About · Quality & data protection
Evidence you can trust. Data handled with care.
Good decisions need evidence that holds up and respondents who are who they say they are. These are the checks we build into every project, and how we protect the people and information involved.
Research quality
How we make sure the evidence holds up
- Clear scope, agreed in writingObjectives, audiences, sample and success criteria are agreed before fieldwork starts.
- Respondent screeningParticipants are screened for role, experience and category use. B2B respondents are checked for company and role where appropriate.
- Survey fraud and quality checksAttention checks, speed and straight-lining checks, duplicate and bot detection, and review of open-ended answers. Poor-quality responses are removed and replaced.
- Interview qualityDiscussion guides are reviewed before fieldwork; interviews are run by experienced moderators and checked against recordings or notes.
- Traceable sourcesMaterial figures are linked to their source, cross-checked against independent evidence, and model assumptions are documented.
- Second-person reviewFindings and recommendations are reviewed by a second researcher before delivery.
Data protection
How we handle personal data
- Consent and transparencyParticipants are told the purpose of the research, how their information will be used and that they can withdraw at any time.
- Data minimisationWe collect only what the research needs, and analyse and report findings without identifying individual respondents unless they have agreed.
- Restricted accessPersonal data is accessible only to the people working on the project and stored on secured, access-controlled systems.
- Limited retentionPersonal data is kept only as long as the project requires and is then deleted or anonymised.
- Applicable lawOur practices are designed to align with India’s Digital Personal Data Protection Act, 2023, and with GDPR when we research people in the UK or EU.
- Partners held to the same standardFieldwork and panel partners are selected for quality and bound by confidentiality and data-protection terms.
Client confidentiality
Your information stays yours
- NDAs on requestWe are happy to sign a mutual non-disclosure agreement before detailed discussions.
- Use limited to your projectYour briefs, data and findings are used only for your engagement and never sold or reused for others.
- Anonymity when neededWe can conduct research without revealing your company’s name to respondents.
- Security questionnairesWe can complete your vendor or information-security questionnaire as part of onboarding.
Ethical standards
Research, not selling
- Clearly researchResearch is never used as a cover for sales or marketing to participants.
- Respect for participantsParticipation is voluntary, people are treated fairly, and children and vulnerable people are only researched with appropriate safeguards and consent.
- Recognised principlesWe follow the principles of the ICC/ESOMAR International Code on Market, Opinion and Social Research and Data Analytics.
- Honest reportingResults are reported as they are, including when they are not what a client hoped to hear.
Questions about how we handle data, or need a data processing agreement or NDA? Email [email protected] and we will respond within two business days.
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