How much time do we spend on social media, which accounts do we follow, and where do we get our information? For years, researchers have relied primarily on traditional surveys to answer these questions. However, people often struggle to accurately recall their online behavior, as much of it is habitual and carried out without conscious reflection.
A new study by Masaryk University seeks to bridge the gap between what people say about their online activities and what they actually do. For the first time in the Czech Republic, researchers will work with data that individuals voluntarily download from their own social media platforms and donate for research purposes. The study is part of the project PRINS – On Our Own: Opportunities and Risks of the Individualization of Society, and data collection is being conducted in cooperation with the research agency Norstat.
The researchers aim to collect responses from 2,500 adults, who will complete a comprehensive questionnaire covering media use, artificial intelligence (AI), information sources, and political attitudes. In addition, more than 500 participants will voluntarily and securely donate selected portions of their data from Facebook, Instagram, or YouTube.
Under the European Union’s GDPR regulations, every user has the right to download a copy of their personal data from online platforms. Study participants can choose to share selected parts of these data with researchers.
This method, known as data donation, has become increasingly common in countries such as Switzerland, Germany, Hungary, and Australia, as it provides researchers with access to data that would otherwise be unavailable directly from platforms.
“Surveys usually tell us what people can recall at a given moment. Donated data, however, allows us to see what content users are actually exposed to and how this may shape their opinions and attitudes,” says Lucie Čejková from the Faculty of Social Studies at Masaryk University.
The project investigates where people obtain information about politics and public affairs, how much they trust media outlets and institutions, and how they perceive the role of algorithms and artificial intelligence, including the use of AI in health-related contexts.
Researchers are also interested in why some people avoid news and how media habits are linked to political attitudes, such as feelings of alienation or belief in conspiracy theories.
To answer these questions, the study combines a survey of 2,500 adults with data donations from more than 500 respondents across up to three social media platforms, covering activity from the previous year. Data collection is managed by Norstat, which operates the largest online research panel in the Czech Republic.
“In a study of this scale and complexity, data quality is our top priority. It begins with thorough verification of new respondents and continues through careful evaluation of how attentively panel members complete surveys. This allows us to build long-term relationships with participants, fostering trust and encouraging them to take part in extraordinary projects like this one,” explains Tomáš Říha, Managing Director of Norstat Czech Republic.
While the research team has drawn inspiration from similar international projects, Czech researchers have not yet conducted such comprehensive research combining surveys with social media data on this scale. Each participant who chooses to donate data therefore makes a significant contribution to the advancement of communication and media research.
“Social media platforms and their algorithms influence society as a whole, yet they are difficult for researchers to study. By completing the survey and donating data from their social media accounts, participants can help advance Czech research on the digital world,” adds David Šmahel from the Faculty of Social Studies at Masaryk University.
Individuals interested in participating can join the project by registering with the Norstat panel.
Data donation benefits not only science but also the participants themselves. The process helps people learn how to access their own social media data, a right guaranteed under EU law but one that can be technically challenging to exercise.
The method also demonstrates how universities can engage with society more broadly. International experiences show that data donation projects can help people better understand what information social media platforms store about them and how these platforms use personal data and behavioral information.
The research forms part of the project On Our Own: Opportunities and Risks of the Individualization of Society (PRINS, CZ.02.01.01/00/23_025/0008710), funded through the Jan Amos Komenský Operational Programme.
Mgr. et Mgr. Alena Pospíšil Macková, Ph.D.
Email: amackova@fss.muni.cz
