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Fifty5Blue Privacy Notice for Surveys

Fifty5Blue is committed to protecting your privacy.

Introduction

This notice explains how we collect, use, store, and share your personal data when conducting Fifty5Blue surveys and delivering insights to our clients. Our surveys capture consumer attitudes, behaviours, and demographics across a wide range of topics. These insights help provide a detailed understanding of consumer trends, preferences, and lifestyle patterns to support market research.

Data Collection and Use

Sign-up Data

When you sign up to take part in a Fifty5Blue survey, we collect and process personal data about you.

We use this information to manage your participation in the surveys, including recruitment, eligibility checks, onboarding, providing support, and administering incentives or rewards. We may also use your personal data to contact you about follow‑up questionnaires or opportunities to participate in similar research activities.

The way we collect your personal data, and the categories of personal data collected, may vary by country. You will be informed of the method used at the time you register or sign up for the survey.

When you sign up directly with us

We collect personal data that you provide during sign up. This may include:

Direct identifiers and contact details

This includes personal data such as your name, email address, phone number, and home address.

Demographic information

We use demographic information to understand consumer attitudes and behaviours, and to enable segmentation when producing reports. This helps us produce accurate, representative survey results.

The demographic information we collect can vary by country and can include personal data about you and members of your household, such as date of birth or age group, interests and preferences, the city or town where you live, your level of education, household income, sex, and what you do for a living.

In some cases, we may also collect information about your race or ethnic background, or religion/religious community to ensure panels accurately represent the population of a given country. If we need this information, it will be requested directly from you at the point of collection.

Online identifiers and device information

This includes personal data such as IP address, MAC address, advertising ID, cookie ID, and other unique identifiers.

When you sign up through a recruitment partner

We receive certain information from the recruitment partner who invited you to participate in the survey. This may include:

Panellist ID

A unique identifier that allows us to link survey responses to a specific individual, to manage participation, and match survey answers to the correct person.

Demographic information

We use demographic information to understand consumer attitudes and behaviours, and enable segmentation when producing reports. This helps us produce accurate, representative survey results.

Legal basis

We process your personal data because it is necessary to take steps at your request to enter into a contract with you and to perform our obligations under that contract with you. For example, when you sign up to take part in a Fifty5Blue survey, we process your personal data to register you as a respondent, verify your eligibility, manage your participation, communicate with you about onboarding, and administer any applicable incentives or rewards.

Where we process sensitive personal data, such as information about your race or ethnic background, we do this only where you have given your explicit consent.

Providing this information is optional, and you can withdraw your consent at any time without affecting your ability to remain a respondent.

We also process your personal data where this is necessary for our legitimate interests (or based on your consent, where required by local law), including:

recruiting and managing respondents, including verifying eligibility and managing survey quotas;
understanding respondents at a high level to ensure surveys are demographically representative;
communicate with respondents about participation, onboarding, and survey completion;
respond to queries or issues raised before or during surveys;
detecting and preventing fraud or misuse of surveys during recruitment or onboarding;
and improving how we design and deliver our surveys.

Where we rely on our legitimate interests, we carry out a balancing test to consider how this processing affects you. You can request more information about this assessment using the contact details at the end of this notice.

Survey Data

Fifty5Blue collects and processes data from your survey responses to understand consumer lifestyles, attitudes, media consumption, and shopping habits. We use survey data to build a detailed picture of consumer trends and preferences, supporting market research and analysis.

Legal basis

We process survey data based on your consent when you choose to join and take part in a Fifty5Blue survey. If you do not provide your consent, you cannot participate in the survey. You can withdraw your consent at any time using your respondent portal (where available) or as described in this notice. If you do so, the survey will end and your participation will stop.

We also process limited personal data where this is necessary to perform our obligations under a contract with you. For example, to maintain your account details and to arrange and administer the survey.

We also process your personal data where this is necessary for our legitimate interests (or based on your consent, where required by local law), including:

ensuring our survey technology operates correctly and reliably;
detecting faults, interruptions, or data quality issues;
detecting and preventing fraud or misuse of our services;
and improving the performance and functionality of our surveys over time.

Meter Data

In some cases, we use information collected through metering technology to understand how you interact with digital content, services, and devices. This may include data about the websites, apps, media, or online services you access, how you navigate or use those services, and technical information from the device or connection used. Meter data helps build a more complete picture of audience behaviours and media consumption patterns, supporting research and analysis to understand markets, content performance, and consumer trends.

Legal basis

We process meter data based on your consent when you choose to join and take part in a Fifty5Blue survey that involves the additional use of metering technology. You can withdraw your consent at any time using your respondent portal (where available) or as described in this notice.

We also process your personal data where this is necessary for our legitimate interests (or based on your consent, where required by local law), including:

ensuring our metering technology operates correctly and reliably;
detecting faults, interruptions, or data quality issues;
detecting and preventing fraud or misuse of our services;
and improving the performance and functionality of our meters over time.

Cookies and Tracking Technologies

When you interact with our survey platforms, we may use cookies and similar tracking technologies to ensure the proper functioning of the site, improve user experience, and analyse survey participation. You can manage your cookie preferences through your browser settings or, a consent management platform where available.

Legal basis

We process data collected using cookies and tracking technologies based on your consent where required by local law. Otherwise, we process this data where this is necessary for our legitimate interests.

We process your data to ensure platform functionality, monitor performance, prevent fraud, and analyse technical issues.

Exchange Data

We sometimes enrich the information we hold about you by securely matching your personal data with data held by trusted third‑party partners who specialise in data management. These data partners temporarily receive limited personal data from us for the sole purpose of identifying additional information that can be linked back to you. Once the matching process is complete, they return the enriched data to us and are contractually required to delete the data we provided. They are not permitted to use your data for any other purpose.

Legal basis

We process Exchange Data based on your consent when you choose to join a Fifty5Blue survey and agree to take part in a survey that involves data exchanges. If you do not provide your consent, we will not exchange data, and you cannot participate in the survey. You can withdraw your consent at any time using your respondent portal (where available) or as described in this notice. If you do, data exchanges will stop and your participation in the survey will end.

We also process your personal data where this is necessary for our legitimate interests or the interests of our clients and data partners (or based on your consent, where required by local law). This includes sharing data where:

the exchange is required to operate or support the survey that you have agreed to take part in;
it is not practicable or proportionate to rely on consent for the specific exchange;
and appropriate safeguards are in place to protect your rights and freedoms.

Our legitimate interests, and those of our clients and data partners, include:

operating and maintaining effective and reliable services;
managing and improving data matching, quality, and accuracy;
supporting relationships with our clients and data partners;
detecting and preventing fraud, misuse, or unusual activity relating to surveys or data exchanges; and
detecting and resolving technical or data integrity issues.

Insights

We use the personal data collected to generate insights about consumer attitudes, behaviours, and demographics.

In most cases, we anonymise and aggregate this data before sharing it with clients. These insights help clients understand consumer attitudes, behaviours, purchasing habits, and demographic patterns, enabling them to evaluate market trends and make informed decisions about their products and services.

We do not share record-level data with clients by default. Where we share record-level data with clients as part of a specific agreed service, the data is pseudonymised and is limited to what is necessary for that service and is protected by contractual and technical safeguards.

In all other cases, clients receive only aggregated and anonymised insights, and do not receive personal data or information that can identify you or be used to single you out.

Legal basis

We process your personal data to generate insights because it is necessary for our legitimate interests (or based on your consent, where required by local law) in analysing survey responses to understand consumer attitudes, behaviours, and demographic patterns, and in producing insights for our clients.

We protect your rights and freedoms by limiting how we use this data, including by anonymising and aggregating data wherever possible.

Where we share record-level data as part of a specific agreed service, we do so only where you have given your consent.

Legal obligations

We use your personal data where this is required by law. This includes keeping records for accounting and tax purposes, and responding to requests from courts, regulators, and other public authorities. We also use your personal data protect our legal rights, including to bring or defend legal claims, and to comply with and enforce our terms, policies, and applicable industry standards.

Legal basis

We process your personal data where this is required by law. This includes keeping records for accounting and tax purposes, and responding to lawful requests from courts, regulators, or other public authorities.

We also process personal data where it is necessary for our legitimate interests (or based on your consent, where required by local law) in protecting our legal position. This includes using personal data to bring or defend legal claims, respond to complaints or disputes, and enforce our terms, policies, and applicable industry standards.

Data Sharing

Fifty5Blue shares your personal data in limited ways to manage respondents, carry out surveys, and produce insights.

Sharing within the Fifty5Blue group

We share your personal data within the Fifty5Blue group where this is necessary to operate our services, manage respondents, carry out surveys, and produce insights.

We store and process your personal data in countries where Fifty5Blue operates. A full list of these countries is available on our website (https://www.fifty5blue.com/our-network)

Sharing with service providers

We share personal data with trusted third-party service providers who support our services. This includes companies that help us with:

respondent management and participant support;
providing incentives or rewards;
hosting and maintaining our systems; and
providing professional services (such as IT, security, or legal support).

These service providers act on our behalf and are required by contract to keep your personal data confidential and secure, and to use it only in line with our instructions.

Sharing with clients and partners

We share data with our clients and partners to support surveys, reporting, and industry collaboration. This includes media owners, advertisers, agencies, and other partners involved in surveys activities.

In most cases, clients and partners receive only aggregated and anonymised information.

Where record-level data is shared as part of a specific agreed service, the data is pseudonymised and shared subject to appropriate contractual and technical safeguards.

For certain activities, we also share encrypted identifiers with partners, to allow matching and enrichment. We include contractual safeguards to ensure that you will not automatically be contacted or targeted for commercial purposes, as a result of your data being used to help create a lookalike audience, and that our clients and data partners cannot use your data for any other purpose.

International Transfers

Fifty5Blue is a global company headquartered in the United Kingdom.

We transfer personal data to other countries where Fifty5Blue companies or our trusted service providers are located. This can include countries with data protection laws different from those in your country.

Where we transfer personal data to another country, we take steps to protect it and follow applicable data protection laws. This includes using approved transfer mechanisms, such as standard contractual clauses, to ensure your personal data continues to be handled safely.

You can ask for more information about international transfers and the safeguards we use by contacting us using the details at the end of this notice.

Security Measures

We take steps to keep your personal data safe. This includes appropriate technical and organisational measures to protect your personal data from loss, misuse, unauthorised access, alteration, or disclosure.

Our employees, contractors and service providers are required to follow our policies and procedures on confidentiality, security and privacy. We also contractually require third-party service providers who handle personal data to meet appropriate data security standards.

We have processes in place to identify and manage data security incidents. Where required by law, we will notify affected individuals and relevant regulators if a data breach occurs.

Children’s Data Collection

We may collect survey data from children.

Before a survey starts, we will seek consent from a parent or guardian where required by the data protection laws of your country. As a parent or guardian, you are responsible for explaining this privacy notice to your child in a way they can understand.

Your Rights

Depending on where you live, you may have certain rights in relation to your personal data. These can include the right to:

know whether we process your personal data, and how we use it;
access your personal data and receive a copy of it;
correct or update inaccurate or incomplete personal data;
delete your personal data in certain circumstances;
restrict our processing of your personal data;
object to our processing of your personal data in certain situations;
ask us to transfer (port) your personal data to another organisation;
withdraw your consent where we rely on consent to process your personal data.

These rights are not available everywhere and may be limited by local laws. For example, we may not be able to fulfil your request if doing so would affect another person’s rights or if you ask us to delete information that we are required to keep to comply with the law.

Exercising your rights

If you would like to exercise any of your rights, please contact [email protected].

Complaints

If you have concerns about how we handle your personal data, please tell us so we can look into it. We’ll review your complaint and respond to you.If you have any unresolved data protection concerns and we are unable to resolve them, you have the right to complain to the data protection authority. You can do this in the country where you normally live, work, or where you believe the data protection issue has occurred.

Retention Period

We retain personal data only for as long as necessary for the purposes for which it was collected and used, namely the administration of our surveys and the production of insights.

In some circumstances, we may need to retain personal data for longer periods where this is required to comply with applicable legal or regulatory obligations, or to protect our legitimate business interests. Retention periods vary depending on the type of data and the context in which it is used. Where possible, data is anonymised or aggregated and retained for longer periods for statistical and research purposes.

Sign-Up Data

This personal data is retained for the duration of a respondent’s active engagement with our surveys and for a limited period thereafter to manage follow-up communications, handle queries, and meet audit and quality-control requirements. Where participation ends, sign-up data is securely deleted or irreversibly anonymised.

Survey Data

For all surveys, personal data is retained only for the duration of a respondent’s active engagement with our surveys and for a limited period thereafter to allow for processing, validation and quality assurance. After this period, personal data is deleted or irreversibly anonymised.

Meter Data

For all meters, personal data is retained only for the duration of a respondent’s active engagement with our meters and for a limited period thereafter to allow for processing, validation and quality assurance. After this period, personal data is deleted or irreversibly anonymised.

Exchange Data

This personal data is retained for the duration of a participant’s active engagement with our surveys and for a limited period thereafter. After this period, any personal data received from our data partners is securely deleted or irreversibly anonymised.

Legal Obligations

We may retain personal data for longer periods where required to comply with applicable laws, regulations, court orders, or to establish, exercise or defend legal claims. In such cases, data is retained for the duration required by law or until the relevant matter is resolved, after which it is securely deleted or anonymised.

Automated Decision Making

Fifty5Blue does not use automated decision-making that produces legal or similarly significant effects on individuals.

Additional Information for U.S. Residents

We have provided additional information for people living in the United States. This includes details about your privacy rights and how you can use them. Please see the Additional Information for U.S. Residents notice for more details.

Contact

Data Protection and Privacy team

If you have any questions or concerns about this notice, or if you wish to exercise your data protection rights, you can contact the Fifty5Blue Data Protection and Privacy team at [email protected].

Data Protection Officer

You can contact our Data Protection Officer at [email protected].

Last updated

February 2026