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The Data Protection Act 1998
and relevant MRS (Market Research Society) rules has been much speculation in the media lately about recent updates to the 1998 Data Protection Act. As a consequence, the British Market Research Association (BMRA) held a seminar on the topic and invited representatives from all companies who collect, process and use market research data.
As one of the largest market research companies worldwide, GfK takes these issues very seriously. We pride ourselves in keeping up to date with the latest news in the industry, so we went along to take some notes to pass on to all our panel members.
There are two principles of the law, transparency and consent. As panel members you should be aware of the purpose for collecting the data and how it will be used. At GfK we publish our data to help retailers and manufacturers to improve the products they supply their consumers. So by telling us about the things you buy as part of a panel, you are indirectly helping to improve them for yourself as a consumer. Your personal details are collected to ensure we run a panel that represents all types of people in Great Britain. If we didn’t have these details we may not represent ‘you’ and ‘those like you’, for example, single parent families who live in semi detached accommodation in East Anglia.
The second most important principle is Consent – at the time your data is collected, we ask you if you wish to take part and always give you the opportunity to opt out of any subsequent surveys.
The Data Protection Act (1998) also gives you access to your data, i.e. you may request a copy of the questionnaire you completed. This can be done as long as it can still be identified (i.e. it still has your name or panel number on it) – we can send it to you.
There are other areas where you may have some concern:
data requires consent. Examples of this type of data are race/ethnic origin, political opinions, religious beliefs, trade union membership, physical or mental health, sexual life, information relating to offences. NB: At GfK we are collecting consumer data, not researching these specifics.
things up to date. Each year we ask our panel members to update their personal details. This is important in keeping in step with the Act, but also because our panel members stay with us for many years and circumstances do change for each member over time. In the meantime if, for example, your questionnaire says Miss and you have got married recently and decided to change your surname, please do call and let us know.
– the computer systems we use to manage our panels are secure and are not linked to others outside the company in any way. They are security protected and not accessible outside our Data Processing Department. In addition, we do not send your personal data to others in this or any other country, not even those where GfK has a presence.
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Collection of personal data – we are revisiting all our requirements for this type of data collection and asking a lot of questions on whether data needs have changed. Over the next few months, we shall be dropping those questions which are deemed excessive or which seem irrelevant in relation to the purpose of our current research. Watch this space! Please note that emails are currently being requested. We will only send emails to you occasionally, e.g. to alert you if there are delays in receiving your questionnaire.
hope this explanation helps you to understand the purpose of our questionnaires a bit more within the context of the guidelines we are bound to. The following table shows the results of a survey conducted on consumers who had no such knowledge of the Market Research industry.
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SOURCE: Recent statistics on the Confused Consumer: Confidentiality of research by RDF (Research Development Fund).
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