Kuva: Laura Ojala/Frantic ja Topias Dean/Sitra

Published November 8, 2019

Digiprofile test – FAQ

1. What is the data economy? And what does the fair data economy mean?

The data economy is a universe of initiatives, activities and/or projects whose business model is based on the exploration and exploitation of the structures of databases to identify opportunities for generating products and services. The fair data economy is a part of the economy that focuses on creating services and data-based products in an ethical manner. Fairness means that the rights of individuals are protected and the needs of all stakeholders are taken into account in a data economy.

2. What is the digiprofile test?

You can discover your own digiprofile with the Digiprofiletest. An individual’s use of digital services and devices creates a trail of data. The terms of use of digital services are business-oriented and consumers find them too long and difficult to read. Individuals may have difficulties recognising what they agree to when they accept the terms of use of services. It is also unclear how the personal data of individuals is used and how the data flows between different types of digital services. Accepting the terms of use means that consumer data can be shared with third parties.

The test helps people understand how the data economy works and the meaning of privacy in the data economy. The test also helps people recognise and assess their behaviour on the internet. The test offers practical tips for everyday digital life.

3. Why was the test created?

The digital profile test was created as part of Sitra’s IHAN – Fair data economy project, which aims to restore confidence in digital services. A fair data economy means consumers’ increasing control over who collects their personal data, and when and how the data is used and for what purposes. In practice, this is shown by new, transparent services and the way in which digital services and products enhance our everyday lives.

4. Who is the test for?
The test is intended for anyone who uses digital services and is interested in the digital world and online services, as well as for finding out more about the underlying data and how it is used.

5. Why should I take the test? How does it benefit me?

Sitra’s digiprofile test helps people visualise and evaluate their internet behaviour. As a result of the test, a profile is created on the basis of the individual’s responses that describes the kind of user of digital services they are.

The person taking the test will also receive customised and personalised tips on how to protect their data and make better use of digital services. They can select the tips that best apply to their situation. A comprehensive list of all the tips is also available.

Later, as the number of people taking the test increases, individuals will be able to compare their results with those of others.

6. Which languages is the test available in?

The test has been published simultaneously in Finnish, English and Swedish.

7. Who participated in the development of the test?
We prepared the questions for the digiprofile test together with experts who specialise in digital behaviour and the data economy. To define the profiles, we examined the various behavioural elements that comprise a digital profile. Our partners in defining the profiles were the University of Oulu and Copenhagen University of Technology.

To prepare the questions, Sitra’s experts were joined by the University of Oulu, Copenhagen University of Technology, TIEKE – Finnish Information Society Development Centre, TEK – Academic Engineers and Architects in Finland, and MyData Global. Frantic Oy was responsible for the technical and visual implementation of the test.

8. How is a profile built?

The test examines an individual’s internet behaviour from three perspectives:

  1. Attitude: What is our attitude towards current practices in the data economy?
  2. Information: How much do we know about the data economy and the related legislation?
  3. Action: How do we use digital services-related features, such as privacy settings and location data?

The test’s profiles, which have been defined on the basis of the above perspectives, indicatively encapsulate the different types of users of web services.

9. Why does the test have questions that only apply to EU citizens?

The questions were formulated with the aim of making them as easy to understand as possible and applicable to citizens of all countries.

An individual’s use of digital services and devices creates a trail of data. The General Data Protection Regulation (GDPR) adopted by the EU member states in 2018 increases the individual’s opportunities to influence the way in which the personal data they disclose is used in the EU member states.

It is important for EU citizens to be aware of their rights under the GDPR, as it represents a major step towards the provision of digital services that use personal data transparently and with the individual’s consent in accordance with Sitra’s fair data economy.

10. Will I really receive personalised tips if I complete the test?

Yes, you will! Customised tips will be provided to you based on your answers to the questions. The tips will help you become aware of the various ways in which you can protect your personal data. At the end of the test is a link to Sitra’s website where you can see all the correct answers, and the tips and profiles, too.

11. Where can I find statistics on other people who took the test?

Statistics on people who took the test will accrue during the spring of 2020. The statistical data will later be published on Sitra’s website.

12. How can you access your customised tips?
You can download the results of the digiprofile test in PDF format. The file you download will contain your profile and various tips customised for you. Those who take the test can share their profile and tips in any way they choose.

13. Should I share the test? And how do I share the test safely?

The test is an excellent way of helping people recognise and evaluate their behaviour in the digital world and learn more about privacy and the data economy.

We hope that awareness of the test will spread and that as many people as possible will test their digital profile. The current data economy model does not offer many smart ways of sharing data online, such as the results of this test, without giving away other personal information in the process as well. So be smart when you share your results on social media.

14. Will the test results expire quickly?

The content of the test is based on academically researched information. The digital world’s operating environments may change rapidly, but people’s behaviour does not change at a similar pace.

15. Why can’t I use Internet Explorer to take the test?

Microsoft isn’t supporting Internet Explorer with new web standards and for this reason the test cannot be taken by using Internet Explorer.

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