Overview

In accordance with the General Data Protection Regulation (UK GDPR), the information on this page outlines the types of personal data that the University of Bath may collect from you as part of market research, the purposes for which this data is used, and how it will be shared and retained.

The University of Bath, Claverton Down, Bath, BA2 7AY is the ‘data controller’ for the information that we obtain from you for market research.

Types of data we collect and hold about you

We may collect and process data about your:

• preferences, likes, dislikes, in relation to higher education or associated topics
• behaviours, such as your media use, how you research study options
• interests, in particular in relation to university study, for example, subject or course of interest
• profile, including elements like your age, the area where you live (country, region, town/city, neighbourhood), ethnicity, gender identification, job role
• email address in relation to entry into a prize draw, or to opt-in for follow-up research, for example, participation in a focus group or interview

On some occasions, we may collect sensitive data, such as disability, sexual orientation, household income, whether you have received free school meals.

For online interviews and focus groups, we may record the sessions – with your permission – for the purposes of analysis. Therefore, we may collect additional personally identifiable information such as your name, as well as your visual identity.

Our lawful basis for processing your data

We are collecting and processing your personal data in the pursuit of the University’s legitimate interests, specifically in relation to supporting the University in making decisions in relation to its ability to attract, admit and retain students.

We will explain the specific purpose for collecting data in writing each time you participate in market research.

How we use your data

The University will only use your data fairly and lawfully in accordance with the obligations and principles enshrined in the Data Protection Act.

Your data will be primarily used to make decisions about the University’s provision, and marketing activity, to support effective admissions and other operations of the University (for example, research, innovation).

Data will primarily be processed in an aggregated format, along with that of other relevant participants, to identify trends and patterns. Any personally identifiable information will be removed.

Your email address, if you choose to provide it, will be used to communicate with you if you have won a prize draw, or have given consent for further communications in relation to participating in further specified research.

How we share your data

Your data may contribute to reports in an anonymised form. These reports may be shared with:

• departments within the University of Bath, such as University leadership, academic departments, student support departments, professional support departments, marketing, student recruitment or admissions
• the University of Bath Students’ Union
• external partners, for example, international recruitment agents or industry partners
• external bodies conducting public research on admissions trends
• other relevant stakeholder groups with an interest in a project, for example, University of Bath alumni
• staff from other universities or higher education-related organisations for whom the findings may be of interest or relevance

As with all data, we may share it with government authorities or law enforcement officials if mandated by law.

In exceptional circumstances, during the course of market research, if the information you provide suggests you may be at serious risk to yourself or others, and we are able to attribute your disclosure to you as an individual, this may be shared with or without your consent with an appropriate authority. For example, if you are an enrolled student, we may share information with Student Support at the University.

How we store and retain your data

Any personally identifiable information is deleted after it has been used (for example, to select a winner of a prize draw, to communicate to a prize draw winner, or for follow-up research). Recordings are deleted after the data has been analysed.

Other anonymised data collected may be kept indefinitely, to enable this data to be available for comparable analysis over time, for example, year-over-year analysis.

Transcripts of recordings have personally identifiable information removed and may then be kept indefinitely.

Understanding your rights

You have a right to access the data we hold about you for market research purposes, where we can link that data back to you as an individual.

You also have the right to withdraw from research at any point during or after data collection. In this instance, all data that can be identified as relating to you as a participant will be deleted.

If you would like to request access to this data, please contact the University’s Data Protection Officer at dataprotection@bath.ac.uk.

If you believe your data rights have been violated, you can complain to the Information Commissioner's Office (ICO).