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Privacy Policy


This privacy policy outlines the practices of Grounded Research, a specialist research agency committed to protecting your privacy in compliance with the UK General Data Protection Regulation (UK GDPR). As a proud member of the Market Research Society, we are dedicated to transparency regarding the collection, usage, and safeguarding of your personal data in the context of our research activities.

Data Categories

In our surveys, we may request various types of personal data necessary for research purposes, such as demographic information (e.g., geography, socio-economic background, ethnicity, disability, and gender). We ensure that the data collected is relevant and not overly sensitive. Additionally, please note that inbound or outbound calls may be recorded for research, training, or quality assurance purposes, with your consent.

Voluntary Participation

Participation in our surveys is entirely voluntary. You have the freedom to decline or withdraw your participation at any time without facing any adverse consequences.

Legal Basis for Data Processing

Grounded Research acts as both the data controller and data processor, processing your data based on your explicit consent to participate in the specific survey. You retain the right to withdraw your consent at any time. Our data processing activities also adhere to the provisions of the Data Protection Act 2018.

Data Sharing

We treat your personal data and responses with utmost confidentiality. While individual-level responses are shared with the commissioning client, we take measures to anonymize data that could potentially identify individuals before sharing it. Your identity remains undisclosed to the client.

Data Retention

Your personal data will be securely retained for 12 months from the survey's initiation, after which it will be permanently deleted. Anonymized, non-identifiable data will be retained to support research projects, findings, and published reports. Personal data will be stored separately from other data.

Participant Rights

You have the right to access your personal data during the retention period. Upon data deletion, access will no longer be feasible. You can withdraw your consent or object to our data processing at any time. Your personal data will not be shared without your express written consent. Additionally, you can rectify any incorrect or outdated personal data if necessary.


If you have concerns regarding the handling of your personal data, you have the right to lodge a complaint with the Information Commissioner’s Office (ICO). You can reach the ICO via their website or email.

Data Location and Processing

All personal data collected for this survey is stored and processed within the United Kingdom, adhering to data protection laws and regulations.

Cookies Usage

We occasionally collect information through cookies for quality control and validation purposes. You can manage or disable cookies through your browser settings. Additionally, we capture device information to ensure a compatible survey experience, without identifying your location or individual identity.

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: (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

Useful Links

Information Commissioner’s Office:
Market Research Society:

Policy updated on 26/03/2024

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