Last updated: 12th August 2025
This Website Privacy Notice is effective as of 19th May 2025. See the previous versions in our policy archives. Any personal data collected from our Website, Platform or through our Services is subject to this Website Privacy Notice in effect at the time that personal data is collected. Please see Changes to this Website Policy below for more information.
Trendstream Limited (“GWI”, “we”, “our” or “us”), is a research company that aims to understand the views of online audiences. Any information that we collect about individuals including our clients, prospects, website users (“you”, “your”) as described here is subject to this Website Privacy Policy.
Your privacy is our priority. So, in this Website Privacy Policy we’ve outlined how GWI (including our group companies) and our third party providers, collect, use, disclose, and protect information that applies to:
We’ve tried to make everything which follows as clear and as simple as possible, but if you have questions, you can contact us, and we’ll be happy to help. (See the “Contact Us” section below).
This Website Privacy Policy aims to give you information on how GWI collects and processes personal data:
If you are one of our survey respondents and would like to find out more about our use of your information when you complete one of our surveys, please see our Survey Privacy Notice here.
It is important that you read this Website Privacy Policy together with any other privacy notice or fair processing notice we may provide on specific occasions when we are collecting or processing personal data about you, so that you are fully aware of how and why we are using it. This Website Privacy Policy supplements the other notices and is not intended to replace them.
Our aim is to help companies understand online audiences. In other words, how and why people use the internet, and how they feel about various brands, products, services and marketing campaigns. As such, we conduct regular research across the world, speaking to over a million people each year to ask them what they do on the internet, which devices they own, and what their views are on a wide range of topics.
Using the results of our research, we help our clients to understand the anonymized characteristics and demographics of the people who visit their sites, use their products and services or see their advertising. Put simply, we help brands and organizations to understand online audiences.
Personal data means any information about an individual from which that person can be identified. We may collect, use, store and transfer different types of personal data about you:
We use different methods to collect data from and about you including through:
We do not knowingly solicit or collect personal data from children under the age of 13 without parental consent. If we learn that we have collected personal information from a child under age 13 without parental consent, we will either seek parental consent or promptly delete that information. If you believe that a child under age 13 may have provided us with personal information without parental consent, please contact us as specified in the “Contact Us” section below.
We will use the personal data listed in the section “The personal data we collect about you” for the following purposes:
Where you provide your consent, we will use it for that purpose. You may withdraw your consent at any point.
We always want you to be aware of how we use your personal data, particularly around marketing and advertising.
Promotional offers from us
We may process your personal data to evaluate certain aspects about you, including to enable us to analyse and make predictions about your interests and needs when it comes to our Services, how you are likely to interact with our business and which of our services may be of interest to them. We do this so we can provide you with a more bespoke customer experience based on how we think people will engage with us. This is how we decide which of our Services, news and promotions may be relevant to you.
You will receive marketing communications from us if you have requested information from us or purchased Services from us or if you provided us with your details when you entered a competition, registered for a promotion or when you complete a form on our Website to download some of our content and, in each case, you have either consented to (where relevant) or not opted out of receiving that marketing.
Third-party marketing
Where required, we will get your consent before we share your personal data with any company outside our group of companies for marketing purposes. When a visitor to our Website does not submit a form or register for one of our Services, we may in some cases engage a third party advertising partner to ask them to deliver adverts to you regarding our Services which we feel may be of interest to you when you visit a third party website. This is only applicable to data collected via our Website (and not data collected via our Platform). More information on our Website Cookie Policy.
You can:
Where you opt out of receiving these marketing messages, this will not apply to personal data provided to us when you purchased Services from us or when you have provided us with further information in connection with the use of our Services, such as when you submit a support ticket or enter into a live chat on our Website.
We will only use your personal data when the law allows us to. We have set out below some examples of the ways we plan to use your personal data and which of the legal bases we rely on to do so. We have also identified what our legitimate interests are where appropriate.
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.
|
Purpose/Activity |
Type of data |
Lawful basis for processing including basis of legitimate interest |
|
To ensure content from our Website or our Platform is presented in the most effective manner for you and your device |
Identity Data Browsing Data Technical Data Cookie Data |
(a) Necessary for our legitimate interests (to ensure a smooth-running customer-facing website)
|
|
To ensure that we are providing a great service and meeting expectations in how we deliver our Services to you. Which may include the recording of calls with you.
|
Identity Data Technical Data |
Necessary for our legitimate interests for training and record keeping purposes. |
|
To provide you with information, products or Services that you request from us or which we feel may interest you |
Identity Data Browsing Data Marketing Data Cookie Data Technical Data |
(a) Legitimate interest (b) Your consent |
|
To carry out obligations arising from any contracts entered into between us and your employer (our Client) |
Identity Data Browsing Data Technical Data |
Necessary for our legitimate interests (to manage our relationship with our Clients and perform our obligations under such contracts) |
|
To allow you to participate in interactive features of our Service, where you choose to do so |
Identity Data Browsing Data Marketing Data Technical Data |
Necessary for our legitimate interests (to offer interactive features and communication channels with you) |
|
To notify you about changes to our Services |
Identity Data
|
Necessary for our legitimate interests (to manage our relationship with you and keep you properly informed) |
|
To administer our business relationship with you (such as process payments, manage, open or close new accounts etc.) |
Identity Data Browsing Data Marketing Data Cookie Data Technical Data |
(a) Necessary to fulfil our contractual obligations to you. (b) Necessary for our legitimate interests (to manage our relationship with you |
|
To see if Services accessed via our Website are used in accordance with the terms and conditions applicable to the Services including to detect and prevent account abuse |
Identity Data Browsing Data Technical Data |
Necessary for our legitimate interests (to identify and resolve problems with the use of our website or our services) |
|
To process communications between you and us, whether emails, live chat messages or contact forms |
Identity Data Browsing Data Technical Data |
Necessary for our legitimate interests (to support you as a visitor to our website and resolve problems you encounter with our website or in your use of ouse services) |
|
To process information provided to us at the point of registration, post-registration, and during any surveys or form completions |
Identity Data Browsing Data Technical Data |
Necessary for our legitimate interests (to identify users, track usage and improve our service) |
|
To process information collected from satisfaction surveys |
Identity Data Browsing Data Technical Data |
(a) Necessary for our legitimate interests (to improve our service levels and product offerings and to benchmark our market fit as a business) (b) Your consent in the event we process more sensitive type of personal data. |
|
To contact you where we believe that our Services may be of interest to you |
Identity Data Browsing Data |
(a) Necessary for our legitimate interests (to increase the number of Clients using our services) (b) Your consent |
|
To provide information to our Clients regarding their use of our Services by individual users, including the provision of reports and statistics |
Identity Data Browsing Data Cookie Data |
Necessary for our legitimate interests (to manage our relationship with our Clients and perform our obligations under such contracts) |
|
To provide our third party advertising partners with information regarding your interaction with our Website to enable them to: (i) display adverts regarding our Services when you visit a third party website, or (ii) provide us with information on audiences of users who may have similar attributes to you and may be interested in our Services. |
Cookie Data Identity Data |
Your consent |
We will only use your personal data for the purposes for which we collected it, unless we reasonably consider that we need to use it for another reason and that reason is compatible with the original purpose. If you wish to get an explanation as to how the processing for the new purpose is compatible with the original purpose, please contact us.
If we need to use your personal data for an unrelated purpose, we will explain the legal basis which allows us to process personal data for such unrelated purposes.
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.
We may disclose your personal data to third parties such as:
We require all third parties to respect the security of your personal data and to treat it in accordance with applicable laws. We generally do not allow our third-party service providers to use your personal data for their own purposes (if they do, their own privacy policy will apply and you will be made aware of it) and we only permit them to process your personal data for specified purposes and in accordance with our instructions. If a change happens to our business, then the new owners may use your personal data in the same way as set out in this Website Privacy Policy.
Please note that although we will not use the information that we receive, or any Technical Data, to identify you, we can never fully know what other information a third party holds about you already, and it may be that third parties are able to link the information we provide to other information that you have previously shared directly with them. For example, third parties such as our Clients (and our clients’ own clients) are likely to have databases of their own, and it may be that you have consented to them holding information about you that could allow them to match their records with the data we supply. Similarly, if we share data with social networks, it may be that they can match our data with the other information that you have permitted them to hold about you. Please note that third parties should only lawfully be able to undertake this “matching” if you have given them specific permission to hold and use your data in such a way.
We share your personal data with other companies within our group. This will involve transferring your data outside the UK and European Economic Area (EEA). Some of our external third-party service providers are based outside the UK or the EEA so their processing of your personal data will involve a transfer of data outside the UK or the EEA.
Whenever we transfer your personal data out of the UK and/or the EEA, we ensure that a similar degree of protection is afforded to it by ensuring at least one of the following safeguards is implemented:
We have put in place appropriate security measures to prevent your personal data from being accidentally lost, used or accessed in an unauthorised way, altered or disclosed. In addition, we limit access to your personal data to those employees, agents, contractors and other third parties who have a business need to know. They will only process your personal data on our instructions and they are subject to a duty of confidentiality.
Where we have given you, or you have chosen, a password which enables you to access certain parts of our site, you are responsible for keeping this password confidential. We ask you not to share your password with anyone.
We have 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 will only retain your personal data for as long as necessary to fulfil the purposes we collected it for, including for the purposes of satisfying any legal, accounting, or reporting requirements.
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 of your personal data, the purposes for which we process your personal data and whether we can achieve those purposes through other means, and the applicable legal requirements.
In some circumstances we may 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 circumstance, you have the right under data protection laws in relation to your personal data:
If you would like to exercise one of your rights listed above please send an email to legal@gwi.com.
The UK and EU data protection legislation also contains a right for you not to be subject to a decision made solely on automated processing, which includes profiling. As mentioned above, no decisions are made by us in relation to our use of your data which are based on automated processing without human intervention.
Please note, where we process your information for statistical purposes, certain of the above rights may not be available to you. Please contact us for further information on which of the above rights will not apply to our processing of personal data for statistical purposes.
What we may need from you when you exercise your rights
Where you wish to exercise one of the rights listed above, 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: (i) get clarification from you if the request is too vague, or (ii) to help us action your request more efficiently.
In some cases we may also refuse to comply with or charge a reasonable fee for a request that is manifestly unfounded and/or excessive (repetitive) requests.
Where we are not able to determine with any degree of certainty whether the information requested by you relates exclusively to you, our disclosure of such information to you may pose a privacy risk to a third party (for example, where a cookie is associated with a device used by more than one person). We will assess each request to exercise any of the rights listed above individually on its merits and will disclose the requested information where we are satisfied that such disclosure does not represent a privacy risk to any third party.
This section of our Website Privacy Policy applies to individuals located in the United States (US). In certain US states, you have additional rights afforded to you under applicable state privacy laws, including the California Consumer Privacy Act 2018 (CCPA) as amended by the California Privacy Rights Act 2020 (CPRA).
This section uses certain terms that have the meaning given to them in the CCPA and CPRA.
We may collect (and may have collected during the 12 month period prior to the Last Update date of this Website Privacy Policy) the following categories of personal data about you:
The categories of personal data we collect about you will depend on the specific products and Services you use.
Sharing your personal data and opting out. We “share” your personal data if we disclose personal information to a company for purposes of cross-context behavioral advertising (also known as targeted advertising). You can read more about this in the section Marketing and Advertising above. You have the right to opt out of sharing your personal data with our analytics and advertising partners. This includes opting out of “sale” and “Do Not Track” requirements.
You can exercise your rights by reaching out to us:
GWI will only collect and disclose your personal data in accordance with this Website Privacy Notice. Please read it for further information and refer to the section “Our lawful bases for processing your personal data” for GWI’s lawful bases for processing your personal data.
We may change this Website Privacy Policy from time to time. If the changes are material, we will notify you. If permitted by law, your continued use of the Services and our Website after this Website Privacy Policy has been updated indicates your acceptance of changes made. If you do not accept the terms of the updated Website Privacy Policy, please do not use the Services. We recommend that you consult this Website Privacy Policy regularly for updates.
If you want to ask us any questions you can get in touch with us or our DPO at legal@gwi.com. Or you can write to us at the following address:
Trendstream Limited
Nexus Building
Floor 2
25 Farringdon Street
London
EC4A 4AB