Who Do They Think You Are?

Most Irish citizens are unaware of how their daily digital activities generate data that is tracked, consolidated and sold by private data brokers. These hidden algorithmic categorisations can have real-world impacts on access to information, opportunities and resources. With funding from Research Ireland and working with partners at the ADAPT Centre, we developed an engaging way to foster dialogue about data profiling and empower the public with enhanced digital literacy during Science Week 2025.

Rather than lectures or reports, we created "Who Do They Think You Are?"—a playful, multi-channel initiative making the invisible data economy visible. We designed participatory experiences where people could discover how their digital choices contribute to hidden algorithmic categorisations, balancing education with entertainment through interactive exhibitions, speculative design, game design and social events.

The campaign included a pop-up exhibition at the Douglas Hyde Gallery inviting passersby to engage with interactive boards exploring data tracking, a speculative design project with NCAD students imagining future data tracking scenarios (exhibited at Beta Festival), an educational table quiz night, and an online game created using insights from the exhibition. All materials were designed with accessibility and universal design principles at their core.

The partnership model—bringing together research institutions, art colleges, festivals and galleries—demonstrated how design and creative engagement can make complex technical topics accessible and culturally relevant, helping people understand the data systems shaping their digital lives.