‘The Data Key Method’ involves gathering specific data points from businesses and their consumers to build a more detailed picture of an industry. This more detailed picture allows Data Key to enhance market segmentation for businesses, as well as providing their consumers with software that caters their individual requirements and preferences. If companies can define consumers using their data, why can’t the public define companies using theirs? Because we receive data directly from consumers, unethical data practices are mitigated completely. It’s an exciting time when increasing data ethics creates a larger return on investment!