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Privacy Notice for Research

Emotional Logic respects your privacy and is committed to protecting your personal data. This privacy notice will inform you as to how we look after your personal data and tell you about your privacy rights and how the law protects you.

You can view this policy on our websites and our separate privacy notice which applies to our customers and suppliers so that you can understand how we engage with them when processing your personal data. You can view this by clicking here.

Please also use the Glossary at the end to understand the meaning of some of the terms used in this Privacy Notice.

This Privacy Notice applies to our market research candidates who contact us or who we have contacted from our UK office with a view to engaging with them to provide market research information.


Emotional Logic Limited is a company registered in England. Our registered address is Studio 18, the Kiln, Hoult’s Yard, Walker Road, Newcastle upon Tyne, NE6 1AB. Our company number is 06057985.

We are the data controller when we collect personal information (sometimes called personal data) from our market research candidates who take part in our research projects. Although on some projects we are a data processor on behalf of the clients we work for. If we are processing data on behalf of a client we will make this clear when we contact you.

We have appointed a data privacy manager who is responsible for overseeing questions in relation to this Privacy Notice. If you have any questions about this Privacy Notice, including any requests to exercise your legal rights, please contact the data privacy manager using the details set out below.

Contact Details

Name of data privacy manager: Annett Pecher

Email address:   

Postal address:           Studio 18, the Kiln, Hoult’s Yard, Walker Road, Newcastle upon Tyne, NE6 1AB, United Kingdom

Telephone number:    +44 (0) 191 265 3248

Inform Us of Changes

It is important that the personal data we hold about you is accurate and current. Please keep us informed if your personal data changes during your relationship with us.

Third Party Links on our Website

Our websites may include links to third party websites, plug-ins and applications. Clicking on those links or enabling those connections may allow third parties to collect or share data about you. We do not control these third-party websites and are not responsible for their privacy statements. When you leave our website, we encourage you to read the privacy notice of every website you visit.


Personal data, or personal information, means any information about an individual from which that person can be identified. It does not include data where the identity has been removed (anonymous data).

We may collect, use, store and process different kinds of personal data about you which we have grouped together follows:

  • Identity Data includes first name, last name, age and gender.
  • Contact Data includes home address, email address and telephone numbers.
  • Finance Data includes bank account and payment details (where we pay you for participating in our market research project).
  • Technical Data includes internet protocol (IP) address, your login data, browser type and version, time zone setting and location, browser plug-in types and versions, operating system and platform and other technology on the devices you use to access our website or email communication from us.
  • Profile Data includes information about your interests, preferences, feedback and survey responses.
  • Biometric and Behavioural Data includes eye-tracking data through the use of infrared light to track pupil dilation and gaze direction to collect details of eye movement, duration and fixation, facial reaction data to measure changes to stimulus (such as an advert or product), biopsychology data to monitor stress and/or excitement levels and neurolinguistics to monitor, through observation, how you respond to sensory input.

The personal data we process differs depending upon the information that is relevant to the project.  It is your prerogative not to share any personal data with us that you would not wish us to process as part of the market research project.

Where you contact us by making a preliminary enquiry, (either via the Contact Us form on our website, via email or telephone) then we will record the contact details that you supply to us. We will contact you about the enquiry that you have made and send you information relevant to the nature of your enquiry.

We also collect, use and share Aggregated Data such as statistical or demographic data for any purpose. Aggregated Data may be derived from your personal data but is not considered personal data in law as this data does not directly or indirectly reveal your identity. For example, we may aggregate your Profile Data to calculate the percentage of participants interested in a particular product or activity. However, if we combine or connect Aggregated Data with your personal data so that it can directly or indirectly identify you, we treat the combined data as personal data which will be used in accordance with this privacy notice.

Occasionally, we may collect some sensitive personal data about you.  This is called Special Categories of Personal Data and can include details about your race or ethnicity, religious or philosophical beliefs, sex life, sexual orientation, health conditions, political opinions, trade union membership, and information about your genetic and biometric data.

We will only collect special category data if it is relevant to the market research project we are engaged in and we will never pass this data to our customers unless it has been anonymised first so that it does not relate to you but instead forms part of a larger dataset of information collated for reporting purposes.

We may also acquire some health data in relation to a disability you have where we are specifically interested in this class of individuals, or it may benefit you to notify us when you participate in a market research study in person.   This will allow us to take reasonable steps to accommodate specific needs or requirements you have when using our facilities.

Where we process special category data we will only do so where we have your explicit consent.

We do not collect any information about criminal convictions and offences.


This website is not intended for children and we do not knowingly collect data relating to children.


We will only use your personal data when the law allows us to. Most commonly, we will use your personal data in the following circumstances:

  • Where we need to perform the contract, we are about to enter into or have entered into with you.
  • Where it is necessary for our legitimate interests (or those of a third party) and your interests and fundamental rights do not override those interests.
  • Where we need to comply with a legal or regulatory obligation.

Generally, we do not rely on consent as a legal basis for processing your personal data other than in relation to special category data or when sending direct marketing communications to you via email or text message. You have the right to withdraw consent at any time by contacting us.

Please note that we may process your personal data for more than one lawful ground depending on the specific purpose for which we are using your data. We hold data processing records which demonstrate the lawful bases we rely upon to lawfully process your personal data.  Please contact us if you need details about this.


Primarily, we collect and use your personal information for the legitimate interests of our business to provide market research solutions to our customers.   When you make preliminary enquiries to find out how to get involved in one of our market research studies, or when we approach you to take part in a study, we will collect some basic Identity, Contact and Technical Data about you.

We conduct different types of market research activities.  If you are a taking part in our on-street surveys, online surveys or online communities managed by Emotional Logic then we will only collect personal information from you if this is required for the purpose of the research project. To ensure that research projects are conducted in accordance with Market Research Society Guidelines, Emotional Logic may need to re-contact some participants to ask for feedback on their survey experience.

If you are a taking part in group discussions or face to face in-depth interviews in a meeting room or via online video platform managed by Emotional Logic, then we need to collect your name and your contact details. We need this data in order to contact you during the research period and will only use the details you provide for this current project.  Once the project is over, this data will be deleted (please see our Data Retention Policy below).
We will ask you for your consent for data processing where appropriate.

All personal data collected from you is stored in line with current data protection legislation.   We will only pass your personal data to third parties where required by law or where you have given us your written permission to do so.


Generally, we will not pass your personal data on to our customers.  Our engagement with customers is based on the delivery of aggregated and anonymised data which does not contain any personally identifiable information about you.

Occasionally, we may need to share your personal data with our customer where required to do so on projects we are commissioned to deliver.  This may occur where we manage group discussions or face to face interviews operated by our customer who acts as host.  Here, we will only share your basic Identity, Contact and Profile information with them to facilitate this.

Where the project requires it, we may also disclose some video or audio footage of the sessions in which you were involved but these will not contain identifiers such as your name or contact details.  Where we provide this data, we will seek your explicit consent beforehand.

We may have to share your personal data with third parties who support our business.  These third parties are set out below:

  • Service providers acting as processors based in the UK who provide website, IT and system administration services.
  • Professional advisers including lawyers, bankers, auditors, pension providers and insurers based in the UK who provide consultancy, banking, legal, pension, insurance and accounting services.
  • HM Revenue & Customs, regulators and other authorities acting as processors or joint controllers based in the UK who require reporting of processing activities in certain circumstances.
  • Third parties to whom we may choose to sell, transfer, or merge parts of our business or our assets. Alternatively, we may seek to acquire other businesses or merge with them. If a change happens to our business, then the new owners may use your personal data in the same way as set out in this privacy notice.
  • Suppliers who recruit research participants on our behalf via face to face, online and telephone methods.
  • Partner agencies and software platforms (for example Office 365, Focusgroupit, Zoom, Icode, Email Octopus, Mailchimp and QuestionPro) who may complete all or part of the research process on our behalf.

We require all third parties to respect the security of your personal data and to treat it in accordance with the law. We do not allow our third-party service providers to use your personal data for their own purposes and only permit them to process your personal data for specified purposes and in accordance with our instructions.


The data that we collect from you may be transferred to, and stored at, a destination outside the UK and/or the European Economic Area (“EEA”). It may also be processed by staff operating outside the EEA who work for us or for one of our suppliers. If your personal data is transferred to, stored at, or otherwise processed in a country or territory outside the EEA, and that country or territory has not been recognised as providing an adequate level of data protection, we will put in place additional safeguards to protect your personal data. If you would like further information about this then please contact us using the details below.


We are required by law to keep your personal data only for as long as is necessary for the purposes for which we are using it.

The period for which we keep your personal data will be determined by a number of criteria, including the purposes for which we are using the information, the amount and sensitivity of the information, the potential risk from any unauthorised use or disclosure of the information, and our legal and regulatory obligations.


Under certain circumstances, you have rights under data protection laws in relation to your personal data.   You have the right to see or copy the data we hold on you and to request the correction of any inaccuracies. You have the right to ask us to erase your data or
to stop or restrict us using it.

You can also withdraw your consent at any time where we are relying on consent to process your personal data. However, this will not affect the lawfulness of any processing carried out before you withdraw your consent, not any data where a different lawful basis in relied upon by us. If you withdraw your consent, we may not be able to provide certain products or services to you. We will advise you if this is the case at the time you withdraw your consent.

If you wish to exercise any of the rights set out above, please contact us.

No fee usually required

You will not have to pay a fee to access your personal data (or to exercise any of the other rights). However, we may charge a reasonable fee if your request is clearly unfounded, repetitive, or excessive. Alternatively, we may refuse to comply with your request in these circumstances.

What we may need from you

We may need to request specific information from you to help us confirm your identity and ensure your right to access your personal data (or to exercise any of your other rights). This is a security measure to ensure that personal data is not disclosed to any person who has no right to receive it. We may also contact you to ask you for further information in relation to your request to speed up our response.

Time limit to respond

We try to respond to all legitimate requests within one month. Occasionally it may take us longer than a month if your request is particularly complex or you have made several requests. In this case, we will notify you and keep you updated.

If you have any questions about this Privacy Notice, please contact us:
Phone: 0191 265 3248
Address: Studio 18, the Kiln, Hoult’s Yard, Walker Road, Newcastle upon Tyne, NE6 1AB

This notice was last updated on the 14 July 2022.