Privacy notice
Who we are
Deep Understanding Limited is the data controller for personal information collected through this website and through correspondence with us.
Deep Understanding Limited. Registered in England and Wales. Company number 16856215.
If you have any questions about this notice or how we handle your information, please contact us at info@deepunderstanding.co.uk.
What we collect
We may collect personal information when you:
- Contact us by email. This typically includes your name, email address and the contents of your message.
- Submit information through the DeepLens Q&A. This includes answers you choose to provide about your business and the operational challenges you are exploring.
- Visit our website. Where you have accepted analytics cookies, this may include limited technical data such as browser type, device, pages viewed and CTA clicks.
We do not knowingly collect personal information from anyone under 18. We do not buy or rent personal data from third parties.
Why we use it
We use personal information to:
- Respond to enquiries you send us.
- Provide the DeepLens Q&A and follow-up conversation.
- Understand in aggregate how visitors use the site, so we can make it more useful.
- Manage and improve our services.
- Comply with our legal and regulatory obligations.
We do not use personal data for automated decision-making or profiling.
Lawful basis
Where we process personal data, we rely on one of the following lawful bases under the UK GDPR:
- Legitimate interests, for example responding to enquiries you have initiated, improving our services, and managing routine business administration.
- Consent for non-essential analytics or marketing cookies (see our Cookie notice).
- Contract where we are providing services to you, or taking steps at your request before entering into a contract.
- Legal obligation where we need to comply with applicable law.
Who we share it with
We do not sell personal data. We may share it with carefully chosen suppliers who help us operate, including:
- Our website hosting provider.
- Our email provider.
- Our analytics provider, where you have accepted analytics cookies.
- Professional advisers, for example legal or accounting support, where strictly necessary.
Where suppliers process personal data outside the UK, we make sure appropriate safeguards are in place (such as the UK International Data Transfer Agreement or the EU Standard Contractual Clauses with the UK Addendum).
We may also disclose personal information where we are legally required to do so.
How long we keep it
We keep personal information only as long as we need it for the purpose for which it was collected, or to meet legal, accounting or regulatory requirements.
In practice this means: enquiries received by email are typically retained for the duration of any client relationship plus a reasonable period afterwards. Analytics data is retained according to the configured retention period of our analytics provider.
Your rights
Under the UK GDPR, you have rights including:
- Access to the personal data we hold about you.
- Correction of inaccurate personal data.
- Erasure of your personal data in certain circumstances.
- Restriction of processing in certain circumstances.
- Objection to processing where we rely on legitimate interests.
- Data portability where applicable.
- Withdrawal of consent at any time, where we rely on consent.
To exercise any of these rights, contact us at info@deepunderstanding.co.uk. We will normally respond within one month.
Complaints
If you have a concern about how we handle your personal data, please contact us first so we can try to resolve it.
You also have the right to complain to the Information Commissioner's Office (ICO), the UK's data protection regulator. You can find more information and contact details at ico.org.uk.
Changes to this notice
We may update this notice from time to time. The most recent version will always be published at this page, with the date of the last update shown above.