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Undertake a Privacy Impact Assessment: Undertake a Privacy Impact Assessment to capture issues. Mitigate unwarranted and unauthorised surveillance, data collection and malicious data breaches, and share these actions with users.

Obtain consent: Where required, seek and obtain informed consent from users prior to collecting, storing or disclosing any of their data. Consider opt-out options and build your service to require as little user data as possible. 

Be transparent: Communicate how data your service will be used or may be used in the future at the time of consent. This includes how it may be shared with other people or between services and secondary or less obvious uses. 

Use data ethically: Data should only be collected and used for the stated purpose that the user agrees to. Account for how data models, datasets and algorithms may produce discriminatory results and provide transparent detail to users on how decisions and calculations are made. Before sharing data, apply the DATA Scheme’s Data Sharing Principles to help assess whether it would be safe to do so.  

Use qualitative and quantitative data: Quantitative (numeric, measurable; metrics) data helps us understand what is happening on a service, while it takes qualitative (descriptive, observable; user observation) data will help us understand why. Use both to fully understand the story and match any correlation with a provable causation before making important decisions.