Growing awareness of the goldmine that is our personal data has potential to impact upon health research which depends on accurate information

Bruce Sterling once observed that “my consumption patterns are worth so much they underwrite my patterns of consumption.” Bradley Kreit highlights how wider public perception is awakening to this fact. The emergence of start ups such as I Allow and Personal, which essentially enable people to gain a share of the profits that companies currently receive for selling their data, indicate that consumers are becoming alert to the untapped revenue that is their personal data trail.

However data mining is not just a popular tool amongst commerce and advertising, it's also an increasingly utilised tool in health and medicinal research.

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