“…Research into markets in personal information is multi-dimensional and cross-disciplinary and touches on numerous areas of related research such as: data ownership [24,25], privacy [26,27], personal informatics [28,29], the collection and modelling of personal information [30,31] and data security [32,33]. However, as noted by e-market scholars, "there is a substantial lack of empirical research on … markets for online personal data" [34] and most market design research is qualitative [35].…”