Consumers have widespread concerns around privacy and data protection
http://www.ofcomconsumerpanel.org.uk/news/270308.htm
Doesn't specifically mention Phorm, but even so, it's very relevant.
What's the betting that Phorm PR will use this report to support their pro-personal privacy policy as the Phorm software doesn't store personal info (while carefully neglecting to mention that it intercepts, scans, and profiles as much as it can).