Heathrow market research

When you take part in market research, we primarily collect information via responses to the questions we ask. This information is typically used to understand views, experiences, and preferences.

While it is not usually intended to identify you personally, there may be occasions where we seek your permission to collect information as part of the research activity that can identify you.

This may include but may not be limited to:

• Basic contact details (such as your name, email address, or phone number).
• Demographic information (such as age range, travel habits, or region).
• Responses to survey or interview questions.
• Audio, visual, or written submissions (such as recorded interviews, photographs, or videos), where relevant.
• Technical information where research is conducted online (such as IP address or device identifiers).

We will always ensure that the information collected is relevant and limited to what is necessary for the research purpose.

Heathrow uses the information collected through market research to:

• Understand individual and/or group experiences, needs, and expectations.
• Evaluate and improve airport services, facilities, and communications.
• Identify trends, patterns, and opportunities for improvement.
• Support business planning, decision-making, and service development.

Most information is analysed and presented in aggregated formats (such as anonymised reports or data tables), meaning individuals cannot be identified from the research results.

Where identifiable information is collected (for example, a video response), it may be shared internally within Heathrow or with relevant business partners solely for research and insight purposes. You will be informed in advance where this applies.

Your personal data will not be used for unrelated purposes such as marketing, unless you have been clearly informed and have consented to separately.

Under UK data protection law, Heathrow must have a valid legal basis for processing your personal data. For market research activities, we typically rely on:

• Legitimate interests – Heathrow has a legitimate interest in understanding customer feedback and improving its services. We ensure that this does not override your rights and freedoms.
• Consent – where you have been specifically asked to agree to the collection and use of your personal data (for example, where identifiable content such as video or audio recordings is captured).

We will always make clear which legal basis applies at the point your data is collected.

Heathrow may collect market research data through a variety of methods, including:

• Online surveys or questionnaires, accessed via email, websites, or mobile devices.
• On-site surveys, conducted at Heathrow using digital devices or paper forms.
• Interviews, carried out in person, by telephone, or via video conferencing.
• Focus groups or group discussions, facilitated by a moderator.
• Observational research, where customer interactions with services are reviewed.

Heathrow may work with trusted third-party research agencies to design and conduct research on its behalf. These organisations will only process your data in line with Heathrow’s instructions and applicable data protection laws, and appropriate safeguards will be in place to protect your information.

Heathrow will retain your personal data only for as long as necessary to fulfil the purposes for which it was collected, including analysis, reporting, and audit requirements.

Where possible, data will be anonymised so that it can no longer be linked to you. Once personal data is no longer required, it will be securely deleted or disposed of in line with our data retention policies.

Retention periods may vary depending on the nature of the research and any legal or regulatory requirements.

Under UK data protection law, you have a number of rights in relation to your personal data. These include the right to:

• Request access to the personal data we hold about you;
• Request correction of inaccurate or incomplete information;
• Request erasure of your personal data, where applicable;
• Object to or request restriction of processing in certain circumstances;
• Withdraw your consent at any time, where processing is based on consent.

Participation in market research is voluntary, and you are free to decline to take part or withdraw at any stage.

If you wish to exercise your rights or have any questions about how your data is used, you can contact Heathrow’s Data Protection team. 

If you would like to make a data privacy-related complaint, please contact us at privacy@heathrow.com or our online complaints form.

Should you find our response unsatisfactory, you have the right to lodge a complaint with the supervisory authority – the Information Commission. You can find more information on the Information Commission's website at https://ico.org.uk/concerns/ regarding the complaints process.

From time to time we may process personal data from EU residents. Whenever applicable, we have appointed an EU Representative to ensure that we continuously process your personal data in compliance with applicable laws and without undermining your statutory rights.

You can contact our EU Representative at HeathrowEURepresentative@eversheds-sutherland.com and write EU Representative as subject matter. You may also contact our EU Representative per post mail at:

Eversheds Sutherland Netherlands B.V. 
Attn. EU Representative Heathrow Airport 
Fascinatio Boulevard 212 
Floor 2A 
3065 WB Rotterdam

We will keep this privacy notice under regular review and will update when necessary. At the start of this privacy notice, we will tell you when it was last updated.