Participant Consent & Fair Processing Information Notice

Policy Reference:     POL30

IS Classification:       Central Fieldwork Business Confidential

Date:                          2/7/2020

Owner:                      Managing Director


Identity and contact details

Central Fieldwork, acting as the data processor, is an established provider of market research services to UK and European clients. It is not involved in marketing services to directly promote products and services.

Information Commissioner’s Office (ICO)

Central Fieldwork is registered with the ICO. The company’s registration number is ZA345746.

Market Research Society (MRS)

Central Fieldwork is a company partner member with the Market Research Society (MRS) in the UK.

The MRS is the market research industry’s independent professional body, responsible for monitoring and maintaining standards in the UK and promoting best practice.

Data protection officer

Central Fieldwork’s data processing officers are Gemma Langstone (also Managing Director) and Kirsten Helmsley (Field Manager). To contact either officer, please email:

Purpose of processing data

Data handled and processed by Central Fieldwork will only be done so with the expressed commission and consent of its clients and participants (also known as subjects).  Only classification, attitudinal and behavioural data will be collected from participants  (consumers or the public, businesses and organisations).  Data is reported back to clients to help direct business or organisational strategy and product or service development.

Legal basis for processing data

Participant consent and agreement to take part in market research studies forms the legal basis for processing data under the EU General Data Protection Regulation (GDPR), now UK Data Protection Act 2018.

Informed consent

Before taking part in market research, Central Fieldwork always gains consent from individuals  (or subjects) to collect and process their data.   When consent is given, Central Fieldwork ensures this is freely given, specific (to the topic being researched), informed (so participants have information on which to choose or decline to take part), with an unambiguous, indication with clear affirmative action made by the participant.  Consent is obtained for each separate processing activity.  Separate consent is obtained for initial or preliminary market research or any re-contact or further data collection activity and processing.

Further obligations

Central Fieldwork is obligated to provide additional information to participants as set out in Section 17 of the MRS Code of Conduct.  Prior to taking part in market research, all participants are informed of:

(i)            The general topic of the data collection

(ii)           Whether data collection will be recorded and / or observed

(iii)          Who will have access to live or recorded information

(iv)          Length in minutes of the data collection duration

(v)           Any costs likely to be incurred by participants

(vi)          Anonymised reporting of aggregated data to end clients

Categories of personal data collected

In conducting market research, Central Fieldwork will collect data such as demographic,  financial, behavioural and attitudinal etc. All participants will have given consent to 

The provision of personal data prior to taking part. No participants will be coerced or pressured into providing personal data to Central Fieldwork. Information is given freely.

Use of video content

Where Central Fieldwork collects data using video recordings, for example, in ethnographic or qualitative studies, participants give prior consent for its use. This data is usually classified as PII (Personal Identifiable Information). Central Fieldwork secures consent from participants to broadcast video internally ie for Central Fieldwork’s clients and for no other use or purpose and for its original purpose ie for market research.

Participants’ or subjects’ rights

Prior  to participation, Central Fieldwork informs all individuals of their rights under the  EU  GDPR legislation 2018, now UK Data Protection Act 2018. These include the right to access, rectify, erase, restrict or object to the processing of personal data.

Lodging complaints

Should participants wish to lodge a complaint with a supervisory body given the handling, collection and processing of data, Central Fieldwork provides the contact details and the process for making a formal complaint to the MRS, ICO or directly to Central Fieldwork senior management.

Contacting Central Fieldwork

All participants are provided with the email address should they wish to contact Central Fieldwork, to withdraw previously given consent.  This email address is checked daily by Central Fieldwork staff and actioned within 5 working days.

Processing of data outside of the EU

If personal data is to be transferred outside of the EU for processing purposes, participants are informed and asked for consent prior to project commencement.

Retention of PII data

Central Fieldwork retains PII for the duration of the market research project (typically 6-8 weeks).  PII from all completed projects is deleted within 4 working weeks, unless otherwise dictated to by the end client.  Anonymised or aggregated data (excluding  PII)  is retained for  12  months and then archived.  Archived copies of anonymised client reports are kept on archive for 5 years.

Origins of personal data

Central Fieldwork collects this directly from participants in its studies for clients. If Central Fieldwork is using sample or lists provided by its clients, participants are informed of this source. Furthermore, participants are reassured that the end client has secured permission for the data to be used for market research purposes and that the sample or lists data may already contain pre-populated personal data.

Statutory data collection

Central Fieldwork does not collect personal data as part of statutory requirements eg national census data.


Version             Date                      Author                            Summary of the changes               

1.0.                    02/07/2020          Gemma Langstone            Originated statement              



Approved By:    Gemma Langstone

Job Title:            Managing Director

Date:                  July 2020