V-DATA project seeks to contribute to building a more balanced relation between citizens and surveillance capitalism processes, as well as the actors that govern them. Specifically, on the one hand it seeks to filling the knowledge gap about Italian public opinion on dynamics and logics of surveillance capitalism, as well as on the risks of inequality and discrimination related to surveillance capitalism in Italy. On the other hand, it seeks to raise the public awareness on these issues, thus potentially enhancing citizens’ ability to questioning these processes.