Retailers collect data on their customers, which isn't always accurate

Christo Wilson, a professor at Northeastern University, is an avid customer of Home Depot, visiting the store every spring to restock his landscaping supplies. However, when Home Depot requested a data profile from Wilson, they created a profile that inaccurately depicted him as a Western European woman living with six other people.

This is just one example of the personal data Home Depot collects on its customers, as found in a recent report by researchers from Northeastern, New York University, and Columbia University. The study found that Home Depot collects extensive information on its customers, including details about their household, finances, education, and job, as well as geolocation data.

The researchers also discovered that the data profiles often contained inaccurate information, referred to as "junk inferences." The study based its findings on data provided by ten individuals across four states, including Wilson. While the sample size is small, it provides a glimpse into the broader data collection practices of retailers like Home Depot.

The researchers note that incorrect data can have significant consequences for individuals, affecting job opportunities, housing, insurance rates, and credit offers. They also highlight the issue of surveillance pricing, where personal data is used to influence the cost of products or services. Home Depot has stated that they believe in being good stewards of customer information and offer customers the ability to correct or delete their data, as well as opt-out of data sharing.