 The growth of industry-based big data research, however, presents new risks to individuals’ privacy, on the one hand, and to organizations’ legal compliance, reputation, and brand, on the other hand. When organizations process personal data outside of their original context, individuals may in some cases greatly benefit, but in other cases may be surprised, outraged, or even harmed. Soliciting consent from affected individuals can be impractical: Organizations might collect data indirectly or based on identifiers that do not directly match individuals’ contact details. Moreover, by definition, some non-contextual uses—including the retention of data for longer than envisaged for purposes of a newly emergent use—may be unforeseen at the time of collection. As Crawford and Schultz (2014) note,