Privacy Policy
Your privacy and data security are fundamental to how we operate. This policy explains how we collect, use, and protect your information.
Last updated: February 2026
Our Commitment to Privacy
Applied Emotions is committed to protecting your privacy and ensuring the security of your personal data. This privacy policy describes how we collect, use, store, and protect information when you use our values assessment services.
We comply with applicable data protection laws, including the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018.
Security First
Your data is encrypted and stored securely using industry-standard protocols.
Transparency
We're clear about what data we collect and how we use it.
Your Control
You have the right to access, correct, or delete your data at any time.
Information We Collect
Assessment Data
- •Survey responses about your values and preferences
- •Demographic information you choose to provide (e.g., location, department)
- •Your calculated values profile and assessment results
Contact Information
- •Name and email address when you register or contact us
- •Company or organisation name (if provided)
- •Communication preferences for newsletters and updates
Technical Data
- •IP address, browser type, and device information
- •Usage data and analytics (through cookies with your consent)
- •Login and authentication data
How We Use Your Data
Primary Purposes
- 1.Delivering Our Services: To provide you with values assessments, generate your results, and deliver insights
- 2.Research and Analysis: To conduct aggregated research and improve our understanding of human values (all personal identifiers removed)
- 3.Communication: To respond to your inquiries and send relevant updates (with your consent)
- 4.Platform Improvement: To enhance our services and develop new features
Legal Basis
We process your data based on: (1) Your consent when taking assessments, (2) Performance of contract when providing services, (3) Legitimate interests in improving our services and research, and (4) Legal obligations where required.
Data Sharing and Third Parties
We do not sell your personal data. We may share data only in the following circumstances:
- •With Your Organisation: If you take an assessment as part of an organisational programme, aggregated and segmented results may be shared with your employer
- •Service Providers: With trusted third parties who help us operate our platform (e.g., cloud hosting, email services), all bound by strict confidentiality agreements
- •Legal Requirements: When required by law or to protect our rights
Individual assessment responses are kept confidential and are never shared in a personally identifiable form without your explicit consent.
Data Security
We implement robust security measures to protect your data:
Technical Measures
- • End-to-end encryption
- • Secure data storage
- • Regular security audits
- • Access controls
Organisational Measures
- • Staff training on data protection
- • Confidentiality agreements
- • Limited access policies
- • Incident response procedures
Data Retention
We retain your personal data only for as long as necessary to fulfil the purposes for which it was collected:
- •Assessment Data: Retained while your account is active and for up to 5 years after your last assessment for research purposes (anonymised after 2 years of inactivity)
- •Contact Information: Retained until you request deletion or unsubscribe
- •Research Data: Anonymised data may be retained indefinitely for research and analysis
Your Rights
Right to Be Forgotten
You have the right to request the deletion of your personal data at any time. Upon receiving your request, we will permanently delete your personal information from our active systems within 30 days, subject to legal obligations.
What Happens When You Request Deletion:
- ✓Your account and profile are permanently deleted
- ✓Your assessment responses and results are removed
- ✓Your contact information is erased from our systems
- ✓Anonymised research data (without personal identifiers) may be retained for statistical purposes
Additional Rights Under UK GDPR:
Right to Access
Request a copy of all personal data we hold about you
Right to Rectification
Correct any inaccurate or incomplete information
Right to Restrict Processing
Limit how we use your data in certain circumstances
Right to Data Portability
Receive your data in a structured, machine-readable format
Right to Object
Object to processing based on legitimate interests
Right to Withdraw Consent
Withdraw consent for data processing at any time
Exercising Your Rights
To exercise any of these rights, please contact us at info@appliedemotions.com. We will respond to your request within 30 days.
You also have the right to lodge a complaint with the Information Commissioner's Office (ICO) if you believe your data protection rights have been violated.
Cookies and Tracking
We use cookies and similar technologies to improve your experience. You can control cookie preferences through our cookie consent banner. Essential cookies are necessary for the platform to function, while analytics cookies help us understand how visitors use our site.
For more details on cookies we use, please see our cookie consent settings available in the footer of this website.
International Data Transfers
Your data is primarily stored and processed in the United Kingdom. If we transfer data outside the UK/EEA, we ensure appropriate safeguards are in place, such as Standard Contractual Clauses approved by the UK authorities.
Children's Privacy
Our services are not directed at individuals under 16 years of age. We do not knowingly collect personal data from children. If you believe we have inadvertently collected data from a child, please contact us immediately.
Changes to This Policy
We may update this privacy policy from time to time to reflect changes in our practices or legal requirements. We will notify you of significant changes by email or through a notice on our website. The "Last updated" date at the top of this policy indicates when it was last revised.
Contact Us About Privacy
If you have questions about this privacy policy or how we handle your data, please don't hesitate to reach out.
Email: info@appliedemotions.com
Subject Line: Privacy Inquiry