Understanding You Series · FAQs

What is the Understanding You survey series? 

It's a set of three short surveys, sent over a few days, designed to help us better understand you as a person. Unlike most surveys, which ask what you think about a specific topic, this series is more about who you are: your life, what shaped you, and how you make choices. Each survey builds on the last, and the questions are open-ended, so you can answer in your own words. Completing all three earns you a bonus on top of the points for each survey. 

What are you doing with my answers? 

We use them in two ways. The first is the usual way. Like most research companies, we store some of what you tell us so we don't ask you the same things over and over, and we use what you share to help research clients understand different groups of people.

The second is specific to this set of surveys. We use your answers to build AI models of different types of people. Research clients can then ask those models questions to explore how a particular group might think or respond, including about topics this survey didn't directly ask about.

What do you mean by an "AI model of a type of person"? 

When lots of members from a similar background share their thoughts, we can use AI to build a model that represents that group, rather than any one person in it. A client might ask that model something like how people of a certain age or in a certain region might feel about a brand, a news story, or an idea.

The model draws on what real members have shared to give a realistic sense of how that group might respond. The answer it gives is a representation of a type of person. It is not a record of what any individual member actually said.

Will the model’s answers come from "me"?  

No. The answers these models generate are never presented as yours, never linked back to you, and never recorded against your profile. They represent a type of person, not you specifically.

Your individual responses are not shown to clients as "you", and the model's answers are not attributed to you or any other individual.

Why does this need open-ended questions? 

The open-ended questions, the ones where you write in your own words, are what make this work well. Short tick-box answers tell us what people choose. Your own words tell us how people think, what they value, and why. That depth is what lets the models represent a group realistically rather than as a stereotype.

You're always in control of how much you write, and you can answer in as much or as little detail as you like.

What do you mean by ‘sensitive information’? 

Sensitive information can include:

• Special category data: racial or ethnic origin, political opinions, religious or philosophical beliefs, trade union membership, health information, sex life or sexual orientation.
• Other information that may be sensitive or identifying: precise location, citizenship or immigration status, and payment card details or transactions.

If you choose to provide this information, we will use it for the same purposes as other data collected during this survey (see “What are you doing with my answers” above).

What are my choices? 

Taking part in this series is voluntary, and you can choose how much to share. If you want to know more about your rights over your data, our privacy notice explains more, including how to contact us.  

Where can I find out more? 

Our full privacy notice sets out the legal basis for how we use your data, how long we keep it, and the rights you have. If you have a question it doesn't answer, you can contact us at [e-mail]. 

Will this mean I get fewer surveys? 

No. This series is in addition to the surveys you already take, not a replacement, and it doesn't change how often we invite you to others. 

What if I can’t complete the surveys immediately?  

You don't have to take each survey the moment it arrives, but there is a deadline for completing all three. You'll find this deadline on the first page of each survey. As long as you complete all three surveys by the deadline, you’ll receive the bonus. 

The quicker turnaround is part of why this series rewards more than a typical survey: we're asking you to take part across several days and keep to the timings, and the higher points reflect that.

Can I complete them in any order I choose? 

We recommend surveys are completed in the order they’re sent for the best experience. However, the most important thing is that you complete them all. We will only pay the bonus if all three surveys are completed by the deadline. 

When will I get my bonus? 

Bonuses will be paid on Tuesday 7th July 2026.  

I have more questions or feedback. How can I get in touch?

If you have any additional questions, concerns, or feedback, please reach out to [e-mail] and we’ll be happy to help.