Data and AI Use Statement

We use two types of data in our research:

1. Behavioural data
This data is aggregated and anonymised, ensuring that no individual can be identified. It is fully GDPR compliant. Our behavioural data is provided by a trusted data partner who is an official Meta Business Partner and holds SOC 2 certification, reflecting high standards in data security and ethical handling.

2. Social listening data
This is drawn from publicly available online content – such as social media posts, forums, and other open sources. While this data is not anonymised at source, it includes only content that users have chosen to share publicly. We use this data in line with GDPR and the terms of each platform.

Use of AI
We do not use AI to generate or directly analyse data. Some of the platforms we use – particularly in social listening – may apply AI to help surface or summarise patterns in large datasets.
We may also occasionally use AI-generated visuals in presentations (for example, to bring audience personas to life), but we will always confirm first that this is in line with your internal policies.