Privacy Policy

Buyer Perception runs confidential interviews with people who have bought, rejected or left B2B software, and turns what they say into insight for the companies that sell it. Confidentiality is the product. This policy explains what personal data we hold, why, and what we do to protect it.

It is written in sections so you can go straight to the one that applies to you:

1. Who we are

Buyer Perception Ltd is a company registered in England and Wales (company number 17336914), with its registered office at 5th Floor, 167–169 Great Portland Street, London W1W 5PF. We are registered with the Information Commissioner's Office (registration reference ZC201277).

For most of the data described here we are the controller. When we interview a client's former prospects or customers as part of a paid engagement, we act as a processor on that client's behalf for the engagement itself, except for the short set of standard benchmark questions we ask at the end of every interview, for which we are the controller (see section 2).

Data protection contact: privacy@buyerperception.com

2. If you take part in an interview

You may be speaking to us for one of two reasons:

• A research interview. We invited you directly to share how you bought or evaluated software.
• A client engagement. A software company you evaluated or used asked us to find out, independently and confidentially, how the experience looked from your side. They will normally have introduced us by email first. That company gave us your work contact details.

You will receive a participant information sheet before any interview. The key points are below.

What we collect

Your name, work contact details (work email address, and a work phone number where the company holds one), job title and employer; a written transcript of the interview (we use Granola, which transcribes the conversation live and does not keep an audio recording); and your answers to our standard benchmark questions. If you accept a charitable donation or thank-you payment, we also hold the email address you'd like it sent to, which may be a personal address if you prefer. You then make your choice directly with Tremendous, and any delivery details you give them are handled under Tremendous's own privacy policy, not held by us.

Why, and on what basis

• To run the interview and deliver the findings — our legitimate interest in conducting research (or, in a client engagement, the client's legitimate interest in understanding its buyers, with us acting on its instructions).
• To transcribe the conversation — your consent, which we ask for at the start of the call. You can say no and still take part; we will take notes instead.
• To build our anonymised benchmark — our legitimate interest in publishing research about how software is bought. Every interview ends with a few standard questions about how people buy software in general, which you can skip. Your answers are combined with other interviews, and only aggregated results that cannot identify you or your employer are published. In a client engagement, only these answers are used this way; nothing else you say goes into our research.

Our confidentiality rules

• We never name you or your employer in anything we deliver or publish. Not to the client, not in reports, not in conversation.
• We never name the vendors you discuss in anything we publish, whether you criticised or praised them.
• Clients receive themes, not transcripts. We do not share transcripts with clients. Quotes are edited to remove anything that could identify you, and findings are never attributed to a group so small that you could be picked out.
• Before we use a single-voice piece (for example, an anonymous Q&A edition), we show you the anonymised version and publish only with your sign-off.
• We remove names before analysis. Transcripts are pseudonymised before they are processed by any analysis tool, including AI tools.

Because a client knows who was on the list it gave us, we treat client findings as confidential personal data, not as fully anonymous, and protect them accordingly.

Charitable donations / thank-you payments

Where we offer one, it is a thank-you for your time and is not conditional on what you say. Many participants choose a donation to a charity of their choice; you can also take it as a gift card or retailer credit. It is delivered through Tremendous.

Changing your mind

To withdraw, email privacy@buyerperception.com. You can withdraw at any time before your contribution has been anonymised and combined with others' contributions, usually within 30 days of the interview. After that point it can no longer be separated out, but it cannot identify you either.

3. If you are a client, prospect or partner

What we collect

Your name, job title, employer, work email, work phone number, LinkedIn profile, and notes of our conversations. For clients and partners, contract and billing records as well.

Where it comes from

From you directly, from introductions, from events, and from professional sources such as LinkedIn Sales Navigator and business contact enrichment services (currently FullEnrich), which supply publicly available or professionally published work contact details.

Why, and on what basis

• To contact you about our services — our legitimate interest in business-to-business marketing to people whose role makes our work relevant to them. Every email lets you opt out, and if you object we stop and add you to a suppression list so you are not contacted again.
• To deliver and invoice our services — performance of our contract with your organisation.
• To keep accounting records — our legal obligations.

4. If you visit our website or download our content

When you download a guide or report, we collect your name, work email, company and role, and use them to send you what you asked for and occasional related research. Every email includes an unsubscribe link.

Our website host collects standard technical data (such as IP address and browser type) to keep the site secure and working.

Cookies and analytics

This website sets no cookies. We use no advertising, tracking or profiling technologies, and nothing is stored on your device.

To understand which pages people find useful, we use Vercel Web Analytics. It counts page views without cookies. To work out whether two visits came from the same person it uses a short one-way code derived from your IP address and browser type, which is discarded and cannot be traced back to you. We use the result only to improve this website, and we do not combine it with anything else or share it with advertisers.

UK law allows this without asking your permission, on condition that we tell you about it and give you a simple, free way to object. You can switch it off using the toggle at the end of this page. Your choice is remembered on this device only, and we do not need to know who you are to honour it. You can also email privacy@buyerperception.com.

We previously used Google Analytics. It was removed in September 2026 and the data held in it has been deleted.

5. Who we share data with

We do not sell personal data.

We share it only with the service providers that help us run the business, under contracts that require them to protect it. Our current list is:

We also share data with our professional advisers (accountants, lawyers, insurers) where necessary, and with authorities where the law requires it.

Interview participants' identities are never shared with clients, other participants, or publications.

6. International transfers

Some of our providers are based in, or process data in, the United States. Where personal data leaves the UK we rely on the UK Extension to the EU–US Data Privacy Framework, the UK International Data Transfer Agreement, or the UK Addendum to the EU Standard Contractual Clauses, as appropriate for each provider.

7. How long we keep data

8. Your rights

Under UK data protection law you can ask us to give you a copy of your data, correct it, delete it, restrict or object to how we use it, or move it to another provider. Where we rely on your consent, you can withdraw it at any time. You can object to direct marketing at any time and we will stop.

Email privacy@buyerperception.com. We will reply within one month.

If you are unhappy with how we have handled your data, you can complain to the Information Commissioner's Office at ico.org.uk or 0303 123 1113. We would appreciate the chance to put it right first.

9. Changes and contact

We will update this policy when our practices change and show the new version number and date at the top. Earlier versions are available on request.

Buyer Perception Ltd · 5th Floor, 167–169 Great Portland Street, London W1W 5PF · Company number 17336914 · privacy@buyerperception.com