Privacy Policy

Decision Technology take your privacy very seriously and we are committed to protecting your personal information. This Privacy Policy explains how we collect and use the information you give us when participating in online surveys. Please read this policy carefully.

If you have any questions, please contact

We will manage and treat your personal data with respect. We will collect, store and manage it in an unbiased and secure way. We will only use your data for purposes that we have informed you about. We will always be transparent about the personal data we collect and how we use it.

We will ensure that all personal information supplied is held securely and processed in accordance with all applicable Data Protection laws and codes of practice:

  • The EU General Data Protection Regulation (GDPR)
  • Data Protection Act 1998 and the forthcoming Data Protection Bill which will transpose GDPR requirements into UK domestic law
  • Market Research Society's (MRS) Code of Conduct
  • ICC/ESOMAR (European Society for Opinion and Marketing Research) International Code on Market and Social Research

General terms of this privacy policy

In this policy “We”, “Us” and “Our” means Decision Technology Limited, a company incorporated and registered in England and Wales with company number 04474557 and whose registered office is at 10 Queen Street Place, London, EC4R 1AG. You can find out more about us at

This policy applies to our use of any personal information we collect from you.

This Privacy Policy is governed by and interpreted according to the law of England and Wales. All disputes arising out of this Privacy Policy will be subject to the exclusive jurisdiction of the English and Welsh courts.

How and why we might contact you

When we contact you, we generally do so for one of the following purposes:

  • To invite you to participate in research
  • To confirm the details of research you have agreed to take part in
  • To conduct research with you
  • To validate answers you gave in recent research we conducted (if you have consented to us doing so)
  • To notify you if you have won a prize draw or to provide you with an incentive for taking part in research

If you are invited to take part in research, it will be because either:

  1. You are a customer of one of the companies for whom we work and you have provided them with permission to share your personal information for research purposes
  2. You have given permission for a company to supply your details to a third party for research purposes
  3. You have taken part in previous research administered by Decision Technology and given us your permission to contact you in the future for research purposes.

If you have been contacted by us and you do not believe you have given your permission or just wish your name to be removed from the database, let us know. We will remove your details from the contact list for that particular research project and inform the relevant organisation who supplied your details.

We never knowingly invite children under the age of 16 to participate in research studies without taking measures to ensure appropriate consent from a responsible adult. Persons under 16 should not disclose to us any personal information without first getting the permission of a parent or a guardian.

Why we collect your personal information

We conduct market research using scientific methods and we commit, in obtaining your co-operation, not to mislead you about the nature of the research or how the findings will be used. Your responses will be treated as confidential unless you consent to being identified. It is not our aim to sell or promote anything.

We will collect your information when you participate in research with us. We will only collect and use personal information in accordance with this policy to the extent deemed reasonably necessary to serve our legitimate business purposes, and we will maintain appropriate safeguards to ensure the security, integrity, accuracy and privacy of the information you have provided.

The types of personal information we collect

The information we collect can contain your personal opinions as well as personally identifiable information such as name, address, postcode, gender, occupation, age, date of birth, email address, telephone number etc. We may occasionally collect sensitive personal information such as political views. If we will be collecting personally identifiable information and/or sensitive information we will ask for your consent to do so at the start of the research survey.

Where relevant to the research being undertaken, we may collect business contact information, such as, company name, job title, and department.
In addition, for online surveys we may record which type of browser you are using, your screen size and other basic metrics.

How we use your personal information

The personal information we collect is used for the following purposes:

  • Combined with the information of others who participated in the same research and reported back anonymously to the client that commissioned the study
  • Used to operate prize draws and incentives if being administered by Decision Technology (you will be notified at the start of the research if this is the case)
  • Occasionally used to re-contact you to validate your responses (if you have consented to us doing so)

We do not do any invisible processing of data from your computer.

Who your personal information will be shared with

All of your survey responses are treated as confidential. We will not sell your personal information to third parties. We will never intentionally disclose your personal information to the client that commissioned the study or any third parties unless:

  • You request or consent to sharing your identifying information and individual responses
  • We are legally compelled to disclose the information due to judicial or other government subpoenas, warrants, orders or for similar legal or regulatory requirements

We employ a third-party, Questback Limited, to provide software for collecting, processing, storing and analysing online surveys. Questback’s data centres are located in Germany. Questback will have access to the personal information needed to perform this function but will not use it for other purposes. Questback must also process your personal information in a manner consistent with this Privacy Policy and as permitted by the UK’s Data Protection laws.

Processing of prizes or incentives from the research may result in your contact details being passed onto a third party i.e. Amazon, M&S, John Lewis etc. This would purely be for the prize/incentive to be sent out to you electronically and would not result in any marketing or follow up.

How your personal information will be stored and protected

We will make all reasonable efforts to keep your personal information in our possession or control, and to ensure it is accurate, complete, current and relevant. We rely on you to help us keep your personal information accurate, complete and current by answering our questions honestly. We are not responsible for any errors you make in submitting personally identifiable information to us.

We maintain appropriate technical, administrative and physical safeguards to protect your information. We review, monitor and evaluate our privacy practices and protection systems on a regular basis. Only certain employees have access to the personal information you provide us and are only granted access for data analysis and quality control purposes.

Your personally identifiable information will only be transferred within the European Economic Area (EEA) and only for the purposes mentioned above. We shall endeavour to ensure that your personal information is transferred confidentially and securely.

Personally identifiable and sensitive information collected will be kept for no longer than 12 months unless stated specifically at the time of taking part. Your personal information will only be kept for as long as is necessary to carry out the purpose(s) for which it was collected.

Your rights related to your personal information

Research participation is voluntary at all times. You can always decline involvement or “opt out” of the research after agreeing to participate, either during or after the research survey, and have your personal details erased. You are entitled to access the personal information we hold about you (which is known as a subject access request) and you have the right to update any incorrect information. Wherever reasonable and practical we will carry out such a request.

UK and EU regulations afford you with specific rights related to your personal information. These rights are summarised below. In order to assert any of these rights please contact us using the contact details at the end of this Privacy Policy.

Right to Confirmation: You have the right to request confirmation as to whether or not your personal data is being processed. This includes the right to confirm whether your personal data is transferred to a third country or to an international organisation as well as the appropriate safeguards relating to the transfer.

Right to Access: You have the right to obtain free information about your personal data stored at any time and a copy of this information. We reserve the right to charge a reasonable fee when a request is manifestly unfounded or excessive, particularly if it is repetitive.

Right to Rectification: You have the right to rectify inaccurate personal data without undue delay. Furthermore, you have the right to complete any incomplete personal data and to provide supplementary statements to rectify that personal data.

Right to Erasure: You have the right to erase any personal data concerning yourself which is being processed by us without undue delay. We may refuse to grant you this right if a statutory exemption applies.

Right of Restriction of Processing: You have the right to restrict the processing of your personal data by us where a statutory ground applies.

Right to Data Portability: You have the right to receive your personal data being processed by us in a commonly used machine-readable format.

Right to Object: You have the right to object to us processing your personal data if a statutory basis exists.

Right not to be subject to automated individual decision-making, including profiling: You have the right not to be subject to a decision based solely on automated processing, including profiling.

Right to Withdraw Consent: Where consent forms the basis for processing your personal information, you have the right to withdraw your consent to the processing of your personal data at any time. You can contact any employee of Decision Technology to withdraw consent at any time.

Right to Complain to the Supervisory Authority: The relevant supervisory authority in the UK is the Information Commissioner’s Office (ICO). Contact details for the ICO are provided at the end of this Privacy Policy.

How and why we use cookies

A cookie is a small text file that may be placed on your device (computer, mobile phone, tablet) when you complete one of our surveys. To complete a survey with us we will use a session cookie. This session cookie allows us to give your visit a unique identifier so you can complete the survey and to prevent you from taking the survey more than once. You can configure your browser to notify you when cookies are being placed on your computer. You can also turn cookies off and delete those you do not want.

How to contact us or the ICO

If you have any queries concerning this policy or our research, or would like to make a subject access request, please contact us.

Send us an email: Be sure to include your name and clear instructions on what you would like us to do.

Write to us at: Decision Technology Ltd, Network Building, 97 Tottenham Court Road, London W1T 4TP. Be sure to include your name and clear instructions on what you require.

If you require us to supply you with details of the personal information that we hold about you, then we will provide this information free of charge and we will provide this information to you within 30 days of your request unless the request is complex or is numerous requests. If this is the case, we will inform you within 30 days of your request about the reason for the extension of time.

If you have concerns regarding how your personal information has been processed by us, you can make a complaint to the Information Commissioners Office (ICO) via the following options:
Telephone helpline: 0303 123 1113