Data is aggregated from across the datacoup user-base. When we get a request from a data purchaser for a specific segment, we narrow down to that segment, run analysis on the data, and then present summary findings to the data purchaser. Summary findings are insights or conclusions drawn from the sample of users' data in the requested segment.
In other words, we never release specific data points linked to a particular user, unless a user explicitly tell us to do so.
Datacoup has access to the data for analysis purposes, and the data purchaser has access to summary insights that we are selling on the user's behalf.