Participant Information Sheet

About this research

Leeds City Council is doing a survey with residents who live near to Leeds to better understand how to attract more visitors to key attractions in the city.

As part of this research we will collect ‘special category’ data (this is sensitive personal information) about you, including ethnicity for analysis purposes.

How the data we collect will be used

This research is confidential. This means that your identity and personal details will only be accessed by Qa Research for the purposes of this research project. Leeds City Council will not know you have taken part and will only receive aggregated data (which means your data will be mixed in with the views of many other people) and the research reports will only contain anonymous data (which means you will not be named, nor identifiable from any answers you gave). 

How to take part

Taking part in this research is voluntary and you have the right to withdraw from the research at any time by contacting

We do need an answer to some questions including age, ethnicity, and residence to be able to include your views in the research, but if there are any questions that you do not wish to answer, let us know. You can end the survey at any time if you would like to.

Qa’s use of your data for quality control purposes

Qa always like to ensure that people who take part in research have had a good experience. They check the work of their interviewers and recruiters to ensure they are following the MRS Code of Conduct, and to comply with the requirements of ISO 20252, the International Standard for Market and Social Research, to which Qa is registered. Qa Research is the data controller for personal data collected for this purpose, and the lawful basis for using your data in this way is our legitimate interest. Access to personal data collected and used for quality control purposes is strictly controlled and limited to Qa Research employees on a need to know basis. Data collected for quality control purposes will not be passed on to Leeds City Council or any third party. We only keep your data for as long as we need it, in line with the requirements of ISO 20252. The data we collect and how we use it is described below:

Privacy information

Leeds City Council is the data controller for this research (Data controllers ‘determine the purposes and means of processing personal data’). Dynata is the sub-processor.

The legal basis for this research is consent.

Qa Research Ltd is a Market and Social Research Company based in the UK. Our company registration is 3186539 and our registered address is: Merchant House, 11a Piccadilly, York, YO1 9WB.

Qa Research use a wide range of technology to ensure that any personal data we hold is processed, stored and transferred in a secure way. This includes encryption, password protection and limiting access to personal data to key staff only. We hold Cyber Essentials accreditation and we regularly review our processes, hardware, software and policies to ensure we maintain personal data securely. Your data will not be transferred to a country outside of the UK and EU.

Qa Research will securely delete/ destroy your survey responses 12 months after completion of this research project.

To fulfill your rights under the Data Protection Act 2018 and UK GDPR (including to make a Subject Access Request) please contact Simmonds, Emma

You have the right to make a complaint to the Information Commissioners Office (ICO) if you are unhappy with the way Leeds City Council or Qa Research Ltd processes your personal data. The ICO can be contacted at or by calling 0303 123 1113.

Further information on Privacy

Leeds City Council Privacy Policy can be found at

Qa Research’s Privacy Policy can be found at

See the Information Commissioners Office (ICO) website for information on data protection and privacy:


If you have further questions about this research project

Contact Michael Astakhov by email ( or by post:  Merchant House, 11a Piccadilly, York, YO1 9WB

Qa Research is a Market Research Society (MRS) Company Partner

The MRS is the professional body for market and social researchers. All its members (and all Qa Research employees) are bound by the MRS Code of Conduct which sets professional standards for research and guarantees fair treatment for people interviewed.

To check the credentials of any company that approaches you and asks you to take part in research, call the MRS Freephone Service, available seven days a week, 9am to 11pm, on: Free phone: 0800 975 9596

If you have any concerns about the way this interview was conducted, or would like information on the market and social research industry, please contact the Market Research Society: Tel: 020 7490 4911 Email: Post: 15 Northburgh Street, London, EC1V 0JR

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