About IPSOS UK
Ipsos are a specialist research agency based in the UK, commonly known as Ipsos and as Ipsos UK. As part of the Ipsos worldwide group of companies, we are a member of the Market Research Society (MRS) and as such abide by the MRS Code of Conduct and associated regulations and guidelines.
Ipsos is a large organisation conducting surveys on behalf of many important organisations including government departments, regulators and TV and radio broadcasters. To find out more about the work we do you can visit: www.ipsos.com/en-uk
Ipsos’ corporate privacy notice can be reviewed here:
www.ipsos.com/en-uk/privacy-data-protection
About Route Research Ltd
Route Research Ltd is a Joint Industry Currency responsible for providing audience estimates for out-of-home advertising across Great Britain. The data provided by Route is utilised to support and evaluate the trading of out-of-home advertising.
More information on Route can be found here: www.route.org.uk
Route’s privacy notice can be reviewed here: www.route.org.uk/privacy
About the MobiTest Travel Survey
MobiTest is a large-scale survey conducted to ascertain the travel patterns of the population of Great Britain. Participants are selected depending on their geographical and demographic profiles to ensure they are representative of the population of Great Britain as a whole.
Since the beginning of the project more than 80,000 people will have participated in the survey. The information is collected and combined with other travel data not covered by this survey, for example, London Underground, to create a comprehensive model of daily travel patterns in Great Britain.
This projects’ specific privacy notice can be viewed in full here:
Ipsos UK & your personal data
What is Ipsos UK's and Route Research's legal basis for processing your personal data?
Ipsos UK & Route Research Ltd (the “Client”) requires a legal basis to process your personal data. Ipsos UK’s & the Client’s legal basis for processing your personal data is your consent to participate in the MobiTest Travel Project, including your consent to pass your pseudonymised survey and GPS data to the Client. Pseudonymisation is the processing of personal data in such a manner that the personal data can no longer be attributed to a specific person without the use of additional information, provided that such additional information is kept separately and securely.
If you wish to withdraw your consent at any time, please see the section covering ‘Your Rights’.
How will Ipsos UK and Route Research use any personal data including survey responses you provide?
Participating in this project is entirely voluntary and any answers are given with your consent.
Ipsos UK will keep your personal data and responses in strict confidence in accordance with this privacy notice. Pseudonymised individual responses and GPS data will be shared with the Client, however you will NOT be identifiable in any published results. Ipsos UK and the Client will use your personal data and survey responses solely for research and analysis purposes.
What personal data will Ipsos UK share Route Research?
Ipsos UK will share certain pseudonymised personal data with Route Research Limited (the Client). The data will only be used for research and analysis purposes by the Client. The following pseudonymised data will be shared with the Client:
- Individual survey responses with key identifiers and sensitive data removed; this means that identifiable information relating to you such as your name, contact details ethnicity, disability, sexual orientation will be removed.
- GPS data collected using the Mobitest travel meters.
Which suppliers will Ipsos UK share your personal data with?
Ipsos UK will be using certain supplier organisations to assist us in running the research project and we will need to disclose your personal data to these supplier organisations for that purpose. These supplier organisations include:
- Ipsos OOH, an Ipsos entity that will help process the GPS data.
- Google Cloud, for the storage and processing of the data using Ipsos’ developed machine learning and generative AI models.
How will Ipsos UK ensure your personal information is secure?
Ipsos UK takes its information security responsibilities seriously and applies various precautions to ensure your information is protected from loss, theft or misuse. Security precautions include appropriate physical security of offices and controlled and limited access to computer systems.
Ipsos has regular internal and external audits of its information security controls and working practices and is accredited to the International Standard for Information Security, ISO 27001.
How will Route Research ensure your personal information is secure?
Route Research implement technical and organisational measures to safeguard your data against unauthorised access, loss, alteration, or misuse. These measures include:
- Encryption of personal data both in transit and at rest.
- Access controls and user authentication.
- Regular security audits.
- Staff training on data protection and information security.
How long will Ipsos UK and Route Research retain your personal data and identifiable responses?
Ipsos UK will only retain your data in a way that can identify you for as long as is necessary to support the research project and findings. In practice, this means that once we have satisfactorily processed the data, we will securely remove your personal, identifying data from our systems.
For this project we will securely remove your personal data from our systems 18 months after the end of the fieldwork year (By 08/2027).
Route Research will only retain your data as long as necessary to fulfil the purposes outlined in this privacy statement. Once it is no longer needed, it will be securely deleted.
Your rights.
You have the right to:
- access your personal data within the limited period that Ipsos UK holds it;
- withdraw your consent whilst we hold your personal data at an identifiable level (Providing responses to this project is entirely voluntary and is done with your consent).
- request from us the deletion of the personal information we hold about you;
- to rectify any incorrect or out-of-date personal data about you which we may hold.
If you want to exercise your rights, please contact us, Ipsos UK.
If you want to contact the Client about data they hold about you, please see the Client’s contact details below and/or their privacy notice (link provided above).
If you have any complaints or concerns on how we have processed your personal data, we would appreciate if you gave us an opportunity to resolve any issue first by contacting us as set out below. You also have the right to lodge a complaint with the UK’s Information Commissioner’s Office (ICO). You can find details about how to contact the Information Commissioner’s Office at https://ico.org.uk/global/contact-us/.
Where will your personal data be held & processed?
All your personal data used and collected for this project will be stored and processed in the United Kingdom and the European Union.
How can I contact Ipsos UK about this survey.
For general survey queries please use our contact form or phone 0808 238 5400.
To contact Ipsos UK and the Client about this project or your personal data, email or write a letter using the details below.
Contact Ipsos UK:
Email: mobitest@ipsos.com with “MobiTest Travel Project” in the subject line
Post: “Route AUM” 24-062046
Data Protection Officer, Compliance Department
Ipsos
3 Thomas More Square,
London E1W 1YW, United Kingdom
Contact Route Research Limited:
Email: DPO@route.org.uk
Post: 24-062046& MobiTest Project
Data Protection Officer
Route Research Limited
2nd Floor, 7-9, Charlotte Street, London, W1T 1RG, United Kingdom
If you have any general issues or questions, please contact us. Have your device number handy which is located on the back of your device. We aim to respond to queries within 24 hours.