Privacy Policy for survey participants

VERSION 1, CREATED: 26/04/2018, LAST UPDATED: 24/05/2018

Kantar Sifo AB is a wholly owned subsidiary of Kantar, and is part of the Kantar TNS Group. Kantar Sifo is Sweden's largest supplier of insights to government agencies, companies and organisations. The results from our surveys are important grounds for decisions for our clients. As we operate in a trust industry, privacy issues are taken most seriously at Kantar Sifo. The information we collect is processed into statistics and is anonymised before reporting, unless expressly agreed otherwise. We treat all personal data and individual responses confidentially. The purpose of this policy is to let you know why you can feel safe with Kantar Sifo's processing of your personal data and what rights you have if we process your personal data.

What is personal data?

Personal data is information that can identify a living individual, e.g. Name, personal identification number, telephone number, email address, location data, network identifier, images or videos.

What is processing of personal data?

Every action or combination of actions performed with personal data is to be regarded as processing, whether performed automatically or manually. Examples of the processing of personal data by us at Kantar Sifo are collecting, registering, organising, structuring, storing, processing, modifying, developing, reading and usage. Restriction, deletion or destruction are other examples that also constitute processing.

What personal data do we process and for what purposes?

Kantar Sifo conducts surveys and data collection with both private individuals (B2C) and companies (B2B). This policy explains how we collect, store, process and use the personal data you provide us with when you participate in any of our interviews, surveys or studies, whether by completing a web survey or postal questionnaire, participating in a telephone interview or visiting interview, being interviewed by us in the street (F2F), or participating in any of our passive studies, for example about internet traffic or radio listening.

When you participate in any of our surveys or studies, we may ask questions about different things, such as your opinions about matters, but also demographic factors, such as your age, residence or household. You can always choose to refrain from answering any questions, or stop participating if you wish. Participation in Kantar Sifo's surveys is always voluntary.

The information about you that we collect and process is what we need as a minimum to achieve the purpose of the specific processing.

We will never misrepresent ourselves or what we do. If you are contacted by us in a way that troubles you, for example by email, phone, letter, text message or in the street, we would like to hear from you under “Kontak”.

Participants in the Sifo panel (Sifopanelen)

The Sifo panel consists of members who have been recruited through nationally representative surveys on random purchased records. You cannot register for this panel yourself. No personal data is stored for people who are invited to join, but decline to do so.


We process your personal data to be able to invite you to our panel surveys. Questions about interests and demographic factors such as age, residence or household composition can also be registered if you choose to share it, so that we can invite you to take part in surveys that you find relevant and interesting. You then voluntarily respond to the surveys you have been invited to participate in.

Legal basis:


All members of the Sifo panel agreed to this when recruited.

Participants in the Sifo qualitative panel (Kvalitativa panelen)

As a member of the Sifo qualitative panel, you will be given the opportunity to share your views in many different topical areas. The qualitative surveys are usually conducted in the form of group discussions and/or as in-depth interviews. We also conduct product tests, where participants may have the opportunity to influence the design of new products. Qualitative online surveys are another growing area, where for example participants take part in a discussion forum on the internet for a few days.

Members can be invited by Kantar Sifo in various ways, e.g. by request at the Sifo panel, or by registering interest by filling out a form on the Kantar Sifo website or by contacting


We process your personal data to be able to invite you to our surveys. Questions about interests and demographic factors such as age, residence or household composition can also be registered if you choose to share it, so that we can invite you to take part in surveys that you find relevant and interesting. Participants report their own interest by voluntarily answering questions in the invitation email.

Legal basis:


All members of the Sifo qualitative panel agreed to this when recruited.

Participants in the Sifo listening panel (Sifos lyssnarpanel)

Sifo's listening panel is a group of households who are randomly selected to represent all households in Sweden. Modern electronic measuring equipment records which radio channels each person in these households is listening to. This information is transmitted to Sifo every night, and we can then calculate listening figures for the entire population. Some of the household has been interviewed by Sifo regarding your radio habits and some of you have been randomly selected to represent similar households in your area. The household’s membership of the panel is very important in order for us to create a representative panel.

As a member of the Sifo listening panel, you are guaranteed complete anonymity. The few people at Sifo who handle the information provided by the households are subject to a strict confidentiality obligation.

Legal basis:


All members of the Sifo listening panel have agreed to be part of the panel. Our support number for the Sifo listening panel is: +46 (0)200-76 80 20, open 8:30 am to 4:30 pm Monday to Friday. At other times there will be an answerphone. You are also welcome to email us at:

Sifo’s internet panel (internet measurement ORVESTO Internet)

ORVESTO Internet follows a representative panel consisting of Swedish web users between 16-80 years. By following the panel's digital behaviour, whether on mobile phone, computer or tablet, we measure both reach and depth of audience data, which means that digital media can be evaluated in relation to other media channels such as print, TV, radio etc.

Legal basis:


All members of the Sifo internet panel (ORVESTO Internet) have agreed to be part of the panel. As a member of the panel you are welcome to contact us on +46 (0)765-36 21 09 or if you have any questions or would like to withdraw your consent.

For more information, please read the privacy policy for the Sifo internet panel (internet survey ORVESTO Internet) here.

Sverige Nu

You can be confident that your personal data and responses from this survey will be handled and stored safely in accordance with the European General Data Protection Regulation, GDPR.

Participation in the questionnaire

None of your answers can be linked to you as an individual, as the completed forms will be anonymised as soon as we receive them. The answers are instead presented in the form of statistical tables and databases. The databases also contain barriers that prevent filtering out small groups that could risk identifying individuals. 

You will never be contacted by our clients based on the answers you provide to us. The collected data from Sverige Nu will only be used for market research purposes.

Legal basis:

Legitimate interest

Consent to re-contacted

In Sverige Nu there is also an opportunity to agree to be contacted by us again. If you have agreed to this, we will save your responses and contact details in order to reconsider you for more market research studies in the future. Within two years from completion of the survey, each link between you and your answers will be broken. You can withdraw your consent at any time by contacting us. The collected data from Sverige Nu will only be used for market research purposes.

Legal basis:


You can also contact us by telephone on +46 (0)20 - 25 25 27, at or via Your personal login to can be found at the bottom of the letter accompanying the survey form.

SWEX postal survey

SWEX postal survey is a statistical survey we carry out on behalf of PostNord, where we monitor the technical delivery quality for letters and unaddressed advertising mail. SWEX tracks the entire chain from sender to receiver. The results of the measurements (resulting from a limited test letter activity of approximately 100,000 letters/year) provide a statistical measure of service quality for the entire PostNord letter activity.

Legal basis:


All participants in the SWEX postal survey have agreed to be included in the survey. If you are a participant in the SWEX postal survey, but wish to end your participation, notify support by telephone +46 (0)457-280 71 74 or email

Prospera – syndicated customer satisfaction surveys within finance and law

Kantar Sifo’s Prospera surveys are annual syndicated customer satisfaction surveys where we interview professional buyers of the services and products offered by the major Nordic banks, other financial players such as investment banks and mutual funds, as well as corporate law firms. The main purpose of the Prospera surveys is to provide our clients with feedback on where they can improve their service to their customers and to compare their performance over time as well as other market players.

Legal basis:

Legitimate interest

The professional buyers database relevant to the Prospera surveys is continuously updated and is being developed by Kantar Sifo in cooperation with our clients. A prerequisite for the syndicated Prospera surveys is that they are conducted in a neutral and objective manner, which also means that Kantar Sifo solely determines the purpose and means of processing the personal data used. All participants in the Prospera surveys are also guaranteed complete anonymity.

If you are a participant, or have been contacted in connection with the Prospera surveys, and want to let us know that you do not want us to use your personal data in connection with the annual Prospera surveys, please email or call Kantar Sifo’s switchboard on +46 (0)8 -507 420 00.

Navigare – Surveys within healthcare

In Kantar Sifo’s Navigare surveys we interview healthcare professionals on behalf of, for example, pharmaceutical companies, public organisations and authorities. The main purpose of the Navigare surveys is to provide our clients with feedback on where they can improve their services and products, develop better decision-making, improve communication and training and compare their performance over time.

Legal basis:

Legitimate interest

The healthcare professionals database relevant to the Navigare surveys is continuously updated and is being developed by Kantar Sifo in cooperation with our clients. A prerequisite for the Navigare surveys is that they are conducted in a neutral and objective manner, which also means that Kantar Sifo solely determines the purpose and means of processing the personal data used. All participants in the Navigare surveys are also guaranteed complete anonymity.

If you are a participant, or have been contacted in connection with the Navigare surveys, and want to let us know that you do not want us to use your personal data to contact you again in any of our surveys, you can email or call Kantar Sifo’s switchboard on +46 (0)8-507 420 00.

Other surveys

Most people that we contact, in addition to our panel members, are randomly drawn from databases with public information, but we also conduct a large number of surveys aimed at our clients' customers so that they can gain important insights into developing their business. In cases where we get a sample of contact information from a client, we will contact you mainly by phone or email.

The selections of private individuals is drawn and purchased normally from Bisnode, which collects information from SPAR (the Swedish National Personal Address Register), among others. SPAR contains information about name, gender, age and contact details of all persons registered in Sweden. All this information is retrieved from the public registers. The information is only used for the specific study for which they it was collected. The same applies to company selections, which are also usually purchased from Bisnode or public authorities. In these cases you have been randomly selected. Where appropriate, we may also have received your contact information from a specific client, or searched for it in public domain on open pages on the internet and social media.

The most common ways in which we contact you as a respondent are via telephone (phone call or text message), email or regular post.

Sometimes we may be interested in contacting a specific target group, such as people between 20-29 years of age living in Stockholm, and if you are in this age range and live in Stockholm, you may be randomly invited to one of our surveys.

It is possible to register with the NIX registry to avoid being contacted regarding direct marketing. However, market and opinion polls are exempted from these provisions, as these surveys are considered important and in the public interest. We are only interested in your opinions and responses, and will never attempt to sell or promote any product to you, either in connection with or as a result of participation in our surveys.

Legal basis:

Legitimate interest

Before conducting a survey, we will perform a balancing test of interests to determine if there is a legitimate interest for us or our client to process your personal data. You are always entitled to object to the processing and oppose further processing. Read more about asserting your rights as a data subject under the section “Your rights as a data subject”.

We treat your answers confidentially

Our task is to provide a correct view of the public’s opinion, attitudes and behaviour. In order to achieve this, and to get as representative a picture as possible, it is important that as many as possible of those we ask want to participate in our surveys. By participating in our surveys, you will be given the opportunity to share your views, and influence social change and the development of products and services.

When you participate in our surveys, we guarantee that you are anonymous to our client, unless you consent otherwise. Kantar Sifo and our partners treat all personal data confidentially. We will never publish the responses of an individual. Personal data is handled by a small number of employees who are bound by professional secrecy. Our surveys are conducted in line with the EU General Data Protection Regulation (GDPR) and applicable guidelines and industry standards for the processing of personal data.

When you participate in our surveys, you agree that the information you share will be stored for up to 2 years. Your responses and other data are stored only within the EU/EEA. The information is used for statistical analyses, market research purposes and for targeted selection.

We comply with the laws, guidelines, and industry standards that apply to our business, we respect the confidentiality and anonymity of our participants, and we protect your personal data. In addition to GDPR and the Swedish Data Protection Authority's guidelines, this also includes ESOMAR's ethical rules and industry standards.

Third parties and international data transfer

You can be sure that we will protect your privacy. We will not make your personal data available to any third party without your consent, unless the processing is done in the context of the consent you gave in our interviews or measurements, or unless required by law. This includes your name and email address.

We may share your personal data with our partners, for example, to invite you to interviews (e.g. telephone and mail operators), data collection (collection platform providers), storage, measurement of web adverts’ effectiveness, data retrieval about publications and social media distributions. If these transfers take place across borders or outside the EEA, we shall put in place safeguards to ensure that the transfer is done by legitimate methods based on the requirements of the GDPR.

Your personal information may be collected, stored, transferred or processed by our sister companies within the WPP group or third-party providers for survey-related purposes, such as data processing and in order to meet our commitments (for example, to be able to award prizes or other rewards inside and outside the EEA). In these cases, we have clear agreements on site that govern how the data can be processed, for what purpose and for how long. It is also a requirement that these third parties must protect them with security standards and practices that are as strict as ours.

Security measures

We take appropriate technical and organisational measures to protect the personal data we process, both when transferring and storing. Our security procedures are in accordance with generally accepted commercial standards used to protect personal data.

All our employees are committed to complying with our policies and practices regarding confidentiality, security and privacy.


Cookies are small text files stored on your computer, smartphone or tablet, by a website that assigns a numeric user ID and stores some information about your web search. They are used by web developers to help users navigate their websites effectively and perform certain features. The site sends information to the browser that then creates a text file. Each time the user returns to the same site, the browser downloads and sends this file to the site's server.

In some cases we may use optional cookies/applications, for example, to investigate browsing behaviour, but only if you have provided your consent to such cookies or applications.

As with most online surveys, we collect certain information automatically and store it in the survey data. This information may contain items such as Internet Protocol (IP) addresses, browser type, operating system, and date/time stamp.

We use this automatically collected information to analyse trends such as user friendliness and manage the site, for example to optimise the survey experience depending on your browser type. We may also use your IP address to check if there have been multiple participations in the survey from this IP address.

Read more about cookies and what specific cookies we use here.


We take all reasonable steps to ensure the accuracy of personal data we have access to or store. We depend on you to help us keep your personal data accurate, complete and up-to-date. By answering our questions honestly you are responsible for ensuring that the data controller (us or - more often - our client) is informed of changes to your personal data. If something is wrong, contact us using the information under “Contact and complaints”.

Your rights as a data subject

According to the GDPR, you have the following rights if we process your personal data:

The right of access to your personal data
The right to have incorrect personal data corrected in our systems
The right to deletion of your personal data from our systems unless we have legitimate interests or a legal obligation to continue processing it.
The right to object to the processing of your personal data
The right to limit the processing of your personal data
The right to withdraw your consent to our use of your personal data
The right to data portability (to receive your personal data in a machine-readable format)
If you inform us that you wish to exercise any of these rights, we will respond within 30 days. We will also notify third parties to whom we have transferred your personal data, of changes made based on your request. Please note that we will contact these third parties, but are not responsible for their actions in connection with your request. You may need to contact them yourself to exercise your rights as registered against these third parties, such as access to your personal data, correction, alteration, or deletion where they are incorrect.

You are entitled to receive an extract of the personal data we have registered about you, and you are entitled to obtain an extract of this data if you request it, within 30 days. If the data is incorrect, incomplete or irrelevant, you are entitled to apply for the data to be altered or deleted. For registry extracts, we may require you to provide identification in order for us to ensure that we do not disclose your personal data to any unauthorised person. To receive a registry extract, please contact us by email, phone or letter using the contact details provided under “Contact and complaints” in this policy.


Personal data will only be stored for the period appropriate for its legal use. The storage time may therefore vary depending on how long the processing lasts, but generally no personal data will be stored for longer than 2 years, unless otherwise required by law. Personal data that is no longer required will be deleted in a manner which ensures that the confidential nature is not compromised.

As part of the company's continuity plan as well as in accordance with quality management systems ISO 9001 and ISO 20252, and in some cases the law, our electronic system is backed up and archived. These archives are kept for a certain period of time in a strictly controlled environment. When the archives expire, data is erased and the physical media is destroyed, to ensure that data is completely erased.

Kantar Sifo has special procedures for pseudonymisation, anonymisation and deletion of personal data. Responses to surveys and personal data are kept separate, and personal data is deleted as soon as the purpose of the processing has been achieved.

Changes to this policy

We regularly update our privacy policy, and it may change from time to time. Our most current policy will always be available on this website. We register the date of the most recent revision at the top of this policy.

Your answers are only used for survey purposes

Kantar Sifo collects data for market research, opinion polls and other types of statistical surveys. The information you share with us is not used for any kind of marketing or sales directed at you. Our customers only have access to information that is statistically processed so that it is not possible to see individual responses together with information that can identify individuals, unless otherwise explicitly agreed.

Voluntary participation

It is voluntary to participate in our surveys, and you can terminate a survey at any time, if you so wish.

We understand and respect that there may be individual questions that you do not wish to answer. You can always choose not to answer individual questions by selecting “Don’t want to answer,” “Don’t know”, or equivalent.

Automated decision-making and profiling

If we use your personal data for any kind of automated decision-making or profiling, you are entitled to object to such processing. In cases where this may be relevant, it is unlikely to have any legal impact on you as an individual, but if you have questions about this, please contact us using the information below.

Contact and complaints

Our Sifo support can be contacted for questions regarding processing of personal data, if you wish to withdraw your consent or object to a balancing test of interests. Our data protection officer (DPO) is Gillie Abbotts-Jones and can be contacted via the Sifo support email or our postal address.

The Sifo support can be reached via email at or by telephone on +46 (0)200-762 600. Any complaints can be made to this support, or directly to the Swedish Data Protection Authority.

Our postal address is Kantar Sifo AB, SE-114 78 Stockholm, and our switchboard phone number is +46 (0)8-507 420 00.

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