Privacy Policy

In this privacy policy you can read about how Userneeds A / S (“Userneeds”) processes information about you that you provide to us when you visit one of our websites, when you participate in our surveys and when you join the panel .

If you have questions about our processing, you can always contact Userneeds via the e-mail address info@userneeds.dk or our data protection officer (DPO) via the e-mail address Jon.Lauritzen@dlapiper.com.

1. How does Userneeds process personal information about you?

In connection with our activities as an analysis agency, you will be able to provide a wide range of information about yourself. The exact information will vary depending on your relationship with us and the surveys you participate in, but Userneeds processes personal information in general for the following purposes:

1) Preparation of anonymized and pseudonymized analyzes that are delivered to our customers
2) Member administration and support
3) Marketing of Userneeds
4) Application and recruitment (if you send us a job application)
5) Management of collaborative relationships (if you are a customer or supplier at Userneeds)

You can read more about our collection of personal information in the following sections. Please note that not all situations, categories of information, recipients of information or types of processing of information in all cases apply to you.

Userneeds collects information both actively and passively. Active collection takes place by you entering information yourself, for example by filling in a questionnaire or editing your profile on the member page. Passive collection is done by automatically collecting certain information. Information collected passively may be your IP address, information about your browser and the time of your visit to our website.

1.1. If you fill out our questionnaires

It is always voluntary to participate in Userneeds’ questionnaire surveys, whether you are a member or not. You can stop answering a survey at any time if there is a question you do not want to answer. Incomplete answers will, as a general rule, be deleted.

Why do we collect the information?
The purpose of collecting the information is to conduct surveys of and generate statistics on various conditions or preferences in specific population groups. The surveys are generally conducted on behalf of Userneeds’ customers.

How are we allowed to collect the information?
If you are a panel member, the legal basis for processing your personal information is to perform the contract between you and Userneeds (see GDPR article 6(1)(b)).

For other answers, the legal basis for our processing of your personal data will be your consent (see GDPR article 6(1)(a)).

If completion of a survey presupposes processing of sensitive personal information, the legal basis will always be your consent (see GDPR article 9(1)(a)).

You can withdraw your consent to the processing at any time by contacting us (see section 4 below).

What information is used and where does it come from?
When you participate in Userneeds’ questionnaire surveys, we collect both passive and active information as mentioned above. The active information is your answers to questions asked in that survey. This information will usually not be able to identify you.

How long is the information stored?
The information is stored for up to 5 years, after which it is either deleted or anonymised.

Who is the information shared with?
Your answers will only be shared in such a way that you will not be recognized. Ie. your name, e-mail address and possibly other information that may identify you. The anonymized or pseudonymized answer can in this case be shared with the customer who ordered the survey. However, see section 2 below for pseudonymised questionnaire response numbers below.

1.2 If you participate in our member panels

It is voluntary to be a member of Userneeds’ member panels. Individuals who participate in Userneeds’ member panels fill out a member profile. To ensure a representative distribution of the population in Userneeds’ panels, only invited persons may become members.

Registration is a two-step process, which we call double opt-in. This must ensure that it is the owner of the e-mail address in question who has registered himself/herself. This is done by entering your e-mail address when you register, and then confirming via a link that will be sent to this e-mail address. Userneeds will send invitations to the email address during this period. If he/she does not register or unsubscribe during this period, Userneeds will delete that email address.

You can unsubscribe from Userneeds’ panel at any time. The opt-out process is a two-step process to ensure that it is the correct member who unsubscribes. This is partly because unsubscribed members lose their earned points, and it is important for Userneeds to ensure that members do not lose points by mistake or by misuse of the account. Members who have unsubscribed will not receive any more emails from Userneeds inviting them to survey questionnaires.

Why do we collect the information?

The purpose of collecting your personal information is to administer your membership, to invite you to surveys that suit you, communication and marketing, if you give your consent.

In addition, we use your profile information to send you relevant surveys and to award points for completed / answered surveys. The points received can be used in accordance with our terms, e.g. for gift cards, to donate to charity or to participate in prize draws.

The purpose of collecting your questionnaire responses is to conduct statistical surveys ordered by our customers.

How are we allowed to collect the information?
The legal basis for processing your personal information is to perform the contract between you and Userneeds (see GDPR article 6(1)(b)) as well as your consent (see GDPR article 6(1)(a)).

If completion of a survey presupposes processing of sensitive personal information, we will ask for your consent to collect and use your information (see GDPR article 9(1)(a)).

You can withdraw your consent to the processing at any time by contacting us (see section 4 below).

What information is used and where does it come from?
To be a member, there is some information you must provide as a minimum for the membership to work. This includes your e-mail address, date of birth or year, gender, place of residence (country, municipality and postcode), etc. In addition, you can fill in additional profile information about, for example, occupation and travel habits.

If you respond to surveys, Userneeds may also provide a number of pieces of information that you provide to us, including sensitive personal information about your interests, preferences and attitudes in relation to politics and economics, information about health conditions, etc. The details will depend on the purpose of the study.

How long is the information stored?
We store your personal information for as long as you are a member. If you unsubscribe or your membership terminates for any other reason, we will delete your profile information when it is no longer necessary for Userneeds to process the information. The answers in questionnaire surveys are kept pseudonymized.

Who is the information shared with?
Userneeds also recruitments for focus groups and in-depth interviews, where the client needs the names and background data of people who are to participate in these interviews. In such cases, it will always be clear who will receive the information in question, and you will be asked to consent to this disclosure. Such consent will only apply to the individual study and not to future studies.

Profiling and automatic decisions
Userneeds creates a profile of you for use in selecting you for specific surveys and for sending you relevant surveys. The profiling thus has no legal effect or correspondingly significant influence on you as a person.

1.3. If you are a member of our U Eye Panel

If you are a member of the U Eye Panel, you will be sent an eye tracking camera to conduct a series of surveys. You can read more about how this works here and here.

Why do we collect the information?
The purpose of collecting the information is solely to improve the websites and advertisements you visit and view on behalf of our customers.

How are we allowed to collect the information?
The legal basis for our processing of your personal data is your consent (see GDPR article 6(1)(a)).

You can withdraw your consent to the processing at any time by contacting us (see section 4 below).

What information is used and where does it come from?
The eye tracking camera you receive is tracking your eye movements when you look at your computer screen and will combine this with the content on your screen and how you move the mouse. In addition, information about your computer’s hardware will be collected through the specific hardware and software installed on your computer.

Sometimes you will also be offered to solve special tasks. If you participate in such a task, your screen will be recorded as a video file during the task. The video file is sent to Userneeds, along with the other data collected.

In some cases, we may also ask you to activate your web cam (your computer’s built-in camera), in order to observe your facial expressions and reactions, in order to analyze how content is affecting you emotionally. If you accept this, the software will analyze the recordings and convert them into numeric values ​​sent to Userneeds. The images taken of you are not stored on your computer and are never sent to Userneeds (only the numeric values ​​of the analysis are shared with Userneeds).

How long is the information stored?
The information is stored for 5 years, after which it is either deleted or anonymised.

Who is the information shared with?
The information collected is only shared in anonymised (aggregated) format – which means that no one will be able to recognize you as a person based on the information.

1.4. If you visit our website

When you visit Userneeds’ websites, you leave electronic traces stored by Userneeds.

Why do we collect the information?
The purpose of collecting the information is to generate statistics about how the pages are used, as well as logging for security reasons. The purpose of collecting IP addresses, browser information and time of visit to our pages is statistics, data security and improvement of web pages and member pages.

How are we allowed to collect the information?
If you accept the use of cookies, the legal basis for our processing of your personal data is your consent, (see GDPR article 6(1)(a)). You can withdraw your consent to the processing at any time by changing your cookie settings.

Other information collected is processed based on our legitimate interests in the function of our website and that an appropriate level of security is maintained on the site, (see GDPR article 6(1)(f)).

What information is used and where does it come from?
Your IP address, browser information and time of visit to our pages and which pages you have visited.

How long is the information stored?
The information is stored for up to 2 years, after which it is either deleted or anonymised.

2. How does Userneeds protect the information collected about you?

At Userneeds we put a great deal of effort into maintaining a good relationship with each of our panel members, thus it is important to us that our processes are always open and transparent. Userneeds’ panel members and respondents need to be able to trust that Userneeds upholds these standards. Therefore, members are always welcome to write to Userneeds’ panel consultants with any questions they may have.

Userneeds always processes information about you in accordance with the GDPR and the legislation in general. The purpose of this legislation is to protect people’s privacy and the Danish Data Protection Agency in Denmark ensures that the law is upheld.

Userneeds is also a member of ESOMAR, an international interest organization for market research and market analysis. ESOMAR has established ethical standards for, among other things, protection of personal information. Userneeds follows ESOMAR’s ethical guidelines, which you can find here: ICC/ESOMAR International Code on Market, Opinion and Social Research and Data Analytics.

Userneeds has established a privacy policy which, besides ensuring that the current legislation and industry standards are upheld, ensures that Userneeds upholds its principles about respect and transparency. This policy also ensures that Userneeds maintains a high ethical standard and follows the code of conduct with regards to the processing of data, and always has the members’ and respondents’ perspective in mind when dealing with personal information.

Userneeds also uses anonymization and pseudonymization to protect information about you:

Anonymization
Data may be anonymized before being handed over to Userneeds’ partner, or client. This means that any personal information that could potentially identify you will be deleted from the data set in a way that ensures that neither Userneeds nor the client can identify you based on the data set.

Pseudonymization
It may be necessary to ask follow-up questions to certain surveys or to create a segment based on the survey. For that reason, every answer in a survey is given a unique number which only applies to the specific survey. The client will receive this number along with the answers. The client will not be able to identify you based on this number, however, it is possible for the client to ask follow-up questions or create a segment based on the answers. Since Userneeds is able to match the unique number in the survey with your profile data (membership number) the information is not anonymized with regards to GDPR. The client does not receive your unique membership number, only the number in the survey. The client cannot identify you (not even if you participate in many surveys) as your answers are given a unique number in each survey. This is called pseudonymization.

Userneeds does not give information about you to the client (except for the unique pseudonymized number your answer has been given) unless you have given your consent, or another legal basis is present.

3. Where is the information stored and processed?

Userneeds does not host its own IT systems. Instead, we use a number of IT providers (data processors) to process and store the personal information described in this privacy policy.

Userneeds has entered into data processor agreements with these suppliers. The agreements set out the obligations a data processor must comply with when it processes your personal data on behalf of Userneeds. Thus, the data processor can only legally process information about you in order to fulfill the purposes determined by Userneeds.

4. Who is responsible for processing the information about you?

The data controller for processing information about you as described in this Privacy Policy is:

Userneeds A/S
CVR-nr. 26336295
Købmagergade 60, 2nd floor
DK-1150 Copenhagen
info@userneeds.dk

Userneeds has a strong focus on protecting your personal information and your rights, and we have therefore appointed a data protection officer (DPO), who will make sure that Userneeds is in compliance with the law and principles mentioned above.

It is also the DPO you need to contact if you wish to know more about this policy, the processing of your personal information and your rights. You find the DPO’s contact information below:

Jon Lauritzen
Rådhuspladsen 4
DK-1150 Copenhagen
E-mail: Jon.Lauritzen@dlapiper.com
Tlf.: +45 4073 5816

At Userneeds we are very focused on our panel members and in maintaining good communication with them. We therefore hope that you were able to find the answers to your questions. However, should you have any further questions or comments regarding how Userneeds processes personal information, please do not hesitate to contact us. You can find our contact information above.

5. Your rights

You have the right to get insight about your personal information held by Userneeds and to have it corrected if it is incorrect. You can view your basic membership data on your member portal, where you can also correct the information in case of errors. If you have any questions in this regard, please do not hesitate to contact Userneeds who can also edit or delete the information for you.

If you no longer wish to receive email invitations from Userneeds, you can resign by using the resignation link at the bottom of any email which Userneeds sends you. If you have questions, you are more than welcome to contact Userneeds. When you resign, you will lose any points you may have earned during your membership period.

You have the right to object to the processing of your personal data in certain circumstances or you can have the processing of your information limited.

You can exercise your rights by contacting us via the e-mail address info@userneeds.dk, or our data protection officer (DPO) via the e-mail address Jon.Lauritzen@dlapiper.com.

You can also read more about your rights on the Danish Data Protection Agency’s website.

Finally, you have the right to object to the Danish Data Protection Agency. You can read more about your opportunities to object to the Danish Data Protection Agency on the Danish Data Protection Agency’s website.

5. Update

Userneeds continuously evaluates and updates this Privacy Policy. You should therefore regularly check this Privacy Policy for any changes that may affect the processing of your personal data.

 

Latest updated: September 22, 2020