Emma Bridgewater: Customer research

Information sheet

This is an information sheet for people who have been invited to take part in research into the experience of shopping online at Emma Bridgewater.

You're in the safe hands of an experienced research team whose goal is to make participating in research easy and fun, while keeping your data safe.

In this document you'll find out:

• What will happen during your interview and the incentive we'll send as a thank you
• The different kinds of information we'll be collecting about you
• What we'll do with that data and how we'll keep it safe
• How you can take action if you have any concerns or questions about your data

Emma Bridgewater is working with Muir Wood & Co, a research consultancy based in London. They are interviewing experts, so they'll be running our research sessions. Muir Wood & Co is the trading name of Muircorp Ltd and they are a Market Research Society accredited company partner.

Study Details

The purpose of this study is to help Emma Bridgewater better understand how customers discover, explore products on their website. Your participation will help shape improvements to the shopping experience.

This study will consist of a video interview with 1–2 members of our research team. During the interview, you will be asked to perform some tasks on your mobile.

We'll talk about things like:

• Your experience of browsing and shopping for homeware online
• What prompted you to look for homeware and how you went about it
• What made the experience feel easy or difficult at any point
• Your expectation for an online shopping experience

Your personal information will be anonymised and nothing you say during the interview will have any impact on your relationship with Emma Bridgewater.

Incentive

As a thank you for your time, we'll send a £45 reward to the email address you used to schedule your session. You'll be able to choose where you spend it across over 170 different shops and websites in the UK. Your reward will be sent within 5 business days of the interview being completed. If you haven't received it within a week, please contact your researcher and we'll look into it.

Data We Will Collect

When you register to take part, we will collect some basic contact information and a small number of background questions. The video interview will be recorded and transcribed. We'll also be taking notes during the conversation.

During the interview we may ask you to share your phone screen so we can follow along as you browse. You are not obligated to answer all questions or to share anything you'd rather keep private. Please let the interviewer know and they will move on.

How We Will Use Your Data

Any data, recording, or other personal information collected about you will be treated confidentially and anonymously. Your name and any easily identifiable details will be removed from recordings and transcripts.

Recordings and data will be stored securely in the cloud, with password access granted only to relevant people at Emma Bridgewater and Muir Wood & Co, and any external professionals contracted to support the research.

We may use recordings and notes for internal purposes as we continue to improve Emma Bridgewater's products and services. Recordings will be deleted after 6 months.

Data Protection and Security

For the purposes of this study, Emma Bridgewater and Muir Wood & Co (trading name of Muircorp Ltd) are joint data controllers. Both organisations will take appropriate measures to protect your data from unauthorised access, accidental loss, destruction, and damage.

Muir Wood & Co's full data protection policy can be found here. Emma Bridgewater's privacy notice can be found here.

Your Rights

In the sign-up form that accompanies this document, you will be asked for your consent to participate and for your data to be recorded and processed in the manner described above.

Your participation in this study is voluntary. You can take a break or stop at any time without giving a reason. Under data protection laws, you have the right to request access to your personal data, correction, erasure, restriction of processing, and data portability.

If you have any questions or concerns, or if you wish to withdraw your consent at any time, please email data@muirwood.co.uk.