Privacy

PRIVACY POLICY

MarkIQs Systems Private Limited

Effective date: 10 Oct’ 2026
Last updated: 10 Oct’ 2026
Website: https://markiqs.com
Privacy contact: [email protected]
Registered office:

MarkIQs Systems Private Limited
BONANZA, PO-42, BLOCK –B-14, #630, Innovations Park,
Arekere, Bannerghatta Road, Bangalore-560076.

1. Introduction

MarkIQs Systems Private Limited (“MarkIQs,” “we,” “us” or “our”) provides a marketing intelligence and decision-modelling platform that helps organisations understand customer preferences, evaluate product and service features, assess price sensitivity, conduct conjoint analysis, model trade-offs and estimate potential market share.

Our services may include online surveys, choice-based conjoint experiments, pricing research, multinomial logit (MNL) modelling, market simulations, research dashboards, survey recruitment and AI-assisted analysis.

This Privacy Policy explains how we collect, use, store, disclose and protect personal information when you visit our website, create an account, use our platform, participate in a survey, respond to research conducted through our services or otherwise interact with us.

We are committed to protecting personal information and keeping customer research confidential. We do not use customer data to train general-purpose or third-party AI models. Customer research data is used only to provide the relevant services to the customer, subject to this Policy, applicable law and the applicable customer agreement.

1. Scope of this Policy

This Policy applies to:

• Visitors to our website and individuals who contact us.


• Customers, prospective customers, account holders and authorised users.


• Survey participants and research respondents.


• Individuals whose information is submitted by our customers for research or analysis.


• Individuals recruited or invited to participate in surveys through MarkIQs or our research partners.


• Personal information processed in connection with our analytics, modelling, customer support and business operations.

This Policy should be read together with any applicable service agreement, data processing agreement, survey-specific notice, cookie notice or other privacy notice that we provide.

Where a customer uses our platform to conduct research, that customer may separately provide a privacy notice explaining its own collection and use of personal information. Where MarkIQs recruits respondents directly or determines the purposes and means of a particular processing activity, we may have separate responsibilities for that activity.

This Policy does not override mandatory legal rights or requirements.

1. Important definitions

Personal information / personal data: Information relating to an identified or identifiable individual, as defined by applicable law.

Customer: An organisation or individual that subscribes to, purchases or uses our services.

Customer research data: Survey responses, respondent-level information, project files, experimental designs, choice data, model inputs, research results and other data submitted to or generated for a customer's research project.

Survey respondent: An individual who is invited to, recruited for or participates in a survey or research study.

Aggregated or de-identified data: Information processed to remove direct identifiers or combine records so that individuals are not reasonably identifiable, taking into account applicable law and the risk of re-identification.

Controller / equivalent decision-maker: The entity that determines the purposes and means of processing personal data, using the terminology applicable under the relevant law.

Processor / service provider: An entity that processes personal data on behalf of another entity under its instructions, where that role applies under the relevant law.

1. Information we collect

The information we collect depends on how you interact with MarkIQs and the services used.

4.1 Account and business contact information

We may collect:

• Name, job title, business email address and telephone number.


• Organisation name, department and business address.


• Login credentials or authentication information.


• Account preferences, role, permissions and support history.


• Information provided in sales enquiries, demonstrations, contracts or communications.

4.2 Survey and respondent information

Depending on the study and the instructions provided, we or our customers may collect:

• Survey answers, opinions, preferences and product evaluations.


• Choice selections, ranking exercises and trade-off responses.


• Price sensitivity, willingness-to-pay responses and purchase intentions.


• Demographic or market-segmentation information requested for the study.


• Recruitment, eligibility, screening, quota and participation information.


• Survey invitation, completion, quality-control and incentive-payment records.


• Contact details where required to invite respondents, administer participation or provide incentives.

Survey questions should be designed to collect only information reasonably needed for the stated research purpose. Customers must not submit personal information that they are not authorised to provide.

4.3 Research and project information

We may process:

• Survey questionnaires, research briefs and study designs.


• Product attributes, feature levels, price points and proposed configurations.


• Conjoint experiment designs and choice sets.


• Customer-provided datasets, respondent IDs and project metadata.


• Model inputs, utility estimates, coefficients, segmentation outputs and simulated market-share estimates.


• Reports, dashboards, presentations and exported data.


• Files uploaded by customers for analysis.

Research data may contain personal information if a customer includes direct identifiers or if a person can reasonably be identified from the data or combination of attributes.

4.4 Information collected automatically

When you use our website or platform, we may collect technical and usage information such as:

• IP address, browser type, device and operating system.


• Login times, session records, security events and access logs.


• Pages or platform features used, error reports and performance data.


• Cookie identifiers and similar technologies, subject to applicable requirements.


• Approximate location derived from technical information, where necessary and permitted.

4.5 Billing and transaction information

We may collect subscription, billing contact, invoice, payment status, tax and transaction records. Card or payment credentials may be handled by a payment provider rather than stored directly by MarkIQs.

4.6 Information from other sources

We may receive information from our customers, authorised research panels, recruitment partners, service providers, public business sources and other lawful sources. Where we obtain respondent information from a third party, we take reasonable steps to establish that the source is authorised to provide it and that the intended processing is lawful.

1. How we use information

We use personal information for purposes such as:

• Creating and administering customer accounts.


• Providing, maintaining and securing our platform.


• Designing, distributing and administering surveys.


• Recruiting or inviting respondents where our recruitment services are used.


• Processing responses and conducting conjoint, pricing, MNL and other statistical analyses.


• Generating reports, simulations, dashboards and research outputs for the relevant customer.


• Managing respondent eligibility, survey quality, duplicate responses, fraud and abuse.


• Providing technical support and responding to enquiries.


• Processing subscriptions, invoices, payments and contractual obligations.


• Monitoring service performance, troubleshooting errors and protecting platform security.


• Communicating service announcements and, where permitted, sending marketing communications.


• Meeting legal obligations and establishing, exercising or defending legal claims.


• Enforcing our terms, investigating misuse and protecting our rights and the rights of others.

We will not use customer research data for an unrelated commercial purpose or for another customer's research project unless the customer has authorised that use and the processing is lawful.

1. Customer control and confidentiality of research data

6.1 Customer-controlled research

Customer research data remains subject to the customer's rights and instructions under the applicable agreement. As between MarkIQs and the customer, the customer retains control of its confidential research content and determines the permitted research purpose, subject to applicable law and the parties' contract.

We process customer research data to deliver, maintain, secure and support the services requested by that customer. We may access or process it when necessary to resolve support issues, investigate security incidents, meet legal obligations or carry out documented customer instructions.

6.2 No cross-customer research use by default

We do not use identifiable or customer-confidential research data from one customer to conduct another customer's study, create another customer's reports or enrich another customer's research dataset.

We do not sell customer research data as a standalone data asset. We do not disclose identifiable respondent-level research data to unrelated third parties for their independent commercial use without appropriate authority and a lawful basis.

6.3 Statistical models and research outputs

The platform may generate derived outputs such as part-worth utilities, preference estimates, price-sensitivity curves, choice probabilities, segment-level findings and simulated market-share estimates.

These outputs are generated for the relevant customer and study. They may still be confidential or potentially identifiable, depending on the data, the study design and the size of the respondent group. We will not assume that a result is anonymous merely because names have been removed.

6.4 Operational and security processing

We may process limited data to operate the service, maintain logs, prevent abuse, investigate errors and protect security. Such processing must be limited to legitimate operational needs and applicable contractual and legal requirements.

1. Artificial intelligence and automated analysis

MarkIQs may use statistical methods, machine learning or AI-assisted tools to support research analysis, text processing, summarisation, quality checks or other platform features.

7.1 No training on customer data

MarkIQs does not use customer data to train general-purpose AI models or third-party AI models. Customer data includes customer research datasets, respondent-level data, uploaded project files, confidential research briefs and customer-specific outputs.

Where we use an external AI or machine-learning service provider to process customer data to deliver a requested feature, we will require appropriate contractual and technical safeguards, including restrictions against using that data to train or improve the provider's general-purpose models.

We will configure our use of AI providers consistently with this commitment and will not enable a provider's customer-data training feature for customer data.

This commitment does not prevent processing strictly necessary to provide the requested service, perform security checks, troubleshoot errors or comply with law, provided that such processing is otherwise permitted under the applicable agreement and law.

7.2 Customer-authorised features

If we propose a materially different use of customer data for AI development or model training in the future, we will first obtain any required customer authorisation, update relevant contractual terms and notices, and establish an appropriate legal basis. We will not treat continued use of the platform alone as authorisation for such a change.

7.3 Automated analysis and decisions

Our platform may use statistical or automated methods to estimate preferences, identify response patterns, calculate utilities, model choices and simulate potential market outcomes. These results are analytical estimates, not guarantees of actual consumer behaviour or future market share.

Unless expressly disclosed for a particular feature, our platform is not intended to make decisions that produce legal or similarly significant effects on individuals. Customers should not use research outputs to make such decisions without first assessing applicable legal requirements, accuracy, fairness and the need for human review.

1. Survey recruitment and respondent management

MarkIQs supports two operating models.

8.1 Customer-managed respondents

Where a customer supplies its own respondent list, sends invitations or independently recruits participants, the customer is generally responsible for ensuring that it has the necessary authority, notices, permissions and lawful basis to collect and share respondent information with MarkIQs.

The customer must provide appropriate privacy information to respondents and handle requests or complaints that fall within its responsibilities. MarkIQs will process respondent information on the customer's behalf where that is the agreed arrangement.

8.2 Respondents recruited by MarkIQs or its partners

Where MarkIQs recruits respondents, operates a panel, arranges recruitment or obtains respondent information from research partners, we will provide appropriate privacy information explaining the relevant collection, use, disclosures, retention and contact routes.

Depending on the activity and applicable law, MarkIQs may act as a controller or equivalent decision-maker for recruitment, eligibility, panel administration, incentive payments, fraud prevention and related operations, and as a processor for other study activities. The actual role depends on who determines the purpose and means of each processing activity, not simply on the terminology used in a contract.

We may share necessary information with authorised recruitment partners, survey-panel providers, incentive-payment providers and other service providers, subject to applicable safeguards and contractual restrictions.

8.3 Participation is voluntary

Participation in research is generally voluntary unless the study notice explains otherwise under a lawful arrangement. Respondents should be given the information needed to understand the purpose of the study and how their information will be used. Where consent is required, it must be obtained in a manner that meets applicable law.

8.4 Sensitive information

Customers should not collect sensitive or specially protected information through surveys unless it is necessary, lawful and supported by the required notice, consent or other legal authority. Where such information is permitted, additional restrictions and safeguards may apply.

1. Legal bases and permissions

The legal basis for processing depends on the jurisdiction, the information involved and the role of MarkIQs in the particular activity.

Where applicable law requires a lawful basis, we may rely on:

• Consent or another legally recognised permission.


• Performance of a contract or steps requested before entering into a contract.


• Compliance with a legal obligation.


• Legitimate interests or a similar permitted ground, where recognised and applicable.


• Other grounds permitted by the relevant law.

We do not assume that one legal basis applies to all processing or all jurisdictions. Where consent is relied upon, we will provide appropriate information and respect withdrawal or objection rights as required by law.

For research commissioned by a customer, the customer is responsible for identifying and documenting the lawful basis for its study where it acts as the controller. MarkIQs will support the customer as required by the applicable agreement and law.

1. Cookies and similar technologies

We may use cookies, local storage and similar technologies to:

• Keep the platform secure and maintain sessions.


• Remember user settings and preferences.


• Understand service performance and diagnose errors.


• Measure website usage and improve usability.


• Support marketing or advertising where enabled and permitted.

Strictly necessary technologies may operate where legally permitted. Non-essential analytics, advertising or tracking technologies will be used only in accordance with applicable consent and opt-out requirements.

You may be able to manage cookies through your browser settings and, where available, our cookie preference tool. Blocking certain cookies may affect platform functionality.

We will provide additional cookie information where required by the jurisdictions in which we operate.

1. Disclosure to service providers and other parties

We may disclose personal information to the following categories of recipients where necessary and lawful:

• Cloud hosting, infrastructure and storage providers, including AWS or a comparable provider.


• Database, backup, monitoring, security and incident-response providers.


• AI or analytics providers used to deliver specific features, subject to the restrictions in Section 7.


• Email, communications, customer support and identity-verification providers.


• Payment processors, accounting providers and professional advisers.


• Survey distribution, respondent recruitment, research panel and incentive-payment partners.


• Contractors and personnel authorised to support our services.


• Regulators, courts, law-enforcement authorities or other parties where disclosure is required or permitted by law.


• A successor or purchaser in connection with a merger, restructuring, financing, acquisition or sale of relevant business assets, subject to appropriate safeguards.

We require service providers processing personal information on our behalf to be subject to appropriate confidentiality, security and data-protection obligations.

We do not authorise service providers to use customer research data for their own unrelated commercial purposes. Where a provider processes data as an independent controller under its own terms, we will identify that arrangement where required and provide the relevant information.

1. Cloud hosting, storage and security

We expect to host and store platform information using AWS or a comparable cloud provider. The actual providers, hosting regions and configurations may change as our services develop.

We use reasonable technical and organisational safeguards designed to protect personal information against unauthorised access, loss, misuse, alteration or disclosure. Depending on the service and risk, safeguards may include:

• Encryption in transit and, where appropriate, at rest.


• Access controls, authentication and role-based permissions.


• Separation of customer projects and access boundaries.


• Security logging, monitoring and incident investigation.


• Backup, recovery and continuity procedures.


• Vendor assessment and contractual safeguards.


• Secure software-development and vulnerability-management practices.


• Personnel confidentiality obligations and access restrictions.

No method of transmission or storage is completely secure. We cannot guarantee absolute security, but we work to maintain safeguards appropriate to the nature and risk of the information we process.

1. International data transfers

MarkIQs may process or store personal information in India and other countries where we, our affiliates or our authorised service providers operate.

Where personal information is transferred internationally, we will implement the safeguards required by applicable law. Depending on the transfer and jurisdiction, these may include contractual commitments, approved transfer mechanisms, assessments of transfer risks, restrictions on onward transfers and other appropriate measures.

The availability of an AWS region or another hosting location does not, by itself, establish that a transfer is lawful. Transfer arrangements will be assessed against applicable legal and contractual requirements.

Where required, we will disclose the relevant categories of recipients, countries or regions, and safeguards in a supplementary notice or data processing agreement.

1. Data retention and deletion

We retain personal information only for as long as reasonably necessary for the purposes described in this Policy, the applicable agreement, and legal or regulatory requirements.

Retention periods may differ by data category:

• Account and contact data: for the duration of the account relationship and a reasonable period thereafter.


• Customer research data: according to customer instructions and the applicable contract, subject to lawful retention requirements.


• Respondent recruitment and incentive records: for the period needed to administer participation, prevent fraud, resolve disputes and meet legal requirements.


• Billing and tax records: for the period required by applicable accounting, tax and other laws.


• Security and access logs: for a defined operational and security retention period.


• Support and communication records: for the period needed to resolve the matter and maintain appropriate business records.

When information is no longer required, we will delete it, anonymise it or securely restrict it, as appropriate and lawful. Backups may retain information for a limited period before it is overwritten or deleted through the normal backup lifecycle.

We will document specific retention periods in internal schedules and customer agreements rather than relying solely on the general descriptions above.

1. Your privacy rights

Depending on your location and applicable law, you may have rights to:

• Request access to personal information about you.


• Request correction of inaccurate or incomplete information.


• Request deletion or erasure.


• Withdraw consent where processing relies on consent.


• Object to or restrict certain processing.


• Request portability of certain information.


• Opt out of certain sales, sharing or targeted advertising, where applicable.


• Appeal a decision on a privacy request, where the law provides that right.


• Lodge a complaint with a relevant data-protection authority.

These rights are subject to applicable legal conditions and exceptions. For example, we may need to retain certain records to comply with law, establish or defend legal claims, protect security or meet other permitted purposes.

To make a request, contact [insert privacy email address]. We may need to verify your identity and clarify the request before responding. Where MarkIQs processes information on behalf of a customer, we may refer the request to that customer or assist the customer in responding, depending on our respective roles and applicable law.

We will respond within the period required by the applicable law.

1. India-specific information

Where India's Digital Personal Data Protection Act, 2023 and applicable rules apply to our processing, MarkIQs will comply with the provisions in force and applicable to the relevant processing activity.

We will provide required notices, obtain valid consent where required, facilitate applicable individual rights, implement appropriate security safeguards, manage data breaches as required, and meet applicable requirements for processors and other service providers.

Where MarkIQs acts as a data processor for a customer, the customer may be responsible for certain decisions and obligations as the data fiduciary under the Indian framework, while MarkIQs remains responsible for its own applicable obligations and contractual commitments. The parties' responsibilities will be reflected in their agreement.

If we are required to appoint a grievance officer, publish specific contact details or follow a prescribed complaint process, those details will be made available here or in a supplementary notice:

India grievance contact: [Insert name or role, email address and postal address, if required]

1. European Economic Area, United Kingdom and other international jurisdictions

If the General Data Protection Regulation (GDPR), UK GDPR or another jurisdiction's privacy law applies, we will provide the additional rights, notices, transfer safeguards and other protections required by that law.

Where MarkIQs acts as a processor, we will process personal data on documented instructions, assist the customer with applicable obligations as agreed and required by law, and use appropriate contractual terms.

Where MarkIQs acts as a controller, we will identify the relevant purposes, legal bases, retention periods, recipients and rights in the applicable notice.

Where required for international transfers, we will use an applicable transfer mechanism, such as an adequacy decision or approved contractual clauses, and take any additional steps required by law.

EEA/UK representative, where required: [email protected]
Data protection officer, where required: [email protected]

1. United States and state privacy laws

Where applicable US state privacy laws, including the California Consumer Privacy Act as amended, apply to MarkIQs, we will provide the notices and rights required for the relevant state.

These may include rights to know or access, delete, correct, obtain a portable copy, opt out of certain sales or sharing, limit certain uses of sensitive personal information, and receive non-discriminatory treatment for exercising applicable rights.

MarkIQs's stated policy is not to sell customer research data as a standalone data asset. However, the legal definition of “sale,” “sharing” or targeted advertising may be broader than an ordinary cash sale. If any service, advertising technology or data disclosure falls within a statutory definition, we will implement the required notice, opt-out and other controls.

Where required, we will publish a state-specific notice, a notice at collection and a method to submit privacy requests. We will honour applicable opt-out preference signals and other legally required mechanisms.

US privacy request contact: [email protected]

1. Children and vulnerable individuals

Our enterprise research platform is not intended to knowingly collect personal information from children in circumstances where such collection is prohibited or requires permissions that have not been obtained.

Customers and research partners must identify any study involving children or other vulnerable participants before recruitment or data collection begins. Such studies may require parental or guardian permission, age-appropriate notices, additional safeguards or restrictions under applicable law.

We may suspend or stop a study if we reasonably believe it is collecting information unlawfully or without required safeguards.

1. Third-party websites and services

Our website or platform may link to third-party websites, tools or services. Their privacy practices are governed by their own notices and terms. MarkIQs is not responsible for third-party privacy practices that it does not control.

Where a third-party service processes information on our behalf, Section 11 and the applicable contract govern that arrangement to the extent relevant.

1. Business changes and legal disclosures

If MarkIQs is involved in a merger, acquisition, restructuring, financing or transfer of assets, personal information may be disclosed to parties involved in the transaction where lawful and subject to appropriate confidentiality and protection measures.

We may also disclose information when required by law, a valid legal process or a lawful request from a competent authority, or when necessary to protect the rights, safety, security or property of MarkIQs, its customers or others.

Where legally permitted and appropriate, we will limit the information disclosed to what is necessary for the relevant purpose.

1. Changes to this Policy

We may update this Policy to reflect changes in our services, technologies, vendors, business practices or legal obligations.

We will publish the updated Policy with a revised “Last updated” date. Where required by law or where a change materially affects how we use personal information, we will provide additional notice or seek consent where necessary.

The updated Policy will apply from its stated effective date, subject to applicable law and any separate contractual requirements.

1. Contact us

For questions, concerns or privacy requests, contact:

Registered office:

MarkIQs Systems Private Limited
BONANZA, PO-42, BLOCK –B-14, #630, Innovations Park,
Arekere, Bannerghatta Road, Bangalore-560076.
Privacy email: [email protected]
Website: https://www.markiqs.com/
Privacy request form: https://www.markiqs.com/privacy-policy
India grievance contact, where required: [email protected]
EEA/UK representative, where required: [email protected]
Data protection officer, where required: [email protected]

Please do not include passwords, payment card details or unnecessary sensitive personal information in a privacy request.