GDPR

GDPR & Market Research

The General Data Protection Regulation (GDPR) has been in force since May 25, 2018. This European law describes how companies should handle the personal data of customers, clients, and other business relations.

Although one of the pillars of the GDPR states that personal data may only be used for purposes for which the data subjects have given their consent (compatible use), an exception has been made for market research. The GDPR states that:

‘[…] further processing for archiving purposes in the public interest, scientific or historical research purposes or statistical purposes shall, in accordance with Article 89(1), not be considered incompatible with the initial purposes’ (Article 5(1)(b)).

In everyday English, this means that the use of personal data for research purposes is permitted under the GDPR.

To ensure careful handling of personal data, Markteffect has drawn up Markteffect Privacy Statement. You can find it here.

The GDPR is a comprehensive law and contains a lot of legal language. In addition, the GDPR has many different consequences for different industries. This can lead to confusion when terms from the law need to be translated into everyday language and/or another field of work. For this reason, Markteffect, in collaboration with industry association MOA and Singewald Consultants Group, has drawn up a document.

View the document here. 

Legal framework

This document outlines the legal framework of the GDPR in combination with market research and explains how research can be conducted among your stakeholders. You are free to share this document with your legal department.