Accepting a personalized advert – A Swedish study of the public’s opinion

Abstract: In recent years there has been an increase in attempts to further increase the efficiency with which advertisement help drive sales. The attempts have largely focused on personalizing adverts to make sure that every person that sees an advert has an interest in it. In order to make the adverts personal, a company needs information about their customer. This is a controversial subject and has as such become a hot topic in Sweden and cause for debate. The thesis reports on our research of what the general Swedish public feel about disclosing personal information. To do this we perform a survey totalling 107 responses and come to a conclusion that there is a need for transparency amongst companies in order for the advertisement to work efficiently.