GfK is the trusted source of relevant market and consumer information that enables its clients to make smarter decisions. More than 13,000 market research experts combine their passion with GfK’s long-standing data science experience. This allows GfK to deliver vital global insights matched with local market intelligence from more than 100 countries. By using innovative technologies and data sciences, GfK turns big data into smart data, enabling its clients to improve their competitive edge and enrich consumers' experiences and choices.
Effective Date: January 17, 2012
Last Revised: December 30, 2013
GfK Canada ("GfK”) respects the privacy of individuals who have been invited to participate in research that we conduct. For more than 75 years GfK has been collecting information from consumers and, throughout that time, we have honored their privacy.
We will always collect your Personal Information by fair and lawful means. GfK may collect information that can specifically identify you, such as your name, address, telephone number, e-mail address, and other similar information. We may collect Personal information directly from you when you voluntarily provide it to us or we may obtain Personal Information from clients or research firms who commission us to provide research services on their behalf. We may also obtain Personal Information from list providers who have assured us that their lists comprise only individuals who have consented to be listed. Finally, we may collect and use Personal Information obtained from publicly-available sources, such as telephone directories.
The purpose of our collection and use of Personal Information is to conduct market, opinion and social research for the benefit of our clients who include for-profit companies, non-profit organizations and governmental institutions. Our clients use survey research results for a variety of purposes, such as to understand consumers’ awareness and usage of, or satisfaction with, various products and services; to design or test new products; or to test the effectiveness of communications. Other clients use surveys and focus groups to measure attitudes and public opinion on political and social issues.
In most research surveys, we ask standard demographic questions, some of which may be considered sensitive in nature, such as your age, household composition, income range and racial or ethnic origin. We ask these questions to help ensure that the demographic profiles of individuals who kindly participate in our surveys accurately reflect the target population (e.g. Canadians aged 18 and over) that we are trying to approximate. Good quality survey research depends on having representative samples of the population that is being studied. We understand, though, if you would prefer not to answer certain questions.
From time to time we may collect sensitive information that may include but is not limited to health and financial information.
We will never ask you for sensitive Personal Information that could give rise to economic crimes if it were lost, misused or disclosed to an unauthorized party, such as credit card numbers, Social Insurance Numbers, bank account information, passport numbers or driver’s licence numbers.
For online surveys that we conduct, we automatically collect a variety of publicly-available machine information for system administration, service improvement and data integrity purposes, as further described in the Information Collected by Automated Technologies section below.
We may use and disclose Personal Information for any of the following reasons:
As further specified below, we automatically collect a variety of machine-readable information about you, including the date and time you visited our website, the pages you visited, the website you came from, the type of browser you are using (e.g., Internet Explorer), the type of operating system you are using (e.g., Windows XP), your Internet Protocol address and the domain name and address of your Internet service provider.
If you wish, you can adjust your web browser’s privacy settings to delete cookies upon exiting websites or when you close your browser. You may also configure your browser to block cookies, however doing so may negatively impact your user experience on this site.
Local Shared Objects
We use Local Shared Objects (also known as "Flash cookies”) for a variety of legitimate purposes. These include storing some of your preferences, displaying content based upon what you view, personalizing your visit, tracking your behaviour and activities across multiple visits to the site and combating fraud that endangers the quality of research.
Flash cookies are different from browser cookies because of the amount and type of data stored and how the data are stored. The latest versions of popular browsers now allow Internet users to manage Flash cookies using browser privacy settings or downloading add-ons. If your browser does not support these features, then you can manage privacy and storage settings for Flash cookies or disable their use entirely by visiting Adobe Macromedia’s website, the manufacturer of Flash Player, at the following link:
A web beacon (also known as a tag, clear gif or 1x1 pixel), consists of a small string of code that is embedded within a web page or email. There may or may not be a visible graphic image associated with the web beacon, and often the image is designed to blend into the background of a web page or email.
We use web beacons in our email messages to help determine whether our messages are opened and to verify any clicks through to links within the email. We may use this information to determine which of our emails are more interesting to users, to improve the quality of the emails that we send and to query users who do not open our emails as to whether they wish to continue receiving them. The web beacon is deleted when you delete the email.
If you would prefer not to have web beacons in the emails that you receive, you should adjust your email program to receive messages in plain text rather than HTML. It is also possible to detect and control web beacons that are present on web pages by downloading a plug-in for your browser.
As is true of most websites, we gather certain information automatically and store it in log files. This information includes Internet Protocol addresses, browser type, Internet service provider (ISP), referring/exit pages, operating system, date/time stamp and clickstream data.
We use this information to analyze trends, to administer the site, to track users' movements around the site and to gather demographic information about our user base as a whole. We may link this automatically-collected data to personally-identifiable information for legitimate research purposes, such as to detect and prevent fraudulent activity.
We use digital fingerprinting technology, also known as "device fingerprinting” and "machine identification" ("Digital Fingerprinting”), to gather certain data about you and/or your computer. This data may include Personal Information such as an email address or an Internet Protocol (IP) address, as well as other information such as a computer operating system or browser version number. A digital fingerprint commonly takes the form of a small file that websites can place on your computer through normal usage of your web browser. This technology creates a unique computer identifier ("ID”) which may be used to identify and track your participation in a survey and limit participation.
Browser Do-Not-Track Settings
Your browser offers a Do-Not-Track (DNT) privacy setting. Enabling it may result in your browsing history not being used by some advertising networks to serve targeted ads to you. Enabling or disabling the DNT setting in your browser has no impact on our data collection or our use of browser cookies, Flash cookies, log files and digital fingerprinting, as described above. For more information about DNT privacy settings, visit www.allaboutdnt.com.
GfK may use and disclose Non-Personal Information for any number of reasons and with any number of parties. However, such uses shall not include your Personal Information unless such use complies with the permitted uses of your Personal Information set forth above.
We have no intention of collecting Personal Information from children under the age of 13. If we become aware that Personal Information from a child under 13 has been collected without the consent of such child’s parent or guardian, we will use all reasonable efforts to delete such information from our database.
The security of your Personal Information is very important to us. We have put in place reasonable physical, electronic, and managerial procedures to safeguard the information we collect. Only those employees who need access to your information in order to perform their duties are authorized to have access to your Personal Information. However, we cannot guarantee that all communications between us or information stored on our servers will be free from unauthorized access by third parties such as hackers, and your use of our services demonstrates your assumption of this risk.
We will make available to you Personal Information about you in our custody or control that we have collected, used or disclosed, upon your written request, to the extent required and/or permitted by law.
To request access to Personal Information that we hold about you, we require that you submit your request in writing at the e-mail address or postal address shown below in the Contact Us section. When we receive an access request from an individual, we will attempt to fulfill the requested information within 30 days, including requests regarding the Personal Information we have in our possession or control about the individual, what it is being used for, and to whom it has been disclosed, if applicable.
In certain situations, however, we may not be able to give individuals access to all of their Personal Information. This may occur when:
If we deny an individual's request for access to their Personal Information, we will advise the individual of the reason for the refusal.
We make reasonable efforts to keep Personal Information in our possession or control, which is used on an ongoing basis, accurate, complete, current and relevant, based on the most recent information available to us. If you would like to correct, modify or delete your Personal Information, please see the Contact Us section below.
Please note that any Personal Information that we collect may remain in back-up storage for some period of time after your request. We will also be unable to recover any Personal Information from any agent, contractor, partner or client once it has been transferred to them. Also, please note that we will maintain all usage data and Personal Information in our database whenever we are required to do so by law.
The GfK Group is a global organization. Your Personal Information may be collected, stored, processed, used and transferred by one or more GfK affiliated companies or non-affiliated service providers in one or more countries outside your originating country. By using this website and participating in GfK research, you consent to the transfer, storage, use and disclosure of your Personal Information among our affiliated companies and non-affiliated service providers, wherever located. GfK’s service providers are contractually bound to respect the confidentiality of your Personal Information.
52 Village Centre Place, Suite 100
Mississauga, ON L4Z 1V9
Attention: Compliance and Privacy Officer