide.

Each area mentioned in this guide can have a considerable impact on both the volume of consent collected and the degree to which respondents understand what they are committing too. The guide draws upon key tests, such as:

  • Granular consent
  • Profiling
  • Structure
  • Presentation

Thus, highlighting why aspects of permission statements matter, what you should be testing when building them and how to use the results.

Please find the link below to download the guide:

Download The Complexity of Consent

Read about the three key pillars that influence consent – www.fastmap.com/pillars

How consent can be about quality, not quantity – www.fastmap.com/types

What makes consent an ‘elevator pitch’ – www.fastmap.com/elevator

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