Pureprofile is a global data and insights organisation providing industry-leading online research solutions to agencies, marketers, researchers, brands and businesses.
Pureprofile captures and delivers insights which enable businesses to gain the ability to segment, target and engage with their audiences for the purpose of research, marketing and advertising. In exchange, our panellists receive value for their data, both as an immediate reward and through the delivery of preferred, more relevant content and personalised experiences.
Pureprofile understands the importance of privacy and is committed to protecting personal data collected in the course of our work. This Privacy Policy explains which personal data we collect and how we use it, along with your privacy rights and how the law protects you.
Use by our business customers
This Privacy Policy is based on the following principles:
Purpose of this Privacy Policy
This Privacy Policy (henceforth, ”policy”) aims to give you information on how Pureprofile collects and processes your personal data. You should read this policy alongside any collection notice we may provide when we are collecting or processing your personal data so that you are fully aware of how and why we are using your data. This policy supplements such notices and is not intended to override them.
Pureprofile Group
The Pureprofile Group (“Group”) is made up of different legal entities. This policy is issued on behalf of the Group so when we mention “Pureprofile“, “we“, “us” or “our“, we are referring to the relevant company in the Group responsible for processing your data. The entities within the Group include:
Controller, Joint Controller or Processor
This section applies where the General Data Protection Regulation (“GDPR”) or UK GDPR applies to the processing of your personal data.
Where we determine the purposes and means of processing, we act as the controller (“controller”). The Pureprofile entity acting as controller is determined by: (i) the entity through which you register, purchase or interact with; or (ii) failing that, your country of residence. We will confirm the specific entity acting as controller in the collection notice or terms provided to you when we first collect your personal data. Where more than one Group entity jointly determines the purposes and means of processing (i.e. joint controllers), we will identify the arrangement between us in accordance with Article 26, GDPR.
Where you or another entity is the controller and we process personal data on your behalf and in accordance with your instructions, we act as the processor (“processor”). For example, if you use a Pureprofile Tool such as Datarubico Insights Creator, we act as processor. Where we act as processor, our processing is governed by our data processing agreement which is consistent with Article 28, GDPR.
Data protection officer
We have appointed a data protection officer (“DPO”) who is responsible for overseeing questions in relation to this policy. If you have any questions about this policy, including any requests to exercise your legal rights, please email [email protected].
UK and European representatives
We have appointed representatives to act on our behalf regarding our compliance with the GDPR and UK GDPR. If you are based in the UK or EEA, you may contact the relevant representative regarding data protection matters relevant to you:
Our EU / EEA Representative is Rickert Rechtsanwaltsgesellschaft mbH, – Pureprofile -, Colmantstraße 15, 53115 Bonn, Germany, [email protected]
Our UK Representative is: Rickert Services Ltd UK, – Pureprofile -, PO Box 1487, Peterborough, PE1 9XX, United Kingdom, [email protected]
Your right to make a complaint
We aim to respond to all complaints directly. If for any reason you remain unsatisfied with our response, you have the right to make a complaint at any time to the Information Commissioner’s Office (“ICO”), the UK regulator for data protection issues (www.ico.org.uk).
If you are based in the EEA, you have the right to make a complaint at any time to a supervisory authority in the country in which you live or work. You can locate a supervisory authority on the European Data Protection Board website (https://edpb.europa.eu/about-edpb/about-edpb/members_en).
If you are based in Australia, you have the right to make a complaint at any time to the Office of the Australian Information Commissioner (“OAIC”), the Australian regulator for data protection issues (www.oaic.gov.au).
If you are based in New Zealand, you have the right to make a complaint at any time to the Office of the Privacy Commissioner (www.privacy.org.nz).
Notwithstanding these rights, we would appreciate the chance to deal with your concerns before you approach ICO, or the relevant supervisory authority, the OAIC or the Office of the Privacy Commissioner, so please contact us, or, if applicable, our UK or European representative, in the first instance.
For more information on other rights you may have, please see paragraph 8 (Your Legal Rights Under the GDPR).
Your duty to inform us of changes
It is important that the personal data we hold about you is accurate and current. Please keep us informed if your personal data changes during your relationship with us.
Third-party links
Our website at https://www.business.pureprofile.com/ (“Website”) may include links to third-party websites, plug-ins and applications. Clicking on those links or enabling those connections may allow third parties to collect or share data about you. We do not control these third-party websites and are not responsible for their privacy policies. When you leave our Website, we encourage you to read the privacy policies of other websites you visit.
How is your personal data collected?
We use different methods to collect data from and about you including through:
We may create, collect, use and share Aggregated Data such as statistical or demographic data using Website Visitor Data. Aggregated Data may be derived from your personal data but is not considered personal data in law as it does not directly or indirectly reveal your identity. However, if we combine or connect Aggregated Data with your personal data so that it can directly or indirectly identify you, we treat the combined data as personal data which will be used in accordance with this policy.
We do not collect any sensitive data or Special Categories of Personal Data, such as details about race or ethnicity, religious or philosophical beliefs, sex life, sexual orientation, political opinions, trade union membership, health or genetic information, or biometric data. Nor do we collect any information about criminal convictions and offences.
If we fail to collect personal data from you and this data is required by us to provide services to you or is required under a contract, we may not be able to perform the contract we have or are trying to enter into with you. In this case, we may have to cancel a service you have with us, but we will notify you if this is the case at the time.
Legal basis for processing
The law requires us to have a legal basis for collecting and using your personal data. We rely on one or more of the following legal bases:
We use Website Visitor Data to support the operation of our Website. We may on occasion also use it to detect or prevent fraud or crime. We have a legitimate interest in using Website Visitor Data for this purpose where your interests and fundamental rights do not override those interests. We may also use Website Visitor Data to comply with a legal obligation to which we are subject.
Note that we may process your personal data for more than one lawful ground depending on the specific purpose for which we are using your data.
Change of purpose
If you are in Australia, we will only use your personal data for the purposes for which we collected it (the “primary purpose”), unless we reasonably consider that we need to use it for another reason (the “secondary purpose”) and it is compatible with the primary purpose. If you wish to get an explanation as to how the processing for the secondary purpose is compatible with the primary purpose, please contact us. If we need to use your personal data for another purpose, we will notify you and we will explain the legal basis which allows us to do so or obtain your consent.
Please note that we may process your personal data without your knowledge or consent, in compliance with the above rules, where this is required or permitted by law.
Our role as a controller
We act as the controller in relation to the personal data we collect and process when you submit your details via the “Contact Us” form on our Website. We will only process your data for the purpose(s) you have consented to, which may include:
You may receive marketing communications if you have signed up for our newsletter, purchased our services or consented to receiving updates. We may also collect and process your preferences about receiving marketing from us and our partners and affiliates, and your communication preferences.
You can ask us to stop sending you marketing messages at any time by following the opt-out links on any marketing message sent to you, or by contacting us.
We will obtain your express consent before we share your personal data with any third party for marketing purposes. You can withdraw your consent at any time by contacting us at [email protected], which will stop further sharing of your data for this purpose. You may also ask third parties to stop sending you marketing messages directly by following the opt-out links on any marketing message sent to you by them.
The information we collect about you
We may collect the following types of Information:
How we use the data we collect about you
In addition to the uses identified elsewhere in this policy, we may use your personal data to:
We will never sell your personal data to any third party.
Cookies
We use cookies and similar technologies on our Website. When you first visit our Website, you will be asked to consent to non-essential cookies via our cookie banner. You may accept all, reject all (other than strictly necessary cookies), or select which categories to allow. No non-essential cookie is set until you have made a choice. For more information, please see our Cookie Policy.
This section applies to all personal data covered by this policy.
We may share your personal data with the parties set out below for the purposes set out above – see “How We Use Your Personal Data”:
We require all third parties to respect the security of your personal data and to treat it in accordance with the law. We do not allow our third-party service providers to use your personal data for their own purposes and only permit them to process your personal data for specified purposes and in accordance with our instructions.
We only disclose your credit card or banking details (if any) to the relevant payment service provider for processing payments owing to us for our provision of the Service. This disclosure occurs in a secure and protected online facility.
This section applies to all personal data covered by this policy.
Whenever we transfer your personal data out of the UK or the EEA, we ensure an adequate degree of protection is afforded to it by ensuring at least one of the following safeguards is implemented:
Please contact us if you want further information on the specific mechanism used by us when transferring your personal data out of the UK or the EEA.
We have implemented appropriate security measures to prevent your personal data from being accidentally lost, used, accessed, altered or disclosed in an unauthorised way. Additionally, we limit access to your personal data to those employees, agents, contractors and other third parties who have a need to know. They will only process your personal data on our instructions, and they are subject to a duty of confidentiality.
We have also put in place procedures to deal with any suspected personal data breach and will notify you and any applicable regulator of a breach where we are legally required to do so.
We also use technology to encrypt the transfer of all personal data. All data collected and stored by Pureprofile is protected by firewalls and other intrusion protection and detection tools. Our internal control environment is continuously monitored, and we are ISO 27001 certified by external auditors.
We may retain your personal data for as long as reasonably necessary to fulfil the purposes we collected it for, including for the purposes of satisfying any legal, regulatory, tax, accounting or reporting requirements. We may retain your personal data for a longer period in the event of a complaint or if we reasonably believe there is a prospect of litigation in respect to our relationship with you.
To determine the appropriate retention period for personal data, we consider the amount, nature and sensitivity of the personal data, the potential risk of harm from unauthorised use or disclosure, the purposes for which we process your personal data and whether we can achieve those purposes through other means, and the applicable legal, regulatory, tax, accounting or other requirements.
Where the GDPR and UK GDPR applies, you can ask that we delete your data in some circumstances (see the next section for further information).
In some circumstances, we will anonymise your personal data (so that it can no longer be associated with you) for research or statistical purposes, in which case we may use this information indefinitely without further notice to you.
Under certain circumstances, you have rights under data protection laws in relation to your personal data as described below:
If you wish to exercise any of the rights set out above, please email [email protected].
No fee usually required
You will not have to pay a fee to access your personal data or to exercise any of the other rights. However, we may charge a reasonable fee if your request is clearly unfounded, repetitive or excessive. Alternatively, we may refuse to comply with your request in these circumstances.
What we may need from you
We may need to request specific information from you to help us confirm your identity and ensure your right to access your personal data (or to exercise any of your other rights). This is a security measure to ensure that personal data is not disclosed to any person who has no right to receive it. We may also contact you to ask you for further information in relation to your request to speed up our response.
Time limit to respond
We try to respond to all legitimate requests within one month. Occasionally, it may take us longer than one month if your request is particularly complex or you have made multiple requests. In this case, we will notify you and keep you updated.
Changes to this policy and your duty to inform us of changes
We keep this policy under regular review. This version was last updated on the date shown at the end of the policy. Historic versions can be obtained by contacting us.
Download the PDF version here.
1 September 2026