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Connected gadgets, appliances, vehicles and physical retail spaces are gathering massive amounts of consumer data. Companies from Diageo to Lord & Taylor are investing in technologies and resources to help them determine how their products and businesses can be enhanced through this Internet of Things.

But many of those companies — aware of concerns over data privacy — have been reluctant to explain to consumers why they’re using mobile beacons and other sensors to harvest data. New research, however, suggests this is a lost opportunity for brands to present themselves as privacy conscious.

“It’s almost impossible to get brands to talk about this, but in actuality there’s an opportunity here,” said Jessica Groopman, industry analyst at Altimeter Group, which published its “Consumer Perceptions of Privacy in the Internet of Things” report this morning.

Continue reading at AdAge.com