Home Depot Collects Extensive Personal Data, Raises Concerns About Surveillance Pricing

A recent study by researchers from Northeastern University and other institutions found that Home Depot collects extensive personal data on its customers, including inferences about their household, family, finances, education, and jobs.

The research team obtained Personal Information Reports from 10 Home Depot customers across four states, revealing inaccuracies in the data collected. These reports included incorrect information such as 'known child' or 'likelihood of children', even though none of the participants had provided this information to Home Depot.

One participant's report included several geolocations that they had never visited, suggesting a potential issue with data entanglement or mixing of data sources. The researchers also found that inferences about credit card use, education, and job were often incorrect.

The study highlights the risks associated with inaccurate personal data, including surveillance pricing, where companies adjust prices based on customer data. A Home Depot spokesperson stated that the company respects customers' privacy rights and allows them to correct or delete their information, but researchers caution that even corrected data may have been sold to third parties.