Privacy Policy

What data do we collect?

Data Understood collects the following data:

• Personal identification information (Name, email address, phone number, etc.)
• Online behaviour (Pages viewed, buttons clicked on, device information, etc.)
• Company information (Name, location, industry, etc.)
• DIAlog survey responses (including preferences, beliefs, self-assessed capabilities, and optional open-text responses)
• Organisational context data (department, job role, company size or sector, where applicable)
• Assessment results and generated reports linked to user responses

How do we collect your data?

You directly provide Data Understood with most of the data we collect. We collect data and process data when you:

• Voluntarily complete an online form to request contact or contact us via email or social media.
• Use or view our website via your browser's cookies.

We also collect data directly from participants when they:

• Complete the DIAlog survey or assessment tools
• Participate in workshops or sessions facilitated by us or an accredited partner
• Interact with the DIAlog platform, if accessed digitally

Data Understood may also receive your data indirectly from the following sources:

• Open data available online or via third parties (for example Companies House)
• An employer or consulting partner who is using DIAlog within your organisation

How will we use your data?

Data Understood collects your data so that we can:

• Respond to requests for a consultation
• Improve our website and services to better meet your needs
• Email you with information or services we think you might like
• Generate personalised reports and recommendations for individuals and/or organisations via DIAlog
• Support facilitators and clients in delivering workshops, feedback sessions, and strategy work
• Conduct anonymised benchmarking and research to improve our tools and services

How do we store your data?

Data Understood securely stores your data using secure cloud services, with limited, need-to-know access adhering to best practice security standards.

DIAlog data is securely stored on encrypted servers hosted in the UK/EU using GDPR-compliant cloud infrastructure. Individual survey responses and generated reports are retained for up to 7 years after participation, unless a client contract specifies a different retention period. After this, the data is anonymised.

If you complete DIAlog via a consulting partner or employer, they may store your results or insights separately under their own data policies.

Data Understood will keep your personal identification information for seven years from your last contact date. Once this time period has expired, we will delete your data by removing you from our customer relationship manager (CRM) and deleting email archives after seven years.

Marketing

Data Understood would like to send you information about products and services of ours that we think you might like. If you have agreed to receive marketing, you may always opt out at a later date.

You have the right at any time to stop Data Understood from contacting you for marketing purposes or giving your data to other members of the Data Understood Group.

If you no longer wish to be contacted for marketing purposes, please email us at: info@dataunderstood.com

Participation in DIAlog does not automatically add you to marketing lists. We will only contact you separately for marketing purposes if you have opted in independently.

What are your data protection rights?

Data Understood would like to make sure you are fully aware of all of your data protection rights. Every user is entitled to the following:

If you make a request, we have one month to respond to you. If you would like to exercise any of these rights, please contact us:

Email us at: info@dataunderstood.com

Or write to us at: Data Understood, 45 Queens Road, Aberdeen, Scotland, AB15 4ZN

Cookies and how we use them

Cookies are text files placed on your computer to collect standard internet log information and visitor behaviour information. When you visit our websites, we may collect information from you automatically through cookies or similar technology. For further information, visit cookiesandyou.com .

How do we use cookies?

Data Understood uses cookies in a range of ways to improve your experience on our website, including:

• Understanding how you use our website
• Detecting performance issues on our website
• Tracking your interest in our services so we can better understand your needs. You must opt in for this form of data usage.

What types of cookies do we use?

There are a number of different types of cookies, however, our website uses:

How to manage cookies

You can set your preferences within the cookie preference section of the website. You can also set your browser not to accept cookies, however, some of our website features may not function as a result.

Privacy policies of other websites

The Data Understood website contains links to other websites. Our privacy policy applies only to our website, so if you click on a link to another website, you should read their privacy policy.

If you complete DIAlog through a third-party facilitator or organisational partner, their privacy policy may also apply.

Changes to our privacy policy

Data Understood keeps its privacy policy under regular review and places any updates on this web page. This privacy policy was last updated on April 2025.

How to contact us

If you have any questions about Data Understood's privacy policy, the data we hold on you, or you would like to exercise one of your data protection rights, please do not hesitate to contact us.

How to contact the appropriate authority

Should you wish to report a complaint or if you feel that Data Understood has not addressed your concern in a satisfactory manner, you may contact the Information Commissioner's Office.