We live in a fast evolving world and as we settle into new ways of doing things we need to make informed decisions quickly. Alongside this, buildings are playing an ever more important role in our work and home lives and we need to be able to understand this in minute detail. This inevitably leads to us more heavily relying on data, the more data we have, the more we can inform our decisions. We could collect data on every minute detail of how a person uses a building. But should we? Is it ethical? This session will explore some of the ethical challenges that real estate comes to terms with the ever growing need to collect and use data to inform our decision making.