Ethics and use of data

We take our responsibilities towards data protection and privacy very seriously.

As private citizens we are now almost daily asked for our views or our personal details and many people are bombarded by online scams. There are new DIY survey systems that now allow even your friends to survey you.

We know people's time is precious and we respect our respondents and value the time they give us. We do all we can to translate this concern into a better experience for our respondents.  We use systems that allow us to avoid asking respondents the same questions every time we interview them. We try to make our surveys as short and interesting as possible.  Where we can we will use other data to reduce or replace the need for primary research and when we do collect personal data we keep it in strict confidence.

We are registered data controllers abiding by both the 1998 Data Protection Act and the Market Research Society code of conduct.  This means we inform all respondents of what we intend to do with the information we collect.  We respond positively to complaints and requests for data removal, in accordance with the codes of conduct we work to.

If you are one of our respondents you can be certain that we will not try to sell you anything.  Our focus is on providing accurate feedback from the public to our clients to help improve our clients' services and business strategy.  If any company tries to sell to you whilst posing as a market research company they are operating unethically and illegally - please report them to the Market Research Society.