Adience privacy policy

Last updated: October 2023

Privacy Policy

Adience is an independent market research agency.

This page informs you of our policies regarding the collection, use and disclosure of Personal Information.

At Adience, we are committed to protecting the privacy of our clients and the privacy of research respondents. We want to provide a safe and secure service where we deal with your personal information (this means information that identifies you personally such as your name, photo, contact details, or data that can be linked with such information in order to identify you).

The type of personal information we process

Information you give us

  • If you’re filling in the contact forms on our website – we will always ask for your consent when adding you to lists.
  • If you’re completing a survey or engaging in a research interview – we collect information for market research purposes only. The information you provide will normally be used to help a client better understand how well they’re doing in the marketplace, or to help them improve a service or similar. Data is presented back to our client in an aggregated, anonymised, format, unless you consent to us providing them your data with any contact information appended e.g. email address, phone number and so on. This would be freely given and not a requirement of conducting market research, unless the research required it for a specific lawful reason e.g. to pay you your incentive after completing the survey, or to conduct face-to-face research which you would opt-in to and so on.

Information we collect automatically

We collect IP addresses of users of our websites and we may also store your browser’s environment variables (this is freely available when you browse the web and contains information like your operating system, the device you are on, the browser version and so on). This information is kept for security reasons to allow us to block fraudulent members of the public, but also to help improve your user experience when you visit our sites, for example serving up different web pages if you’re on a mobile vs. a tablet vs. a laptop.

Information we receive from third parties

There will be occasions where our clients request that we contact their databases. In this instance you will have opted in to receiving emails from, and sharing your data with, third parties. This information may contain behavior which our client may have collected on you e.g. number of store visits, a loyalty band / tier, or an internal value pertaining to the segment you are in. Upon completion of a survey we may append some of this information to the answers you have provided, in order to help our client to better understand their customer database, and to help us analyse the data more efficiently. Data will always be presented to our client in an anonymized, aggregated, format and, unless the reward for completing a survey required it or you opted in to do so, your participation in the research will never be shared.

There may also be instances where we have lawfully received your data from a sample supplier that has lawfully collected your details and has the right to sell this on. In these instances, we would be contacting you as an unknown third party, but the basis for processing is as per the above, only we would be provided with far less information on you, for example just a name and email address.

Information about our employees

We are legally required to collect a range of information about employees such as identification and right to work. We also hold payroll information to enable us to pay staff and this is shared with a 3rd party payroll provider. This information is held as per your contractual terms of legal requirements.

Purposes of data processing

The lawful bases we rely on for processing this information are:

  • To provide a requested service or carry out a contract with you – when providing services to a Client, we have their contact details and other types of personal data to allow us to provide services
  • Where we have your consent – if you have signed up with us for marketing, or to receive market research surveys or services. You are able to remove your consent at any time. You can do this by contacting
  • Where we have a legitimate interest – if we have legally received your data from a third party for the purpose of market research
  • Where we have a legal obligation – we may also store or use personal information where we have a legal obligation to do so

How long personal information is stored for

We have our own retention policy for all types of personal data used throughout Adience. We will only keep data for as long as reasonably necessary. For example, we hold our client order information for 90 days following the end of a contract unless a contract with our client specifies we must hold it for longer. Examples of other common types of information we store can be found below.

Information type

How long we keep it

Where we keep it

Why we keep it

How we delete it

Respondent data

3 years

Project folder in SharePoint

In case we need to contact you or complete further analysis

Files are manually deleted from project folder

Respondent bank details

6 years

Accounting system

Contractual agreement and proof of payment

Records are deleted from systems manually

Video and voice recordings

3 years

Project folder in SharePoint

In case we need to complete further analysis

Project folder is cleared out after 3 years and all data removed

Client contact data


Outlook, HubSpot

To contact clients about our work

Upon request data is deleted

Employee records

6 years after employment ends

SharePoint, Payroll,

Legal obligation, payroll

Data is deleted manually from systems after an employee leaves

Third parties with whom we may share data

We share your personal information with trusted third parties where we have retained them to provide services that you or our clients have requested, such as recruitment for qualitative work, face-to-face interviews, or other services we are unable to provide in-house. While Adience strives to carry out all functions internally, there are instances where this simply isn’t feasible. These third parties comply with similar and equally stringent undertakings of privacy and confidentiality.

We share your personal information with third parties who perform functions on our behalf and who also provide services to us, such as professional advisors, IT consultants carrying out testing and development work on our business technology systems, research and mailing houses and function co-ordinators. These third parties comply with similar and equally stringent undertakings of privacy and confidentiality.

As we continue to develop our business, we may sell or purchase assets. If another entity acquires us or merges with us your personal information will be disclosed to such entity. Also, if any bankruptcy or reorganisation proceeding is brought by or against us, all such information will be considered an asset of ours and as such it is possible they will be sold or transferred to third parties.

Where required we share your personal information with third parties to comply with a legal obligation; when we believe in good faith that an applicable law requires it; at the request of governmental authorities conducting an investigation; to verify or enforce our Terms of Use ( or other applicable policies; to detect and protect against fraud, or any technical or security vulnerabilities; to respond to an emergency; or otherwise to protect the rights, property, safety, or security of third parties, visitors to our website, our business or the public.

Inability to provide services

If you do not provide the personal information necessary, or withdraw your consent for the processing of your personal information, where this information is necessary for us to provide services to you, we will not be able to provide these services to you.

Automated decisions

We don’t perform any automated decision making concerning clients, survey respondents or website users.

Use of cookies

To provide better service to you on our websites, we use cookies to collect your personal data when you browse. See our cookie policy ( for more details.

Your data protection rights

By law, you have a number of rights when it comes to your personal information. Further information and advice about your rights can be obtained from the data protection regulator in your country. However, in summary your rights are:

  • The right to object to processing: You have the right to object to certain types of processing, including processing for direct marketing (i.e. if you no longer want to be contacted with potential opportunities)
  • The right to be informed: You have the right to be provided with clear, transparent and easily understandable information about how we use your information and your rights. This is why we’re providing you with the information in this Policy
  • The right of access: You have the right to obtain access to your information (if we’re processing it), and certain other information (similar to that provided in this Privacy Policy). This is so you’re aware and can check that we’re using your information in accordance with data protection law.
  • The right to rectification: You are entitled to have your information corrected if it’s inaccurate or incomplete
  • The right to erasure: This is also known as ‘the right to be forgotten’ and, in simple terms, enables you to request the deletion or removal of your information where there’s no compelling reason for us to keep using it. This is not a general right to erasure; there are exceptions
  • The right to restrict processing: You have rights to ‘block’ or suppress further use of your information. When processing is restricted, we can still store your information, but may not use it further. We keep lists of people who have asked for further use of their information to be ‘blocked’ to make sure the restriction is respected in future
  • The right to data portability: You have rights to obtain and reuse your personal information for your own purposes across different services. For example, if you decide to switch to a new provider, this enables you to move, copy or transfer your information easily between our IT systems and theirs safely and securely, without affecting its usability
  • The right to lodge a complaint: You have the right to lodge a complaint about the way we handle or process your personal information with your national data protection regulator
  • The right to withdraw consent: If you have given your consent to anything we do with your personal information, you have the right to withdraw your consent at any time (although if you do so, it does not mean that anything we have done with your personal information with your consent up to that point is unlawful). This includes your right to withdraw consent to us using your personal information for marketing purposes

You are not required to pay any charge for exercising your rights. If you make a request, we have one month to respond to you.

Please contact us at if you wish to make a request.

How Adience operates

Adience operates as Adience LLC in the US and Adience Ltd in the UK. However, we are setup and operate as a single business and data provided to one of the companies may be shared across the two businesses and access by employees in both businesses. In most cases this is due to your project team being made up of both US and UK employees. Should you wish your data to only be accessed by employees in a single market, you can make this request to your project manager.

How to make an enquiry to Adience

If you have any enquires you can contact us at one of the following locations:

Adience LLCAdience Ltd
67 West Street, Suite 401,
Brooklyn, NY 11222, USA
Hamilton House, Mabledon Place, London, WC1H 9BB, UK

How to make a complaint

If you have any concerns about our use of your personal information, you can make a complaint to us at

In the UK you can also complain to the ICO if you are unhappy with how we have used your data.

The ICO’s address:

Information Commissioner’s Office

Wycliffe House

Water Lane




Helpline number: 0303 123 1113

ICO website: