Privacy Policy

In Brief

We're Opinion42, a market research company. When you take part in research we carry out, or when you work with us as a client or supplier, we may hold some information about you. We use it to do our jobs properly, we keep it secure, we don't sell it, and we don't share it with anyone who doesn't need it. If you want the full picture — or want to know what information we hold about you — read on, or just drop us a line at rfq@opinion42.com.

At Opinion42, we take the privacy and security of personal information seriously.

We provide market research fieldwork, data collection, research support and related services to clients in the UK and internationally. Our work may involve collecting information directly from people taking part in research, receiving information from clients or research partners, and processing information on behalf of organisations that have commissioned research.

This notice explains how we use and protect personal information, the circumstances in which we may share it, and the rights individuals have in relation to their information.

1. Who we are

Opinion42 Ltd is registered in England and Wales under company number 16384482, with its registered office at Milburn House, Hexham Business Park, Burn Lane, Hexham, Northumberland, NE46 3RU, United Kingdom.

For data protection enquiries, please contact:

· Email: ivor@opinion42.com

· Telephone: +44 (0)20 3603 1203

· For general project enquiries: rfq@opinion42.com

Opinion42 may act as either a data controller or a data processor, depending upon the nature of the project.

When we conduct research for a client using personal information supplied by that client and acting on its instructions, that client will normally determine the purposes of the processing.

For some activities, including aspects of our own administration and business operations, Opinion42 will determine how and why personal information is processed.

2. The information we may collect

Depending on the research project or our relationship with you, we may process information including:

· name and contact details

· demographic characteristics

· responses given during surveys or interviews

· information about products, services, organisations or places you have used or visited

· research recruitment and participation information

· photographs, audio or video recordings where specifically required by a project

· online survey and technical information

· correspondence with us

· information required for respondent incentives or payments

· business contact details for clients, suppliers and research partners

Some research may involve special category personal data, such as information concerning health, ethnicity, religious or philosophical beliefs, political opinions or other information afforded additional protection under data protection legislation.

Where a project requires this type of information, appropriate safeguards and a lawful basis for processing will be established before the information is collected.

3. Why we use personal information

Personal information may be used to:

· recruit people for legitimate market, social or opinion research

· conduct surveys, interviews and other research activities

· analyse research results

· validate responses and conduct quality-control checks

· contact research participants where this forms part of the agreed research methodology

· administer respondent incentives

· deliver research services and results to our clients

· manage our relationships with clients and suppliers

· respond to enquiries

· prevent fraudulent or duplicate participation

· protect our systems and information

· meet legal, regulatory and professional obligations

Participation in genuine market research is voluntary. We do not present sales or marketing activities to respondents as market research.

4. Our lawful basis for processing

The appropriate lawful basis depends upon the particular processing activity. This may include:

· consent, where you have freely agreed to a particular use of your information

· legitimate interests, where processing is necessary for a legitimate business or research purpose and those interests do not override your rights

· performance of a contract

· compliance with a legal obligation

· processing on the documented instructions of a client acting as data controller

Where special category data is processed, an appropriate additional condition will also be identified.

5. Where information comes from

We may receive personal information:

· directly from research participants

· from the organisation commissioning the research

· from legitimate sample providers or research partners

· from organisations with an existing relationship with the participant

· from publicly available sources where their use is lawful and appropriate

· through the use of our websites, survey systems and associated services

Where we receive personally identifiable information from another organisation, we expect that organisation to have an appropriate basis for providing it to us.

6. Research confidentiality

We recognise that confidentiality is fundamental to high-quality research.

Unless participants have been told otherwise, individual responses are normally analysed and reported in an aggregated or de-identified form.

Where a client will receive identifiable information, or where a particular research method requires participants to be identifiable, this will be made clear to participants where required.

We will not knowingly mislead participants about the purpose for which their information is being collected.

This approach is consistent with the emphasis placed by the Market Research Society on ethical research, participant wellbeing, appropriate data collection and transparent reporting. mrs.org.uk

7. Who we share information with

Depending on the project, personal information may be shared with:

· the organisation commissioning the research, where appropriate

· carefully selected fieldwork, technology or research partners

· survey software and data-processing providers

· hosting and IT service providers

· incentive fulfilment providers

· professional advisers

· regulatory or law-enforcement bodies where required by law

We will only share information where there is an appropriate reason to do so. Organisations processing personal information on our behalf are expected to apply appropriate confidentiality and security safeguards.

8. International transfers

Some research projects may involve clients, participants or suppliers outside the United Kingdom.

Where personal information is transferred internationally, we will use appropriate safeguards where required by UK and relevant national data protection law.

9. How long we retain information

We keep personal information only for as long as reasonably necessary for the purpose for which it was collected, to meet contractual requirements, or to comply with legal and regulatory obligations.

Retention periods may vary according to the project and type of information.

Where we process personal information solely on a client's behalf, retention and deletion may be governed by that client's instructions.

Personal identifiers will be deleted or separated from research data when they are no longer required.

10. Security

We use proportionate organisational and technical measures designed to protect personal information against:

· unauthorised access

· accidental loss

· inappropriate disclosure

· alteration

· destruction

Access to personal information is restricted to people who require it for legitimate business or research purposes.

11. Your rights

Depending upon the circumstances, individuals may have rights relating to their personal information, including the right to:

· be informed about its use

· request access

· request correction of inaccurate information

· request deletion

· restrict processing

· object to certain processing

· receive certain information in a portable format

· withdraw consent where processing is based upon consent

Not every right applies in every circumstance. To exercise your rights, contact privacy@opinion42.com.

You also have the right to raise a concern with the Information Commissioner's Office, the UK's data protection regulator.

12. Children and young people

Where research involves children or young people, we will apply additional safeguards appropriate to their age and to the nature of the project, including parental or guardian involvement where required.

13. Changes to this notice

We may update this notice to reflect changes to our services, working practices or legal requirements. The latest version will always be published on this website. 

Version: September 2026