Privacy policy.

Last updated: September, 2025

This Privacy Policy explains how I collect, use, store and protect personal data when individuals visit my website, contact me, work with me as clients, or take part in research I conduct. I am committed to handling all personal data safely, respectfully and in accordance with UK GDPR and the Data Protection Act 2018.

1. Who I Am

The data controller responsible for your personal data is Elizabeth Hetherington [Pattern Research Ltd.], who can be contacted here. I am responsible for determining how and why your data is processed.

2. Personal Data I Collect

I collect personal data in several ways depending on how you interact with me. When you contact me through my website or by email, I may collect information such as your name, email address, phone number, job title, organisation and any details contained in your message. If you subscribe to receive updates, I will collect the information you provide for that purpose.

If you are a client, I may collect information necessary to discuss, plan and deliver work, including communications, documents, and billing or payment details. If you take part in research, I may collect information needed to assess your eligibility, schedule sessions and conduct the research. This may include demographic details, lifestyle information, opinions, audio or video recordings, interview transcripts, notes, payment information and any materials you choose to share, such as photos or written tasks. I only collect information that is relevant and necessary for the purpose for which it is being processed.

3. How Data Is Collected

Data may be collected directly from you when you submit a form, send an email, communicate with me as a client, or participate in research. It may also be collected through research screeners, interviews, group discussions or ethnographic sessions. If my website uses analytics, technical data may also be collected automatically through cookies.

4. Why I Process Personal Data

I process personal data for a number of reasons. For general website visitors and enquiries, I use the information to respond to messages, manage communication and, where you have consented, send updates or newsletters. For clients, I process personal data in order to plan, deliver and manage projects, communicate effectively and maintain proper financial records. For research participants, I process data to assess eligibility, organise involvement, conduct interviews and fieldwork, analyse findings, prepare reports for clients and issue incentive payments. For each study, I will clearly explain how your data will be used and what participation involves. Depending on the project, I may collect personal data such as demographic information, background details, lifestyle information, professional or creative activity information, or any other information relevant to understanding your experiences and perspectives. I only collect what is necessary for the specific research brief, and all data is provided voluntarily

5. Lawful Basis for Processing

I rely on a number of lawful bases under UK GDPR. Consent is used when you take part in research, agree to be recorded, or sign up for updates. Contract applies when the data is needed to deliver work, organise research sessions or issue incentive payments. Legitimate interests apply when processing is necessary for the efficient running of my business, such as maintaining a secure participant database or improving my services. Legal obligation applies to activities such as financial record-keeping, where I am required to retain certain information.

6. Sharing Personal Data

I only share personal data when necessary and with trusted parties. This may include clients commissioning the research; research partners such as professional transcribers who work under confidentiality agreements; incentive payment providers like banks or PayPal; and secure cloud storage services used to store files. I never sell personal data. Any third parties I work with must comply with GDPR and take appropriate steps to protect data.

7. International Transfers

If any data is transferred outside the UK, such as storage through widely used cloud platforms, it is safeguarded using measures approved under UK GDPR, including adequacy decisions or Standard Contractual Clauses.

8. Data Retention

I keep personal data only for as long as necessary. Client project information may be kept for up to six years to comply with legal and financial obligations. For each project, screening data is normally deleted within six weeks of project completion unless a participant has opted in for future opportunities. Recordings and transcripts are generally kept for between six and 24 months depending on project requirements. Where possible, data is anonymised and no unnecessary data is collected to minimise risk.

9. Data Security

All personal data is stored on secure, password-protected systems. Access is restricted only to individuals who need it for legitimate reasons connected to the work. I take reasonable technical and organisational measures to protect your data from loss, unauthorised access or disclosure. Files, recordings and documents are deleted once they are no longer required.

10. Your Rights

Under UK GDPR, you have several rights regarding your personal data. You have the right to access your information, request corrections, ask for your data to be deleted, restrict or object to certain types of processing, withdraw consent at any time and request the transfer of your data to another provider where applicable. You also have the right to make a complaint to the Information Commissioner’s Office. If you would like to exercise any of these rights, please contact me here.

11. Cookies

If my website uses cookies or analytics, they may collect limited information about how the site is used. You can manage cookie settings through your browser. If no analytics are used, no tracking cookies are stored.

12. Updates to This Policy

I may update this Privacy Policy occasionally to reflect changes in how I process data or to comply with legal requirements. Any updates will be posted on this page with a new “last updated” date.

13. Contact

If you have any questions about this Privacy Policy or how your data is handled, you can contact me here.