Privacy policy of Kantar Emor

For cooperation with Kantar Emor, please familiarise yourself with our privacy policy.

What we do

Kantar Emor (business name „public limited company Emor” or hereinafter also „Emor”) is part of the world’s leading insight, information and consultancy company Kantar. Our goal is to inspire clients, employees and the whole society to be creative and successful. We at Kantar Emor communicate annually with more than a quarter of a million of Estonian people, our respondents; but Kantar communicates with 80 million people a year across the world. Kantar Emor’s varied and extensive knowledge of consumer behaviour and future trends is constantly improving. Together with Kantar, we have an even more extensive knowledge base and points of view.

Our work includes surveys that are completed only through the support of our respondents, to help make the right decisions in the future.

Legal basis of our activities

In conducting our surveys, we follow good survey practice and the rules for public opinion interviews set forth by Esomar, the European Society for Opinion and Market Research. An important part of this is the protection of respondents’ rights and confidentiality.

In protection of personal data, we follow data protection legislation established by Estonia and the European Union.

Basic principles for processing personal data

The protection of natural persons in relation to the processing of personal data is a fundamental right – set forth explicitly in Article 8 of the Charter of Fundamental Rights of the European Union as well as expressed in § 26 of the Constitution of the Republic of Estonia. We honour these fundamental rights in our everyday business and pay constant attention to protection of personal data and thereby, to guaranteeing your rights.

Our privacy policies are based on the requirement to protect the privacy of our clients and partners. Our privacy policies are based on credibility and confidentiality and our goal is to ensure that the processing of our clients’ and partners’ personal data is legal, fair and transparent.

These privacy principles have been developed with the objective to ensure the transparency of the processing of personal data and the data subject’s right to „be informed “.

How do we reach you when you are partnering with us as a survey respondent

When we are conducting interviews as a processor, we have received your contacts from the commissioner of the specific survey, who is also the controller of personal data. The controller of personal data is under the obligation to guarantee they have your consent to forward us your data or ensure that has another basis for forwarding the data in accordance with the General Regulation on the Protection of Personal Data, in order for us to be able to conduct the specific survey with your help.

In conducting telephone interviews our first call to you is not our targeted call to you specifically, instead your phone number is generated randomly by special software.

Before the first call we will check that randomly generated number is not among our “do not call” list (in case you have you have previously forwarded such a request to us).

After our first call we will knowingly contact you by phone only if you have expressed your consent to participate as a respondent in future studies and have allowed to call your phone number.

In conducting web interviews, we will contact you only if you have given us your e-mail address for the purpose of participating in surveys (except for when we are conducting interviews as a processor of personal data (see above)).

We may also publish an invitation to participate in a survey via social media.

In conducting face-to-face (or door-to door) interviews we turn to you with a  proposal to participate in surveys based on a random selection of source addresses or map-based addresses.

In conducting focus group interviews we use various methods for finding the respondents. In addition to the usual online survey, we also use the so-called “snowball method”, where you are recommended to us by our previous partner. We may also publish an invitation to participate in a survey via social media. If you have consented to participate in a focus group study, we will also ask for your name and telephone number so that we can contact you personally to agree on the terms of participation in a particular study. This data will not be included to  the final analysis of the study.

In conducting TV audience survey we turn to you first via phone. Your number is randomly generated by a special software. If you give us your consent to participate in the study at our initial contact, we will later, if necessary, agree with you on more detailed conditions for participation in the study.

Children interviews within the framework of special studies aimed at children, are mostly conducted on the basis of a random selection, using the “door-to-door” method or by telephone, with prior consent of the parent. Upon prior agreement with schools, we can also conduct surveys as anonymous surveys conducted in schools.

You always have the right to refuse participation in our surveys either within the frames of a specific survey or as a respondent in all surveys conducted by us. We respect your position and will take that into account.

Which data we need about you as a respondent

During the course of an interview we will ask for your personal data in order to add you, with your consent, to Emor’s respondent database.

When you have given your consent to participate in a specific survey or participate as a respondent in surveys conducted by us in general during our first contact, we might (depending on the survey) need your gender, age, domicile in general, level of education and your e-mail address and/or phone number in order for us to be able to contact you. In general we do not need and thus do not have your name (except in case of project-based agreements, for example focus group survey), personal identification code, exact home address, profession and place of work.

If you have participated in a specific survey we conducted, we may contact you again within the frames of the same survey to follow up on survey results, to check if the interview was conducted correctly.

If you have participated as a respondent in one of the surveys where we give away a gift cards among all participants, we will use the contact information you provided to deliver your gift in case you are the winner.

Your responses given during the course of the survey are not identifiable and can’t be tied to your person, unless specific consent to tie the answers has been asked and is given.

What additional data do we collect for our business activities

When you turn to us with a request for additional information, access to web-services or a proposal, we may ask for your name, address, telephone number and e-mail address in order to forward you the requested information, access to web-services or proposal.

Which data is collected on our website

If you subscribe to our newsletter, we need to know your e-mail address. You can always unsubscribe the newsletter by using unsubscribe link at the end of the newsletter or by contacting us via

We also collect data on website visits, including data on website’s traffic and location as well as other such statistics. This information is a statistical overview of users’ history and models of behaviour and it does not contain data on individual visitors. We use the data only to find out, which webpages, products and services are of most interest.  Based on this information, we can improve our website if necessary.

What are cookies and why do we use them

A cookie is a small text file which is automatically saved on your device by your browser. Emor’s website uses cookies to make your user experience more comfortable and the use of our website smoother.

The information collected with the help of cookies may be, for example, your IP address, the type of browser used, internet service provider, websites that bring you to our website and where you go afterwards, your computer’s operating system and date stamp.

We may also use cookies in Emor’s webservice and the data delivery online environment created for our clients. The data collected automatically in such a way gives us anonymous, generalised statistics about the number of visitors to the website, information on how our clients use our website and our other web-based environments. This information will enable us to improve our website and web-based services even further, if necessary, making them even more user-friendly.

If you do not agree to the use of cookies, you may block the cookies saved on your device by changing the corresponding settings of your browser. Without cookies, our website might not operate correctly and not all services might be available to you.

Who we can forward your information to

We will not disclose your personal data, including your e-mail address and telephone number to third parties without your consent and knowledge, except when forwarding the information is necessary and justified in the following cases.

We may share your data with third parties who help to conduct surveys and interviews, deliver gift cards, install necessary equipment for TV audience survey, offer accommodation services for online surveys etc. („processors“). All cross-border data flows are safe and in accordance with the requirements of the General Data Protection Regulation.

Other subsidiaries of the Kantar group may collect, save, forward and process your data within the European Economic Area. Third parties, as well as Kantar group subsidiaries, have signed contracts with us, which bind them to keeping the received data confidential and implementing measures of data protection.

To send and process invitations to participate in online interviews, we use following partners:

  • Mailjet SAS which is located in EU (13 – 13 bis Rue de l’Aubrac, 75012 PARIS, France) – to send e-mails via Mailjet European servers;
  • LINK Mobility Poland Sp.z.o.o., which is located in EU – to send SMS invitations;
  • NIPO Software B.V, Netherlands – using of Nfield Online survey platform to send e-mails with invitations to participate in the surveys and to enable answering to the surveys.

Depending on the Client´s, as controller´s, regional preferences also following partners can be used for sending out e-mail invitations:

  •  The Rocket Science Group LLC from the USA.

For hosting web applications we use following partners:

  •  Microsoft Azure cloud services on European servers (Microsoft Ireland Operations Ltd.).

For sending out newsletters we use services from USA company The Rocket Science Group LLC.

What are your rights when you trust us with your personal data

In order to request access to your personal data, please contact us in writing. You can find our contact information under „How to reach us”.

In addition to that, you have the right to change your data; you have the right to limit the processing of your personal data and you have the right to withdraw your consent to process your personal data at any time without it impacting the legality of personal data processing that took place before the consent was withdrawn.

The changes resulting from your request will be implemented as soon as possible.

If you have identified a breach of your rights and have reasonable grounds, you have the right to file a complaint with the authority responsible for supervising the legality of personal data processing (Data Protection Inspectorate).

How do we guarantee the security of your personal data storage

Our goal is to protect the personal data you have entrusted to us from any kind of unauthorized access. To avoid unauthorized access to personal data you have given to us, we have implemented the necessary organisational and technical security measures. Our security measures are in accordance with generally accepted standards used in personal data protection.

All of our employees are under the obligation to follow the confidentiality and security requirements implemented in our company.

How long do we keep your personal data

We minimize the amount of saved data and store your data only while it is needed for the purpose which prompted you to give your consent to forward the data but not longer than 12 months from the end of the survey, unless we are not under any legal obligation to set a different time limit for storing the data. If there is no longer a need to store your data, we will delete it safely and permanently.

Our electronic systems are archived automatically. The archives are kept for a fixed period of time in a very strictly controlled environment. When the period of validity has expired, the data is deleted and physical mediums destroyed.

Changes in our privacy policy

In case of a justified need and in accordance with laws, our privacy principles might change over time. We will not reduce your rights stemming from the privacy policy without your explicit consent. Any changes in privacy policy will be immediately posted on our homepage.

Sources for additional information on personal data protection

Additional information on personal data privacy can be found in the General Data Protection Regulation of the European Union (officially – Regulation (EU) No 2016/679 of the European Parliament and the Council, 27 April 2016, regarding the protection of natural persons with regard to the processing of personal data and on the free movement of such data and repealing Directive 95/46/EC. – ELT L 119, 04.05.2016, pages 1-88).

Differences in implementing the General Data Protection Regulation in the Republic of Estonia are regulated by the Personal Data Protection Act passed by the Parliament of Estonia.

How to reach us

If you have any additional questions concerning the privacy policy or if you wish to make any changes, corrections, specifications in the personal data you have entrusted to us or if you want to withdraw your consent, please send us an e-mail at

We will respond as soon as possible but no later than in 30 days.

This privacy policy was established by the AS Emor management board on 17 May 2023.

Katrin Männaste

Uuringuekspert, Kantar Emor

Viimastel aastatel aset leidnud muutused brändide edetabelis viitavad sellele, et Eesti elanikud hindavad üha enam globaalseid ja vähem kohalikke kaubamärke. Nii leiame Kalevi ja ERRi kõrvalt YouTube'i ja Google'i.