How often do you get your hair cut? When was the last time you ate out? Do you subscribe to Netflix? Questions more akin to filling out online dating profiles will soon be asked by mortgage providers across the UK. But is it another case of a step too far for big data?

Eugene has dated music taste for a 13-year-old – he claims his favourite album is ‘The Real Slim Shady’ by Eminem. But this admission was enough to fool several judges during the Turing test. They believed he was a real boy, and he has been deemed the world’s first ‘thinking’ computer.

Technology has become an unparalleled part of every aspect of our lives, dominating our work, our social lives, our hobbies and even our healthcare. But at what point does our changing relationship with technology become a problem? And how do we fix it?

The growing number of anonymous communication platforms highlights the importance and scale of the desire for privacy online. Anonymity has gained a sense of authenticity and safety – and only by understanding this can brands continue to communicate effectively.