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Privacy Policy

Last updated: 4th July 2024

About Loyalty is committed to protecting your privacy and the information that you provide during any research you participate in with us.

We will always adhere to the principles and the terms of the Data Protection Act 2018 and The EU General Data Protection Regulation (GDPR) requirements.

All research we undertake is undertaken according to the guidelines as laid out in the Market Research Society’s (MRS) Code of Conduct.

What does About Loyalty do?

About Loyalty conducts market research on behalf of companies, public sector and charitable organisations. These organisations are referred to in this policy as 'The Client'.

About Loyalty also hosts events and seminars and produces summary reports that share the aggregated results of the research specifically to help organisations give their customers and supporters a better experience.

On what basis do we hold and process your information?

About Loyalty collects contact details from people employed with The Clients. These details can include name, email address and employer. For these data, About Loyalty is The Data Controller.

About Loyalty will only conduct research according to the written instructions of The Client, with these instructions being based on the permissions and consents that they have for including you in the market research. In conducting this research, About Loyalty will remain what the law refers to as The Data Processor, meaning that The Client retains the ultimate responsibility for selecting you to be included in this research and other communications.

Why have you been selected to take part in this research?

You have been requested to participate in the research because:

  • You were selected by an organisation that you have supported or purchased from.

  • You have given your permission to an organisation to include you in research.

If you believe that you should not have been selected to participate in this research, please contact About Loyalty by emailing or writing to the address below clearly stating your name, address (or email address depending on how you have been invited to join the research) and we will remove you from this research and inform the relevant organisation that provided us with your contact details.

We never invite people to participate if we know that they are under 16 years of age.

Your participation in the research is entirely voluntary, and you have the right to withdraw from it, and request us to delete any answers that you may have given, at any time.

What personal information do we gather and hold?

During this research we will ask you for your opinions, experiences and other information. Occasionally this will include personal information (i.e. any information that can be used to identify you along with gender, age, occupation etc) or sensitive data (e.g. political opinions or beliefs).

What do we do with the information that you provide?

The information that you provide will be combined with responses from other participants and analysed and reported back to The Client. This information is reported on an anonymous and/or aggregated basis.

When we ask for personal or sensitive data we will be explicit in showing why we are asking for that data, how we will report it to The Client and how the Client will use it.

We will never share your responses with the Client in any way that would enable them to identify you without your explicit permission to do so. And we will never share your information with anyone else unless there is a valid legal imperative to do so.

Occasionally we offer prize draws or other incentives for participating in the research. In these cases we will ask for your personal information only to administer the incentive. Any personal data collected to undertake this will be deleted immediately the incentive is completed.

Do we use cookies?

Cookies are small text files that are placed on your computer, phone or other web enabled device when you participate in the research. They are not harmful and contain no personal, sensitive or confidential information. When undertaking research with us we will use a session cookie, a temporary cookie that is deleted once you close your browser window.

Access Rights

You have the right to request the information that we hold about you. This is known as a Subject Access Request. To make this request, please email You have the right to request that we update any inaccurate information.

Do you have any other questions?

If so, we’d be delighted to help. Please contact Roger by emailing or writing to the following address:

Roger Lawson
About Loyalty Ltd
377-399 London Road
Surrey GU15 3HL

Useful contacts

The Data Protection Act is administered by the Information Commissioner’s Office. They can be contacted at



The Market Research Society’s Code of Conduct can be found here:

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