Privacy policy

This policy outlines the obligations of Akerstream market & social research (AMSR) in managing personal information we hold about clients, research participants, contractors and other organisations.

Akerstream market and social research AMSR
Akerstream market & social research (AMSR)

AMSR is bound by the Australian Privacy Principles (APPs) which regulate the handling of personal information by Australian government agencies and some private sector organisations. The 13 APPs are contained in schedule 1 of the Privacy Act 1988 (Cth) (the Privacy Act). The APPs, which came into force on 12 March 2014, replaced the Information Privacy Principles (IPPs) that previously applied to Australian and Norfolk Island Government agencies and the National Privacy Principles (NPPs) that previously applied to private sector organisations.

The main change affecting our clients is that the client organisation is responsible for ensuring the privacy, confidentially and ongoing security of all data we collect on their behalf from stakeholders (employees, customers, members of the public, etc). This means that AMSR is responsible as well, and we take this responsibility seriously. AMSR abides by the principles of the Australia Market and Social Research Society’s Code of Professional Behaviour and is a member of the Association of Market & Social Research Organisations.

Why AMSR collects personal information

Personal information is information or an opinion relating to an individual which can be used to identify that individual. AMSR collects personal information in order to conduct research and to meet our legal obligations.

Research is undertaken to provide accurate and timely information to client organisations about issues relevant to their activities and that support their decision-making processes. The majority of this information is anonymous or de-identified. In most instances, data that we collect is returned to clients without names or other identifiers. Where people or organisations are identified, the person or organisation is advised before being asked to provide information.

Participation in our market or stakeholder research is voluntary.

Who we gather personal information from

The type of personal information AMSR may collect and hold includes (but is not limited to) information about:

  • research participants
  • customers, clients and suppliers;
  • prospective employees, employees, and contractors; and other people who may come into contact with AMSR or one of its supplier companies.

The type of personal information we collect

The information AMSR collects will include, for example, your gender, name, age, occupation, income, feedback about services, etc. When providing personal information you have the option of remaining anonymous or use a pseudonym to be identified by. However, in certain circumstances, such as where we receive your contact details from a third party or where the research data itself may potentially allow for identification, this may not be practicable.

Depending on the nature of the research we conduct, we may also collect sensitive information from you, including racial or ethnic origin, health information, etc. Sensitive information will only be collected with your prior consent and only if it is directly related to, or reasonably necessary for, the research we conduct. In general, the type of personal information AMSR collects and holds includes (but is not limited to): contact details, eg, names and email addresses, basic demographics, eg, gender, type of work, age, and other information relating to individuals’ profiles, eg, behaviors, attitudes, and opinions.

How we collect personal information for research purposes

Personal information you provide: AMSR will generally collect personal information from individuals directly in the course of a research exercise such as a web survey, face-to-face interview, a self-completion questionnaire, or by participating in a discussion group or interview.

If you have contact with an AMSR’s online survey or through a business contact, we will collect additional information. This additional information may or may not identify you. It will include information that you provide voluntarily and it may also include the type of your Internet browser, operating system, address of the referring site, your IP address and click stream information.

Personal information provided by others: Sometimes our clients want us to conduct research with their employees who give opinions about other employees, their customers or other key stakeholders. In these cases, they might give us a list of their employees, customers or stakeholders so that we can contact them to invite them to participate in the research.

Collecting personal information for business purposes

Personal information you provide: AMSR generally collects personal information by way of forms filled out by people, face-to-face interviews, business cards, telephone conversations and from third parties, eg, referees. We also collect personal information from our website through self -completed forms and questionnaires.

Personal information provided by other people: In some circumstances AMSR may be provided with personal information about an individual from a third party, for example a reference or a set of opinions from another person.

How we use and disclose personal information

AMSR uses and discloses your personal information for the primary purpose for which it is collected, for reasonably expected secondary purposes which are related to the primary purpose and in other circumstances authorized by the Privacy Act.

In general, we may use and disclose your personal information for the following purposes:

  • to investigate the behaviors, attitudes, opinions, motivations or other characteristics of a whole population or particular part of a population;
  • for quality control or validation of research;
  • as a source of potential research participants;
  • to contact past participants to conduct further, follow-up research;
  • to communicate with you;
  • to provide and market our services;
  • to purchase from you;
  • to comply with our legal obligations; and
  • to help us manage and enhance our services.

Apart from in the above circumstances, your personal information will generally not be disclosed without your consent.

Personal information about research respondents will only be used in compliance with the Privacy Act.

Who we share your personal information with

We may share your personal information with:

  • other companies or individuals who assist us in providing services or who perform functions on our behalf (such as mailing houses) and organisations that carry out activities essential to our research activities, including for quality control activities, data entry, data processing, conduct of interviewing, contacting people to ask them to participate in research exercises, or
  • anyone else to whom you authorize us to disclose it, usually our client.

Unless required or authorized by law, the identity of research respondents will not be disclosed to anyone not directly involved with the research project or to clients requesting the research or used for any non-research purpose without the individual’s consent.

Sending information offshore

We generally do not transfer personal information overseas unless required for an international research project. We will not send your personal information to recipients outside of Australia without:

  • obtaining your consent (in some cases this consent will be implied) or
  • otherwise complying with the APPs.

AMSR may disclose your personal information to its related companies, including those located outside Australia. We take steps to ensure that such recipients respect the confidentiality of this information by abiding by the APPs or equivalent privacy laws.

Sensitive information

Some personal information which we collect is classified as sensitive information. Sensitive information includes information relating to a person’s racial or ethnic origin, political opinions, religion, trade union or other professional or trade association membership, sexual preferences and criminal record, that is also personal information; and health information about an individual.

Sensitive information will be used and disclosed only for the purpose for which it was provided or a directly related secondary purpose, unless you agree otherwise, or where certain other limited circumstances apply, eg where required by law.

Retention & destruction of personal information

The APPs require us to take reasonable steps to protect the security of personal information. AMSR staff are required to respect the confidentiality of personal information and the privacy of individuals.

AMSR takes a range of technical, administrative and physical security steps to protect personal information held from misuse, loss and from unauthorized access, modification or disclosure, for example by use of physical security and restricted access to electronic records.

Where we no longer require your personal information for a permitted purpose under the APPs, we will take reasonable steps to de-identify or destroy it.


Subject to the exceptions set out in the Privacy Act and APPs, you may seek access to personal information which AMSR holds about you by contacting AMSR’s Privacy Officer.

Research respondents may ask us to destroy or delete their personal information which we hold, while it remains identifiable.

We will require you to verify your identity and to specify what information you require. A fee may be charged for providing access. We will advise you of the likely cost in advance.

Accuracy of information

AMSR takes reasonable steps to make sure that the personal information it holds is accurate, complete and up-to-date. Our contact details are set out below.

Updates to this policy

This policy will be reviewed from time to time to take account of new laws and technology, changes to our operations and practices and the changing business environment. We may change this policy from time to time. Although we intend to observe this Privacy Policy at all times, it is not legally binding on AMSR in any way. From time to time we may regard it as necessary or desirable to act outside the policy AMSR may do so, subject only to any other applicable contractual rights you have and any statutory rights you have under the Privacy Act or other applicable legislation.

The policy was last updated in September 2020.


If you have any questions about privacy-related issues, please contact AMSR’s Privacy Officer using the following means of contact:


M: 0412 885 863

mail: PO Box 100, Little River Victoria 3211

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