Value of Personal Data (Skatova et al, in preparation). Information about individual behaviour is collected regularly by organisations. Much of the digital economy is predicated on people sharing personal data, however if individuals value their privacy, they may choose to withhold this data unless the perceived benefits of sharing outweigh the perceived value of keeping the data private. This programme explores public attitudes for sharing personal data, or keeping it private, as well as what factors affect the decision to share personal data or not.