A value-driven approach to the online consent conundrum - a study with the unemployed

Online services are required to gain informed consent from users to collect, store and analyse their personal data, both intentionally divulged and derived during their use of the service. There are many issues with these forms: they are too long, too complex and demand the user’s attention too frequently. Many users consent without reading so do not know what they are agreeing to. As such, granted consent is effectively uninformed. In this paper, we report on two studies we carried out to arrive at a value-driven approach to inform efforts to reduce the length of consent forms. The first study interviewed unemployed users to identify the values they want these forms to satisfy. The second survey study helped us to quantify the values and value creators. To ensure that we understood the particular valuation of the unemployed, we compared their responses to those of an employed demographic and observed no significant differences between their prioritisation on any of the values. However, we did find substantial differences between values and value creators, with effort minimisation being most valued by our participants.