Truth-Serum as a member of the Australian Market and Social Research Society of Australia (AMSRS) upholds your rights under the Australian Privacy Principles contained in the Privacy Act 1988 (Cth) (“Privacy Act”). Truth-Serum also adheres to the AMSRSA Code of Professional Behavior.
Truth-Serum uses personal information only for research purposes. This means that we use it to investigate the behaviour, needs, attitudes, opinions, motivations or other characteristics of a whole population or particular section of a population.
Definitions used in this Policy
‘Personal Information’ is information or opinions relating to an individual which can be used to identify that individual and has the same meaning as under the Privacy Act.
Some personal information is considered to be ‘Sensitive Information’. Sensitive Information includes information relating to a person’s racial or ethnic origin, political opinion, membership of a political association or religious beliefs, membership of a trade union or professional or trade association, sexual preferences or practices, criminal record or health information.
What personal information about you does Truth-Serum collect and hold?
The type of Personal Information we collect depends greatly on the nature of the research being undertaken or other purpose for that information. Generally, information for research purposes include:
- Demographics, such as name, contact details, age, gender, occupation, income;
- Geographics, such as address, postcode;
- Behaviour, such as what people do, what people use and why;
- Needs, such as what people want or need in terms of products and services;
- Attitudes, such as how people feel about things or opinions people have.
When providing personal information you have the option of remaining anonymous or to use a pseudonym to be identified by. However, in certain circumstances, such as where we receive your contact details from a third party or where the research data itself may potentially allow for identification, this may not be practicable.
Sensitive information will only be collected with your prior consent and only if it is directly related to, or reasonably necessary for, the research we conduct.
How does Truth-Serum collect and hold your personal information?
Truth-Serum will generally collect your personal information directly from you in the course of you participating in our research whether for focus groups or in-depth interviews, over the telephone surveys, face to face surveys, surveys on the internet or other forms of research. This information is provided voluntarily and sometimes individuals are paid to provide information about themselves.
However, we may also from time to time collect personal information about you from publicly available sources such as the telephone directory and from clients who hold information about people they would like us to conduct research with (for example customers or former customers). In some cases we are provided with information about people from a third party (for example a person in a focus group or a reference source). If so, we will inform you as soon as practicable of this collection and the circumstances of this collection.
What are the purposes for which Truth-Serum uses, handles and discloses your personal information?
All participation in the market research is voluntary. We respect the right of people to withhold information or not to participate in research on the basis of privacy or perceived sensitivity.
To be able to undertake market research, we need to collect Personal Information in order to provide our services and meet contractual requirements.
We collect Personal Information about individuals’ needs, opinions, feelings, preferences, usage and behaviour. We use this information to:
- Recruit people for market research activities;
- Research attitudes, needs, behaviour and other characteristics of a sample of a population or specific group;
- Aggregate groups of people with similar characteristics;
- Analyse similarities and differences between groups;
- Contact past research participants or members of our consumer panels;
- Undertake quality control procedures;
- Communicate with panel members and potential research respondents;
- Provide and improve our services and comply with our contractual obligations;
- Market our services.
While we need individual information, the value of information we collect is normally based on the aggregated data rather than individual views. Hence, most data we use is not identified as relating to any specific individual.
In rare instances (such as some business to business research) there is a requirement to identify specific individuals interviewed, and where this is required, the individual is told of this requirement in advance and able to decline being interviewed.
Personal Information we collect includes information about:
- Consumers generally and members of the public about whom we may have been provided information;
- Research respondents who have provided information to us or whom we have been provided with information about;
- Our clients, their employees, clients, customers, suppliers, former customers, and competitors;
- Our suppliers;
- Prospective employees, employees, and contractors; and any other people who may come into contact with Truth-Serum.
We will not use or disclose your personally identifiable information for the purpose of advertising, promotions or direct marketing activities. If you declined to participate in our research, we may use your personal information to re-contact you for a research purpose if we have valid reasons to believe a genuine research concern warrants such re-contact. If you have participated in our research, we will only re-contact you if you were informed of this or we have valid reasons to believe a genuine research concern warrants such re-contact.
Who will Truth-Serum disclose your personal information to?
We will not disclose any personally identifiable research information we collect from you unless we have your express prior consent and will only report the information you provide in an aggregate form that will not personally identify you. We will not disclose any personal information or personally identifiable research information to a third party for a purpose other than conducting our research unless we have your express prior consent or are required to do so by an Australian law or court/tribunal order.
Security of Information
Truth-Serum will take reasonable steps to protect your personally identifiable information as you transmit your information from your computer to our website and to protect such information from loss, misuse, and unauthorised access, use, modification, disclosure, alteration, or destruction.
Retention and destruction of Personal Information
Truth-Serum will destroy or de-identify your personal information as soon as practicable once it is no longer needed for the purpose for our research purposes. However, we may in certain circumstances be required by law to retain your personal information after our research has been completed. In this case your personal information will continue to be protected in accordance with this Policy. If we destroy personal information we will do so by taking reasonable steps and using up-to-date techniques and processes.
We use our best efforts to ensure that Personal Information is stored securely and not misused or disclosed in any unauthorised way.
All Truth-Serum employees are required to respect the confidentiality of personal information and the privacy of individuals.
You have the right to request access to any personal information we hold about you. You can request this information by contacting the Privacy Officer at the details listed below. Where we hold information that you are entitled to access, we will respond to your request in a reasonable time and endeavour to provide you with a suitable range of choices as to how access is provided (eg, emailing or mailing it to you). A fee may be charged to cover the cost of retrieval. However this fee will not be excessive and will only apply to the facilitation of your request.
If at any time you believe that personal information we hold about you is incorrect, incomplete or inaccurate, then you may request amendment of it and we will either amend the information or make a record of your comment, as we think appropriate.
Questions and complaints
We will respond and advise whether we agree with your complaint or not. If we do not agree, we will provide reasons. If we do agree, we will advise what (if any) action we consider it appropriate to take in response. If you are still not satisfied after having contacted us and given us a reasonable time to respond, then we suggest that you contact the Office of the Australian Information Commissioner.
Lainie McMinn – The Privacy Officer