Last updated: 10/07/2024
Your personal data does not belong to any company – it belongs to you. Therefore, you have the right to know what personal data we collect, how we use it and with whom we share it. Thanks to your personal data and that of other members, we help companies improve their products and services. MásMétrica, hereinafter ("MásMétrica", "we", "us", "our"), is a market research, modelling and development company founded in Madrid in 2024 by experts in these three areas.
When we refer to personal data, we mean any information relating to an identified or identifiable person. Personal data that has been anonymised in such a way that the data subject cannot be identified or can no longer be identified (anonymous data) is no longer considered personal data.
We may collect personal data relating to you, such as data relating to your exposure to advertisements and use of online media, from other parties, such as social media companies (e.g. X or Instagram), search engine providers and advertising companies, for the purposes set out in the section "For what purposes do we use your information?". We may also share your personal data with such parties for the purposes set out in the section "Who will share my personal data?".
We disclose all external data sources and recipients in the section "Who will share my personal data?".
Below, we explain how we use your personal data.
Data Protection Officer:
For the purposes of this privacy notice, the controller is:
MásMétrica Research Company S. L.
Calle Almirante 3, 4th floor left, 28004 Madrid (Spain)
Tel. +34 614 365 100
MásMétrica has appointed Proyectos, Formación y Servicios S.L. as its Data Protection Officer (DPO) (who can be contacted at C/Puerto de Somport No 9, Ground Floor, Oxxeo Building, Madrid, CP 28050, CIF B82270240, or via email at administradatos@lextools.com)
Your personal data at MásMétrica
Your participation as a MásMétrica panellist is voluntary and the legal basis that legitimises the processing of your personal data in relation to our panels is your consent.
There are four basic types of personal data we may collect about you:
1. Information you fill in yourself
To register with MásMétrica and participate in our Panel, we may ask you for:
1. Your contact details, for example: your email address, your home address, your full name or your telephone number.
2. Your opinions and demographic profile: by responding to our surveys, you will send us information about your demographic profile, such as your gender, age and financial and family information. You will also participate in opinion surveys about your preferences and social habits.
2. Information we collect about you through computer applications
If you agree to download or use the computer applications we suggest, you will allow us to collect information about your devices, automatically, without you having to do anything. For example:
1. Your device fingerprint: our technology allows us to recognise the "digital fingerprint" of the devices you use (PC, phone, etc.). The "fingerprint" is a way of identifying a device with precision.
2. Your image: in some surveys we will ask your permission so that we (or our clients) can record your reactions to certain stimuli (music, advertisements, videos, etc.). Your image will only be used for research purposes and will not be publicly disclosed.
3. Your device identifier: the devices from which you connect to the Internet generally have an internal code that identifies them, like your registration number.
4. Your geographical location: we will use this to locate you on a map and find out what people in your area think or what your habits are. See the GeoMásMétrica section: activities related to your location data.
5. Information about the websites you visit and their content. In particular, we may save the websites you visit with your browser and their source code (html).
6. Information about the applications you use on your mobile devices.
7. Information about the words you enter in search engines (Google, Yahoo, Bing...).
8. Information about your multimedia usage (TV series, radio, television, streaming content, etc.).
3. GeoMásMétrica: activities related to your location data
In our GeoMásMétrica activities, accessible by invitation only and through our MásMétrica mobile applications on iOS and Android, we collect your precise location data, which we use in an aggregate and anonymous manner* together with data from other users for the following purposes:
1. To send you location-related surveys.
2. To obtain information about advertising exposure.
3. To obtain information about visits to points of interest (e.g. shopping centres, shops, etc.).
4. To learn more about the population's mobility habits and produce reports on them.
5. To create models and segments based on mobility habits.
Participation in GeoMásMétrica is voluntary and you can always share your location for a certain period of time from the MásMétrica application settings. If you decide to cancel your participation, your panellist status will not be affected, but we will not be able to send you GeoMásMétrica-related activities.
MásMétrica will never use or disclose the information collected for advertising purposes.
*We aggregate and anonymise the data in such a way that we can guarantee that no individual person can be identified.
4. Information about you provided to us by third parties
If you are a user or client of one of our partners, through collaboration agreements with them we may add the information they hold about you to our databases.
For what purposes and on what legal basis do we use your information?
MásMétrica's corporate mission is social and market research, modelling and development. At MásMétrica we do not engage in digital advertising. Our objective as a company is to help other companies carry out statistical analyses of consumer behaviour and build models. We do not engage in online sales or direct marketing.
• Consent: You have given your consent to the processing of your personal data for one or more specific purposes (art. 6 para. 1 lit. a General Data Protection Regulation);
• Performance of a contract or pre-contractual measures: Processing is necessary for the performance of a contract to which you are a party or in order to take steps at your request prior to entering into a contract (art. 6 para. 1 lit. b General Data Protection Regulation);
• Legal obligation: Processing is necessary for compliance with a legal obligation to which we are subject (art. 6 para. 1 lit. c General Data Protection Regulation);
• Legitimate interest: Processing is necessary for the purposes of our legitimate interests or those of a third party, except where such interests are overridden by your interests or fundamental rights and freedoms that require the protection of your personal data (art. 6 para. 1 lit. f General Data Protection Regulation).
Below, we inform you in detail about the purposes of processing and the associated legal basis:
In this regard, we will use the information we process about you for the following purposes:
Purpose 1:
So that you can participate in our Panel and so that we and our clients can communicate with you.
Legal basis: Consent
Purpose 2:
To send you incentives or products to your home when you request them or when we need you to test them.
Legal basis: Performance of a contract
Purpose 3:
Also to prevent fraud (a person participating more than once in a survey) or to verify that they have actually participated in a specific study.
Legal basis: Legitimate interests (MásMétrica's interest in ensuring the resilience of our studies)
Purpose 4:
In general, the information we hold about you will allow us to invite you to participate in projects that best match your consumer profile.
Legal basis: Consent
Purpose 5:
The information you provide to us will also be used by us or by our clients to improve the effectiveness of their advertising campaigns. For example, our clients may develop advertising campaigns targeted at people with a social profile similar to yours.
Legal basis: Consent
Purpose 6:
Making our website available to the public and for the purpose of contacting clients and interested parties.
Legal basis: Legitimate interest (MásMétrica's interest in providing a functioning website)
Purpose 7:
Collecting statistical information about the use of our website (known as web analytics).
Legal basis: Consent or legitimate interest (MásMétrica's interest in receiving information about the use of our website, for example, to improve our website).
Purpose 8:
Investigating system failures and ensuring system security, including the detection and monitoring of unauthorised access attempts and access to our web servers.
Legal basis: Compliance with legal obligations (for data security); legitimate interest (MásMétrica's interest in system security, in particular troubleshooting and eliminating unauthorised access).
Purpose 9:
Filing legal claims and defending in litigation.
Legal basis: Legitimate interest (MásMétrica's interest in asserting its rights or defending itself in litigation)
Are you obliged to provide your personal data?
In principle, you are not obliged to provide your personal data. However, if you do not provide your personal data, we may only be able to provide you with limited services (for example, you cannot participate as a panellist without providing your name, email address or mobile phone number) or we may be unable to respond to your queries.
If the processing of your personal data is necessary for the performance of a contract between you and us and you do not provide the required information, we may discontinue our contractual services.
In that case, we will notify you in advance.
Who will share my personal data?
In general, we will not share your personal data with third parties. For example, we will send your survey responses in which you participate or your digital behavioural data to our clients linked to your unique collaborator identifier, but they will not include your personal data. What matters to us and to our clients are your opinions and behaviour, which we add anonymously to those of many other collaborators to create aggregated statistics. Your unique collaborator identifier is a code we assign to you when you register with MásMétrica. It consists of a sequence of numbers. Its purpose is specifically to identify you within MásMétrica while simultaneously protecting your identity from third parties. It is useful for the internal organisation of information and coordination with clients. By accepting this Privacy Policy, you consent to our sharing your unique identifier with our clients.
We will occasionally collaborate with various clients and suppliers who will need to access or receive your personal data. Below we describe some examples:
1. MásMétrica will make incentive payments to companies such as PayPal or Amazon, which need your personal information to send you the incentive payment, such as your email address or your unique MásMétrica identifier, and will therefore have access to the information MásMétrica collects about you.
2. Logistics providers or product or service providers who need your information to send you such products or services that you request or that we send you for testing.
3. Technical service providers including, but not limited to, data storage, email delivery, support tools, data validation or fraud prevention.
4. We may also hire affiliates of the MásMétrica group as processors.
5. MásMétrica may provide your profile information linked to a cookie or unique identifier so that third parties can conduct audience measurement studies or advertising effectiveness analyses.
6. On occasion, if you are invited to participate in pharmaceutical studies and declare that you have experienced adverse effects, clients may contact you to examine that adverse effect in greater detail.
7. We may share your contact details with our clients so that they can invite you to participate in market research studies, never for sales or marketing purposes.
8. We may also share your contact details with market segmentation companies so that they can inform us of the information they currently hold about you.
9. Finally, we may share your profile data with companies of which you are already a client or user so that they can enrich your profile in their databases.
Can my personal data leave my country?
MásMétrica is a Spanish company operating within the European Union, and although we conduct international studies anywhere in the world, your personal data will not be transferred to third parties outside the European Union (EU) and/or the European Economic Area (EEA) ("Third countries").
Does MásMétrica use cookies?
Yes, at MásMétrica we use cookies to help other companies measure the effectiveness of online advertising. If you would like more information about the cookies we use and how to configure your preferences regarding them, we recommend you visit our Cookie Policy.
Will other collaborators see my personal data?
No, MásMétrica is not a social network. Your personal data is only published in two circumstances:
1. If you win one of our prize draws, your name will be published in the "Prize Draws" section of our website.
2. If you decide to post a comment on our website or social media, your comment will appear under the name or alias you choose.
Is my information stored securely?
Yes, our team is committed and trained in the areas of security and privacy. Your information is stored on secure servers. We use technical and physical measures to protect your information responsibly.
Does it collect private or confidential information?
Yes, from time to time we will send you surveys relating to your health or your political, religious or sexual preferences. Or we may collect information about all the websites you visit, without distinction. We remind you that your participation is always voluntary.
What age do I need to be to join MásMétrica?
Only people aged 14 and over may participate in MásMétrica.
How long will my information be stored once I have left MásMétrica?
Once you have left MásMétrica (whether by explicit request or by our decision), your data will be automatically deleted. No trace of your personal data will remain, although the data you have provided over time in the various surveys you have completed with us will remain in anonymous form, as it cannot be associated with your personal data – once you have unsubscribed, that data will have been deleted.
Furthermore, the retention period may be extended if we are subject to legal retention and documentation obligations. The retention period may also be based on statutory limitation periods. In certain circumstances, we may also need to store your personal data for longer, for example in connection with legal or regulatory proceedings.
Regarding the use and retention period of cookies, please refer to the Cookie Policy.
What are my data protection rights?
You have the following rights with regard to your data:
1. right of access and right to receive a copy of your personal data, art. 15 GDPR
2. right of rectification, art. 16 GDPR
3. right to erasure ("right to be forgotten"), art. 17 GDPR
4. right to restriction of processing, art. 18 GDPR
5. right to data portability, art. 20 GDPR
Right to object, art. 21 GDPR: You have a general right to object, on grounds relating to your particular situation, if we process your personal data on the basis of our legitimate interest. This means that you must always state the reasons for your objection and those reasons must not result from the processing situation as such, but must be justified by your personal circumstances. We will then cease processing your personal data unless we can demonstrate compelling legitimate grounds for doing so that override your interests, rights and freedoms, or the processing serves the purpose of asserting, exercising or defending legal claims.
Withdrawal of consent: You may withdraw your consent at any time with effect for the future by contacting us at info@masmetrica.com or using the contact information set out above. In addition, you may leave MásMétrica at any time by accessing our website with your email address and password, clicking on "Account" and pressing the "Delete account" option.
Right to file a complaint: In the event of a (suspected) violation of applicable data protection laws, you may file a complaint with the supervisory authority.
We do not make decisions based solely on automated processing, including profiling, which produce legal effects or similarly significantly affect you (art. 22 of the General Data Protection Regulation).
Processing time: We will comply with your request within 30 days. This period may be extended by a further two months where necessary, taking into account the complexity and number of requests. MásMétrica will inform you of such extension, together with the reasons for the delay, within one month of receipt of the request. This does not apply to the right to withdraw consent, which we implement without delay within our legal obligation.
How often will this privacy policy change?
In the future, we will likely need to change this privacy policy to keep it up to date. If we do, we will make the changes public through the MásMétrica website or via our mobile application.