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Privacy Policy


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Introduction

This privacy policy explains how Grounded Research collects, uses, and protects your personal data in connection with our research activities.
Grounded Research is a specialist research agency committed to protecting your privacy and complying with the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018.

As a proud member of the Market Research Society (MRS), we follow its Code of Conduct and are committed to transparency, fairness, and confidentiality in all our research.

 

Who We Are

Grounded Research Ltd (“Grounded Research”, “we”, “us”, or “our”) conducts research across the food and farming supply chain.
Depending on the project, we may act as either:

  • The data controller — for research we initiate ourselves (for example, using our own research panels such as Five Bar Gate, Crop to Shop, or Insight with Bite).

  • The data processor — when we conduct research on behalf of a client, who is then the data controller.

If you are unsure which applies to a particular study, please contact us using the details below.

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Data Categories

We collect only the information necessary to achieve the research objectives.
This may include:

  • Basic demographic details (e.g. age, geography, socio-economic background, gender, ethnicity, disability).

  • Contact details (e.g. name, email, phone number) if required for incentives, follow-up, or verification.

  • Survey responses and opinions relating to the research topic.

In some cases, inbound or outbound calls may be recorded for research, training, or quality assurance purposes, with your prior consent.

We do not collect unnecessary or excessive personal data.

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Voluntary Participation

Participation in our surveys is entirely voluntary.
You may decline to take part or withdraw your participation at any stage, without explanation or negative consequence.

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Legal Basis for Data Processing

Our lawful bases for processing personal data depend on the nature of the project:

  • Consent - for voluntary participation in research activities.

  • Legitimate interests - for ensuring data quality, avoiding duplication, or maintaining research integrity.

  • Contractual necessity - for fulfilling obligations such as incentive payments or prize draws.

You may withdraw your consent at any time by contacting us using the details below.

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Data Sharing

Your responses are treated with strict confidentiality.
We do not share personally identifiable data with our clients unless you have given explicit written consent.

Clients typically receive aggregated or anonymised data only, ensuring you cannot be identified in any published or shared results.

Subcontractors or trusted service providers (e.g. survey platforms or transcription services) may process data on our behalf under legally binding agreements that comply with the UK GDPR.

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Data Retention

We retain personal data securely for up to 12 months from the start of each research project, unless a shorter or longer period is justified and communicated to participants.
After this period, personal data is permanently deleted.

Anonymised or aggregated data that cannot identify individuals may be retained indefinitely to support reporting, trend analysis, and published research outputs.
 

Data Security

We use appropriate technical and organisational measures to protect your personal data against loss, misuse, or unauthorised access.
This includes encrypted systems, password protection, restricted access to files, and secure servers based in the UK.

All Grounded Research staff and suppliers are trained in data protection and confidentiality.

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Participant Rights

Under UK GDPR, you have the following rights regarding your personal data:

  • Access – to request a copy of your data held by us.

  • Rectification – to correct inaccurate or incomplete information.

  • Erasure – to request deletion of your data (“the right to be forgotten”).

  • Restriction of processing – to limit how we use your data.

  • Data portability – to request a copy of your data in a commonly used format.

  • Objection – to object to the processing of your personal data.

  • Withdrawal of consent – to stop participation or data use at any time.

You can exercise any of these rights by contacting us via the details below.

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Cookies and Device Information

If you access our surveys through our website, we may collect limited technical information via cookies to improve quality control and survey compatibility.Cookies do not identify you personally and can be managed or disabled in your browser settings.

 

Data Location and Processing

All personal data collected through our research is stored and processed within the United Kingdom, unless stated otherwise.
Where data is transferred outside the UK (for example, via third-party survey platforms), it is done under contracts that include UK-approved data protection safeguards.

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Complaints

If you have concerns about how your data is handled, you can contact us directly, or you have the right to raise a complaint with the Information Commissioner’s Office (ICO) at www.ico.org.uk.

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Contact Information

If you have any questions or wish to exercise your rights regarding this survey or your personal data, please contact Grounded Research via email or post using the details provided below.

Email: hello@groundedresearch.co.uk (Please include the name of the survey in the email subject line)

Post: Data Protection Officer, Grounded Research, The Research Hub, Fenside Road, Warboys, Huntingdon, Cambridgeshire, PE28 2XR

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Useful Links

Information Commissioner’s Office: www.ico.org.uk
Market Research Society: www.mrs.org.uk

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Policy updated on 16/10/2025

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