Loyalty cards are one of the many ways that data on individuals is stored and captured. The amount of data on an individual person is relatively tiny but when you look at the big picture, everyone's collective data can provide incredibly deep insights into our daily lives. It is incredibly important for researchers and city planners to be able to access this vital information whilst maintaining an individuals right to privacy to make effective decisions in the future. Professor of Spatial Analysis and Policy, his major interests are in simulating social and demographic change within cities and regions, and in understanding the impact of these changes on the need for services like housing, roads and hospitals, using techniques of microsimulation and agent based modelling. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at http://ted.com/tedx