Abstract: A market for unbiased private individual data is disclosed. A data market maker managing the market collects information from owners of private individual data on their privacy and risk attitudes. The collected information includes choices from the owners of private individual data on different pricing schemes that reflect the privacy and risk attitudes of the owners of data. The data market maker receives requests for access to private individual data from data buyers over time and determines pricing menus listing prices for the data buyers to pay for access to the private individual data based on the collected information. The data market maker compensates the owners of the private individual data for selling access to their data to the data buyers.