What Does Google Opinion Rewards Require and Get from Users?

Abstract

This article focuses on the mobile app called “Google Opinion Rewards” (GOR), which is used as a data collection tool in market research and academic research. Developed by Google Surveys, GOR deals with voluntary participation of app users in data sharing in return for rewards. In-depth interviews were conducted with 12 participants from the USA, the UK and Turkey to gain comprehensive knowledge about the app ecosystem. The aim of the interviews was to understand the motivations of GOR users for using the app, and explore the counter-surveillance strategies users have developed to avoid surveillance. The findings indicate that most GOR users share their information recklessly even if they have security concerns and that users who are actively involved in surveillance, knowingly or unknowingly, and who want to maximise their income develop masking strategies against surveillance.