Hi karrpalex!

It can be one of the following:

• Personal information (like demographics, financial, health data)
• Opinions and feedback (from using different products and services or direct opinion on different topics)
• How you browse the internet, what sites you are visiting
• What you buy online
• How you use our mobile devices
• Data from smart devices (like smart home, smart scale, intelligent toothbrush, etc.)
• Data from wearables (like smart watches and other health devices)
• Eye tracking data (to analyze what is being seen and what not on a website, an advertisement an so on)
• Emotions (to know what is the mood of the consumer while looking at a website, a commercial video, etc.)

I would like to add that consumers have full control of their data and only the consumer holds the key to decrypt it so the data can only be transferred to a company with the consumer’s consent. 

Please watch this video: https://www.youtube.com/watch?v=uKY0J6omPvA