Privacy Policy

Our Privacy Policy

Longitude is a specialist thought leadership agency providing advisory, research and content creation services to over 50 of the world’s leading brands. We set the standard for thought leadership and data is at the heart of everything we do, which is why global firms, such as Accenture, Barclays, EY and Oracle, rely on us to produce high-quality research and insight on their behalf.

We take data privacy and protection very seriously and we are committed to upholding the highest standards of data protection – both for our clients and our research respondents.

Our Privacy Policy tells you what information we collect, how we use it, how long we keep it, and who we share it with. It also tells you about your rights as an individual with regards to the processing of your personal data.

For more information about how we use personal data for market research, click here.

If you have any questions or want to exercise any of your data protection rights, please contact: marketing@longitude.co.uk

Lawful basis for processing

We only process personal information where we have a lawful basis for doing so, the following are the bases that we rely on:

  1. Consent – This is where you have given us explicit permission to process your personal information for a given purpose. For example, if you provide verbatim comments when responding to one of our surveys we will ask your permission if we want to share it with our clients or publish it in a report. You can exercise any of your data protection rights by contacting us: marketing@longitude.co.uk.
  2. Legitimate business purposes – This is where we have a legitimate interest, as a business, to process personal information. For example, where we are providing you with reports you’ve expressed interest in on our website, or to personalise and improve our communications to the benefit of customers and prospects. We take due care to balance our interests against your right to privacy.
  3. Contractual necessity – This is where we have to process personal information to meet our contractual obligations. For example, where we have been instructed to conduct research for a client and you are requested to take part in a market survey.

We collect personal information from and about you for a variety of business purposes, for example we will contact you using a corporate email address with information about our products and services unless you have instructed us not to.

The personal information we process:

Examples of the types of personal information we process include:

  • basic personal details – such as name, title and date of birth;
  • personal contact details – such as home address, delivery address, home phone number, mobile phone number, and email address;
  • work details – such as job title, department, company name, company address, work email address and office phone number;
  • views and opinions – for example when you participate in our research.

How we obtain the data:

  • you give it to us (e.g. where you provide your data to us, for example by submitting enquiries or requests to us or signing up to receive communications from us);
  • we collect your data through web cookies and other similar technology (e.g. information about the pages of our site you visit);
  • we research it (e.g. for market research or business development);
  • our clients provide it to us (e.g. for research purposes).

We process personal information for the following purposes:

  • to communicate with you about our products and services;
  • to learn about your company, interests, preferences or needs;
  • to maintain our business records;
  • to conduct and verify our research ;
  • to provide you with and develop our products or services and;
  • to respond to any requests or enquiries you initiate.

A summary of how long your personal information is retained can be found below:

Category of Data

Example

Retention Period

Justification for Retention

Business intelligence

Web activity on Longitude site

36 months

To develop and improve our product offering and the insights we share.

Business enquiries

Request for proposal or quote

12 months

To respond to the enquiry and maintain a record of historical enquiries for the purposes of improving our product offering.

Communications history

Emails and other communications with customers or prospects

7 years

So that we have a record of what communications we have sent to you, to better assist your queries

Market research

Responses to a survey on behalf of our clients

36 months

To administer market research, avoid duplicating research requests and to understand research responses.

Recruitment

Job applications and recruitment queries

12 months

To administer the application and refer back to when seeking to fill new positions.

 

It is sometimes necessary for us to keep your personal information for longer periods of time, for example:

  • if there is a statutory requirement to retain it;
  • if we require the information for legal reasons or there is a legitimate business need for us to retain it;
  • to ensure we do not contact you if you have asked us not to.

How we keep your personal information secure

We have appropriate technical and security measures in place to help ensure that our data is protected against unauthorised or accidental access, use, alteration, or loss.
We operate a global business, so your personal information may be processed and stored outside the European Economic Area (EEA). For example, we share data with our US office. We put in place safeguards, such as EU standard contractual clauses, to protect information that is transferred in this way.

Recruitment

If you apply for a role via the website, we will process your information in order to facilitate the application process. Please be aware that applications made through third-party recruiters’ sites, or other external websites, will also be subject to their privacy policies.

Market research

In the telephone and online research we conduct as a business on behalf of our clients, we collect information that can identify you as an individual. We will also be passed information that is collected by our clients who want us to contact you to ask if you’d like to participate in market research. This information could include your full name, job title, company name, email address, telephone number, postal address, and might also include information about your area of specialisation.

The personal information we collect in this context will be used for the following purposes:

  • to conduct market research surveys, for example we would use the data we hold to contact you to request you to complete our surveys;
  • to report our findings back to our clients, if we ask for your opinions and comments when you respond to our research. We will always inform you where we intend to share this information with our clients;
  • to verify your responses to our market research studies in order to ensure their accuracy (for example researching information about a company or its employees to make sure it’s correct).

We collect supplemental information about you

We will occasionally supplement the information we have about you with other information we research or receive from third parties. Supplemental information might include personal information (as described above) and additional information about the company you tell us you work for. We source this information using third-party services, such as our research partners, in addition to publicly available information, for example LinkedIn. We use supplemental information to facilitate our business objectives; including providing our research services, as well as our own marketing and sales initiatives.

We will share information with other parties

We use third parties we retain under contract to provide technical functionality for some of our services, which includes processing personal data on our behalf. Like many companies, we share information with these third parties to facilitate our business objectives; including our marketing, advertising and sales initiatives.

We also use third parties to conduct market research, which also includes personal data on our behalf. We require these third parties to adhere to the following guidelines with respect to the information they process on our behalf:

  • consider it confidential and not share it with others;
  • protect and secure it using administrative, technical and physical controls;
  • use it only in accordance with our instructions; and
  • not use it for their own, or anyone else’s, marketing purposes.

Your choices related to information concerning you

We offer you several choices related to information that we process about you. You have the right to:

  • withdraw your consent for processing such information where we rely on consent to process this information;
  • request copies of information concerning you;
  • ask us to change information concerning you where its inaccurate;
  • specify your communication preferences;
  • instruct us to not contact you in the future.

If you have any additional questions or concerns about our privacy practices, wish to issue a complaint about our privacy practices, please let us know:

Telephone: +44 (0)20 3841 4770
e-mail: marketing@longitude.co.uk

Changes to this Privacy Policy

Any changes we may make to this privacy policy will be posted on this page. If changes are significant, we may choose to notify you by email or to clearly indicate on our home page that the policy has been updated.

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