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Privacy Policy

This Privacy Notice explains who we are, the personal data we collect, how we use it, who we share it with, and what your legal rights are in relation to this survey.

About Ipsos MORI

Market & Opinion Research International Limited is a specialist research agency, commonly known as “Ipsos MORI”. Ipsos MORI is part of the Ipsos worldwide group of companies, and a member of the Market Research Society. We abide by the Market Research Society Code of Conduct and associated regulations and guidelines.

What personal data does Ipsos MORI have on you?

Your address has been randomly selected from the Post Office’s list of addresses in the UK. Ipsos MORI does not know, prior to receiving any communication from you, who lives at the addresses we have selected, and we rely on your cooperation in order to conduct the study.

We collect personal data that you provide:

  • in the Offline Registration Form that you may complete and return to us;
  • in the telephone interview you may decide to take part in;
  • in the Online Registration Survey that you are required to complete if you want to become a member of the KnowledgePanel.

Once you have become a member of the KnowledgePanel, we also collect personal data:

  • when you voluntarily complete any surveys that we invite you to participate in;
  • if you provide feedback or require support from ourselves or our partners with the Survey Device, surveys or your membership.

If the registration survey fails and you do not become a member of the KnowledgePanel, we will retain this information for a limited amount of time in order to prevent fraud. Please see further information on how long we will keep this information below in this policy.

In some instances, we may ask you to provide certain sensitive personal data, for example revealing your racial or ethnic origin, political opinions, religious or philosophical beliefs, trade-union membership or data concerning your health. You do not have to answer these questions and such questions will always include a "prefer not to answer" option.

Why are we collecting personal data?

The primary purpose for collecting information from you is to conduct market research. When you join the KnowledgePanel, we enter into a contract with you, which is subject to this Privacy Policy as the KnowledgePanel Agreement.

In order to fulfil this contract we need to collect, process and profile the information requested during the recruitment process for becoming a KnowledgePanel member. Information may subsequently collected and added to your profile as in accordance with this Privacy Policy and processed using automated means. This information will also be required to send you any rewards and to contact you concerning any surveys.

What is the legal basis for processing your personal data?

For the purposes of the General Data Protection Regulation (GDPR), Ipsos MORI is the Data Controller for this survey. This means Ipsos MORI is responsible for deciding the purpose and legal basis for processing data from the survey. Ipsos MORI is also the Data Processor. The legal basis for processing your personal data is ‘consent’, based on you agreeing to take part in the survey.

Once you have given consent, you can withdraw it at any point by contacting Ipsos MORI. The contact details are listed below in this policy.

You can read more about the GDPR and how it applies in the UK here.

How will Ipsos MORI use your personal data, including survey responses you provide?

Responding to any survey is entirely voluntary and any answers are given with your consent. Ipsos MORI will keep your personal data and responses in strict confidence in accordance with this Privacy Policy. Ipsos MORI will use your personal data and responses solely for research purposes. You will not be identifiable in any published results. Your personal data will not be shared with anyone outside Ipsos MORI and the organisations we work with in conducting this research unless you expressly give consent.

Your personal data may be shared with other organisations for the purpose of running the study:

  • If you request a Survey Device, your personal information will be shared with TEK Express who will provide you with the Device, technical support and will set up an email account enabling you to complete surveys as a member of the KnowledgePanel. You can read TEK Express’ Privacy Policy by following this link https://www.tekexpress.co.uk/privacy-policy.
  • Online surveys will be hosted by Tivian XI GmBH (previously known as Questback GmbH). You can read Tivian's’s’ Privacy Policy by following this link https://www.tivian.com/uk/privacy-policy/.

Ipsos MORI reserve the right to share your personal data with other organisations as and when required for the strict purpose of running the study. We will use the information you provide to:

  • Fulfil our contract with you;
  • Keep a record of all Panellists;
  • Send you invitations to participate in surveys that are relevant to you based on the information you provided in response to our registration survey or as may be updated at a later stage;
  • Send you an SMS message to your mobile phone number (if you have one) to inform you that you have been invited to complete a survey;
  • Append existing personal information about you to your responses to any surveys you participate in, such as geographical location, ethnicity, occupation categories etc. for the purposes of analysis of the responses and producing anonymous, statistical research results;
  • Enter you into any prize draws that you are eligible to take part in or, where invited to do so, have asked to be entered;
  • With your explicit consent, pass your individual survey responses, together with your personal information, to the client who commissioned the survey or other market research organisations acting on our client’s or on Ipsos MORI’s behalf;
  • With your consent, to pass your information to other Ipsos Group companies so that they may invite you to participate in research studies they are carrying out and that may be relevant to you;
  • Send you by email newsletters, announcements and other communications relevant to you as a member of the KnowledgePanel;
  • Where you agree to take part in a product test to arrange for such product to be sent to you; and
  • Based on the information you provided, we might wish to invite other members of your household to participate in a survey. If we wish to invite any children aged 15 or younger, we will always require prior consent from either a parent or legal guardian, who are legally responsible for the child, before inviting the child to take part in the research.

Use of Cookies and similar code

By joining the KnowledgePanel and taking part in our online research, you agree to our and our partners’ use of cookies and similar technologies (collectively known as “Cookies”) and the collection of information from your PC/Laptop/Tablet/Smartphone or Survey Device or other computing device you may use whilst taking part in our online research activities as outlined below.

Our Panel website and online surveys collect information using 'cookies' and functionally similar technologies. Cookies are small files stored on your computer. Specifically, in respect of cookies, further details of what cookies are can be found by visiting www.aboutcookies.org.

We also use digital fingerprint technology, also known as "Machine Identification", to gather certain information about your computer, hardware and software, for example, your IP address, the display settings of your monitor, the type of browser used, the type of operating system, etc. This information is only used for quality control and to ensure you get the best quality experience when completing surveys (e.g. allowing us to adapt the way questions are displayed to your screen size).

KnowledgePanel surveys are hosted by Tivian XI GmbH. You can read their Privacy Policy at https://www.tivian.com/uk/privacy-policy/ .

Where will your personal data be held & processed?

All of your personal data used and collected for this study will be stored securely in data centres and servers within the United Kingdom and the European Union, and will only be seen by those researchers and staff from Ipsos MORI and sub-contractors who need to see it for the purpose of conducting the study.

How will Ipsos MORI ensure your personal information is secure?

Ipsos MORI takes its information security responsibilities seriously and applies precautions to protect your information from loss, theft or misuse. These include appropriate physical security of offices, controlled and limited access to computer systems, and regular internal and external audits of information security controls and working practices. Ipsos MORI is accredited to the International Standard for Information Security, ISO 27001. We employ strict supplier approval processes, to ensure they will meet our quality, compliance and data security requirements.

How long will Ipsos MORI retain your personal data and identifiable responses?

Ipsos MORI will only retain your data in a way that can identify you for as long as is necessary to support the research project and findings.

If your registration to the KnowledgePanel does not go ahead, we will retain your personal information for one year after the registration process ended. We are taking this measure in order to avoid fraudulent attempts to join the KnowledgePanel.

If you become a member of the KnowledgePanel, we will retain your personal information for a maximum period of one year after your membership has ended. We are taking this measure in order to avoid fraudulent attempts to join the KnowledgePanel.

We may delete personal information collected as part of regular surveys you complete as a KnowledgePanel member after a shorter period of time.

Your rights

You have the right to access your personal data within the limited period that Ipsos MORI holds it. You have the right to withdraw your consent and to object to our processing of your personal data at any time, and the right to rectify any incorrect or out-of-date personal data about you which we may hold. If you want to exercise your rights, please use the following contact details:

Contact Ipsos MORI about your rights

Email: surveys@kpanel.co.uk (with “19-090557-01 KnowledgePanel” in the email subject line)

Post:    19-090557-01 KnowledgePanel

Data Protection Officer

Compliance Department

Ipsos MORI

3 Thomas More Square

London E1W 1YW

United Kingdom


If you have a complaint, we would appreciate the opportunity to resolve any issues first. Please use the contact details above. You are, however, always entitled to lodge a complaint with the Information Commissioner’s Office at www.ico.org.uk.