In new research, “What is the Future of Data Sharing? Consumer Mindsets and the Power of Brands” (October 2015), Columbia Business School, in conjunction with Aimia, surveyed 8,000 consumers from Canada, the UK, the US, France and India and uncovered four Data-Sharing Mindsets that show how consumers perceive and act on sharing data. These mindsets reflect how happy consumers are to share data and whether they take defensive actions to limit online tracking and/or make up names and addresses to avoid giving away true personal information.