Mydex, the first personal data store for individuals, has been trialling with a number of public and private sector organisations in recent months, and has been hailed as having “significant and wide-ranging” implications for marketers, brands and their customers. But while work on personal data stores and the thinking underpinning volunteered personal information has been taking place for many years, for many businesses the concept and technology will seem very new.

Here, William Heath and Alan Mitchell, co-founders of Mydex, explain the principles behind volunteered personal information, and how personal data stores could impact customers and companies.